P09_RADIO MEDIA TOUR STATEMENT OF WORK.docx

STATEMENT OF WORK

A. TITLE OF PROJECT: VHA Communications Satellite/Radio Media Tour (SMT/RMT)

1. Scope: The contractor shall include all labor, resources, rentals, travel, materials and all expenses necessary to accomplish this requirement described in the statement of work (SOW). Scope of work shall include satellite and radio media tour production to assist in explaining VHA’s recent milestones and how to access VA healthcare. Interview talent will include VHA program office spokespersons and VA success stories.

2. Performance Period: 4 Year Ordering Period; September 1st, 2023 – August 31st, 2027.

3. Type of Contract: Indefinite Delivery Requirements Contract - Fixed Price

4. Place of Performance: This work will take place in a satellite-equipped television studio in Washington, D.C. or remotely, via video service with satellite technology support. The contractor shall provide satellite up-links and other associated technology for remote (herein known as virtual) media tours.

B. SPECIFIC MANDATORY TASKS AND ASSOCIATED DELIVERABLES

Task One: Project Management Plan (PMP) and Briefing - The contractor shall provide a detailed PMP and briefing for the project team, which presents the contractor's plan for completing the task order. The contractor's plan shall be responsive to this Statement of Work (SOW) and describe, in further detail, the approach to be used for each aspect of this requirement. The contractor shall keep the PMP up to date throughout the period of performance.

The contractor shall identify in writing all necessary subtasks (if any), together with associated sub-milestone dates. All written deliverables shall be phrased in layperson language. Statistical and other technical terminology will not be used without providing a glossary of terms. VHA Communications will review the draft deliverable within 10 calendar days from date of receipt. The contractor shall have 10 calendar days to deliver the final deliverable from date of receipt of the government’s comments.

Task Two: Satellite/Radio Media Tour (SMT/RMT) - The contractor shall provide SMT/RMT events for VHA, each with technological support and pitching services from start to finish. The agency identifies a need for four (4) in-studio SMTs, one (1) virtual SMT/RMTs and one (1) radio-only virtual media tours per year, creating six total deliverables each year with the ability to order more as needed.

All SMTs/RMTs consist of half-day interview events held at roughly quarterly frequency with national and regional radio and/or television outlets, primarily targeting the markets with the largest concentration of veterans in the United States and major media markets, for the highest potential reach. Additionally, emphasis should be placed on pitching and securing minority-focused media outlets in markets with high veteran populations.

The contractor shall prepare for the VHA Satellite Media Tours by gaining an understanding of the topic being discussed. For each SMT/RMT, the Contracting Officer Representative (COR) or project manager (PM) and the contractor shall create a one-page media advisory which will be used when pitching media outlets. The contractor will provide expert input to the pitching documents to ensure success. The contractor will then pitch appropriate targeted media outlets, producers and reporters around the country in consultation with VHA. The contractor will pitch media outlets with the interview opportunity and provide the one-page media advisory to media outlets. The PM/COR will supply the contractor with all materials conveying an understanding of the subject matter to assist with its pitching, to include imagery for b-roll. The contractor is not expected to develop ancillary written materials such as news releases, fact sheets, Q&A, nor social media content beyond the media advisory material necessary to pitch to media targets.

The contractor shall create, edit and package photos, images and video footage into a b-roll package relaying topic-appropriate content ranging from 30-60 seconds for each event and provide them to the booked outlets to use during airings. This includes working with the PM/COR to source VHA and VA imagery and having access to a stock photo, image or video library program to supplement imagery.

The contractor shall provide VHA with SMT schedule and booking updates on a regular basis while preparing for the SMT/RMT. Contractor shall provide all pertinent details to the SMT schedule, which typically consists of 20-30+ interviews, including detailed station information. Interviews are scheduled nearly back-to-back, maximizing the spokesperson’s time. See Attachment A for sample schedule.

Each event shall consist of no less than 20-30 interviews booked with media markets across the country. Combination SMT/RMTs shall have a minimum of 15 satellite T.V. interviews. The majority of the T.V. interviews shall be scheduled with national or regional stations. The contractor shall include pitching to at least one national outlet for each event and at least one syndicated station with multiple affiliates. All radio pitching shall include pitching to local, regional, large and national markets, including Sirius XM and iHeartRadio stations and similar platforms and programs. Radio pitching efforts should also include podcasts, to include health-focused programs, technical programs, Veteran-focused and general national programs, when applicable.

The contractor shall coordinate with PM/COR to schedule event dates, advise on best practices regarding pitching and execution, and create all day-of materials needed for each event. The Contractor will provide the run-of-show for each event. The Contractor shall track media hits, website airings and links to web stories.

The contractor shall provide all day-of event support, technical or otherwise, and remain on site and available throughout the event to ensure success. The contractor shall also inform the PM/COR if any media outlets are unable to accommodate an interview during the schedule and provide media contact information so that the PM/COR and VA can arrange an off-tour interview.

Media event types under this contract:

There will be three types of SMT/RMTs under this contract, with corresponding fixed price task orders:

· In-studio Combination SMT/RMT (in Washington, D.C.)

· Virtual RMT only (via video platform)

· Virtual Combination SMT/RMT (via video platform)

As such, the contractor shall provide a pricing structure specifically for in-studio SMT/RMTs, a virtual SMT/RMT and a virtual RMT.

· In-Studio Combination SMT/RMTs: The contractor shall secure a studio within the Washington D.C. area from which the satellite media tour will be conducted and arrange all details, including set design, b-roll, and day-of logistics. Number of interviews, run of show, pitching and b-roll support as noted above will be required. The Contractor shall track media hits, website airings and links to web stories. The Contractor shall conduct all media pitching using VHA-approved media content and advisories, in preparation for each event.

The contractor is responsible for staffing both the studio, satellite and video over internet protocol and other technological capabilities and the control room to ensure a seamless operation on the day of the SMT/RMT event. The contractor is required to coordinate a team to ensure technical directors, producers, are in place to ensure video and audio feed are operational. The contractor will also supply makeup artistry for the spokesperson and catering, to include water, coffee, tea and breakfast fare.

· Virtual events (Combination SMT/RMTs and RMTs only): To allow spokespersons outside of the D.C. area to participate without incurring travel costs, the contractor shall provide all technical and planning support for one SMT/RMT to be conducted virtually, via appropriate technology, such as video over internet protocol platform each year. Similarly, the contractor shall provide all technical and planning support for one radio only RMT to be conducted virtually, each year. The contractor will coordinate and provide access to video platform and satellite capability. Number of interviews, run of show, pitching and b-roll support as noted above will be required. The contractor shall track media hits, website airings and links to web stories. The contractor shall conduct all media pitching using VHA-approved media content and advisories, in preparation for each event. The price difference should reflect a cost savings for unused services, including, but not limited to, makeup artistry, catering and studio rental. B-roll is not required for radio-only RMTs.

All radio pitching shall include local, regional, large and national markets, including, but not limited to Sirius XM and iHeartRadio stations and programs. Radio pitching efforts should also include podcasts, to include health-focused programs, technical programs and national programs, when applicable.

· Media Coaching/SME Preparation (All three SMT/RMTs) - Contractor shall coordinate with VHA to provide media preparation to the spokesperson at least one week prior to the event. This preparation should take 30-60 minutes and should include a mock interview with valuable feedback for the spokesperson, wardrobe recommendations and general expectations. Additionally, the contractor will assist spokespersons on the day of the event, providing real time coaching and support throughout each interview. Contractor shall provide feedback in-studio to VA spokesperson, PM/COR, and subject matter expert (SME) throughout the duration of each SMT/RMT event. This includes, but is not limited to, media coaching, practices, technical and audio assistance, on-camera presence, on-site assistance, putting SME at ease in front of the camera, tech and audio checks for virtual events, etc.

· Deliverable Expectations: For each interview event, the contractor will be the main coordinator for the event and execute accordingly with minimal assistance from the PM/COR. This includes:

· Correspondence with VA staff as assigned

· All media pitching

· Managing bookings and scheduling

· B-roll development, packaging and delivery

· Media preparation with spokesperson and VHA team

· Securing a studio space in downtown Washington, D.C., unless alternate location is mutually agreed upon for all in-person events. In-studio SMTs must include:

· makeup services for spokesperson

· a green room for VHA team with access to live television feed from the studio

· hot breakfast and refreshments

· Logistics, access, directions and parking information

· Ongoing support throughout the event

· Providing access to video service for virtual events

· Tech-check for spokesperson and VHA team before the event

· Access for VHA team to view/listen virtually to all interviews

· Ongoing support throughout the event

· An after-action analysis of each event, to include a final report

The contractor must have the capacity and availability to respond to a crisis communication situation, should one arise. In the event of a crisis, the COR may require the contractor to execute an SMT/RMT event within an appropriate but reasonable response time, as few as 3-7 days, give or take, depending on the nature of the crisis. The contractor shall work with VHA staff to schedule the crisis response event and using best industry practices, pitch and execute the event in the condensed time frame. Any additional SMT/RMTs shall be added through bi-lateral modification at the current period of performance per event cost.

Task Three: Preliminary/Final Event Analysis Reports - The after-action analysis shall consist of two reports, a preliminary report and a final report. These after-action reports shall detail the reach of each event, to include viewer demographics, stations (specifically, the cities of each affiliate and feeder station, including local and national stations) and quantitative analysis. The preliminary report shall be provided to the COR via electronic document, no later than seven (7) calendar days after each SMT/RMT event. Final report shall provide metrics and appropriate links to or disc of media stories, sample media interview and written executive summary of key messages used during the media interviews, and b-roll.

Once the SMT is conducted, the contractor tracks all airplay and usage through Critical Mention or similar service and email follow-up. The contractor provides airchecks and all metrics needed to help gauge the success of each SMT including number of interviews conducted, total airplays, estimated publicity value and total impressions.

The final report shall be provided to the COR no later than 30 days after each SMT/RMT event.

The final analysis report for each SMT/RMT event shall contain all (but not limited to) the following information for television, radio interviews, as well as the combined total for all interviews conducted during an event:

· Event name and background information

· Interview breakdown – location, time, outlet, format, interviewer’s name, spokesperson name, live/taped, and station/outlet profile for each scheduled interview.

· Interviews arranged by audience size

· Number of interviews

· Number of station hits

· Overall estimated impressions

· Estimated publicity value

· Social media and web coverage

· Web links to stories and or videos or audio segments posted by the media outlets reflecting their SMT/RMT coverage

This report and links to interviews are due to the COR via electronic document no later than 30 days after the SMT/RMT event. The web links must connect to a private website or ftp location of such recordings made available for VHA’s viewing and dissemination. The contractor shall complete the Delivery Date column in Attachment B for each deliverable specified.

Task Four: Quarterly Reports - The contractor shall provide the Contracting Officer Representative (COR) with quarterly progress reports. These are due to the COR by the second workday following the end of each quarter throughout the project's duration. The progress report shall cover all work completed during the preceding month and will present the work to be accomplished during the subsequent month. This report will also identify any problems that arose and a statement explaining how the problem was resolved. This report will also identify any problems that have arisen but have not been completely resolved with an explanation.

DELAYS: If for any reason the scheduled time for a deliverable cannot be met, the contractor is required to explain why (include the original deliverable due date) in writing to the CO and the COR, including a firm commitment of when the work shall be completed. This notice shall cite the reasons for the delay, and the impact on the overall project. The CO will then review the facts and issue a response in accordance with applicable regulations.

C. CONFIDENTIALITY AND NONDISCLOSURE

The preliminary and final deliverables generated by the contractor in the performance of this task requirement becomes property of the Government. The COR will be the sole authorized official to provide written authorization to release any data, draft or final deliverables, or any other written or printed materials pertaining to this requirement outside of the scope of this SOW. No information shall be released by the contractor. Any request for information relating to this requirement presented to the contractor shall be submitted to the COR for response. Press releases, marketing material or any other printed or electronic documentation shall not be publicized without the written approval of the COR.

D. CHANGES TO STATEMENT OF WORK

Any changes to this SOW shall be authorized and approved only through written correspondence from the CO. Costs incurred by the contractor through the actions of parties other than the CO shall be borne by the contractor.

E. TRAVEL

N/A.