Draft_PWS_-_US_Army_Brand_Tracking_Study.pdf

Draft

PERFORMANCE WORK STATEMENT

For The U.S. Army Brand Tracking Study

PART 1

GENERAL INFORMATION

1. General: This is a non-personal services contract to provide the U.S. Army brand tracking study for ongoing monitoring and evaluation of Army brand equity and the impact of the Army's total program on the overall brand, with detailed assessment of the impact of broad reach advertising. The Government shall not exercise any supervision or control over the contract service providers performing the services herein. Such contract service providers shall be accountable solely to the Contractor who, in turn is responsible to the Government.

1.1. Description of Services/Introduction: The contractor shall provide all personnel, equipment, supplies, facilities, transportation, tools, materials, supervision, and other items and non-personal services necessary to perform research assessment, marketing measurement maturity assessments and Return On Investment (ROI) assessments as defined in this Performance Work Statement (PWS) except for those items specified as government furnished property and services. The contractor shall perform to the standards in the contract.

1.2. Background: The Army Marketing and Research Group’s (AMRG’s) mission is to conduct national marketing, marketing analysis, and accessions analysis to ensure unity of effort and cost effectiveness in the marketing of the Army and each of the components of the Army. The Army has used Kantar’s tracking study service since 2000 to execute quarterly marketing tracking. The elements of the tracking study have changed/expanded with increased capabilities within the industry tracking capability. Up to this point, this action/requirement has been a task order executed through the ad agency of record. This PWS works to phase full control of the contract to the Army.

1.3. Objectives: The services detailed in this PWS will allow AMRG to monitor and assess the Army's brand health and track the effectiveness of its brand building efforts.

1.4. Scope: Vendor will provide ongoing monitoring, evaluation and reporting of Army brand equity. Services include identifying ways to best integrate commercial best practices into AMRG’s organization and helping AMRG better align it’s spending with the highest ROI channels and determining impact the total Army marketing and communication program has on brand equity among prospects and influencers at different stages in the consumer decision funnel. The vendor will provide this information in quarterly power point briefings. The contractor shall provide the quarterly tracking data to AMRG for the data warehouse in a flat file format.

1.5. RESERVED

1.6. General Information

1.6.1. Quality Control (QC): The contractor shall develop and maintain an effective quality control program to ensure services are performed in accordance with this PWS. The contractor shall develop and implement procedures to identify, prevent, and ensure non-recurrence of defective services. The contractor’s quality control program is the means by which they assures themselves that their work complies with the requirement of the contract. After acceptance of the quality control plan the contractor shall receive the contracting officer’s acceptance in writing of any proposed change to their QC system.

1.6.2. Quality Assurance: 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 will be applied, the frequency of surveillance, and the minimum acceptable defect rate(s).

1.6.3. Recognized Holidays: The contractor is not required to perform services on holidays.

New Year’s Day Labor Day Martin Luther King Jr.’s Birthday Columbus Day President’s Day Veteran’s Day Memorial Day Thanksgiving Day Independence Day Christmas Day

The period of performance for these objectives is a total of one (1) year. The Period of Performance will begin on the date of award.

1.6.4. Hours of Operation: The contractor shall conduct business from 0800 to 1700 Eastern Time Monday thru Friday except Federal holidays or when the Government facility is closed due to local or national emergencies, administrative closings, or similar Government directed facility closings. For other than firm fixed price contracts, the contractor will not be reimbursed when the government facility is closed for the above reasons. The Contractor must at all times maintain an adequate workforce for the uninterrupted performance of all tasks defined within this PWS when the Government facility is not closed for the above reasons. When hiring personnel, the Contractor shall keep in mind that the stability and continuity of the workforce are essential.

1.6.5. Place of Performance: The work to be performed under this contract will be performed at the most cost efficient and appropriate place of performance.

1.6.6. Type of Contract: The government will award a Firm Fixed Price contract.

1.6.7. Security Requirements: N/A

1.6.7.1. Physical Security: The contractor shall be responsible for safeguarding all government equipment, information and property provided for contractor use.

1.6.8. Special Qualifications: N/A

1.6.9. Post Award Conference/Periodic Progress Meetings: The Contractor agrees to attend any post award conference convened by the contracting activity or contract administration office in accordance with Federal Acquisition Regulation Subpart 42.5. The contracting officer, Contracting Officers Representative (COR), and other Government personnel, as appropriate, may meet periodically with the contractor to review the contractor's performance. At these meetings the contracting officer will apprise the contractor of how the government views the contractor's performance and the contractor will apprise the Government of problems, if any, being experienced. Appropriate action shall be taken to resolve outstanding issues. These meetings shall be at no additional cost to the government.

1.6.10. Contracting Officer Representative (COR): The (COR) will be identified by separate letter. The COR monitors all technical aspects of the contract and assists in contract administration The COR is authorized to perform the following functions: assure that the Contractor performs the technical requirements of the contract: perform inspections necessary in connection with contract performance: maintain written and oral communications with the Contractor concerning technical aspects of the contract: issue written interpretations of technical requirements, including Government drawings, designs, specifications: monitor Contractor's performance and notifies both the Contracting Officer and Contractor of any deficiencies;

coordinate availability of government furnished property, and provide site entry of Contractor personnel. A letter of designation issued to the COR, a copy of which is sent to the Contractor, states the responsibilities and limitations of the COR, especially with regard to changes in cost or price, estimates or changes in delivery dates. The COR is not authorized to change any of the terms and conditions of the resulting order.

1.6.11. Contract Manager: The contractor shall provide an adequate number of personnel who shall be responsible for the performance of the work. The name of these persons and alternates who shall act for the contractor when the persons are absent shall be designated in writing to the contracting officer. The company’s assigned personnel shall have full authority to act for the contractor on all contract matters relating to daily operation of this contract. These individuals shall be available between 08:00 – 18:00 Eastern Time, Monday thru Friday except Federal holidays or when the government facility is closed for administrative reasons.

1.6.12. Identification of Contractor Employees: All contract personnel attending meetings, answering Government telephones, and working in other situations where their contractor status is not obvious to third parties are required to identify themselves as such to avoid creating an impression in the minds of members of the public that they are Government officials. They must also ensure that all documents or reports produced by contractors are suitably marked as contractor products or that contractor participation is appropriately disclosed. Contractor personnel will be required wear visitor badges when visiting a government location.

1.6.13. Contractor Travel: Contractor shall be required to travel to Washington, DC during the performance of this contract to attend meetings, conferences, and training. The contractor may be required to travel to off-site training locations and to ship training aids to these locations in support of this PWS. Contractor will be authorized travel expenses consistent with the substantive provisions of the Joint Travel Regulation (JTR) and the limitation of funds specified in this contract. All travel requires Government approval/authorization and notification to the

COR.

1.6.14. Other Direct Costs: This category includes travel (outlined in 1.6.13), reproduction, and shipping expenses associated with training activities and visits to contractor facilities. It could also entail the renting of suitable training venues.

1.6.15. Data Rights: The Government has unlimited rights to all documents/material produced under this contract. 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 Contracting Officer. 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.

1.6.16. Organizational Conflict of Interest: Contractor and subcontractor personnel performing work under this contract may receive, have access to or participate in the development 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 Organizational Conflict of Interests (OCI) as defined in FAR Subpart 9.5. The Contractor shall notify the Contracting Officer 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 Contracting Officer to avoid or mitigate any such OCI. The Contractor’s mitigation plan will be determined to be acceptable solely at the discretion of the Contracting Officer and in the event the Contracting Officer unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the Contracting Officer 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.

1.6.17. PHASE IN /PHASE OUT PERIOD: N/A

PART 2

DEFINITIONS, ACRONYMS, AND ABBREVIATIONS

2. DEFINITIONS, ACRONYMS, AND ABBREVIATIONS:

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. A person with authority to enter into, administer, and or terminate 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 appointed by the contracting officer to assist in the administration of the contract.

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 Performance Work Statement.

2.1.5. DELIVERABLE. Anything that can be physically delivered, but may include 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 Key Personnel listed in 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.

2.1.12. WORK WEEK. Monday through Friday, unless specified otherwise.

2.2. ACRONYMS AND ABBREVIATIONS:

ACOR Alternate Contracting Officer's Representative AFARS Army Federal Acquisition Regulation Supplement AR Army Regulation CCE Contracting Center of Excellence CFR Code of Federal Regulations CONUS Continental United States (excludes Alaska and Hawaii) COR Contracting Officer Representative COTS Commercial-Off-the-Shelf DA Department of the Army DD250 Department of Defense Form 250 (Receiving Report) DD254 Department of Defense Contract Security Requirement List DFARS Defense Federal Acquisition Regulation Supplement DMDC Defense Manpower Data Center DOD Department of Defense FAR Federal Acquisition Regulation HIPAA Health Insurance Portability and Accountability Act of 1996 KO Contracting Officer OCI Organizational Conflict of Interest OCONUS Outside Continental United States (includes Alaska and Hawaii) ODC Other Direct Costs PIPO Phase In/Phase Out POC Point of Contact PRS Performance Requirements Summary PWS Performance Work Statement QA Quality Assurance QASP Quality Assurance Surveillance Plan QC Quality Control QCP Quality Control Plan TE Technical Exhibit

PART 3

GOVERNMENT FURNISHED PROPERTY, EQUIPMENT, AND SERVICES

3. GOVERNMENT FURNISHED ITEMS AND SERVICES:

3.1. Services: The government will facilitate the contractor’s access to US Army offices and employees as required to conduct the necessary interviews and information gathering related to this process

3.2. Facilities: The government will provide on a case-by-case basis reasonable, available office space, telephone and reproduction facilities for the limited times the contractor shall be working out of the government’s office location.

3.3. Utilities: N/A

3.4. Equipment: N/A

3.5. Materials: The government will provide access to appropriate information sources, data and documentation to assist in the technical review process and with program support.

PART 4

CONTRACTOR FURNISHED ITEMS AND SERVICES

4. CONTRACTOR FURNISHED ITEMS AND RESPONSIBILITIES:

4.1. General: The contractor shall furnish all supplies, equipment, facilities and services required to perform work under this contract that are not listed under Section 3 of this PWS.

4.2. Secret Facility Clearance: N/A.

4.3. Materials: The contractor shall furnish materials, supplies, and equipment necessary to meet the requirements under this PWS.

4.4. Equipment: As required, the contractor shall provide the necessary equipment required to meet the requirements under this PWS.

PART 5

SPECIFIC TASKS

5. Specific Tasks:

5.1. Basic Services: The contractor shall provide services to monitor and assess the Army’s brand health.

5.2. Contractor Manpower Reporting: The contractor shall report ALL contractor labor hours (including subcontractor labor hours) required for performance of services provided under this contract for the AMRG via a secure data collection site. The contractor is required to completely fill in all required data fields using the following web address: http://www.ecmra.mil/

Reporting inputs will be for the labor executed during the period of performance during each Government fiscal year (FY), which runs October 1 through September 30. While inputs may be reported any time during the FY, all data shall be reported no later than October 31 of each calendar year, beginning with 2013. Contractors may direct questions to the help desk at help desk at: http://www.ecmra.mil.

5.3. Brand Tracking:

The Brand Tracking Study design/methodology and Cross Media Analysis will be consistent with current best practices and will adjust as needed to capture any new and changing ways that Americans engage with media. Tracking will be conducted across the total market inclusive of the following audience groups: broad American public, Army recruiting prospects (active, reserve and Army medicine), parental influencers, African American, Hispanic and Asian/Pacific Islander. Should the specified period of performance shift outside of 01 JUL 2019 through 30 JUN 2020, the associated dates of reports may shift to allow for proper base size collection and data analysis.

The types of measures that will be tracked for overall brand tracking are

Prospect brand equity indicators/measures such as:

- Consideration of joining the Army (and military)

- Willingness to learn more about the Army

- The association of Army with its strategic positioning

Influencer brand equity indicators/measures such as:

- Likelihood to support Army service

- Likelihood to recommend joining the Army

Brand health "loyalty drivers" as prescribed in the brand architecture research:

- Loyalty drivers developed along with specific attributes, values and benefit statements attributed to each driver (e.g. most versatile)

Environmental and communications factors such as:

http://www.ecmra.mil/

- Brand communication and advertising awareness

- Perceptions and attitudes about the Army and its "competitors"

- Military Service preference

- Current support for overseas contingency operations

- Impact of key perceptions have on Army brand equity and overall opinion of the Military Services

Sample groups for the study will include key constituents including recruiting prospects, their parental influencers and the general U.S. adult population. Additional tracking and listening will be conducted to obtain a clearer understanding of the impact of media and messaging on prospect and influencer behavior, on key performance metrics, as well as understanding organic perceptions of the Army. The Army will work with the contractor who will continuously collect data online using access panels to take a broad sampling of the American population to understand the Army brand position in the market.

Tracking will be conducted among the following audience groups: broad American public, Army recruiting prospects (active, reserve and Army medicine), parental influencers, African American, Hispanic and Asian/Pacific Islander. The contractor will collect data continuously online for twelve months. This proposal covers data collection beginning 1 July 2019 and proceeding through 30 June 2020. Working with the Army, the contractor will also prepare and revise questionnaires as needed.

The contractor will conduct data tabulation, coding, data analysis and prepare and present four

(4) quarterly reports to AMRG. Four (4) quarterly topics meetings will be held with AMRG and the contractor via teleconference in order to align on topics and themes to be explored for each quarter. Additionally, four (4) pre-briefings will be held via teleconference between AMRG and the contractor to prepare for quarterly reports. The contractor will travel to the Washington, DC area to present each of the four (4) reports in coordination with the execution of the Quarterly Business Reviews (QBRs).

The contractor will provide an online dashboard tool that will be updated quarterly, four (4) updates, for the 2019 - 2020 Brand Tracking Study to give Army instant and deep access to tracking data.

All statistical-significance testing will be conducted at the 95% confidence level, with the exception of 90% statistical-significance testing conducted only with AMRG Director of Research prior approval.

Brand tracking consists of five (5) main components:

1. Army Brand Tracking Study (Section 5.3.1.)

2. Army Cross Media Analysis (Section 5.3.2.)

3. Army National Guard Brand Tracking Study (Section 5.3.3.)

4. Brand Tracking Study Data Delivery (Section 5.3.4.)

5. Ad Hoc Requests, Travel for Briefings, and Training Session/Overview Briefing of Brand Tracking and Cross Media Analysis (Section 5.3.5.)

Details for each are provided in the following sections of the PWS. The Army-client team will work collaboratively in partnership with the contractor after award of the contract to refine the survey methodology and questionnaire design as needed.

5.3.1. Army Brand Tracking Study: The contractor shall collect, analyze and report data. Data collection and reports will be based on the following sample breakouts:

5.3.1.1. U.S. Adults consist of the American population ages 18+. The samples to be considered within the U.S. Adult population consist of four groups:

1. General Market U.S. Adults

2. Asian and Pacific Islander Adults

3. Army Reserve U.S. Adults

4. Army Medical Department (AMEDD) U.S. Adults (Ages 18-44)

5.3.1.1.1. General Market U.S. Adults

This sample reflects the American population ages 18+ (balanced to U.S. Census percentages for age, household income, gender, U.S. Census region, race and ethnicity).

General market U.S. adults sample size: N= 3,000/quarter to allow various data cuts/statistical techniques at a 95% confidence level.

5.3.1.1.2. Asian and Pacific Islander (API) U.S. Adults

This sample will be designed to reflect the population of API 18+ year old U.S. adults.

Quotas will be set to match U.S. Census percentages for APIs ages 18+ on age and region.

API adults sample will be gathered as part of the sample general market U.S. Adults.

Based on the data collected over past years, we assume there will be sufficient fallout of API sample from the general market U.S. adults sample in order for the contractor to report on this population.

5.3.1.1.3. Army Reserve U.S. Adults

Additional sample will be added to the general market U.S. adults sample to capture the impact of any Army Reserve campaign planned for FY19-20.

The Army Reserve U.S. Adults sample will mirror the same qualifications of the general market U.S. adults sample, and must reside in one of the following priority DMAs:

Kansas City/Topeka, MO; Pittsburgh, PA; Salt Lake City/Odgen/Provo, UT; Minneapolis, MN; Baltimore, MD; Harrisburg, PA; Seattle/Tacoma, WA; Boston, MA; Sacramento, CA;

Oakland/San Jose, CA; Philadelphia, PA; Chicago, IL; Orlando, FL; El Paso, TX;

Dallas/Fort Worth, TX.

Army Reserve U.S. Adults sample size: N = 100/Quarter.

5.3.1.1.4. AMEDD U.S. Adults (Ages 18-44)

Additional sample will be added to the general market U.S. Adults sample to capture the impact of any AMEDD campaign planned for FY19 - 20.

This sample will be designed to reflect the U.S. adult population aged 18-44 years old (50% aged 18-24 and 50% aged 35-44).

AMEDD U.S. Adult sample will mirror the same qualifications as the general market U.S.

Adults sample except for age and the sample must be working or training in a medical professional and open to a career transition (as defined by an additional screener question).

AMEDD U.S. adult sample Size: N = 300/Quarter.

5.3.1.2. Prospects:

This sample will reflect the population of 16-24 year old potential Army prospects. The samples for prospects are broken into seven (7) groups:

1. General Market Prospects

2. African American Market Prospects

3. Hispanic Market Prospects

4. Asian and Pacific Islander Prospects

5. Army Reserve Prospects

6. Army Officer Prospects

7. AMEDD Prospects

5.3.1.2.1.General Market Prospects

This sample will be reflect the population of 16-24 year old potential Army prospects.

Quotas will be set to match U.S. Census for ages 16-24 on age, U.S. Census region, race and ethnicity.

o Age (breaks for 16-18, 19-24)

Data will be sampled at 70% males / 30% females to better represent the Army recruit population. If needed, the contractor must discuss the AMRG Director of Research in order to weight data by gender.

Sample will neither have served in the military nor attended a service academy.

If in school, sample must be at least a high school student.

Sample will not be in graduate school.

If not in school, sample must possess a high school degree or equivalent.

Sample Size: N= 500/quarter.

5.3.1.2.2. African American Market Prospects

This sample will reflect the population of African American 16-24 year old Army prospects and match the sample specifications for the general market prospects sample.

African American market prospects sample size: N=387/Quarter (including fallout from the general market prospects sample).

5.3.1.2.3. Hispanic Market Prospects

This sample will reflect the population of Hispanic 16-24 year old potential Army

Quotas will be set to match U.S. Census for Hispanics ages 16-24 on age and region.

Hispanic market prospects sample size: N=387/Quarter (including fallout from the general market prospects sample).

5.3.1.2.4. API Prospects

This sample will reflect the population of API 16-24 year old potential Army prospects.

API prospects will self-identify as Asian and/or Pacific Islander. They must be able to take the survey in English.

Quotas will be set to match U.S. Census percentages for API prospects aged 16-24 on gender, household income, and region.

Asian/Pacific Islander Prospects sample will be gathered as part of the sample general market prospects sample. Based on the data collected over past years, we assume there will be sufficient fallout of API sample from the general market prospects sample in order for the contractor to report on this population.

5.3.1.2.5. Army Reserve Prospects

This sample will reflect the population of young adult (16-24 year-old) potential Army

The Army Reserve prospects sample will mirror the same qualifications as the main sample tracking groups, and must reside in one of the following priority DMAs: Kansas City/Topeka, MO; Pittsburgh, PA; Salt Lake City/Odgen/Provo, UT; Minneapolis, MN;

Baltimore, MD; Harrisburg, PA; Seattle/Tacoma, WA; Boston, MA; Sacramento, CA;

Oakland/San Jose, CA; Philadelphia, PA; Chicago, IL; Orlando, FL; El Paso, TX;

Dallas/Fort Worth, TX.

Army Reserve prospects sample size: N = 450/Quarter

5.3.1.2.6. Army Officer Prospects

Army Officer prospects will include general market prospects who plan to go to college or are currently in college. Specific questions will help to analyze effect of communication this group.

Army Officer prospects sample will be gathered as part of the sample general market prospects sample (expected to be about 275/quarter).

5.3.1.2.7. AMEDD Prospects

This sample will reflect the population of young adult (16-24 year-old) potential Army AMEDD prospects and match the sample specifications for the general market prospects sample.

Sample must be interested in or in a program to become a medical professional (as defined by an additional screener question).

AMEDD Prospects sample size: N = 400/Quarter.

5.3.1.3. Parents:

This sample will reflect the population of parents of potential Army prospects who are ages 25+ with children ages 16-24. The samples for parents are broken into four (4) groups:

1. General Market Parents

2. African American Market Parents

3. Hispanic Market More Acculturated Parents

4. Hispanic Market Less Acculturated Parents

5.3.1.3.1. General Market Parents

This sample will reflect the population of parents of potential Army prospects who are ages 25+ with children ages 16-24. Quotas will be set to match U.S. Census percentages of adults ages 25+ with children ages 16-24 for gender, race and ethnicity, household income and region.

Parent sample will have a 16-24 year old child who would qualify for the general market prospects study as detailed in this proposal.

If needed, the contractor must discuss the AMRG Director of Research in order to weight data on factors (e.g. child's gender) to achieve desired sample make-up.

General market parents sample size: N=300/Quarter.

5.3.1.3.2. African American Market Parents

This sample will reflect the population of African American parents of potential Army prospects and match the sample specifications for the general market parent’s sample.

Parents will self-identify as Black or African American.

Sample Size: N=287/quarter (including fallout sample from the general market parents sample).

5.3.1.3.3. More Acculturated Hispanic Parents

This sample will reflect the population of more acculturated Hispanic parents of potential Army prospects and match the sample specifications for the general market parent’s sample.

Quotas will be set to match U.S. Census percentages for more acculturated Hispanics ages 25+ with children ages 16-24 on gender, household income and region.

More acculturated Hispanic parents will self-identify as Hispanic and must be able to take the survey in English.

More acculturated Hispanic parents sample size: N=287/Quarter (including fallout from general market parents).

5.3.1.3.4. Less Acculturated Hispanic Parents

This sample will reflect the population of less acculturated Hispanic parents of potential Army prospects and match the sample specifications for the general market parent’s sample.

Less acculturated Hispanic parents will self-identify as Hispanic and will be able to take the survey in their language of choice (English or Spanish).

Quotas will be set to match U.S. Census percentages for less acculturated Hispanics ages 25+ with children ages 16-24 on gender, age and city.

Sample may be gathered via shopping mall intercepts in NY, LA, Chicago, Miami and Houston, as the majority of U.S. Hispanics live in those cities.

Less acculturated Hispanic parents sample size: N=192/Quarter.

5.3.1.4 Brand Tracking Full Reports: For each of the sample audience groups outlined in the previous section 5.3.1. paragraphs (General Market U.S. Adults, API U.S. Adults, Army Reserve U.S. Adults, General Market Prospects, African American Market Prospects, Hispanic Market Prospects, API Prospects, Army Reserve Prospects, Army Officer Prospects, General Market Parents, African American Market Parents, More Acculturated Hispanic Parents, Less

Acculturated Hispanic Parents) a quarterly full report of all relevant metrics across and within each audience will be completed. For AMEDD U.S. Adults and AMEDD Market Prospects groups, an annual report of all relevant metrics will be delivered. The AMEDD sample annual full report can be included as part of the quarterly full report for the corresponding quarter (in the past, reports on AMEDD samples have been part of the FYQ3 Full Report).

Report Timing:

Report Period Draft Exec Report Full Report ARNG & Final Exec Report FY ’19 Q4 October 2019 October 2019 November 2019 FY ’20 Q1 January 2020 January 2020 February 2020 FY ’20 Q2 April 2020 April 2020 May 2020 FY ’20 Q3 July 2020 July 2020 August 2020

Annual report and presentation to be issued as follows for AMEDD U.S. Adults and AMEDD Prospects:

Report Period Draft Exec Report Full Report FY ’20 Q3 July 2020 August 2020

5.3.1.5. Interactive Data Tool: The interactive data tool will be available online and will be updated quarterly for all sample groups and made available along with or prior to reports being issued.

5.3.1.6. Perceptual Maps: The contractor will update twelve perceptual maps once annually incorporating the past four quarters of data. To derive maximum benefit/value from map learnings/insights as well as provide for acceptable sampling of all population/subpopulation groups, map delivery will be timed for the annual February QBR incorporating data through the end-of-December (Calendar year or Q4 through Q1 of the following FY). Maps will be provided by the contractor for the following twelve specific population/sub- population groups:

1. General Market Prospects

2. African American Prospects

3. Hispanic Prospects

4. General Market Male Prospects

5. General Market Female Prospects

6. General Market Parents

7. General Market Dads

8. General Market Moms

9. African American Parents

10. More Acculturated Hispanic Parents

11. Less Acculturated Hispanic Parents

12. U.S. Adult Population

The presentation of the annual updated maps (selected population maps for selected QBRs) will be included in the FY20 Q1 Executive Brief and Full Report.

5.3.2. Army Cross Media Analysis: Upon receipt of required media data, the contractor will conduct quarterly Cross Media Analyses to assist AMRG in determining the impact of AMRG Marketing on the Army brand and recruiting efforts. The Cross Media Analysis is designed to do the following:

1. Determine the degree to which various campaign elements are driving increases in key performance metrics.

2. Determine individual and synergistic impact of each media (Broad Reach and Digital Media).

3. Provide media specific cost efficiency calculations.

The Cross Media Analysis will cover the following audiences across four quarters:

1. General Market U.S. Adults, African American U.S. Adults, Hispanic U.S. Adults

2. General Market Prospects, African American Market Prospects, Hispanic Market Prospects

3. General Market Parents, African American Parents, More Acculturated Hispanic Parents and Less Acculturated Hispanic Parents

4. AMEDD: Each quarter AMEDD media is live, assuming media reach is sufficient

5. Army Reserve: Each quarter Army Reserve media is live, assuming media reach is sufficient

5.3.2.1. Paid Social Media: In addition to TV, Digital, Print, etc., paid social medial will also be evaluated as a channel within the Cross Media analysis. This allows paid social media to be evaluated for driving an impact on key brand measures, similar to that done for other paid media channels.

5.3.2.2. Brand Lift Study for Digital: An in-depth digital analysis will be included as part of the cross-platform analysis. This analysis will dive into each of the individual sites in the media plan (working off a base of simultaneously collected exposed and control respondents) to provide an understanding of which digital properties are working hardest toward driving key metric increases. When sufficient sample exists, analysis will cover the following audiences:

1. General Market U.S. Adults, African American U.S. Adults, Hispanic U.S. Adults

2. General Market Prospects, African American Market Prospects, Hispanic Market Prospects

3. General Market Parents, African American Parents, More Acculturated Hispanic Parents

(online)

4. AMEDD & Army Reserve, assuming media reach is sufficient

5.3.2.3. Brand Study Lift for TV: An in-depth TV analysis will be included as part of the cross-platform analysis. This analysis will dive into each TV campaign (working off a base of a base of simultaneously exposed and control respondents) to provide an understanding of which TV messages/creative assets are working hardest toward driving key metric increases.

When sufficient sample exists, analysis will look to dive into prospect and parent audiences and across racial/ethnic subgroups.

5.3.2.4. Executive (Equity and Cross Media) Reports: Results from quarterly Cross Media Analyses will be summarized in four quarterly Executive Reports. Three to four weeks after the end of each quarter, the contractor will deliver a Draft Executive Report including any relevant findings from the Army Brand Tracking Study and the Cross Media Analyses. These findings will be discussed in a phone call and AMRG will provide feedback on the Draft Executive Report. Upon receipt of feedback from AMRG, the contractor will make relevant modifications and deliver a Final Executive Report.

The contractor will also conduct Quarterly Topics meetings (via phone) to determine the topics to be included in the Executive (Equity and Cross Media) Reports. Each meeting will be followed by a meeting report which details the topics discussed and agreed upon topics to be included in the upcoming quarterly Executive Report. All four (4) Equity and Cross media Quarterly Executive presentations will take place in the Washington, DC area.

5.3.3. Army National Guard (ARNG) Brand Tracking Study: The contractor shall collect, analyze and report data in order to track sentiment toward the Army National Guard as well as performance on marketing tactics. The objective is to track across all fifty states plus Washington D.C., Guam, the U.S. Virgin Islands and Puerto Rico. The overall goal of this study is to understand the communications impact on Army National Guard’s brand health, while aligning with overall Army brand health and EAB goals.

More specifically, it will help assess the following:

Inclination of prospects to consider, prefer, or advocate for the Army National Guard, at state, regional and national levels

Understand how the prospects perceive the Army National Guard (what it does and means) at state, regional and national levels

Perceptions and equity diagnostics

Brand health measures as well as campaign or brand-specific attributes

Related ARNG brand health, state, regional and national measures, as well as value proposition-specific attributes

Data collection and reports will be based on the following sample breakouts:

5.3.3.1. Prospects (Online)

This sample will be designed to reflect the population of young adult (16-24 year old) potential Army National Guard prospects.

Data will be sampled 70% males / 30% females to better represent the ARNG recruit population. If needed, the contractor must discuss weighting with the AMRG Director of Research in order to weight data by gender.

White/Other = 66%, Hispanic = 20%, African American = 14%.

Sample will neither have served in the military nor attended a Service Academy.

If in school, sample must be at least a high school student.

Sample will not be in graduate school.

If not in school, sample must possess a high school degree or equivalent.

Sample will currently reside in one of the 50 U.S. states or Washington D.C.

Sample Size: N=2,276/Quarter.

5.3.3.2. Prospects (Telephone - Guam):

The sample from Guam may be adjusted as needed according to the specific challenges of recruiting a small sample from a small population. Changes to sampling will be discussed with the AMRG Director of Research.

This sample will be mirror the sample specifications above for gender, military service and level of schooling. There will be no quotas for race and ethnicity.

Sample will currently reside in Guam.

Sample Size: N=25/Quarter.

5.3.3.3. Prospects (U.S. Virgin Islands and Puerto Rico):

The sample from the U.S. Virgin Islands and Puerto Rico may be adjusted as needed according to the specific challenges of recruiting a small sample from a small population. Changes to sampling will be discussed with the AMRG Director of Research.

This sample will be designed to reflect the population of young adult (16-24 years old) potential Army National Guard prospects.

This sample will be mirror the sample specifications above for gender, military service and level of schooling. There will be no quotas for race and ethnicity.

Sample will currently reside in the U.S. Virgin Islands or Puerto Rico.

Sample Size: N=25/Quarter.

5.3.3.4. ARNG Brand Tracking Study Reports: Results from quarterly ARNG Brand Tracking Study will be summarized in four (4) quarterly Executive Reports.

5.3.4. Army and ARNG Tracking Study Data: The contractor will gather data quarterly from the Brand Tracking Study and transfer to a hard drive to send to AMRG. The contractor will aggregate, process, and send requested tracking data to the AMRG on a quarterly basis. Data will come from the ARNG Brand Tracking Study and three separate parts of the Army Brand Tracking Study (U.S. Adult Population, Prospects, Parents), with nine (9) ethnic sub-samples in Four (4) compatible SPSS documents. The contractor will also provide, along with SPSS files, excel files outlining all deliverables for each study.

Data from the current Army and ARNG Brand Tracking Studies, per quarter: Q4 2019 through Q3 2020.

One (1) SPSS data file from the U.S. Adults Study (approximately 3,300 respondents)

One (1) SPSS data file from the Prospects Study (approximately 1,275 respondents)

One (1) SPSS data file from the Parents Study (approximately 1,066 respondents)

One (1) SPSS data file from the ARNG Study (approximately 2,325 respondents)

Four (4) excel data “checking” files

5.3.5. Ad Hoc Requests, Travel for Briefings, and Training Session/Overview Briefing of Brand Tracking and Cross Media Analysis

5.3.5.1. Ad Hoc Requests: Support for up to twelve (12) extra "Ad Hoc" information requests or advanced statistical analysis (such as examination of a particular sub-population of interest, path modeling) will be available to answer AMRG information needs.

5.3.5.2. Travel for Quarterly Briefings and Training Session/Overview Briefing: The contractor shall travel to the Washington D.C. area to present the quarterly final Executive Reports. In addition, the contractor will travel to the Washington D.C. area for one (1) Training Session/Overview Briefing on Brand Tracking and Cross Media Analysis (as detailed in the next section).

5.3.5.3. Training Session/Overview Briefing of Brand Tracking and Cross Media Analysis: The contractor shall prepare and present a "Brand Tracking and Cross Media Analysis 101" briefing to educate AMRG Directors and staff on the purpose and elements of the Brand Tracking Studies and the Cross Media Analysis.

PART 6

APPLICABLE PUBLICATIONS

6. APPLICABLE PUBLICATIONS (CURRENT EDITIONS) (Not applicable):

PART 7

ATTACHMENT/TECHNICAL EXHIBIT LISTING

7. Attachment/Technical Exhibit List:

7.1. Technical Exhibit A – Performance Requirements Summary

PERFORMANCE

OBJECTIVE

PERFORMANCE

STANDARD

PERFORMANCE

THRESHOLD

INCENTIVE /

DISINCENTIVE

5.3.1. Army Brand

Tracking Study

• Accurate: presentation, technical content, and adherence to accepted elements of style

• Clarity: clear and concise.

Any/all diagrams shall be easy to understand and be relevant to the supporting narrative/findings

• Consistency to Requirements: satisfy the PWS requirements

95% of deliverables are accurate, clear, and concise Deliverables will be professionally developed and suitable for review by Government leadership

N/A

5.3.2. Quarterly 360 Cross

Media Analysis

5.3.3. Army National

Guard Brand Tracking Study

5.3.4. Army and ARNG

Tracking Study Data

5.3.5. Ad Hoc Requests, Travel for Briefings and Training Session

7.2. Technical Exhibit B – Deliverables Schedule

Deliverable Frequency # of Copies Medium/ Format

Submit To

1. One (1) Brand Tracking Study Kickoff Conference Report

30 Days after

Award

N/A (electronic)

PDF

Army POC and

Contracting Officer

2. Four (4) Brand Tracking Full Reports (Section 5.3.1.)

Quarterly N/A

(electronic)

PDF

Army POC and

Contracting Officer

3. Four (4) Updates to the online Interactive Data Tool (Section 5.3.1.5.)

Quarterly N/A

(electronic)

Online with email in

PDF

Army POC and

Contracting Officer

4. Twelve (12) Perceptual Maps (Section 5.3.1.6.)

Annual N/A

(electronic)

PDF

Army POC and

Contracting Officer

5. Four (4) ‘Quarterly Topics Meeting’ Conference Reports (Section 5.3.2.4.)

Quarterly N/A

(electronic)

PDF

Army POC and

Contracting Officer

6. Four (4) Quarterly Draft Executive (Equity and Cross Media) Reports (Section 5.3.2.)

Quarterly N/A

(electronic)

PDF Army POC and

Contracting Officer

7. Four (4) Quarterly Final Executive (Equity and Cross Media) Reports presented in person (Section 5.3.2.)

Quarterly N/A

(electronic)

PDF Army POC and

Contracting Officer

8. Four (4) Quarterly Army National Guard Brand Tracking Reports (Section 5.3.3.)

Quarterly N/A

(electronic)

PDF Army POC and

Contracting Officer

9. Four (4) Quarterly Data Files the Army (U.S. Adults, Prospects and Parents) and ARNG Tracking Studies (Section 5.3.4.)

Quarterly N/A

(electronic)

SPSS Army POC and

Contracting Officer

10. Four (4) Data “checking” files (Section 5.3.4.)

Quarterly N/A

(electronic)

Excel

(XLSX)

Army POC and

Contracting Officer

11. One (1) Brand Tracking and Cross Media Analysis "101" Briefing (Section 5.3.5.3.)

Annual N/A

(electronic)

PDF Army POC and

Contracting Officer