H9821020R0002.pdf

SEE ADDENDUM

(No Collect Calls)

H9821020R0002 27-Nov-2019

b. TELEPHONE NUMBER

571-372-1938

8. OFFER DUE DATE/LOCAL TIME

12:00 PM 06 Jan 2020

5. SOLICITATION NUMBER 6. SOLICITATION ISSUE DATE

AUTHORIZED FOR LOCAL REPRODUCTION

PREVIOUS EDITION IS NOT USABLE

STANDARD FORM 1449 (REV. 2/2012)

Prescribed by GSA – FAR (48 CFR) 53.212

(TYPE OR PRINT)

(SIGNATURE OF CONTRACTING OFFICER)

ADDENDA X ARE

26. TOTAL AWARD AMOUNT (For Gov t. Use Only )

23.

CODE 10. THIS ACQUISITION IS

SUCH ADDRESS IN OFFER

17b. CHECK IF REMITTANCE IS DIFFERENT AND PUT

BELOW IS CHECKED

TELEPHONE NO.

H982109. ISSUED BY

18b. SUBMIT INVOICES TO ADDRESS SHOWN IN BLOCK 18a. UNLESS BLOCK

7. FOR SOLICITATION

INFORMATION CALL:

a. NAME

JANICE BENNETT

2. CONTRACT NO. 3. AWARD/EFFECTIVE DATE 4. ORDER NUMBER

(TYPE OR PRINT)

30b. NAME AND TITLE OF SIGNER 30c. DATE SIGNED 31b. NAME OF CONTRACTING OFFICER

30a. SIGNATURE OF OFFEROR/CONTRACTOR 31a.UNITED STATES OF AMERICA

1 27a. SOLICITATION INCORPORATES BY REFERENCE FAR 52.212-1. 52.212-4. FAR 52.212-3. 52.212-5 ARE ATTACHED.X

25. ACCOUNTING AND APPROPRIATION DATA

1. REQUISITION NUMBER

20.

ADDITIONAL SHEETS SUBJECT TO THE TERMS AND CONDITIONS SPECIFIED.

OFFEROR TO COMPLETE BLOCKS 12, 17, 23, 24, AND 30

SOLICITATION/CONTRACT/ORDER FOR COMMERCIAL ITEMS

ARE NOT ATTACHED

27b. CONTRACT/PURCHASE ORDER INCORPORATES BY REFERENCE FAR 52.212-4. FAR 52.212-5 IS ATTACHED. ADDENDA ARE ARE NOT ATTACHED

(BLOCK 5), INCLUDING ANY ADDITIONS OR CHANGES WHICH ARE

SET FORTH HEREIN, IS ACCEPTED AS TO ITEMS:

. YOUR OFFER ON SOLICITATION

28. CONTRACTOR IS REQUIRED TO SIGN THIS DOCUMENT AND RETURN

% FOR:SET ASIDE:UNRESTRICTED ORX

SMALL BUSINESS

17a.CONTRACTOR/ CODE FACILITY

OFFEROR CODE

DEFENSE HUMAN RESOURCES ACTIVITY

4800 MARK CENTER DRIVE,

SUITE 06J25-01

ALEXANDRIA VA 22350-4000

18a. PAYMENT WILL BE MADE BY CODE

RATED ORDER UNDER

DPAS (15 CFR 700)

13a. THIS CONTRACT IS A

13b. RATING

CODE15. DELIVER TO CODE HQ0584 16. ADMINISTERED BY

12. DISCOUNT TERMS11. DELIVERY FOR FOB DESTINA-

TION UNLESS BLOCK IS

MARKED

SEE SCHEDULE

14. METHOD OF SOLICITATION

RFQ IFB RFPX

JOINT ADVERT, MKT RES, STUDIES (JAMRS)

NO CONTACT IDENTIFIED

4800 MARK CENTER DRIVE, STE 06J25

ALEXANDRIA VA

TEL: FAX:

FAX:

TEL: SERVICE-DISABLED

VETERAN-OWNED

SMALL BUSINESS

8(A)

HUBZONE SMALL

BUSINESS

SIZE STANDARD:

$20,500,000

NAICS:

541720

X

OFFER DATED

29. AWARD OF CONTRACT: REF.

DELIVER ALL ITEMS SET FORTH OR OTHERWISE IDENTIFIED ABOVE AND ON ANY

COPIES TO ISSUING OFFICE. CONTRACTOR AGREES TO FURNISH AND

EMAIL:

TEL:

31c. DATE SIGNED

SEE SCHEDULE

SCHEDULE OF SUPPLIES/ SERVICESITEM NO. QUANTITY UNIT UNIT PRICE AMOUNT

24.22.21.19.

WOMEN-OWNED SMALL BUSINESS (WOSB)

ELIGIBLE UNDER THE WOMEN-OWNED

SMALL BUSINESS PROGRAM

EDWOSB

32g. E-MAIL OF AUTHORIZED GOVERNMENT REPRESENTATIVE

SOLICITATION/CONTRACT/ORDER FOR COMMERCIAL ITEMS

(CONTINUED)

ACCEPTED, AND CONFORMS TO THE CONTRACT, EXCEPT AS NOTED: ______________________________________________________

32a. QUANTITY IN COLUMN 21 HAS BEEN

RECEIVED INSPECTED

32b. SIGNATURE OF AUTHORIZED GOVERNMENT

REPRESENTATIVE

32c. DATE 32d. PRINTED NAME AND TITLE OF AUTHORIZED GOVERNMENT

REPRESENTATIVE

32e. MAILING ADDRESS OF AUTHORIZED GOVERNMENT REPRESENTATIVE 32f . TELEPHONE NUMBER OF AUTHORIZED GOVERNMENT REPRESENTATIVE

37. CHECK NUMBER

FINALPARTIALCOMPLETE

36. PAYMENT35. AMOUNT VERIFIED

CORRECT FOR

34. VOUCHER NUMBER

FINAL

33. SHIP NUMBER

PARTIAL

38. S/R ACCOUNT NUMBER 39. S/R VOUCHER NUMBER 40. PAID BY

41a. I CERTIFY THIS ACCOUNT IS CORRECT AND PROPER FOR PAYMENT 41b. SIGNATURE AND TITLE OF CERTIFYING OFFICER 41c. DATE

42a. RECEIVED BY (Print)

42b. RECEIVED AT (Location)

42c. DATE REC'D (YY/MM/DD) 42d. TOTAL CONTAINERS

STANDARD FORM 1449 (REV. 2/2012) BACK

Prescribed by GSA – FAR (48 CFR) 53.212

AUTHORIZED FOR LOCAL REPRODUCTION

PREVIOUS EDITION IS NOT USABLE

SEE SCHEDULE

20.

SCHEDULE OF SUPPLIES/ SERVICES

21.

QUANTITY UNIT

22. 23.

UNIT PRICE

24.

AMOUNT

19.

ITEM NO.

H9821020R0002

Section SF 1449 - CONTINUATION SHEET

ITEM NO SUPPLIES/SERVICES ESTIMATED

QUANTITY

UNIT UNIT PRICE ESTIMATED AMOUNT

0001 168 Months Survey and Market Research-Labor

FFP

Provide labor in support of Survey Services and Market Research in accordance with the Performance Work Statement (PWS). The number of months (quantity) on the labor CLINs are determined using the estimated number of task orders multiplied by 12 months for each period of performance on those task orders.

FOB: Destination

PSC CD: R422

ESTIMATED

NET AMT

ITEM NO SUPPLIES/SERVICES EST.

UNIT UNIT PRICE EST. AMOUNT

0002 Each Other Direct Expenses (ODE)

T&M ODEs in support of Survey Services and Market Research. Offerors shall obtain a minimum of three price quotes for all ODEs in excess of $2,500. The Not To Exceed (NTE) amount is $4,830,500.00

TOT ESTIMATED PRICE

CEILING PRICE

UNIT UNIT PRICE EST. AMOUNT

0003 Unitless Travel

T&M Travel in support of services performed under this contract reimbursed in accordance with the Joint Travel Regulation (JTR). The Not To Exceed (NTE) amount is $43,142.00

UNIT UNIT PRICE ESTIMATED AMOUNT

0004 3 Months Transition of Contract Services

FFP

Contractor shall work with the incumbent, successor contractor and JAMRS personnel to ensure that there will be no service degradation during and after the transition-in period

UNIT UNIT PRICE ESTIMATED AMOUNT

1001 168 Months OPTION Survey and Market Research-Labor

FFP

Provide labor in support of Survey Services and Market Research in accordance with the Performance Work Statement (PWS). The number of months (quantity) on the labor CLINs are determined using the estimated number of task orders multiplied by 12 months for each period of performance on those task orders.

UNIT UNIT PRICE EST. AMOUNT

1002 Each OPTION Other Direct Expenses (ODE)

T&M ODEs in support of Survey Services and Market Research. Offerors shall obtain a minimum of three price quotes for all ODEs in excess of $2,500. The Not To Exceed (NTE) amount is $4,834,910.00

UNIT UNIT PRICE EST. AMOUNT

1003 Unitless OPTION Travel

T&M Travel in support of services performed under this contract reimbursed in accordance with the Joint Travel Regulation (JTR). The Not To Exceed (NTE) amount is $43,142.00

UNIT UNIT PRICE ESTIMATED AMOUNT

2001 204 Months OPTION Survey and Market -Labor

FFP

Provide labor in support of Survey Services and Market Research in accordance with the Performance Work Statement (PWS). The number of months (quantity) on the labor CLINs are determined using the estimated number of task orders multiplied by 12 months for each period of performance on those task orders.

UNIT UNIT PRICE EST. AMOUNT

2002 Each OPTION Other Direct Expenses (ODE)

T&M ODEs in support of Survey Services and Market Research. Offerors shall obtain a minimum of three price quotes for all ODEs in excess of $2,500. The Not To Exceed (NTE) amount is $4,907,816.00

UNIT UNIT PRICE EST. AMOUNT

2003 Unitless OPTION Travel

T&M Travel in support of services performed under this contract reimbursed in accordance with the Joint Travel Regulation (JTR). The Not To Exceed (NTE) amount is $44,436.00

UNIT UNIT PRICE ESTIMATED AMOUNT

3001 204 Months OPTION Survey and Market Research-Labor

FFP

Provide labor in support of Survey Services and Market Research in accordance with the Performance Work Statement (PWS). The number of months (quantity) on the labor CLINs are determined using the estimated number of task orders multiplied by 12 months for each period of performance on those task orders.

UNIT UNIT PRICE EST. AMOUNT

3002 Each OPTION Other Direct Expenses (ODE)

T&M ODEs in support of Survey Services and Market Research. Offerors shall obtain a minimum of three price quotes for all ODEs in excess of $2,500. The Not To Exceed (NTE) amount is $5,055,051.00

UNIT UNIT PRICE EST. AMOUNT

3003 Unitless OPTION Travel

T&M Travel in support of services performed under this contract reimbursed in accordance with the Joint Travel Regulation (JTR). The Not To Exceed (NTE) amount is $45,769.00

UNIT UNIT PRICE ESTIMATED AMOUNT

4001 204 Months OPTION Survey and Market Research-Labor

FFP

Provide labor in support of Survey Services and Market Research in accordance with the Performance Work Statement (PWS). The number of months (quantity) on the labor CLINs are determined using the estimated number of task orders multiplied by 12 months for each period of performance on those task orders.

UNIT UNIT PRICE EST. AMOUNT

4002 Each OPTION Other Direct Expenses (ODE)

T&M ODEs in support of Survey Services and Market Research. Offerors shall obtain a minimum of three price quotes for all ODEs in excess of $2,500. The Not To Exceed (NTE) amount is $5,206,702.00

UNIT UNIT PRICE EST. AMOUNT

4003 Unitless OPTION Travel

T&M Travel in support of services performed under this contract reimbursed in accordance with the Joint Travel Regulation (JTR). The Not To Exceed (NTE) amount is $47,142.00.

UNIT UNIT PRICE ESTIMATED AMOUNT

5001 102 Months OPTION Survey and Market Research-Labor

FFP

Provide labor in support of Survey Services and Market Research in accordance with the Performance Work Statement (PWS). In accordance with 52.217-8, the optional six (6) month period of performance shall be priced but not included in your total price. This six month period shall be priced at 1/2 the fourth option year proposed prices. Only the base and four options will be evaluated.

UNIT UNIT PRICE EST. AMOUNT

5002 Each OPTION Other Direct Expenses (ODE)

T&M ODEs in support of Survey Services and Market Research. Offerors shall obtain a minimum of three price quotes for all ODEs in excess of $2,500. The Not To Exceed (NTE) amount is $2,603,351.00. In accordance with 52.217-8, the optional six (6) month period of performance shall be priced but not included in your total price. This six month period shall be priced at 1/2 the fourth option year proposed prices. Only the base and four options will be evaluated.

UNIT UNIT PRICE EST. AMOUNT

5003 Unitless OPTION Travel

T&M Travel in support of services performed under this contract reimbursed in accordance with the Joint Travel Regulation (JTR). The Not To Exceed (NTE) amount is $23,571.00. In accordance with 52.217-8, the optional six (6) month period of performance shall be priced but not included in your total price. This six month period shall be priced at 1/2 the fourth option year proposed prices.

Only the base and four options will be evaluated.

INSPECTION AND ACCEPTANCE TERMS

Supplies/services will be inspected/accepted at:

CLIN INSPECT AT INSPECT BY ACCEPT AT ACCEPT BY

0001 Destination Government Destination Government 0002 Destination Government Destination Government 0003 Destination Government Destination Government 0004 Destination Government Destination Government 1001 Destination Government Destination Government 1002 Destination Government Destination Government 1003 Destination Government Destination Government 2001 Destination Government Destination Government 2002 Destination Government Destination Government 2003 Destination Government Destination Government 3001 Destination Government Destination Government 3002 Destination Government Destination Government 3003 Destination Government Destination Government 4001 Destination Government Destination Government 4002 Destination Government Destination Government 4003 Destination Government Destination Government 5001 Destination Government Destination Government 5002 Destination Government Destination Government 5003 Destination Government Destination Government

DELIVERY INFORMATION

CLIN DELIVERY DATE QUANTITY SHIP TO ADDRESS DODAAC /

CAGE

0001 POP 31-JAN-2020 TO

30-JAN-2021

N/A JOINT ADVERT, MKT RES, STUDIES

(JAMRS)

NO CONTACT IDENTIFIED

4800 MARK CENTER DRIVE, STE 06J25

ALEXANDRIA VA

HQ0584

0002 POP 31-JAN-2020 TO

30-JAN-2021

N/A (SAME AS PREVIOUS LOCATION)

0003 POP 31-JAN-2020 TO

30-JAN-2021

N/A (SAME AS PREVIOUS LOCATION)

0004 POP 31-JAN-2020 TO

01-MAR-2020

N/A (SAME AS PREVIOUS LOCATION)

1001 POP 31-JAN-2021 TO

30-JAN-2022

N/A (SAME AS PREVIOUS LOCATION)

1002 POP 31-JAN-2021 TO

N/A (SAME AS PREVIOUS LOCATION)

1003 POP 31-JAN-2021 TO

N/A (SAME AS PREVIOUS LOCATION)

2001 POP 31-JAN-2022 TO

30-JAN-2023

N/A (SAME AS PREVIOUS LOCATION)

2002 POP 31-JAN-2022 TO

N/A (SAME AS PREVIOUS LOCATION)

2003 POP 31-JAN-2022 TO

N/A (SAME AS PREVIOUS LOCATION)

3001 POP 31-JAN-2023 TO

30-JAN-2024

N/A (SAME AS PREVIOUS LOCATION)

3002 POP 31-JAN-2023 TO

N/A (SAME AS PREVIOUS LOCATION)

3003 POP 31-JAN-2023 TO

N/A (SAME AS PREVIOUS LOCATION)

4001 POP 31-JAN-2024 TO

30-JAN-2025

N/A (SAME AS PREVIOUS LOCATION)

4002 POP 31-JAN-2024 TO

N/A (SAME AS PREVIOUS LOCATION)

4003 POP 31-JAN-2024 TO

N/A (SAME AS PREVIOUS LOCATION)

5001 POP 31-JAN-2025 TO

30-JUL-2025

N/A (SAME AS PREVIOUS LOCATION)

5002 POP 31-JAN-2025 TO

N/A (SAME AS PREVIOUS LOCATION)

5003 POP 31-JAN-2025 TO

N/A (SAME AS PREVIOUS LOCATION)

Performance Work Statement (PWS) Office of People Analytics, Joint Advertising, Market Research and

Studies Survey Services and Market Research

1.0 INTRODUCTION

The Office of People Analytics (OPA) through its Joint Advertising, Market Research and Studies program (JAMRS) requires a Contractor to perform knowledge based Survey Services as well as Market Research and Analysis. The work requires extensive knowledge and proven expertise in career decision-making, consumer decision-making, and marketing effectiveness theories and involves multi-method personnel research, survey planning, design and development, conducting and administering surveys, analysis of quantitative and qualitative survey data within the context of the Military recruiting and personnel life-cycle environment, multi-source data integration, utilizing traditional and modern advanced analytics to include data science, production of research reports, segmentation, identifying target markets, fulfilling military service specific ad-hoc recruiting and personnel research requests, and consultation from subject matter experts in career decision making and career related behaviors in the Military context.

2.0 BACKGROUND

The Defense Human Resource Activity’s (DHRA) JAMRS program is an official Department of Defense (DoD) program within the Office of People Analytics missioned to conduct joint-level market research and studies as well as joint market communications. Its mission is to measure and help broaden people's understanding of military service as a career option, and its programs help bolster the effectiveness of all the Services' recruiting and retention efforts.

Further, as a component of OPA, JAMRS often examines recruiting related data within the life-cycle of military personnel experiences and outcomes. Thus, while JAMRS core function is to conduct market research and recruiting studies in order to provide vital intelligence to recruiting professionals across all branches of the Military and agencies of DoD, JAMRS is also now equipped to examine how recruiting related experiences, career and service expectations pre-accession attitudes, motivations and future plans relate to outcomes later in the personnel life-cycle. Together, this suite of information allows the Services and the Department to conduct informed advertising and outreach planning, react to recruiting market shifts, improve recruiting strategies, allocate recruiting resources more efficiently, and make informed personnel policy decisions with respect to a wider array of personnel and readiness outcomes.

These efforts require analysis and synthesis from personnel with proven expertise in the decision-making and marketing sciences including, but not limited to; organizational psychology, sociology, qualitative and quantitative human research methods, psychometrics, marketing and psychographic analyses using advanced statistical techniques. In addition, personnel working with JAMRS must have a strong understanding of military recruiting in order to provide meaningful and actionable information to the organizations within DoD.

Furthermore, a significant number of personnel with these skills are necessary to both meet contract deliverable requirements and provide analytic support for on-going ad hoc requests with often short response requirements for the variety of projects and requests JAMRS and OPA expect to complete in a given year.

3.0 SCOPE

The Contractor shall provide all personnel, management, equipment, materials, training, stakeholder coordination and other items necessary to perform survey services as well as market research and analysis that supports JAMRS’ military recruiting research efforts and military communication evaluations and general analytic support to support the diverse and varying deliverables JAMRS provides.

4.0 REQUIREMENTS The Contractor shall perform the following requirements:

4.1 Career Decision-Making Research: Develop research hypotheses and assist in designing quantitative and qualitative studies grounded in Industrial/Organizational Psychology, and career decision-making theory, theoretical and statistical models, as well as reporting standards to understand factors that influence the decision to join the Military and examine how recruiting related experiences, drivers, and barriers relate to attitudes, experiences, and outcomes later in the personnel life-cycle.

4.1.1 Provide a continuous assessment of those factors that predict general military and service-specific propensity to join the military and other factors that impact consideration to join the Military (future plans, consideration for joining the Military, military related knowledge, military favorability, engagement in pre-enlistment behaviors, and perceptions of the economy, reasons to join, reasons not to join, eligibility, etc.) but will also allow flexibility for new questions and diverse content areas that can be tracked year over year. The model shall have a focus on career decision-making theory relating to key drivers of youth and influencer attitudes, behaviors, and enlistment decision processes. The questionnaires shall incorporate topics and/or items from previous years’ surveys, input from stakeholders, and important constructs identified by JAMRS or through relevant literature.

4.1.1.1 Using a population frame provided by JAMRS, draw probability-based samples of nationally, demographically and geographically representative respondents and conduct mail surveys of youth between the ages of 16-24. The sampling and survey administration methodology shall ensure continued trend lines dating back to the early 1980s on critical metrics like interest (i.e., propensity) to serve in the Military. The sample shall be large enough using stratified sampling techniques so that the data will be weighted to the national population and provide meaningful subgroup estimates with a reasonable standard error estimates. Specifically, the margin of error should be similar to the average margin of error from the previous two waves and the sample size shall be sufficiently large enough to provide meaningful estimates for race/ethnicity by gender splits per administration and state level estimates on an annual basis.

Data weights shall be developed for monthly data sets and reporting, module datasets and reporting, and an annual dataset and report.

4.1.2 Provide continuous assessment of the impact of recruiting incentives, recruiting programs and policies, compensation and benefits, recruiter interactions, Military Entry Processing Station (MEPS) processing, role of influencers, information sources, outreach/advertising messages, and any other factors of interest to JAMRS (to be provided in the task order PWS) on actual enlistment decisions. The survey administration methodology shall ensure continued trend lines dating back to 2012 on critical elements of the enlistment journey. Many of the survey items shall be based on questions used in previous surveys of new recruits that will be provided by the Government. JAMRS will use the findings as an ongoing and continuous census to gauge the effectiveness of programs and practices using immediate feedback from non-prior service enlisted new recruits after taking their oath of service at all 65 MEPS. Data weights shall be developed for monthly data sets and reporting as well as module datasets and reporting.

4.1.3 Conduct a nationally, demographically and geographically representative survey among college-bound, college-enrolled, and recent college graduate youth. Specifically, experiences surrounding the college and career decision-making process; knowledge, perceptions, and interest in military officer programs; and background information will be collected with the goal of informing and improving recruiting strategies for military officer training programs. In total, the sample shall include a minimum of 3,000 college market youth

4.1.4 Conduct a nationally, demographically and geographically representative study of Enlisted and Officers in the Individual Ready Reserve (IRR), to assess the state of the prior service market by tracking those factors impacting propensity to re-enter active duty and/or join the Reserve/Guard components. The survey shall include items regarding propensity, knowledge/awareness of benefits of joining the Reserve and Guard, and reasons why and why not to reenlist, advertising awareness, reactions to current events and other factors of interest to JAMRS. Many of these items shall be based on items used in previous surveys of prior service members that will be provided by the Government.

4.1.5 Explore, evaluate, and analyze current OPA and JAMRS databases within the context of the Military recruiting and personnel life-cycle environment to identify relationships between pre-service entry and in-service variables to determine in-service performance and post-joining outcomes.

4.2 Consumer Decision Making Research: Develop quantitative or qualitative assessment agreed to by JAMRS, to assist the JAMRS program in understanding psychological factors impacting the consumer decision making process. Provide data-based findings and recommendations in JAMRS deliverables that highlight ways in which the military can move prospects and their influencers along the consumer decision making process.

4.3 Services to assess Marketing Effectiveness: Conduct advertising evaluation and performance tracking of three defined nationally and demographically representative target audience segments (Active Duty Youth Prospects aged 16- 24; Reserve/Guard Prospects aged 17-35 and Influencers of youth 12 to 24 years of age) gathering daily Joint and Service-specific advertising performance data to continue trend lines on: ad recall, imagery, respondent reactions, general brand awareness, advertising awareness (by medium), advertising impact, perceptions of the Military, likelihood to recommend military service to youth, media usage, and other areas of key interest to JAMRS (to be provided in the task order PWS).

The methodology must capture respondent’s reactions to digital and/or television advertisements (i.e. video or screenshots). The sample shall be national, probability based, random, and large enough to conduct data splits for subgroups of interest (race/ethnicity, gender). For influencers, the sample must be large enough to provide estimates by moms, dads and grandparents, at a minimum, and provide meaningful standard error estimates. The samples shall be weighted to the national population and weighted on demographic variables such as race, age, gender, education, and regions. Results shall be reported quarterly in separate briefing decks for each Service.

4.3.1 Perform research on emerging technology trends that are being used by youth.

Determine how to incorporate results into military recruiting outreach strategies (e.g., social media, smartphone apps).

4.4 Public Opinion Polling: Provide quick pulse assessments and analysis through public opinion polling to assess the potential impact of current events on adults’ likelihood to recommend or support military service as an option to youth. For quick pulse assessments, data shall be fielded and analyzed within one month of the assessment fielding.

4.5 Market Segmentation and Geographic Analysis: Perform market segmentation using commercially available segmentation systems or custom/in- house segmentation to cluster military recruits into segments based on the characteristics of their households such as socioeconomic status, past military accession behaviors, market conditions, life stage, and location. The segmentation system must be tied to or able to link to geographic areas down to the ZIP code level. Up to 18 case studies will be conducted every year on the JAMRS selected Core-Based Statistical Areas (CBSA) using market segmentation, data from JAMRS and other governmental data sources. The goal of this segmentation is to identify segments that are more or less likely to join the military, assist in developing marketing strategies for different segments, identify potential new markets, and provide customizable reports for locations of interest to the Services.

4.6 Population Surveying Support Services: Provide research design and methodology, survey development, sampling and weighting plans, data processing, analysis and results presentation of mail or online surveys of markets of interest: general youth market, officer prospect market (i.e., college-bound, college enrolled, and recent college graduates), new recruits/applicants, recruiters, prior service members, hard to recruit markets (e.g., cyber, physicians), and adult influencers of youth. Sampling plan will be designed to meet the stated response rate objective as determined by

JAMRS.

4.6.1 Develop survey materials (surveys, Business Reply Cards, invitation letters, etc.).

4.6.2 Develop recommendations on the most effective and efficient mode of data collection given each project’s goals and resources, being mindful most project timelines must be maintained.

4.6.3 Administer and implement approved data collection plans.

4.6.4 Provide timely helpdesk resources for respondents of surveys. At a minimum, helpdesk resources shall include a toll free number and email address for respondents to leave a message. Other resources may be required by JAMRS depending on the project requirements. The Contractor shall respond to respondent queries within 2 business days.

4.6.5 Develop complex sampling and weighting methodologies that allow for the optimal combination of accuracy, precision, and cost to be representative, demographically and geographically, for the populations of interest.

4.6.6 Provide high-quality (e.g., free from data-entry error; respondent error resolved; clear variable and value labels) datasets and topline reports (e.g., frequencies of responses per question).

4.6.7 Develop reports, briefings and articles on the findings, as well as technical reports on methodologies and analyses.

4.7 Services for Market Research Methodology and Analyses: Design and execute custom quantitative and qualitative research and analysis, including meta-analyses, data mining, data modeling (e.g. structural equation modeling, regressions), trend tracking and analyses (e.g. descriptive statistics, correlations), experimental designs and tests of marketing initiatives, and emerging personnel research methods beyond surveys to include web-scraping and data-mining.

4.7.1 Design and execute custom qualitative research, including focus groups, in-person interviews, copy-testing, cognitive interviews, content coding of survey open-ended questions and other methods as applicable.

4.7.2 Assess the usefulness of previous market research results and external research efforts, and make recommendations for improvement.

4.7.3 Conduct comprehensive analyses on subgroups important to JAMRS (e.g., under-represented racial/ethnic groups, females, youth eligible to enlist without a waiver,) and implement appropriate statistical modeling approaches.

4.7.4 Provide ad hoc data analyses regarding the conditions and factors impacting military recruiting and outreach efforts as requested by JAMRS and the Services.

4.8 Military Eligibility Research Services: Provide youth’s self-reported assessments from JAMRS, government (e.g. Center for Disease Control) or other available survey or research effort and conduct analyses on eligibility factors impacting youth’s ability to serve in the Military.

4.9 Recruiter Quality of Life Research: Conduct a large-scale survey examining military recruiters’ quality of life, mental health, and productivity and the issues that affect their ability to achieve mission goals in order to periodically gain insights on factors that may alleviate work-life balance stressors as well as improve work satisfaction and productivity of recruiters

4.10 Customer Satisfaction Assessment: Conduct a customer satisfaction survey of the

JAMRS program and deliverables with input from points of contact at each of the Military Service Recruiting Commands and elsewhere within DoD. These evaluations aid OPA and JAMRS in determining if the JAMRS Market Research and Communications programs are meeting stakeholders’ needs as well as identify areas for improvement.

4.11 Comparable Market Assessment: Conduct longitudinal and trend analysis of quantitative private sector, government, publically available, and other quantitative data to obtain comparable estimates across demographic, generational and other categories important to military recruiting.

4.12 Military Market Research Subject Matter Expertise Communications: Provide experience-based recommendations towards research methodologies and topics as requested on other studies being conducted by, or on the behalf of, the JAMRS program.

4.12.1 Provide data-based findings to assist the JAMRS program’s advertising agency in the development of the JAMRS communication strategy.

4.12.2 Provide continuing assessment of the validity and appropriateness of military recruiting and advertising research to include routine evaluation across all JAMRS research efforts to eliminate redundancies, identify gaps in potential market insights, strengthen study objective attainment and maximize collaboration across all project areas.

4.12.3 Work with JAMRS to maintain and improve coordination with the Services regarding all research efforts to improve communication about JAMRS research efforts and convey research details to the Services in an impactful manner to both technical and non-technical audiences.

4.12.4 Provide expertise and evidence-based advice on the Department’s, and each of the Services’, efforts to improve recruiting operations, outreach efforts, and other military manpower issues.

4.12.5 Provide recommendations to the Government based on expert knowledge and experience regarding the use of various publicly available datasets (e.g., Decennial Census, American Community Survey, Current Population Survey, Bureau of Labor Statistics, CDC NHANES) for research and reporting metrics at various levels of geography (e.g., ZIP code, county, state, nation).

4.12.6 Develop and deliver training (single to multi-day) to JAMRS, DoD or affiliated staff on research and specific tools such as Claritas Segmentation tools, Precision Code, and research fundamentals to facilitate military recruiting.

4.13 Market Research Reporting Services: Provide technical reviews, editing and graphical design of reports, presentations, and other documents. JAMRS deliverables typically are technical reports, datasets, topline reports, module briefings, monthly snapshots, and executive notes.

4.13.1 Develop concise white papers, executive notes and infographics for dissemination via the Internet. The white papers (5 -10 pages), executive notes (1-4 pages) and infographics (1-2 pages) shall synthesize JAMRS research on specific topics to provide relevant, and readable information. Specifically, these papers are expected to be concise, polished, contain easy to interpret graphics, and be written for key DoD constituents who may not possess a scientific background.

4.13.2 Build, and occasionally present, custom briefs of JAMRS research tailored to specific audiences including JAMRS’ and Military services’ advertising agencies, individual military branches, DoD or other Government researchers, and academic and/or professional organizations in the Washington DC metropolitan area as well as in other domestic locations such as the Memphis, TN, Louisville, KY, and San Antonio, TX, metropolitan areas.

4.14 Provide the following assistance with performing updates to the JAMRS internal website:

4.14.1 Prepare and provide for posting to the JAMRS’ internal stakeholder website additional JAMRS content for periodic updates and additions to the site.

4.14.2 Write technically accurate copy appropriate for a largely non-technical audience for periodic market research updates created for the website.

4.14.3 Write technically accurate copy appropriate for a largely non-technical audience describing new market research products posted to the site.

4.14.4 Receive JAMRS Survey database (i.e., population frame of contact information for 16 to 24 year olds) using an information system that complies with section 8 of the PWS.

4.15 Research Project Management Services: Provide program support services by daily facilitating multiple, concurrent research studies, briefing requests, and short-fuse information and briefing requests from all eleven military components as well as Department of Defense leadership in both policy and operations. Support services include expertise on research-related issues, data management, analysis and interpretation, modeling, briefing creation and delivery, and consultation on policy and management of projects performed by and for the JAMRS Program.

4.15.1 Provide project management, to include kick-off meetings and summaries, verbal or written weekly progress updates of all task orders, monthly timeline and financial updates, participation in stakeholder meetings when requested, and at least bi-annual research recommendations for future JAMRS efforts.

4.15.2 Coordination with Research Regulatory Oversight Office (R2O2) review, Institutional Review Board (IRB) reviews when needed, internal survey control numbers (e.g., RCS numbers) and Office of Management and Budget (OMB) approvals of research when required.

4.15.3 Include the DHRA Component Records Management Officer in the design and development of the system to support integration of federal record lifecycle management and recording keeping requirements in accordance with Federal Records Act (44 U.S.C., Chapter 31), DoD instruction 5015.0 and Administrative Instruction 15.

4.15.4 Coordination with DHRA Privacy Office review, provide drafts and coordination for creating or revising System of Records Notices, Privacy Impact Assessments, and Social Security Number Justifications when required.

4.16 Contractor Personnel: Provide a highly professional research management team with proven experience in a) military recruiting, advertising, and manpower strategies and policies, and b) advanced complex analytic techniques in the field of military personnel planning. Project manager, leaders and core team members must be skilled in implementing a diverse and complex market research program.

The team shall include at least four subject matter experts in programs similar in scope and content to the OPA/JAMRS program. Contractor personnel shall have:

extensive expertise in psychometrics and research methods, career and consumer decision making, and marketing effectiveness theory expertise. The Contractor shall provide:

4.16.1 Expert knowledge of military recruiting research in order to provide informed counsel and Service-specific military recruiting recommendations.

4.16.2 Expert knowledge of quantitative and qualitative theory-based research design.

4.16.3 Expert knowledge in survey methodology for large scale efforts including complex sampling and weighting procedures.

4.16.4 Expertise in basic (e.g., calculating proportions and statistical differences) and advanced statistical analyses (e.g., logit modeling, structural equation modeling, data reduction techniques) using psychographic data.

4.16.5 Expertise in emerging personnel research methods beyond surveys to include:

web- scraping, and data-mining.

4.16.6 Expertise in best practices of public opinion polling and techniques to improve response rates for publically fielding surveys.

4.17 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).

4.18 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. The Contractor shall provide a written summary of the Post-Award Conference.

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: short white papers (2-5 pages), technical reports, modeling reports, analysis plans, topline briefings, topline reports, results briefings, infographics, cleaned datasets, case studies, manuscripts suitable for publication, monthly status reports, etc. One or several may be required under any given task order. These activities are either currently part of OPA/JAMRS existing survey and market research 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.

Deliverable PWS

Delivery Date

Project Management Plan 4.17 Not Later Than (NLT) 30 days after contract award

Post award conference 4.18 NLT 5 days after contract award

Quality Control Plan 11.0 NLT 45 days after contract award

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 help desk at:

http://www.ecmra.mil

7.0 CONTRACTOR TRAVEL/OTHER DIRECT EXPENSES (ODE’S)

7.1 Travel is anticipated under this contract and will be specified at the task order level.

Travel will be reimbursed only when travel is requested by the Government, and will be reimbursed at actual cost. The need for travel may include but is not limited to: meetings, briefings, conferences, photography/videography shoots, interviews, focus groups and other research. All travel shall be in accordance with FAR 31.205-46 and applicable travel regulations (Joint, Federal or Standardized).

Contractor shall provide receipts for all costs incurred (e.g. airfare and hotel/lodging). Failure to provide appropriate documentation may result in loss of http://www.ecmra.mil/ http://www.ecmra.mil/ reimbursement of travel expenses. No G&A, profit or fee of any kind shall be added to the cost.

7.2 ODE’s. In order to assist the Government in determining price reasonableness and collecting historical data, the Government requires that the Contractor submit a breakdown of the ODE’s for each task order. In addition Contractor shall obtain and provide a minimum of three price quotes for all ODEs in excess of $2,500. No G&A, profit or fee of any kind shall be added to the cost.

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 Test/Connect (IATT/IATC) with a POA&M in place to achieve ATO within an acceptable to government timeline.

8.2. Report immediately to the DHRA Chief Information Office (CIO) I Privacy Office and secondly to the COR discovery of any Privacy breach.

8.3. Physical Security. The Contractor shall safeguard all Government property and controlled forms provided for Contractor use and adhere to the Government property requirements contained in this contract. At the end of each work day, all Government facilities, equipment and materials shall be secured.

8.4. Pass and Identification Items. The Contractor shall ensure the pass and identification items required for contract performance are obtained for employees and non-government owned vehicles.

8.5. Comply with HSPD-12 Personal Identity Verification (PIV) issuance requirements, known as the Common Access Card (CAC). Be responsible for obtaining CAC or PIV ready status prior to contract start.

8.6. Retrieving Identification Media. The Contractor shall retrieve all identification media, including vehicle passes from employees who depart for any reason before the contract expires; e.g. terminated for cause, retirement, etc.

8.7. Weapons, Firearms, and Ammunition. Contractor employees are prohibited from possessing weapons, firearms, or ammunition, on themselves or within their contractor-owned vehicle or privately-owned vehicle while on all DHRA installations.

8.8. For Official Use Only (FOUO). The Contractor shall comply with DoD 5400.7-R, Chapter 4, DoD Freedom of Information Act (FOIA) Program, requirements. This regulation sets policy and procedures for the disclosure of records to the public and for marking, handling, transmitting, and safeguarding FOUO material.

8.9. Reporting Requirements. Contractor personnel shall report to an appropriate authority any information or circumstances of which they are aware may pose a threat to the security of DOD personnel, Contractor personnel, resources, and classified or unclassified defense information.

8.10. Key Control/Access Badge Control. The Contractor shall establish and implement methods of making sure all keys/badges issued to the Contractor by the Government are not lost or misplaced and are not used by unauthorized persons. The Contractor shall not duplicate any keys issued by the Government.

8.11. Prohibited Use. The Contractor shall prohibit the use of keys, issued by the

Government, by any persons other than the Contractor’s employees and the opening of locked areas by Contractor employees to permit entrance of persons other than Contractor employees engaged in performance of contract work requirements in those areas.

8.12. Conduct while on Government Installation. The CO may direct the contractor to remove an employee(s) from an assignment under this contract for reasons of security or misconduct. Where the reasons for the removal request is due solely for security or misconduct by the employee(s), the replacement shall be at the contractor’s expense and not chargeable to the government.

8.13. Information System Security. The Contractor shall implement Information System

(IS) security protections and ensure the protections are appropriate to the confidentiality, integrity, and availability needs of the Government. Establish appropriate administrative, technical, and physical safeguards to protect any and all nonpublic Government data.

8.14. Risk Management Framework. 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 (IT) and comply with annual Federal Information Security Management Act (FISMA) security control testing. 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.

All systems subject to RMF must present evidence of authorization in the System Security Plan (SSP), Security Assessment Report (SAR) Plan of Action and

Milestones (POA&M) and authorization decision document or show that the system has a DoD Risk Management Framework (RMF) or equivalent DoD Component PIT system accreditation decision that is current within 3 years. Evidence of FISMA compliance must be presented in the form of a POA&M. Systems must have and maintain an Authority to Operate (ATO) or, if acceptable to the Government, an Interim Authority to Test/Connect (IATT/IATC) with a POA&M in place to achieve ATO within an acceptable to government timeline.

8.15. Information security continuous monitoring (ISCM). ISCM is defined as maintaining ongoing awareness of information security, vulnerabilities, and threats to support organizational risk management decisions. ISCM is 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. The Contractor shall maintain ongoing monitoring, analysis and incident response procedures for all IS and PIT systems under this requirement in accordance with NIST SP 800-137.

8.16. Cyber Incident Reporting. Within one (1) hour of discovery of any cyber incident the Contractor shall notify the DHRA Incident Response (IR) team by emailing an Initial cyber incident report to the following organizational box: dodhra.dodc-mb.dmdc.list.ir-team@mail.mil, with subsequent reporting every 24 hours until the incident is closed. The Contractor shall also notify the COR and CO at the time the incident is reported to DHRA/IR.

8.17 The Contractor shall rapidly (within 72 hours) report cyber incidents to the DoD at http://dibnet.dod.mil. Prior to contract award the Contractor shall obtain a medium assurance certificate at http://iase.disa.mil/pki/eca/Pages/index.aspx in order to timely report cyber incidents to the DoD.

8.18. System Security Plan (SSP) The Contractor shall develop, document, and periodically update a System Security Plan (SSP) and any associated plans of action developed to satisfy the adequate security requirements of DFARS 252.204-7012, and in accordance with NIST Special Publication (SP) 800-171, “Protecting Controlled Unclassified Information in Nonfederal Systems and Organizations”. The SSP shall describe the Contractor’s unclassified information system(s)/network(s) where covered defense information associated with the execution and performance of this contract is processed, is stored, or transmits.

8.19. The Contractor shall provide the Government with access to the SSP (or extracts thereof) and any associated plans of action for each of the Contractor’s tier one level subcontractor(s), vendor(s), and/or supplier(s), and the subcontractor’s tier one level subcontractor(s), vendor(s), and/or supplier(s), who process, store, or transmit covered defense information associated with the execution and performance of this contract.

8.20. The Contractor shall support independent on-site government assessment of mailto:dodhra.dodc-mb.dmdc.list.ir-team@mail.mil mailto:dodhra.dodc-mb.dmdc.list.ir-team@mail.mil http://dibnet.dod.mil/ http://iase.disa.mil/pki/eca/Pages/index.aspx compliance of NIST SP 800-171 and NIST SP 800-171A.

8.21. Identification and Marking of Covered Defense Information (CDI). Identify all covered defense information associated with the execution and performance of this contract. At the post-award conference the Contractor and the Government/Program Office shall identify and affirm marking requirements for all covered defense information, as prescribed by DoDM 5200.01 Vol 4, Controlled Unclassified Information, and DoDI 5230.24, Distribution Statements on Technical Documents, to be provided to the Contractor, and/or to be developed by the Contractor, associated with the execution and performance of this contract.

8.22. Compliance with Cybersecurity and Privacy DoD Instructions and Directives. The

Contractor and all Contractor personnel with access to or responsibility for nonpublic Government data under this contract shall be in compliance with the latest versions of:

• DoD Instruction (DoDI) 8500.01, Cybersecurity

• DoD Instruction (DoDI) 8510.01, DoD Risk Management Framework (RMF) for

DoD Information Technology (IT)

• The Privacy Act (5 U.S.C. 552a)

• DoD 5400.11-R, and DoD Directive 5400.11, DoD Privacy Program

• DoD 6025.18-R DoD Health Information Privacy Regulation

• DoD 5200.2-R, Personnel Security Program

• HSPD-12, Homeland Security Presidential Directive

• NIST SP 800-171, Protecting Controlled Unclassified Information in Nonfederal

Information Systems and Organizations

• NIST SP 800-137, Information Security…