SBAHQ-16-Q-0016_SOW.pdf

Solicitation: SBAHQ-16-Q-0016

STATEMENT OF WORK (SOW)

Strategic Communications Support and Media Placement for the National Women’s Business Council

Location of Work: To be completed by the contractor off-site (not at SBA headquarters)

Time to Complete the Work:

Base Period: 2/8/2016 through 5/30/2016 Option Period 1: 6/1/2016 through 9/30/2016 Option Period 2: 10/1/2016 through 1/31/2017 Option Period 3: 2/1/2017 through 5/30/2017

Clearance Required: None

1.0 BACKGROUND

The National Women’s Business Council (NWBC) is a nonpartisan federal advisory council created to serve as an independent source of advice and counsel to the President, Congress, and the U.S. Small Business Administration on economic issues of importance to women business owners. The NWBC was established via the Women’s Business Ownership Act of 1988 (HR. 5050), a landmark piece of legislation that eliminated individual state laws that required women to have a male relative cosign a business loan.

The Council is committed to sustaining the potential that women entrepreneurs present.

The policy recommendations made by the Council are grounded in a data-driven understanding of the needs of women in or in pursuit of business ventures. As the government’s only independent voice for women entrepreneurs, our mission is two-fold:

to support and conduct groundbreaking research that provides insight into women business enterprises from startup to success, and to share the findings to ultimately incite constructive action and policies.

The Council’s deliverables include research products, quarterly public meetings, and an annual report with findings and policy recommendations for increasing, influencing, and supporting the women’s entrepreneurship ecosystem. The Council’s Annual Report for Fiscal Year 2015 – 10 Million Strong: The Tipping Point for Women’s Entrepreneurship

– is available online at www.nwbc.gov/research/the-tipping-point. Women are starting 1,200 new businesses per day – inventing products, solving problems, creating jobs and supporting their communities. The impact of women’s entrepreneurship is undeniable and the growth is unprecedented, but we have a long way to go before reaching parity;

hence the title of this year’s report.

The Council’s goals are to:

• Conduct actionable and best-in-class research on issues of impact and importance to women business owners and leaders http://www.nwbc.gov/research/the-tipping-point

• Advise the SBA, Congress, and White House on how to improve the business climate for women

• Engage and communicate broadly the research findings, products, and recommendations

• Impact the broader narrative on entrepreneurship – penetrating the media with coverage of the issues, commentary & thought leadership, and stories of women entrepreneurs

The Council seeks a firm to raise the profile of the Council and penetrate the media narrative and coverage on women’s entrepreneurship, leveraging Council research, expertise, and platform. This involves the development and execution of a communications strategy, writing, content development, media placement.

The Request:

The National Women’s Business Council – and our research and Council Members – should be an integral part of the growing conversation on women and entrepreneurship.

The Council is interested in both impacting the broader dialogue on entrepreneurship and elevating our profile through our combination of expertise, research, and relationships.

The Council’s profile has grown significantly in the last year. The purpose of this contract is to expand on the momentum with strategic and regular exposure in relevant print, digital, and television media outlets, and other earned media opportunities. A seasoned media relations and/or communications firm with brand management experience, a strong track record of performance, media relationships, and an awareness of, or ability to learn quickly, the nuance of the content would excel as a partner of the Council.

Women’s entrepreneurship is growing in exciting and unique ways, but that’s not currently reflected in or covered by the media. The National Women’s Business Council is poised to be a go-to resource on these issues and drive the conversation forward.

The proposals should demonstrate a strategy that reflects the following:

Council Research

• The Council’s research portfolio is developed to fulfill gaps in the literature and understanding of key issues as they relate to women business owners and leaders.

The Council aims to produce best-in-class and actionable research to support the interests, needs, and priorities of our customers (the SBA, White House, and the Congress), women entrepreneurs, and other stakeholders. Recently completed and current projects are identified in Attachment A: Council End-of-Year Update. An example is the ecosystem project. The Council will visit six ecosystems – San Francisco in January, Miami in March, Chicago in May, St. Louis in June, Boston in July, and Atlanta in August – to better understand and assess the dynamics of those ecosystems, exploring what works well and what should work better.

• The following projects will be completed in 2016 – and ready for release:

o Resource Platform for Women with Growth Aspirations (early 2016) o Analysis of the 2012 Survey of Business Owners (spring 2016) o Women’s Experience in Corporate Supplier Diversity (spring 2016) o Women’s Experience in Accelerators & Incubators (spring/summer 2016) o Experience of Black Women (summer/fall of 2016) o Ecosystem Analysis (fall 2016)

• The Council’s FY2016 research portfolio will be significantly larger in years past, given a significant budget increase – very likely attributed to the Council’s increasing profile and value. Future areas of interest include: Women’s commercialization in STEM fields; Entrepreneurship amongst women veterans and military spouses; Entrepreneurship amongst Millennials and/or Boomers;

Social Entrepreneurship; and Impact of Equity Crowdfunding on Women-led Ventures. Research opportunities will be announced in the spring of 2016;

decisions will be made by June 2016.

Other Council Assets & Opportunities

• Another Council asset is its engaged and diverse membership and staff. The Council Chair is appointed by the President; Eight (8) members are prominent small business owners, selected for their commitment to the cause and community; Six (6) members are the leaders of national women’s business organizations. There is diversity by geography, industry, age, race/ethnicity, business stage, and business aspiration. Member and staff bios are included on pages 39-44 of the Annual Report. These individuals should be utilized frequently for their thought leadership as experts, spokespersons, and/or commentators.

• The Council hosts four Public Meetings each year. These Public Meetings are an opportunity for the Council to share updates on the research portfolio and recent engagement efforts. The Council also tries to leverage these convenings for direct interaction with and programming for women business owners and leaders, or women in pursuit. Two of these meetings are held via web conference; two are held in-person. In 2016, the Council will convene in March, Women’s History Month, in Washington, DC, and again in Atlanta in August.

Additional Moments & Opportunities in 2016

February – Black History Month March – Women’s History Month + International Women’s Day (3/8) May – National Small Business Week September – Hispanic Heritage Month + Congressional Black Caucus October – Council’s Birthday (10/25/88) + Women’s Small Business Month November – Veteran’s Small Business Week + Small Business Saturday + Women’s Entrepreneurship Day (11/19) + National Entrepreneurship Month

A more comprehensive Council calendar is included as Attachment B: 2016 Calendar.

The contractor’s proposal shall include an intended strategy and work plan, as well as a project schedule including meeting dates, deliverable dates, performance metrics, and major milestones for review and approval by the NWBC PM/COR. This proposal shall also address content development, media targets, and media contacts. The proposal shall be in accordance with government policies, regulations, and communication guidelines, as well as any previously developed materials which will be made available by the Council.

Proposals will be evaluated based on the contractor’s 1) strategy; 2) goals for earned media hits, traditional media placement, reach (impressions & insertions), written and placed op-eds, and conference participation and/or speaking opportunities; 3) capacity for press releases, media pitching, and content development; and 4) knowledge of the issue.

Previous performance and placement will also be considered, so proposals shall include information about past performance the account management.

1.1 SCOPE

The contractor will report to the Council’s Executive Director and work closely with the Engagement Manager and the Chair of the Communications Committee. The contractor will be responsible for the following tasks:

1.1.01 Initial kick-off meeting –

An initial kick-off meeting should be held within five (5) business days from date of award. The contractor shall schedule a project kick-off meeting with the NWBC Project Manager (PM) and Contracting Officer Representative (COR), in this case the Council Executive Director; the Engagement Manager; and the project advisory group comprised of key stakeholders, members of the Council Communications Committee and subject matter experts (SMEs) to be identified by the NWBC PM/COR.

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. The PMP shall include the contractor’s intended approach and work plan, as well as a project schedule for review and approval by the NWBC PM/COR. All revisions or amendments to the PMP will be incorporated and resubmitted to the NWBC PM/COR for final approval within five (5) business days of the kick-off meeting. Work shall not commence until the NWBC PM/COR approves the PMP. 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.

Deliverables:

• Kick-off meeting within five (5) business days from date of award

• Initial Project Management Plan (PMP) provided one (1) day in advance of kick-off meeting

• Revised PMP submitted for PM and COR approval within five (5) business days of Kick-Off Meeting. (If applicable)

1.1.02 Communications strategy & media outreach implementation plan for 2016 – Based on assets and opportunities, the contractor shall develop a comprehensive, integrated communications and media placement strategy for implementation. The plan shall utilize sound communication and outreach principles that reflect the Council’s goals and objectives; reach the target audience(s); involves a multiple platform approach for message delivery (traditional, digital, or integrated on multiple platforms); and outline a strategy for execution, including dates, tasks, and necessary content. The plan shall also include methods for distributing information, and strategies to increase engagement with and enthusiasm for Council research reports, products, initiatives, and policy recommendations. The plan shall leverage Council Members and the Executive Director as additional assets. The plan shall provide clear recommendations for how to best engage the women entrepreneur community, stakeholders, and media covering a broad range of mechanisms including: social media, women’s business community outreach, business leader/expert outreach, and traditional media outreach.

Deliverables:

• A comprehensive and integrated communication and media outreach strategy and implementation plan (within 15 business days from kick-off meeting) for 2016, including audience-specific messaging, communications objectives/strategies/tactics, pitch examples, a timeline for execution, and performance metrics

1.1.03 Execution of plan and coordination of media tracking, coverage and placement through the period of performance – The contractor shall create communications messages that cover research projects and subject matter areas of critical importance and impact to women entrepreneurs and business owners. The contractor shall analyze topical issues and formulate messaging that corresponds to and highlights the NWBC mission, research, products and policy recommendations. The contractor shall draft, pitch and secure media coverage that highlights the work and interests of the Council. The contractor shall coordinate all interview requests including scheduling, site and press advance, sitting in on interviews with the NWBC Executive Director or Council Members, organizing and preparing briefing materials and following up with interviewers by correspondence. The contractor shall create and distribute press releases on behalf of the Council. The contractor shall work to elevate the profile of the Council, and increase exposure.

Deliverables:

• Regular media tracking of relevant news articles and events to NWBC mission and women entrepreneurs with weekly report-out

• Monthly messaging calendar with implementation plan for earned & traditional media exposure

• Written press releases and other communications materials as relevant for placement of media coverage, and distribution of said content via Cision, PRNewswire or other similar service

• Regularly updated and relevant press lists and/or database from top media outlets that cover small business and women’s business issues.

• Biweekly briefing, plus communication as needed, with NWBC team on actionable media items of interest

• Preparation of materials, logistics, and talking points for Executive Director and Council Members for earned and social media placement

• Social media content relevant to individual campaigns, as needed

• Confirmed conference participation and/ or speaking opportunities

1.2 DELIVERABLES

Deliverable (all outlined in above sections) Timing Delivery requirement Initial Project Management Plan (PMP) Provided one

(1) day in advance of kick-off meeting

Microsoft Word document

Kick-off meeting Within five (5) business days from date of award

In-person at NWBC Offices

Revised PMP submitted for PM AND COR approval

Within five (5) business days of kick-off meeting

Microsoft Word and/or Powerpoint document

A comprehensive and integrated communication and media outreach strategy and implementation plan for 2016, including audience-specific messaging, communications objectives/strategies/tactics, and timeline for their execution.

Within thirty

(14) business days of kick-off meeting

Microsoft Word and/or Powerpoint document communications messaging calendar with implementation plan for earned media, interviews, speaking engagements, and social media outreach, etc.

Monthly Microsoft Word and/or Powerpoint document

Daily media tracking of relevant news articles and events to NWBC mission and women entrepreneurs with weekly report out

Weekly Email/Microsoft Word and/or Excel document

3-5 media placements and/or speaking opportunities per campaign/outreach effort in relevant and strategic media outlets

Based on communications calendar, as needed

Link or clip

Written talking points, press releases, blogs and other communications materials as relevant to placement of media coverage

Based on communications calendar, as needed

Microsoft Word

Regularly updated and relevant press lists and/or database from top media outlets that cover entrepreneurship, small business and women’s business issues.

calendar, as needed

Microsoft Excel

Briefing with NWBC team

As requested, not to exceed twice a month

By phone

Preparation of materials, logistics, and talking points for NWBC staff and council for conference participation, and earned and social media placement calendar, as needed

Microsoft Word

Draft social and digital media content calendar, as needed

Microsoft Word document

Monthly status report summarizing all work accomplished and status of deliverables to be submitted.

Monthly Microsoft Word

The contractor shall provide an initial deliverable proposal and a deliverable completion report for each project deliverable assigned by the Project Manager (PM) / Contracting Officer’s Representative (COR), as well as a plan for billing.

The contractor shall invoice the NWBC for the strategic plan deliverable, and then for servicing, implementation, and execution on a monthly basis. If time required is in excess of the monthly project fee, the contractor shall communicate to the NWBC in advance.

1.2.01 Inspection and Acceptance Criteria

Inspection and acceptance of deliverables shall be performed by the NWBC Project Manager/COR.

The contractor’s monthly work status report shall be submitted electronically in written form, in a format to be determined by the contractor. It shall be submitted to the COR and as an attachment to each invoice. It shall include, at a minimum, the following elements:

• Work performed by the contractor detailed to the appropriate work package by task;

• Identification of in-process deliverables and the status of each; and

• Summary of planned activities for the succeeding period.

Acceptance criteria for all deliverables will be based upon:

• Format and timeliness: The deliverable shall be submitted electronically to the COR within the timeframes established. (Unless notified otherwise)

• Clarity: Each element shall be lucid and concise. There shall be a minimum of follow-up questions required; and

• Accuracy: Work product should reflect the requirements outlined in the Statement of Work.

1.2.02 Section 508

Section 508 of the Rehabilitation Act of 1973 (found at 29 USC 794d) requires access use of information by individuals with disabilities. A deliverable such as electronic reports (ex., PDF files) to be placed on the web (either on the agency’s web server or the company’s), video footage, or other electronic data such as CD-ROMs to be distributed, are subject to Section 508 guidelines. Simplified, this means that PDF files need to be formatted so that they are “readable” by assistive technology devices such as screen readers. Video footage must be closed captioned. CD-ROMs that contain HTML, PDF or word processor files must be assessable.

1.3 TRAVEL

Kick-off meeting should be done in person five (5) days after award. No other travel is anticipated.

1.4 OTHER DIRECT COSTS

The government will pay no costs beyond that of the agreed firm fixed price contract.

2.0 SERVICE DELIVERY SUMMARY

Performance Objective SOW Performance Threshold Written materials, including documents, talking points, briefings, presentations, speeches, media lists, press releases, etc.

1.1 (entirety) • Format and timeliness: The deliverable shall be submitted electronically to the PM within the timeframes established. (Unless notified otherwise)

• Clarity: Each element shall be clear and concise. There shall be a minimum of follow-up questions required; and

• Accuracy: Work product should reflect the requirements outlined in the Statement of Work.

Completed communications strategy and implementation plan

1.1.02 • Format and timeliness: The deliverable shall be submitted electronically to the PM within the timeframes established. (Unless notified otherwise)

• Clarity: Each element shall be clear and concise. There shall be a minimum of follow-up questions required; and

• Accuracy: Work product should reflect the requirements outlined in the Statement of Work.

Media coverage and placement 1.1.03 Achieve at least three (3) earned media placement per campaign i.e., release of NWBC research, product, public meeting, or other release.

2.0.01 Notice Regarding Late Delivery/Delayed Performance

The contractor will immediately notify the Contracting Officer (CO) in writing in the event the contractor encounters difficulty in performance by giving pertinent details, including the date by which it expects to complete performance or make delivery. The notification will be informal only in character and will not be construed as a waiver by the Government of any contractual delivery schedule or date, or any rights or remedies provided by law or under this effort.

3.0 GOVERNMENT FURNISHED PROPERTY AND SERVICES:

No government furnished property or services will be provided to the contractor.

4.0 GENERAL INFORMATION

4.1 SECURITY

The contractor personnel are required to sign and comply with a nondisclosure agreement.

The CO retains the right to request removal of contractor personnel, regardless of prior clearance or adjudication status, whose actions while assigned to this contract clearly conflict with the interests of the Government. The reason for removal will be fully documented in writing by the CO. When and if such removal occurs, the contractor will, within 30 days, assign qualified personnel to any vacancies thus created.

4.2 PLACE OF PERFORMANCE

Work will primarily be performed at the Contractor’s offices.

4.3 PERIOD OF PERFORMANCE

The base period of performance for this contract is four (4) months from date of award, plus three option periods of four months each.

Base Period: 2/8/2016 through 5/30/2016 Option Period 1: 6/1/2016 through 9/30/2016 Option Period 2: 10/1/2016 through 1/31/2017 Option Period 3: 2/1/2017 through 5/30/2017

4.4 TYPE OF CONTRACT

This contract is Firm Fixed Price

4.5 POINTS OF CONTACT

National Women’s Business Council COR: Amanda Brown Amanda.brown@nbwc.gov 409 3rd Street SW Washington, DC 20416

4.6 OTHER ADMINISTRATIVE CONSIDERATIONS

Contract Management – The Contractor shall be responsible for managing and overseeing the activities of all Contractor personnel, as well as subcontractor efforts used in performance of this contract. The Contractor’s management responsibilities shall include all activities necessary to ensure the accomplishment of timely and effective support, performed in accordance with the requirements contained in the statement of work. Resumes submitted for employees assigned to perform under this statement of work shall contain documented experience directly applicable to the functions to be performed. Further, these prior work experiences shall be specific and of sufficient variety and duration that the employee is able to perform, effectively and efficiently, the functions assigned.

4.7 APPLICABLE DIRECTIVES

Other information of relevance when submitting a proposal:

• Some data sources require special access due to privacy concerns. Bidders must sufficiently show how they would gain access to such data if they were to be awarded a contract. If applicable, bids should include the cost of acquiring or using any databases or data lists. Use of confidential data, such as that from Census RDCs, is acceptable as long as it does not delay analysis.

• Previously completed media engagement by the National Women’s Business Council can give offerors perspective when creating proposals; see: Fortune, Fast Company, Forbes, Think Progress, ABC News , CNN, Wall Street Journal, Jacksonville Biz mailto:Amanda.brown@nbwc.gov http://fortune.com/2015/08/21/women-small-business-diverse/ http://www.fastcompany.com/3050109/the-state-of-women-owned-businesses-in-the-us http://www.forbes.com/sites/geristengel/2015/08/26/women-owned-businesses-a-tale-of-two-types-of-entrepreneurs/ http://thinkprogress.org/economy/2015/08/20/3693641/businesses-women-of-color/ http://abcnews.go.com/Business/wireStory/started-businesses-owned-minority-women-soaring-33281792 http://money.cnn.com/2015/08/19/smallbusiness/minority-women-entrepreneur/ http://www.wsj.com/articles/women-make-strides-in-business-ownership-1440028664 http://www.bizjournals.com/jacksonville/news/2015/09/09/women-owned-businesses-ramp-up-in-jacksonville.html

Journal. Also Press release example. See http://www.nwbc.gov/issues-and-research for prior NWBC research.

• Proposals are strongly preferred to be no longer than six pages, not including company credentials and references. Proposals with links to or copies of prior work of similar size and scope are highly preferred; these past performance components of the packet shall not count as a part of the six page limit.

4.8 INVOICING

INVOICING INSTRUCTIONS:

When submitting invoice(s), the following information is required on every invoice:

-Business Name and Address -Business DUNS -Invoice Date -Invoice Number -Contract/Purchase Order Number

- Requisition Number -Amount Billed for Specified Work Accomplished

- Total Contract Value

- Cumulative Billed

- Narrative of Performance Sufficient to Justify the Invoice

FAILURE TO CITE THIS INFORMATION WILL RESULT IN NON-PAYMENT OF

INVOICE.

Partial Payments are permitted and invoices shall not be submitted more than monthly.

Payments on invoices shall be based on deliverables provided in accordance with the attached Statement of Work (SOW).

The final invoice for this contract/order (base and any options), shall be distinctly marked on its face as “FINAL INVOICE” and signed by the contractor. This final signed invoice will serve as a Release of Claims. An extra signature field for the signature of the Contractor Officer will also be required.

http://www.bizjournals.com/jacksonville/news/2015/09/09/women-owned-businesses-ramp-up-in-jacksonville.html http://www.prnewswire.com/news-releases/10-million-strong-this-october-the-national-womens-business-council-nwbc-celebrates-national-womens-small-business-month-300151866.html?tc=eml_cleartime http://www.nwbc.gov/issues-and-research