Performance Work Statement - MEDIA SERVICES 03 FEB 2023-FINAL.pdf

W9127Q-23-R-0002 Media Services Performance Work Statement

PERFORMANCE WORK STATEMENT (PWS)

For

Solicitation W9127Q-23-R-0002

PSA MEDIA SERVICES

1.0 General:

This requirement is to provide the Army National Guard (ARNG) the ability to advertise at the state and local level using both: (1) Public Service Advertising (PSA); and (2) a hybrid between PSA and paid advertising to reach the target demographics. This requirement is intended to help ARNG organizations deliver their important public interest messages effectively and affordably.

1.1 Scope: The Contractor shall provide all personnel, equipment, tools, materials, supervision, and quality control necessary to provide the ARNG with Public Service Announcement services as defined in the Performance Work Statement. Contractor shall provide advertising/marketing services to ensure maximum exposure and advertising value possible. Contractor shall be required to duplicate PSA In-Home and TV and radio spots media (i.e. burn CDs) and design creative packaging to distribute to various marketing groups.

1.1 Background: MSARNG established the national Non-Commercial Sustaining Announcement (NCSA) and PSA programs in 1995. Initially, NCSA and PSA programs were a task order that fell under the Traditional Advertising Indefinite Delivery Indefinite Quantity (IDIQ) contract. The National Guard expanded the NCSA and PSA programs nationally in 1996 after trying it in several states and has been using it ever since. The Army National Guard is the only organization that uses NCSAs on a national basis. In 2001, the determination was made to create a separate IDIQ contract for the Non-Commercial Sustaining Announcement (NCSA) and Public Service Advertising (PSA) programs (funding amount changes every year) and the first long-term IDIQ was awarded in 2002 (CVDH-40-02-A-0001). A second long-term IDIQ followed in November of 2008 (W2222L- 09-A-0000) for these same services. In 2022, NGB elected to allow each state to source their own contract for these services.

1.2 Period of Performance (PoP): The PoP for this requirement. Base Year and four (4) Option Periods (annual). The anticipated start date of performance is 01 April 2023.

1.3 General Information:

1.3.1 Quality Control (QC): The contractor shall create and maintain an effective QC Plan (QCP) to ensure services are performed in accordance with this PWS. The contractor shall create and implement procedures to identify, prevent and ensure non-recurrence of defective services. The contractor QCP is the means by which it assures itself that its work complies with the requirements of the contract. As a minimum, the contractor shall create QC procedures that address the areas identified in Technical Exhibit 1 - Performance Requirements Summary (PRS). After Government acceptance of the QCP, the contractor shall obtain the Contracting Officer’s (KO) acceptance in writing of any proposed changes to its QCP.

1.3.2 Quality Assurance (QA): 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 shall be applied, the frequency of surveillance, and acceptable quality level(s) (defect rate(s)).

1.3.3 Recognized Holidays: The contractor shall determine the manner in which the requirements set forth in this PWS are to be accomplished. However, the CONTRACTOR is being notified the Government may not be available on recognized Federal Holidays, with the exception of any automated system generated airtime. A list of federally recognized holidays is available on http://www.opm.gov/policy-data-oversight/snow-dismissal-procedures/federal-holidays.

1.3.4 Place and Performance of Services: The Contractor shall have a point of contact (POC) available between the hours of 9:00 AM to 5:00 PM EST Monday through Friday, except on recognized U.S. holidays. Contractor’s place of performance shall be at the Contractor’s facility. However, the Contractor is allowed to have in-person meetings with Government personnel, and at a location other than the Contractor’s facility, if they determine the meetings are needed to ensure the below tasks are met. The Government will provide the Contractor with any necessary Government personnel rosters upon award. The Contractor shall at all times maintain an adequate work force for the uninterrupted performance of all tasks defined within this PWS. When hiring personnel, the Contractor shall keep in mind that the stability and continuity of the work force are essential.

1.3.5 Security Requirements: The Contractor shall comply with all applicable installation/facility access and local security policies and procedures, which may be obtained from the Contracting Officer’s Representative (COR). The Contractor shall also provide all information required for background checks to meet installation access requirements to be accomplished by installation Provost Marshal Office, Director of Emergency Services or Security Office. The Contractor shall ensure compliance with all personal identity verification requirements as directed by Department of Defense (DoD), Headquarters Department of the Army (HQDA) and/or local policy. Should the Force Protection Condition (FPCON) change, the Government may require changes in Contractor security policies or processes.

1.3.5.1 COMSEC/IT Security: All communications with DoD organizations are subject to communications security (COMSEC) review. All telephone communications networks are continually subject to intercept by unfriendly intelligence organizations. DoD has authorized the military departments to conduct COMSEC monitoring and recording of telephone calls originating from, or terminating at, DoD organizations. Therefore, the Contractor is advised that any time Contractor personnel place or receive a call, they are subject to COMSEC procedures.

The Contractor shall ensure wide and frequent dissemination of the above information to all employees dealing with DoD information. The Contractor shall abide by all Government regulations concerning the authorized use of the Government's computer network, including the restriction against using the network to recruit Government personnel or advertise job openings.

1.3.5.2 Reserved

1.3.5.3 Protection of Personally Identifiable Information (PII): The Contractor shall protect all PII encountered in the performance of services in accordance with Defense Federal Acquisition Regulation Supplement (DFARS) 224.103 and DoDD 5400.11, Department of Defense Privacy Program, and DoD 5400.11-R. If a PII breach results from the Contractor’s violation of the aforementioned policies, the Contractor shall bear all notification costs, call-center support costs, and credit monitoring service costs for all individuals whose PII has been compromised.

1.3.5.4 Reserved

1.3.5.5 Reserved

1.3.5.6 Reserved

1.3.5.7 Reserved

1.3.5.8 Reserved

1.3.6 Post Award Conference/Periodic Progress Meetings: The Contractor agrees to attend any post award conference convened by the KO in accordance with Federal Acquisition Regulations Subpart 42.5. The KO, COR, and other Government personnel as appropriate, may meet periodically with the Contractor to review the Contractor’s performance. At these meetings, the KO will apprise the Contractor of how the Government views the Contractor’s performance and the Contractor shall apprise the Government of problems, if any, being experienced. The Contractor shall resolve outstanding issues raised by the Government. Contractor attendance at these meetings shall be at no additional cost to the Government.

1.3.7 Project Manager (PM): The Contractor shall designate a Project Manager (PM) who shall ensure performance compliance under this contract. The name of this person and an alternate, who shall act for the Contractor when the PM is absent, shall be designated in writing to the KO. The PM or alternate shall have full authority to act for the Contractor on all contract matters relating to operation of this contract. The PM shall work through the COR, (or the KO if a COR is not assigned), to resolve issues, receive technical instructions and ensure adequate performance of services. The PM shall ensure that Contractor does not perform any services outside the scope of the contract.

1.3.8 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 KO. 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.

1.3.9 Organizational Conflicts of Interest (OCI): The Contractor and Subcontractor personnel performing services under this contract may receive, have access to or participate in the creation 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 and in the event the KO unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the KO 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. The Contractor shall also disclose to the Government any instance of a recommended media property or related service being one that the Contractor has no-charge or discounted access to via a barter or internal programmatic trading desk (or similar) arrangement.

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 (KO): A person with authority to enter into, administer, and or terminate contracts/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 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 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 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 QUALITY ASSURANCE: The Government procedures to verify that services being performed by the Contractor are performed according to acceptable standards.

2.1.7 QUALITY ASSURANCE SURVEILLANCE PLAN (QASP): An organized written document specifying the surveillance methodology to be used for surveillance of Contractor performance.

2.1.8 QUALITY CONTROL: All necessary measures taken by the Contractor to assure that the quality of an end product or service shall meet contract requirements.

2.1.9 SUBCONTRACTOR: One that enters into a contract with a prime Contractor. The Government does not have privity of contract with the Subcontractor.

2.2 ACRONYMS:

AQL Acceptable Quality Level

MSARNG Mississippi Army National Guard

CFP/M/E Contractor Furnished Property, Materials, Equipment

CID Campaign Identifications

CM Contract Manager

CMRA Contractor Manpower Reporting Application

COMSEC Communications Security

COR Contracting Officer Representative

HQDA Headquarters, Department of the Army

DFARS Defense Federal Acquisition Regulation Supplement

DMA Designated Marketing Area

DoD Department of Defense

FAR Federal Acquisition Regulation

IS Information Systems

IT Information Technology

KO Contracting Officer

MSR Monthly Status Report

NASBA National Alliance of State Broadcasters Associations

NCSA Non-Commercial Sustaining Announcements

NGR National Guard Regulations

OCI Organizational Conflict of Interest

OPSEC Operations Security

PEP Public Education Partnership

POC Point of Contact

PoP Period of Performance

PRS Performance Requirements Summary

PSA Public Service Advertising

PWS Performance Work Statement

QA Quality Assurance

QAE Quality Assurance Evaluator

QAP Quality Assurance Program

QASP Quality Assurance Surveillance Plan

QC Quality Control

QCP Quality Control Program

ROI Return on Investment

SBA State Broadcasters Associations

SRSC Strength Support Readiness Center

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

Government Furnished Property is not applicable to this requirement and PWS

4.0 Contractor Furnished Property, Material, Equipment (CFP/M/E):

General: Except for those items specifically stated to be Government-Furnished in Paragraph

3.0 (none), the Contractor shall furnish everything required to perform these services as indicated in this PWS.

5.0 Requirements:

The main components of this requirement will involve the purchase of PSA In-Home Media and the NCSA program. PSA In-Home media includes: cable television, television spots and radio spots between 12:01 AM to 05:59 AM local standard time. The NCSA Program will provide a hybrid of public service broadcasting and paid advertising. The NCSA Program must utilize the States’ Broadcasters Associations (SBAs) which are represented nationally by the National Alliance of State Broadcasters Associations (NASBA). The objective of the ARNG NCSA program is to reach the ARNG’s primary target demographic of 17-24 year-olds and a secondary demographic of 25-35 year olds. This acquisition will be competed as a Small Business Set-Aside. The Applicable NAICS Code is 541830 – Media Buying Agencies. The size standard is $15,000,000.00.

The MSARNG objective is to have radio and television enhance MSARNG image in the minds of potential recruits and their influencers, resulting in qualified recruitment leads. This effort will further the MSARNG objective by increasing public awareness of MSARNG, clarifying public understanding of MSARNG mission, and improve the public’s perception of the Guard at the State and local level.

The contractor will provide advertising/marketing services to ensure the MSARNG gets the maximum exposure and advertising value as possible. Contractor will be required to duplicate existing both PSA In-Home and TV and radio spots media.

5.1 The Contractor shall comply with: (1) MSARNG Style Guide/Graphic Standards (“Style Guide”), and (2) Electronic and Information Technology Accessibility Standards (Section 508).

This Style Guide will provide all MSARNG Approved Logo(s). This information can be located:

http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards/section-508-standards.

5.2 The Contractor shall draft a Monthly Status Report (MSR). The Contractor shall draft a summary of all tasks undertaken during the previous month and any specified tasks identified in the PWS into a MSR. The written report shall be submitted monthly to the COR and KO no later than the end of every following month via email. A sample of the MSR shall be submitted to the COR and KO for review and approval within seven (7) business days after award. The MSR shall, at a minimum, consist of the following:

(1) a section breaking down monthly activities by station,;

(2) a detail of tasks accomplished performance standard and task;

(3) Deliverables completed;

(4) critical actions/issues;

(5) problems/issues encountered;

(6) program recommendations;

(7) breakdown of spots aired by Designated Marketing Area (DMA);

(8) list of digital media placement; (9) any tasks referencing the MSR below.

5.3 The Contractor shall use only Army National Guard specific trademarked logos. The Government will also make available the current video/photo library, a library containing approved creative pictures, banners, electronic imagery, and videos for Contractor use. The COR will provide access to current site library at the Post-Award Meeting. The library is managed by the Government. All Contractor created advertising shall be approved by the COR prior to any posting. All Contractor approved imagery and videos shall be uploaded to the library by the Contractor on a monthly basis. All advertising and content produced and using the National Guard trademarked logos shall be the property of the MSARNG.

5.4 The Contractor shall also use the Army National Guard’s “Return on Investment (ROI) Tracking Tool” for all online banner media placement. The ROI Tracking Tool is a custom built Web-based campaign management portal exclusively designed for the National Guard providing a transparent, collection control, and tracking of ROI data for all MSARNG marketing and advertising campaigns. The COR will provided access permission to the ROI Tracking Tool at the Post-Award Meeting. The Contractor shall use the ROI Tracking Tool to create and track campaigns and programs by Campaign Identifications (CIDs). The ROI Tracking Tools provides a standardized and controlled way of creating a campaign URL, which appends a unique tracking tag in the query string of the URL targeting http://www.nationalguard.com.

The Government will provide orientation on the ROI tracking Tool within fourteen (14) days after contract award. The ROI Tracking Tool will generate Monthly Reports that will be available to the Contractor. The Contractor shall create reports within the ROI tool as needed.

5.5 The Contractor shall ensure “NATIONALGUARD.com” and/or “1-800-GO-GUARD” is advertised on all advertising placements. All digital advertisements will have an embedded hyperlink to www.nationalguard.com. The Contractor shall also use specialized embedded hyperlinks to specific pages within www.nationalguard.com. An example is: a “campaign” to target college-bound high school students who seek information on college tuition would be sent to http://www.nationalguard.com/college instead of the NationalGuard.com home page.

Specialized embedded hyperlinks will be part of CIDs for tracking ROI.

5.6 The Contractor shall work with the Government (MSARNG, State of Mississippi and SRSC (Strength Readiness Support Center)) to ensure updated usage agreements for any relevant release of rights/claims are established and correctly reflected in the traffic instructions prior to distribution. The Government will provide talent releases to Contractor for verification that all talent has been cleared/verified. The Contractor shall keep a record of all agreements and a full list shall be included in the contract’s first MSR and only changes to that list in the follow-on MSRs.

5.7 The Contractor shall distribute announcements or spots in different languages (English and Spanish - depending on individual CONTRACTOR agreements and/or State requests approved by the COR). The Contractor shall confirm any additional announcements/ materials requested meet contractual requirements.

5.7.1 The Contractor shall provide usage arrangements for PSA In-home materials to be allowed for web-streaming after Government verifies in writing that all Government-created spots use talent approved for web-streaming. The Contractor shall indicate in the traffic instructions which materials being provided to the Broadcasters Associations and PSA In-home Media Providers are suitable for web streaming. All web-streaming creative materials shall use the ROI Tracking tool (see also Section 5.4).

5.7.2 The Contractor shall maintain a Contact Log Report of all Broadcasters Associations and PSA Media Providers contact information including: (1) name; (2) email addresses; (3) phone numbers; (4) fax number; and (5) street addresses (for deliveries). The Contractor will provide Contact Log Report as an attachment to the MSR.

5.7.3 The following states have elected not to use television and radio advertisement:

5.7.4 The Contractor shall ensure that: DMA plays, and prime time and late evening plays are met as stated in Attachment 1.

5.8 State Broadcasters Associations Agreement Specific Services:

5.8.1 The Contractor shall project and track performance metrics, and conduct campaign analysis via the Monthly Performance Tracking Report. The Contractor shall propose, then adhere to the performance metrics in their proposal optimizing the Government’s ability to obtain the best ROI. The Performance Tracking Report shall include, at a minimum the following:

(1) Total investment in State Broadcasters Associations

(2) Length of advertisements.

(3) Total ROI for State and DMA based on time and dates of plays

(4) Total Dollar value received had the Government purchase the individual commercial.

(5) percentage of advertisements on radio.

(6) and percentage of advertisements on television.

Any additional information in the Performance Tracking Report shall be incorporated from the Contractor’s proposal. The Monthly Performance Tracking Report shall be provided to the COR as an attachment to the MSR.

5.9 Contractor Performance Analysis:

5.9.1 The Contractor shall analyze Broadcasters Associations Monthly Reports and verify station affidavits of airtime received using third-party media tracking tools. The Contractor shall provide the Government with access (e.g. password) to any tracking system they utilize. The Contractor shall propose the type(s) of third-party media tracking tools in their proposal. The Contractor shall provide a Television Frequency Breakdown Report analyzing performance and calculate metrics including:

(1) the name of commercials aired;

(2) the date (to include the day of the week) and exact times the commercial aired;

(3) the name of the commercial which aired,

(4) Designated Market Area (DMA),

(5) the Station where the commercial aired

(6) the Network where the commercial aired;

(7) the Daypart the commercial aired, and

(8) Daypart Percentages.

The Television Frequency Breakdown Report shall be provided to the COR as an attachment to the MSR.

6.0 Applicable Publications: Publications applicable to this PWS are listed below. The Contractor must abide by all applicable regulations, publications, manuals, and local policies and procedures.

Publication

(Chapter/Page)

Date of Publication

Mandatory or

Advisory

Website/Location

NGR 601-1

9-15-97

Mandatory http://www.apd.army.mil/

MSARNG Style Guide/graphic standards

Current Mandatory COR will provide

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).

PWS

Para

TASK

PERFORMANCE

STANDARD

Acceptable Quality

Levels (AQL) Surveillance Method

/ By Whom

1.3.2

Contractor shall provide a Quality Assurance Plan as relates to this PWS and Media Services

QASP shall be submitted monthly, NLT 10 days after contract award

The Contractor shall comply 100% of the time

QASP will be reviewed and approved by KO/COR

5.1

The Contractor shall comply with: (1) NGR 601- 1; (2)MSARNG Style Guide/Graphic Standards (“Style Guide”), and (3) Electronic and Information Technology Accessibility Standards

Any Graphics/digital media produced by Contractor must be cleared through the COR for approval

The Contractor shall comply 98% of the time

MSR will be reviewed and approved by

KO/COR

5.2 The Contractor shall draft an original Monthly Status Report (MSR)

The Contractor shall comply 100% of this one time task and submit a draft MSR within 10 business days for COR approval

The Contractor shall comply 100% of the time

MSR will be reviewed and approved by

KO/COR

5.2

The Contractor shall submit the previously approved Monthly Status Report (MSR)

Contractor shall submit a MSR monthly for COR approval. MSR shall be submitted NLT 5th day of the month for the previous months data.

The Contractor shall comply 98% of the time

COR/KO will review, approve, & upload report to PIEE/SMR as part of the monthly reporting requirements.

5.7.2 Contact Log Report as attachment to the MSR

The Contractor shall comply 100% of this one time task and submit a draft MSR within 10 business days for COR approval.

Only revise when changes occur

The Contractor shall comply 95% of the time with MSR

COR/KO will review and approve MSR for monthly use.

5.8.1

Contractor shall submit a Monthly Performance Tracking Report as attachment to the MSR

Contractor shall submit a Monthly Performance Tracking Report as part of the MSR

The Contractor shall comply 95% of the time with MSR

COR/KO will review monthly reports attached to the MSR

5.9.1

Contractor shall provide a Television Frequency Breakdown Report as attachment to the MSR

Contractor shall submit a Television Frequency Breakdown Report as part of the MSR

The Contractor shall comply 95% of the time with MSR

COR/KO will review Monthly data provided by the Contractor and Nationalguard.com and compare with the

MSR.

5.7.1

Contractor shall provide usage arrangements for PSA materials to be allowed for web-streaming.

The performance level for this task shall be determined by the MSR and agreed upon by contractor and COR

The Contractor shall comply 95% of the time

The COR/KO will review monthly

5.4

The Contractor shall use the ROI Tracking Tool to create and track campaigns and programs by Campaign Identifications (CIDs).

The Contractor shall provide monthly reports as instructed. COR will provide access & instruction in Post Award Meeting

The Contractor shall comply 95% of the time

The COR/KO will review monthly

5.7.4

The Contractor shall ensure that: State Wide Play totals, DMA plays and prime time and late evening plays are met as stated in Meeting & MSR

The performance level for this task shall be determined by the

MSR

and agreed upon by contractor and

COR

The Contractor shall ensure that at least 80% of the State Wide Plays, 80% of the DMA plays must be met and 80% of those plays must be prime time and late evening

The COR/KO will review monthly

TECHNICAL EXHIBIT 2

Deliverables Schedule

Deliverable

Task Frequency Number of

Copies

Medium/Format

Submit To

1.3.2 QC Plan (QCP) One Time 1 Electronic Submission KO / COR

5.2 Monthly Status Report

(MSR) Original

One Time 1 Electronic Submission KO / COR

5.2 Monthly Status Report

(MSR) Monthly

Monthly 1 Electronic Submission KO / COR

5.7.2 Contact Log Report Monthly 1 Electronic Submission KO / COR

5..8.1 Monthly Tracking Report

Monthly 1 Electronic Submission KO / COR

5.9.1 Television/Radio

Frequency Report

Within 30 days of award

1 Electronic Submission KO /

COR