Attachment I Marketing SOW 13 APR 09 .docx

STATEMENT OF WORK

Request for Higher Education Marketing and Communication Services U. S. Coast Guard Academy Admissions Division

A.1 GENERAL

A.1.1 Introduction: The United States Coast Guard Academy in New London, Connecticut is seeking to retain a higher education marketing and communication firm or firms experienced in student recruitment, web development, admissions processes, marketing, recruitment and sales training, image branding and advertising. This firm should have an established record of success with selective colleges and universities, and bring a wide range of experience with “best practices” in the student recruitment field. Creativity, innovation, and responsiveness are important attributes this firm or firms should embrace. The firm(s) should be willing to subcontract job orders outside its traditional area of expertise to firms or individuals with the necessary skill and experience. Consultation services should be readily available throughout the period of the contract.

A.1.2 Background:

A.1.2.1 The U.S. Coast Guard Academy is the Coast Guard’s leadership center of excellence, site of the Service Academy, the Leadership and Development Center, and the Coast Guard Cutter EAGLE, America’s tall-sail training ship. This work statement concerns the Service Academy Admissions Division. The Admissions Division is charged with identifying, recruiting, and enrolling cadets to attend, matriculate, and graduate from the Service Academy.

A.1.2.2 The Service Academy is one of five military federally funded service academies. Cadets graduate with commissions as Ensigns in the Coast Guard and a Bachelor of Science degree, obligated to serve for at least five years in the Coast Guard. The officers comprise approximately 35% of the Service’s officer corps, and 90% of the Service’s technically educated officers.

A.1.2.3 The Coast Guard Academy is located in New London, Connecticut and includes approximately 950 cadets and 105 faculty members. Admission to the Coast Guard Academy is selective and requires that students complete a comprehensive application process (see www.uscga.edu for details). Unlike other service academies, the Coast Guard Academy (Academy) does not require Congressional nominations for its applicants. The selection process is similar to traditional colleges.

A.1.2.4 The Academy is accredited by the New England Association of Schools and Colleges (NEASC). The Academy’s four engineering majors (Naval Architecture and Marine Engineering, Civil Engineering, Electrical Engineering, and Mechanical Engineering) are accredited by the Engineering Accreditation Commission of the Accreditation Board for Engineering and Technology (ABET). The management school has been accredited by the American Association of Colleges and Schools of Business (AACSB). Remaining majors include Government, Operations Research, and Marine and Environmental Science.

A.1.2.5 The Academy’s ability to recruit and retain students of color has been consistently poor for several years. Only 14% of the cadet corps consists of underrepresented cadets. The Coast Guard has set a high priority on diversifying its officer corps, but the Academy is statutorily prohibited from considering race as a factor in admission decisions. Developing recruiting strategies that attract more underrepresented students to apply, accept their appointments, and major in technical subjects is a top priority.

A.1.3 Situational Analysis

A.1.3.1 The U. S. Coast Guard Academy enjoys distinction as one of the most selective undergraduate institutions in the country, attracting a talented, well-rounded student body for years. Because tuition is federally funded, and the student body is small, the Academy has never lacked for applicants; however, with only 1400 “completers” per year we don’t take the pool for granted. Capital investment in sound recruiting and marketing strategies over the last six years has begun to improve. Support systems in Admissions for recruiting, marketing, information management and staffing have improved but issues persist. Specific issues include:

a. Branding and recruiting messages: Our branding position is continually evolving. Comprehensive assessment has been done and new materials have been created to communicate powerfully with students, parents, staff, faculty, and volunteers.

b. Web presence: In 2002 and again in 2006, the Academy overhauled and updated its web site, www.uscga.edu, addressing prospective students concerns about navigability and access. The site now lacks energy and the “wow factor” one would expect. Numerous opportunities exist to take better advantage of the web site, with skilled advice and technical support.

c. Prospect management: During the summer of 2003, Admissions acquired a software program, establishing the Academy’s first prospect management system. Integrating this system with communication strategies, emerging branding messages, the web site, and new print collateral is a priority.

d. Professional skill of the admissions staff: Many of the non-clerical positions within the Admissions Division are held by active duty personnel who normally rotate out of the Division every three to four years. All active duty personnel have no prior experience in recruiting. Turnover among active duty admissions officers will remain high, demanding a fast, effective training program, and regular access to a recruiting and communication firm that can help develop effective recruitment strategies.

B.1 SCOPE OF WORK

B.1.1 The Academy seeks a long term relationship with a full-service recruitment and communication firm(s) that can help the Academy achieve significantly better performance at the front end of the admissions funnel, at the same time preserving its enviable position as a “college of first choice.”

B.1.2 The Contractor shall provide necessary management, supervision, personnel labor, material and equipment (except for Government furnished items) and consultative services required to recommend, plan, create, design, produce, place, evaluate, and assess the effectiveness of Coast Guard Academy recruiting, marketing, and communication initiatives to the Academy’s prospect and applicant pools and their parents.

B.1.3 The Contractor shall employ best practices to develop highly competitive recruiting messages, and integrate them across the spectrum of recruiting programs, materials, and audiences employed by the Academy, including but not limited to the Academy’s web site, search and direct mail campaigns, prospect management systems, promotional materials, visitation program; and the faculty, admissions personnel, Athletic Division and volunteers involved in recruiting.

B.1.4 The Contractor shall be able to assess the Academy’s web site against its enrollment goals and competition, and employ best practices as well as emerging technologies to achieve a powerful web and internet presence.

B.1.5 The Contractor shall be able to employ all available media formats, including, but not limited to, print material (view books, brochures, posters, postcards, search pieces, etc), digital media, interactive CD-ROM, DVD and photography.

B.1.6 The Contractor shall be able to design, place and evaluate effectiveness of advertisements in relevant media including print magazines, college handbooks, web sites, newspapers, TV, and radio.

B.1.7 The Contractor shall provide training new Admissions staff members and members of the Athletic Division staff.

C.1. CONTRACT REQUIREMENTS

C.1.1. The contractor shall furnish the necessary qualified personnel, materials, facilities, and services to provide education marketing and communication services specializing in student recruitment, web development, admissions processes, marketing, recruitment and sales training, image branding and advertising. References to “the Government” in this SOW shall be interpreted to mean an authorized Government representative as designated by the Contracting Officer.

C.1.2. Program Management: The Contractor shall provide the planning, direction, and control necessary to accomplish all requirements set forth in this contract. The Contractor shall determine and establish the project organization to provide the overall management of the contract work. The Contractor shall designate personnel responsible for contract cost, schedule, and technical matters. In addition, the Contractor shall participate in bi-annual program management review meetings and produce any documentation necessary to keep the Government informed of the status of all tasks.

C.1.3. Staffing and Sub-contracting: The Contractor shall develop and submit a staffing and teaming arrangement and/or sub-contracting plan as part of their proposal to describe and quantify their proposed management and sub-contract organizations. The staffing plan shall address proposed labor categories, skill levels, and estimated number of hours per category to meet program management requirements. If teaming arrangements and/or subcontracting is proposed as a key component in the technical approach, the Contractor shall identify teaming partners and key sub-contractors and discuss the general process the prime contractor will utilize to manage the teaming partner and/or sub-contractor network including qualifications and performance.

D.1 PERSONNEL

D.1.1 Management Supervisor/Project Manager: The contractor shall provide a Management Supervisor (MS) who shall be responsible for all work performed under this contract and shall be a single point of contact for the Contracting Officer (KO) and Contracting Officer Technical Representative (COTR). A resume of the person proposed for this position shall accompany the contractor’s proposal. A resume of any alternate(s) who shall act for the Contractor when the Management Supervisor/Project Manager is absent shall also be submitted with the proposal. During any absence of the MS, only one alternate shall serve as the Government contact point. The MS, and any designated alternate, shall have full authority to act on behalf of the Contractor on all contract matters relating to the daily performance of this contract. The MS and all designated alternates shall be able to read, write, speak and understand English fluently.

D.1.2 Management Supervisor Availability: The MS, or designated alternate, shall be available during normal working hours (0800-1630) for any emergency matters for discussion and resolution of problem areas. Unless otherwise stipulated at the time of notification by the COTR, all matters shall be considered routine.

D.1.3 Other Personnel: The Contractor shall provide personnel qualified to perform all contract work and services within specified time frames cited by individual task orders. This requirement shall apply regardless of past historical records, estimated personnel required, or minimum levels established in this work statement.

D.1.4 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. The Contractor shall not employ on a part or full time basis an employee of the Coast Guard, uniformed or civilian, unless the Coast Guard has officially approved that employment.

E.1 QUALITY CONTROL

E.1.1 Quality Control Plan: The Contractor shall establish and maintain a written Quality Control Plan shall include process documentation, measurement, self-assessment, and customer satisfaction components. Potential contractors shall provide an overview and basic approach to implementing their quality program as part of their proposal. Following contract award, the successful contractor shall develop and submit a formal Quality Assurance (QA) plan within 60 calendar days following contract award. The plan shall address the Contractor’s general approach, processes and policies pertaining to contract performance, procedures, organization, training, documentation and methods for accomplishing corrective actions. The plan shall also specifically address the interface to and management of any sub-contractors to be utilized during the contract life. The plan shall address how the performance, cost and invoicing and level of service quality provided by the contractor(s) are incorporated into the overall QA plan.

E.1.2 Government Quality Assurance: The Contractor shall perform all necessary corrective actions to cure any performance defects discovered by the Government in the course of monitoring of contract performance. When an observed defect is other than minor, or when on-the-spot corrective action as to the cause cannot be taken, the Government will use a Contract Deficiency Report (CDR) to advise the Contractor of the problem and required Contractor response on corrective action.

E.1.3 Performance Evaluation Meetings: The MS shall meet at least every other month, on-site, with the Technical Advisor (TA) during the duration of the contract to discuss any task orders, strategy plans, performance problems and review Contractor corrective actions. On-site meetings also will be held, if requested by the Contractor, whenever a task order is issued.

F.1 DEFINITIONS

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

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

Technical Advisor (TA): Person designated as the primary point of contact for all things related to the creative process and execution of the Task Orders.

Task Order: A document that states work to be done, deadlines, deliverables, and quality control requirements.

G.1 GOVERNMENT-FURNISHED CONSUMABLES/INFORMATION/SUPPORT

G.1.1 General: It is anticipated the Academy will provide, annually, at no cost to the Contractor, the below annotated consumables, information and support necessary to complete IDIQ or BPA contract related work. However, there will be special projects requiring Contractor provided consumables, information and support.

G.1.2 Government Furnished Consumables

Description

(1) Coast Guard Academy Envelopes

(2) Coast Guard Academy Admissions Letterhead

(3) Coast Guard Academy View Books & Brochures

(4) Coast Guard Academy Business Reply Cards

(5) Coast Guard Academy Information CD-ROM

(6) Coast Guard Academy Recruiting Program information

(7) Access to Coast Guard Academy Admissions image gallery

G.1.3 Government Furnished Information

(1) Market Research Studies, 2005 & 2009

(2) USCGA Female Cadet Survey, 2006

(3) Academy Strategic Plan, 2009

(4) Academy Web Site Assessment, 2009

(5) Admissions Recruitment and campaign plans

(6) Current list of source providers

(7) Admissions Statistics

(8) U.S. Coast Guard Academy Visual Identity Guide

(9) Government Printing Office Agency Procedural Handbook (GPO Publication 305.1)

G.1.4 Government Furnished Support

(1) Access to the Coast Guard Academy Internet website (www.uscga.edu) and existing databases/user interfaces.

G.1.5 Contractor Furnished Items: The Contractor shall furnish everything required to perform this contract except for the Government furnished consumables/information/support listed above.

H.1 SPECIFIC TASKS: As detailed under individual task orders to be issued under an IDIQ contract, the Contractor shall be able to perform any of the following specific tasks.

H.1.1 Account Management Services: The Contractor shall provide the following account services.

● Through the Management Supervisor (MS), the Contractor shall manage the Coast Guard Academy’s account activities to include detailed financial, accounting, and inventory records. The MS shall have oversight responsibilities and shall be the contact point within the Contractor’s organization for the Coast Guard Academy Admissions Division.

● The Contractor shall coordinate all tasks as specified in Tasks Orders issued under the contract.

● The Contractor shall maintain a liaison with the TA to ensure proper planning and execution of recruiting, communication, and marketing initiatives. Admissions staff will be designated by the TA to conduct the liaison and coordination required when Contractor employees visit the Academy in performance of the contract.

● Upon request from the COTR, the Contractor shall have his/her representative present when materials are submitted to the Government Printing Office to ensure printing specifications, and assist in resolving any problems that may develop. Any materials produced by the Contractor for subcontracting use on any marketing, recruiting, or communication project must be coordinated in advance with the subcontractor in order to ensure the materials meet the specifications suitable for use by the subcontractor. Upon completion materials shall be properly labeled (i.e., dated, short description, etc.), packed according to standard commercial practices, and shipped per task order instructions.

H.1.2 Orientation: In order to gain a deeper understanding and insight into the Coast Guard Academy, the Contractor may be required to establish a periodic on-campus presence.

H.1.3 Planning and Market Development:

· The Contractor shall develop and submit an annual Marketing and Communication Plan at a mutually agreeable time between October and January prior to the next admissions cycle. The Plan shall review and assess the marketing, and communication programs at the Academy; clarify the most marketable features of the Academy, integrate these into promotional activities and marketing communications programs to build inquiries, improve conversion, and strengthen brand recognition in support of enrollment goals. The content of this Plan will be defined by Task Order and may include but is not limited to the items listed in B.1.3 to B.1.6 above and this section.

· The Annual Marketing and Communication Plan shall:

· Be segmented by target audience and primary/secondary/tertiary market

· Be supportable by existing info technology systems in Admissions

· Specify marketing and recruiting activities and communication strategies relative to each segment and market

· Include an implementation schedule and budget

· Estimate expected return by relevant, measurable criteria (for example, number of inquiries generated)

· The Contractor shall provide on-going service, counsel and evaluation of Coast Guard Academy marketing, and communication programs and projects that are the subjects of Task Order.

H.1.4 Research:

· The Contractor shall conduct market research and environmental scanning to help the Academy understand

· Demographic trends affecting recruitment

· External threats and opportunities

· The Academy brand and how it is perceived by college-bound students, parents, alumni, guidance counselors, and service personnel

· The Academy’s competitive presence in the marketplace

· The Contractor shall identify the unique and marketable features of the U. S. Coast Guard Academy that will improve its competitive position against the other federal service academies and public/private competitors. The Contractor will recommend a recognizable, competitive, consistent message and integrate this theme in all promotional and recruiting materials and activities.

H.1.5 Internet Presence: As a highly selective college that graduates mostly technical majors, the quality, accessibility, and competitiveness of the Academy’s web site is essential to attract the best applicants. With a relatively small Admissions staff that recruits nationally against larger and more publicly visible service academies, the Academy’s internet presence is one of the single best methods to extend our visibility and reach. An exceptionally strong and compelling web site, backed by a well developed web presence on college search and scholarship web sites is essential to build inquiries and reach the best students. The Contractor shall help the Academy establish a competitive internet presence through:

● Assessing the Academy’s web presence and visibility against the needs of its stakeholders and the benchmark of the best competitor sites.

● Drafting a Web Development Strategy with emphasis on identifying and implementing opportunities to improve web site design to customer needs and to support strategic enrollment priorities.

● Utilizing leading communication and web site technologies to enhance the user experience and recruitment outcomes.

● Managing web site marketing through search engine optimization, banner advertising, pay per click/lead promotion, vendor and affiliate links and direct marketing.

● Creating secure online applications which allow the students to start, save, modify and then submit their application online. The student must also be able to review the complete status of their application (including such items as supplemental forms received)

● Displaying the student’s application information

· Allowing students to update their contact information and interest online

· Allowing students to learn about and register for on campus recruitment events

· Allowing students to enter their athletic interests and athletic achievements

· Providing students with a unique interactive experience based on the individual characteristics of his/her student profile (i.e. interest in sports, clubs, academic programs, etc).

· Developing a design and style guidelines to be used within the Ektron Content Management system

· Providing volunteers a web site to learn about the Academy Admissions Partner Program and register

· Providing volunteers secure access to a Partner Portal where they may complete an online test and then access information (documents, other Partner contact information, student information, submit applicant interview and event summaries, learn about and register for events in their local area, H.1.6 Admissions Web Interface: The USCGA seeks to provide prospective students with access to program information and enrollment processes immediately at the student’s point of interest at www.uscga.edu. A web interface to access student entered information and program registration/administration shall be developed. The Contractor will provide a web interface that:

● Manages all elements of the application for the admissions process and summer program for HS juniors. The Contractor will develop and host the application for admission, the summer programand each of its supplemental forms. The web interface must allow admissions staff to access and administer the online applications submitted for enrollment and the summer program. Application data must be transferable to the Academy enterprise system, ACADIS, on a scheduled basis each day. Information must also be passed to the data management enrollment software, currently College Board’s Recruitment PLUS.

· Allows admissions staff to create, post and administer registration for on campus recruitment events. Based on user provided information, the system will generate automated acknowledgements, event information, reminders and thank you responses based on event results.

· Has the capability for a programmable electronic communication flow based on multiple variables including student type, enrollment status, entry term, event registration and student interests. The email system should follow all modern conventions and legal requirements including an opt out process. The system should be able to create and store HTML templates for emails, newsletters, reminder cards, etc.

· Includes a detailed reporting feature that allows admissions staff to track opened mails, click throughs, bounce backs, event registration information, enrollment status and profile information.

● Provides admissions staff and athletic staff secure online access to sports information submitted by students

● Provides admissions staff secure online access to Partner registration information and contact management

● Allows admissions staff to develop and modify the online training module for Partners

● Provides admissions staff secure online access to post events and manage registration of events attended by partners (i.e. college fairs). Provides staff to access online and print event and interview summaries submiotted by Partners

● Provides admissions staff to post to the Partner Portal documents and links through a secure online interface

H.1.7 Print Development and Production: The Contractor shall design promotional materials including view books, booklets, folders, brochures, posters, countertop displays, desktop and wall calendars, as defined by Task Order. Tasks may include, but are not limited to, the following.

· Gathering data for the content of each particular item.

· Differentiating this institution and communicating the correct recruiting or promotional message to an identified audience by developing a comprehensive print communication plan. This plan may include publication design, copy, booth-displays, photography, and production.

· Developing and presenting at least (3) design and layout proposals for review by the TA.

· Writing copy consistent with the Academy’s visual identity guide, producing or selecting photographs or artwork.

· Providing creative development, production, and placement of print advertising materials in selected periodicals (e.g., popular magazines directed at college bound students, trade and other specialized publications, specialized or magnet schools institutional brochures, etc.).

· Development and production may include, but is not limited to, typography, copy, conceptual work, rough and comprehensive layouts, camera and still photographic services, retouching, conversions, resizing, engraving, graphics, film processing, mechanicals and computer disks.

· Preparing print materials in accordance with GPO paper stock and weight requirements.

H.1.8 Photography: The Contractor shall produce still photography and videography on-location, in tabletop settings, or studio. This tasking may generally include, but is not limited to the following requirements:

· Developing illustrative or artwork material for print material.

· Updating images to reflect uniform and equipment changes.

· A shot list of the photographs required with location, project milestones and schedule. Timing and selection of locations will be approved by the TA.

· Schedule with the TA and Academy personnel to ensure that necessary persons, equipment, and resources are properly notified and coordinated beforehand.

· Recommendation/selection of photographer and submissions of bids for approval.

· Coordinating travel and lodging arrangements.

· Prepare camera-ready print material.

· All photographs coordinated by the Contractor for Coast Guard Academy use will be “copyright free” and owned by the Coast Guard for its use.

H.1.9 Lead Generation and Fulfillment: The Contractor shall generate inquiries through creative development, production, and execution of direct mail campaigns, electronic lead sources, and advertisements. Included in these tasks are the following:

● Lead Generation:

· Assess and recommend best sources of electronic leads. Develop, plan, and place Academy information, micro sites, links, land pages, banners, and ads as directed by the TA.

· Recommend effective criteria sets (e.g., minimum standardized test scores, minimum GPA, minimum HS rank, extra curricular activities, choice of major, ethnicity, gender, etc.), and name-list vendors to generate qualified leads; manage annual name-buys in support of direct mail campaigns.

· Oversee the purchase of name-buy mailing lists. Merge/purge and de-dupe these lists to ensure duplication is held to a minimum.

· Develop, plan, and conduct direct mail campaigns to meet enrollment goals. Mail recipients may include high school students (freshman, sophomore, and juniors), parents, Alumni, guidance counselors, principals, community leaders, and professional associations.

· Creative development for direct mail campaigns. Final printing pieces shall be delivered to a direct mail house arranged by the Contractor.

· Perform creative development, production, and execution of direct mail campaigns in two phases: (1) Creative design, mechanical and art preparation, which may include a test package; and (2) finalized production of the mailing packages, printing material, and mailings.

· Develop integrated non-responders strategies to improve return.

· Printing shall be accomplished through the GPO per applicable Government regulations, following review and acceptance by the Coast Guard Academy.

· Provide the Coast Guard Academy with computer-generated reports to efficiently review the Direct Mail Program. Reporting data must include certification of mailing dates, postal costs, and discounts received.

· Provide an annual search campaign analysis report, which assesses the results of each campaign relative to the previous year.

I.1 ANTICIPATED DELIVERABLES:

I.1.1 The specific deliverables and delivery schedule will be addressed in each Task Order.

I.2 Deliverables:

● Within 90 days, the Contractor shall submit a report with recommendations regarding integration of all current databases and enrollment functionality for improved efficiency. The Contractor shall make recommendations for a phased approach of any changes recommended as well as associated costs of such integration.

● Within 90 days of contract award, the Contractor shall submit a report based upon the review of the current Marketing and Communications Plan.

● Consultation services

● Within 60 days of contract award, the Contractor shall submit a Quality Assurance Plan

● Performance evaluation meetings and reports( bi-monthly unless the Government determines a meeting is not required)

I.3 Monthly Status Report: This report shall cover all task orders issued and address the following:

· Status Report and summary of progress for all active Task Orders.

· Status of billings on all existing Task Orders, to include order number, order, title, amounts obligated and billed for labor and materials, and billing dates.

· Unanticipated technical or management problems of significance.

· Summary of important meetings, briefings, trips, and conferences during the month and those planned for future.

· Problems anticipated in future reporting periods.

· Budget Utilization Report or Spend Plan detailing expenditures of funds allocated to the contract for the fiscal year.

I.4 Deliveries or Performance:

· Each Task Order shall specify period of performance.

· All deliverables required by specific Contract Line Items under each task order shall be shipped FOB Destination, to the U.S. Coast Guard Academy, New London, CT, consigned to:

Director of Admissions U.S. Coast Guard Academy 31 Mohegan Ave.

New London, CT 06320-8103 Att: Name and Rank of Contracting Officer’s Technical Representative

· Each Task Order shall specify the place of performance.

ATTACHMENT I / STATEMENT OF WORK