PWS - Advertising Support BPA_final.pdf

PERFORMANCE WORK

STATEMENT

DIGITAL ADVERTISING

BLANKET PURCHASE AGREEMENT (BPA)

THE UNITED STATES AIR FORCE BAND

15 MAY 2026

SECTION I. GENERAL INFORMATION

1. General

This is a non-personal services Blanket Purchase Agreement (BPA) established to provide digital advertising support for concerts and performances conducted by the United States Air Force (USAF) Band. The Government shall not exercise supervision or control over Contractor personnel performing services under this agreement.

Contractor personnel shall be accountable solely to the Contractor, who is responsible to the Government.

2. Purpose

The purpose of this multiple-award, decentralized BPA is to obtain digital advertising support for USAF Band performances and outreach initiatives

3. Description of Services

The Contractor shall provide all personnel, equipment, supplies, facilities, transportation, tools, materials, supervision, and other non-personal services necessary to place digital advertisements promoting USAF Band performances and events.

Services may include digital display advertising, social media advertising, printing and fulfillment, marketing and media strategies, public relations consultation, web design and development, custom video creation, custom email marketing, digital media placement, campaign management, audience targeting, reporting, and associated support services required to execute approved advertising campaigns. All advertising content must receive Government approval prior to publication or distribution.

4. Background

The United States Air Force Band is a component of Air Force Public Affairs. Public performances and community engagement events support Air Force strategic communication objectives by strengthening public awareness, enhancing community relations, and maximizing audience engagement. Concerts and performances are conducted nationwide in support of recruiting, outreach, and public affairs initiatives.

SECTION II. OBJECTIVES AND BPA SCOPE

1. Objectives

The objective of this BPA is to promote U.S. Air Force Band performances through targeted digital advertising campaigns that maximize audience reach, increase public engagement, and support broader Air Force strategic communication goals.

2. Scope

a) The Contractor shall provide tailored media planning, media placement, campaign maintenance, quality assurance, real-time reporting, and post-campaign reporting in support of the USAF Band mission. Digital advertising services may be placed through local media outlets, social media platforms, search engine advertising platforms, streaming services, and other digital advertising channels. Targeted print advertising, digital and static outdoor billboard placement and targeted audio advertising services shall also be provided upon request. Advertising content shall be provided by the Government or developed by the Contractor and approved by the Government prior to release.

3. Service Requirements

The Contractor shall be capable of supporting advertising requirements for performances and events throughout the United States:

a) Place digital advertisements no later than 14 calendar days prior to scheduled performances unless otherwise directed by the Government.

b) Support digital advertising formats including, but not limited to: 300x600, 300x250, 320x50, 970x90, 970x250, and 728x90.

c) Provide campaign management, media placement, audience targeting, quality control, monitoring, and reporting services.

d) Maintain regular communication with designated Government representatives throughout campaign execution.

e) Monitor campaign performance and address issues in a timely manner.

f) Conduct quality assurance reviews prior to advertisement publication.

g) Have the capabilities to provide printing and fulfillment services upon request

h) Have the capabilities to produce/design custom videos upon request

i) Consult/assist with web design and website layout

j) Campaigns shall target an estimated delivery of 280,000 digital impressions per performance advertising cycle unless otherwise specified by the Government.

4. Quality Control

The Contractor shall provide the following quality assurance procedures:

a) Verification that all links function properly prior to publication.

b) Validation of advertisement copy, dates, times, venue information, and targeting parameters.

c) Submission of advertising content to the designated Government Subject

Matter Expert (SME) for approval prior to release.

d) Ongoing monitoring of campaign performance to identify and resolve issues.

e) Regular communication with the Government to coordinate campaign updates or adjustments.

f) The Contractor shall maintain and provide documentation validating advertisement placement and campaign performance upon Government request. Supporting documentation may include screenshots, analytics reports, affidavits of performance, insertion orders, invoices, or similar records.

5. Reporting Requirements

The Contractor shall provide post-campaign reporting that shall include, at a minimum:

a) Total delivered impressions

b) Click-through rates (CTR)

c) Campaign duration

d) Geographic targeting information

e) Advertising platform utilization

f) Total advertising spend

g) Summary of campaign performance metrics