H9821022R0001 Amendment 0001_Final.pdf

AMENDMENT OF SOLICITATION/MODIFICATION OF CONTRACT

Except as provided herein, all terms and conditions of the document referenced in Item 9A or 10A, as heretofore changed, remains unchanged and in full force and effect.

15A. NAME AND TITLE OF SIGNER (Type or print)

30-105-04EXCEPTION TO SF 30

APPROVED BY OIRM 11-84

STANDARD FORM 30 (Rev. 10-83)

Prescribed by GSA

FAR (48 CFR) 53.243

The purpose of this amendment is to extend the proposal due date to 13 October 2022, revise the Addedum to 52.212-1, IDIQ PWS, Sample

Task 1 PWS, and Pricing Sheet.

1. CONTRACT ID CODE PAGE OF PAGES

Y 1 34

16A. NAME AND TITLE OF CONTRACTING OFFICER (Type or print)

16C. DATE SIGNED

BY 26-Sep-2022

16B. UNITED STATES OF AMERICA15C. DATE SIGNED15B. CONTRACTOR/OFFEROR

(Signature of Contracting Officer)(Signature of person authorized to sign)

8. NAME AND ADDRESS OF CONTRACTOR (No., Street, County, State and Zip Code) X H9821022R0001

X 9B. DATED (SEE ITEM 11)

11-Aug-2022

10B. DATED (SEE ITEM 13)

9A. AMENDMENT OF SOLICITATION NO.

11. THIS ITEM ONLY APPLIES TO AMENDMENTS OF SOLICITATIONS

X The above numbered solicitation is amended as set forth in Item 14. The hour and date specified for receipt of Offer X is extended, is not extended.

Offer must acknowledge receipt of this amendment prior to the hour and date specified in the solicitation or as amended by one of the following methods:

(a) By completing Items 8 and 15, and returning 1 copies of the amendment; (b) By acknowledging receipt of this amendment on each copy of the offer submitted;

or (c) By separate letter or telegram which includes a reference to the solicitation and amendment numbers. FAILURE OF YOUR ACKNOWLEDGMENT TO BE

RECEIVED AT THE PLACE DESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED MAY RESULT IN

REJECTION OF YOUR OFFER. If by virtue of this amendment you desire to change an offer already submitted, such change may be made by telegram or letter, provided each telegram or letter makes reference to the solicitation and this amendment, and is received prior to the opening hour and date specified.

12. ACCOUNTING AND APPROPRIATION DATA (If required)

13. THIS ITEM APPLIES ONLY TO MODIFICATIONS OF CONTRACTS/ORDERS.

IT MODIFIES THE CONTRACT/ORDER NO. AS DESCRIBED IN ITEM 14.

A. THIS CHANGE ORDER IS ISSUED PURSUANT TO: (Specify authority) THE CHANGES SET FORTH IN ITEM 14 ARE MADE IN THE

CONTRACT ORDER NO. IN ITEM 10A.

B. THE ABOVE NUMBERED CONTRACT/ORDER IS MODIFIED TO REFLECT THE ADMINISTRATIVE CHANGES (such as changes in paying office, appropriation date, etc.) SET FORTH IN ITEM 14, PURSUANT TO THE AUTHORITY OF FAR 43.103(B).

C. THIS SUPPLEMENTAL AGREEMENT IS ENTERED INTO PURSUANT TO AUTHORITY OF:

D. OTHER (Specify type of modification and authority)

E. IMPORTANT: Contractor is not, is required to sign this document and return copies to the issuing office.

14. DESCRIPTION OF AMENDMENT/MODIFICATION (Organized by UCF section headings, including solicitation/contract subject matter where feasible.)

10A. MOD. OF CONTRACT/ORDER NO.

2. AMENDMENT/MODIFICATION NO. 5. PROJECT NO.(If applicable)

6. ISSUED BY

3. EFFECTIVE DATE

26-Sep-2022

CODE

DEFENSE HUMAN RESOURCES ACTIVITY

4800 MARK CENTER DRIVE,

SUITE 03E25

ALEXANDRIA VA 22350-4000

H98210 7. ADMINISTERED BY (If other than item 6)

4. REQUISITION/PURCHASE REQ. NO.

CODE

See Item 6

FACILITY CODECODE

EMAIL:TEL:

H9821022R0001

SECTION SF 30 BLOCK 14 CONTINUATION PAGE

SUMMARY OF CHANGES

SECTION SF 1449 - CONTINUATION SHEET

TABLE OF CONTENTS

The below Table of Contents has been added

Exhibit/Attachment Table of Contents

DOCUMENT TYPE DESCRIPTION PAGES DATE

Attachment 1 Sample Task 1_revised 7 07-SEP-2022

Attachment 4 Pricing Sheet_revised 2 07-SEP-2022

The following have been modified:

ADDENDA TO 52.212-1 AND 52.212

ADDENDUM TO FAR 52.212-1

INSTRUCTIONS TO OFFERORS

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

(d) Product samples, is hereby deleted

(e) Multiple Offers, is hereby deleted

(h) Multiple awards, is hereby deleted

The following paragraph is modified in its entirety:

(b) Submission of Offers. Submit signed and dated proposals via email to the Contract Specialist, Constance Reedus, at constance.r.reedus.civ@mail.mil, and the Contracting Officer, Matt Poole, at matthew.c.poole.civ@mail.mil. The size limit per email is 22MB. Multiple emails may be submitted. Proposals shall utilize Times New Roman no smaller than 11pt font with no less than one inch margins. PDF or MS Word is acceptable except for pricing proposals which shall be submitted unprotected in Excel. Questions are due no later than 25 August 2022, at 10:00

Eastern Time.

Proposals may be submitted on the SF 1449 or letterhead stationery. Submit proposals in three volumes as follows:

(i) Volume 1: BUSINESS AND PRICE (FACTOR 3). At a minimum, include:

(1) The solicitation number;

(2) The time specified in the solicitation for receipt of offers;

(3) The name, address, and telephone number of the offeror;

(4) Terms of any express warranty;

(5) Price and any discount terms;

(6) “Remit to” address, if different than mailing address;

(7) A completed copy of the representations and certifications at FAR 52.212-3 (see FAR 52.212-3(b) for those representations and certifications that the offeror shall complete electronically);

(8) Acknowledgment of Solicitation Amendments;

mailto:constance.r.reedus.civ@mail.mil mailto:matthew.c.poole.civ@mail.mil

(9) If the offer is not submitted on the SF 1449, include a statement specifying the extent of agreement with all terms, conditions, and provisions included in the solicitation. Offers that fail to furnish required representations or information, or reject the terms and conditions of the solicitation may be excluded from consideration.

(10) Completed Pricing Spreadsheet (Attachment 4)

(11) Completed Pricing for the First Task Order

(12) OCI Mitigation Plan for Offerors that have a contract(s) with any of the Military Services in accordance with

FAR 9.5

(13) Details on compensation for professional employees in accordance with FAR 52.222-46

(ii) Volume 2: TECHNICAL (FACTOR 1) - At a minimum, include:

Subfactor 1: Technical Approach and Methodology (limited to 40 pages). The offeror must describe its proposed technical approach and methodology to demonstrate understanding of, and ability for the requirements of Sections

4.1 – 4.9 and 4.11 – 4.13 of the PWS.

Subfactor 2: RMF (limited to 2 pages). The offeror must describe its experience with, and understanding of, operating a Government- owned and Contractor-operated system or enclave hosted in the cloud in accordance with the National Institute of Standards and Technology (NIST) Risk Management Framework (RMF) Security and

Privacy Controls for Federal Information Systems and Organizations, NISP SP 800-53 Rev. 4., and (NIST) SP 800-

37: Guide for Applying the Risk Management Framework to Federal Information Systems, as well as Assessment and Accreditation (A&A) procedures defined in NIST SP 800-115: Technical Guide to Information Security Testing and Assessment. In addition, the offeror must describe its proposed personnel, their qualifications, training and professional certifications, (e.g. Security+, etc.) for Information Assurance positions and functions consistent with

Change 4 to DoD Directive 8570.01 and supporting issuances. At a minimum, the offeror must list those personnel holding Security+ certification.

Subfactor 3: Staffing Plan (limited to 8 pages). The offeror will provide its staffing plan via a crosswalk between the labor categories and the PWS requirements mentioned in Subfactor 1. The staffing plan shall provide specific details of personnel that demonstrate they have the following experience outlined below:

Professional account management expertise and experience.

Expert knowledge of and experience in leading and managing a diverse and complex marketing communications program.

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

Expert knowledge and familiarity with all aspects of marketing communications, including traditional and emerging media, direct marketing, interactive (digital) marketing, magazine publication design and development, production and printing, social media/social influence, and public relations.

Expert knowledge and familiarity with media planning and media buying across all forms of media to include

National Broadcast TV, nontraditional TV media and digital media.

Expert knowledge of and expertise in the development, management, and security of interactive (digital) websites including user testing, and implementing site updates based on testing results and recommendations.

Expert knowledge, thorough understanding and mastery of DoD/CIO digital policy.

Expertise in list purchasing, secure cloud database management, and the Risk Management Framework (RMF) certification and accreditation process.

Expertise in coordinating, executing, managing, and maintaining talent contracts, e.g. Screen Actors Guild –

American Federation of Television and Radio Artist (SAG-AFTRA) or other labor union requirements, talent residuals, digital, artwork, music rights, and other information pertaining to the usage or distribution of broadcast or internet products.

Expert knowledge and expertise in end user licensing agreements for usage of commercial type fonts, font libraries, and imagery/videography across developed marketing products.

Expert knowledge and expertise in advertising industry measures of effectiveness in media planning, purchasing, placement, and evaluation.

Expert knowledge and expertise in brand strategy research, special studies, analysis, and reporting, and developing customized brand/media research.

Expert knowledge and expertise in coordinating and executing marketing communications training through conferences and seminars, and media training.

Subfactor 4: The offeror must provide a proposed technical approach for Section 4.0 of the PWS’, limited to 10 pages per Sample for Sample Tasks 1 and 2, Additionally, submit a price proposal for Sample Task 2, in the contractor’s format, for evaluation of understanding of the requirement, the price proposal shall break down the labor and ODEs that make up the total proposed price.

1. Sample Task 1 – JAMRS Direct Marketing Program (Attachment 1)

2. Sample Task 2 – JAMRS Public Relations (Attachment 2)

Subfactor 5: Case Studies. The offeror will provide information on its experience from within the past five years demonstrating successful accomplishment of at least one example, each example limited to four pages, for EACH of the following:

1. Demonstrate experience developing a national umbrella brand positioning campaign and to execute that positioning and campaign across multiple integrated marketing disciplines. Discuss how select brands were positioned under umbrella brands.

2. Demonstrate experience developing and distributing a national magazine publication that is a minimum of 20 pages in length.

3. Demonstrate experience developing advertising targeted to parents and other influencers of young adults regarding the decisions young adults make.

4. Demonstrate experience executing a multi-million-dollar media plan with over half of the spend devoted to National TV advertisement placement that includes broadcast (i.e., non-Cable) TV. Half of the spend must be devoted to Linear National TV advertisement, some of which must have been spent on broadcast TV. The other half of the spend can include streaming video and/or Over The Top advertising media.

Subfactor 6: First Task Order (limited to 10 pages). The Government will evaluate the offeror’s technical approach to Section 4.0 for completeness and the price proposal for understanding of the labor mix and ODEs needed to perform the effort. The offeror must submit a written technical and a separate price proposal (Attachment 5) in response to the Performance Work Statement (PWS) for the First Task Order. (Attachment 6)

Subfactor 7: Error-free Documents. Proposal will be free of typographical and grammatical errors to demonstrate the offeror’s understanding of the importance of, and ability to, provide error-free documents that reflect well on a communication services provider’s creative and outreach materials.

Subfactor 8: Small Business Subcontracting. Offerors must submit a Small Business Subcontracting Plan. The Small

Business Subcontracting Plan shall adhere to the format outlined in FAR 52.219-9. The Government will review and evaluate the subcontracting plan proposed to ensure that it reflects robust goals and efforts. Small business utilization is vital and expected, and offerors should strive to provide maximum practicable opportunities (the DoD subcontracting goal is 32.2%). The plan should include detailed explanation of the complexity of the work small businesses will perform, the nature of current and future plans your company has for developing subcontracting opportunities for small business concerns during the contract performance, plans that target opportunities to vendors in small business sub-categories in all tiers (small and disadvantaged, HUBZone, Woman-Owned, Service Disabled

Veteran-Owned).

(iii) Volume 3: FACTOR 2 - Past Performance (limited to 4 pages per past performance reference 20 pages total).

At a minimum, include:

At least two, but no more than five, relevant and recent past performance references. All references must address current projects or those completed within the last three years. Past performance of the offeror, its subcontractors and its Key Personnel will be considered, however at least one reference must be from the offeror performing as a

Prime contractor. Multiple task orders on a single contract will NOT be considered as multiple past performance references rather they will be considered one past performance reference. Past performance references can include commercial or Government work. At least one commercial reference is highly encouraged. 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

Copies of eSRS reporting (when a Small Business Subcontracting Plan was required by the contract) to demonstrate past commitment and success with small business participation

For Commercial references or if performance was as a subcontractor, written authorization for the references to speak with the Government about the offeror’s past performance must be included in the proposal.

Offerors are advised that the Government may use all data provided by the Offeror in this proposal and data obtained from other sources, including, but not limited to, other DHRA contracts and information from Government repositories (e.g., CPARS, PPIRS, etc.) as part of the past performance evaluation. Past Performance information on contracts not listed by the offeror, or that of planned subcontractors, may also be evaluated. The Government may contact references provided by the offeror, as well as any other source the Government identifies. Information received may be used in the evaluation of the Offeror’s Past Performance. While the Government may elect to consider data obtained from other sources, the burden of providing current, accurate, and complete Past Performance information rests with the offeror.

The offeror must indicate if it has no past performance. In this case, the offeror will not be evaluated favorably or unfavorably on past performance and will be assigned a rating of Neutral Confidence.

Past Performance Questionnaire: The offeror must send a Past/Present Performance Questionnaire (PPQ)

(Attachment 3) to its references. It is the responsibility of the offeror to ensure questionnaires are submitted and received by the proposal submission due date. Offerors will not receive copies of the questionnaires, they are submitted directly to the Contracting Office, as outlined on the PPQ.

(c) Period of acceptance of offers. The offeror agrees to hold the prices in its offer firm for 120 days from the date specified for receipt of offers.

The following paragraphs are added:

(m) Offerors are cautioned that “parroting” of the PWS with a statement of intent to perform does not reflect understanding of the requirement or capability to perform. The Government will evaluate the offeror’s proposal for typographical and grammatical errors to determine the offeror’s understanding of the importance and ability to provide error-free documents that reflect well on a communication services provider’s creative and outreach materials.

(END OF INSTRUCTIONS TO OFFERORS)

52.212-2 EVALUATION--COMMERCIAL PRODUCTS AND COMMERCIAL SERVICES (NOV 2021)

(a) The Government will award a contract resulting from this solicitation to the responsible offeror whose offer conforming to the solicitation will be most advantageous to the Government, price and other factors considered. The following factors shall be used to evaluate offers:

SEE ADDENDUM TO THIS PROVISION

(b) Options. The Government will evaluate offers for award purposes by adding the total price for all options to the total price for the basic requirement. The Government may determine that an offer is unacceptable if the option prices are significantly unbalanced. Evaluation of options shall not obligate the Government to exercise the option(s).

(c) A written notice of award or acceptance of an offer, mailed or otherwise furnished to the successful offeror within the time for acceptance specified in the offer, shall result in a binding contract without further action by either party. Before the offer's specified expiration time, the Government may accept an offer (or part of an offer), whether or not there are negotiations after its receipt, unless a written notice of withdrawal is received before award.

(End of provision)

ADDENDUM TO FAR 52.212-2

FAR 52.212-2 is changed to read:

Basis of Award

(a) The Government will award a contract resulting from this solicitation to the responsible offeror whose offer conforming to the solicitation will be most advantageous to the Government, price and other factors considered. The following factors, in descending order of importance, shall be used to evaluate offers:

1. Technical

2. Past Performance

3. Price

Technical and Past Performance, when combined, are significantly more important than Price.

(b) Options. The Government will evaluate offers for award purposes by adding the total price for all options to the total price for the basic requirement. The Government may determine that an offer is unacceptable if the option prices are significantly unbalanced. Evaluation of options shall not obligate the Government to exercise the option(s).

(c) A written notice of award or acceptance of an offer, mailed or otherwise furnished to the successful offeror within the time for acceptance specified in the offer, shall result in a binding contract without further action by either party. Before the offer’s specified expiration time, the Government may accept an offer (or part of an offer), whether or not there are negotiations after its receipt, unless a written notice of withdrawal is received before award.

(d) The Government intends to evaluate proposals and make award without discussions. However, the Government reserves the right to hold discussions, at the sole discretion of the Source Selection Authority (SSA). The

Government will evaluate all proposals in accordance with FAR 15.305(a), and, if discussions are to be conducted, establish the competitive range comprised of all the most highly rated proposals, unless the range is further reduced for purposes of efficiency

(e) The Contracting Officer will review any OCI Mitigation Plans prior to technical evaluation to ensure acceptability. Any unacceptable plan will not be considered for further evaluation.

2.0. TECHNICAL EVALUATION (FACTOR 1).

2.1. The purpose of the technical factor is to assess the offeror’s proposed approach, as detailed in its proposal, to satisfy the Government’s requirements. There are many aspects which may affect an offeror’s ability to meet the solicitation requirements to include technical approach, risk, management approach, personnel qualifications, facilities, small business subcontracting and others. The evaluation of risk is related to the technical assessment.

2.2. Risk assesses the degree to which the offeror’s proposed technical approach for the requirements of the solicitation may cause disruption of schedule, increased costs, degradation of performance, the need for increased

Government oversight, or the likelihood of unsuccessful contract performance. Risk will be assessed as part of the technical factor rating.

2.3. Any proposal receiving a rating of “Unacceptable” is deemed to have a risk that is so high that award cannot be made against the proposal and the proposal will not be further evaluated.

2.4. A color and adjectival rating will be assigned, in accordance with DoD Source Selection Procedures paragraph

3.1.2.2, Table 1, to evaluate the offeror’s proposed approach and the degree to which it demonstrates an understanding of the requirements through an assessment of the proposal, including its strengths, deficiencies, weaknesses, significant weaknesses, and risk. Technical will be rated at the Factor Level, subfactors will be separately evaluated but will not be separately rated.

Color

Rating

Adjectival

Rating

Description

Blue Outstanding Proposal indicates an exceptional approach and understanding of the requirements and contains multiple strengths, and risk of unsuccessful performance is low.

Purple Good Proposal indicates a thorough approach and understanding of the requirements and contains at least one strength, and risk of unsuccessful performance is low to moderate.

Green Acceptable Proposal meets requirements and indicates an adequate approach and understanding of the requirements, and risk of unsuccessful performance is no worse than moderate.

Yellow Marginal Proposal has not demonstrated an adequate approach and understanding of the requirements, and/or risk of unsuccessful performance is high.

Red Unacceptable Proposal does not meet requirements of the solicitation, and thus, contains one or more deficiencies, and/or risk of unsuccessful performance is unacceptable. Proposal is unawardable.

2.4.1. Subfactor 1: Technical Approach and Methodology. The Government will evaluate the offeror’s proposed technical approach and methodology for completeness, and to determine the offeror’s understanding of, and ability to successfully accomplish, the requirements of the PWS.

2.4.2. Subfactor 2: RMF. The Government will evaluate the offeror's experience with, and understanding of, operating a Government-owned and Contractor-operated information system or enclave in accordance with the

National Institute of Standards and Technology (NIST) Risk Management Framework (RMF) Security and Privacy

Controls for Federal Information Systems and Organizations, NISP SP 800-53 Rev. 4., and (NIST) SP 800-37:

Guide for Applying the Risk Management Framework to Federal Information Systems, as well as Assessment and

Accreditation (A&A) procedures defined in NIST SP 800-115: Technical Guide to Information Security Testing and

Assessment. In addition, the Government will evaluate the proposed personnel, their qualifications, training and professional certifications, (e.g. Security+, etc.). for Information Assurance positions and functions consistent with

Change 4 to DoD Directive 8570.01 and supporting issuances.

2.4.3. Subfactor 3: Staffing Plan. The Government will evaluate how the offeror’s staffing plan supports its technical approach by reviewing the crosswalk between the labor categories and the PWS requirements mentioned in

Subfactor 1. The Government may evaluate the extent to which the offeror’s proposed staffing demonstrates they have the following experience outlined below:

Professional account management expertise and experience.

Expert knowledge of and experience in leading and managing a diverse and complex marketing communications program.

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

Expert knowledge and familiarity with all aspects of marketing communications, including traditional and emerging media, direct marketing, interactive (digital) marketing, magazine publication design and development, production and printing, social media/social influence, and public relations.

Expert knowledge and familiarity with media planning and media buying across all forms of media to include

National Broadcast TV, nontraditional TV media and digital media.

Expert knowledge of and expertise in the development, management, and security of interactive (digital) websites including user testing, and implementing site updates based on testing results and recommendations.

Expert knowledge, thorough understanding and mastery of DoD/CIO digital policy.

Expertise in list purchasing, secure cloud database management, and the Risk Management Framework (RMF) certification and accreditation process.

Expertise in coordinating, executing, managing, and maintaining talent contracts, e.g. Screen Actors Guild –

American Federation of Television and Radio Artist (SAG-AFTRA) or other labor union requirements, talent residuals, digital, artwork, music rights, and other information pertaining to the usage or distribution of broadcast or internet products.

Expert knowledge and expertise in end user licensing agreements for usage of commercial type fonts, font libraries, and imagery/videography across developed marketing products.

Expert knowledge and expertise in advertising industry measures of effectiveness in media planning, purchasing, placement, and evaluation.

Expert knowledge and expertise in brand strategy research, special studies, analysis, and reporting, and developing customized brand/media research.

Expert knowledge and expertise in coordinating and executing marketing communications training through conferences and seminars, and media training.

2.4.4. Subfactor 4: Sample Task Orders. The Government will evaluate the offeror’s Sample Task proposal technical approach for completeness, and to determine the offeror’s understanding of, and ability to successfully accomplish, the requirements of the Sample Task PWSs. The Government will also evaluate the offeror’s Sample Task price proposals for price reasonableness.

2.4.4.1. Sample Task 1 – JAMRS Direct Marketing Program

2.4.4.2 Sample Task 2 – JAMRS Public Relations

2.4.5. Subfactor 5: Case Studies. The Government will evaluate the offeror’s approach for successful accomplishment of at least one example from within the past five years for EACH of the following:

2.4.5.1 Demonstrate experience developing a national umbrella brand positioning campaign and to execute that positioning and campaign across multiple integrated marketing disciplines.

2.4.5.2 Demonstrate how select brands were positioned under the umbrella brands.

2.4.5.3 Demonstrate experience developing and distributing a national publication (magazine that is a minimum of

20 pages)

2.4.5.4 Demonstrate experience developing multi-channel advertising targeted to parents and other influencers of young adults regarding the decisions young adults make.

2.4.5.5 Demonstrate experience executing a multi-million-dollar media plan with over half of the spend devoted to

National TV advertisement placement that includes broadcast TV.

2.4.6. Subfactor 6: First Task Order. The Government will evaluate the offeror’s technical approach for completeness and understanding of the labor mix and ODEs needed to perform the work.

2.4.7. Subfactor 7: Error-free Documents. The Government will evaluate the offeror's technical proposal for typographical and grammatical errors to determine the offeror's understanding of the importance and ability to provide error-free documents that reflect well on a communication services provider's creative and outreach materials.

2.4.8. Subfactor 8: Subcontracting Plan. The Government will review and evaluate the offeror’s proposal for subcontracting to ensure that it reflects robust goals and efforts. Small business utilization is vital and expected, and the offeror should strive to provide maximum practicable opportunities (the DoD subcontracting goal is 32.2%).

The Small Business Subcontracting Plan shall adhere to the format outlined in FAR 52.219-9.

3.0. PAST PERFORMANCE (FACTOR 2). The Government will evaluate the Offeror’s past performance information to assess the relevance and quality of past performance in order to assess the probability of the offeror successfully meeting the total requirements as described in the RFP and its attachments. The Government will evaluate past performance that is recent and relevant to the acquisition requirements. Past Performance references that are not determined to be recent (performance occurred within the last three (3) years of the published date of this solicitation) will not be evaluated. Past performance is an indicator of future performance. The assessment will include performance history of the entire contractor team and will focus on the overall quality of the product/service, adherence to required schedules, conduct of business relations, effectiveness of financial and resource management, and any other additional information pertaining to the performance history.

3.1. Potential sources of performance data are Government sources such as the Past Performance Information

Retrieval System (PPIRS), SAM.gov, Federal Awardee Performance and Integrity Information System (FAPIIS), questionnaires, and/or non-Government sources, such as commercial past performance references submitted by an offeror.

3.2. References will first be evaluated for recency. Recency refers to the state or quality of being current. Recent is defined as performance that has occurred within 3 years from the date of RFP. Past performance that is not determined recent, will not be considered.

3.3. Recent references will be evaluated to determine relevancy. Relevance is defined in the following table:

PAST PERFORMANCE RELEVANCY RATINGS

Rating Definition

Very Relevant Present/Past performance effort for advertising services for a Commercial or

Federal entity, demonstrates experience in 12 or more of the major requirements of the PWS Section 4.0 (4.1 through 4.14), is greater than $10M per year.

Relevant Present/past performance effort for advertising services for a Commercial or

Federal entity, demonstrates experience in 10 or more of the major requirements of the PWS Section 4.0 (4.1 through 4.14), is between $5-10M per year.

Somewhat Relevant Present/past performance effort for advertising services for a Commercial or

Federal entity, demonstrates experience in 8 or more of the major requirements of the PWS Section 4.0 (4.1 through 4.14), is at any dollar value.

Not Relevant Present/past performance effort for advertising services for a Commercial or

Federal entity, demonstrates experience in less than 8 of the major requirements of the PWS Section 4.0 (4.1 through 4.14).

3.4. Recent and Relevant past performance will be evaluated and assigned a Confidence Assessment Rating. The

Past Performance Evaluation results in an assessment of the offeror’s probability of meeting the solicitation requirements, based on past performance information of the prime contractor and proposed subcontractors. The

Performance Confidence Assessment rating is assessed as an overall factor after evaluating aspects of the offeror’s recent past performance, focusing on performance that is relevant to the technical factors and cost or price. One of the following ratings will be assigned at the Past Performance Factor level.

PERFORMANCE CONFIDENCE ASSESSMENTS RATINGS

Rating Description

Substantial Confidence Based on the offeror’s recent/relevant performance record, the Government has a high expectation that the offeror will successfully perform the required effort.

Satisfactory Confidence Based on the offeror’s recent/relevant performance record, the Government has a reasonable expectation that the offeror will successfully perform the required effort.

Neutral Confidence No recent/relevant performance record is available or the offeror’s performance record is so sparse that no meaningful confidence assessment rating can be reasonably assigned.

The offeror may not be evaluated favorably or unfavorably on the factor of past performance.

Limited Confidence Based on the offeror’s recent/relevant performance record, the Government has a low expectation that the offeror will successfully perform the required effort.

No Confidence Based on the offeror’s recent/relevant performance record, the Government has no expectation that the offeror will be able to successfully perform the required effort.

3.5 Price Evaluation. (FACTOR 3) Price factor will not be assigned an adjectival rating however they will be reviewed to determine whether they are fair and reasonable. The total evaluated price will be taken from Attachment 4, row 9. Note that the award will be made with a ceiling price that is higher than the total evaluated price, as stated in

Attachment 4, row 10.

(END OF ADDENDUM TO 52.212-2)

PWS

Performance Work Statement (PWS)

Office of People Analytics, Joint Advertising, Market Research and Studies

Marketing Communication Services

1.0 INTRODUCTION The Defense Personnel Analytics Center’s (DPAC) Office of

People Analytics (OPA) through its Joint Advertising, Market Research and Studies (JAMRS) program requires a Contractor to perform full-service Integrated Marketing and Advertising services. OPA requires services associated with, but not limited to, brand planning; identifying target markets; design and development of creative content; conducting and administrating national multi-media advertising campaigns; secure database management; and maintaining and operating website properties.

2.0 BACKGROUND

OPA/JAMRS leads the Defense Human Resources Activity’s (DHRA) marketing communications effort in support of military recruiting 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 a full range of marketing, corporate branding, and communications services. These include advertising, direct marketing, leads and marketing database certification and management, integrated media negotiation and buying (to include national TV, nonlinear

TV, digital, and social media), website development and maintenance, interactive (digital) marketing, public relations, and brand strategy/research. These services shall complement and support the highly specialized recruiting and retention efforts of the Military Services (i.e. Army, Marine Corps, Navy, Air Force, Space Force, Coast Guard, and their Active, Guard and Reserve components). The contractor shall provide all necessary personnel, management, materials, administrative and technical services to meet the requirements specified under individual task orders, and in accordance with this PWS.

4.0 REQUIREMENTS The Contractor shall:

4.1. Provide Direct Marketing Services. Execute and analyze all aspects of the direct marketing program (direct mail, phone, interactive, email, and any other forms of direct-response marketing). 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 and all other approved formats). 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. Provide Interactive Marketing Services. Provide Interactive (digital) communications services related to the development and maintenance of websites, planning and execution of online advertising, and planning and execution of other forms of Interactive/Direct media – including new and emerging forms of technology. The Contractor must obtain Government approval of all products, campaigns, programs, materials, etc. before any distribution, display or publication.

4.2.1. Develop, operate, and maintain the Government’s targeted websites, todaysmilitary.com, myfuture.com, medicineandthemilitary.com, and OPA/JAMRS/DoD’s .mil or .gov related sites, information technology resources, Section 508 accessibility compliance, 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, cybersecurity assessments and certification).

4.2.2 E-mail OPA/JAMRS stakeholders as required about program updates and events (e.g.

market research results, Direct marketing/Interactive Conferences/Seminars and new products).

4.2.3. Develop content for websites (e.g. copy, videos, imagery), and conduct online maintenance updates (e.g. photo change, update links, video updates, site management and architectural improvements) upon Government approval.

4.2.4. Maintain ongoing website metrics analysis reporting capability. The Contractor shall ensure that its web-based reporting tool is available with industry-standard security and service-levels (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 as referenced below in Section 8 and Applicable Documents.

4.2.5. Implement, monitor, and update search placements on Google, Bing, and other search engines for OPA/JAMRS website properties.

http://todaysmilitary.com/ http://myfuture.com/

4.2.6. Plan and implement digital media campaigns, and produce multiple sizes/formats of digital media.

4.2.7. Develop content for paid placements, monitor developments, and technically maintain brand pages on social media platforms such as Facebook, YouTube, Instagram, and update the channels within 3 business days.

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.

4.2.10. Attain, maintain and continuously update RMF cybersecurity certification and documentation for websites requiring authentication (e.g., OPA.mil).

4.3. Provide Public Relations Services. Assist the 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 personnel on media interactions; produce a Joint Service print publication, support approved marketing campaigns and develop and execute a social media strategy. Services involve:

4.3.1. Promoting DPAC/OPA/JAMRS advertising and other marketing initiatives such as

Futures magazine, and website properties through PR communication channels.

4.3.2. Draft language for multiple DoD public affairs media queries with media relations efforts and provide to the Government for its use in responding to DoD public affairs.

4.3.3. Draft language for press releases, public affairs guidance, press kits, and other media materials for Government to release.

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 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. The requirement includes, among other standard professional activities, all photographs, interviews with military candidates, and copying. The Contractor shall provide all photographs, written products and other materials to the Government via digital files.

4.3.7. Developing and executing earned media campaigns.

4.3.8. Develop content for organic placements, monitor developments, and technically maintain brand pages on social media platforms such as Facebook, YouTube, Instagram, and update the channels when requested.

4.3.8.1 Develop and update a social media brand strategy for the Government’s social media efforts.

4.4. Provide Brand Research and Integrated Media Strategy 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. Provide 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 (i.e., mass print and TV and radio broadcast, Cable), integrated/emerging media forms (e.g., nonlinear TV, streaming radio, podcasts and social media), and digital and direct marketing vehicles at national and local levels, with primary focus on national reach. 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 Internet/Broadcast usage rights are secured for the Government.

4.5.1. Provide Linear TV Media Planning and Buying. Perform media planning and buying functions focused on Linear TV to include national level Broadcast and Cable channels as well as sports programming that are likely to reach a broad audience of influencers of young adults.

4.5.2. Provide Digital and Streaming Media Planning and Buying. Perform media planning and buying functions focused on digital and streaming platforms that are likely to reach a broad audience of young adults and those who influencer them.

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

4.7. Provide 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, TV and radio broadcast, online (e.g., nonlinear TV, streaming radio, social media), direct marketing and PR efforts. Provide support to the Government to evolve the current effort in terms of content and media placement.

4.8. Provide 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, DVD, Blu-Ray disc, etc.);

radio recording; and the revision/editing of all materials in any media format. The Contractor is responsible for complying with Screen Actors Guild-American Federation of Television and

Radio Artists (SAG-AFTRA) talent and safety requirements as well as any other union, organization, or Government requirements applicable to any aspect of each production or effort.

4.9. Provide Marketing Database Services. Administer, maintain and store large amounts of

Personally Identifiable Information (PII) data (i.e. Joint Leads, High School Master File

[HSMF], College File, and the Selective Service System [SSS] file) in a highly secure manner in accordance with all applicable Federal law and policy including but not limited to the Privacy

Act of 1974, “DoD Instruction (DoDI) 5015.02, DoD Records Management Program”, DoDI

5400.11, “DoD Privacy and Civil Liberties Programs”, and DoDI 8510.01, “Risk Management

Framework (RMF) for DoD Information Technology (IT)” on a Government-owned information system. Compile, process, and distribute files based on the needs of OPA/JAMRS stakeholders as directed by the COR, upon a mutual showing of security compliance. 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 and provides the ability to measure the effectiveness of list purchases through ongoing analysis as well as removal of names of individuals currently enlisted including those who are enlisting in the Armed Forces, and those 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 and Business Reply Cards, Futures magazine Business Reply Cards, and websites

(e.g., todaysmilitary.com). Dates of receipt vary according to source of potential leads (e.g. web, daily; mail, daily). Upon receipt from the above sources, the Contractor shall place leads into the

Joint Leads file 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. The Contractor shall place all potential lead information from the above sources 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.

http://todaysmilitary.com/

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-out requests and the Defense Manpower Data Center

(DMDC) suppression file).

4.9.6. Continually maintain, update and upgrade the Direct and Interactive database solutions throughout the lifecycle of the system. Maintain DoD’s assessment and authorization in accordance with DoD Instruction 8510.01 Risk Management Framework (RMF) for DoD

Information Technology (IT).

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

4.10.1. Report and monitor (monthly, per project) deadlines/milestones and status of actions.

The report shall be accessible to OPA/JAMRS advertising staff (Director, Advertising Chief, and

Project Officers).

4.10.2. Submit comprehensive and detailed annual plans to OPA/JAMRS each Fiscal Year (FY) that include a statement of key advertising objectives, strategies for achieving them, expected outcomes, 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. Preserve all digital content and files, films, tapes, commercials, slides, negatives, and any other items produced by the Contractor in performance of this contract and its task orders.

Maintain and inventory all data and media…