RFI_8432 - Draft BPA PWS.docx

THE PEACE CORPS

OFFICE OF EXTERNAL AFFAIRS/COMMUNICATIONS

(DRAFT) PERFORMANCE WORK STATEMENT (PWS)

for a

BLANKET PURCHASE AGREEMENT (BPA)

for ADVERTISING and INTEGRATED MARKETING SERVICES DRAFT as of 06 May 2025

1.0 GENERAL

The Peace Corps is an international service network of volunteers, community members, host country partners, and staff who are driven by the federal agency’s mission of world peace and friendship. At the invitation of governments around the world, Peace Corps Volunteers work alongside community members on locally prioritized projects in the areas of education, health, environment, agriculture, community economic development, and youth development. Through service, members of the Peace Corps network develop transferable skills and hone intercultural competencies that position them to be the next generation of global leaders. Since President John F. Kennedy established the Peace Corps in 1961, more than 240,000 volunteers have served in 144 countries worldwide.

The Peace Corps is headquartered in Washington, DC, with recruiters nationwide and Volunteers serving in more than 60 countries (“posts”) worldwide.

The Peace Corp’s Office of External Affairs/Office of Communications oversees the agency’s external communications to the American public (including the oversight of brand and visual identities, tone and messaging, multimedia, etc.). Since each office throughout the agency also interacts with external stakeholders on a regular basis, the agency must be able to maintain brand continuity at the national, regional, and global levels, particularly for recruitment and outreach efforts.

1.1 BACKGROUND

1.1.1 Peace Corps

Since its establishment in 1961, the Peace Corps has been guided by its mission to promote world peace and friendship. At the invitation of host country governments, more than 240,000Volunteers have lived and worked side-by-side with community members in 144 countries, partnering on shared development priorities to create lasting change. The Peace Corps sends U.S. citizens from all 50 states, the District of Columbia, and U.S. territories to work on locally prioritized projects in one of the agency’s six programmatic sectors: Agriculture, Community Economic Development, Education, Environment, Health, and Youth in Development.

Within their sector assignments, Volunteers also work with community partners to advance U.S. interagency global and regional initiatives around disease prevention and mitigation, food security, and youth engagement. The Peace Corps provides rigorous technical training and in-depth intercultural and language instruction to Volunteers while in service to prepare them for their assignments in the agency’s three regions of operation: Africa (AF); Europe, Mediterranean, and Asia (EMA); and Inter-America and the Pacific (IAP).

1.1.1 Peace Corps (cont.)

The vast majority of Volunteers serve in two-year assignments. The agency also recruits for and deploys Volunteers for Peace Corps Response (PCR), as a specialized short-term, high-impact program designed to meet host country needs for advanced skills and experience.

Through the agency’s unique person-to-person approach to development, the Peace Corps contributes to U.S. public diplomacy. By fostering deep friendships between Americans and the people of partner nations, Volunteers embody the American spirit and the commitment of the U.S. to people in some of the most remote regions in the world. Volunteers transform perceptions and attitudes toward the U.S. from the community level to the highest ranks of host country governments through intercultural understanding and mutual respect, building long-term goodwill between the American people and people of partner nations. Volunteers return home with a broadened worldview and adaptive leadership skills highly valued by employers in the private and public sectors across the U.S.

As of September 30, 2024, 3,337 Volunteers were living and working side by side with community members and host country partners to advance shared development priorities in 61 countries, supported by 57 posts. During FY 2024, 1,772 Volunteers entered on duty and the total number of Volunteers who served during any part of FY 2024 was 4,068.

There is no denying that the COVID pandemic brought unprecedented changes to almost every area of life and work. This combined with the motivations and expectations of a new generation, presents an opportunity to reassess our marketing and communications to position the Peace Corps as an evolved, relevant agency to secure our credibility and necessity with the America public and key segments. The Peace Corps Office of Communications seeks support in executing its objectives to build awareness and generate the highest quality leads. The Peace Corps has a need for Advertising and Integrated Marketing Services and with the purpose of meeting this need is issuing the current solicitation under General Services Administration (GSA) Multiple Award Schedule (MAS) categories 541613 – Marketing Consulting Services and 541810 - Advertising for a competitive awarded BPA with option years to one vendor.

1.1.2 Office of Communications

This agreement will be managed by the Office of the Chief Financial Officer, Acquisition and Contract Management, hereafter referred to as ACM and the Office of Communications, located within the Office of External Affairs. Its two primary objectives are: to expand the public's awareness and understanding of the Peace Corps and the work of Volunteers overseas; and to support the efforts of the Office of Volunteer Recruitment and Selection and recruiters across the nation in their efforts to recruit qualified applicants, reflective of the diversity of our nation. These communications efforts require the experience of a multifaceted advertising firm to develop new national integrated marketing campaigns. Campaigns should seek innovative approaches to reach its audience across paid media, with an emphasis on digital platforms, through new taglines and top-line messaging, research and creative.

DRAFT PWS Dated: 06 May 2025

1.1.2 Office of Communications (cont.)

In addition to the Marketing team that will be managing the contract, the Office of Communications includes a series of sub-units: press, the agency's public website (www.peacecorps.gov), creative design, social media and writing/editing.

1.1.3 Office of Volunteer Recruitment and Selection (VRS)

The Peace Corps' Office of Volunteer Recruitment and Selection (VRS) manages every step of the Volunteer recruitment process, from prospect inquiry to volunteer onboarding. VRS includes the Office of Recruitment and Diversity, which seeks to attract and retain diverse applicants and operates the agency's regional recruitment offices promoting public interest in the agency and assisting candidates during the initial stages of the application process; the Placement Office, which fills overseas posts’ requests for trainees; the Office of Analysis and Evaluation, which analyzes trends in applicant numbers; and the Office of University Programs, which establishes and maintains collaborative relationships with colleges and universities.

1.1.4 Volunteers

Peace Corps Volunteers must be U.S. citizens and at least 18 years of age. We strive to reflect the diversity of America. The application process generally takes nine to 12 months with Peace Corps service being a 27-month commitment—three months in training and 24 months of project implementation in a host community. Most Volunteers are required to have at least a four-year degree, and are placed where their skills match the needs of host countries. Volunteers work in agriculture, community economic development, education, environment, health and youth in development. Volunteers receive practical benefits during and after service, learn new languages, gain leadership and international development experience, and work with their host communities as partners and friends. The Peace Corps is a life-defining leadership opportunity and a great way to launch a career.

All Volunteer positions are posted to the Peace Corps’ public website (www.peacecorps.gov/openings) and contain the project description, individual skill qualifications, and living conditions for the position. Each position also contains an application deadline, know-by date, and departure date of the program. There are four application deadlines each year: January 1, April 1, July 1, and October 1.

1.1.5 Office of Peace Corps Response

The Office of Peace Corps Response offers opportunities for short term, high impact positions for experienced professionals and Returned Volunteers as part of its Peace Corps Response program. These positions typically require advanced degrees or specialized certifications and range from 3-12 months with the average duration of 10 months. Requirements for Peace Corps Response Volunteers are different than requirements for Peace Corps Volunteers. Peace Corps Response Volunteers are expected to possess the technical skills needed to fulfill their assigned role with minimal training. The Peace Corps Response program also includes Advancing Health Professionals (AHP) that seeks to improve health outcomes on a societal level by assigning Volunteers to non-clinical, specialized assignments that enhance the quality of health care in resource-limited areas.

The scope of this BPA covers the full range of marketing and full-service advertising agency support required to develop and fully execute successful comprehensive, creative, and highly-visible integrated marketing campaigns. The scope includes but is not limited to development, strategy, research, creative design, production, post-production, distribution, placement, social media community management, media training, earned media, and analytic services.

The Contractor shall provide for their continuation, evolution, or addition under this contract and shall continually propose alternate approaches to more effectively and efficiently achieve the objectives in order to reach recruiting goals. Similarly, the contractor shall continually propose approaches that enhance practices to accommodate emerging technologies and advances in the disciplines of advertising and other applicable categories of expertise.

3.0 OBJECTIVE

The objectives are to:

3.1 Increase the number of Volunteer applications from a broad diverse range of the most qualified Americans

3.2 Increase brand recognition among key target audiences

1) Promote the Peace Corps mission of world peace and friendship and our three goals: To help the people of interested countries in meeting their need for trained men and women

2) To help promote a better understanding of Americans on the part of the peoples served

3) To help promote a better understanding of other peoples on the part of Americans

3.3 Inform target audiences of opportunities and benefits of serving

3.4 Communicate through various channels to drive prospects and applicants to learn more or apply to open positions (e.g., www.peacecorps.gov and www.peacecorps.gov/volunteer/volunteer- openings)

3.5 Advance public support for Volunteer projects and agency initiatives

3.6 Target audiences in the Peace Corps are determined by recruiting goals and the communications strategy and include prospects of diverse demographics from all areas of the country. Targets may include:

1) Generation Z, those born between 1997-2012,

2) Recent college graduates under the age of 26,

3) Aged 50+ retirees or those seasoned professionals interested in a career change or gaining experience abroad,

4) Future generations to help build the pipeline, and Members of the public who may influence the attitudes and decisions of prospects (i.e. parents, teachers, college counselors)

4.0 PERFORMANCE REQUIREMENTS

The Contractor shall be capable of performing the following tasks via call orders under this BPA:

4.0.1 Development of Campaign Plan and Creative Strategy

The Contractor shall develop marketing campaign plans, which define the overall campaign theme, visual aesthetic, target audience/segments, and proposed budget allocations for creative production and strategy for digital and other media placements. The Contractor shall prepare a creative strategy document that details key messaging, messaging support, tone, and takeaways. The process shall be iterative and collaborative between the Peace Corps and the Contractor. The Peace Corps will have final approval on the campaign plan and creative strategy. Upon completion of these tasks, the Contractor shall submit a written final campaign plan and creative strategy as a final deliverable.

4.0.2 Buying and Placement of Digital and Other Media

The Contractor shall organize the media buying and placement of advertisements, as defined in individual call orders and approved by the Peace Corps. For all ad placements, the Contractor shall propose a media plan. Dependent upon the availability of funds and the requirements of the work assignment, the Contractor shall negotiate rates, select media by market, and review all affidavits and/or tear sheets to ensure that placement and delivery of the advertisements meets the campaign’s goals. The Contractor shall monitor performance of digital advertisements and reallocate resources to optimize performance. The Contractor shall negotiate for the best possible rates and secure any frequency discounts, promotional spots, etc., available to all advertisers.

4.0.3 Campaign Monitoring and Analysis

The Contractor shall provide the Peace Corps with weekly updates on campaign successes, failures, and recommendation(s) for next steps. The Contractor shall develop a post-campaign performance report, to include learnings/takeaways from each tactic compared to industry benchmarks, agreed upon Key Performance Indicators (KPIs) and other key digital metrics. The Contractor shall provide consultation on how the Peace Corps can leverage/utilize the marketing campaign’s creative collateral in out years.

4.0.4 Research

Research is critical to Peace Corps’ success. The Agency’s aim is to cast a wider net among potential Peace Corps Volunteer candidates, including but not limited to Generation Z, and positively predispose the younger cohort right behind them. The Agency aims to effectively recruit the next generation of Volunteers and ensure that service-minded individuals think of the Peace Corps as the international service opportunity of choice as they consider career and life plans. The Peace Corps seeks to understand the underlying factors behind decreasing or increasing number of applications from year to year, and to identify what the Agency needs to address in order to attract Gen Z.

4.0.4 Research (cont.)

A plethora of programs and job opportunities have emerged creating greater choice, customization and competing volunteer options domestically and abroad. There are also new variables related to dramatic changes in technology, the economy, and a global marketplace to consider. The Agency needs to understand them overall and their decision-making related to volunteering/job seeking and specifically their relationship to Peace Corps service. Research findings will contribute towards strategic and creative development of marketing and advertising campaigns and messaging.

4.0.5 Development of Creative Concepts

The Contractor shall develop and test creative concepts, in accordance with the Peace Corps’ approved creative strategy. Creative concepts shall include all media platforms from traditional to emerging. For these tasks, the Contractor shall conduct concept/tagline research and testing as necessary throughout this phase. The Contractor shall be responsible for identifying and helping Peace Corps to secure any necessary approvals prior to beginning any research conducted, based on the proposed testing methodologies.

The Contractor shall also be responsible for drafting all documentation for which the Peace Corps will submit to the necessary approving entities. Such approvals may come from Office of Management and Budget (OMB) and/or Internal Review Boards. Upon completion, the Contractor shall submit a written creative brief with storyboards/prototypes of campaign materials, a finalized campaign schedule, and notice of any partnering/subcontracting plans, to the Peace Corps for review and approval.

4.0.6 Production/Post-Production

The Contractor shall execute all creative elements/production work for creative concepts that have been fully developed, defined, and accepted. The Contractor shall negotiate any arrangements with subcontractors and secure all talent rights. The Contractor shall be responsible for ensuring timely completion of production and post-production of all creative collateral.

Any and all campaign materials developed as a result of Call Orders shall be provided to the Peace Corps in native design files, video project files, final cuts, and/or other formats as indicated by the Call Order issued. For all videos created, the Contractor shall include the expiration date of talent rights on any distributions, as applicable.

The following represent examples of potential deliverables of this requirement; the actual deliverables will be defined by Call Order(s).

4.0.7 Video Production

The Contractor may produce broadcast-quality videos to be used on broadcast or digital platforms. As indicated by individual Call Order, the Contractor may be required to provide consultation to Peace Corps’ videographers on digital video production/post-production.

4.0.8 Production of Regional Marketing Collateral

The Contractor shall deliver up to three (3) “toolkits” for regional Peace Corps offices, which will allow the Peace Corps to customize campaign materials with respect to regional nuances for placement in digital, print, and/or other media. There may be, on an ad hoc basis, a need for materials to be translated. The Contractor shall produce, at minimum, the following marketing collateral for this toolkit:

· Digital advertisements (banners, etc.), ten creatives

· Video intros/outros/bookends that incorporate broader campaign theme/messaging

· Newspaper/magazine advertisements, ten creatives

· Out-of-home advertisements, five creatives

· Flagship marketing catalog piece, as mutually agreed to by the Peace Corps and the Contractor’

4.0.9 Printing of Marketing Collateral

The Contractor shall coordinate the printing of campaign materials. Final printed materials shall be delivered FOB destination either to the Peace Corps or to the advertiser, as applicable. Any expenses related to physical reproduction that the Contractor intends to invoice to the Peace Corps as an ODC, must be approved by the COR in writing and in advance of incurring the expense.

4.0.10 Community Management

To optimize the social media advertising campaign and maintain the Peace Corps’ brand integrity, the Contractor may support the Peace Corps in monitoring the brand across social media channels. Adhering to the Peace Corps’ response protocol, the Contractor may be responsible for monitoring ad comments for possible red flags and executing responses on behalf of the brand.

4.0.11 Development of Campaign Sub-Components/Targeted Campaigns The Contractor shall be capable of developing creative concepts that incorporate campaign sub- components or target key audience segments. Examples include designing creative executions of the campaign theme to target diverse populations or campaigns for specific Peace Corps programs (e.g., Peace Corps Response).

4.0.12 Earned Media Support

The Contractor shall provide the Peace Corps with earned media support to include scheduling broadcast and/or print interviews, media alerts, and press clipping services.

4.0.13 Media Training

The Contractor may provide media training services for its senior Appointed or Acting-designated officials. This may include, but not be limited to, providing guidance needed to effectively communicate agency priorities and positions in media interviews. The scope would encompass earned media support services in the following instructional areas: presentation coaching, media coaching, and storytelling/messaging. Training content shall cover topics such as crisis response, media interviews, and pivoting.

4.0.14 Crisis Communications

The Contractor shall advise and work with the Peace Corps to help prepare for and react to crisis/emergency situations. Crisis communications assistance may include, but is not limited to, developing a crisis management action plan, and recommending or arranging interactions with a variety of stakeholders (e.g., the public, media, affinity groups and partners, governmental entities, internal employees). The scope may include defining protocol and roles related to decision-making authority, clearance or workflow to address the crisis; training and preparation for key spokesperson(s) or subject expects; the development of strategies, messaging and distribution materials; situation assessment and monitoring, response tactics and channels, as well as impact assessment and evaluation.

4.0.15 Public Service Announcements (PSAs) Partner Outreach and Distribution Services For all PSAs produced as a result of the work of this BPA, the Contractor shall propose a distribution or outreach plan as described in the Call Order. In executing this distribution or outreach plan, the Contractor shall provide targeted lists and distribution of materials to broadcast/cable television, radio, print, online, and other outlets as specified. The Contractor shall duplicate media to meet technical requirements (i.e., copy videos, production-ready ads, out-of-home reproductions), design/print packaging, and provide monitoring and tracking, as applicable. For out-of-home distribution, the Contractor shall coordinate printing and production. The Contractor shall provide usage, reach, and frequency reports and evaluation reports for all PSA distributions or partner outreach.

4.1 PLACE OF PERFORMANCE

The primary place of performance will be the Contractor site unless otherwise specified in a Call Order. Contractors shall be available and capable of physically coming to the government site for meetings. Some tasks may require Contractor staff to perform all work on site while other tasks may be conducted virtually. This will be specified in individual call orders. Contractor shall comply with all Peace Corps security requirements for access to government buildings and information. There may be occasional travel. Reimbursement for travel within the DC/Maryland/Virginia Metro Area, travel from the Contractor work site to the Government work site, or from Government work site to Government work site is will be stated in individual Call Orders issued based on specific needs and deliverables. All travel shall be in accordance with Federal Travel Regulations. Any additional requirements will be specified in individual Call Orders.

4.2 PERIOD OF PERFORMANCE

The anticipated BPA will be awarded with a base of 12 months and 4 optional ordering periods of 12 months each.

5.0 CONTRACTOR RESPONSIBILITIES

5.0.1 Licenses, Products, and Equipment

Unless otherwise specified herein, the Contractor will be responsible for providing all hardware, software, and software licenses required for its employees to carry out the work of the contract.

5.0.2 Project Management

The Contractor shall provide a senior level Account Manager, identified as Key Personnel, who will provide project management as necessary to direct, manage, and ensure completion of all deliverables. The senior level Account Manager must ensure that all work complies with contract terms and conditions. The Contractor shall develop and implement procedures to identify, prevent, and ensure non-recurrence of defective services. The Contracting Officer (CO) will appoint a Contracting Officer’s Representative (COR) who will be responsible for coordinating directly with the senior level Account Manager.

The senior level Account Manager will be the primary interface with the COR and CO and must attend status meetings and ad-hoc meetings with stakeholders as required, accompanied by other key and non-key personnel when necessary. Due to the scope of this BPA, the senior level Account Manager must keep the COR abreast of all pertinent information, to include, monthly meetings and progress updates, budget updates and concerns, potential delays, and any administrative issues. Specific project management requirements in addition to the above will be provided in individual Call Orders.

5.0.3 Kick-off Meeting

A post-award kick-off meeting is required and shall be held within 10 business days of award of the first call order or as mutually agreed upon. The kick-off meeting will take place virtually or in-person at Peace Corps headquarters and will last one to two hours.

6.0 GOVERNMENT-FURNISHED RESOURCES

Government-Furnished Resources shall be indicated in individual Call Orders.