Adverts_SOW_Amendment___1.docx

STATEMENT OF WORK (SOW)

Washington Air National Guard Digital Advertising Campaign

1. 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 social media advertisement/digital ad placement which directs the individual who selected the ad to the Washington Air National Guard Recruiting landing page. The intent is to increase engagements, impressions, recruitments and leads with trackable measures, as defined in this Statement of Work (SOW). Advertisements will be a combination of static banners, 15 second videos, and 30 second videos.

1.2 Background: The Washington Air National Guard, requires a cohesive digital advertising campaign on websites aimed toward a target audience based on demographics, occupational data, education, income, and interests. The individual selecting the ad will be redirected to (one of the following, distributed evenly):

www.facebook.com/waangrecruiting www.goang.com/wa https://mil.wa.gov/air-guard

The goal is to recruit the most highly qualified applicants into the Washington Air National Guard by attracting more applicants than traditional avenues (i.e. career fairs, school visits, local events). The target market is men and women, ages 17-39 years old.

1.3 Period of Performance (PoP): The period of performance shall be one year (365 days)

1.4 General Information:

1.4.1 Quality Control (QC): The contractor shall develop and maintain an effective QC Plan (QCP) to ensure performance in accordance with this SOW. The contractor shall develop and implement procedures to ensure compliance with this SOW. 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 Place of Performance. The Washington Air National Guard does not require the contractor to performance at any specified location.

1.4.3 Contract Manager (CM): The contactor shall provide a CM. 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 Contracting Officer. 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 Contracting Officer to resolve issues, receive directions and ensure adequate compliance with this SOW. 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 Contracting Officer. The CM shall ensure contractor employees understand that actions outside the scope of the contract are performed wholly at the expense of the contractor.

1.4.4 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. Definitions and Acronyms

2.1 Contractor. A supplier or vendor awarded a contract to provide specific supplies to the government. The term used in this contract refers to the prime.

2.2 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.

2.3 Defective Product. Output that does not meet the standards as outlined in this Statement of Work.

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

2.5 Physical Security. Actions that prevent the loss or damage of Government property.

2.6 Quality Assurance. The government procedures to verify that performance by the Contractor according to acceptable standards.

2.7 Quality Control (QC). All necessary measures taken by the Contractor to assure that the quality of the end product shall meet contract requirements.

2.8 Subcontractor. One that enters into a contract with a prime contractor. The Government does not have privity of contract with the subcontractor.

2.12 ACRONYMS:

AFARS Army Federal Acquisition Regulation Supplement AFI Air Force Instruction

3. Contractor Furnished Property, Materials, and Equipment

3.1 Except for those items specifically stated to be Government-Furnished in paragraph 3.2, the contractor shall furnish everything required to perform under this Statement of Work.

3.2 The government will deliver static graphics for use as banners, and 15 and 30 second videos for use by the contractor.

4. Contractor Deliverables

4.1 The Contractor shall Delivery 200,000 views/impressions (View ≥10 seconds) using 30 second video and non-skipping 15 second video, and static banners.

4.1.1 Using static or video ads; generate 2,500 clicks.

4.1.2 Desired views/impressions and clicks to be spread equally over the period of performance (12 months).

4.2 The focus is on Military-age youth/adults, age 17-39 years old. 75% of the views need to be generated by Military age group.

4.3 The area of advertising will be geo-targeted to the State of Washington to the maximum extent possible.

4.4 Advertising must be additionally targeted by digital behavior using keywords and affinity audience (such as thrill-seekers, gamers, higher education etc.) to reach the most WAANG propensed audience possible.

4.5 The intent of the advertising is to drive consumers into the sales funnel. This RFP has no desire to use “Click bait” websites in order to get a high amount of impressions and clicks, with no real value. Value is placed on reaching a highly propensed audience that are most likely to be interested in joining the Washington Air National Guard.

· No websites that are tagged as pornographic, promote drugs (legal or illegal), bigoted, or extremist may be used. Websites must be continuously monitored to avoid creating a negative view of the WAANG in the eyes of the public.

4.6 The Contractor must continue to optimize throughout the period of performance.

4.7 The vendor should monitor ads for “burnout” and advise the KO on when to send fresh creative (videos & static). The vendor should also monitor times and dates of ad consumption, to make most use of advertising dollars.

4.8 The success of this campaign depends on hitting the correct audience of a propensed Military aged demographic. The campaign should be adjusted to target this demographic—within the scope of the contract—where possible.

5. Reporting

5.1 Status Reports:

· Summary of tasks accomplished, critical actions/issues, problems/issues encountered and program recommendations.

· All information concerning the data developed under this SOW shall be property of the United States Government. The contractor shall not publish or disclose such data or reports in any manner and understands that such data can only be released with the consent of the WAANG.

5.2 Monthly reports will be provided to the KO which indicate the number of impressions, clicks, views, highlights, and suggested improvements. The vendor will offer a monthly call-in to discuss monthly results and trends. Monthly report must be sent no later than two-weeks after the end of the month.

5.3 Mid campaign report and final campaign results will be more comprehensive. The reports will included the monthly numbers rolled up to that point. They will also include demographic information of the ad consumer such as age, male/female, and geographic location. The reports will also indicate best practices and suggested improvements. Reports to be received no later than two weeks after six-month mark and end of the period of performance.

TECHNICAL EXHIBIT 1

Requirements Summary This Requirements Summary includes required standards. The Government will use these standards to determine minimum requirements met and compare to the Acceptable Quality Level (AQL).

TECHNICAL EXHIBIT 2

Deliverables Summary