PWS - TRADOC Band - Multiyear Advertising.docx

PERFORMANCE WORK STATEMENT (PWS)

Multi-year Advertising Contract – TRADOC Band

PART 1

GENERAL INFORMATION

1. GENERAL: This is a non-personal services contract to provide a multi-year advertising campaign to the TRADOC Band. 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 advertising as defined in this Performance Work Statement except for those items specified as government furnished property and services. The contractor shall perform to the standards in this contract.

1.2. Background: Historically, the TRADOC Band has only conducted small-scale advertising for select performances, utilizing the limited resources readily available to the band. Existing resources to the TRADOC Band – such as unit personnel and the TRADOC Communication Directorate do not have the capabilities or the mission scope to provide focused advertising campaigns for their annual performances.

1.3. Objectives: To execute commercial advertising contracts to reach and draw crowds outside the band’s normal intranet communication channels, which, in turn, should positively impact community engagement, telling the Army story, and recruiting.

The intent is for the TRADOC Band to be able to advertise and make the public aware of specific performances and renew face-to-face relationships. The TRADOC Band intends to budget up to $50,000/year from their OMA funds toward this initiative. This contract would allow the TRADOC Band to tailor media campaigns for specific events while also utilizing the full power of industry experts to formulate a media strategy based on their knowledge and detailed research of media markets and which strategies will maximize reach into various demographics – all within their annual allotment toward this effort.

1.4. Scope: The contractor will create and manage an advertising campaign for select TRADOC Band performances throughout the year. The vendor will coordinate directly with the TRADOC Band to determine how best to allocate the budgeted funding toward the year’s performance schedule. Services include conducting market research in specific regions to ensure the band is performing in the appropriate locations, advertising effectively within the local area’s mediums, and providing feedback to the band on the advertising campaign’s effectiveness. The following capabilities will be expected of the vendor:

1) Conduct market research on our desired audience to better target our advertising for holiday and summer series concerts.

2) Develop advertising plans for 2-4 holiday concerts and 4-6 summer concerts as well as have the flexibility to advertise for specific concerts that might arise on shorter time frames.

3) Deliver the following as needed based on the developed advertising plan.

a. Advertise in social media networks such as Facebook, YouTube, Google, etc.

b. Provide advertising space in local and national print media (newspapers and magazines).

c. Provide advertising on local and broadcast radio networks.

d. Provide advertising on broadcast and local cable networks.

e. Provide advertising on streaming media networks.

f. Be able to generate, manage, and distribute e-mail marketing material to target audiences.

4) Web development suggestions in support of the developed advertising plan.

5) Provide feedback on campaign effectiveness.

1.5. Period of Performance: 01 October 2024 through 30 September 2027

1.6. Quality Assurance: The government shall evaluate the contractor’s performance under this contract in accordance with the Quality Assurance Surveillance Plan. 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).

1.7. Recognized Holidays: Federal Observed Holidays: Contractor is not required to perform on holidays.

Independence Day

1.8. Hours of Operation: The contractor is responsible for conducting business, between the hours of 0900-1700 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.

1.9. Place of Performance: The work to be performed under this contract will be performed at the contractor’s facility.

1.10. Security Requirements: N/A

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

1.12. Special Qualifications: N/A

1.13. 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.

1.14. 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.

1.15. 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. Contractors will not need to obtain and wear badges to perform requested services.

1.16. 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.

1.17. 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.

PART 2

DEFINITIONS & ACRONYMS

2. DEFINITIONS AND ACRONYMS:

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 administer 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.

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

2.2. ACRONYMS:

PART 3

CONTRACTOR FURNISHED ITEMS AND SERVICES

3. CONTRACTOR FURNISHED ITEMS AND RESPONSIBILITIES:

3.1. General: The Contractor shall furnish all supplies, equipment, facilities, and services required to perform work under this contract that are not listed under Part 4 of this PWS.

3.2. Secret Facility Clearance: N/A

PART 4

SPECIFIC TASKS

4. SPECIFIC TASKS:

4.1. Basic Services. The following capabilities will be expected of the vendor:

1) Conduct market research on our desired audience to better target our advertising for holiday and summer series concerts.

2) Develop advertising plans for 2-4 holiday concerts and 4-6 summer concerts as well as have the flexibility to advertise for specific concerts that might arise on shorter time frames.

3) Deliver the following as needed based on the developed advertising plan.

a. Advertise in social media networks such as Facebook, YouTube, Google, etc.

b. Provide advertising space in local and national print media (newspapers and magazines).

c. Provide advertising on local and broadcast radio networks.

d. Provide advertising on broadcast and local cable networks.

e. Provide advertising on streaming media networks.

f. Be able to generate, manage, and distribute e-mail marketing material to target audiences.

4) Web development suggestions in support of the developed advertising plan.

5) Provide feedback on campaign effectiveness.

4.2. Task Heading.

a. Conduct market research.

b. Develop advertising plan.

c. Execute advertising plan.

d. Web development support.

e. Campaign effectiveness feedback.

4.3. CONTRACTOR MANPOWER REPORTING (CMR) :

The contractor shall report ALL contractor labor hours (including subcontractor labor hours) required for performance of services provided under this contract for the US Army 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/, and then click on the “Department of the Army CMRA” or the icon of the DoD organization that is receiving or benefitting from the contract services.

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 by clicking on the “Send an email” which is located under the Help Resources ribbon on the right side of the login page of the applicable Service/Component’s CMR website.

PART 5

TECHNICAL EXHIBIT

Performance Requirements Summary The contractor service requirements are summarized into performance objectives that relate directly to mission essential items. The performance threshold briefly describes the minimum acceptable levels of service required for each requirement. These thresholds are critical to mission success.

PRS # 1

The contractor shall conduct market research.

Compliance Performance Reporting

PRS # 1

The contractor shall develop an advertising plan.

Compliance Performance Reporting

PRS # 2

The contractor shall execute the advertising plan.

The contractor executed the advertising plan via:

· Social media networks such as Facebook, YouTube, Google, etc.

· Local and national print media.

· Local and broadcast radio networks.

· Local and broadcast cable networks.

· Generating, managing, and distributing e-mail marketing material.

100% Compliance Direct Observation;

Performance Reporting

PRS # 3

The contractor shall support web development.

Compliance Direct Observation

PRS # 4

The contractor shall provide feedback on campaign effectiveness.

Compliance Direct Observation;

Performance Reporting