MDARNG- Marketing Package PWS.pdf

Ver. Jun 2014

PERFORMANCE WORK STATEMENT (PWS)

FOR

Marketing Program

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 the Marketing Program as defined in this PWS.

1.1.1 Objective: The objective of this Performance Work Statement (PWS) is to provide a comprehensive marketing package to the Maryland Army National Guard (MDARNG) for recruitment and retention goals. The Contractor shall provide services to generate qualified recruitment leads, offer a customized lead capture and nurturing solution, and support the Recruiting and Retention Battalion (RRB) leadership, recruiters, and marketing staff.

1.2 Background: Maryland Army National Guard Recruiting and Retention Battalion’s (RRB) mission is to promote the MDARNG to gain interest and attention of prospective recruits and center of influences such as teachers and parents. The MDARNG’s RRB has a dual mission that is not understood well, and the general public has a hard time distinguishing National Guard from Active Duty. The primary target market is non-prior service (NPS) individuals 17-34 years of age. A secondary target is centers of influence (COIs) including but not limited to teachers, principals, and guidance counselors to help spread the message of the benefits of joining. The MDARNG requires the services of a contractor with experience providing marketing solutions for the Army National Guard to develop and execute a comprehensive marketing program that includes branding, engagements, leads, and recruiter support to help the MDARNG achieve recruitment and retention goals.

1.3 Period of Performance (PoP): The Period of Performance shall be 01 September 23 through 31AUGUST2024.

1.4 General Information

1.4.1 Place and Performance of Services: The contractor shall provide all work offsite.

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.

1.4.2 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.

2.0 Definitions and Acronyms:

2.1 Definitions:

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 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 PWS.

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 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. Quality Assurance Surveillance Plan (QASP): An organized written document specifying the surveillance methodology to be used for surveillance of contractor performance.

2.1.9 Quality Control: All necessary measures taken by the Contractor to ensure that the quality of an end product or service shall meet contract requirements.

2.1.10 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 Info structure AKO Army Knowledge Online AMP Automated Marketing Platform AR Army Regulation ARNG Army National Guard CM Contract Manager CMRA Contractor Manpower Reporting Application COR Contracting Officer Representative DA Department of the Army DAM Digital Asset Management DD254 Department of Defense Contract Security Classification Specification DFARS Defense Federal Acquisition Regulation Supplement DoD Department of Defense FY Fiscal Year GIS Geographic Information Systems GFP/M/E/S Government Furnished Property/Material/Equipment/Services KO Contracting Officer KPIs Key Performance Indicators MDARNG Maryland Army National Guard NGB National Guard Bureau NPS Non-Prior Service PII Personally Identifiable Information POC Point of Contact PQR Personalized Quick Response (code) PRS Performance Requirements Summary PURL Personalized Uniform Resource Locator PWS Performance Work Statement QA Quality Assurance QASP Quality Assurance Surveillance Plan QC Quality Control QCP Quality Control Program QMA Qualified Military Applicant QR Quick Response Code ROI Return on Investment RRB Recruiting and Retention Battalion SEO Search Engine Optimization SSN Social Security Number SMS Short Message Service 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 Other: The Government will provide access to relevant data and information necessary for the contractor to perform the required services under this contract. This includes but is not limited to production, FAZR, and RSID data. The Government will provide access to relevant platforms necessary for the contractor to perform the services in this contract, including but not limited to Google My Business, Facebook, Instagram, and other social media platforms.

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

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.

5.0 Requirements: The Contractor shall:

5.1 Program Management: The Contractor shall assign a Program Manager to oversee all aspects of the program, including lead management system development, marketing campaign execution, and training and consultation.

5.2 Campaign Management and Reporting: The Contractor shall manage the marketing program, coordinate marketing initiatives, and provide monthly reports on campaign progress and effectiveness.

5.2.1 The contractor shall provide monthly reports that include relevant Key Performance Indicators (KPIs).

5.2.2 The contractor shall conduct a Return on Investment (ROI) Analysis at the end of the fiscal year to evaluate the performance of the program elements and the overall success of the optichannel marketing campaigns.

5.3 Training and Consulting: The Contractor shall offer training and ongoing consultation and guidance to MDARNG to optimize campaign effectiveness and provide insights on industry best practices and emerging trends.

5.3.1.1 The Contractor shall provide a minimum of (2) online training sessions to MDARNG marketing staff and recruiters.

5.3.1.2 The Contractor shall provide, at a minimum, a monthly one-hour consulting session via MS Teams or another approved platform.

5.3.1.3 Contractor shall provide (1) two-day in-person training and consulting session at the MDARNG’s headquarters.

5.4 Market Research and Geographic Information Systems (GIS) Analytic Studies:

The Contractor shall provide market research, mapping, and analytics support using GIS analytic best practices to visualize, analyze, and interpret the geographic data.

5.4.1 The contractor shall provide a spreadsheet of all data used, a written report that includes key findings and recommendations, and an online briefing for the following analytic studies:

5.4.1.1 The Contractor shall conduct a Recruiting Marketing Analysis that analyzes MDARNG production data and key demographic data at the Team and RSID Level, identifies trends, strengths, weaknesses, opportunities, and threats.

5.4.1.2 The Contractor shall perform (3) additional GIS analytic studies to help support the recruiting needs of the MDARNG. Contractor shall be able to provide the following types of analytics studies: Market Share Analysis, ASVAB/AFQT Analysis, Missioning Analysis, End-Strength Analysis, Retention Analysis, RSID/Territory Rebalancing, Storefront Analysis, Unit Location Analysis.

5.4.2 The Contractor shall create a minimum of (4) custom maps to support MDARNG's recruiting needs and provide high-resolution PDF files for printing.

5.5 Marketing Strategy: The Contractor shall develop and implement a marketing strategy that incorporates market research and analytics, provides tools and training for recruiters, and employs targeted marketing for lead generation.

5.5.1 Marketing Audit: The Contractor shall conduct a Marketing Audit that analyzes MDARNG's marketing plans, resources, and market research. The contractor shall provide a report and briefing with analysis and recommendations.

5.5.2 Marketing Execution Guide: The Contractor shall develop a step-by-step marketing execution plan based on the MDARNG’s marketing plan mission priorities, market timing, and other factors. The contractor shall provide a written plan and systems for managing execution of the marketing plan.

5.6 Local Search Engine Optimization (SEO) for Recruiting Locations: The Contractor shall optimize recruiting location listings, manage review responses, and run email and SMS campaigns to solicit reviews for (28) recruiting locations.

5.6.1 The Contractor shall audit current recruiting location listings and identify changes needed to improve local search engine optimization (SEO).

5.6.2 Contractor shall update Maryland Army National Guard's recruiting location listings with the latest information, including phone numbers, email addresses, website URLs, and working hours and publish recruiting location listings to over 40 online directories including but not limited to Google, Facebook, Bing, Foursquare, Mapquest, Waze, Apple Maps, Uber, Lyft, and Yellow Pages.

5.6.3 Contractor shall provide a recruiting location finder page and web page for each recruiting location and connect it to the listings to boost local SEO.

5.6.4 Contractor shall monitor and respond to online reviews use pre-approved templates on all platforms where the business listings are distributed.

5.6.5 Contractor shall provide access and training for (10) MDARNG RRB staff to manage recruiting locations, monitor and respond reviews.

5.6.6 Contractor shall execute email and SMS campaigns to solicit new reviews from recruits who have recently visited the Maryland Army National Guard's recruiting locations to include follow-up messages that encourage recruits to leave reviews on relevant online directories.

5.6.6.1 Contractor shall provide up to 100 emails and 50 SMS per location per month.

5.7 Digital Business Cards and QR Codes: The Contractor shall provide digital business cards, dynamic QR codes for MDARNG marketing and recruiting efforts.

5.7.1 The contractor shall provide (2) custom digital business card templates, and a maximum of (100) digital business cards with unlimited scans. The contractor shall set-up and manage digital business cards and provide QR codes to RRB staff for use on mobile devices and printed materials.

5.7.2 The contractor shall provide (5) custom QR code templates and a maximum of

(400) dynamic and static QR codes with unlimited scans. The contractor shall set-up and manage QR codes.

5.7.3 The contractor shall provide administrative level access to (1) user, online training, and support for our QR code platform.

5.8 Lead Management Program: The Contractor shall implement a lead management program to track and nurture leads generated from marketing efforts.

5.8.1 The contractor shall track leads generated from different channels integrate all marketing platforms for seamless lead tracking and nurturing.

5.8.2 The contractor shall provide access to all members of the MDARNG RRB.

5.8.3 The contractor shall build campaigns for every stage of the MDARNG recruiting pipeline, including lead capture, lead nurturing, and conversion.

5.8.3.1 The contractor shall incorporate personalized one-to-one messaging and mass marketing efforts via a variety of communication channels to include email, video email, 2-way text messaging, ringless voicemail, phone, and direct mail.

5.8.3.1.a The contractor shall customize automated outbound messages to appear as if they are originating directly from a member of the MDARNG Recruiting and Retention Battalion (RRB) staff.

5.8.3.1.b The contractor shall include an outbound media budget ceiling of $3,500 for email, text messaging, ringless voicemail, and direct mail.

5.9 Digital Asset Management (DAM) System: The Contractor shall implement and manage a centralized searchable digital asset management system for organizing, storing, and sharing marketing assets.

5.9.1 Contractor shall organize and store MDARNG digital assets, including images, videos, and documents (maximum of 1,000 assets and 1 TBD of storage).

5.9.2 Contractor shall provide ability to create pre-designed layouts or structures within the digital asset management (DAM) system that allow users to maintain brand consistency and streamline content creation by providing a set of standardized design elements, such as fonts, colors, logos, and imagery (maximum of 20).

5.9.2.1 Contractor shall create (5) custom MDARNG branded templates.

5.9.3 Contractor shall provide access to all RRB staff, (1) administrative level user, and online training on the digital asset management system.

5.9.4 Contractor shall track and provide analytics on which assets are being used.

5.10 Marketing Microsite with Recruiter Landing Pages: Contractor shall develop and host a mobile responsive microsite for Non-Prior Service recruiting efforts.

5.10.1 Contractor shall provide a microsite with a minimum of (5) pages with relevant ARNG recruiting information that is linked to nationalguard.com.

5.10.2 Contractor shall provide a general landing page and personalized landing pages for up to 50 recruiters.

5.10.3 Contractor shall provide lead capture and tracking.

5.10.4 The contractor shall deliver a minimum of (6) lead nurturing emails to all leads captured through the microsite.

5.11 Optichannel Marketing Campaigns: The Contractor shall create and manage optichannel marketing campaigns using a mix of traditional and digital media such as direct mail, email, SMS, and custom audience social media.

5.11.1 The contractor shall execute the following campaigns:

5.11.1.1 The contractor shall execute a Non-Prior Service Campaign targeting 25,000 High School Juniors and Seniors that includes personalized direct mail, outbound messaging, retargeting, lead nurturing, and a microsite.

5.11.1.1.a The campaign shall include a minimum (6) emails, (1) SMS, (1) direct mail postcard.

5.11.1.1.b The contractor shall provide a microsite with a customized campaign landing page with lead form capture and a minimum of (5) pages with relevant ARNG recruiting information that is linked to nationalguard.com.

5.11.1.1.c The contractor shall provide printing and postage for 25,000 oversized postcards.

5.11.1.1.d The contractor shall provide a commercially sourced list of high school juniors and seniors and college students in Maryland for use in this campaign if the Government is unable to provide a contact list.

5.11.1.2 The contractor shall execute a Centers of Influence Campaign targeting 20,000 Principals, Guidance Counselors, and Educators that includes personalized direct mail, outbound messaging, retargeting, lead nurturing, and a microsite.

5.11.1.2.a The contractor shall provide a commercially sourced list of principals, guidance counselors, and teachers in Maryland for use in this campaign.

5.11.1.2.b The campaign should include at a minimum (4) emails and (2) SMS text messages to all 20,000 contacts.

5.11.1.2.c The contractor shall provide a microsite with a customized campaign landing page with lead form capture and a minimum of (2) pages with relevant ARNG recruiting information that is linked to nationalguard.com.

5.11.1.2.d The contractor shall provide printing and postage for 2,500 oversized postcards.

5.11.2 The contractor shall use an Automated Marketing Platform (AMP) to automate campaigns, provide high-level of personalization, and improve tracking of Key Performance Indicators (KPIs) and actionable insights that will improve lead to enlistment conversion rates.

5.11.2.1 The contractor shall use personalized uniform resource locators (PURLs) in all outbound messaging and personalized quick response (PQR) codes on all direct mail postcards to provide a high-level of personalization and tracking.

5.11.2.2 The contractor shall personalize all outbound messages with the name of the recipient.

5.11.2.3 The contractor shall automate outbound messaging and integrate re-targeting tactics to increase engagement to lead conversions.

5.11.2.4 The contractor shall provide lead scoring to identify the most propensed leads.

5.11.3 The contractor shall develop messaging and creative materials to Army National Guard (ARNG) brand standards. All creative must be approved by National Guard Bureau (NGB).

5.11.4 The contractor shall provide end-to-end analytics on all campaign elements and a user-friendly dashboard for tracking and analyzing campaign performance, as well as monthly reporting on key performance indicators (KPIs), leads generated, and channel analysis.

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 Acceptable Quality Levels (AQL)

Surveillance Method / By Whom

5.2 Campaign Reporting

The contractor shall provide a monthly report with relevant KPIs for each marketing element executed the month prior.

The report shall be provided NLT the 7th day of the month.

Marketing NCOIC

5.3 GIS Analytic Studies

The contractor shall provide a spreadsheet with all data used in the analytic study and a written report with recommendations.

Marketing NCOIC

5.5 Local

SEO

The contractor shall manage recruiting locations listings and distribute to over 40 different directories.

Marketing NCOIC

5.11 Optichannel Marketing Campaigns

The contractor shall launch optichannel marketing campaigns within 45 days of receiving required information from the government.

Marketing NCOIC

TECHNICAL EXHIBIT 2

Deliverables Schedule

(Deliverables must be identified in the PWS and then summarized here. See examples below)

PWS

Reference / Deliverable Title

Frequency Number of Copies

Medium/Format Submit To

Reference

PWS

paragraph where deliverable is required and the title of the deliverable.

When is deliverable due?

Self- Explanatory

How should deliverable be provided?

To whom is deliverable submitted?

(NOTE:

Submission should always be to the COR or KO unless there is sufficient justification otherwise.)

5.2.1 Monthly

Reporting

Provide by 7th calendar day of each month.

1 Electronic Submission

Marketing

NCOIC

5.2.2 ROI

Analysis

Provide within 30 calendar days after all media elements have been executed.

1 Electronic Submission

Marketing

NCOIC

5.4 Analytic

studies

Provide within 45 calendar days after receiving all required data and information from the government.

1 Electronic Submission

Marketing

NCOIC

5.5.1 Marketing

Audit

Provide within 30 calendar days after receiving all required information from the government.

1 Electronic Submission

Marketing

NCOIC

5.5.2 Marketing

Execution Guide

Provide with 45 calendar days after receiving all required information from the government.

1 Electronic Submission

Marketing

NCOIC

5.7 Digital

Business Cards and QR Codes

Provide within 10 calendar days after receiving request from the government.

1 Electronic Submission

Marketing

NCOIC

5.9.2.1 Custom

branded templates

Provide within 45 calendar days after receiving all required information from the government.

1 Electronic Submission

Marketing

NCOIC