PWS_Digital_ads_v2.docx

PERFORMANCE WORK STATEMENT (PWS) FOR

Digital Advertising Package

1.1 General:

1.2 Scope: The contractor, shall procure advertising space, on digital internet medias, and place Wisconsin Army National Guard (WIARNG) ads in those digital internet advertising spaces. While the advertising will include static ads, the advertising will be very video centric, using 15 & 30 second ads to convey a compelling message.

1.3 Background: The WIARNG is only capable of meeting the needs of the Nations and State of Wisconsin through maintaining a full work force. Digital advertising is necessary—as any advertising is—to inform the public of features and benefits and entice propsened youth to take an action of visiting the WIARNG website (www.nationalguard.com/wi), speaking to a recruiter, or other sales funnel step.

1.4 Period of Performance (PoP): The Period of Performance shall be for one year, from contract award.

1.5 General Information:

1.5.1 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 the means by which it assures itself that its work complies with the requirements of the contract.

1.5.2 Place and Performance of Services. The R does not require the contractor to performance services at any specified location.

1.5.3 Contract Manager (CM): The contactor shall provide 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, (or the KO if a COR is not assigned), to resolve issues, receive directions 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.

1.5.4 Data Rights: The Government has unlimited rights to all documents/material 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.

1.5.5 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.

2.0 Definitions and Acronyms:

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 (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.

2.1.3 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 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 Performance Work Statement.

2.1.5 DELIVERABLE. Anything that can be physically delivered and includes 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. 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.

2.1.7 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.

2.1.12 WORK DAY. The number of hours per day the Contractor provides services in accordance with the contract.

2.1.13 WORK WEEK. Monday through Friday, unless specified otherwise.

2.2 ACRONYMS:

3.1 Contractor Furnished Property, Materials, and Equipment (CFP/M/E): N/A

3.2 General: Except for those items specifically stated to be Government-Furnished in Paragraph 3.0, the contractor shall furnish everything required to perform these services as indicated in Paragraph 1.1.

4.1 Contractor Deliverables:

4.2 The Contractor shall Delivery 1 million views (View ≥10 seconds) using 30 second video and unskipable 15 second video.

4.2.1 The focus is on Military-age youth/adults, age 17-34 years old. 75% of the views need to be generated by Military age group.

4.2.2 The area of advertising will be geo-targeted to the State of Wisconsin to the extent possible

4.2.3 Advertising will be additionally targeted by digital behavior using keywords and affinity audience (such as Thriller seekers, gamers, higher education etc.) to reach the most WIARNG propensed audience possible.

4.3 Using static or animated display ads; generate 30,000 clicks

4.3.1 The focus is on Military-age youth/adults, age 17-34 years old. 75% of the clicks from task 4.4 need to be generated by Military age group.

4.3.2 The Area of advertising will be geo-targeted to the State of Wisconsin to the extent possible.

4.3.3 Advertising will be additionally targeted by digital behavior using keywords and affinity audience (such as Thriller seekers, gamers, higher education etc.) to reach the most WIARNG propensed audience possible.

4.3.4 The intent of the advertising is to drive consumers into the sales funnel. This RFP has no desire to use “Click bait” websites in order to get a high amount of impressions and clicks, with no real value to the organizations. Value is placed on reaching a highly propensed audience that are most likely to be interested in service.

· ≥25% of clicks will be from the ad group “local news and information”

· No websites that are tagged as pornographic, illicit drugs, bigoted, or extremist may be used. Websites should be continuously monitored to avoid WIARNG receiving bad PR because of association

4.4 Creative:

4.4.1 The WIARNG’s Marketing Dept. will create and supply the static creative and videos.

4.4.2 The Marketing dept. will require the contractor to advise on what has been effective, as well as what is working—within this campaign.

4.5 The RFP must continue to optimize throughout the period of performance.

4.5.1 The vendor should monitor ads for “burnout” and advise the marketing dept. on when to send fresh creative. The vendor should also monitor times and dates of ad consumption, to make most use of advertising dollars.

4.5.2 The success of this campaign depends on hitting the correct audience of a propsened Military aged demographic. The campaign should be adjusted to target this demographic—within the scope of the contract—where possible.

5.1 Management of Deliverables and Reporting:

5.2 Contractor Status Reports:

5.2.1 Summary of tasks accomplished, critical actions/issues, problems/issues encountered and program recommendations.

5.3 All information concerning the data developed under this PWS shall be property of the United States Government. The contractor shall not publish or disclose such data or reports in any manner and understands that such data can only be released with the consent of the WIARNG.

5.4 The contractor shall be responsible for adhering to all public safety laws and regulations as required by the different counties and states (Fire extinguishers, signs, etc.).

5.5 Contractor Status Reports:

5.5.1 Monthly reports will be generated which at a minimum indicate the number of impressions, clicks, views, highlights, and suggested improvements. The vendor will offer a monthly call in to discuss monthly results. Monthly report must be sent no later than two-weeks after the end of the month.

5.5.2 Mid campaign report and final campaign results will be more comprehensive. The reports will included the monthly numbers rolled up to that point. They will also include demographic information of the ad consumer such as age, male/female, and geo-graphic location. The reports will also indicate best practices and suggested improvements. Reports to be received no later than two weeks after six-month mark and end of the period of performance.

6.1 Contract Management and Oversight Requirements:

6.2 Contractor will provide a management and oversight structure that ensures sufficient management, control, leadership, training, quality, and cost control that will be exercised in the execution of the contract.

6.3 This is a non-personal service, firm-fixed price contract (FFP).

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).