Statement of Work (SOW) -RRB Digital Marketing.pdf

STATEMENT OF WORK

FOR

MARYLAND ARMY NATIONAL GUARD

RECRUITING AND RETENTION BATTALION (RRB)

1. GENERAL: This contract is for marketing services for the Maryland Army National Guard

1.1. Description of Services / Introduction: This Statement of Work (SOW) defines the requirements for marketing services to support the Maryland Army National Guard (MDARNG) Recruiting and Retention Battalion (RRB). The contractor shall provide a comprehensive marketing program to enhance recruiting efforts, optimize digital outreach, and improve brand visibility. The services shall include account management, training and consulting, market research, marketing strategy support, local search engine optimization (SEO), and recruiter support tools.

1.2. Background: The contractor shall manage marketing initiatives, analyze recruiting trends, and develop strategic outreach efforts. The contractor shall ensure that all marketing materials and activities comply with Army National Guard (ARNG) branding guidelines, Department of Defense (DoD) policies, and Maryland National Guard regulations.

1.3 Objectives: The objective of this contract is to secure marketing support to MDARNG RRB regarding marketing initiatives, the analysis of recruiting trends, and the development strategic outreach efforts.

1.4. Scope: The contractor shall perform the following tasks in support of the MDARNG marketing program:

1.4.1. Provide program management and reporting, including monthly key performance indicator (KPI) reports and an annual return on investment (ROI) analysis.

1.4.2. Conduct training and consulting sessions for recruiters, including in-person conferences and online training.

1.4.3. Perform market research and analytics, including Geographic Information System (GIS) studies and recruiting market analysis.

1.4.4. Develop and execute a comprehensive marketing strategy, including campaign management and creative design.

1.4.5. Optimize local SEO and manage online business listings and reputation for 32 recruiting locations.

1.4.6. Provide recruiter support tools, including digital business cards, QR codes, and customized recruiter landing pages.

1.5. General Information:

1.5.1. Period of Performance: The period of performance shall be 12 months from the date of the award.

1.5.2. Recognized Holidays: The Contractor is not required to work on approved Federal holidays.

1.5.3 Place of Performance: The contractor shall provide services remotely, with on-site support at designated Maryland Army National Guard recruiting locations and training venues as required..

1.5.4. Hours of Operation: As required, the contractor is responsible for conducting business between the hours of 7:00 AM to 4:30 PM Tuesday through Friday except Federal holidays or when the Government facility is closed due to local or national emergencies, administrative closings, or similar Government directed facility closings.

2. Government Furnished Property, Equipment

2.1. Facilities: The Government will provide no furnished property to function other than access to the facility, disconnecting and reconnecting any network or power cables.

2.2. Equipment: All equipment will be provided by the vendor.

3. Contractor Furnished Property, Equipment

3.1. General: The Contractor shall furnish all supplies and equipment required to perform this contract.

4. Specific Tasks/Requirements:

4.1. Account Management and Reporting:

4.1.1. Assign a dedicated Program Manager to oversee all marketing activities and coordinate with

MDARNG.

4.1.2. Provide monthly reports detailing Key Performance Indicators (KPIs) to measure campaign success.

4.1.3. Conduct an annual Return on Investment (ROI) analysis to evaluate the effectiveness of marketing efforts.

4.1.4. Maintain a real-time dashboard to track digital marketing performance and recruitment outcomes.

4.2. Training and Consulting:

4.2.1. Conduct two (2) in-person training conferences in Maryland for recruiters, focusing on digital marketing, social media strategies, and outreach techniques.

4.2.2. Deliver four (4) online training sessions covering key marketing tools and best practices.

4.2.3. Provide monthly consulting sessions (one hour per session) for strategic guidance on recruitment marketing initiatives.

4.2.4 Develop customized training modules on digital advertising, SEO, and content marketing.

4.3. Market Research and Analytics:

4.3.1. Perform recruiting marketing analysis to assess MDARNG's recruiting trends and identify target demographics.

4.3.2. Conduct four (4) Geographic Information System (GIS) analytic studies, including Market Share Analysis and Missioning Analysis.

4.3.3. Produce a minimum of ten (10) high-resolution custom maps to support targeted recruiting efforts.

4.3.4. Provide comprehensive analytic reports with actionable recommendations.

4.4. Marketing Strategy Support:

4.4.1. Develop a detailed marketing execution plan aligned with MDARNG’s mission priorities and recruitment objectives.

4.4.2. Manage and optimize recruitment marketing campaigns across multiple platforms.

4.4.3. Design creative marketing materials that adhere to ARNG brand standards.

4.5. Local SEO and Reputation Management:

4.5.1. Optimize 32 recruiting locations for improved visibility across search engines (Google, Bing, Apple Maps, etc.).

4.5.2. Conduct an annual SEO audit to enhance digital presence.

4.5.3. Maintain accurate business listings across 40+ online directories.

4.5.4. Implement review and reputation management strategies, including email and SMS campaigns to generate positive recruiter feedback.

4.5.5. Provide call tracking numbers for all recruiting locations to monitor engagement.

4.6. Recruiter Support Tools:

4.6.1. Provide 100 digital business cards and 400 QR codes to facilitate recruiter engagement.

4.6.2. Implement a Digital Asset Management (DAM) system to store and track up to 1,000 marketing assets.

4.6.3. Develop custom landing pages for up to 50 recruiters, integrated with tracking tools to monitor outreach performance.

5. Quality Control:

5.1. Contractor / Vendor shall always maintain a single point of contact.

5.2. The Contractor shall not release to anyone outside the Contractor's organization any unclassified information, regardless of medium (e.g., film, tape, document), pertaining to any part of this contract or any program related to this contract.

5.3. See Quality Assurance Surveillance Plan (QASP)

6. Deliverables and Schedule:

6.1.:

Task / Service Deliverable Frequency Account Management • Program oversight

• KPI reports

• ROI analysis

• real-time dashboard

Monthly

Training & Consulting • 2 in-person training conferences

• 4 online sessions

• monthly consulting

As Scheduled

Market Research & Analytics

• GIS studies

• 10 custom maps

• analytic reports

Quarterly

Marketing Strategy • Marketing execution plan

• Campaign management

• Creative materials

Ongoing

Local SEO & Reputation Management

• 32 location optimizations

• SEO audits

• Review management

Ongoing

Recruiter Support Tools

• Digital business cards

• QR codes

• DAM system

• recruiter landing pages

As Required

7. Security and Compliance: The contractor shall comply with all applicable DoD, ARNG, and MDARNG cybersecurity policies when handling marketing data and digital assets. Any personally identifiable information (PII) or sensitive data collected through marketing efforts shall be safeguarded per federal regulations.

8. Government Furnished Resources:

8.1. The Maryland Army National Guard may provide:

8.1.1. Access to recruiting production data for market analysis.

8.1.2. Branding guidelines and ARNG-approved creative assets.

8.1.3. On-site facilities for training sessions and conferences (as required).

9. Invoicing and Payment:

9.1.The contractor shall submit invoices on a quarterly basis, in accordance with the agreed-upon payment schedule. All invoices must include a detailed breakdown of services rendered. Payment shall be processed upon verification of deliverables and satisfactory performance.

END