PERFORMANCE WORK STATEMENT - 17 AUG 12.pdf

Performance Work Statement

AMERICAN FORCES RADIO AND TELEVISION SERVICE (AFRTS)

2012 WORLDWIDE AUDIENCE SURVEY

8/17/2012 - Version:1.0

Table of Contents

Vision Statement

1 Introduction

2 General Requirements

3 Performance Requirements

4 Special Requirements

5 Deliverables

6 Related Documents

Attachments

A - Government Responsibility 16

B - Government Project Vision 17

VISION STATEMENT: Survey DMA audience to improve worldwide operations

1 INTRODUCTION

As a result of the 2005 Department of Defense Base Realignment and Closure (BRAC) recommendations the Defense Media Activity (DMA) was formed from a consolidation of Service and Department of

Defense operations. Currently, the Department of Defense is reducing, realigning and reorganizing the posture of U.S. forces in overseas areas served by American Forces Radio and Television Service

(AFRTS). As a result of these actions, evolving media markets and audience preferences, AFRTS must insure that its products and services are produced and delivered in the most efficient and effective manner possible. Programming changes must be based on a solid management analysis.

1.1 Mission

1.1.1 AFRTS is the American Forces Radio and Television Service. It is part of the Department of

Defense (DoD), and is headquartered in the Defense Media Activity, Fort Meade, Maryland. The AFRTS mission is to communicate Department of Defense policies, priorities, programs, goals and initiatives.

DMA provides overall policy/guidance and resources for AFRTS. The American Forces Network (AFN), is the service which provides stateside radio and television programming - "a touch of home" - to U.S.

service men and women, DoD civilians, and their families serving outside the United States.

1.1..2 The AFN Broadcast Center (AFN-BC) is located in Riverside, California, and manages the acquisition, scheduling, and broadcast of radio and television news, information, sports and entertainment programming to the overseas DoD audience. AFN-BC delivers programming to overseas audiences through direct-to-home (DTH) satellite service, land-based outlets, on-base cable services and Navy ships at sea. Some land-based outlets are organized into regions and networks to serve specific larger geographical areas; and other locations consist of small facilities providing service to remote and isolated locations.

1.1.3 Some AFN Radio programming originates from AFN-BC. There are 12 different, full-time AFN

Radio services, including seven 24/7 music channels, a primary information news/talk channel, two sports-talk services, a fulltime National Public Radio service, and a political-talk channel. These radio services are distributed by satellite to an overseas affiliate network of military broadcast stations, base cable TV systems, and DTH satellite dish users. Other radio programming, particularly during morning and afternoon drive time, is produced at local stations or regional networks using music and other program elements provided to them by AFN-BC.

1.1.4 AFN-BC Radio Operations is the single point of contact with the U.S. radio industry, gathering and relaying U.S. radio broadcasts and supplying all of the materials, such as music, wire service and show prep that support affiliate stations’ local broadcasts. It also directly serves DTH satellite listeners who do not have access to affiliated stations.

1.1.5 AFN-BC programs nine full-time television services and DMA programs one television service, all delivered via satellite from its broadcast center in Riverside, California. Three regional channels have basically the same programs but are time-shifted for specific regions: AFN|prime Atlantic serves Central

Europe, AFN|prime Pacific serves Japan and Korea and AFN|prime Freedom serves the Middle

East/Southwest Asia. Additional television programming is available on the AFN|news, AFN|sports, AFN|family, AFN|movie, AFN|spectrum and AFN|xtra channels. Navy ships equipped with satellite dishes receive the AFN television services via a satellite distribution network known as Direct-To-Sailor, or DTS, which delivers three channels of AFN television: Prime, News and Sports. The TV-DTS radio service consists of two Mono-quality AFN music channels with rotating blocks of U.S.-produced AFN satellite programming in the Rock, Top-40, Country, and Urban musical formats along with hourly news and sports information. The third radio service is a full-time AFN news, information and sports service consisting of a representative mix of the most popular radio services from all of the major U.S. radio networks. The DMA produces and programs the Pentagon Channel and delivers it to AFN-BC for distribution on AFN.

1.1.6. Since the time of the last survey/management analysis, AFRTS has expanded the television broadcast services delivered on the American Forces Network (AFN) and improved the ability to deliver those services through direct-to-home (DTH) satellite and on-base cable services.

1.1.7 Overseas stations, networks and AFN-BC are now owned, staffed and operated by the DMA

Broadcast Directorate. DMA provides resources, policy, and programming guidance, and operates the

AFN-BC and all overseas regions, networks and stations.

1.1.8 Basic information about AFN is available at http://myafn.dodmedia.osd.mil and the AFRTS

Website http://afrts.dodmedia.osd.mil.

1.2 Background

Historically, Department of Defense Regulation 5120.20-R, Management and Operation of Armed Forces

Radio and Television Service (AFRTS), required the conduct of a worldwide audience survey by AFRTS on a periodic basis. The last such worldwide audience survey was conducted in 2006. The original

Regulation has been superseded with the formation of DMA but the need for the survey has become even more critical.

1.3 Scope

Because of changes in the organization of AFRTS, the composition of the overseas audience and the competitive media marketplace, the Government requires expert advice to prepare a plan for future

AFRTS operations. The primary goal of the effort should be focused on an in-depth analysis of the overseas U.S. military audience environment, media preferences and the current and projected AFRTS radio and television services.

2 GENERAL REQUIREMENTS

The Government desires to determine the effectiveness and desirability of its current offering of radio and television programming services and products by conducting a worldwide audience survey analyzing the desirability/acceptance of existing AFRTS programming and distribution from the network, regional and local affiliate levels as appropriate.

Provide results, analysis and recommendations (as appropriate) in a final report that presents survey data and a strategic plan to improve the type, mix, quality and distribution of AFRTS programming and services at all levels.

2.1 Non-Personal Services

The Government shall neither supervise contractor employees nor control the method by which the contractor performs the required tasks. Under no circumstances shall the Government assign tasks to, or prepare work schedules for, individual contractor employees. It shall be the responsibility of the contractor to manage its employees and to guard against any actions that are of the nature of personal services, or give the perception of personal services. If the contractor believes that any actions constitute, or are perceived to constitute personal services, it shall be the contractor's responsibility to notify the

Procuring Contracting Officer (PCO) immediately.

2.2 Business Relations

The contractor shall successfully integrate and coordinate all activity needed to execute the requirement.

The contractor shall manage the timeliness, completeness, and quality of problem identification. The contractor shall provide corrective action plans, proposal submittals, timely identification of issues, and effective management of subcontractors. The contractor shall seek to ensure customer satisfaction and professional and ethical behavior of all contractor personnel.

The contractor shall be responsible for:

All costs for the review and analysis process and the survey instrument(s) to include but not limited to the costs for development of presentation materials, reproduction, research software, etc.

All production costs for the survey instruments.

All distribution and collection costs, of the survey instruments, including Web site operation, reminders, encouragements for participation, and all survey participation follow-up activities.

All costs associated with the tabulation and analyses of the survey data, the organizational reviews and analysis, and focus group conduct and results.

All costs associated with the development and production of all the draft and final briefings and reports and recommendations on the organizational analysis, focus group, and survey projects.

2.3 Contract Administration and Management

The following subsections specify requirements for contract, management, and personnel administration.

2.3.1 Contract Management

The contractor shall establish clear organizational lines of authority and responsibility to ensure effective management of the resources assigned to the requirement. The contractor must maintain continuity between the service operations for DMA and the contractor's corporate offices.

2.3.2 Contract Administration

2.3.2.1 The contractor shall establish processes and assign appropriate resources to effectively administer the requirement. The contractor shall respond to Government requests for contractual actions in a timely fashion. The contractor shall have a single point of contact between the Government and Contractor personnel assigned to support contracts or task orders. The contractor shall assign work effort and maintaining proper and accurate time keeping records of personnel assigned to work on the requirement.

2.3.2.2 The contractor shall designate two senior managers who will be the primary and alternate contractor's point of contact and an overall project leader, and shall provide a management structure showing all personnel assigned to the project by name.

2.3.2.3 All visits, workshops, meetings, conferences (both on-location, as well as, by teleconference) shall be attended by the contractor primary or alternate point of contact, the project leader and the

Government primary and/or alternate Contracting Officers Representative (COR).

2.3.2.4 The total management responsibility, on the part of the contractor for performance during this contract, the administration of the contract, will require maximum coordination between the Government and the Contractor.

2.3.2.5 Contracting Officer. All contract administration will be affected by the Contracting Officer. The

Contracting Officer will generally rely upon the COR to prepare any required correspondence or communicate with the Contractor on issues during performance of the contract. Contractor communications pertaining to contractual administrative matters will be addressed to the Contracting

Officer. Only the Contracting Officer (NOT the COR) has the authority to change the terms and conditions of the contract.

2.3.2.6 Contracting Officers Representative. Contracting officer’s representative (COR), means an individual, including a contracting officer’s technical representative (COTR), designated and authorized in writing by the contracting officer to perform specific technical or administrative functions. The

Government will employ a COR for this contract.

2.3.3 Personnel Administration

The contractor shall perform personnel management. The contractor shall maintain the currency of their employees by providing initial and refresher training as required to meet the PWS requirements. The contractor shall provide necessary infrastructure to support contract tasks The contractor shall provide administrative support to employees in a timely fashion (time keeping, leave processing, pay, emergency needs).

2.4 Subcontract Management

If utilized, the contractor shall be responsible for any subcontract management necessary to integrate work performed on this requirement and shall be responsible and accountable for subcontractor performance on this requirement. The prime contractor will manage work distribution to ensure there are no Organizational Conflict of Interest (OCI) considerations. Contractors may add subcontractors to their team after notification to the Procuring Contracting Officer (PCO) or Contracting Officer Representative

(COR). Cross teaming may or may not be permitted.

2.5 Contractor Personnel, Disciplines, and Specialties

The contractor shall accomplish the assigned work by employing and utilizing qualified personnel with appropriate combinations of education, training, and experience. The contractor shall match personnel skills to the work or task with a minimum of under/over employment of resources.

The Contractor shall provide the necessary resources and infrastructure to manage, perform, and administer the contract.

2.6 Location and Hours of Work

Accomplishment of the results contained in this PWS requires work at on and off site as noted, and at various contractor, subcontractor, and Government facilities (mainly in the continental United States).

Normal workdays are Monday through Friday except US Federal Holidays.

2.7 Travel / Temporary Duty (TDY)

2.7.1 Travel to other Government facilities or other contractor facilities may be required and will be specified in the PWS. All travel requirements (including plans, agenda, itinerary, or dates) shall be pre-approved by the government (subject to local policy procedures), and is on a strictly cost reimbursable basis. Costs for travel shall be billed in accordance with the regulatory implementation of Public Law 99-

234 and FAR 31.205-46 Travel Costs (subject to local policy & procedures; may reference FAR).

2.7.2 The contractor will be reimbursed for all travel, per diem, and lodging expenses for contractor staff.

The contractor shall provide receipts for all travel expenditures for actual costs incurred for travel expenses. Local travel may be based on mileage rates, actual costs incurred, or on a combination thereof, provided the method used results in a reasonable charge. Costs for lodging, meals, and incidental expenses may be based on per diem, actual expenses, or a combination thereof, provided the method used results in a reasonable charge. When such travel of contractor personnel is required, the contractor will be reimbursed for such travel expenses consistent with the current General Services Administration

(GSA) policies and procedures.

2.7.3 Costs incurred for lodging, meals, and incidental expenses shall be considered to be reasonable and allowable only to the extent that they do not exceed on a daily basis the maximum per diem rates in effect at the time of travel as set forth in the Standardized Regulations (Government Civilians, Foreign Areas), Section 925, “Maximum Travel Per Diem Allowances for Foreign Areas,” prescribed by the Department of State, for travel in areas not covered in paragraph above.

2.7.4 Airfare costs in excess of the lowest customary standard, coach, or equivalent airfare offered during normal business hours are unallowable except when such accommodations require circuitous routing, require travel during unreasonable hours, excessively prolong travel, result in increased cost that would offset transportation savings, are not reasonably adequate for the physical or medical needs of the traveler, or are not reasonably available to meet mission requirements. However, in order for airfare costs in excess of the above standard airfare to be allowable, the applicable condition(s) set forth above must be documented, justified and approved in advance by the Government.

2.7.5 The contractor shall coordinate overseas travel arrangements with Government representatives prior to overseas travel. All travel expenses (CONUS or overseas) shall be billed on a separate CLIN.

2.7.6. The contractor shall coordinate overseas travel arrangements with Government representatives not less than 30 days prior to overseas travel. This coordination shall include the contractor’s proposal of the number of contractor staff to accomplish each trip. The Government, however, shall have final approval of the size of each traveling party.

2.7.7 Assure that contractor personnel have valid passports and necessary documentation for all proposed overseas travel.

2.7.8 Invoice for all direct travel and per diem costs for contractor staff, as well as travel and lodging arrangements for contractor staff.

3 PERFORMANCE REQUIREMENTS

The following section specifies the Performance Objectives and Performance Elements for the contract.

3.1 Conduct Contract Initial Design

3.1.1 The contractor shall participate in Post-Award Meeting

The Contractor shall attend the Post-award meeting, at DMA HQ, Ft. Meade, MD and provide a contract kick-off briefing that details contract delivery plan and schedule.

3.1.2 The contractor shall prepare a Project Plan and Schedule Briefing

The contractor shall prepare and deliver a Project Plan and Schedule Briefing at the Post Award meeting.

Performance Standards

STD: Contractor Project Plan and schedule captures project tasks, and recommends a schedule for program completion by 30 Apr 13.

AQL: NA

Deliverables: Project Plan and Schedule Brief; contractor format is acceptable.

0001 Project Plan and Schedule, due the same date as Post-Award Meeting.

3.2 Conduct Service Evaluation

3.2.1 The contractor shall participate in Initial Coordination Workshops

Contractor attends workshop and reviews current AFN-BC radio and television operations.

3.2.2 The Contractor shall research and understand AFRTS overseas operations.

Contractor meets with DMA Operations and Broadcast Operations personnel to research and understand overseas AFRTS operations. Discussions may be scheduled in person or by using teleconference or VTC participation by all representatives.

3.3 Design Initial Survey

3.3.1 The contractor prepares audience survey methodology.

Methodology will outlines complete proposed survey process to assess the effectiveness of current

AFRTS radio and television services that meets common U.S. broadcast industry standards, and best practices, for survey methodology.

Survey will be capable of surveying up to 10,000 individuals selected to be surveyed

Contractor should assume that all initial invitations will be sent out USPS.

Contractor will propose a cost structure that will allow actual mailing costs to be invoiced/reimbursed.

Individuals who have not responded within three weeks after the initial outreach will be sent a reminder containing the same access information.

Contractor will establish procedures to prohibit multiple responses from the same individual/household.

DMA Headquarters will be provided no fewer than fifty (50) one-time-use access codes for selected distribution to leadership officials who request them.

DMA Headquarters will also be provided no fewer than 10 access codes that permit viewing of the survey instrument only.

Methodology will encompass all radio and television services, to include command and internal information products emanating from DMA and AFRTS and shall include the AFRTS affiliate stations and the AFRTS audience.

(The authorized AFRTS audience is defined as: those U.S. military members, direct-hire DoD civilian employees and their immediate family stationed outside of the fifty states or on board U.S. Navy ships at sea (estimated total at approximately 900,000). However, this survey shall be limited to those ground forces in the Atlantic and Pacific regions and in Bahrain, Guantanamo Bay Cuba and Honduras but not in combat/direct combat support assignments. This survey shall not include the shipboard audience nor the authorized audience currently in Afghanistan.)

Methodology will capture requirement that only active duty military members and direct-hire Department of Defense civilians stationed or assigned overseas are addressed as participants in the survey instrument(s). Participation/Consultation with spouses is encouraged, but shall not be recorded or reported as separate entries of the sample population.

Methodology will demonstrate that survey will seek to ascertain relevant audience practices and preferences. (Information is intended to enable DMA to make decisions about AFRTS radio and television’s offerings, so as to increase their appeal to target audiences.)

Methodology will capture survey’s intent to seek audience responses to:

AFRTS radio and television specific questions;

Additional questions about the audience’s use of other competitive media options.

(Information is intended to enable DMA to better understand the comparative strengths and weakness of the AFRTS services)

STD: All task requirements are met

Delivery is on-time

AQL: NA

Deliverables

0002 Initial Audience Survey Methodology, due per Gov’t Approved Program Schedule. Gov’t will provide comments for inclusion NLT 4 days after initial delivery

0003 Revised Audience Survey Methodology due per Gov’t Approved Program Schedule. Gov’t will provide comments for inclusion NLT 3 days after revised delivery

3.3.2 The contractor shall prepare audience survey instrument.

Contractor prepares initial survey instrument

Survey Instrument encompass all radio and television services, to include command and internal information products emanating from DMA and AFRTS and shall include the AFRTS affiliate stations and the AFRTS audience

Survey instrument assess the effectiveness of current AFRTS radio and television services that meets common U.S. broadcast industry standards, and best practices for survey methodology.

Survey questions ascertain relevant audience practices and preferences. (Information is intended to enable

DMA to make decisions about AFRTS radio and television’s offerings, so as to increase their appeal to target audiences.)

Survey questions seek audience responses to:

AFRTS radio and television specific questions and;

Additional questions about the audience’s use of other competitive media options.

Contractor establishes developmental web site; applicable only if method is proposed for program execution.

Contractor prepares revised survey instrument

STD: Web site operational availability is 99.99%, if proposed.

Deliverable 0004, includes changes and updates based on test results and lessons learned.

AQL: Web site is operational availability 97%, if proposed.

Deliverables

0004 Initial Survey Instrument, via web site, due per Gov’t Approved Program Schedule. Gov’t will provide comments 5 days after initial delivery.

0006 Revised Survey Instrument, via web site, due per Gov’t Approved Program Schedule.

3.4 Test Initial Survey

3.4.1 The contractor tests survey document with sample audiences

Contractor shall test survey on Gov’t audience. Gov’t provides test audience information as Government

Furnished Information (GFI). Test conducted as per Gov’t approved program schedule.

STD: Survey should not exceed 15 min to perform

AQL: Test time does not exceed 20 min for any individual

Deliverables

0005 Initial Survey Test – test report, NLT 5 day after test completion.

3.5 Prepare Initial Analysis and Report

3.5.1 Contractor prepares a preliminary analysis and report

Contractor presents preliminary analysis and report based on survey instrument design, and testing.

Performance Standard

STD: Methodology and survey results are reflected.

Delivery is on time

AQL:

Deliverable

0007 Preliminary Analysis Report, due as per Gov’t approved program delivery schedule. Gov’t will provide comments 1 day after delivery.

3.6 Develop Final Survey

3.6.1 Contractor shall prepares final draft survey instrument

Contractor uses revised survey instrument and prepares final draft of survey instrument incorporating all prior comments and test results.

Contractor survey includes a comprehensive demographically and statistically accurate analysis of

AFRTS radio and television services from the Broadcast Center, networks and affiliates based on all elements of this project, including the audience survey.

STD: Survey instrument captures all earlier DMA domain direction.

Delivery is on time

AQL: NA

0008 Final Draft Survey Instrument, due as per Gov’t approved program delivery schedule. Gov’t will provide comments 2 days after delivery.

3.6.2 Contractor shall prepare introductory cards/email for invited participants

3.6.3 Contractor prepares survey for distribution

3.7 Conduct Survey

3.7.1 Contractor shall maximize the survey response rate

The contractor shall maximize the survey response rate through the use of reminder(s) and participation encouragements by working with DMA/Broadcasting to produce radio and television announcements.

These radio and television spot announcements will be produced by the DMA Radio and Television

Production Office in consultation with the contractor. These must be developed early enough in the process so they may appear immediately prior to and during the dissemination of the survey.

STD: Requests are submitted on time

0013 R&T Spot Request, as per Govt Approved program schedule.

3.7.1 Contractor shall conduct the survey of the DMA audience

3.7.1.1 Contractor mails/emails initial survey results

3.7.1.2 Contractor receives and monitors survey results

3.7.1.3 Contractor sends survey reminders

3.7.1.4 Contractor receives and monitors additional survey returns

3.7.1.5 Contractor tabulates and analyzes survey returns

3.8 Publish Final Report

3.8.1 The contractor shall prepare a Draft Final Survey Report.

The report shall provide Data tables, executive summary, survey report and recommendations; and the report is detailed and tabulated.

A final tally on the rate of participation and any problems encountered with gathering survey responses.

Overall tabulated survey results by question and cell; results by each demographics.

A narrative describing the written comments (if any). An overall executive summary, of the survey.

Separate summaries for radio and television. Preliminary recommendations for DMA programming or distribution changes.

Performance Standard

STD: Delivery is on time

AQL: NA

Deliverable

0009 Final Draft Survey Report, due as per Gov’t approved program delivery schedule. Provide to the

Government five paper copies of the draft executive summary, preliminary recommendations and tabulated survey results in individual three-ring binders and five copies on CD/DVD format. Gov’t will provide comments 2 days after delivery.

3.8.2 The contractor shall prepare Final Survey Report Briefing

The Contractor develops and presents Draft Final Survey Report Brief to Govt, at DMA Headquarters.

One day attendance is required for presentation and discussion.

STD: Briefing presents draft report for all required information.

0010 Draft Final Survey Report Brief, due as per Govt approved program schedule.

3.8.3 The contractor shall prepare Final Survey Report

The Contractor revises draft report incorporating Gov’t recommendations.

STD: All Gov’t comments are incorporated

0011 Final Survey Report, due as per Govt approved program schedule.

Provide to the Government 25 paper copies of the complete final report and recommendation in individual three-ring binders and ten copies on CD/DVD format. This report, hard copy and soft copy is the final deliverable of the project and is due to the Government concurrent with the final briefing as per

Gov’t approved Program schedule.

3.8.4 The contractor shall prepare Final Survey Report Briefing

The Contractor develops and presents Survey Report Brief to Govt, at DMA Headquarters.

Brief will provide final recommendations and plan, with graphics (PowerPoint Presentation) and handouts of the executive summary (20 paper copies) in accordance with the project schedule. Briefing will also be delivered electronically.

Briefing will consist of the results of the focus groups, field survey of listener/viewer habits and preferences with recommendations for DMA television and radio, distribution, organization, and programming. One day attendance is required for presentation and detailed discussion.

STD: Captures all final report required information.

0012 Final Survey Report Brief, due as per Govt approved program schedule.

3.9 Program Management

3.9.1 The contractor shall provide Weekly Program Updates

The contractor shall provide updates weekly on Program status of funds, Program performance status and issues. During survey conduct, the rate of participation and any problems encountered with gathering survey responses.

STD: Report complete and on-time.

0014 Weekly Program Report, due as per Gov’t approved program schedule.

3.10 OPTION – Audience Member Focus Groups

3.10.1 Contractor shall conduct audience focus groups

The contractor shall provide cost to conduct audience focus groups at a) three locations in Germany, b) three locations in Italy, c) two locations in Japan and one location in Korea. Government will review focus groups benefits and logistics with the Contractor and will determine if this option will be exercised.

If exercised, Government and Contractor will agree on a schedule within the overall project timeline.

3.10.2 Contractors hall prepare and brief a preliminary analysis and report

Following the conduct of the overseas focus groups, the contractor shall prepare and brief a preliminary analysis, report and recommendations at DMA Headquarters. One day attendance will be required.

4 SPECIAL REQUIREMENTS

4.1 Security and Safety

All information related to this action is considered to be unclassified. Contractor visits schedule will be coordinated and approved by the DMA.

The contractor shall be required to complete DoD security training prior to any overseas travel. The required training may be accomplished over the Internet. Information on Web site access will be provided to the contractor at an appropriate time.

The contractor shall comply with all federal, state, and local safety standards, practices, and ordinances, and shall comply with all safety requirements set forth elsewhere herein. The contractor shall report on-the-job injuries of contractor personnel while on Government property immediately to the Government

COR.

4.2 Government Furnished Materials

The Government will make available the materials, office space, communications capability and information on the dates specified as identified in PWS for use by the contractor in the performance of this contract.

Gov’t will coordinate user population for survey test, as per Gov’t Approved Program Schedule.

Govt will provide names and addresses of survey recipient’s, as per Gov’t Approved Program Schedule.

Gov’t will coordinate Gov’t approval of survey instrument.

4.3 Applicable Directives

The Department of Defense must abide by stringent restrictions for gathering information about DoD personnel, so the contractor and the Government will need to coordinate details of the administration of the instrument(s) with the Government.

4.4 Government Project Vision: Provided at Attachment B, for information only.

5 DELIVERABLES

The contractor shall provide deliverables as described. Deliverables shall be specified by the Government.

Format and delivery schedule for deliverables shall be outlined in CDRLs and/or other means TBD.

Deliverables will be delivered to DMA COR or Contracting Officer, as per Govt approved delivery schedule.

Identifier Name Description

0001 Project Plan and Schedule Contractor Format

0002 Initial Audience Survey Methodology Contractor Format

0003 Revised Audience Survey Methodology Contractor Format

0004 Initial Survey Instrument Contractor Format

0005 Initial Survey Test – Test Report Contractor Format

0006 Revised Survey Instrument Contractor Format

0007 Preliminary Analysis Report Contractor Format

0008 Final Draft Survey Instrument Contractor Format

0009 Draft Final Survey Report Contractor Format

0010 Draft Final Survey Report Brief Contractor Format

0011 Final Survey Report Contractor Format

0012 Final Survey Report Brief Contractor Format

0013 R&T Spot Request Contractor Format

0014 Weekly Program Report Contractor Format

6 RELATED DOCUMENTS

The following Documents are related to this project

Department of Defense Regulation 5120.20-R, Management and Operation of Armed Forces Radio and

Television Service (AFRTS)

ATTACHMENT A

GOVERNMENT RESPONSIBILITIES

A.1 The Government shall host all meetings and make operational facilities at the DMA Headquarters and

AFN-BC available for review by the contractor to include providing conference room and training facilities, equipment for standard presentation software (e.g. PowerPoint), and support materials (e.g.

paper, pens, etc.). Teleconferencing facilities are available at both DMA Headquarters in Fort Meade, Maryland, and at the AFN-Broadcast Center, Riverside, CA. Use of teleconferencing to satisfy any reporting requirements will be at the sole discretion of the Government.

A.2 The Government shall facilitate and assist the contractor with making contacts with Government agencies and military commands, as required. The Government shall provide individual letters for staff travel and shall arrange for country/theater clearance for required overseas travel of contractor personnel.

A.3 The Government shall coordinate and approve all Contractor participation, attendance and travel for

CONUS meetings and overseas visits.

A.4 The Government shall provide the contractor, at the initial orientation and coordination workshop, an inventory of overseas stations and a list and description of all radio and television programming services provided by the Broadcast Center.

A.5 The Government shall obtain the required clearance to conduct the survey from the appropriate

Department of Defense offices and shall secure names and physical or e-mail addresses to be used for the dissemination of survey invitations and reminders.

A.6 The Government shall provide, if contractor requests it, cover letter(s) from senior Department of

Defense leadership for the survey instrument(s). Additionally, the DMA Radio and Television Production

Office shall produce and schedule radio and television spot announcements urging participation in the survey that shall be aired on various AFRTS radio and television programming services.

ATTACHMENT B

GOVERNMENT PROJECT VISION

This project should be conducted in four phases. Phase One shall be two parts, (a) research and analysis of the current AFRTS radio and television program offerings, and (b) initial development of the survey instrument(s). Phase Two shall be the research and analysis with DMA HQ, the Broadcast Center (AFN-

BC) and of the overseas networks, affiliates and the overseas audience and final design of the survey instruments. Phase Three shall be implementation and conduct of the surveys. Phase Four shall include evaluation of the data obtained from feedback and the survey, culminating with the production of a comprehensive analysis and programmatic evaluation report and recommendations. The required schedule is outlined in the attached timeline.

PHASE ONE - Existing Service Evaluation and Initial Survey Design

Within the first 5 calendar days after award of the contract the contractor shall participate in an initial one-day post-award coordination workshop with DMA Operations and the Broadcast Directorate at DMA

HQ at Ft. Meade MD. Following this meeting a two-day workshop at AFN-BC, Riverside, California will be scheduled to review current AFN-BC radio and television operations.

Following the initial coordination workshops, the contractor shall submit the first draft of the survey instrument(s) to be administered to the AFRTS radio and television audience. The survey(s) shall take not more than 15 minutes (each, if more than one) for the average respondent to complete. The first draft survey instrument(s) shall be due to DMA Headquarters following completion of the initial coordination workshops in accordance with the project schedule. The Government shall return the first draft of these survey instrument(s) to the contractor with comments/changes after receipt from the contractor. These comments shall be incorporated into the second draft of the survey and placed on developmental Web sites accessible by DMA management, Washington Headquarters Services (WHS) and the Defense

Manpower Data Center (DMDC) for government review following the contractor’s receipt of the government’s comments. This access is necessary in order for WHS and DMDC to review the survey instruments and grant the license necessary to conduct the actual survey.

Contractor shall work with DMA Operations and Broadcast Operations personnel to research and understand overseas AFRTS operations. Meetings may be scheduled using teleconference or VTC participation by all representatives.

Contractor shall test the draft survey instrument(s) with sample audiences at AFN Europe and AFN

Pacific.

PHASE TWO - Survey Design Completion

Upon completion of Phase One, the contractor shall review all comments and incorporate those comments into the final the survey instrument(s) and recommend survey procedures after receipt of all comments and requirements in accordance with the project schedule.

The contractor shall maximize the response rate through the use of reminder(s) and participation encouragements by working with DMA/Broadcasting to produce radio and television announcements.

These radio and television spot announcements will be produced by the DMA Radio and Television

Production Office in consultation with the contractor. These must be developed early enough in the process so they may appear immediately prior to and during the dissemination of the survey.

PHASE THREE - Audience Survey

Proceed with implementation of the survey phase, accomplishing dissemination and return of the survey instrument(s) using the channels and procedures developed in Phase One and Two of the project.

Up to 10,000 individuals selected to be surveyed will be sent an invitation from the contractor requesting their participation and providing information to access the survey instrument. While Government may be able to provide e-mail addresses for the selected individuals, accuracy cannot be guaranteed and for cost estimation. Contractor should assume that all initial invitations will be sent out USPS. Contractor will propose a cost structure that will allow actual mailing costs to be invoiced/reimbursed. Individuals who have not responded within three weeks after the initial outreach will be sent a reminder containing the same access information. Contractor will establish procedures to prohibit multiple responses from the same individual/household. DMA Headquarters will be provided no fewer than fifty (50) one-time-use access codes for selected distribution to leadership officials who request them. DMA Headquarters will also be provided no fewer than 10 access codes that permit viewing of the survey instrument only.

The contractor shall provide updates weekly and a final tally to the Government on the rate of participation and any problems encountered with gathering survey responses.

The contractor shall tabulate and analyze the survey response data for each survey instrument employed and for each question and cell. Tabulate responses in summary and by region for each demographic

(required demographics: gender, age group, service, location, ethnic group and race). Review and analyze any written comments and write a narrative describing the overall essence of these comments.

The contractor shall provide the Government with a final draft survey report and briefing that includes:

overall tabulated survey results by question and cell; results by each demographics; the narrative describing the written comments (if any); an overall executive summary; separate summaries for radio and television; preliminary recommendations for programming or distribution changes. The complete final draft report shall be provided to the Government in accordance with the survey timeline and briefed in person to DMA management at DMA Headquarters in Fort Meade Maryland. Provide to the

Government five paper copies of the draft executive summary, preliminary recommendations and tabulated survey results in individual three-ring binders and five copies on CD/DVD format One day attendance is required for presentation and discussion. Following this briefing, the government shall provide feedback, comments and factual corrections to the contractor in accordance with the project schedule.

PHASE FOUR – Final Report of Survey and Analysis

Following the receipt of government feedback, comments and factual corrections, brief the final recommendations and plan to the Government at DMA Headquarters, with graphics (PowerPoint

Presentation) and handouts of the executive summary (20 paper copies) in accordance with the project schedule. This briefing will consist of the results of the focus groups, field survey of listener/viewer habits and preferences with recommendations for DMA television and radio, distribution, organization, and programming. One day attendance is required for presentation and detailed discussion.

Provide to the Government 25 paper copies of the complete final report and recommendation in individual three-ring binders and ten copies on CD/DVD format. This report, hard copy and soft copy is the final deliverable of the project and is due to the Government concurrent with the final briefing described.