S01_Attachment A - Statement of Work NRCS TN Marketing Campaign_Revised 5-20-24_FINAL.pdf

STATEMENT OF WORK FOR

NRCS-TN Marketing Campaign

Revision 0

05/13/24

Table of Contents

1 INTRODUCTION

1.1 Mission

1.2 Background

1.3 Scope

2 GENERAL REQUIREMENTS

2.1 Non-Personal Services

2.2 Invoicing

2.3 Identification of Contractor Personnel

3 REQUIREMENTS/TASKS

3.1 Requirement/Task 1

3.2 Requirement/Task 2

3.3 Requirement/Task 3

4 DELIVERABLES/SCHEDULE

1 INTRODUCTION

The United States Department of Agriculture (USDA) Natural Resources Conservation Service (NRCS) requires billboards for marketing and outreach towards beginning and new farmers across Tennessee. The billboards will be in Nashville, Knoxville, Murfreesboro, Memphis, and Chattanooga. All five billboards will have a QR code linking to the TN USDA NRCS website. This will help track how successful billboards are as a marketing tool.

1.1 Mission

The NRCS mission is to integrate billboards into our marketing Campaign to amplify our brand visibility and contribute to our overall marketing success to new and beginning farmers across Tennessee. The billboards will raise awareness but also inspire action and participation with the TN USDA NRCS.

1.2 Background

By establishing billboards, a broad outreach in targeted areas will increase. Billboards strategically placed in urban and small-scale farming communities will ensure that our message reaches the heart of our target audience New/Beginning Farmers on urban and small-scale farms. This direct and localized approach maximizes the impact of our communication.

1.3 Scope

1.3.1 Billboard Location: The billboard location should be located in strategically chosen sites in Nashville, Knoxville, Murfreesboro, Memphis, and Chattanooga, Tennesee. This allows for a tailored messages to new and beginning farmers in urban and small-scale farm settings. This should also allow for High Traffic Areas which should allow for high-traffic areas with highways, major intersections, and urban centers. The visibility of the billboards will offer prominent visibility, ensuring that the billboards are seen by motorists, pedestrians, and commuters passing by the designated areas. The contractor shall provide government with proposed publication location and obtain approval of location prior to publication of billboard.

1.3.2 Size and Specifications: The billboards should be in the size of a standard digital highway billboard. The size of the proposed digital highway sign, shall be specified in the proposal. The billboard sign must be constructed with durble materials suitable for outdoors.

1.3.3 Time Frame: The duration of exposure will be for 24 hours a day, seven days a week. The time frame for the billboards to be advertised is set for 12 months. The entire period of performance (PoP) of this contract is 15 months, allowing the first 3 months of performance to design and get the billboard up and running.

1.3.4 Maintance and Monitoring: The contractor shall conduct regular maintenance and monitoring of the billboard to sensure its appearance and functionality throughout the rental period.

1.3.5 Advertisement Design: The agency shall provide the artwork and content for the billboard advertisement. Every three months or as needed the billboards design will change messaging to reflect when there are events and program sign up. Making the billboard consistent with up-to-date state priorities in programs and financial assistance. The billboards will allow for creative designing that will be visually striking that captures attention and conveys effective messaging to potential new customers that will make a memorable impact on viewers. The billboard design will require a use of a QR code reflecting back to NRCS-TN, and the design shall have approval prior to publishing from the government point of contact at NRCS-TN.

2 GENERAL REQUIREMENTS

This section describes the general requirements for this effort.

2.1 Non-Personal Services

The Government shall neither supervise Contractor employees nor control the method by which the Contractor performs the required tasks. Under no circumstances shall the Government assign tasks to, or prepare work schedules for, individual Contractor employees, except for the site lead. It shall be the responsibility of the Contractor to manage its employees and to guard against any actions that are of the nature of personal services, or give the perception of personal services. If the Contractor believes that any actions constitute, or are perceived to constitute personal services, it shall be the Contractor’s responsibility to notify the Contracting Officer, in writing, immediately.

2.2 Invoicing

Invoices must be submitted electronically through the Invoice Processing Platform (IPP) system and in accordance with the payment clause(s) in the contract.

2.3 Identification of Contractor Personnel

Contractor employees, including subcontractors, who attend meetings, send emails, answer Government telephones or place calls, or work in situations where their actions could be construed as acts of Government officials, must clearly identify themselves as Contractor employees.

3 REQUIREMENTS/TASKS

The Contractor shall:

3.1 Requirement/Task 1

Place five digital billboards in the cities of Nashville, Knoxville, Murfreesboro, Memphis and Chattanooga Tennessee for a duraction of 12 months. The contractor shall provide proposed locations and obtain approval prior to publication of billboards.

3.2 Requirement/Task 2

The agency shall provide the artwork and content for the specified billboard advertisement and have prior approval from the government POC prior to publication. The agency name, logo, and non-discrimination statement must be included in the design and will be furnished by the government.

3.3 Requirement/Task 3

The contractor shall deliver and install content for the billboard, conduct regular maintenance, and monitoring of the billboards, and remove the billboards at the end of the rental period.

4 DELIVERABLES/SCHEDULE

Timely completion of deliverables is essential to a successful outcome. Below are the required due dates for each requirement/task.

Item No.

Deliverable Reference Due

1 Design Billboard Contents and obtain government approval

SOW Section 3.2 With in 3 months from contract award date.

2 Ensure approved billboard contents SOW Section 3.1 Wtihin 3 months from are up and functional in approved locations.

and 3.3 contract award date.