W911SD-22-R-0119 Solicitation D-FINAL Rev 0002 Recruitment Sys.pdf

SEE ADDENDUM

(No Collect Calls)

W911SD22R0119 29-Jul-2022

b. TELEPHONE NUMBER

845-938-3120

8. OFFER DUE DATE/LOCAL TIME

12:00 PM 19 Sep 2022

5. SOLICITATION NUMBER 6. SOLICITATION ISSUE DATE

AUTHORIZED FOR LOCAL REPRODUCTION

PREVIOUS EDITION IS NOT USABLE

STANDARD FORM 1449 (REV. 2/2012)

Prescribed by GSA – FAR (48 CFR) 53.212

(TYPE OR PRINT)

(SIGNATURE OF CONTRACTING OFFICER)

ADDENDA X ARE

26. TOTAL AWARD AMOUNT (For Gov t. Use Only )

23.

CODE 10. THIS ACQUISITION IS

SUCH ADDRESS IN OFFER

17b. CHECK IF REMITTANCE IS DIFFERENT AND PUT

BELOW IS CHECKED

TELEPHONE NO.

W911SD9. ISSUED BY

18b. SUBMIT INVOICES TO ADDRESS SHOWN IN BLOCK 18a. UNLESS BLOCK

7. FOR SOLICITATION

INFORMATION CALL:

a. NAME

IGNACIO CORDOVA

2. CONTRACT NO. 3. AWARD/EFFECTIVE DATE 4. ORDER NUMBER

(TYPE OR PRINT)

30b. NAME AND TITLE OF SIGNER 30c. DATE SIGNED 31b. NAME OF CONTRACTING OFFICER

30a. SIGNATURE OF OFFEROR/CONTRACTOR 31a.UNITED STATES OF AMERICA

1 27a. SOLICITATION INCORPORATES BY REFERENCE FAR 52.212-1. 52.212-4. FAR 52.212-3. 52.212-5 ARE ATTACHED.X

25. ACCOUNTING AND APPROPRIATION DATA

1. REQUISITION NUMBER

20.

ADDITIONAL SHEETS SUBJECT TO THE TERMS AND CONDITIONS SPECIFIED.

OFFEROR TO COMPLETE BLOCKS 12, 17, 23, 24, AND 30

SOLICITATION/CONTRACT/ORDER FOR COMMERCIAL ITEMS

ARE NOT ATTACHED

27b. CONTRACT/PURCHASE ORDER INCORPORATES BY REFERENCE FAR 52.212-4. FAR 52.212-5 IS ATTACHED. ADDENDA ARE ARE NOT ATTACHED

(BLOCK 5), INCLUDING ANY ADDITIONS OR CHANGES WHICH ARE

SET FORTH HEREIN, IS ACCEPTED AS TO ITEMS:

. YOUR OFFER ON SOLICITATION

28. CONTRACTOR IS REQUIRED TO SIGN THIS DOCUMENT AND RETURN

% FOR:SET ASIDE:UNRESTRICTED ORX

SMALL BUSINESS

17a.CONTRACTOR/ CODE FACILITY

OFFEROR CODE

MICC - WEST POINT

681 HARDEE PLACE

WEST POINT NY 10996-1514

18a. PAYMENT WILL BE MADE BY CODE

RATED ORDER UNDER

DPAS (15 CFR 700)

13a. THIS CONTRACT IS A

13b. RATING

CODE15. DELIVER TO CODE W16BCS 16. ADMINISTERED BY

12. DISCOUNT TERMS11. DELIVERY FOR FOB DESTINA-

TION UNLESS BLOCK IS

MARKED

SEE SCHEDULE

14. METHOD OF SOLICITATION

RFQ IFB RFPX

WEST POINT

WP D.A.D

600 THAYER ROAD- THAYER HALL ROOM 212

WEST POINT NY 10996

TEL: 8459385722 FAX:

FAX:

TEL: SERVICE-DISABLED

VETERAN-OWNED

SMALL BUSINESS

8(A)

HUBZONE SMALL

BUSINESS

SIZE STANDARD:

$21,000,000

NAICS:

611710

OFFER DATED

29. AWARD OF CONTRACT: REF.

DELIVER ALL ITEMS SET FORTH OR OTHERWISE IDENTIFIED ABOVE AND ON ANY

COPIES TO ISSUING OFFICE. CONTRACTOR AGREES TO FURNISH AND

EMAIL:

TEL:

31c. DATE SIGNED

SEE SCHEDULE

SCHEDULE OF SUPPLIES/ SERVICESITEM NO. QUANTITY UNIT UNIT PRICE AMOUNT

24.22.21.19.

WOMEN-OWNED SMALL BUSINESS (WOSB)

ELIGIBLE UNDER THE WOMEN-OWNED

SMALL BUSINESS PROGRAM

EDWOSB

32g. E-MAIL OF AUTHORIZED GOVERNMENT REPRESENTATIVE

SOLICITATION/CONTRACT/ORDER FOR COMMERCIAL ITEMS

(CONTINUED)

PAGE 2 OF122

ACCEPTED, AND CONFORMS TO THE CONTRACT, EXCEPT AS NOTED: ______________________________________________________

32a. QUANTITY IN COLUMN 21 HAS BEEN

RECEIVED INSPECTED

32b. SIGNATURE OF AUTHORIZED GOVERNMENT

REPRESENTATIVE

32c. DATE 32d. PRINTED NAME AND TITLE OF AUTHORIZED GOVERNMENT

REPRESENTATIVE

32e. MAILING ADDRESS OF AUTHORIZED GOVERNMENT REPRESENTATIVE 32f . TELEPHONE NUMBER OF AUTHORIZED GOVERNMENT REPRESENTATIVE

37. CHECK NUMBER

FINALPARTIALCOMPLETE

36. PAYMENT35. AMOUNT VERIFIED

CORRECT FOR

34. VOUCHER NUMBER

FINAL

33. SHIP NUMBER

PARTIAL

38. S/R ACCOUNT NUMBER 39. S/R VOUCHER NUMBER 40. PAID BY

41a. I CERTIFY THIS ACCOUNT IS CORRECT AND PROPER FOR PAYMENT

41b. SIGNATURE AND TITLE OF CERTIFYING OFFICER 41c. DATE

42a. RECEIVED BY (Print)

42b. RECEIVED AT (Location)

42c. DATE REC'D (YY/MM/DD) 42d. TOTAL CONTAINERS

STANDARD FORM 1449 (REV. 2/2012) BACK

Prescribed by GSA – FAR (48 CFR) 53.212

AUTHORIZED FOR LOCAL REPRODUCTION

PREVIOUS EDITION IS NOT USABLE

SEE SCHEDULE

20.

SCHEDULE OF SUPPLIES/ SERVICES

21.

QUANTITY UNIT

22. 23.

UNIT PRICE

24.

AMOUNT

19.

ITEM NO.

W911SD22R0119

Section SF 30 - BLOCK 14 CONTINUATION PAGE

PWS

PERFORMANCE WORK STATEMENT (PWS)

USMA Admissions Enrollment Marketing Consulting Services Part I

General Information

1.1 General – This is a non-personal services contract to provide the U.S. Military Academy with enrollment marketing services for inquiry and application generation, a virtual tour, paid search, and list services through CAPPEX. 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. The Contractor, in turn, shall be accountable to the Government for Contractor or subcontractor personnel.

1.1 Description of Services/Introduction – The Contractor shall provide all personnel, equipment, supplies, facilities, transportation, tools, materials, supervision, subject-matter-expertise, and all other items or non-personal services necessary to perform the enrollment marketing consulting services as defined in Part IV and Part V of this Performance Work Statement (PWS) The Contractor shall perform In Accordance With (IAW) the terms and conditions of the contract and as consistent with the established standards in this PWS and contract.

1.2 Goals – The goals of this contract are to provide the U.S. Military Academy (USMA) Directorate of Admissions (DAD) with comprehensive Enrollment Marketing Consulting Services consisting of the full extent of its inquiry and application generation services, its virtual tour service, its paid search service, and its CAPPEX list service as specified within PART IV Contractor Furnished Items and PART V Specific Tasks.

1.3 Background – As a direct result of the COVID-19 pandemic key performance indicators (KPI) e.g., opened applications, diversity-centric applications, enrollments, et al., have diminished and USMA is at a critical juncture where a robustly diversified Corps of Cadets is—now more than ever—essential for the future of the Academy and the U.S. Army officer corps. A results-driven process for recruitment and marketing communications is needed to remedy this decline and win the recruitment battle against our competitors and cohorts in the high education marketplace.

1.3.1 In addition to declining KPI for USMA’s enrollment marketing efforts, USMA is staffed with the sufficient government personnel or subject-matter-expertise enough to effectively and consistently deliver fully integrated, enrollment marketing and recruitment services.

1.3.2 For the reasons outlined in 1.4.1. and 1.4.2, the Government requires the services of a private sector, enrollment marketing consultation firm with proven qualifications and success in enrollment marketing consulting services for inquiry and application generation, a virtual tour, paid search, and list services through CAPPEX.

1.4 Scope: The Contractor shall create and manage an enrollment marketing plan and its associated strategies, and it will develop, deploy, and project manage ongoing and simultaneously occurring communications campaigns that employ direct marketing mailings, emails, and SMS text messages, as well as paid search advertising and lead generation through West Point’s presence and engagement on the CAPPEX list service.

1.5 Period of Performance:

Base Year: One (1), twelve (12 month Period) beginning December 2022.

Option Years: Four (4), twelve (12) month Option Periods, each beginning on 01 December for 2023, 2024, 2025, and 2026.

1.6 Quality Control: Quality Control is entirely the responsibility of the Contractor. The Contractor is responsible for the delivery of quality services/supplies to the Government (see FAR 52.246-1 Contractor Inspection Requirements).

1.6.1 Quality Control Program: The Government is committed to a highly interactive relationship between quality control by the Contractor and quality assurance by the government recipient of services. This relationship shall be achieved through an effective Prevention Based Quality Control Program dedicated to ensuring the best possible products and services to end users. The Contractor shall provide the Contracting Officer’s Representative (COR) and the Contracting Officer (KO) with a final written Quality Control Plan (QCP) no later than (NLT) ten (10) days after contract award, and within five (5) days of any proposed changed. The Contractor’s quality program shall demonstrate its prevention-based outlook by meeting the objectives stated in the PWS throughout all areas of performance. The QCP shall be developed to specify the Contractor’s responsibility for management and quality control actions to meet the terms of the contract. The QCP at a minimum shall address continuous process improvement; procedures for scheduling, conducting and documentation of inspection; discrepancy identification and correction; corrective action procedures to include procedures for addressing Government discovered non-conformances; procedures for root cause analysis to identify the root cause and root cause corrective action to prevent re-occurrence of discrepancies; procedures for trend analysis; procedures for collecting and addressing customer feedback/complaints.

1.6.1.1 The Contractor shall provide, within 24 hours, all reports generated as a result of the Contractor’s quality control efforts. This shall include any summary information used to track quality control, including any charts/graphs.

1.6.1.2 The Contractor’s QCP shall be incorporated into and become part of this contract after the plan has been accepted by the KO. Proposed changes made after KO acceptance shall be submitted in writing through the COR to the KO for review and acceptance prior to implementing any revision. The Contractor’s QCP shall be maintained throughout the life of the contract and shall include the Contractor’s procedures to routinely evaluate the effectiveness of the plan to ensure the Contractor is meeting the performance standards and requirements of the contract.

1.6.2 Contractor Discrepancy Report (CDR): When the Contractor's performance is unsatisfactory, a CDR will be issued. The Contractor shall reply in writing within five (5) work days from the date of receipt of the CDR, giving the reasons for the unsatisfactory performance, corrective action taken, and procedures to preclude recurrence.

1.6.3 Quality Assurance: The COR will evaluate the Contractor’s performance under this contract in accordance with the Quality Assurance Surveillance Plan (QASP). This plan is primarily focused on what the COR must do to ensure that the Contractor has performed in accordance with the performance standards. It defines how the performance standards will be applied, the frequency of surveillance, and the minimum acceptable defect rate(s).

When an observation indicates defective performance, the COR will require the Contractor or designated on-site representative to initial the observation to acknowledge the defective performance. The acknowledgement of the observation does not necessarily constitute Contractor concurrence with the observation, only that the Contractor has been made aware of the defective performance.

1.7 Place of Performance: The work to be performed under this contract shall be accomplished at the Contractor’s place of work. Conference calls to discuss campaign results and recommended strategy modifications will facilitate communication; Contractor will provide means to conduct conference calls. Contract will conduct primary research at their discretion.

1.8 Special Qualifications: Contractor must be registered with the North American Industry Classification System (NAICS) as providers of Educational Support Services (611710).

1.9 Minimum Qualifications: The Contractor shall meet or exceed the minimum qualifications of being a recruitment enrollment management consultation firm with established and reputable subject-matter-expertise as well as a track record of continued success with admissions and recruitment services for higher education.

Additional minimum qualifications include:

1.9.1 The Contractor shall be responsible for ensuring all personnel performing work under this contract possess and maintain current certifications as indicated in this PWS.

Contractor personnel performing work under this contract shall be able to read, write, speak, and understand the English language to effectively carry out all contract requirements. They shall have a command of both the written and spoken English language to properly clearly, and effectively communicate in person or via electronic devices (telephone or Email) with co-workers, customers, and the general public.

1.9.2 Contractor personnel performing work under this contract shall be U.S. citizens unless the provisions of Army Regulation 25-2, Information Assurance have been fully completed and approval has been granted by the Government for the non-U.S. citizen to perform the required support.

1.10 Contractor Manpower Reporting: The contractor will report ALL contractor labor hours (including subcontractor labor hours) required for performance of services provided under this contract for the United States Military Academy (USMA) via a secure data collection site. The contractor is required to completely fill in all required data fields using the following web address: http://www.ecmra.mil, and then click on “Department of the Army CMRA” or the icon of the DoD organization that is receiving or benefitting from the contracted services.

1.10.1 Reporting inputs will be for the labor executed during the period of performance during each Government FY, which runs from October 1 through September 30. While inputs may be reported any time during the FY, all data shall be reported no later than October of each calendar year, beginning with 2018. Contractors may direct questions to the help desk by clicking on “Send an email” which is located under the Help Resources ribbon on the right side of the login page of the applicable Service/Component’s CMR website at http://www.ecmra.mil.

1.11 Post Award Conference/Periodic Progress Meetings: The Contractor shall attend any post award conference convened by the contracting activity or contract administration office in accordance with Federal Acquisition Regulation (FAR) Subpart 42.5. The post award conference will also be utilized to ensure contractor understands all HSPD-12 requirements. The KO, COR (and other government personal) will hold a quarterly progress meeting with the Contractor to review the Contractor's performance. At these meetings the KO and COR will apprise the Contractor of how the Government views the Contractor's performance and the Contractor will apprise the Government of problems, if any, being experienced. Appropriate action shall be taken to resolve outstanding issues.

These meetings shall be at no additional cost to the Government.

1.12 Contracting Officer Representative (COR): The COR will be identified by separate letter of appointment. The COR monitors all technical aspects of the contract and assists in contract administration. The COR is authorized to perform the following functions: Assures that the Contractor performs the technical requirements of the contract;

performs inspections necessary in connection with contract performance; maintains written and oral communications with the Contractor concerning technical aspects of the contract; issues written interpretations of technical requirements, including government drawings, designs, specifications; monitors Contractor's performance and notifies both the KO and Contractor of any deficiencies; coordinates availability of government furnished property, and provides site entry of Contractor personnel. A letter of designation issued to the COR, a copy of which is sent to the Contractor, states the responsibilities and limitations of the COR, especially regarding changes in cost or price, estimates or changes in delivery dates. The COR is not authorized to change any of the terms and conditions of the resulting contract.

1.13 Key Personnel: Key personnel shall not be added to or removed from the contract without express acknowledgement of the COR. Any changes to the working status of these key personnel shall be transmitted (in writing) to the KO/COR within five (5) workdays of the proposed change. If, for any reason, any of the key personnel becomes, or is expected to become, unavailable for work under this contract for a continuous period exceeding 30 workdays the contractor shall promptly replace personnel with personnel who possess qualifications equal to or better than that of the original employee. The Contractor shall ensure all key personnel terminated or released from employment under this contract are replaced within five (5) workdays of the termination. The Government considers key personnel for this contract to be the Contractor’s Project Manager (PM).

1.14 Qualifications for Key Personnel: The PM shall meet or exceed the following minimum qualifications:

Enrollment marketing and strategy consulting firm with proven experience and a track record of success in private, public, and government sectors.

1.15 Project Manager (PM): The Contractor shall provide a PM who shall be responsible for the performance of the work under this contract. The name of this person shall be designated in writing to the KO at the post award conference. The PM shall have full authority to act for the Contractor on all contract matters relating to daily operation of this contract. The PM shall be available between the hours of 8:00 AM to 5:30 PM, Monday through Friday (Contractor’s time-zone), except federal holidays or when the government facility is closed for administrative reasons.

1.16 Data Rights: The government has unlimited rights to all documents/material produced under this contract to the extent permitted by the data rights clauses. The parties mutually acknowledge their understanding that this is the government’s intent. All documents and materials, to include the source codes of any software, produced under this task order shall be government owned and are the property of the government with all rights and privileges of ownership/copyright belonging exclusively to the government. These documents and materials may not be used or sold by the contractor without written permission from the contracting officer. All materials supplied to the government shall be the sole property of the government and may not be used for any other purpose. This right does not abrogate any other government rights.

1.17 Copyrights: The Government owns all copyrights and retains the right to independently reproduce and any/all communications assets or materials that the Contractor produces for the Government in the fulfillment of this contract.

1.18 Organizational Conflict of Interest: In the consideration of Contractor(s) or bids from Contractor(s) to perform this services outlined in this contract or in the award of this contract to a Contractor, the Government is to ensure:

(1) The Contractor does not obtain an unfair competitive advantage by establishing the ground rules for a future competition; (2) The Contractor's objectivity and judgment are not biased because of its present or future interests (financial, contractual, organizational, or otherwise) which relate to work performed under this contract; (3) The Contractor does not obtain an unfair competitive advantage by virtue of its access to non-public or proprietary information belonging to others.

1.19 General Constraints. The provisions of FAR Subpart 9.5, Organizational and Consultant Conflicts of Interest, concerning organizational conflicts of interest govern this contract. Potential conflicts may exist in accordance with FAR 9.505-1, Providing Systems Engineering and Technical Direction, through 9.505-4, Obtaining Access to Proprietary Information. In this regard, the Contractor is responsible for identifying any actual or potential organizational conflicts of interest to the KO that arise as the result of performance under this contract. To avoid or mitigate a potential conflict related to performance under this contract, the KO will impose appropriate constraints such as the constraints discussed below. Since it is impossible to foresee all of the circumstances that might give rise to organizational conflicts of interest, the constraints discussed below are not all inclusive and the KO may impose constraints other than, or in addition to, the constraints listed below.

1.19.1 The Contractor agrees that if it provides, under a contract or task order or delivery order, systems engineering and technical guidance for systems and programs, but does not have overall contractual responsibility, it will not be allowed to be awarded a contract or task or delivery order to supply the system or any of its major components or be a subcontractor or consultant to a supplier of the system or any of its major components (FAR 9.505-1).

1.19.2 The Contractor agrees that if it prepares complete specifications for non-developmental items or assists in the preparation of work statements for a system or services under a contract or task order or delivery order, it will not be allowed to furnish these items, either as a prime Contractor, a subcontractor or as a consultant (FAR 9.505-2).

1.19.3 The Contractor agrees that it will neither evaluate nor advise the Government with regard to its own products or activities. The Contractor will objectively evaluate or advise the Government concerning products or activities of any prospective competitors (FAR 9.505-3).

1.19.4 The Contractor agrees that if it gains access to proprietary information of other companies, it will exercise diligent effort to protect such proprietary information from unauthorized use or disclosure (FAR 9.505-4). In addition, the Contractor agrees to protect the proprietary information of other organizations disclosed to the Contractor during performance of this contract with the same caution that a reasonably prudent Contractor would use to safeguard highly valuable property. The Contractor also agrees that if it gains access to the proprietary information of other companies it will enter into written agreements with the other companies to protect their information from unauthorized use or disclosure for as long as it remains proprietary and to refrain from using the information for any purpose other than that for which it was furnished. The Contractor shall provide copies of such agreements to the KO.

1.19.5 If the Contractor, in the performance of this contract, obtains access to plans, policies, reports, studies, financial plans, data or other information of any nature which has not been released or otherwise made available to the public, the Contractor agrees that without prior written approval of the KO, it shall not: (a) use such information for any private purpose unless the information has been released or otherwise made available to the public, or (b) release such information unless release is otherwise authorized under the contract or such information has previously been released or otherwise made available to the public by the Government.

1.20 Non-Disclosure Agreement(s). The Contractor shall provide the Government with a written and signed Non- Disclosure Agreement (NDA) which shall, in substance, provide that all direct employees and sub-contracted employee for this contact shall not, during his/her employment by the Contractor or thereafter, disclose to others or use for their benefit, information received in connection with the work under this contract, that is controlled, secure, or proprietary to the Government. The Contractor will educate its employees regarding the restrictions imposed by FAR 9.505-4, so that they will not use or disclose proprietary information or data generated or acquired in the performance of this contract, except as provided herein.

1.21 Training. The Contractor shall effectively educate its employees, through formal training, company policy, information directives and procedures, in an awareness of the legal provisions of FAR Subpart 9.5 and its underlying policy and principles, so that each employee will know and understand the provisions of that Subpart and the absolute necessity of safeguarding information from anyone other than the Contractor's employees who have a need to know, and the U.S. Government.

1.22 Conflicts Involving Future Procurements. The award of this contract to the Contractor for the Contractor’s performance of services hereunder shall not constitute or be interpreted as a determination that the Contractor is eligible to participate in future procurements, developmental efforts, implementation efforts, or related activities.

Only the KOs for such efforts, applying the rules, principles, and procedures of FAR Subpart 9.5, have the authority to determine whether a conflict exists, in connection with such procurements.

1.23 Representations and Disclosures. The Contractor represents that it has disclosed to the KO, prior to award of this contract, all facts relevant to the existence or potential existence of organizational conflict of interest as that term is used in FAR Subpart 9.5.

1.23.1 The Contractor further represents that if it discovers an organizational conflict of interest or potential conflict of interest after award of this contract, a prompt and full disclosure shall be made in writing to the KO. This disclosure shall include a description of the action the Contractor has taken or proposes to take in order to avoid or mitigate such conflict.

1.24 Remedies and Waiver. For breach of any of the above restrictions or for non-disclosure or misrepresentation of any relevant facts required to be disclosed concerning this contract, the Government may terminate this contract for default, disqualify the contractor for subsequent related contractual efforts, and pursue such other remedies as may be permitted by law or this contract. If, however, in compliance with section 1.19, the Contractor discovers and promptly reports an organizational conflict of interest (or the potential thereof) subsequent to contract award, the KO may terminate this contract for convenience, if such termination is deemed to be in the best interest of the Government. All parties recognize that this clause has potential effects, which will survive the performance of this contract, and that it is impossible to foresee each circumstance to which it might be applied in the future.

Accordingly, the Contractor may at any time seek a waiver from the cognizant KO by submitting a full written description of the requested waiver and the reasons in support thereof (FAR 9.503)

Part II definitions & aCRONYMS

2.1 CONTRACTOR. A supplier or contractor awarded a contract to provide specific supplies or service to the Government. The term used in this contract refers to the prime.

2.2 CONTRACTING OFFICER (KO). A person with authority to enter into, administer, and/or terminate contracts, and to make related determinations and findings on behalf of the Government. Note: The only individual who can legally bind the Government.

2.3 CONTRACTING OFFICER'S REPRESENTATIVE (COR). An employee of the U.S. Government appointed by the contracting officer to administer the contract. Such appointment shall be in writing and shall state the scope of authority and limitations. This individual has authority to provide technical direction to the Contractor, as long as that direction is within the scope of the contract, does not constitute a change, and has no funding implications. This individual does NOT have authority to change the terms and conditions of the contract.

2.4 CONTRACTOR PERSONNEL. Contractor and subcontractor employees performing working under this contract.

2.5 DEFECTIVE SERVICE. A service output that does not meet the standard of performance associated with the Performance Work Statement (PWS).

2.6 DELIVERABLE. Anything that can be physically delivered, but may include non-physical things, such as meeting minutes or reports.

2.7 GOVERNMENT-FURNISHED PROPERTY (GFP) OR GOVERNMENT PROPERTY (GP). Property in the possession of or directly acquired by the Government and subsequently made available to the Contractor.

2.8 KEY PERSONNEL. Contractor employees who are critical for achieving PWS objectives. Key personnel shall meet position qualification and experience requirements indicated in the PWS. When key personnel qualifications are used as an evaluation factor in “Best Value” procurement, the Contracting Officer is the only one authorized to concur with key personnel replacement after award of the contract. When proposed key personnel resumes are used as an evaluation factor in best value procurement, a letter of commitment may be required from the individual whose resume is provided.

2.9 PERFORMANCE PRE-REQUIREMENT SUMMARY (PRS). A listing of the service outputs under the contract that are to be evaluated by the COR on a regular basis, the surveillance methods to be used for these outputs, and the performance requirement of the listed outputs.

2.10 QUALITY ASSURANCE. A planned and systematic pattern of all actions necessary to provide confidence that adequate technical requirements are established; products and services conform to established technical requirements; and satisfactory performance is achieved. For the purposes of this document, quality assurance refers to actions by the Government.

2.11 QUALITY ASSURANCE SURVEILLANCE PLAN (QASP). The Government’s organized written document specifying the surveillance methodology to be used for surveillance of Contractor performance.

2.12 QUALITY CONTROL. All necessary measures taken by the Contractor to assure that the quality of the end products or services shall meet contract requirements.

2.13 SUBCONTRACTOR. One that enters into a contract with a prime Contractor. The Government does not have privity of contract with the subcontractor.

2.14 PROPRIETARY INFORMATION. The term "proprietary information" for purposes of PART I, paragraph 1.18, “Organizational Conflict of Interest,” means any information considered so valuable by its owners that it is held secret by them and their licensees. Information furnished voluntarily by the owner without limitations on its use, or which is available without restrictions from other sources, is not considered proprietary.

2.15 PERSONALLY IDENTIFIABLE INFORMATION: Personally Identifiable Information (PII) is any information that can be used on its own or with other information to identify, contact, or locate a single person, or to identify an individual in context.

2.16 ACRONYMS.

Contracting Acronyms:

AFARS Army Federal Acquisition Regulation Supplement AR Army Regulation CCE Contracting Center of Excellence CFR Code of Federal Regulations CONUS Continental United States (excludes Alaska and Hawaii) COR Contracting Officer Representative COTS Commercial-Off-the-Shelf DA Department of the Army

DD250 Department of Defense Form 250 (Receiving Report) DD254 Department of Defense Form 254 DD1466 Building Pass DFARS Defense Federal Acquisition Regulation Supplement DMDC Defense Manpower Data Center DAD U.S. Military Academy’s Directorate of Admissions DOD Department of Defense FAR Federal Acquisition Regulation HIPAA Health Insurance Portability and Accountability Act of 1996 KO Contracting Officer OCI Organizational Conflict of Interest OCONUS Outside Continental United States (includes Alaska and Hawaii) ODC Other Direct Costs PIPO Phase-In/Phase- Out POC Point of Contact PRS Performance Requirements Summary PWS Performance Work Statement QA Quality Assurance QAP Quality Assurance Program QASP Quality Assurance Surveillance Plan QC Quality Control QCP Quality Control Plan TE Technical Exhibit USMA United States Military Academy Private Sector Acronyms:

API Application Programming Interface B2B Business to Business B2C Business to Consumer CMGR Community manager CMS Content Management System CMYK Cyan Magenta Yellow blacK color model CPC Cost per Click CPM Cost per Thousand CR Conversion Rate CTA Call to Action CTR Click-through Rate DPI Dots Per Inch KPI Key Performance Indicator PII Personally Identifiable Information PPC Pay per click PV Page Views ROI Return on Investment SEM Search Engine Marketing SEO Search Engine Optimization SMS Short Message Service UGC User Generated Content UI User Interface URL Uniform Resource Locator UX User Experience

Part III Government furnished items

3.1 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 Government’s interests. In addition to final approval of all content and materials produced for this contract the Government will provide the contractor with, as needed for the performance of PART V Specific Items:

3.2 Materials – Government will provide the Contractor to 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.

3.3 Access – Administrative privileges for existing social media channels that under the control and purview of the U.S. Military Academy’s Directorate of Admissions, to include Facebook, Instagram, and YouTube.

3.4 Data & Technical Specifications – The Government shall:

3.4.1 Identify Data Lead SME who will coordinate requirements through the COR and who will participate in Data Planning Call(s) within one (1) week of the Contractor’s request.

3.4.2 Coordinate with the Contractor to ensure that the application data is reliable and valid. The Contractor shall provide test cases for USMA to validate against its source systems.

3.4.3 Provide comprehensive and valid data files for the table below this paragraph on or before a mutually agreed upon date during the Contractor/Government Data Planning Call(s).

Program Source Systems Details

Enroll360 Marketing Solutions (Cultivate, Application Marketing, etc.)

SIS, ERP, and/or

CRM

Including current and historical entering class data (up to 3 finalized years)

Financial Aid Optimization

SIS, ERP, Financial Aid System(s), and/or

CRM

Including current and historical admitted and enrolling students (up to 5 finalized years)

Transfer Portal SIS, Degree Audit Institutional course equivalencies and AP/IB/CLEP exams; degree rules

Part IV Contractor Furnished items

4.1 General – Contractor shall provide to the Government all personnel, management, equipment, hardware, software, memberships, and any other items or services necessary to research, develop, plan deploy, and manage enrollment marketing communications so as to meet the goals outlined in paragraph 1.2 “Goals,” of this document.

4.2 Labor – Contractor shall provide the labor and manpower for services outlined in PART V “Specific Tasks” of this document, to effectively plan, manage, develop, and deploy all enrollment marketing print and digital media produced for the Contractor provided inquiry and application generation services, virtual tour service, paid search service, and CAPPEX list services.

4.3 Equipment – Contractor shall supply, at no additional cost to the government, any and all hardware and software needed for the successful performance of the specific tasks outlined in Part V, to include but not exclusively limited to computers, servers, et al.; internet connectivity; photographic, video, and audio recording and editing equipment;

graphics, animation, photographic, video, audio, analytics tracking, and media buying software; printing materials and machinery; marketing, lead generation, data services memberships, et al.

Part V

SPECIFIC TASKS

5.1 Project Management – The Contractor shall be responsible for the overall project management of services outlined in Part V of this agreement as described below and shall provide the Government with a service solution that is—in itself—complete and ready for use e.g., “turnkey” for the Government.

5.2 Contractor’s POC – The Contractor shall assign a team led by key senior staff member (Principal or Strategic Leader) who will serve as 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 outlined in Part V, towards meeting the goals outlined in paragraph 1.2.

5.2.1 The Contractor’s POC is responsible for coordinating service delivery and program management across the term of this contract including program messaging, sequencing, and utilization of paper and electronic media.

5.3 Contractor’s Travel – Contractor’s personnel shall be available to travel to the U.S. Military Academy as well as host U.S. Military Academy personnel at the Contractor’s premises, to the extent permissible by Government policies and procedures, to discuss the services provided under the terms of this Agreement. All associated travel costs shall be assumed by the Contractor, with no additional cost to the Government or assessment for incremental fees for travel.

5.4 Cultivation Service – The Contractor shall provide the Government with services that includes the development, deployment, management, and analysis of a comprehensive multi-channel program to contact U.S. high school students who are identified as strong potential matches for USMA, based upon the student’s academic records, profiles and characteristics. Cultivation Service shall include:

5.4.1 The development and management of a robust communication stream for students (and their parents) who express interest, and the production of student offers in the campaign.

5.4.2 Employ the Contractor’s proprietary algorithm matched against a national consumer database, where parents are identified and engaged through the Contractor’s provided marketing campaigns.

5.4.3 Integrate the Contractor provided YouVisit Virtual Tour that shall be promoted and advertised to drive online traffic from prospective students.

5.5 Application Service – The Contractor shall provide the Government with services that include the development, deployment, management, and analysis of a comprehensive multi-channel communications program that will contact U.S. high school seniors whose achievements, characteristics and prior actions make them desirable candidates for admissions and enrollment as plebes at the U.S. Military Academy. In addition, the Contractor’s Application Services shall:

5.5.1 Include the development and management of a robust communication stream for students (and their parents) who express interest, and the production of student offers in the campaign.

5.5.2 Employ the Contractor’s proprietary algorithm matched against a national consumer database, where parents are identified and engaged through the Contractor’s provided marketing campaigns.

5.5.3 Integrate the Contractor provided YouVisit Virtual Tour that shall be promoted and advertised to drive online traffic from prospective students.

5.5.4 Launch up to 3 times per recruitment cycle and shall encourage the target audience to submit applications for admission to USMA.

5.5.5 Early Application Marketing (“EAM”): a multi-channel campaign to students and parents in expressing your interest in the student and laying the foundation for your invitation to apply.

5.5.6 Application Deadline Mailing (“ADM”) timed to arrive just prior to your most significant application deadline with messaging to encourage completion and submission of the application. This mailing will be sent to applicable audiences in your campaign who have not yet submitted your admissions application.

5.6 Paid Search Service – The Contractor shall provide Paid Search services including the development, management, analysis, and reporting of Ad Words campaigns, their performance, and budgets to ensure efficiency.

5.7 YouVisit Service – The Contractor’s YouVisit Service shall be a virtual tour that shall seamlessly weave multiple media types and sources into a single online platform, transforming traditional photos and videos into 360-degree immersive and interactive content, while additionally capturing interest, intent, and inquiries for users. The YouVisit service shall include:

5.7.1 Three (3) Virtual tour experiences e.g., Academic, Athletic, and Campus wherein the user can tour specific buildings, classrooms, residence halls, and/or other nearby destinations to communicate the Government’s desired brand experience. Each virtual tour experience shall include:

5.7.2 Up to 20 destinations per tour (utilizing flat approach photos and immersive 360 photos at each destination).

5.7.3 Up to 6 action zones per tour (video embedded into 360 photos that come to life when clicked)

5.7.4 An embedded audio guide voice track with closed captioning.

5.7.5 Interactive elements wherein between 1-3 per destination can be clicked on by the used to display content e.g, Government provided text/video/photo/spherical content for hotspot or positional media).

5.7.6 Timely and responsive maintenance and support for all service provided features.

5.7.7 Integrated and interactive Campus Maps.

5.7.8 Shortened link capability.

5.7.9 Third party tag capability.

5.7.10 Customizable Call to Action buttons and links: including information capture and redirects.

5.7.11 Dynamic and intuitive web browser and mobile device scalability.

5.7.12 Automated user/visitor analytics/reporting.

5.7.13 Integration into Contractor’s marketing campaigns as outlined in paragraph 5.7.

5.7.14 Unlimited inquiry and information capture and reporting on the Government’s designated website.

5.7.15 Integrated inquiry forms on the Government’s designated website.

5.7.16 Unlimited digital asset storage.

5.7.17 Unlimited user/visit sessions.

5.7.18 Quarterly, Contractor provided, remote-in content updates/edits as specified by the Government’s POC

(COR).

5.7.19 A YouVisit video shoot wherein the contractor shall visit USMA to capture videos, photos, audio, and/or all other necessary information on behalf of the Government as applicable. The unedited source content of any content captured on your campus by the Government will be delivered to the Government promptly following content capture as mutually agreed upon by the parties. If the Government requests the Contractor to capture or create any media including photographs, 360-degree panoramas, videos, or audio, the Government grants the Contractor permission to enter the Government’s designated locations and agrees to provide the necessary documentation or permissions that may be required of any individuals appearing in or capturing such media, and for clearance of any other Intellectual Property Rights of a third party in such media. The Contractor and the Government shall coordinate in advance of the designated dates for filming. The Government may reschedule such dates upon written notice to the Contractor. The Government grants the Contractor permission to utilize the photographs, 360-degree panoramas, videos, and audio for distribution and display as necessary to provide the services described in paragraph herein.

5.7.20 An analytics portal and a customizable dashboard wherein the Government’s designated SME shall be able to easily access and; (1) view and organize submitted inquiries in one place; customize and filter content based on specific user preferences and objectives; (2) uncover and understand college-search behavior patterns based on student interactions and network activity (activity across all LEAD GENERATING SYSTEM YouVisit partners) and benchmark against similar institutions; (3) create inquire list segment lists and outbound strategies based on expressed interests, behavior, and/or registration data to target specific cohorts; save and share.

5.8 CAPPEX List Services: The Contractor shall provide the Government with membership access to LEAD GENERATING SYSTEM’s Inquiry Subscription service(s) that will include a persona page on the CAPPEX list service, accesses to and newsletters targeting community-based organizations, and the delivery of a predetermined number of CAPPEX H.S. student inquiries, that meet certain guidelines and criteria established by the Government, as detailed herein.

5.8.1 CAPPEX Persona Page: The Contractor shall provide the Government with a “persona page” on the LEAD GENERATING SYSTEM Inquiry Subscription Service, CAPPEX. The persona page shall be fully customizable with USMA copy and content e.g., photos, videos, graphics, PDF documents, et al. The persona page shall be accessible to U.S. high school students nationwide and shall be displayable to users from within both the CAPPEX and Greenlight audiences.

5.8.2 Greenlight Newsletters: Through LEAD GENERATING SYSTEM Inquiry Subscription Service, Greenlight, the Contractor shall provide the Government with a digital (emailed) biannual newsletter sent to H.S. students of color who are first generation college students.

5.8.3 Greenlight Database Access: The Contractor shall provide the Government with membership access to LEAD GENERATING SYSTEM’s Greenlight Inquiry Subscription Service’s community-based organization database that contains contact information for agencies and their points of contact who work with students of color/first generation college students.

5.8.4 CAPPEX and Greenlight Inquiry Deliveries: The Contractor shall deliver to the Government through secure FTP no less than 3,500 inquiries from CAPPEX and 520 inquiries annually from Greenlight and the Contractor shall ensure that the inquiries delivered from CAPPEX and Greenlight are mutually exclusive.

5.8.4.1 All delivered inquires will be from a nationwide pool of U.S. high school students who are U.S. Citizens and shall meet the guidelines and criteria established by the Government and include but not exclusively limited to a prospective U.S. high school student’s home address, gender, race/ethnicity, graduation year, and level of academic achievement e.g., self-reported GPA and standardized test scores.

5.8.4.2 All delivered inquiries shall be defined as high-intent, prospective students identified and sourced through the CAPPEX and Greenlight platforms. High school student(s), through their interactions with the CAPPEX and Greenlight platforms and tools, can signal their interest(s) in and chose to be engaged by colleges and universities.

High school student(s) who signal their interest(s) in and/or chose to be engaged, generate an automatic formal inquiry for delivery to that college or university.

5.8.5 Virtual Tour integration: The CAPPEX Inquiry Subscription shall integrate with the LEAD GENERATING SYSTEM provided YouVisit virtual tour outlined herein and it shall include expedited data transfer with/between LEAD GENERATING SYSTEM’s enrollment services campaigns on behalf of the Government.

5.9 Data Integration Service: The Contractor shall provide the Government with Data Integration Services to generate necessary data from the Government’s SIS, ERP or CRM for implementation and inclusion in the services outlined in herein. This service is available for the following source systems: Ellucian Banner, Campus-Vue, Peoplesoft, PowerCampus, Slate, Target X (includes Jenzabar JRM), Jenzabar CX, Jenzabar EX, CAMS, Hobsons Connect, Ellucian Colleague on SQL Server (not Unidata), and Campus-hosted or Cloud-hosted Ellucian Recruit/Recruiter (required connection to established backend database). The Contractor shall conduct a feasibility assessment of the Government’s source system(s) to determine if the Contract can provide its Data Integration Services for the Government’s source systems. 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.

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

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

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

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

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

5.10 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.

5.11 Institution Support Requirements – The Contractor shall provide the Government with the Data Integration Services where West Point’s SME and the Contractor’s POC will participate in a “Technical Planning Call” to discuss the project implementation and utilization of the Data Integration Services and will provide a project implementation plan. The Government is required to provide access to the applications named above within two (2) weeks of the Technical Planning Call.

5.12 Creative Services – The Contractor shall perform all creative development and production service for copywriting, graphic design, and layout of all media e.g., and all print, emails, web pages, display ads, SMS text messages et al., that is created for to fulfill the goals of this agreement.

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

5.14 Awareness and Perception Study - The Contractor shall perform and provide an Awareness and…