Historical Document SRACES_ PERFORMANCE WORK STATEMENT.pdf

SRACES #80MSFC21D0011

J-1-1 (MOD 14)

MARSHALL SPACE FLIGHT CENTER (MSFC)

STRATEGIC RESEARCH AND ANALYSIS,

COMMUNICATIONS, AND

EXHIBITS SERVICES (SRACES)

SECTION J, ATTACHMENT J‐1

PERFORMANCE WORK STATEMENT (PWS)

#80MSFC21D0011

Section J, Attachment J-1 - PWS

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Table of Contents

1.0 Introduction

1.1 General

1.2 Scope of Work

2.0 Contract Management and Control

2.1 General Management, Staffing, and Reporting

2.2 Work Order Management System (WOMS)

2.3 Mission Services Work Orders

2.4 Property Management System

2.5 Safety, Health, and Environmental

3.0 Strategic Research and Analysis

3.1 Environmental Monitoring, Analysis, and Assessments

3.2 Stakeholder Research and Analysis

3.3 Stakeholder Outreach Development

3.4 Measuring Communication Effectiveness

4.0 Communication Strategy, Planning, Integration, and Key Messaging

4.1 Communication Strategy and Goals

4.2 Communication Planning and Integration

4.3 Key Message Development and Management

5.0 Communication Products and Services

5.1 Executive Communications

5.2 Senior Leadership Communications

5.3 Employee Communications

5.4 Media Relations

5.5 Social Media

5.6 Web Content

5.7 Outreach Planning, Coordination, and Execution

5.8 Speakers Bureau

5.9 Public Inquiry Responses

5.10 Technical Documents

5.11 Center-Event Management

5.12 History

5.13 Michoud Assembly Facility (MAF)

6.0 Exhibit Support

6.1 Exhibit Management

6.2 Exhibit Design and Fabrication

6.3 Exhibit Operation and Maintenance

7.0 Indefinite-Delivery Indefinite-Quantity (IDIQ)

7.1 IDIQ Work Orders

7.2 Supplemental Communications Products and Services

7.3 Materials, Equipment, and Supplies Purchases

7.4 Travel and Training

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8.0 Audio Visual Information Services

8.1 Graphics/Animation/Multimedia Services

8.2 Photography/Videography Services

8.3 Television/Audio Video Services

8.4 Special Events Technical Coordination Services

8.5 Photograph/Videography Services MAF

8.6 Television/Audio Video Services MAF

8.7 Graphics/Animation/Multimedia Services MAF

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1.0 Introduction

1.1 General

This Performance Work Statement (PWS) broadly defines the requirements for Strategic Research and Analysis, Communications, and Exhibits Services (SRACES) provided to Marshall Space Flight Center (MSFC) (hereafter referred to as "MSFC" or the "Center") by the Contractor, in support of National Aeronautics and Space Administration (hereafter referred to as "NASA" or the "Agency") activities.

In accordance with this PWS, the SRACES Contractor shall support MSFC's Office of Strategic Analysis and Communications (OSAC) efforts in implementing and maintaining an overarching communication strategy that clearly and consistently communicates NASA's strategic vision and guidance, along with MSFC's goals and business strategy, to both internal and external stakeholders.

1.2 Scope of Work

The Contractor shall provide all necessary management, personnel, materials, equipment/supplies, travel, and training (not otherwise provided by the Government) necessary to perform the services defined in this PWS.

SRACES services provided by the Contractor are performed by means of firm-fixed-price (FFP) Mission Services efforts, in accordance with PWS Sections 2.0 through 6.0, or FFP Indefinite-Delivery Indefinite-Quantity (IDIQ) Task Orders (TOs), in accordance with PWS Section 7.0. Services performed under this contract include: general support for OSAC and/or its customers; satisfying specific communications product-oriented requirements;

materials, equipment, and supplies purchases in support of this PWS; and travel and training in support of this PWS as directed by the Government.

2.0 Contract Management and Control

The Contractor shall provide administration and technical management for effective direction, control, integration, documenting, and reporting of efforts performed under this contract. This includes developing and executing a disciplined management philosophy, with clearly defined processes and tools applied and integrated throughout contract activities, in order to meet all requirements of this PWS.

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2.1 General Management, Staffing, and Reporting

2.1.1 The Contractor shall provide the planning, coordination, technical direction, and oversight of the activities necessary to ensure disciplined performance of quality work, to include the timely application of resources for the accomplishment of all PWS requirements.

Where applicable, the Contractor shall perform Mission Services efforts at estimated banding levels in accordance with Section J, Attachment J-1-A, Mission Services Estimated Annual Banding Levels.

During performance of this contract, the Contractor shall adhere to established performance measures and standards in accordance with Section J, Attachment J-3, Performance Requirements Summary (PRS).

Frequent coordination between Government and Contractor personnel is expected during contract performance. In the event of any problems that could potentially impact or prevent the Contractor from meeting any requirements of this PWS, the Contractor shall alert the Contracting Officer (CO) and Contracting Officer's Representative (COR) in a timely fashion.

2.1.2 The Contractor shall comply with applicable NASA and MSFC regulations, policies, directives, procedures, and standards when performing all work under this PWS in accordance with Section J, Attachment J-4, Applicable Regulations, Procedures, and Documents. Additionally, in accordance with FAR Subpart 7.5, Inherently Governmental Functions, the Contractor shall not perform any inherently governmental functions during performance of this contract.

2.1.3 In performance of services under this contract, the Contractor shall provide and maintain qualified personnel in accordance with Section J, Attachment J-8, Contractor's Mission Services Staffing Plan, and Section J, Attachment J-5, Labor Category Descriptions. Where applicable, the Contractor shall adhere to the payment of minimum wages, to include minimum health and welfare benefits, in accordance with FAR Subpart 22.10, Service Contract Labor Standards, and Section J, Attachment J-6, Wage Determination. The Contractor shall additionally provide and maintain qualified personnel in support of PWS Section 7.2, Supplemental Communications Products and Services, as applicable.

2.1.4 Documenting and reporting of work identified throughout this PWS includes fulfilling the requirements of associated Data Requirements Descriptions (DRDs), in accordance with Section J, Attachment J-2, Data Procurement Document (DPD). In accordance with the following DRDs, the Contractor shall support PWS Section 2.0:

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(a) 1655MA-001, Management Plan -

(1) develop, submit, implement, and maintain the Contractor's approach to the integrated processes of contract administration and technical management by which the PWS will be performed (note:

following Government approval, this plan will be incorporated in Section J as Attachment J-7, Contractor's Management Plan);

(2) develop, implement, and maintain a comprehensive Information

Technology (IT) Security Management Plan. The Contractor's IT Security Management Plan shall address the management and operational aspects of Contractor personnel and processes associated with IT Security in protecting the confidentiality, integrity, and availability of electronic information in accordance with Section I, NASA Federal Acquisition Regulation (FAR) Supplement (NFS) 1852.204-76, Security Requirements for Unclassified Information Technology Resources.

(b) 1655MA-002, Organizational Conflict of Interest (OCI) Plan - develop, submit, implement, and maintain the Contractor's approach to identifying, resolving, and reporting all OCIs related to the performance of this contract (note: following Government approval, this plan will be incorporated in Section J as Attachment J-9, Contractor's Organizational Conflict of Interest (OCI) Plan);

(c) 1655MA-003, Re‐Procurement Data Package - develop and submit information pertaining to labor resources and associated cost information to be utilized in future re-procurement activities;

(d) 1655MA-004, Monthly Banding Levels Progress Report - develop and submit a summary report detailing the cumulative year-to-date banding levels performed, by PWS section, per contract year, in order to provide visibility in assessing banding levels for both Mission Services and IDIQ TO efforts (as applicable).

(e) 1655MA-005, Performance Requirements Summary (PRS) Monthly Status

Report - develop and submit a comprehensive report detailing all recent incidents where acceptable performance levels (APLs) were not met in performance of the PWS in accordance with Section J, Attachment J-3, Performance Requirements Summary (PRS). In addition, the report shall detail any problems or concerns the Contractor can identify that may prevent the successful accomplishment of contractual efforts.

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(f) 1655MA-006, Bi‐Annual Self‐Evaluation Report - develop and submit a self-evaluation report to aid in the identification of potential or actual systemic problems meeting PWS requirements that summarizes where APLs were not met during the previous six months of contract activity accordance with Section J, Attachment J-3, Performance Requirements Summary (PRS); and

(g) 1655CD-001, On‐Site Employee Location Listing - develop, submit, and maintain an on-site employee location listing detailing all Contractor employees directly working under this contract and their designated locations.

2.1.5 During performance of this contract, for mutual use and understanding between the Government and the Contractor, a list of commonly utilized acronyms and abbreviations is available in Section J, Attachment J-16, Acronyms and Abbreviations List.

2.2 Work Order Management System (WOMS)

The Contractor shall administer the Government-provided NASA Integrated Service Management (NISM) electronic work order management system (WOMS) application for the paperless planning, processing, and management of PWS work order efforts in accordance with PWS Sections 2.3 and 7.1.

2.3 Mission Services Work Orders

The Contractor shall utilize the WOMS application to implement and maintain the paperless planning, processing, and management of all banded level Mission Services efforts identified in Section J, Attachment J-1-A, Mission Services Estimated Annual Banding Levels, in direct correlation to Mission Services efforts detailed in accordance with PWS Sections 2.0 through 6.0. Mission Services work orders shall be initiated, reviewed, and approved in accordance with Section J, Attachment J-1-B, Work Order Management System (WOMS).

2.4 Property Management System

2.4.1 The Contractor shall administer the Government-provided PastPerfect inventory control system to identify and track OSAC property, to include Government-provided and/or Contractor-acquired property. OSAC property includes, but is not limited to: exhibits, space hardware, artifacts, artwork, models, electronics, shop tools, machinery, furniture, and materials.

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2.4.2 The Contractor shall control and manage Government-provided property designated in Section J, Attachment J-13, Installation‐Accountable Government Property (IAGP), for use in the performance of this PWS, for which the Contractor has been given custody.

2.4.3 In accordance with DRD 1655LS-001, Government Property Management Plan, the Contractor shall develop, submit, implement, and maintain the Contractor's approach to controlling and managing IAGP, utilizing PastPerfect for the property record, during performance of this contract (note: following Government approval, this plan will be incorporated in Section J as Attachment J-11, Contractor's Government Property Management Plan).

2.4.4 During performance of this contract, the Contractor shall perform the following additional property management functions:

(a) process external partnership loans of OSAC property in accordance with NASA Procedural Requirements (NPR) 4200.1, NASA Equipment Management Procedural Requirements;

(b) perform an annual physical inventory of all IAGP and an annual verification of loaned OSAC property;

(c) facilitate shipping and receiving of OSAC and/or its customer's property utilized in performance of this contract;

(d) store and manage OSAC-provided pre-printed materials (e.g., publications, NASA bags, brochures, fact sheets, still photos, stickers) for current and future use; and

(e) deliver, to designated sites, a consolidated inventory of the aforementioned OSAC-provided pre-printed materials for MSFC's media, exhibits, public inquiries, employee relations, local and state government, community, and guest operations.

2.4.5 For use in the performance of this PWS, the Contractor shall have access to additional Government-provided property and services in accordance with Section J, Attachment J-12, Installation‐Provided Property and Services.

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2.5 Safety, Health, and Environmental

2.5.1 The Contractor shall develop, submit, implement, and maintain the Contractor's approach for planning, controlling, and enforcing their industrial safety, occupational health, and environmental requirements over the duration of this contracted effort, while also ensuring full compliance with applicable Local, State, Federal, MSFC, and NASA-specific requirements/regulations in accordance with DRD 1655SA-001, On‐Site Safety, Health, and Environmental (SHE) Plan (note: following Government approval, this plan will be incorporated in Section J as Attachment J-10, Contractor's On‐Site Safety, Health, and Environmental (SHE) Plan).

2.5.2 The Contractor shall develop and submit initial and follow-up reporting of mishaps, close calls, and serious non-occupational injuries or illnesses, as well as Contractor monthly safety metrics, in accordance with DRD 1655SA-002, On‐Site Mishap Reporting and Safety Statistics Reports.

2.5.3 The Contractor shall develop and submit reports pertaining to the

Contractor's environmental compliance with green purchasing, waste reduction activities, ozone depleting substances notifications, and equipment notifications requirements in accordance with DRD 1655EE-001, Environmental Compliance Report.

2.5.4 During performance of this contract, the Contractor shall also perform the following SHE functions:

(a) management and safety oversight of SRACES work conducted in MSFC Buildings 4631 (Exhibits Shop) and 4465 (Publications Warehouse); and

(b) support required surveys, safety inspections, and reports on chemical inventories and warehouse space requirements for the aforementioned MSFC buildings.

3.0 Strategic Research and Analysis

Strategic research and analysis serves as the foundation for all communications efforts.

Ultimately, the goal of strategic research and analysis is to understand the environment in which OSAC, MSFC, and NASA operates, such that communication efforts achieve their intended outcome of increasing awareness of NASA's activities.

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In support of this goal, the Contractor shall conduct analysis and assessments of the environment and identification of relevant issues and trends important to MSFC and NASA.

Strategic research and analysis results shall be utilized in developing communication strategy, planning, and integrated message development in alignment with NASA's strategic vision and guidance, along with MSFC's goals and business strategy.

In an effort to provide OSAC with an increased awareness for fostering effective decision-making, the Contractor shall utilize assessment results in the development, enhancement, and innovation of effective strategic communication channels and venues which deliver the knowledge gained from environmental monitoring.

3.1 Environmental Monitoring, Analysis, and Assessments

3.1.1 The Contractor shall conduct environmental monitoring, analysis, and assessment services to improve OSAC literacy and awareness of aeronautics and space related business and policy environments to include a concentration on Agency, legislative, political, economic monitoring relevant to MSFC's mission assignments. These services shall recommend relative content and information to be incorporated into communication product development activities.

Environmental source monitoring products and services shall include the following:

(a) monthly synopses of Center management activity;

(b) stakeholder biographical briefs (bio-briefs);

(c) bi-annual stakeholder bio-briefs book update;

(d) annual environmental characterizations (e.g., analysis and assessment of aeronautics and space related business and policy environments, to include Agency, legislative, political, and economic interests); and

(e) one to two page summaries of key topics developed from:

(1) daily monitoring and assessments of relative events (e.g., aeronautics and space related business and policy news, to include Agency, legislative, political, and economic interests) to OSAC; and

(2) bi-weekly integration assessments of Center/Agency meetings, events, and milestones; and

(f) ad hoc environmental monitoring, analysis, and assessments reports.

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3.1.2 The Contractor shall maintain a Government-provided electronic integrated calendar of strategic events and reports of interest to OSAC/MSFC/NASA.

3.2 Stakeholder Research and Analysis

3.2.1 The Contractor shall provide a weekly comprehensive internal and external stakeholder assessment from a communications perspective. This shall include researching each stakeholders' positions to understand and capture critical information such as significant trends, satisfaction measures, future requirements, and technology developments.

Applicable focus areas may include, but are not limited to:

(a) governance;

(b) funding stability;

(c) budget processes;

(d) schedules;

(e) acquisition systems;

(f) program complexity;

(g) technology priorities; and

(h) organizational structure and culture.

Internal stakeholders may include, but are not limited to:

(a) NASA Headquarters;

(b) NASA field centers; and

(c) MSFC employees.

External stakeholders may include, but are not limited to:

(a) Congressional elected officials/Congressional delegations/Executive

Branch offices;

(b) aerospace industry contractors;

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(c) Department of Defense (DoD);

(d) local and regional communities;

(e) international aerospace community; and

(f) local, national, and international media.

3.2.2 The Contractor shall provide a strategic weekly synopsis of national policy, space policy, and/or other policy related activities (e.g., locally, regionally, internationally) that impact aeronautics and/or space related programs relative to SRACES stakeholders.

3.2.3 The Contractor shall analyze the results of PWS 3.2.2 efforts and incorporate into on-demand executive summary reports that are used to inform communication planning, message development, and alignment.

3.2.4 The Contractor shall provide a quarterly update of highest impact developments to the weekly comprehensive stakeholder assessments and synopses of strategic developments.

3.3 Stakeholder Outreach Development

3.3.1 The Contractor shall provide a weekly comprehensive stakeholder development assessment and evaluation from an audience perspective, to help maximize the communication impact to each group.

Note: Stakeholder development is critical in establishing effective communication plans and implementing strategies that are integrated and aligned with Center and Agency direction and guidance.

Stakeholder development assessment and evaluation shall include, but is not limited to, identifying each audience's:

(a) requirements;

(b) preferred communication frequency;

(c) preferred communication channels; and

(d) preferred venues.

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3.3.2 The Contractor shall provide supplemental analytical support of its comprehensive stakeholder assessments and evaluations in relation to PWS mission services efforts external to PWS Section 3.0.

3.4 Measuring Communication Effectiveness

Communication measurement and analysis is utilized for the refinement and further enhancement of existing and future communication strategies to: determine the intended outcome of communication efforts to increase awareness of NASA's activities; establish successful and innovative communication capabilities; and implement a comprehensive suite of services, products, tools, and techniques across the PWS.

3.4.1 The Contractor shall provide monthly Marshall Integrated Strategic

Communications Plan (MISCP) impact reports detailing the output metrics associated with communication channels and their unique products as detailed throughout the PWS.

3.4.2 The Contractor shall provide monthly communication analysis reports of the output metrics (per communication plans developed in PWS 4.2) as they pertain to satisfying the goals established in the MISCP.

Details of the monthly analysis reports shall include, but are not limited to:

(a) the effectiveness of current communication channels;

(b) the effectiveness of product delivery (i.e., message outcome/success);

(c) the identification of communication delivery obstacles;

(d) recommendations for alleviating communication delivery obstacles; and

(e) recommendations for any new or innovative communication channels and/or products.

3.4.3 The Contractor shall provide a quarterly communication analysis summary report and presentation to OSAC communication managers, to include measuring the outcome of communication efforts to increase awareness of NASA's activities in relation to MISCP.

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3.4.4 The Contractor shall provide an annual Measuring Communication Effectiveness Report and Presentation to OSAC communication managers.

The report shall focus on the Contractor's communication metrics and analysis efforts under PWS Section 3.4 for the previous twelve-month period. The report shall contain, but not be limited to:

(a) a review of the metrics tool(s) utilized:

(1) functionality of each tool;

(2) output tool metrics delivered;

(3) methodology for each tool's usage;

(4) effectiveness of each tool's metrics; and

(5) recommendation for continued tool utilization;

(b) recommendations for any new or innovative metrics tools:

(1) functionality of each tool;

(2) output tool metrics;

(3) methodology for each tool's usage; and

(4) anticipated effectiveness of each tool's metrics;

(c) a review of communication channel(s) utilized:

(1) functionality of each channel;

(2) methodology for channel utilization;

(3) effectiveness of each channel; and

(4) recommendation for continued channel utilization;

(d) recommendations for any new or innovative channels:

(1) functionality of each channel;

(2) methodology for channel utilization; and

(3) anticipated effectiveness of each channel.

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4.0 Communication Strategy, Planning, Integration, and Key Messaging

In performing the requirements of the PWS, communications shall be based on a clear understanding of the targeted audience and convey NASA's strategic vision and guidance, along with MSFC's goals and business strategy, to both internal and external stakeholders.

Communications shall be designed to reach and connect with the targeted audience in a compelling format, with the right mix of communication channels selected, in order to obtain the desired exposure and outcomes related to communicating NASA's activities.

Utilizing strategic research and analysis data from PWS Section 3.0, the Contractor shall support OSAC's communication strategy and planning efforts in developing an annual comprehensive Marshall Integrated Strategic Communication Plan (MISCP) to ensure all of OSAC's communications for the Center are in alignment with NASA's strategic vision and guidance, along with MSFC's goals and business strategy.

The Contractor shall additionally support OSAC's quarterly review of MISCP, as well as any ad hoc changes resulting from Agency or Center redirection which necessitates MISCP redirection.

4.1 Communication Strategy and Goals

4.1.1 The Contractor shall ensure all of OSAC's communication products and services supported or created in PWS Section 5.0 align with MISCP, to include supporting OSAC's customers in the development, enhancement, and innovation of their communication strategies towards achieving their goals, ensuring those communication efforts are also aligned with MISCP.

4.1.2 The Contractor shall proactively research and document strategies to accomplish communication goals that:

(a) develop a sustaining communication process;

(b) support integrated communications;

(c) support effective dissemination of information; and

(d) increase stakeholder knowledge about program performance and management objectives.

The Contractor shall provide documented strategy recommendations to OSAC on a quarterly basis.

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4.1.3 The Contractor shall proactively research and document communication strategies to accomplish a broad range of Agency, Center, and community outreach goals and initiatives that:

(a) develop a sustaining communication process;

(b) support integrated communications;

(c) support effective dissemination of information; and

(d) focus on educating, informing, and building relationships with stakeholders of programs and relevant discoveries.

The Contractor shall provide documented communication strategy recommendations to OSAC on a quarterly basis.

4.2 Communication Planning and Integration

Communication plans provide the foundation for integrated communication service and product development and delivery.

Prior to the Contractor developing a communication plan, the plan's structure will be defined by OSAC and MISCP, with aspects that may include:

(a) programmatic objectives;

(b) management initiatives;

(c) desired innovations; and/or

(d) business development situations.

4.2.1 In support of developing specific communication plans for OSAC and/or its customers, the Contractor shall first research new and existing communication channels and/or venue opportunities for appropriateness and relevance.

4.2.2 Utilizing communication strategies developed in PWS section 4.1, the

Contractor shall develop clear, concise, and focused communication plans that align with MISCP in supporting OSAC and/or its customer's goals.

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4.2.3 The Contractor shall ensure communication plans are comprehensive and answer key questions such as, but not limited to:

(a) what communication strategy(ies) shall be utilized to reach defined audience(s);

(b) which segment(s) of the defined audience(s) (if not the full audience) shall be addressed;

(c) which channel(s) are already serving the defined audience(s);

(d) which channel(s) shall be utilized to reach defined audience(s) (e.g., continued channel utilization, new channel utilization);

(e) which key message(s) (see PWS Section 4.3) shall be utilized to reach defined audience(s);

(f) how frequently should communication occur to defined audience(s); and

(g) how communication effectiveness shall be measured.

4.2.4 The Contractor shall submit communication plans for final review and approval by OSAC or appropriate OSAC designee.

4.2.5 All communication plans shall be archived and maintained by the Contractor in a Government-provided SharePoint database for version control and reference.

4.3 Key Message Development and Management

Key messages identify and articulate strategic objectives and themes to stakeholders.

OSAC utilizes key messages in communicating NASA/MSFC goals, milestones, and/or discoveries.

4.3.1 The Contractor shall support OSAC in developing and integrating key messages into communication products and/or services, consistent with MISCP, in conveying understandable, credible, and repeatable core messages to audiences.

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4.3.2 The Contractor shall develop, implement, and maintain a key message development and management process, which shall include, but is not limited to:

(a) creation of a list of Communicators (i.e., Government personnel and/or pertinent SRACES Contractors involved in the planning, development, review, approval, and/or delivery of SRACES communication products and services);

(b) planning, development, review, and approval criteria of key messages by

Communicators;

(c) notification to all Communicators (regardless of their unique Communicator role) of any key message updates and/or changes;

(d) delivery (e.g., publishing, distribution) of key messages to all

Communicators; and

(e) archiving and maintenance of key messages in a Government-provided SharePoint database for version control and reference.

4.3.3 Key message documentation shall include, but not be limited to, the:

(a) targeted audience(s);

(b) message theme(s);

(c) message topic(s);

(d) message(s) being conveyed;

(e) message goal(s);

(f) date implemented; and

(g) revision date(s).

4.3.4 The Contractor shall infuse approved key messages in applicable PWS Section

5.0 communication products and services. This includes updating applicable products and services in the event of any key message updates or changes in accordance with PWS 4.3.2(c).

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5.0 Communication Products and Services

In accordance with communication strategy, planning, integration, and key messaging efforts from PWS Section 4.0, the Contractor shall manage and coordinate the full spectrum of OSAC's communication products and services. The Contractor shall seek opportunities for integration of products and services across communication channels, to include leveraging archived communications content, plans, and/or products (see PWS

4.2.5 and 4.3.2) where applicable, for increased efficiency.

5.1 Executive Communications

5.1.1 The Contractor shall support OSAC in the planning, development, review, approval, and/or delivery of executive communications products and services, in support of the following MSFC executives for PWS Section 5.1:

(a) Center Director;

(b) Deputy Center Director;

(c) Associate Directors; and/or

(d) executives acting as their designees.

5.1.2 MSFC executive communication products shall include, but are not limited to:

(a) speeches;

(b) summaries;

(c) presentations;

(d) talking points;

(e) articles;

(f) white papers; and

(g) email messages.

5.1.3 The Contractor shall closely coordinate with applicable MSFC subject matter experts to ensure MSFC executive communication products and services convey accurate and timely content.

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5.1.4 The Contractor shall support MSFC executive engagements with stakeholder audiences (e.g., local government officials, Capitol Hill speaking engagements, annual Von Braun Dinner, annual Von Braun Symposium).

5.1.5 The Contractor shall proactively research additional MSFC executive engagement opportunities (aside from PWS 5.1.4) to further support Agency and Center communications priorities. The Contractor shall review these engagement opportunity recommendations with OSAC on a quarterly basis.

5.1.6 All MSFC executive communication products shall be archived and maintained by the Contractor in a Government-provided SharePoint database.

5.2 Senior Leadership Communications

5.2.1 As directed by OSAC, the Contractor shall support the planning, development, review, approval, and/or delivery of senior leadership communications products and services, in support of the following MSFC senior leadership positions for PWS Section 5.2:

(a) organizational director;

(b) organizational deputy director;

(c) leadership acting as their designees.

5.2.2 MSFC senior leadership communication products shall include, but are not limited to:

(a) speeches;

(b) summaries;

(c) presentations;

(d) talking points;

(e) articles;

(f) white papers; and

(g) email messages.

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5.2.3 The Contractor shall closely coordinate with applicable MSFC subject matter experts to ensure MSFC senior leadership communication products and services convey accurate and timely content.

5.2.4 The Contractor shall support MSFC senior leadership engagements with stakeholder audiences, to include those at top-levels of Government.

5.2.5 The Contractor shall archive and maintain all MSFC senior leadership communication products in a Government-provided SharePoint database.

5.3 Employee Communications

5.3.1 The Contractor shall support OSAC in the planning, development, review, approval, and/or delivery of employee communications products and services for the MSFC workforce, to include developing the underlying publication content utilized in employee communications products.

5.3.2 The Contractor shall closely coordinate with applicable MSFC subject matter experts to ensure MSFC employee communications publication content, products, and services convey accurate and timely content.

5.3.3 Publication content requirements shall include, but are not limited to:

(a) utilization of appropriate guides for writing and design, such as, but not

(1) NASA design guidelines;

(2) MSFC design guidelines;

(3) Government Publishing Office (GPO) Style Manual;

(4) user guides; and/or

(5) MSFC web posting guidelines;

(b) as applicable, utilization of appropriate templates;

(c) as applicable, utilization of standard presentation updates; and

(d) submission for review to OSAC management, in a final layout, prior to publication.

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5.3.4 Aside from media relations products developed in PWS 5.4.6 that can be leveraged for employee communications, the Contractor shall develop, implement, and maintain publication content for the following employee communications products (to include written, electronic, and broadcast content):

(a) articles;

(b) Employee TV presentations; and

(c) ad hoc publication content for employee communications products.

5.3.5 Utilizing publication content developed in PWS 5.3.4 and applicable media relations products developed in PWS 5.4.6, the Contractor shall plan, develop, review, obtain OSAC approval, and deliver the following MSFC employee communications products:

(a) messaging activities (e.g., email messages; Center/organizational messages* for events, news, safety bulletins);

(b) Marshall Star;

(c) Employee TV;

(d) supervisor newsletters;

(e) emergency and/or otherwise urgent notifications; and

(f) ad hoc employee communication products.

*Note: In relation to Contractor support of organizational messages:

quality control, editing, and copying will be completed by the submitting organization.

5.3.6 In support of the Marshall Star newsletter, the Contractor shall:

(a) propose, write, and/or coordinate articles for each weekly* newsletter that reflect an internal MSFC flavor (e.g., personal interest, accomplishments, local and community events)

*Note: The Marshall Star is not published during the week of Christmas or New Year's.

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(b) moderate and propose responses to comments received pertaining to the newsletter following each publication;

(c) produce the newsletter in both a standard electronic format, and in

Hypertext Markup Language (HTML) or an otherwise OSAC approved web posting format, for conversion to portable document format (PDF).

5.3.7 The Contractor shall provide recommendations for proactive strategies, messages, and channels to improve overall employee communications. The Contractor shall review these recommendations with OSAC on a quarterly basis.

5.3.8 The Contractor shall archive and maintain all employee communication publication content and products in a Government-provided SharePoint database.

5.4 Media Relations

5.4.1 The Contractor shall provide media relations support through a variety of communication products and services, ranging from speaking engagements, print, radio, television, to the internet.

5.4.2 In order to communicate complex scientific, technical, mission, and/or program information in an easily understood manner, the Contractor shall at a minimum understand and utilize:

(a) public affairs policies, regulations, procedures, and sound judgement;

(b) news media programming techniques, requirements, and deadlines;

(c) knowledge of journalistic and photo-journalistic styles for print and broadcast journalism; and

(d) a broad range of news and feature writing and speaking skills.

5.4.3 The Contractor shall research, develop, and recommend innovative strategies to OSAC for increased utilization of emerging media relation technologies (e.g., internet, social media) to more efficiently and rapidly deliver media relations products to increase coverage of MSFC activities and events. The

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5.4.4 The Contractor shall research, identify, and recommend topics and/or activities to OSAC that hold the greatest potential for media appeal. The

5.4.5 The Contractor shall research and develop media relations resource material, as well as closely coordinate with applicable MSFC subject matter experts, to ensure media relations products and services convey accurate and timely content.

5.4.6 Based on OSAC approval, the Contractor shall plan, develop, write, proof, edit, and maintain a comprehensive suite of media products to include, but not

(a) media advisories;

(b) news releases;

(c) news clips;

(d) photo/illustration/graphics/infographic releases;

(e) brochure/flyer/pamphlet releases;

(f) web releases;

(g) video releases;

(h) audio commentary;

(i) video commentary;

(j) status reports;

(k) fact sheets;

(l) frequently asked questions (FAQs); and

(m) opinion-editorials.

5.4.7 In support of commentary, the Contractor shall identify discussion topics, b-roll/stock footage, and individuals for live or pre-recorded interviews on NASA and MSFC related topics, as well as work with appropriate Government and/or media outlet staff to implement.

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5.4.8 In support of news clips, the Contractor shall provide support in determining their appropriateness and relevance, with news clips provided from an OSAC-coordinated news clips service.

5.4.9 The Contractor shall research, develop, and recommend portfolios of media relations products with potential high strategic value or opportunities that could or should be added to implement strategic objectives (e.g., scientific and/or technical topics, program and/or project-specific), to include identifying missing products for existing portfolios. The Contractor shall review these recommendations with OSAC on a quarterly basis.

5.4.10 The Contractor shall research, identify, and recommend media relations content for NASA and/or MSFC's focused campaigns (e.g., Moon to Mars;

Solar System and Beyond; Humans in Space) to OSAC to achieve the campaign's objectives, beyond individual media relations products. The

5.4.11 The Contractor shall develop and maintain an overall current media products list; develop and maintain a current media product distribution list; establish and maintain working relationships with national, regional, local, and specialized media outlets in coordination with channel(s) established and approved in communication plans; actively market media products to these outlets; and distribute media products through appropriate channel(s).

5.4.12 The Contractor shall facilitate and/or support media outlet visits to MSFC.

The Contractor shall escort media outlet representatives and otherwise support OSAC in operating media areas to which media outlet representatives can visit or call to cover activities or events.

5.4.13 The Contractor shall ensure media relations publications are available to the media in HTML and PDF. The Contractor shall ensure Adobe PostScript versions of media publications are available to other NASA Centers.

5.4.14 The Contractor shall archive and maintain all applicable electronic media relation products in a Government-provided SharePoint database.

5.5 Social Media

Social media is interactive computer-mediated technologies (e.g., websites, applications) that allow people to communicate by enabling users to create and share content, and/or to participate in social networking, via virtual communities and networks.

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5.5.1 In order to effectively communicate via social media technologies, in addition to skills identified in PWS 5.4.2, the Contractor shall understand and utilize a broad range of social media-specific skills which include, but are not limited

(a) knowledge of existing and emerging social media industry trends;

(b) knowledge of existing and emerging social media platforms and the audiences targeted by each one;

(c) knowledge and training on existing and emerging social media channels and products;

(d) public affairs guidelines, policies, regulations, and procedures for social media; and

(e) public affairs judgment regarding social media.

5.5.2 In accordance with PWS Section 4.2, the Contractor shall develop communication plans specific to social media utilization, to determine how each social media channel will be utilized to highlight NASA activities, especially those deemed as major events or activities for the Center. This involves not only identifying specific social media channel spokespeople, but also identifying specific social media products and how they will be utilized.

5.5.3 Aside from media relations products developed in PWS 5.4.6 that can be leveraged for social media use, the Contractor shall develop unique social media products (e.g., shareables, Graphics Interchange Format (GIF) images, video shorts, web features).

5.5.4 Aside from media relations products developed in PWS 5.4.6 that can be leveraged for social media use, the Contractor shall plan, develop, write, proof, and edit social media text. This includes responding to, and/or otherwise engaging with, social media users who respond to SRACES posted social media content.

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5.5.5 The Contractor shall post and maintain social media products and text on host sites utilizing NASA's current content management system (e.g., Sprinklr) to manage postings to various outlets.

Social media host sites include, but are not limited to:

(a) Twitter;

(b) Facebook;

(c) YouTube;

(d) Instagram;

(e) Flickr;

(f) Ustream;

(g) blogs sites; and

(h) web chat sites.

5.5.6 The Contractor shall facilitate and/or support NASA virtual and/or in-person social media events, which can be held at various geographic locations, that involve members of the public, stakeholders, and/or media.

At in-person events, the Contractor shall additionally:

(a) provide liaison services for identified stakeholders (e.g., escorting stakeholders to event locations); and

(b) produce real-time social media products (e.g., first-person event photography/videography, event video streaming; live broadcast interviews on social media).

5.5.7 The Contractor shall archive and maintain all applicable social media products* in a Government-provided SharePoint database.

*Note: for the purpose of archiving, social media products do not include textual posts (e.g., Tweets on Twitter; comments on Facebook, YouTube).

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5.6 Web Content

5.6.1 Aside from media relations products developed in PWS 5.4.6 that can be leveraged for web content use, the Contractor shall support OSAC in the planning, developing, writing, proofing, reviewing, editing, posting, and management of unique web content for NASA-managed websites identified and approved by OSAC.

5.6.2 The Contractor shall identify web content to engage stakeholders to highlight

MSFC and program-related activities (e.g., live missions, operational hardware tests, educational activities), especially those deemed to be major events for the Center.

5.6.3 The Contractor shall research, identify, and recommend web content technologies/improvements (e.g., designs, formats, styles) to OSAC. The

5.6.4 The Contractor shall research and develop web content resource material, as well as closely coordinate with applicable MSFC subject matter experts, to ensure web content products convey accurate and timely content.

5.6.5 The Contractor shall coordinate directly with MSFC's Office of Chief

Information Officer (OCIO)-managed website curator(s) to ensure web content is suitable, accurate, and is appropriately placed on NASA-managed website(s) identified and approved by OSAC.

5.6.6 The Contractor shall maintain all website content for NASA-managed websites identified and approved by OSAC, ensuring website layout(s) are current and consistent, to include website content on sub-sites.

5.6.7 The Contractor shall review and maintain website content links for appropriateness, currency, and compliance with NASA IT policies.

5.6.8 The Contractor shall archive and maintain all applicable electronic web content products in a Government-provided SharePoint database.

5.7 Outreach Planning, Coordination, and Execution

5.7.1 Based on OSAC approved communication plans in accordance with PWS 4.2.4, the Contractor shall plan, organize, staff, and execute activities that support outreach efforts (e.g., planning, coordinating, executing: media interviews, school visits, special tours, demonstrations, lectures, talk show appearances).

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5.7.2 In relation to planning and coordination of outreach events, based on either an OSAC or an OSAC customer's outreach event request, the Contractor shall:

(a) develop an outreach event plan, which shall include, but not be limited

(1) providing an event summary;

(2) preparing a rough order of magnitude (ROM) estimate detailing the event costs (e.g., booth space, drayage, on-site support labor, travel, per diem), to include developing any exhibit requirements in accordance with PWS Section 6.0; and

(3) developing metrics to be utilized to gauge impact of event outreach, to include at a minimum an attendance estimate and audience participation, as applicable;

(b) submit outreach event plan for approval to the event requestor; and

(c) coordinate logistics for each approved outreach event, including, but not

(1) event booking;

(2) finalization of booth space design (e.g., exhibit layout);

(3) finalization of exhibit hardware requirements;

(4) finalization of drayage requirements;

(5) arranging on-site support labor; and

(6) facilitating pre-payments, as applicable.

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5.7.3 In relation to executing outreach events, the Contractor shall:

(a) maintain knowledge of:

(1) key messages in accordance with PWS Section 4.3; and

(2) NASA's current programs and projects;

(b) convey NASA communications in a professional and courteous manner as a Contractor-representative of NASA/MSFC when:

(1) staffing NASA/MSFC exhibits;

(2) interacting with the public and news media; and

(3) as applicable, acting as a tour-guide;

(c) assist exhibit technicians in accordance with PWS 6.3.3; and

(d) coordinate Government (i.e., civil servant) related support/staffing of

NASA/MSFC exhibits.

5.7.4 Within ten business days following each outreach event, the Contractor shall develop and submit to OSAC an after-action report to include, but not limited

(a) event metrics measured;

(b) evaluation of metrics and overall event impact; and

(c) any applicable newspaper clips and/or other media coverage.

5.7.5 The Contractor shall archive and maintain all outreach event plans and reports in a Government-provided SharePoint database.

5.8 Speakers Bureau

5.8.1 Aside from media relations products developed in PWS 5.4.6 that can be leveraged for speakers bureau content use, the Contractor shall support OSAC in the planning, developing, writing, proofing, reviewing, editing, posting, and management of unique speakers bureau content on the existing MSFC Speakers Bureau website.

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5.8.2 The Contractor shall research, identify, and maintain a list of professional, courteous, and articulate speakers who can effectively present information and be capable of engaging in discourse across specific topic(s) and/or key message(s) for requested speaking engagements.

5.8.3 Following either an OSAC or an OSAC customer's speaking engagement request, the Contractor shall develop a speaking engagement plan, which shall include, but not be limited to:

(a) providing a speaking engagement summary of the request, to include:

(1) audience demographics;

(2) applicable engagement background information;

(3) speaking topic;

(4) engagement date;

(5) engagement time;

(6) engagement location;

(7) engagement point(s) of contact;

(8) applicable engagement hosting responsibilities;

(9) applicable unique engagement requirement(s); and

(10) applicable engagement-planned media coverage;

(b) recommended speaker with confirmed availability;

(c) recommended applicable key message(s);

(d) recommended applicable communication product(s); and

(e) recommended applicable metrics to be utilized to gauge impact of speaking engagement.

5.8.4 The Contractor shall submit the speaking engagement plan for approval to

OSAC.

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5.8.5 The Contractor shall implement each approved speaking engagement plan, which shall include, but not be limited to:

(a) coordinating speaking engagement with the requestor;

(b) coordinating unique engagement requirement(s);

(c) making applicable speaker preparations;

(d) incorporating applicable key message(s) into speaker's planned remarks;

and

(e) preparing applicable communication product(s).

5.8.6 Within ten business days following each speaking engagement, the Contractor shall develop and submit to OSAC an after-action report with any applicable speaking engagement metrics and subsequent impact evaluation.

5.8.7 The Contractor shall archive and maintain all speaking engagement plans, reports, and speakers list in a Government-provided SharePoint database.

5.9 Public Inquiry Responses

Public inquiry responses entails the Contractor researching and writing clear and consistent responses to public requests* for information on any aspect of NASA and/or MSFC.

*Note: this does not pertain to Freedom of Information Act (FOIA) requests, which are outside the scope of this contract.

5.9.1 The Contractor shall research, write, proof, edit, and maintain a comprehensive suite of stock written responses to include, but not limited to, frequently asked public inquiry questions, themes, and topics.

5.9.2 The Contractor shall closely coordinate with applicable MSFC subject matter experts to ensure the comprehensive suite of stock written responses convey accurate and timely content.

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5.9.3 Following a public inquiry notification from OSAC, the Contractor shall:

(a) research the inquiry, starting with stock responses;

(b) as applicable, further coordinate inquiry responses with appropriate subject matter experts;

(c) as applicable, identify and utilize appropriate media relations products developed in PWS 5.4.6 to enhance the…