Attachment 1 - Sample Task 1_Amendment 1.docx

Performance Work Statement (PWS)

Defense Personnel Analytics Center (DPAC) Joint Advertising, Market Research and Studies (JAMRS)

Sample Task 1 – JAMRS Direct Marketing Program

1.0 INTRODUCTION

The Contractor shall support the Government by processing and delivering files to the Services and support the Government’s Direct Marketing activities.

2.0 BACKGROUND

JAMRS is an official DOD program for joint marketing communications and market research and studies. This program helps broaden people’s understanding of military service as a career option. Their internal Government programs help bolster the effectiveness of all the Services’ recruiting and retention efforts.

3.0 SCOPE

The Contractor shall provide all personnel, equipment, tools, materials, supervision, and other items and non-personal services necessary to maintain a database of potential recruits in a secure environment that has National Institute of Standards and Technologies (NIST) Risk Management Framework (RMF) certification and accreditation. The Contractor also shall process files from the JAMRS Recruiting Database.

4.0 REQUIREMENTS: The Contractor shall:

4.1 JAMRS Consolidated Database. Maintain a database of potential recruits in an RMF certified environment, consisting of the following lists/files:

4.1.1. Selective Service System (SSS) Files

4.1.1.1 Processing/Distribution/Reporting. Obtain from the Government approximately one file per month (for a per-quarter total of three files and about 550,000 names of new SSS registrants). When the monthly file is obtained, maintain and securely hold the file and, on a Quarterly basis, conduct Coding Accuracy Support System (CASS) certification/standardization (including address standardization/correction, and Zip Code Plus-4 assignment and address hygiene), delete names not aged 18-37, and analyze and delete duplicate names.

4.1.1.2. If any name exists on the High School Master File (HSMF) and it also appears on the Selective Service System files, “flag,” or annotate, the name on the SSS file.

4.1.1.3. Upon completion of the above Quarterly list processing, provide the data in a secure manner to the Services’ data management offices/subcontractors each Quarter through the Period of Performance.

4.2 High School Master File Program. Compile, process and provide to the Services’ data management offices/subcontractors lists of High School Junior and Senior aged names (that represents at a minimum 80% of the entire available high school junior and senior market). These records come from many sources: Commercial vendors, ASVAB test takers (Armed Services Vocational Aptitude Battery), and Departments of Motor Vehicles/Public Safety.

4.2.1 Before distribution to the Services’ data management offices/subcontractors, add new names not previously included in the HSMF, and purge poor quality/duplicate leads data from suppression requests, prison zip code files, accession file, decedent file, and Direct Marketing Association’s Preferred Services Lists (print/telephone).

4.2.2 Coordinate with the Government and the Services’ data management offices/subcontractors to account for appropriate shipping formats, recipients, and any contingencies. After providing each High School list, submit via e-mail to the Government, the Contracting Officer’s Representative (COR), and the Services’ data management offices/subcontractors, one Distribution Report on the number of names obtained/received by list source (i.e., DMVs, vendors, ASVAB test takers, etc.) the number of names provided by source, and the date provided.

4.3 Joint Lead Program Fulfillment. Obtain leads information from the Government’s primary lead generation programs: Business Reply cards (BRCs), from the SSS and web sites.

4.3.1 Edit/reformat the web site leads into a master file layout. BRC/whitemail leads will be coded, batched and logged in for entry. Names will be data entered (key stroke) and be further screened to ensure they are qualified based on, but not limited to, age and education criteria.

4.3.2 Edit all leads to validate source codes, and check them against the suppression files, continually updating them for daily processing and merge/purge processing.

4.3.3 Add the new leads to the JAMRS consolidated database and coordinate with the Services’ data management offices/subcontractors for appropriate dissemination channels/vehicles, frequency and timing. Disseminate these leads to the Services’ data management offices/subcontractors.

4.4 College File. Obtain, compile, process and provide to the Services’ data management offices/subcontractors a list of college students who are in community/two-year/four-year colleges.

4.5 Master Suppression File. Continually update the Master Suppression List and provide the list to all the Services’ data management offices/subcontractors on a monthly basis. This involves: data keying of names received through opt-out forms. This list shall contain records from many sources, including: Names provided by the Services, and names received from JAMRS opt-out request program.

4.6 Defense Manpower Data Center (DMDC) Suppression File. Continually update the DMDC Suppression File containing names and contact information of military personnel killed in action, and provide the list to all the Services’.

4.7 Prior Service File. Receive a monthly file of prior service members having remaining Military Service Obligation (MSO). Continually update the file and provide it to all the Services’ data management offices/subcontractors on a monthly basis.

4.8 Educator File. Obtain an Educator File (primarily Guidance Counselors) to use in JAMRS direct marketing efforts.

4.9 Youth Poll. Provide a sample frame (an address-based list of youth) compiled from multiple sources designed to be as representative as possible of the 16 to 24 year old population (at least 85% coverage of the population). Sources: Lists gathered from Selective Service, Joint Leads, Armed Services Vocational Aptitude Battery (ASVAB), state Department of Motor Vehicles (DMVs), and commercially purchased lists (i.e., American Student List (ASL), Alloy Media) deemed of worth by the Contractor and JAMRS

4.9.1 This frame will be produced and delivered twice a year (On or about March and September). The file delivered to JAMRS will contain the following information necessary for survey sampling and selection: Unique Identifier number, Gender, City, State, Zip+4, Age and Source Code. From these two frames JAMRS and its market research contractor of record will sample approximately 225,000 cases to produce up to four surveys within a contract year.

4.9.2 The cases sampled will be used for surveys designed to meet the joint information needs of the Military and/or military recruiting. Match the sampled cases against the Master Suppression and DMDC Suppression File to ensure that young adults who should not be included in JAMRS surveys (for a variety of reasons) are removed. The Contractor will be provided no more than six separate lists for suppression matching at various times throughout the contract year. Cases to be suppressed from the surveys will not be deleted from the list provided by the Government, but will be included in a returned file (Excel or other mutually agreeable format) with a flag indicating that they are to be suppressed, and a code indicating a reason for that suppression.

4.9.3 Develop a list of mutually agreeable codes to be used to indicate reason for suppression. This will occur prior to the first mailing list being provided to the Contractor from JAMRS. Perform the suppression process and return the marked suppression file to JAMRS within 20 business days of delivery of the list to the Contractor.

4.10 Direct Marketing Creative Development. Provide creative concepts and layouts in support of potential direct marketing influencer communications including: Futures magazine subscription mailings, Futures email blast development, communications for marketing conferences, and Selective Service System brochures and Business Reply Cards.

4.11 Selective Service System (SSS) Brochure/ Business Reply Card (BRC) Production. Reproduce 50,000 SSS Brochures and BRCs needed to carry the Selective Service System Registrant confirmation program throughout the period of performance. Ensure that all final versions of the brochure and BRC are approved by the Government prior to reproduction.

4.12 Targeted Direct Marketing Campaign for Cyber Careers. Develop and execute a targeted direct marketing campaign to promote cyber careers in the Military to those with an interest in cyber careers.

4.12.1 Identify young adults who have an interest in cyber careers.

4.12.2 Provide creative concepts and marketing plan.

4.12.3. Execute direct marketing effort.

4.13 Management Reports.

4.14 Provide to the Government a Monthly Leads Activity Report highlighting the number of leads generated by each source code and the method the leads were generated (e.g., toll-free phone numbers, web sites, and BRC/white mail). Indicate how many records were actually sent to the Services’ data management offices/subcontractors and when they were sent. The reports shall also provide a complete accounting of number of non-disseminated leads.

4.15 Provide the Government a detailed report of all database processing activity on a monthly/quarterly basis. Include the number of active/historical records and number of look ups for FOIA requests and RMF. Also provide recommendations for additional suppression files that may be used in future processing.

4.16 Prepare and send via email to the Government a COR-approved Project Activity Plan depicting the elements shown in the format below, outlining all key tasks associated with all deliverables and their associated weekly timelines required for complete execution of the Delivery Order within the Period of Performance. The Plan shall also show key government and Contractor decision activities, if any.

4.17 Provide the Government with a Monthly Project Expense Status Report, which includes the status of monies expended for services rendered (Labor) and materials/subcontractors (Other Direct Expenses).

4.18 Provide the Government with a Monthly Status report, which includes the status of relevant issues associated with each tasking and a description of the remaining work to be completed on the task.

4.19 Perform continuous monitoring to maintain Risk Management Framework (RMF) certification. This continuous monitoring will include implementing patches as released, running monthly Nessus and Security Content Automation Protocol (SCAP) and Assured Compliance Assessment Solution (ACAS) scans, running Security Technical Implementation Guides (STIGs) on the system on a quarterly basis, and updating and uploading all revised artifacts into the Enterprise Mission Assurance Support Service (eMASS) system.

5.0 DELIVERABLES

Period of Performance: One year from date of award of task order.

Deliverable

REF.

Frequency (on or about)

- SSS quarterly Release 2

- SSS quarterly Release 3

- SSS quarterly Release 4

- SSS quarterly Release 1 PWS Paragraph 4.1.1

28 February 2023 31 May 2023 31 August 2023 30 November 2023

- HSMF MP2 Class 2010

- HSMF MP3 Class 2010

- HSMF MP4 Class 2010

- HSMF MP1 Class 2011

- HSMF MP5 Class 2010

31 July 2023 30 September 2023 31 October 2023 31 January 2024

College File

6.0 GOVERNMENT FURNISHED PROPERTY, EQUIPMENT, AND SERVICES

The Government will furnish equipment to the Recruiting Database contractor team in the performance of this contract.