SOW_RRB.pdf

Statement of Work: Local Digital Presence Optimization

1.0 Background

The Army National Guard (ARNG) requires a strategic initiative to enhance the digital footprint of its local recruiting offices. Currently, potential recruits face difficulty in locating, contacting, and verifying the legitimacy of our local stations through online channels. This results in missed lead-generation opportunities and a weakened local brand presence. This document outlines the requirements to remedy this by implementing a comprehensive local search engine optimization (SEO) program for 12 specified recruiting locations.

2.0 Objective

The primary objective of this project is to increase qualified lead generation by improving the online discoverability, reputation, and data-tracking capabilities of the 12 ARNG recruiting locations. The successful vendor will provide the services and platforms necessary to meet the core requirements outlined below.

2.1 Mandatory Vendor Qualifications

To be considered, the vendor must demonstrate significant experience and a full understanding of the Army National Guard's recruiting and retention mission. This expertise is non-negotiable and foundational to the successful execution of all tasks outlined in this SOW.

3.0 Core Requirements

The vendor's solution must fulfill the following key requirements:

Requirement

ID

Requirement Title Description

REQ-01

Foundational Presence & Verification

Each of the 12 recruiting locations must have a verified and fully-owned Google Business Profile (GBP). All foundational business information (Name, Address, Phone Number) must be audited for accuracy and corrected.

REQ-02

Enhanced Local Discoverability

Locations must be optimized to rank highly in local search results for relevant recruiting-related keywords. The presence must be syndicated across a minimum of 70+ online directories and optimized for both desktop and voice search.

REQ-03

Reputation & Trust Management

A systematic process must be implemented to generate positive reviews from qualified interactions.

The system must also include monitoring and alerting for new reviews to maintain a professional and trustworthy online reputation.

REQ-04

Performance Tracking & Analytics

The impact of the program must be quantifiable. The solution must provide detailed analytics on incoming calls generated from search, as well as key GBP performance indicators such as profile views, searches, and user actions (e.g., clicks for directions, website visits).

REQ-05

Personnel Training & Enablement

Local recruiting staff must be educated on the fundamentals of the Google Business Profile platform and the importance of managing their local online presence to ensure long-term success.

REQ-06

Expertise in National Guard Recruiting

The vendor must provide evidence of previous work with the ARNG or similar military branches and demonstrate a complete understanding of the unique challenges, target demographics, and messaging related to the Recruiting and Retention mission.

4.0 Scope of Work & Mapping to Requirements

The vendor shall perform the following work, executed with a deep understanding of the ARNG mission (REQ-06), which directly maps to the requirements stated above:

Service/Deliverable Corresponding Requirement(s)

Phase 1: Setup, Audit, & Verification

Local SEO Audit & Baseline Report REQ-01

Google Business Profile (GBP) Ownership & Verification REQ-01

In-Person Training for Staff REQ-05

Phase 2: Local SEO Program (5 Months)

Call Tracking Numbers & Analytics REQ-04

"Leave a Review" Signage REQ-03

Listing Management & Syndication to 70+ Directories REQ-02, REQ-01

Reputation Management (Email/SMS Campaigns & Monitoring)

REQ-03

Local SEO Enhancements (GMB Posts, FAQs, Keywords) REQ-02

Monthly Reporting Dashboards & Automated Reports REQ-04

5.0 Period of Performance

• Phase 1: Approximately 30-90+ days for setup, audit, and verification.

• Phase 2: Five (5) months of active local SEO management, commencing upon the completion of Phase 1.