M95494-19-R-0020_MCRC_RFP_DRAFT.pdf

PDF 2 MB Posted May 10, 2019

Attached to: Marine Corps Recruiting Command Advertising Support
Solicitation number: M95494-19-R-0020
Issued by: United States Marine Corps

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M95494-19-R-0020 MCRC Advertising Support Draft Solicitation

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SEE ADDENDUM

(No Collect Calls)

M9549419R0020 10-May-2019

b. TELEPHONE NUMBER

(703) 604-3236

8. OFFER DUE DATE/LOCAL TIME

10:00 AM 21 Jun 2019

5. SOLICITATION NUMBER 6. SOLICITATION ISSUE DATE

AUTHORIZED FOR LOCAL REPRODUCTION

PREVIOUS EDITION IS NOT USABLE

STANDARD FORM 1449 (REV. 2/2012)

Prescribed by GSA – FAR (48 CFR) 53.212

(TYPE OR PRINT)

(SIGNATURE OF CONTRACTING OFFICER)

ADDENDA X ARE

26. TOTAL AWARD AMOUNT (For Gov t. Use Only )

23.

CODE 10. THIS ACQUISITION IS

SUCH ADDRESS IN OFFER

17b. CHECK IF REMITTANCE IS DIFFERENT AND PUT

BELOW IS CHECKED

TELEPHONE NO.

M954949. ISSUED BY

18b. SUBMIT INVOICES TO ADDRESS SHOWN IN BLOCK 18a. UNLESS BLOCK

7. FOR SOLICITATION

INFORMATION CALL:

a. NAME

F. PAUL LIRIO

2. CONTRACT NO. 3. AWARD/EFFECTIVE DATE 4. ORDER NUMBER

(TYPE OR PRINT)

30b. NAME AND TITLE OF SIGNER 30c. DATE SIGNED 31b. NAME OF CONTRACTING OFFICER

30a. SIGNATURE OF OFFEROR/CONTRACTOR 31a.UNITED STATES OF AMERICA

27a. SOLICITATION INCORPORATES BY REFERENCE FAR 52.212-1. 52.212-4. FAR 52.212-3. 52.212-5 ARE ATTACHED.X

25. ACCOUNTING AND APPROPRIATION DATA

1. REQUISITION NUMBER

20.

ADDITIONAL SHEETS SUBJECT TO THE TERMS AND CONDITIONS SPECIFIED.

OFFEROR TO COMPLETE BLOCKS 12, 17, 23, 24, AND 30

SOLICITATION/CONTRACT/ORDER FOR COMMERCIAL ITEMS

ARE NOT ATTACHED

27b. CONTRACT/PURCHASE ORDER INCORPORATES BY REFERENCE FAR 52.212-4. FAR 52.212-5 IS ATTACHED. ADDENDA ARE ARE NOT ATTACHED

(BLOCK 5), INCLUDING ANY ADDITIONS OR CHANGES WHICH ARE

SET FORTH HEREIN, IS ACCEPTED AS TO ITEMS:

. YOUR OFFER ON SOLICITATION

28. CONTRACTOR IS REQUIRED TO SIGN THIS DOCUMENT AND RETURN

% FOR:SET ASIDE:UNRESTRICTED ORX

SMALL BUSINESS

17a.CONTRACTOR/ CODE FACILITY

OFFEROR CODE

MCICOM HQ

3000 MARINE CORPS PENTAGON

WASHINGTON DC 20350-3000

18a. PAYMENT WILL BE MADE BY CODE

RATED ORDER UNDER

DPAS (15 CFR 700)

13a. THIS CONTRACT IS A

13b. RATING

CODE15. DELIVER TO CODE 16. ADMINISTERED BY

SEE SCHEDULE

12. DISCOUNT TERMS11. DELIVERY FOR FOB DESTINA-

TION UNLESS BLOCK IS

MARKED

SEE SCHEDULE

14. METHOD OF SOLICITATION

RFQ IFB RFPX

FAX:

TEL: SERVICE-DISABLED

VETERAN-OWNED

SMALL BUSINESS

8(A)

HUBZONE SMALL

BUSINESS

SIZE STANDARD:

$15,000,000

NAICS:

541810

OFFER DATED

29. AWARD OF CONTRACT: REF.

DELIVER ALL ITEMS SET FORTH OR OTHERWISE IDENTIFIED ABOVE AND ON ANY

COPIES TO ISSUING OFFICE. CONTRACTOR AGREES TO FURNISH AND

EMAIL:

TEL:

31c. DATE SIGNED

SEE SCHEDULE

SCHEDULE OF SUPPLIES/ SERVICESITEM NO. QUANTITY UNIT UNIT PRICE AMOUNT

24.22.21.19.

WOMEN-OWNED SMALL BUSINESS (WOSB)

ELIGIBLE UNDER THE WOMEN-OWNED

SMALL BUSINESS PROGRAM

EDWOSB

32g. E-MAIL OF AUTHORIZED GOVERNMENT REPRESENTATIVE

SOLICITATION/CONTRACT/ORDER FOR COMMERCIAL ITEMS

(CONTINUED)

PAGE 2 OF100

ACCEPTED, AND CONFORMS TO THE CONTRACT, EXCEPT AS NOTED: ______________________________________________________

32a. QUANTITY IN COLUMN 21 HAS BEEN

RECEIVED INSPECTED

32b. SIGNATURE OF AUTHORIZED GOVERNMENT

REPRESENTATIVE

32c. DATE 32d. PRINTED NAME AND TITLE OF AUTHORIZED GOVERNMENT

REPRESENTATIVE

32e. MAILING ADDRESS OF AUTHORIZED GOVERNMENT REPRESENTATIVE 32f . TELEPHONE NUMBER OF AUTHORIZED GOVERNMENT REPRESENTATIVE

37. CHECK NUMBER

FINALPARTIALCOMPLETE

36. PAYMENT35. AMOUNT VERIFIED

CORRECT FOR

34. VOUCHER NUMBER

FINAL

33. SHIP NUMBER

PARTIAL

38. S/R ACCOUNT NUMBER 39. S/R VOUCHER NUMBER 40. PAID BY

41a. I CERTIFY THIS ACCOUNT IS CORRECT AND PROPER FOR PAYMENT

41b. SIGNATURE AND TITLE OF CERTIFYING OFFICER 41c. DATE

42a. RECEIVED BY (Print)

42b. RECEIVED AT (Location)

42c. DATE REC'D (YY/MM/DD) 42d. TOTAL CONTAINERS

STANDARD FORM 1449 (REV. 2/2012) BACK

Prescribed by GSA – FAR (48 CFR) 53.212

AUTHORIZED FOR LOCAL REPRODUCTION

PREVIOUS EDITION IS NOT USABLE

SEE SCHEDULE

20.

SCHEDULE OF SUPPLIES/ SERVICES

21.

QUANTITY UNIT

22. 23.

UNIT PRICE

24.

AMOUNT

19.

ITEM NO.

M9549419R0020

Section SF 1449 - CONTINUATION SHEET

ITEM NO SUPPLIES/SERVICES QUANTITY UNIT UNIT PRICE AMOUNT

0001 12 Months Account Program Management

FFP

PWS Section (IV)(A)

FOB: Destination

PSC CD: R701

NET AMT

0002 12 Months Advertising Strategy Execution

FFP

PWS Section (IV)(B)

0003 12 Months Lead Generation

FFP

PWS Section (IV)(C)

0004 12 Months Awareness

FFP

PWS Section (IV)(D)

0005 12 Months Recruiter Support

FFP

PWS Section (IV)(E)

0006 1 Lot Recruiter Support Materials

FFP

PWS Section (IV)(F)

0007 12 Months Call Center Support

FFP

PWS Section (IV)(G)

0008 12 Months Media and Advertisement Support

FFP

PWS Section (IV)(H)

0009 1 Lot Paid Media

COST

PWS Section (IV)(I)

ESTIMATED COST

0010 1 Lot Travel

COST

PWS Section (XI)

0011 1 Lot OPTION Paid Media Option

COST

PWS Section (IV)(I)

1001 12 Months OPTION Account Program Management

FFP

PWS Section (IV)(A)

1002 12 Months OPTION Advertising Strategy Execution

FFP

PWS Section (IV)(B)

1003 12 Months OPTION Lead Generation

FFP

PWS Section (IV)(C)

1004 12 Months OPTION Awareness

FFP

PWS Section (IV)(D)

1005 12 Months OPTION Recruiter Support

FFP

PWS Section (IV)(E)

1006 1 Lot OPTION Recruiter Support Materials

FFP

PWS Section (IV)(F)

1007 12 Months OPTION Call Center Support

FFP

PWS Section (IV)(G)

1008 12 Months OPTION Media and Advertisement Support

FFP

PWS Section (IV)(H)

1009 1 Lot OPTION Paid Media

COST

PWS Section (IV)(I)

1010 1 Lot OPTION Travel

COST

PWS Section (XI)

1011 1 Lot OPTION Paid Media Option

COST

PWS Section (IV)(I)

2001 12 Months OPTION Account Program Management

FFP

PWS Section (IV)(A)

2002 12 Months OPTION Advertising Strategy Execution

FFP

PWS Section (IV)(B)

2003 12 Months OPTION Lead Generation

FFP

PWS Section (IV)(C)

2004 12 Months OPTION Awareness

FFP

PWS Section (IV)(D)

2005 12 Months OPTION Recruiter Support

FFP

PWS Section (IV)(E)

2006 1 Lot OPTION Recruiter Support Materials

FFP

PWS Section (IV)(F)

2007 12 Months OPTION Call Center Support

FFP

PWS Section (IV)(G)

2008 12 Months OPTION Media and Advertisement Support

FFP

PWS Section (IV)(H)

2009 1 Lot OPTION Paid Media

COST

PWS Section (IV)(I)

2010 1 Lot OPTION Travel

COST

PWS Section (XI)

2011 1 Lot OPTION Paid Media Option

COST

PWS Section (IV)(I)

3001 12 Months OPTION Account Program Management

FFP

PWS Section (IV)(A)

3002 12 Months OPTION Advertising Strategy Execution

FFP

PWS Section (IV)(B)

3003 12 Months OPTION Lead Generation

FFP

PWS Section (IV)(C)

3004 12 Months OPTION Awareness

FFP

PWS Section (IV)(D)

3005 12 Months OPTION Recruiter Support

FFP

PWS Section (IV)(E)

3006 1 Lot OPTION Recruiter Support Materials

FFP

PWS Section (IV)(F)

3007 12 Months OPTION Call Center Support

FFP

PWS Section (IV)(G)

3008 12 Months OPTION Media and Advertisement Support

FFP

PWS Section (IV)(H)

3009 1 Lot OPTION Paid Media

COST

PWS Section (IV)(I)

3010 1 Lot OPTION Travel

COST

PWS Section (XI)

3011 1 Lot OPTION Paid Media Option

COST

PWS Section (IV)(I)

4001 12 Months OPTION Account Program Management

FFP

PWS Section (IV)(A)

4002 12 Months OPTION Advertising Strategy Execution

FFP

PWS Section (IV)(B)

4003 12 Months OPTION Lead Generation

FFP

PWS Section (IV)(C)

4004 12 Months OPTION Awareness

FFP

PWS Section (IV)(D)

4005 12 Months OPTION Recruiter Support

FFP

PWS Section (IV)(E)

4006 1 Lot OPTION Recruiter Support Materials

FFP

PWS Section (IV)(F)

4007 12 Months OPTION Call Center Support

FFP

PWS Section (IV)(G)

4008 12 Months OPTION Media and Advertisement Support

FFP

PWS Section (IV)(H)

4009 1 Lot OPTION Paid Media

COST

PWS Section (IV)(I)

4010 1 Lot OPTION Travel

COST

PWS Section (XI)

4011 1 Lot OPTION Paid Media Option

COST

PWS Section (IV)(I)

INSPECTION AND ACCEPTANCE TERMS

Supplies/services will be inspected/accepted at:

CLIN INSPECT AT INSPECT BY ACCEPT AT ACCEPT BY

0001 Destination Government Destination Government

0002 Destination Government Destination Government

0003 Destination Government Destination Government

0004 Destination Government Destination Government

0005 Destination Government Destination Government

0006 Destination Government Destination Government

0007 Destination Government Destination Government

0008 Destination Government Destination Government

0009 Destination Government Destination Government

0010 Destination Government Destination Government

0011 Destination Government Destination Government

1001 Destination Government Destination Government

1002 Destination Government Destination Government

1003 Destination Government Destination Government

1004 Destination Government Destination Government

1005 Destination Government Destination Government

1006 Destination Government Destination Government

1007 Destination Government Destination Government

1008 Destination Government Destination Government

1009 Destination Government Destination Government

1010 Destination Government Destination Government

1011 Destination Government Destination Government

2001 Destination Government Destination Government

2002 Destination Government Destination Government

2003 Destination Government Destination Government

2004 Destination Government Destination Government

2005 Destination Government Destination Government

2006 Destination Government Destination Government

2007 Destination Government Destination Government

2008 Destination Government Destination Government

2009 Destination Government Destination Government

2010 Destination Government Destination Government

2011 Destination Government Destination Government

3001 Destination Government Destination Government

3002 Destination Government Destination Government

3003 Destination Government Destination Government

3004 Destination Government Destination Government

3005 Destination Government Destination Government

3006 Destination Government Destination Government

3007 Destination Government Destination Government

3008 Destination Government Destination Government

3009 Destination Government Destination Government

3010 Destination Government Destination Government

3011 Destination Government Destination Government

4001 Destination Government Destination Government

4002 Destination Government Destination Government

4003 Destination Government Destination Government

4004 Destination Government Destination Government

4005 Destination Government Destination Government

4006 Destination Government Destination Government

4007 Destination Government Destination Government

4008 Destination Government Destination Government

4009 Destination Government Destination Government

4010 Destination Government Destination Government

4011 Destination Government Destination Government

DELIVERY INFORMATION

CLIN DELIVERY DATE QUANTITY SHIP TO ADDRESS DODAAC /

CAGE

0001 POP 20-DEC-2019 TO

19-DEC-2020

N/A N/A

0002 POP 20-DEC-2019 TO

0003 POP 20-DEC-2019 TO

0004 POP 20-DEC-2019 TO

0005 POP 20-DEC-2019 TO

0006 POP 20-DEC-2019 TO

0007 POP 20-DEC-2019 TO

0008 POP 20-DEC-2019 TO

0009 POP 20-DEC-2019 TO

0010 POP 20-DEC-2019 TO

0011 POP 20-DEC-2019 TO

1001 POP 20-DEC-2020 TO

19-DEC-2021

1002 POP 20-DEC-2020 TO

1003 POP 20-DEC-2020 TO

1004 POP 20-DEC-2020 TO

1005 POP 20-DEC-2020 TO

1006 POP 20-DEC-2020 TO

1007 POP 20-DEC-2020 TO

1008 POP 20-DEC-2020 TO

1009 POP 20-DEC-2020 TO

1010 POP 20-DEC-2020 TO

1011 POP 20-DEC-2020 TO

2001 POP 20-DEC-2021 TO

19-DEC-2022

2002 POP 20-DEC-2021 TO

2003 POP 20-DEC-2021 TO

2004 POP 20-DEC-2021 TO

2005 POP 20-DEC-2021 TO

2006 POP 20-DEC-2021 TO

2007 POP 20-DEC-2021 TO

2008 POP 20-DEC-2021 TO

2009 POP 20-DEC-2021 TO

2010 POP 20-DEC-2021 TO

2011 POP 20-DEC-2021 TO

3001 POP 20-DEC-2022 TO

19-DEC-2023

3002 POP 20-DEC-2022 TO

3003 POP 20-DEC-2022 TO

3004 POP 20-DEC-2022 TO

3005 POP 20-DEC-2022 TO

3006 POP 20-DEC-2022 TO

3007 POP 20-DEC-2022 TO

3008 POP 20-DEC-2022 TO

3009 POP 20-DEC-2022 TO

3010 POP 20-DEC-2022 TO

3011 POP 20-DEC-2022 TO

4001 POP 20-DEC-2023 TO

19-DEC-2024

4002 POP 20-DEC-2023 TO

4003 POP 20-DEC-2023 TO

4004 POP 20-DEC-2023 TO

4005 POP 20-DEC-2023 TO

4006 POP 20-DEC-2023 TO

4007 POP 20-DEC-2023 TO

4008 POP 20-DEC-2023 TO

4009 POP 20-DEC-2023 TO

4010 POP 20-DEC-2023 TO

4011 POP 20-DEC-2023 TO

PERFORMANCE WORK STATEMENT

Marine Corps Recruiting Command Advertising Support

I) Background

The Marine Corps Recruiting Command is responsible for the recruitment of approximately 40,000 personnel per year to fill vacancies in regular Enlisted and Officer, United States Marine Corps (USMC) 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 USMC’s advertising approach spans a wide variety of channels 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.

II) Objective

To implement effective advertising 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 supplies and services to enhance the USMC’s recruiting efforts. The Contractor must develop and execute an Advertising Strategy that aligns with the USMC’s Campaign Plan (see Attachment J-1) and includes a full range of services from the development of a 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 must plan and execute advertising, promotional, and publicity programs to support the following recruiting missions:

Active Marine Enlisted Special Missions:

o Special Forces o Marine Judge Advocate General (JAG) o Musician Enlistment Option Program (MEOP) o Female Recruitment Missions o Non-Prospects (e.g., Parents, Influencers)

Active Marine Officer

Marine Reserve Enlisted Non-Prior Service

Marine Reserve Enlisted Prior Service

Marine Reserve Officer

IV) Tasks

The Contractor must develop and execute a comprehensive national marketing plan and Advertising Strategy that aligns with the Marine Corps’ 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) 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 will provide the Contractor with the Meeting

Agenda. The Contracting Officer’s Representative (COR) will 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).

2) 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).

3) Quarterly Progress Report – The Contractor must develop a Quarterly Progress Report (see Exhibit J-C).

4) Quality Control Plan (QCP) – 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 (see

Exhibit J-D) that includes Key Performance Indicators (KPIs). Copies of inspection documentation must be retained by the Contractor for the duration of this contract and must be 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.

5) Material and Data Management

MCRC has access to a multitude of assets to support its advertising and marketing strategies such as an asset library and archived media. MCRC will provide the Contractor access to these resources in support of this contract.

a) The Contractor must comply with the requirements and information security standards provided under

Section X, XVI, and XVIII.

b) Advertising Information Technology System (AITS) Maintenance – AITS is the Marine Corps’

Defense Business System (DBS) that provides digital and database marketing, leads management, and recruiter fulfillment services across all recruiting locations. 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-2).

The Contractor must develop remediation plans, perform vulnerability scans, and submit vulnerability scan reports in accordance with the AITS Security Controls (see Attachment J-3). The Contractor must maintain an Authorization to Operate (ATO) for AITS and ensure all Personally Identifiable

Information (PII) is secured in accordance with all applicable Department of Defense (DoD) and

Department of the Navy (DoN) regulations and the ATO.

c) MCRC Assets Library – The Contractor must store, organize, and catalog all advertising material (e.g., photographs, videos, print ads, etc.) created during the performance of this contract. The Contractor must store all advertising material in a temperature and humidity controlled facility with 24-hour monitored security and colorless and environmentally-friendly fire suppression system (e.g., FM-200).

The Contractor must develop and maintain an Assets Library (see Exhibit J-E). The Assets Library shall be available to the COR and any Government officials designated by the COR. The Contractor must ensure that all records abide 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 record. The Contractor must develop and maintain a digital Image and Video Content Rights Audit Sheet listing all such signed releases and licenses indexed to the products.

d) Inventory Management System – 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-4). The Contractor must maintain a full-time, self-service Inventory

Management System to facilitate warehousing and distribution for all items (see Exhibit J-F). This function is currently provided by the Collateral and Recruiter Support Items subpage (see Lead

Generation below).

6) Transition Plan – The Contractor must develop a Transition Plan in the event of contract turnover for the follow-on contract (see Exhibit J-G). 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 phase-in plan. The performance start date of this contract will begin the contract phase-in period. The phase-in period shall not be shorter than 10 days and no longer than 30 days after contract award. During the phase-in period, the Contractor must meet all requirements and ensure its personnel are sufficiently oriented to perform by the end of the phase-in period. The Contractor’s personnel must coordinate with the incumbent contractor’s personnel to:

execute knowledge transfers; provide lessons learned; ensure continuity of information; transfer documents; and prevent gaps in service.

b) Phase-Out Plan

The Contractor must develop and implement a phase-out plan. The last thirty (30) days in the final

Period of Performance of this contract shall constitute the phase-out period. The phase-out plan must describe how the Contractor intends to coordinate and transfer knowledge to the inbound Contractor and Government. The phase-out plan must include the following:

Program management processes;

POCs;

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 Execution

The Contractor must execute and maintain an Advertising Strategy to support existing Campaign Plans (e.g., Battles Won). The Advertising Strategy must include a detailed description of the work to be performed to include tasks, materials, dates, and subcontractors. The Advertising Strategy must address the following elements for all services, as applicable:

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

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

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

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

5) Media and Advertisement Support – creative development, media mix, paid media, and the respective KPIs.

The intent of the Advertising Strategy is to document the services that the Contractor shall perform in support of

MCRC’s Campaign Plan objectives and initiatives. The Contractor must continuously evaluate the effectiveness of the Advertising Strategy as initiatives are completed and as the Marine Corps’ Campaign Plan evolves. The

Contractor must:

1) Develop and provide timely recommendations to improve MCRC’s Campaign Plans. Recommendations may include: creative concepts, alternative media plans, direct response programs, product positioning, short and long range communication objectives, and account planning.

2) Attend Operational Planning Group (OPG) meetings to evaluate MCRC’s marketing and advertising efforts. The OPG convenes at least once a year in the May/June timeframe.

3) Provide advertising support to the MCRC field within the ERR, WRR, and MCDs. The Contractor’s

Advertising Strategy must be broad enough to accommodate the nuances and challenges of regions and districts, but maintain a consistent message.

4) Develop and deliver presentations that summarize current advertising efforts and objectives. Presentations may be in person, via conference call, or through video teleconference (VTC) and shall be used to brief

MCRC leadership and stakeholders in a concise manner.

5) Contact the KO to coordinate trademark reviews with the Marine Corps’ Trademark Counsel for any new slogan, logo, or other indicator.

6) Advertising Strategy Assessment – The Contractor must develop and provide an Advertising Strategy

Assessment (see Exhibit J-H).

C) Lead Generation

The Contractor shall develop and execute procedures to generate Qualified Leads for recruitment. Qualified

Leads are defined as age and education qualified prospects asking for more information and agreeing to meet with a recruiter. The USMC’s goals are based on conversion rates, which are a function of Qualified Leads to contracts (i.e., enlistments). Historically, between 200,000 to 300,000 unique Qualified Leads are required to meet the USMC’s annual recruitment goals and 20%, or 8,000, of new recruits can be attributed to advertising efforts. NOTE: Recruiting is an inherently Governmental function; therefore, the Contractor is not required or expected to perform direct recruiting functions.

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 facilitate a call-to-action for prospects to seek immediate feedback from recruiters.

3) Operate, maintain, and upgrade the USMC’s recruitment page, https://www.Marines.com. This site collects requests for recruitment information and is the USMC’s public facing portal. The intent of this website 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. The USMC retains all rights to this site including, but not limited to, all intellectual property rights related to, or associated with, the 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:

Ad Portal Subpages Description

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 and marketing efforts.

Enlisted Priority

Prospect Card (ePPC)

Provides qualified enlisted leads for all lead generation sources to the Region, Districts, RSs, RSSs, Permanent Contact Stations (PCS), and OSSs.

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 and marketing systems.

Media Database

(Cision)

Tool to support public service advertising and public relations supporting the recruiting mission.

Online Advertising

Resource (OAR) Provides access to approved media and assets for download, printing, and production.

Officer Priority

Prospect Card (oPPC)

Provides qualified officer leads for all lead generation sources to the Region, Districts, RSs, RSSs, PCSs, and OSSs.

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.

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

PSR Email Generator Provides PSR recruiters the means of sending branded communication for Prior

Service Recruiter (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.

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

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.

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-5). The Contractor must extract potential qualified lead information from AITS and provide it 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 PSAs 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.

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 RSs are grouped into MCDs, which are organized into regions. Specifically, the ERR is made up of MCDs

1, 4, and 6 while the WRR is made up of MCDs 8, 9, and 12, which are illustrated in the image below:

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

The Contractor must provide on-site support for each MCD as follows:

1) Develop and provide recruiting guides, sales tools, and pertinent marketing data for recruiters.

2) Provide refresher training for onboarding Marketing and Communication (MAC) Marines at each RS.

Refresher training must include advertising, marketing, and Ad Portal usage.

3) Execute advertising and marketing initiatives at the regional and district level in accordance with the

Advertising Strategy.

F) Recruiter Support Materials

The Contractor must develop and provide support materials for approximately 3,000 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).

Printed materials shall be made through the Document Automation and Production Service (DAPS) and the

Government Printing Office (GPO). The intent of these materials is to compel prospects and qualified leads to ask for additional information and agree to an appointment with a recruiter.

G) Call Center Support

The Marine Corps’ primary telephone number for leads and prospects is 1-800-MARINES, which receives an estimated 60,000 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 RSs, 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. The

Contractor must have the capability to provide 24-hour support, if necessary.

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 telephone 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.

http://www.marines.com/

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.

9) The Contractor must maintain, safeguard, and protect PII that it has access to, or has collected by the Call

Centers, or has otherwise collected, in accordance with all 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.

H) Media and Advertisement Support

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 summarize all planning, placement, and purchasing functions in support of this task in Media Schedules (see Exhibit J-J). The COR or the Government official(s) designated by the COR will provide final approval for all content before its release.

I) Paid Media

The Contractor must distribute all media and advertisements under this contract 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. Media and advertisements must reach 50% of the prospect audience at least three (3) times per month. 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

Metrics (see Exhibit J-K) for all executed media.

The Government will reimburse the Contractor only for the actual price paid for paid media, advertisements, royalty fees, and reoccurring charges associated with paid media and advertisements that are expressly identified as reimbursable items by this contract. Actual Price paid by the Contractor includes tax paid, if any, and reduced by any and all credits, rebates, and discounts whether accrued or realized, associated with the supplies and services provided. The Contractor will seek exemption from taxes and rebates of taxes paid before including them in the Actual Price paid, and will inform the Contracting Officer of all instances in which the

Contractor sought an exemption or rebate and the taxing authority refused the request for an exemption or rebate. Actual Price does not include material handling charges, overhead, general and administrative costs, profit, or any other indirect cost that is in any way associated with the Contractor’s purchase or provision of the reimbursable item.

The KO may reduce the reimbursement by any amount that the KO finds, in his/her sole discretion, is greater than that which is fair and reasonable for the supplies or services provided, giving due consideration to the facts and circumstances prevailing at the time that the Contractor procured the supplies and services. Disputes as to the amount by which any reimbursement is reduced shall be resolved in accordance with the Disputes clause of the contract. It shall be the Contractor’s burden to demonstrate that the price it paid for reimbursable items under this section is fair and reasonable.

Contract support that requires paid media, advertisements, royalty fees, and reoccurring charges associated with paid media and advertisements will include an estimated funding limitation. When the Contractor expects total funding expended for reimbursable items under this section to reach 85 percent of the total funds available on the corresponding CLIN, the Contractor shall notify the KO and the COR. The notice shall state the estimated amount of additional funds required to continue performance for the period specified in the contract.

The Contractor shall not exceed or incur costs that exceed the amount of funding stated on a reimbursable

CLIN. The Government is not obligated to reimburse the Contractor for an otherwise reimbursable item in excess of the funded amount stated on a reimbursable CLIN. The Contractor is not obligated to continue performance of any reimbursable work under this Contract or otherwise incur costs for reimbursable items in excess of the funded amount stated on a reimbursable CLIN unless the KO notifies the Contractor in writing that the funded amount stated on the reimbursable CLIN has been increased. In the event that notification is made verbally, such notification shall be followed up in writing within two (2) business days.

No notice, communication, or representation from any person other than the KO shall affect the Government’s obligation to reimburse the Contractor. Changes to the contract shall not be considered an authorization to exceed the funded amount stated on a reimbursable CLIN unless the change contains a statement expressly increasing the funded amount of the reimbursable CLIN by a sufficient amount to cover the change.

V) Performance Requirements Summary (PRS)

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

Tasks PWS Ref. Performance Standards Acceptable Quality Level

Kick-Off

Meeting Minutes IV(A)(1) Submitted on time with attendees and action items. < 1 request for revisions

Bi-Weekly Progress

Meeting Minutes IV(A)(2) Submitted on time with attendees and action items.

< 1 request for revisions for every 2 meetings

Quarterly

Progress Report

IV(A)(3)

Submitted on time and contains required information and points of contact.

< 2 revisions before

Final Report

Quality

Control Plan

IV(A)(4)

Includes KPIs; recommendations to minimize mistakes and costs; a customer complaint feedback system; and RMP.

KPIs are met and problems encountered are minor and resolved in a satisfactory manner

Material and

Data Management

IV(A)(5)

AITS ATO maintained and PII is secured.

Inventory is catalogued and readily accessible to recruiters.

< 12-hours downtime for any maintenance.

100% Compliance for ATO and PII

< 10 errors identified per review of the

Inventory Management

System

< 5% of orders delayed or incomplete per year

Transition Plan IV(A)(6)

Phase-In and Out executed on schedule.

Includes approach to prevent disruption or degradation and AITS maintenance provisions.