Advertising_Program__TO_0001__4_30_14_(2)_Task_Order_PWS.doc

PERFORMANCE WORK STATEMENT (PWS)

FOR

MCRC ADVERTISING SERVICES

RECRUITMENT ADVERTISING PROGRAM

TASK ORDER 0001

DESCRIPTION OF SERVICES

Introduction The goal of the Advertising Services Program is to develop a successful strategic message for Marine Corps advertising and is determined by how, when and where Marine Corps advertising reaches the diverse prospect audience to cultivate awareness of the brand. The overall success and effectiveness of this goal will be measured through the Department of Defense (DoD) and Marine Corps quantitative studies.

In order to meet the Marine Corps Recruiting Command (MCRC) recruiting goals, MCRC desires to increase awareness and gain support from the American public as a world-class organization that plays a significant role in achieving national objectives. Advertising has the capability to develop and influence public awareness about the United States Marine Corps (USMC). To do this, MCRC must present a message that stimulates the target's interest and remains true to the Corps/Advertising efforts to connect the Marine Corps to the American society and make the public aware of the unique benefits of becoming a Marine. While everyone cannot be a Marine, everyone should understand what it means to become one and should feel a sense of pride when a loved one chooses to serve their country as a U.S. Marine. Furthermore, the advertising must be engaging and informative to an audience that may not have a full understanding or appreciation of the Marine Corps.

Background The MCRC Advertising Program is directed toward the recruitment of approximately 40,000 personnel per year to fill vacancies in both enlisted and officer programs. The numbers and quality of personnel required for each of the Marine Corps programs can vary in response to factors such as economic fluctuations, unemployment rates, world events, past shortfalls in recruiting, the internal reenlistment rate and personnel ceilings established by Congress.

Objective The mission of MCRC advertising is to use all the tools of marketing and communications, influence qualified prospects through the decision-making process to becoming a Marine, and put the prospect in front of a Marine recruiter.

The MCRC Advertising Program consists of three (3) core competencies in order to achieve its mission: 1) Brand Messaging, 2) Brand Activation, and 3) Brand Relationship. Each of these core competencies has a role in advertising campaigns focused around several inherent missions of the recruiting force. All MCRC Advertising Program efforts will deliver the primary target audience of males 18-24, with some more specific target priorities as follows:

· Enlisted – emphasizing diversity

· Officer – emphasizing diversity

· Female

· Prior Service Reserves (PSR)

· Musician Enlistment Option Program (MEOP)

· Influencer

SCOPE

The contractor shall provide all management, labor, equipment and materials, administration, and associated services to support MCRC’s Advertising Program efforts at the Headquarters, Region, and District levels.

SCHEDULE OF SPECIFIC TASK ELEMENTS & DELIVERABLES

I. Brand Messaging The objectives of Brand Messaging task elements and deliverables are to:

· Drive prospect consideration

· Enhance the Marine Corps’ image

· Promote public awareness of the brand

All Brand Messaging efforts will deliver the primary target audience of males 18-24, with some more specific target priorities as follows:

· Enlisted – Emphasizing diversity

· Officer – Emphasizing diversity

· Female

· Prior Service Reserve (PSR)

· Musician Enlistment Option Program (MEOP)

· Influencer

1.0 CLIN 0001-INFORMATIONAL CLIN, ONLY-ESTABLISHES MAXIMUM CEILING

2.0 CLIN 0002-Brand Messaging (CDRL A003 is applicable) (CPFF) (O&M) (Completion)

2.1 Paid Media

Labor and other direct costs to plan, buy and execute all paid media for mass and targeted awareness media schedules. Includes network and cable television, in-school television, print, theater, out-of-home, online, mobile, keyword search, and media partnerships to maximize available budget to achieve base-level annual reach and frequency requirements for prospects. Includes all diversity media. Also includes talent reuse fees required as a result of the paid media schedule.

2.2 Campaigns/Awareness Production

Labor and other direct costs related to the concepting, development and production of advertisements to appear in paid media environments. To include production of the following: global campaign extensions (print, outdoor, web, etc.), gaming console campaign, online display ads, diversity campaign, mobile campaigns, enlisted table-top display, and any other production efforts required to support the FY15 paid media program.

2.3 Unpaid Media Production

Labor and other direct costs related to MCRC’s public service announcement (PSA) program and any other public relations efforts. Includes PSA concept development, production, fulfillment, distribution, tracking, and any follow-up marketing efforts (call center, postcards, etc.) for two mailers a year to Public Service Directors at 1,400 television stations, one annual mailer to 5,000 radio stations, and one annual mailer to outdoor billboard vendors. Also includes any public relations efforts surrounding the launch of new campaign initiatives and any diversity public relations requirements.

3.0 CLIN 0003-Brand Messaging (CDRL A003 is applicable) (CPFF) (O&M) (LOE)

3.1 Web/Digital Development

Labor and other direct costs related to the development, production and maintenance of all MCRC digital channels. To include content and editorial updates and enhancements to Marines.com, MarineOfficer.com web and mobile sites; digital activation for campaigns and events using the content management system; and persistent cookie optimizations. Also includes all required hosting, IT and other support services for all MCRC web sites to ensure security and infrastructure maintenance.

3.2 Social Media Engagement

Labor and other direct costs related to the management of MCRC’s online social community, channel maintenance and delivery of daily monitoring and reporting services for all MCRC web-based content via media 2.0 monitoring. To include social response and outreach, application builds and maintenance, channel updates and content publishing, and social media training and tools.

II. Brand Activation Brand Activation task elements and deliverables reach the target audience using the field – recruiters, Officer Selection Officers (OSOs), Marketing and Public Affairs (MPAs), etc. – to communicate the brand message to prospects via recruiter-support materials and the Region/District program.

Brand Activation efforts will support Marines at the Recruiting Station and District level by:

· Delivering tools and materials that support the Recruiter during the prospecting, sales conversion and/or poolee engagement stages of the recruiting process

· Communicating with and training Marines in their Districts and/or Regions on national-level programs

4.0 CLIN 0004-Brand Activation (CPFF) (O&M) (Completion)

4.1 Collateral Material

Labor and other direct costs related to the development and production of a variety of sales support materials to include, but not limited to, the following items:

· SUBCLIN 0004AA – Enlisted Collateral Suite

· SUBCLIN 0004AB – Officer Collateral Suite

· SUBCLIN 0004AC – Parent’s Guide

· SUBCLIN 0004AD – MEOP Collateral

· SUBCLIN 0004AE – Educator Tri-Fold

· SUBCLIN 0004AF – Event/Recruiter Support Films

· SUBCLIN 0004AG – Enlisted and Officer Welcome Aboard Kits

· SUBCLIN 0004AH – Educator’s Workshop Kits

· SUBCLIN 0004AI – Educator Desktop Calendars

· SUBCLIN 0004AJ – Band CDs

· SUBCLIN 0004AK – Master DVDs

· SUBCLIN 0004AL – Training Materials

· SUBCLIN 0004AM – Onsite Activation Materials

4.2 SUBCLIN 0004AN - National/Diversity Partnership Events

Labor and other direct costs related to planning and participating in lead-generating national/diversity events in which a majority of the attendees are qualified and come from multiple Districts. To include events associated with the following types of diversity organizations: fraternities, engineering/professional organizations, community-based organizations, sporting organizations. Also includes all marketing efforts to support these events.

5.0 CLIN 0005-Brand Activation (CPFF) (O&M) (LOE)

5.1 Advertising Portal

Labor and other direct costs related to the maintenance and optimization of the Ad Portal tool and all of its applications, including Banner Ad, Collateral Material, Direct Mail Samples, Education Center, Electronic Priority Prospect Card (ePPC), Event Management Incentive/Promotional Items, Lead Reporting Tool, Locator Application, Media Database, Online Advertising Resource, Officer Priority Prospect Card (oPPC) and training site, Email Generator, OSO Profile, Public Service Announcement (PSA) Tracking, Handheld Electronic Lead Capture Device, Advertising Fundamentals/Training Materials and Updates, and Ad Portal Enhancements.

5.2 Inventory and Collateral Management

Labor and other direct costs related to inventory management, warehousing and distribution. Includes the receipt of MCRC promotional and collateral materials, secure warehousing, accurate and up-to-date inventory systems, on-line ordering capabilities, tracked shipments and re-order points and responsive client service for all appropriate items to support the recruiting force.

5.3 Content Management

Labor and other direct costs related to the management of MCRC content to include the film library, a physical storage archive of MCRC’s film and video asset, as well as the Online Advertising Resource (OAR), an online repository that contains MCRC-approved national brand resources, recruiting resources and marketing assets to help support District recruiting efforts and missions.

5.4 Region/District Programs

Labor and other direct costs to support each Region and District directly at the local level with paid media, sales support, and lead generation efforts customized for each Region/District in partnership with the Recrutiment Advertising Officer (RAO)/MPA. Deliverables may include, but are not limited to, collateral materials, local print and/or spot media buys, and local events and partnerships, as required, based on the unique needs and recruiting challenges of each Region/District.

III. Brand Relationship The objective of Brand Relationship task elements and deliverables is to drive interested prospects to action by:

· Qualifying responders based on their age and education

· Linking those that meet the required criteria with their nearest recruiter or OSO

· Providing literature fulfillment to interested hand-raisers

Brand Relationship also includes reporting and supporting analysis to provide measures of effectiveness for all lead generation efforts, using the following four key metrics:

· Qualified leads (Enlisted/Officer/PSR)

· Contracts

· Conversion rates

· PPC contribution rates

6.0 CLIN 0006-Brand Relationship (CPFF) (O&M) (Completion)

6.1 SUBCLIN 0006AA - Direct Marketing

Labor and other direct costs related to the development and production of segmented direct mail to reach high school juniors and seniors during different stages of the year, as well as mailings to support the officer mission and the Prior Service Reserve (PSR) mission. Includes production and letter shop costs.

6.2 SUBCLIN 0006AB - Email Program

Labor and other direct costs related to managing and optimizing recurring email activities, which include emails to prospects whose mailing address at the time of their response was deemed not valid, emails to qualified leads that did not contract within three months of their response, and email campaigns to support other efforts as needed.

7.0 CLIN 0007-Brand Relationship (CPFF) (O&M) (LOE)

7.1 Database & Reporting

Labor and other direct costs related to the following database and reporting activities: lead acquisition and list management, lead qualification, lead distribution, lead fulfillment, campaign management for direct mail and email, the online Lead Reporting Tool, management of the data entry process and recruiter supplied names, and any new development required based on the evolving business needs of MCRC.

7.2 Analytics

Labor and other direct costs related to analytics, which provides a strategic framework for all brand relationship activities. Includes the determination of performance metrics as well as the development of test matrices, including quantity and targeting recommendations at the onset of each campaign. Also includes the production of mid- and post-campaign analyses and optimization recommendations across all campaigns to ensure the most efficient lead generation possible.

7.3 Fulfillment

Labor and other direct costs related to the fulfillment and call center operations. Fulfillment includes pick and pack for all leads, determining and overseeing the business rules for fulfillment as well as for lead distribution to the field, and providing appropriate follow-up to interested prospects.

IV. CLIN 0008-Account Management (CDRLS A001 and A002 are applicable) (CPFF) (O&M) (LOE) Management and operation of a professional, full-service advertising program that provides for the most effective and efficient use of allocated resources to support account management of the Contract and Task Order(s). Contractor shall ensure that a strategic and operational foundation exists to develop research and implement approved strategies through the MCRC Advertising Program.

7.1 Account Management

Labor and other direct costs related to following account management functions:

Strategic planning; annual campaign strategy planning and development, including development and production of the annual Recruitment Advertising Plan (RAP) and any other materials as required that outlines the annual campaign strategy.

7.2 Contract, Financial, and Administrative Management

Contract, financial and administration management of the contract/task orders.

7.3 Conference/Meeting Preparation and Attendance (CDRL A004 is applicable)

Preparation for and attendance of meetings and conferences not related to a specific task element.

7.4 Market and Advertising Research

Market and advertising research, including administration of the annual Attitude & Awareness Tracking Study, as well as focus groups and/or other research to ensure that the strategy and creative executions are performing to expectations, and that target market insights are sound for media usage and creative development.

V. CLIN 0009-Call Center Operations (CDRL A001 is applicable) (FFP) (O&M) (Completion) The contractor shall provide and manage call center operations in accordance with industry standards for such operations. The center shall consist of equipment and personnel necessary to answer calls to the Marine Corps’ 1-800-Marines telephone numbers. The primary language for call center operators shall be English. The contractor shall maintain 99.99% connectivity, as it relates to telephone lines and internet applications. The contractor shall identify a disaster recovery location, and have a system in place for capturing data when the IT systems are down, such as paper-based processes to collect information. In the event that the IT systems are down, the contractor shall have the capacity to re-route the telephony traffic within 90 minutes to an alternative location.

The contractor shall provide a full-time Senior Account Representative to serve as the primary point of contact to manage all projects and issues that may arise. Response time shall be 30 minutes for critical issues and one hour for regular issues.

The contractor shall provide trained representatives from 7 a.m. to 11 p.m. EST, 365 days a year to handle incoming inquiries from prospects for both the active and reserve components. Additionally the contractor shall have the capability to surge to 24/7/365 support if required. The Marine Corps receives an estimated 50,000 telephone calls per year on average via its toll-free numbers. The contractor is required to incorporate in the call center operations an Interactive Voice Response (IVR) system that operates in accordance with industry best practices. The contractor shall utilize outbound SMS message capabilities to send recruiters’ phone and address information as a text message in response to inbound prospect calls. In addition to these services, the contractor shall capture Call Me Now (CMN) requests submitted through the website (www.marines.com). These requests are received at the call center via a web service in real time, and must be answered within 5 minutes and subsequently based on predetermined frequency and timeframe to make contact.

The contractor shall quickly and efficiently respond to calls from prospects for additional information, and upon request be able to facilitate the transfer of the call to a Marine Recruiter during established business hours. The contractor shall answer 80% of calls within 10 seconds, with an abandonment rate of 3% or less. The contractor shall identify and qualify callers based on established recruiting criteria as to their correct recruiting location, lead type, and interest levels. The operators shall provide the caller with his/her assigned local Marine Recruiter location information (if requested) and attempt an immediate transfer to the assigned recruiting substation (Hot Transfer) if the caller qualifies and the contact is made during established business hours. In addition, the call center shall be able to direct frequently asked questions of a non-recruiting nature to the correct source within the Marine Corps. Further, the contractor shall possess an ability to make outbound telemarketing calls as part of re-contact efforts and following up on incorrect address information. The contractor shall filter all outbound calls through the Do Not Call (DNC) registry. The call center shall be enabled with address verification software. For any call received, the call center must have the capability to “see” the caller’s phone number and verify the caller-provided address information in real time for increased accuracy, efficiency, and speed.

The contractor shall implement and administer other screening/prospect relationship management resources and shall ensure quality control measures are in place and that the software used to monitor the call center are in keeping with industry best practices. The contractor shall possess the scale to support and drive future innovations in lead generation and lead management (add-on functionality, new campaign implementation, etc.).

The contractor shall provide monthly Progress, Status, and Management Report in accordance with CDRL A001 to ensure smooth functioning of call center operations and shall recommend improvements for efficiency to call center operations on a continuing basis. The contractor shall provide call volume reports for the purposes of analyzing call center volume and abandonment rates. The contractor shall maintain workflow processes including, but not limited to, the file receipt, its conversion and upload, execution of the campaign, and return file submission.

The contractor shall provide ancillary support services that include the maintenance of post office boxes, shipping of materials to the field, preparation and shipping of periodical reports, and storage of a large variety of items.

The contractor shall maintain, safeguard, and protect Call Center PII information based on current DoD and Department of Navy (DoN) rules and regulations. The contractor shall participate in the development of standard operation procedures for call center operations to address security requirements. The contractor shall ensure all necessary upgrades and updates are implemented to the call center process in accordance with emerging security requirements as dictated by best business practices or the direction of the Government, which takes precedence.

VI. CLIN 0010-Seed Media (Option) (CDRL A003 is applicable) (FFP) (O&M) (Completion) This includes media for up to 90 days past period of performance where advance purchase is required to be in market. This shall include labor and other direct costs to plan, buy and execute all paid media for mass and targeted awareness media schedules. Includes network and cable television, in-school television, print, theater, out-of-home, online, mobile, keyword search, and media partnerships to maximize available budget to achieve base-level annual reach and frequency requirements for prospects. Includes all diversity media. Also includes talent reuse fess required as a result of the paid media schedule.