HSCG23-11-R-PAE003.pdf

SEE ADDENDUMIS CHECKED

CODE 18a. PAYMENT WILL BE MADE BY

CODE

FACILITYCODE

17b. CHECK IF REMITTANCE IS DIFFERENT AND PUT SUCH ADDRESS IN OFFER

OFFEROR

WASHINGTON DC 205930001

2100 2ND ST. SW, Suite 1100 USCG Headquarters (CG-9121)

CODE 16. ADMINISTERED BYCODE

X

X

541810

SIZE STANDARD:

% FOR:SET ASIDE:UNRESTRICTED OR

RFPIFB

10. THIS ACQUISITION ISCODE

RFQ

14. METHOD OF SOLICITATION

13b. RATING

NAICS:

SMALL BUSINESS

12/16/2010 1400 ET

11/24/2010

Wayne Brim (No collect calls)

INFORMATION CALL:

FOR SOLICITATION 8. OFFER DUE DATE/LOCAL TIMEb. TELEPHONE NUMBER a. NAME

4. ORDER NUMBER3. AWARD/ 6. SOLICITATION

HSCG23-11-R-PAE003

5. SOLICITATION NUMBER

SOLICITATION/CONTRACT/ORDER FOR COMMERCIAL ITEM 1. REQUISITION NUMBER PAGE OF

1 74 OFFEROR TO COMPLETE BLOCKS 12, 17, 23, 24, & 30

TELEPHONE NO.

17a. CONTRACTOR/

15. DELIVER TO

WASHINGTON DC 205930001

2100 2ND ST. SW, Suite 1100

9. ISSUED BY

7.

2. CONTRACT NO.

EFFECTIVE DATE

$7.0

18b. SUBMIT INVOICES TO ADDRESS SHOWN IN BLOCK 18a UNLESS BLOCK BELOW

ISSUE DATE

DELIVERY FOR FOB DESTINA-

TION UNLESS BLOCK IS

MARKED

11.

SEE SCHEDULE

12. DISCOUNT TERMS

THIS CONTRACT IS A

RATED ORDER UNDER

DPAS (15 CFR 700)

13a.

SERVICE-DISABLED VETERAN-

OWNED SMALL BUSINESS

HUBZONE SMALL

BUSINESS

EMERGING SMALL

BUSINESS

8(A)

USCG Headquarters (CG-9121)

SOLE SOURCE

24.

AMOUNT

23.

UNIT PRICE

22.

UNIT

21.

QUANTITY

20.

SCHEDULE OF SUPPLIES/SERVICES

19.

ITEM NO.

The Coast Guard Recruiting Command (CGRC) requires the support of a full-service advertising agency capable of providing personnel, material and equipment needed to plan, create, design, produce, schedule, evaluate and measure the effectiveness of advertising in support of the Coast Guard (CG) military recruitment. Such services/support may include account management, market research, planning and analysis, image advertising and advertising measurement. The advertising agency would be

(Use Reverse and/or Attach Additional Sheets as Necessary)

HEREIN, IS ACCEPTED AS TO ITEMS:

X

XX

DATED

Wendy Stevenson

. YOUR OFFER ON SOLICITATION (BLOCK 5),

INCLUDING ANY ADDITIONS OR CHANGES WHICH ARE SET FORTH

COPIES TO ISSUING OFFICE. CONTRACTOR AGREES TO FURNISH AND DELIVER

ARE

ARE

31c. DATE SIGNED

27b. CONTRACT/PURCHASE ORDER INCORPORATES BY REFERENCE FAR 52.212-4. FAR 52.212-5 IS ATTACHED. ADDENDA

31a. UNITED STATES OF AMERICA (SIGNATURE OF CONTRACTING OFFICER)

30c. DATE SIGNED 31b. NAME OF CONTRACTING OFFICER (Type or print)

ALL ITEMS SET FORTH OR OTHERWISE IDENTIFIED ABOVE AND ON ANY ADDITIONAL

SHEETS SUBJECT TO THE TERMS AND CONDITIONS SPECIFIED HEREIN.

27a. SOLICITATION INCORPORATES BY REFERENCE FAR 52.212-1, 52.212-4. FAR 52.212-3 AND 52.212-5 ARE ATTACHED. ADDEND

26. TOTAL AWARD AMOUNT (For Govt. Use Only)

OFFER

STANDARD FORM 1449 (REV. 3/2005)

Prescribed by GSA - FAR (48 CFR) 53.212

ARE NOT ATTACHED.

ARE NOT ATTACHED.

AUTHORIZED FOR LOCAL REPRODUCTION

PREVIOUS EDITION IS NOT USABLE

30b. NAME AND TITLE OF SIGNER (Type or print)

30a. SIGNATURE OF OFFEROR/CONTRACTOR

28. CONTRACTOR IS REQUIRED TO SIGN THIS DOCUMENT AND RETURN

25. ACCOUNTING AND APPROPRIATION DATA

29. AWARD OF CONTRACT REF.

32e. MAILING ADDRESS OF AUTHORIZED GOVERNMENT REPRESENTATIVE

32c. DATE 32b. SIGNATURE OF AUTHORIZED GOVERNMENT REPRESENTATIVE

ACCEPTED, AND CONFORMS TO THE CONTRACT, EXCEPT AS

NOTED:

32a. QUANTITY IN COLUMN 21 HAS BEEN

RECEIVED INSPECTED

40. PAID BY39. S/R VOUCHER NUMBER38. S/R ACCOUNT NUMBER

37. CHECK NUMBER

FINALPARTIAL

36. PAYMENT

FINALPARTIAL

35. AMOUNT VERIFIED

CORRECT FOR

34. VOUCHER NUMBER33. SHIP NUMBER

COMPLETE

32g. E-MAIL OF AUTHORIZED GOVERNMENT REPRESENTATIVE

42d. TOTAL CONTAINERS42c. DATE REC'D (YY/MM/DD)

42b. RECEIVED AT (Location)

42a. RECEIVED BY (Print)

41c. DATE41b. SIGNATURE AND TITLE OF CERTIFYING OFFICER

41a. I CERTIFY THIS ACCOUNT IS CORRECT AND PROPER FOR PAYMENT

STANDARD FORM 1449 (REV. 3/2005) BACK

24.

AMOUNT

23.

UNIT PRICE

22.

UNIT

21.

QUANTITY

20.

SCHEDULE OF SUPPLIES/SERVICES

19.

ITEM NO.

required to utilize all available media formats, including television, radio, magazine, newspaper and internet (national, regional and local), direct mail, outdoor, trasit, promotional material (posters, brochures, etc.) videotape and film.

Market Research includes social and opinion research, gathering and interpretation of information about individuals or groups of individuals leading to more effective advertising recruiting campaigns.

It is anticipated that an Indefinite

Delivery/Indefinite Quantity (IDIQ) contract will be awarded with a base period of one-year with four one-year option periods. Firm Fixed Price task orders will be issued against the IDIQ contract.

The minimum quantity of services and/or supplies that the Government shall order for the duration of the IDIQ contract is $500.00. This minimum amount may consist of any combination of CLINs contained in the Schedule.

Individual task orders shall shall be firm fixed priced. The labor categories, the quantity of hours for each labor category and the Other

Continued ...

32f. TELEPHONE NUMBER OF AUTHORIZED GOVERNMENT REPRESENTATIVE

32d. PRINTED NAME AND TITLE OF AUTHORIZED GOVERNMENT REPRESENTATIVE

74 2 of

ITEM NO. SUPPLIES/SERVICES QUANTITY UNIT UNIT PRICE AMOUNT

NAME OF OFFEROR OR CONTRACTOR

3 74

CONTINUATION SHEET

REFERENCE NO. OF DOCUMENT BEING CONTINUED PAGE OF

(A) (B) (C) (D) (E) (F)

HSCG23-11-R-PAE003

Direct Costs associated with each task order will be negotiated between the Government and the

Contractor.

Performance under this contract shall be made only as authorized by task orders issued in accordance with the Ordering Clause, FAR

52.216-18. Contract line items Not to Exceed

(NTE) amounts shall not be exceeded without prior written approval of the Contracting Officer.

The projected term of the Base Period is February

24, 2011 to February 23, 2012.

Period of Performance: 02/24/2011 to 02/23/2016

SCHEDULE CONTINUED ON NEXT PAGE

NSN 7540-01-152-8067 OPTIONAL FORM 336 (4-86)

Sponsored by GSA

FAR (48 CFR) 53.110

Base Period

ITEM

NO.

SERVICES

ESTIMATED

NUMBER OF

HOURS

LOADED

HOURLY RATE

TOTAL

AMOUNT

00001 Media Support Services The Contractor shall furnish the necessary facilities, materials, equipment and services to perform the Advertising Support Services set forth in the Performance Work Statement.

SubCLIN Labor Category 00001A Project Manager 1084 $ $ 00001B Account Executive 1200 $ $ 00001C Creative Director 300 $ $ 00001D Media Director 80 $ $ 00001E Management Supervisor (Digital) 50 $ $ 00001F Strategic Planner 180 $ $ 00001G Account Executive (Digital) 16 $ $ 00001H Staff Assistant 79 $ $ 00001J Finance Director 156 $ $ 00001K Business Manager 232 $ $ 00001L Copywriter 400 $ $ 00001M Art Director 440 $ $ 00001N Layout/Graphic 20 $ $ 00001O Broadcast Director 410 $ $ 00001P Production Manager/Print Producer 380 $ $ 00001Q Proof Reader 50 $ $ 00001R Traffic Planner 60 $ $ 00001S Associate Media Director 520 $ $ 00001T Media Planner/Buyer 180 $ $ 00001U Programmer 50 $ $ 00001V Interactive Designer 30 $ $ 00001W Digital Production Manager 30 $ $ 00001X1 $ $ Total Not to Exceed for Labor $

00002 Other Direct Costs Charges for Estimated Other Direct Costs (ODCs) shall be billed at negotiated costs, plus applicable material handling and General & Administrative (G&A) rates. The Contractor shall not be paid profit, fee, overhead or commission on ODCs (e.g., materials, supplies, media placement, talent, etc.). Rates shall be those rates in effect at the time of placement. All discounts normally associated with subcontracting shall accrue to the Government. Discounts include, but are not limited to, prompt payment, quantity, frequency, and all media discounts accrued. The Contractor shall make its best efforts to pursue and obtain any and all discounts.

00002A Media Not to Exceed: $3,862,199.67 00002B Production Services Not to Exceed: $1,074,527.27 00002C Research Not to Exceed: $126,120.00 Total for Other Direct Costs $5,062,846.68

00003 Travel Travel may be required to support task orders awarded under this IDIQ contract. Travel costs will be reimbursed in accordance with the Federal Travel Regulations (FTR). The Contractor shall be responsible for obtaining Contracting Officer’s Technical Representative (COTR) approval (electronic mail is acceptable) for all reimbursable travel in advance of each travel event.

00003 Travel Total Not to Exceed: $50,000.00

Maximum Price for Base Year (All Priced CLINs) $

1 Other recommended labor categories may be added to supplement existing labor categories.

24 November 2010

Option Period 1:

NUMBER OF

HOURS

LOADED

HOURLY RATE

TOTAL

AMOUNT

10001 Media Support Services The Contractor shall furnish the necessary facilities, materials, 10001A Project Manager 1084 $ $ 10001B Account Executive 1200 $ $ 10001C Creative Director 300 $ $ 10001D Media Director 80 $ $ 10001E Management Supervisor (Digital) 50 $ $ 10001F Strategic Planner 180 $ $ 10001G Account Executive (Digital) 16 $ $ 10001H Staff Assistant 79 $ $ 10001J Finance Director 156 $ $ 10001K Business Manager 232 $ $ 10001L Copywriter 400 $ $ 10001M Art Director 440 $ $ 10001N Layout/Graphic 20 $ $ 10001O Broadcast Director 410 $ $ 10001P Production Manager/Print Producer 380 $ $ 10001Q Proof Reader 50 $ $ 10001R Traffic Planner 60 $ $ 10001S Associate Media Director 520 $ $ 10001T Media Planner/Buyer 180 $ $ 10001U Programmer 50 $ $ 10001V Interactive Designer 30 $ $ 10001W Digital Production Manager 30 $ $ 10001X $ $

10002 Other Direct Costs Charges for Estimated Other Direct Costs (ODCs) shall be billed at negotiated costs, plus applicable material handling and General & Administrative (G&A) rates. The Contractor shall not be paid profit, fee, overhead or commission on ODCs (e.g., materials, supplies, media placement, talent, etc.). Rates shall be those rates in effect at the time of placement. All discounts normally associated with subcontracting shall accrue to the Government. Discounts include, but are not limited to, prompt payment, quantity, frequency, and all media discounts accrued. The Contractor shall make its best efforts to pursue and obtain any and all discounts.

10002A Media Not to Exceed: $4,059,171.85 10002B Production Services Not to Exceed: $1,129,328.16 10002C Research Not to Exceed: $132,552.12 Total for Other Direct Costs $5,321,052.13

10003 Travel Travel may be required to support task orders awarded under this IDIQ contract. Travel costs will be reimbursed in accordance with the Federal Travel Regulations (FTR). The Contractor shall be responsible for obtaining Contracting Officer’s Technical Representative (COTR) approval (electronic mail is acceptable) for all reimbursable travel in advance of each travel event.

10003 Travel Total Not to Exceed: $50,000.00

Maximum Price for Option Period 1 (All Priced CLINs) $

Option Period 2:

NUMBER OF

HOURS

LOADED

HOURLY RATE

TOTAL

AMOUNT

20001 Media Support Services The Contractor shall furnish the necessary facilities, materials, 20001A Project Manager 1084 $ $ 20001B Account Executive 1200 $ $ 20001C Creative Director 300 $ $ 20001D Media Director 80 $ $ 20001E Management Supervisor (Digital) 50 $ $ 20001F Strategic Planner 180 $ $ 20001G Account Executive (Digital) 16 $ $ 20001H Staff Assistant 79 $ $ 20001I Finance Director 156 $ $ 20001J Business Manager 232 $ $ 20001K Copywriter 400 $ $ 20001L Art Director 440 $ $ 20001M Layout/Graphic 20 $ $ 20001N Broadcast Director 410 $ $ 20001O Production Manager/Print Producer 380 $ $ 20001P Proof Reader 50 $ $ 20001Q Traffic Planner 60 $ $ 20001R Associate Media Director 520 $ $ 20001S Media Planner/Buyer 180 $ $ 20001T Programmer 50 $ $ 20001U Interactive Designer 30 $ $ 20001V Digital Production Manager 30 $ $ 20001W $ $

20002 Other Direct Costs Charges for Estimated Other Direct Costs (ODCs) shall be billed at negotiated costs, plus applicable material handling and General & Administrative (G&A) rates. The Contractor shall not be paid profit, fee, overhead or commission on ODCs (e.g., materials, supplies, media placement, talent, etc.). Rates shall be those rates in effect at the time of placement. All discounts normally associated with subcontracting shall accrue to the Government. Discounts include, but are not limited to, prompt payment, quantity, frequency, and all media discounts accrued. The Contractor shall make its best efforts to pursue and obtain any and all discounts.

20002A Media Not to Exceed: $4,266,189.61 20002B Production Services Not to Exceed: $1,186,923.89 20002C Research Not to Exceed: $139,312.28 Total for Other Direct Costs $5,592,425.78

20003 Travel Travel may be required to support task orders awarded under this IDIQ contract. Travel costs will be reimbursed in accordance with the Federal Travel Regulations (FTR). The Contractor shall be responsible for obtaining Contracting Officer’s Technical Representative (COTR) approval (electronic mail is acceptable) for all reimbursable travel in advance of each travel event.

20003 Travel Total Not to Exceed: $50,000.00

Maximum Price for Option Period 2 (All Priced CLINs) $

Option Period 3:

NUMBER OF

HOURS

PROPOSED

HOURLY RATE

TOTAL

AMOUNT

30001 Media Support Services The Contractor shall furnish the necessary facilities, materials, 30001A Project Manager 1084 $ $ 30001B Account Executive 1200 $ $ 30001C Creative Director 300 $ $ 30001D Media Director 80 $ $ 30001E Management Supervisor (Digital) 50 $ $ 30001F Strategic Planner 180 $ $ 30001G Account Executive (Digital) 16 $ $ 30001H Staff Assistant 79 $ $ 30001J Finance Director 156 $ $ 30001K Business Manager 232 $ $ 30001L Copywriter 400 $ $ 30001M Art Director 440 $ $ 30001N Layout/Graphic 20 $ $ 30001O Broadcast Director 410 $ $ 30001P Production Manager/Print Producer 380 $ $ 30001Q Proof Reader 50 $ $ 30001R Traffic Planner 60 $ $ 30001S Associate Media Director 520 $ $ 30001T Media Planner/Buyer 180 $ $ 30001U Programmer 50 $ $ 30001V Interactive Designer 30 $ $ 30001W Digital Production Manager 30 $ $ 30001X $ $

30002 Other Direct Costs Charges for Estimated Other Direct Costs (ODCs) shall be billed at negotiated costs, plus applicable material handling and General & Administrative (G&A) rates. The Contractor shall not be paid profit, fee, overhead or commission on ODCs (e.g., materials, supplies, media placement, talent, etc.). Rates shall be those rates in effect at the time of placement. All discounts normally associated with subcontracting shall accrue to the Government. Discounts include, but are not limited to, prompt payment, quantity, frequency, and all media discounts accrued. The Contractor shall make its best efforts to pursue and obtain any and all discounts.

30002A Media Not to Exceed: $4,483,765.28 30002B Production Services Not to Exceed: $1,247,457.01 30002C Research Not to Exceed: $146,417.20 Total for Other Direct Costs $5,877,639.49

30003 Travel Travel may be required to support task orders awarded under this IDIQ contract. Travel costs will be reimbursed in accordance with the Federal Travel Regulations (FTR). The Contractor shall be responsible for obtaining Contracting Officer’s Technical Representative (COTR) approval (electronic mail is acceptable) for all reimbursable travel in advance of each travel event.

30003 Travel Total Not to Exceed: $50,000.00

Maximum Price for Option Period 3 (All Priced CLINs) $

Option Period 4:

NUMBER OF

HOURS

PROPOSED

HOURLY RATE

TOTAL

AMOUNT

40001 Media Support Services The Contractor shall furnish the necessary facilities, materials, 40001A Project Manager 1084 $ $ 40001B Account Executive 1200 $ $ 40001C Creative Director 300 $ $ 40001D Media Director 80 $ $ 40001E Management Supervisor (Digital) 50 $ $ 40001F Strategic Planner 180 $ $ 40001G Account Executive (Digital) 16 $ $ 40001H Staff Assistant 79 $ $ 40001J Finance Director 156 $ $ 40001K Business Manager 232 $ $ 40001L Copywriter 400 $ $ 40001M Art Director 440 $ $ 40001N Layout/Graphic 20 $ $ 40001O Broadcast Director 410 $ $ 40001P Production Manager/Print Producer 380 $ $ 40001Q Proof Reader 50 $ $ 40001R Traffic Planner 60 $ $ 40001S Associate Media Director 520 $ $ 40001T Media Planner/Buyer 180 $ $ 40001U Programmer 50 $ $ 40001V Interactive Designer 30 $ $ 40001W Digital Production Manager 30 $ $ 40001X $ $

40002 Other Direct Costs Charges for Estimated Other Direct Costs (ODCs) shall be billed at negotiated costs, plus applicable material handling and General & Administrative (G&A) rates. The Contractor shall not be paid profit, fee, overhead or commission on ODCs (e.g., materials, supplies, media placement, talent, etc.). Rates shall be those rates in effect at the time of placement. All discounts normally associated with subcontracting shall accrue to the Government. Discounts include, but are not limited to, prompt payment, quantity, frequency, and all media discounts accrued. The Contractor shall make its best efforts to pursue and obtain any and all discounts.

40002A Media Not to Exceed: $4,712,437.31 40002B Production Services Not to Exceed: $1,311,077.32 40002C Research Not to Exceed: $153,884.48 Total for Other Direct Costs $6,177,399.11

40003 Travel Travel may be required to support task orders awarded under this IDIQ contract. Travel costs will be reimbursed in accordance with the Federal Travel Regulations (FTR). The Contractor shall be responsible for obtaining Contracting Officer’s Technical Representative (COTR) approval (electronic mail is acceptable) for all reimbursable travel in advance of each travel event.

40003 Travel Total Not to Exceed: $50,000.00 Maximum Price for Option Period 4 (All Priced CLINs) $

HSCG23-11-R-PAE003 Page 9 of 74 Advertising Support Services

SECTION 1

ATTACHMENTS

Attachment I: Personnel Qualifications

Attachment II: Personnel Data Form

Attachment III: Past Performance Reference

Attachment IV: Past Performance Reference Questionnaire

Attachment V: U.S. Coast Guard Needs Statement

SECTION 2

PERFORMANCE WORK STATEMENT

1.0 GENERAL.

1.1 SCOPE.

The purpose of this Indefinite Delivery Indefinite Quantity (IDIQ) contract is to obtain Contractor advertising support services for the United States Coast Guard (USCG) Recruiting Command. Contractor shall have the capabilities to perform the task order requirements under this IDIQ contract to include performing account management, marketing research, planning and analysis, image advertising, lead generation and advertising measurement. The specific tasks to be performed will be described in performance based task orders awarded under this contract.

The advertising support service plays a critical role in effectively communicating the opportunities for serving in the Coast Guard. The advertising support service must be able to generate awareness of Coast Guard opportunities on a national basis, provide sufficient quality leads, and target key market segments in order to increase force diversity and gender make up and achieve active duty and reserve recruiting goals.

1.2 BACKGROUND.

The USCG requires the support of a full-service advertising agency capable of providing personnel, material and equipment needed to plan, create, design, produce, place, evaluate and measure the effectiveness of advertising in support of USCG military recruitment. Such services/support may include account management, marketing research, planning and analysis, image advertising, and lead generation and advertising measurement services. The advertising agency shall be required to utilize all available national, regional, and local media formats to include but not limited to: television, radio, magazine, newspaper and Internet, direct mail, outdoor, transit, promotional material (posters, brochures, etc.), videotape and film.

Under the IDIQ contract, HSCG23-05-C-QAC242 awarded September 30, 2005, the Coast Guard has issued approximately 28 task orders for $25M over the 5 year period of performance. The task orders were firm fixed priced, consisting of contractor labor, Other Direct Costs and travel. For Other Direct Costs and travel, the contractor was not paid profit, fee, overhead or commission. This contract ended September 29, 2010 and the contractor was Cossette Communications.

HSCG23-11-R-PAE003 Page 10 of 74

1.3 CONTRACTOR PERSONNEL.

1.3.1 Project Manager. The Contractor shall provide a Project Manager who shall be responsible for all Contractor work performed under this IDIQ contract. The Project Manager is further designated as Key by the Government (see PWS 1.4).

1.3.1.1 The Project Manager shall be a single point of contact for the Contracting Officer and the Contracting Officer’s Technical Representative (COTR). The name of Project Manager, and the name(s) of any alternate(s) who shall act for the Contractor in the absence of the Project Manager, shall be provided to the Government as part of the Contractor's proposal. During any absence of the Project Manager, only one alternate shall have full authority to act for the Contractor on all matters relating to work performed under this IDIQ contract. The Alternate Project Manager shall be one of the other Key personnel designated for this contract. (See PWS 1.4) The Project Manager and all designated alternates shall be able to read, write, speak and understand English.

Additionally, the Contractor shall not replace the Project Manager without prior approval from the Contracting Officer.

1.3.1.2 The Project Manager shall be available to the COTR via telephone between the hours of 0830 and 1700 EST, Monday through Friday, and shall respond to a request for discussion or resolution of technical problems within 2 business hours of notification.

1.3.2 Qualified Personnel. The Contractor shall provide qualified personnel to perform all requirements specified in task orders awarded under this IDIQ contract. All Contractor employees supporting task orders under this IDIQ contract shall also be citizens or lawful permanent residents of the United States.

1.3.3 Employee Identification. Contractor employees visiting Government facilities shall wear an identification badge that, at a minimum, displays the Contractor name, the employee’s photo, name, clearance-level and badge expiration date. Visiting Contractor employees shall comply with all Government escort rules and requirements. All Contractor employees shall identify themselves as Contractors when their status is not readily apparent and display all identification and visitor badges in plain view above the waist at all times.

1.3.3.1 Contractor employees working on-site at Government facilities shall wear a Government issued identification badge. All Contractor employees shall identify themselves as Contractors when their status is not readily apparent and display the Government issued badge in plain view above the waist at all times.

1.3.4 Employee Conduct. Contractor employees shall present a professional appearance at all times and their conduct shall not reflect discredit upon the United States, the Department of Homeland Security and the United States Coast Guard.

1.3.5 Removing Employees for Misconduct or Security Reasons. The Government may, at its sole discretion, direct the Contractor to remove any Contractor employee from U.S. Coast Guard facilities for misconduct or security reasons. Removal does not relieve the Contractor of the responsibility to continue providing the services required under any task order awarded under this IDIQ contract. The Contracting Officer will provide the Contractor with a written explanation to support any request to remove an employee.

1.3.6 Conflict of Interest. The Contractor shall not employ any person who is an employee of the United States Government if that employment would, or would appear to cause a conflict of interest.

1.4 KEY PERSONNEL.

Before replacing any individual designated as Key by the Government, the Contractor shall notify the Contracting Officer no less than 15 business days in advance, submit written justification for replacement, and

HSCG23-11-R-PAE003 Page 11 of 74 provide the name and qualifications of any proposed substitute(s). All proposed substitutes shall possess qualifications equal to or superior to those of the Key person being replaced. The Contractor shall not replace Key Contractor personnel without written consent from the Contracting Officer.

1.4.1 The following personnel are designated as Key for this IDIQ contract: Project Manager, Alternate Project Manager, Account Executive, Creative Director, and Media Director. Minimum qualifications for Key personnel are listed in Attachment I of this PWS. All key personnel must be employees of the prime contractor and not employees of any subcontractor.

1.4.2 The Government may designate additional Contractor personnel as Key in each task order awarded under this contract.

1.5 SECURITY.

Contractor access to classified information is not currently required under this contract.

1.6 PERIOD OF PERFORMANCE.

The period of performance for this IDIQ contract is one (1) year from the date of award with four (4) one - year options.

1.7 PLACE OF PERFORMANCE.

The primary place of performance will be the Contractor’s facilities.

1.8 HOURS OF OPERATION.

The hours of operation will be specified in each task order awarded under this IDIQ contract.

1.9 TRAVEL.

Contractor travel may be required to support task orders awarded under this IDIQ contract. Documentation requirements for claims and reimbursement limitation will be taken from Federal Travel Regulations (FTR).

The Contractor shall be responsible for obtaining Contracting Officer’s Technical Representative (COTR) approval (electronic mail is acceptable) for all reimbursable travel in advance of each travel event.

1.9.1 Travel Locations and Limitations. At a minimum, Contractor travel to the USCG Recruiting Command in Arlington, VA is anticipated. Additional travel locations and limitations may be specified in each task order awarded under this contract.

Coast Guard Recruiting Command

CGRC MS-7500

2300 Wilson Blvd, Suite 500 Arlington, VA 20598-7500

1.10 KICK-OFF MEETING.

For each task order awarded under this IDIQ contract, the Contractor may be required to attend a Kick-Off Meeting with the Contracting Officer and the COTR not later than 15 business days after the date of award. The purpose of the Kick-Off Meeting, which will be chaired by the Contracting Officer or their designee, is to discuss technical and contracting objectives and review the Contractor's project plan. The Kick-Off Meeting will be held at the Government’s facility or via teleconference. Specific requirements shall be specified in each task order.

HSCG23-11-R-PAE003 Page 12 of 74

1.11 PROJECT PLAN.

For each task order awarded under this IDIQ contract, the Contractor shall provide a draft Project Plan at the Kick-Off Meeting for Government review and comment. The Contractor shall provide a final Project Plan to the COTR not later than 3 business days after the Kick-Off Meeting.

1.12 PROGRESS/STATUS REPORT.

The Project Manager shall provide a monthly progress/status report. The report shall be submitted to the Contracting Officer and COTR via electronic mail on the 10th of the following month for the previous calendar month (i.e. 10 March for February). Contractor shall provide the format for COTR approval no later than 15 days after contract award.

The progress/status report shall include a basic milestone chart for each task order. The chart shall depict the following for each task:

1. Project start date

2. Project completion date

3. Identifying any predetermined interim milestone or other critical dates which must be met.

4. Listing tasks, by phase, in the order in which they might be accomplished.

5. Estimating the personnel necessary to accomplish each task

6. Estimating the personnel available to accomplish each task

7. Determining task dependencies

- Which tasks can be done in parallel

- Which tasks require the completion of other tasks before they can start

8. Project control or review points

1.13 PROGRESS MEETINGS.

The Project Manager shall be responsible for keeping the COTR informed about Contractor progress on task orders awarded under this IDIQ contract, and ensure Contractor activities are aligned with Coast Guard objectives. The Project Manager shall review the status and results of Contractor performance with the COTR on an as required basis.

1.14 GENERAL REPORT REQUIREMENTS.

The Contractor shall provide all written reports in electronic format with read/write capability using applications that are compatible with Coast Guard Standard Image 6.0 (Windows VISTA and Microsoft Office Applications).

1.15 PERFORMANCE REQUIREMENTS SUMMARY.

Task orders issued under this IDIQ contract are anticipated to be performance based. Each performance based task order will include a Performance Requirements Summary (PRS) prepared by the Government that is specific to that task order. In general, the PRS will set forth the expected outcomes (objectives) of the task order, the service(s) required of the contractor to attain the objectives, a performance standard per outcome, and a surveillance method. The PRS is not an exclusive remedy and inclusion of the PRS does not preclude the Government from using any other remedy available by law or contract terms, including reductions in payment in accordance with any clause for inspection of services.

1.16 INTELLECTUAL PROPERTY.

All Contractor developed tools, databases, processes and procedures and other forms of intellectual property first developed under this contract shall be considered Government property.

All documentation, photography, artwork, music, film , video, voice over, or other creative materials and electronic data and information collected by the Contractor and entered into recruitment databases or generated in support of this task order shall be considered Government property, and shall be returned to the Government at the end of the performance period.

HSCG23-11-R-PAE003 Page 13 of 74

1.17 PROTECTION OF INFORMATION.

Contractor’s employees shall not have access to Personal Identification Information (PII).

1.18 SECTION 508 COMPLIANCE.

Section 508 of the Rehabilitation Act, as amended by the Workforce Investment Act of 1998 (P.L. 105-220) requires that when Federal agencies develop, procure, maintain, or use electronic and information technology, they must ensure that it is accessible to people with disabilities. Federal employees and members of the public who have disabilities must have equal access to and use of information and data that is comparable to that enjoyed by non-disabled Federal employees and members of the public.

All Electronic Information Technology (EIT) deliverables within this work statement shall comply with the applicable technical and functional performance criteria of Section 508 unless exempt. Specifically, the following applicable standards have been identified:

36 CFR 1194.21 – Software Applications and Operating Systems, applies to all EIT software applications and operating systems procured or developed under this work statement including but not limited to GOTS and COTS software. In addition, this standard is to be applied to Web-based applications when needed to fulfill the functional performance criteria. This standard also applies to some Web based applications as described within

36 CFR 1194.22.

36 CFR 1194.22 – Web-based Intranet and Internet Information and Applications, applies to all Web-based deliverables, including documentation and reports procured or developed under this work statement. When any Web application uses a dynamic (non-static) interface, embeds custom user control(s), embeds video or multimedia, uses proprietary or technical approaches such as, but not limited to, Flash or Asynchronous JavaScript and XML (AJAX) then “1194.21 Software” standards also apply to fulfill functional performance criteria.

36 CFR 1194.23 – Telecommunications Products, applies to all telecommunications products including end-user interfaces such as telephones and non end-user interfaces such as switches, circuits, etc. that are procured, developed or used by the Federal Government.

36 CFR 1194.24 – Video and Multimedia Products, applies to all video and multimedia products that are procured or developed under this work statement. Any video or multimedia presentation shall also comply with the software standards (1194.21) when the presentation is through the use of a Web or Software application interface having user controls available.

36 CFR 1194.25 – Self Contained, Closed Products, applies to all EIT products such as printers, copiers, fax machines, kiosks, etc. that are procured or developed under this work statement.

36 CFR 1194.26 – Desktop and Portable Computers, applies to all desktop and portable computers, including but not limited to laptops and personal data assistants (PDA) that are procured or developed under this work statement.

36 CFR 1194.31 – Functional Performance Criteria, applies to all EIT deliverables regardless of delivery method. All EIT deliverable shall use technical standards, regardless of technology, to fulfill the functional performance criteria.

36 CFR 1194.41 – Information Documentation and Support, applies to all documents, reports, as well as help and support services. To ensure that documents and reports fulfill the required “1194.31 Functional Performance Criteria”, they shall comply with the technical standard associated with Web-based Intranet and Internet Information and Applications at a minimum. In addition, any help or support provided in this work statement that

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Exceptions for this work statement have been determined by DHS and only the exceptions described herein may be applied. Any request for additional exceptions shall be sent to the COTR and determination will be made in accordance with DHS MD 4010.2. DHS has identified the following exceptions that may apply:

36 CFR 1194.2(b) – (COTS/GOTS products), When procuring a product, each agency shall procure products which comply with the provisions in this part when such products are available in the commercial marketplace or when such products are developed in response to a Government solicitation. Agencies cannot claim a product as a whole is not commercially available because no product in the marketplace meets all the standards. If products are commercially available that meet some, but not all of the standards, the agency must procure the product that best meets the standards.

When applying this standard, all procurements of EIT shall have documentation of market research that identify a list of products or services that first meet the agency business needs, and from that list of products or services, an analysis that the selected product met more of the accessibility requirements than the non-selected products as required by FAR 39.2. Any selection of a product or service that meets less accessibility standards due to a significant difficulty or expense shall only be permitted under an undue burden claim and requires approval from the DHS Office of Accessible Systems and Technology (OAST) in accordance with DHS MD 4010.2.

36 CFR 1194.3(b) – Incidental to Contract, all EIT that is exclusively owned and used by the contractor to fulfill this work statement does not require compliance with Section 508. This exception does not apply to any EIT deliverable, service or item that will be used by any Federal employee(s) or member(s) of the public. This exception only applies to those contractors assigned to fulfill the obligations of this work statement and for the purposes of this requirement, are not considered members of the public.

36 CFR 1194.3(e) - Fundamental Alteration applies to the portions of this work statement where the item requires changes to comply with Section 508 and would render the acquired item useless for its intended purpose. Examples of this exception include but are not limited to items such as live event simulators, and complex graphical user interfaces where the business requirement is to display data onscreen to identify a visual relationship and it is impossible to provide the same information and functionality with text. This exception does not apply to the entire EIT as a whole. For instance, a topographical map (for visual representation consisting of nothing more than information 'requiring' a visual relationship between two or more visual elements that can't be accomplished textually) may qualify for an exception, but the administrative portions and report features of the system would not be exempt. All portions of this work statement are considered not exempt unless explicitly identified by the COTR. The COTR shall be contacted for an itemized list of items that are approved to apply this exception. The DHS Office of Accessible Systems and Technology (OAST) should be consulted prior to applying this standard.

2.0 GOVERNMENT TERMS & DEFINITIONS.

2.1 Advertising Source Code: A four-digit source code that identifies which media motivated the inquiry to respond. Initial source codes are GFI and then added to throughout the contract period. This information is used to determine the effectiveness of various advertising media in motivating response.

2.2 Active Enlisted: The recruiting program for enlisted, full-time service.

2.3 Area of Responsibility Data: Recruiting office addresses, telephone number, and zip codes that correspond to each recruiting office’s geography responsibility.

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2.4 Animatics: Animated commercials for creative communications testing.

2.5 ASVAB: Armed Services Vocational Aptitude Battery.

2.6 Business Reply Card (BRC): A response card included in magazines and direct mail brochures designed to elicit a written request from a potential lead for information about Coast Guard opportunities or features.

2.7 Contracting Officer: Person with the authority to enter into, administer and terminate contracts on behalf of the Government and to make related determinations and findings.

2.8 Contracting Officer’s Technical Representative (COTR): Person designated in writing by a contracting officer to perform liaison between the Contractor and the contracting officer on contract technical matters.

2.9 Dailies: Newspapers that are published at least five times per week.

2.10 Delayed Entry Program (DEP): An enlistment program whereby individuals sign enlistment contracts but have not yet reported for active-duty training or assignment.

2.11 DHRA: Defense Human Resources Activity.

2.12 DHS: Department of Homeland Security.

2.13 DMDC: Defense Manpower Data Center

2.14 DMM: Domestic Mail Manual.

2.15 DMREN: Defense Market Research Executive Notes.

2.16 DOD: Department of Defense.

2.17 Full-Service Advertising Agency: The USCG requires a full-service advertising agency with the proven past performance history and capacity to provide a full range of services as described below.

• Study the CG capabilities & service to understand the competition;

• Analyze both present and potential markets in support of assisting USCG Recruiters to attract potential members;

• Develop, present, produce & deliver creative advertising products and services;

• Know & use America’s media channels, personnel, etc., to convey the Coast Guard message to

USCG’s various audiences;

• Develop, present and evaluate research, creative, & media plans for USCG that focus on assisting the accomplishment of USCG recruiting goals;

• Implement plans developed by designing, writing and illustrating advertising products, preparing them in a form acceptable for production and delivery to the media or USCG directly;

• Verify media proof of performance; billing USCG for services and products provided IAW media insertion orders;

• Cooperate with the USCG’s recruiting sales force to coordinate the sales and advertising aspects of the marketing program.

2.18 GFI: Government Furnished Information.

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2.19 GFM: Government Furnished Materials.

2.20 GPO: Government Printing Office.

2.21 Inquiry: Any incoming communication requesting follow-up information or contact; inquiries can be telephonic, electronic or written.

2.22 IDIQ: Indefinite Delivery Indefinite Quantity.

2.23 Joint Advertising, Market Research, & Studies (JAMRS): The Department of Defense (DOD) office that provides joint advertising and market research support to the military services.

2.24 JRAP: Joint Recruiting Advertising Program

2.25 Lead: Any inquirer who expresses an interest in the CG. Lead information includes name, address, city, zip, telephone number with area code, email address, program of interest (or general information), advertising source code, birth date (month and year), gender, race/ethnicity, citizenship, prior military, high school graduation date and marital status.

2.26 Lettershop Services: The services provided to physically insert Coast Guard literature (letter and brochure) into envelopes, affix labels, and sort mailings to meet U.S. Postal Regulations and to process for U.S. Postal Service delivery.

2.27 Local Advertising: Advertising which is purchased locally. The advertising agency or local Recruiters may purchase this advertising.

2.28 MEPCOM: Military Enlistment Processing Command.

2.29 Merge/Purge: The process of adding and deleting records to an electronic master file based upon the most current information (e.g., address change) or non-desired characteristics (e.g., identification as prisoner).

2.30 NCSA: Non-Commercial Sustaining Announcement.

2.31 OCS: Officer Candidate School.

2.32 Officer Program: The recruiting program for full-time officers, Officer Candidate School (OCS), Direct Commissioning or College Student pre Commissioning Initiative.

2.33 Outdoor or Out-of-Home Advertising: Advertisements that may not be viewed at home, includes but not limited to: various sized billboards, transit ads on Metrorail, buses, bus stops and mobile billboards.

2.34 Recruit Analysis & Tracking System (RATS): A government owned recruiting software system into which lead data is processed through:

a. Makes leads immediately available to recruiters after prospect inquiry to gocoastguard.com website, when input by contracted telemarketing operators responding to inquirer calls 1-877-NOW-USCG or input from BRCs or other advertising sources, and when input directly into the database through File Transfer Process (FTP) and recruiters;

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b. Automatically fills all recruiting forms for various enlisted, officer, active duty and reserve accession programs with information that is entered only once;

c. Incorporates Coast Guard business rules for scheduling applicants for recruit training, managing bonuses and other incentives, and meeting other enlistment requirements.

Provides real time national and Recruiting Office (RO) reports and database query ability on applicant data/status, recruiter production, and advertising lead generation.

2.35 PRS: Performance Requirements Summary

2.36 PSA: Public Service Announcement.

2.37 PWS: Performance Work Statement

2.38 QBRM: Qualified Business Reply Mail

2.39 Reserve Program: The recruiting program for enlisted and officer reservists who serve in the Coast

Guard Reserve.

2.40 RO: Recruiting Office.

2.41 Transit: Advertising on, or associated with, mass transportation vehicles (i.e., busses, metros, trains, airplanes).

2.42 TRU: Teenage Research Unlimited.

3.0 GOVERNMENT FURNISHED PROPERTY AND INFORMATION.

Government furnished property or information will be specified in each task order awarded under this IDIQ contract.

3.1 Born Ready campaign research, creative strategy, print, digital, and visual campaign products. Born Ready is a Coast Guard recruiting advertising campaign consisting of video and audio materials first developed in 2009.

4.0 CONTRACTOR FURNISHED PROPERTY.

The Contractor shall furnish all facilities, materials, equipment and services necessary to fulfill the requirements of task orders awarded under this IDIQ contract, except for the Government Furnished Property specified in this work statement and each task order awarded under this IDIQ contract.

5.0 REQUIREMENTS.

5.1 Account Management. The Contractor shall provide account management services to include but not be limited to: advertising planning, scheduling, training and facilitating; administrative and logistic coordination;

technical support; convention and meeting support; coordinating with the Department of Homeland Security (DHS) and Department of Defense (DOD) agencies: Defense Human Resource Agency (DHRA), Defense Manpower Data Center (DMDC), and Joint Advertising, Market Research, & Studies (JAMRS).

5.1.1 The Contractor shall coordinate with the COTR to ensure proper planning and execution of advertising initiatives. Government representatives will be designated by the COTR to coordinate Contractor visits to military installations.

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5.1.2 The Contractor shall plan, coordinate and execute task order activities to include, but not be limited to:

facilitate meetings, develop project plans and schedules, coordinate logistics, measure and report task order progress/results.

5.1.3 The Contractor shall develop, produce and present advertising and marketing training, briefings, presentation and promotional material, conferences, workshops, seminars and classes for Coast Guard personnel. Presentation materials shall include, but are not limited to, PowerPoint or slide presentations, course lesson plans, instructor guides, handouts and class critique. Contractor shall also coordinate administrative support for the above and secure appropriate guest speakers for events.

5.1.4 The Contractor shall be responsible for all creative development “on location projects” to include but not be limited to: photography, film, music and voice over assignments. Government representatives will accompany Contractor personnel for “on location projects” to provide technical assistance, coordination and government review and approval.

5.1.5 The Contractor shall interface and work cooperatively with the commercial advertising agency of record (and its subcontractors, as applicable) for JAMRS and any advertising agency of record within DHS.

5.1.6 The Contractor shall interface and work cooperatively with DHS and DOD agencies: DHRA, DMDC and

JAMRS.

5.1.7 The Contractor shall oversee the integration and coordination of advertising source code data.

5.1.8 The Contractor shall provide planning, marketing, database management, analysis and evaluation of Coast Guard Public Service Advertising (PSA) marketing efforts. The contractor shall develop plans, procedures and ideas for obtaining PSA support on TV and radio, newspapers, magazines and other media.

5.2 Marketing Research, Planning, and Analysis. The Contractor shall provide/develop/conduct or coordinate: the research and analyses of market and advertising data; target audience psychographics and demographics analysis; target audience strategies; and creative and communications research.

5.2.1 The Contractor shall develop Advertising Plans that support Coast Guard marketing objectives and accession goals. Strategies and tactics shall be recommended to generate leads and build Coast Guard awareness.

5.2.1.2 Advertising Plans shall include the following sections: market analysis; brand positioning statement and creative objectives; overview of the Coast Guard recruiting mission, goals and challenges, with justified strategies and tactics to meet those goals and challenges in the most cost-effective manner; status review of the achievement of previous goals and objectives; recommended media plan allocation; and proposed projects.

5.2.2 The Contractor shall provide continuous evaluation of Coast Guard marketing and advertising objectives and strategies as required in the Task Orders.

5.2.3 The Contractor shall develop and implement innovative marketing and advertising strategies to recruit the following: selected target audiences, including non-prior service and prior service active duty and reserve prospects, women, racial and ethnic groups; and centers of influence (not limited to educators, parents, clergy), current and former Coast Guard members, and Coast Guard Auxiliarists.

5.2.4 The Contractor shall provide marketing strategies that communicate effectively to 17-39 year old men and women in various racial and ethnic audiences, including African Americans, Hispanics, Asian/Pacific Islanders, American Indians/Alaskan Natives and Caucasians. Targeting may vary depending on the program objectives.

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5.2.5 The Contractor shall provide marketing and advertising technical support concerning recruiting and advertising programs at the national and local recruiting office level.

5.2.6 The Contractor shall coordinate and conduct research to measure advertising and marketing effectiveness.

The following types of tasks are required:

5.2.6.1 The Contractor shall review and analyze government-furnished market and advertising research data (e.g., Youth, Adult, & Influencer Polls, Advertising Tracking Studies, Yankelovich, Roper, and Teenage Research Unlimited (TRU) information sources, Defense Market Research Executive Notes (DMREN) website, Nielson Claritas segmentation data (Consumer Point software), and other JAMRS research products).

5.2.6.2 The Contractor shall review and analyze prospect “joiner” and “rejecter” attitudes demonstrated in the USCG’s pre training recruit survey.

5.2.6.3 The Contractor shall review, analyze and research on target group demographics and behaviors (e.g., media habits, market size and opportunity studies).

5.2.6.4 The Contractor shall evaluate advertising services performed with regard to effectiveness and cost efficiency of both image- and lead-generating media, and the effectiveness of lead processing and conversion by recruiters.

5.2.6.5 The Contractor shall coordinate and conduct media research and tracking to determine the effectiveness of current/on-going Image Advertising initiatives and resource allocations including establishment of a media research, tracking, analysis and reporting system to monitor and evaluate Public Service Announcement (PSA) television and radio airings and advertising performance/ratings through JAMARS and syndicated sources.

5.2.6.6 The Contractor shall…