Social and Digital PWS.pdf

PERFORMANCE WORK STATEMENT (PWS)

FOR

Montana Army National Guard Recruiting and Retention Command

Social Media and Digital Advertising

1. General:

The purpose of this proposed firm-fixed price base + four option years is to positively spread brand awareness for the Montana Army National Guard (MTARNG). The primary objective is to increase the public’s awareness of the MTARNG, clarify the public’s understanding of MTARNG’s mission, and improve the public’s perception of the MTARNG at the state and local level. In order to meet this objective, the Montana Army National Guard is seeking a contractor to provide social media advertising with boosts, as well as digital advertising.

The MTARNG currently has a contract for digital advertising (W9124V23P0033) with the PoP ending on 29 Sept 2024. This solicited contract is to provide the Montana Army National Guard (MTARNG) the ability to advertise at the state and local level using social media targeted advertising as well as digital advertising.

The MTARNG will provide static and video advertising to the vendor who will then promote them on various Social Media and Digital platforms. It is the vendor’s responsibility to purchase ad space and coordinate placement. These requirements DOES NOT require the contractor to create content for social media nor digital advertisements.

1.1 Scope: The marketing program aims to allow the Montana Army National Guard to advertise to the target market of 17–34-year-olds, Local High School and Colleges, Prior Service Homes as well as the general public throughout the year. The contractor shall provide all personnel, equipment, tools, materials, supervision, and quality control necessary, except as specified in Paragraph 3.0 as Government Furnished, to perform Advertisement services as defined in this PWS.

1.1.2 Items not covered under this contract:

1.1.2.1 There shall be no paid recognition of ARNG members.

1.1.2.2 There shall be no FREE added value services, tickets, events, or gifts of any kind.

1.1.2.3 There shall be no catered meals provided.

1.1.2.4 Nothing in the contract shall be “personal in nature”.

1.2 Background: The goal of social media and digital advertising is to increase community awareness of the programs and opportunities the Montana Army National Guard has to offer. This advertising will produce bona fide prospects for entry into the MTARNG in an effort to meet current end strength and maintain an effective fighting force.

1.3 Period of Performance (PoP): The proposed Period of Performance shall be a base year of ONLY six months (1July 2024 – 31 December 2024). The proposed base year would start ONLY with the social media requirements. The digital advertising would be added on 30 September 2024. The following four option years would include both social media and digital advertising.

1.4 General Information:

1.4.1 Quality Control (QC): The contractor shall develop and maintain an effective QC Plan (QCP) to ensure services are performed in accordance with this PWS. The contractor shall develop and implement procedures to identify, prevent, and ensure non-recurrence of defective services. The contractor’s QCP is how it assures itself the work complies with the requirements of the contract. At a minimum, the contractor shall develop QC procedures that address the areas identified in Technical Exhibit 1, Performance Requirements Summary (PRS). After Government acceptance of the QCP, the contractor shall obtain the Contracting Officer’s (KO) acceptance in writing of any proposed changes to its QCP.

1.4.2 Quality Assurance (QA): The Government 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 Government will do to ensure the contractor has performed within performance standards. It defines how the performance standards will be applied, the frequency of surveillance, and acceptable quality level(s) or defect rate(s).

1.4.3 Recognized Holidays: The following are recognized US holidays. The contractor shall not be required to perform services on these days:

1.4.3.1 New Year’s Day: January 1st

1.4.3.2 Martin Luther King, Jr.’s Birthday

1.4.3.3 President’s Day

1.4.3.4 Memorial Day

1.4.3.5 Juneteenth, June 19th

1.4.3.6 Independence Day: July 4th

1.4.3.7 Labor Day

1.4.3.8 Columbus Day

1.4.3.9 Veteran’s Day: November 11th

1.4.3.10 Thanksgiving Day

1.4.3.11 Christmas Day

1.4.4 Place and Performance of Services: The Contractor shall have a point of contact (POC) available between the hours of 9:00 AM to 5:00 PM MST Monday through Friday, except on recognized U.S. holidays. Contractor’s place of performance shall be at the Contractor’s facility. However, the Contractor is allowed to have in-person meetings with Government personnel, and at a location other than the Contractor’s facility, if they determine the meetings are needed to ensure the below tasks are met.

The Government will provide the Contractor with any necessary Government personnel rosters upon award. The Contractor shall at all times maintain an adequate work force for the uninterrupted performance of all tasks defined within this PWS. When hiring personnel, the Contractor shall keep in mind that the stability and continuity of the work force are essential.

1.4.4.1 Telework: The Government will permit the Contractor to telework in support of this requirement. In furtherance of Continuity of Operations Planning, a telework program may be enacted to ensure that the government’s mission critical operations stay operational during times of national emergency or incidents of national significance.

Telework shall be at no additional cost to the Government.

1.4.5 COMSEC/IT Security: All communications with DoD organizations are subject to communications security (COMSEC) review. All telephone communications networks are continually subject to intercept by unfriendly intelligence organizations. DoD has authorized the military departments to conduct COMSEC monitoring and recording of telephone calls originating from, or terminating at, DoD organizations. Therefore, the Contractor is advised that any time Contractor personnel place or receive a call, they are subject to COMSEC procedures. The Contractor shall ensure wide and frequent dissemination of the above information to all employees dealing with DoD information.

The Contractor shall abide by all Government regulations concerning the authorized use of the Government's computer network, including the restriction against using the network to recruit Government personnel or advertise job openings.

1.4.6 Physical Security: The contractor shall safeguard all Government property provided for contractor use. At the close of each work period, Government furnished property and materials shall be secured.

1.4.7 Post Award Conference/Periodic Progress Meetings: The contractor agrees to attend any post award conference convened by the KO in accordance with Federal Acquisition Regulations Subpart 42.5. The KO, Contracting Officer’s Representative (COR), and other Government personnel, as appropriate, may meet periodically with the contractor to review the contactor’s performance. At these meetings, the Contacting Officer will apprise the contractor of how the Government views the contractor’s performance and the contractor shall apprise the Government of problems, if any, being experienced. The contractor shall resolve outstanding issues raised by the Government.

Contractor attendance at these meetings shall be at no additional cost to the Government. These meetings are preferred to happen in person; however, phone calls or Microsoft Teams meetings will be considered. The length of each meeting will be requirement driven. Expect the meetings to be longer in length with initial setup.

1.4.8 Contract Manager (CM): The contactor shall designate a CM who shall ensure performance under this contract. The name of this person, and an alternate who shall act for the contractor when the CM is absent, shall be designated in writing to the KO.

The CM or alternate shall have full authority to act for the contractor on all contract matters relating to daily operation of this contract. The CM shall work through the COR, (KO if a COR is not assigned), to resolve issues, receive technical instructions, and ensure adequate performance of services. The CM shall ensure that contractor employees do not perform any services outside the scope of the contract without an official modification issued by the KO. The CM shall ensure contractor employees understand that services performed outside the scope of the contract are performed wholly at the expense of the contractor.

1.4.9 Organizational Conflicts of Interest (OCI): The contractor and subcontractor personnel performing services 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 OCIs, as defined in FAR Subpart 9.5. The contractor shall notify the KO 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 KO to avoid or mitigate any such OCI. The contractor’s mitigation plan will be determined to be acceptable solely at the discretion of the KO and in the event the KO unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the KO 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.

1.4.10. Combating Trafficking in Persons: The United States Government has adopted a zero-tolerance policy regarding trafficking in persons. Contractors and contractor employees shall not engage in any forms of trafficking of persons during the period of performance of the contract; procure commercial sex acts during the period of performance of the contract; or use forced labor in the performance of the contract. The Contractor shall notify its employees of the United States Government’s zero tolerance policy, the actions that will be taken against employees for violations of this policy. The contractor shall take appropriate action, up to and including termination, against employees or subcontractors that violate the US Government policy as described at

FAR 22.17.

1.4.11 Data Rights: The Government has unlimited rights to all documents/materials produced under this contract. All documents and materials, to include the source codes of any software, produced under this contract 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 KO. 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.

1.4.12 Protection of Personally Identifiable Information (PII). The contractor shall protect all Personally Identifiable Information (PII) encountered in the performance of services in accordance with DFARS 224.103 and DoDD 5400.11, Department of Defense Privacy Program, and DoD 5400.11-R. If a PII breach results from the contractor’s violation of the aforementioned policies, the contractor shall bear all notification costs, call-center support costs, and credit monitoring service costs for all individuals who’s PII has been compromised.

1.4.13 OPSEC Training. Per AR 530-1, Operations Security, the contractor employees SHALL complete Level I OPSEC Awareness training. New employees must be trained within 30 calendar days of their reporting for duty and annually thereafter.

2.0 Definitions and Acronyms:

2.1.1 A/B TESTING: an experiment where two or more variants of the same ad are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal.

2.12 AD GROUP: a group of specific keywords.

2.1.3 AD SPEND: the amount of money spent on advertising a given activity, product, or service.

2.1.4 CLICK FRAUD: an internet crime where a person, computer program, or automated script is maliciously used to register clicks on pay-per-click (PPC) advertisements.

2.1.5 CLICK SHARE: the estimated share (as a percentage) of all achievable clicks that your ad has achieved.

2.1.6 CONTEXTUAL TARGETING: the process of matching ads to relevant sites in the Google Display Network using your ad keywords or selected interest topics.

2.1.7 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.

2.1.8 CONTRACTING OFFICER (KO). 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.

2.1.9 CONTRACTING OFFICER'S REPRESENTATIVE (COR). An employee of the U.S. Government designated by the KO to monitor contractor performance. 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 the 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.

2.1.10 CONVERSION TRACKING: the process of tracking when a prospect has completed an action chosen by the advertiser and determining where their click came from. In our case, this is when a prospect requests more information on the MTARNG.

2.1.11 COST PER CLICK (CPC): the price you pay for every ad click in your campaign.

This is determined at the time your ad is served.

2.1.12 COST PER MILE (CPM): the price you pay for every one thousand (1,000) impressions of your ad.

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

2.1.14 DEMOGRAPHIC TARGETING: the process of narrowing an advertising audience by multiple factors including but not limited to, age or gender.

2.1.15 GEO-TARGETING: the practice of delivering ads to a user based on their location.

2.1.16 IMPRESSION: Impressions are the total amount of times content is displayed.

For the purposes of this contract, it refers to the number of times that the digital advertisement is located and loaded on a web page or application on a smart phone.

2.1.17 DELIVERABLE: Anything that can be physically delivered and includes non-manufactured things such as meeting minutes or reports.

2.1.18 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. When key personnel are used as an evaluation factor in best value procurement, an offer can be rejected if it does not have a firm commitment from the persons that are listed in the proposal.

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

2.1.20 PIXEL: tracking code used to track the actions of users after reaching the desired website from the advertisement.

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

2.1.22 QUALITY ASSURANCE SURVEILLANCE PLAN (QASP): An organized written document specifying the surveillance methodology to be used for surveillance of contractor performance.

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

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

2.1.25 WORKDAY: The number of hours per day the Contractor

provides services in accordance with the contract.

2.1.26 WORK WEEK: Monday through Friday, unless specified otherwise.

2.2 ACRONYMS:

AFARS Army Federal Acquisition Regulation Supplement AQL Acceptable Quality Level CM Contract Manager CPM Cost per Million COR Contracting Officer Representative COTS Commercial-Off-the-Shelf DFARS Defense Federal Acquisition Regulation Supplement DoD Department of Defense FAR Federal Acquisition Regulation GFP/M/E/S Government Furnished Property/Material/Equipment/Services KPI Key Performance Indicators KO Contracting Officer MSR Monthly Status Report MTARNG Montana Army National Guard NGB National Guard Bureau OCI Organizational Conflict of Interest PII Personally Identifiable Information POC Point of Contact PoP Period of Performance 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 Program ROI Return on Investment R&R Recruiting and Retention RRC Recruiting and Retention Command RRNCO’s Recruiting and Retention Non-Commissioned Officers

SOP Standard Operating Procedure TE Technical Exhibit

3.0 Government Furnished Property, Material, Equipment and Services (GFP/M/E/S):

The Government will provide the property, material, equipment, and/or services listed below solely for the purpose of performance under this contract:

3.1 Property: N/A

3.2 Materials: The Montana National Guard Recruiting and Retention Command (RRC) will furnish literature, logos, calls to action, artwork, digital media, and the videos to Boost/Advertise. MTARNG R&R will also provide all MTARNG social media account information. MTARNG will provide the National Guard Style Guide Regulations.

3.3 Equipment: N/A

3.4 Services: N/A

3.5 Utilities: N/A

4.0 Contractor Furnished Property, Materials, and Equipment (CFP/M/E):

4.1 General: Except for those items specifically stated to be Government-Furnished in Paragraph 3.0, the contractor shall furnish everything required to perform the services as indicated in this PWS.

5.0 Requirements:

The Contractor Shall Provide the following:

5.1 Social Media Boosts

5.1.1 Contractor shall boost content, created by MTARNG, across social media outlets through the MTARNG Social Media Pages using Facebook and Instagram. The MTARNG is flexible on social media sites and will rotate based on campaign success based on ROI. Boosting platforms may change should more platforms allow boosts.

5.1.2 The MTARNG will provide content, display videos and static images that meet Social Media Site sizing requirements to the Contractor. The Contractor will Boost the content through the designated Media Outlets. This requirement DOES NOT require the awardee to create the content of the ads, but contractor will proof content and be prepared to provide feedback.

5.1.3 Boosted content shall be adjustable in order to maximize the MTARNG’s reach to the target audience.

5.1.5 Boosting shall target the following audiences with the State of Montana: 17-34-year-olds, homes with a high school student or students, homes with a college student or students, and prior service homes and targeted geo-fenced areas.

5.2 Social Media Advertising:

5.2.1 Contractor shall pay for MTARNG Advertising across social media outlets to include but not limited to Facebook, Instagram, X, and Snapchat. Content will be provided by the MTARNG and reviewed by contractor. Other social media platforms may be used at a later time if determined. TikTok will NOT be used per DOD guidance.

5.2.2 The MTARNG will provide content, display videos and static images that meet Social Media Site sizing requirements to the Contractor. The vendor will use the creatives as directed by the MTARNG marketing team. The Contractor will advertise the content through the designated Media Outlets. This requirement DOES NOT require the awardee to create the content of the ads, but contractor will proof content and provide feedback. The MTARNG will ensure ads meet social media platform guidelines.

Only MTARNG Logo will be displayed on ads, Contractor logo shall not be added to ads.

5.2.3 Ads will contain both static and display video depending on content created and will meet all social media guidelines. The number of ads may change depending on results of A/B testing.

5.2.4 Vendor is able to provide ideas, suggestions and will proof all MTARNG created material to provide accurate and correct content. Sizing of created material will match specific social media outlet guidelines. No materials shall be published until approved by the MTARNG marketing team. The MTARNG is responsible for all creation and edits of content posted to social media in regards to this contract.

5.2.5 Campaign shall be adjustable in order to maximize the MTARNG’s reach to the target audience. A/B testing shall be done to determine most effective ads. After 2 weeks, contractor and MTARNG will determine which ad has better performance based off key performance indicators determined in Section 5.3.1. This will be based off monitoring the performance of boosted content and allocating the budget accordingly to prioritize top-performing ads. Once determined, the budget will shift away from underperforming ads or audience segments to maximize return on investment (ROI).

5.2.6 Bi-weekly Status Meeting: The contractor shall conduct biweekly status meetings with MTANG Recruiting and Retention Staff to discuss efforts. The contractor shall keep accurate record of discussions and submit meeting notes to the Government on a bi-weekly basis.

5.3 Digital Advertising: The contractor shall provide the following:

5.3.1 Video and TV Streaming: Contractor shall provide MTARNG programmatic digital video and TV streaming to include but not limited to Hulu, Netflix, YouTube, Pandora, Spotify, and other streaming platforms as determined by MTARNG RRC.

5.3.2 All advertisements shall feature the logo and a call-to-action at the end. All videos will be provided by the RRC marketing department. This requirement DOES NOT require the awardee to create the content of the ads.

5.3.3 At least 50% of advertisements shall be played during peak viewing hours of 1600-2200 mountain time.

5.3.4 Advertising campaigns shall be adjustable in order to maximize the MTARNG’s reach to the target audience determined by the MTARNG RRC. A/B testing shall be done to determine most effective ads.

5.3.5 Advertising shall target the following audiences with the state of Montana: 17-34-year-olds, homes with a high school student or students, homes with a college student or students, and prior service homes.

5.3.6 Video and Streaming quote shall include the estimated number of impressions per month that will be achievable with the given budget. The quote shall be all inclusive of setup, labor, and any other associated costs.

5.3.7 Quote shall include number of impressions per month, the marketing plan and shall be all inclusive of setup, labor, and any other associated costs.

5.4 Reporting and pricing:

5.4.1 The contractor shall provide weekly analytics of A-B advertisement to determine most effective ad. This will be determined through analytics such as number of impressions, click-through rates and total target market reached for each type of ad, location, and demographic, engagement metrics, and lead generation.

5.4.2 The contractor shall provide a Monthly Status Report (MSR). Real time analytics will be available daily along with monthly analytics showing overall performance.

Analytics will clearly show that criteria in the PWS was met and that the proper number of boosts and ads per platform were used. The analytic report shall be submitted monthly to the RRC marketing department and the KO no later than the end of the following month via email. The MSR shall include a section breakdown of monthly activities, detail of tasks accomplished, deliverables completed, critical actions/issues, Marketing Breakdown, and program recommendations. Advertisements shall come with a detailed monthly report including click-through rates, number of targets reached, total impressions and engagement metrics. Advertisements shall come with a detailed monthly report including click-through rates, how long videos were viewed, and where videos were played.

5.4.3 Real time analytics shall be reported through a technology platform with dashboard for 24/7 access. Real time analytics shall show number of views, clicks, impressions and other variables contractor determines valuable to improve boosts and advertisements reach and engagement.

5.4.4 The contractor shall provide a monthly Marketing Breakdown report that analyzes the performance of the advertisements. Specific performance metrics that shall be included: number of impressions by specific advertisement, number of impressions delivered by geo-location and demographics, and click-through rates and totals for each type of ad, location, and demographic, engagement metrics, and lead generation.

5.4.5 Key Performance Indicators (KPI’s) shall include but not be limited to click through rates, conversation rates, lead generation, likes, shares and comments. The primary KPI is brand awareness with a secondary KPI being conversations and lead generation.

6.0 Applicable Publications:

Publication (Chapter/Page)

Publicatio n Date

Mandatory or

Advisory

Website

Federal Acquisition Regulation Mandatory https://www.acquisition.gov/?q=browsefar Defense Federal Acquisition

Regulation Supplement Mandatory http://www.acq.osd.mil/dpap/dars/dfarspgi

/current/index.html or https://www.acquisition.gov/dfars

DoDD 8140.01 Cyberspace Workforce

Management

10/05/2020

Advisory https://www.esd.whs.mil/Directives/issuan ces/dodd/

Homeland Security

Presidential Directive (HSPD)- 12 Policy for a Common

Identification Standard for Federal Employees and

Contractors

08/27/2004 Advisory https://www.dhs.gov/homeland-security-presidentialdirective-12

DoD 8570.01-M Information Assurance

Workforce Improvement Program

12/19/2005 (Change 4:

11/10/2015

Advisory https://www.esd.whs.mil/Directives/issuan ces/dodm/

AR 525-13

Antiterrorism

12/09/2019 Advisory http://armypubs.army.mil/ProductMaps/P ubForm/AR.aspx

AR 530-1 Operations Security 09/26/2014 Mandatory http://armypubs.army.mil/ProductMaps/P ubForm/AR.aspx

NGR 601-1 09/15/1997 Mandatory http://www.apd.army.mil/

ARNG Style Guide/Graphic Standards

Current Mandatory COR shall provide at Post-Award Meeting

TECHNICAL EXHIBIT 1

Performance Requirements Summary

This Performance Requirements Summary includes performance standards. The Government will use these standards to determine contractor performance and will compare contractor performance to the Acceptable Quality Level (AQL).

PWS

Paragraph

Performance Standard Acceptable Quality Levels

(AQL)

Surveillance Method/ By Whom

5.1 Social

Media Boosts

Contractor shall provide MTARNG with boosts through social media to include but not limited to Facebook, Instagram, Snapchat and other social media platforms.

MTARNG Marketing will provide all content and contractor will NOT be responsible for content creation.

99% of Social Media boosts will contain logo and click through rates are provided

Monthly Status Report

(MSR)/COR

5.2 Social

Media Advertising

Contractor shall provide MTARNG with advertisement through social media to include but not limited to Facebook, Instagram, Snapchat and other social media platforms.

MTARNG Marketing will provide all content and contractor will NOT be responsible for content creation.

99% of Social Media Advertisement s will contain logo and click through rates are provided

Monthly Status Report

(MSR)/COR

5.3 Digital

Advertising/Vid eo Streaming

Contractor shall provide MTARNG with YouTube and programmatic digital

TV

streaming to include but not limited to Hulu, Netflix, YouTube and other streaming platforms. All ads will have a call to action to include www.montanaguard.net and click through rates

99% of video streaming are contain logo and click through rates are provided

Monthly Status Report

(MSR)/COR

5.4 MSR

The contractor shall provide a Monthly Status report/Spend report of the marketing breakdown of each specific tasks, and analysis of each marketing type by the end of the following month.

Meets the standard 95% of the time.

Monthly Status Report

(MSR)/COR

5.3 Real time

analytics The contract shall use a technology platform with 24/7 dashboard analytics showing views, click rates, impressions and more.

Meets the standard 95% of the time.

Real time 24/7 Analytics

TECHNICAL EXHIBIT 2

DELIVERABLES SCHEDULE

PWS

Reference

Title Frequency Medium/Format Submit to

5.2.1 Monthly Status

Report (MSR)

NLT End of the following month

Electronic Submission

COR

5.2.2 Monthly

Marketing

Breakdown

NLT End of the following month

Electronic Submission

COR

5.2.3 Delivery of Ad

Proof

NLT End of the following month

Electronic Submission

COR

1.4.13 AT/OPSEC

Training

Within 30 days of award

Electronic Submission

COR and KO