H9821018R0004_180706.docx

H9821018R0004

Section SF 1449 - CONTINUATION SHEET

Marketing Commnication Services - Labor

FFP

Provide marketing communication services - labor in accordance with the Performance Work Statement (PWS). The Government will retain ownership of all data rights.

FOB: Destination

MAX

NET AMT

Other Direct Expenses (ODE)

FFP

ODEs in support of Marketing Communication Services. Offerors shall obtain a minimum of three price quotes for all ODEs in excess of $2,500. The Government will retain ownership of all data rights. The Government's Not To Exceed (NTE) amount is estimated to be $106,400,000.00.

MAX

Travel T&M Travel in support of services performed under this contract reimbursed in accordance with the Joint Travel Regulation (JTR). The Government's Not To Exceed (NTE) amount is estimated to be $1,300,000.00.

TOT MAX PRICE

CEILING PRICE

FFP

Provide marketing communication services - labor in accordance with the Performance Work Statement (PWS). The Government will retain ownership of all data rights.

MAX

FFP

ODEs in support of Marketing Communication Services. Offerors shall obtain a minimum of three price quotes for all ODEs in excess of $2,500. The Government will retain ownership of all data rights. The Government's Not To Exceed (NTE) amount is estimated to be $18,500,000.00.

MAX

T&M Travel in support of services performed under this contract reimbursed in accordance with the Joint Travel Regulation (JTR). The Government's Not To Exceed (NTE) amount is estimated to be $289,000.00.

MAX

INSPECTION AND ACCEPTANCE TERMS

Supplies/services will be inspected/accepted at:

DELIVERY INFORMATION

19-DEC-2023

1919 SOUTH EADS STREET SUITE 100

ARLINGTON VA 22202

HQ0584

19-DEC-2023

HQ0584

19-DEC-2023

HQ0584

19-DEC-2024

HQ0584

19-DEC-2024

HQ0584

19-DEC-2024

HQ0584

PERFORMANCE WORK STATEMENT

Office of People Analytics, Joint Advertising, Market Research and Studies Marketing Communication Services

1.0 INTRODUCTION

The Office of People Analytics (OPA) through its Joint Advertising, Market Research and Studies program (JAMRS) requires a Contractor to perform full-service Integrated Marketing and Advertising services. This requirement will provide services associated with, but not limited to brand planning, identifying target markets, design and development, conducting and administrating campaigns, secure database management and website properties.

2.0 BACKGROUND

OPA/JAMRS leads the Defense Human Resources Activity (DHRA) marketing communications effort and performs work on behalf of the Under Secretary of Defense for Personnel & Readiness [USD (P&R)]. Policy guidance for the OPA/JAMRS program is provided by the Deputy Under Secretary of Defense Military Personnel Policy (DUSD/MPP) office. OPA/JAMRS focuses its corporate advertising efforts on creating awareness of, interest in and preference for the military among youth and the adults who influence them. Demands on today’s military and their families have never been greater, as Department of Defense (DoD) continues to recruit for its all-volunteer force. OPA/JAMRS provides valuable resources and communications programs from a holistic military perspective, enabling DoD and the Services to make informed, research-based decisions to enhance their individual recruiting efforts. OPA/JAMRS maintains databases and conducts research on a wide variety of military-related populations. OPA/JAMRS also executes programs on behalf of the Office of the Secretary of Defense (OSD), including corporate branding, advertising and marketing programs.

3.0 SCOPE

The Contractor shall provide all personnel, equipment, materials and management to provide a full range of marketing, corporate branding, and communications (including advertising, direct marketing, database marketing, interactive marketing, public relations, and planning/research) that complements and supports each of the military Services’ (i.e. Army, Marine Corps, Navy, Air Force, Coast Guard, and their Active Duty, Guard and Reserve components) recruiting and retention programs.

4.0 REQUIREMENTS The Contractor shall:

4.1. Direct Marketing. Execute and analyze all aspects of the current direct marketing program (direct mail, phone, interactive, and email). Provide broad and targeted direct marketing as well as micro-targeting that incorporates effective timing of messages and a method of reaching target markets directly with diversity in advertising formats (e.g. phone, direct mail business reply cards, Internet, etc.). Compile, reproduce, merge/purge, track and test direct response services. Customize mailing/calling/contact lists and develop interactive (e.g. Internet) direct marketing programs (part of an integrated drive-to-web campaign). Explore and assess relevant new forms of direct marketing communication and submit to the Government.

4.2. Interactive Marketing. Provide interactive communications services related to the development and maintenance of websites, planning and execution of online advertising, planning and execution of other forms of Interactive/Direct media – including new and emerging forms of technology.

4.2.1. Develop and operate the Government’s targeted websites, todaysmilitary.com, myfuture.com, jamrs.defense.gov, dmren.org, medicineandthemilitary.com and OPA/JAMRS/DoD’s .mil or .gov related sites, information technology resources and web hosting/mastering capability. Development and operation include activities such as web hosting, site maintenance and updates (e.g., content and technical updates), site builds or redesigns.

4.2.2 E-mail OPA/JAMRS stakeholders about program updates and events (e.g. market research results, Direct marketing/Interactive Conferences and new products).

4.2.3. Develop content for websites (e.g., copy, videos, images), and conduct online maintenance updates (e.g. photo changes, update links, video updates, site management and architectural improvements).

4.2.4. Maintain ongoing website metrics analysis reporting capability. The Contractor shall ensure that metrics and their web-based reporting tool is available with industry-standard security and service-level (as an example of one of the required metrics, the connection must be available and properly functioning 99% of the time in each month for which the measure is taken) and complies with all applicable DoD website administration and privacy policies.

4.2.5. Implement, monitor and update search placements on Google Search engine for OPA/JAMRS website properties.

4.2.6. Plan and implement media campaigns online and with other emerging media; produce multiple sizes/formats of online and emerging media ads.

4.2.7 Develop content for, monitor developments and technically maintain brand pages on social media platforms such as Facebook, YouTube, Instagram, Tumblr and Google+, and update the channels as needed.

4.2.8. Conduct Information Assurance Vulnerability Alerts (IAVAs) patching as needed.

4.2.9. Conduct ongoing evaluation of 508 compliance and provide quarterly reports.

4.3. Public Relations. Assist Government in strategizing, coordinating and executing all Public Relations (PR) outreach programs and services to positively reach targets. Help address and defuse issues (e.g. consumer and special interest group protests about capturing and using consumer data for recruiting) by providing technical details to the Government; train Government personnel on media interactions; produce a Joint Service print publication and support approved marketing campaigns. Services involve:

4.3.1. Promoting OPA/JAMRS advertising and other marketing initiatives such as FUTURES magazine and web properties through PR communication channels.

4.3.2. Assisting Government in responding to DoD public affairs media queries with media relations efforts.

4.3.3. Assisting Government in developing and producing press releases, public affairs guidance, press kits and other media materials.

4.3.4. Maintaining and updating existing crisis communications plans and working with OPA/JAMRS to help defuse issues that arise.

4.3.5. Conducting in person media training with OPA/JAMRS personnel, such as developing messages, understanding the media and preparing for an interview.

4.3.6. Creating concepts, developing and producing a 40 to 48 page full color Joint Service print publication through the mechanicals phase. This includes screening and hiring a professional photographer, interviewing military candidates,writing all copy, and providing all photographs obtained by the photographer to the Government via digital files on a portable hard drive formatted for Windows..

4.3.7. Developing and executing earned media campaigns.

4.4. Media Planning and Execution. Integrate the strategy and execution (once approved by the Government) of all media campaign programs across multiple media and disciplines. Evaluate current strategies and tactics (from both a media and messaging standpoint) and propose any necessary changes to strategies, or the tactical execution of those strategies. Provide recommendations in the areas of media mix and spending, as well as in the specific areas of media planning and content (creative) development and evaluation.

4.5. Integrated Media Planning and Buying. Perform integrated media planning and buying functions based on approval from the Government that can seamlessly execute across a full array of traditional media forms (e.g, mass print and broadcast), integrated/emerging media forms, and direct marketing vehicles. Provide high value for media dollars, from both an efficiency and effectiveness standpoint, and be adept at all industry standard media measurement techniques to help evaluate the effectiveness and efficiency of its media buys. Ensure all requisite talent, music and broadcast usage rights are secured for the Government.

4.6. Creative Development. Provide creative work that fully embraces OPA/JAMRS mission and that is well conceived to execute multi-disciplinary marketing communications programs. Produce and deliver creative work across various media that is based on relevant planning insights.

4.7. Campaign Execution. Execute and evaluate prospect and adult influencer (e.g. parents, teachers, coaches, clergy) marketing communications campaigns. Campaigns shall be executed through integrated print, broadcast (e.g. corporate image TV and public service announcements), online, direct marketing and PR efforts. Provide support to the Government to evolve the current effort in terms of content and media placement.

4.8. Production Services. Provide all commercial production services required for the execution of integrated, corporate branding, marketing and communications programs (including research, advertising, direct marketing, database marketing, interactive marketing, broadcast (TV and radio), Print and PR). Such production capabilities include all forms of art and graphic design services; all forms of commercial photography and videography services (film, digital and videotape); interactive marketing production (website, CD-ROM, etc.); radio recording; and the revision/editing of all materials in any media format.

4.9. Database Services. Administer, maintain and store large amounts of data (i.e. Joint Leads, High School Master File [HSMF], College File, and the Selective Service System [SSS] file) in a highly secure manner that meets all Federal law requirements including the Privacy Act, National Archives retention, and Risk Management Framework). Compile, process, and distribute files based on the needs of OPA/JAMRS stakeholders. Compile, reproduce, merge/purge, track and test direct response services and/or customized lists. This includes setting processing specifications for every file release and review and quality control of all distributed fields to the Services. The database provides the ability to measure the effectiveness of Government purchased lists through ongoing analysis as well as removal of names of individuals who are currently enlisted, or are enlisting in the Armed Forces or who have asked that their names be removed from future recruitment lists.

4.9.1. Administer a Joint Leads program by compiling “leads” (i.e. people who request information) from sources that have historically included but are not limited to: SSS Direct Mail Brochure Business Reply Cards, Futures Magazine Business Reply Cards, and websites (myfuture.com, medicineandthemilitary.com and todaysmilitary.com). Dates of receipt vary according to source of potential leads (e.g. web, daily; mail, daily). Upon receipt from the above sources, leads shall be placed into the Joint Leads for database maintenance, processing, management and daily dissemination to the Advertising Agencies and Data Management Divisions of the Services.

4.9.2. Administer and maintain the HSMF comprised of youth who have not yet requested information on military service (i.e. potential leads) but are in the target age group. Sources shall include: commercial list vendors, state agencies (e.g. Departments of Motor Vehicles/Public Safety) and information on youth who have taken the Armed Services Vocational Aptitude Battery (ASVAB) in their high schools. All potential lead information from the above sources shall be placed into the HSMF for database maintenance, processing, management and dissemination to the advertising agencies and Data Management Divisions of the Services.

4.9.3. Provide support to the Selective Service System to receive monthly registrant files. Process the monthly SSS files on a quarterly basis. Process and distribute approximately three to six million names annually through SSS mail files. Manage the monthly Joint Service direct mail campaign to new SSS registrants, to generate recruiting leads for the Services.

4.9.4. Obtain college data files (more than three million names) from various national commercial list sources .

4.9.5. Process and store permanent, monthly suppression files of 7,000,000 names (from multiple sources including public opt-outs and DMDC suppression file).

4.9.6. Ensure that marketing (Direct and Interactive) database solutions are continually maintained and upgraded throughout the lifecycle of the system. Provide support to the Government by enabling DoD assessment and authorization in accordance with DoD Instruction 8510.01 Risk Management Framework (RMF) for DoD Information Technology (IT).

4.10. Account Planning. Provide account planning, strategy, resource management, assessment and mid-course correction as necessary.

4.10.1. Report and monitor (per project) deadlines/milestones and status of actions as submitted on the task order. The report shall be accessible to OPA/JAMRS advertising staff (Director, Advertising Chief, and Project Officers).

4.10.2. Submit a comprehensive and detailed annual plan to OPA/JAMRS in August of each Fiscal Year (FY) that includes a statement of key advertising and market research objectives, strategies for achieving them, expected outcomes, and evaluation procedures. The activities detailed in the plan shall be executable and feasible within the constraints provided by the OPA/JAMRS program. After OPA/JAMRS has reviewed the plan and provided feedback/guidance, the Contractor shall make any adjustments to the plan including if OPA/JAMRS decides the plan is not executable and/or feasible.

4.10.3. Maintain, inventory, trademark, copyright and preserve all digital content and files, films, tapes, commercials, slides, negatives and any other items produced by the Contractor on behalf of OPA/JAMRS required for continuity and protection. The Contractor shall not destroy, discard, transfer, or otherwise relinquish ownership or possession of any such items without OPA/JAMRS’s written approval.

4.10.4. Maintain all master video and audio recordings, irrespective of medium, along with complete documentation concerning talent contracts, music rights and other information pertaining to the broadcast, use or distribution of any broadcast products. All broadcast products whether the task order, effort, project, or product is ultimately finalized, completed, abandoned or terminated are the property of OPA/JAMRS and will be provided by the Contractor, on request, with use limited only by talent contracts.

4.10.5. Conduct a semi-annual inventory of materials generated during the contract, which lists all items stored and maintained by the Contractor, to include storage location.

4.10.6 Coordinate, execute, manage and maintain all talent contracts, talent residuals, music rights, and other information pertaining to the usage or distribution of any broadcast products.

4.10.7 Secure end user licensing agreements to enable the Government’s unlimited access and use of commercial fonts and font libraries across all developed marketing products.

4.11. Measurement of Integrated Media Effectiveness. Employ standard advertising industry measures of effectiveness in media planning, placement and evaluation to include reach and frequency, cost-per-thousand, Gross Rating Points (GRPs), audience composition, audited circulation data, and ratings. Online industry of measures of media effectiveness should include, but are not limited to, site visits, page views, video views, time on site, Click Through Rate (CTR), link-offs to the Service sites, and leads generated for the Services. These shall be used by the Contractor to determine the most cost-efficient media to reach target audiences. Conduct post-buy analyses by comparing actual results to the media plan(s). Obtain and finalize performance guarantees with media sources, pursuing make-good advertising placements if actual performance does not meet such guarantees. Obtain and finalize added value opportunities for advertising purchases and placements.

4.12. Brand Strategy Research and Reporting. Conduct brand strategy research, special studies, analysis and reporting. Review, revise, analyze, report on and/or develop customized brand/media research and special studies to support OPA/JAMRS and DoD stakeholder needs (i.e. the Secretary of Defense).

4.12.1. Develop a thorough understanding of the DoD markets (e.g., parents, educators, recruiters and youth) to develop persuasive, effective communications.

4.12.2. Conduct user testing for OPA/JAMRS websites and implement Government approved site updates based upon testing recommendations.

4.12.3. Provide experienced marketing-oriented advice on OPA/JAMRS research (such as tracking studies) and, for all research, the ability to generate actionable insights for outreach from the results and information.

4.12.4. Conduct brand communication strategy research to aid in the development and/or refinement of outreach products.

4.13. Marketing Communications Training. Provide marketing communications training to DoD personnel through conferences and seminars (e.g. annual Joint Service Marketing Seminar and Advertising Boot Camps).

4.14. Contractor Personnel. Provide a highly professional and experienced account management team to lead and manage a diverse and complex marketing communications program. The team requires professional experience in managing integrated marketing communications programs similar in scope to the OPA/JAMRS program. Successful performance of this contract is best predicted by the level and extent of the contractor’s:

4.14.1. Advertising expertise in the area of military recruiting, such as in-depth knowledge of DoD’s major market segments (parents, educators, recruiters and youth).

4.14.2. Experience with military recruiting outreach, as well as have the capability to conduct market research on military recruiting related topics.

4.14.3. Knowledge of military recruiting in order to provide informed advice and Service-specific military recruitment outreach recommendations.

4.14.4. Familiarity with all aspects of marketing communications, including traditional and emerging media, direct marketing, interactive marketing, publication design, production and printing, social media, and public relations.

4.14.5. Account management experience that shows account team can be responsible for OPA/JAMRS general advertising, interactive marketing, PR and direct marketing to ensure OPA/JAMRS is meeting its program objectives.

4.14.6. Interactive Marketing experience that shows a thorough understanding and mastery of DoD/CIO digital policy.

4.14.7. Direct Marketing expertise in list purchasing, secure database management, and the RMF accreditation process. The Contractor must attain and maintain certification in the RMF accreditation process. Examples of individual skill would include ensuring that marketing (Direct and Interactive) database solutions are continually maintained and upgraded throughout the lifecycle of the system; and compiling, reproducing, merging/purging, tracking and testing direct-response services and/or customized lists. This also includes setting processing specifications for every file release, and review and quality control of all distributed files to the Services.

4.15. Collateral Materials. Provide support to the Government with the following communications services by developing collateral materials that promote or augment marketing, media and military awareness efforts (e.g. pamphlets, magazines, booklets, brochures, leaflets, newsletters, newspaper advertisements, catalogs, printed and/or electronic displays, posters), and by developing trade show/exhibits, conference and event-planning services; consumer promotion and event marketing; and multicultural target marketing.

4.16. Branding, Advertising and Marketing Support of Other OSD Stakeholders. Provide other OSD stakeholders (e.g. Recruiting Command leadership, Defense Human Resources Activity (DHRA) and the Secretary of Defense & programs (e.g. Under Secretary of Defense for Personnel and Readiness, Defense Civilian Personnel Advisory Service (DCPAS), Sexual Assault Prevention and Response Office (SAPRO), Federal Voting Assistance Program (FVAP) and Common Access Card (CAC) programs) with branding, advertising and marketing support as required.

4.17. Project Management Plan. Include a project management plan for providing complete program management support that will fully integrate, control, and document all phases of the contract requirements. The project management plan shall provide a summary of the necessary managerial, administrative, and financial management resources necessary to ensure the quality of program strategies and executions, ensure the execution and integrity of databases, and adhere to established financial reporting procedures. The project management plan should fully address how the Contractor will accomplish and implement the PWS requirements for the various marketing communications and database services; including any significant partner and/or subcontract resources and how the activities of those partners and/or subcontract resources will be effectively integrated on behalf of OPA/JAMRS programs.

4.18 Provide Transition of Contract Services. Provide a plan for transition in services to ensure minimum disruption to vital Government business. This plan shall address how the Contractor will work with the incumbent and/or successor contractor and Government personnel to ensure that there will be no service degradation during and after the transition-in period (initial ninety (90) day period after date of contract award) and during the transition-out period (ninety (90) day period prior to date of contract expiration). Steps required for the transition include, but are not limited to: transfer of physical and digital media, transfer of database managing services to include preservation of operational, functional, and technical requirements of the system as it migrates from the incumbent to the successor, transfer of website management services and other administrative services.

4.19 Participate in a Post-Award Conference. This meeting shall provide an introduction between the Contractor personnel and Government personnel who will be involved with the contract. The meeting shall provide the opportunity to discuss technical, management and security issues. The Post Award Conference will aid both the Government and Contractor in achieving a clear and mutual understanding of all requirements, and identify and resolve any potential issues. The Contractor shall be prepared to discuss any items requiring clarification and gather information as necessary to support each deliverable.

5.0 DELIVERABLES

Deliverables will vary, and will be specified under individual task orders. Following is a listing of the types of work products/deliverables that the Contractor may be required to provide in performance of the PWS under resulting task orders. These activities are either currently part of OPA/JAMRS existing corporate branding, advertising and marketing programs, or are judged to be core programs or desirable elements in new programs. In all cases, the Contractor shall have the capability to provide adequately for their creation, execution, continuation, evolution and/or addition under this new contract. All are subject to Government approval. Provide integrated marketing communications solutions to include: account management; planning and research; mass media plans and creative multimedia campaign execution; Internet/interactive/emerging media capabilities; direct response and database marketing; multicultural marketing; promotional and event marketing; public relations; telemarketing; conference/trade show planning; any requisite production capabilities (e.g. commercial art/graphic design, photography, videotape and film production); and administrative support.

6.0 CONTRACTOR MANPOWER REPORTING

The contractor shall report ALL contractor labor hours (including subcontractor labor hours) required for performance of services provided under this contract for OPA/JAMRS via a secure data collection site. The contractor is required to completely fill in all required data fields using the following web address: http://www.ecmra.mil/. Reporting inputs will be for the labor executed during the period of performance during each Government fiscal year (FY), which runs October 1 through September 30. While inputs may be reported any time during the FY, all data shall be reported no later than October 31 of each calendar year, unless a later date is otherwise authorized by the Office of the Under Secretary of Defense (Personnel and Readiness). Contractors may direct questions to the help desk at: http://www.ecmra.mil

7.0 CONTRACTOR TRAVEL

Travel is included in this contract and shall be specified by task order. Travel will include but not be limited to: meetings, briefings, conferences, photography/videography shoots, interviews, focus groups and other research. 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.

8.0 SECURITY The Contractor shall:

8.1. Perform offsite work with Privacy/MIL/PRVCY/STUD/Limited Dissemination Control (Personally Identifiable Information (PII)) only on systems that meet Department of Defense Risk Management framework (RMF) for DoD Information Technology (IT) requirements. Systems must have and maintain an Authority to Operate (ATO) or if acceptable to the government, an Interim Authority to Operate (IATO).

8.2. Report immediately to the DHRA CIO / Privacy Office and secondly to the COR discovery of any Privacy breach.

8.3. Establish appropriate administrative, technical, and physical safeguards to protect any and all nonpublic Government data to ensure the confidentiality, integrity, and availability of government data. The Contractor and all Contractor personnel with access to or responsibility for nonpublic Government data under this contract shall:

Comply with:

DoD Instruction (DoDI) 8500.1, Cybersecurity The Privacy Act (5 U.S.C. 552a) DoD 5400.11-R, and DoD Directive 5400.11, DoD Privacy Program DoD 5200.2-R, Personnel Security Program HSPD-12, Homeland Security Presidential Directive.

8.4. All Information Systems (IS), Platform Information Technology (PIT) and Information Technology (IT) Services or Products under this requirement, that receive, transmit, store, or process nonpublic government data must be accredited in accordance with Department of Defense (DOD) Instruction (DoDI) 8510.01 “Risk Management Framework (RMF) for DoD Information Technology (DIT)” issued March 12, 2014 (formerly the DOD Information Assurance Certification and Accreditation Process (DIACAP)). IS and PIT systems must be categorized in accordance with Committee on National Security Systems Instruction (CNSSI) 1253, implement a corresponding set of security controls from the National Institute of Standards and Technology (NIST) Special Publication (SP) 800-53, and use assessment procedures from NIST SP 800-53A with additional DoD-specific assignment values, overlays, implementation guidance, and assessment procedures as required.

8.5. DoD-Controlled IS and PIT Systems operated by a Contractor or other entity on behalf of the DOD; to include contractor owned IS and PIT systems that are dedicated to DoD processing, must be authorized as DoD IS or PIT systems. The Requiring Activity’s Authorizing Official (AO) must render an authorization decision for this type of a DoD system prior to DoD use of the capability.

8.6. IT services provided by a commercial or other non-federal government entity under this requirement must ensure the security protections of the IS delivering the service is appropriate to the confidentiality, integrity, and availability needs of the Requiring Activity’s information and mission in order to be approved for acceptable use. The Government will assess the adequacy of security proposed by potential service providers, and accept the proposed approach, negotiate changes to the approach to meet DoD needs, or reject the offer. The accepted security approach will be documented and included as attachments to the resulting contract.

8.7. Any commercial cloud computing services used for this requirement must comply with DoD cloud computing policy and procedural guidance as published.

8.8. Information security continuous monitoring (ISCM) is defined as maintaining ongoing awareness of information security, vulnerabilities, and threats to support organizational risk management decisions. All IS and PIT under this requirement must maintain ongoing monitoring, analysis and incident response procedures as defined and documented in NIST SP800-137 as a critical part of the risk management process to ensure that IS and PIT operations remain within an acceptable level of risk despite any changes that occur. In addition, all systems under this requirement must comply with all annual Federal Information Security Management Act (FISMA) security control testing and reporting requirements. The contractor shall provide evidence of these compliance activities.

9.0 GOVERNMENT FURNISHED PROPERTY/EQUIPMENT/INFORMATION (GFP/GFE/GFI)

The contractor shall maintain all GFP/GFE/GFI in accordance with applicable instructions and documents. GFP/GFE/GFI will be identified at the task order level.

10.0 PLACE OF PERFORMANCE

The location of the work will be performed primarily at the Contractor’s offices and various locations to be determined and formally agreed to and executed in writing by the Government and the Contractor.

11.0 QUALITY CONTROL

The contractor shall implement and maintain a Quality Control Plan (QCP) to ensure work performed conforms to the scope of work and meets the requirements under this PWS. The QCP shall, at a minimum provide a method for performing inspections; identifying, correcting and preventing problems/defective service; addressing customer complaints, and improving the quality of services over the life of the contract.

12.0 QUALITY ASSURANCE

12.1. The Government reserves the right to perform inspections and surveillance to evaluate the Contractor’s compliance to the contract terms and performance of the requirements in the PWS.

12.2. Contract Discrepancy Report (CDR). In the event of unsatisfactory contractor performance, the COR or CO will issue a CDR that will explain the circumstances and findings concerning the incomplete or unsatisfactory service. The contractor shall acknowledge receipt of the CDR and respond in writing as to how he/she shall correct the unacceptable performance and avoid a recurrence. The Government will review the contractor’s corrective action response to determine acceptability and will use any completed CDR as part of an overall evaluation of Contractor performance when determining present or future contractual actions.

13.0 ORGANIZATIONAL CONFLICTS OF INTEREST

The Contractor acknowledges that it is familiar with FAR Subpart 9.5, Organizational and Consultant Conflicts of Interest, and agrees to avoid, neutralize or mitigate such conflicts of interest in accordance with the principles set forth in the FAR. If the performance requires the Contractor (to include subcontractors) to supply technical support related to systems or projects with which the Contractor is already directly concerned, either by prime or subcontract, the Contractor shall immediately inform the Contracting Officer. The PWS may be withdrawn if a conflict is found. The Contractor shall not undertake performance of any PWS requirements which requires it to supply technical support regarding such systems until the notice is given, and written consent to proceed is issued by the Contracting Officer.

14.0 DATA RIGHTS

The Government has, at a minimum, Government purpose rights to all documents /material produced under this Contract, regardless of funding source. All documents and materials, to include the source codes of any software, produced under this Contract shall be governed by the following DFARS clauses:

1. DFARS 252.227-7013 Rights in Technical Data-Noncommercial Items

2. DFARS 252.227-7015 Technical Data-Commercial Items

3. DFARS 252.227-7020 Rights in Special Works

4. DFARS 252.227-7022 Government Rights (Unlimited)

These documents and materials may not be used or sold by the Contractor without written permission from the contracting officer.

15.0 PERFORMANCE REQUIREMENT SUMMARY (PRS)

15.1 Purpose. The PRS lists performance objectives for the required services the Government will surveil. The absence of any contract requirement from the PRS shall not detract from its enforceability nor limit the rights or remedies of the Government under any other provision of the contract including the clauses entitled “Inspection of Services” or “Inspection” or “Default” in Section E and Section I of the contract.

15.2 Components. The PRS states the performance objective (required service), and threshold (performance standard, accept and reject points (if applicable)) in either a qualitative or quantitative fashion for each critical success factor.

15.3. The table below identifies the Critical Performance Elements and the respective Performance Standards and Acceptable Quality Levels (AQLs) which the Government will use to determine contractor performance. Each task order will include specific performance standards.

Performance Element: Timeliness

Acceptable Quality Level:

The contractor shall provide deliverables on time in accordance with the delivery schedule 95% of the time.

APPENDIX A: SECTION 508 ACCESSBILITY STANDARDS

1. The following Section 508 Accessibility Standards are applicable to this acquisition.

Technical Standards

|_| 1194.21 - Software Applications and Operating Systems |X| 1194.22 - Web Based Intranet and Internet Information and Applications |_| 1194.23 - Telecommunications Products |X| 1194.24 - Video and Multimedia Products |_| 1194.25 - Self-Contained, Closed Products |_| 1194.26 - Desktop and Portable Computers |_| 1194.41 - Information, Documentation and Support

2. Functional Performance Criteria is the minimally acceptable standards to ensure Section 508 compliance. This block should also be checked to ensure that the minimally acceptable EIT is proposed.

Functional Performance Criteria

|X| 1194.31 - Functional Performance Criteria

(END OF APPENDIX A)

APPENDIX B: APPLICABLE DOCUMENTS

Service Recruiting Websites.

Army Active: www.goarmy.com Reserve: www.goarmy.com/reserve Guard: www.nationalguard.com

Marine Corps http://www.marines.com/#default

Navy Active: www.navy.com Reserve: www.navyreserve.com

Air Force Active: www.airforce.com Reserve: www.afreserve.com Guard: www.goang.com

Coast Guard www.gocoastguard.com

(END OF APPENDIX B)

CLAUSES INCORPORATED BY REFERENCE

ADDENDUM TO FAR 52.212-1

INSTRUCTIONS TO OFFERORS

1.0 The following paragraphs are deleted/removed from FAR 52.212-1:

(b)(4) is hereby deleted (b)(6) is hereby deleted

(d) Product samples, is hereby deleted

(e) Multiple Offers, is hereby deleted

(h) Multiple awards, is hereby deleted

2.0 Evaluation of proposals will be conducted in two phases. In Phase I, the Government will evaluate the Offerors’ Technical Approach and Methodology, Program and Project Management Plan, Staffing Plan, Risk Management Framework (RMF), Sample Task Orders, and Case Studies. Only those Offerors that are determined to be the most highly rated as a result of Phase I will be eligible to submit proposals for Phase II (see Addendum to 52.212-2). In Phase II, the Government will evaluate the Offeror’s Past Performance, Oral Presentation, Small Business Participation, and Price. In making an award determination, the Government will consider an Offeror’s entire proposal, which is defined as the combination of the Phase I and Phase II submissions. The following chart outlines the information required to be submitted during each phase:

Tab Tab Title

*An advanced copy of the offeror’s slides shall be submitted electronically.

3.0. Communication: Solicitation information and amendments will be posted to the Federal Business Opportunities website at www.fbo.gov. Offerors may email written questions requesting clarification of the Request for Proposal (RFP) no later than July 16, 2018 at 10:00AM Eastern. Questions shall be submitted to the Contracting Officer, Matthew Poole, at matthew.c.poole.civ@mail.mil and the Contract Specialist, Ralph Neely, at ralph.m.neely.civ@mail.mil No information concerning this solicitation or requests for clarification will be provided in response to telephone calls. Offerors shall thoroughly read this RFP in its entirety and ensure timely submittal of questions by the designated date and time above as this timeline will be strictly enforced and no further questions will be accepted after this time.

3.1 Pertinent questions will be answered via a solicitation amendment and provided to all Offerors on the Internet at www.fbo.gov. DHRA will not attribute the questions to the submitting Offerors, but the text of the questions and answers may be available to the general public.

3.2 When submitting questions and comments, please refer to the specific text of the RFP in the following format:

Subject: RFP No. H98210-18-R-0004 Reference: RFP Section ___, Paragraph(s) ___, Page(s) ___.

4.0 Proposal Submissions: Only those Offerors that have been determined to be the most highly rated as a result of the Phase I evaluation will be invited to submit a proposal under Phase II. The Offerors eligible for Phase II will be notified of the Phase II proposal due date upon completion of the Phase I evaluation by the Government. Offerors not eligible to submit a proposal under Phase II will also be notified. Phase I proposals received after the date and time specified for receipt will not be considered.

4.1 No electronic submissions will be accepted. Submit proposals to the mailing address below and marked as follows:

DHRA/PK

Attn: Matthew Poole and Ralph Neely 4800 Mark Center Drive West Tower, Suite 03E25 Alexandria, VA 22350-4000

Note: If hand delivering a proposal, contact the Contract Specialist, Ralph Neely, at ralph.m.neely.civ@mail.mil, via e-mail at least five business days prior to the due date for delivery instructions.

4.2 Proposal: Proposals must be separated into the following five volumes. Each volume must be submitted in individual folders/binders:

PHASE I

A. VOLUME I – Cover Letter, Executive Summary, and Business Proposal. Offerors shall submit one hard copy Volume I, and one electronic copy (on CD or DVD) of this volume. DO NOT SUBMIT THUMB DRIVES FOR ANY VOLUME. This volume shall include:

i. Cover Letter and Executive Summary (10 page limit)

ii. Signed copy of the Standard Form 1449, with blocks 17 and 30 completed.

iii. Signed copy of the Standard Form 30 of any amendments issued against this RFP.

iv. Company Name, Address, Point of Contact Information, and Phone Number, E-mail Address, Offeror’s DUNS number, Cage Code, and Tax ID number.

v. Completed Representations and Certifications of Offeror (FAR Clause 52.212-3 Alt I and DFARS Clause DFARS 252.212-7000).

vi. All completed clauses that require an offeror’s response.

B. VOLUME II – Factor 1 – Technical: Offerors shall submit one original, three hardcopies, and one electonic copy (on CD or DVD).

i. Technical Approach and Methodology (25 page limit). By addressing each portion of the PWS, proposals shall describe and demonstrate the offeror's understanding of the requirement by explaining the offeror’s assessment of the objectives to be accomplished, and presenting the offeror’s methodology for accomplishing the required contract performance, which must include how the offeror proposes to satisfy the performance requirements and the offeror’s solutions for any assessed performance challenges.

ii. Program and Project Management Plan (5 page limit). The proposal shall describe the offeror’s approach for providing complete program management support that will fully integrate, manage, control, and document all phases of the contract requirements. Proposals shall describe the project management and quality control plans and demonstrate the offeror’s approach for providing the corporate resources necessary to ensure and maintain service quality levels, staffing levels, training and risk management. The proposal shall also include the offeror’s plan for the transition-in and transition-out services.

iii. Staffing Plan (5 page limit). The proposal shall demonstrate how the offeror’s staffing plan supports their technical approach by providing labor categories, experience and skill level of proposed personnel, labor hours, and a crosswalk to the PWS requirements.

iv. Risk Management Framework (RMF) (3 page limit). Offerors shall submit documentation to demonstrate a) experience with compliance activity specifications of the National Institute of Technology and Standards (NIST) Risk Management Framework (RMF), b) ability to apply RMF to Department of Defense (DoD) and federal information systems as described in NIST SP 800-37 and Assessment and Accreditation (A&A) procedures defined in NIST SP 800-115, and c) that personnel who will be engaged in or supporting the RMF have the appropriate training and possess professional certifications consistent with Change 4 to DoD Directive 8570.01 and supporting issuances.

v. Sample Task Orders (15 page limit each; 30 page limit total). Attached to this solicitation are two sample task orders of possible work to be completed (Attachments 1 and 2). Offerors shall submit a technical proposal addressing the requirements of each sample task order. Each proposal shall be annotated to the corresponding attachment.

1. Sample Task I – JAMRS Direct Marketing Program

2. Sample Task II – Public Relations Service (Futures Magazine)

vi. Case Studies (2 page limit each; 10 page limit total). The proposal shall describe and demonstrate the offeror’s approach for successful accomplishment of each of the following case studies:

1. Demonstrate the ability to develop a national umbrella brand positioning campaign and to execute that positioning and campaign across multiple integrated marketing disciplines.

2. Demonstrate experience developing a direct response campaign for which the Contractor successfully generated qualified leads.

3. Demonstrate experience in developing and maintaining a brand-building website aimed at increasing awareness and knowledge.

4. Demonstrate experience that shows the understanding and mastery of OMB M-10-22, Guidance for Online Use of Web Measurement and Customization Technologies and DoD policy as it relates to the use of persistent cookies in military recruitment marketing.

5. Demonstrate experience executing a multi-million dollar media plan with over half of the spend devoted to TV advertisement placement.

PHASE II

C. Volume III – Factor 2 - Past Performance (3 Page Limit Per Reference). Offerors shall submit one orignal, three hardcopies, and one electronic copy (on CD or DVD) of this volume.

Offerors shall submit no more than 3-5 relevant and recent past performance references. All references shall address current projects or those completed within the last three years. The Past Performance reference information shall include the following:

· Name, email, and telephone numbers for points of contact

· Project Name

· Date of Contract

· Type of Contract

· Dollar Value of Contract

· Period of Performance

· Description of services/supplies provided

· Description of the relevance to the current requirement being solicited

Offerors are advised that the Government may use all data provided by the Offeror in this proposal…