PWS_MultiMedia_W912JB16T0410.pdf

MICHIGAN ARMY NATIONAL GUARD

RECRUITING AND RETENTION BATTALION SERVICES

MULTI-MEDIA ADVERTISING SERVICES

PERFORMANCE WORK STATEMENT

1.0 GENERAL INFORMATION

1.1 Description. The Michigan Army National Guard (MIARNG) Recruiting and Retention Battalion (RRB) seeks comprehensive advertising support to include the use of multiple media platforms.

1.2 Purpose. The contractor will provide services that include the purchase and placement of advertising on various platforms. The primary purpose of the advertising will be to encourage the target demographic to engage with recruiters and also have a secondary purpose of overall brand awareness.

1.3 Period of performance. The period of performance is anticipated to be seven months from the date of award. This will include one month for planning and 6 months for the execution of the media plan.

2.0 CAMPAIGN FOCUS

2.1 The Contractor will purchase and place advertising on various platforms with a primary focus on platforms that will generate leads in the target demographic. The secondary focus of the advertising will be on mass media advertising to increase overall brand awareness.

2.2 Target Demographic. The following individuals are the target demographic for this advertising campaign.

2.2.1 Non-prior service 17-35 year olds with a geographic focus on Northern MI (Mount Pleasant and north)

2.2.2 Prior service members

2.2.3 Influencers including but not limited to parents, extended family, teachers and coaches

2.2.4 Prior and non-prior service 17-35 year olds from states bordering Michigan including Ohio, Indiana, Illinois and Wisconsin

2.2.5 Current guard soldiers

3.0 SPECIFIC TASKS

3.1 Planning.

3.1.1 The contractor will provide a media plan of recommended locations, placement, time frame, and purchase of each media within 10 calendar days of the date of award.

3.1.2 The contractor will attend a kick off meeting with MIARNG RRB Marketing Department for approval and feedback on the recommended media plan no later than 10 calendar days of the date of award.

3.1.3 The contractor will finalize the media plan within 20 calendar days of the date of contract award based on feedback from MIARNG RRB Marketing Department.

3.1.4 The contractor will assist the MIARNG RRB Marketing Department with the selection of artwork for each advertising media by 25 calendar days from the date of award.

3.2 Execution. After final approval from MIARNG RRB Marketing Department on all artwork, the contractor will implement the approved media plan within 30 days of date of contract award.

3.2.1 The contractor will advise the MIARNG RRB Marketing Department in how to increase awareness, engagement, exposure and positive brand association.

3.2.2 The contractor will advise the Government and increase awareness across multiple advertising platforms with a well-rounded campaign that resonates with target audience and encourages the target demographic to act.

3.2.3 The contractor will use digital channels as the primary communication channel while incorporating traditional branding efforts with a focus on authenticity.

3.2.4 The contractor will expand digital efforts through use of video. The contractor will support advertising efforts done at the local level.

3.2.5 The contractor will use platforms that encourage potential leads to connect directly with recruiters in real time.

3.2.6 The contractor will facilitate the ability to better understand where each individual website visitor is in their decision making process.

3.3 Media Requirements.

3.3.1 Social Media. The contractor will capitalize on established social media presence/efforts.

3.3.1.1 Facebook: Four, 4 week boosted post ads on our Facebook page (targeting specific regions, selected by MIARNG) – 100,000 impressions per post

3.3.1.2 Instagram: Four, 4 week sponsored post ads on our Instagram page (targeting specific regions, selected by MIARNG) – 100 new followers per post

3.3.2 Internet Radio: 12 weeks video/audio ads on streaming radio platforms targeting 4 regions (selected by MIARNG)- 23,000 impressions per 4 weeks

3.3.3 Cable Television: 8 weeks :30 television spot targeting Northern MI (Traverse City/Cadillac and Marquette DMA) - at least 45,000 impressions per DMA

3.3.4 Billboards: At least 8 locations for 8 weeks- at least 10,000 impressions weekly

3.3.5 Web Advertising: Web advertising: 12 weeks of different web advertising including banner, mobile, video pre-roll – Minimum of 500,000 impressions monthly.

3.3.6 Theater Advertising: At least 12 locations for 6 weeks :30 video spot- minimum of 100 screens total

4.0 REPORTING

4.1 Reporting Requirements. The Contractor will submit electronic reports to the MIARNG RRB Marketing Department on a monthly basis or as otherwise stated below. The reports will reflect the status at the end of each month of performance. The contractor will also provide a final report before the end of the period of performance. Reports may include, but are not limited to the following:

4.1.1 The contractor will provide a monthly report of all advertising efforts. Any advertising that is running in a single month is required to be on the monthly report.

4.1.2 The contractor will provide a report at the end of each individual advertising media.

4.1.3 The contractor will provide a report at the end of completed campaign.

4.1.4 Customer journey mapping from website: analytics providing insight into unique website users.

5.0 FILING REQUIREMENTS

5.1 Files: Refers to the all of the following documents graphics/artwork, logos, videos and photos.

5.1.1 The Contractor will maintain files, regardless of physical form, in accordance with Army Regulation 25-400-2.

5.1.2 The Contractor will stop usage of all functional files maintained by the Contractor upon completion or termination of the contract.

6.0 QUALITY CONTROL

6.1 Quality Control Program: The Contractor will establish and administer a quality control program to assure the requirements of the contract are provided as specified. The Contractor will implement the program on the contract start date. The Contractor will provide to the Contracting Officer a copy of the quality control plan and any changes at least 7 working days prior to implementation. The Contractor’s plan will include, as a minimum, the following:

6.1.1 An inspection system covering the services stated in the contract specifying areas to be inspected on a scheduled or unscheduled basis and the title of the individuals who perform the inspections.

6.1.2 A method of identifying deficiencies in the quality of service performed before the level of performance becomes unacceptable.

6.1.3 Records of the contractor’s quality inspections shall be maintained for the life of the contract, and made available as requested.

7.0 CONTRACTING OFFICER REPRESENTATIVE (COR)

7.1 It is anticipated that an individual will be designated as a COR in accordance with DFARS

201.602-7. This designation will be authorized in writing by the Contracting Officer to perform specific technical or administrative functions. The COR and the Contractor will receive copies of the Authorization letter specifying the extent of the COR’s authority. The COR is not authorized to make any commitments or changes that will affect the terms and conditions of the contract.

7.2 The contractor’s performance will be evaluated at least monthly as prescribed in the Performance Work Statement. For those tasks listed in the Performance Requirement Summary, the Contractor Officer Representative (COR) will follow the methods of surveillance specified in the Government’s Quality Assurance Surveillance Plan (QASP) and any other clauses included in the contract and/or each respective contract. Government personnel will record all surveillance observations.

7.3 Monthly reports will contain an evaluation sheet(s) that shall accompany the monthly invoice, along with other required information.

8.0 GOVERNMENT FURNISHED EQUIPMENT AND PROPERTY (GFE/GFP):

8.1 Property: The Government will provide artwork, logos, photos and videos. The use of these items will follow (NGR 601-1). The contractor is not authorized the use of government property after the end of the contract.

9.0 REGULATIONS. The Government will provide copies of all required regulations. The primary regulation is NGR 601-1.

10.0 SECURITY REQUIREMENTS

10.1 AT Level I Training. All contractor employees, to include subcontractor employees requiring access to Army installations, facilities and controlled access areas shall complete AT Level I awareness training within 10 calendar days after contract start date or effective date of incorporation of this requirement into the contract, whichever is applicable. The contractor shall submit certificates of completion for each contractor employee and subcontractor employee, to the COR or to the contracting officer if a COR is not assigned, within 10 calendar days after completion of training by all employees and subcontractor personnel. AT Level I awareness training is available at the following website: http://jko.jten.mil

10.2 Army Training Certification Tracking System (ATCTS) registration for contractor employees who require access to government information systems. All contractor employees with access to a government information system must be registered in the ATCTS at commencement of services and must successfully complete the DOD Information Assurance Awareness prior to the IS and then annually thereafter.

10.3 Requirement for OPSEC training. Per AR 530-1 Operations Security, the contractor employees must complete Level I OPSEC Awareness training.

10.4 Information assurance/information technology training. All contractor employees and associated sub-contractor employees must complete the DOD IA awareness training before issuance of network access and annually thereafter. All contractor employees working IA/IT functions must comply with DOD and Army training requirements in DODD 8570.01, DOD 8570.01-M and AR 25-2 within six months of appointment to IA/IT functions.

11.0 CONTRACTOR MANPOWER REPORTING (CMR). The Office of the Assistant Secretary of the Army (Manpower & Reserve Affairs) operates and maintains a secure Army data collection site where the contractor shall report ALL contractor manpower (including subcontractor manpower) required for performance of this contract. The contractor shall completely fill in all the information in the format using the following web address:

https://cmra.army.mil . The Government POC will provide the contractor data information for entry into the CMR website.

12.0 PERFORMANCE REQUIREMENTS SUMMARY. The Contractor will provide the following:

Deliverable PWS Reference Format Date Required

Media plan of recommended location, placement, time frame and purchase of each media

3.1.1 Electronic Within 10 calendar

days of date of award

Meet with Michigan Army National Guard, Marketing department, for approval and feedback on recommended media plan.

3.1.2 In person Within10 calendar

days of date of award

Finalize media plan within based on feedback from Michigan Army National Guard and what inventory is available.

3.1.3 Electronic Within 20 calendar

Select artwork for each advertising media

3.1.4 Approved format

IAW PWS

Within 25 calendar

Execute approved media plan advertising

3.2 Approved format

IAW PWS

Within 30 days of date of award

Facebook: Four, 4 week boosted post ads on our Facebook page (targeting specific regions, selected by

MIARNG) – 100,000

impressions per post

3.3.1.1 Approved format

IAW PWS

NLT contract end date

Instagram: Four, 4 week sponsored post ads on our Instagram page (targeting specific regions, selected by MIARNG) – 100 new followers per post

3.3.1.2 Approved format

NLT contract end date

Internet Radio: 12 weeks video/audio ads on streaming radio platforms targeting 4 regions (selected by

MIARNG)- 23,000

impressions per 4 weeks

3.3.2 Approved format

IAW PWS

NLT contract end date

Cable TV: 8 weeks :30 television spot targeting Northern MI (Traverse City/Cadillac and Marquette DMA) - at least 45,000 impressions per DMA

3.3.3 Approved format

NLT contract end date

Billboards: At least 8 locations for 8 weeks- at least 10,000 impressions weekly

3.3.4 Approved format

NLT contract end date

Web advertising: 12 weeks of different web advertising including banner, mobile, video pre-roll – Minimum of 500,000 impressions monthly

3.3.5 Approved format

NLT contract end date

At least 12 locations for 6 weeks :30 video spot- minimum of 100 screens total

3.3.6 Approved format

NLT contract end date

Send reporting for each type of media monthly

4.1.1 Electronic Monthly

Final report after the execution of each media

4.1.2 Electronic Within 10 days of the

end of each individual media campaign

Final report overall c a m p a i g n h a s e n d e d

4.1.3 Electronic NLT 10 days before

the end of the contract

AT I 10.1 IAW PWS Within10 calendar days of date of award

Information Assurance 10.2 IAW PWS Within10 calendar days of date of award

Contactor Manpower Reporting 11.0 IAW PWS NLT 31 Oct of each calendar year