Attachment_A_-_Task_Order_001.pdf

Attachment A – Task Order 001

TASK ORDER 0001

Table deleted. Pricing should include four 12 month options periods.

1.0 Background

The Office of Veterans Business Development is responsible for conducting comprehensive outreach to veterans including Reserve component members of the U.S. military, for the formulation, execution, and promotion of policies and programs of the Administration that provide assistance to small business concerns owned and controlled by veterans, service-disabled veterans and reservists. The Associate Administrator acts as an ombudsman for full consideration of veterans in all Administration programs, and he reports and is responsible directly to the Administrator.

2.0 Scope of Work

This SOW defines the Government's project requirements. This contract shall include communication and outreach strategy, audience analysis, video & graphics and design support, and advertising agency services to research, procure, and place multi-media, multi-channel creative collateral. Efforts shall be in accordance with the SBA outreach plans, style guides, policies, regulations, and any previously developed communication materials (brochures, posters, flyers, fact sheets), which will be made available by the SBA.

3.0 Specific Tasks

3.1 Provide one on-site FTE (CLIN-001) to develop and assist in the refinement and implementation of the Annual Marketing and Advertising Plan. FTE shall be co-located with SBA OVBD personnel in Washington, D.C.

3.2 In coordination with the COR, the Contractor shall hold a kick-off meeting within five (5) business days after award, or as agreed upon between the COR and Contractor. At the kick-off meeting, the contractor shall review and present the details of the initial Project Management Plan (PMP) submitted with their proposal for feedback.

3.3 Project Management Plan. The PMP shall include the contractor's intended approach and work plan, as well as a project schedule including deliverable dates with major milestones for review and approval by COR. All revisions or amendments to the PMP will be incorporated and resubmitted to the COR for final approval within five (5) business days of the Kick-Off Meeting. Work shall not commence until the COR approves the PMP in writing. The contractor shall also provide completed standard administrative tasks at kick off meeting as outlined in the schedule of deliverables (e.g., background investigation forms, staff roster, mandatory training) and as outlined in the task order.

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SBAHQ-13-R-0014

3.4 Annual Marketing and Outreach Plan. The OVBD will provide guidance to the contractor following award of the contract during the kick-off meeting. An initial Annual Marketing and Outreach Plan shall be required no later than 45 calendar days after the kick-off meeting. The OVBD shall engage the contractor in a shortened comment and discussion period followed by a revised plan being developed by the contractor if required. This plan shall then be presented by the contractor to OVBD leadership for approval. Specific areas to focus are as follows:

3.4.1 Audience Profiles. Using a combination of primary and secondary data sources, the contractor shall segment the target population of veterans and develop audience profiles for those 2-3 audience segments on which they recommend the SBA concentrate its outreach efforts.

Audience profiles shall be based on demographic and psychographic information, as well as any other factors which would affect veterans' knowledge, attitudes and behaviors regarding the SBA and/or small business ownership, e.g., employment status, job skills and training, etc. Relevant Census data and published literature shall be provided after award.

3.4.2 Interviews. To supplement data in 3.5, the contractor shall conduct no more than 8 one-on-one interviews with key stakeholders who have insight into the veteran population. The interview guide shall be prepared by the contractor and approved in writing by the COR in advance of the interviews. Stakeholders to be interviewed shall be identified by the contractor and proposed in writing with a rationale for their selection. No interviews will be conducted without prior approval of the COR of both the interview guide and the list of interviewees.

3.4.3 Roll-out Strategy. Based on the data provided by the SBA and the audience profiles developed in 3.4.1, the contractor shall develop a comprehensive outreach strategy. The plan will utilize sound communication and outreach principles that incorporate SBA's Office of Veterans Business Development goals and objectives; identify target audience(s); determine the best platform for message delivery (traditional, digital, or integrated on multiple platforms); and outline a strategy for campaign implementation. The plan should include a forecast of the effects of all advertising efforts and provide recommendations on meaningful metrics, as well as methods for determining the return on investment (ROI). The plan will include the review and possible redesign of current OVBD marketing materials and website, in close collaboration with SBA's Office of Communications and Public Liaison to promote internal branding consistency and ensure 508-compliance, as necessary. In addition, the plan will serve as a foundation for OVBD activities, include methods for distributing information. Finally, the plan shall provide clear recommendations for how to best engage the Veteran community, stakeholders, and SBA employees covering a broad range of mechanisms including: social media, public/veteran community outreach, and traditional media outreach, etc. The plan shall include recommendations on how OVBD and other SBA web interface to create a seamless experience for Veterans.

3.5 Outreach. Pursuant to marketing and outreach plan developed in accordance with 3.4 and on agreed upon milestones between SBA and the contractor, the contractor shall execute an integrated and targeted marketing campaign consisting of multiple media platforms that include

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3.5.1 Comprehensive Account Management and advertising return on investment. The contractor shall manage all vendors utilized for ad placements. In addition, the contractor shall execute on the advertising assessment as planned in 3.4.3

3.6 Graphic Support and Content Development. Based on the Annual Marketing and Outreach Plan and Rollout Strategy and in collaboration with SBA's Office of Marketing and Customer Service, the contractor shall create leadership and general briefings, design, graphics, video, brochures, fact sheets, postcards, and content development must be aligned with overarching SBA and SBA style guides and policies, which will be provided upon award of Task Order.

4.0 Period of Performance shall be 12 months from date with the possibility of four, 12 month option periods.

5.0 Place of Performance shall be as follows:

5.1 U.S. Small Business Administration

Office of Veteran Business Development 409 3rd Street, SW Washington, D.C. 20416

5.2 Contractor Facility

DELIVERABLES SCHEDULE

PERFORMANCE

DELIVERABLE

REQUIREMENT

PWS # FREQUENCY TO

Project Management Plan

3.3 IDIQ/Task Order Level

5 days after kick-off meeting COR, CO

Annual Marketing and Outreach Plan

PWS

Section 3(1)(d)

45 calendar days after kick-off COR,CO

Interview guide

3.4.2 IDIQ/Task Order Level

Timeframe negotiable after award

COR, CO

List of potential interviewees

3.4.2 IDIQ/Task Order Level

Timeframe negotiable after award

COR,CO

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Segmentation Strategy

3.4.1 IDIQ/Task Order Level

Timeframe negotiable after award

COR,CO

Roll-out strategy

3.4.3 IDIQ/Task Order Level

45 calendar days after kick-off meeting

COR,CO

B2B media content

3.5 IDIQ/Task Order Level

Timeframe negotiable after award

COR,CO

Monthly Performance Progress Report

PWS

Section 10(1)(h)

15th of each month. COR, CO

Final Performance Progress Report

PWS

Section 10(1)(i)

Completion of the Period of Performance of the Task Order

COR, CO

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