PWS_Digital_Advertising.pdf

Performance Work Statement for Digital Advertising Subscription

1.0 General:

1.1 Scope: The vendor accepting the contract shall provide all management, tools, supplies, equipment, and labor necessary digital advertising. All work will be completed with guidance from the Recruiting & Retention BN Marketing NCOIC. IAW NGR 601-1

Army National Guard Strength Maintenance Program, Chapter 7, and all applicable

OPSEC considerations. All product and graphics will remain the intellectual property of the Alabama Army National Guard. The company that accepts the contract will accept the responsibility of production costs, if any.

1.2 Background: As outlined in our FY18 Marketing Plan; one of our primary areas of focus is the expansion of our advertising with targeted media outlets by using a third party company. This cost-effective campaign will produce quality leads to assist with achieving the end strength and accession mission of the Alabama Army National Guard (ALARNG). Our campaign will address our three tenets of strength maintenance:

Recruiting, Attrition Management and Retention.

1.3 Period of Performance: Performance period for this contract will be from 15-May-2018 thru 14-May-2019.

1.4 General Information:

1.4.1 Quality Control: The contractor shall develop and maintain an effective Quality

Control Plan (QCP) to ensure services are performed in accordance with this

Performance Work Statement (PWS). The contractor shall develop and implement procedures to identify, prevent, and ensure non-recurrence of defective services, which includes non-responsive websites or an unreachable audience. The contractor’s QCP is the means by which it assures itself that its work complies with the requirements of the contract. At a minimum, the contractor shall develop Quality Control procedures that address the areas identified in the PWS.

1.4.2 Place and Performance of Services: The contractor will be available during normal business hours of 0900-1700, except on recognized US holidays or when the

ALARNG facility/installation is closed due to local or national emergencies, administrative closings, or similar ALARNG-directed facility/installation closings.

Performance shall be completed at the contractors’ place of business. The contractor shall at all times maintain an adequate work force for the uninterrupted performance of all tasks defined within this SOW when the ALARNG facility/installation is not closed for the above reasons. When hiring personnel, the contractor shall keep in mind that the stability and continuity of the work force are essential.

1.4.3 IT Security: All communications with Department of Defense (DOD) organizations are subject to communications security review. All telephone communications networks are continually subject to intercept by unfriendly intelligence organizations. DOD has authorized the military departments to conduct security monitoring and recording of telephone calls originating from, or terminating at, DOD organizations. Therefore, the contractor is advised that any time contractor place or receive a call they are subject to security 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.

1.4.4 Post Award Conference/Periodic Progress Meetings: These meetings will be conducted by telephone.

1.4.5 Data Rights: The ALARNG 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 ALARNG owned, and are the property of the ALARNG with all rights and privileges of ownership/copyright belonging exclusively to the ALARNG. 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 ALARNG shall be the sole property of the ALARNG and may not be used for any other purpose. This right does not abrogate any other Government rights.

3.0 Government Furnished Property, Material, Equipment and Services: The

ALARNG will not provide any property, material or equipment to the contractor for the execution of this contract. Should an emergency arise, only the necessary basic lifesaving and life support measures will be provided during the emergency. The following services will be provided:

3.1 Services: The ALARNG Marketing Team will provide approved digital artwork to support completion of this PWS.

4.0 Contractor Furnished Property, Materials, and Equipment:

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 these services as indicated in Paragraph 5.0.

5.0 Requirements:

Provide a Twelve (12) month campaign for Banner ads and Mobile advertising that reaches a total of 460,000 impressions per month. Utilized search retargeting, site retargeting, behavior targeting, and contextual targeting. Targeting 17- 35 along with demographics to be determined per need.

5.1 Targeted Impressions (a single view of an ad by one individual) – 5,520,000 total impressions for the entire campaign.

5.1.1 Geo Targeting (customizing an advertisement for a product or service to a specific market based on the geographic location of potential recruit) and Geo

Fencing (the use of GPS or RFID technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area) to potential recruits in specific areas or on the go.

The ability for the Marketing Non-Commissioned Officer In Charge (NCOIC) to change messaging and target areas with a 5 day advance notice to the contractor with all imaging and verbiage content. This change will take place according to mission requirements. The area of targeting will include the full state of Alabama. 3-5 location changes a month with different messaging is required per mission. These changes involve specific events as traditional Geo

Targeting and Geo-Fencing will blanket areas quarterly.

5.1.2 Audience targeted Whitelist and Blacklist. The terms Whitelist and

Blacklist are customary terms used by industry standard. Therefore, the ability for the Marketing NCOIC to choose (Whitelist) a list of places where our ads will run. While the (Blacklist) will be places not to run our ads. This will begin before the campaign runs.

5.3 Pre-Roll and Interactive video. Pre-Roll up to: 15 seconds that plays in front of online content. Interactive video that allows advertising to play online with a companion banner ad as well.

5.3.1 Site retargeting (displays advertising to people who have previously visited our website). The ALARNG web administrator will install the retargeting pixel if contractor cannot access.

5.3.2 Search retargeting (targets an audience based on the previous searches they conduct on other websites)

5.3.3 Contextual targeting (targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers)

5.4 Behavioral targeting (Behavioral targeting relies on capturing website and landing page visitor data and using that information to provide these visitors with advertisements that are relevant to their needs and interests)

5.4.1 Banner ads and Mobile Advertising ad units. The ad units will consist of web site banner ads that will contain an embedded URL www.nationalguard.com/ALdigital when clicked on will redirect the user to our

ALARNG landing page. Banners ads will be created by the ALARNG Marketing

Team and pushed to the company accepting the contract upon award. This is based on the requirement of the awarded company.

5.4.2 Interstitial media ads that appear between page views. User must choose to exit the ad before resuming content. (An advertisement that loads between two content pages) The ads will be created by the http://www.nationalguard.com/ALdigital http://www.nationalguard.com/ALdigital

ALARNG Marketing Team and pushed to the company accepting the contract upon award based on requirements set by the company.

5.2 Transparent monthly reports to include site lists, click-through rates (the percentage of people visiting a web page who access a hypertext link to a particular advertisement)

5.4.3 Targeting reports.

5.4.4 Real-time targeting (real-time data just moments after the potential recruit begin to view information on the website)

5.5 Latitude/Longitude Targeting will be managed by the company accepting the contract.

5.5.1 All Banner ads and Mobile Advertising needs to be distributed in the State of Alabama.

6.0 Contractor Manpower Reporting (CMR): The Contractor shall report ALL contractor labor hours (including subcontractor labor hours) required for performance of services provided under this contract for Army collection site. The contractor is required to completely fill in all required data fields using the following web ad-dress: http://www.ecmra.mil/.

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. Contractors may direct questions to the help desk at http://www.ecmra.mil/.

Unit Identification Code (UIC) for the Requiring Activity: __________ Issuing Office DoDAAC: W912JA http://www.ecmra.mil/