Theater_Advertising_PWS_W912JB17T2071.pdf

PERFORMANCE WORK STATEMENT (PWS)

MICHIGAN ARMY NATIONAL GUARD (MIARNG)

RECRUITING AND RETENTION BATTALION (RRB)

THEATER ADVERTISING SERVICES

1.0 General:

1.1 Scope: 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 theater advertising support, purchase and placement of 30 second theater spots as defined in this PWS.

1.2 Background: Support other advertising efforts of the Michigan Army National Guard, Recruiting and Retention Battalion to increase leads and branding. The following individuals are the target demographic for this advertising campaign with a geographic focus on the State of Michigan locations:

1.2.1 Non-prior service 17-19 year olds

1.2.2 Influencers such as parents, extended family, teachers and coaches

1.2.3 Current guard soldiers

1.3 Period of Performance (PoP): The Period of Performance shall be 10 months.

1.4 General Information:

1.4.1 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 must do to ensure that the contractor has performed in accordance with the performance standards. It defines how the performance standards will be applied, the frequency of surveillance, and acceptable quality level(s) (defect rate(s)).

1.4.2 Recognized Holidays. The following are recognized US holidays. The contractor shall not perform services on these days. Advertising is expected to run on these days if scheduled.

1.4.2.1 New Year’s Day: January 1st

1.4.2.2 Martin Luther King, Jr.’s Birthday

1.4.2.3 President’s Day

1.4.2.4 Memorial Day

1.4.2.5 Independence Day: July 4th

1.4.2.6 Labor Day

1.4.2.7 Columbus Day

1.4.2.8 Veteran’s Day: November 11th

1.4.2.9 Thanksgiving Day

1.4.2.10 Christmas Day

1.4.3 Place and Performance of Services: The place of performance shall be at the contractor’s site other than the Initial Planning Meeting. The Initial Planning Meeting shall take place at:

Lansing RFSC 3423 N. Martin Luther King Blvd.

Lansing, MI 48906

Travel costs will be at the expense of the Contractor. Travel costs will not be reimbursed.

1.4.4 Security Requirements. The contractor shall comply with all applicable installation/facility access and local security policies and procedures, which may be obtained from the Contracting Officer’s Representative (COR). The contractor shall also provide all information required for background checks to meet installation access requirements to be accomplished by installation Provost Marshal Office, Director of Emergency Services or Security Office. The contractor shall ensure compliance with all personal identity verification requirements as directed by DOD, HQDA and/or local policy. Should the Force Protection Condition (FPCON) change, the Government may require changes in contractor security matters or processes.

1.4.4.1 Unscheduled gate closures by the Security Police may occur at any time causing all personnel entering or exiting a closed installation to experience a delay. This cannot be predicted or prevented. Contractors are not compensated for unexpected closures or delays. Vehicles operated by contractor personnel are subject to search pursuant to applicable regulations. Any moving violation of any applicable motor vehicle regulation may result in the termination of the contractor employee’s installation driving privileges.

1.4.4.2 The contractor’s employees shall become familiar with and obey the regulations of the installation; including fire, traffic, safety and security regulations while on the installation.

Contractor employees should only enter restricted areas when required to do so and only upon prior approval. All contractor employees shall carry proper identification with them at all times.

The contractor shall ensure compliance with all regulations and orders of the installation which may affect performance.

1.4.4.3 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 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.

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

1.4.6 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.

1.4.7 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, (or the 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.

1.4.8 Identification of Contractor Employees: All contractor personnel attending meetings, answering Government telephones and working in other situations where their contractor status is not obvious to third parties are required to identify themselves as such to avoid creating an impression that they are Government employees. The contractor shall ensure that all documents or reports produced by contractor personnel are suitably marked as contractor products or that contractor participation is appropriately disclosed. The contractor’s status as a “contractor” shall be predominantly displayed in all correspondence types (to include signature blocks on e-mail) and dealings with Government or non-Government entities.

1.4.9 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 severe forms of trafficking in 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. Such actions may include, but are not limited to, removal from the contract, reduction in benefits, or termination of employment. 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.

1.4.10 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.

2.0 Definitions and Acronyms:

2.1 Definitions

2.1.1 CALL TO ACTION. Verbiage in the form either a phone number, website, social media handles, app download or texting keyword included in the video content.

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 will be in writing and will 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.

2.2 ACRONYMS:

AEI Army Enterprise Infostructure AFARS Army Federal Acquisition Regulation Supplement AR Army Regulation AT/OPSEC Antiterrorism/Operational Security CFR Code of Federal Regulations CONUS Continental United States (excludes Alaska and Hawaii) COR Contracting Officer Representative COTS Commercial-Off-the-Shelf DA Department of the Army DD250 Department of Defense Form 250 (Receiving Report) DD254 Department of Defense Contract Security Requirement List DFARS Defense Federal Acquisition Regulation Supplement DOD Department of Defense FAR Federal Acquisition Regulation FPM Final Planning Meeting GFP/M/E/S Government Furnished Property/Material/Equipment/Services IA Information Assurance IS Information System(s) KO Contracting Officer MIARNG Michigan Army National Guard OCI Organizational Conflict of Interest ODC Other Direct Costs PII Personally Identifiable Information POC Point of Contact 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 RRB Recruiting and Retention Battalion 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 Materials: The Government will provide all finished video clips, logos and call to actions for contractor to include in all finished advertising.

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

3.1.2 The Contractor shall cease usage of all functional files maintained by the Contractor upon completion or termination of the contract, as defined in 1.4.10.

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

4.1 Equipment: 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.

5.0 Requirements. The contractor shall:

5.1 Coordinate with the MIARNG RRB Marketing Department before implementation of the advertising.

5.1.1 Participate in a kick-off teleconference with MIARNG RRB Marketing Department no later than two business days after contract award.

5.1.2 Attend an Initial Planning Meeting in person with MIARNG RRB Marketing Department within 10 business days after the kick-off teleconference to finalize:

5.1.2.1 Strategy for theater advertising content: action, education, training and service;

5.1.2.2 Locations in the State of Michigan;

5.1.2.3 Timeline for execution of advertising creation and development;

5.1.2.4 Final delivery formats, to be compatible with Government equipment.

5.1.2.4.1 The MIARNG will provide logos, call to actions, and finished clips.

5.1.2.4.2 Production, formatting and editing of the clips are not required.

5.1.2.4.3 The MIARNG will provide the advertisements in the required format.

5.2 Purchase and place 30 second theater advertising in the locations listed in 5.2.1 to run for 32 weeks.

5.2.1 Placement of advertising shall be implemented at the following locations no later than four weeks after the Initial Planning Meeting.

5.2.1.1 Marquette Cinemas 10, Marquette, MI

5.2.1.2 Bad Axe Theatre, Bad Axe, MI

5.2.1.3 State Cinema 3, Alpena, MI

5.2.1.4 Fashion Square Cinema X, Saginaw, MI

5.2.1.5 Carmike Cherry Blossom 14, Traverse City, MI

5.2.1.6 Big Rapids Cinema 4, Big Rapids, MI

5.2.1.7 Lakeview Square Cinemas, Battle Creek, MI

5.2.1.8 Alma Cinemas, Alma, MI

5.2.1.9 Emagine Rochester Cinemas, Rochester Hills, MI

5.2.1.10 Emagine Macomb, Macomb, MI

5.2.1.11 Cedar Street Cinemas, Manistique, MI

5.2.1.12 Harbor Cinemas, Muskegon, MI

5.2.1.13 NCG Cinemas, Lansing, MI

5.2.1.14 Emagine Novi, Novi, MI

5.2.1.15 Coldwater Cinema, Coldwater, MI

5.2.1.16 Wonderland Cinema, Niles, MI

5.2.1.17 M-89, Ostego, MI

5.2.1.18 Laurel Park Place 10, Livonia, MI

5.2.1.19 Greenville Cinema, Greenville, MI

5.2.1.20 Gaylord Cinema, Gaylord, MI

5.2.2 Spots shall be regional placements in POD One category (most desirable placement on screen) and 30 seconds in length.

5.3 No later than 10 business days after the advertising campaign ends, a report summarizing the advertising campaign shall be provided to the COR.

5.4 Contractor Manpower Reporting Application (CMRA):

5.4.1 The contractor shall report ALL contractor labor hours (including subcontractor labor hours) required for performance of services provided under this contract for the National Guard Bureau via a secure data collection site.

5.4.2 The contractor shall completely fill in all required data fields using the following web address: http://www.ecmra.mil/. Reporting inputs shall 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, beginning with 2013. Contractors may direct questions to the help desk at http://www.ecmra.mil.

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

Task Performance

Standard

Acceptable Quality

Levels (AQL) Surveillance Method

5.1.1 Participate in kick-off

teleconference

Contractor participates no later than three business days after contract award

Kick-off teleconference is scheduled no more than one business day late

100% Inspection/Customer

Feedback/COR

5.1 Initial In-Person Meeting

Attendance with MIARNG Marketing

Contractor attends the IPM, ten business days after kick off meeting

IPM is scheduled no more than two business days late

100% Inspection/Customer

Feedback/COR

5.2.1 Advertising is purchased and placed at the listed

locations

Advertising is placed no later than four weeks after the IPM

Advertising is placed no more than one week late

Random Inspection/Periodic

Inspection/Customer Feedback/COR

5.2.2 Provide the correct spot

type and durations

Advertising is placed correctly 90% of the time

10% of the ads are not placed with the current type

Random Inspection/Periodic Inspection/Customer Feedback/COR

TECHNICAL EXHIBIT 2

Deliverables Schedule

PWS Reference / Deliverable Title

Frequency Number of

Copies Medium/Format

Submit To

5.1.4 Timeline of

Advertising

10 business days after kick-off meeting

1 Electronic COR

5.3 Advertising

Campaign Summary

10 business days after the campaign ends

1 Electronic COR

No Later Than 31 Oct, annually

N/A Electronic COR 5.4 Contractor Manpower Reporting