SOW - Radio and Digital Advertising.docx

RALPH H. JOHNSON VA MEDICAL CENTER

STATEMENT OF WORK RADIO AND DIGTIAL ADVERTISING

INTRODUCTION: The Ralph H. Johnson VA Medical Center (RHJ VAMC) seeks a Contractor to provide radio and digital advertising space throughout the greater Charleston, South Carolina. Radio outlets must be relevant with our target demographic market (age group: 24-60) REQUIREMENTS: Contractor will provide services on an as-needed/requirements basis as determined by the Federal government.

· Contractor must provide radio station advertising or have access via advertising

· Contractor must provide digital placement capability meeting or exceeding industry standards

· High-definition production quality required

· Ability to push ads to mobile devices of designated audiences

· Dedicated account representative and technical support required

Contractor must demonstrate ability to provide all requirements, advertising inventory to meet or exceed requirements, and executing advertising campaigns to meet or exceed advertising goals including market impressions and reach.

DELIVERABLES:

Contractor shall deliver billboard or digital advertising project on a schedule to be mutually agreed upon as specified in each Task Order. Each billboard or digital advertising schedule shall be negotiated, but shall not exceed 12 months, unless specifically approved by the Contracting Officer.

SCOPE OF WORK: This is a non-personnel services contract to provide radio and digital advertising services for Ralph H. Johnson VA Medical Center. Contractor will provide access to owned radio advertising space and digital advertising campaign planning and implementation as requested by the Federal government. Project development to include, but not limited to:

1. Project planning

2. Advertising campaign planning

3. Digital advertising campaign planning

4. Pre-production planning

5. Layout of ads

6. Digital advertising campaign implementation utilizing options such as: site retargeting; geo-fencing; search retargeting; keyword contextual targeting; category contextual targeting; conversion zones; or similar technology

Radio advertising and digital advertising projects will be produced in high-definition formats as requested by Ralph H. Johnson VA Medical Center. Contractor is required to maintain currency for improved formats per industry standard, ensuring the latest technology and highest-quality imagery and graphics are utilized in all projects for maximum quality.

Contractor may be required to produce inhouse radio advertisements and digital targeted out-of-home advertising campaigns. The contractor shall provide qualified personnel, services, materials, equipment and supplies necessary to perform the tasks described below:

1. The contractor shall provide all necessary personnel, materials and resources to deliver high quality digital advertising campaigns with capability to push advertisements to mobile devices of target audience as designated by Ralph H. Johnson VA Medical Center.

2. The contractor shall provide full-time dedicated sales/account representative and technical support.

3. The contractor shall provide digital copies of content produced on behalf of the Federal government for Ralph H. Johnson VA Medical Center for review/revision and final copies for program reference.

QUALITY CONTROL: The contractor will provide all necessary elements of pre-production, production and implementation, as needed, to complete the radio advertising and digital advertising projects.

TYPE OF CONTRACT: Ralph H. Johnson VA Medical Center anticipates awarding a Firm-Fixed Price Indefinite Delivery / Indefinite Quantity (IDIQ) type contract for this requirement.

INVOICE: This is a Firm-Fixed Price Indefinite Delivery / Indefinite Quantity (IDIQ) contract. Projects will be assigned by the COR by task order with Contractor providing estimated cost for approval and acceptance in advance of work being accomplished.

PERIOD OF PERFORMANCE (POP): The contract shall be a Base Period of 3 months with potential for future expansions based on performance

GOVERNMENT RESPONSIBILITIES: COR will provide the Contractor the following:

1. A list of POCs at Ralph H. Johnson VA Medical Center (Public Affairs and Medical Media staff.)

2. Timely feedback on any issues, concerns, approvals, content reviews, etc.

GOVERNMENT POINT OF CONTACT: The Contracting Officer’s Representative (COR) for this contract shall be identified and provided to the winning contractor in a separate appointment letter.

CONSENT AND RELEASE: Contractor is prohibited from using images containing VA Veteran patients for purposes outside of those stated on the VA patient release form, VA Form 10-3203 “Informed Consent and Authorization for Third Parties to Produce or Record Statements, Photographs, Digital Images, or Video or Audio Recordings.” COR will provide Contractor with required patient release form (VA Form 10-3203), which must be completed prior to any Veteran patient appearing on camera.

DATA RIGHTS: The Ralph H. Johnson VA Medical Center has unlimited rights to all products/documents/materials produced under this contract. All products, documents and materials, to include the source codes of any software, produced under this contract are the property of the Ralph H. Johnson VA Medical Center and the

Department of Veterans Affairs (VA) with all rights and privileges of ownership/copyright belonging exclusively to the Ralph H. Johnson VA Medical Center and VA. These products, documents and materials may not be used or sold by the contractor without written permission from the Contracting Officer. All products, content, documents and materials supplied to the Ralph H. Johnson VA Medical Center shall be the sole property of the Ralph H. Johnson VA Medical Center and VA and may not be used for any other purpose. This right does not abrogate any other Ralph H. Johnson VA Medical Center and VA rights.

EVALUATION CRITERIA: Contractor must submit samples of similar previous projects for evaluation of creative content and capability. Contractor will be selected based on creative quality and ability, technical equipment, overall services offered such as in-house advertising expertise, graphic design and photographic capability, targeted digital advertising campaign capability, outdoor billboard advertising space ownership and cost.

DEFINITIONS/ACRONYMS:

a. Contractor: The individual, partnership, corporation or entity that is awarded the contract to provide services specified herein.

b. Contracting Officer: The individual with authority to execute and/or administer a contract on behalf of the non-appropriated fund activity or its successor.

c. Contracting Officer’s Representative (COR): The individual who acts as the liaison between the contractor and the contracting officer. The COR is responsible for clarifying contract requirements as necessary, with respect to the specifications and/or performance work statement, as well as monitoring the progress and quality of the contractor's performance.

d. IDIQ: Indefinite Delivery / Indefinite Quantity

e. POP: Period of Performance

f. RHJ VAMC: Ralph H. Johnson VA Medical Center

g. VA: The Department of Veterans Affairs

AGENCY SUPPORT: The Contracting Officer’s Representative (COR) and Alternate COR will be identified and appointed on a separate appointment letter, if appointed. Questions concerning the solicitation must be directed to the Contract Specialist.

RECORDS MANAGEMENT OBLIGATIONS

A. Applicability

This clause applies to all Contractors whose employees create, work with, or otherwise handle Federal records, as defined in Section B, regardless of the medium in which the record exists.

B. Definitions

“Federal Record” as defined in 44 U.S.C. § 3301, includes all recorded information, regardless of form or characteristics, made or received by a Federal agency under Federal law or in connection with the transaction of public business and preserved or appropriate for preservation by that agency or its legitimate successor as evidence of the organization, functions, policies, decisions, procedures, operations, or other activities of the United States Government or because of the informational value of data in them.

The term Federal record:

1. includes [Agency] records.

2. does not include personal materials.

3. applies to records created, received, or maintained by Contractors pursuant to their [Agency] contract.

4. may include deliverables and documentation associated with deliverables.

C. Requirements

1. Contractor shall comply with all applicable records management laws and regulations, as well as National Archives and Records Administration (NARA) records policies, including but not limited to the Federal Records Act (44 U.S.C. chs. 21, 29, 31, 33), NARA regulations at 36 CFR Chapter XII Subchapter B, and those policies associated with the safeguarding of records covered by the Privacy Act of 1974 (5 U.S.C. 552a). These policies include the preservation of all records, regardless of form or characteristics, mode of transmission, or state of completion.

2. In accordance with 36 CFR 1222.32, all data created for Government use and delivered to, or falling under the legal control of, the Government are Federal records subject to the provisions of 44 U.S.C. chapters 21, 29, 31, and 33, the Freedom of Information Act (FOIA) (5 U.S.C. 552), as amended, and the Privacy Act of 1974 (5 U.S.C. 552a), as amended and must be managed and scheduled for disposition only as permitted by statute or regulation.

3. In accordance with 36 CFR 1222.32, Contractor shall maintain all records created for Government use or created in the course of performing the contract and/or delivered to, or under the legal control of the Government and must be managed in accordance with Federal law. Electronic records and associated metadata must be accompanied by sufficient technical documentation to permit understanding and use of the records and data.

4. RHJ VAMC and its contractors are responsible for preventing the alienation or unauthorized destruction of records, including all forms of mutilation. Records may not be removed from the legal custody of RHJ VAMC or destroyed except for in accordance with the provisions of the agency records schedules and with the written concurrence of the Head of the Contracting Activity. Willful and unlawful destruction, damage or alienation of Federal records is subject to the fines and penalties imposed by 18 U.S.C. 2701. In the event of any unlawful or accidental removal, defacing, alteration, or destruction of records, Contractor must report to RHJ VAMC. The agency must report promptly to NARA in accordance with 36 CFR 1230.

5. The Contractor shall immediately notify the appropriate Contracting Officer upon discovery of any inadvertent or unauthorized disclosures of information, data, documentary materials, records or equipment. Disclosure of non-public information is limited to authorized personnel with a need-to-know as described in the [contract vehicle]. The Contractor shall ensure that the appropriate personnel, administrative, technical, and physical safeguards are established to ensure the security and confidentiality of this information, data, documentary material, records and/or equipment is properly protected. The Contractor shall not remove material from Government facilities or systems, or facilities or systems operated or maintained on the Government’s behalf, without the express written permission of the Head of the Contracting Activity. When information, data, documentary material, records and/or equipment is no longer required, it shall be returned to RHJ VAMC control or the Contractor must hold it until otherwise directed. Items returned to the Government shall be hand carried, mailed, emailed, or securely electronically transmitted to the Contracting Officer or address prescribed in the [contract vehicle]. Destruction of records is EXPRESSLY PROHIBITED unless in accordance with Paragraph (4).

6. The Contractor is required to obtain the Contracting Officer's approval prior to engaging in any contractual relationship (sub-contractor) in support of this contract requiring the disclosure of information, documentary material and/or records generated under, or relating to, contracts. The Contractor (and any sub-contractor) is required to abide by Government and [FACILITY] guidance for protecting sensitive, proprietary information, classified, and controlled unclassified information.

7. The Contractor shall only use Government IT equipment for purposes specifically tied to or authorized by the contract and in accordance with RHJ VAMC policy.

8. The Contractor shall not create or maintain any records containing any non-public RHJ VAMC information that are not specifically tied to or authorized by the contract.

9. The Contractor shall not retain, use, sell, or disseminate copies of any deliverable that contains information covered by the Privacy Act of 1974 or that which is generally protected from public disclosure by an exemption to the Freedom of Information Act.

10. The RHJ VAMC owns the rights to all data and records produced as part of this contract. All deliverables under the contract are the property of the U.S. Government for which [FACILITY] shall have unlimited rights to use, dispose of, or disclose such data contained therein as it determines to be in the public interest. Any Contractor rights in the data or deliverables must be identified as required by FAR 52.227-11 through FAR 52.227-20.

11. Training. All Contractor employees assigned to this contract who create, work with, or otherwise handle records are required to take RHJVAMC-provided records management training. The Contractor is responsible for confirming training has been completed according to agency policies, including initial training and any annual or refresher training.

D. Flowdown of requirements to Subcontractors

1. The Contractor shall incorporate the substance of this clause, its terms and requirements including this paragraph, in all subcontracts under this [contract vehicle], and require written subcontractor acknowledgment of same.

2. Violation by a subcontractor of any provision set forth in this clause will be attributed to the Contractor.