PWS_W91247-19-Q-0011_Print_&_Digital_Ads_watermark.pdf

ARMY COMMUNITY SERVICES FAMILY ADVOCACY PROGRAM (ACS/FAP)

PRINT AND DIGITAL ADVERTSING

PERFORMANCE WORK STATEMENT

Part 1

General Information

1. GENERAL: This is a non-personal services contract to provide ACS/Family Advocacy Program both print and digital media advertising (accessible via desktop and mobile devices) within Cumberland, Lee, Hoke, Harnett, Moore, Robeson, and Johnston Counties. The Government shall not exercise any supervision or control over the contract service providers performing the services herein. Such contract service providers shall be accountable solely to the Contractor who, in turn is responsible to the Government.

1.1 Description of Services/Introduction: The contractor shall provide all personnel, equipment, supplies, facilities, transportation, tools, materials, supervision, and other items and non-personal services necessary to ensure that the print and digital advertisements appear in periodicals, PC and mobile devices as defined in this Performance Work Statement (PWS) is performed efficiently, accurately, on time and incompliance with the requirements of the this document except for those items specified as government furnished property and services.

1.2 Background: The ACS mission is to facilitate a Commander’s ability to provide comprehensive, coordinated, and responsive services which support readiness of Soldiers, Civilian employees, and their Families. Services include a wide variety of prevention-focused life skills, educational classes, briefs, workshops, outreach events/activities, information and referral, and activities which are designed specifically to prevent or reduce family violence. Army Regulation 608-18 mandates that the Family Advocacy Program Manager (FAPM) institute a robust outreach effort to educate the military community on the prevention of family violence, which includes child abuse and intimate partner violence. Advertising in the local print media and through a wide variety of digital media is a highly effective way to reach military families residing both on and off the installation as well as retirees and Department of Defense (DoD) Civilian employees.

1.3 Objectives: Design, Develop and deploy an integrated print and digital media marketing campaign that advertises ACS/FAP resources and services to Active Duty Service members, retirees and their family members within a 30-mile radius of Fort Bragg, NC.

1.4 Scope: ACS/FAP requires a targeted ad campaign of resources and services that shall be viewed in print media and digital/mobile formats in local areas known to contain a high population of military families. These areas include Fort Bragg / Fayetteville /Cumberland and the surrounding counties of Harnett, Lee, Hoke, Moore, Robeson, and Johnston.

Video Advertisements shall include script strategizing and professional video shoot of 24 finished mp4 videos ads.

ACS reserves unlimited revisions until satisfaction and will own full right to the videos produced. Videos will be placed on YouTube (4,000 views per month), social media (10,500 impressions monthly), connected TV (15,000 monthly impressions) and across the internet with pre-, mid- and post-roll video ads (31,000 monthly ads) to target our selected audience wherever they are on the internet.

The ACS/FAP 30 and 15 second video advertisements shall be displayable on desktop and mobile devices with a minimum of 400,000 impressions (field of view) during the period of performance. Contractor shall provide 8 videos of 30-seconds and 16 videos of 15-seconds. Contractor shall develop, design, shoot and submit all ad videos for approval prior to running. ACS/FAP may choose to edit the advertisement at any time during the period of performance. Minimum acceptable standards for video equipment must be equal to DSLR/Camcorder, tripod, lav mic and key light. All professional line, HD quality.

Social advertising shall be shown within flow of content on Facebook and Instagram feeds on desktop and mobile devices selecting specific audience via age, location and interests.

Targeted display impressions (banner elements) shall be delivered to targeted audience as they navigate reputable, well-known and visited websites (such as ESPN, BBC, etc.), based on specified demographics, geography, online behaviors and psychographics. Campaigns will be paced to ensure consistent impressions throughout the month (150,000 monthly impressions).

Paced Search Engine Marketing, will allow ACS ad/link to immediately appear on the top of Google, Bing and Yahoo search pages when customers search based on relevant key words. SEM will obtain between 27,000-46,000 impressions monthly and 800-1300 clicks per month to a landing page (to be created/maintained/modified per specific campaign need) to directly link customers to the appropriate content for their needs.

App Splash uses to contractors mobile app to specifically promote the download of ACS app two (2) times per month or to announce event or program.

Interscroller video and still ads shall run on local news website (such as Fayetteville Observer) within content feed two (2) times per month, for 4 consecutive days, playing once per 12 hours per viewer.

Print Media ads shall run once per week in a local printed newspaper with a circulation of 135,000 copies. Weekly ads shall appear in the Paraglide, which has a circulation of 45,000 copies on Fort Bragg proper and Linden Oaks housing area. Weekly ads shall appear in a free newspaper for the Hope Mills area. Weekly ads shall appear in Fort Bragg Life, a free newspaper with a circulation of 30,000 copies. Each print ad shall be full color and measure 5.125” X 15”. Total of sixteen (16) ads per month (1 per week in 4 publications as per above).

Sticky Note Print Media Advertisements on the front page of the Fayetteville Observer (56,000 quarterly). Each sticky note shall measure 3”x3”, full color front, black and white sticky back.

The Contractor shall provide expertise in both print product and web based graphic design. The Contractor shall provide creative talent capable of developing high quality graphic products that support the campaign tactics and convey the objectives of this campaign.

1.5 Period of Performance: The period of performance shall be for one (1) Base Year of 12 months and one (1) option years. Base Period: 29 September 2019 through 28 September 2020. Option year one (1): 29 September 2020 through 28 September 2021.

1.6 General Information

1.6.1 Quality Control: The contractor shall develop and maintain an effective quality control program to ensure services are performed in accordance with this PWS. The QCP shall document how the contractor will meet and comply with the quality standards established in this statement of work. The QCP must include a self-inspection plan, internal staffing plan, and an outline of the procedures that the Contractor will use to maintain quality, timeliness, responsiveness, customer satisfaction. The contractor shall develop and implement The QCP is to be delivered within 30 days after contract award QCP shall be submitted to the KO and COR within 5 working days when changes are made thereafter. After acceptance of the quality control plan the contractor shall receive the contracting officer’s acceptance in writing of any proposed change to the QC system.

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 government shall evaluate the contractor’s performance under this contract in accordance with the Quality Assurance Surveillance Plan. This plan is primarily focused on what the Government must do to ensure that the contractor has performed in accordance with the statement of work standards. Contract quality requirements” means the technical requirements in the contract relating to the quality of the product and service and those contract clauses prescribing inspection to ensure the products service conforms to the contractual requirements.

1.6.3 Recognized Holidays: The contractor is not required to perform services on holidays.

1.6.4. Place of Performance: The 30 and 15 second ACS/FAP advertisements will be in print and digital media in local areas known to contain a high population of military families. These areas include Fort Bragg / Fayetteville /Cumberland County and the surrounding counties of Harnett, Lee, Hoke, Moore, Robeson, and Johnston.

1.6.5 Type of Contract: The government will award a firm fixed contract.

1.6.6 Access and General Protection Policy and Procedures: All Contractor personnel performing work under this contract shall comply with Fort Bragg Installation applicable installation, facility and area commander installation/facility access, local security policies and security procedures provided by the Security Manager Government representative.

1.6.7.1. Physical Security: The contractor shall be responsible for safeguarding all government information and property provided for contractor use. At the close of each work period materials shall be secured IAW Army Regulation (AR) 190-13, “The Army Physical Security Program.”

1.6.7.2. Contractor Personnel Roster: The Contractor shall provide a roster of personnel expected to perform services under this contract to the COR, no later than ten (10) workdays prior to commencing work. This personnel roster shall include the employee's full name and position to be held. The Contractor shall update this roster within ten (10) calendar days if personnel changes occur during the duration of the contract.

1.6.8. Post Award Conference/Periodic Progress Meetings: The Contractor agrees to 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. IAW AR 70-13 para 4.b. (1). The contracting office will hold periodic status or progress meetings with the contracting officer, the COR, the contractor, and other personnel as necessary (at least quarterly) to discuss problems, progress of the contract, and contractor performance. This meeting will be held at a mutually agreed location, or telephonically. The CORs must ensure that they receive copies of written minutes and other correspondence related to these meetings, including follow-up actions. These meetings shall be at no additional cost to the Government.

1.6.9. Contracting Officer Representative (COR): The Contracting Officer will designate, in writing, a COR. The COR will have authority to take certain actions specifically provided and within the limitations prescribed in the designation. A copy of the designation will be furnished to the Contractor. In no event will the COR, by virtue only of his/her designation as such, empowered to execute or agree to any contract modification thereof. The Contracting Officer will retain the ultimate responsibility for the administration of the contract. Any discrepancy resulting from coordination with or advisement from the COR shall be addressed, in writing, to the Contracting Officer. 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.

1.6.9.1. The Contracting Officer will designate, in writing, an Alternate Contracting Officer’s Representative. The Alternate COR will have authority to take certain actions specifically provided and within the limitations prescribed in the designation. A copy of the designation will be furnished to the Contractor. In no event will the Alternate COR, by virtue only of his/her designation as such, empowered to execute or agree to any contract modification thereof.

The Contracting Officer will retain the ultimate responsibility for the administration of the contract. The Alternate COR’s authority shall only be in effect during the absence of the COR.

1.6.10. Key Personnel: The follow personnel are considered key personnel by the government: The contractor shall provide a contract manager who shall be responsible for the performance of the work. The name of this person and an alternate who shall act for the contractor when the manager is absent shall be designated in writing to the contracting officer. The contract manager or alternate shall have full authority to act for the contractor on all contract matters relating to daily operation of this contract. The contract manager or alternate shall be available between 8:00 a.m. to 4:30 p.m. Monday thru Friday.

1.6.1. Identification of Contractor Employees: All contract personnel attending meetings where their contractor status is not obvious to third parties are required to identify themselves as such to avoid creating an impression in the minds of members of the public that they are Government officials. They must also ensure that all documents or reports produced by contractors are suitably marked as contractor products or that contractor participation is appropriately disclosed.

1.6.12. Data Rights: The Government has unlimited rights to all documents/material produced under this contract.

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. The Contractor shall NOT post information to public website or social media locations, personal or professional that in any way disclose participants, discussions, pictures, etc. before, during or after the contract period of performance without the express consent of the Government. The use of propaganda violates DOD Commercial Use of Imagery Guidelines stated at (http://www.defenseimagery.mil/products/DODimagery/commercialuse.html). The Contractor shall not cite any information (e.g., contract information, pictures, locations, etc.) obtained through this contract on any marketing tools to include its company website.

1.6.13. Organizational Conflict of Interest: Contractor and subcontractor personnel performing work under this contract may receive, have access to or participate in the development of proprietary or source selection information (e.g., cost or pricing information, budget information or analyses, specifications or work statements, etc.) or perform evaluation services which may create a current or subsequent Organizational Conflict of Interests (OCI) as defined in FAR Subpart 9.5. The Contractor shall notify the Contracting Officer immediately whenever it becomes aware that such access or participation may result in any actual or potential OCI and shall promptly submit a plan to the Contracting Officer to avoid or mitigate any such OCI. The Contractor’s mitigation plan will be determined to be acceptable solely at the discretion of the Contracting Officer and in the event the Contracting Officer unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the Contracting Officer may affect other remedies as he or she deems necessary, including prohibiting the Contractor from participation in subsequent contracted requirements which may be affected by the OCI.

1.6.14 PHASE IN /PHASE OUT PERIOD N/A.

1.6.15 General Security Requirements:

1.6.15.1 Anti-Terrorism (AT) Level I Training: Contractor personnel performing work under this contract that require access to Army installations, facilities and controlled access areas shall complete AT Level I awareness training within 30 calendar days after commencing performance under this contract. The Contractor shall submit employee certificates of completion within 30 calendar days after completion of the training. AT Level I awareness training is available at the following website: https://jkodirect.jten.mil/Atlas2/page/login/Login.jsf.

1.6.15.2 iWATCH Training: The Contractor shall brief all personnel performing work under this contract on the local iWATCH program [training standards provided by the requiring activity Anti-Terrorism Office (ATO)]. This local developed training will be used to inform employees of the types of behavior to watch for and instruct employees to report suspicious activity to the COR. This training shall be completed within 30 calendar days of contract award with the results reported to the COR NLT 45 calendar days after contract award. New employees shall complete the training within 10 calendar days of commencing performance of work under this contract, with the results reported to the COR NLT 15 calendar days.

1. 6.15.2.1 iWatch is simply common awareness. Contract employees can be good sources of information. iWatch training would include organization instructions on “things to look for” and a phone number to call in case the contract employees have information regarding possible terrorist or criminal activities. Providing contractors with awareness materials such as the iWatch brochure or wallet card is a cost effective alternative to training. The card describes suspicious activity and can be modified to include the COR in reporting procedures. Samples of the iWatch brochure and posters are available on the Antiterrorism Enterprise Portal (ATEP) at https://jkodirect.jten.mil/Atlas2/page/login/Login.jsf https://army.deps.mil/army/sites/PMG/prog/ATEP/iWATCH%20Army/Forms/AllItems.aspx and https://www.army.mil/e2/c/downloads/287489.pdf.

1.6.15.3. OPSEC Training: All Contractor employees and sub-Contractor employees performing services under this contract will complete Level I OPSEC training within 30 calendar days of employment under this contract.

PART 2

DEFINITIONS & ACRONYMS

2. DEFINITIONS AND ACRONYMS:

2.1. DEFINITIONS:

2.1.1. CONTRACTOR. A supplier or vendor awarded a contract to provide specific supplies or service to the government. The term used in this contract refers to the prime.

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

2.1.3. 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.

2.1.4. DEFECTIVE SERVICE. A service output that does not meet the standard of performance associated with the Statement of Work.

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

2.1.6. KEY PERSONNEL. Contractor personnel that are evaluated in a source selection process and that may be required to be used in the performance of a contract by the Key Personnel listed in the PWS.

2.1.7. PHYSICAL SECURITY. Actions that prevent the loss or damage of Government property.

2.1.8. QUALITY ASSURANCE. The government procedures to verify that services being performed by the Contractor are performed according to acceptable standards.

2.1.9. QUALITY ASSURANCE Surveillance Plan (QASP). An organized written document specifying the surveillance methodology to be used for surveillance of contractor performance.

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

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

2.2. ACRONYMS:

ACOR Alternate Contracting Officer's Representative AFARS Army Federal Acquisition Regulation Supplement AR Army Regulation ACS Army Community Services CFR Code of Federal Regulations COR Contracting Officer Representative https://www.army.mil/e2/c/downloads/287489.pdf

DA Department of the Army DFARS Defense Federal Acquisition Regulation Supplement DOD Department of Defense FAP Family Advocacy Program FAR Federal Acquisition Regulation KO Contracting Officer OCI Organizational Conflict of Interest PIPO Phase In/Phase Out POC Point of Contact QA Quality Assurance QAP Quality Assurance Program QASP Quality Assurance Surveillance Plan QC Quality Control QCP Quality Control Program TE Technical Exhibit

PART 3

GOVERNMENT FURNISHED PROPERTY, EQUIPMENT, AND SERVICES

3. GOVERNMENT FURNISHED ITEMS AND SERVICES:

3.1. Services: The Government will not provide any personnel, services, facilities, utilities or equipment.

3.2. Materials: The Government will provide the contractor with a DVD of the 30-second pre-show trailer advertisement.

PART 4

CONTRACTOR FURNISHED ITEMS AND SERVICES

4. CONTRACTOR FURNISHED ITEMS AND RESPONSIBILITIES:

4.1 The Contractor shall furnish all supplies, equipment, facilities and services required to perform work under this contract that are not listed under Section 3 of this PWS.

PART 5

SPECIFIC TASKS

5.1. Basic Task: Contractor shall provide print media advertisements and 30 and 15 second ACS/FAP digital advertisements broadcast on a variety of digital mobile formats in local areas known to contain a high population of military families.

5.1.1. The ACS/FAP 30 and 15 seconds digital video advertisements will be broadcasted on desktop and mobile devices with a minimum of 400,000 impressions during the period of performance.

5.2. Advertisements. Video Shoot. Contractor shall create a product using compelling, targeted videos to reach the specific Fort Bragg demographic. Professional video shoots shall include a video strategist, an advanced copywriting team, on-site interviews and/or voiceover.

Contractor shall produce 24 finished videos (mp4 files), eight (8) at 30 seconds, and sixteen (16) at 15 seconds.

Topics will vary month to month. Monthly meetings with a video strategist will be arranged between the Contractor and COR to discuss goals, demographic, create a storyboard. Videos shall be created and reviewed to ensure acceptable quality, with unlimited revisions.

Targeted Ad campaign shall push created videos including showing them via Facebook, Instagram, YouTube, Connected TV, such as Hulu, Roku. Video display ad impression (field of view) campaign shall reach the targeted demographic no matter where they are on the internet. Minimum monthly impressions: 10,500 on Social Media;

15,000 on Connected TV; 4,000 on YouTube videos; 31,000 monthly Video Ads across the internet, which shall play before, mid and after videos viewed on the web by targeted demographic.

Ads shall be shown within the flow of content on social media feed on both desktop and mobile devices.

Minimal acceptable Ad sizes for Instagram: 1200x628, 1080x1080, 1936x1936.

Minimal acceptable Ad sizes for Facebook: 1200x444, 1200x900, 1200x628, 600x600.

Targeted Display Impressions. Minimum 150,000 monthly impressions. Banner elements on the web shall be delivered to targeted demographic via geography, online search behavior and psychographics. Acceptable pixel sizes: 300x250, 320x50 (mobile), 970x90, 728x90, 300x600, 160x600.

Search Engine Marketing. Contractor shall ensure that Soldiers and Family members who are actively searching for ACS/FAP services shall have those results delivered on a Google/Bing/Yahoo results page at the top. Minimum monthly impressions shall be 27,000 with a minimum of 810 clicks.

5.3. 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 Department of the Army 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. 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 2013. 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. The required data fields include:

(1) Contracting Office, Contracting Officer, Contracting Officer's Technical Representative;

(2) Contract number, including task and delivery order number;

(3) Beginning and ending dates covered by reporting period;

(4) Contractor name, address, phone number, e-mail address, identity of contractor employee entering data;

(5) Estimated direct labor hours (including sub-contractors);

(6) Estimated direct labor dollars paid this reporting period (including sub- contractors);

(7) Total payments (including sub-contractors);

(8) Predominant Product Service Code (PSC)/Federal Service Code (FSC) reflecting services provided by contractor (and separate predominant PSC/FSC for each sub-contractor if different);

(9) Estimated data collection cost;

(10) Organizational title associated with the Unit Identification Code (UIC) for the Army Requiring Activity (the Army Requiring Activity is responsible for providing the contractor with its UIC for the purposes of reporting this information);

(11) Locations where contractor and sub-contractors perform the work (specified by zip code in the United States and nearest city, country, when in an overseas location, using standardized nomenclature provided on website);

(12) Presence of deployment or contingency contract language; and

(13) Number of contractor, and sub-contractor employees deployed in theater this reporting period (by country).

As part of its submission, the contractor will also provide the estimated total cost (if any) incurred to comply with this reporting requirement.

PART 6

APPLICABLE PUBLICATIONS

6. APPLICABLE PUBLICATIONS (CURRENT EDITIONS).

6.1. The Contractor must abide by all applicable regulations, publications, manuals, and local policies and procedures.

DOD Commercial Use of Imagery Guidelines

AR 190-13 Army Physical Security Program

TECHNICAL EXHIBIT 1

Performance Requirements Summary

The contractor service requirements are summarized into performance objectives that relate directly to mission essential items.

The standard should relate to timeliness, quality, or quantity (metrics) of service required by the Contractor is stated in the PWS verbiage. The performance threshold briefly describes the minimum acceptable levels of service required for each requirement.

These thresholds are critical to mission success. Performance Objective Standard Performance Threshold or Acceptable Quality Level Incentive or Disincentives

Standard Performance Threshold or Acceptable Quality Level

Incentive or Disincentives

ATTACHMENT 2

Deliverables Schedule

Deliverable Frequency # of Copies Medium/Format Submit To

QCP

PWS Para 1.6.1

Within 30 days after contract award. KO and COR within 5 working days when changes are made thereafter

1 PDF file KO, COR

Contractor Personnel Roster PWS Para1.6.7.2.

10 Workdays prior to commencing work. Update this roster within 10 calendar days

1 PDF file KO, COR when personnel changes occur

Anti-Terrorism (AT) Level I Training PWS Para1.6.15.1

Within 30 calendar days after commencing performance under this contract, submit employee certificates of completion of the training

1 PDF file KO, COR iWATCH Training PWS Para1.6.15.2

Training shall be completed within 30 calendar days of contract award results reported to the COR NLT 45 calendar days after contract award.

New employees shall complete the training within 10 calendar days of commencing performance of work with the results reported to the COR NLT 15 calendar days.

OPSEC Training PWS Para1.6.15.3

Complete Level I OPSEC training within 30 calendar days of employment under this contract.