M95494-19-R-0020_MCRC_(DRAFT).pdf

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RATING PAGE OF PAGES

7. ISSUED BY

(Date)

IMPORTANT - Award will be made on this Form, or on Standard Form 26, or by other authorized official written notice.

Previous Edition is Unusable 33-134 STANDARD FORM 33 (REV. 9-97)

Prescribed by GSA

FAR (48 CFR) 53.214(c)

1 107

(If other than Item 7)

15A. NAME 16. NAME AND TITLE OF PERSON AUTHORIZED TO

AND

ADDRESS

SIGN OFFER (Type or print)

OF

OFFEROR

AMENDMENT NO. DATE

15B. TELEPHONE NO (Include area code) 17. SIGNATURE15C. CHECK IF REMITTANCE ADDRESS

IS DIFFERENT FROM ABOVE - ENTER

SUCH ADDRESS IN SCHEDULE.

18. OFFER DATE

1. THIS CONTRACT IS A RATED ORDER

UNDER DPAS (15 CFR 700)

2. CONTRACT NO.

M95494 8. ADDRESS OFFER TO

See Item 7

9. Sealed offers in original and copies for furnishing the supplies or services in the Schedule will be received at the place specified in Item 8, or if handcarried, in the depository located in

CAUTION - LATE Submissions, Modifications, and Withdrawals: See Section L, Provision No. 52.214-7 or 52.215-1. All offers are subject to all terms and conditions contained in this solicitation.

10. FOR INFORMATION

CALL:

A. NAME (NO COLLECT CALLS)

F. PAUL LIRIO (703) 604-3236

11. TABLE OF CONTENTS

SOLICITATION/ CONTRACT FORM

SUPPLIES OR SERVICES AND PRICES/ COSTS

2 - 34

X I CONTRACT CLAUSES

DESCRIPTION/ SPECS./ WORK STATEMENT X

PACKAGING AND MARKING

35 - 57 J LIST OF ATTACHMENTS

INSPECTION AND ACCEPTANCE

DELIVERIES OR PERFORMANCE

58 - 60

61 - 66 X K

REPRESENTATIONS, CERTIFICATIONS AND

OTHER STATEMENTS OF OFFERORS

CONTRACT ADMINISTRATION DATA 67 X

SPECIAL CONTRACT REQUIREMENTS

OFFER (Must be fully completed by offeror)

X M

L INSTRS., CONDS., AND NOTICES TO OFFERORS

EVALUATION FACTORS FOR AWARD

NOTE: Item 12 does not apply if the solicitation includes the provisions at 52.214-16, Minimum Bid Acceptance Period.

is inserted by the offeror) from the date for receipt of offers specified above, to furnish any or all items upon which prices are offered at the price set opposite each item, delivered at the designated point(s), within the time specified in the schedule.

13. DISCOUNT FOR PROMPT PAYMENT

(See Section I, Clause No. 52.232-8)

14. ACKNOWLEDGMENT OF AMENDMENTS

(The offeror acknowledges receipt of amendments

AMENDMENT NO. DATE

to the SOLICITATION for offerors and related documents numbered and dated):

FACILITY

12. In compliance with the above, the undersigned agrees, if this offer is accepted within calendar days (60 calendar days unless a different period

SOLICITATION, OFFER AND AWARD

X

(X) SEC. DESCRIPTION (X) SEC. DESCRIPTION PAGE(S)

PART I - THE SCHEDULE

26. NAME OF CONTRACTING OFFICER (Type or print) 27. UNITED STATES OF AMERICA 28. AWARD DATE

EMAIL:TEL: (Signature of Contracting Officer)

CODE CODE

B. TELEPHONE (Include area code) C. E-MAIL ADDRESS

AWARD (To be completed by Government)

19. ACCEPTED AS TO ITEMS NUMBERED 20. AMOUNT 21. ACCOUNTING AND APPROPRIATION

22. AUTHORITY FOR USING OTHER THAN FULL AND OPEN COMPETITION:

10 U.S.C. 2304(c)( ) 41 U.S.C. 253(c)( ) (4 copies unless otherwise specified)

23. SUBMIT INVOICES TO ADDRESS SHOWN IN ITEM

24. ADMINISTERED BY (If other than Item 7) CODE 25. PAYMENT WILL BE MADE BY CODE

PART IV - REPRESENTATIO NS AND INSTRUCTIO NS

PART III - LIST O F DO CUMENTS, EXHIBITS AND O THER ATTACHMENTS

68 - 76

PART II - CO NTRACT CLAUSES

MCICOM HQ

3000 MARINE CORPS PENTAGON

WASHINGTON DC 20350-3000

FAX:

TEL:

FAX:

TEL:

NOTE: In sealed bid solicitations "offer" and "offeror" mean "bid" and "bidder".

SOLICITATION

6. REQUISITION/PURCHASE NO.5. DATE ISSUED

07 Feb 2019

4. TYPE OF SOLICITATION

SEALED BID (IFB)

NEGOTIATED (RFP)

[ X ]

3. SOLICITATION NO.

M9549419R0020

Section B - Supplies or Services and Prices

ITEM NO SUPPLIES/SERVICES QUANTITY UNIT UNIT PRICE AMOUNT

0001 12 Months Account Program Management

FFP

FOB: Destination

PSC CD: R706

NET AMT

0002 12 Months Advertising Strategy Development

FFP

0003 12 Months Lead Generation

FFP

0004 12 Months Awareness

FFP

0005 12 Months Recruiter Support

FFP

0006 12 Months Call Center Support

FFP

0007 12 Months Media and Advertisements

FFP

0008 1 Lot Creative Development and Support

CPFF

ESTIMATED COST

FIXED FEE

TOTAL EST COST + FEE

Additional Services and Materials

CPFF

0009AA 1 Lot Account Program Management

CPFF

0009AB 1 Lot Advertising Strategy Development

CPFF

0009AC 1 Lot Material and Data Management

CPFF

0009AD 1 Lot Lead Generation

CPFF

0009AE 1 Lot Awareness

CPFF

0009AF 1 Lot Recruiter Support

CPFF

0009AG 1 Lot Call Center Support

CPFF

0009AH 1 Lot Media and Advertisements

CPFF

0009AJ 1 Lot Creative Development and Support

CPFF

0010 1 Lot Other Direct Costs

COST

0011 1 Lot Travel

COST

1001 12 Months OPTION Account Program Management

FFP

1002 12 Months OPTION Advertising Strategy Development

FFP

1003 12 Months OPTION Lead Generation

FFP

1004 12 Months OPTION Awareness

FFP

1005 12 Months OPTION Recruiter Support

FFP

1006 12 Months OPTION Call Center Support

FFP

1007 12 Months OPTION Media and Advertisements

FFP

1008 1 Lot OPTION Creative Development and Support

CPFF

OPTION Additional Services and Materials

1009AA 1 Lot OPTION Account Program Management

CPFF

1009AB 1 Lot OPTION Advertising Strategy Development

CPFF

1009AC 1 Lot OPTION Material and Data Management

CPFF

1009AD 1 Lot OPTION Lead Generation

CPFF

1009AE 1 Lot OPTION Awareness

CPFF

1009AF 1 Lot OPTION Recruiter Support

CPFF

1009AG 1 Lot OPTION Call Center Support

CPFF

1009AH 1 Lot OPTION Media and Advertisements

CPFF

1009AJ 1 Lot OPTION Creative Development and Support

CPFF

1010 1 Lot OPTION Other Direct Costs

COST

1011 1 Lot OPTION Travel

COST

2001 12 Months OPTION Account Program Management

FFP

2002 12 Months OPTION Advertising Strategy Development

FFP

2003 12 Months OPTION Lead Generation

FFP

2004 12 Months OPTION Awareness

FFP

2005 12 Months OPTION Recruiter Support

FFP

2006 12 Months OPTION Call Center Support

FFP

2007 12 Months OPTION Media and Advertisements

FFP

2008 1 Lot OPTION Creative Development and Support

CPFF

2009AA 1 Lot OPTION Account Program Management

CPFF

2009AB 1 Lot OPTION Advertising Strategy Development

CPFF

2009AC 1 Lot OPTION Material and Data Management

CPFF

2009AD 1 Lot OPTION Lead Generation

CPFF

2009AE 1 Lot OPTION Awareness

CPFF

2009AF 1 Lot OPTION Recruiter Support

CPFF

2009AG 1 Lot OPTION Call Center Support

CPFF

2009AH 1 Lot OPTION Media and Advertisements

CPFF

2009AJ 1 Lot OPTION Creative Development and Support

CPFF

2010 1 Lot OPTION Other Direct Costs

COST

2011 1 Lot OPTION Travel

COST

3001 12 Months OPTION Account Program Management

FFP

3002 12 Months OPTION Advertising Strategy Development

FFP

3003 12 Months OPTION Lead Generation

FFP

3004 12 Months OPTION Awareness

FFP

3005 12 Months OPTION Recruiter Support

FFP

3006 12 Months OPTION Call Center Support

FFP

3007 12 Months OPTION Media and Advertisements

FFP

3008 1 Lot OPTION Creative Development and Support

CPFF

3009AA 1 Lot OPTION Account Program Management

CPFF

3009AB 1 Lot OPTION Advertising Strategy Development

CPFF

3009AC 1 Lot OPTION Material and Data Management

CPFF

3009AD 1 Lot OPTION Lead Generation

CPFF

3009AE 1 Lot OPTION Awareness

CPFF

3009AF 1 Lot OPTION Recruiter Support

CPFF

3009AG 1 Lot OPTION Call Center Support

CPFF

3009AH 1 Lot OPTION Media and Advertisements

CPFF

3009AJ 1 Lot OPTION Creative Development and Support

CPFF

3010 1 Lot OPTION Other Direct Costs

COST

3011 1 Lot OPTION Travel

COST

4001 12 Months OPTION Account Program Management

FFP

4002 12 Months OPTION Advertising Strategy Development

FFP

4003 12 Months OPTION Lead Generation

FFP

4004 12 Months OPTION Awareness

FFP

4005 12 Months OPTION Recruiter Support

FFP

4006 12 Months OPTION Call Center Support

FFP

4007 12 Months OPTION Media and Advertisements

FFP

4008 1 Lot OPTION Creative Development and Support

CPFF

4009AA 1 Lot OPTION Account Program Management

CPFF

4009AB 1 Lot OPTION Advertising Strategy Development

CPFF

4009AC 1 Lot OPTION Material and Data Management

CPFF

4009AD 1 Lot OPTION Lead Generation

CPFF

4009AE 1 Lot OPTION Awareness

CPFF

4009AF 1 Lot OPTION Recruiter Support

CPFF

4009AG 1 Lot OPTION Call Center Support

CPFF

4009AH 1 Lot OPTION Media and Advertisements

CPFF

4009AJ 1 Lot OPTION Creative Development and Support

CPFF

4010 1 Lot OPTION Other Direct Costs

COST

4011 1 Lot OPTION Travel

COST

Section C - Descriptions and Specifications

PERFORMANCE WORK STATEMENT

I) Background

The Marine Corps Recruiting Command (MCRC) Advertising Services Program is directed toward the recruitment of approximately 40,000 personnel per year to fill vacancies in regular enlisted and officer, reserve enlisted and officer, and prior service programs. It supports 48 Recruiting Stations (RS) within six (6) Marine Corps Districts

(MCD) that are organized into two (2) regions: the Eastern Recruiting Region (ERR) and the Western Recruiting

Region (WRR). The Advertising Services Program spans a wide variety of channels and program elements including an expanded online and social media presence, an array of awareness media options, an effective lead generation program, a nationwide support team providing advertising assistance through local event activation, and the development of recruiter sales support materials. By providing recruiters with sales support materials, generating leads, building relevant brand awareness, and weaving diversity into the fabric of the Marine Corps, MCRC is focused on delivering an integrated and consistent message to reinforce the brand’s positioning among all key prospects.

The United States Marine Corps (USMC) strives to reinforce its timeless and timely institutional relevance amid a changing climate for defense resourcing and an evolving global threat environment. MCRC’s advertising efforts assist the Marine Corps in its endeavors to meet recruitment goals by continually and consistently representing the epitome of military virtue. The MCRC Advertising Services Program maintains the organization of marketing and advertising services on a national and local level through three (3) communication tasks:

Task Description

Lead Generation How the brand communicates to the prospect one-on-one

Awareness How the brand communicates to the prospect through mass media channels

Recruiter Support How the brand communicates to the prospect through the sales force:

Recruiters and Officer Selection Officers (OSO)

Operational Planning Groups (OPG) are held each year and are tasked with establishing priorities and themes for short-term strategies and factors based on discussions with national, regional, and district stakeholders. The OPG’s goal is to identify “the right kid that wants to be a marine” who will be able “to become moldable and able to fit into an expeditionary mindset quickly.” This effort includes specific targeted campaigns for certain audiences (e.g.:

athletes, musicians, specific ethnic groups, females, parents, and influencers) to promote diversity within the USMC.

The OPG must factor in each of the core competencies above, which has a significant impact on MCRC’s Campaign

Plan.

The USMC’s current Campaign Plan, Battles Won (see Attachment J-1), is a celebration of how the Marine Corps’ fighting spirit lives in every chapter of the Longer Marine Corps Story (LMCS). Battles Won focuses communication efforts on the irreducible fighting spirit of Marines and delivers differentiating narratives through three (3) promises Marines make to our nation and its citizens:

1. Making Marines – Battles won against adolescence, adversity, obstacles, and selfishness in order to achieve self-mastery and the title of United States Marine.

2. Winning our Nation’s Battles – Battles won against traditional enemies, humanitarian crises, and our nation’s social hurdles, historical and contemporary.

3. Developing Quality Citizens – Battles won to improve the lives of their fellow citizens at a local level.

Battles Won assumes an attitudinal approach and not a demographic one wherein each concept is framed as a fight, either figurative or literal, that the Marine Corps intends to win as either an individual or organization. This campaign is intended to deliver a consistent message across numerous touchpoints to build the story incrementally.

Not every prospect will receive and fully understand the campaign’s purpose at their first touchpoint; thus, the intent is to leverage all touchpoints into longer-term engagements by exposing prospects to the ideal over time.

II) Objective

The mission of the MCRC Advertising Services Program is to implement effective marketing and communications strategies to encourage qualified prospects to engage with Marine Corps recruiters and, ultimately, become Marines.

III) Scope

The purpose of this contract is to provide full-service advertising agency support to furnish the supplies and services to enhance the USMC’s recruiting efforts. The Contractor must develop and execute an Advertising Strategy that includes a full range of services from development of a strategic and tactical advertising strategy to the production of a wide-range of advertising formats (e.g.: TV, radio, print media, internet, and direct marketing). The Contractor’s Advertising Strategy must align with the USMC’s Campaign Plan and include individualized advertising programs for the MCD’s that complement the national program. The Contractor must plan and execute advertising, promotional, and publicity programs to support the following missions:

Marine Reserve Enlisted Non-Prior Service;

Marine Reserve Enlisted Prior Service;

Active Marine Officer;

Marine Reserve Officer; and

Special Missions, such as:

o Special Forces o Marine Judge Advocate General (JAG) o Musician Enlistment Option Program (MEOP) o Female recruitment missions o Other Audiences (which include non-prospects such as Parents/Influencers)

IV) Tasks

The Contractor must develop and execute a comprehensive national marketing and advertising strategy that adheres to the communication tasks described under Section I and supplements MCRC’s Campaign Plans. The Contractor must provide the following supplies and services:

A) Account Program Management

The Contractor must provide MCRC with responsive, thorough, comprehensive, complete, and timely Account

Program Management services, which includes the following:

1) Advertising Strategy Support – The Contractor must:

a) Develop recommendations on MCRC’s Campaign Plans, which includes: creative concepts, media plans, direct response programs, product positioning, short and long range communication objectives, and account planning.

b) Analyze MCRC’s marketing and advertising research efforts, which includes focus groups, copy research, and trend analyses, and provide recommendations for improvement. The intent of this task is to identify best practices for attracting potential applicants and reaching target markets.

c) Provide effective advertising support to the MCRC field advertising requirements within the ERR, WRR, and MCD’s. The Contractor must develop individualized advertising plans that complement the national strategy and are locally managed.

d) Develop and deliver presentations to support this task. Presentations may be in person, via conference call, or through video teleconference (VTC). The purpose of these presentations are to summarize current advertising efforts and objectives in a concise manner for MCRC leadership and stakeholders.

2) Kick-Off Meeting – The Contractor must schedule, coordinate, and host a Kick-Off Meeting within ten

(10) days after the start of performance. The Government shall provide the Contractor with the Meeting

Agenda. The Contracting Officer’s Representative (COR) shall ensure all identified participants are notified in advance of the meeting. The Contractor must develop and, after Government approval, distribute the Kick-Off Meeting minutes (see Exhibit J-A) in accordance with the delivery schedule specified in

Section V. Meeting minutes must include a list of attendees, action items, and other pertinent information discussed in the meeting.

3) Bi-Weekly Progress Meetings – Telephonic Progress Meetings are scheduled and conducted by the

Government to evaluate current and prospective marketing, advertising, and recruitment efforts. The

Contractor must attend all Progress Meetings to provide insights, recommendations, and pertinent information that support meeting objectives. The Contractor must develop and, after Government approval, distribute Progress Meeting minutes (see Exhibit J-B) in accordance with the delivery schedule specified in

Section V. Meeting minutes must include a list of attendees, action items, and other pertinent information discussed in the meeting.

4) Quarterly Progress Report – The Contractor must develop a Quarterly Progress Report (see Exhibit J-C) that summarizes the Contractor’s efforts and overall performance in achieving its advertising goals during the previous quarter. The report must include:

a) contractor and subcontractor points of contact (POC);

b) changes to the contractor’s Advertising Strategy for execution in the following six (6) to twelve (12) months;

c) an evaluation between planned and actual expenses per month;

d) results of all corrective actions performed;

e) recommendations to improve and streamline MCRC’s Campaign Plan;

f) Call Center volume data; and

g) potential and actual problem areas.

5) Quality Control Plan (QCP) (see Exhibit J-D) – There have been significant changes in the wants and needs of America’s youth over the history of the USMC. The numbers and quality of personnel required for each of the USMC’s 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. With consideration of these variables, the Contractor must develop and maintain a

QCP. The QCP must include:

a) an inspection program that includes Key Performance Indicators (KPI) for all proposed advertising;

b) recommendations to minimize mistakes and costs to the Government;

c) a customer complaint feedback system; and

d) a Risk Mitigation Plan (RMP) that includes contingency plans for ineffective marketing and advertising strategies, forecasted and emergent funding shortages, and accelerated schedules.

The Contractor must provide the QCP to the COR for review and final acceptance in accordance with

Section V. The Government will provide comments and recommendations for revisions within ten (10) business days after the QCP Draft is submitted. Copies of inspection documentation must be retained by the

Contractor and available upon request by the COR or Contracting Officer (KO). Subsequent changes to the

QCP shall be submitted to the COR no later than ten (10) business days prior to the effective date of change.

6) Material and Data Management

MCRC has access to a multitude of assets to support the Advertising Services Program such as an asset library, archived media, and the Advertising Information Technology System (AITS), which is an enterprise system that enables the command and control of the systematic recruiting process across all distributed recruiting locations. MCRC will provide the Contractor access to these resources in support of this contract.

a) The Contractor must comply with the compliance requirements and information security standards provided under Section XIX.

b) MCRC Catalog – MCRC’s Assets Library is comprised of all historical and current advertising material (e.g. photographs, videos, print ads, etc.), which will be provided to the Contractor after award

(see Attachment J-2). The Contractor must maintain the catalog and ensure that these records are readily updated and available to the COR and any Government officials designated by the COR. The

Contractor must ensure that the catalog abides by the intellectual property rights under this contract and remains searchable, compatible with MCRC systems, and transferrable. The Contractor must maintain the original copies of all releases and licenses within the catalog and a digital “Image and

Video Content Rights Audit Sheet” listing all such signed releases and licenses indexed to the products. The Contractor must store all advertising material provided in a temperature and humidity controlled facility with 24-hour monitored security and colorless and environmentally-friendly fire suppression system (e.g. FM-200).

c) Inventory Management System (see Exhibit J-E) – MCRC’s advertising and marketing inventory is comprised of collateral, recruiter support, promotional, and incentive items, which will be provided to the Contractor after award (see Attachment J-3). The Contractor must maintain a full-time, self-service

Inventory Management System to facilitate warehousing and distribution for all items. This system must provide an efficient means for Marines to access and manage on-site inventory at all times throughout the year and place orders as needed. This function is currently provided by the Collateral and Recruiter Support Items subpage (see Lead Generation subpages below). The Contractor must provide an international distribution system for recruiter and sales support material. Distribution locations include the Continental United States (CONUS), Hawaii, Alaska, Guam, Puerto Rico, the

U.S. Virgin Islands, and Kleber Kaserne, Germany.

7) Transition Plan (see Exhibit J-F) – The Contractor must develop a Transition Plan in the event of contract turnover for the follow-on contract. The Transition Plan must detail the Contractor’s approach to ensure no product or service disruption or degradation during and after a transition from this contract to the subsequent contract. If the period of performance overlaps with an incumbent Contractor’s efforts, the

Contractor must collaborate with the incumbent Contractor to facilitate a successful transition-in. The

Transition Plan must include the following:

a) Phase-In Plan

The Contractor must develop and implement a contract transition plan for phasing-in contractor performance. The full performance start date will constitute the contract phase-in period. All tasks prescribed in this contract require 100% staffing at the beginning of the period of performance.

During the phase-in period, the Contractor must demonstrate the ability to meet all requirements and ensure all incoming personnel are trained and qualified to perform no later than the full performance start date. The Contractor’s personnel must coordinate with Government personnel and other

Contractor personnel to execute knowledge transfers, provide lessons learned, and ensure continuity of information and documents for the commencement of performance.

The prospective Contractor may contract directly with the current (incumbent) Contractor to purchase any assets that are owned by the incumbent Contractor. NOTE: This arrangement is entirely at the discretion of the two parties and the Government will place no requirements on either Contractor to buy, sell, or trade any assets procured by the current Contractor for use under the current Contract. The

Government is not responsible for this transaction.

b) Phase-Out Plan

The last twelve calendar months in the final Period of Performance of the contract shall constitute the phase-out period. The Contractor must develop and implement a phase-out plan. The phase-out plan must describe how the Contractor intends to coordinate and transfer knowledge to the inbound

Contractor, if applicable, and Government personnel and must include the following:

Program management processes;

POC’s;

Location of technical and program management documentation;

Appropriate Contractor-to-Contractor coordination to ensure a seamless transition;

Schedules and milestones;

Actions required of the Government;

Effective communication procedures with the incoming Contractor and Government personnel for the period of the transition via weekly status meetings; and

Assigned Contractor personnel that will conduct a joint inventory, including condition status assessments, with Government personnel of all advertising and promotional materials.

All facilities, equipment, and materials utilized by the Contractor personnel during performance shall remain accessible to the Contractor personnel during the phase-out period pursuant to the applicable in-processing and out-processing guidelines.

B) Advertising Strategy Development

The Contractor must develop and execute an Advertising Strategy (see Exhibit J-G) tailored to each recruiting region and district that includes the following:

1) Lead Generation – prospect identification, lead development, and influencer strategies

2) Awareness – public events and promotional programs that promote USMC awareness

3) Recruiter Support – support products and services for Marine Corps recruiters

4) Call Center Support – short and long range communication efforts and objectives

5) Media and Advertisements – media mix, paid media costs, and the respective KPI’s

6) Creative Development and Support – support for existing and new Campaign Plans

The Advertising Strategy must align with the Marine Corps’ mission and the OPG’s priorities. The Advertising

Strategy must include, in detail, all the programs the Contractor shall provide in order to support the Marine

Corps’ Campaign Plan within the current period of performance. The Advertising Strategy must include supporting data and the objectives associated with each proposed effort. The Contractor must provide the

Advertising Strategy to the COR for review and final acceptance in accordance with Section V. The

Government will provide comments and recommendations for revisions within 30 business days after the

Advertising Strategy Draft is submitted. Once approved by the Government, the Contractor’s Advertising

Strategy shall be incorporated into this contract as an Exhibit and will be the blueprint by which Marine

Recruiters and OSO’s will base their recruiting efforts on.

The Contractor must provide timely recommendations to the Government when revisions to the Advertising

Strategy are required to meet the agreed upon objectives. The Contracting Officer may issue Technical

Direction Documents (TDD) or, in the event of substantial changes to the Advertising Strategy, a bilateral modification may be executed to document the change.

C) Lead Generation

Qualified Leads represent age and education qualified prospects asking for more information and agreeing to meet with a recruiter. Historically, between 200,000 to 300,000 unique Qualified Leads, or a 20% net for New

Contracts, at a minimum are required to meet the USMC’s annual recruitment goals. MCRC’s goals are based on conversion rates, which are a function of Qualified Leads to contracts (i.e. enlistments). Under this task, the

Contractor must:

1) Develop targeted lead generation products that encourage Qualified Leads to meet with recruiters.

2) Develop and execute direct response activities at the national, Regional, District, RS, Recruiting Sub-

Station (RSS), and Officer Selection Site (OSS) levels that facilitates a call-to-action for prospects to seek immediate feedback from recruiters.

3) Operate, maintain, and upgrade the USMC’s recruitment pages: https://www.Marines.com and http://www.marineofficer.com/. These sites collect requests for recruitment information and are the

USMC’s public facing portals. The intent of these websites is to be appealing and useful to the primary target audience, influencers of such targets, and diversity targets. The COR or the Government official(s) designated by the COR will provide final approval for all content changes on this site. The USMC retains all rights to this site.

4) Operate, maintain, and upgrade the USMC Advertising Portal (Ad Portal) and its subpages at https://adportal.marines.com. This site is the access point for the following recruiter support tools:

http://www.marines.com/ http://www.marineofficer.com/ https://adportal.marines.com/

Ad Portal Subpages Remarks

Admin Interface Administrative page to create and manage Ad Portal accounts.

Advertising Exchange Program management tool between MCRC and Contractor partners to track projects and share files.

Collateral and Recruiter Support Items The library of available items to order for Enhanced Area Canvassing (EAC), recruiting purposes, and increasing awareness of the USMC.

Direct Mail Samples Provides visibility on the quantity, timing of mailings, and visibility of the PDF versions to be distributed.

Education Center Library of training and reference materials supporting the Advertising Services program.

Enlisted Priority Prospect Card (ePPC) Provides qualified enlisted leads for all lead generation sources to the Region, Districts, RS’s, RSS’s, Permanent Contact Stations (PCS), and OSS’s.

Event Management

The user can create unique source codes for each event or activation to track EAC lead submissions. Provides capability for after-action reports to monitor and evaluate event performance criteria.

iPad Event Data A tool to monitor submissions at EAC events utilizing handheld lead capture devices.

Lead Reporting Tool Reporting interface for all MCRC lead generation activities.

Locator Electronic library to manage Region, District, RS, RSS, PCS, and OSS location information to populate USMC Advertising Services program systems.

Media Database (Cision) Tool to support public service advertising and public relations supporting the recruiting mission.

Online Advertising Resource (OAR) Provides access to all relevant approved assets available for download.

Officer Priority Prospect Card (oPPC) Provides qualified officer leads for all lead generation sources to the Region, Districts, RS’s, RSS’s, PCS’s, and OSS’s.

OSO Email Generator Provides means of sending branded communication for OSO prospect acquisition while adhering to all legal restrictions.

OSO Profile Provides a personalized business profile page to offer to prospects for follow-up.

Public Service Announcement (PSA)

Tracking

Provides an online database of tracked PSA airtime for review and a path to receive information about Public Service Directors.

Prior Service Recruiter (PSR)

Email Generator

Provides PSR recruiters the means of sending branded communication for PSR prospect acquisition while adhering to all legal restrictions.

PSR Leads Provides secure means of delivering PSR leads to PSR recruiters.

Student and Influencer Programs

Provides access to application data and contract information for students who have applied to either the Semper Fidelis All-American Program (SFAAP) or Summer

Leadership Character Development Academy (SLCDA). Provides contact information to influencer prospects who have expressed interests through USMC brand Electronic

Contact Card Interface (ECCI).

Support Tickets Electronic portal for submitting trackable trouble tickets for Ad Portal and applications.

The Contractor must ensure that all subpages are fully operational and accessible to recruiters at all times.

5) Operate and maintain the Marine Corps’ social media accounts as follows:

Social Media Account URL

Facebook https://www.facebook.com/marinecorps/

Instagram https://www.instagram/usmarinecorps/

Twitter https://twitter.com/USMarineCorps

Snapchat N/A; Mobile Application

LinkedIn https://www.linkedin.com/company/united-states-marine-corps/

YouTube https://www.youtube.com/user/OurMarines

The intent of this task is to reach target audiences through paid and organic advertising efforts. The

Contractor must create content and programs to engage prospects and influencers that will call them to action, whether through service or support. The Government will provide all log-in information upon award. All posts, messages, account updates, and online activities on these accounts must be coordinated with and approved by the COR or the Government official(s) designated by the COR before publication and distribution.

https://www.facebook.com/marinecorps/ https://www.instagram/usmarinecorps/ https://twitter.com/USMarineCorps https://www.linkedin.com/company/united-states-marine-corps/ https://www.youtube.com/user/OurMarines

6) Exploit emerging technologies, innovations, and new advertising opportunities to ensure MCRC remains at the forefront of recruitment advertising. The Contractor must establish efficient and effective means for recruiters to respond to prospects quickly in order to maximize qualified lead identification.

7) Develop and execute marketing and advertising programs to include the procurement of media in the multi-cultural markets.

8) The Contractor must compile all potential qualified lead information and provide lists of these leads to the respective RS via the ePPC and oPPC subpages of Ad Portal (see Attachment J-4). The potential qualified lead information is extracted from the Advertising Information Technology System (AITS) and must be provided to recruiters no later than 5am Eastern Standard Time (EST), Monday to Friday.

D) Awareness

The Contractor must develop and execute public events and promotional programs that promote USMC awareness. These programs must create useful opportunities for recruiters to interact with prospects and their adult influencers. The Contractor must execute and maintain a public relations campaign that includes developing and disseminating PSA’s and executing promotional and image-building initiatives through free media channels.

The intent of this task is to enhance the USMC’s image amongst prospects and leads, promote public awareness of the Marine Corps, and support USMC recruiters. Historically, 20%, or 8,000, of the USMC’s annual recruiting efforts can be attributed to advertising efforts. As such, the efforts under this task are intended to help recruiters meet annual goals of 200,000 to 300,000 Qualified Leads per year with a minimum conversion ratio of 3.5%.

E) Recruiter Support

USMC recruiters under the 8411 Military Occupational Specialties (MOS) perform administrative functions for recruiting units. 8411 Recruiters must be familiar with the enlistment process from applicant prospecting to preparation for recruit training. Marines in the 8412 MOS, Career Recruiters, are in key managerial billets and are responsible for establishing a cadre of professional 8411 Recruiters to improve the management and effectiveness of the recruiting effort.

The intent of this task is to provide a readily accessible resource for all recruiters to enhance their marketing knowledge and the sales support materials they need to be effective. The Contractor must propose, develop, and provide support materials for recruiters. The Government will review and approve all proposed materials prior to full production. The support materials must include pamphlets, brochures, and material targeting prospects and may also include sales support items (e.g. merchandise and giveaways). For planning purposes, there are

3,000 Marine Corps Recruiters that require support materials each year; however, additional items may be required and ordered via TDD. Print materials shall be printed through the Document Automation and

Production Service (DAPS) and the Government Printing Office (GPO). The intent of this task is to compel prospects and qualified leads to ask for additional information and agree to an appointment with a recruiter.

F) Call Center Support

The Marine Corps’ primary telephone number for leads and prospects is 1-800-MARINES, which receives an estimated 50,000 telephone calls per year on average via its toll-free numbers. The following tables include projected annual inbound and outbound Call Center activity:

Inbound Activity

Type Quantity Action

Request for Fulfillment 10,800 – 12,000 Data capture;

Hot Transfer offered

Pranks 8,400 – 9,600 Operator terminates;

No data capture

Miscellaneous* 26,400 – 38,400 Operator provides recruiter information if possible;

No data capture *Note: Calls include non-fulfillment requests, such as referral of phone number for local Marine Corps RS’s, as well as non-enlistment related information about the USMC.

Outbound Activity

Type Quantity Action

District 20,000 – 30,000 Campaigns related to a specific Marine Corps District

National 30,000 – 40,000 Outbound efforts executed on a national level

Miscellaneous* 10,000 – 20,000 Data capture and operator provides information if possible *Note: These campaigns can be related to data profiling and market research.

1) The Contractor must provide and manage call center operations in support of 1-800-MARINES. The primary language for call center operators shall be English.

2) The Call Center must have qualified operators on duty from 7 a.m. to 11 p.m. (EST), 365 days a year with the capability of providing 24-hour support.

3) The Call Center must have an Interactive Voice Response (IVR) system and real-time address verification software in-line with industry best practices. The Call Center must have the capability to see the callers’ phone numbers for verification purposes and filter outbound calls through the Do Not Call (DNC) registry.

4) The Call Center must have outbound short message service (SMS) messaging capabilities to send recruiters’ phone and address information as a text message in response to inbound prospect calls.

5) The Contractor must establish a disaster recovery location and a system in place for capturing data when the Information Technology (IT) systems are down. In such an event, the Contractor must have the capacity to re-route the telephony traffic within 90 minutes to a comparable alternative location.

6) The Contractor shall capture Call Me Now (CMN) requests submitted through the Marine Corps’ website, https://www.Marines.com. These requests are received in real-time at the Call Centers and must be answered within five (5) minutes of receipt.

7) Call Center Operators must identify and qualify callers based on established recruiting criteria as to their correct recruiting location, lead type, and interest levels. Call Center Operators must 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) provided that the caller qualifies and the contact is made during established business hours.

8) Call Center Operators must direct frequently asked questions (FAQ) of a non-recruiting nature to the correct source within the Marine Corps. Call Center Operators must make outbound telemarketing calls in support of re-contact efforts and follow up on incorrect address information.

The Contractor must maintain, safeguard, and protect Personally Identifiable Information (PII) collected by the Call Centers in accordance with applicable Department of Defense (DoD) and Department of the Navy

(DoN) regulations. All electronic and hard copy data shall be protected throughout the Call Center process.

Department of Defense Information Assurance Certification and Accreditation Process (DIACAP) compliance is not required upon award, but must be pursued until obtained. The Contractor shall perform all necessary upgrades and updates to comply with emerging security requirements.

http://www.marines.com/

G) Media and Advertisements

The Contractor must design, develop, and produce media and advertisements that align with its Advertising

Strategy and the requirements of this contract. The Contractor must provide all planning, placement, and purchasing functions in support of this task. The media must be distributed via effective channels such as broadcast, digital (e.g.: online advertising and software applications), audio, and printed environments to maintain the established reach and engagement goals. Examples of media that have been previously utilized include: Paid Searches, Conversion Displays, Content Integration and Amplification, Social, Scale Audio and

Video, High School Awards Programs, Unit-Focused Media, and Research. The Contractor must provide Media

Schedules (see Exhibit J-H) for all planned media to the COR no later than (NLT) 60 calendar days prior to any media scheduled to run. The COR or the Government official(s) designated by the COR will provide final approval for all content before its release.

H) Creative Development and Support

The Contractor must provide creative development and support to maintain existing Campaign Plans (e.g.

Battles Won) and to develop and execute new Campaign Plans. Maintenance, development, and execution efforts for Campaign Plan support under this contract must align with the Contractor’s Advertising Strategy.

Maintenance under this task may include royalty fees and reoccurring charges associated with paid media and advertisements. The COR or the Government official(s) designated by the COR will provide final approval for newly developed concepts under this task.

I) Additional Services and Materials Within Scope

Tasks A through H under Section IV above describe the known requirements for advertising, promotional, and publicity programs in support of MCRC’s Campaign Plan. Additional support under these tasks may be required during the performance of this contract. The following Contract Line Item Numbers (CLIN) will be used to cover the additional support requirements that may arise (see Section B of the Contract for more details):

SubCLIN Task Level of Effort

X009AA Account Program Management 3,640.00

X009AB Advertising Strategy Development 6,240.00

X009AC Material and Data Management 5,200.00

X009AD Lead Generation 5,720.00

X009AE Awareness 5,720.00

X009AF Recruiter Support 5,720.00

X009AG Call Center Support 2,080.00

X009AH Media and Advertisements 3,640.00

X009AJ Creative Development and Support 5,720.00

TOTAL 43,680.00

The CLIN’s above designate the Government’s estimated level of effort needed for each Task. When a requirement for additional services within scope arises, the Government will issue a TDD to the Contractor that contains the specific task, deliverables, and length of performance, as applicable. The Contractor must submit a cost/price proposal for the work specified in the TDD, which may be subject to further evaluation/negotiation. If the proposal is accepted by the Government, the TDD will be approved by the Contracting Officer in writing and a subsequent a modification to add funding will be executed. The Contractor must receive an approved

TDD from the Contracting Officer with funding added to the contract prior to commencing any work. If a

Period of Performance (POP) of a TDD extends past the then current POP, continuation of performance on that

TDD past the contract POP will be subject to the availability of funding and subject to the next option exercise.

J) Advertising Information Technology System (AITS) Migration (Option)

AITS is the Marine Corps’ database that provides digital and database marketing, leads management, and recruiter fulfillment services. The Senior Information Security Officer (SISO) that oversees MCRC’s AITS is the Chief, Cybersecurity Division, Headquarters Marine Corps (HQMC) C4, which established information technology requirements for AITS (see Attachment J-5). AITS is classified as a Defense Business System

(DBS) and must maintain an Authorization to Operate (ATO) from C4 to ensure all PII is secured. AITS is entering its third year under its current ATO and must be migrated to a secure server site in accordance with the

Federal Risk and Authorization Management Program (FedRAMP). Upon exercise, the Contractor must complete the FedRAMP for AITS within six (6) months prior to the ATO’s expiration on 31 August 2020.

V) Deliverables

The table below lists the deliverables under this contract:

Deliverable Reference Due Date

Kick-Off Meeting Minutes J-A 30 business days after contract award

Bi-Weekly Progress Meeting Minutes J-B 1 business day after Bi-Weekly meeting

Quarterly Progress Report J-C 5th business day of month after each new quarter

Quality Control Plan Draft N/A 30 business days after contract award and after each option year exercise

Quality Control Plan Final J-D 90 business days after contract award and after each option year exercise

Inventory Management System J-E Ongoing

Transition Plan J-F 120 business days prior to contract end date

Advertising Strategy Draft N/A 20 JUN 2020

Advertising Strategy Final J-G 05 SEP 2020

Media Schedules J-H 60 business days prior to media being run

GFP Inventory Report J-J Within 15 calendar days of request

All meetings minutes, reports, plans, and training documentation must be in Microsoft Office 2013 (or later) format.

Deliverables are not considered late when a later submission date is approved by the COR or KO in writing. The

COR or Contracting Officer’s approval of a later deliverable submission or the Government’s failure to strictly enforce delivery requirements will not be deemed a waiver of the applicable delivery requirements for deliverables.

VI) Performance Requirements Summary (PRS)

The performance standards for all tasks under this Performance Work Statement are stated in the PRS below:

Deliverable PWS Ref. Performance Standards AQL

Kick-Off

Meeting Minutes J-A Submitted on time with attendees and action items. < 1 request for revisions

Bi-Weekly Progress

Meeting Minutes J-B Submitted on time with attendees and action items.

< 1 request for revisions for every 2 meetings

Quarterly Progress Report J-C Submitted on time and contains required data and points of contact.

< 2 revisions before

Final Draft

Quality Control Plan J-D Submitted on time and contains required data.

< 2 revisions before

Final Draft

Inventory Management

System J-E

Inventory is catalogued and managed in an organized manner. Accessible at all times throughout the year.

< 10 errors identified per review

Transition Plan J-F Submitted on time and contains required data and points of contact.

< 2 revisions before

Final Draft

Advertising Strategy J-G

Submitted on time and in proper format. Contains required data, KPI’s, tailored strategies for each region and district, and supporting information.

< 2 revisions before

Final Draft

Media Schedules J-H Submitted on time and IAW the approved

Advertising Strategy.

> 98% of deadlines met per quarter

GFP Inventory Report J-J Submitted on time and contains required data. < 1 request for revisions

Warehousing and Distribution

IV

Inventory is catalogued, organized, and readily accessible to recruiters.

< 5% delayed and incomplete orders per year

< 2-day shipping

Recruitment Website IV Contains required data. Accessible at all times throughout the year.

< 12-hours downtime for any maintenance

Recruiter Materials IV

Developed IAW the Advertising Strategy and the respective local campaign(s).

Shipped and received on time.

< 5% rework

< 2-day shipping

Call Center IV Maintain acceptable Average Speed of Answer

(ASA), Abandonment, and Transfer Rates.

ASA < 10 seconds

Abandonment Rate < 3%

Transfer Rate < 5%

Staffing

VII,

VIII

All Key Personnel positions staffed at award and substitutions requested IAW the PWS.

< 30-day gap in any Key position

Information Security XX No data breaches or leaks. 100% Compliance.

VII) Key Personnel

A) Program Manager

The Program Manager is responsible for successful performance of this contract. The Program Manager must coordinate all contract administration functions, oversee the execution of contractor personnel duties, and manage allocated funding under this contract.

Minimum Qualifications:

a. Undergraduate Degree from an accredited university/college in engineering, business, or marketing related discipline.

b. Seven (7) years of experience with federal contracts. USMC or DoD experience preferred.

c. Demonstrated experience in the account management of a national, multi-location program.

Advertising and marketing strategy experience preferred.

d. Demonstrated experience resolving complex problems and contractual issues.

e. Demonstrated experience in coordinating marketing campaigns with recruitment activities.

B) Senior Account Managers

Senior Account Managers are responsible for strategy implementation, business planning, and problem solving at the Awareness, Lead Generation, Recruiter Support, and Call Center level. Senior Account Managers must coordinate with the Account Representatives at the Region and District levels to develop and execute marketing and advertising strategies. Senior Account Managers will coordinate closely with the COR and all Government representatives designated by the COR or KO.

a. Undergraduate Degree from an accredited university/college in business or marketing related discipline.

b. 5 years of experience in the Marketing and Advertising career field.

c. Demonstrated experience in product demand and customer awareness.

d. Demonstrated experience in monitoring and reporting on prospect satisfaction.

e. Demonstrated experience in the development and execution of a national advertising and marketing strategy.

f. Demonstrated experience developing and managing media services team.

g. Demonstrated senior level advertising and marketing industry skills such as market segmentation, value proposition development, product positioning, branding strategy, and communications.

h. Demonstrated proficiency in strategic problem solving, conceptual thinking, conflict resolution, team leadership, and mentoring.

C) Creative Directors

Creative Directors are the creative leads for advertising and marketing that coordinate with designers, artists, copywriters, sales teams, and marketers to create a vision for products. Creative Directors plan advertising, oversee the creative process and direct the creative team. Creative Directors report to the Program Manager.

a. Undergraduate Degree from an accredited university/college in a marketing related discipline.

b. Five (5) years of experience in the Marketing and Advertising career field.

c. Demonstrated experience in creating social media and print marketing material for brand events.

d. Demonstrated experience in executing lead generation tactics through traditional and digital marketing strategies.

e. Demonstrated experience in creative design software, which includes Photoshop, GNU Image

Manipulation Program, Illustrator, Inkscape, CorelDraw, and Adobe Design in support of a national advertising and marketing strategy.

f. Demonstrated ability to lead and direct a creative team in a collaborative setting.

g. Demonstrated ability to develop and implement creative solutions for national campaigns.

h. Demonstrated experience with interactive, internet, print, collateral, outdoor, and direct mail media.

VIII) Substitution of Key Personnel

A) General Provision – The…