Digital_Advertising_SOW_updated_1.pdf

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Statement of Work

Organization: WIARNG-RRB W91LAA

1420 Wright Street, Madison, WI 53704

SOW POC: SFC Chad Sullivan 608-242-3574 chad.e.sullivan.mil@mail.mil

Date: 10 Feb 2016

Requirement: Online recruitment and branding campaign.

ABOUT

RRB Marketing dept. would like to recruit and brand their image to those in the core demographics, with emphasis on reaching the Qualified Military Age (QMA) population. This will be accomplished through an online banner and video advertisement campaign across several networks.

PROGRAM OBJECTIVE

The programs primary objectives is to increase recruitment and a secondary objective of increasing awareness of the Wisconsin Army National Guard. RRB would like to reach its core demographic, 18-27 year olds whose segmentation codes, per U.S. Census Bureau, have greatest propensity to join the WIARNG. This campaign will brand the agency as the military service of choice.

AUDIENCE

The target audiences for these events are adults 18-27. This campaign will geo-target Wisconsin zip codes and DMAs. The program must utilize the most commonly used devices of the target audience;

mobile devices (Android and Apple platforms), tablets and laptop/desktop devices.

PROGRAM DESCRIPTION

The program will be broken down in to several components:

• Series of Interactive Banner Ads o 18-27 year olds in key zip codes and locations of high QMA such as colleges and high schools

• Pre-Roll Video Advertisement o 18-27 year olds in key zip codes and locations of high QMA such as colleges and high schools

• Behavioral Targeting o Targeted advertising via key word(s) such as education, military, college, etc.

• Topic Targeting o Advertising by topic with ads served on sites with related topics

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MATERIALS AND CREATIVE

HQ RRB Marketing Dept. along with vendor’s marketing team will provide creative assets, zip codes and areas of interest to be targeted. RRB Marketing Dept. will provide guidance on market timing and concurrent recruiting efforts, campaigns, and events.

MAXIMIZING ADVERTISING

Vendor shall maximize advertising efforts by shifting advertising inventory from less effective markets/ methods to more effective ones as contract progresses as well as offer hyperlocal mobile targeting around recruiting events and campaigns.

PERFORMANCE

The success of the campaign will be based on the interaction rate and cost per click/view.

TIMING

This digital campaign will run a twelve month span from date contract is awarded.

REPORTING

Monthly reporting will be sent to HQ RRB Marketing Dept. as well as a final report at the end of the campaign.

LIMITATIONS

Vendor may not use conversion tracking pixels or re-targeting methods. Vendors may not violate NCSA contract of advertising on television, radio or streaming music (Pandora, Slacker ect.) stations or websites.