A1-MT_Advertising_2018_PWS.pdf

PERFORMANCE WORK STATEMENT (PWS)

FOR

MONTANA AIR NATIONAL GUARD

RECRUITING AND RETENTION

MARKETING AND ADVERTISING CONTRACT

1.0 DESCRIPTION OF SERVICES

The contractor shall provide the Montana Air National Guard Recruiting and Retention team with marketing and advertising for one full calendar year. The contract will run from 1 October 2018 through 30 September 2019. The marketing and advertising campaign will be designed to target new members to join the MT Air National Guard. This will be accomplished through television, social media, and broadcast geo-fencing throughout the entire state of Montana.

1.1 REQUIREMENTS

1.1.1 The contractor shall provide all personnel, tools, materials, supervision, and other items and services necessary to perform management of the marketing and advertising actions defined in this PWS except as specified in the section dealing with governmental-furnished facilities, equipment and services below. The contractor shall utilize an electronic tracking system sufficient to meet service summary requirements.

1.1.2 The contractor shall be responsible for the performance of the work. The contractor shall be responsible for providing expert military customer service via telephonic and electronic systems.

The contractor shall understand and interpret Air National Guard policies and instructions in regards to marketing and digital advertising.

1.1.2.1 The contractor shall use varied functions of multiple avenues to promote, market, and advertise the brand of the Montana Air National Guard on a state wide level. The contractor shall apply technology and innovative approaches that help answer and document the success or need to revitalize efforts for maximum exposure via the contractor’s digital platform provided.

1.1.2.2 The contractor will be responsible for giving weekly updates to the Montana

Recruiting Team to ensure the advertising targets are being achieved. Once evaluated the

Strength Management Team will make recommendations to shift focus to achieve maximum ROI (Return on Investment).

1.1.2.3 Contractor will provide Geo-fencing for 70 high schools with 1000 impressions each. Contextual, site and keyword retargeting, behavioral targeting Millennials in

Montana, 80,000 banner impressions per month on Montana Sports.Com. 5,000

Pre-roll video Play per month, High Impact Mobile Adhesion Banners with

20,000 impressions per month. App Advertisements with all banner impressions, Co-Advertising Social Media with 18,000 Followers, wallpapers on state wide TV and Social Media once per month, and banner Ads on owned and operated television stations. Prime Time video ads to be played during NFL season, including playoffs and Superbowl.

2.0 TASK REQUIREMENTS

2.1 RECRUITING & RETENTION PROGRAM MANAGEMENT SUPPORT SERVICES: The contractor shall provide and coordinate day-to-day management of the Local Recruiting and Retention

Activity Support.

2.1.2 Weekly Status Meeting: The contractor shall conduct weekly status meetings with

NGB/A1Y staff to discuss national and local level efforts. The contractor shall keep accurate record of discussions and submit meeting notes to the Government on a weekly basis.

2.1.3 Monthly Summary Reports: The contractor shall provide monthly summary reports on effectiveness of all individual task orders to the NGB/AlY COR and program managers. In addition, contractor shall provide final Summary Report to the NGB/AlY COR within 30 days.

2.1.4 Local Recruiting and Retention Activity Support: The contractor shall provide and execute a comprehensive ANG local advertising and marketing program. This approach requires coordination and approval from the NGB/AlY COR or program management staff, with consideration and input from the Strength Management Team.

2.1.5 The contractor shall:

a. Recommend, develop and execute an annual media plan strategically designed for a military environment that: inspire, attract, transform and retain quality Airmen in the

MTANG.

b. The COR and NGB program managers shall approve any and all plans and recommendations prior to their implementation/execution.

c. Procure local advertising in mediums listed below:

d. Develop, provide and conduct research & analyses of market and advertising data including: target audience psychographics, demographics, target audience strategies and creative and communications research which shall be used for strategy and campaign development.

e. Recommend, develop, and provide marketing strategy packages and options that provide strong brand recognition, inspire, attract, transform and retain quality Airmen for the Montana Air National Guard.

f. Specific project targeting goals will vary depending on program objectives.

g. Provide Local Recruiter Marketing & Advertising Support:

h. Recommend, develop and execute innovative marketing and advertising strategies to:

generate impressions, build awareness, transform, attract & recruit members IAW PWS para 1.1.2.3

i. Recommend, develop and provide advertising & marketing strategies and options for procuring a mix of local advertising in mediums to include collateral

j. Strategies and options should align with program objectives and shall be coordinated & approved by the COR prior to execution.

k. Strategies shall be adjustable based on market trends, research, mission changes, analytics, ROI analysis and budget constraints.

l. Procure & Provide Local event vendor space, display materials with ANG branding in support of local event efforts.

m. All potential event spaces shall be coordinated and approved by the COR and NGB program managers prior to procurement

n. Contractor shall provide account executives to accomplish this tasking.

2.2 CONTRACTOR MANPOWER REPORTING APPLICATION (CMRA):

2.2.1 The contractor shall report ALL contractor labor hours (including subcontractor labor hours) required for performance of services provided under this contract at the 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.

2.2.1.1 Reporting inputs will be for the labor executed during the period of performance during each Government fiscal year (FY), which runs October 1 through September 30.

While inputs may be reported any time during the FY, all data shall be reported no later than October 31 of each calendar year, beginning with 2013. Contractors may direct questions to the help desk at http://www.ecmra.mil.

2.2.1.2 http://www.acq.osd.mil/dpap/policy/policyvault/Enterprise-wide_Contractor_Manpower_Reporting_Application_memorandum.pdf

3.0 SERVICE DELIVERY SUMMARY

SDS Performance Objective

PWS

Para

Performance

Threshold

1 The contractor will supply all manpower and tools needed 1.1.1 95%

2 The contractor will comply with all NGB/MTANG policies in regards to

Marketing and Advertising

1.1.2

95%

3 The contractor will use the most current innovative techniques to accomplish the objectives set forth based on reporting

1.1.2.1

95%

4 Weekly scheduled meeting via telephone, video teleconference, or email will be given to ensure objectives are being met

1.1.2.2

95%

5 Contractor will ensure all impressions, ads are played, and social media updates are accomplished

1.1.2.3 95%

6 Contactor will comply and report all metrics based on marketing and advertising plan

1.0-2.2 95%