PWS_Targeted Advertising_Updated15Aug24.pdf

PERFORMANCE WORK STATEMENT (PWS)

TARGETED ADVERTISING

1.1 General

1.1.1 Scope. The Contractor shall provide the Nebraska Army National Guard (NEARNG) with targeted advertising capabilities in the realm of Facebook, Instagram, and Geofencing. The NEARNG will supply the digital artwork and the target demographic criteria for each of the platforms. The artwork supplied will be digital static pages and approved videos. The Contractor in turn will provide the creative strategy for approval on each platform and provide performance reports based on campaign timelines. Reports will include the reach, number of impressions, and lead generation.

1.1.2 Background. The intent of the PWS is to contract for targeted advertising campaigns using

Facebook, Instagram, and Geofencing during the period of 1 September 2024 - 31 August 2025, with the option of two additional years to complete the contract 31 August 2027. The NEARNG’s desire is to capitalize on brand association, brand equity, and specified social media campaigns that reach the specified target demographic or centers of influence during peak identified times. The NEARNG will have direct contact with the Contractor on a weekly basis during specified times and will provide reports that include the following: impressions, cost per click, click through, lead generation, and any other pertinent social media data that can help adjust ad content creation.

1.1.3 Period of Performance (PoP). The Period of Performance shall be from 1 September 2024 - 31

August 2025 with two additional option years as follows: 1 September 2025 – 31 August 2026 and 1

September 2026 – 31 August 2027.

1.1.4 Place and Performance of Services. The contract will be performed on designated social media platforms and maintained by the Contractor. The Contractor will be required to provide deliverables in a face-to-face environment.

1.2 Contractor Deliverables

1.2.1 Facebook and Instagram Targeted Campaigns. The Contractor will provide targeted advertising campaigns on Facebook and Instagram for six months as specified below.

1.2.1.1 Targeted Campaigns:

• Campaign One: 9 September 2024 – 8 October 2024

• Campaign Two: 1 February 2025 – 31 March 2025

• Campaign Three: 1 May 2025 – 30 June 2025

• Campaign One: 9 September 2025 – 8 October 2025

• Campaign Two: 1 February 2026 – 31 March 2026

• Campaign Three: 1 May 2026 – 30 June 2026

• Campaign One: 9 September 2026 – 8 October 2026

• Campaign Two: 1 February 2027 – 31 March 2027

• Campaign Three: 1 May 2027 – 30 June 2027

1.2.1.2 Each targeted advertising campaign will not exceed 200,000 impressions per month.

1.2.1.3 The NEARNG will provide both digital and static ad content for each campaign.

1.2.1.4 The Contractor will provide bi-weekly (every two weeks) reports to include impressions, cost per click, click through, lead generation, and any other pertinent social media data that can help adjust ad content creation during each campaign as designated below.

1.2.1.5 Bi-Weekly Report Timeline:

• Campaign One: 23 September 2024, 7 October 2024

• Campaign Two: 14 February 2025, 28 February 2025, 14 March 2025, 28 March 2025

• Campaign Three: 15 May 2025, 29 May 2025, 12 June 2025, 26 June 2025

• Campaign One: 23 September 2025, 7 October 2025

• Campaign Two: 14 February 2026, 28 February 2026, 14 March 2026, 28 March 2026

• Campaign Three: 15 May 2026, 29 May 2026, 12 June 2026, 26 June 2026

• Campaign One: 23 September 2026, 7 October 2026

• Campaign Two: 14 February 2027, 28 February 2027, 14 March 2027, 28 March 2027

• Campaign Three: 15 May 2027, 29 May 2027, 12 June 2027, 26 June 2027

1.2.1.6 The contractor will provide ad content recommendations based on impression performance and lead generation utilizing the bi-weekly reports.

1.2.1.7 The contractor will provide an overall campaign performance report at the end of each campaign in a face-to-face environment that includes total impressions, lead generation, and any other analytics that can help improve follow on campaigns. The report and meeting will occur no later than 15 days following the end of each campaign.

1.2.2 Geofencing. The Contractor will provide targeted Geofencing campaigns during the specified times below.

1.2.2.1 Geofencing Campaigns:

• Campaign One: 9 September 2024 – 8 October 2024

• Campaign Two: 1 February 2025 – 31 March 2025

• Campaign Three: 1 May 2025 – 30 June 2025

• Campaign One: 9 September 2025 – 8 October 2025

• Campaign Two: 1 February 2026 – 31 March 2026

• Campaign Three: 1 May 2026 – 30 June 2026

• Campaign One: 9 September 2026 – 8 October 2026

• Campaign Two: 1 February 2027 – 31 March 2027

• Campaign Three: 1 May 2027 – 30 June 2027

1.2.2.2 Targeted geofencing locations and ad content will be provided by the NEARNG.

1.2.2.3 Each campaign will not exceed 500,000 impressions per month.

1.2.2.4 The contractor will provide an overall campaign performance report at the end of each campaign in a face-to-face environment that includes total impressions, lead generation, and any other analytics that can help improve follow on campaigns. The report and meeting will occur no later than 15 days following the end of each campaign.

1.3 Contract Management and Oversight Requirements

1.3.1 Contract Manager (CM). The Contractor shall provide 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 Contracting Officer (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 Contracting Officer Representative (COR), or the KO if a COR is not assigned, to resolve issues, receive directions 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.

1.3.2 Quality Control (QC). The contractor shall develop and maintain an effective QC plan (QCP) 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. The Contractor’s QCP is how it assures itself that its work complies with the requirements of the contract.

1.3.3 Data Rights. The Government has unlimited rights to all documents/material 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 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.

1.3.4 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 and in the event the KO unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the KO may affect 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.

1.3.5 Oversight. The Contractor will provide a management and oversight structure that ensures sufficient management, control, leadership, training, quality, and cost control that will be exercised in the execution of the contract. The Contractor shall be responsible for adhering to all public safety laws and regulations as required by the different counties and states.

1.4 Definitions and Acronyms

1.4.1 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.

1.4.2 CONTRACTING OFFICER (KO). A person with authority to enter, 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.

1.4.3 CONTRACTING OFFICER’S REPRESENTATIVE (COR). An employee of the U.S. Government designated by the KO to monitor contractor performance. 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 if 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.

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

1.4.5 DELIVERABLE. Anything that can be physically delivered and includes non- manufactured things such as meeting minutes or reports.

1.4.6 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 Key Personnel listed in 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.

1.4.7 PHYSICAL SECURITY. Actions that prevent the loss or damage of Government property.

1.4.8 QUALITY ASSURANCE. The government procedures to verify that services being performed by the Contractor are performed according to acceptable standards.

1.4.9 QUALITY ASSURANCE SURVEILLANCE PLAN (QASP). An organized written document specifying the surveillance methodology to be used for surveillance of contractor performance.

1.4.10 QUALITY CONTROL. All necessary measures taken by the Contractor to assure that the quality of a product or service shall meet contract requirements.

1.4.11 SUBCONTRACTOR. One that enters a contract with a prime contractor. The Government does not have privity of contract with the subcontractor.

1.4.12 WORKDAY. The number of hours per day the Contractor provides in services in accordance with the contract.

1.4.13 WORK WEEK. Monday through Friday, unless specified otherwise.

1.4.14 Acronyms

AFARS Army Federal Acquisition Regulation Supplement

AR Army Regulation

AT/OPSEC Antiterrorism/Operational Security

CFR Code of Federal Regulations

CONUS Continental United States (excludes Alaska and Hawaii)

COR Contracting Officer Representative

COTS Commercial-Off-the-Shelf

DA Department of the Army

DD250 Department of Defense Form 250 (Receiving Report)

DD254 Department of Defense Contract Security Requirement List

DFARS Defense Federal Acquisition Regulation Supplement

DOD Department of Defense

FAR Federal Acquisition Regulation

GFP/M/E/S Government Furnished Property/Material/Equipment/Services

IA Information Assurance

IS Information System(s)

KO Contracting Officer

KPI Key Performance Indicators

NEARNG Nebraska Army National Guard

NE Nebraska

OCI Organizational Conflict of Interest

ODC Other Direct Costs

PII Personally Identifiable Information

PIPO Phase In/Phase Out

POC Point of Contact

PRS Performance Requirements Summary

PWS Performance Work Statement

QA Quality Assurance

QAP Quality Assurance Program

QASP Quality Assurance Surveillance Plan

QC Quality Control

QCP Quality Control Program

RRB Recruiting and Retention Battalion

ROI Return on Investment

TE Technical Exhibit

Performance

Objective

Performance

Standard

Acceptable Quality

Levels (AQL)

Surveillance

Method/By Whom

The contractor will provide targeted advertising campaigns on Facebook for six months as specified below.

Campaign One: 23

September 2024 – 8

October 2024

Campaign Two: 1

February 2025 – 31

March 2025

Campaign Three: 1

May 2025 – 30 June

Each targeted advertising campaign will not exceed 200,000 impressions per month.

The NEARNG will provide both digital and static ad content for each campaign.

Contractor will provide bi-weekly reports to include impressions, cost per click, click through, lead generation, and any other pertinent social media data.

90% NEARNG Marketing

Team/COR

Media Surveillance

The contractor will provide targeted advertising campaigns on Instagram for six months as specified below.

Campaign One: 23

September 2024 – 8

October 2024

Each targeted advertising campaign will not exceed 200,000 impressions per month.

The NEARNG will provide both digital and static ad content for each campaign.

Contractor will provide bi-weekly reports to

90% NEARNG Marketing

Media Surveillance

Campaign Two: 1

February 2025 – 31

March 2025

Campaign Three: 1 include impressions, cost per click, click through, lead generation, and any other pertinent social media data.

The contractor will provide targeted

Geofencing campaigns during the specified times below.

Campaign One: 23

September 2024 – 8

October 2024

Campaign Two: 1

February 2025 – 31

March 2025

Campaign Three: 1

Targeted geofencing locations and ad content will be provided by the

NEARNG. Each campaign will not exceed 500,000 impressions per month.

The contractor will provide an overall campaign performance report at the end of each campaign in a face-to-face environment that includes total impressions, lead generation, and any other analytics that can help improve follow on campaigns. The report and meeting will occur no later than 15 days following the end of each campaign.

85% NEARNG Marketing

PWS

Reference/Delivery

Title

Frequency Number of

Copies

Medium/Format Submit To

Contract deliverables 1.2.1

Facebook and

Instagram Targeted

Campaigns

Campaign One:

23 September

2024 – 8 October

Campaign Two: 1

February 2025 –

31 March 2025

Campaign Three:

1 May 2025 – 30

June 2025

Will not exceed

200,000 impressions per month

Electronic COR

Contract deliverables 1.2.2

Geofencing

Campaigns

Campaign One:

23 September

2024 – 8 October

Campaign Two: 1

February 2025 –

31 March 2025

Campaign Three:

1 May 2025 – 30

June 2025

Will not exceed

500,000 impressions per month

Electronic COR