PWS - FLARNG Marketing Services.pdf

Ver. October 2022

PERFORMANCE WORK STATEMENT (PWS)

FLARNG Marketing 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 the FLARNG Marketing Program, as defined in this PWS.

1.1.1. Objective: The objective of this PWS is to provide a comprehensive marketing package to the Florida Army National Guard (FLARNG) for recruitment and retention goals. The contractor shall provide services to generate qualified recruitment leads, offer a customized lead capture and nurturing solution, and support the Recruiting and Retention Battalion (RRB) leadership, recruiters, and marketing staff.

1.2. Background: FLARNG’s RRB mission is to promote the FLARNG to gain interest and attention of prospective recruits. The FLARNG RRB has a dual mission that is not understood well, and the general public has a hard time distinguishing National Guard from Active Duty.

The primary target market is non-prior service (NPS) individuals 17-34 years of age. The FLARNG requires the services of a contractor with experience providing marketing solutions for the Army National Guard to develop and execute a comprehensive marketing program that includes, branding, engagements, leads, and recruiter support to help FLARNG achieve recruitment and retention goals.

1.3. Period of Performance (PoP): The Period of Performance shall be 1 Base Year of 12 months and two 12-month option years.

1.4. General Information:

1.4.1. Place and Performance of Services: The contractor shall provide services between the hours of 0730-1630 on Monday through Friday, except on recognized US holidays or when the Government facility/installation is closed due to local or national emergencies, administrative closings, or similar Government-directed facility/installation closings. Performance shall be provided offsite. The contractor shall always maintain an adequate work force for the uninterrupted performance of all tasks defined within this PWS when the Government facility/installation is not closed for the above reasons. When hiring personnel, the contractor shall keep in mind that the stability and continuity of the work force are essential. Teleworking is authorized.

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

Base Year 01 Sep 2025 – 31 Aug 2026 Option Year 1 01 Sep 2026 – 31 Aug 2027 Option Year 2 01 Sep 2027 – 31 Aug 2028 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) and Headquarters Department of Army (HQDA). Should the Force Protection Condition (FPCON) change, the Government may require changes in contractor security matters or processes.

1.4.5.1. 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.

1.4.6. 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.

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

1.4.8. 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.

1.4.9. 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. Contractor personnel shall wear identification badges distinguishing themselves as such. The badges shall have the company name, employee name and the word “contractor” displayed.

1.4.10. 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.

1.4.11. 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.

1.4.12. 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.

1.4.13. 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 DAM Digital Asset Management DFARS Defense Federal Acquisition Regulation Supplement DoD Department of Defense FAR Federal Acquisition Regulation FLARNG Florida Army National Guard GFP/M/E/S Government Furnished Property/Material/Equipment/Services

GIS Geographic Information Systems 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 ROI Return On Investment RRB Recruiting & Retention Battalion SEO Search Engine Optimization QA Quality Assurance QASP Quality Assurance Surveillance Plan QC Quality Control

3.0. Reserved.

4.0. Reserved.

5.0. Requirements.

5.1. The Contractor shall assign a Program Manager to oversee all aspects of the program, including lead management system development, marketing campaign execution, and training and consultation.

5.2. Campaign Management and Reporting: The Contractor shall manage the marketing program, coordinate marketing initiatives, and provide monthly reports on campaign progress and effectiveness.

5.2.1. The Contractor shall provide monthly reports that include relevant Key Performance Indicators (KPIs).

5.2.2. The contractor shall conduct a Return on Investment (ROI) Analysis at the end of the fiscal year to evaluate the performance of the program elements and the overall success.

5.3. Training and Consulting: The contractor shall offer training and ongoing guidance to FLARNG to optimize campaign effectiveness and provide insights on industry best practices and emerging trends.

5.3.1. The contractor shall provide a minimum of two (2) online training sessions to FLARNG marketing staff and recruiters

5.3.2. The contractor shall provide, at a minimum, a monthly one-hour consulting session via MS Teams or another government approved platform.

5.3.3. The contractor shall provide one (1) two-day in-person training and consulting session at FLARNG’s Headquarters.

5.4. Market Research and Geographic Information Systems (GIS) Analytic Studies: The contractor shall provide market research, mapping, and analytics support using GIS analytic best practices to visualize, analyze, and interpret the geographic data. These reports shall be provided within 45 days of receiving request and required data from the government.

5.5. The contractor shall provide a spreadsheet of all data used, a written report that includes key findings and recommendation, and an online briefing for the following analytic studies:

5.5.1. The contractor shall conduct a recruiting marketing analysis that analyzes FLARNG production data and key demographic data at the TEAM and RSID Level, identifies trends, strengths, weaknesses, opportunities, and threats. These reports shall be provided within 45 days of receiving request and required data from the government.

5.5.2. The contractor shall perform four (4) additional GIS analytic studies to help support the recruiting needs of FLARNG. Contractor shall be able to provide the following types of analytic studies: Market Share Analysis, ASVAB/AFQT Analysis, Missioning Analysis, End Strength Analysis, Retention Analysis, RSID/Territory Rebalancing, Storefront Analysis, and Unit Location Analysis.

5.6. The contractor shall create a minimum of eight (8) custom maps to support FLARNG recruiting needs and provide high resolution PDF Files for printing.

5.7. Marketing Strategy: the contractor shall develop and implement a marketing strategy that incorporates market research and analytics, provides tools and training for recruiters, and employs targeted marketing for lead generation.

5.8. Marketing Execution Guide: The contractor shall develop a step-by-step marketing execution plan based on the FLARNG’s marketing plan mission priorities, market timing, and other factors. The contractor shall provide a written plan and systems for managing execution of the marketing plan.

5.9. Local Search Engine Optimization (SEO) for Recruiting Locations: The contractor shall optimize recruiting location listings, manage review responses, and run email and SMS campaigns to solicit reviews for FLARNG recruiting locations.

5.9.1. The contractor shall audit current recruiting location listings and identify changes needed to improve local SEO.

5.9.2. Contractor shall update FLARNG’s recruiting location listings with the latest information, including phone numbers, email addresses, website URLs, and working hours and publish recruiting location listings to approximately over 69 online directories including, but not limited to, Google, Facebook, Bing, Foursquare, MapQuest, Waze, Apple Maps, Uber, Lyft, and Yellow Pages.

5.9.3. The contractor shall provide a recruiter location finder page and web page for each recruiting location and connect it to the listing to boost local SEO.

5.9.4. The contractor shall monitor and respond to online reviews on Google and Facebook using pre-approved templates.

5.9.5. The contractor shall provide access and training to manage recruiting location, monitor and respond to reviews.

5.9.6. The contractor shall execute email and SMS campaigns to solicit new reviews from recruits who have recently visit the FLARNG recruiting locations, to include follow-up messages that encourage recruits to leave reviews on relevant online directories.

5.9.7. Contractor shall provide up to 100 emails and 50 SMS per location per month.

5.10. Digital Asset Management (DAM) System: The contractor shall implement and manage a centralized searchable digital asset management system for organizing, storing, and sharing marketing assets.

5.10.1. The contractor shall organize and store FLARNG digital assets, including images, videos, and documents (maximum of 1000 assets and 1 TBD of storage).

5.10.2. Contractor shall provide ability to create pre-designed layouts or structures within the DAM system that allows users to maintain brand consistency and streamline content creation by providing a set of standardized design elements, such as fonts, colors, logos, and imagery.

5.10.3. Contractor shall provide access to all RRB staff, one (1) administrative level user, and online training on the digital asset management system.

5.11. Marketing website with Recruiter Landing Pages: the contractor shall develop and host a mobile responsive website for non-prior service recruiting efforts.

5.11.1. The contractor shall provide a website with a minimum of five (5) pages with relevant ARNG recruiting information.

5.12. The contractor shall provide a general landing page and personalized landing pages for all FLARNG recruiters.

5.12.1. The contractor shall provide lead capture and tracking.

5.13. Media: the contractor shall develop and execute a comprehensive media plan to support the FLARNG’s recruiting efforts.

5.13.1. The contractor shall conduct market research and develop a media strategy and plan that will address the FLARNG marketing objectives.

5.13.2. The contractor shall purchase and place media on behalf of the FLARNG.

5.13.3. The contractor shall monitor and evaluate the performance of each platform and provide the FLARNG with access to an online dashboard tool showcasing the performance of each campaign platform in near real time, including but not limited to, the following KPIs for select media channels: impressions, cost per impression, clicks, click-through-rate, cost per clink, on-site conversion, conversion rate, cost per conversion, completed video views, and social engagements (e.g. likes, comments, shares).

5.14. Digital Business Cards and QR Codes: The contractor shall provide digital business cards, dynamic QR codes for FLARNG marketing and recruiting efforts.

5.14.1. The contractor shall provide two (2) custom digital business card templates, and a maximum of 250 digital business cards with unlimited scans. The contractor shall set-up and manage digital business cards and provide QR codes to RRB staff for use on mobile devices and printer materials.

5.14.2. The contractor shall provide five (5) custom QR code templates and a maximum of 500 dynamic and static QR codes with unlimited scans. The contractor shall set-up and manage QR codes.

5.14.3. The contractor shall provide administrative level access to one (1) user, online training, and support for the QR code platform.

5.15. The contractor shall develop an online platform for the RRB to allow for Personal Presentation Items (PPI) inventory management, distribution of recruiter earned point system, point system order process, and execution management.

5.15.1. The contractor shall provide a platform for inventory management of RRB PPI that includes a listing of items with total quantities and can automatically update when PPI is distributed.

5.15.2. The contractor shall provide a platform as an online portal for the RRB member to make requests of current PPI inventory using a point-based system. This point-based system is developed by the RRB based on the achieved enlistments throughout the fiscal year. The point-based system is then used to make requests for PPI used in their recruiting efforts. The system shall automatically update the RRB member’s points when PPI request is made.

5.15.3. The contractor shall provide administrative access to the platform to at least one (1) user, online training, to allow assigned leadership in the RRB to update the points balance of each member.

6.0 Applicable Publications: Publications applicable to this PWS are listed below:

Publication (Chapter/Page)

Date of Publication

Website

Federal Acquisition Regulation https://www.acquisition.gov/?q=browsefar Defense Federal Acquisition Regulation Supplement http://www.acq.osd.mil/dpap/dars/dfarspgi/current/index.

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/

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)

This PRS includes performance objectives the Government will use to determine contractor performance and will compare contractor performance to the Acceptable Quality Level (AQL).

Performance

Objective Performance Standard Acceptable Quality

Levels (AQL) Surveillance Method / By

Whom

5.2 Campaign Management and

Reporting: The Contractor shall manage the marketing program, coordinate marketing initiatives, and provide monthly reports on campaign progress and effectiveness.

Report received later than the 7th day of the month twice during the period of performance.

Periodic Inspection/COR

5.3.2 The contractor shall provide, at a

minimum, a monthly one-hour consulting session via MS Teams or another government approved platform.

Meeting occurs later than the 21st day of the month twice during the period of performance.

Periodic Inspection/COR

5.4 Market Research and Geographic

Information Systems (GIS) Analytic Studies: The contractor shall provide market research, mapping, and analytics support using GIS analytic best practices to visualize, analyze, and interpret the geographic data.

GIS analytics received later than 90 after date of award.

Periodic Inspection/COR

5.5.1 The contractor shall conduct a

recruiting marketing analysis that analyzes FLARNG production data and key demographic data at the TEAM and RSID Level, identifies trends, strengths, weaknesses, opportunities, and threats.

Analysis received later than the 2nd week of each quarter twice during the period of performance.

Periodic Inspection/COR

5.5.2 The contractor shall perform four (4)

additional GIS analytic studies to help support the recruiting needs of FLARNG. Contractor shall be able to provide the following types of analytic studies: Market Share Analysis, ASVAB/AFQT Analysis, Missioning Analysis, End Strength Analysis, Retention Analysis, 100% Random Monitoring/COR

RSID/Territory Rebalancing, Storefront Analysis, and Unit Location Analysis.

5.9 Local Search Engine Optimization

(SEO) for Recruiting Locations: The contractor shall optimize recruiting location listings, manage review responses, and run email and SMS campaigns to solicit reviews for FLARNG recruiting locations.

SEO not provided more than three times during the period of performance.

Random Monitoring/COR

5.9.3 The contractor shall provide a

recruiter location finder page and web page for each recruiting location and connect it to the listing to boost local

SEO.

Pages not provided or listings not connected more than three times during the period of performance.

Random Monitoring/COR

TECHNICAL EXHIBIT 2

Deliverables Schedule

PWS Reference / Deliverable Title

Frequency Number of Copies

Medium/Format Submit To

5.3.1 Online Sessions Coordinate with R&R 2 Online Sessions Customer staff

5.3.2 One-hour consulting Monthly 12 MS Teams or

other platform

Customer staff

5.3.3 In-person training Once 1 In-Person Customer staff

5.4 GIS Analytic Studies Within 45 days of request 1 each Electronic Submission

COR

5.5.1 Marketing Analysis Within 45 days of request 1 each Electronic Submission

COR

5.5.2 3 Additional Studies Coordinate with R&R 1 each Electronic Submission

COR

5.6 Four Customer Maps 90 days after receipt of award 1 each PDF – Electronic Submission

COR

5.8 Marketing Execution

Guide

90 days after receipt of award 1 each Electronic Submission

COR

5.15 PPI Inventory Mgt. 90 days after receipt of award 1 each Electronic Submission

COR