Statement of Work for NNSY FY24 Career Fair TV and Radio Advertising 10 Oct.docx

STATEMENT OF WORK FOR

RADIO AND TELEVISION ADVERTISING IN HAMPTON ROADS, NORTH CAROLINA, SOUTH CAROLINA, ROANOKE/RICHMOND AREA ISO NORFOLK NAVAL SHIPYARD HIRING

Background:

Norfolk Naval Shipyard (NNSY) requests a central coordinator for each element outlined in the statement of work for the NNSY Career Fair. Specifically, to provide a large area of on-air commercial ads and digital plan advertising in surrounding communities of Hampton Roads, Central Virginia, and the Outer Banks (North Carolina), South Carolina, and Richmond areas to inform the public about NNSY’s continued hiring advertising for viewers monthly between the ages of 18-49 to support hiring objectives. The goal for this initiative is to have applicants attending a NNSY Career Fair. NNSY career fairs held at the following dates on non-holidays and locations starting in January 2024 through December 2024:

Saturday, 20 January 2024 at Chesapeake Conference Center February 2024 -- Out of Town: South Carolina (radio talent on-site to play music and invite applicants) Thursday, 15 February: Columbia Saturday, 17 February: Charleston March 2024 – None scheduled Saturday, 27 April at Renaissance Portsmouth May 2024 – Out of Town: North Carolina (radio talent on-site to play music and invite applicants) Thursday, 9 May: Charlotte Saturday, 11 May: Asheville June 2024 -- None scheduled Saturday, 15 July 2024 at Chesapeake Conference Center Saturday, 17 August: Richmond (radio talent on-site to play music and invite applicants) September 2024 – None scheduled Saturday, 12 October 2024 at Harrisonburg, VA for James Madison University (radio talent on-site to play music and invite applicants) November 2024 – None scheduled Saturday, 7 December 2024 at Renaissance Portsmouth

Type of commercial:

:30 generic hiring commercial ad to be aired January 2024 through December 2024.

Contractor Responsibility NNSY is requesting the successful Contractor strive to hit their “above the average” goal associated with their current trend.

To produce a summary of activity after each career fair, within 10 business days.

Produced commercial will air up to two weeks prior to the NNSY Career Fair per month, a minimum of three times throughout the day (morning, afternoon, evening) consistently for a lasting impact with the viewership.

Script:

“Norfolk Naval Shipyard, an equal opportunity employer in Portsmouth, Virginia, has full time job opportunities for engineers and engineering technicians from a variety of disciplines, including mechanical, electrical, nuclear, welding and more. Also, seeking mechanics with at least 3 years of experience, and more. All applicants must be a U.S. citizen and be able to pass the government pre-employment screening process.”

Contractor create ads by using Cameo.com to hire a celebrity to provide a personalize message for both personal and professional use. To include creating commercial ads for both TV and Audio based on approved NNSY content such as photographs.

TV:

1. Multiple Cable TV and News ads to target a larger audience. Develop programing for:

0. History/Discovery/Metal working/Auto working – i.e., engineering and mechanical types programing

0. A “Call to Action” on screen the entire time typically produces the best results by utilizing the lower 1/3 of the TV ad with a message such as: “ NNSY Now Hiring! Join us at the Location from 0900 - 1500” Bring copies of resume, pay stubs, DD-214, VA letters, and certification(s) to start your career with NNSY!

Radio:

1. Radio

0. Multiple stations to reach the highest demographic.

1. Radio Personality (i.e. Talent) for the January 2024 location + all outside Hampton Roads locations.

1. Onsite presence from 1000 – 1300 by set up in a tent near by and possibility to host raffle, drawings, give-away, etc.. Have speakers for music or playing the radio

1. Talent will provide numerous on air mentions of NNSY Career Fair (a minimum of 10)

1. Talent sponsorship will also provide additional social media postings about the event.

Social Media (Facebook and Instagram):

· Deliver targeted ads in designated geographic areas every month.

· Contractor will provide metrics throughout entire campaign. Metric is defined as: digital impressions, clicks on platforms such as LinkedIn.

· Two full week of coverage

Streaming:

1. Ads are available 24/7 via contractor website and mobile app.

1. Streaming has a “mass reach” and is set up through “audience” instead of which platform

1. Spotify, iHeart Radio, and the like,

0. E.g. Targeting 25 – 40 in the career fair area (currently closest 20 counties) Digital Elements:

Contractor will use Facebook to strategically place NNSY advertising, a minimum of three (3) Facebook ads per week, with Geo-Fencing to target and deliver recruitment messages (static display or video) to a specific profile (potential employees) based on their geography, demographics, behaviors and search and online habits. Once they click on the advertisement, they will be taken to the Norfolk Naval Shipyard’s website or landing page to learn more about the shipyard and job opportunities.

Geographically targeting:

Digitally Geo-Fence large designated areas from Hampton Roads, Central Virginia, and the Outer Banks (North Carolina), South Carolina, Roanoke and Richmond areas and surrounding communities to target specific career opportunities at the shipyard.

· Deliver targeted ads in designated geographic areas every month.

· Contractor will provide metrics throughout entire campaign. Metric is defined as: digital impressions, clicks on platforms such as LinkedIn.

· Generic “we’re hiring” messages will run January 2024 through December 2024.