Performance Work Statement RRC.pdf

Ver. October 2022

ORNG Marketing Program Services

1.0 General:

1.1 Scope: The contractor shall provide all personnel, equipment, tools, materials, supervision, and quality control necessary, except as specified in Paragraph 3.0 as Government Furnished, to perform Marketing Coordination and Management Services, as defined in this PWS.

1.1.1 Objectives The objective of this PWS is to provide the Oregon Army National Guard (ORARNG) Recruiting and Retention Battalion (RRB) with a comprehensive digital marketing support program to enhance recruiting and retention outcomes. The contractor shall deliver services that improve the digital visibility of ORARNG recruiting locations, generate qualified applicant leads, provide geographic and demographic analytic studies, and furnish marketing enablement tools and training to support RRB leadership, recruiters, and marketing staff.

1.2 Background: The ORARNG Recruiting and Retention Battalion (RRB) mission is to promote the Oregon Army National Guard to generate interest among prospective recruits and retain current Soldiers. The primary target market is non-prior service (NPS) individuals between 17 and 34 years of age. The general public frequently has difficulty distinguishing National Guard service from Active Duty military service, requiring targeted marketing that clearly communicates the part-time service model, benefit structures, and local unit opportunities unique to the Guard.

1.3 (Tailor as necessary for your base period) Period of Performance (PoP): The Period of Performance shall be one (1) Base Year of 12 months and three (3) twelve (12)-month option years.

1.4 General Information:

1.4.1 Place and Performance of Services: Services shall be performed remotely.

Telework is authorized. When in-person coordination is required by the Government, travel costs shall be handled in accordance with applicable Federal Travel Regulations

1.4.1.1 Telework: The Government will permit the contractor to telework in support of this requirement. In furtherance of Continuity of Operations Planning (COOP), a telework program may be enacted to ensure that the Government's mission-critical operations stay operational during times of national emergency or incidents of national significance. Telework shall be at no additional cost to the Government.

1.4.1.2 Unscheduled gate closures by the Security Police may occur at any time causing all personnel entering or exiting a closed installation to experience a delay. This cannot be predicted or prevented. Contractors are not compensated for unexpected closures or delays. Vehicles operated by contractor personnel are subject to search pursuant to applicable regulations. Any moving violation of any applicable motor vehicle regulation may result in the termination of the contractor employee’s installation driving privileges.

1.4.1.3 The contractor’s employees shall become familiar with and obey the regulations of the installation; including fire, traffic, safety and security regulations while on the installation. Contractor employees should only enter restricted areas when required to do so and only upon prior approval. All contractor employees shall carry proper identification with them at all times, and shall be subject to such checks as may be deemed necessary. The contractor shall ensure compliance with all regulations and orders of the installation, which may affect performance. The Government reserves the right to direct the removal of an employee from Government property or revoke access to Government systems for misconduct, security reasons, or any overt evidence of communicable disease. Removal of contractor employees for reasons stated above does not relieve the Contractor from responsibility for total performance of this contract.

1.4.2 Recognized Holidays: The following are recognized United States (US) 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 Reserved

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 Installation Access and Security Requirements. The contractor shall comply with all applicable installation/facility access and local security policies and procedures, which may be obtained from the COR. The contractor and all associated subcontractor employees shall 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 Army (HQDA) and/or local policy (see PWS 6.0). Should the Force Protection Condition (FPCON) change, the Government may require changes in contractor security matters or processes.

1.4.5.1 Reserved

1.4.5.2 For contractors that do not require a CAC, but require access to a DoD facility or installation: Contractor and all associated sub-contractors employees shall comply with adjudication standards and procedures using the National Crime Information Center Interstate Identification (NCIC-III) and Terrorist Screening Database (TSDB) (Army Directive 2014-05), and applicable installation, facility and area commander installation/facility access, and local security policies and procedures (provided by a Government representative).

1.4.5.3 Reserved

1.4.5.4 Reserved

1.4.5.5 Communications Security/Information Technology (COMSEC/IT) Security. All communications with DoD organizations are subject to 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.

1.4.5.6 Reserved

1.4.5.7 Reserved

1.4.5.8 Reserved

1.4.5.9 Reserved

1.4.5.10 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 Personally Identifiable Information and Department of Defense Directive (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.

1.4.5.11 OPSEC Training: In accordance with AR 530-1, Operations Security, new contractor employees shall complete Level I OPSEC training within 30 calendar days of their reporting for duty and continual awareness training annually thereafter. The contractor shall submit certificates of completion for each contractor employee to the COR within 15 calendar days after completion of training. Level 1 OPSEC training is available at https://securityawareness.dcsa.mil/opsec/index.htm

1.4.5.12 Reserved

1.4.5.13 Reserved

1.4.5.14 Reserved

1.4.6 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.

1.4.6.1 Reserved

1.4.6.2 Reserved

1.4.7 Special Qualifications: Reserved

1.4.9 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. The CM shall work through the COR, to resolve issues, receive technical instructions, and ensure adequate performance of services. The CM shall ensure that contractor employees do not perform any services outside the scope of the contract without an official modification issued by the KO. The CM shall ensure contractor employees understand that services performed outside the scope of the contract are performed wholly at the expense of the contractor.

1.4.10 Identification of Contractor Employees: All contractor 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 that they are Government employees. The contractor shall ensure that all documents or reports produced by contractor personnel are suitably marked as contractor products or that contractor participation is appropriately disclosed. The contractor’s status as a “contractor” shall be predominantly displayed in all correspondence types (to include signature blocks on e-mail) and dealings with Government or non-Government entities.

1.4.10.1 Reserved

1.4.11. Combating Trafficking in Persons: The United States Government has adopted a zero tolerance policy regarding trafficking in persons. Contractors and contractor employees shall not engage in severe forms of trafficking in persons during the period of performance of the contract; procure commercial sex acts during the period of performance of the contract; or use forced labor in the performance of the contract. The Contractor shall notify its employees of the United States Government’s zero tolerance policy, the actions that will be taken against employees for violations of this policy. The contractor shall take appropriate action, up to and including termination, against employees or subcontractors that violate the US Government policy as described at

FAR 22.17.

1.4.12 Reserved

1.4.13 Data Rights: The Government has unlimited rights to all documents/materials 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.

1.4.14 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.

1.4.15 Reserved

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 Defective Service: A service output that does not meet the standard of performance associated with the PWS.

2.1.3 Deliverable: Anything that can be physically delivered and includes non-manufactured things such as meeting minutes or reports.

2.1.4 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.

2.1.5 Physical Security: Actions that prevent the loss or damage of Government property.

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 ensure 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:

AEI Army Enterprise Infostructure AR Army Regulation AT/OPSEC Antiterrorism/Operational Security BI Background Investigation CM Contract Manager COR Contracting Officer Representative DA Department of the Army DD254 Department of Defense Contract Security Classification Specification

DFARS Defense Federal Acquisition Regulation Supplement DoD Department of Defense DSCA Defense Counterintelligence and Security Agency FAR Federal Acquisition Regulation GFP/M/E/S Government Furnished Property/Material/Equipment/Services HQDA Headquarters, Department of the Army HSPD Homeland Security Presidential Directive IA Information Assurance IS Information System(s) KO Contracting Officer NGB National Guard Bureau OCI Organizational Conflict of Interest PII Personally Identifiable Information 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 Program SCR Service Contract Reporting SSN Social Security Number TE Technical Exhibit USD(I) Under Secretary of Defense for Intelligence

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 solely for the purpose of performance under this contract:

3.1 Property: N/A

3.2 Materials: Access to ORARNG recruiting production, demographic, and applicant data required for GIS Analytic Studies, provided in formats compatible with the contractor's analytic platform. ARNG graphic standards guide and brand style guide.

National Guard-trademarked logos and authorized brand assets for use in contractor-delivered marketing templates and creative materials. Approved review response templates for use in online reputation management activities. Lists of ORARNG recruiting location addresses, hours, phone numbers, and other relevant listing data required to populate and maintain directory listings.

3.3 Equipment: N/A

3.4 Services: N/A

3.5 Utilities: N/A

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

4.1 General: Except for items specified in Paragraph 3.0, the contractor shall furnish all facilities, software platforms, analytic tools, data subscriptions, and materials required to perform all services described in this PWS. All contractor-managed platforms shall be operational, configured with ORARNG branding and user access, and accessible to authorized Government personnel within the timeframes specified herein. The contractor shall bear all costs associated with maintaining the platforms, tools, and data access required to perform this contract throughout the period of performance.

4.2 Reserved

4.3 Contractor Security Clearance: Reserved

5.0 Requirements: The contractor shall:

5.1 The contractor shall assign a designated Point of Contact to operate in a Program Manager capacity and oversee all aspects of contract execution. The POC shall be responsible for coordinating contractor resources across all service lines, ensuring that all deliverables are provided within specified timelines and performance standards, and maintaining overall quality of contractor performance under this contract. The POC shall serve as the primary point of contact for contract-level communications with the COR and KO.

5.1.1 The contractor shall provide the Government with written documentation of the POC designation within five (5) business days of contract award. Any proposed change to the assigned POC shall require prior written notification to the COR and KO not less than ten (10) business days before the change takes effect.

5.1.2 All contractor-managed platforms, dashboards, and software tools required under this contract shall be fully operational, configured with ORARNG branding, workflows, and role-based user permissions, and accessible to authorized Government users within thirty (30) business days of contract award, unless a later date is specified for a particular deliverable elsewhere in this PWS.

5.1.3 The contractor shall manage all recruiting lead data and personally identifiable information (PII) collected or processed under this contract in compliance with FedRAMP Moderate and DoD Impact Level 4 (IL4) standards. The contractor shall use a platform that maintains a current FedRAMP Moderate authorization to operate (ATO) throughout the period of performance. Written documentation of the platform's FedRAMP authorization status shall be provided to the COR within ten (10) business days of contract award and upon request thereafter

5.2 The contractor shall assign a designated Point of Contact to operate in a Account Manager capacity to serve as the day-to-day operational point of contact for ORARNG.

The AM shall be knowledgeable in the full scope of services being delivered under this contract, capable of addressing COR inquiries across all service areas, and responsible for coordinating the contractor's day-to-day delivery activities

5.2.1 The contractor shall conduct coordination meetings with the COR via a Government-approved collaboration platform (e.g., Microsoft Teams). The contractor shall distribute a written agenda to the COR at least twenty-four (24) hours before each scheduled meeting. Written meeting notes, including discussion items and action items with assigned owners and due dates, shall be provided to the COR within two (2) business days of each meeting. There must be at minimum four(4) meetings a month.

5.2.2 The contractor shall respond to COR inquiries related to contractor deliverables, platform access, and reporting within two (2) business days of receipt.

5.3 Performance Reporting: The contractor shall provide monthly Key Performance Indicator (KPI) reports covering all contractor-performed activities. Reports shall be delivered to the COR no later than the seventh (7th) calendar day of the month following the reporting period. Each monthly report shall include, at minimum, the following data disaggregated by location where applicable:

• Recruiting location listing performance: total impressions, Google search views, map view counts, direction requests, phone calls generated, and website click-throughs per location and in aggregate;

• Call tracking data: total inbound call volume per location, average call duration, call routing outcomes, unanswered call rates, and month-over-month call volume trends;

• Local SEO performance for the sixteen (16) priority locations: keyword search ranking position trends, Google Business Profile search visibility scores, total review count, average review rating, and review response rate;

• Email and SMS campaign performance for the sixteen (16) priority locations: total sends per location, delivery rates, email open rates, review solicitation response outcomes, and unsubscribe rates;

• Media campaign performance (when active): total impressions, cost per thousand impressions (CPM), total clicks, click-through rate (CTR), cost per click (CPC), conversion actions, conversion rate, cost per conversion, and platform-level expenditure; and

• Creative template platform utilization: number of active user accounts, number of template exports during the reporting period, and total unique assets downloaded.

5.3.1 The contractor shall provide view-only access to a contractor-managed, near real-time reporting dashboard displaying the KPIs specified in 5.3.1. The dashboard shall be accessible to a minimum of five (5) authorized Government users simultaneously and shall be available within fourteen (14) business days of contract award. The dashboard shall maintain a minimum uptime of ninety-nine percent (99%) during normal business hours (0800–1700 local PST, Monday through Friday, excluding Federal holidays), with no single unscheduled outage exceeding two (2) consecutive business hours.

5.3.2 The contractor shall provide an annual Year-End Summary Report covering all contractor activities and performance results for the period of performance. The report shall include an evaluation of program-wide campaign effectiveness, platform engagement metrics, lead volume and source attribution analysis, call tracking outcome summaries, and strategic recommendations for the subsequent program year. The Year-End Summary Report shall be delivered to the COR no later than thirty (30) calendar days after the end of the period of performance.

5.4 Training: The contractor shall provide a minimum of two (2) virtual online training sessions per year for ORARNG marketing staff and other personnel authorized by the COR. Training sessions shall address the use and functionality of all contractor-delivered platforms and tools, including the creative template platform, listing management system, call tracking and reporting dashboards, and any other contractor-managed tools provided under this contract. Training sessions shall be scheduled in coordination with the COR and delivered via a Government-approved video conferencing platform. Training materials, including recorded sessions where permitted, quick reference guides, and platform documentation, shall be provided to the COR in electronic format within five (5) business days of each training session and shall remain accessible to authorized personnel throughout the period of performance.

5.4.1 The contractor shall provide monthly one-hour virtual support sessions via a Government-approved platform to address Government questions, troubleshoot platform access issues, and provide guidance on contractor-delivered tools and materials. Sessions shall be conducted no later than the twenty-first (21st) calendar day of each month. The contractor shall distribute a proposed agenda to the COR no later than three (3) business days before each scheduled session.

5.5 Market Research and GIS Analytic Studies: The contractor shall conduct geographic information systems (GIS) analytic studies using Government-provided and contractor-held recruiting and demographic datasets to identify market trends and visualize patterns relevant to ORARNG recruiting operations. Each study shall be delivered within forty-five (45) calendar days of receipt of a written Government request and the required supporting data. Each GIS analytic study deliverable shall include:

• A data file (Excel or equivalent) containing all source data and computed metrics used in the analysis;

• A written report identifying key findings, geographic and demographic trends, and actionable recommendations; and

A virtual presentation to the COR and designated Government personnel to review findings.

5.5.1 The contractor shall conduct one (1) annual Recruiting Market Analysis of the ORARNG recruiting market using production and demographic data analyzed at the three-digit (3-digit) and four-digit (4-digit) RSID levels and at the Team level. The analysis shall include, at minimum:

• Market Profile Analysis: population, Qualified Military Available (QMA) population, and ARNG market share versus total DoD enlistment market for each

RSID;

• Accession Profile Analysis: enlistment production by Military Occupational Specialty (MOS), unit, and seasonal trend pattern;

• Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis of the current ORARNG recruiting market; and

• Strategic recommendations for target audience prioritization and marketing resource allocation based on geographic and demographic findings.

The annual Recruiting Market Analysis shall be delivered within forty-five (45) calendar days of receipt of the required Government-provided data

5.5.2 The contractor shall be capable of conducting the following additional types of GIS-based analytic studies upon written Government request. The contractor shall perform one (1) additional GIS analytic study of the Government's selection during the base year and one (1) additional study per exercised option year:

• Market Share Analysis – Analysis of ARNG penetration against the total DoD enlistment market derived from accession records, including multi-year trend comparison by geographic territory;

• ASVAB/AFQT Analysis – Evaluation of Armed Forces Qualification Test (AFQT) score performance by ZIP Code and County, including category distribution benchmarked against national DoD averages;

• Missioning Analysis – Data-driven mission allocation recommendations using ARNG production data, DoD-wide production data, and QMA population metrics analyzed at RSID and Team levels;

• End Strength Analysis – Evaluation of current assigned and authorized strength against authorized positions by unit and geographic area;

• Retention Analysis – Evaluation of reenlistment mission accomplishment, success rates, and Expiration of Term of Service (ETS) projections by unit and geographic area;

• RSID/Territory Rebalancing – Recruiting territory redesign analysis using recruiting potential metrics combining production data and population data to evaluate workload equity across RSIDs;

• Storefront Location Analysis – Market analysis to identify optimal locations for new recruiting office placement using recruiting potential, authorized positions, market share, and military-age population growth projections; and

Unit Location Analysis – Regional analysis using military-age population data, authorized and assigned strength ratios, and production data to evaluate unit siting relative to target demographic concentrations.

5.5.3 The contractor's GIS analytic methodology shall be capable of integrating source data from the following systems and data repositories: Vantage (ARNG production tracking), DPRO (DoD accession production records), the MEPCOM Data Warehouse, FAZR territory-level reports, JAMRS (Joint Advertising, Market Research and Studies), and the Esri Business Analyst GIS platform. The contractor shall maintain active access to these data sources and the GIS analytic infrastructure necessary to produce deliverables within the timeframes specified in this section.

5.6 Recruiting Location Management: The contractor shall provide a comprehensive recruiting location management program integrating online listing management, local SEO, unique call tracking, reputation management, and review solicitation for all thirty-six (36) ORARNG recruiting locations. The contractor must maintain an existing, active listing management infrastructure already in operation at the time of contract award, capable of immediate deployment to ORARNG locations without requiring new platform procurement or development. Initial listings for all thirty-six (36) locations shall be published and verified within forty-five (45) calendar days of receipt of Government-provided location data and written COR approval.

5.6.1 The contractor shall conduct an initial audit of all thirty-six (36) ORARNG recruiting location listings across major online directories and search platforms, identifying: (a) incomplete, inaccurate, or missing listing entries by location and directory; (b) online reputation baseline metrics, including existing review counts, average ratings, and unanswered reviews; and (c) prioritized recommendations for listing optimization and digital presence improvement. The audit report shall be delivered to the COR within forty-five (45) calendar days of contract award.

5.6.2 The contractor shall update and maintain accurate listing information for all thirty-six (36) ORARNG recruiting locations across a minimum of seventy (70) online directories, mapping platforms, and data aggregators simultaneously. Covered directories shall include, at minimum: Google Business Profile, Bing Places for Business, Apple Maps, Waze, Facebook Business Pages, MapQuest, Foursquare/Yelp data network, Uber, and Yellow Pages. Each location listing shall include, at minimum:

official location name, verified address, contractor-assigned call tracking telephone number, website URL, category designations, hours of operation, and a standardized description.

5.6.2.1 The contractor shall update and maintain accurate listing information for all thirty-six (36) ORARNG recruiting locations across a minimum of seventy (70) online directories, mapping platforms, and data aggregators simultaneously. Covered directories shall include, at minimum: Google Business Profile, Bing Places for Business, Apple Maps, Waze, Facebook Business Pages, MapQuest, Foursquare/Yelp data network, Uber, and Yellow Pages. Each location listing shall include, at minimum:

official location name, verified address, contractor-assigned call tracking telephone number, website URL, category designations, hours of operation, and a standardized description.

5.6.2.2 The contractor shall maintain the capability to distribute and synchronize listing data updates for all thirty-six (36) ORARNG recruiting locations across a minimum of seventy (70) online directories simultaneously from a single, centralized listing management platform. This capability must be operational at the time of contract award.

The contractor may not propose to build, implement, or procure this listing management infrastructure after award.

5.6.2.3 The contractor shall maintain individual, publicly accessible web pages for each of the thirty-six (36) ORARNG recruiting locations within a contractor-managed, centralized online directory for military recruiting locations. Each location page shall display, at minimum: office name, address, phone number, hours of operation, an embedded map, and a link to the ORARNG website or official recruiting landing page.

Location pages shall remain active and accurately reflect Government-approved data throughout the period of performance.

5.6.2.4 The contractor shall provide, manage, and maintain unique call tracking telephone numbers for all thirty-six (36) ORARNG recruiting locations. Call tracking numbers shall be operational within thirty (30) business days of contract award and shall: (a) route inbound calls to the associated recruiting office telephone number without interruption to normal phone service; (b) record call volume, call duration, call source attribution, and answered versus unanswered call data in a dashboard accessible to the COR; and (c) maintain a minimum system availability of ninety-nine percent (99%) during Government business hours (0800–1700 local Oregon time, Monday through Friday, excluding Federal holidays). Call tracking data shall be included in the monthly KPI reports specified in 5.3.1.

5.6.2.5 The contractor shall monitor Google Business Profiles for all thirty-six (36) ORARNG recruiting locations to identify spam, fake, policy-violating, or competitor-generated reviews. Identified reviews shall be escalated to Google Business Profile support for removal within two (2) business days of identification. Escalation actions shall be reported to the COR in the monthly KPI report.

5.6.3 The contractor shall provide local search engine optimization (SEO) support for sixteen (16) priority ORARNG recruiting locations designated by the Government at the start of the period of performance. Priority locations shall receive enhanced SEO services including, at minimum: (a) optimization of business categories, descriptions, and attribute fields across online directory listings; (b) keyword targeting recommendations for Google Business Profile posts and Q&A sections; (c) citation consistency audits and corrections to ensure accurate name, address, and phone number (NAP) data across the directory network; and (d) voice search optimization enhancements to improve discoverability through voice-enabled platforms.

5.6.3.1 The contractor shall monitor publicly posted online reviews for all sixteen (16) priority locations across major platforms, including Google and Bing. The contractor shall provide a monthly review summary to the COR as part of the monthly KPI report, identifying new reviews received, changes in average rating, and flagged content. The contractor shall respond to online reviews using Government-approved response templates within two (2) business days of a review being posted. Any review requiring non-standard messaging or involving a recruiting-specific inquiry shall be routed to the COR for input prior to posting a response.

5.6.3.2 The contractor shall execute monthly review solicitation campaigns for the sixteen (16) priority locations to encourage individuals who have recently interacted with ORARNG recruiting offices to post online reviews. Campaigns shall utilize a maximum of one hundred (100) emails and fifty (50) SMS messages per location per month.

Campaign audiences shall be limited to individuals who have had a documented contact with an ORARNG recruiting office during the current or immediately prior month. Initial campaign content and messaging templates shall be submitted to the COR for written approval before deployment. Monthly campaign performance data shall be included in the monthly KPI report specified in 5.3.1.

5.6.3.3 The contractor shall provide role-based access to all contractor-managed listing management, SEO monitoring, and reputation management platforms for a minimum of three (3) authorized ORARNG personnel. Platform training shall be provided within forty-five (45) calendar days of contract award as part of the training requirements in Section 5.4.

5.7 Customizable Creative Template Platform: The contractor shall configure and maintain a contractor-managed online platform enabling authorized ORARNG personnel to access, customize, and export pre-approved marketing and recruiting materials. The platform shall:

• Allow authorized users to personalize materials with recruiter-specific contact information, unit information, photographs, and localized messaging while preserving locked brand-required elements that may not be altered without Government authorization;

• Provide automated resizing and export functionality for multiple output formats, including print-ready files and social media platform-specific dimensions;

• Support role-based user access with a minimum of one (1) administrator account capable of creating, modifying, archiving, and managing templates independently; and

• Be pre-configured with ORARNG branding, visual identity guidelines, and an initial library of marketing templates developed from Government-provided creative assets.

The platform shall be fully operational and accessible to authorized Government users within thirty (30) business days of contract award. This platform must be a pre-existing, operational product at the time of contract award. The contractor may not propose to develop or procure this capability after award.

5.7.1 The contractor shall develop an initial template library with a minimum of five (5) core template categories (e.g., social media posts, digital advertisements, event flyers, recruiter collateral, and email graphics) using Government-provided brand assets. The initial template library shall be delivered for Government review and approval within thirty (30) business days of contract award, with final approved templates activated in the platform within forty-five (45) business days of award.

5.7.3 The contractor shall provide virtual training on the use of the template platform for Government administrators and designated end users within forty-five (45) calendar days of platform activation. On-demand instructional resources shall be maintained and accessible within the platform throughout the period of performance.

5.8 Media Strategy and Execution: The contractor shall conduct market research and develop a written annual media strategy aligned with ORARNG recruiting objectives, geographic priorities, and target demographic profiles. The media strategy shall be submitted to the COR within thirty (30) calendar days of receipt of the Government's written input on annual media goals and priorities. The strategy shall address, at minimum: target audience definition, channel selection rationale, geographic allocation of the media budget, creative format recommendations, and measurable performance targets for each platform.

5.8.1 The contractor shall develop a detailed media plan and submit it to the COR and KO for written approval before executing any media placement or committing any portion of the Government media budget. The media plan shall identify proposed platforms, audience targeting parameters, estimated impression and click goals, and projected cost per conversion. The contractor shall not expend Government funds or enter into any media placement commitment without explicit written approval from the COR and KO. The total paid media budget for the base year is Twenty-Five Thousand Dollars ($25,000.00), which shall be treated as a pass-through cost with full financial transparency and invoiced to the Government separately from contractor service fees.

The contractor shall provide itemized expenditure documentation with each monthly invoice.

5.8.2 The contractor shall manage and optimize approved media campaigns across selected platforms, including but not limited to: paid social media (Meta/Facebook and Instagram), Google Ads (Search and Display), and programmatic display advertising.

The contractor shall provide the Government with access to a near real-time digital media dashboard displaying, at minimum: total impressions, CPM, total clicks, CTR, CPC, conversion actions, conversion rate, cost per conversion, and total spend by platform. The media performance dashboard shall be accessible to the COR within three (3) business days of campaign launch.

5.8.3 The contractor shall develop all creative content for media placements, including ad copy, graphic design, and video assets where applicable, and submit all creative materials to the COR for written approval prior to any placement or publication. The contractor shall not place any media creative without written Government approval

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/

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/

Army Directive 2014-05 Policy and Implementation

Procedures for Common Access Card Credentialing and Installation Access for Uncleared Contractors

03/07/2014 https://armypubs.army.mil/ProductMaps/PubForm/A rmyDir.aspx

AR 25-2

Information Assurance

04/04/2019 http://armypubs.army.mil/ProductMaps/PubForm/AR .aspx

AR 530-1

Operations Security

09/26/2014 http://armypubs.army.mil/ProductMaps/PubForm/AR .aspx

AR 525-13

Antiterrorism

12/09/2019 http://armypubs.army.mil/ProductMaps/PubForm/AR .aspx

AR 381-12

Threat Awareness and Reporting

Program (TARP) (Section II, ¶ 2-4.b)

06/01/2016 http://armypubs.army.mil/ProductMaps/PubForm/AR .aspx

AFI 10-245

Antiterrorism

03/28/2013 (Certified current

03/30/2017) https://www.e-publishing.af.mil/Product- Index/#/?view=pubs&orgID=10141&catID=1&series

=-1&modID=449&tabID=131

AFI 31-101

Security Forces Standards and

Procedures

08/18/2020 https://www.e-publishing.af.mil/Product- Index/#/?view=pubs&orgID=10141&catID=1&series

=-1&modID=449&tabID=131

AFMAN 31-113

Security Forces Standards and Procedures

03/05/2013 Change 1:

12/02/2015 https://www.e-publishing.af.mil/Product- Index/#/?view=pubs&orgID=10141&catID=1&series

=-1&modID=449&tabID=131

AFPD 17-1

Information Dominance Governance and Management

04/12/2016 https://www.e-publishing.af.mil/Product- Index/#/?view=pubs&orgID=10141&catID=1&series

=-1&modID=449&tabID=131

AFMAN 17-1301

Computer Security (COMPUSEC) 02/12/2020 https://www.e-publishing.af.mil/Product-

Index/#/?view=pubs&orgID=10141&catID=1&series =-1&modID=449&tabID=131

AFI 10-701

Operations Security

7/24/2019 (Change 1:

06/09/2020) https://www.e-publishing.af.mil/Product- Index/#/?view=pubs&orgID=10141&catID=1&series

=-1&modID=449&tabID=131

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/

TECHNICAL EXHIBIT 1

Performance Requirements Summary (PRS)

Performance Objective

Performance Standard Acceptable Quality Level (AQL)

Surveillance Method

Program Management – Platform Activation

All contractor-managed platforms configured and accessible to Government users within 30 business days of contract award.

No platform exceeds the 30-business-day activation deadline.

Periodic Inspection / COR

Weekly Coordination Meetings

Meeting conducted weekly; agenda distributed 24 hrs in advance; notes distributed within 2 business days.

No more than 2 missed or cancelled meetings per quarter without prior COR coordination.

Periodic Inspection / COR

Monthly KPI Reports

Report delivered to COR by the 7th calendar day of the following month, containing all metrics specified in 5.3.1.

Report received late or incomplete no more than 2 times during the period of performance.

Periodic Inspection / COR

Reporting Dashboard Availability

Dashboard active and accessible to authorized Government users;

minimum 95% uptime during business hours; no single outage exceeding 2 consecutive business hours.

Uptime falls below 95% or single outage exceeds 2 hours no more than 2 times per period of performance.

Random Monitoring /

COR

Annual Recruiting Market Analysis

Delivered within 45 calendar days of receipt of required Government-provided data, including all components specified in 5.5.2.

Analysis received later than 45 calendar days no more than 1 time per period of performance.

100% Inspection /

COR

Additional GIS Analytic Studies

Delivered within 45 calendar days of receipt of written Government request and required data.

Study delivered later than 45 calendar days no more than 1 time per period of performance.

Periodic Inspection / COR

Recruiting Location Digital Audit Report

Audit report delivered to COR within 45 calendar days of contract award.

Report received no later than 45 calendar days of award.

100% Inspection /

COR

Listing Management – 36 Locations

Listings published across minimum 70 directories within 45 calendar days of receipt of Government-provided data and COR approval; maintained accurately throughout PoP.

No more than 2 locations remain unpublished beyond 45-day deadline; no listing contains inaccurate data for more than 5 business days after COR notification.

Random Monitoring /

COR

Centralized Military Recruiting Directory Pages

Individual location pages maintained for all 36 ORARNG locations, active and accurate throughout PoP.

All 36 pages active and accurate; no page unavailable or displaying inaccurate data for more than 3 business days after COR notification.

Random Monitoring /

COR

Call Tracking – 36 Locations

Unique call tracking numbers operational for all 36 locations within 30 business days of award;

99% system availability during Government business hours.

System availability falls below 99% more than 1 time per quarter; or any location number fails to route correctly for more than 4 business hours after COR notification.

Random Monitoring /

COR

Review Response

– 16 Priority Locations

Templated responses posted within 2 business days of review posting;

non-templated reviews routed to COR within 1 business day.

No more than 3 instances per month across all 16 locations where templated response is not posted within 2 business days.

Random Monitoring /

COR

Review Solicitation Campaigns – Monthly Performance Report

Monthly campaign performance report delivered as part of the monthly KPI report by the 7th calendar day of the following month.

Report received late more than 2 times during the period of performance.

Creative Template Platform Availability

Platform operational and accessible within 30 business days of award;

no more than 2 hours unscheduled downtime per month during business hours throughout PoP.

Platform unavailability exceeds 2 hours per month more than 2 times per period of performance.

Random Monitoring /

COR

Media Plan Approval – No Unauthorized Spend

No media placement executed or media budget committed without prior written COR/KO approval.

Zero instances of unauthorized media spend. Any unauthorized expenditure constitutes a critical deficiency.

100% Inspection /

KO / COR

Media Performance Dashboard

Dashboard accessible to COR within 3 business days of campaign launch;

near real-time data updates throughout campaign.

Dashboard not accessible within 3 business days of launch no more than 1 time per period of performance.

TECHNICAL EXHIBIT 2

Deliverables Schedule

Deliverable Frequency / Due Date

Content / Format Medium Submit To

Point of Contact Designation (5.1)

Once – within 5 business days of award

Written notice identifying POC and alternate contact information

Electronic / Email

COR / KO

FedRAMP Authorization Documentation (5.1.3)

Once – within 10 business days of award; updated upon request

Written documentation of FedRAMP Moderate ATO for contractor-managed data platform

Electronic COR / KO

Weekly Meeting Notes (5.2.1)

Weekly – within 2 business days of each meeting

Agenda recap, discussion items, action items, owners, due dates

Electronic / Platform

COR

Monthly KPI Report (5.3)

Monthly – by the 7th calendar day of the following month

Listing performance, call tracking, local SEO, email/SMS, media, and template metrics per 5.3.1

Electronic Submission

COR

Reporting Dashboard Access (5.3.1)

Continuous – active within 3 business days of award

Near real-time KPI data accessible to authorized Government users

Online Portal

COR

Year-End Summary Report (5.3.2)

Annually – within 30 calendar days after PoP end

Program evaluation, attribution analysis, metrics summary, and strategic recommendations

Electronic Submission

COR

Online Training Sessions (5.4)

Minimum 2 per year – scheduled with COR

Platform and tool training; includes recorded session

Virtual / Electronic

COR

and written training materials

Monthly Virtual Support Sessions (5.4.1)

Monthly – by the 21st calendar day of each month

1-hour…