Statement of Work.pdf

NIA Training Outreach and Communications

Draft Statement of Work

BACKGROUND

The National Institute on Aging (NIA) leads the federal government in conducting and supporting research on aging and the health and well-being of older people. NIA seeks to understand the nature of aging, the aging process, diseases and conditions associated with growing older, and factors that extend the healthy, active years of life.

The NIA Office of Strategic Extramural Programs (OSEP) manages NIA’s extramural training and career development programs in addition to other programs including the small business funding programs. NIA continually needs to ensure that the programs are accessible and understandable to potential applicants, including marketing the programs in a manner that expands the base of potential applicants. Marketing of these programs includes, but is not limited to, email and newsletters, social media outreach, webinar development and hosting, outreach events, and other communications. Important also is to provide helpful resources for current awardees.

NIA’s training and career development programs are vast and span from supporting at the K-12 stage through established research scientists. Thus, it is critical that the resources and marketing of the programs is comprehensive and robust enough to reach all relevant audiences. The training and career development team develops and manages over 50 funding opportunities for emerging researchers, including graduate students, postdoctoral researchers, and junior faculty. The training team also handles inquiries from prospective applicants, produces web content to explain our awards, liaises with stakeholders (e.g., universities and research centers, scientific societies, established scientists in aging field who train emerging scientists), and hosts technical assistance events to assist prospective applicants as well as current awardees.

OBJECTIVE

The NIA seeks to create an integrated, branded marketing campaign for its Training and Career Development Programs that continually reaches new and diverse potential applicants. The marketing campaign and outreach efforts should also optimally target key stakeholders to amplify outreach efforts as well as support current awardees. Additionally, NIA will seek to create and promote tools that support applicants who may be unfamiliar with NIH grants processes. The development of such tools should be aligned with outreach efforts that together provide support to help applicants understand and negotiate the application submission, review, and award process.

The campaign will address priorities and interests of all four NIA research divisions (Division of Aging Biology, Division of Behavioral and Social Research, Division of Geriatrics and Clinical Gerontology, and Division of Neuroscience). OSEP will manage the project with technical review and guidance provided by NIA’s Office of Communications and Public Liaison (OCPL), with input from the NIA Career Development and Training Committee (CDTC).

SCOPE OF WORK/TASKS

1. Staffing

The Contractor shall provide appropriate staff to accomplish all tasks in the SOW, including project direction and management, subject matter expertise, communications research, content and media development, outreach, and administrative and event support.

Subject Matter Expertise

The Contractor shall provide a Subject Matter Expert familiar with training and career development funding to guide and advise on all aspects of project planning and implementation. Changes in key personnel, including project manager/director, support staff, and subject matter expert, must be approved by NIA.

Areas of subject matter expertise shall include:

• NIH Training and Career Development funding landscape, including relevant training programs

• Strategic communication strategy, including identifying outreach targets and relevant stakeholders for training and career development grants

• NIH and other federal training and career development grants and awards

Contract-focused staffing: It is expected that the contractor will assign at least one individual as a POC that will be primarily devoted to this contract.

2. Communications Research and Strategy Development

NIA seeks to develop a holistic, innovative, branded strategy and marketing campaign to support the realization of Career Development Programmatic goals, drive demand for the funding, and enhance NIA’s return on investment (ROI) by improving training and career development program application quality. As this project explores new activities and promotion for NIA, it will be important for the Contractor to conduct formative market research to identify key applicant/customer segments, messages, and channels for information related to NIA’s Career Development and Training Programs.

2.1 Continual Formative Research

The Contractor shall first review prior formative research activities conducted on communications strategy for the career development programs.

The Contractor shall consult closely with NIA OSEP to identify strategies that have been successful in the recent past, as well as opportunities for enhanced marketing and customer-market development and leverage the expertise of NIA OSEP to inform strategy development. As needed, the contractor should conduct additional formative research to enable continual execution of optimal marketing, resource development, and resource sharing. The contractor shall provide yearly updates on the results of any formative research and suggested changes to the overall strategy and implementation. Areas to address in such a strategy includes, but is not limited to, web content, social media strategy and messaging, branding, graphic design, video production, paid media, and content and materials development.

2.2 Evaluation

The Contractor shall propose and implement measures, to be reviewed and approved by NIA program staff, to evaluate outcomes and effectiveness of all Training and Career Development marketing activities and materials developed as part of this contract. This will include, but is not limited to, an annual evaluation of the web and communications visits, bounce rates, etc.

2.3 Clearances and Justifications

Prior to the development of any marketing and communications research activity, the Contractor shall prepare all required clearances and justifications for HHS in consultation with the COR (including OMB Paperwork Reduction Act clearance if required). The Contractor shall develop and submit communications research plans for major public campaigns to OCPL, which may be forwarded to the HHS Office of the Assistant Secretary for Public Affairs for clearance, or to other points of contact as may be required. However, it is expected that most if not all marketing and communications research activities conducted under this contract will be made publicly available and thus meet the exceptions listed in the 21st Century Cures Act and not require clearance.

3. Outreach

Based on the research review and strategy development in Task 2 as well as the needs of NIA OSEP, the Contractor shall implement specific marketing campaign efforts focusing on promotional activities, resource development and resource sharing to career development communities.

All major marketing campaign strategies shall be reviewed by NIA OSEP, with the support of OCPL, as deemed beneficial by OSEP.

The Contractor shall implement the following promotional activities:

• Identify new strategies for promotion to defined target applicant/customers or customer segments, such as engaging academic groups and research/professional societies, universities, and other stakeholders, to apply to and participate in NIA’s Career Development Programs.

• Collaborate with NIA staff to plan, track, and coordinate marketing and promotional efforts.

• Conduct direct promotion via multiple channels, including email, web, telephone, in person contacts, and direct mail to current and former program applicants/customers and to potential applicants/customers.

• Develop targeted marketing and promotional resources and campaign materials to potential NIA applicants and current awardees, optimizing a mix of media/media platforms/formats including, but not limited to, email, direct mail, and social media.

• Track promotional activities and work with NIA staff to identify and operationalize metrics that reflect the strategic aims of the NIA Career Development marketing campaign.

• Identify and monitor key academic and research society websites, events, and activities to identify potential outreach and promotion opportunities and recommend NIA participation.

• Monitor inquiries and web traffic to the NIA Training and Career Development channels/platforms to identify additional promotional and programmatic opportunities, messages, and education needs.

• Undertake continuous targeted promotion to applicant/customer segments identified through the formative market research and identify opportunities, positioning strategies, and means by which NIA OSEP could engage targeted applicants/customers.

• Media promotion: Identification and support for media and blog opportunities to amplify promotion efforts.

3.1 Technical Assistance Sessions

The Contractor shall provide technical management and support for three to five webinars on NIA Training and Career Development programming. Related tasks shall include, but are not limited to:

• Administering pre- and post-webinar surveys to understand NIA training community needs and to improve future webinars;

• Managing registration and communication with webinar attendees and speakers;

• Real-time technical support during webinars;

• Provision of webinar medium that can support an interactive format, including but not limited to multiple speakers, Q&A and chat features, interactive polls and questions for live audience, breakout rooms, and live captions; and

• Recording webinars and archiving 508 compliant recordings on the NIA website.

4. Content Development

The Contractor is tasked with managing, maintaining, and developing content for web, email and social media posts. The Contractor shall write and/or edit web-based content, e-alerts and announcements, news stories and feature articles, blog posts, publications (brochures, booklets, fact sheets, etc.), infographics, speaker presentations, and video scripts. Materials may be produced in a variety of formats, including print, digital publications, or video.

Campaign messaging will highlight the benefits of participating in the NIA Training and Career Development Programs and would emphasize opportunities consistent with the current priorities of NIA OSEP, including but not limited to Alzheimer’s disease (AD) and related dementias (ADRD).

The materials shall be clearly written, well-designed for the target customers/markets (applicants and potential applicants), and visually consistent with the NIA and NIH missions and brand identities. Staff from NIA OSEP will review all materials at each stage of production. Source files shall be shared with NIA staff and designed in a way to facilitate updates to text, links, and images.

The U.S. Department of Health and Human Services (DHHS) shall be identified as the publisher/producer of all communication products under this contract. This includes incorporation of the DHHS and NIH logos and publication numbers according to requirements/guidelines.

4. 1 Content to be Produced

The Contractor shall produce the following content.

• Develop informational materials for prospective NIA training and career development grantees

Up to 5 flyers/handouts on target NIA programs, detailing key information (e.g., eligibility, budget)

• Facilitate the formatting and e-mail distribution of bi-monthly training Newsletter and monthly “Quick Tips.”

• Create new displays and organizational structures and schemas on the NIA Training and Career Development webpages.

• Develop some interactive web content, such as applicant eligibility checklist for various mechanisms.

• Continue to refine and enhance already-extant “fact sheets” and promotion and distribution materials that NIA Training OSEP has developed.

• Add 1 set of 2 sample applications (e.g., F99/K00) on the NIA Training and Career Development website, including original and resubmitted documents. OSEP staff will select potential sample applications and make initial contact with application PIs. Contractor will be responsible for coordinating with application PIs to receive necessary redactions and permissions and for 508 compliance and web posting for 2 sample applications per year (each application is ~100-150 pages).

• Generate 3-4 “Success Stories” per year illustrating successful NIA Training and Career Development awardees. The stories would emphasize the role that NIA training support contributed to their future professional trajectories of success.

• Generate 2-4 infographics or graphics per year that synthesize or display relevant information to Training and Career Development programs for social media and/or the Training and Career Development website.

• Create 2-3 short (around 5 minutes or less) videos per year that may include but are not limited to some key Training and Career Development programs, important tips in the application process, new policies to be mindful of, etc.

• Report on the enrollment numbers for the NIA OSEP training listserv and coordinate strategy related to expansion and growth for NIA Training and Career Development Programs.

• Maintain routine contact with awardees through the NIA OSEP listservs and other periodic direct promotion and outreach.

• Developing 5-7 social media messages per month, distributed under existing NIA social media channels or OSEP team member platforms.

5. Management

The Contractor shall develop, implement, and maintain an effective and efficient project management and planning process for the Training and Career Development Programs marketing operations to ensure quality performance of all requirements of this contract. This process shall include but is not limited to the planning, identification, evaluation, execution, and assessment of methods to control costs incurred in the performance of this contract.

Changes in key personnel, including project manager/director, support staff, and subject matter expert, must be approved by NIA OSEP and OCPL.

5.1 Management of Subcontractors

The Contractor shall establish consulting agreements and subcontracts with other vendors, as needed, and oversee budgets, timelines, and deliverables.

5.2 Budget Planning and Management

The Contractor shall develop, implement, and maintain an effective cost control and management process. This process shall include annual budget planning and monthly expense tracking to manage project costs and spending, and any other budget and cost estimates required by the Government.

6. Reporting Requirements and Deliverables

All reports shall be submitted by email in an electronic format approved by the COR.

6.1. Bi-Weekly Progress Meetings

On a bi-weekly basis, contractor staff shall meet with NIA OSEP to discuss progress, issues, and next steps. The Contractor shall provide written notes after these meetings to summarize key decisions and action items.

6.2 Annual Technical Progress Report

The Contractor shall submit an Annual Technical Progress Report which provides an overview of accomplishments and a summary of all major functions completed during the preceding twelve

(12) months. The report shall be due within thirty (30) calendar days after the end of each 12-month period.

6.3 Final Technical Progress Report

The Contractor shall submit a Final Technical Progress Report which provides an overview of accomplishments and a summary of all major functions completed during the preceding twelve

(12) months. The report shall be due on the end date of the contract.

6.4 Technical Assistance Sessions

As described in task 3.1, the Contractor shall plan, produce, and archive 3-5 webinars for Training and Career Development Programs per contract year.

6.5 Section 508 Electronic and Information Technology Standards

The Contractor shall produce and deliver the content described in task 4.1.

This language is applicable to the Statements of Work (SOW) generated by the Department of Health and Human Services (HHS) that require a contractor or consultant to (a) produce content in any format that could be placed on a Department-owned or Department-funded Web site; or (b) write, create or produce any communications materials intended for public or internal use; to include reports, documents, charts, posters, presentations (such as Microsoft PowerPoint) or video material that could be placed on a Department-owned or Department-funded Web site.

Section 508 of the Rehabilitation Act of 1973 (29 U.S.C. 794d) requires Federal agencies to purchase electronic and information technologies (EIT) that meet specific accessibility standards.

This law helps to ensure that federal employees with disabilities have access to, and use of, the information and data they need to do their jobs. Furthermore, this law ensures that members of the public with disabilities have the ability to access government information and services.

There are three regulations addressing the requirements detailed in Section 508. The Section 508 technical and functional standards are codified at 36 CFR Part 1194 and may be accessed through the Access Board’s Web site at http://www.access-board.gov. The second regulation issued to implement Section 508 is the Federal Acquisition Regulation (FAR). FAR Part 39.2 requires that agency acquisitions of Electronic and Information Technology (EIT) comply with the Access Board’s standards. The entire FAR is found at Chapter 1 of the Code of Federal Register (CFR) Title 48, located at http://www.acquisition.gov. The FAR rule implementing Section 508 can be found at http://www.section508.gov. The third applicable regulation is the HHS Acquisition Regulation

(HHSAR).

Regardless of format, all Web content or communications materials produced for publication on or delivery via HHS Web sites - including text, audio or video - must conform to applicable Section 508 standards to allow federal employees and members of the public with disabilities to access information that is comparable to information provided to persons without disabilities. All contractors (including subcontractors) or consultants responsible for preparing or posting content intended for use on an HHS-funded or HHS-managed Web site must comply with applicable Section 508 accessibility standards, and where applicable, those set forth in the referenced policy or standards documents below. Remediation of any materials that do not comply with the applicable provisions of 36 CFR Part 1194 as set forth in the SOW, shall be the responsibility of the contractor or consultant retained to produce the Web-suitable content or communications material.

The following Section 508 provisions apply to the content or communications material identified in this SOW:

• 36 CFR 1194.21 (all)

• 36 CFR 1194.22 (all)

References:

• HHS Policy for Section 508 and Accessibility Technology:

• https://www.hhs.gov/ocio/policy/508_policy.html

• HHS Section 508 Web site:

• https://webstandards.hhs.gov/guidelines/28

• HHS ASPA Web Communications Division Web site:

• http://www.hhs.gov/web/section-508/index.html

• US General Services Administration (GSA) Section 508 Web site:

• https://www.section508.gov/