Attachment_2_-_Sample_Task_2__final.Rev_7.25.18.doc

Attachment 2 – Solicitation H9821018R0004

July 25, 2018

Sample Task 2 - Public Relations Services - Revision Performance Work Statement (PWS)

1.0 INTRODUCTION

The Office of People Analytics’ Joint Advertising, Market Research and Studies (JAMRS) division requires public relations services to educate the Department’s target audiences, both internal and external, about the opportunities and skills gained from military service.

2.0

BACKGROUND

Public relations informs stakeholders and drives traffic and leads to JAMRS’ and the Services’ websites for recruiter prospecting. Comprehensive public relations support encompasses senior strategic client counsel and development of all messaging and programming for JAMRS material and initiatives in coordination with OSD/Public Affairs.

3.0 SCOPE The Contractor shall provide the personnel, management and materials necessary to provide the Government with public relations services and support.

4.0 REQUIREMENTS The Contractor shall:

4.1 Provide the Government with recommendations for messaging to promote JAMRS outreach initiatives in coordination with OSD/Public Affairs.

4.2. Coordinate, develop, and execute all media publishing services for Futures magazine, Futures is the Defense Department’s only Joint Service recruiting publication, distributed annually to high school guidance counselors nationwide and all to all DoD Education Activity Schools worldwide, with a goal of providing career and lifestyle information on the wide variety of military opportunities available in the five (5) uniformed Services and their Reserve and Guard components.

4.2.1. Screen and hire a professional photographer.

4.2.2. Provide a complete, all-rights buyout to the Government (to include retouching of up to 80 select images) for photography obtained during the Futures magazine development process.

4.2.3. Work with the Government to identify and select two candidates each from the Army, Navy, Air Force, Marine Corps, Coast Guard, Army National Guard, Army Reserve, Air National Guard and Air Force Reserve. Candidates are carefully selected to ensure diversity in gender, ethnicity, enlisted, officer, and career field. Based on selected candidates, identify and select on- and off-base locations for production/activities and gain all required permissions to obtain raw content (interviews/photography).

4.2.4. Identify, vet, and schedule interviews with service members. Provide potential candidates with questionnaires to complete that will provide background information on Service history, their decision process for joining the Military, what a typical day in their life looks like (both on and off duty) and whether they are married, single, and/or are accompanied by a family.

4.2.5 Prepare selected service members for interviews.

4.2.6. Photograph and interview selected service members at their assigned location capturing both on and off duty content as well as action and portrait photography.

4.2.6.1. Provide all photographs taken by the photographer to the Government in a manner that will meet latest government IT requirements.

4.2.7. Develop a creative brief that describes the planned theme(s) of the magazine and how the content will be highlighted to ensure the information successfully communicates and resonates with the target audiences of high school guidance counselors and students.

4.2.7.1. Based on interviews and photography, develop a proposed content map that identifies key themes, stories, infographic topics and/or focal images in the order they will appear in the magazine while ensuring Service balance

4.2.7.2. As part of the creative brief, highlight the proposed color scheme, example design elements, and example photo treatments that will make up the general style for the magazine (i.e., a style/look book section of the brief).

4.2.8. Based on the approved creative brief, content map and style/look book examples, author all magazine content and copy, develop the publication’s organizational structure, design, and layout to effectively communicate with a youthful audience. Include three rounds of design changes/updates following presentation of the initial designs and discussions with the Government.

4.2.9. Produce the magazine through the mechanicals phase.

4,2.9.1. Prepare, collect, preflight and package all digital page files of the publication, ensuring they are ready for printing through a commercial printing process (please note printing of the magazine will be a requirement on another task order).

4.3. Conduct strategic research via communications check (focus groups) of the near final draft version of Futures magazine to understand the communication and appeal of the publication in order to optimize what it offers to high school guidance counselors and students.

4.3.1. Conduct six focus groups in two markets (three groups per market) and allow for live video streaming for Government POCs to view the groups.

4.3.2. Refine, revise and finalize magazine headline, caption and cover design and images based on feedback obtained from the focus group research.

4.4. Develop and execute three earned media campaigns to promote featured Futures magazines candidates and/ or content from previous as well as the current editions of the magazine.

4.5. Develop and publish approved content for Futures magazine social media platforms (e.g., Instagram, Facebook, Twitter) a minimum of two times a week per platform and propose new social media engagement strategies.

4.6. Provide as-needed client media counsel and crisis communication planning with regard to crises and/or issues management on behalf of JAMRS.

4.7. Provide a weekly project management status report which includes the status of relevant issues associated with each task and a description of the remaining work to be done on the project.

4.7.1. Provide weekly verbal status updates by telephone.

5.0 DELIVERABLES

Content/design/layout creation- Round 1

Round 2

Round 3

April 15, 2020 May 15, 2020

Earned Media Campaign 1

Earned Media Campaign 2

Earned Media Campaign 3

January, 15, 2020

April 15, 2020

6.0 CONTRACTOR TRAVEL

The Government anticipates travel to various military bases. Travel to conduct Futures magazine interviews and photography is estimated to be up to 19 trips by one or two Contractor personnel for three days and two to three nights to various locations determined by the Government. Travel to conduct focus group research to two major markets in the continental U.S. (two different areas of the country and not the District of Columbia). Additionally, up to seven one- or two-day trips to Washington, D.C., for meetings with and presentations to the Government. Contractor costs for Government authorized travel are included in this contract. All travel shall be in accordance with FAR 31.205-46 and applicable travel regulations (Joint, Federal or Standardized). Contractor payment claims shall include applicable documentation to support actual costs incurred (e.g. airfare and hotel/lodging receipts) as well as any receipts valued at or above $75.00. Failure to provide appropriate documentation may result in loss of reimbursement of travel expenses.

7.0 PLACE OF PERFORMANCE

The Contractor will work at the Contractor’s facility.

(END OF ATTACHMENT 2)