Static Billboard PWS_16082021.pdf

Performance Work Statement Static Billboard Advertising FY 21 AR ANG Recruiting

Campaign 20 16 Aug 2021

1.0 General

1.1 Background

The mission of the Arkansas Air National Guard (AR ANG) Recruiting and Retention Squadron (RRS) is to assess new Airmen into the AR ANG and manage retention and attrition. The development and implementation of effective marketing /advertising plans are vital to generate awareness and leads in support of end-strength mission achievement.

This contract will enable Recruiting and Retention to reach a large and diverse audience across the entire state which will increase brand awareness, promote the ANG and emphasize our unique State Benefits. The goal is to generate interest in the public market and increase lead generation. All criteria mentioned and instructions and standards referenced in this document should be considered the Performance Work Statement (PWS).

1.2 Scope of Work

The Arkansas Air National Guard 188th/189th requires strategic canvassing campaigns and diverse marketing techniques to attract qualified applicants to meet mission end strength. The qualified vendor must provide advertising for the Arkansas Air National Guard (AR ANG) on static billboard locations. The contractor shall provide all labor, tools, parts, and equipment required to complete the items listed in this Performance Work Statement (PWS).

The contractor shall provide the government with the complete product for inspection prior to installation and commencement of the advertising campaign.

2.0 Requirement

ANG shall provide the digital artwork to be used. The vendor may modify the size as needed to fit billboards. All final designs shall be approved by the ANG prior to public release.

Installation and maintenance of the advertisements shall be the responsibility of the vendor.

Static billboards shall be illuminated so they are visible at night or other low light conditions.

The following section outlines specific requirements for the ANG billboards

1. Locations and quantities:

Vendor shall provide a proposal that contains a minimum of 9 Static Billboards. All locations must obtain at least 16k impressions per day with a demographic target age of 18-30. All locations must be submitted and approved by the ANG. Each of the static billboards shall run for a minimum of 3 months.

Static Billboards must have at least 1 billboard located within a 20 mile distance from the following Arkansas Universities:

1. University of Central Arkansas

2. University of Arkansas Fayetteville

3. University of Arkansas Russellville

4. University of Arkansas Little Rock

5. Arkansas State University Jonesboro

6. Arkansas State University Beebe

7. Pulaski Technical College

8. Harding University

9. Ouachita Baptist University

** Vendors must include photo sheets of available billboards that include location, facing direction, slots available, and how long each ad will remain on the screen. These shall become part of the final contract requirements.

** If possible, vendors should provide Geopath audience location measurements information for each available billboard within the specified locations.

2. Size: Static Billboards must be at least 10’x 30’

3. Period of Performance: Static Billboards are to start campaign prior to September 30, 2021 and to run for a 3 month period.

4. Place of Performance: The primary performance of this contract will be completed at the contractor’s site and at the designated billboard locations.

5. Applicable Guidance: NGR 601- 1 ARNG Strength Maintenance Program, Chapter 7, and all applicable operation security considerations.

6. Delivery or Deliverables: Vendor shall provide proof that the ANG advertisements are being placed on the billboards requested. Pictures must be submitted to the ANG that provide evidence of the advertisements being installed throughout the campaign.

3.0 Performance Measures:

1. Acceptable Performance: The Government shall document positive performance.

Any report may become a part of the supporting documentation for any contractual action.

2. Unacceptable Performance: When unacceptable performance occurs, the Contracting Officer Representative (COR) shall inform the Contractor and the Contracting Officer (CO). This will normally be in writing unless circumstances necessitate verbal communication. In any case the COR shall document the discussion and place it in the COR file. When the COR determines formal written communication is required, the COR shall prepare a Contract Deficiency Report (CDR) and present it to the Contractor's Point of Contact (POC).

The Contractor shall acknowledge receipt of the CDR in writing. The CDR will specify if the Contractor is required to prepare a corrective action plan to document how the Contractor shall correct the unacceptable performance and avoid a recurrence. The CDR will also state how long after receipt the Contractor must present this corrective action plan to the COR. The Government shall review the Contractor's corrective action plan to determine acceptability. Any CDRs may become a part of the supporting documentation for any contractual action deemed necessary by the CO.

Changes to Contract or Performance Work Statement: Changes to this PWS or the impending contract shall only be authorized and approved through written correspondence from the CO. A copy of each change shall be kept in a project folder along with all other documents or items pertaining to the project. Costs incurred by the Contractor through the actions of parties other than the CO shall be borne by the Contractor.

Inherently Governmental Functions: Contractor shall not perform any Inherently Governmental functions in accordance with FAR Part 7.5.

Quality Assurance: Contractors shall conform to quality assurance standards in accordance with best commercial practices, unless otherwise specified.

3. Contract performance Monitoring:

a. Observing actual performance;

b. Inspecting the services to determine whether (or not)the performance meets the performance standards; and

c. Review of any other appropriate records

d. When unacceptable performance occurs, the Government shall inform the

Contractor and the Contracting Officer. This will normally be in writing unless circumstances necessitate verbal communication. In any case the Government shall document the discussion and place it in the contract file.

When the Contracting Officer determines formal written communication is required, the Contracting Officer shall prepare a Contract Discrepancy Report (CDR) and present it to the contractor. The Contractor shall acknowledge receipt of the CDR in writing. The CDR will specify if the Contractor is required to prepare a corrective action plan to document how the Contractor shall correct the unacceptable performance and avoid a recurrence. The CDR will also state how long after receipt the Contractor must present this corrective action plan to the Contracting Officer. The Government shall review the Contractor corrective action plan to determine acceptability. Any CDRs may become a part of the supporting documentation for any contractual action deemed necessary by the Contracting Officer.

e. If any of the services do not conform to contract requirements, the Government may require the Contractor to perform the services again in conformity with contract requirements, at no increase in contract amount.

When the defects in services cannot be corrected by re- performance, the Government may require the Contractor to take necessary action to ensure that future performance conforms to contract requirements at no additional cost to the Government.

4. Contract Administration and Performance Monitoring: Notwithstanding the Contractor’s responsibility for total management during the performance of this contract, the administration of the contract will require maximum coordination between the Government and the Contractor. The COR and Program Manager will assist by monitoring contractor performance and reporting the findings to the CO.

Thor COR shall be designated on the authority of the CO at the time of contract award to monitor all technical aspects of the contract. In no event is the COR empowered to change any of the terms and conditions of the contract. Changes in any section of this contract shall be made only by the Contracting Officer pursuant to a properly executed modification. The types of actions within the purview of the COR's authority are to ensure that the Contractor performs the technical requirements of the contract, and to notify both the Contractor and the Contracting Officer of any deficiencies observed. A memorandum of designation shall be issued to the COR and a copy shall be sent to the Contractor at the time of contract award setting forth in full the responsibilities and limitations of the COR.

-End Performance Work Statement-