SOW_E-Verify_P00001.pdf

Statement of Work

Public Education and Outreach Services

1. TITLE OF PROJECT

Public Education and Outreach Services for the Department of Homeland Security (DHS), U.S.

Citizenship and Immigration Services (USCIS), Immigration Records and Identity Services

(IRIS), Verification Division (VER), E-Verify and Systematic Alien Verification for

Entitlements (SAVE) programs.

2. BACKGROUND

E-Verify is a free, web-based system, operated in partnership by USCIS and the Social Security

Administration (SSA), that allows participating employers to electronically verify employment eligibility of their employees. E-Verify was created in response to the Illegal Immigration

Reform and Immigrant Responsibility Act of 1996 (P.L. 104-208).

For most employers, the E-Verify program is voluntary. Over the past several years, the use of

E-Verify has become mandatory in some states for specified public and/or private sector employers and, as of September 8, 2009, the federal government requires certain federal contractors to use E-Verify.

Form I-9, Employment Eligibility Verification, is used in conjunction with the E-Verify system to verify the identity and employment authorization of individuals hired for employment in the

U.S. Form I-9 is a requirement from the Immigration Reform and Control Act of 1986 (IRCA), Public Law 99-603; and all U.S. employers must ensure proper completion of Form I-9 for each individual they hire for employment in the U.S. IRCA prohibits employers from hiring and employing individuals who are not authorized or eligible to work in the U.S.

The myE-Verify program is a free, web-based service that allows individuals (job seekers) to protect their employment identity, confirm employment eligibility, monitor when and where personal information has been used in E-Verify, and track case status.

The SAVE Program is also administered by USCIS and provides a fast, secure and efficient fee-based service for federal, state and local benefit-granting agencies to verify a benefit applicant’s immigration status or naturalized/derived citizenship. SAVE is dedicated to providing program support and customer service to participating agencies and their benefit applicants.

SAVE CaseCheck is a free service for benefit applicants who have a pending immigration status verification case with a benefit-granting agency. CaseCheck allows benefit applicants to follow the progress of their SAVE verification case online.

Currently, the USCIS component IRIS/VER educates a wide range of parties interested in the E-

Verify and SAVE programs, including employers, employees, advocacy organizations, human resource professionals, businesses, job seekers, and benefit-granting agencies and their benefit applicants. This education is accomplished through presentations at conferences, forums, state and local government offices, congressional offices, press materials, E-Verify and SAVE websites, uscis.gov, webinars, multimedia, social media, and other channels. In addition, IRIS/VER has placed online, print, radio, and/or TV advertisements to promote E-Verify and

SAVE.

3. OBJECTIVES

The objectives of this SOW are to:

Increase employer enrollment in the E-Verify program through education and outreach.

Promote consistent and proper use of Form I-9, E-Verify and SAVE.

Educate job seekers and employees about myE-Verify and their rights regarding Form I-9 and E-Verify.

Promote awareness of the SAVE program to eligible prospective user agencies, benefit applicants, and external stakeholders.

Increase registrations of prospective federal, state, and local benefit-granting agencies that are eligible to use SAVE.

Increase SAVE benefit applicants’ knowledge of their role in the SAVE verification process, and how to correct their records.

Create new and expand existing online resources for employees, employers (E-Verify) benefit granting agencies and applicants (SAVE) and other key stakeholders.

Measure the effectiveness of major outreach efforts. This includes but is not limited to live events and webinars, targeted campaigns for specific stakeholders or industries, and use of social media.

4. SPECIFIC TASKS

This section outlines the tasks that the contractor shall perform along with a breakdown of each outlined tasks.

The tasks are as follows:

4.1 Develop and execute a Project Management Plan (PMP)

4.2 Develop and execute an E-Verify and SAVE Marketing Plan consisting of the following:

4.2.1 Employee education and outreach campaign (E-Verify only)

4.2.2 Employer education campaign (E-Verify only)

4.2.3 Agency and Benefit Applicant Education campaign (SAVE only)

4.2.4 Media plan

4.2.5 Social media strategic plan and campaign

4.2.6 Website improvements and enhancements

4.3 Develop E-Verify and SAVE performance metrics platform

4.4 Develop advertising, promotional, public relations and other related materials

4.4.1 Design

4.4.2 Production of materials

4.5 Execute special projects

4.1. PROJECT MANAGEMENT PLAN (PMP)

The contractor shall submit a PMP that governs how the contractor manages, executes, and controls the project.

The PMP shall include:

Marketing Strategy: communications and proposed initiatives for a marketing plan

Plan for establishing and tracking actual costs, monitoring results against original cost baselines, and tracking any changes to the baseline.

Timelines and milestones for implementing proposed initiatives.

4.2. E-VERIFY AND SAVE

The contractor shall plan, develop and implement initiatives to assist IRIS/VER in managing a nationwide and targeted (by state, industry etc) public education and outreach effort that will present Form I-9, E-Verify, myE-Verify, SAVE, and SAVE CaseCheck to a large and diverse audience. The contractor shall update the plan as frequently as the contracting officer’s representative (COR) requests.

4.2.1. EMPLOYEE EDUCATION AND OUTREACH CAMPAIGN (E-Verify

Only)

The contractor shall develop an education campaign aimed at employees and jobseekers.

This will be a both national and targeted (by employer size or industry for example) campaign designed to reach employees and job seekers with information on such topics as their rights as employees of E-Verify employers, what alternatives they have with respect to data mismatches in the system, and redress procedures as well as the USCIS services available to them through myE-Verify.

The campaign shall include various media including print, audio, and web resources. The campaign will:

Educate employees and jobseekers about their rights and responsibilities under E-

Verify.

Assist Verification in developing a coordinated approach with internal USCIS stakeholders, such as the Offices of Communication and Public Engagement, and

USCIS field offices, to ensure these public facing offices accurately explain the E-

Verify program and the rights of those employed by E-Verify employers.

Assist E-Verify public outreach programs in implementing timely public and media relations activities based on newsworthy events related to E-Verify.

Leverage evolving internet and social media avenues to distribute information and promote information exchanges.

Develop and capture metrics to gauge effectiveness of these efforts.

4.2.2. EMPLOYER PARTICIPATION AND RESPONSIBILITIES CAMPAIGN

(E-Verify Only)

The contractor shall develop an employer education campaign and provide an execution strategy that targets segments of the U.S. employer base. The objectives of this campaign are:

Increase employer participation in E-Verify through increased awareness, understanding, and engagement.

Increase the number of new employers by promoting the benefits of participation in E-

Verify.

Increase employers’ understanding of E-Verify and their responsibilities regarding compliance and employee rights.

Identify target industry, company, and employer segments across the United States for a specific employer outreach.

4.2.3. AGENCIES AND BENEFIT APPLICANTS EDUCATION CAMPAIGN

(SAVE ONLY)

The contractor shall develop and execute a SAVE education and outreach plan.

The objectives of this plan are:

Expand educational efforts to federal, state, and local agencies eligible to participate in the SAVE Program.

Increase benefit applicants’ knowledge of their role in the SAVE verification process, best practices for a smooth immigration benefit verification, and how to correct their records.

Enhance existing SAVE website and promote awareness of SAVE through the website.

Develop/improve use of social media to promote SAVE, and track performance metrics for all website and social media activity.

4.2.4. MEDIA PLAN

The contractor shall provide a media plan for E-Verify and SAVE. The plan shall incorporate a multi-channel, multi-lingual media approach.

The plan shall provide proposed media buys, including online and traditional media recommendations that are designed to strategically reach targeted market segments.

The media plan shall be adjusted and approved by the COR to ensure keeping with

USCIS and DHS messaging strategies (this information will be provided after award).

4.2.4.1 MEDIA BUYS

The media plan shall include a process for controlled media buys that target employers and employees (for E-Verify) and benefit granting agencies and applicants (for SAVE)

Evidence of price competition (or other basis for selection) and fair and reasonableness of the prices must be provided to the COR. Media Buys and

Materials are Materials, as that term is defined in paragraph (e)(1)(iii) of the clause at FAR 52.212-4 with its Alternate I. Reimbursement will be at cost, with no mark-ups or indirect charges. Because prior Government approval is required for all purchases, and purchases will be at Government direction, the Government sets the ceiling price for each sub-CLIN as a Not-to-Exceed (NTE) amount.

4.2.5 SOCIAL MEDIA CAMPAIGN

The contractor shall develop a social media campaign for E-Verify and SAVE that focuses on optimizing different social media platforms available to the federal government. These platforms include: agency public website, Facebook, Twitter, IdeaScale, and LinkedIn.

4.2.6 WEBSITE IMPROVEMENTS AND ENHANCEMENTS

The contractor shall work with USCIS on various website improvements and enhancements. The contractor shall provide recommendations to the government on the current E-Verify and SAVE websites. Website improvements and enhancements may include assistance in design and development of web content, creative content, multimedia, specialized coding, and other feasible improvements that provide useful, informative, and relevant information about SAVE and E-Verify.

4.3. PERFORMANCE METRICS

The contractor shall develop metrics for measuring the efficacy of the E-Verify and SAVE marketing efforts. Metrics shall be mapped to the objectives of each campaign’s and project’s goals.

Metrics shall include:

Monitoring results of outreach engagement and website activities me to determine which are most successful, and eliminate those that are not producing results.

Collecting feedback from target audiences to measure and report on the success of various marketing strategies and delivery channels.

o Contractor must coordinate with USCIS to ensure that feedback is collected in accordance with all federal statutes governing such collection; e.g. Paperwork

Reduction Act and the Federal Advisory Committee act.

Measuring the effectiveness of each media platform in terms of 1) building awareness and increasing understanding, and 2) increasing registrations of E-Verify employers and

SAVE user agencies.

Providing recommendations based on findings from all metrics.

4.4. DEVELOP ADVERVERTISING, PROMOTIONAL, PUBLIC RELATIONS AND

OTHER RELATED MATERIALS

4.4.1. DESIGN

The contractor shall develop and produce advertising, promotional, and public relations materials that will deliver the E-Verify and SAVE messages to the target audiences. The contractor shall:

Develop E-Verify and SAVE communications, and promotional materials.

Build upon the creative brand and identity work already developed.

Adhere to DHS branding standards.

The contractor shall be responsible for properly affixing DHS trademarks and maintaining the official branding of all E-Verify and SAVE related products to ensure that public-facing items contain the approved logo(s) and, as required, meet other placement and design requirements before use. The government shall provide the existing approved specifications for the E-Verify and SAVE logos to the contractor.

The contractor shall submit draft materials for proofreading to the COR. The government reserves the right to make edits to materials before final submission. The COR shall approve the final materials.

4.4.2. PRODUCTION OF MATERIALS

The contractor shall produce promotional materials including:

Print media

Broadcast media

Web-based and social media

Public relations activities

All media, draft videos and draft creative content shall be reviewed by the COR.

Upon delivery of products, the contractor shall return all raw files and indicate a delivery method for large files.

All products developed for USCIS websites shall be Section 508 compliant, meet all Plain

Language requirements, and comply with the USCIS style guide.

Videos must include closed captioning in sentence format and be delivered in the specified format.

4.5. SPECIAL PROJECTS

The contractor shall provide education and outreach services for special projects on as-needed, subject to new initiatives, legislation, policies, or products. The COR shall request and approve all special projects.

5. OFFICE OF MANAGEMENT AND BUDGET (OMB) COMPLIANCE

The contractor shall comply with the Paperwork Reduction Act and the Federal Advisory

Committee Act. The contractor will be required to prepare documentation and coordinate with

USCIS on requesting OMB approval.

6. MEETINGS

The contractor shall conduct regularly scheduled status meetings with USCIS. The meetings will summarize progress made relative to objectives and metrics in the contract and review status outlined in the report as well as brainstorming on future initiatives..

7. WEEKLY AND MONTHLY STATUS REPORT

The contractor shall deliver weekly and monthly status reports to USCIS that cover activities and accomplishments from the previous period and anticipated activities and accomplishments for the subsequent period. If needed, the contractor and COR may hold these meetings in lesser intervals.

At a minimum, the monthly status report shall include:

A management summary documenting any major problems or issues and any significant progress or events.

A description of work performed on tasks during the reporting period and expected to be performed during the next month, including discussions of any problems or issues and recommendations for correction. The contractor shall report task status in accordance with the milestones and objectives identified in the marketing plan

Performance metrics that measure the outlined marking

Invoices should be submitted following approval of the monthly status report.

The weekly status report shall include:

Project status report with the start date and tentative finish date.

Upcoming action items and a timeline.

7.1 REPORT HEADINGS

The heading on all reports will contain the following information:

Title of project

Contract number

Name of contractor

Contractor program manager

Phone number and email address of contractor program manager

Period of performance

COR name

Narrative

Problems, risks, and issues

Additional report headings as needed

8. POST AWARD CONFERENCE

The contractor shall meet with the government within five working days of contract award to identify primary points of contact and discuss the scope, tasks, and understanding of the technical approach. The contractor shall prepare and submit a written report within three working days summarizing the agreements and understanding of the project based on discussions at the kick-off meeting.

9. DELIVERABLES

The contractor shall submit copies of all deliverables to the COR according to the schedule contained in the table below. All contractor-developed documentation shall become the property of the government and must not contain proprietary markings.

9.1 DELIVERABLES SCHEDULE

NUMBER DELIVERABLE DELIVERY TIME

Post Award Conference

Minutes

Five (5) working days after post award conference.

Post Award Conference

Summary Three (3) working days for summary report.

3 Project Management Plan Fifteen (15) calendar days after notice to proceed (NTP).

Draft E-Verify Education and Outreach Plan Thirty (30) calendar days after NTP.

Final E-Verify Education and Outreach Plan

Thirty (30) calendar days after approval of the draft marketing plan.

Revisions to E-Verify

Education and Outreach

Plan

Updated monthly, with revisions quarterly following implementation of marketing plan.

DRAFT SAVE Education and Outreach Plan Thirty (30) calendar days after NTP.

Final SAVE Education and

Outreach Plan

Thirty (30) calendar days after approval of the draft plan.

NUMBER DELIVERABLE DELIVERY TIME

Revisions to SAVE

Education and Outreach

Plan

Updated monthly, with revisions quarterly following implementation of marketing plan.

Materials Design

Submission

Drafts due fifteen (15) calendar days after assignment by PM and COR; finals due twenty-one (21) calendar days after assignment.

11 Materials Ten (10) calendar days after approval of the materials design submission.

13 Implementation Plan

Ten (10) calendar days following approval of each project or campaign, updated and incorporated within the detailed portfolio.

Update monthly as needed.

Period of Performance

Year-End Wrap up Report

Ten (10) calendar days following the end of the period of performance.

16 Weekly Status Reports Delivered weekly.

17 Monthly Status Report To be completed by the 15th of every month following NTP.

18 Special Projects Option

Drafts due fifteen (15) calendar days after assignment by PM and COR; finals due twenty-one (21) calendar days after assignment.

9.2 ACCEPTANCE OF DELIVERABLES

Upon receipt of a deliverable, the COR shall have five business days to accept or reject the item.

If the deliverable is rejected, the COR shall provide the contractor with written comments on the errors or deficiencies. The contractor shall have five business days to resubmit for acceptance.

The contractor shall use Microsoft Office products to the maximum extent practicable for submissions.

10 KEY PERSONNEL

Key personnel are defined as management and technical personnel critical to, and essential for, the contractor’s successful performance under this contract. The contractor will submit position descriptions for key personnel.

10.1 PERSONNEL DESIGNATED AS KEY

Program Manager (PM): The contractor shall designate a PM to manage the performance of all work awarded under this contract. The PM shall serve as a single point of contact to the COR.

The PM shall have sufficient organizational and technical level authority to ensure that the contractor will be able to make a full commitment of resources to the E-Verify and SAVE campaigns. This individual shall be involved with the resolution of technical and contractual issues related to meeting contract performance requirements. The PM shall have, at a minimum, a bachelor’s degree and 10 years relevant experience in project management. The contractor shall designate an alternate who will be authorized to act on behalf of the contractor in the absence of the PM. The alternate must have the same qualifications with regard to education and experience as the primary PM.

10.2 NON-KEY PERSONNEL

Creative director: The creative director leads development of all art, copy, and layout directives.

They oversee and manage the work of campaign graphic artists and copywriters.

Graphic artist: The graphic artist designs, edits, and updates web-based and print materials, including digital banners, posters, brochures, and interactive social posts.

Account executive: The account executive assists with daily project management and client communications, such as conference call agendas, reports, status emails, project recaps, etc.

They work to ensure on-time delivery of strategic, creative, technical, and media materials.

Senior writer: The senior writer is responsible for all aspects of the written content that go into all communication touch points, whether through digital channels or via print publications.

Social media manager: The social media manager oversees all social media activities. They are responsible for all social media analytics and assist in developing creating themes for social media.

Media director: The media director is responsible for overseeing all media aspects of the campaign, including paid media and paid social media, development of the overall media strategy, negotiating the media buys, sending creative and third party ad trackers to the vendors, optimizations, and analytics reporting.

11 SECURITY

USCIS may require and provide access to the following systems:

USCIS Drupal Content Management System

Hootsuite

Google Analytics

Facebook (including advertiser access)

Information gathered, developed, produced, and analyzed via this contract remains the property of USCIS.

12 GOVERNMENT PROVIDED EQUIPMENT

There will be no government equipment provided for this requirement.

13 TRAVEL

Travel in conjunction with performance of the tasks in this SOW is anticipated. The contractor shall obtain written approval from the COR before traveling. Contractor travel approved in advance by the COR shall be reimbursed in accordance with federal travel regulations. The contractor shall submit proposed travel expenses to the COR for approval, and a report detailing the exact authorized travel costs incurred once the trip is complete. Local travel, defined as being within 50 miles of the contractor’s place of performance, shall not be reimbursed.

14 PLACE OF PERFORMANCE

All work will be performed at the contractor’s facility. Meetings and working group sessions will be held in the metropolitan Washington, D.C. area. All work shall be performed in the United

States of America.