USAFA Admissions Strategic Outreach Draft PWS 4-16-25.docx

Attachment 1 – Performance Work Statement (USAFA Admissions Strategic Outreach Capability)

THE UNITED STATES AIR FORCE ACADEMY (USAFA)

PERFORMANCE WORK STATEMENT (PWS)

USAFA Admissions Strategic Outreach

PM/SAL approves the PWS by signing and certifying the contents as written meet the needs of the requiring activity.

Jennifer Coyne, Services Acquisition Lead (SAL) 14 April 2025

1. DESCRIPTION OF SERVICES / GENERAL INFORMATION

1.1. General. The Government shall not exercise any supervision or control over the contract service providers performing the services herein. Such contract service providers shall be accountable solely to the Contractor who, in turn is responsible to the Government.

1.2. Description of Services/Introduction. The contractor shall provide all personnel, equipment, supplies, facilities, transportation, tools, materials, supervision, and other items and non-personal services necessary to perform Strategic Outreach Services as defined in this Performance Work Statement (PWS). The purpose of this contract is to provide the United States Air Force Academy (USAFA) Directorate of Admissions with comprehensive Strategic Outreach Services consisting of the full extent of services as specified within specific tasks to compete effectively with the other Academies and other highly selective, elite colleges and universities. The contractor shall provide a comprehensive strategic enrollment outreach plan that fully integrates multiple overlaying and simultaneous campaigns for print and digital direct marketing, digital promotions, and nationwide higher education list service(s). The Contractor shall provide coordination of campaign implementation and comprehensive campaign data acquisition, analysis, and reporting.

1.3. Background. To compete with other universities, USAFA requires strategic outreach services intentionally and deliberately promoting the Academy and maximizing USAFA’s reach to prospective students in a way that inspires interest, empowering students to pursue an appointment. USAFA requires specific outreach services and capabilities designed for engaging, nurturing, and inspiring today’s high school students and their families. USAFA is currently not able to compete with other colleges and universities utilizing specialized strategic outreach companies to create, execute, and analyze comprehensive campaigns for unique audiences, over time, and across various media and mediums at scale. A performance-based process for recruitment and marketing communications is needed for USAFA to remain relevant amongst competitors and cohorts in the high education marketplace. There are several requirements which guide the USAFA admissions process to represent the nation at large to include, Title 10 obligations to fill Congressional vacancies, the Department of the Air Force Officer Source of Commission Accession Applicant Pool Goals Memorandum, dated 9 August 2022, and Air Force Mission Directive 12 (MD-12), USAFA, dated 5 March 2019.

1.4. Contracting Officer Representative (COR). The Government will evaluate the Contractor’s performance under this contract. A COR will be appointed by the Contracting Officer (CO) in writing with the authority to monitor contract performance, inspect, and accept services.

1.5. Contractor Identification. All Contractor personnel shall wear a Government issued badge at all times to identify themselves as a Contractor employee. Contractor employees shall identify themselves as being a Contractor when attending meetings, answering Government telephones, and working in other situations where their Contractor status is not obvious to third parties (e.g., clients, vendors, customers, public contacts, etc.) to avoid creating an impression that they are Government officials.

1.6. Threats to General Well Being. The Government reserves the right to direct the removal of Contractor personnel for misconduct or security reasons. This action does not relieve the Contractor from total performance of the program tasks specified herein.

1.7. Contractor Software and Hardware. The Contractor shall obtain approval from the Designated Approval Authority (DAA) prior to purchasing software and computer hardware for use on the USAFA network. The contractor shall maintain all licenses for contractor software connected to the USAFA network IAW AFI 33-114, Software Management, Section B, paragraph 8.2. When software use is no longer required, the contractor shall remove the software from both Government and contractor computer systems connected to the USAFA network.

1.8. Government Provided Site Licensed Software. The Contractor shall install and upgrade software that the Government has acquired site licenses for. The Government will keep current and pay any annual licensing fees for site-licensed software. When Government provided software is no longer maintained under site license use the Contractor shall remove the Government provided software from all computer systems under its control.

1.9. Controlled Unclassified Information (CUI). If the Contractor determines that unauthorized personnel have access to CUI, the contract manager shall immediately notify the COR and fully cooperate with any investigation. Contractor shall comply with DoD Manual 5400.07 Freedom of Information Act (FOIA) Program, 4.1. This regulation establishes policy and procedures for the disclosure of records to the public and for marking, handling, transmitting, and safeguarding CUI material.

1.10. Materials. The Government will provide the Contractor with access to digital files for all pertinent Government marks, indicia, graphics, images, existing copy and content, and original creative files so as to enable the Contractor to apply proper branding, imagery, messaging, lexicon and nomenclature when developing and deploying copy and content for this contract.

1.11. Data Rights, Copyrights, Patent Rights, and Royalties. Consider these applications are discussed for both the Government and contractor. Associated clauses FAR Part 27 and DFARS 227 form the legal determination of rights of parties and the PWS may refer to the clauses but is not appropriate location to convey rights and responsibilities.

1.12. Information Resources. The Government will provide access to Government staff and pertinent information for this contract. The Government will provide the Contractor copies of, or access to, all required directives, publications and documents. All documentation provided to the Contractor shall remain the property of the Government and shall be returned upon completion of this contract.

1.13. Ancillary Training. The Contractor shall be required to accomplish initial and annual Government provided Computer Based Training (CBT), to include Information Protection, Information Assurance, Anti-terrorism, OPSEC, COMSEC, FPCON, Records Management, and other training as identified and provided by the Government.

2. SPECIFIC TASKS

2.1. Contractor’s POC – The Contractor shall identify a primary point of contact (POC) between the Contractor and the Government’s Contracting Officer’s Representative (COR). The Contractor’s POC will collaborate with the COR and the COR’s designated subject-matter experts (SME) to deliver the Contractor’s services. The Contractor’s POC shall be responsible for coordinating service execution and program management across the term of this contract including program messaging, sequencing, and utilization of paper and electronic media.

2.2. Contractor’s Travel – Contractor’s personnel shall be available to travel to the U.S. Air Force Academy. All associated travel costs shall be assumed by the Contractor, with no additional cost to the Government or assessment for incremental fees for travel.

2.3. Cultivation and Application Services – The Contractor shall provide the Government with services that include the development, management, and analysis of a comprehensive multi-channel program to contact U.S. high school students year-round who are identified as strong potential matches for attendance at USAFA. Matching will be based upon the student’s academic records, profiles, and characteristics. Cultivation and Application Services shall increase the number of yearly applications started and the number of yearly applications finalized for USAFA, and shall increase the average standardized test score of applicants per incoming class year. Cultivation and Application Services shall:

2.3.1. Include the development and management of a robust communication stream early in the college application process for students (and their parents) who express interest in USAFA.

2.3.2. Ensure that prospective applicants are aware of significant application deadlines throughout the year.

2.3.3. Encourage the target audience to submit applications for admission to USAFA.

2.3.4. The production of student offers in the campaign.

2.3.5. Engage with parents of students through targeted outreach via the use of a national consumer database.

2.3.6. Promote and fully integrate the existing USAFA Virtual Tour as part of outreach.

2.4. Audience Generation: The Contractor shall develop an audience model for prioritizing new enrollment markets using data from IPEDs, National Student Clearinghouse, JAMRS, and consumer datasets. The Contractor shall incorporate strategic outreach services and online aspects pursuant to this PWS into an interconnected outreach experience capable of reaching a large volume of potential student candidates across the country. This outreach experience shall allow for coordination and personalization of outreach communications, channels, and strategies in response to captured and predictive analytics on audience interactions and enrollment market trends.

2.4.1. The Contractor shall employ continuous outreach campaign launches to target audiences over time and at scale utilizing all the outreach services outlined within this PWS.

2.4.2. Inquires from audiences, including both prospective students and their parents, regarding outreach communications, the USAFA Virtual Tour, and any other outreach services outlined within this PWS shall be automatically integrated to allow for seamless communication.

2.4.3. The Contractor shall plan strategic name buy purchases effectively throughout the year to facilitate immediate student contact. The Contractor shall monitor list sources year-round.

2.4.4. The Contractor shall augment the USAFA marketing team’s social media efforts and help manage audience strategy and execution across a variety of audience sources centrally, including list sources, web inquiries, college exploration platforms, etc.

2.5. Outreach Communication – The Contractor shall monitor, coordinate, and send communications (i.e. printed and digitally via e-mail and text instant messaging) that are targeted and personalized to U.S. high school students who are identified as strong potential matches for attendance at USAFA. Communication outreach shall be performed for outreach services to increase target audience engagement. The Contractor shall ensure that communications are realizing an increased effect on the awareness of USAFA as an academic institution and that an increased amount of the target audience is viewing communications, interacting with digital media, engaging with targeted media journeys and campaigns, and submitting applications. The Contractor shall integrate immersive content from USAFA’s Virtual Tour into all digital campaign channels.

2.5.1. Mailing Campaign – The Contractor shall perform all mailing campaign deployment and delivery including paid postage services for all printed material associated with this contract.

2.5.2. Email Campaign – The Contractor shall perform all email campaign deployment and delivery service for all emails associated with this contract.

2.5.3. Creative Services - The Contractor shall perform creative development and production service when requested or required for graphic design, layout of all print, emails, web pages, display ads, SMS text messages, and other media that is created for to fulfill the services of this contract.

2.5.4. The Contractor shall send to the Government for its review and approval a proof of the final template for each communication (e.g., copy of an email and/or direct mail) prior to distribution of such communication. The Government will provide final approval of all content and materials produced for this contract and will provide operational support to the Contractor to ensure accurate representation of the Government’s interests.

2.5.5. The Contractor shall conduct surveys to understand enrollment intentions, inform follow up outreach, and identify barriers to enrollment.

2.6. Digital Support Services – The Contractor shall develop the copy and content, as well as publish and host all digital media associated with this contract e.g., websites, videos, et al.

2.7. Data Analytics – The Contractor shall provide the Government with real time data tracking and analytics for all outreach services provided under this contract to assess audience engagement, student applications, and effectiveness of outreach campaigns. The Contractor shall provide access to a dashboard allowing the Government to view this data in real time, pull reports on specific inquiries, and track enrollment metrics using entering class data. Data analytics shall, at minimum, include the following:

2.7.1. Applications – Data analytics on percent change in applications to USAFA, including data on applications both started and completed.

2.7.2. Test Scores – Data analytics on changes in applicants’ standardized test scores.

2.7.3. Outreach – Data analytics on the effectiveness of communication campaigns, including, at minimum: volume of emails sent / mail delivered / text messages sent / etc.; audience engagement through communication journeys (e.g. number of QR codes scanned on mailers, clicked web links, audience inquiries, etc.); and audience inquiries regarding the USAFA Virtual Tour, outreach communications, and other outreach services.

2.8. Data Integration Service: The Contractor shall provide the Government with Data Integration Services to generate necessary data from the Government’s customer relationship management (“CRM”) system, Salesforce, for implementation and inclusion in the services outlined in herein. The Contractor shall work continuously with the Government’s Subject Matter Expert (SME) and COR to ensure that data gathered from strategic outreach services and that are required to be delivered to the Government in accordance with this contract are delivered to and received by the Government in a compatible format for seamless data integration into USAFA’s institutional systems. Such data shall be exchanged via an automated secure FTP service between the Government and the Contractor.

2.8.1. The Government shall provide pertinent information and data on USAFA’s CRM system as required on a mutually agreed date following contract award.

2.8.2. Data Access Permissions – The Contractor shall coordinate with the Government for the delivery to the Contractor of any confidentiality agreements, data use agreements, or similar agreements required by the Government’s source system vendor(s) in order to permit the Contractor access to interact with the Government’s source system(s) and deliver appropriate data feeds to the Contractor.

2.8.3. The Contractor is not responsible for third-party licensing fees to extract or integrate data from any source systems as part of the Data Integration Services or any subsequent data integration or extraction work from any data source, even if provided as part of the Data Integration Services described herein.

2.9. Data Implementation Support – If applicable, in providing the Data Integration Services, the Contractor shall, where possible:

2.9.1. Outline source data fields required for implementation of Program(s) in consultation with the Contractor’s personnel and the Government’s SME.

2.9.2. Create SQL queries to extract data or code in the Query Environment(s) specified to output data files for implementation of the Program(s).

2.9.3. Develop query logic and/or code to generate regular updates of the output data files on a frequency needed by the Program(s).

2.9.4. Coordinate with the Government’s SME to integrate the Data Integration Services queries or code into the production environment.

2.10. Awareness and Perception Study - The Contractor shall perform and provide an Awareness and Perception Study and provide a quantitative and qualitative data analysis report to the Government. The study shall measure and report on prospective students’ awareness and familiarity with USAFA and comparative analysis of its brand in relation to USAFA peer institutions and cohorts. This Awareness and Perception Study shall be delivered to the Government at the end of the base year of this contract and then again, every other year through the duration of this agreement and its option years, if exercised.

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