P09 SOW Media Outreach 1.31.25.pdf

Statement of Work

Media Outreach Services

1. Introduction – Stratton VA Medical Center (VAMC) mission is to provide world class healthcare for veterans in the Capital Region and Upstate New York reaching out to all Veterans through media outreach services.

2. Background –The Stratton VAMC, Albany NY Public Affairs office is looking to procure a contract with a broadcast company that provides effec ve communica ons via local radio sta ons broadcast and web presence.

3. Objec ve‐ To target Veterans and maximize reach to all VA and Veteran audiences in Albany VAMC’s and surrounding areas, which includes Albany, Columbia, Clinton, Delaware, Essex, Franklin, Fulton, Greene, Hamilton, Montgomery, Otsego, Rensselaer, Saratoga, Schenectady, Schoharie, Sullivan, Ulster, Warren, Washington, and Washington Coun es prospec vely. With par cular interest in the general Capitol Region and Southern Adirondacks to include Albany, Columbia, Fulton, Greene, Montgomery, Rensselaer, Schenectady, Schoharie, Saratoga, Washington, and Vermont border areas of Bennington and Berkshire Coun es.

4. Place of Performance – Contractor provides air and studio support. The VA Public Affairs will review, edit, and approve prior to airing.

5. Period of Performance – March 1, 2025, through February 28, 2026, with the provision of four option years estimated ultimate completion date February 28, 2030.

6. Scope of Work – Provide targeted radio and web communications to the Albany Stratton VA

Medical Center and the surrounding areas, particularly with regard to the Capital District and

Southern Adirondack regions as identified above. This outreach is to maximize media exposure to all

Veterans in order to notify Veterans of enrollment, benefits, programs, health education, and other marketing opportunities. The radio spots shall be coordinated with web presence and event participation based on available events and Public Affairs Specialist assessment of Veteran importance.

7. Tasks/Deliverables‐ Contractor shall provide access to a Talk Show, Classic Rock, Sports, and

Country Formats; access to all other stations that provide general hits, and adult contemporary are a benefit, but mostly as ancillary available formats. We are also looking for today’s Hits the top 100 type stations modern music.

A demographic breakdown that includes Veteran target audience includes age and gender as well as recommended time allocations for maximized Veteran engagement is necessary for assessment regarding effective targeting of desired audience.

7.1. Contractor shall assist in producing copy and air‐spots based on Albany VA Medical Center guidance. All copy and spots will be approved by the Albany VA Medical Center Office of Public Affairs prior to use.

7.2. Contractor shall provide radio station web presence with a page dedicated to VA message. This page shall include placement of VA buckets/links to VA enrollment and informational sites and provided to the contractor by Albany VAMC Public Affairs. Web presence shall also include banner access to station home pages, for maximized exposure.

7.3. Contractor shall provide no less than 26 commercial spots and no more than 250 commercial spots, with which will be coordinated with the contractor’s provided web presence. The Contractor is required to provide commercial spots that specifically target a majority of overall listenership for men ages 25+ and women ages 25+ between 6:00 am – 12:00 am; Mid‐day times of 10:00 am – 3:00 pm; and afternoon drive time of 3:00 pm – 7:00 pm.

7.4. The Contractor provided spots must represent a maximized Veteran listenership that coincide with age ranges that mirror Albany VAMC Veteran population and meets with Albany VAMC Public Affairs approval. Contractor shall provide a rate card showing rates and times.

7.5. Contractor shall provide access to a licensed power output of 50,000W, maximizing reach to the Albany VAMC and surrounding areas, but specifically to the Capital District and Southern Adirondack Regions.

7.6. Contractor shall provide accessibility to station events that provide Veteran appeal, allowing Albany VAMC to take part, reaching targeted audience in partnership with the radio station.

The contractor must provide access to a minimum of one (1) event and no more than ten (10) events in a contract period. Appropriate events, when identified, will be determined by the Public Affairs Officer and Contractor for consideration, understanding that events differ based on subject, partnerships, etc.

8. Experience – The Contractor should have 10 years minimum of experience. The Contractor shall provide their work experience.

9. Non‐compliance‐ The Contracting Officer or his/her designee will notify the contractor of any noncompliance with the foregoing provisions and the action to be taken. The Contractor shall, after receipt of such notice, immediately correct the conditions to which attention has been directed.

Such notice, when served on the Contractor or his/her representative at the site of the work, shall be deemed sufficient for the purpose aforesaid. If the Contractor fails or refuses to comply promptly, the Contracting Officer may issue an order stopping all and any part of the work and hold the Contractor in default.

10. Other Related Services (Not Included in the Scope of Work) ‐ Any services not expressly stated in this statement of work are not authorized. Services that are not mentioned in the SOW and incur costs and it is required and/or suggested for continued functioning of the requested services to meet the need of the requirement, such services not mention in the SOW may ONLY be added after a written modification from the Contracting Officer unless they are inclusive to the requested services. No other person, including the COR or any other VA personnel are authorized to request additional work be performed by the contractor. Any additional services performed by the Contractor that are not authorized by the Contracting Officer will be considered inclusive.