RRBN_PWS_Recruitment Marketing Service.pdf

PERFORMANCE WORK STATEMENT

NEW MEXICO ARMY NATIONAL GUARD

RECRUITING & RETENTION BATTALION

RECRUITMENT MARKETING SERVICES

1. INTRODUCTION: The New Mexico Army National Guard (“NMARNG”) requires recruitment marketing services within the Recruiting and Retention Battalion (“RRBN”). This

Performance of Work Statement (“PWS”) is intended to define requirements and expectations for the performance of any Contractor performing these services.

2. BACKGROUND: RRBN requires support to perform certain marketing services, such as contacting large amounts of potential recruits (“leads”) for possible future recruitment, creating graphics in a large variety of media, and performing certain human resources functions. Each individual will need to obtain and clear a Department of Defense (DOD) background check in order to obtain a Common access card (CAC) for access to required systems. Contracting for these functions continues to be necessary in order to support and accomplish current and future recruiting mission requirements.

3. SCOPE OF WORK: The Contractor shall furnish qualified personnel as designated or described within this PWS to perform the work, functions, responsibilities, or tasks (collectively referred to as “activities”) outlined herein. The Contractor shall designate a primary Point of

Contact (POC) and an alternate POC who will be available for contact during normal business hours, and at times of off duty hours, (NMRRBN traditionally follows normal business hours;

however, it is required for personnel to conduct business outside traditional business hours). All

Contractor personnel shall be at all times employees or independent contractors of the Contractor and do not become employees or independent contractors of the NMARNG or the Government solely by virtue of their participation in this PWS or by engaging in performance of the activities described herein. In addition, Contractor personnel are prohibited from management of

NMARNG or Government personnel and resources, to include, but not limited to, making funding decisions or commitments. The Contractor shall provide services as set forth in this

PWS from 29 August 2022 through 28 August 2023 (the “period of performance”).

4. RESPONSIBILITIES OF THE NMARNG: The NMARNG shall provide Contractor personnel information concerning all applicable regulations, policy, and other directives associated with the specific activities enumerated or implied below. The NMARNG shall provide training to support the activities described in this PWS. The NMARNG shall ensure

Contractor personnel attend training as required. The NMARNG shall provide facilities not elsewhere specified in this PWS for Contractor personnel to perform the activities required by this PWS.

5. RESPONSIBILITIES OF THE CONTRACTOR: The Contractor shall provide knowledgeable, experienced and properly equipped personnel that are its own employees or independent contractors (“Contractor personnel”) to support and facilitate the mission requirements of the NMARNG RRBN. The NMARNG RRBN assesses that four (4) Contractor personnel are required to perform the functions described in this PWS. Contractor personnel the

Contractor provides, must have the Knowledge, Skills, and Abilities (“KSA”) to satisfactorily accomplish any activities enumerated or implied in this PWS.

5.1. COMPLIANCE A CONTRACTOR RESPONSIBILITY: The Contractor shall comply with all applicable federal, state, local, and municipal laws, regulations, and requirements, industry standards, and all Army and Army National Guard regulations as applicable to the performance of the PWS and to Contractor personnel.

5.2. CERTAIN EQUIPMENT A CONTRACTOR RESPONSIBILITY: Contractor shall provide the following for each Contractor person performing work under this PWS:

Cellular telephone with cellular calling and “unlimited” mobile data in each of the designated work locations.

Mobile internet device with unlimited data “non-throttled” (hotspot) allocation in each of the designated work locations.

Laptop computer with Windows 10 Pro license OR Mac OS X license with Microsoft

365 license.

Individual company email account.

Reliable commercial internet access that has a broadband size with a minimum 50 Mbs download, and 5Mbs upload speeds. This will allow for downloading, uploading, and sending/receiving emails with heavy graphic content.

Three (3) “Polo”-style shirts with the Contractor company name or logo, as well as one

(1) name badge with title and Contractor company name or logo.

Multimedia Marketing Specialist requires suitable graphic design computer system with these specifications (or Better): Laptop with docking station, AC adapter, Intel i7-7500U

2.7 GHz (Quad-core), NVIDIA Quadro M520 integrated graphics, 32 GB RAM, 2tb HDD with Adobe Master Collection License and Software as well as Microsoft Office 2016 License and Software. As well as External SSD or fast hard drive and a large monitor high resolution (24”, HD minimum).

5.3. REQUIRED KSAs AND DUTIES OF ALL CONTRACTOR PERSONNEL:

5.3.1. Ability to contact prospective NMARNG recruits (“leads”) via telephone, text message, or email utilizing contractor provided equipment. In-person or face-to-face engagements may also be required.

5.3.2. High school graduate or equivalent.

5.3.3. Fluency in American English.

5.3.4. Ability to obtain access to secure unclassified NMARNG networks, computer applications, and processing systems as outlined in AR 25-2 para 2-37 and AR 380-67 “Contractor and

Civilians in a General User Role are required a Tier 1 background check. Military in General

User Role are required a Tier 3 background check”.

5.3.5. Ability to attend and pass training in necessary systems (e.g. AUVS, RMS, iPerms).

5.3.6. Must possess satisfactory computer skills and demonstrate proficiency with all Microsoft

Office suite products (e.g. Word, Excel, PowerPoint, and Access).

5.3.7. Understanding of military recruitment in general and NMARNG recruitment in particular.

5.3.8. Understanding of the principles of marketing and advertising.

5.3.9. Ability to create and maintain public awareness of NMARNG products, services, and issues by conducting targeted market identification and analysis using methods such as social media, telephonic communication, and distributing written materials.

5.3.10. Ability to support RRBN marketing objectives and strategies.

5.3.11. Ability to conduct focus groups and surveys with current NMARNG personnel to determine proper outreach techniques and best practices.

5.3.12. Ability after training to follow applicable policies pertaining to the enlistment and incentive eligibility of leads.

5.3.13. Ability to set appointments with Recruiting and Retention NCOs (“RRNCOs”) from the leads contacted and use computer systems associated with lead tracking and management.

5.3.14. Ability to maintain contact, as applicable, between leads and RRNCOs.

5.3.15. Ability to prepare and process After Action Reviews, information papers, reports, and other correspondence as required.

5.3.16. Ability to make recommendations to the RRBN to improve lead generation.

5.3.17. Ability to maintain spreadsheets, schedules, appointments, archiving documents, and manage routine correspondence.

5.3.18. Ability to load and track customer service inquiries and resolutions on a daily basis.

5.3.19. Ability to provide technical expertise in the area of internet-based marketing, including, but not limited to, database management, tracking and monitoring of internet leads, and dissemination of leads to the appropriate section within the RRBN or NMARNG.

5.3.20. Ability to manage social media sites under the direction and supervision of the RRBN and make changes as directed.

5.3.21. Ability to become familiar with all regulations and guidance that is applicable to the operation of the RRBN, particularly those that pertain to assigned duties.

5.3.22. Ability to secure and safeguard all NMARNG property, including documents that are provided for or created by the RRBN.

5.3.23. Ability to utilize all NMARNG-provided resources for official use only.

5.3.24. Ability to maintain a professional appearance and dress code as may be defined by the

NMARNG and its agents or employees.

5.3.25. Ability to travel when necessary to accompany Specific Soldiers to required sustainment training needs to be authorized, along with authorization for reimbursement for hotel, food and any other required expenses.

5.4. PROPOSED POSITION TITLES AND DUTY DESCRIPTIONS:

5.4.1. Customer Service Representative (one positions): With a basic understanding of any

NMARNG or RRBN marketing campaign, Customer Service Representative will contact leads via telephone, text message, or email to influence leads and others towards the goals of the marketing campaign. Face-to-Face engagements may also be. Customer Service Representative will also be expected to accompany Recruiters to various recruiting events, visits, and presentations including, but not limited to, school presentations, job fairs, and recruiting kiosks

(limited to within 70 miles of their required duty respective work location). Also responsible for performing a variety of administrative and clerical functions including, but not limited to, managing calendars, organizing meetings, scheduling meetings, and event planning. Work locations will be the Las Cruces, NM area (one position).

Additional responsibilities of the Customer Service Representative include:

Generating reports using various MS Office applications.

Providing support for multiple projects and departments.

Preparing and monitoring invoices and expense reports.

Preparing written correspondence.

Additional qualifications of the Customer Service Representative include:

Demonstrate excellent written and verbal communication skills.

Possess a valid driver’s license and a reliable mode of transportation.

Possess a high school diploma or equivalent.

Know how to use the MS Office suite (Excel, Power Point, and Word).

Possess the ability to multi-task.

Possess the desire to advance and grow within an organization.

Fluent bilingual applicants (English and Spanish) preferred.

Current members of the NMARNG strongly preferred.

5.4.2. Multimedia Marketing Specialist (one position): With a basic understanding of any

NMARNG or RRBN marketing campaign, the Multimedia Marketing Specialist will establish and maintain a profile on various social media platforms to market and advertise NMARNG recruiting and retention efforts. This service requires a strong understanding of social media platforms, graphic design, marketing and advertising, and public relations. Work location will be either the Santa Fe, NM or Albuquerque, NM area. The Multimedia Marketing Specialist may be required to travel to accompany the Marketing NCO to various training events throughout the year, and or temporarily work out of different branch offices within the state of

New Mexico NTE 20% of required work to alternate destinations per month.

Additional responsibilities of the Multimedia Marketing Specialist include:

Developing original graphic designs or marketing concepts and creating designs or finished graphics for both print media (e.g. brochures, advertising, posters, invitations, stationery, reports, displays) and digital media (e.g. website graphic elements, emails, display screens, advertising, videos).

Coordinating, maintaining, and tracking design, approval, proofreading, and production processes and schedules for design or marketing projects.

Tracking project deliverables through various approval processes, gathering necessary information in order to complete project deliverables in a timely manner, and coordinating the flow of project information between members of the NMARNG RRBN or affiliate entities.

Developing production-ready artwork for print and digital applications, as well as troubleshooting production issues.

Assisting with maintaining brand and graphics standards, and developing and implementing of the NMARNG brand identity and associated graphics standards.

Creating and maintaining digital designs, graphics, and related content on NMARNG

RRBN and affiliate websites, to include the New Mexico Military Museum website.

Developing new content views, wireframes, page designs, and concepts for continued website development.

Making recommendations to Government or other contract personnel concerning graphic design and marketing technical specifications.

Working closely with print or Internet vendors or other outside design vendors to implement NMARNG graphics in contracted marketing or media.

Coordinating the collection of media production invoices and ensuring accuracy.

Conducting photography, videography, and digital editing of NMARNG events.

Effectively communicating ideas and processes verbally and in writing.

Creating, updating, and maintaining a list of all ongoing projects.

Producing graphics and art to be used on NMARNG promotional material using Adobe

CC Creative Suite or similar software.

Updating the NMARNG Facebook, Instagram, Snapchat, Google+, and LinkedIn accounts, as well as other NMARNG social media accounts on other platforms.

Responding to social media messages and referring contacts to Recruiters based on ZIP code and school assignments, or other factors as the RRBN may direct.

Making recommendations to NMARNG RRBN personnel concerning marketing strategy or implementation.

Preferred qualifications of the Multimedia Marketing Specialist include:

Bachelor’s or Associate’s degree in Graphic Design, Communications, Journalism, Marketing, and Advertising or a related field, or four (4) years of relevant professional experience in these fields that is verified by resume with references.

Experience in event promotion, social media management, and public affairs.

Proficient in Photoshop, Illustrator, InDesign, and Premier, or similar graphic design and video editing software.

Over two years of experience in graphic design, marketing, photography, or video editing, verified by a valid resume with references. Some experience in all of these areas preferred.

Working knowledge of establishing and managing these social media platforms:

Instagram, Snap Chat, Facebook, Twitter, and YouTube.

5.4.3. Specialty Branch Technician (one position): The Specialty Branch Technician is responsible for the accession into the NMARNG of certain professionals including medical, legal, and religious specialty officers. Significant duties include compiling accessions paperwork packets for specialty officers; data entry; correcting packet deficiencies;

communicating with specialty branch chiefs; tracking applicant status; submission of physicals;

processing of waivers; verifying prior service documents; verifying credentials; verifying education; verifying references; review of resumes; processing incentive contracts and ensuring timely payments; providing weekly status briefs. Work location will be the Albuquerque area or the Santa Fe area.

Additional responsibilities of the Specialty Branch Technician include:

Multi-tasking and working with professionals.

Becoming familiar with specialty branch incentives and requirements.

Additional qualifications of the Specialty Branch Technician include:

Bachelor's Degree or three (3) years of recruiting or human resources experience.

Excellent data entry skills.

Must be self-motivated and function with limited daily guidance.

5.4.4. Transition Liaison Specialist (one position): The primary role of the Transition Liaison

Specialist will be to market the NMARNG to leads considering transferring to the NMARNG from other National Guard units, Army components, or branches of the Armed Forces. The

Transition Liaison Specialist will need to develop relationships with his or her counterpart in other states, components, or branches. In establishing these relationships, the Transition Liaison

Specialist will need to be conversant in and understand the process of transferring a prospect in to and out of the NMARNG, as well as the associated human resources processes or personnel transactions. Work location will be the Albuquerque, NM area or the Santa Fe, NM area.

Additional responsibilities of the Transition Liaison Specialist include:

Significant additional responsibilities include: validating packets, obtaining transfer documents from NMARNG unit members, uploading documents into a computer system, coordinating transfers with other states, validating transfer documents for persons transitioning to the NMARNG, coordinating positions for incoming persons, notifying the losing entity when transfers are complete.

Other additional responsibilities include: obtaining or compiling reports and managing vacant positions in the computer-based Automated Unit Vacancy System (AUVS), IPSSA and REQUEST/RETAIN access.

Additional qualifications of the Transition Liaison Specialist include:

Excellent data entry skills.

Excel Mastery is required

Bachelor's Degree or three (3) years of human resources experience.

5.5. DUE DILIGENCE IN HIRING AND MANAGEMENT A CONTRACTOR

RESPONSIBILITY: The Contractor shall be responsible for ensuring all proposed personnel considered or selected under this PWS meet the requirements enumerated in Section 5.3 and

Section 5.4 of this PWS. Examples of due diligence include, but are not limited to, soliciting personal resumes for the positions indicated, verifying references, ensuring potential candidates exist for the positions indicated, and ensuring positions are paid at fair market value suitable to retain qualified personnel. Neither NMARNG nor its representatives shall have any part in the hiring or management process. Notwithstanding the above, NMARNG reserves the right to determine whether personnel meet the requirements enumerated in this PWS and whether

Contractor remains in substantive or material compliance with the provisions of this PWS.

6. TRAVEL REQUIREMENTS: Contractor personnel may be required from time-to-time to travel within the State of New Mexico for the purpose of performing activities pursuant to this

PWS. Contractor personnel may be required from time-to-time to temporarily work from alternate locations within the State of New Mexico. Travel of contractor personnel shall not exceed 20% of the PWS period of performance. Any travel shall occur within the cost of the

Firm Fixed Price contract issued as a result of this solicitation. The Government shall not pay any relocation expenses.

7. RIGHTS RESERVED BY THE NMARNG: Notwithstanding the above, the NMARNG warrants and represents it shall not require performance at locations exceeding 70 miles’ commuting distance from the locations provided in this PWS.

8. WORK HOURS: The Government anticipates proposals in accordance with a 40-hour work-week. Expected work schedule for contractor personnel is: Monday through Friday, eight hours per day between 8 A.M. and 5 P.M. Mountain Standard or Daylight Time. From time-to-time not to exceed 20% of the period of performance, contractor personnel may be required to attend special events and work an altered schedule, not to exceed eight hours per day. The NMARNG

RRBN observes these Federal holidays, during which time the services of Contractor personnel are neither expected nor required: New Year’s Day, Birthday of Martin Luther King, Jr.

(observed), Presidents’ Day, Memorial Day, Independence Day, Labor Day, Columbus Day, Veterans Day, Thanksgiving Day, Christmas Day, and any other Federal holiday not listed.

9. ACCEPTANCE: The terms contained in this PWS are subject to approval from and endorsement of a qualified Contracting Officer (KO) with the concurrence of the NMARNG

Staff Judge Advocate (SJA), and other authorities as may be required by law or policy.

10. SECURITY REQUIREMENTS: The Contractor, to include its agents, employees, assigns, subsidiaries, and contractors, shall be responsible for safeguarding any information of a confidential, privileged, private, or sensitive nature (“sensitive information”) which the

NMARNG may from time-to-time provide in the course of administering any agreement created pursuant to this PWS. The subjects of sensitive information may include, but are not limited to, the NMARNG, to include its agents, employees, assigns, subsidiaries, and contractors, and

NMARNG leads. The NMARNG reserves the right to pursue any remedy under law, both civil and criminal, in response to Contractor’s actual or apparent unauthorized disclosure of sensitive information. Contractor, to include its agents, employees, assigns, subsidiaries, and contractors, shall apply provisions of the Privacy Act of 1974 and any other applicable privacy or records protection law to all records and reports it maintains on behalf of the NMARNG. All programs and materials developed at Government expense within the scope of this PWS and any agreement that may result are and remain property of the Government. Contractor personnel shall be required to obtain and maintain security badges and adhere to NMARNG security requirements.

11. REQUIREMENT FOR SPECIAL PROTECTION OF PERSONALLY

IDENTIFIABLE INFORMATION (PII): The Contractor, to include its agents, employees, assigns, subsidiaries, and contractors, shall protect all Personally Identifiable Information (PII) encountered in the performance of services in accordance with DFARS 224.103 and DoDD

5400.11, Department of Defense Privacy Program, DoD 5400.11-R, the Privacy Act of 1974, as well as any other applicable local, state, or federal privacy laws. If a PII breach results from the

Contractor’s actual or apparent violation of the aforementioned policies or laws, the Contractor shall indemnify and hold harmless from liability the NMARNG and the Government relating to any claims from the Contractor’s PII breach, and the Contractor shall bear all notification costs, call-center support costs, credit monitoring service costs, and other costs for all individuals whose PII has been compromised.

13. ADDITIONAL SECURITY TRAINING AND COMPLIANCE REQUIREMENTS.

13.1. Antiterrorism (AT) Level I Training. All Contractor personnel requiring access to

NMARNG or Government installations, facilities, or controlled access areas shall complete AT

Level I Training within 30 calendar days after contract start date or effective date of incorporation of this requirement into the contract, whichever is applicable. The Contractor shall submit certificates of completion for each affected person to the Contracting Officer’s

Representative (COR) or to the Contracting Officer, if a COR is not assigned, within 15 calendar days after completion of training. AT Level I Training is available at the following website:

https://atlevel1.dtic.mil/at.

13.2. Access and General Protection/Security Policy and Procedures. Contractor personnel shall comply with applicable installation, facility, and area commander installation or facility access and local security policies and procedures provided by Government representatives. The

Contractor shall also provide all information required for background checks to meet installation access requirements. Contractor workforce must comply with all personal identity verification requirements as directed by DOD, HQDA, or local policy. Should the Force Protection

Condition (FPCON) at any individual facility or installation change, the Government may require changes in Contractor security matters or processes.

13.3. iWATCH Training. The Contractor shall brief all Contractor personnel on the local iWATCH program (training standards provided by NMARNG). This locally-developed training will be used to inform personnel of the types of behavior to watch for and instruct personnel to report suspicious activity to the COR. This training shall be completed within 30 calendar days of contract award and within 30 calendar days of new Contractor personnel commencing performance with the results reported to the COR not later than 30 calendar days after contract award.

13.4. Contractor Personnel Who Require Access to Government Information Systems. All

Contractor personnel with access to a government information system must be registered in the

ATCTS (Army Training Certification Tracking System) at commencement of services, and must successfully complete the DoD Information Assurance Awareness prior to access to the information systems and then annually thereafter.

13.5. Information assurance (IA)/information technology (IT) training. All Contractor personnel shall complete the DoD IA awareness training before issuance of network access and annually thereafter. All Contractor personnel working IA or IT functions must comply with DoD and

Army training requirements in DoDD 8570.01, DoD 8570.01-M, and AR 25-2 within six months of employment or contracting.

13.6. Threat Awareness and Reporting Program training (TARP). All contractor personnel will complete the TARP training annually. Insider Threat indicators (ALARACT 322/2009) training to all contractors within the Area of Responsibility will be scheduled adequately in advance.

Army Training requirements in AR 381-12 within six months of employment or contracting.

13.7. Operations Security (OPSEC) training. All contractors shall implement OPSEC measures as ordered by the commander. In addition, the contractors will be scheduled adequately in advance per AR 530-1 and 20.11.5 for OPSEC training and complete Level I and Level II

OPSEC training.

14. QUALITY ASSURANCE: The Contractor shall develop and maintain an effective quality control program to ensure services are performed in accordance with the PWS. The Contractor shall develop and implement procedures to identify, prevent, and ensure non-recurrence of defective services. The Contractors’ quality control program is the means by which they assure themselves that their work complies with the requirement of the PWS. As a minimum, the

Contractor shall develop quality control procedures that address the areas identified as responsibilities of the Contractor described in Section 5 of the PWS.

15. PERFORMANCE ASSESSMENT: The NMARNG will evaluate the contractor’s performance under this contract in accordance with its Quality Assurance Surveillance Plan

(QASP). This plan describes what the NMARNG must do to ensure that the Contractor has performed in accordance with performance standards. It defines how the performance standards identified in the PWS will be measured, the frequency of the surveillance, the maximum acceptable defect rate(s), and by whom surveillance will be conducted. Performance assessment or surveillance results may be used as the basis for actions against the Contractor including, but not limited to, contract rescission, withholding of certain payments, or declaring the Contractor in material breach of contract.

16. SERVERABILITY: If one portion, part, phrase, or clause of this PWS or any agreement arising from it is deemed illegal or otherwise unenforceable, then the remainder of the PWS or any agreement arising from it shall remain enforceable.