I.A.02. PWS Global Media 2026.pdf

Ver. October 2022

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PERFORMANCE WORK STATEMENT (PWS)

FOR

Recruiting Advertising Campaign

1.0 General:

1.1 Scope: Services. Non-personal. The contractor shall furnish all personnel, equipment, tools, materials, supervision, and quality control necessary, except as specified in Paragraph 3.0 as Government Furnished, to perform marketing and advertising for the Massachusetts Air National Guard (MA ANG) recruiting and Retention as defined in the Performance Work Statement (PWS).

1.2 Background: The MA ANG Recruiting and Retention division requires marketing and advertising support to increase leads and branding.

1.3 of Performance (PoP): 01MAY2026 through 31JUL2026. (3 Months)

1.4 General Information:

1.4.1 Place and Performance of Services: Performance shall be in various locations throughout based on the Boston 25 Zip Trip 2026 Schedule.

1.4.2 Recognized Holidays: The following are recognized holidays. The contractor shall not perform services on these days:

1.4.2.1 New Year’s Day: January 1st

1.4.2.2 Martin Luther King, Jr.’s Birthday

1.4.2.3 President’s Day

1.4.2.4 Memorial Day

1.4.2.5 Juneteenth National Independence Day: June 19th

1.4.2.6 Independence Day: July 4th

1.4.2.7 Labor Day

1.4.2.8 Columbus Day

1.4.2.9 Veteran’s Day: November 11th

1.4.2.10 Thanksgiving Day

1.4.2.11 Christmas Day: December 25th

1.4.3 Quality Control (QC): The contractor shall develop and maintain an effective QC Plan (QCP) 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 QCP is the means by which it assures itself that its work complies with the requirements of the contract. As a minimum, the

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contractor shall develop QC procedures that address the areas identified in Technical Exhibit 1, Performance Requirements Summary (PRS).

1.4.4 Quality Assurance (QA): The Government will 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 will 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 acceptable quality level(s) or defect rate(s).

1.4.5 Physical Security. The contractor shall safeguard all Government property provided for contractor use. At the close of each work period, Government facilities, equipment and materials shall be secured.

1.4.6 Contract Manager (CM): The contactor shall designate a CM who shall ensure performance under this contract. The name of this person, and an alternate who shall act for the contractor when the CM is absent, shall be designated in writing to the KO.

The CM or alternate shall have full authority to act for the contractor on all contract matters relating to daily operation of this contract.

1.4.7 Contracting Officer’s Representative (COR): The COR is the individual designated and authorized in writing by the KO at contract award to perform specific technical or administrative functions on contracts. The key role of the COR is to observe, document, and communicate contractor performance to both the KO and Contractor. All coordination and correspondence should be forwarded through the COR to the KO.

COR and alternate COR (if applicable will be responsible for the inspection and acceptance of performance and any deliverables under the scope of this PWS and resulting contract. The COR does NOT have the authority to change the terms and conditions of the contract.

1.4.7.1 All contracting actions and/or correspondence should be forward through the COR. The COR will act as the COR for technical matters, providing technical direction and discussion as necessary with respect to the specifications or PWS, and monitoring the progress and quality of the contractor’s performance in accordance with the PRS and QASP. The COR does not have the authority to take any action, either directly or indirectly, that would change the pricing, quantity, quality, place of performance, delivery schedule, or any other term and condition of the contract, or to direct the accomplishment of effort that goes beyond the scope of the PWS in the contract. When, in the opinion of the contractor, the COR requests efforts outside the existing scope of the contract, the contractor shall promptly notify the KO in writing. The contractor under such direction shall take no action until the KO has resolved the issue or has otherwise issued a modification to the contract.

1.4.7.2 In the absence of the COR (due to reasons such as leave, illness, and official travel), all responsibilities and functions assigned to the COR shall be the responsibility of the KO until an alternate if assigned.

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1.4.14 Organizational Conflicts of Interest (OCI): The contractor and subcontractor personnel performing services 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 OCIs, as defined in FAR Subpart 9.5. The contractor shall notify the KO 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 KO to avoid or mitigate any such OCI. The contractor’s mitigation plan will be determined to be acceptable solely at the discretion of the KO. In the event the KO unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the KO may impose 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.

2.0 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 the authority to enter into, administer, and/or terminate contract, and make 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. An employee of the U.S. Government designated by the KO to monitor contractor performance. 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 no 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 PWS.

2.1.5 Deliverable: Anything that can be physically delivered and includes 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 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.

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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 ensure 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 Technical Representative: An employee of the U.S. Government designated by the KO to monitor contractor performance. 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.

2.2 Acronyms:

ANG Air National Guard CM Contract Manager COR Contracting Officer Representative DA Department of the Army DFARS Defense Federal Acquisition Regulation Supplement DoD Department of Defense EST Eastern Standard Time FAR Federal Acquisition Regulation KO Contracting Officer POP Point of Contact PRS Performance requirements Summary PWS Performance Work Summary QA Quality Assurance QAP Quality Assurance Program QASP Quality Assurance Surveillance Plan QC Quality Control Organizational QC Quality Control TE Technical Exhibit USAF United States Air Force

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3.0 Government Furnished Property, Material, Equipment and Services (GFP/M/E/S):

The Government will provide the property, material, equipment, and/or services listed below: None.

4.0 Contractor Furnished Property, Materials, and Equipment (CFP/M/E): Except for those items specifically states to be Government-Furnished in Paragraph 3/0, the contractor shall furnish any and all equipment or materials required to fulfill the terms of this contract.

5.0 Requirements: The contractor shall:

5.1 The contractor shall provide marketing and advertising campaign for the MA ANG Recruiting and Retention to include, but no limited to:

5.1.1 637,778 total impressions through audio and companion display advertising targeting the 18-24 demographic.

5.1.2 Advertising placement for audio and companion display advertising will be on mobiles, tables, smart speakers, CTV, connected cars, and private radio stations. All advertising will be displayed in the below zip codes.

5.1.3 Radio advertising will be produced in 6 second, 10 second, 15 second, and 30 second increments

5.1.4 Visual advertising (displayed as static displays on tablets, CTV, smart speakers, mobile, and connected cars) will be 300x50, 300x250, 300x600, 500x500, 640x640, and 1024x1027. All visual advertising will be graphics based without embedded external links.

5.1.5 390,099 total impressions through omni-channel advertising targeting the 18-24 demographic.

5.1.6 Omni channel advertising will be placed on digital billboards, urban panels, and transport hubs. See Technical Exhibit 3 for a full list of locations.

5.1.7 Omni channel advertising will be 1080x1920, 1920x1080, and 1400,400 in size.

5.1.8 All impressions will be generated through targeting the following zip codes:

01240,01242,01254,01262,01202,01203,01263,01260,01238,01229,01201,01266,0122 3,01227,01236,01226,01224,01235,01264,01245,01237,01243,01230,01252,01225,012 53,01270,01011,01244,01098,01029,01257,01026,01267,01255,01220,01259,01050,01 256,01084,01008,01070,01258,01222,01012,01032,01343,01247,01097,01034,01071,0 1330,01096,01339,01027,01338,01053,01367,01073,01350,01085,01062,01039,01089, 01199,01090,01107,01014,01021,01101,01152,01103,01102,01115,01138,01139,0101 3,01144,01105,01104,01030,01001,01109,01111,01108,01020,01086,01041,01118,011 06,01119,01040,01151,01022,01085,01116,01129,01128,01077,01028,01073,01075,01

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056,01095,01071,01033,01036,01097,01027,01063,01061,01060,01080,01062,01034,0 1009,01007,01053,01035,01008,01050,01079,01057,01069,01038,01088,01004,01059, ,01003,01002,01066,01039,01011,01002,01059,01004,01003,01072,01035,01007,0105 4,01355,01038,01375,01033,01066,01060

5.2 Provide monthly reporting on the status of all advertisements running during a single month (submit reports on the first Friday of each month).

6.0 Applicable Publications: Publications applicable to this PWS are listed below:

Publication (Chapter/Page)

Date of Publication

Mandatory or Advisory

Website

Federal Acquisition Regulation https://www.acquisition.gov/?q=browsefar Defense Federal Acquisition

Regulation Supplement http://www.acq.osd.mil/dpap/dars/dfarspgi/current/in dex.html or https://www.acquisition.gov/dfars Joint Travel Regulation (JTR) https://www.defensetravel.dod.mil/site/travelreg.cfm

DoDM 1000.13-M-V1 DoD Identification (ID) Cards (Enclosure 2, paragraph 3.b)

01/23/2014 (Change 1:

07/28/2020) http://www.esd.whs.mil/Directives/issuances/dodm

Federal Information Processing Standards (FIPS) Publication 201-2 Personal Identity Verification (PIV) of Federal Employees and Contractors

(paragraph 9)

August 2013 http://nvlpubs.nist.gov/nistpubs/FIPS/NIST.FIPS.201 -2.pdf

DoDM 5200.2 Procedures for the DoD Personnel Security Program

(PSP)

04/03/2017 https://www.esd.whs.mil/Directives/issuances/dodm/

DoDI 5200.46 DoD Investigative and Adjudicative Guidance for Issuing the Common

Access Card (CAC)

09/09/14 (Change 1:

05/04/2018) https://www.esd.whs.mil/Directives/issuances/dodi/

Homeland Security Presidential Directive (HSPD)-12

Policy for a Common Identification Standard for Federal Employees and

Contractors

08/27/2004 https://www.dhs.gov/homeland-security-presidential-directive-12

DoDI 5400.11 Department of Defense Privacy and

Civil Liberties Programs

01/29/2019 https://www.esd.whs.mil/Directives/issuances/dodi/

DoD 5400.11-R Department of Defense Privacy

Program

05/14/2007 https://www.esd.whs.mil/Directives/issuances/dodm/

DoDD 8140.01 Cyberspace Workforce Management 10/05/2020 https://www.esd.whs.mil/Directives/issuances/dodd/

DoD 8570.01-M Information Assurance Workforce

Improvement Program

12/19/2005 (Change 4:

11/10/2015) https://www.esd.whs.mil/Directives/issuances/dodm/ https://www.acquisition.gov/?q=browsefar http://www.acq.osd.mil/dpap/dars/dfarspgi/current/index.html http://www.acq.osd.mil/dpap/dars/dfarspgi/current/index.html https://www.acquisition.gov/dfars https://www.defensetravel.dod.mil/site/travelreg.cfm http://www.esd.whs.mil/Directives/issuances/dodm http://nvlpubs.nist.gov/nistpubs/FIPS/NIST.FIPS.201-2.pdf http://nvlpubs.nist.gov/nistpubs/FIPS/NIST.FIPS.201-2.pdf https://www.esd.whs.mil/Directives/issuances/dodm/ https://www.esd.whs.mil/Directives/issuances/dodi/ https://www.dhs.gov/homeland-security-presidential-directive-12 https://www.dhs.gov/homeland-security-presidential-directive-12 https://www.dhs.gov/homeland-security-presidential-directive-12 https://www.esd.whs.mil/Directives/issuances/dodi/ https://www.esd.whs.mil/Directives/issuances/dodm/ https://www.esd.whs.mil/Directives/issuances/dodd/ https://www.esd.whs.mil/Directives/issuances/dodm/

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DoD 5220.22-M National Industrial Security Program

Operating Manual (NISPOM)

02/28/2006 (Change 2:

05/18/2016) https://www.esd.whs.mil/Directives/issuances/dodm/

6.1 Applicable Forms: Forms applicable to the PWS are listed below:

Form Date Website

DD 1172-2

Application for Identification Card/DEERS Enrollment

Mar 2017 http://www.dtic.mil/whs/directives/forms/index.htm

I-9 Employment Eligibility Verification

10/21/2019 https://www.uscis.gov/sites/default/files/files/form/i-9.pdf

DD 441

Department of Defense Security

Agreement

Feb 2020 http://www.dtic.mil/whs/directives/forms/dd/ddforms0001- 0499.htm

DD 250

Material Inspection and Receiving

Report

Aug 2000 https://www.esd.whs.mil/Directives/forms/dd0001_0499/ https://www.esd.whs.mil/Directives/issuances/dodm/ http://www.dtic.mil/whs/directives/forms/forminfo/forminfopage2479.html http://www.dtic.mil/whs/directives/forms/forminfo/forminfopage2479.html http://www.dtic.mil/whs/directives/forms/index.htm https://www.uscis.gov/sites/default/files/files/form/i-9.pdf http://www.dtic.mil/whs/directives/forms/dd/ddforms0001-0499.htm http://www.dtic.mil/whs/directives/forms/dd/ddforms0001-0499.htm http://www.dtic.mil/whs/directives/forms/dd/ddforms0001-0499.htm https://www.esd.whs.mil/Directives/forms/dd0001_0499/

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TECHNICAL EXHIBIT 1

Performance Requirements Summary (PRS)

This PRS includes performance objectives the Government will use to determine contractor performance and will compare contractor performance to the Acceptable Quality Level (AQL).

Performance Objective

Performance Standard Acceptable Quality Levels (AQL)

Surveillance Method / By Whom

5.1.1 Audio and

Companion Display

Advertising

637,778 impressions through audio and companion display advertising from 01 April through 30 June.

Impressions report supplied by vendor each month.

Defects/deficiencies observed shall be corrected by the contractor within five

(5) calendar days.

COR/KO

5.1.5 Omni-Channel

Advertising

390,099 impressions through omni-channel display advertising from 01 April through 30 June.

Impressions report supplied by vendor each month.

Defects/deficiencies observed shall be corrected by the contractor within five

(5) calendar days.

COR/KO

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TECHNICAL EXHIBIT 2

Deliverables Schedule

(Deliverables must be identified in the PWS and then summarized here. See examples below)

PWS Reference / Deliverable Title

Frequency Number of Copies

Medium/Format Submit To

5.2 Submit Reports on the first

Friday of each month

One(1) each month during POP

Electronic submission

COR and Contracting Officer

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TECHNICAL EXHIBIT 3

Deliverables Locations

Omni-Channel Advertising

Venue Name Address

Blue Note 29 Main St Chester MA 01011-9232

Ferrentino'S 1645 Main St Agawam MA 01001-2512

Turtle Pond Tavern 349 Wilbraham St Palmer MA 01069-9533

The Tavern 2 Broad St Westfield MA 01085-2902

St. Kaz 77 School St Hatfield MA 01038-9739

Blackboard Congamond 101 Point Grove Rd Southwick MA 01077-9596

City Hotel 43 Elm St Westfield MA 01085-2915

Fieldstone U Mass 345 Lincoln Avenue Amherst Massachusetts

Colonial Cafe 550 Chicopee St Chicopee MA 01013-2147

SPORTSMANS CAFE 415 Pecks Road, Pittsfield, MA, 01201

Krazy Jake’s 2537 Boston Road, 01095, Wilbraham, US-MA, US-MA

Agawam Bowl 359 Walnut Street Ext Agawam MA 01001-1523

Haitian Food Caribbean Restaurant 13 Dorset St, Springfield, MA 01108, USA

Td'S Sports Bar 699 Grattan St Chicopee Ma Chicopee MA 01020-1252 com.lamar:272.068004 I-91 @603 East Columbus, ES Springfield

Brookside Cafe 8 Fuller St Ludlow MA 01056-2322

Clubhouse 209 South St Holyoke MA 01040-3611

Pub 155 155 Maple St Springfield MA 01105-2649

Mill'S Tavern 14 Worcester St Ludlow MA 01056-3539

Rail Trail Ale House 25 Point Grove Rd Southwick MA 01077-9601

SPRH_PAMIATM19_100826_I_2550Main 2550 Main St, Springfield, MA 01107

SPRH_PAMIATM32_100824_I_2550Main 2550 Main St, Springfield, MA 01107 com.lamar:272.068000 I-91 @CENTER ST 1500'S/O EX 10, CHICOPEE

The Hangar- Amherst 10 University Dr Amherst MA 01002-2243

Cove Bowling & Entertainment 109 Stockbridge Road

Fuegos Sport Bar 885 Carew St Springfield MA 01104-2522

Maple Leaf Inn 11 Arnold St Westfield MA 01085-2801

Fieldstone U Mass 345 Lincoln Avenue Amherst Massachusetts com.lamar:272.068001 I-90 Mass Pike @ 115 Baskin Dr, E/O Exit 49 SS

Teos 1410 East St Pittsfield MA 01201-5329

K Of C #4044 1599 Memorial Dr Chicopee MA 01020-3932

Crest Room 706 Westfield St West Springfield MA 01089-3866

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Stackers 57 N Pleasant St Amherst MA 01002-1702

SPRH_PAMIATM32_100820_I_1236Main 1236 Main St, Springfield,�MA�01103

Open Door Cafe 247 Cady St Ludlow MA 01056-2169

The O'S 330 Amherst Rd Sunderland MA 01375-9311

Latino's Kitchen 2895 Main St, Springfield, MA 01107

Se7ens Sports Bar Grill 75 Cottage St Easthampton MA 01027-1652

Antojos 263 Hancock St, Springfield, MA 01109

MICHAELS RESTAURANT 5 Elm Street, Stockbridge, MA, 01262

Fieldstone U Mass 345 Lincoln Avenue Amherst Massachusetts

Burgundy Brook Cafe 2048 Main St Three Rivers MA 01080-1117

Berkshire Pizzeria 72 Main Street, 01339, Charlemont, US-MA, US-MA

Christophers Tavern 360 Cooley St Springfield MA 01128-1144

The Harp 163 Sunderland Rd Amherst MA 01002-4054 com.lamar:272.068005 I-91 @ I-291 W/S 1000' N/O exit 5B Downtown Springfield

SPRH_PAMIATM32_100832_I_258Oakl 258 Oakland St, Springfield, MA 01108

CIMS TAVERN 429 Fenn Street, Pittsfield, MA, 01201

Paisano'S Pub 136 College Hwy Southampton MA 01073-9363

Scotts 58 Brickyard Rd Ext Southampton MA 01073-9554

SPRH_PAMIATM19_100723_I_2895Main 2895 Main St, Springfield, MA 01107

El Cid 1002 East St Ludlow MA 01056-3157

Daily Pint 2532 Boston Rd Wilbraham MA 01095

SPRH_PAMIATM32_100825_I_2551Main 2551 Main St, Springfield, MA 01107

SPRH_PAMIATM19_100821_I_1236Main 1236 Main St, Springfield,�MA�01103

Pintus 25 Park Ave West Springfield MA 01089-3301

SPRH_PAMIATM19_100758_I_1344Dwig 1344 Dwight St, Springfield,�MA�01107 com.lamar:272.068003 I-91 @603 East Columbus, ES Springfield

Pizza Shoppe 134 Shaker Rd East Longmeadow MA 01028-2759

SPRH_PAMIATM19_100786_I_258Oakl 258 Oakland St, Springfield,�MA�01108

Diamond Junction Bowling Lanes 1440 N Main St Palmer MA 01069-1231

MOUNTAIN CLUB 6 Anthony Street, Adams, MA, 01220

Riverboat Bar And Grill 11 S End Bridge Cir Agawam MA 01001-2005

Blue Room Cafe 139 Broadway St Chicopee MA 01020-2635

One Way Brewing 807 Maple Rd Longmeadow MA 01106-2438

SPRH_PAMIATM24_100823_I_1623Main 1623 Main St, Springfield,�MA�01103

Sideline Saloon 434 Fenn St Pittsfield MA 01201-5233

Smiths Billiards 201 Worthington St Springfield MA 01103-2304 com.lamar:272.068002 I-90 Mass Pike @ 115 Baskin Dr, E/O Exit 49 SS

Brookside Cafe 8 Fuller St Ludlow MA 01056-2322

SPRH_PAMIATM22_100860_I_320Wilb 320 Wilbraham Rd, Springfield, MA 01109

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SPRH_PAMIATM32_100733_I_263Hanc 263 Hancock St, Springfield, MA 01109

Gios Pizza 9 Allen St Hampden MA 01036-9789

Italian Club 57 Katharine Street, Westfield, MA, 01085

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