W911SD-24-R-0141.pdf

SEE ADDENDUM

(No Collect Calls)

W911SD24R0141 02-Jul-2024

b. TELEPHONE NUMBER

845-938-8180

8. OFFER DUE DATE/LOCAL TIME

02:00 PM 16 Jul 2024

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

DAYANNA WALLACE

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

0012046626

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 OR X

SMALL BUSINESS

17a.CONTRACTOR/ CODE FACILITY

OFFEROR CODE

MICC - WEST POINT PCO

ERIK.POJE.CIV@ARMY.MIL

WEST POINT NY 10996

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 W16BC3 16. ADMINISTERED BY

12. DISCOUNT TERMS11. DELIVERY FOR FOB DESTINA-

TION UNLESS BLOCK IS

MARKED

SEE SCHEDULE

14. METHOD OF SOLICITATION

RFQ IFB RFPX

DIRECTORATE OF ADMISSIONS

DANIEL KELLY

606 THAYER ROAD

WEST POINT NY 10996

TEL: 845-938-5733 FAX:

FAX:

TEL: SERVICE-DISABLED

VETERAN-OWNED

SMALL BUSINESS

8(A)

HUBZONE SMALL

BUSINESS

SIZE STANDARD:

$25,500,000

NAICS:

541810

X

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.

X

WOMEN-OWNED SMALL BUSINESS (WOSB)

ELIGIBLE UNDER THE WOMEN-OWNED

SMALL BUSINESS PROGRAM

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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.

W911SD24R0141

Section SF 1449 - CONTINUATION SHEET

PERFORMANCE WORK STATEMENT

PERFORMANCE WORK STATEMENT (PWS)

USMA Admissions Social Media Management & Engagement Consulting

PART I

GENERAL INFORMATION

1.1 General: This is a non-personal services contract to provide social media management and inbound marketing services. 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 the Contractor’s or its Subcontracted personnel.

1.2 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 social media management and engagement services, as defined in this Performance Work Statement (PWS), except for those items specified as government furnished property and services. The Contractor shall perform in accordance with (IAW) the terms and conditions of the contract and consistently with the established standards in this PWS and contract.

1.3 Goal: The goal of this contract is to manage and grow the presence and audience engagement for the U.S.

Military Academy’s (USMA’s) Directorate of Admissions (DAD) designated social media channels e.g., Facebook, Instagram, Snapchat, X, LinkedIn, and YouTube and any emerging platforms approved for government use.

1.3.1 Performance of this contract will be evaluated annually and will be benchmarked against the industry average(s) for the same social media platforms used elsewhere in the higher education industry by the cohorts and competitors of the U.S. Military Academy, as reported by industry-leading firms for higher education e.g., EAB, RNL, et al..

1.3.2 Reaching the goal(s) of this contract will be determined as successful if the measured growth of the Government’s social media engagements and followers, specifically within the targeted demographic, are equal to or greater that industry average for higher education recruitment and admissions, as reported on by industry-leading firms for providing social media insight and analysis (1.3.1).

1.4 Background: The United States Military Academy at West Point (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 win the recruitment battle, and in this battle, the most impactful weapon is the effective use of social media and the commercial tools for shaping a brand’s efforts through engagement, messaging, and branding.

1.4.1 Target Audience: The target audience for the Government consists of college-bound high school students between the ages of 13 and 18 years old; this demographic group is collectively identified as Generation Z (GEN-Z), growing behind them is Generation A (GEN-A); GEN-Z account for 25.9% of the U.S. population and facts regarding their usage of digital media include: All (100%) are connected online for 1+ hours per day, with nearly half (46%) are connected 10+ hours per day. Nine-in-ten of Gen Z (93%) say they visit YouTube at least once a week and 54% visit multiple times per day, while just 65% say they visit Facebook weekly, with 38% visiting Facebook multiple times per day. Instagram is the most popular app used by Gen Z for brand discovery, with (45%) of teens using it to discover new products/services, followed by Facebook, which comes in at (40%). Market research shows that (85%) percent of Generation Z learns about new products on social media and are also (59%) percent more likely than older generations to connect with brands on social. More than (80%) Gen Z say they are influenced by social media in their purchase decisions. In particular, Gen Z is much more influenced by Instagram (44%) and YouTube (33%) than any other generation.

1.4.2 Facts: Facts substantiating the importance of content and inbound marketing include: (1) Since 2000, the most important and commercially significant resourced for marketing has been the advent and rapid growth of social media platforms and content marketing, beating the second most commercially significant digital marking trend, Big Data, by 20.4%. During the COVID-19 global pandemic, Business to Consumer (B2C) content marketing increased by 207% tactics include: Social Media Content, 93% Source: “30 Content Marketing Statistics You Should Know,” Jeff Riddall, Jan 6, 2023 (Search Engine Journal).

1.4.2.1 The Government (DAD) is not staffed with personal who possess the necessary skill and subject-matter-expertise in the area of social media management and monitoring. Moreover, the Government is not appropriately resourced with man-power to conduct any measure of competent, let alone comprehensive content/inbound marketing without the assistance of private-sector, contracted, subject-matter-expertise.

1.4.2.2 Given the facts outlined above in paragraph(s) 1.4 – 1.4.2.1 it is clear social media content marketing is an essential component for successful marketing and brand awareness, as well as accurate and effective measuring Return On Investment (ROI) and fiscal responsibility with marketing dollars. The Government must partner with a social media marketing firm in order to achieve mission success. Failure to do so will result in mission detriment for recruitment efforts.

1.5 Scope: The Contractor — for the purpose of establishing, maintaining, and growing a strong, cohesive brand presence through the Government’s specified social media platforms — shall employ the use of social media platforms, social media content creation, engagement, and management software (both third-party and those indigenous to individual social media platforms) and any other recognized industry best practices to create high quality content, maintain community management, and conduct integrated and coordinated messaging in accordance with (IAW), as well as with the USMA Strategy and DAD Strategic Marketing Plan. Content includes but is not limited to amplifying success stories; introduce brand to the target audiences, influencers, and stakeholders;

measurably increase brand awareness, loyalty, and recruitment; closely monitor follower engagement.

1.6 Period of Performance:

Base Year: an 12-month Period to begin on or about 1 September 2024 Option Years: (4) 12-month Option Periods

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).

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) business days after the first post-award meeting, and within five (5) business days of any proposed changed thereafter.

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.

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.

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.

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) business days from the date of receipt of the CDR, giving the reasons for the unsatisfactory performance, corrective action taken, and procedures to preclude recurrence.

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.

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.

Special Qualifications: Contractor must be registered with the North American Industry Classification System (NAICS) as providers of the following services:

516210 – Media streaming distribution services, social networks, and other content providers.

518210 – Media streaming, web hosting, video and audio streaming services.

541613 – Marketing consultation services.

541810 – Advertising agency consulting service.

541830 – Media buying agencies.

541910 – Marketing analysis services

Minimum Qualifications: Essential to meeting the expected performance of this PWS, the Contractor shall meet or exceed the minimum qualifications of: (A) being a social media content marketing firm with proven experience and a track record of success in private, public, and government sectors; (B) have experience and a portfolio in the higher education environment. Additional Minimum qualifications include:

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

1.6.2 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.

1.6.3 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.

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 the Contractor understands all HSPD-12 requirements. The KO, COR (and other government personnel) 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.

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 with regard to 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.

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) business days 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 business days 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) business days of the termination. The Government considers key personnel for this contract to be the Contractor’s Project Manager (PM).

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, and an Alternate PM (APM), who shall act for the Contractor when the PM is absent, shall be designated in writing to the KO at the post award conference. The PM or APM shall have full authority to act for the Contractor on all contract matters relating to daily operation of this contract. The PM or APM 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.

Qualifications for Key Personnel: The PM shall meet or exceed the following minimum qualifications: Social media content marketing firm with proven experience and a track record of success in private, public, and government sectors. The APM shall meet or exceed the same qualifications as the PM.

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.

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

Organizational Conflict of Interest: In the consideration of Contractor(s) or proposals 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.

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.

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).

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).

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).

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.

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.

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.

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.

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.

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.

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.

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

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.

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.

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 the authority to change the terms and conditions of the contract.

CONTRACTOR PERSONNEL. Contractor and subcontractor employees performing work under this contract.

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

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

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.

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.

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.

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.

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

QUALITY CONTROL. All necessary measures taken by the Contractor to assure that the quality of an end product or service shall meet contract requirements.

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

PROPRIETARY INFORMATION. The term "proprietary information" for purposes of section 1.17, 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.

ORGANIC. The term “organic” referenced throughout this Performance Work Statement (PWS) e.g., as in “organ reach” or “organic post”, shall refer to the number of people who come view a posting on social media without any form of paid distribution.

BOOSTED POST. The term “boosted post” referenced throughout this Performance Work Statement (PWS), shall refer to any organic post on social media for which a fee has been paid to the social media provider in exchange for the organ post being shown to more people. It functions differently from an ad in that you create the post, then have the option to boost it. You don’t have the same high level of control over the details and can manage it from your Facebook business page rather than switching over to the more complex Ads Manager.

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 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

Private Sector Acronyms for Business, Marketing, and Social Media:

API Application Programming Interface B2B Business to Business B2C Business to Consumer CMGR Community manager CMS Content Management System CPC Cost per Click CPM Cost per Thousand CR Conversion Rate CTA Call to Action CTR Click-through Rate KPI Key Performance Indicator PPC Pay per click PV Page Views ROI Return on Investment SEM Search Engine Marketing SEO Search Engine Optimization UGC User Generated Content UI User Interface UX User Experience

PART III

GOVERNMENT FURNISHED ITEMS

Access: Government will provide administrative access and privileges for existing social media channels that are maintained under the purview of the U.S. Military Academy’s Directorate of Admissions, to include, but not exclusively limited to Facebook, Instagram, YouTube, X, LinkedIn, Snapchat, etc., insofar as such channels exist.

The government will provide final approval of all content and materials produced in the performance of this PWS and will provide operational support to the Contractor to ensure accurate representation of the Government’s interests.

Materials: Government will provide the Contractor 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.

PART IV

CONTRACTOR FURNISHED ITEMS

General: Contractor shall provide to the Government all personnel, management, equipment and any other items or services necessary to research, develop, deploy, and maintain content for all media channels and campaigns, and in App advertisements, so as to meet the goals established in this PWS.

Labor: Contractor shall provide the labor and manpower for services outlined in Part V of this PWS.

Equipment: Contractor shall supply, at no additional cost to the government, all photographic, video, and audio recording and editing equipment, and all graphics, animation, photographic, video, audio, analytics tracking, and media buying software, licensing, or memberships needed to fulfill in the requirements of this contract.

Transportation and Lodging: The Contractor shall, at no additional cost the Government, be solely responsible for budgeting, arranging, and providing any and all travel, transportation, lodging, other accommodations, and any other associated costs or fees for the Contractor’s and its Subcontracted personnel as may be needed for the Contractor’s fulfillment of requirements outlined in this agreement.

Hard Drive and Files: At the conclusion of each year of this contract, the Contractor will supply, at no additional cost to the government, a hard drive containing:

4.1.1 All the packaged files for the content deployed in the fulfillment of this contract. Packaged files to include but not exclusively limited to INDD, PDF, PSD, EPS, PDF, HTML, ASP, PHP, PREL, FCPX, MOV, MP4, JPG, DOCX, XLSX, PPTX, and all associated and nested files and folder, etc.

4.1.2 All the native files used in the creation of copy and content for this contract. Native files to include but not exclusively limited to INDD, PDF, PSD, EPS, PDF, HTML, ASP, PHP, PREL, FCPX, MOV, MP4, JPG, DOCX, XLSX, PPTX, and all associated and nested files and folder, etc.

PART V

SPECIFIC TASKS

Project Management: The Contractor shall be responsible for the overall project management of this contract and for providing the Government with a service solution that is, in itself, complete and ready for use e.g., “turnkey.”

Social Media Strategy: The Contractor shall provide services for identifying, defining, delivering, and reporting on a multi-channel, fully integrated, social media strategy that will grow and curate the Government’s online presence, so as to fulfill the goals outlined in paragraphs 1.3 and 5.3 of this document. The Contractor shall provide this Social Media Strategy via PowerPoint (PPTX) or some other acceptable presentation format within 20 business days of the first post-award meeting between the Contractor and the Government. The Social Media Strategy will identify the metrics and mechanisms that the Contractor will use for measuring the success of this contract. The Social Media Strategy will be annually reviewed by the Contractor and the Government, and the Contractor shall revise the document as needed to ensure that the goals of this contract are met. The annual presentation of the Social Media Strategy will be provided by the Contractor to the Government within 10 business days of notice of the Government’s intention to exercise subsequent option year(s) of this contract to the Contractor for their fulfillment.

Social Media Objectives: The Contractor shall be responsible for identifying and providing the government with reasonable objectives for the Social Media Strategy that are indicative of and reflective of the norm for the higher-education industry so as to (1) grow DAD’s social media following within its target audience as defined in paragraph 1.4.1 of this contract, “Target Audience; (2) increase brand awareness among its Target Audience; (3) increase community engagement with its Target Audience (4) increase web traffic from the Target Audience to the Government’s website e.g., westpoint.edu.

Social Media Management: The Contractor shall exercise full ownership and project management for the overall process, from inception through delivery of copy and content, as well as audience engagement.

Publishing Schedule: The Contractor shall create and maintain a monthly content publishing schedule and shall follow through with the posting of content for the Government’s specified social media platforms. The monthly content publishing schedule shall be accessible, shareable, and editable online by the Contractor and the Government. Each social media platform will have its own posting cadence unique to and indicative of industry best practices for acquiring and growing audience followers and engagements, and for keeping front-of-mind awareness with the target audience. The contractor must use an industry standard social media management and publishing platform such as Hootsuite, Sprinklr, etc.

5.1.1 Facebook, Instagram, LinkedIn, X, Snapchat: At a minimum, the Contractor shall create and post no less than two (2) unique posts per week, no less than two (2) unique “stories” posted per week, and no less than (1) unique “reel” on each respective platform. Posts will be unique content, while Stories can be shared content between Instagram and Facebook. Unique posts may be shared across other platforms e.g., Facebook or YouTube, but the Contractor shall not use shared posts or stories (for example) from the Government’s Instagram as substitutes for unique postings and stories requirements for the Government’s Facebook or YouTube. In addition, the reposting and sharing of unique content from other social media or online sources that are associated with West Point is permitted and encouraged, but it does not constitute a unique post as defined by this agreement.

5.1.2 YouTube: The Contractor will create and post no less than one (1) unique video per quarter and (2) video “shorts” per quarter. All videos and shorts will consist of be unique content produced, directed, filmed, edited, and deployed by the Contactor but may contain other video material provided by the Government. However, video material entirely produced, directed, filmed, and edited shall not serve to meet the requirements of “unique” video or short. Unique videos created by the Contractor shall be posted at a frequency of no less than one (1) unique video per quarter. The duration of these videos shall be at least one (1) minute but no more than three (3) minutes in length. The Contractor shall ensure the transcripts for each video are uploaded to YouTubes, and the Contractor shall employ You-Tubes closed captioning feature. Additionally, the Contractor shall employ industry best-practices for the use mobile phone filming aps and image enhancing technology, as well as backlinks, hashtags, and YouTube’s provided meta-data features.

Community Monitoring and Engagement:

5.1.3 Community: At a minimum, the Contractor shall, within 24 hours, respond to all direct messages (DM) that are inquiries that can be responded to using answers contained within the Contractor’s FAQ answer bank.

5.1.3.1 At a minimum, the Contractor will “Like” (or other emoticon as appropriate) every positive or encouraging response to an original content posting created and deployed by the Contractor to the Government’s social media channels or in-bound marketing.

5.1.3.2 The Contractor shall monitor the comments and conversations posted on the Government’s social media channels and promptly remove all commentary that is not in compliance with 47 § USC 223(a)(1)(A-C-E), 18 § USC 2261A, and 8 § USC 875 prohibiting the use of telecommunications device to transmit any obscenity, electronically harass, electronically threaten, or cyber stalk.

Copy and Content: The Contractor shall develop, create, post, and deploy all organic copy and paid media, content including the design, layout, and editing of all graphics, photos, imagery, audio, and videos. Unique content includes but is not exclusively limited to questions, surveys, photos, animated gifs, hashtags, sliders, stories (including account “Takeovers”), videos, linking, keywords, Call to Action (CTA) messaging, closed captioning.

Content Capture: The Contractor is responsible for scheduling and visiting the U.S. Military Academy as frequently and often as necessary to acquire/capture the media and content for the Contractor to use in its fulfillment of this contract. The Contractor is responsible for scheduling its visits to the U.S. Military Academy through this contract’s COR. The Contractor is responsible for coordinating the logistic requirements of these visits to the U.S. Military Academy through the appropriate and designated points of contact (POC), as provided or identified by the COR.

5.1.4 Event Coverage: At a minimum, the Contractor shall provide real-time coverage through posts, live-video, social media takeovers and stories, and/or other social media best practices, for the following annual events held at West Point or elsewhere: (1) Reception Day (R-Day); (2) Acceptance Day (A-Day); (3) Branch Week; (3) Post Night; (4) Plebe-Parent Weekend; (5) Projects Day; (6) Commencement Ceremony; (7) Summer Leaders Experience (SLE). The Contractor’s quarterly visits for content capture may coincide with the coverage of these events. The Contractor may use content or media created or provided by other Government sources e.g., West Point Public Affairs, West Point Athletics, West Point Band, et al., or Government individuals e.g., West Point Cadets, Staff, and Faculty. However, the use of content provided by other Government sources shall not be substituted for the Contractor’s fulfilling the requirements to, itself, provide real-time coverage of the events listed in this paragraph.

5.1.5 Scheduling of Content Creation: The Contractor shall be responsible for contacting, scheduling, and acquiring all the necessary personnel and assets (paid, voluntary, or donated) including but not exclusively limited to soldiers, staff, cadets, and equipment e.g., photographers and photography, videographers and video, interviewees, cameras, lights, et al. The Contractor may request the COR to provide the necessary introduction(s) to those West Point personnel who will serve as points of contact (POCs) for the creation of media in fulfillment of this contract.

Reporting: The Contractor’s PM shall maintain open lines of communication with the Government’s Contracting Officer Representative (COR) and be readily accessible via phone and email. However, as part of the continuous evaluation process of the marketing partnership created through this contract the Contractor will provide the Government with bi-weekly, quarterly, and annual reports.

5.1.6 Bi-Weekly Reporting: The Contractor shall schedule, host, and moderate an informal weekly reoccurring teleconference between the Contractor’s PM and the Government’s COR to discuss and coordinate, as needed, status updates, stages of development, production scheduling and progress, et al.

5.1.7 Quarterly Reporting: Via email, the Contractor shall provide the Government with a monthly report that: (1) focuses on metrics from the previous 3-months and a performance analysis in regard to paragraphs 5.2 and 5.3 of this agreement; (2) include benchmarks for measuring each media channel’s overall effectiveness through the analysis of audience engagements, growth, and demographics et al. The Contractor shall provide the quarterly report in a brief PowerPoint (PPTX) or some other common data presentation medium that employs data, tables, infographics, et al. The Contractor shall ensure these quartly reports are provided to the Government on a quarterly basis, no-later than 10 business days after the first day of every month. There is no requirement for the Contractor to present monthly reports to the Government, but the Contractor should include the information in these reports in their calculations and projects to ensure their efforts best address the goals outlined in (1.3) of this contract.

5.1.8 Annual Reporting: The Contractor shall provide and present an overarching performance report wherein the Contractor compiles the data contained in its quarterly reports and uses it to outline a road map plan based upon lessons-learned and best practices. The presentation of Annual Report will coincide with the presentation of the annual revisions of the Social Media Strategy as outlined in paragraph 5.2, “Social Media Strategy.” The Contractor shall provide the Annual Report in PowerPoint (PPTX) or some other common data presentation medium that employs data, tables, infographics, et al.

Credentials/Passes/Clearance: Within one month of award of this contract, the Contractor shall be solely responsible for acquiring the Contractor’s personnel and its designated Subcontractor’s any credentials, parking passes, and (as needed) security clearances that may be required for such personnel to access, without the need or USMA personnel to escort, the property boundaries and building within West Point Garrison, the U.S. Military Academy, Camp Buckner, and the U.S. Military Academy’s “Central Area” so as to ensure the Contractor can fulfill their obligations outlined within this PWS.

ADDENDUM 52.212-2

ADDENDUM FAR 52.212-2

EVALUATION--COMMERCIAL PRODUCTS AND COMMERCIAL SERVICES (NOV

2021)

a. Basis for Contract Award. This is a Lowest Price Technically Acceptable source selection conducted in accordance with Federal Acquisition Regulation (FAR) 13.106-2, Evaluation of quotations or offers, as supplemented by the Defense Federal Acquisition Regulation Supplement (DFARS), and the Army Federal Acquisition Regulation Supplement (AFARS). Contract shall be awarded to the contractor who is deemed responsible in accordance with the FAR, as supplemented, whose proposal conforms to the solicitation’s requirements (to include all stated terms, conditions, representations, certifications, and all other information required by 52.212-2 of this solicitation and is judged by an overall assessment of the evaluation factors to represent the most advantageous to the Government by exceeding the minimum requirements to meet the Lowest Price Technically Acceptable to the Government.

b. Award for All of the Work. The Government intends to award one (1)…