W912K623Q0032 QandA 19JUL23.pdf

W912K623Q0032 Q&A

Question

What is the annual budget for Marketing and analytics Services?

We are not authorized to disclose this information.

Question

Is the cover page on each volume included in the page count maximum?

Yes

Question

Is there an option to extend the contract years after like similar agencies with similar scopes?

No, this will be for 1 year with no options.

Question

We would like to know if this is a brand new contract OR if there is (was) an incumbent performing these services.

This is a new requirement, there is no incumbent.

Memorandum for All Interested Parties, Page 3; Contract Type and Evaluation Criteria

Please confirm if the maximum page count of five (5) pages is for all Volumes of Technical, Past Performance and Price combined or if the page count is Volume I – Technical only. Kindly clarify if the Title Page noted in Q&A is a required page or if the Government’s acceptance of “any format” indicates a Title/Cover page is optional.

5 Pages for all volumes to include cover pages (optional)

Memorandum for All Interested Parties, Page 3; Contract Type and Evaluation Criteria, Sub- Point 3.

Please indicate if there are any existing campaigns in progress that would require assessment and continuation under this new task, or confirm all assets and campaigns will be newly established.

No historic contract data or workload data is available.

Question

Performance Work Statement for Marketing Program, Page 3, Section 3.0 GFP/M/E/S

Given that all work is to be performed off-site, please confirm that there is no required need for Government equipment, to include a CAC reader to access reports and/or specific government systems to obtain necessary data for reporting and analysis requirements. Clarify any special requirements to access FAZR and RSID data, if applicable.

There is no required need for the Contractor to access Government equipment or Government data systems. The Government will provide all FAZR, DPRO, and DWH data required to complete the analytic studies or market research

Question

Performance Work Statement for Marketing Program, Page 3, Section 3.0 GFP/M/E/S

Does the Customer intend to add a line item for ODCs? If not, does this mean that the Customer must furnish licenses and accounts for all services to include licenses such as Microsoft Office, Adobe, Digital Business Card services, USPS postal services/postage, printing services, and procure independently marketing lists as contractor-expenses?

The Contractor will be required to cover all expenses that do not have an ODC.

The Contractor is responsible for the cost of all licenses required for the Contractor to perform the work, including but not limited to, software/hardware needed to execute GIS analytic studies, digital business cards and QR codes, digital asset management, creative support, local SEO, lead management, and optichannel marketing campaigns as well as licenses needed by the Government.

The Contractor will be required to procure marketing lists and will be responsible for the cost.

Performance Work Statement for Marketing Program, Page 4, Section 5.0 Requirements, Sub- Section 5.2.1.3

Does the Customer intend to add a line item for Travel? If not, what are the expectations regarding in-person training and consulting sessions at MDARNG HQ if all work is off-site and may be outside of a 25 mile radius which. Please clarify what the Government and Contractor may be individually or jointly financially responsible for; for example, will this include the need to provide training equipment, workbooks/materials, etc. at Contractor expense? Will the Government provide cost reimbursement for lodging, per diem, etc.?

The Contractor will be required to cover all travel expenses to include lodging and per diem. The Contractor will be required to provide any equipment, workbooks, and other materials required for training at their expense.

Question

Performance Work Statement for Marketing Program, Page 6, Section 5.0 Requirements, Sub- Section 5.6.6.1

Will emails be sent from a Government email ending .ctr@army.mail.mil or the likes by the Contractor employees? If so, please confirm the requirements for contractors to have access to email.

The Contractor will not need or have access to Government email.

Performance Work Statement for Marketing Program, Page 7, Section 5.0 Requirements, Sub- Section 5

Will the Customer provide the storage for all MDARNG digital assets produced under this contract? If not, what is the storage plan for a maximum of 1TB of storage?

The Contractor is responsible for providing the Digital Asset Management Platform for use by the Government which must include up to 1TB of storage. The Contractor is responsible for all expenses

Question

Performance Work Statement for Marketing Program, Page 8, Section 5.0 Requirements, Sub- Section 5.11.3

Given that all creative materials must be approved by National Guard Bureau, please stipulate applicable regulations and resources to ensure the deliverables are compliant. Please also specify what the expected approval turn-around timeframes are and how that will/may impact deliverable schedules.

The Brand guide changes with campaigns. The Government will provide current brand guidelines and files (logos, photos, etc.) needed to comply with this deliverable to the contract awardee. The Government will obtain approvals from NGB only in questionable situations, where guidance is required in a timely manner. Any delays in approval will impact the deliverable schedule.

mailto:.ctr@army.mail.mil

Technical Exhibit 1, Page 9

Will the Government update AQL levels? Or how will performance standards be determined?

AQL: 5% failure of timeliness or 5% failure of not meeting deadlines

Exhibit 1:

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. Standard: 95% of the time reporting is provided on-time. AQL: 5% failure of timeliness

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. Standard: 95% of the time data is provided within 45 days of receiving request and required data from the government. AQL: 5% failure of not meeting deadlines

5.5 Local SEO - The contractor shall manage recruiting locations listings and distribute to over 40 different directories. Standard: 95% of the time listings are updated within 10 business days of request. AQL: 5% failure of not meeting deadlines

5.11 Optichannel Marketing Campaigns - The contractor shall launch optichannel marketing campaigns within 7 days of receiving final government approval. Standard: 95% of the time campaigns are ready to launch on-time. AQL: 5% failure of not meeting deadlines

Technical Exhibit 2, Page 10 and Performance Work Statement for Marketing Program, Page 4, Section 5.0 Requirements, Sub-Section 5.2.2

The PWS states the ROI Analysis will take place at the end of the fiscal year however, the contract ends before fiscal end of September 30. The Deliverables Schedule indicates the analysis will take place 30 calendar days after all media elements have been executed. Please clarify the deliverable schedule and frequency of the ROI Analysis that the Government wishes to have occur during the contract year.

The Contractor should evaluate ROI at a minimum, quarterly, and make adjustments to optimize performance. The ROI Analysis Report will be by the last date of the contract. All optichannel marketing campaigns should be executed and finish NLT 1 Aug 2024 to allow time for reporting and analysis.

Technical Exhibit 2, Page 10 and Performance Work Statement for Marketing Program, Page 4, Section 5.0 Requirements, Sub-Section 5.4

The deliverable schedule indicates that analytic studies must be provided within 45 days of receiving required data and information from the Government however it cannot be discerned the frequency in which data will be provided. Please clarify how many times during the calendar year the Government will provide data for Analysis and if projected, the periods/months if known.

Analytic study timing and selection will be based on recruiting needs, so the Government can’t project which studies or when they will need to be executed at this time. The Contractor should have adequate experience, staffing, and resources to comply with the 45-day turn-around requirement and be able to deliver any of the types of analytic studies listed in the PWS within this timeframe.

Question

Memorandum for all Interested Parties, Factor 3 Pricing

Given that historic contract information and market research will be used for evaluation, will the Government be offering historic workload data as a Technical Exhibit to quantify workloads?

No historic contract data or workload data is available.

Question

Memorandum for all Interested Parties, Factor 3 Pricing

Please confirm the Government does not have any specific requirements in terms of education and/or experience for any personnel to include the Program Manager. If specific knowledge or experience is required for positions, will the pricing matrix be updated for a breakdown of pricing or will the single line-item table still be sufficient to meet the requirements for Factor 3- Pricing?

The Government does have specific requirements for the Program Manager position. The Program Manager should have a minimum of a master’s degree in marketing, business, or related field, more than 10 years of related professional experience, and a minimum of 5 years’ experience working specifically in marketing for Army National Guard recruiting.

There are not any specific requirements for other personnel for this contract, however, the Contractor must demonstrate that their organization has experience in marketing for military recruiting and specifically in marketing for the Army National Guard that are qualified to perform the services in this contract to include training and consulting.