STATEMENT OF WORK.pdf

This Statement of Work (SOW) outlines the requirements for strategic communication support services to be provided by Contractor to Naval Surface Warfare Center Crane Division (NSWC Crane) during its organizational realignment. The goal is to educate and inspire internal and external stakeholders about the changes, enhancing understanding and buy-in.

Project Objectives

Create a compelling brand and multi-channel communication strategy for the organizational realignment.

Develop engaging content and visuals optimized for relevant communication channels.

Inform, engage, and influence internal and external stakeholders.

Clearly explain Crane products and services to existing and prospective customers.

Scope of Work

The project will be executed in two phases:

Phase 1: Strategy Development & Enterprise Brand Identity Package

Strategy Development Package: Contractor will develop a comprehensive communication strategy, including vision, goals, methods, approaches, and timelines. This will involve facilitating workshops, planning sessions, and meetings with NSWC Crane personnel, stakeholders, and customers. The strategy will be documented and disseminated eƯectively across the enterprise.

Brand Identity Package: Contractor will develop a refreshed brand identity for NSWC Crane, reflecting the new organizational structure. This includes conducting primary and secondary research, defining brand pillars, crafting core messages, headlines, taglines, and supporting narrative text, designing a logo/wordmark, and creating a brand style guide. The new brand will emphasize NSWC Crane's support to the warfighter within the context of the realignment.

Phase 2: Multimedia Support

Contractor will create a variety of multimedia materials to support the communication strategy and brand identity:

Motion Graphic Video (30 seconds to 1:30 minutes): Including storyboard and script development, illustration, and animation to visually communicate the realignment.

Visual Information Maps: Static visual representations clarifying complex organizational, technical, or other relationships and dependencies between stakeholders, concepts, or products. Development will involve facilitated workshops, stakeholder interviews, technical documentation review, visual working sessions, and client product reviews.

Infographics: Single-page visual summaries explaining specific projects or concepts (technical, organizational, etc.) in an accessible format.

Capability Brief (5-20 slides): A presentation outlining goals, timelines, dependencies, and use cases, tailored for specific audiences within the Naval environment. Development will involve collaboration with subject matter experts and iterative reviews.

Presentation Graphics: Simplified, streamlined visuals to clarify technical concepts for various stakeholders, from executives to end-users.

Methodology

Contractor will utilize its proprietary human-centered and visualization-focused work processes.

This includes:

Deep Discovery & Research: Using journalistic standards and human-centered approaches.

Insights Reports & Content Maps: Organizing data to inform product recommendations for target audiences.

Visual Prototyping & Iterative Feedback: Developing drafts and incorporating client feedback throughout the process.

5. Deliverables

Strategy Development Package document

Brand Identity Package (including logo/wordmark, style guide, and core messaging)

Motion Graphic Video

Visual Information Maps

Infographics

Capability Brief

Presentation Graphics

Timeline

Nine months from award date

Point of Contact

Brett Day - brett.a.day6.civ@us.navy.mil (NSWC Crane) Audrey Deiser - audrey.c.deiser.civ@us.navy.mil (NSWC Crane)