PWS_Media_Monitoring_&_Analysis_Services__-_091919.pdf

PERFORMANCE WORK STATEMENT

MEDIA MONITORING AND ANALYSIS SERVICES

Department of Defense Education Activity

4800 Mark Center Drive

Alexandria, VA 22350

PERFORMANCE WORK STATEMENT

FOR

MEDIA MONITORING AND ANALYSIS SERVICES

1. General Information and Scope of Work.

1.1 Agency: The Department of Defense Education Activity (DoDEA), as one of only two Federally-operated school systems, is responsible for planning, directing, coordinating, and managing prekindergarten through 12th grade educational programs on behalf of the Department of Defense (DoD).

DoDEA is globally positioned, operating 163 accredited schools in 8 districts located in 11 foreign countries, 7 states, Guam, and Puerto Rico.

DoDEA employs approximately 15,000 employees who serve more than 70,000 children of active duty military and DoD civilian families. DoDEA is committed to ensuring that all school-aged children of military families are provided a world-class education that prepares them for postsecondary education and/or career success and to be leading contributors in their communities as well as in our 21st century globalized society.

DoDEA operates as a field activity of the Office of the Secretary of Defense (Personnel and Readiness). It is headed by a director who oversees all agency functions from DoDEA headquarters in Alexandria, Virginia. DoDEA's schools are divided into 3 geographic areas: Europe, the Pacific, and the Americas.

1.2 Background: The primary mission of the DoDEA Office of Communications, is the dissemination and communication of information relative to the operation of our schools, engagement with key publics and execution of public affairs or school public relations to support of our mission to Educate, Engage and Empower military-connected students to succeed in a dynamic world.

To accomplish this mission, it is essential that the Office of Communications and various senior operations and education leaders keep abreast of news events and issues related to our school system and analyze media mentions. Experience shows that this is best accomplished by outsourcing the creation of a series of expert-edited summary briefings, dashboards and analytics that weave together important elements of relevant news stories, highlighting reporting that DoDEA officials themselves would have identified as important.

1.3. Scope of Work: The overall objective and scope of this effort is to support and enhance the

Department of Defense Education Activity’s ability to monitor and analyze digital media mentions and how we’re communicating with key stakeholders and the public.

In order to accomplish this goal, DoDEA’s communicators must be able to monitor, analyze and distribute information quickly and efficiently internally and with decision-makers. By integrating a media monitoring service into its communications program, Office of Communications will have instant visibility to actionable intelligence that is critical to streamlining its day-to-day efforts, building strategy, managing reputations, executing campaigns, and optimizing reporting.

Requirements (Objectives)

2.1 (Objective 1) Provide Online Dashboard for Media Monitoring and Analysis

The contractor shall provide an online dashboard that is capable of monitoring the media landscape for media mentions of news events and issues related to the DoDEA school system and aggregate mentions for analysis and distribution to stakeholders within DoDEA. At a minimum, the contractor will be required to perform the following tasks in support of this objective:

The tasks listed below are provided to help the contractor in gaining a better understanding of the requirements in order to successfully meet the objective. The tasks are not all inclusive as the contractor is expected to develop the total solution for meeting all the requirements of the objective in accordance with a performance based approach.

2.1.1 Supporting Tasks

(Task 1) Provide a comprehensive web-based system with an analytics dashboard that is intuitive and easy to use.

(Task 2) Provide unlimited clips/mentions from 5+ million online media sources such as traditional press, websites, print, broadcast, blogs and forums.

(Task 3) Track unlimited Boolean keyword searches.

(Task 4) Integrate with Google Analytics and/or equal

(Task 5) Provide analytics to be able to compare and analyze media coverage based on custom search parameters selected by DoDEA.

(Task 6) Provide an analytical dashboard that allows up to five (5) user accounts to conduct keyword searches of media coverage and assess the volume, popularity (such as sharing) and tone of coverage by geographic area (including country, state and Defense Media Activity (DMA), media type, outlet/reporter influence, language.

(Task 7) Provide analytic capabilities for up to five (5) user accounts and with saved search terms.

(Task 8) Provide a system that integrates analytics for social media measurement, and website traffic

(Task 9) Provide a monitoring system that will allow up to five (5) account users to create custom search terms and filter reports by news media source, size and other criteria. These search criteria can be used to generate reports over any desired time period from a day to a year of media coverage that provides full access to media stories. These reports can be emailed automatically to an unlimited number of employees.

(Task 10) Provide analytical tools that will enable up to five (5) account users to create unlimited graphical representations of media coverage for comparative and analysis purposes using search results.

(Task 11) For the purposes of coverage analysis and evaluation, provide reports that will be in a format capable of being saved and downloaded pdf format. Raw data should be able to be saved and downloaded in an Excel spreadsheet or similar universally accepted format for additional offline examination and review of communication efforts. The contractor shall provide more detailed analysis and evaluation of efforts relating to a particular issue or region on an individual basis as requested.

(Task 12) Provide unlimited on-demand reports via Portable Digital Format (PDF), Excel, and interactive

Hyper Test Markup Language (HTML).

(Task 13) Provide unlimited tailorable searches, interactive dashboards, and dashboard widgets

(Task 14) Provide unlimited automated daily and weekly media digests for unlimited recipients

(Task 15) Provide access to complementary platforms (e.g. LexisNexis or equal)

(Task 16) Provide ability to monitor and track campaigns on a daily basis

(Task 17) Provide 24 hour, 7 days a week real-time alerts of breaking news and information relevant to

DoDEA.

(Task 18) Detect and report web traffic and mentions associated with DoDEA public affairs efforts with or without backlinks in the target articles. Ability to show the publications, articles, and topics influencing people to visit DoDEA’s site within 48-hours of reading an article, even when the article doesn’t have a direct backlink.

(Task 19) Provide online and in-person training. This will include initial training for five (5) account users, online refresher courses for government employees designated account users, and training new employees on a quarterly basis.

(Task 20) Technical support should be available for assistance with queries, resolving issues and ensuring the system is operating properly. The system will provide immediate access to five (5) account users 24/5

(Monday through Friday), and provide online customer support and technical assistance through an established website at any other time.

2.1.2 Performance Standards and Acceptable Quality Levels (Objective 1) The following applies to Objective 1:

Performance Standard (PS1) - Tasks will be completed by the required completion date

Acceptable Quality Level (AQL 1) - 100% of tasks will be completed by the required completion date.

2.2 (Objective 2) Assist with Influencer Outreach

The contractor shall provide assistance with reaching out to influencers to help DoDEA develop and maintain a positive brand perception and messaging related to its mission and policies with various audiences including students, parents, teachers, employees, commands, and prospective employees.

The tasks listed below are provided to help the contractor in gaining a better understanding of the requirements in order to successfully meet the objective. The tasks are not all inclusive as the contractor is expected to develop the total solution for meeting all the requirements of the objective in accordance with a performance based approach.

2.2.1 Supporting Tasks

(Task 1) Assist with providing insights into influencers and experts on certain topic areas such as

“education”, “military-connected students”, or “college and career ready curriculum” in real-time on an ongoing basis.

(Task 2) Assist with aid in identifying high-impact media contacts, influencers, and experts who can advocate for DoDEA’s mission and policies.

2.2.2 Performance Standards and Acceptable Quality Levels (Objective 2) The following applies to Objective 2:

Performance Standard (PS2) – Tasks will be completed by the required completion date

Acceptable Quality Level (AQL 2) - 100 % of tasks will be completed by the required completion

2.3 (Objective 3) Deliver Customizable Electronic Newsletters and Interactive Reports

The contractor shall aggregate top media mentions and provide them as customizable daily newsletters and monthly interactive reports for distribution to DoDEA stakeholders.

The tasks listed below are provided to help the contractor in gaining a better understanding of the requirements in order to successfully meet the objective. The tasks are not all inclusive as the contractor is expected to develop the total solution for meeting all the requirements of the objective in accordance with a performance based approach.

2.3.1 Supporting Tasks

(Task 1) Collect top mentions and allow for distribution of them on a daily and monthly basis via email as an electronic newsletters/reports’ and/or PDF to DoDEA stakeholders.

(Task 2) Service should have ability to enter email addresses of unlimited recipients to receive electronic newsletter and reports.

(Task 3) Provide Monthly Services Reports to include summary of relevant information regarding user activity, audience engagements and segmentation, top mentions, insights, results, analytics, etc.

2.3.2 Performance Standards and Acceptable Quality Levels (Objective 3) The following applies to Objective 3:

Performance Standard (PS3) – Tasks will be completed by the required completion date

Acceptable Quality Level (AQL 3) - 100 % of tasks will be completed by the required completion

2.4 (Objective 4) Training – The Contractor shall provide training for 5 account users.

2.4.1 Supporting Task

(Task 1) Provide training for 5 account users to include initial training, refresher training and newcomers training. Training will be conducted on a quarterly basis via face-to-face or online virtual training.

2.4.2 Performance Standards and Acceptable Quality Levels (Objective 4) The following applies to Objective 4:

Performance Standard (PS4) – Tasks will be completed by the required completion date

Acceptable Quality Level (AQL 4) - 100 % of tasks will be completed by the required completion

3. Constraints.

3.1 Contractor shall be knowledgeable and proficient in media monitoring and analysis technology and at a minimum be able to provide account users with service and support within normal business hours

(Monday-Friday, 8 am-5pm).

3.2 Section 508 Compliance: The contractor shall comply with information technology accessibility requirements mandated by Section 508 of the Rehabilitation Act as implemented by the clauses in the contract. Reports and documents produced must be accessible to persons with disabilities consistent with the statute.

4. Government-Furnished Resources

4.1 Government furnished information (GFI) will be provided to the contractor. The contractor will be provided with minimal technical information regarding operating systems necessary to facilitate adequate performance requirements of the media monitoring and analysis service. Government will provide email addresses or manually enter them into the system for email distribution of newsletters and reports. PII information will not be shared.

5. Contract Deliverables

DELIVERABLES – The Contractor shall:

TECHNICAL EXHIBIT 1

DELIVERABLES SCHEDULE

* Monthly Services Reports to include relevant information regarding user activity, audience engagements and segmentation, top mentions, insights, results, analytics, etc.

6. Acronyms and Definitions

Acceptable Quality Level (AQL)

Department of Defense Education Activity (DoDEA)

Department of Defense (DoD)

Defense Media Activity (DMA)

Government Furnished Information (GFI)

Hyper Test Markup Language (HTML)

Performance Requirement Summary (PRS)

Performance Work Statement (PWS)

Portable Digital Format (PDF)

Quality Assurance Surveillance Plan (QASP)

Wide Area Work Flow (WAWF)

Milestone/Deliverable Format Number

Copies

PWS

Reference

Planned

Frequency Submit To

Kick off Meeting

Tele-conference or Face-to-Face as Requested by the COR

N/A

Kick-off meeting within 4 days after award

COR

Technical Support

Tele-conference, virtually or Face-to-Face as requested by

COR

N/A 2.1 No later than 10 days after kick off meeting

COR

Provide Dashboard for

Media Monitoring and

Analysis

Online 5 Seats 2.1 No later than 10 days after kick off meeting

COR

Daily Newsletters and

Interactive reports PDF/Email - 2.1 and 2.3 Daily

DoDEA

Stakeholders

Monthly Service

Reports* PDF/Email - 2.3 Monthly COR

Training (Initial, Refresher &

Newcomers)

Tele-conference.

On-line or Face-to-Face as requested by

COR

N/A 2.4 Quarterly training sessions

COR

Invoicing via WAWF N/A ITEM 11 Monthly COR

7. Performance Requirement Summary (PRS).

Performance Objective Performance Standard AQL Inspection method

Technical Support As specified in PWS

100% completion within required timeframe

Surveillance through observation

Provide Dashboard for

Media Monitoring and

Analysis

As specified in PWS

100% completion within required timeframe

Surveillance through observation and review of contract deliverables

Monthly Service Reports* Completed monthly

100% completion on monthly basis

Surveillance through observation and review of contract deliverables

Training (Initial, Refresher and Newcomers)

Completed quarterly sessions

100% completion on quarterly basis

Surveillance through observation and review of contract deliverables

8. Quality Assurance Surveillance Plan

The Government will utilize a Quality Assurance Surveillance Plan (QASP) to ensure the contractor adheres to the required standard outlined in the PWS. The QASP is a living document and can change at any time during the life of the contract. As such, the Government reserves the right to unilaterally edit the

QASP as required for the life of the contract.

9. Place of Performance:

Account users will be based in the following locations:

4800 Mark Center, Alexandria, VA (primary location)

700 Westpark Drive, Peachtree City , Georgia

Sembach, Germany

Okinawa, Japan

The contractor’s place of performance: virtual.

10. Work Schedule and Hours of Operations:

General work schedule for DoDEA is Monday-Friday, 8 am – 4 pm Eastern Standard Time

11. Electronic Submission of Payment Request. Submit all invoices in accordance with the Defense Federal Acquisition Regulations System DFARS 252.232-7003 using the Wide Area Work Flow

(WAWF) online database system. Invoices must clearly identify the work completed. Passage of time is not an acceptable measure for payment. To become a registered user, go to https://wawf.eb.mil.

Additionally, training for WAWF, may be obtained by visiting http://wawftraining.com/.

Invoice Reviewer/Acceptor: Annunciata Johnson

Program Analyst, Office of Communications

Email Address: annunciata.johnson@dodea.edu

12. Travel:

No travel required.

mailto:annunciata.johnson@dodea.edu