Media Monitoring Analysis and Metrics SOW.doc

SCOPE OF WORK

MEDIA MONITORING/CLIPS, ANALYSIS AND METRICS

1. GOALS

The Federal Emergency Management Agency’s Office of External Affairs is responsible for the effective dissemination of accurate information to the public concerning FEMA’s programs, missions and goals for emergency management. FEMA External Affairs provides primary support to the FEMA Administrator, Deputy Administrator and FEMA senior leadership, with primary responsibility for the communication of agency goals, objectives and accomplishments. In addition, the Office is responsible for the preparation and distribution of critical response and recovery information to state and local officials, agency stakeholders, and the general public.

Within the Office of External Affairs, the Public Affairs Division is responsible for the monitoring, archiving, analysis and measurement of media representation, which includes print, broadcast, cable, blogs and social media as well as the ability to generate analytics regarding federal agencies in comparison to FEMA coverage as a way to identify how FEMA’s outreach programs are perceived.

2. OBJECTIVE

The FEMA Office of External Affairs seeks a service that can provide media monitoring/clips, archiving, analysis and measurement services.

3. REQUIREMENTS

The services required are:

a) Media Monitoring/Clips - based on search terms related to emergency management and homeland security topics relevant to White House, Department of Homeland Security and the Federal Emergency Management Agency (FEMA) outreach programs. The proposed solution shall capture broadcast, print, and online media coverage from national, regional and local sources in daily reports, archive them in an online system and distribute reports via email daily to FEMA External Affairs personnel. Acquire access to a broadcast and cable media monitoring clip service that can provide daily news reports is also required.

b) Media Analysis to provide measurement tools that will identify the tonal quality of media reports (positive, negative and neutral/informative); comparisons of coverage between FEMA and other federal agencies and offer reporting capabilities that include but are not limited to graphs, charts, narrative reports, excel spreadsheets and other formats.

c) Media Metrics that will be useful to identify audiences reached and the coverage equivalent in terms of positioning and advertising dollars based on industry rate cards.

d) Additional Technical Requirements

1. All reports will be viewed and shared with staff at FEMA headquarters, its 10 regional offices as well as joint field offices at presidentially declared disasters.

2. Media outlets are defined as print, radio, broadcast, web, magazines, new media technology such as blogs and social networking sites.

3. Search terms can change at anytime according to the Office of External Affairs needs and according to External Affairs Disaster Operations surges or for specific topics related to campaigns roll out.

4. The contractor shall provide media monitoring/clips, archiving, analysis and measurement services using one online platform, accessible 24 hours a day, 7 days a week without the need of special software or equipment beyond that needed for general Internet access. All deliverables should be accessed thru this system.

4. TASKS

The following is a general description of the work that the Contractor may be tasked to perform under this contract.

a) The contractor shall provide media monitoring reports on a daily basis, Monday through Friday, reviewing print, broadcast, cable, multimedia, magazines, social media and blogs coverage of FEMA and/or related emergency management issues.

b) The contractor will be available during a disaster event to provide surge coverage of reports outside the 5 day work week, to include weekends and federal holidays, to maintain a constant stream of information regarding FEMA’s outreach programs.

c) The contractor shall provide a means of back up access in the event Internet access is unavailable. Actual use of the back up method is expected to be minimal and likely will be limited to instances where a field office is in process of establishing Internet access and it applies for all services and deliverables within this Scope of Work.

d) The contractor shall provide an online archive to access the media content for an unlimited time.

e) The contractor shall provide the ability to identify specific media monitoring analysis of FEMA news coverage from various outlets such as print, radio, broadcast, web, magazines, new media technology such as blogs and social networking sites offering tonal quality rankings of all media in the daily reports identified using, but not limited to charts, graphs and Excel spreadsheets.

f) The contractor shall provide measurements and metrics regarding news coverage of FEMA based on media monitoring reports. The goal is to identify the nature of audiences reached, audience exposure and its equivalent in advertising dollars according to current industry rates.

g) The contractor shall also provide monthly reports and invoicing to the project officer detailing use and costs broken down by billing codes.

5.

General Requirements All instruments such as memory or archiving tools, processes, studies/research, working files (electronic and/or any working format) and deliverables developed under this contract (to include, without limitation, any survey questionnaires, sampling methodologies, participant lists and resulting analysis) shall be the sole property of the Federal Emergency Management Agency. As such, these materials may be used by FEMA and, upon FEMA direction, its contractors, for future research studies, product development and program initiatives.

6.

PERSONNEL REQUIREMENTS

6.1 Personnel Security Security requirements shall be based on current Department of Homeland Security (DHS) policy for contractors.

6.2 Employee Citizenship Each employee of the contractor working on the contract shall either be a citizen of the United States of America or has lawful resident status.

6.3 Contractor Personnel Administration

The Contractor shall be responsible for managing and overseeing the activities of all Contractor personnel, as well as subcontractor efforts used in performance of this effort. The Contractor's management responsibilities shall include all activities necessary to ensure the accomplishment of timely and effective support, performed in accordance with the requirements contained in the statement of work 7.

TRAVEL

All local travel will be reimbursed at the rates in effect at the time of the travel. Local travel is defined as travel within 50 miles of an employee’s main office location.

Long-distance travel will be performed on an as-needed basis and coordinated with the Contracting Officer’s Technical Representative (COTR) for this project. Every effort will be made to obtain economic airfares. Per Diem will be reimbursed at government-approved rates in effect at the time of travel.

8.

ACCEPTANCE CRITERIA

The contractor shall deliver all products to the COTR for approval or public affairs officer responsible for Media Monitoring activities. Electronic transmission will be the primary delivery mechanism; however, hard copies will be provided as appropriate.

The COTR will notify the contractor of deliverable acceptance or provide comments in writing within ten (10) business days of receipt of a deliverable. Within ten (10) business days, the contractor shall resubmit the final deliverable to the COTR and Contracting Officer, if necessary.

9.

GOVERNMENT-FURNISHED MATERIALS

Government-furnished property (materials, equipment, and/or information) will be provided in conjunction with required performance under this contract as determined by mutual agreement between the Government and the contractor. Contractor purchase of hardware or software tools are not anticipated as part of this contract, but if required by the contractor, must be pre-approved by the COTR.

At the written request of the Government, the contractor shall immediately return any property provided by the Government for the contractor’s use to complete the assigned task under this contract. If not requested, the contractor shall continue to abide by FAR Part 45 until completion of the contract.

10.

CONFIDENTIALITY OF DATA AND INFORMATION

The contractor may have access to information in the possession of the Government for which the Government's right to use and disclose the data and information is restricted, or which may be of a nature that its dissemination or use, other than in the performance of this contract, would be adverse to the interests of the Government or other parties. Therefore, the contractor agrees to abide by any restrictive use conditions on such data and not to:

(1) Knowingly disclose such data and information to others without written authorization from the Contracting Officer, unless the Government has made the data and information available to the public;

(2) Use for any purpose other than the performance of this contract.

The contractor agrees to hold the Government harmless and indemnify the Government from any cost/loss resulting from the unauthorized use or disclosure of third party data or software by the contractor, its employees, Sub-Contractors, or agents. While subcontracts are not anticipated under this Statement of Work, if deemed appropriate by both the Government and the contractor, the contractor agrees to include the substance of this provision in all subcontracts awarded under this contract.

Except as the Contracting Officer specifically authorizes in writing, upon completion of all work under the contract, the contractor shall return all such data and information obtained from the Government, including all copies, modifications, adaptation, or combinations thereof, to the Contracting Officer. Any data obtained from another company shall be disposed of in accordance with the contractor's agreement with that company, or, if the agreement makes no provision for disposition, shall be returned to that company. The contractor shall further certify in writing to the Contracting Officer that all copies, modifications, adaptations or combinations of such data or information which cannot reasonably be returned to the Contracting Officer (or to a company), have been deleted from the contractor's (and any Sub-Contractor's) records and destroyed.

11.

PLACE OF PERFORMANCE

The contractor shall work primarily at its offices. However, if a situation arises that requires for the contractor to work onsite at FEMA Headquarters located at 500 C Street SW, Washington, District of Columbia or any of our Field Offices previous approval should be exercised by the Contracting Officer and the Contracting Officer Technical Representative. All travel expenses associated should be based on GSA rates for perdiem, lodging, airfare, and mileage.

12.

PERIOD OF PERFORMANCE

The total Period of Performance for this contract will be one (1) base year and three (3) option years, upon the date of contract award.

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