PWS 11.28.2025.pdf

FEDERAL BUREAU OF INVESTIGATION

FINANCE AND FACILITIES DIVISION | PROCUREMENT SECTION

PERFORMANCE WORK STATEMENT TEMPLATE

Performance Work Statement Version 1 Page 1

Recruitment Marketing Consulting Services

For the

Human Resources Division

Performance Work Statement

November 2025

Performance Work Statement Version 1 Page 2

1. Introduction

1.1 Background

The Federal Bureau of Investigation (FBI), Human Resources Division (HRD) has used Contractor services for national marketing, branding and recruitment efforts to attract and hire Special Agents (SAs) and Professional Staff in support of the FBI mission. This mission addresses criminal and national security threats including, but not limited to: terrorism, foreign counterintelligence, computer intrusions, child exploitation, weapons of mass destruction violent crimes / gangs, financial crimes, public corruption and international organized crime.

1.2 Purpose

This is a contract to provide Recruitment Marketing Consulting Services to the FBI HRD. This is a non-personal services contract. The Government shall not exercise any supervision or control over contractor employees performing the services herein. Such contract service providers shall be accountable solely to the Contractor who, in turn is responsible to the Government.

2. Scope

The FBI HRD Recruitment Marketing Consulting Services shall provide national employer marketing, branding and recruitment via an array of traditional, innovative, online, and social media tactics.

These services shall identify and successfully recruit and hire SAs and Professional Staff. The scope shall also include, but not limited to consulting, research, analysis, reporting, creation and support of employer marketing and recruitment items/events. Most specifically:

Employer Branding Research, Strategy & Coordination Recruitment Marketing Strategy, Coordination & Implementation Data Analytics & Optimization Campaign Development and Execution Paid Media Planning, Execution, and Reporting Social Media Planning, Execution, and Reporting Publications, Digital, and Print Media Support Email, SMS, and In-mail Marketing Support:

Key Performance Indicator (KPI) Data Analytics, Optimization and Reporting In-Person and Virtual Meetings Website Planning, Execution, and Reporting Event Strategy and Execution Content Strategy and Execution Creative Assets Development and Management Program Management Other Direct Costs (ODCs).

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Successful employer marketing relies on innovation to leverage new strategies, digital opportunities, etc. The scope of work can evolve to include emerging techniques that research and data indicate are most effective at that point in time for a given skillset. These techniques may be unknown at the time of award.

3. Requirements

General Requirements

The Contractor shall develop and implement strategic employer branding, marketing and recruitment tactics to recruit the most qualified candidates in support of the FBI mission. The Contractor shall attract top performing and highly skilled candidates with various backgrounds via the most technologically advanced and effective marketing, recruitment, and advertising strategies.

The recruitment efforts shall be competitive with other agencies and private industry. The Contractor shall use high caliber, yet cost-effective recruitment tactics. The strategic branding, marketing, and recruitment efforts shall be highly targeted, proactive, and focused on individuals with unique, specialized skills and experiences.

The key performance indicators (KPIs) are the foundation of the FBI’s marketing performance metrics to measure program return on investment (ROI). The Contractor shall develop and maintain a marketing dashboard that measures and reports the KPIs daily/weekly/monthly/annually. Performance metrics shall be measured by internal/proprietary databases and external media partners including, but not limited to:

Google Analytics, site Tag Manager, and the Contractor. The Contractor shall ensure all marketing efforts are appropriately measured and reported within the above referenced timeframes to ensure continuity and rigorous cost-effectiveness of the program.

The Contractor shall perform optimizations within the marketing media mix and media executions to improve KPIs and reduce costs-per KPI. The Contractor shall work in partnership with HRD Talent Acquisition and Placement Section (TAPS) to develop and implement a technologically advanced (i.e., consistent with industry best in class) talent acquisition strategy. This strategy shall target, attract, and recruit high-quality candidates for targeted core competencies, experiences, and educational backgrounds who are most likely to successfully pass all facets of the FBI's rigorous selection and background process requirements.

The Contractor shall coordinate the following to ensure strategic program uniformity and brand consistency across all public-facing content, interactions, and channels:

employer branding, marketing and recruitment strategies, reporting, data analytics, presentations, messaging, and creative executions.

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The FBI reserves the right to surge (increase or decrease) marketing advertising campaigns to support the HRD mission. In the event the mission needs require an increase in contractor support beyond the baseline level of effort, the Government may exercise a surge Contract Line-Item Number (CLIN). The Surge CLIN will be separately priced and shall be utilized only when directed by the Contracting Officer.

All Contractor work materials (written or verbal) including, but not limited to posting, branding, marketing, and recruitment focused advertisement shall be accurate and non-attributable. The Contractor shall quality check all items to verify there are no factual, editorial, or other types of errors/problems. All corrections of Contractor errors shall be corrected at no additional cost to the government. Failure to meet these requirements may result in corrective action at the government’s discretion.

All items produced via this contract shall become property of the FBI to be used at any time during or after the contract. The Contractor shall not utilize items on this contract for any purpose outside of this contract. All work shall be created exclusively for the FBI HRD on this contract shall not be re-purposed on other contracts.

Work shall be maintained as directed in the digital asset management tool.

The Contractor shall ensure all recruitment advertising and media strategy campaign (e.g., social media, Internet, print, radio, television, career invitational events, ad hoc, or web3 media technology, etc.) are compliant with Section 508 standards, as applicable. This shall also include alt text descriptions, closed captioning and transcription services on all videos, and translation service support as needed.

The Contractor shall obtain prior approval from the FBI for all tasks.

The Contractor shall support an initial and then yearly contract year kick-off meeting.

The Contractor shall provide the following deliverables to support the FBI’s monitoring and surveillance: weekly marketing dashboard metric reports, phone calls, and weekly work-in-progress meeting with Contractor.

The Contractor listed activities and deliverables shall be monitored via various metrics, reports, and meetings at multiple cadences (weekly/monthly/etc.). These surveillance methods will include but are not limited to marketing dashboard metric reports, weekly /virtual calls, and meetings with the

FBI.

Contractor shall deliver all materials including but not limited to reports, graphics, gifs, videos, etc. free from errors, misspellings, and providing accurate, non-attributable information. Failure to meet these requirements may result in corrective action at the government’s discretion.

3.1 Specific Task Requirements

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The FBI COR shall delegate a government program manager (GPM) for daily tasks and as a technical and creative point of contact. The Contractor shall provide the following spectrum of branding, marketing, and recruitment support services when specifically authorized by the GPM HRD/TAPS leadership management, or COR:

3.1.1 Employer Branding Research, Strategy & Coordination

The Contractor shall use FBI and FBIJobs branding. FBIJobs is the employer brand of the FBI and recently updated the employer branding standards and guide(s) for partners (internal divisions or interagency) and partner platforms (LinkedIn, YouTube, etc.). All activities and deliverables shall be monitored weekly through marketing dashboard metric reports, phone/virtual calls, and weekly work-in-progress meeting with Contractor

The Contractor shall more specifically do each of the following:

Provide expertise in brand consulting to shape and implement strategies that strengthen brand awareness and increase total number of applications of qualified, hirable individuals Adapt branding guidelines to new/emerging technologies.

Proactively identify employer brand opportunities/challenges using social listening (for example

TalkWalker, Brand Watch, etc.), proactive brand security, and brand impact.

Deliver ad hoc labor market analyses (Tech Labor Market, etc.) and reports upon request, in addition to the monthly reports.

Conduct public and private competitor brand analyses to develop data-informed recommendations aligned with FBI hiring goals.

Utilize and provide access to ongoing internal (e.g., focus groups, surveys, etc.) and external research (for example Universum, LinkedIn Talent Insights, Glass Door, etc.) to increase employer brand competitiveness.

3.1.2 Recruitment Marketing Strategy, Coordination & Implementation

The Contractor shall provide the FBI HRD with data-informed and innovative strategies. The Contractor shall more specifically:

Conduct labor market and industry analysis to support the FBI’s marketing, employer branding, recruitment, and hiring strategies – to include implementation benchmarks and recommendations.

Develop and submit a Government approved Recruitment Marketing Strategy deliverable. This strategy shall align with the FBI’s recruitment plans, priorities, and events to achieve the FBI’s job posting strategy and hiring targets at the beginning of the contract year to guide the work for that year. The FBI defines the target audience, and the Contractor shall identify, align, and optimize marketing strategies based on those specific targets within 30-days of the contract start and then 30 days after the start of each contractual year.

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The Contractor’s approach across all media channels shall improve ROI strategies to increase the total number of applications that result in hires while optimizing costs and increasing effectiveness. If there is a disparity in cost versus ROI, then the contractor shall conduct a trend analysis and project challenges and provide the FBI with alternative strategies in advance.

The Contractor shall actively participate in meetings (in-person and virtual) with FBI internal clients (including various levels of authority and assigned offices) to ascertain specific marketing or recruitment needs and develop a full understanding of unique job roles, historical challenges, differing recruitment objectives, jobs strategies, and hiring processes. In-person meeting locations include, but are not limited to FBI facilities, contractor rented facilities, contractor corporate location, etc. Meetings shall include, but are not limited to, one full-day in-person meeting each quarter, weekly “in progress” meeting, biweekly social media meetings, strategy sessions, etc. The Contractor shall ensure appropriate personnel are available and prepared to contribute substantively to all scheduled meetings. Participation shall support collaborative planning, performance monitoring, and continuous improvement of recruitment and marketing efforts.

The Contractor shall provide and utilize FBI approved collaboration platforms (for example, Monday.com, Jira, Box.com, SharePoint, etc.) to streamline project communications, and project management efforts to enhance joint efforts, idea sharing, task administration between the FBI and contractor.

The Contractor shall ensure work-centered discussions are organized and documented for quick accessibility, in an effort to provide higher quality results. The Contractor shall be responsible for briefing FBI personnel on the effectiveness of the collaboration platform including training FBI personnel on how to utilize the tool.

3.1.3 Data Analytics & Optimization

The Contractor shall demonstrate their expertise in data analytics across marketing channels including, but not limited to website, campaign spend, social media. This capability shall support data-driven decision-making and continuous improvement of recruitment and outreach strategies.

The Contractor shall provide at least one metrics report per month.

The Contractor shall provide a weekly activity report that includes the Special Agent and Professional Staff applicant activity, website visits, and any other data deemed appropriate.

The Contractor shall possess and apply expertise in Search Engine Optimization (SEO), Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) AI/LLM expertise to enhance visibility, discoverability, and relevance of recruitment content across digital platforms.

3.1.4 Campaign Development and Execution

The Contractor shall develop and execute recruitment and branding campaigns in accordance with FBI enterprise and FBIJobs employer branding guidelines and best practices. These are

Performance Work Statement Version 1 Page 7 internal documents that will be shared after award; they shall not be disclosed outside the scope of this effort.

Campaigns shall be designed to support recruitment objectives, job strategies, and event-based outreach, with the goal of increasing qualified applicant volume, improving conversion to hires, optimizing cost-efficiency, and enhancing overall campaign effectiveness.

The Contractor shall launch and optimize the FBI employer brand across earned, owned, organic, and paid media platforms. This includes the creation of original content, creative assets, outreach strategies, and engagement tactics tailored to target audiences.

The Contractor shall develop and execute campaign(s) to effectively launch and optimize the FBI employer brand across earned, owned, organic, and paid media platforms including creation of new content, creative, outreach, and engagement tactics.

As needed, the Contractor shall create additional branding, growth, marketing, and recruitment campaigns in digital and print media consistent with the HRD’s recruitment goals and plan, enterprise job strategies, and mindful of positions designated as hard-to-fill. The FBI estimates at least three (3) full major campaigns. A major campaign typically involves a large-scale investment in multi-channel strategies, targeting a broad audience with comprehensive messaging, and often includes a significant budget allocation. A minor campaign focuses on more localized or niche targeting with a limited budget, shorter duration and limited channels, and are more tactical in nature. The FBI estimates no more than five hundred (500) minor campaigns which may include but is not limited to local/field office specific-events, selected positions, and recruitment campaign testing.

The Contractor shall incorporate user preferences, industry and audience analysis, metric performance, insights, and FBI needs to develop customer relationship management and email marketing/engagement strategies directed at various targeted profiles.

The Contractor shall create a minimum of one (1) to three (3) emails per month through the FBI’s email marketing system (e.g., FBI Talent Network, BeePro, GovDelivery, etc.) or external email marketing systems. The FBI estimates one (1) to five (5) follow-up emails after approximately thirty (30) national events, not to exceed two hundred (200) recruitment events.

The Contractor shall ensure all recruitment advertising and media strategy campaigns (e.g., social media, Internet, print, radio, television, career invitational events, ad hoc, or web3 media technology, etc.) are compliant with Section 508 standards, as applicable.

The Contractor shall create a minimum of one (1) new photoshoot/video aligned with the FBI employer brand per contractual year. The Contractor shall gather key imagery to enhance the ability to connect with audiences across all marketing channels (website, social media, campaigns, etc.) as needed to produce digital and physical

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The Contractor shall furnish the government with at least three (3) photographer/videographer samples and a comprehensive cost analysis, detailing cost, benefits, and disadvantages of each. This shall be submitted three (3) months prior to the photo/video shoot. The FBI reserves the right to reduce this timeframe based upon priorities and reduced timeline with FBI PM approval and COR awareness.

The Contractor shall purchase and utilize a digital asset management system (for example, Aquia which is currently being used) to enhance collaboration, organize, store, share/distribute and streamline the FBI/FBIJobs brand physical and digital creative assets workflow including but not limited to metadata, formats, approvals, etc. This shall be fully transferrable to the FBI at the end of the program or upon request. The FBI owns all material in the DAM. Re-occurring cost shall be included in option year quotes.

Contractor shall deliver all physical and digital creative assets, and including but not limited to storage cards, hard drives, and media cards, to the FBI no more than fifteen (15) business days after Government’s internal security review is completed.

3.1.5 Paid Media Planning, Execution, and Reporting

The Contractor shall use the FBI enterprise and FBIJobs employer branding guidelines and best practices to consistently develop and execute paid media campaigns aligned with recruitment, job strategies, events and more to increase the total number of applications that lead to hires, while optimizing costs, and increasing effectiveness of paid media.

The Contractor shall create an annual paid media plan as part of the recruitment marketing strategy, identifying recommended spend levels by candidate phase and across a strategic mix of platforms.

The Contractor shall develop, design, and execute a minimum of fifteen (15) monthly paid media campaign. These campaigns shall incorporate responsive and proactive marketing strategies to mitigate labor market changes. The campaign strategies shall also leverage data insights and results from prior months/years into the strategy and job market changes, seasonality, and contribution to the annual paid media goals.

The Contractor shall conduct daily and weekly optimization of all paid media tactics, including but not limited to A/B testing, e.g., split testing to determine which one performs better.

The Contractor shall create and maintain interactive paid media dashboards to capture key performance indicators.

All Contractor submitted materials, including but not limited to: marketing, branding, postings, etc. shall be error-free and provide accurate, non-attributable information.

Failure to meet these requirements may result in corrective action at the FBI’s

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The Contractor shall develop and implement strategic and cost-efficient Search

Engine Optimization (SEO), Answer Engine Optimization (AEO), and Generative Optimization (GEO) plans on the FBIJobs.gov website to increase search engine (Google, Bing, etc.) visibility, relevance, and rankings that considers targeted keywords, hiring goals, competitors, and other relevant topics. The Contractor shall provide performance metrics reporting and continually optimize SEO, AEO, and GEO campaigns to increase KPIs while minimizing costs.

The Contractor shall develop and implement strategic and cost-efficient Search Engine Marketing (SEM) plan to increase visibility, relevance, and rankings on Google, Bing, Google Max Performance, etc., with consideration for targeted keywords, hiring goals, competitors, shifts in search behaviors, and other relevant topics. Provide performance metrics reporting and continually optimize SEM campaigns to increase KPIs while driving down costs.

The SEM and SEO campaigns shall be monitored daily through Google Analytics and additional tracking tools used by the Contractor and provided to the FBI weekly and monthly. The Contractor shall support AEO and GEO through tactical management, deployment, and optimizations.

Refer to Section 3.1.9 Key Performance Indicator (KPI) Data Analytics, Optimization, and Reporting for additional reporting requirements.

3.1.6 Social Media Planning, Execution, and Reporting

The Contractor shall plan, execute, and report on social media activities in support of FBI recruitment and employer branding. All documentation, deliverables, and content shall be submitted to the FBI COR for review and approval prior to dissemination.

The Contractor shall develop strategic, tactical, and all-encompassing content calendars and other editorial content for FBI social media networks, for a minimum of fifteen (15) posts per month and maximum fifty (50) on each platform, unless pre-approved by the FBI COR.

The Contractor shall design, edit, refresh, and create graphics, videos, and GIFs aligned to relevant visual elements/branding for each post. The Contractor shall include provide event, major activity, engagement support for social media, to entail live posting/tweeting, less than one (1) day turnaround, KPIs, and/or content development for event-vendor marketing.

The Contractor shall develop social media toolkits, upon request, for selected posts. Toolkits shall include suggested caption with link, creative asset, language translation, alt text, and directions for multiple platforms as directed.

The Contractor shall provide dedicated social media content writer(s) for social media products and ensure a consistent brand tone, look, and feel to other brand materials, including publications, identities, websites, job platforms, website graphics, Performance Work Statement Version 1 Page 10 infographics, web pages, e-newsletters, small exhibits, posters, banners, brochures, and collateral materials.

The Contractor shall provide dedicated graphic designer(s) for social media products to provide consistent branded visual elements, “look and feel” to other brand materials, including publications, identities, websites, website graphics, infographics, web pages, e-newsletters, small exhibits, posters, banners, brochures, and collateral materials. This shall include video, digital animation, GIF and illustration creation, edits and revisions aligned to the employer brand, as requested. See more in Content Strategy and Execution.

The Contractor shall develop and execute a social media strategy for the FBIJobs social channels, including content, creative, metrics, and reporting, based on ad hoc, monthly, quarterly, and job market data.

The Contractor shall monitor, listen, and analyze FBIJobs (and ad hoc) social channels and public sentiment to provide recommendations for engagement, response, and proactive actions using social listening platforms, such as, Brand Watch, Talk Walker, etc.

The Contractor shall support the FBI’s collaboration with the FBI’s Office of Public Affairs (OPA), social media Team, National Press Office, et al via the FBI HRD to optimize content management platforms (for example, Hootsuite, etc.), frequency and reach of recruitment-related content, developing an editorial calendar to manage FBIJobs related posts to be pushed through main FBI social channels, and aligning tone and content in support of the employer brand.

The Contractor shall utilize FBI approved collaborative content management (e.g., Planable, Hootsuite, etc.) and project management (e.g., Monday.com, Jira, etc.)

platforms to streamline social media planning efforts, idea sharing, task administration with the FBI. The Contractor shall proactively recommend innovative platforms to increase efficiency and effectiveness. The Contractor shall monitor, post, view, review, and create a minimum of forty (40) and upwards of seventy-five (75) posts per month for each platform (e.g. LinkedIn, Facebook, Twitter/X, Instagram, et al. Additional platforms may be added upon the approval of the COR and GPM. The FBI reserves the right to surge (increase or decrease) marketing on current or any new social media platforms to support the mission, priorities and recruitment needs.

3.1.7 Publications, Digital, and Print Media Support:

The Contractor shall create publications, reports, brochures, posters, banners, and a variety of other forms of digital and print media for major events and activities, as requested.

The Contractor shall simultaneously create and design multiple varieties of publications for digital and print distribution.

The Contractor shall edit and conduct quality assurance checks to ensure branding, design, style, and copy are consistent across products and within the product suites, such as fact sheets, newsletters, page ads, and more.

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The Contractor shall establish a 508-compliance strategy for digital and print media.

The Contractor shall provide printed copies for the Government, including with same or next-day turnaround, as requested, dependent upon volume and cost requirements.

The Contractor shall provide support for mailing printed copies within the United States.

3.1.8 Email, SMS, and In-mail Marketing Support:

The Contractor shall develop email and SMS (e.g., GovDelivery, The Muse, etc.), and external platform emailing or in-mail (e.g., LinkedIn, etc.) marketing strategies for the FBI and other digital media marketing outlets (organic, sponsored and purchased). The Contractor shall develop, edit and quality control of email marketing content and creative aligned to brand and recruitment needs, and other requested as needed. The Contractor shall also:

Develop copy for emails, e-newsletters, ad hoc “e-cards,” event invitations, articles and more, as requested, sent to the FBI mailing lists and other integrated marketing outlets.

Be responsible for designing email banners/graphics and templates, populating templates, sending emails, and tracking and reporting on analytics and key performance indicators.

Provide an email and SMS marketing service platform and/or subscription.

Develop and provide a maximum of fifty (50) an email and SMS messaging or content per marketing service platform and/or subscription (e.g., FTN, GovDelivery, WhatIf Media, etc.).

Develop, and refresh as needed, all Government in-mail templates in alignment to branding and recruitment efforts.

See additional reporting expectations in Key Performance Indicator (KPI) Data Analytics, Optimization and Reporting.

3.1.9 Key Performance Indicator (KPI) Data Analytics, Optimization and Reporting

The Contractor shall demonstrate their expertise in data analytics across marketing channels including, but not limited to website, campaign spend, social media, and search engine optimization. The Contractor shall have dedicated data analyst(s) and data scientist(s) to compile weekly, monthly, quarterly, annually, and ad hoc reporting requests, address ad hoc data challenges with relevant platforms and dashboards (e.g., Tableau, PowerBI, FlowCode, etc.) which may entail less than a one-day turnaround, possibly even request within the hour.

The Contractor shall utilize UTM links, e.g., tags that track the effectiveness of online marketing campaigns, QR Codes, e.g., two dimensional codes that can be quickly scanned using a smartphone or code reader, and other Government-approved data tracking tools to gather necessary KPIs.

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The Contractor shall access multiple in-house reporting systems (e.g., HR Reports, ThoughtSpot, BEAST, MicroStrategy, etc.), Google Analytics, and more to collect, analyze, and scrub datasets for all reporting and/or dashboard needs.

The Contractor shall create and submit the required deliverables. See Deliverable Section

3.1.10 In-Person and Virtual Meetings

The Contractor shall organize regular and impromptu meetings with the FBI to align on strategies, project requirements/statuses, product/tool training, and partnership preservation.

Meetings Title

W ee kl y

Bi

W ee kl y

M on th ly

Bi

M on th

Q ua rt er l y Ye ar

Work In Progress X Data Check-In X Large Project and Event Check Ins

X X

Social Media Team Check-in

X

Creative Team Check- In

X

Paid Media

Budget Review

Strategy Meetings/Sessions

X X

TAPS Leadership Meetings

X

Vendor Link Ups / Training

Kick-Off X

3.1.11 Website Planning, Execution, and Reporting

The Contractor shall create and support the content creation (verbiage/copy, HTML, media and/or graphics) for the FBIJobs.gov site. The Contractor shall also support applicant engagement correspondence and ensure all contract deliverables interface with the FBI’s platform(s).

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The Contractor shall create and support user acceptance testing (UAT) for the FBIJobs.gov site.

The Contractor shall support all requisite [dashboard] tracking including, but not limited to Google Analytics, Mouse Flow, Google Tag Manager/Pixel, FBI and proprietary tracking platforms, administrative activities, and metric performance for the FBIJobs.gov site.

The Contractor shall provide metrics and alerts regarding website data/metrics, challenges, or issues (website or application down times, DDOS attacks, etc.).

3.1.12 Event Strategy and Execution

The FBI HRD supports externally hosted recruitment and engagement events based on FBI hiring needs. The Contractor shall provide skilled professionals to develop and provide event branding, marketing, support, and coordination for these planned and ad-hoc events. All development and execution activities shall be submitted to the FBI COR for review and approval prior to implementation. The Contractor requirements for these shall include, but are not limited to:

Collaborate with the Employer Marketing and Strategic Recruitment team(s) to develop and execute an event strategy in support of the national recruitment plan(s).

The Government estimates thirty (30) to fifty (50) national events. Approximately a maximum of two hundred (200) total recruitment events.

Examples of the types of events include national, smaller-scale local events, FBI Field Office specific, HRD team, or even virtual. The Contractor shall support these.

Coordinate with the FBI; design both “a la carte” and multi-use event activations for booths; align all efforts to the budget, engage with event POCs, field offices, applicant coordinators, recruiters, and other stakeholder groups to identify and develop materials and implement these solutions to successfully execute the event. The Contractor shall increase event ROI/KPIs and develop event recruiting toolkits. The FBI estimates a minimum of one (1) event recruiting toolkit with recurring updates submitted at least every (1) to three (3) months.

The Contractor shall provide in-person and virtual job fair/event support to include exhibit booth design and distribution, coordination & design, development, and distribution of job fair/event campaign concept development, web development (microsites/landing pages), social media marketing and marketing materials. If virtual, then it shall include software functionality/ testing, The FBI estimates an average of thirty (30) to fifty (50) national job fair events but, not to exceed one hundred (100) job fair events.

The Contractor shall create and submit a detailed Delivery and Logistics Plan (See Deliverables) that details how purchased marketing, recruiting/event items will be delivered to the FBI and cost-effective measures that includes, but not limited to prepaid shipping labels, exhibit flyers, event materials, etc.

The Contractor shall pursue opportunities for innovation to propel maximum

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The above listed activities and deliverables will be monitored as described in the general requirements.

The Contractor shall submit recruiting event materials 30 days before the event date for FBI review. The Contractor shall edit and resubmit final materials within 15 days of receiving feedback The FBI reserves the right to adjust this timeline for ad hoc events with shorter lead times.

3.1.13 Content Strategy and Execution

The Contractor shall develop a content management strategy plan to support the FBI employer brand and audience insights learned through the FBI’s most recent repositioning research project(s).

The Contractor shall provide strategic copywriting services for branding, marketing, and recruitment advertisement content and messaging (to include SEM/SEO using platforms such as SEMRush or similar alternative), and job postings as needed.

The Contractor shall support public relations activities, e.g., headwinds mitigation efforts, or other related initiatives to support the FBI employer brand, and recruitment, and job promotions.

The Contractor shall assess, refresh, and maintain the Employer Brand Guide(s), Style Guide(s) and Best Practices documents which serve as the authority of the FBI’s preferred editorial style, conventions, rules, and best practices.

3.1.14 Creative Assets Development and Management

As requested, the Contractor shall: coordinate all aspects of creative ad campaign mock-up development and testing; execute annual photo and video shoots;

produce digital artwork assets to be utilized across all channels implementing the FBI employer brand ad campaign(s). These efforts shall be consistent with Campaign Development and Execution section of the PWS.

The Contractor shall create and utilize commercial art and graphics design (e.g.

copywriting, technical and creative writing services, custom or stock artwork as well as design and layout) and printing.

The Contractor shall design graphics and artwork content for traditional and online media platforms. The Contractor shall coordinate printing and distribution of materials as needed.

The Contractor shall deliver, utilize, and manage a digital asset manager tool for the FBI to effectively manage and deploy all materials and assets related to recruitment marketing. The Government anticipates this product to be delivered within first sixty (60) days of the POP. The tool shall be fully transferrable to the FBI. Upon award, the FBI may prefer that the Contractor utilize their existing DAM. The DAM requirements are: Acquia.

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The Contractor shall create occasional commercial video production with up to twenty

(20) actors. The video shall range from fifteen (15) seconds to four (4)-minutes of high- quality law enforcement and professional scenarios for branding, marketing, and recruitment campaigns. The FBI anticipates at least two (2) videos, not to exceed one hundred (100) videos.

The Contractor shall print required marketing materials for events, recruiter resources, and related needs.

3.1.15 Program Management

The Contractor shall support the coordination of FBI conference and other briefings.

These are both in-person or virtual for a day or more with audience sizes varying from two (2) to over 100 (based on the Microsoft Teams maximum).

The Contractor shall collaborate with FBI on new media and recruitment strategies and/ or trends in support of this PWS.

The Contractor shall collaborate, present ideas, and prepare a plan of action during project management meetings.

The Contractor shall provide ad-hoc reports and/or other materials as needed for effective FBI engagement with internal and external stakeholders.

3.1.16 Other Direct Costs (ODCs)

All Other Direct Costs (ODCs) shall require FBI Contracting Officer (CO) review and approval prior to procurement. Any ODCs not pre-approved shall not be reimbursed and will remain the sole responsibility of the Contractor.

The Contractor shall supply items and/or services for completion of these requirements. The Contractor shall conduct industry and vendor analysis, authenticate product specifications, and provide the three (3) quotes before procuring any ODC. All ODC requests shall be submitted via email to the CO. The Contractor shall confirm there is funding to cover the items. The email shall include the amount of funding available for the expense (including incurred, unbilled costs). The GPM will approve, and final approval shall come from the FBI COR. The COR may delegate approval to the GPM and the Contractor would be notified.

4. PERFORMANCE STANDARDS

This section establishes the standards the FBI requires the contractor to meet in support of contract execution. Expectations to effectively and efficiently utilize the FBI’s key management processes, procedures, data, systems, reports, and controls; financial, property, and related information technology (IT) systems, applications, and networks that support world-wide FBI operations.

● Quality Level: The COR/GPM shall monitor the contractor to determine whether the contractor is performing up to industry standards and expectations, and those standards specified in and client

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PWS requirements. The CO/COR will confirm whether the contractor has satisfactorily met all reporting requirements, including subcontracting reports (demonstrating compliance with proposed subcontracting goals) when applicable.

● The Contractor shall demonstrate an understanding of the requirements to successfully complete the activities that are in process and start/execute new tasks

● The Contractor shall assist developing strategies and approaches to overcome day-to-day branding, consistency, messaging, creative, strategic planning, and communication issues and circumvent future issues.

● The Contractor shall assist with streamlining and improving processes, tailoring solutions to meet mission needs, leveraging technology, and effectively utilizing and aligning existing resources and assets

● The Contractor shall notify COR and GPM when key contractor personnel are going to be realigned to different tasks. The Contractor shall also provide their plan to train new contractor personnel on PWS requirements, processes, and related needs. The Contractor shall not rely upon the FBI to train new staff via attrition.

● The Contractor shall complete any appropriate, applicable, and relevant FBI training that is mandated for FBI contractors. The FBI HRD may impose earlier deadlines than those stated in the FBI training platform.

● All Contractor personnel shall have an active Top Secret (TS) security clearance before submission of Visitor Access Request (VAR). VARs may take up to four weeks to be processed. The Contractor shall plan accordingly. The Contractor shall not begin work on the program until the FBI approves the VAR. VARs shall be submitted for renewal no less than 60 days prior to expiration. All VARs shall be submitted to the FBI within 24 business hours of contract award.

● Onsite contractor personnel shall be eligible to work unescorted in FBI spaces and with FBI-authorized platforms and systems.

● Frequency: During performance of this PWS, the COR /GPM will make regular observations (i.e., conduct periodic inspection) of the contractor’s performance, to include a review of deliverables and special projects concerning the quality of the work done, which includes FBI stakeholder feedback.

● Management Responsiveness: The FBI will determine whether the contractor has managed the requirement effectively and efficiently and is responsive to requests. T

4.1 PERFORMANCE OUTCOMES

The FBI shall not receive no more than two (2) validated complaints regarding the performance of Contractor personnel every month.

The Contractor’s performance shall have no negative impact on the FBI's mission.

The Contractor shall demonstrate the capability to accomplish timely delivery of assigned work products, meet established schedules, provide consistently accurate and credible output, and have no substantive or repeated flaws.

All Contractor delivered data shall be usable for any related analysis.

The Contractor staff shall fully meet labor category (LCAT) descriptions.

Performance Work Statement Version 1 Page 17

All Contractor personnel shall perform in a professional, efficient manner, be innovative, perform in a friendly and courteous manner, be responsive to all tasking received from the GPM.

The Contractor shall immediately notify the FBI COR/GPM of any process deficiencies in writing as soon as possible to include implementable clear corrective action(s).

5. SURGE

In the event the mission needs require an increase in contractor support beyond the baseline level of effort, the Government may exercise a surge Contract Line-Item Number (CLIN). The Surge CLIN will be separately priced and shall be utilized only when directed by the Contracting Officer.

The surge labor category information provided herein is furnished as an estimate only. These figures are intended exclusively for planning and pricing purposes and reflect the Government’s current projection of the overall effort, not solely surge. They do not constitute a guaranteed level of effort. Any actual surge requirements will be defined and authorized solely by the Contracting Officer through the exercise of a Surge CLIN.

Labor requirements /Position Descriptions

Position Number of LCATs

Key / Non- Key Personnel

Onsite at

FBIHQ /

Offsite

Min Education Min Experience

Full time:

1912 hours Part time:

956 hours

Employer Brand/Recruitment Marketing Strategy, Coordination & Implementation Account Executive

2 Key Offsite Bachelor’s degree

10+ years 1912 hours

Subject Matter Expert

3 Key Offsite Bachelor’s degree

10+ years 2,868 hours

Marketing Project Manager(s)

2 Key Onsite (1) Bachelor’s degree

3+ Years;

Agile mindset

3,824 hours

Integrated Marketing and Communication s Leads

2 Key Onsite Bachelor’s Degree

3 Years 3,824 hours

Campaign Development/Paid Media Planning, Execution, and Reporting/Analytics Media Director Campaigns/Ads

2 Key Offsite Bachelor’s degree in marketing, Advertising, or related field

8+ years of experience

1912 hours

Performance Work Statement Version 1 Page 18

Marketing Research Manager/Strate gist(s)

2 Key Onsite Bachelor’s degree

Marketing Communication s Data Analyst

1 Key Onsite Bachelor’s degrees in advertising, Marketing, Statistics, Economics, Mathematics, or a related field.

2+ Years;

Proven experience as a Data Analyst or similar role within an advertisin g agency or digital marketing environme nt, with a track record of analyzing advertisin g data to drive actionable insights.

956 hours

Data Scientist 1 Key Offsite Bachelor’s Degree

3 Years 956 hours

Creative Asset Development and Management Creative Director – Subject Matter Expert

1 Key Offsite Bachelor’s degree

10+ years of

Media Director

– Admin

1 Key Offsite Bachelor’s Degree

8+ years of

Senior Copy Editor/Quality Control (Creative Development)

2 Key Offsite Bachelor’s Degree

5+ years of

Art Designers/Grap hic Designers

3 Key Offsite Bachelor’s degree

4+ years of

2,868 hours

Performance Work Statement Version 1 Page 19

(Print/Digital/A ds) Website Strategy, Design, Coordination and Execution

1 Key Offsite Bachelor’s degree

6+ years of

Sr. Event Strategist - Management & Execution

1 Key Offsite Bachelor’s degree

5+ years of

Event Coordinator;

Management & Execution

1 Non-Key On/Offsite Bachelor’s degree

3+ years of experience

956 hours *Surge as needed

Social Media Planning, Executing, and Reporting Social Media Director/PR Director

1 Key Off Site Bachelor’s degree

7+ years integrated marketing (e.g., digital, relationshi p, social media, campaign), event managem ent, marketing strategy, business planning, marketing operations or related work

Art Designers/Grap hic Designers

3 Key Offsite Bachelor’s Degree

4+ years of

2,868 hours

Performance Work Statement Version 1 Page 20

(Social Media) Senior Copywriter – Creative (Social Media Manager)

2 Key Onsite (1) Bachelor’s degree

3+ years of profession al copywritin g

1,912 hours

Senior Copy Editor/Quality Control (social media)

1 Key Offsite Bachelor’s degree

5+ years of profession al copywritin g

Social Media Senior Manager Strategist

1 Key Offsite Bachelor’s degree in business, Marketing, Communication s, or related field

6+ years of press releases, white papers, speeches, editorial placement , etc.

Social Media Planner

1 Key Onsite Bachelor’s Degree

5+ years of profession al social media developm ent, planning and implement ation;

including copy editing and quality control.

1,912 hours

Performance Work Statement Version 1 Page 21

Position requirements:

The Contractor staff shall demonstrate extensive experience in the duties outlined in their labor category description. Experience shall be hands-on where the individual has experience performing the said activities themselves versus overseeing others doing them.

Account Executive: shall meet client objectives and media efforts on all projects.

Subject Matter Expert:

Provides insight and advice concerning direction and applicability of solutions. Responsible for financial aspects of project performance. Assists in establishing standards for management procedures. Suggests and implements new initiatives, develops requirements from projects inception to completion for complex to extremely complex projects. Provides strategic and technical guidance and expertise to all project teams. Consults with FBI to define needs and concerns. Supervises studies and analysis.

Marketing Project Manager(s): Leads initiatives to enhance the FBI’s reputation as an employer of choice; manages projects from conception to completion, ensure alignment with the FBI’s talent acquisition goals including projects re: compelling employer branding materials; analyzes campaign performance and adjust strategies; coordinates with internal stakeholders to ensure consistency across platforms and channels.

Integrated Marketing and Communications Leads: develop and execute marketing strategies that create a cohesive and effective employer brand message across all channels; develop and implement internal (OPA, Division Leads, FOs, etc.) and external comprehensive communication strategies; serves as a communications advisor to leadership preparing them and resources for media and external opportunities, e.g., executive talking points, employer media kits, social media kits and direction for events, programs and employer brand initiatives.

Media Director – Campaigns/Ads: overall management and supervision of FBI accounts; including all forms of media.

Marketing Research Manager/Strategist(s): collect and analyze data to evaluate existing and potential media and Web markets. Knowledgeable and experienced with a variety of the research concepts, practices and procedures.

Marketing Communications Data Analyst: collect, analyze, and interpret data related to the FBI’s target audience; gathers web analytics, insight into customer behavior and campaign effectiveness; prepares scenarios to assess the potential success of marketing campaigns and impact on hiring; develops research for white papers and briefing decks.

Data Scientist: analyze and interpret complex data sets related to employer marketing and branding;

provides insights that help shape the FBI’s strategy to attract and retain talent; Collects and analyzes

Performance Work Statement Version 1 Page 22 data on current employe trends, candidate preferences, competitive strategies; develops predictive models to forecast trends and the impact of marketing efforts; presents data-driven recommendations to FBI senior management and executives to inform decision-making.

Creative Director – Subject Matter Expert: Responsible for strategic and tactical understanding of client objectives for use in the development and implementation of creative strategies.

Media Director – Admin: Responsible for determining the best media mix by assessing various media channels (online and offline) to create effective promotional strategies, e.g., streaming audio, TV, websites, etc.; oversees ad campaigns across different channels; tracks performance metrics, including applications/costs to evaluate campaign effectiveness; optimizes advertising strategies based on audience demographic, channel preferences and target audience reception, while fine-tuning advertising approaches; collaborates with the marketing director on budget management and designs an reviews advertising budgets; negotiates with media channels to maximize cost-effectiveness.

Senior Copy Editor/Quality Control (Creative Development): Responsible for acquiring strategic and tactical understanding of client objectives and writing or overseeing the writing, editing, and proofing of all copy for all media forms.

Art Designers/Graphic Designers (Print/Digital/Ads): Responsible for creating visual aspects of marketing materials, websites, and other media, including infographics.

Website Strategy, Design, Coordination and Execution: Responsible for shaping the overall direction of the FBIJobs.gov website; collaborates with stakeholders to define website’s goals and objectives;

develops a clear strategy that aligns with the FBIJobs vision and brand identity; understands target audience needs and tailors the websites content and features accordingly while planning and incorporating the content (text, images, video) that will engage users; ensures consistency across pages while creating a visually appealing and user friendly site, e.g., layout and aesthetics, responsive design, user experience; project management expertise and ability to coordinate with developers, designers and content creators; regularly QAs site for…