PWS RRB Digital Media Geofencing 3-7-25.docx

PERFORMANCE WORK STATEMENT (PWS)

GA National Guard Recruiting and Retention 2025 Digital Media and Geofencing

1.0 GENERAL:

Advertising with Digital Targeted Marketing’s primary objective is to reach the core targets of various segments of 17–24 year-olds in Georgia high schools and colleges, with the intent of generating qualified leads of potential applicants for enlistment while also raising awareness of the Georgia Army National Guard. This is done using a combination of multiple targeted digital advertising campaigns, geofencing and re-capturing prior interest.

1.1 Scope: The potential Marketing firm will provide the capabilities and inventory for the Recruiting and Retention Battalion to market specific locations and segmentations of the qualified military age population across the State. Campaigns will run in targeted areas, timeframes as well as the entire Period of Performance specified below.

1.2 Background: The Georgia Army National Guard is seeking to expand current digital advertising efforts by creating new digital advertising assets that target individuals across the State in specified locations and demographics.

1.3 Period of Performance (PoP): The PoP for this contract is one base year starting from award date with 4 options years to follow. Year One will begin 01 March 2025.

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.

1.4.2 Quality Assurance (QA): The Government will evaluate the Contractor’s performance under this task order 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 Contractor shall determine the manner in which the requirements set forth in this PWS are to be accomplished. However, the Contractor is being notified that the services specified in this PWS may be needed on these recognized holidays. Government personnel will not be working on recognized holidays. A list of federally recognized holidays is available on http://www.opm.gov/policy-data-oversight/snow-dismissal- procedures/federal-holidays.

1.4.4 Place and Performance of Services: The Contractor shall determine the place and performance of services to meet the deliverables in this PWS. The Contractor will ultimately be responsible for the hours worked by their employees. The Government will insure the services being provided are in concert with the terms of the Contract. The Contractor shall at all times maintain an adequate work force 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 work force are essential.

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.

1.4.6 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.

1.4.7 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.

1.4.8 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.

1.4.9 Special Qualifications: The Government does not provide training to Contractors. Contractors must ensure any personnel performing under a contract are fully trained, licensed, certified and qualified for the position in which they will be serving. Contractors will be meeting under-aged children at the high school and community level. All required background checks shall be completed before personnel are allowed to work the events.

1.4.10 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.

1.4.11 Contract Manager (CM) Services: 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. Note: The position is NOT billable to this contract; rather it must be part of a Contractor’s G&A/Overhead.

1.4.12 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.

1.5 Contractor Travel: Government directed travel is NOT authorized under this contract, nor will the Government pay for Contractor to travel in order to monitor their employees. However, the Contractor shall propose their travel to perform the tasks in this contract. Should an unforeseen requirement be needed requiring Government directed travel, the Government reserves the right to modify the contract accordingly.

1.6 Data and Materials 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 task order 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.

1.7 Organizational Conflicts of Interest (OCI): The Contractor and Sub-Contractor personnel performing work 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 and in the event the KO unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the KO may affect 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:

2.1 Definitions:

CONTRACTOR: A supplier or vendor awarded a task order to provide specific supplies or service to the Government. The term used in this task order refers to the prime.

CONTRACTING OFFICER (KO): A person with authority to enter into, administer, and or terminate contracts/task orders, and make related determinations and findings on behalf of the Government. Note: The only individual who can legally bind the Government.

CONTRACTING OFFICER'S REPRESENTATIVE (COR): An employee of the U.S.

Government designated by the KO to monitor Contractor performance. Such appointment shall be in writing and shall 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 task order, 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.

DEFECTIVE SERVICE: A service output that does not meet the standard of performance associated with the PWS.

DELIVERABLE: Anything that can be physically delivered and includes non-manufactured things such as meeting minutes or reports.

IMPRESSION: a term that refers to the number of times a particular ad is viewed. For the purposes of this contract it refers to the number of times that the digital advertisement is located and loaded on a web page or application on a smart phone.

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 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.

PHYSICAL SECURITY: Actions that prevent the loss or damage of Government property. QUALITY ASSURANCE: The Government procedures to verify that services being performed by the Contractor are performed according to acceptable standards.

QUALITY ASSURANCE SURVEILLANCE PLAN (QSEV): An organized written document specifying the surveillance methodology to be used for surveillance of Contractor performance. QUALITY CONTROL: All necessary measures taken by the Contractor to assure that the quality of an end product or service shall meet contract requirements.

SUBCONTRACTOR: One that enters into a contract with a prime Contractor. The Government does not have privatives of contract with the subcontractor.

WORK DAY: The number of hours per day the Contractor provides services in accordance with the task order.

WORK WEEK: Monday through Friday, unless specified otherwise.

2.2 ACRONYMS:

AOC AARs

AEI

Areas of Concern After-Action-Reports Army Enterprise Infrastructure

RST

SOP

Rescheduled Training Standard Operating Procedures

TE

VIPs Technical Exhibit Very Important Person(s)

3.0 Government Furnished Property, Material, Equipment and Services (GFP/M/E/S): The Government shall provide incident to services being performed: (1) appropriate ARNG recruiting and retention data, (2) ARNG Approved Logos, (3) National Guard Style Guide, (4) current ARNG media library and (5) a memo granting access to the ROI Tracking tool to the Contractor at the Post-Award meeting. The Government reserves the right to provide additional RPI items for a given event. However, the Government is not required to bring such items. The Contractor shall provide all other property, materials, equipment, and services set forth in this PWS.

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

4.1 General: The Contractor shall provide all other property, materials, equipment, and services set forth in this PWS.

4.2 The Contractor shall furnish necessary cell phones/cell phone plans they determine are needed for execution of this program.

5.0 Requirements: In consideration of the fees to be paid by the Georgia Army National Guard (GAARNG), the vendor must agree to provide the following advertising benefits to the GAARNG.

5.1 The ability to geographically target and retarget individuals at specific locations identified by GAARNG.

5.1.1 The radius, creatives, targets & time period of coverage surrounding the locations will be determined by the GAARNG

5.2 The digital advertising will be in the form of a pre-roll behavioral targeting and retargeting, mobile device targeting and retargeting, banner advertising and various videos with different links to a specified landing page for lead capture. The vendor will use different forms of digital media that best fits demographics and segmentation provided by the GAARNG. The vendor must possess the means to determine which media types are being utilized the most within the geographical areas or behavior targets of the audience specified by the GAARNG

5.2.1 The vendor will provide the ability to run 10 different campaigns simultaneously at any given time. Campaign targets will be identified by the GAARNG prior to activation.

5.2.2 Retargeting efforts will be determined based on the number of click through to the specified landing page but did not fill out the form to generate a lead capture.

5.2.3 Lead capture data must include at a minimum first name, last name, birthdate, phone number, email address, and zip code. Lead capture ROI cannot be tracked without this minimum data.

5.3 The Georgia Army National Guard will provide graphics, creatives, and messaging for all of the digital advertisement. The vendor will use the creatives as directed by the GAARNG.

5.3.1 In addition the GAARNG will provide a link with a code embedded into the link that must be used as the means to launch to the specified landing page. The code provided is a digital tracking method used to determine the ROI with the GAARNG internal tracking systems.

5.4 Advertisement sizes must be no smaller than 320X250 pixels but may be as large as 970x250. All files will be PNG, JPEG, GIF or HTML5.

5.4.1 All videos will be 15 or 30 seconds in length with a dimension of 1920x1080. All files will be .MOV, WMV or MP4.

5.5 The vendor will submit a weekly report to the GAARNG with the number of impressions reached for every current campaign.

5.6 Sixty-Seven High Schools have been identified by the GAARNG RRB as target areas. A desired radius of 1 mile from each zip code location for a duration long enough to reach 1,000,000 impressions and 250,000 clicks. See Technical Exhibit 1 for listing of Georgia High Schools and zip codes identified as targets. Ability to add additional targets as opportunities arise required.