PWS_RRB_Media_Advertising_4-12-2018_FINAL.docx

PERFORMANCE WORK STATEMENT (PWS)

MICHIGAN ARMY NATIONAL GUARD (MIARNG)

RECRUITING AND RETENTION BATTALION (RRB)

ADVERTISING SUPPORT 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 comprehensive advertising support of media purchase and placement on multiple media platforms, as defined in this PWS.

1.2 Background: The MIARNG RRB requires advertising support to increase leads and branding.

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

1.4 General Information:

1.4.1 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. As a minimum, the contractor shall develop QC procedures that address the areas identified in Technical Exhibit 1, Performance Requirements Summary. After acceptance of the QCP, the contractor shall obtain the Contracting Officer’s (KO) acceptance in writing of any proposed changes to its QCP.

1.4.2 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)).

1.4.3 Recognized Holidays: The following are recognized US holidays. The contractor shall not perform services on these days:

1.4.3.1 New Year’s Day: January 1st

1.4.3.2 Martin Luther King, Jr.’s Birthday

1.4.3.3 President’s Day

1.4.3.4 Memorial Day

1.4.3.5 Independence Day: July 4th

1.4.3.6 Labor Day

1.4.3.7 Columbus Day

1.4.3.8 Veteran’s Day: November 11th

1.4.3.9 Thanksgiving Day

1.4.3.10 Christmas Day

1.4.4 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 the following location:

Lansing RFSC 3423 N. Martin Luther King Blvd. Lansing, MI 48906

1.4.5 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.

1.4.5.1 Protection of Personally Identifiable Information (PII). The contractor shall protect all Personally Identifiable Information (PII) encountered in the performance of services in accordance with DFARS 224.103 and DoDD 5400.11, Department of Defense Privacy Program, and DoD 5400.11-R. If a PII breach results from the contractor’s violation of the aforementioned policies, the contractor shall bear all notification costs, call-center support costs, and credit monitoring service costs for all individuals who’s PII has been compromised.

1.4.5.2 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.

1.4.5.3 Reserved.

1.4.5.4 Reserved.

1.4.6 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.

1.4.7 Special Qualifications: In order to meet the performance objectives, the Contractor shall:

1.4.7.1 Possess at least 2 years prior military recruitment advertising experience.

1.4.8 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.

1.4.9 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.

1.4.10 Identification of Contractor Employees: All contractor personnel attending meetings 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.

1.4.11 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.

1.4.12 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:

3.1 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:

3.2 Materials: The government will provide all artwork, logos, photos and videos.

3.1.1 The contractor shall cease usage of all functional files maintained by the contractor upon completion of the contract.

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

4.2 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 Develop an advertising campaign using the MIARNG’s artwork for the following target demographic:

5.1.1 Non-prior service 17-35 year olds with a geographic focus in the state of Michigan.

5.1.2 Prior service members;

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

5.1.4 Current National Guard soldiers.

5.2 Participate in an initial planning meeting (IPM) via conference call with MIARNG RRB marketing department within 10 business days after contract award date.

5.2. Provide concepts and advice on the following topics at the IPM:

5.2.1.1 Structure of media plan;

5.2.1.2 Selection of artwork;

5.2.1.3 Selection of Keyword(s);

5.2.1.4 Selection of social media ads;

5.3 Provide a detailed media plan of locations, placement, time and dates for each media within 5 business days after initial planning meeting.

5.3.1 MIARNG will provide feedback within 5 business days of receipt.

5.4 Submit a finalized media plan incorporating feedback from Paragraph 5.3.1 within 5 business days after receiving feedback from MIARNG

5.5 Complete planning of purchase and placement of advertising within 30 days of contract award by submitting finalized media plan

5.6 Purchase and place the advertising in 5.6.1-5.6.5 within 15 days of completed media plan to assist in reaching one of our key performance indicator goal of 1500 total leads. Contractor shall be responsible for the cost of all advertising.

5.6.1 Facebook: Six each, four week boosted post ads on MIARNG Facebook page, with 115,000 impressions.

5.6.1.1 The vendor will be given administrative access to MIARNG’s Facebook account.

5.6.1.2 Twenty-four weeks total with four different ads each running for four weeks.

5.6.2 Instagram: Six each, four week sponsored ads on our Instagram page, with 115,000 impressions.

5.6.2.1 The vendor will be given administrative access to MIARNG’s Instagram account.

5.6.2.2 Twenty-four weeks total with four different ads each running for four weeks.

5.6.3 Keyword(s) advertising: Four keyword(s)/keyword phrases per four week period, running a total of thirty-two weeks.

5.6.4 Web advertising: Twenty weeks of video pre-roll on websites with high traffic from our target demographic, with 475,000 impressions.

5.6.5 Internet Radio advertising: Eight regions, selected by MIARNG in the initial planning meeting, running four weeks, with 46,000 impressions.

5.7 Direct all digital advertising as follows:

5.7.1 Digital web advertising: miarmyguard.com

5.7.2 Social media advertising:

5.7.2.1 Facebook: facebook.com/miarmyguard

5.7.2.2 Instagram: @miarmyguard

5.8 Provide monthly reporting on the status of all advertisements running during a single month, with a minimum of the following criteria: number of impressions, reach, click through rate (CTR), number of clicks, number of leads, page per session and snapshots of the Facebook and Instagram advertisements including reactions

5.8.1 Provide monthly reports on the first Friday of each month.

5.8.2 The vendor will be given administrative access to google analytics to set up keywords and set up campaigns to be able to gather monthly reporting.

5.9 Provide a report on the entire campaign ten business days after the end of the completed campaign.

5.10 Contractor Manpower Reporting Application (CMRA)

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

5.10.5 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

Quality Levels

(AQL)

Surveillance Method / By Whom

Meeting with

MIARNG

Marketing Within 10 Business Days after Contract Award Date

Days of Contract Award Date

/Periodic Inspection/COR

days after end of the month

TECHNICAL EXHIBIT 2

Deliverables Schedule

Copies

5.3 Initial Media Plan

5.4 Finalized Media Plan

5.10 Contractor Manpower Reporting