PWS.pdf

Performance Work Statement (PWS)

For: K–12 School Premium Data, Market Intelligence, and Premium Profile Services

1. Scope

The purpose of this contract is to provide the United States Military Academy (USMA) Directorate of Admissions with access to a platform that can provide proprietary k-12 school data, analytics on high school students’ college interests, and a marketing platform to enhance the Academy’s ability to identify, engage, and recruit qualified applicants nationwide.

The contractor shall furnish all necessary licenses, data access, and technical support to deliver:

1. K–12 School Premium Data

2. Market Intelligence Information

3. Platform Profile Services

These services will support data-driven recruiting strategies and enable the Admissions Directorate to improve outreach efficiency, market understanding, and conversion outcomes.

2. Background

USMA’s Directorate of Admissions recruits and evaluates applicants to meet congressional mandates and institutional goals for academic excellence and leadership potential.

To remain competitive, reach new student populations, and evaluate applicant merit the Directorate requires access to high-quality K–12 institutional data and first-party student insights.

The platform would need to identify student behavior, school performance, and market trends relevant to USMA’s admissions mission.

3. Scope

The contractor shall provide USMA with:

• Access to structured, comprehensive data on U.S. K–12 schools.

• Market intelligence tools and reports on high school student’s college interests, powered by proprietary student and institutional datasets.

• A premium institutional profile presence on the platform

4. Requirements

4.1 K–12 School Premium Data

The contractor shall provide USMA Directorate of Admissions K–12 School Data, consisting of a structured, nationwide dataset updated three times per year. The data shall include, at a minimum:

• School name, location, NCES ID, CEEB code, and contact information

• Enrollment and demographic data

• Academic, teacher, and facilities ratings

• District, housing, and family experience indicators

• Regional growth and trend data

Delivery & Access Requirements:

• Data provided via SFTP, API, or web-based portal

• Data delivered in CRM-compatible structured format (CSV or JSON)

• Contractor shall provide data refreshes three (3) times annually

• Contractor shall provide customer support for data integration or troubleshooting

4.2 Market Intelligence Service

The contractor shall provide USMA with a license for the platform's market intelligence service to enable admissions staff to analyze, benchmark, and optimize recruitment strategies and travel planning. Capabilities shall include:

Capabilities shall include:

• Aggregated demographic, enrollment, and location-based data on student college interests down to the high school level.

• Insights into user engagement trends and student review metrics as available through the vendor's database.

• Capability to export analytics summaries in commonly used formats (CSV, XLSX, or JSON).

• Interactive dashboards that allow filtering by geography, institution type, program area, and demographic variables.

• Automated or on-demand report generation covering key indicators such as enrollment patterns, local education performance, and consumer sentiment.

• Ability to visualize comparative analyses across multiple institutions or locations.

• Data updated on at least a quarterly basis to ensure accuracy and relevancy.

• Offer initial onboarding and training for Government personnel via live virtual session or equivalent.

• Up to ten (10) user licenses for USMA Admissions personnel

4.3 USMA Profile on Platform

The contractor shall provide a Premium Profile for the United States Military Academy on the platform to enhance brand visibility and engagement with prospective students.

Profile features shall include:

• “From the School” content section for custom messaging

• Embedded links to Apply, Visit, and Learn More pages on westpoint.edu

• Removal of competitor advertising from USMA’s profile page

• Integration of photos, videos, and featured content

• Access to performance analytics, including profile views, referrals, and engagement metrics

Deliverables:

• Initial Profile setup and activation within 30 days of award

• Monthly performance report (page views, clicks, inquiries, engagement rates)

• Quarterly strategy review and consultation (virtual meeting)

5. Period of Performance

• Base Period: One (1) year from the date of award, with two (2) option years.

6. Place of Performance

Access online systems and data will be provided via web portal or data transfer.

No onsite performance is required at USMA.

7. Government Furnished Information (GFI)

USMA will provide:

• Authorized user information (for account setup)

• Institutional branding materials (for premium Profile setup)

8. Deliverables

Deliverable Description Due Date / Frequency

K–12 Data File Delivery

Structured dataset of all U.S. K–12 institutions

Initial delivery within 30 days; refreshed 3 times annually

Market Intelligence Portal Access

Online analytics dashboard Within 30 days of contract award

Monthly Insight Report

Summary of engagement trends, market shifts, and recommendations

Monthly

Profile Launch Custom USMA profile Within 30 days of award

9. Performance Standards

Performance Objective

Performance Standard Acceptable Quality Level (AQL)

Method of Surveillance

Data Accuracy and Timeliness

Data must reflect most current available information and meet scheduled refresh intervals

All updates delivered within 30 business days of schedule

Review of datasets

Market Intelligence Access

Portal availability and uptime

≥ 95% uptime System monitoring and user feedback

Premium Profile Functionality

Profile remains active, ad-free, and visible on the platform

95% uptime;

verified visibility

Platform testing, monthly analytics report mailto:damian.shepard@westpoint.edu mailto:nathan.pfaff@westpoint.edu