PWS_TargetedAdvertising_12July2023.pdf

PERFORMANCE WORK STATEMENT (PWS) FOR

TARGETED ADVERTISING

1.1 General:

Scope: The Contractor, shall provide the Nebraska Army National Guard (NEARNG) the advertising abilities in four different advertising spaces; Facebook, Instagram, Google and YouTube. The NEARNG will supply the digital artwork and the target demographic criteria for each of the platforms. The artwork to be supplied will be digital static pages and approved videos. The Contractor in turn will provide the creative strategy for approval on each platform, report weekly on the deliverables and a monthly call and recap report.

These reports will include the reach, number of impressions and the contact information of those leads that click on the page and request further information.

Background: The intent of the PWS is to contract for target advertising campaigns during the period

October 15, 2023, through July 15, 2024, with the option of two additional years to complete the contract in June 30, 2026. The NEARNG’s desire is to capitalize on brand association, brand equity, and a social media campaign that reaches our target demographic or persons that have a reach to our target demographic. The NEARNG will have direct contact with the Contractor weekly, on the status of total spent dollars to include the following: impressions, cost per click, click throughs and submitted forms.

Period of Performance (PoP): The Period of Performance shall be from October 15, 2023 through July15, 2024 with two additional option years as follows: 16 July 2024 through 30 June 2025 and 1 July

2025 through 30 June 2026.

Place and Performance of Services. The contract will be performed on Social Media platforms to be maintained by The Contractor.

1.2 Contractor Deliverables:

1.2.1 The Contractor will provide campaigns for Facebook and Instagram with three areas: key activities, management, and reporting.

a. The Contractor discovery will provide the following key activities on a recurring basis with

NEARNG providing continual oversight on all revolving changes and implementations:

Funnel creation

Creative strategy

Monthly assets

Video assets Copywriting

b. The Contractor management will provide the following key activities as prescribed below:

One campaign – at start of contract targeting campaign

A/B test ad funnels – continuous as market changes

A/B test creative – continuous as market changes

Test audience targeting – continuous as market changes

Adjust ad content within funnels – ongoing as designated by the NEARNG

c. The Contractor reporting will provide the following key activities monthly:

Q&A with established contacts for each facet of the campaign Reporting dashboard to include reach, impressions, unique people, cost per click, landing page view, clicks, and submitted forms

Monthly report on Key Performance Indicators (KPI)

d. The Contractor key deliverable will be campaign strategy, creative and 1 monthly call and recap report.

1.2.2 The Contractor will provide campaigns for Google and YouTube with three areas: research and strategy, management, and reporting on a continuous basis as conditions dictate.

a. The Contractor research and strategy will provide the following key activities:

YouTube competitor research

YouTube audience segment research

Google ads audience analysis and competitor research

b. The Contractor key deliverables will be fluid based on the current environmental conditions; new strategy, new content, live ads on google and YouTube

c. The Contractor will provide the following key activities:

A/B YouTube ads and creative

Optimize and tweak ad targeting

A/B test Google keywords

Optimize and tweak keyword targeting

d. The Contractor reporting will provide the following key activities:

Q&A with established contacts for each facet of the campaigns:

Monthly report on Key Performance Indicators (KPI)

1.2.3 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.

1.2.4 Contract Manager (CM): The contactor 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 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.

1.2.5 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 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.

1.2.6 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 Definitions and Acronyms

1.3.2 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.

1.3.3 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.

1.3.4 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.

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

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

1.3.7 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.

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

1.3.9 QUALITY ASSURANCE. The government procedures to verify that services being performed by

The Contractor are performed according to acceptable standards.

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

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

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

1.3.13 WORK DAY. The number of hours per day The Contractor provides services in accordance with the contract.

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

1.7 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

1.7.1 All information concerning the data developed under this PWS shall be property of the United States

Government. The Contractor shall not publish or disclose such data or reports in any manner and understands that such data can only be released with the consent of the NEARNG.

1.7.2 The Contractor shall be responsible for adhering to all public safety laws and regulations as required by the different counties and states (Fire extinguishers, signs, etc.).

1.8 Contract Management and Oversight Requirements

1.8.1 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.