W912L2-24-RFI-0001 PWS Lead Generation v3.pdf

Lead Generation and Management

222 pages

22 January, 2024

Arizona Army National Guard USPFO for Arizona

Performance Work Statement

Ver. December 2022

PERFORMANCE WORK STATEMENT (PWS)

FOR

LEAD GENERATION AND MANAGEMENT

1.1 Scope:

1.1.1. The contractor shall provide all personnel, equipment, tools, materials, supervision, and quality control necessary, except as specified herein as Government Furnished, to perform marketing and administrative clerical services, as defined in this Performance Work Statement (PWS).

1.2 Background:

1.2.1. This is a new award for same or similar services that have successfully been acquired by the Arizona National Guard in the past. This is a one-time single purchase for services to be performed during an established period of performance.

1.3 Period of Performance (PoP):

1.3.1. Commencement of work shall begin within 10 days after receipt of written Receipt of Award

(ROA).

1.3.1.1. The commencement of work shall begin within 10 calendar days after written receipt of award and last until the established period of performance of One Year, 365 days of the start of the contract, Period of performance extensions beyond this established end date may be granted as extensions to the base year contract for up to 3 years. (base plus 2)

1.4 General Information:

1.4.1. Normal hours of operation are Monday through Friday from 7:00 am to 4:00 pm Arizona time (no daylight savings). Except on recognized US holidays or when the Government facility/installation is closed due to local or national emergencies, administrative closings, or similar Government-directed facility/installation closings. Performance shall be at:

Papago Park Military Reservation 5636 E. McDowell Road Phoenix, AZ 85008

The contractor shall at all times maintain an adequate work force for the uninterrupted performance of all tasks defined within this PWS when the Government facility/installation is not closed for the above reasons. When hiring personnel, the contractor shall keep in mind that the stability and continuity of the work force are essential. Teleworking is not authorized.

1.0 General:

1.4.1.1. 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.

1.4.1.2. 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:

• New Year’s Day: January 1st

• Martin Luther King, Jr.’s Birthday

• President’s Day

• Memorial Day

• Juneteenth

• Independence Day: July 4th

• Labor Day

• Columbus Day

• Veteran’s Day: November 11th

• Thanksgiving Day

• 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. As a minimum, the contractor shall develop QC procedures that address the areas identified in:

Technical Exhibit 1, Performance Requirements Summary (PRS).

A final QCP shall be submitted to the Contracting Officer Representative (COR) NLT 10 days after contract award. After acceptance of the QCP, the contractor shall obtain the Contracting Officer’s (KO’s) acceptance in writing of any proposed changes to its QCP.

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 requiring Common Access Card (CAC): The CAC is the DoD Federal Personal Identity Verification (PIV) credential. Before CAC issuance, the contractor employee requires, at a minimum, a favorably adjudicated Tier 1 or an equivalent or higher investigation in accordance with Army Directive 2014-05. The contractor employee will be issued a CAC only if duties involve one of the following: (1) both physical access to a DoD facility and access, via logon, to DoD networks on-site or remotely; (2) remote access, via logon, to a DoD network using DoD-approved remote access procedures; or (3) physical access to multiple DoD facilities or multiple non-DoD federally controlled facilities on behalf of the DoD on a recurring basis for a period of 6 months or more. At the discretion of the sponsoring activity, an initial CAC may be issued based on a favorable review of the FBI fingerprint check and a successfully scheduled Tier 1 investigation at the Office of Personnel Management. Sponsorship and enrollment information about each applicant must be registered in the Defense Enrollment Eligibility Reporting System (DEERS) through either the Real-Time Automated Personnel ID System (RAPIDS) using the DD Form 1172-2 or the Trusted Associate Sponsorship System (TASS).

1.4.5.1.1. Homeland Security Presidential Directive (HSPD)-12 Background Investigation Requirements: The contractor shall ensure that all contractor and subcontractor personnel whose duties require CAC card issuance obtain them, and shall process all CAC card applications. The contractor shall ensure that all employees requiring an initial background investigation complete a Personnel Security Investigation Portal (PSIP) form at Attachment (“TBD”), at the earliest possible date and that this form is forwarded to the COR immediately. The COR will review the form for completeness and accuracy and forward it to the National Guard Bureau (NGB) Personnel Security manager who will initiate the investigation process via the PSIP.

Contractor personnel will then receive two e-mail messages; the first will confirm that the investigative service provider has received the request, and the second will provide instructions for the completion of the appropriate form via the Electronic Questionnaires for Investigations Processing (e-QIP) system. Upon completion of the e-QIP questionnaire and submittal of all required documents, including fingerprint card to the security manager, the background investigation (BI) will be initiated. The contractor shall ensure immediate compliance with all instructions regarding background investigation processing, including those provided verbally, by e-mail or via a Government system. The contractor is cautioned that the entire process from submittal of the PSIP form to return of the FBI fingerprint check may routinely take from two to six weeks and shall factor this lead time into its hiring/placement process. The contractor shall make all reasonable efforts to ensure that contractor employees meet CAC eligibility standards upon assignment to the contract and shall be held responsible for delays, failure to meet performance requirements or decreases in efficiency in accordance with the applicable inspection clause.

1.4.5.1.2. Trusted Associate Sponsorship System (TASS): The contractor shall process CAC applications through the TASS, the procedures for which are described below.

Although there is no requirement for the contractor to designate a “Corporate Facility Security Officer" (FSO) to serve as its single point of contact for the BI, the TASS application process and other CAC and security-related matters, such designation facilitates these processes. If a Corporate FSO is not established, all contractor employees requiring a CAC will be required to process their own applications. The submission process for CAC applications is as follows:

1) The contractor's FSO or contractor employee shall submit requests for a

CAC via email to the designated TASS Trusted Agent (TA). The TASS TA for this requirement will be: TBD

2) The Government will establish a TASS application account for each CAC

Request and will provide each contractor employee a user ID and password, via email, to the contractor’s FSO or contractor employee. The FSO or contractor employee shall access the TASS account and complete the CAC application (entering/editing contractor information as applicable) at:

https://tass.dmdc.osd.mil/tass/. The contractor’s FSO or contractor employee shall follow up to ensure that the TA is processing the request.

3) The Government will inform the contractor's applicant, via email, of one of the following:

a) Approval. -- Upon approval, the information is transferred to the DEERS database and an email notification is sent to the contractor with instructions on obtaining their CAC. The contractor proceeds to a RAPIDS station (RAPIDS Site Locator: http://www.dmdc.osd.mil/rsl/).

b) Rejection. -- The Government, in separate correspondence, will provide reason(s) for rejection.

c) Return. -- Additional information or correction to the application required by the contractor employee.

http://www.dmdc.osd.mil/rsl/)

**The contractor shall maintain records of all approved and rejected applications.**

1.4.5.1.3. Real Time Automated Personnel Identification Documentation System (RAPIDS) At the RAPIDS station, the RAPIDS Verification Officer will verify the contractor employee by Social Security Number (SSN) and two forms of identification.

Identity source documents must come from the list of acceptable documents included in Form I-9, OMB No. 1615-0047, "Employment Eligibility Verification".

Consistent with applicable law, at least one document from the Form I-9 list shall be a valid (unexpired) State or Federal Government-issued picture ID. The Identity documents will be inspected for authenticity and scanned and stored in the DEERS upon issuance of an ID. The photo ID requirement cannot be waived, consistent with applicable statutory requirements. The Verification Officer will capture primary and alternate fingerprints, picture, and updates to DEERS, and will then issue a CAC. Issued CACs will be valid for no longer than three years, or until the individual's contract end date (inclusive of any options), whichever is earlier.

1.4.5.1.4. The contractor shall manage requests for new or renewal CAC cards in sufficient time to ensure that all contractor employees have them when needed to perform work under this contract. The contractor shall provide at least 10 calendar days advance notice to the TA, unless there are extenuating circumstances approved by the COR or

KO.

1.4.5.1.5. The contractor shall return issued CACs to the DEERS office upon departure or dismissal of each contractor employee, and shall obtain a receipt for each card and provide it to the TA/COR. Failure to comply with these requirements may result in withholding of final payment.

1.4.5.1.6. The contractor shall obtain an Army Knowledge Online (AKO) email address for each applicant, including subcontractors, who may be deployed or require logical access to a Government computer network. Note: If employees of a contractor lose the privilege to access AKO, they lose the ability to renew their CAC. Therefore, it is critical that contractor employees maintain their AKO accounts.

1.4.5.2. Contractors that do NOT require CAC: Reserved.

1.4.5.3. Awareness Training (AT) Level 1: All contractor employees, including subcontractor employees, requiring access to Army installations, facilities, and controlled access areas shall complete AT Level 1 training within 30 calendar days after contract start date and within 30 calendar days of new employees commencing performance. The contractor shall submit certificates of completion for each affected contractor and subcontractor employee to the KO within 15 calendar days after completion of training by each employee or subcontractor personnel. AT Level 1 awareness training is available at the following website:

https://jko.jten.mil/courses/atl1/launch.html.

1.4.5.4. iWATCH Training: The contractor and all associated subcontractors with an area of performance within an Army-controlled installation, facilities or area shall brief all employees on the local iWATCH program (training standards provided by the requiring activity Antiterrorism Officer (ATO)). This local developed training shall be used to inform https://jko.jten.mil/courses/atl1/launch.html employees of the types of behavior to watch for and instruct employees to report suspicious activity to the COR or the KO. This training shall be completed within 30 calendar days of contract award and within 30 calendar days of new employees commencing performance.

The contractor shall report completion for each contractor employee and subcontractor employee to the KO within 15 calendar days after completion of training.

1.4.5.5. 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.

1.4.5.6. Use of Government Information Systems (IS) and access to Government networks is a revocable privilege, not a right. Users are the foundation of the DoD strategy and their actions affect the most vulnerable portion of the Army Enterprise Infrastructure (AEI).

Contractor employees shall have a favorable background investigation or hold a security clearance and access approvals commensurate with the level of information processed or available on the system. Contractor employees shall:

1.4.5.6.1. Comply with the command's Acceptable Use Policy (AUP) for Government owned

IS and sign an AUP prior to or upon account activation.

1.4.5.6.2. Complete initial and/or annual Information Assurance (IA) training as defined in the IA Best Business Practices (BBP) training (https://atc.us.army.mil/iastar/docs/Training_BBP.pdf).

1.4.5.6.3. Mark and safeguard files, output products, and storage media per classification level and disseminate them only to individuals authorized to receive them with a valid need to know.

1.4.5.6.4. Protect IS and IS peripherals located in their respective areas in accordance with physical security and data protection requirements.

1.4.5.6.5. Practice safe network and Internet operating principles and take no actions that threaten the integrity of the system or network.

1.4.5.7. Army Training Certification Tracking System (ATCTS): All contractor employees with access to a Government information system shall be registered in ATCTS (https://atc.us.army.mil/iastar/index.php) at commencement of services, and shall successfully complete the DoD Information Assurance awareness training prior to access to the IS and then annually thereafter. (https://iatraining.us.army.mil/).

https://atc.us.army.mil/iastar/docs/Training_BBP.pdf https://atc.us.army.mil/iastar/index.php

1.4.5.8. Information Assurance (IA) Training. All contractor employees and associated subcontractor employees shall complete the DoD IA Awareness Training before issuance of network access and annually thereafter.

1.4.5.9. 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.

1.4.5.10. OPSEC Training: In accordance with AR 530-1, Operations Security, new contractor employees shall complete Level I OPSEC training within 30 calendar days of their reporting for duty and annually thereafter. The contractor shall submit certificates of completion for each contractor employee to the KO within 15 calendar days after completion of training.

Level 1 OPSEC training is available at https://securityawareness.usalearning.gov/opsec/index.htm.

1.4.5.11. OPSEC SOP/Plan. The contractor shall develop an OPSEC Standard Operating Procedure (SOP)/Plan and provide it to the COR within 90 calendar days of contract award to be reviewed and approved by the responsible Government OPSEC officer, per AR 530-1, Operations Security. This SOP/Plan shall include a process to identify the Government's critical information, why it needs to be protected, where it is located, who is responsible for it, and how to protect it. The contractor shall implement OPSEC measures as required by the Government. In addition, the contractor shall identify an individual who will be an OPSEC Coordinator. The contractor shall ensure this individual becomes OPSEC Level II certified within 90 days of appointment as OPSEC coordinator in accordance with AR 530-1.

Contractor shall provide a copy of the certification to the COR NLT 15 days after completion.

1.4.5.12. Access to Classified Information. The contractor shall comply with FAR52.204-2, Security

Requirements. This clause applies to contracts that involve access to information classified “Confidential,” “Secret,” or “Top Secret,” and requires contractors to comply with the Security Agreement (DD Form 441), including the National Industrial Security Program Operating Manual (DoD 5220.22-M) and applicable updates/changes.

1.4.5.13. Threat Awareness and Reporting Program (TARP). Per AR 381-12, Threat Awareness and

Reporting Program (TARP), contractor employees with security clearances must receive annual TARP training by a counterintelligence (CI) agent or other trainer as specified in Chapter 2 Threat Awareness and Education, Section II, paragraph 2-4b. The contractor shall identify annual TARP training, personnel trained, and date of training within 15 days of training completion.

1.4.6. Physical Security. (Include this section even if performance will not be at a Government facility.)

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.

https://securityawareness.usalearning.gov/opsec/index.htm

1.4.6.1. Key Control. The Contractor shall develop procedures covering key control that shall be included in the Quality Control Plan. This includes the turn-in of any issued keys by personnel who no longer require access, as well as report any occurrences of lost or duplicated keys/key cards to the Contracting Officer. In the event that keys become lost or duplicated, the replacement of locks or re-keying shall be deducted from the monthly payment due the Contractor.

1.4.6.2. Lock Combinations: N/A

1.4.7. Special Qualifications: Reserved

1.4.8. Post Award Conference/Periodic Progress Meetings: The contractor agrees to attend any post award conference convened by the KO in accordance with FAR 42.5. The KO, COR and other Government personnel, as appropriate, may meet periodically with the contractor to review the contactor’s performance. At these meetings, the KO 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.

1.4.9. 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 KO, 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.

1.4.10. Identification of Contractor Employees: (contractor personnel will be required to obtain and keep on hand their CAC.) 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.

1.4.10.1. 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.

1.4.11. 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.

1.4.12. Contractor Travel: Travel costs incurred by contractor personnel are at the expense of the contractor.

1.4.13. 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.

1.4.14. 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.

1.4.15. Phase In / Phase Out Periods: To minimize any decreases in productivity and to prevent possible negative impacts on additional services, the contractor shall have personnel on board, during the 15 Day, phase in/ phase out periods. During the phase in period, the contractor shall become familiar with performance requirements in order to commence full performance of services on the contract start date.

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

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

2.1.5. 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.

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

2.1.7. Quality Assurance: The Government procedures to verify that services being performed by the

Contractor are performed according to acceptable standards.

2.1.8. 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 privy of contract with the subcontractor.

2.1.11. Work Day: The number of hours per day the Contractor provides services in accordance with the contract. Please reference section 1.4.1 for additional details.

2.1.12. Work Week: Monday through Friday, unless specified otherwise.

2.0 Definitions and Acronyms:

2.2. Acronyms:

AEI Army Enterprise Infostructure AR Army Regulation ASVAB/ AQFT Armed Servies Vocational Aptitude Battery/ Armed Forces Qual Test 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 FAR Federal Acquisition Regulations DFARS Defense Federal Acquisition Regulation Supplement AFARS Army 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 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 SCR Service Contract Reporting SSN Social Security Number TE Technical Exhibit USD(I) Under Secretary of Defense for Intelligence

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. Property:

3.1.1. Reserved

3.2. Materials:

3.2.1. The Government will provide Marketing Branding and Regulatory Guidance.

3.3. Equipment:

3.3.1. Reserved

3.4. Services:

3.4.1. Reserved

3.5. Utilities:

3.5.1. All utilities in the facility will be available for the contactor’s use in the performance of this contract. The contractor shall instruct employees in utilities conservation practices. The contractor shall operate under conditions that preclude the waste of utilities, which include turning off the water faucets or valves after using the required amount.

4.1. General:

4.1.1. 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.

4.2. Secret Facility Clearance:

4.2.1. Reserved

3.0 Government Furnished Property

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

4.3. Contractor Security Clearance:

4.3.1. Reserved

5.1. Service Contract Reporting:

5.1.1. Reserved

5.2. Labor Hours Reporting

5.2.1. Reserved

5.3. System of Award Management (SAM)

5.3.1. The contractor shall completely fill in all required data fields using the following web address:

https://sam.gov. Log in and select Entity Registrations and then select Service Contract Reporting.

5.3.2. The Contractor shall report the required information annually by October 31, for services performed under this contract during the preceding Government fiscal year (October 1-September 30).

5.3.3. The DoD Guidebook for Service Contract Reporting in SAM, available on the DoD Procurement

Toolbox at https://dodprocurementtoolbox.com/site-pages/service-contract-reporting-scr. The General Services Administration (GSA) has also posted additional guidance such as quick start guides, informational videos, and frequently asked questions, that can be accessed by going to https://sam.gov and searching the “HELP” section. The SAM Federal User Guide is also available in the “HELP” section for comprehensive instructions on navigating SAM. Contractors requiring assistance using SAM should contact the Federal Service Desk at https://www.fsd.gov.

5.4. Purpose & Intent

5.4.1. This is a services contract to provide Professional Marketing Services for the AZ ARNG Recruiting and Retention Battalion. The Government shall not exercise any supervision or control over the contract service providers performing the services herein. Such contract service providers shall be accountable solely to the Contractor who, in turn is responsible to the Government.

5.4.2. The intent of this contract is to help Recruiters meet the standard set forth by the Arizona Army

5.0 Requirements:

https://dodprocurementtoolbox.com/site-pages/service-contract-reporting-scr https://www.fsd.gov/

National Guard Recruiting and Retention Battalion, resulting in qualified recruitment leads.

5.5. Objectives:

5.5.1. The objective of this contract is to support the growth of the Arizona Army National Guard through lead generation and management for all 60 Recruiters.

Contractor Requirements, Description of Duties & Qualifications

5.5.2. Personnel in charge and managing AZARNG RRB account should: makes sure that the brand's voice is cohesive throughout their advertisements. To coordinate all AZARNG marketing needs in correlation to our desired intent. Preferred a master’s degree in marketing or a minimum of 10 years of experience in marketing. Desired three years minimum with experience in marketing and graphic design. This role requires great attention to detail, knowledge of social media platforms, and online marketing tools and marketing campaign development. Shall possess computer operations skills such as using MS Word, Excel, PowerPoint, InDesign, Illustrator, Photoshop, Acrobat, Bridge, Premier, and Final Cut Pro.

5.5.2.1. Direct contact with Arizona National Guard Marketing department.

5.5.2.2. Creating a platform for all recruiters to generate leads.

5.5.2.3. Leveraging relationships with business for market support.

5.5.3. DUTIES: The contractor over seeing AZARNG RRB account is responsible for the incorporating and accomplishment of the following duties:

5.5.3.1. The Contractor shall assign personnel to oversee all aspects of the program, including lead management system development, marketing campaign execution, and training and consultation.

5.5.3.2. The contractor shall have experience in marketing specifically for military recruitment.

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

5.5.3.4. The contractor shall provide monthly reports that include relevant Key Performance

Indicators (KPIs).

5.5.3.5. 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.

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

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

5.5.3.8. The Contractor shall provide, at a minimum, a monthly one-hour consulting session via

MS Teams or another approved platform.

5.5.3.9. Contractor shall provide (1) two-day in-person training and consulting session at the

AZARNG’s headquarters.

5.5.3.10. 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.

5.5.3.11. The Contractor shall provide (2) GIS analytic studies to help support the recruiting needs of the AZARNG.

5.5.3.12. Contractor shall be able to provide the following types of analytics studies: Recruiting

Market Analysis, Market Share Analysis, ASVAB/AFQT Analysis, Missioning

Analysis, End-Strength Analysis, Retention Analysis, RSID/Territory Rebalancing, Storefront Analysis, Unit Location Analysis.

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

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

5.5.3.15. 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.

5.5.3.16. Marketing Execution Guide: The Contractor shall develop a step-by-step marketing execution plan based on the AZARNG’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.

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

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

5.5.3.19. The contractor shall provide access to all members of the AZARNG Recruiting and

Retention Battalion.

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

5.5.3.21. 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.

5.5.3.22. The contractor shall customize automated outbound messages to appear as if they are originating directly from a member of the AZARNG Recruiting and Retention Battalion

(RRB) staff.

5.5.3.23. The contractor shall include an outbound media budget for email, text messaging, ringless voicemail, and direct mail.

5.5.3.24. 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 the AZARNG’s (16) recruiting locations.

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

5.5.3.26. Contractor shall update Arizona 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 Patriot Direct, Army Recruiting Information Support System

(ARISS), Google, Facebook, Bing, Foursquare, Mapquest, Waze, Apple Maps, Uber, Lyft, and Yellow Pages.

5.5.3.27. 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.

5.5.3.28. Contractor shall monitor and respond to online reviews on Google and Facebook using pre-approved templates for all recruiting locations.

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

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

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

5.5.3.32. The contractor shall provide (2) custom digital business card templates and digital business cards with unlimited scans for approximately 70 recruiters. 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.

5.5.3.33. The contractor shall provide (5) custom QR code templates and a minimum of 200 dynamic and static QR codes with unlimited scans. The contractor shall set-up and manage QR codes.

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

5.5.3.35. 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.

5.5.3.36. Contractor shall organize and store AZARNG digital assets, including images, videos, and documents (should include a minimum of 1,000 assets and 1 TBD of storage).

5.5.3.37. 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 (should include a minimum of 15 templates).

5.5.3.38. Contractor shall create (5) custom AZARNG branded templates.

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

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

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

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

5.5.3.43. Contractor shall provide a general landing page and personalized landing pages for up to

70 recruiters.

5.5.3.44. Contractor shall provide lead capture and tracking.

5.5.3.45. 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.

5.5.3.46. The contractor shall execute a Non-Prior Service Campaign targeting 10,000 High

School Juniors and Seniors that includes personalized direct mail, outbound messaging, retargeting, lead nurturing, and a microsite.

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

5.5.3.48. 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.

5.5.3.49. The contractor shall provide printing and postage for 10,000 oversized postcards.

5.5.3.50. Lead Nurturing: The contractor shall deliver a minimum of (6) lead nurturing emails to all leads captured through the marketing microsite and campaign microsites.

5.5.3.51. 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.

5.5.3.52. 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.

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

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

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

5.5.3.56. 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).

5.5.3.57. 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.

5.5.3.58. Media: The contractor shall develop and execute a comprehensive media plan to support the AZARNG’s recruiting efforts.

5.5.3.59. The contractor shall conduct media research and develop a media strategy and plan that will address the AZARNG’s marketing objectives.

5.5.3.60. The contractor shall purchase and place media on behalf of the AZARNG.

5.5.3.61. The contractor shall monitor and evaluate the performance of each platform and provide the AZARNG with access to an online dashboard tool showcasing the performance of each campaign platform in near real time, including but not limited to the following

KPIs for select media channels: impressions, cost per impression, clicks, click-through-rate, cost per click, on-site conversions, conversion rate, cost per conversion, completed video views, and social engagements (e.g., likes, comments, shares).

5.5.3.62. The contractor will work directly with Patriot Direct Optichannel to pre-build campaigns, including creative microsites, already approved by the National Guard

Bureau (NGB).

5.5.3.63. The contractor will provide comprehensive market research studies specifically tailored to the AZARNG Recruiting and Retention Battalion. This would include a range of services such as Recruiting Market Analysis, Mission Analysis, Storefront Location, Unit Location, Retention Analysis, and RSID balancing.

6.1. Applicable Publications

6.1.1. Publications applicable to this PWS are listed below:

Publication (Chapter/Page)

Date of Publication

Mandatory or Advisory Website

Federal Acquisition Regulation Mandatory https://www.acquisition.gov/?q=browsefar Defense Federal Acquisition

Regulation Supplement Mandatory http://www.acq.osd.mil/dpap/dars/dfarspgi/current/index.h tml or https://www.acquisition.gov/dfars Joint Travel Regulation (JTR) Mandatory https://www.defensetravel.dod.mil/site/travelreg.cfm

6.0 Publications:

https://www.acquisition.gov/?q=browsefar http://www.acq.osd.mil/dpap/dars/dfarspgi/current/index.html http://www.acq.osd.mil/dpap/dars/dfarspgi/current/index.html https://www.acquisition.gov/dfars https://www.defensetravel.dod.mil/site/travelreg.cfm

DoDM 1000.13-M-V1 DoD Identification (ID) Cards (Enclosure 2, paragraph 3.b)

01/23/2014 (Change 1:

07/28/2020)

Mandatory http://www.esd.whs.mil/Directives/issuances/dodm

Federal Information Processing Standards (FIPS) Publication

201-2 Personal Identity Verification

(PIV) of Federal Employees and Contractors

(paragraph 9)

August

Mandatory http://nvlpubs.nist.gov/nistpubs/FIPS/NIST.FIPS.201- 2.pdf

DoDM 5200.2 Procedures for the DoD Personnel Security

Program (PSP)

04/03/2017 Mandatory https://www.esd.whs.mil/Directives/issuances/dodm/

DoDI 5200.46 DoD Investigative and

Adjudicative Guidance for Issuing the Common Access

Card (CAC)

09/09/14 (Change 1:

05/04/2018)

Mandatory https://www.esd.whs.mil/Directives/issuances/dodi/

Homeland Security Presidential Directive (HSPD)-12 Policy for a Common

Identification Standard for Federal Employees and

Contractors

08/27/2004 Mandatory https://www.dhs.gov/homeland-security-presidential-directive-12

DoDI 5400.11 Department of Defense Privacy and Civil Liberties Programs

01/29/2019 Mandatory https://www.esd.whs.mil/Directives/issuances/dodi/

DoD 5400.11-R Department of Defense Privacy

Program

05/14/2007 Mandatory https://www.esd.whs.mil/Directives/issuances/dodm/

DoDD 8140.01 Cyberspace Workforce

Management

10/05/2020

Mandatory https://www.esd.whs.mil/Directives/issuances/dodd/

DoD 8570.01-M Information Assurance

Workforce Improvement Program

12/19/2005 (Change 4:

11/10/2015)

Mandatory https://www.esd.whs.mil/Directives/issuances/dodm/

DoD 5220.22-M National Industrial Security Program Operating Manual

(NISPOM)

02/28/2006 (Change 2:

05/18/2016)

Mandatory https://www.esd.whs.mil/Directives/issuances/dodm/

Army Directive 2014-05 Policy and Implementation

Procedures for Common Access Card Credentialing and Installation Access for

Contractors NOT Cleared

03/07/2014 Mandatory https://armypubs.army.mil/ProductMaps/PubForm/ ArmyDir.aspx

AR 25-2

Information Assurance

04/04/2019 Mandatory http://armypubs.army.mil/ProductMaps/PubForm/AR.asp x

AR 530-1

Operations Security

09/26/2014 Mandatory http://armypubs.army.mil/ProductMaps/PubForm/AR.asp x

AR 525-13

Antiterrorism

12/09/2019 Mandatory http://armypubs.army.mil/ProductMaps/PubForm/AR.asp x

AR 381-12

Threat Awareness and

Reporting Program (TARP) (Section II, ¶ 2-4.b)

06/01/2016 Mandatory http://armypubs.army.mil/ProductMaps/PubForm/AR.asp x

6.2. Applicable Forms:

http://www.esd.whs.mil/Directives/issuances/dodm http://nvlpubs.nist.gov/nistpubs/FIPS/NIST.FIPS.201-2.pdf http://nvlpubs.nist.gov/nistpubs/FIPS/NIST.FIPS.201-2.pdf…