FY24_NCTMS_DRAFT_Performance Work Statement.pdf

Performance Work Statement for FY24 Services in Support of the Secretary of the Navy’s National Call to Maritime Service Recruiting Campaign

I. INTRODUCTION

The Department of the Navy is facing one of the most challenging recruiting environments it has seen in decades. The military and government are becoming viewed as more disconnected, and service is becoming less attractive to our Nation’s youth. The continued success of our workforce depends on our ability to recruit exceptionally talented professionals, who truly believe in the value of service both in and out of uniform.

In response to this pressing need, the Secretary of the Navy (SECNAV) initiated a transformative National Call to Maritime Service (NCTMS) to be led by the Assistant Secretary of the Navy (Manpower and Reserve Affairs) (ASN M&RA). This initiative is not merely a recruiting campaign; it is a call to our Nation's youth, educators, and leaders, as well as to every citizen who values freedom and security. The NCTMS seeks to educate and empower the next generation on the myriad opportunities the Department offers—not just as a career but as a life path that carries profound personal and national significance.

II. BACKGROUND

The Office of the ASN M&RA was established by Title X as an entity whose principal duty is the overall supervision of manpower and reserve component affairs of the Department of the Navy (DON). As such, ASN M&RA is responsible for overseeing the recruitment of Navy and Marine Corps service members and civilians.

ASN M&RA established a core team to develop a centralized campaign strategy that empowers stakeholders and expands the reach of the Department’s recruiting efforts by accessing untapped target audiences. The strategy will complement Service-specific branding and augment ongoing recruiting efforts, which helps to amplify and reinforce the value of military and civilian military service through a coordinated communication strategy.

III. SCOPE

A. This Performance Work Statement (PWS) is for the digital marketing and advertising services required for three NCTMS events. The event dates and locations have not yet been determined.

The NCTMS campaign will include national events designed to generate mainstream awareness, as well as vertical campaigns with specific activities and messaging tailored to each audience with a call to action (e.g., military or civilian). In support of these national efforts, a Monthly Status Report (Deliverable 0001) shall be submitted. Additionally, all events shall drive traffic to the NCTMS website where potential candidates can learn more and determine whether they want to pursue a military or civilian career, which requires unique tracking URLS and robust back-end analytics (Deliverable 0002) to drive the total force-digital marketing campaign, ASN M&RA is tasked with delivering. The total-force approach to this campaign is unique in that efforts have traditionally taken place at the service-level for military recruiting and at the ASN M&RA-level for civilian recruiting but there has never been an overarching, Department-wide recruiting campaign that provides the lift for all paths to DON service. A data-driven and holistic approach to talent acquisition must be used to develop a comprehensive marketing and advertising strategy, improve the quantity and quality of website traffic, and provide the proof of performance (Deliverable 0003) required to drive future campaign activities—in an effort to modernize the Department’s approach to military and civilian recruiting.

B. Target Audiences (Prioritized in Descending Order)

Generation Z: Upcoming generation between the ages of 11 and 27 – the future of the

Department (media engagement with minors for awareness only).

Millennials: Mid-career professionals between the ages of 28 and 43.

Direct Hire Authority Population: Military spouses, individuals with disabilities, federal employees, critical hires, etc.

Strategic Partners: Trade/vocational schools, Historically Black Colleges and Universities, Minority Serving Institutions, labor unions, private sector middle-management organizations, veteran organizations, hospital systems, transitioning veterans, etc.

Supporters and Mentors: Parents, teachers, mentors, coaches, caregivers, principals, religious leaders, etc.

Internal Audience: Every active-duty service member, reservist and retiree, as well as all current civilian employees and retirees.

IV. REQUIRED SERVICES

The contractor shall:

A. Digital Marketing and Advertising

1. Develop a short-term marketing and advertising strategy (30 days prior to the event) that includes a detailed description of the work to be performed, to include all planning, tasks, materials, placement, and purchasing in support of this task. (Deliverable 0004)

2. Provide media schedules for all planned media that are not specifically identified below to the NCTMS Program Manager for approval prior to release. (Deliverable 0005)

i. Schedule must include plans for creating geofencing barriers for specific cities/areas as determined by the client/NCTMS Program Manager. (Deliverable 0006)

ii. Government will provide approved imagery and branded content to support call-to-action advertisement for distribution.

iii. Contractors shall create the banner advertisement proofs and receive approval from NCTMS Program Manager prior to utilizing the ad. (Deliverable 0007)

3. Determine the purchase advertising space for clients in order to reach a large number of targeted people at reduced costs. Media buys include, but are not limited to, print, internet, television, radio, and cinema. Typical duties include negotiating with sales agents, consulting with the sales team and clients, understanding their needs, and planning buying strategies. The contractor shall compare pricing amongst at least two (but preferably three same-type sources of advertisement), as detailed in the contractor’s submitted proposal to ensure the government receives the best value for its money. Documentation for each best value comparison shall be maintained by the contractor and provided to the Government within five (5) business days of a government request for this documentation. (Deliverable 0008)

4. Review and confirm all media buys. Negotiate rates with media vendors and negotiate value ads.

5.Distribute all media and advertisements under this task order via event-appropriate channels, which include, but are not limited to broadcast and digital media (e.g., online advertising and software applications, social, audio, search engine optimization, and printed environments) in an integrated marketing approach to increase familiarity of Naval (military and civilian) career opportunities and benefits, assist diverse young adults, parents and influencers in their decision making process, prepare prospects for direct contact with a recruiter by increasing their knowledge of the Department, and generate leads.

6. Media and advertisements must reach 50% of the prospect audience as set forth in agreed duration for an event. Examples of media that have been previously utilized include paid searches, conversion displays, content integration and amplification, social, scale audio and video, high school awards programs, unit-focused media, and research.

7.Other Direct Costs under this task may include royalty fees and reoccurring charges associated with paid media and advertisements for the six-month period of performance. The contractor shall utilize the process detailed in the quote submitted for guaranteeing the best value price for the government. The contractor shall also keep all competitive pricing for each advertising event and best value documentation making it available to the government within three business days of request for this documentation.

8. Contractor shall provide access to any analytics for the purposes of real time reporting and tracking in the media selected during the events. (Deliverable 0009)

9. Analyze and provide recommendations on the digital marketing and advertising strategy as NCTMS campaign media services are completed and as the campaign strategy evolves. (Deliverable 0010)

V. OTHER DIRECT COSTS (ODCS)

ODCs are incidental costs that are necessary and consumable in any given contract period through the primary purpose (services) of the contract. The estimated ODCs per year is not-to-exceed $75,000.

VI. PERIOD OF PERFORMANCE

The period of performance is 6 months, from XXmonthXXXX to XXmonthXXXX.

VII. SECURITY CLEARANCE

Contractor employee(s) shall have and be able to maintain a secret clearance in order to be able to access government networks (Attachment 1, DD254). Within three business days of contract award and when new contract employees come on board, the contractor shall provide the government, via DoD SAFE website, personal Identification information (i.e., the name, date of birth (DOB), social security number (SSN), and state of birth) for each/all contractor employees who require issuance of a CAC for access to government networks. (Deliverable 0011)

All contractor employees having access to the government networks shall also complete the DON’s Cyber Awareness training within the last 12 months from task order performance date, prior to gaining access to the networks. A link for this training shall be provided at time of award. The contractor shall provide the COR with copies of all completed training certificates for this class within three business days of contract award and when new contractor employees come on board. (Deliverable 0012)

VIII. PLACE OF PERFORMANCE

All performance shall be at contractor’s place of business. The contractor’s employee shall be available for government communication between 0800 and 1530, Monday through Friday, except holidays and other days the government is closed.

IX. POINTS OF CONTACT – To be provided at time of award.

X. DELIVERABLES – All deliverables shall be submitted to the COR, unless otherwise noted.

Del # Reference Paragraph

Titled Frequency Format To Whom

0001 All Monthly Status Report Monthly Electronically in MS Word, Excel, or PowerPoint

COR

0002 III.A Back-End Analytics Weekly during media runs

Electronically in MS Word, Excel, or PowerPoint

Government Stake Holders, COR

0003 III.A Proof of Performance 30 days prior to the event

Electronically in MS Word, Excel, or

PowerPoint

Government Stake Holders, COR

0004 IV.A.1 Marketing and Advertising Strategy

30 days prior to the event

Electronically in MS Word, Excel, or

PowerPoint

Government Stake Holders, COR

0005 IV.A.2 Media Schedules 30 days prior to the event

Electronically in MS Word, Excel, or

PowerPoint

Government Stake Holders, COR

0006 IV.A.2.i Geofencing Barrier Plan 30 days prior to the event

Electronically in MS Word, Excel, or

PowerPoint

Government Stake Holders, COR

0007 IV.A.2.III Banner Advertising Proofs 30 days prior to the event

Electronically in MS Word, Excel, or

PowerPoint

Government Stake Holders, COR

0008 IV.A.3 Best Value Documentation Within five business days from government request for documentation.

Electronically in MS Word, Excel, or PowerPoint

Government Stake Holders, 009 IV.A.8 Analytics Weekly during media runs

Electronically in MS Word, Excel, or PowerPoint

010 IV.A.9 Strategy Effectiveness Analysis

15 days after event

Electronically in MS Word, Excel, or PowerPoint

0011 VII List of all Contractor employee(s) (and PII) requiring a CAC

After award and as new contractor employees come onboard

Electronically Government

SAFE

website

0012 VII DON’s Cyber Awareness Training Completion Certificate

After award and as new contractor employees come onboard

Electronically, via email

X. CONTRACTING OFFICER’S REPRESENATIVE

A Contracting Officer Representative (COR) will be assigned to this task order. All technical guidance shall be between the contractor and the COR. This COR has not authority to make any changes to the task order, as written, but will be able to clarify the government needs. DFARS Clause 252.201-7000, Contract Officer Representative is applicable to this task order.

COR Name: To Be Provided at Time of Award

COR Email: To Be Provided at Time of Award

COR Telephone No.: To Be Provided at Time of Award

XI. Performance Requirement Summary (PRS)

Ref Para Task Title Standard AQL Surveillance Method

All Monthly Status Report

Contractor Program Manager to provide monthly report clearly identifying tasks and work completed, issues, and monthly costs Per labor category.

Receipt by the 15th working day of each month

100% verification by COR (or designee)

III.A Back-End Analytics

Report on the analytics of media runs selected e.g. # of clicks, vist per site, etc.

Receipt NLT end of media run

100% verification by COR (or designee)

III.A Proof of Performance

Digital plan detailing media streams to run on what platforms to reach the audience during each event.

Completed 30 days prior to event

100% verification by COR (or designee)

IV.A.1 Marketing and Advertising Strategy

Detailed description of the work to be performed, to include all planning, tasks, materials, placement, and purchasing in support of this task.

Completed 30 days prior to event

100% verification by COR (or designee)

IV.A.2 Media Schedules

Generation of requested schedule, plans, and proofs.

Completed 30 days prior to event

100% verification by COR (or designee)

IV.A.3 Best Value Documentation advertising space for clients in order to reach a large number of targeted people at reduced costs

Within five business days from government request for documentation.

100% verification by COR (or designee)

IV.A.8 Analytics Provide reports on selected media runs

Weekly during media runs

100% verification by

(# of clicks, # of views, etc.)

COR (or designee)

IV.A.9 Strategy Effectiveness Analysis

Provide after action report.

15 days after event

100% verification by COR (or designee)