PWS CMC 250th DRAFT.docx

Performance Work Statement (PWS) Marine Corps Communication Directorate, Headquarters Marine Corps (HQMC) Advising and Execution Support for the 250th Marine Corps Birthday Program

1. General: This is a non-personal services contract to provide Full-Range independent strategic analyses, advisory support, and program execution support for the 250th Marine Corps Birthday program and service-level communication goals. The Government shall not exercise any supervision or control over the contract service providers performing the services herein. Such contract service providers shall be accountable solely to the Contractor who, in turn is responsible to the Government.

The Communication Directorate (CD) is pursuing the acquisition of advising, planning, marketing, advertising, and execution support services for the 250th Marine Corps Birthday Program. The primary goal of this acquisition is to seamlessly support a robust community relations program for the 250th Marine Corps Birthday while at the same time, maintaining annual community relations events and steady state communication requirements.

2. Background: CD is responsible for the execution of a multi-event community relations program to celebrate the Marine Corps’ 250th birthday in 2025. This program will include two national-level capstone events at the beginning and end of the year, as well as six multi-day Marine Corps hosted outreach events (Marine Weeks) in six cities across the country. Additionally, the program will synchronize aspects of Marine Corps external communications across all the branches of CD and integrate communication themes into existing annual community relations events the Marine Corps executes and external communications. The Marine Corps communication program spans a wide variety of program elements, including an expanded online and social media presence, an array of national level media engagements, a nationwide team planning and executing national level events. CD is focused on delivering an integrated and consistent message to reinforce the Marine Corps’ history and brand’s positioning among all key media markets to build good will with the public, seek support from key decision makers, and celebrate the 250th Birthday. The Marine Corps strives to reinforce its timeless and timely institutional relevance amid a changing climate for defense resourcing and an evolving global threat environment.

3. Scope: The objective of CD is to use all the tools of marketing, outreach, engagement, and communication to share the Marine Corps’ story at the national level with the intent to reach the public, community leaders, prospective recruits, national decision makers, industry, and our own internal audiences. CD will focus its efforts around the 250th Marine Corps birthday program while executing its annual communication strategy concurrently, which focuses on following core competencies: 1) media and all social media platforms to include Facebook (U.S. Marine Corps & Marine Week); Instagram (@marines); and Twitter (@marines). Content used for social media will be cleared through HQMC, Communication Directorate, Production and Engagement Branch and Digital Engagement Director for content to the official Marine Corps social media platforms; and 2) Community Relation events; 3) Strategic engagements of senior leaders; and 4) ceremonial, musical, and aerial event support.

4. Tasks/Requirements:

4.1 Technical Requirements. Just as CD’s communication goals and practices in support of the objective are constantly evolving, the Contractor shall be flexible in carrying out efforts that supports those goals and practices. The areas of support are intentionally broadly stated here.

Contractor support is required to meet CD’s major objectives for the 250th Marine Corps Birthday Program and service-level communication goals. The goals of CD are:

· Develop and implement United States Marine Corps’ (USMC) synchronization of messaging, and public awareness for the 250th Marine Corps Birthday and other Marine Corps strategic priorities.

· Plan and execute two national level events and six Marine Weeks in disparate cities in 2025.

· Develop and execute marketing and an advertising plan for all community relations events for 250th Marine Corps Birthday in conjunction with annual community relations events.

· Provide website development and support to digital engagement efforts.

· Develop data analytic tools and surveys.

· Support to, but not limited to, the following missions:

· Communication Strategy;

· Community Relations;

· CD Operations;

· Social Media; and

· Strategic Planning and Assessment

4.2. Major Areas of Support: Major areas of support consist of:

4.2.1. Program Management

The contractor shall appoint a project manager to act as coordinator of all task requirements, single point of contact, and overall subject matter expert for successful completion of this initiative. The contractor shall establish clear organizational lines of authority and responsibility to ensure effective management of the resources assigned to this requirement. The Contractor shall provide CD with responsive, thorough, comprehensive, complete, and timely Account Program Management services, which may include, but not limited to: Kick-Off Meetings, Bi-Weekly Progress Meetings, Quarterly Progress Report, Quality Control Plan (QCP), Contract Status Meetings, Budget Status Meetings, Project Request Forms, and Material and Data Management. The Contractor shall also provide and manage digital tools and systems that are used by Marine Corps and Contractor personnel in the execution of daily tasks.

4.2.2. Strategic Communication Advising

The Contractor shall provide CD with subject matter expertise and strategic planning support to develop discrete plans to engage key publics/audiences across Congress, industry, think tank and academic communities, media, local business and community organizations, veteran organizations, within Department of Defense (DoD) and Department of Navy (DON), and with U.S. allies and partners. The Contractor shall also contribute to strategic engagement planning as it relates to projects and programs supported by CD.

4.2.3. Marketing Strategy Planning

The Contractor shall execute and maintain a marketing strategy to support existing and future USMC requirements. The Contractor shall continuously evaluate the effectiveness of the Marketing Strategy as initiatives are completed. The contractor must conduct market research on the ideal locations to meet Marine Corps goals for each Marine Week and capstone event, and further make recommendations on tactics that will support those goals.

4.2.4. Marketing Analysis/Assessment/Survey

The Contractor shall provide data analytic support to CD, including for the development of strategic messaging, senior leader engagement recommendations and invitation vetting, and all forms of communications, including social media. The Contractor shall conduct pre-event and post-post event online surveys in the target geography area to empirically determine the effectiveness of Marine Corps communication and achievement of strategic goals for the 250th Marine Corps Birthday program, including an increase in awareness and understanding of the Marine Corps, its core mission and capabilities, as a result of community relation events. A sample size of at least 400 is required for each survey. The Contractor shall provide survey result data and statistical analysis to CD.

4.2.5. Event Production and Event Execution

The contractor shall be responsible for detailed production and execution of all of the community relations events associated with the 250th Marine Corps Birthday program, including but not limited to, two capstone events (USMC support to the 2025 Super Bowl and Navy and Marine Corps week in Philadelphia) and six smaller mini-Marine Weeks. Marine Weeks to be at the following cities:

Items will be required to be provide at the location of execution, including but not limited to: (4) stages, (400) chairs, (20) speakers, (40) wireless microphones, (40) sound boards, (8) jumbotrons, (20) tents, (100) spotlights, (50) generators and power requirements, (10) ceremonial carpets, and (40) barriers.

The Contractor shall assist in securing state and local permits and augment logistics required for the execution of community relations events.

4.2.6. Marketing/Public Relations Firm

The Contractor shall collaborate with CD to develop and execute advertising and marketing initiatives in accordance with CD’s strategic goals and in support of the 250th Marine Corps Birthday Program. The Contractor shall provide local/regional public relations expertise and support for the capstone events:

4.2.6.a. Marine Week events: The Contractor shall support the development of customized, tactical executions for the region and event-specific initiatives, as well as strategic direction for key messages and strategies relative to local audiences and media. These initiatives shall make the Marine Corps relevant to the target market, national markets, and influencers through timing and execution of events to maximize coverage. Initiatives may include but are not limited to connecting with local non-profits, local business leaders and community organizations, celebrities, professional sports teams, underserved communities, etc. The Contractor shall ensure all products match USMC branding guidelines set out by Trademark & Licensing and the official Marine Corps Style Guide, which can be located at https://www.trademark.marines.mil and https://www.marines.mil/Style-Guide/video/915178.

The Contractor shall provide timely and responsive support at the location of execution and the Headquarters level. The Contractor shall additionally facilitate introductions between CD and local media organizations. Further support by the contracted marketing firm, including:

4.2.6.a.1. Social Media Support: The Contractor shall advise and supplement social media managers at CD, as required, on optimal content and delivery method of strategic messages and the 250th Marine Corps Birthday program. Specifically, the Contractor shall develop a plan for social media posts leading up to and during the execution of community relation events to generate maximum awareness nationally and in the target geographic area.

4.2.6.a.2. Website Development: The Contractor shall supplement CD web planners in the creation and maintenance of a website for the 250th Marine Corps Birthday program that captures all community relation events and includes information for the overall program and specific coordinating instructions for potential attendees at each event. The Contractor shall additionally provide support to CD to update and synchronize messaging across all official USMC websites.

4.2.6.b. Paid Media: The Contractor shall provide media and advertisement support for the ideation, creation, and production of all media types to satisfy paid and earned media requirements. Support may include, but not be limited to the design, development, and production of media and advertisements that align with its Marine Corps branding guidelines, the marketing and advertising strategy, and the requirements of this contract. The Contractor shall summarize all planning, placement, and purchasing functions.

The Contractor shall purchase and distribute all media and advertisements, within an approved budget, under this contract via effective channels to maintain the established reach and engagement goals and shall provide routine reports on key metrics for all executed media. Channels may include but are not limited to broadcast, digital (e.g., online advertising and software applications), audio, and printed environments to maintain the established reach and engagement goals. Examples of media that have been previously utilized include: Paid Searches, Conversion Displays, Content Integration and Amplification, Social Media, Scale Audio and Video, High School Awards Programs, Unit-Focused Media, and Advertising Research, Paid Talent, License Fees, Linear TV Buys (includes Network, Cable, and Radio), Digital Media Buys (Video, Display, Social, and Streaming Audio), Print Media Buys (magazines and newspapers), Paid Media Search, and Out-of-home Advertising (Theater and Billboards). The Contractor shall provide routine reports on key metrics for all executed media and shall not release any advertising, public statement, or publish content on behalf of the Marine Corps without CD approval.

5. Period of Performance: The Government requires a twelve-month base period, with provisions for one (1) three-month option period. If all Options are exercised (at the discretion of the Government), the period of performance will be broken down as follows:

The Government intends to make a single award with CLINs for one, (1) twelve-month base period, plus one (1), three-month option period, to be exercised at the discretion of the Government (see FAR 52.217-9, Option to Extend the Term of the Contract). The Government makes no guarantee that the option period(s) will be exercised. It will be the Government’s unilateral right to exercise any option periods providing that the Notice of Intent is provided to the contractor within the time specified in FAR 52.217-9 of the contract and, once option periods are exercised; the Contractor is required to perform the work when ordered during the scheduled period of performance of the contract.

Note: The Contractor will not be paid in advance for the one (1) three-month Option Period. Due to fiscal law, the Government is prohibited from paying in advance and obligating for more than 12 months. As a result, Option periods are not guaranteed, and the Government may choose not to exercise the Option for any reason. Additionally, the established prices at award cannot be changed post-award. The contractor will not be able to request an increase to option pricing after award has been made.

6. Government Furnished Equipment:

Government furnished facilities or workspace will be provided at the locations listed in PWS Section 7 are incidental to the place of performance The Government shall provide, manage and hold custody of facilities, office furnishings, and equipment used by the Contractor in the performance of work under this Contract. The Government will provide the support staff with the workspaces, desks, telephones, Automated Data Processing equipment, and software required to perform contract tasks when and where necessary. The Contractor shall require all personnel to keep the spaces, furnishings and equipment provided for their use in a manner consistent with Marine Corps standards for fire prevention, health and safety, and to take proper care of all Government property in their possession. Upon completion or termination of this Contract, any Government provided equipment, property, or items provided to the Contractor shall be returned to the Government in no less of condition than provided.

Government furnished property clauses are effective in the event Government furnished computers are taken off-site (e.g., situational telework) as approved in advanced by the COR. Government furnished property under this contract is provided in PWS Attachment 5, GFP List.

7. Quality Control and Assurance

7.1 Quality Control: The Contractor shall develop, maintain, and implement an effective quality control program to ensure services are performed in accordance with this PWS. The Contractor shall develop and implement procedures to identify, prevent, and ensure non-recurrence of defective services. After acceptance of the quality control plan the Contractor shall receive the contracting officer’s acceptance in writing of any proposed change to the QCP.

7.1.1 The Contractor shall implement a complete quality control program to identify potential and actual problem areas in providing specified requirements of the contract and results in corrective action throughout the life of the contract. The basic intent of the plan is that the Contractor is responsible for quality. All methods, procedures, and forms shall support this concept. The QCP shall:

a. Have direct accountability to the Contractor’s top management.

b. Address overall project management and administration.

c. Be a comprehensive program to plan and deliver quality services to the Government.

d. Cover all services described in this contract, prioritize services, and concentrate on the most essential services as identified in the PWS.

e. Describe a method, acceptable to the Government, of identifying deficiencies in the quality of service performed under this contract before the level of performance becomes unacceptable, and address processes for corrective actions without dependence upon Government direction.

f. Establish an inspection system covering all services required by this contract. This plan shall specify areas to be inspected on both a scheduled or unscheduled basis and the title of the individual who will do the inspection. The Contractor will provide the Contracting Officer (KO) with a current list of all titled positions and the names of the incumbents.

g. Contain specific quality control techniques for contract services identified in the PWS. The quality control methods shall be comprehensive and adaptable to the reporting systems of the QCP.

h. Include a customer complaint feedback system for correction of validated complaints and to inform the customer of corrections. The QCP shall describe how users, or other interested parties, may identify problem areas or situations to the Contractor. The customer complaint program shall be compatible with the reporting and communication systems of the QCP.

i. Require documentation of all Contractor quality control inspections and corrective actions be maintained by the contactor throughout the term of this contract. Copies of inspection documents will be provided to the Contracting Officer upon request.

j. Describe methods of direct and indirect communications with the Government regarding performance of the contract. The QCP shall include regular and formal meetings with the Government and proposed formats and/or schedules for informal communications (e.g., periodic e-mails to the COR).

7.2 Quality Assurance: The government shall evaluate the Contractor’s performance under this contract in accordance with the Quality Assurance Surveillance Plan. This plan is primarily focused on what the Government must do to ensure that the Contractor has performed in accordance with the performance standards. It defines how the performance standards will be applied, the frequency of surveillance, and the minimum acceptable defect rate(s).

8. Place of Performance: Services shall be performed on-site at The Pentagon 3000 Marine Corps RM 4A532, Washington DC 20030.

Contractor personnel may be able to perform certain tasks remotely (e.g., telework), however it is not guaranteed that telework will be authorized, or, if authorized, limited in scope by the COR. Telework is determined only with expressed coordination between the Contractor and the COR. The Contractor must be available to conduct business, correspond and attend meetings with the Government during normal duty hours. Normal duty hours are 0700 - 1700 ET Monday through Friday, except for all Federal holidays or when the Government facility is closed. The Government facility may be closed due to weather conditions, power outages, water outage, or due to a local or national emergency.

9. Travel Travel is not anticipated in the execution of this contract. The Government will not reimburse travel and related expenses to the contractor for daily travel to and from the contractor’s facility or the Pentagon.

10. Physical Security: The Contractor shall be responsible for safeguarding all government equipment, information and property provided for Contractor use. When performing work at a Government facility, at the close of each work period, government facilities, equipment, and materials shall be secured.

11. Security Requirements: Contractor employees, or any representative of the Contractor, shall abide by all Base security regulations and shall be subject to security and other related inspections, surveillance, and checks.

11.1 Contractor employees may be required to enter DoD installations. Those entering DoD sites or installations shall comply with all security requirements in effect during the contract periods and shall be subject to such security and other related inspections, surveillance and checks as may be deemed necessary. The Contractor should contact the installation prior to beginning work on-site to ensure the Contractor understands and can comply with individual installation security requirements. The Contractor shall be responsible for ensuring all Contractor employees performing work under this contract are eligible and authorized for installation access. At a minimum, the Contractor should conduct a background check of all employees assigned to perform work on this contract.

11.2 Installation access will be denied to:

1) Any individual who is illegally present in the United States.

2) Any individual who is subject to an outstanding criminal warrant.

11.3 Contractor employees and property shall be subject to search and seizure upon entering and leaving installations and facilities. The Contractor shall comply with Government physical security plans in effect at all Government facilities where the Contractor has its employees present. The Contractor shall be responsible for keys (and their use) that are provided to the Contractor by the Government. Contractor employees shall not duplicate or provide keys to unauthorized personnel and shall implement procedures to prevent loss or misplacement of any Government property, especially keys and access cards.

11.4 The Government will aid the personnel supporting this requirement in obtaining installation, site, and workplace access during the period of support. All access documentation will be returned to the Government at the completion of the support services. Compliance with all USMC communications regulations pertaining to access to e-mail and Internet activities is mandatory. Failure to comply with security requirements is grounds for termination. Government furnished identification shall be returned to the Government upon termination of an employee.

12. Information Technology Security:

Contractor personnel will not be authorized to access classified information; however, may occasionally need to have knowledge of information that is confidential or sensitive in nature (i.e., CUI or PII). The Contractor shall ensure all personnel are aware of their responsibility to safeguard privileged information. Identity proofing and background checks shall be completed for all Contractor personnel under this contract in accordance with Homeland Security Presidential Directive (HSPD)-12.

12.1 Contractor personnel who require access to IT Level II systems shall complete one of the following investigations with a favorably adjudicated Secret security clearance prior to commencement:

· Tier 3 (T3) National Security Investigation;

· Access National Agency Check with Written Inquiries (ANACI); or

· National Agency Check with Local Agency and Credit Checks (NACLC).

12.2 The Contractor is responsible for obtaining and maintaining security clearances and the associated cost for its employees who require a clearance. The Contractor is responsible for ensuring the proper number of employees are eligible for security clearances in order to meet work requirements in this contract without gaps in services throughout the contract period.

Contractor personnel will meet the annual security training requirements in accordance with HQMC, Information and Personnel Security Standing Operating Procedure.

12.3 All Contractor personnel under this contract shall require a visitor request submitted by the contract company via the Defense Information System for Security (DISS) for required facilities. If Contractor personnel are not in DISS, a Visitor Authorization Request (VAR) on company letterhead shall be submitted with the following information:

· Company Name;

· Address;

· Telephone Number;

· Commercial and Government Entity (CAGE) Code;

· Contractor Personnel(S) Full Name;

· Full Social Security Number (SSN);

· Date of Birth (DOB);

· Place of Birth (POB);

· Citizenship Status;

· Contract Number; and

· Visit dates for the length of the contract not to exceed three years.

12.4 Contractor personnel shall comply with Federal Information Processing Standards (FIPS) Publication 201 and the Office of Management and Budget (OMB) associated guidance, M-05-24.

13. Post Award Conference/Periodic Progress Meetings: The Contractor agrees to attend any post award conference convened by the contracting activity or contract administration office at the Pentagon (room 4B548). The contracting officer, Contracting Officers Representative (COR), and other Government personnel, as appropriate, may meet periodically with the Contractor to review the Contractor's performance. At these meetings the contracting officer will apprise the Contractor of how the government views the Contractor's performance and the Contractor will apprise the Government of problems, if any, being experienced. Appropriate action shall be taken to resolve outstanding issues. These meetings shall be at no additional cost to the government.

14. Contracting Officer Representative (COR): The COR will be nominated, in writing by the Contracting Officer. The COR will represent the contracting officer in the administration of technical details within the scope of this contract and will perform inspections and acceptance of all deliverables. The COR is not otherwise authorized to make any representations or commitments of any kind on behalf of the contracting officer or the Government. The COR does not have the authority to alter the contractor’s obligations or change the specifications in the contract. If, as a result of technical discussions, it is desirable to alter contract obligations or statement of works, a modification must be issued in writing and signed by the contracting officer. The COR is responsible for reviewing invoices submitted by the contractor and informing the contracting officer of areas where exceptions are to be taken. The COR authority is non-delegable. The COR may be personally liable for unauthorized acts.

15. Staffing and Critical Positions

15.1 Staffing: All tasks prescribed in this PWS require 100% staffing at the beginning of the period of performance. The Contractor must provide personnel at the appropriate level of staffing to meet the requirements, application of qualified capabilities, floating or cross-trained personnel, and staff resource balancing, for the support described throughout this PWS. The contractor will, as an independent contractor, and not as an agent of the government, furnish all management, labor, tools, supplies, and materials (except as provided by the Government) necessary to perform the requirements contained in the PWS.

15.2 Critical Positions

Certain skilled experienced professional and/or technical personnel are essential for accomplishing the work to be performed. These individuals are defined as “critical positions” and are those persons whose resumes were marked by the vendor as “critical position” and submitted in the contractor’s offer. The Contractor agrees that personnel in the designated critical positions will not be removed from the contract effort, replaced or added to the contract without a compelling reason and without compliance with this section. The Government will not approve substitutions for the sole convenience of the Contractor. No substitution or replacement of the critical positions will be authorized within the first 90 days after contract award.

The Contractor will submit a request, via email, to the COR and the Contracting Officer, at least 60 days prior to voluntarily diverting any critical positions to other programs or contracts. The Contractor’s request must provide justification for the replacement, identify the proposed replacement, and explain how the replacement’s skills, experience, and credentials meet or exceed the requirements of the contract. The proposed replacement’s resume and a signed letter of intent will accompany the request. The COR and Contracting Officer will evaluate such requests and promptly notify the Contractor of approval or disapproval. The Contractor will not divert, replace, or announce any such change to critical positions without the written consent of the Contracting Officer.

If the Contractor terminates an employee for cause or the employee separates from the Contractor voluntarily, with less than a thirty-day notice, the Contractor will provide the maximum notice practicable under the circumstances. Any personnel the Contractor offers as a replacement will possess experience and qualifications equal to or better than the requirements of the contract.

16. Identification of Contractor Employees: All contract 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 in the minds of members of the public that they are Government officials. They shall also ensure that all documents or correspondence clearly demonstrate that they are a contractor.

17. Performance Requirements Summary (PRS). The performance standards for this PWS are stated in the PRS below: TO BE PROVIDED AT SOLICITATION PHASE