Multimedia Advertising PWS FY23_Mar23.pdf

PERFORMANCE WORK STATEMENT (PWS)

1.0 General:

This contract is to provide the Connecticut Army National Guard (CTARNG) the ability to advertise at the State and local level using: Non-Commercial Sustaining Announcements (TV and radio broadcasts) at a 4 to 1 ratio and digital advertising campaigns. The twelve-month digital advertising campaign will place ads within Google Display Network, Meta Platforms, Tik Tok, Snap Chat and/or other platforms based on return-on-investment reviews. The primary objective is to reach the CTARNG target demographic of 17-24 year-olds, then 25-35 year-olds who are willing to serve in Connecticut as CTARNG members.

The CTARNG’s objective is to have radio, television, social and display advertising enhance CTARNG’s image in the minds of potential recruits and their influencers, resulting in qualified recruitment leads. This contract will further the CTARNG’s objective by increasing public awareness of ARNG, clarifying public understanding of CTARNG’s mission, and improve the public’s perception of the Guard at the State and local level.

The CTARNG will provide .30 and .15 second TV and radio spots to the vendor. Social media and display ads will be provided to the vendor. It is the vendor’s responsibility to purchase ad space for all media categories and coordinate placement. The paid broadcasts will air in a variety of markets (large and small) throughout Connecticut during desirable time slots between 6:00AM and 12:00 AM (Midnight) local standard time. Additional broadcasts will be placed as available according to the NCSA program to ensure 4 to 1 ratio (4 for the cost of 1).

1.1 Scope: The Contractor shall provide all personnel, equipment, tools, materials, supervision, and quality control necessary, except as specified in Paragraph 3.0 as Government Furnished, to perform ARNG with PSA services as defined in this PWS.

1.2 Reserved

1.3 Period of Performance (PoP): The PoP for this Task Order is 12 months, and the anticipated start date of performance is 01 April 2023.

1.4 General Information:

1.4.1 Quality Control (QC): The contractor shall create and maintain an effective QC Plan (QCP) to ensure services are performed in accordance with this PWS. The contractor shall create and implement procedures to identify, prevent and ensure non-recurrence of defective services. The contractor QCP is the means by which it assures itself that its work complies with the requirements of the contract. As a minimum, the contractor shall create QC procedures that address the areas identified in Technical Exhibit 1, Performance Requirements Summary (PRS).

After Government acceptance of the QCP, the contractor shall obtain the Contracting Officer’s (KO) acceptance in writing of any proposed changes to its QCP.

1.4.2 Quality Assurance (QA): The Government shall evaluate the contractor’s performance under this contract in accordance with the Quality Assurance Surveillance Plan (QASP). This plan is primarily focused on what the Government must do to ensure that the contractor has performed in accordance with the performance standards. It defines how the performance standards shall be applied, the frequency of surveillance, and acceptable quality level(s) (defect rate(s)).

1.4.3 Recognized Holidays: The vendor shall determine the manner in which the requirements set forth in this PWS are to be accomplished. However, the vendor is being notified the Government may not be available on recognized Federal Holidays, with the exception of any automated system generated airtime. A list of federally recognized holidays is available on http://www.opm.gov/policy-data-oversight/snow-dismissal-procedures/federal- holidays.

1.4.3 Place and Performance of Services: The Contractor shall have a point of contact (POC) available between the hours of 9:00 AM to 5:00 PM EST Monday through Friday, except on recognized U.S. holidays. Contractor’s place of performance shall be at the Contractor’s facility.

However, the Contractor is allowed to have in-person meetings with Government personnel, and at a location other than the Contractor’s facility, if they determine the meetings are needed to ensure the below tasks are met. The Government will provide the Contractor with any necessary Government personnel rosters upon award. The Contractor shall at all times maintain an adequate work force for the uninterrupted performance of all tasks defined within this PWS.

When hiring personnel, the Contractor shall keep in mind that the stability and continuity of the work force are essential.

1.4.4 Security Requirements: The Contractor shall comply with all applicable installation/facility access and local security policies and procedures, which may be obtained from the Marketing Non-Commissioned Officer (MNCO). The Contractor shall also provide all information required for background checks to meet installation access requirements to be accomplished by installation Provost Marshal Office, Director of Emergency Services or Security Office. The Contractor shall ensure compliance with all personal identity verification requirements as directed by Department of Defense (DoD), Headquarters Department of the Army (HQDA) and/or local policy. Should the Force Protection Condition (FPCON) change, the Government may require changes in Contractor security policies or processes.

1.4.4.1 COMSEC/IT Security: All communications with DoD organizations are subject to communications security (COMSEC) review. All telephone communications networks are continually subject to intercept by unfriendly intelligence organizations. DoD has authorized the military departments to conduct COMSEC monitoring and recording of telephone calls originating from, or terminating at, DoD organizations. Therefore, the Contractor is advised that any time Contractor personnel place or receive a call, they are subject to COMSEC procedures.

The Contractor shall ensure wide and frequent dissemination of the above information to all employees dealing with DoD information. The Contractor shall abide by all Government regulations concerning the authorized use of the Government's computer network, including the restriction against using the network to recruit Government personnel or advertise job openings.

1.4.4.2 Reserved

1.4.4.3 Protection of Personally Identifiable Information (PII): The Contractor shall protect all PII encountered in the performance of services in accordance with Defense Federal Acquisition Regulation Supplement (DFARS) 224.103 and DoDD 5400.11, Department of Defense Privacy Program, and DoD 5400.11-R. If a PII breach results from the Contractor’s violation of the aforementioned policies, the Contractor shall bear all notification costs, call-center support costs, and credit monitoring service costs for all individuals whose PII has been compromised.

1.4.4.4 Reserved

1.4.5.4.1 Background Investigation Requirements: (not a requirement under this contract)

1.4.5.4.2 Trusted Associate Sponsorship System (TASS): (not a requirement under this contract)

1.4.5.5 Reserved

1.4.5.6 Reserved

1.4.5.7 Reserved

1.4.5.8 Reserved

1.4.6. Physical Security: The Contractor shall safeguard all Government property provided for Contractor use. At the close of each work period, Government facilities, equipment and materials shall be secured.

1.4.7. Post Award Conference/Periodic Progress Meetings: The Contractor agrees to attend any post award conference convened by the KO in accordance with Federal Acquisition Regulations Subpart 42.5. The MNCO, and other Government personnel as appropriate, may meet periodically with the Contractor to review the Contractor’s performance. At these meetings, the KO will apprise the Contractor of how the Government views the Contractor’s performance and the Contractor shall apprise the Government of problems, if any, being experienced. The Contractor shall resolve outstanding issues raised by the Government. Contractor attendance at these meetings shall be at no additional cost to the Government.

1.4.8. Contract Manager (CM): The Contractor shall designate a CM who shall ensure performance under this contract. The name of this person and an alternate, who shall act for the Contractor when the CM is absent, shall be designated in writing to the MNCO. The CM or alternate shall have full authority to act for the Contractor on all contract matters relating to daily operation of this contract. The CM shall work through the MNCO, to resolve issues, receive technical instructions and ensure adequate performance of services. The CM shall ensure that Contractor employees do not perform any services outside the scope of the contract without an official modification issued by the KO. The CM shall ensure Contractor employees understand that services performed outside the scope of the contract are performed wholly at the expense of the Contractor.

1.4.9 Shipping Costs: The Contractor will NOT be reimbursed for the costs of shipping training aids. The Contractor shall propose shipping costs as part of the proposal. The proposed shipping cost will be part of the Contractor’s overhead within the firm-fixed pricing provided.

1.4.10 Data Rights: The Government has unlimited rights to all documents/material produced under this contract. All digital campaigns, commercials, accounts, ads, and ad text produced under this contract shall be owned by the CTARNG. All documents and materials, to include the source codes of any software, produced under this contract shall be Government-owned and are the property of the Government with all rights and privileges of ownership/copyright belonging exclusively to the Government. These documents and materials may not be used or sold by the Contractor without written permission from the MNCO. All materials supplied to the Government shall be the sole property of the Government and may not be used for any other purpose. This right does not abrogate any other Government rights.

1.4.11 Organizational Conflicts of Interest (OCI): The Contractor and Subcontractor personnel performing services under this contract may receive, have access to or participate in the creation of proprietary or source selection information (e.g., cost or pricing information, budget information or analyses, specifications or work statements, etc.) or perform evaluation services which may create a current or subsequent OCIs, as defined in FAR Subpart 9.5. The Contractor shall notify the KO immediately whenever it becomes aware that such access or participation may result in any actual or potential OCI and shall promptly submit a plan to the KO to avoid or mitigate any such OCI. The Contractor’s mitigation plan will be determined to be acceptable solely at the discretion of the KO and in the event the KO unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the KO may affect other remedies as he or she deems necessary, including prohibiting the Contractor from participation in subsequent contracted requirements which may be affected by the OCI. The Contractor shall also disclose to the Government any instance of a recommended media property or related service being one that the Contractor has no-charge or discounted access to via a barter or internal programmatic trading desk (or similar) arrangement.

2.0 Definitions and Acronyms:

2.1 Definitions:

2.1.1 CONTRACTOR: A supplier or vendor awarded a contract to provide specific supplies or service to the Government. The term used in this contract refers to the prime.

2.1.2 CONTRACTING OFFICER (KO): A person with authority to enter into, administer, and or terminate contracts/contracts, and make related determinations and findings on behalf of the Government. Note: The only individual who can legally bind the Government.

2.1.3 CONTRACTING OFFICER'S REPRESENTATIVE (COR): An employee of the U.S.

Government designated by the KO to monitor Contractor performance. Such appointment shall be in writing and shall state the scope of authority and limitations. This individual has authority to provide technical direction to the Contractor as long as that direction is within the scope of the contract, does not constitute a change, and has no funding implications. This individual does NOT have authority to change the terms and conditions of the contract.

2.1.4 DEFECTIVE SERVICE: A service output that does not meet the standard of performance associated with the PWS.

2.1.5 DELIVERABLE: Anything that can be physically delivered and includes non-manufactured things such as meeting minutes or reports.

2.1.6 KEY PERSONNEL: Contractor personnel that are evaluated in a source selection process and that may be required to be used in the performance of a contract by the PWS. When key personnel are used as an evaluation factor in best value procurement, an offer can be rejected if it does not have a firm commitment from the persons that are listed in the proposal.

2.1.7 PHYSICAL SECURITY: Actions that prevent the loss or damage of Government property.

2.1.8 QUALITY ASSURANCE: The Government procedures to verify that services being performed by the Contractor are performed according to acceptable standards.

2.1.9 QUALITY ASSURANCE SURVEILLANCE PLAN (QASP): An organized written document specifying the surveillance methodology to be used for surveillance of Contractor performance.

2.1.10 QUALITY CONTROL: All necessary measures taken by the Contractor to assure that the quality of an end product or service shall meet contract requirements.

2.1.11 SUBCONTRACTOR: One that enters into a contract with a prime Contractor. The Government does not have privity of contract with the Subcontractor.

2.1.12 WORK DAY: The number of hours per day the Contractor provides services in accordance with the contract.

2.1.13 WORK WEEK: Monday through Friday, unless specified otherwise.

2.1.14 A/B TESTING: an experiment where two or more variants of the same ad are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal.

2.1.15 AD GROUP: a group of specific keywords.

2.1.16 AD SPEND: the amount of money spent on advertising a given activity, product, or service.

2.1.17 CLICK FRAUD: an internet crime where a person, computer program, or automated script is maliciously used to register clicks on pay-per-click (PPC) advertisements.

2.1.18 CLICK SHARE: the estimated share (as a percentage) of all achievable clicks that your ad has achieved.

2.1.19 CONTEXTUAL TARGETING: the process of matching ads to relevant sites in the Google Display Network using your ad keywords or selected interest topics.

2.1.20 CONVERSION TRACKING: the process of tracking when a prospect has completed an action chosen by the advertiser and determining where their click came from. In our case, this is when a prospect requests more information on the NYARNG.

2.1.21 COST PER CLICK (CPC): the price you pay for every ad click in your campaign. This is determined at the time your ad is served.

2.1.22 COST PER MILE (CPM): the price you pay for every one thousand (1,000) impressions of your ad.

2.1.23 DEFECTIVE SERVICE: A service output that does not meet the standard of performance associated with the Performance Work Statement.

2.1.24 DELIVERABLE: Anything that can be physically delivered and includes non-manufactured things such as meeting minutes or reports.

2.1.25 DEMOGRAPHIC TARGETING: the process of narrowing an advertising audience by multiple factors including but not limited to, age or gender.

2.1.26 GEO-TARGETING: the practice of delivering ads to a user based on their location.

2.1.27 GOOGLE DISPLAY NETWORK: a group of partnered websites that serve targeted ads bausedt on interest.

2.1.28 GOOGLE SEARCH NETWORK: a group of search-related websites and apps where ads can appear based on when someone searches with terms related to one of your keywords.

2.1.29 IMPRESSIONS: a single, non-unique view of your advertisement.

2.1.30 IMPRESSION SHARE: the percentage of impressions that your ads receive compared to the total number of impressions your ads were eligible to get.

2.1.31 KEYWORD: words or phrases you select that are used to match your ads with the terms people are searching for.

2.1.32 PAY-PER-CLICK: a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.

2.2 ACRONYMS:

AQL Acceptable Quality Level AR Army Regulation ARNG Army National Guard AT Awareness Training AUP Acceptable Use Policy CAC Common Access Card CFP/M/E Contractor Furnished Property, Materials, Equipment CID Campaign Identifications CM Contract Manager CMRA Contractor Manpower Reporting Application COMSEC Communications Security COR Contracting Officer Representative CPM Cost Per Million DAM Digital Access Management HQDA Headquarters, Department of the Army DEERS Defense Enrollment Eligibility Reporting System DFARS Defense Federal Acquisition Regulation Supplement DMA Designated Marketing Area DoD Department of Defense DTM Directive Type Memorandum FAR Federal Acquisition Regulation FDO Fee Determining Official GFP/M/E/S Government Furnished Property, Material, Equipment and Services IA Information Assurance IDIQ Indefinite Delivery Indefinite Quantity IS Information Systems IT Information Technology JTR Joint Travel Regulation KO Contracting Officer MNCO Marketing Non-Commissioned Officer MSR Monthly Status Report NASBA National Alliance of State Broadcasters Associations NCSA Non-Commercial Sustaining Announcements NGR National Guard Regulations OCI Organizational Conflict of Interest OPSEC Operations Security PEP Public Education Partnership PII Personally Identifiable Information POC Point of Contact PoP Period of Performance PRS Performance Requirements Summary PSA Public Service Advertising PWS Performance Work Statement QA Quality Assurance QAE Quality Assurance Evaluator QAP Quality Assurance Program QASP Quality Assurance Surveillance Plan QC Quality Control QCP Quality Control Program ROI Return on Investment R&R Recruiting and Retention RRB Recruiting and Retention Battalion SBA State Broadcasters Associations SRSC Strength Support Readiness Center

3.0 Government Furnished Property, Material, Equipment and Services (GFP/M/E/S):

The Government will provide, incidental to services being provided, the following: (1) National Guard Regulations (NGR) 601-1; (2) ARNG Style Guide/Graphic Standards (“Style Guide”); (3) Electronic Roster of RRC’s and State contacts; (4) National Guard-specific trademarked logos;

(5) Marketing Non-commissioned Officer contact roster, (6) all pre-recorded radio and television commercials, digital graphics and videos. The CTARNG will provide ad text to accompany graphics as needed but if applicable the vendor will include the text within the ads for SEM (search engine management).

4.0 Contractor Furnished Property, Material, Equipment (CFP/M/E):

4.1 General: Except for those items specifically stated to be Government-Furnished in Paragraph 3.0, the Contractor shall furnish everything required to perform these services as indicated in Paragraph 1.1 and throughout this PWS.

5.0 Requirements: The Contractor shall perform the following tasks: General: The following Section 5.1 to 5.10.2 are relevant for “PSA In-Home.

5.0.1 This contract is to provide the Connecticut Army National Guard (CTARNG) the ability to advertise at the State and local level using: Non-Commercial Sustaining Announcements (TV and radio broadcasts) at a 4 to 1 ratio and digital advertising campaigns.

The twelve-month digital advertising campaign will place ads within Google Display Network, Meta Platforms, Tik Tok, Snap Chat and/or another platform based on return-on-investment reviews. The primary objective is to reach the CTARNG target demographic of 17-24 year-olds, then 25-35 year-olds who are willing to serve in Connecticut as CTARNG members.

5.1 The Contractor shall comply with: (1) ARNG Style Guide/Graphic Standards (“Style Guide”), and (2) Electronic and Information Technology Accessibility Standards (Section 508) which is viewable online http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards/section-508-standards. This Style Guide will provide all ARNG Approved Logo(s). CTARNG will provide all the creatives.

5.2 The Contractor shall draft a Monthly Status Report (MSR). The Contractor shall draft a summary of all tasks undertaken during the previous month and any specified tasks identified in the PWS into a MSR. The written report shall be submitted monthly to the MNCO no later than the end of every following month via email. A sample of the MSR shall be submitted to the MNCO for review and approval within seven (7) business days after award. The MSR shall, at a minimum, consist of the following: (1) a section breaking down monthly activities by state,;

(2) a detail of tasks accomplished performance standard and task;

(3) Deliverables completed; (4) critical actions/issues; (5) problems/issues encountered; (6) program recommendations; (7) breakdown of spots aired by Designated Marketing Area (DMA); (8) list of digital media placement; (9) any tasks referencing the MSR below.

5.3 The contractor shall provide at least 48 television commercials a month for a period of 12 months across various local Connecticut stations. The contractor will provide at least 160 radio commercials per month for 12 months across the stations that our target demographic of 17-24 year olds listen to most. The contractor will work the MNCO in order to determine the best ROI potential when choosing stations and timeframes.

5.4 The Contractor shall distribute announcements or spots in different languages (English and Spanish - depending on individual vendor agreements and/or State requests approved by the Marketing Non-Commissioned Officer - MNCO). The Contractor shall confirm any additional announcements/ materials requested meet contractual requirements.

5.4.1 The Contractor shall provide usage arrangements for PSA materials to be allowed for web-streaming. The Contractor shall indicate in the traffic instructions which materials being provided are suitable for web streaming.

5.5 Digital Campaign Specifications:

5.5.1 Digital campaigns will include micro-targeting of audiences related to age, gender, household, interests, and other factors.

5.5.2 Administrative Cost: Administrative costs related to creating and managing this deliverable should be formulated by the contractor and not taken from the ad budget.

5.5.3 Ad Budget and Payment: The total monthly spend across all platforms needs to be broken out by month, by category. Prospective contractors should include these ad budgets per month it in their quote. All Google and Social Media Ad budgets should be included in the total package cost. Connecticut has an estimated total of about 380,000 17 to 24 year olds which is our primary target demographic. Our secondary market of 25-35 year olds is estimated at 500,000.

We intend to reach our primary demographic at least 25x over the course of the year and our secondary market 5x over. We expect to generate at least 12 million impressions over 12 months.

5.5.4 Campaign Ownership: The contractor will create the campaign in an CTARNG owned Google Ads account. All campaign assets will be transferred to RRBN at the completion of the contract. Contractor will provide the CTARNG access to dashboards for data analysis.

5.5.5 Initial Campaign Creation: Based on the in-person strategy meeting with the Marketing NCOIC, the contractor will create the digital advertising campaign and outline the specific demographic of the target audiences based on each campaign. Creative for the display ads, social media posts and YouTube video placements will be provided by the Marketing NCOIC.

Additional creative assets may be supplied by the Marketing NCOIC at the request of the contractor. The digital advertising campaign will be approved by the Marketing NCOIC prior to campaign start.

5.5.6 Location: All campaigns will be geo-targeted to run only within the state of Connecticut.

The Marketing NCO must be able to choose specific locations for ad spend within Connecticut to geo-target based on address and radius size. The contractor must be able to exclude advertising from specific physical locations or website categories. This will begin before the campaign runs. These parameters may be updated at any time with a five day advance notice from the Marketing NCO.

5.5.7 Quarterly in-person: The vendor’s account representative will meet on-location at (375 Smith St, Middletown CT 06457) with the Marketing NCO or NCOIC and associated staff to cover campaign strategy and goals within the first two weeks after contract being awarded, and once per quarter for a total of 4 meetings during the twelve month contract.

5.5.8 Monthly Analytics Reporting: The contractor will provide monthly in-depth analytic reports at the campaign, ad group, and keyword level. It will include specific parameters (where applicable) such as total impressions, impression share, click share, and quality-score breakdowns.

5.5.9 Monthly Campaign Recommendations: The contractor will provide a monthly overview on the most effective (as defined by clicks and conversions) platforms, ad groups, ads, and keywords. They will submit a recommendation report on how advertising effectiveness and keyword quality score can be increased via conference call with the Marketing NCOIC.

5.5.10 Weekly Campaign Management: The contractor will modify the campaign on a minimum of a weekly basis to increase advertising effectiveness. This will consist of implementing the recommendations as outlined in the monthly campaign recommendations reports. Example actions include bid management, A/B testing, pruning low performing keywords, and budget management.

5.5.11 Campaign Modifications: The Marketing NCO or NCOIC may request modifications to any campaign parameter including keyword lists, ad copy, and budget allocation with a five day notice. Any requested campaign modifications will NOT mod the overall contract parameters in any way. Any changes to the contract that involve funding or period of performance MUST be approved by the Contracting Officer in advance via a written modification to the contract.

5.5.12 The Contractor shall ensure “NATIONALGUARD.com” and/or “1-800-GO-GUARD” is advertised on all advertising placements. All digital advertisements will have an embedded hyperlink to www.nationalguard.com. Unique trackable links will be provided to the contractor by the MNCO in order to help track return on investment.

6.0 Applicable Publications: Publications applicable to this PWS are listed below. The Contractor must abide by all applicable regulations, publications, manuals, and local policies and procedures.

Publication

(Chapter/Page)

Date of Publication

Mandatory or

Advisory

Website/Location

NGR 601-1

9-15-97

Mandatory http://www.apd.army.mil/

JTR 2012

(Updated monthly)

Mandatory http://www.defensetravel.dod.mil/site/refer ence.cfm#J

ARNG Style Guide/graphic standards

Current Mandatory MNCO will provide

TECHNICAL EXHIBIT 1

Performance Requirements Summary (PRS)

This PRS includes performance standards. The Government will use these standards to determine Contractor performance and shall compare Contractor performance to the Acceptable Quality Level (AQL) and Performance Standards.

PWS

Paragraph

Task Performance Standard

Acceptable Quality Levels

(AQL)

Surveillance Method / By Whom

5.0 Twelve (12) month campaign

targeting 17-34 year olds statewide via NCSA (TV and Radio) and digital advertising.

The Contractor shall comply 100% of the time

The Contractor shall comply 98% of the time

5.1 The Contractor shall comply

with: (1) NGR 601-1; (2) ARNG Style Guide/Graphic Standards (“Style Guide”), and (3) Electronic and Information Technology Accessibility Standards

The Contractor shall comply 100% of the time

The Contractor shall comply 98% of the time

QA Plan and monitored by

MNCO

5.2 The Contractor shall draft a Contractor shall Contractor shall MNCO will Monthly Status Report submit a sample submit a sample review monthly (MSR) MSR at the post- MSR at the post- reports award meeting. award meeting.

The written report shall be submitted monthly to the MNCO no later than the end of every following month via email.

MSRs will be submitted NLT the end of The each month. No contractor must more than 1 time include the shall the MSRs additional data as stated in PWS will be submitted later than the 12th

Paragraph 5.11.1 business day of as an attachment to each month. The the MSR. The contractor shall MSR must be comply 99.5% of submitted timely the time.

and must be accurate 99.95% of the time.

Task Performance Standard

Acceptable Quality Levels

(AQL)

Surveillance Method / By Whom

5.3 The Contractor shall use

only National Guard specific trademarked logos and material available through the current National Guard media library

A contractor shall use MNCO Approve material 99% of the time.

A contractor shall comply 95% of the time

MNCO will approve all created advertising prior to posting.

MNCO will periodically check

DAM

5.4 The Contractor shall

distribute announcements or spots in different languages as requested.

The Contractor shall comply 100% of the time

The Contractor shall comply 95% of the time

The MNCO will randomly inspect

5.4.1 Contractor shall provide

usage arrangements for PSA materials to be allowed for web- streaming.

The performance level for this task shall be determined by the terms of the Contractor’s proposal.

The performance level for this task shall be determined by the terms of the Contractor’s proposal.

will review all agreements to ensure usage arrangements for PSA materials to be allowed for web-streaming

5.5.3 The contractor must provide

a per month in digital ad spend across all identified platforms

The Contractor must be in compliance 100% of the time

The Contractor must be in compliance 98% of the time

MNCO will review monthly

5.5.7 In person Marketing

Meetings

Four (4) Total Marketing Meetings

The Contractor must be in compliance 100% of the time

Surveillance Method

– in-person meeting with Marketing NCO

5.5.8 Monthly Analytics

Reporting

Twelve (12) monthly analytics reports.

The Contractor must be in compliance 100% of the time

Monthly Inspection – Marketing NCO will review reports to approve satisfactory campaign results

5.5.9 Monthly Campaign

Recommendations

Twelve (12) monthly recommendation reports.

The Contractor must be in compliance 100% of the time

Monthly Inspection – Marketing NCO will review reports to approve satisfactory campaign results

Task Performance Standard

Acceptable Quality Levels

(AQL)

Surveillance Method / By Whom

5.5.12 The Contractor shall ensure

“NATIONALGUARD.com” and/or “1-800-GO-GUARD” is advertised on all advertising placements.

99.9% of placed content will comply with this task.

99.5% of placed content will comply with this task.

MNCO will review monthly ROI and NationalGuard.co m reports

TECHNICAL EXHIBIT 2

Deliverables Schedule

Deliverable

Task Frequency

Number of Copies

Medium/Format

Submit To

1.4.1 QC Plan (QCP)

Proposal 1 Electronic Submission MNCO

5.2 Monthly Status Report

(MSR)

Monthly 1 Electronic Submission MNCO

5.6.7 Quarterly Review

Quarterly

1 In person meeting MNCO

5.6.8 Monthly Analytics Reports

Monthly 1 Electronic Submission MNCO

5.6.9 Monthly Campaign Recommendations

Monthly 1 Conference Call MNCO