Attachment A - PWS Rev1.pdf

PERFORMANCE WORK STATEMENT (PWS) FOR

Michigan Army National Guard College Athletics Advertising

1.0 General Information

1.1 Scope: The contractor shall provide all personnel, equipment, supplies, facilities, facilities, transportation, tools, materials, supervision, and other items and non-personal services necessary to perform collegiate athletic partnerships, booth space coordination, and advertising placement on behalf of the Michigan Army National Guard

(MIARNG).

1.2 Background: The MIARNG requires comprehensive advertising and marketing at collegiate athletic venues across the state of Michigan to support recruiting and retention efforts. By leveraging the high visibility of university athletic programs, the MIARNG aims to engage with the target demographic through physical booth presence and varied advertising channels.

1.3 Period of Performance (PoP): The Period of Performance shall be one (1) 12-month Base Year.

1.4 General Information:

1.4.1 Place and Performance of Services: The contractor shall provide services between the hours of 0800-1630 on Monday through Friday, except on recognized US holidays. The contractor shall at all times maintain an adequate workforce for the uninterrupted performance of all tasks defined within this PWS. When hiring personnel, the contractor shall keep in mind that the stability and continuity of the workforce are essential.

1.4.1.1 The Government will permit the contractor to telework in support of this requirement. In furtherance of Continuity of Operations Planning (COOP), a telework program may be enacted to ensure that the Government's mission-critical operations stay operational during times of national emergency or incidents of national significance. Telework shall be at no additional cost to the Government.

1.4.1.2 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.

W912JB26QA078 ATTACHMENT A

Total Pages: 11

REVISED 5.2.3

1.4.1.3 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 and shall be subject to such checks as may be deemed necessary. The contractor shall ensure compliance with all regulations and orders of the installation, which may affect performance. The Government reserves the right to direct the removal of an employee from Government property or revoke access to Government systems for misconduct, security reasons, or any overt evidence of communicable disease. Removal of contractor employees for reasons stated above does not relieve the Contractor from responsibility for total performance of this contract.

1.4.2 Recognized Holidays: The following are recognized United States (US) holidays. The contractor shall not perform services on these days:

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 Juneteenth: June 19th

1.4.2.6 Independence Day: July 4th

1.4.2.7 Labor Day

1.4.2.8 Columbus Day

1.4.2.9 Veteran’s Day: November 11th

1.4.2.10 Thanksgiving Day

1.4.2.11 Christmas Day: December 25th

1.4.3 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

1.4.4 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 will 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) or defect rate(s).

1.4.5 Installation Access and Security Requirements: The contractor shall comply with all applicable installation/facility access and local security policies and procedures, which may be obtained from the COR. The contractor and all associated subcontractor employees shall 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 Department of Defense (DoD), Headquarters Department of Army (HQDA) and/or local policy (see PWS 6.0). Should the Force Protection Condition (FPCON) change, the Government may require changes in contractor security matters or processes.

1.4.5.1 For contractors that do not require a CAC, but require access to a DoD facility or installation: Contractor and all associated sub-contractors employees shall comply with adjudication standards and procedures using the National Crime Information Center Interstate Identification (NCIC-III) and Terrorist Screening Database (TSDB) (Army Directive 2014-05), and applicable installation, facility and area commander installation/facility access, and local security policies and procedures (provided by a Government representative).

1.4.5.2 Communications Security/Information Technology (COMSEC/IT) Security: All communications with DoD organizations are subject to 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 personnel 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 Protection of Personally Identifiable Information (PII): The contractor shall protect all PII encountered in the performance of services in accordance with Defense Federal Acquisition Regulation Supplement (DFARS) 224.103 Personally Identifiable Information and Department of Defense Directive (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 whose PII has been compromised.

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 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 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. Contractor personnel shall wear identification badges distinguishing themselves as such. The badges shall have the company name, employee name and the word “contractor” displayed.

1.4.8.1 The contractor shall retrieve all identification media (including vehicle passes) from its employees who depart employment for any reason. The contractor shall return all identification media (i.e., badges and vehicles passes) to the KO within 14 days of an employee’s departure.

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. 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/materials 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.

1.4.11 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. In the event the KO unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the KO may impose 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:

AEI Army Enterprise Infostructure AR Army Regulation AT/OPSEC Antiterrorism/Operational Security BI Background Investigation CM Contract Manager COR Contracting Officer Representative DA Department of the Army DD254 Department of Defense Contract Security Classification Specification DFARS Defense Federal Acquisition Regulation Supplement DoD Department of Defense FAR Federal Acquisition Regulation GFP/M/E/S Government Furnished Property/Material/Equipment/Services HQDA Headquarters, Department of the Army HSPD Homeland Security Presidential Directive IA Information Assurance IS Information System(s) KO Contracting Officer MIARNG Michigan Army National Guard NGB National Guard Bureau OCI Organizational Conflict of Interest PII Personally Identifiable Information PIPO Phase In/Phase Out

POC Point of Contact PRS Performance Requirements Summary PWS Performance Work Statement QA Quality Assurance QASP Quality Assurance Surveillance Plan QC Quality Control QCP Quality Control Program RRB Recruiting & Retention Battalion SCR Service Contract Reporting SSN Social Security Number

TE Technical Exhibit USD(I) Under Secretary of Defense for Intelligence

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 The Government will provide the necessary MIARNG branding guidelines, approved messaging, and pre-produced commercial or print/digital artwork for placement.

3.2 The Government will provide MIARNG personnel (Recruiters), as required, to staff the physical booth spaces during partnership events.

3.3 The Government will provide the physical recruiting assets for booth activations, which may range from standard folding tables and 10x10 tents to large-scale assets (e.g., wrapped vehicles, rock climbing walls, or interactive trailers).

4.0 Contractor Furnished Property, Materials, and Equipment (CFP/M/E): The contractor shall provide all necessary tools, equipment, and trained personnel to conduce specified services.

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 1.1.

4.2 Space Coordination: The contractor shall be responsible for coordinating all logistical footprints with the respective universities, ensuring appropriate clearances, access times, and permissions are secured for the specific recruiting assets (ranging from standard tables to large vehicles) the MIARNG intends to bring to each event.

5.0 Requirements: The contractor shall:

5.1 Minimum Collegiate Advertising (Baseline): The contractor shall secure, at a minimum, the partnership opportunities, advertising spaces, digital media placement and physical booth spaces at the specific Michigan universities detailed in Technical Exhibit 3 (Market Research & Historical Insertion Orders). The contractor shall be responsible for guaranteeing these minimum placements are executed as described.

5.1.1 Event Execution: The contractor shall ensure booth space provided are in high-traffic areas, ideally near stadium entrances, concourses, or fan zones, to maximize recruiter engagement with the public.

5.2 Deliverables and Reporting

5.2.1 Monthly Event Reporting: The contractor shall provide a monthly report to the COR detailing event metrics for that month. This report shall include "proof of performance" (e.g., photos of the physical booth spaces and recruiter engagement) and estimated event attendance/foot traffic. This report is due on the 5th Business day of the following month (i.e. -metrics for April 2027 due May 7th, etc.). Contractor shall attend bi-weekly status meeting , in-person or on TEAM with RRB Leadership

5.2.2 End of Run Advertising Metrics: At the conclusion of the advertising run (or end of the academic/athletic season), the contractor shall provide a comprehensive metrics report detailing the performance of all digitals, broadcast, and print advertising. This shall include, but is not limited to, total impressions, click-through rates (if applicable), and broadcast logs for in-stadium media.

5.2.3 Value-Added Placement: Additional advertising, marketing, or partnership opportunities proposed by the contractor beyond the minimum baseline requirements, utilizing the remaining budget up to the contract maximum.

6.0 Applicable Publications: Publications applicable to this PWS are listed below:

Publication (Chapter/Page) Date of Publication

Mandatory or Advisory

Website

Federal Acquisition Regulation https://www.acquisition.gov/?q=browsefa r

Army Directive 2014-05 Policy and Implementation

Procedures for Common Access Card Credentialing and Installation Access for

Uncleared Contractors

03/07/2014 https://armypubs.army.mil/ProductMaps/P ubForm/A rmyDir.aspx

AR 25-2

Information Assurance

04/04/2019 http://armypubs.army.mil/ProductMaps/Pu bForm/AR

.aspx

AR 530-1

Operations Security

09/26/2014 http://armypubs.army.mil/ProductMaps/Pu bForm/AR

.aspx

AR 525-13

Antiterrorism

12/09/2019 http://armypubs.army.mil/ProductMaps/Pu bForm/AR

.aspx

AR 381-12

Threat Awareness and Reporting

Program (TARP) (Section II, ¶ 2-4.b)

06/01/2016 http://armypubs.army.mil/ProductMaps/Pu bForm/AR

.aspx

6.1 Applicable Forms: Forms applicable to the PWS are listed below:

Form Date Website

DD 250 Inspection and Receiving Report

Aug 2000 https://www.esd.whs.mil/Directives/forms/dd0001_049 9/ https://www.acquisition.gov/?q=browsefar https://www.acquisition.gov/?q=browsefar https://armypubs.army.mil/ProductMaps/PubForm/A https://armypubs.army.mil/ProductMaps/PubForm/A http://armypubs.army.mil/ProductMaps/PubForm/AR.aspx http://armypubs.army.mil/ProductMaps/PubForm/AR.aspx http://armypubs.army.mil/ProductMaps/PubForm/AR.aspx http://armypubs.army.mil/ProductMaps/PubForm/AR.aspx http://armypubs.army.mil/ProductMaps/PubForm/AR.aspx http://armypubs.army.mil/ProductMaps/PubForm/AR.aspx http://armypubs.army.mil/ProductMaps/PubForm/AR.aspx http://armypubs.army.mil/ProductMaps/PubForm/AR.aspx http://armypubs.army.mil/ProductMaps/PubForm/AR.aspx http://armypubs.army.mil/ProductMaps/PubForm/AR.aspx http://armypubs.army.mil/ProductMaps/PubForm/AR.aspx http://armypubs.army.mil/ProductMaps/PubForm/AR.aspx https://www.esd.whs.mil/Directives/forms/dd0001_0499/ https://www.esd.whs.mil/Directives/forms/dd0001_0499/

TECHNICAL EXHIBIT 1

Performance Requirements Summary (PRS)

This PRS includes performance objectives the Government will use to determine contractor performance and will compare contractor performance to the Acceptable Quality Level (AQL).

Performance Objective Performance Standard Acceptabl Quality Levels (AQL) SurveillMMethod / By Whom

5.1 Secure Baseline

Partnerships

Contractor secures 100% of the booth spaces, ads, and co-branding opportunities listed in the baseline requirements.

0% deviation allowed without prior written approval from the

COR.

100% Inspection via vendor contracts and Proof of Performance photos.

4.2 : Booth Space Coordination

Space is properly coordinated with universities to allow MIARNG access for requested assets (tents, tables, or large vehicles).

Vendor to coordinate all event logistics with recruiters NLT 14 days prior to event and ensure proper access granted by schools and venue to allow ample setup time.

Periodic Inspection / Feedback from

MIARNG Recruiters on site.

5.2.1 Monthly Event

Reporting

Monthly reports containing photos and estimated foot traffic are submitted accurately and on time 5th of the following month

95% on time submission Random Inspection by

COR.

5.2.2 End of Run

Metrics

Comprehensive metrics report (impressions, broadcast logs) provided at the end of the season.

100% accurate and submitted within 30 days of season end.

100% Inspection by

COR.

TECHNICAL EXHIBIT 2

Deliverables Schedule

PWS Reference / Deliverable Title Frequency Number of Copies

Medium/Format Submit To

5.2.1 Monthly Event Report &

Proof of Performance (Photos)

Monthly (by the 5th business day of the following month)

1 PDF MIARNG RRB

Marketing Team

5.2.3 Value-Added Placement

Proposal

Annually (within 90 days of contract award/option execution)

1 PDF / Excel MIARNG RRB Marketing Team

5.2.2 End of Run Advertising

Metrics Report

Annually (within 30 days of the end of the academic/athletic season)

1 PDF / Excel MIARNG RRB Marketing Team

TECHNICAL EXHIBIT 3

ESTIMATED WORKLOAD

Typically annual service requirement.

This information is provided for historical background only. It is not guarantee of workload quantities.

School Deliverables

Grand Valley State University Two (2x) Football Event Marketing Appearances

Two (2x) Soccer & Volleyball Event Marketing Appearances One (1x) Logo/Ad on Track & Field/Lacrosse Outdoor Complex Signage Six (6x) Logos on Track & Field/Lacrosse Outdoor Complex Signage Three thousand (3000x) Logos/Ads on fall schedule magnet for freshman orientation

One (1x) Digital display ad on gvsulakers.com

One (1x) Soccer Game presenting sponsorship

Three hundred (300x) Ticket donations to VetTix

Western Michigan University IP Rights to WMU Logo Use 4 On-site Tabling Opportunities during WMU Home Football Season

5 On-site Tabling Opportunities during Hockey Season

1 bulkhead sign in Lawson Ice Arena

LED Courtside digital sign in University Arena (Volleyball and Basketball)

One :30 in-venue videoboard commercial per home football game

Logo included in home pre-game rotations

Logo and link to MIARNG website on wmubroncos.com

Michigan State University Three (3x) Spartan Stadium Video Wall

One (1x) Hockey Game Entitlement

Two (2x) Hockey Tabling/Displays

Seven (7x) Munn Ice Arena Fascia LED

Two (2x) Men's Basketball Tabling/Displays

Seven (7x) MBB Breslin Concourse LEDs

Three (3x) Eblast Inclusions

Two Hundred Fifty Thousand (250,000x) Web Banner Ads

Ten (10x) "The Brew" Newsletter Ads

One (1x) Izzone Campout Tabling/Display

One (1x) Football Tabling/Display

Nine (9x) WBB Breslin Concourse LED

Ten (10x) VB Breslin Concourse LED

Oakland University One (1x) Men's Basketball Game Sponsorship

Six (6x) Logo/Ad on Big Box Rotating Banner Ad

One (1x) Logo/Ad on Permanent Courtside VIP Sign with TV Visible Two (2x) Logo on Digital Courtside LED with TV Visible

Five (5x) Logos/Ads on 10'x10' Display at Men's Basketball Games

Six (6x) Branded Social Media Posts on Oakland Athletics page

Adrian College One (1x) Branded Signage in Four Athletic Venues One (1x) Branded Premium Video Board Package Six (6x) Mobile App Sponsorships Three (3x) Cable Broadcast Game Day Sponsor Opportunities One (1x) Branded WVAC Advertising Spot One (1x) Branded Sideline Advertising during AC and Community Event through AT

Central Michigan University

One (1x) Football Videoboard Graphic & PA Announcement for all regular season home games

One (1x) Football Videoboard Rotational Logo Positions A,B,C,D,E for all regular season home games

One (1x) Game Sponsor. Includes social media promotion logo inclusion, in-stadium logo inclusion, on-field recognition

Four (4x) Football Pregame Pop-up Tent/Tabling at a home regular season game

One (1x) CMUChippewas.com Website Banner Ad Campaign

Eastern Michigan University Three (3x) Block E Newsletter Ad One (1x) Website - Included Sponsor Three (3x) Football - On-site Display One (1x) Basketball - On-site Display One (1x) Campus On-site Display

Ferris State University One (1x) A-Frame Football Banner One (1x) Premium Backlit Football Scoreboard Panel One (1x) 10 Second Public Address - Football One (1x) Presenting Sponsor: Welcome to the Field - Football One (1x) Final Score Graphic - Volleyball (Social) One (1x) Rotating Digital Banner - Ferris State Athletics Website

Michigan Tech University One (1x) Husky Spirit T-Shirts Logo Advertisement Official MTU Hockey Game Puck Advertising Logo One (1x) Hockey Dasher Board Advertisement in John MacInnes Student

Ice Arena One (1x) Pair of Hockey Vertical I-Beam Advertisements One (1x) Pair of Horizontal, Text-Only Advertisements One (1x) Pair of advertising signs in Student Development Complex north entrance corridor One (1x) Advertising sign in the SDC main pool area.