P01_PWS_Advertisement Analytical Tool.docx

B.3 PERFORMANCE WORK STATEMENT

1. BACKGROUND

Veterans Affairs (VA) Office of Public and Intergovernmental Affairs (OPIA) is responsible for advising the office of the Secretary on media and public relations, as well as providing guidance to the agency. The office consists of media, government and tribal relations professionals who develop and produce messaging and material to tell the story of the Agency both internally and externally.

OPIA helps build and maintain public confidence in VA by positively reinforcing its commitment and readiness to serve America’s Veterans of all generations. OPIA accomplishes this by developing, routinely updating and communicating the Department’s key messages to many audiences through media relations, public affairs, intergovernmental affairs, outreach, and Veteran engagement intended to reach Veterans and their families, other beneficiaries, and other stakeholders.

The Office of Internal Communications is the lead OPIA office charged with improving and spreading internal communications across the enterprise. The goal of the office is to strengthen VA’s internal communications capability and quality so that VA employees are informed about VA and are inspired and engaged to do their best to improve the experience of Veterans and their families.

VA has an immediate requirement for an analysis tool with the capability to evaluate sentiment using social media, news sites, blogs, reviews, boards, videos sites, and other public open source forums to develop a perceptions landscape. The analytic tool will be used to evaluate the effectiveness of VA media campaigns. The solution shall include an integrated geospatial display and data-fusion capabilities to display audience perceptions and near-live tracking of the relative effectiveness of VA outreach campaigns. The solution shall include visualization capabilities that are easily understandable to allow analyst to gain an understanding of the current VA services utilization.

The capability will couple machine-learning and human analysis to deliver a near-live thermometer of perceptions and sentiment. The solution shall be able to integrate Social Media, structured polling data, structured entity and activity data into the general visualizations as well as be able to rapidly ingest and visualize historical text, PDF and other unstructured text into a link diagram.

VA is pursuing the acquisition of a Commercial-Off-The-Shelf (COTS) capability to assess the effectiveness of OPIA outreach programs. The COTS tool will provide Measures of Effectiveness (MOE) and Measures of Performance (MOP) of VA marketing campaigns designed to increase awareness of VA programs.

The primary goal of this acquisition is to provide an unbiased independent assessment tool for analysis of VA marketing efforts from open source social media information, news feed, blogs, and review boards. The tool must also provide advanced visualization tools to identify regional sentiment toward VA Outreach programs. Current social media analysis tools in use are insufficient to meet VA MOE/MOP assessment needs. VA desires a suite of analysis tools will provide state-of-the-art technology to perform MOE/MOP analysis and allow continuous improvement of VA outreach campaigns. This Statement of Work (SOW) the goals expected to be achieved with regard to executing the transition to a new analysis tool.

Additionally, the Government requires support services to provide strategic and tactical communications support to the OPIA Office of Internal Communications in communicating to VA employees so that they are informed of and engaged in VA’s mission to care for and serve Veterans and their families.

We know there are great things happening at VA every single day. There is no organization with a more inspiring mission than VA’s, and we want to shine a light on people whose inspiration makes a real difference to Veterans, share stories about work that embodies VA’s I CARE values (Integrity, Commitment, Advocacy, Respect, Excellence) and communicate important information to VA employees. We need to make sure VA’s employees are aware of their vital roles in the Department’s change efforts and are engaged in making VA the best it can be for Veterans.

2. SCOPE OF WORK

The Contractor shall deliver, maintain, and modify products to provide a media campaign analysis solution that includes visualization capabilities. The system shall be delivered as a subscription service. The system shall be configured with user friendly features for data acquisition and analysis. Support shall include broad and diverse data-source integration to achieve Full Operations Capability (FOC). The Contractor shall provide onsite training, Extract, Transform, and Load (ETL), and Tier 1-3 technical support throughout the period of performance.

Specific Requirements Modification and Installation The contractor shall deliver, install, and integrate the VA configured system to designated VA site (or host the system at a secure site) to establish Initial Operational Capability (IOC). The system shall include required modifications and have easily accessible Geo-Spatial fusion and display capability to display Social Media and provided polling, research, activity and research data onto a visualization mapping platform as a solution.

The system shall consist of the following:

Incorporation of Tailored Perceptions Landscape Visualization The contractor shall provide the capability to display Perceptions Landscape Visualization (PLV). The PLV deliverable shall be a geospatial display of VA provided and contractor acquired data related to geographic areas of interest such as VA hospital regions. The Contractor will incorporate a tailored PLV capability at government direction. The data required to develop this PLV is derived from polling data, research data, social media data, government activities data and various reference libraries. Output of this data can range from point to a heat map representing variance of perceptions geospatially, with filter ability by demographics (age, education, religion, etc.), entities, activities, and themes, as well as semi-automated link-chart analysis, and automated social media research reporting. IOC will be 30 days or less.

Full Operational Capability The Contractor shall provide Subject Matter Expert (SME) and training support to achieve Full Operation Capability (FOC). FOC is considered complete when a minimum of 5 users are fully trained, can access, and utilize the PLV.

Training and Subject Matter Expert (SME) Support The Contractor shall provide Analyst Lead/Trainer to provide ongoing Tier 1 technical support, training to new users and integration support for enhancements.

Data Set Integration The Contractor shall integrate various data sets on an ad-hoc and ongoing basis. Senior developers will support data integration activities to tailor the analytic environment and support modeling for each system. The Contractor shall utilize ESI systems to feed relevant social media data into the PLV as required. The Contractor shall train users to directly ingest unstructured documents into EVO on-demand and derive link-chart correlation.

3. CONTRACT TYPE

This is a firm fixed price task order.

4. PERIOD OF PERFORMANCE (ANTICIPATED)

5. PLACE OF PERFORMANCE

The tasks under this PWS shall be performed at the contractor’s site(s). Production requirements may include Veterans Integrated Service Network (VISN) locations.

6. TRAVEL

The Government does anticipate travel under this effort. The travel locations will be identified and provided to the Contractor no less than 14 calendar days prior to the start of expected travel. Travel must be pre-approved by the Contracting Officer’s Representative (COR) and will be reimbursed in accordance with the Federal Travel Regulations and Federal Acquisition Regulations (FAR) 31.205-46. Each contractor invoice must include copies of all receipts that support the travel cost claimed in the invoice. Local travel within 50-mile radius from the contractor’s facility is considered the cost of doing business and will not be reimbursed. This includes travel, subsistence and associated labor charges for travel time. General and Administrative (G&A) expenses associated with travel are prohibited and will not be reimbursed. Travel performed for personal convenience and daily travel to and from work at the Contractor’s facility will not be reimbursed. The COR will document his/ her pre-approval in writing. Contractor and subcontractors deviating from this guidance may have certain travel expenses declined.

7. TASK STATEMENT

Tasks performed shall be of a non-personal nature. VA organizations will not provide supervision of contractor personnel. Contractor personnel shall at no time allow an employer-employee relationship to develop with VA organizations or their staff. VA organizations will refrain from any activities that create the appearance of such a relationship.

Contractors shall not perform inherently governmental functions including: decision-making, supervision of Government employees, supervision of other contractors on other contracts, and activities that create the appearance of performing such functions.

7.1 REPORTING REQUIREMENTS

The Contractor shall provide the Contracting Officer’s Representative (COR) with Monthly Progress Reports in electronic form in Microsoft Word or Microsoft Excel. The report shall include detailed instructions/explanations for each required data element, to ensure that data is accurate and consistent. At a minimum the report will include location, timeframe for the requested information and the sources for the information. These reports shall reflect data as of the last day of the preceding Month and will include the regional location of the analysis; the period of time that data was collected and the sources of the information.

The Weekly Progress Reports shall cover all work completed during the reporting period and work planned for the subsequent reporting period. The report shall also identify any problems that arose and a description of how the problems were resolved. If problems have not been completely resolved, the Contractor shall provide an explanation including their plan and timeframe for resolving the issue.

It is expected that the Contractor shall maintain communication with VA accordingly so that any arising issues are transparent to both parties to prevent escalation of outstanding issues. The Weekly Progress Reports shall document coordination between all of the interrelated Program Management Lean Six Sigma (PMLSS) and Veterans Enterprise Contracting for Transformation and Operational Readiness (VECTOR) Task Orders that support ChooseVA Campaign, Mission Act and other campaigns.

Deliverable:

A. Weekly Progress Reports B. Monthly Progress Reports

7.1.1 CONTRACTOR PROJECT MANAGEMENT PLAN

The Contractor shall deliver a Contractor Project Management Plan (CPMP) that lays out the Contractor’s approach, timeline, team members and tools to be used in execution of the order. The CPMP should take the form of both a narrative and graphic format that displays the approach to overall management of the task and requirements engagement, i.e., schedule, milestones, risks and resource support. The CPMP shall also include how the Contractor shall coordinate and execute planned, routine, and ad hoc data collection reporting requests as identified within the Performance Work Statement (PWS). The initial baseline CPMP shall be concurred upon and updated monthly thereafter. The Contractor shall update and maintain the VA PM approved CPMP throughout the period of performance.

Deliverable:

A. Contractor Project Management Plan B. CPMP Updates

7.2 Audience Analysis Tool

The contractor shall provide an independent assessment tool for analysis of VA marketing and advertising efforts. This analytical tool should use open source social media information, news feeds, blogs and review boards to identify regional sentiment toward VA in an effort to help direct VA outreach programs.

The contractor shall provide VA with licenses to access the software/ service associated the analytical tool. The analytical tool must allow for user identified configurations and queries. The tool must have technical and user support during normal business hours which are defined as 8:00 AM to 6:00 PM (eastern). This tool must be available within 30 days of contract award.

Deliverable:

A. Software Licenses

a. 5 licenses due within 30 days of contract award

b. 5 additional licenses due within 45 days of contract award B. Technical and user support

7.3 Software Training

The contractor shall provide both online and in person training on the proper use of the software/ service. The on-line training session(s) will be delivered as webinar(s) not to exceed 2 hours in length. Multiple webinars may be used to cover the required material. Webinars may be recorded material. Live training session(s) are not required beyond Tier 1-3 technical support. In person training sessions will be hosted in a VA in the National Capital Region (NCR). These training session(s) will be 4 to 8 hours in length and is intended to be “Train the Trainer” sessions. Multiple training days may be used to cover the required material.

Deliverable:

A. On-line User Training Sessions; and B. In person Train the Trainer Sessions

8. DELIVERY SCHEDULE

9. OTHER DIRECT COSTS

No Other Direct Costs (ODCs) are anticipated.

10. GOVERNMENT- FURNISHED EQUIPMENT/ MATERIALS/ FACILITIES/ INFORMATION

The Government will not provide government owned/ furnished equipment. The government will provide acceptable facilities for use during the training sessions outlined as Task 7.3 required by this task order. The use of contractor equipment in Government facilities must be approved by Program Office.

The contractor shall adhere to all VA security requirements for any VA issued equipment and all contractor personnel that will receive and utilize VA issued laptops shall sign a VA property loan form and all associated documentation prior to receiving the equipment. All VA policies related to networked computer use will apply. Contractor personnel shall complete VA’s Privacy and Information Security Awareness and Rules of Behavior training before networked computer access will be granted.

11. QUALITY ASSURANCE SURVEILLANCE PLAN

Performance Standards define required performance for specific tasks. The Government performs surveillance to determine if the contractor exceeds, meets or does not meet these standards. The Government may utilize the Performance Based Service Assessment Survey, provided as Attachment E, or other methods to compare contractor performance to the Acceptable Levels of Performance (ALPs).

11.1 METHODS OF SURVEILLANCE

Various methods exist to monitor performance. The COR shall use any or several of the surveillance methods listed below in the administration of this QASP.

1. 100% Inspection (evaluates all outcomes) - Each month, the COR shall review all of the contractor’s performance/generated documentation and document results accordingly. This assessment shall be placed in the COR’s QA file.

2. Random Sample - The COR shall review a random sampling of the contractor’s performance/generated documentation and document your results accordingly. This assessment shall be placed in the COR’s QA file.

3. Validated Customer Complaint or Validated Below Average ALP in a Specific Area - Each month, the COR shall review the contractor’s performance/generated documentation corresponding to a validated customer complaint or validated inability to perform in accordance with the ALP in a specific area and document your results accordingly. This assessment shall be placed in the COR’s QA file.

11.2 FREQUENCY OF MEASUREMENT

During task order performance, the COR will periodically analyze whether the negotiated frequency of surveillance is appropriate for the work being performed, and at a minimum shall be twice a year.

11.3 ACCEPTABLE PERFORMANCE LEVELS (APLS)

Standard Surveillance Method Outcome

professionalism

100% of compliance packages are accepted by VA Section 508 Program Office on revised submission.

Communications products shall comply with the Section 508 Amendment to the Rehabilitation Act of 1973

11.4 DOCUMENTING PERFORMANCE

Acceptable Performance The Government shall document acceptable performance in accordance with the chart above. Any report may become a part of the supporting documentation for any contractual action.

Unacceptable Performance When unacceptable performance occurs, the COR shall inform the CO. This will always be in writing although when circumstances necessitate immediate verbal communication, that communication will be followed in writing. The COR shall document the discussion and place it in the COR file.

When the CO determines formal written communication is required, the COR shall prepare a Contract Discrepancy Report (CDR), and present it to the contractor's program manager.

The contractor shall acknowledge receipt of the CDR in writing to the CO. The CDR will state how long after receipt the contractor has to take corrective action. The CDR will also specify if the contractor is required to prepare a corrective action plan to document how the contractor shall correct the unacceptable performance and avoid a recurrence. The CO shall review the contractor's corrective action plan to determine acceptability.

Any CDRs may become a part of the supporting documentation for any contractual action deemed necessary by the CO.

12. SECURITY AND PRIVACY REQUIREMENTS

12.1 POSITION/TASK RISK DESIGNATION LEVEL(S)

The position sensitivity and the level of background investigation commensurate with the required level of access for the following tasks within the Performance Work Statement are:

Position Sensitivity and Background Investigation Requirements by Task

The Tasks identified above and the resulting Position Sensitivity and Background Investigation requirements identify, in effect, the Background Investigation requirements for Contractor individuals, based upon the tasks the particular Contractor individual will be working. The submitted Contractor Staff Roster must indicate the required Background Investigation Level for each Contractor individual based upon the tasks the Contractor individual will be working, in accordance with their submitted proposal.

12.2 CONTRACTOR PERSONNEL SECURITY REQUIREMENTS

12.2.1 Contractor Responsibilities:

a. The Contractor shall prescreen all personnel requiring access to the computer systems to ensure they maintain the appropriate Background Investigation, and are able to read, write, speak and understand the English language.

b. The Contractor shall bear the expense of obtaining background investigations. Within 3 business days after award, the Contractor shall provide a roster of Contractor and Subcontractor employees to the COR to begin their background investigations in accordance with the ProPath template. The Contractor Staff Roster shall contain the Contractor’s Full Name, Date of Birth, Place of Birth, individual background investigation level requirement (based upon Section 7.0 Tasks), etc. The Contractor shall submit full Social Security Numbers either within the Contractor Staff Roster or under separate cover to the COR. The Contractor Staff Roster shall be updated and provided to VA within 1 day of any changes in employee status, training certification completion status, Background Investigation level status, additions/removal of employees, etc. throughout the Period of Performance. The Contractor Staff Roster shall remain a historical document indicating all past information and the Contractor shall indicate in the Comment field, employees no longer supporting this contract. The preferred method to send the Contractor Staff Roster or Social Security Number is by encrypted e-mail. If unable to send encrypted e-mail, other methods which comply with FIPS 140-2 are to encrypt the file, use a secure fax, or use a traceable mail service.

c. The Contractor should coordinate the location of the nearest VA fingerprinting office through the COR. Only electronic fingerprints are authorized.

d. The Contractor shall ensure the following required forms are submitted to the COR within 5 days after contract award:

1. For a Tier 1/Low Risk designation:

0. OF-306

0. DVA Memorandum – Electronic Fingerprints

1. For Tier 2/Moderate or Tier 4/High Risk designation:

1. OF-306

1. VA Form 0710

1. DVA Memorandum – Electronic Fingerprints

The Contractor personnel shall submit all required information related to their background investigations (completion of the investigation documents (SF85, SF85P, or SF 86) utilizing the Office of Personnel Management’s (OPM) Electronic Questionnaire for Investigations Processing (e-QIP) after receiving an email notification from the Security and Investigation Center (SIC).

The Contractor employee shall certify and release the e-QIP document, print and sign the signature pages, and send them encrypted to the COR for electronic submission to the SIC. These documents shall be submitted to the COR within 3 business days of receipt of the e-QIP notification email. (Note: OPM is moving towards a “click to sign” process. If click to sign is used, the Contractor employee should notify the COR within 3 business days that documents were signed via eQIP).

e. The Contractor shall be responsible for the actions of all personnel provided to work for VA under this contract. In the event that damages arise from work performed by Contractor provided personnel, under the auspices of this contract, the Contractor shall be responsible for all resources necessary to remedy the incident.

f. A Contractor may be granted unescorted access to VA facilities and/or access to VA Information Technology resources (network and/or protected data) with a favorably adjudicated Special Agreement Check (SAC) or “Closed, No Issues” (SAC) finger print results, training delineated in VA Handbook 6500.6 (Appendix C, Section 9), and, the signed “Contractor Rules of Behavior.” However, the Contractor will be responsible for the actions of the Contractor personnel they provide to perform work for VA. The investigative history for Contractor personnel working under this contract must be maintained in the database of the Office of Personnel Management (OPM).

g. The Contractor, when notified of an unfavorably adjudicated background investigation on a Contractor employee as determined by the Government, shall withdraw the employee from consideration in working under the contract.

Failure to comply with the Contractor personnel security investigative requirements may result in loss of physical and/or logical access to VA facilities and systems by Contractor and Subcontractor employees and/or termination of the contract for default.

Identity Credential Holders must follow all HSPD-12 policies and procedures as well as use and protect their assigned identity credentials in accordance with VA policies and procedures, displaying their badges at all times, and returning the identity credentials upon termination of their relationship with VA.

Contractor employees shall complete a VA Systems Access Agreement if they are provided access privileges as an authorized user of the computer system of VA.

12.2.3 Physical Security and Safety Requirements

The Contractor and their personnel shall follow all VA policies, standard operating procedures, applicable laws and regulations while on VA property. Violations of VA regulations and policies may result in citation and disciplinary measures for persons violating the law.

a. The Contractor and their personnel shall wear visible identification at all times while they are on the premises.

b. VA does not provide parking spaces at the work site; the Contractor must obtain parking at the work site if needed. It is the responsibility of the Contractor to park in the appropriate designated parking areas. VA will not invalidate or make reimbursement for parking violations of the Contractor under any conditions.

c. Smoking is prohibited inside/outside any building other than the designated smoking areas.

d. Possession of weapons is prohibited.

e. The Contractor shall obtain all necessary licenses and/or permits required to perform the work, with the exception of software licenses that need to be procured from a Contractor or vendor in accordance with the requirements document. The Contractor shall take all reasonable precautions necessary to protect persons and property from injury or damage during the performance of this contract.

12.2.4 Confidentiality and Non-Disclosure

0. The Contractor shall follow all VA rules and regulations regarding information security to prevent disclosure of sensitive information to unauthorized individuals or organizations.

0. The VA CO will be the sole authorized official to release in writing, any data, draft deliverables, final deliverables, or any other written or printed materials pertaining to this contract. The Contractor shall release no information. Any request for information relating to this contract presented to the Contractor shall be submitted to the VA CO for response.

0. Contractor personnel recognize that in the performance of this effort, Contractor personnel may receive or have access to sensitive information, including information provided on a proprietary basis by carriers, equipment manufacturers and other private or public entities. Contractor personnel agree to safeguard such information and use the information exclusively in the performance of this contract. Contractor shall follow all VA rules and regulations regarding information security to prevent disclosure of sensitive information to unauthorized individuals or organizations as enumerated in this section and elsewhere in this Contract and its subparts and appendices.

0. Contractor shall limit access to the minimum number of personnel necessary for contract performance for all information considered sensitive or proprietary in nature. If the Contractor is uncertain of the sensitivity of any information obtained during the performance this contract, the Contractor has a responsibility to ask the VA CO.

0. Contractor shall train all of their employees involved in the performance of this contract on their roles and responsibilities for proper handling and nondisclosure of sensitive VA or proprietary information. Contractor personnel shall not engage in any other action, venture or employment wherein sensitive information shall be used for the profit of any party other than those furnishing the information. The sensitive information transferred, generated, transmitted, or stored herein is for VA benefit and ownership alone.

0. Contractor shall maintain physical security at all facilities housing the activities performed under this contract, including any Contractor facilities according to VA-approved guidelines and directives. The Contractor shall ensure that security procedures are defined and enforced to ensure all personnel who are provided access to patient data must comply with published procedures to protect the privacy and confidentiality of such information as required by VA.

0. Contractor must adhere to the following:

1) The use of “thumb drives” or any other medium for transport of information is expressly prohibited.

2) Controlled access to system and security software and documentation.

3) Recording, monitoring, and control of passwords and privileges.

4) All terminated personnel are denied physical and electronic access to all data, program listings, data processing equipment and systems.

5) VA, as well as any Contractor (or Subcontractor) systems used to support development, provide the capability to cancel immediately all access privileges and authorizations upon employee termination.

6) Contractor PM and VA PM are informed within twenty-four (24) hours of any employee termination.

7) Acquisition sensitive information shall be marked "Acquisition Sensitive" and shall be handled as "For Official Use Only (FOUO)".

8) Contractor does not require access to classified data.

0. Regulatory standard of conduct governs all personnel directly and indirectly involved in procurements. All personnel engaged in procurement and related activities shall conduct business in a manner above reproach and, except as authorized by statute or regulation, with complete impartiality and with preferential treatment for none. The general rule is to strictly avoid any conflict of interest or even the appearance of a conflict of interest in VA/Contractor relationships.

0. VA Form 0752, Confidentiality of Sensitive Information Non-Disclosure Agreement, shall be completed by all Contractor employees that receive Government furnished laptops, and shall be provided to the CO before any work is performed. In the case that Contractor personnel are replaced in the future, their replacements shall complete VA Form 0752 prior to beginning work.