PWS_Radio Ads for LA ANG - updated 8 Jul 2023 CG.docx

PERFORMANCE WORK STATEMENT (PWS)

FOR

LAANG Recruiting Radio Advertisement Services Dated: 8 July 2023

PART 1

GENERAL INFORMATION

1. GENERAL: This is a non-personnel service for the Louisiana Air National Guard (LAANG) Recruiting & Retention Team to promote using the radio platform. The LAANG has been approved for Local Recruiting Advertising Support (LRAS) funds to execute through FY23. This platform will provide local advertising/marketing opportunities to connect with parents and influencers about the LAANG. These campaigns comply with NGB rules and regulations in connection with their respective performance as well as all applicable policies, guidance, and procedures set forth by NGB/A1YA. 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.

1.1 Scope: The Contractor shall provide all personnel, equipment, supplies, facilities, transportation, tools, materials, supervision, and other items and non-personal services necessary to perform marketing/advertising agreements in this Performance Work Statement.

1.2 Background: The LAANG requires marketing/advertising campaign which ensures targeted demographic/lead generating activities through radio and social media avenues. Desire to reach audience (community influencers) that can influence the decision making of potential ANG applicants ages 17-25 and inform those influencers about benefits and nature of LAANG service so that they can have an impact on potential applicants; drive further research into LAANG and achieve new leads for enlistment

1.3 Objectives

1.3.1 The contractor will develop, manage, and coordinate all advertising/marketing functions with LAANG as well as ensure all lead generating activities are executed to the fullest extent possible.

1.3.2 Reach targeted recruiting demographic within recruiting area of responsibility consisting of New Orleans Metro Area.

1.3.3 Targeted recruiting demographic is: identifies as 35-65 year-old Parents or Community/Business Leaders favorable to military service throughout the New Orleans Metro Area as well as key influencers involved in young adult decision making.

1.4 Scope:

1.4.1. Develop, manage, and coordinate all advertising/marketing functions ensuring all lead generating activities are executed. Only targeted demographic functions shall be accomplished to comply with expected return of investment (ROI).

1.4.2. Period of performance shall be 180-days

1.4.3. Any digital or media content created should remain property of the Idaho Air National Guard post contract completion.

1.5 General Information

1.5.1 Place of Performance: The work to be performed will be at the contractor’s respective media group.

1.5.2. Special Qualifications: Contractors doing advertising/marketing must be certified in their respective trade through a State of Louisiana or national certification body.

Vendor will possess and comply with all pertinent state/federal guideline associated with media production and advertising.

1.5.3. Contractor will provide for government review and approval any materials used in the performance of the contract.

1.5.4 The contractor will be expected to invoice using Wide Area Work Flow (WAWF) https://wawf.eb.mil/. Paper copies of invoices will not be accepted.

1.5.5 Vendors must be registered in System for Award Management (SAM) https://www.sam.gov/ with online representations and certifications completed. Contract award will not be made to a vendor without an active SAM registration.

PART 2

DEFINITIONS & ACRONYMS

2. 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. CONTRACTING OFFICER (KO). A person with authority to enter into, administer, and or terminate contracts and make related determinations and findings on behalf of the Government. Note: The only individual who can legally bind the Government.

2.1.3. CONTRACTING OFFICER'S REPRESENTATIVE (COR). An employee of the U.S. Government appointed by the contracting officer to administer the contract.

Such appointment shall be in writing and shall state the scope of authority and limitations. This individual has authority to provide technical direction to the Contractor as long as that direction is within the scope of the contract, does not constitute a change, and has no funding implications. This individual does NOT have authority to change the terms and conditions of the contract.

2.1.4. DEFECTIVE SERVICE. A service output that does not meet the standard of performance associated with the Performance Work Statement.

2.1.5. SUBCONTRACTOR. One that enters into a contract with a prime Contractor. The Government does not have privacy of contract with the subcontractor.

2.2. ACRONYMS:

AF Air Force AFB Air Force Base ALT Alternate DFARS Defense Federal Acquisition Regulation Supplement DOD Department of Defense FAR Federal Acquisition Regulation GFP/M/E/S Government Furnished Property/Material/Equipment/Services NGB National Guard Bureau POC Point of Contact

PART 3

GOVERNMENT FURNISHED PROPERTY, EQUIPMENT, AND SERVICES

3. GOVERNMENT FURNISHED PROPERTY, EQUIPMENT AND SERVICES:

3.1. The Government will not provide any property, equipment or service for the performance of this contract, other than pre-determined National Recruiting digital/media content.

PART 4

CONTRACTOR FURNISHED ITEMS AND SERVICES

4. CONTRACTOR FURNISHED ITEMS AND RESPONSIBILITIES:

4.1. General: The Contractor shall furnish all labor, supplies, equipment, and services required to perform work under this contract that are not listed under Section 3 of this PWS.

4.2. Warranty: The contractor shall provide an industry standard warranty to include all parts and labor performed.

PART 5

SPECIFIC TASKS

5. SPECIFIC TASKS:

5.1 Radio Advertising

· Personalized scheduling designed to reach our key demographic targets (35-65 y/o)

· Should include broadcast radio

PART 6

ATTACHMENT/TECHNICAL EXHIBIT LISTING

6. Attachment/Technical Exhibit List:

6.1. Attachment 1/Technical Exhibit 1 – Performance Requirements Summary

TECHNICAL EXHIBIT 1

Performance Requirements Summary (PRS)

TECHNICAL EXHIBIT 1

Performance Requirements Summary (PRS)

PRS #1

The Contractor shall provide a developed, managed, and brand awareness marketing/advertising campaign through Radio Advertising: LAANG will receive broadcast commercials through over the air radio.

Radio Advertisements must be approved by the LA ANG Recruiting and Retention Senior Enlisted Leader (RRSEL) prior to exposure. All impressions are tracked by contractor and deliverables are shared with the customer after each campaign.

Guaranteed impressions are pushed on individual stations. Audio productions will align with current and upcoming initiatives and will be approved by the LA ANG RRSEL.

No Deviation

PWS_Radio Advertising for LA ANG