RFQ M00264-24-Q-0058 Amendment 001.docx

M0026424Q0058 Amendment 001 (Conformed Copy)

SOLICITATION NUMBER: M00264-24-Q-0058 Amendment 001

SOLICITATION ISSUED BY: Molly Henderson, Contract Specialist Marine Corps Installations National Capital Region, Regional Contracting Office (MCINCR-RCO) Building 2010 Henderson Rd, Quantico, VA 22134 Phone: (703) 784-3537

SET-ASIDE: This acquisition is set aside 100% for SDVOSB concerns under NAICS code 541613, Marketing Consulting Services, size standard $19M.

SOLICITATION ISSUE: August 09, 2024

QUESTIONS DUE: August 16, 2024, at 1:00 PM Eastern Time

QUOTES DUE: September 18, 2024, at 5:00 PM Eastern Time

This is a FAR Part 12 – Acquisition of Commercial Items, procurement in accordance with FAR Subpart 13.5, Simplified Procedures for Certain Commercial Products and Commercial Services.

LIST OF QUOTE REQUEST ATTACHMENTS:

The following exhibits will become part of the resultant contract:

Attachment 1: Pricing Template PWS Attachment 1: DD Form 254

The following will not become part of the resulting contract:

Attachment 2: Past Performance References Attachment 3: Assessor Past Performance Questionnaire

The purpose of this amendment is to address questions submitted timely in response to the solicitation. As a result of the questions, the Performance Work Statement is hereby revised as shown in yellow highlighted text as well as in track changes. DFARS clause 252.235-7004 is also hereby incorporated. Any other changes within the solicitation are also identified in yellow highlighted text. Additionally, this amendment includes a copy of the DD Form 254. The Question & Answer is provided as an Attachment to this Amendment. Furthermore, this solicitation close date is hereby extended through September 18, 2024, at 5:00 PM Eastern Time. All quotes shall be submitted electronically, via email, to Monica Curley at monica.curley@usmc.mil.

CONTRACTOR UEI/CAGE: _________________________________________________________

CONTRACTOR NAME: _________________________________________________________

SIGNATURE OF QUOTER: _________________________________________________________

NAME AND TITLE OF SIGNER: _________________________________________________________

DATE SIGNED: _________________________________________________________

Performance Work Statement (PWS) Marine Corps Communication Directorate (CD), Headquarters Marine Corps (HQMC) Advising and Execution Support for the 250th Marine Corps Birthday Program

1. General: This is a non-personal services contract to provide Full-Range independent strategic analyses, advisory support, and program execution support for the 250th Marine Corps Birthday program and service-level communication goals. The Government shall not exercise any supervision or control over the contract service providers performing the services herein. Such contract service providers shall be accountable solely to the Contractor who, in turn is responsible to the Government.

The Communication Directorate (CD) is pursuing the acquisition of advising, planning, marketing, advertising, event activation, assessment and execution support services for the 250th Marine Corps Birthday Program. The primary goal of this acquisition is to seamlessly support a robust community relations program for the 250th Marine Corps Birthday while at the same time, maintaining annual community relations events and steady state communication requirements.

2. Background: CD is responsible for the execution of a multi-event community relations program to celebrate the Marine Corps’ 250th birthday in 2025. This program will include five national-level capstone events, as well as six multi-day Marine Corps-hosted outreach events (Marine Weeks) in six cities across the country. Additionally, the program will synchronize aspects of Marine Corps external communications across all the branches of CD and integrate communication themes into existing annual community relations events the Marine Corps executes and external communications. The Marine Corps communication program spans a wide variety of program elements, including an expanded online and social media presence, an array of national level media engagements, and a nationwide team planning and executing national level events. CD is focused on delivering an integrated and consistent message to reinforce the Marine Corps’ history and brand’s positioning among all key media markets to build good will with the public, seek support from key decision makers, and celebrate the 250th Birthday. The Marine Corps strives to reinforce its timeless and timely institutional relevance amid a changing global security environment for defense resourcing and domestic support. At the end of this campaign, the Marine Corps will have stronger public engagement with and support from key publics; Marine Corps heritage and legacy will have been honored; service recruiting and retention will have been boosted; community and civic leaders will have renewed relationships with the service; and key publics will better understand the Marine Corps’ contributions to national security.

3. Scope: The objective of CD is to use all the tools of marketing, outreach, engagement, event activation, and communication to share the Marine Corps’ story at the national level with the intent to reach the public, community leaders, prospective recruits, national decision makers, industry, and our own internal audiences. Contractor shall focus on the following core competencies:

1. Media and all social media platforms to include YouTube, Facebook (U.S. Marine Corps & Marine Week); Instagram (@marines); and X (Twitter) (@marines). Content used for social media will be cleared through HQMC, Communication Directorate, Production and Engagement Branch and Digital Engagement Director for content to the official Marine Corps social media platforms;

1. Community relations events;

1. Strategic engagements of senior leaders;

1. Ceremonial, musical, and aerial (military flyovers) event support.

4. Requirements

4.1 Technical Requirements. CD’s communication goals, objectives, and key activities in support of this campaign will constantly evolve as a result of negotiations and planning with community leaders and service leaders. Therefore, the Contractor shall be flexible in carrying out efforts that support this campaign. The Contractor shall provide comprehensive support for a series of public events, incorporating traditional marketing and advertising functions, strategic planning and additional capabilities from the event activation sector. The areas of support are intentionally broadly stated here.

4.1.1 Communication Goals. Contractor support is required to meet CD’s major communication goals for the 250th Marine Corps Birthday campaign. These goals include:

1. Strengthen public engagement with and support from key publics.

1. Marine Corps heritage and legacy are honored within the host cities and on the national stage.

1. Boosted support to service recruiting and retention efforts.

1. Community and civic engagement are enhanced as a result of campaign activities.

1. Key publics better understand the Marine Corps’ contributions to national security as a result of 250th media coverage.

4.1.1.1. To support these goals, the Contractor is expected to:

1. Develop and implement plans and provide synchronization for campaign messaging, outreach events and activities, manage relationships with key civic leaders within designated host cities, and provide planning support for maximized public awareness for 250th campaign events.

1. Plan and execute two national level events and six Marine Weeks in disparate, pre-determined cities in 2025.

1. Assist in the development and support execution of marketing plans, communication plans, and advertising plans for all community relations events for 250th Marine Corps Birthday in conjunction with annual community relations events.

1. Coordinate and lead planning meetings with participating commands and entities to ensure synchronization and unity of effort.

1. Provide support to website development and management and support to digital engagement efforts. The contractor shall be responsible for developing original written, visual and multimedia content that highlights the history, significance and planned events of the 250th Marine Corps birthday campaign, tailored to various target audiences stipulated by CD. The contractor will work with designated subject matter experts to ensure accuracy and relevance of proposed content and will gain final approval from CD ahead of public release. Contractors will help build and populate a content calendar leading up to and during event scheduled throughout the campaign. Contractor personnel will work with CD and the Marine Corps’ Public Web team to coordinate regular updates of official website and social media content to reflect new information, event changes, historical items of interest, and other relevant updates. Public Web personnel will provide oversight and overall compliance reviews and will facilitate resolving any technical issues related to content management.

1. Utilize and leverage data analytic and research tools to capture information related to both precursor evaluation of sites and the information environment to analyze return on investment and value of supporting events, as may be required.

1. Support to, but not limited to, the following missions:

0. Communication planning

0. Community relations, to include community service opportunities

0. Event activation

0. Media outreach and engagement

0. Musical performances at public venues and potential collaborations with community musicians as part of the overarching community engagement program

0. Social media content production, engagement, collaborations, and assessment

0. Support to website management

0. Communication assessment

4.2. Major Areas of Support: Major areas of support consist of:

4.2.1. Program Management

1. The Contractor shall appoint a project manager (PM) to act as coordinator of all task requirements, single point of contact, and overall subject matter expert for successful completion of this initiative.

1. The Contractor shall establish clear organizational lines of authority and responsibility to ensure effective management of the resources assigned to this requirement.

1. The Contractor shall provide CD with responsive, thorough, comprehensive, complete, and timely account program management services, which may include, but not limited to:

0. Kick-off meetings

0. Bi-weekly progress meetings

0. Quarterly progress report

0. Quality control plan (QCP)

0. Contract status meetings

0. Budget status meetings

0. Project request forms

0. Material and data management

1. The Contractor shall also have access to systems that are used by Marine Corps and Contractor personnel in the execution of daily tasks, such as Microsoft Teams, Microsoft Office suite, Adobe Creative platforms and equipment sufficient for employees to maintain connectivity and support with CD personnel while on the road, after hours, or other non-office location settings and time periods.

4.2.2. Strategic Communication Advising and Planning

The Marine Corps will retain release authority for press releases and content. CD’s organic media relations section will lead service brand voice, reputation management and crisis communication. A COMMSTRAT officer will be identified as a media relations POC for each event, supported by the contractor.

1. The Contractor shall provide CD with subject matter expertise and strategic planning support to develop discrete plans to engage key publics/audiences across Congress, industry, think tank and academic communities, media, local business and community organizations, veteran organizations, within Department of Defense (DoD) and Department of Navy (DON), and with U.S. allies and partners.

1. The Contractor shall also contribute to strategic engagement planning as it relates to projects and programs supported by CD. Associated deliverables include but are not limited to the following examples:

0. Support to building and delivering event confirmation briefs

0. HQMC monthly event status updates

0. Event coordination meetings

0. Development and maintenance of plans of achievement and milestones products

0. Trackers for requests for information and after-action reviews

4.2.3. Marketing Strategy Planning

The Contractor shall assist in executing and maintaining a marketing strategy to support existing and future United States Marine Corps (USMC) requirements. The Contractor will conduct comprehensive market research to identify target audiences, key demographics, potential micro influencers (1,000 to 100,000 followers online) and macro influencers (100,000 to 1 million or more followers online), mainstream and niche media outlets within the host city and its surrounding region, and optimal communication and outreach strategies. Market research will include identifying ideal locations and venues to best support Marine Corps goals for the campaign within each host city and at the five capstone events. This planning requirement also includes audience analysis. The Contractor will determine baseline cognitive, affective, and behavioral measures of key audiences and assess likelihood of key segments building understanding among key audiences and optimum approaches to achieving campaign goals. The Contractor is expected to provide detailed reports on market trends, audience insights and competitive analysis for similar campaigns or outreach models during the planning phase for each of the host cities. Utilizing assessment tools either owned by the USMC or the Contractor, continuous assessments will gauge the effectiveness of the marketing strategy as initiatives are completed, prior to execution in each city or major event and following the conclusion of the event. The Contractor will recommend appropriate tactics based on these assessments.

4.2.4. Marketing Analysis/Assessment/Survey

The Contractor shall use robust analytics tools to track campaign performance across all channels and activities, providing data analytic support to CD, including for the development of strategic messaging, senior leader engagement recommendations and invitation vetting, and all forms of communications, including social media. The Contractor shall conduct pre-event and post event evaluations to measure success, including gathering participant feedback, engagement metrics, and gauging overall impact. Surveys conducted in the host cities and other designated geographic areas will determine effectiveness of campaign communication and degree to which campaign and service goals were achieved. A minimum sample size of at least 400 residents is required for each survey. The Contractor shall provide survey result data and statistical analysis to CD. Comprehensive reports summarizing findings, insights, and recommendations for future events will be provided to CD at the conclusion of each host city’s phase in the campaign. The Contractor shall procure commercially available data measuring estimated foot traffic as a measure of attendance at planned events and engagements. The Contractor will provide immediate reach back capability to provide analysis support as requested by the Marine Corps.

When and if required, the Contractor will ensure strict compliance with the DFARS requirements set forth in 252.235-7004. The Contractor must submit all plans for information gathering from or about humans to an Institutional Review Board (IRB) for a determination of whether or not the project is human subjects research. If the project is human subjects research, the Contractor must obtain either an exemption determination from the IRB or IRB approval of the research protocol. Documentation of the IRB's determination that the project is not human subjects research, exemption determination, or protocol approval, along with the materials reviewed by the IRB, must be submitted for review and approval by a designated Marine Corps HRPO.

Marine Corps HRPO Contact information:

Email: usmc_hrpp.fct@usmc.mil Phone: to be provided at time of award Website: https://www.tecom.marines.mil/Resources/USMC-Human-Research-Protection-Program/ which has a tab for external researchers and fact sheets on research with Marines and the HRPO review process.

4.2.5. Event Production and Event Execution

1. The Contractor will develop detailed event plans, including timelines, estimates, security and safety plans, coordination with appropriate local authorities and logistical requirements.

1. The Contractor will plan and coordinate all aspects of event execution, including venue suggestions and contracting/permitting, vendor management, advertising and marketing, media outreach and coordination, supervision of venue setup and tear-down, equipment and supply rentals and procurement, and on-site logistics.

1. The Contractor will plan community relations events tailored to each of the host cities and capstone events, including official ceremonies, commemorations, outreach activities, public performances, school visits, community service projects, and other tactics as recommended in planning. Each Marine Week will feature unique attributes related to that city. However, the basic boilerplate template includes wreath laying ceremonies, color guard presentations, commemoration events, band performances, and performances by specific Marine Corps units, teams or ensembles. The Marine Corps plans to send military units to support each of the campaign events, including the Silent Drill Platoon, the Drum and Bugle Corps, Fleet Bands, and equipment for static displays. The USMC will identify events, the contractor will help coordinate, advise on best practices, and conduct logistical and event production for each (as determined by USMC).

1. Travel may be expected for the Contractor to conduct necessary scouting and meetings or to accompany CD personnel on advanced site visits. It is anticipated that such meetings will be held twice per location, for approximately four business days each time. Contractor PM shall attend as well as personnel for event planning and marketing.

1. The five capstone events include USMC support to the following:

0. 2025 Super Bowl in New Orleans, LA (February 2025)

0. Navy and Marine Corps Week, Philadelphia, PA (October 2025)

0. Coca Cola 600, Charlotte, NC (May 2025)

0. NY Fleet Week, New York, NY (May 2025)

0. FL Fleet Week, Miami, FL (May 2025)

1. The six host cities will host Marine Weeks, which are smaller in overall footprint, scope of activities and lower cost than the capstone events. These Marine Weeks will take place in the following cities:

0. Austin, TX (Mar 2025)

0. Los Angeles, CA (Apr 2025)

0. Nashville, TN (Jun 2025)

0. Chicago, IL (Jul 2025)

0. Boston, MA (Aug 2025)

0. Atlanta, GA (Sept 2025)

4.2.5.1. Support to the six Marine Weeks and Navy Marine Corps Week in Philadelphia. The Contractor is responsible for developing, in coordination with CD, interactive activities, experiential marketing elements, and engagement strategies to enhance participant experience. These activities must align with campaign messaging and objectives and will comply with appropriate campaign and service branding policies. The Contractor will develop budget plans for the six-phased series and present a menu of options or decisions to CD to allow for budgetary fine-tuning ahead of each host city’s phase in order to control overall expenditures at the campaign level. All activities and materials must comply with relevant federal, state, and local regulations, including advertising and public relations guidelines if applicable. Thorough documentation must be kept on all compliance-related issues. Particular thought must be paid to inclusivity and accommodation for individuals with various levels of personal mobility or other limitations. Based on previous Marine Weeks, the following events and required materiel items are suggested (but not limited to):

1. Opening Ceremony

0. Stage (size and type limited to city permitting regulations)

0. Sound projection for approx. 200 personnel

0. 15 chairs

1. Daily Wreath Laying Ceremony

0. 2 10’x15’ tents

0. 30 chairs

0. Wreath and stand

0. Small sound system

0. Ceremonial red-carpet runner

1. Static Display Venue

0. Permitting for location use

0. Lighting carts and sufficient fuel to run the length of the event

0. 20 tables

0. 50 chairs

0. 25 10 x 10 tents

0. 4 10 x 20 tents

0. Generators (capacity determined by the contractor)

0. Security barricades to surround area

1. Marine Air Ground Task Force Demonstration (the Government will coordinate flyover support with military units. The supporting units for each Marine Week include a designated lead coordinator working with CD and the contractor. Contractor will be asked to support with an airshow announcer/show boss)

0. Sound

0. Pyrotechnics

4.2.5.2. New Orleans, LA (Super Bowl)

1. Development of booth display for internal convention center area. Must be highly interactive with lights and sound. Dimensions preliminarily estimated as 30’ x 30’. Mock-ups will be required on a regular basis leading up to the event to support service senior leader orientation and decision-making.

1. Support to static display area, may include but not limited to:

0. stage

0. Sound system

0. Lighting carts (rental)

0. Ceremonial carpets (rental)

0. Wreath(s) (purchase)

0. Signs (purchase)

0. Security support services (40) security barricades (rental) to support barricade of platforms

0. Jumbotrons (rental)

0. Generators, power requirements (to include sufficient fuel to run generators for duration of event) (rental)

0. Tents: Quantity of 20 10x10 and Quantity of four (4) 20x30

1. Other Event Specifics:

0. Each host city’s week features 5 days of activities, ceremonies and events.

0. 10 days estimated for Super Bowl and Navy and Marine Corps Week Philadelphia.

0. Physical programs will be developed and printed by the Contractor for attendee orientation and event facilitation. Large format print outs are suitable for venues, but physical copies must be printed in sufficient number for one-per-household distribution based on attendance estimates.

0. The Contractor will provide speaker management, will rent or otherwise provide necessary presentation equipment such as projectors, display screens or teleprompters, plan accessibility accommodations, print and display on-site signage and marketing materials, arrange for waste management services as required by permits and local regulations and any other necessary logistics.

0. Inclement weather plans are required for each of the campaign events.

4.2.6. Marketing and Advertising Services

The Contractor shall collaborate with CD to develop and execute advertising and marketing initiatives in accordance with CD’s strategic goals and in support of the 250th Marine Corps Birthday Program. The Contractor shall provide local/regional marketing and advertising expertise and support for the capstone events. CD teams will support in providing images, video, and copy.

The Marine Corps’ nationwide recruiting districts and stations and regionally interspersed Reserve units likely have developed and maintained relationships with local and regional news media. CD intends to leverage these relationships in addition to relationships the contractor brings to the campaign in order to maximize achieving our campaign goals.

The Contractor shall purchase and distribute all media and advertisements, according to the contract guidelines. Under this contract via effective channels to maintain the established reach and engagement goals and shall provide routine reports on key metrics for all executed media. Channels may include but are not limited to broadcast, digital (e.g., online advertising and software applications), audio, over-the-air radio, and printed environments to maintain the established reach and engagement goals. The Contractor shall provide post-phase (following conclusion of activities in each host city) and monthly reports on key metrics for all executed media, such as audience reach, impressions, engagement, audience demographics and psychographics as available, and other metrics deemed valuable for future decision making by service leaders. No advertising content, public statements, or published content may be released on behalf of the Marine Corps without CD approval.

4.2.6.1. Content Creation supporting 250th Marine Corps Birthday advertising and internet-based capabilities, including official website and social media: The Contractor shall provide content creation services in three primary areas: content creation, content management, and performance analysis. The Contractor shall provide compelling and effective outreach support materials that assist service representatives in outreach and engagement activities. Content creation services shall include, but are not limited to, the following tasks:

4.2.6.1.a. Content Creation:

1. Develop original written, visual, and multimedia content that highlights the history, significance, and planned events of the 250th Marine Corps Birthday Program.

1. Ensure content is tailored to various target audiences, including the general public, veterans, prospective recruits, and other stakeholders, as determined by CD.

1. Create engaging content for various sections of the websites, including news updates, event and celebration details, historical retrospectives, biographical resources, resources for educators, and more.

1. Coordinate with CD, the USMC History Division, and other personnel designated by CD to ensure accuracy and relevance of proposed content. Approval shall be coordinated directly through Marine Corps CD. USMC retains all release authority for all content. Content will be developed, staffed to History Division subject matter experts, necessary edits will be made, and the product will be sent to CD for final approval.

1. Develop a content calendar to schedule the release of content leading up to and during events scheduled throughout the period of performance.

1. Provide social media hashtags and other collaborative tactics that encourage maximum audience engagement, participation, and online amplification.

1. Additional desired support materials may include products such as pamphlets, brochures, and material targeting prospective recruits and generally interested members of the public and may also include items categorized as merchandise or giveaways.

1. The Contractor will also be responsible for the design of promotional items to be used as incentives for event marketing such as t-shirts, hats, and water bottles.

1. The Contractor shall also be responsible for the storage, warehouse management, and timely distribution of the aforementioned items in this paragraph.

4.2.6.1.b. Content Management:

1. In coordination with HQMC, Communication Directorate, Production & Engagement and Marine Corps Public Web, coordinate regular updates of official website and social media content to reflect new information, event changes, historical items of interest, and other relevant updates.

1. Ensure all content is compliant with government and Marine Corps standards, including accessibility, privacy, and security requirements.

1. Collaborate with Marine Corps Public Web personnel to troubleshoot and resolve any technical issues related to content management.

1. In order to administer the official campaign website, which will be hosted on the Marines.mil web domain, appropriate Contractor personnel must comply with DoD and USMC training requirements and will be designated in writing by CD as website support personnel or administrators. Contractor personnel who will require accounts on the Marine Corps Enterprise Network must comply with annual training requirements such as cyber awareness training, records management, or similar annual web-based training. Furthermore, CD’s Public Web Team will maintain overall cognizance and control over the Marines.mil domain. Requests for new landing pages or features will be done in coordination with the Public Web administrators via phone or email and approvals will be based on already established branding and policies. The Public Web team currently tracks visit traffic and behavior, consistent with federal guidelines. Contracted support personnel will have appropriate visibility on these metrics. USMC will obtain approval authority on all landing pages for meta tagging.

1. Implement geo-targeting to deliver paid media to users within specific geographic regions and use geo-fencing to trigger ads when users enter predefined areas, such as near event locations.

4.2.6.1.c. Performance Analysis:

1. Monitor and analyze website and campaign social media traffic and user engagement metrics.

1. Provide regular reports on content performance, including insights on user behavior, content effectiveness, and areas for improvement.

1. Use data-driven insights to make recommendations for content adjustments and enhancements. Monitor and analyze public sentiment about the campaign in real-time, allowing for quick adjustments to strategy and messaging.

4.2.6.2. Marine Week events: The Contractor shall support the development of customized, tactical executions for the region and event-specific initiatives, as well as strategic direction for key messages and strategies relative to local audiences and media. These initiatives shall make the Marine Corps relevant to the target market, national markets, and influencers through timing and execution of events to maximize coverage. Content will be developed, submitted most likely via email to CD leadership and the Public Web team, edits made, then final release authority granted. USMC retains release authority for all content. The use of “influencers” here refers to teachers, coaches, parents, and other role model figures that may play a role in a young person’s decision to explore becoming a Marine. Initiatives may include but are not limited to connecting with local non-profits, local business leaders and community organizations, celebrities, professional sports teams, underserved communities, etc. The Contractor shall ensure all products match USMC branding guidelines set out by Trademark & Licensing at https://www.trademark.marines.mil and the USMC Brand Book, a tactical guide to understanding, implementing, and preserving the Marine Corps brand, produced by Marine Corps Recruiting Command, which is not approved for public release but will be made available to the Contractor for reference during the period of performance.

The Contractor shall provide timely and responsive support at the location of execution and the Headquarters level. Further contracted marketing support includes:

4.2.6.2.a. Social Media Support: The Contractor shall advise and supplement social media managers at CD, as required, on optimal content and delivery method of strategic messages and the 250th Marine Corps Birthday program. Specifically, the Contractor shall develop a plan for social media posts leading up to and during the execution of community relation events to generate maximum awareness nationally and in the target geographic area.

4.2.6.2.b. Website Support: The Contractor shall collaborate with CD’s webmaster team and appropriate unit website administrators in order to ensure professional-quality maintenance, upkeep, and content generation for an official 250th Marine Corps Birthday website, hosted on Marines.mil. This website will capture all community relations events, share press releases and publish Marine Corps stories, and will host video, still, and written content regarding the overall program and specific coordinating instructions for potential attendees at each event. The Contractor shall additionally provide support to CD to update and synchronize messaging across all official USMC websites.

Third party software requests may be considered on a case-by-case basis, but CD is beholden to established federal policies on web traffic and analytics. Any restricted data rights, information, software, materials and/or other items, including the Contractor’s or a third-party’s proprietary data, information, software, materials and/or items shall not be used under this contract without the specific written approval by the COR prior to the start of any work that includes the use of any such works. The Public Web team and CD’s social media team currently use Sprinklr for social media metrics and media monitoring and Google Analytics 4 for web analytics, under a program managed by the General Services Administration.

4.2.6.3. Paid Media: The Contractor shall provide media and advertisement support for the ideation, creation, and production of all media types to satisfy paid and earned media requirements. Support may include, but not be limited to the following:

1. Develop and execute a comprehensive media buying strategy, including traditional, digital, and social media platforms, to ensure broad and targeted reach.

1. Negotiate and secure media placements in alignment with the campaign’s objectives and target demographics.

1. Provide a detailed media plan outlining channels, timelines, and estimates.

1. Design and produce creative assets for advertising campaigns, including print, digital, video, over-the-air radio, and social media content.

1. Ensure all creative materials adhere to the campaign’s messaging guidelines and the service’s branding standards.

1. The Contractor shall summarize all planning, placement, and purchasing activities and outcomes.

The Contractor shall purchase and distribute all media and advertisements, according to the contract guidelines. Under this contract via effective channels to maintain the established reach and engagement goals and shall provide routine reports on key metrics for all executed media. Channels may include but are not limited to broadcast, digital (e.g., online advertising and software applications), audio, over-the-air radio, and printed environments to maintain the established reach and engagement goals. Examples media that have been previously utilized include paid searches, social media, scale audio and video, advertising research, paid talent, license fees, linear TV buys (includes network, cable, and radio), digital media buys (video, display, social, and streaming audio), print media buys (magazines and newspapers), and out-of-home advertising (theater, billboards, airport advertising and exhibition displays. The Contractor shall provide post-phase (following conclusion of activities in each host city) and monthly reports on key metrics for all executed media, such as audience reach, impressions, engagement, audience demographics and psychographics as available, and other metrics deemed valuable for future decision making by service leaders. No advertising content, public statements, or published content may be released on behalf of the Marine Corps without CD approval.

5. Data Rights: The Contractor shall maintain all intellectual property in accordance with this contract and submit a completed Intellectual Property Assignments, Release, and/or copyright or trademark registration document when appropriate. In accordance with DFARS Clause 252.227-7020 (included in the contract) and other laws and regulations all delivered data, materials, and items regardless of format, created, generated, produced, or provided under, or as a result of, this contract shall become the property of the U.S. Government/Marine Corps. This data, materials, and items include, but are not limited to, reports, surveys, website associated items/materials, other materials including, but not limited to, promotional items and content-created/related items, data, information, advertising/marketing assets, and all electronic/digital files including, but not limited to, video and audio items. It also includes all training and training-related materials, computer software/applications and hardware, source code, interfaces, tools, works, and other related items. The items described herein, and any other items, are hereinafter referred to individually or collectively as the Work or Works. Specifically, the copyright and/or other intellectual property rights in or to Works will be assigned, and through execution of the contract are assigned, or when appropriate licensed, to the U.S. Government/Marine Corps in accordance with DFARS Clause 252.227-7020 and/or paragraph, 5.3 below.

Therefore, unless intellectual property rights are licensed (in accordance with DFARS Clause 252.227-7020) to the U.S. Government/Marine Corps, the U.S. Government/Marine Corps shall be the sole owner of all intellectual property and other rights in or to these works. Therefore, any restricted data rights, information, software, materials and/or other items, including the Contractor’s or a third-party’s proprietary data, information, software, materials and/or items shall not be used under this Contract without the specific written approval by the Contracting Officer (KO) prior to the start of any work that includes the use of any such works. Therefore, the Contractor will provide a Data Rights Assertion listing in accordance with DFARS section 252.227-7017 for both commercial and non-commercial items.

5.1 Use of Works and Other Items. Without the prior written permission of the KO, no work, created or provided expressly for this contract shall be used by the Contractor for any purpose other than those purposes that are in support of, or for performance under, this effort/contract/PWS. The Contractor and its employees and subcontractors are obligated to protect from unauthorized use or disclosure all Government confidential or classified material and/or Government-owned proprietary and/or personally identifiable information or personal privacy, items obtained during performance under this contract, as long as such items remain proprietary, confidential, sensitive, or classified.

5.2 Confidentiality: All Contractor personnel shall safeguard personal information in accordance with the Privacy Act of 1974. Improper disclosure of sensitive or private information in violation of the DON Privacy Act Program (SECNAVINST 5211.5E or superseding guidance) may subject the Contractor or its personnel to criminal liability. Any information obtained in the course of duties, or the performance of services, under this contract including, but not limited to, information that may be made available for use that relates to the technical data, trade secrets, processes operations, style of work, or apparatus, or to the technical data, statistical data, amount or source of any income, profits, losses, or expenditures of any person, firm, partnership, corporation, or association is included in this clause. Contract personnel shall not publish, divulge, disclose, or make known this information (hereinafter, singularly, or collectively, “Items” or “Works”) or any other items/works created or provided expressly for this contract, in any manner, or to any extent not previously authorized in writing by the KO or the Contracting Officer’s Representative (COR). Moreover, when the Contractor’s need for any such Items and/or Works ends, the Items and/or Works shall be returned promptly (within 15 business days) to the appropriate government program personnel. The Contractor may archive documents digitally but shall follow retention policy in SECNAV M-5210.1, Department of the Navy, Records Management Manual, available at https://www.secnav.navy.mil/doni/manuals-secnav.aspx. For records remaining at expiration of the contract, coordinate with the Contracting Officer before purging.

5.3 Trademark and Copyrights: After the Marine Corps Trademark Counsel, as described below, completes its trademark clearance on any proposed campaign name, slogan, catchphrase, end-product, and finished product and branding concept, the USMC shall consider the merits of applying to register for a U.S. trademark and/or service mark with the U.S. Trademark Office, and will do so as appropriate. With respect to third-party proprietary/copyrighted data in which the Contractor is not the owner of the copyright or other intellectual property rights, the Contractor shall comply with DFARS Clause 252.227-7020, and, more specifically without limitation DFARS Clause 252.227-7020 (d). Unless otherwise authorized by the KO, The Contractor should obtain a license to use such proprietary third-party data of the scope required by DFARS Clause 252.227-7020 (c)(3). The copyrights and other intellectual property rights associated with all other Works will be, and through execution of the contract are, assigned to the U.S. Government/Marine Corps. In the case of any work that is subject to registration at the U.S. Copyright Office, after coordination with the COR, each such copyright registration will be prepared by the Contractor. More specifically, all works in which copyright rights (under Title 17 of the U.S. Code) exist will be assigned, and through execution of the contract are assigned, to the U.S. Government pursuant to the contract (see, e.g., DFARS Section 252.227-7020), which will make the U.S. Government the owner and claimant under each copyright registration.

Notwithstanding the foregoing, and as referenced above, the Contractor shall contact the KO to coordinate with and receive trademark legal review from the Marine Corps Trademark Counsel for any new slogan, logo, or other indicator. The Contractor shall reasonably assist with a prior search or clearance of any trademarks, service marks, trade names, logos and slogans used in connection with the services as requested by USMC, and the USMC shall make all final decisions whether to use, or seek copyright and/or trademark registrations for, any marks or materials used in connection with the services. Moreover, the Contractor shall execute any further documents necessary to provide the USMC information/assistance on all registrations of copyright and/or other intellectual property rights on the marks and materials, and any public recording of title to copyrights and/or other intellectual property rights, both registered and un-registered.

5.4 Existing Musical Compositions: With respect to any musical composition not first produced or composed in the performance of work under this contract but which is incorporated into any motion picture, television/video film or film strip, live or recorded television or radio spot, or other production item furnished hereunder, the license granted under the terms, conditions, and clause of this contract shall be limited solely to the motion picture, or television film or film strip, live or recorded television or radio spot or other production which incorporates such musical composition.

All music for videos will come from pre-established licensing agreements that USMC currently has. Any additional requests for music would be for short stints during a performance (e.g., if there is an airshow during a Marine Week and the contractor is asked to provide an Airshow Announcer, the music that is included as a part of the show would be licensed appropriately for the show).

5.5 Exhibition Rights: Any advertisement, commercial, motion picture or television/video film or film strip, live or recorded television or radio spot, or other production ordered hereunder will be exhibited or used by the Government or others on a non-sponsored or non-profit basis only. Contractor support under this contract shall include the cost of acquisition of only those rights or release instruments as are necessary for such non-sponsored or non-profit exhibitions.

5.6 Delivery of Release Instruments and Licenses: The Contractor shall furnish, in duplicate, the release instruments and licenses required herein or by the clauses of this contract and shall deliver such release instruments and licenses to the COR on or before the final delivery date of the advertisement, commercial, motion picture or television/video film or film strip, live or recorded television or radio spot, or other productions or events to which such release instruments and licenses relate.

5.7 Reproduction Materials: All branding concepts developed by the Contractor for this effort and all associated intellectual property rights are the property of the Government and shall only be used by the Contractor as part of contract performance, subject to KO authorization, of any licenses, releases or permission granted by third parties for materials incorporated into the finished products. All end and finished products developed by the Contractor for this effort and all associated intellectual property rights shall become the property of the Government, subject to the KO authorization, of any licenses, releases or permission granted by third parties for materials incorporated into the finished products. The Contractor shall assign or by this Contract has assigned all intellectual property rights in or to the works and other items required under this Contract including, but not limited to, all federal registrations described in paragraph 5.3 of this section to the United States Government.

5.8 Mechanical Devices: All mechanical devices produced by the Contractor in the performance of this contract, such as electroplates, engravings, and roto-prints and all associated intellectual property rights in or to such devices shall be property of and be delivered to the Government; however, the devices will remain in the custody of the Contractor for the duration of the contract or any extension thereof.

5.9 Camera-ready Materials: All camera-ready materials, such as mechanicals and photos and all associated intellectual property rights, in their entirety, shall be the property of the Government, subject to the KO authorization, of any licenses, releases or permission granted by third parties for materials incorporated into the finished products. Photographs, slides, film footage, trims and cuts, excess to the final accepted product, and all associated intellectual property rights shall be the property of the Government. All materials and other items required under this contract will be maintained by the Contractor during the course of the contract, and by order of the KO shall be turned over to the COR or turned over to a subsequent Contractor.

5.10 Dissemination of Information: There shall be no release, dissemination, or publication within or outside any Government agency, except within and between the Contractor and subcontractors, of any information provided by the Government or any supplies developed under this contract or contained in the reports to be furnished pursuant to the contract without the prior written approval of the Contracting Officer.

6. Period of Performance: The Government requires a twelve-month base period, with provisions for one (1) six-month option period. The Option will be executed pursuant to FAR 52.217-9, Option to Extend the Term of the Contract. The required performance period shall be 10 calendar days after award, or 10 November 2024, whichever is sooner, yet still providing the contractor 10 days' notice of award prior to the start of performance. The base year period of performance shall be 12 months from the start of performance.

The Government intends to make a single award with CLINs for one, (1) twelve-month base period, plus one (1) 6-month option period, to be exercised at the discretion of the Government (see FAR 52.217-9, Option to Extend the Term of the Contract). The Government makes no guarantee that the option period(s) will be exercised. It will be the Government’s unilateral right to exercise any option periods providing that the Notice of Intent is provided to the contractor within the time specified in FAR 52.217-9 of the contracts and, once option periods are exercised, the Contractor is required to perform the work when ordered during the scheduled period of performance of the contract.

Note: The Contractor will not be paid in advance for the one (1) six-month Option Period. Due to fiscal law, the Government is prohibited from paying in advance and obligating for more than 12 months. As a result, option periods are not guaranteed, and the Government may choose not to exercise the option for any reason. Additionally, the established prices at award cannot be changed post-award. The contractor will not be able to request an increase to option pricing after award has been made.

7. Government Furnished Equipment:

Government furnished facilities or workspace will be provided for the PM only, at the locations listed in PWS Section 9 are incidental to the place of performance. The Government shall provide, manage, and hold custody of facilities, office furnishings, and equipment used by the Contractor’s PM in the performance of work under this contract. The Government will provide the PM with a (1) desk, (1) desk phone, (1) office chair and (1) laptop which will be kept on site at the Pentagon room 4B548. The one (1) Government laptop provided to the PM will be allowed offsite when the PM travels in performance of the contract. The Contractor shall require all personnel to keep the spaces, furnishings and equipment provided for their use in a manner consistent with Marine Corps standards for fire prevention, health and safety, and to take proper care of all Government property in their possession. Government furnished property clauses are effective in the event Government furnished computers are taken off-site (e.g. situational telework) as approved in advanced by the COR. Government furnished property under this contract is provided in PWS Attachment 1, GFP List. Upon completion or termination of this contract, any Government provided equipment, property, or items provided to the Contractor shall be returned to the Government in no less of condition than provided.

8. Quality Control and Assurance

8.1 Quality Control: The Contractor shall develop, maintain, and implement an effective quality control program (QCP) to ensure services are performed in accordance with this PWS. The Contractor shall develop and implement procedures to identify, prevent, and ensure non-recurrence of defective services.