Performance Work Statement.pdf

PERFORMANCE WORK STATEMENT

COMNAVAIRLANT PUBLIC AFFAIRS SOCIAL MEDIA MANAGER/MULTI MEDIA SPECIALIST

1.0 BACKGROUND. Headquarters, Commander Naval Air Force Atlantic (COMNAVAIRLANT) is located at Naval Station Norfolk, Norfolk, Virginia and is responsible for Type Commander duties, including administrative control, training, maintenance, and readiness of assigned aircraft carriers and logistics support of commands assigned to AIRLANT forces. COMNAVAIRLANT is the headquarters command for all operational naval aviation assets on the East Coast of the United States. Currently, seven nuclear-powered aircraft carriers, five carrier air wings, a strike fighter wing, a patrol/reconnaissance group, a maritime patrol wing and two helicopter wings are under the oversight of COMNAVAIRLANT. With a staff of more than 600 military and civilian personnel, COMNAVAIRLANT manages 50,000 Officers, Sailors and civilians in 70 squadrons operating and maintaining 1,200 aircraft.

The N01P Division, Public Affairs Office (PAO) is responsible for communicating truthful, timely and factual unclassified information about COMNAVAIRLANT activities to national, allied, international and internal military and civilian publics, providing advice and counsel to COMNAVAIRLANT senior command on all aspects of internal and external communications and assists in the development and dissemination of consistent, credible, reliable, accurate and current command information to target publics by using all forms of information technologies currently available for communications, including media and media relations.

2.0 OBJECTIVE & SCOPE

2.1 OBJECTIVE: COMNAVAIRLANT PAO Director seeks Contractor support in providing one Social Media Manager and one Multi Media Specialist.

The Social Media Manager shall provide subject matter expertise to maximize COMNAVAIRLANT’s presence on the worldwide internet and enable the command to communicate most effectively to all COMNAVAIRLANT commands, interested Web and media audiences, foreign and domestic. The public affairs shop is in need of a full-time social media manager to create and sustain a positive public image of the U.S. Navy aviation enterprise. The responsibilities of the social media manager will be to prepare and maintain the strategic communications plan outlined by the COMNAVAIRLANT public affairs officer. Plan, present and execute a social media plan on all popular platforms (to include, but not limited to Facebook, X, Instagram, LinkedIn, YouTube), as well as any new social media platform to be added. The contractor’s assistance will ensure all outreach effort are met and that identified publics are engaged and informed. Additional outreach efforts will include coordinating, planning and executing all public tours to squadrons and aircraft carriers and assisting the deputy Public Affairs Officers with the Leaders to Sea Distinguished Visitor Embark program.

The Social Media Manager shall also craft articles for publication in print and social media programs to inform a broad range of stakeholders and increase general awareness of COMNAVAIRLANT’s initiatives and goals. The contractor shall participate in internal and external meetings to develop future plans to better the communication strategy. Additionally, the contractor shall collect and analyze social media data and analytics to recommend future direction and content to showcase the people, ships, aircraft and equipment that encompass COMNAVAIRLANT.

The Multi Media Specialist shall be intricately familiar with videography, photography, podcasts, and other multi-media in order to support COMNAVAIRLANT and subordinate commands. Shall be familiar with the activities associated in the pre-production, production, and post-production phases. In this role, the multi-media specialist shall work closely with U.S. Navy personnel and enhance various audience’s understanding of aircraft carriers, aircraft, squadrons and new technology impacting the fleet. Contractor shall perform pre-production work with team members to brainstorm and develop stories and scripts, work with designers to come up with visual themes and styles, and find locations for projects. Through the production and post-production processes, the multi-media specialist shall generate impactful videos to inform identified demographics and encourage recruitment in naval aviation. The contractor shall record audio for podcasts and narrations or voice-overs, as well as collaborate with others to collectively devise creative solutions and implement constructive feedback.

2.2 SCOPE: These Contractors shall make recommendations to the Public Affairs Director and staff on all aspects of social media/Web 2.0 applications; analyzing and recommending web media strategies and technologies to best promulgate PAO communication and media efforts. Both Contractors shall be reliable, shall assist/support the PAO on a day-to-day basis in identifying, formulating, developing, and preparing comprehensive immediate and long-term public affairs Web process improvement recommendations; enabling COMNAVAIRLANT to provide a continuous effective flow of information to interested and targeted audiences worldwide and keep pace with new and emerging technologies as they occur and develop. Additionally, the Contractors shall provide the PAO with meaningful reports that evaluate and measure the effectiveness of its Web public affairs communication objectives and goals. COMNAVAIRLANT Public Affairs retains technical data rights to all products created to include but not limited to video, podcasts, graphics, articles, other communication-related products, software or programs developed. The Social Media Manager and the Multi Media Specialist shall receive approval for content and OPSEC from PAO leadership before posting to any site accessible by personnel external to PAO.

3.0 PERFORMANCE REQUIREMENTS

3.1 ADVISORY: The Contractors shall meet with the Public Affairs Director, Deputy Public Affairs Officer and staff on a regular basis to consistently assess the coverage requirements to include videos to produce, podcasting topics, future articles, and other strategic topics or events to highlight. The Contractors will be advised by the Government concerning the overall mission, goals and objectives, both short-term (6 months) and long term, regarding all aspects of public affairs communication and media relations efforts, target audiences and constituents.

The Contractors shall work closely with industry best practice, Internet technologies and other social media and Web tools to allow the Government to effectively communicate in these mediums to identified publics.

3.1.1. The Contractors shall provide expert guidance and recommendations in the use of “Web 2.0” technologies, which includes, but is not limited to technologies such as Really Simple Syndication (RSS), podcasts, vlog casts, efficient methods for posting content to popular social media sites, including development of mobile web application development, graphics design, video production and editing, and integration of audio and video into websites with tools for sharing content virally to advance COMNAVAIRLANT communication efforts.

3.1.2. The Contractors shall utilize various web-design software to edit source code and troubleshoot issues within content management systems, such as AFPIMS, in order to research, design, develop, and publish information to popular social media websites (to include, but not limited to Facebook, X, You Tube) in support of fleet communication objectives, exercises or special projects.

3.1.3 The Contractors shall participate in daily status meetings with the Public Affairs Director and staff, and shall be prepared to provide status updates to the Public Affairs Director and COMNAVAIRLANT Senior Staff as required.

3.1.4. The Contractors shall participate in weekly meetings with the Public Affairs Director and staff and/or special task committees or groups and serve as a subject matter expert on all aspects of social media/Web 2.0 applications;

make recommendations to the COMNAVAIRLANT Public Affairs Director on best practices for enhancing and increasing COMNAVAIRLANT’s current social media and the marketing presence, as well as topics for video, graphics, blogs, vlogs, and podcasts. The Contractors shall facilitate small groups of PAO staff and other professionals as required to address specific social media projects, as determined by recommendations accepted by the Government during the contract period.

3.1.5 Shall possess strong writing, editing, graphic and web design skills to create and post content to Navy websites and social media pages that is free of formatting, grammar, or design principle errors.

3.1.6 Shall be proficient with social media platforms, programs, developing social media calendars, audio, visual and written content for posting and sharing with all COMNAVAIRLANT commands.

3.1.7 Shall know how to create, manage social media analytic reports using organic social media analytic tools accompanied by takeaways and recommendations to improve content; familiarity with third-party tools such as Cision or other mainstream analytical tools is a plus.

3.1.8 Shall be familiar with the utilization of the DoD Visual Information program, Digital Video and Imagery Distribution System (DIVIDS), and American Forces Public Information Management System (AFPIMS).

3.1.9 Shall know how to use and have experience producing content with Microsoft Office programs and content creation, posting and sharing software led by the Adobe Creative Suite.

3.1.10 Shall coordinate the networking of social media sites between COMNAVAIRLANT ships and shore commands.

3.1.11 The contractor with multi-media skillsets shall create and maintain an electronic document/content library for social media products (graphics, logos, videos and such) produced on the COMNAVAIRLANT MAC computer for proper archiving.

The Social Media Manager’s qualifications include three or more years of experience with working in a commercial environment; two or more years of experience with public relations, public affairs, or social media management and the use of social media sites; experience as a technical editor; knowledge of writing styles, including Associated Press and Navy Style Guide; experience with using Microsoft Office products, including Word, PowerPoint, MS Teams, and Microsoft Word templates, ability to organize and write compelling, concise articles and web-related materials, ability to communicate key client messages confidently and precisely with senior government officials, and possession of excellent interpersonal skills.

Additional qualifications include:

5+ years of experience either working in or with the U.S. Navy

Experience as a technical editor

Knowledge of writing styles, including Associated Press and Navy Style Guide

Knowledge of social media and professional military forums, Department of Defense and Navy Social Media policies

Knowledge of website management, American Forces Public Information Management System (AFPIMS)

Ability to work independently and collaboratively as member of a larger team to fulfill requirements

Possession of excellent interpersonal skills

Bachelor’s degree in Journalism or Communications

The qualifications for the multi-media specialist include two years of experience with working in a commercial environment; two years of experience with multi-media communications; experience with digital technology and editing software packages; experience with Adobe Creative Cloud, including Premiere Pro, Photoshop, Illustrator, Audition, and After Effects; experience with video editing in HD and 4K formats; experience recording audio and editing for podcasts and narration; experience with digital photography and photo editing; experience with website management, website design. Contractors shall complete all required Command directed annual training as applicable to contracted personnel.

Additional qualifications include:

Experience with military public affairs or supporting military clients Ability to multitask, troubleshoot, and work under deadlines in a fast-paced environment Ability to be resourceful, flexible, and detail-oriented Possession of strong verbal and written communication skills Possession of strong time management skills Bachelor’s degree

Both Contractors shall have the ability to obtain and maintain a Public Trust or Suitability determination based on client requirements, and have the ability to obtain a security clearance.

3.2 SOCIAL MEDIA/WEB PRESENCE: Within the first 60 days and monthly (or quarterly) thereafter, as well as annually, the Contractor shall prepare and submit a report evaluating and detailing PAO current social media/Web operations and recommend changes, and/or improvements to meet COMNAVAIRLANT defined communication objectives. This report shall contain, as a minimum, social media successes during the period, specific recommendations to improve the ability of PAO to communicate effectively in social media/Web 2.0 applications and take advantage of other forms of emerging technologies in the Web communication environment. Upon review by COMNAVAIRLANT, recommendations approved by the government shall be used to improve the ability of PAO to meet its mission, goals and objectives as described in section 3.1.11.

3.2.1. The report shall include a comprehensive social media communication plan in coordination with COMNAVAIRLANT Public Affairs Director that outlines and identifies targeted groups and influential online communities in the region and recommendations to effectively communicate with them. This plan will primarily focus on identifying and reaching audiences within the COMNAVAIRLANT’s area of responsibility, and may be expanded to other audiences worldwide. This plan shall be periodically updated as required to reflect changes or maturation of COMNAVAIRLANT’s social media communication efforts during the base and possible option years.

3.2.2. The Contractor shall assist the PAO staff in engaging in online social media networking discussions on behalf of COMNAVAIRLANT Public Affairs in accordance with established PAO guidelines, and assist with populating COMNAVAIRLANT social media sites as required.

3.3 METRICS & REPORTS: The Contractor shall create and provide weekly, monthly/quarterly and annual analytic metrics of COMNAVAIRLANT websites and social media sites to include, as a minimum, data that quantifies interactions by visitors and users to COMNAVAIRLANT sites and shall consist of quantitative, qualitative, brief synopsis and trend analysis, presented in tabular, graphic and narrative formats. Contractor shall be knowledgeable of Cision or other similar analytical tools to measure reach, sentiment, tone, and impact. Contractor shall be knowledgeable of measuring analytical performance of earned, owned and shared media. Contractor will monitor the traffic data, identification and type of visitors, level of popularity, frequency and other data to CNAL’s internal and external websites to measure the effectiveness of social media and web media relation efforts. Metric reports shall commence no later than 30 days after commencement of contract.

3.3.1 The Contractor shall submit a monthly/quarterly status report that will include brief task descriptions, narrative review of the work accomplished and/or significant events during the reporting period. Reports shall be submitted to the Technical Point of Contact (TPOC) no later by the 5th business day of the month.

3.4 SEO SERVICES AND STAFF TRAINING: The Contractor shall provide Search Engine Optimization (SEO) services for each existing page (at the time of contract execution) of COMNAVAIRLANT’s website in the form of editing HTML coding (meta text, metatags) to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.

3.4.1 The Contractor shall provide appointed COMNAVAIRLANT Public Affairs personnel instruction on SEO techniques following the Contractor’s initial optimization of existing web pages. Initial training of PAO staff shall be conducted no later than two weeks following initial optimization and be of sufficient detail and content to allow for the public affairs staff to maintain SEO after Contractor’s optimization. The Government may request refresher training, up to a maximum of two times per contract period, to accommodate public affairs or sub-ordinate command personnel changes at no additional cost to the Government.

3.5 GRAPHICS AND VIDEO EDITING: The Contractor shall provide graphics design and visual information products for COMNAVAIRLANT public affairs products, web pages and social media sites. Design and product type will be in the form of basic and advanced graphics including 3-D rendering and animation. The Contractor shall provide video editing capabilities including graphics integration and animation sequences.

4.0 Working Hours

Contractors will work 40 hours per week Monday through Friday between the hours of 0600 and 1800 except for Federal holiday. Overtime will be approved in advance depending on the situation such as a Distinguished Visitor embark that requires assistance over a weekend. Situational Telework will be authorized on an as needed basis. In the event there are tasks requested to be performed on a weekend or after normal work-day hours, the contractor will shift their schedule to ensure they work a 40-hour work week.

5.0 Period of Performance (POP)

This contract is for 12 months or 1 calendar year from the date of award with four 12-month Options available.

Anticipated POPs are:

Base: 01 July 2024 – 30 June 2025 Option 1: 01 July 2025 – 30 June 2026 Option 2: 01 July 2026 – 30 June 2027 Option 3: 01 July 2026 – 30 June 2028 Option 4: 01 July 2027 – 30 June 2029

FAR Clause 52.217-8 may be utilized if needed.

6.0 Contracting Officer’s Representative (COR)

TBD

7.0 TPOC (Technical Point of Contact)

TBD