Amendment 01 - PWS Over SAT - Advanced Marketing Package_Final_20230824.docx

PERFORMANCE WORK STATEMENT (PWS)

FOR

Advanced Marketing Services

1.0 General: This contract is to provide the Colorado Army National Guard (COARNG) the ability to advertise at the state and local level using a reoccurring hybrid between paid local advertising, lead generation, and lead nurturing services. The primary objective is to reach the Army National Guard (ARNG) target demographic of 17–24-year-olds, Very Important Persons (VIP), and Centers of Influence (COI) in the local community and local school systems.

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 Advanced Marketing and Marketing Analysis throughout the Fiscal year, as defined in this PWS. There are 15 locations that serve as recruiting stations and 6 locations that are recruiting centers.

1.1.1 Objectives: The objective of this PWS is to provide a comprehensive marketing package to the Colorado Army National Guard (COARNG) Recruiting and Retention Battalion (RRB) 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. Advertising will be at the state and local level using advanced marketing strategies with the vendor in the digital advertising realm. By advertising on the internet/social media, RRB will be marketing directly to our target market, enhancing RRB’s efforts to recruit and assist new Soldiers for the Colorado Army National Guard. The goal is to generate 5,200 new leads for the COARNG annually.

1.2 Background: The Colorado Army National Guard Recruiting and Retention Battalion’s (RRB) mission is to promote the COARNG to gain interest and attention of prospective recruits and center of influences such as teachers and parents. The COARNG’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 17-24 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, as well as VIPs. The COARNG 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 COARNG achieve recruitment and retention goals. The Advanced Marketing Service package intends to place the COARNG within the top three choices for military service when searching for Military service across the internet within the state by leveraging paid advertising on platforms like Google and Facebook, as well as implementing effective search engine optimization (SEO) strategies. This comprehensive approach aims to achieve various goals, including accomplishing the end-strength mission, enhancing personnel readiness, generating leads, and increasing brand awareness. By implementing these strategies, the National Guard aims to meet national and state missions effectively.

1.3 Period of Performance (PoP): The Period of Performance shall be One (1) Base Year of 12 months and two (2) 12-month option years.

1.4 Place and Performance of Services: The contractor shall provide all work offsite. The contractor shall provide services throughout the period of performance, providing Opti-channel marketing campaigns that generate leads and lead referrals through a mix of direct mail, email, SMS, and social media. These marketing services will be primarily delivered via the Internet and other electronic communication methods. The contractor shall always maintain an adequate workforce 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 workforce are essential.

1.4.1 Recognized Holidays: The following are recognized United States (US) holidays. The contractor shall perform services on these days only to the extent that marketing is occurring via the Internet and other electronic communications as applicable during the fiscal year:

1.4.1.1 New Year’s Day: January 1st

1.4.1.2 Martin Luther King, Jr.’s Birthday

1.4.1.3 President’s Day

1.4.1.4 Memorial Day

1.4.1.5 Juneteenth National Independence Day: June 19th

1.4.1.6 Independence Day: July 4th

1.4.1.7 Labor Day

1.4.1.8 Columbus Day

1.4.1.9 Veteran’s Day: November 11th

1.4.1.10 Thanksgiving Day

1.4.1.11 Christmas Day: December 25th

1.4.2 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 the non-recurrence of defective services. The contractor’s QCP assures that its work complies with the contract’s requirements. At 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 (virtually or in-person at the discretion of the Contract Officer Representative.) 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.

1.4.3 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 primarily focuses on what the Government will do to ensure that the contractor has performed according to 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).

1.4.4 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. As appropriate, the KO, COR, and other Government personnel may meet periodically with the contractor to review the contractor’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.

1.4.5 Contract Manager (CM): The contractor 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 the daily operation of this contract. The CM shall work through the COR to resolve issues, receive technical instructions, and ensure the 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 contractor’s expense.

1.4.6 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 and 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 in FAR 22.17.

1.4.7 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.

1.4.8 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 services to the Government. The term used in this contract refers to the prime.

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

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

2.1.4 Key Personnel: Contractor personnel evaluated in a source selection process 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 listed in the proposal.

2.1.5 Physical Security: Actions that prevent government property loss or damage.

2.1.6 Quality Assurance: The Government procedures to verify that services being performed by the Contractor are performed according to acceptable standards.

2.1.7 Quality Assurance Surveillance Plan (QASP): An organized written document specifying the surveillance methodology to monitor contractor performance.

2.1.8 Quality Control: All necessary measures the Contractor takes to ensure that the quality of a product or service shall meet contract requirements.

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

2.2 Acronyms:

3.0 Government Furnished Property, Material, Equipment and Services (GFP/M/E/S): NONE

4.0 Contractor Furnished Property, Materials, and Equipment (CFP/M/E): NONE

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 Planning – The contractor shall meet with the Guard Representative within ten business days of the award, for a planning kick-off meeting to discuss and plan surveillance methods.

5.1.1 All campaigns, trademarks, service marks, slogans, artwork, written materials, drawings, photographs, graphic materials, film, music, transcriptions, or other materials that are subject to copyright, trademark, patent, or similar protection (collectively, the “Work Product”) produced by the contractor are the sole property of the COARNG provided: (1) such Work Product is accepted in writing by the COARNG within 12 months of being proposed by the contractor; and (2) The contractor pays all fees and costs associated with creating and, where applicable, producing such Work Product.

5.1.2 It is understood that the contractor may, on occasion, license materials from third parties for inclusion in Work Product. In such circumstances, ownership of such licensed materials remains with the licensor after the term of the license. In such instances, the COARNG agrees that it remains bound by the terms of such licenses. The contractor will keep the COARNG informed of any such limitations.

5.2 Marketing Services – The contractor shall provide the following marketing services related to the Advanced Marketing Services:

5.2.1 Four (4) Recruiting Market Analysis Reporting to include a comprehensive analysis of Colorado recruiting market trends and demographics. Deliverables contain the identification of potential target segments and regions for recruitment. Analytics Reports consisting of total advertisement spend, Website Traffic, Conversion Rate, Return on Investment (ROI), Customer Acquisition Cost, Click-Through Rate, Social Media Engagement, Email Open Rate, and Click-Through Rate, Customer Lifetime Value, must be delivered NLT the 21st of the month of the ended quarter (January 21, April 21, July 21, and October 21)

5.2.2 One (1) Marketing Plan Development and Training will include plan details, objectives, SWOT analysis, and the Media Spend plan for the fiscal year designed to develop a strategic and comprehensive marketing plan tailored to the COARNG RRB Commanders’ intent. The plan must include the objectives, target audience, messaging, channels, and timeline for implementation. (Completed NLT November 15, 2023)

5.2.3 Twelve (12) Monthly Analytics Meetings: Coordinate and manage all aspects of the marketing campaigns. Monthly progress updates and reporting will be due three business days prior to the end of each month. This meeting may take place via phone, MS Teams, or another web meeting tool. Advertisements and digital marketing target areas may change based on monthly reports.

5.2.4 Sixty (60) Custom Segmented Geofence and Geo-conquest campaigns. The contractor will monitor and optimize each campaign to improve efficiency and provide monthly reporting to assigned Marketing personnel NLT three business days prior to the end of the month.

5.2.5 Contractor will manage the COARNG online presence on various platforms and directories, including monitoring and responding to reviews and soliciting new reviews to improve search results. COARNG will maintain ownership and administrative rights of all pages.

5.2.6 Contractor will provide a live user dashboard for tracking and analyzing campaign performance and generate custom monthly reports detailing the performance of each campaign.

5.2.7 The contractor will provide quarterly consulting for the COARNG Marketing staff to include techniques, best practices, and guidance to improve campaign effectiveness. (NLT seven business days of each Quarter) This meeting shall be in person in conjunction with the Recruiting Market Analysis Report. See 5.2.1.

5.2.8 The contractor will provide and implement a centralized digital asset management system for organizing, storing, and sharing marketing assets.

5.2.9 Contractor will provide a Lead Management System to track and nurture leads generated from marketing efforts with monthly wrap-ups from each campaign.

5.2.10 Contractor shall develop a COARNG RRB microsite featuring personalized landing pages for up to fifty (50) Recruiting & Retention NCOs (RRNCO).

5.2.11 The contractor will execute direct mail, email, SMS, and custom audience social media campaigns targeting 20,000 high school students and 5,000 current serving Guard members for the lead referral and JEEP program.

5.2.12 Create and administer: Six (6) Lead nurturing campaigns will be performed utilizing email and MSS for leads captured on the COARNG marketing microsite. Target audience is prior service members, lead generating, OSM, WOSM, Special Forces, and Retention.

5.2.13 Twelve (12) Google Call Advertising Campaigns will be conducted monthly utilizing keywords and negative keywords provided by the Marketing personnel. (Campaigns must be launched NLT on the 1st of each month)

5.2.14 Twelve (12) Google Search Campaigns will be conducted throughout the fiscal year utilizing keywords and negative keywords provided by the Marketing personnel. (Campaigns must be launched NLT on the 1st of each month)

5.2.15 The contractor will purchase media on behalf of the COARNG RRB and provide monthly ledger balances (NLT three business days prior to the end of each month)

5.2.16 Five (5) Google Advertising Keywords will be purchased and will rotate monthly or quarterly at the discretion of the MNCO. Buying keywords aims to assure that the phrases searched for on Google that the COARNG is targeting will see competitive rates and ROI.

5.2.17 Social Media Advertising: Contractor shall provide COARNG at social media advertising which shall promote the COARNG social media pages. Social media platforms shall be but are not limited to Facebook, Instagram, YouTube, and Snapchat. Tik Tok shall NOT be used.

5.3 The Contractor shall comply with: (1) ARNG Style Guide/Graphic Standards (“Style Guide”) and (2) Electronic and Information Technology Accessibility Standards (Section 508), which is viewable online at http://www.access-board.gov/guidelines-and- standards/communications-and-it/about-the-section-508-standards/section-508-standards. This Style Guide will provide all ARNG Approved logos (s).

5.3.1 The Contractor shall ensure “NATIONALGUARD.com/CO” and/or “1-800-GO-GUARD” is advertised on all advertising placements. All digital advertisements will have an embedded hyperlink to www.nationalguard.com. The Contractor shall also use specialized embedded hyperlinks to specific pages within www.nationalguard.com. An example is: a “campaign” to target college-bound high school students who seek information on college tuition would be sent to http://www.nationalguard.com/college instead of the NationalGuard.com home page. Specialized embedded hyperlinks will be part of CIDs for tracking ROI.

5.3.2 The Contractor shall use only Army National Guard-specific trademarked logos. The Government will also make available the current video/photo library, which contains approved creative pictures, banners, electronic imagery, and videos for Contractor use. The COR will provide access to the current site library NLT ten days after Award. The library is managed by the Government. All Contractor created advertising shall be approved by the COR before posting to any COARNG platforms. All Contractor approved imagery and videos shall be uploaded to the library by the Contractor every month.

5.3.3 After each performance period, all content produced will belong to the COARNG; for all projects in which graphic materials and design work is developed, the final deliverable work should include, but not be limited to, the following, Original artwork files (i.e., .ai, .indd, .psd, .eps, .svg, and .pdf), High-resolution print-ready PDF (300 dpi), Stock imagery used.

6.0 Applicable Publications: Publications applicable to this PWS are listed below:

Publication (Chapter/Page)

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

Defense Federal Acquisition Regulation Supplement http://www.acq.osd.mil/dpap/dars/dfarspgi/current/index.html or https://www.acquisition.gov/dfars

Joint Travel Regulation (JTR) 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) 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 2013 http://nvlpubs.nist.gov/nistpubs/FIPS/NIST.FIPS.201-2.pdf

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) 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 https://www.dhs.gov/homeland-security-presidential-directive-12

DoDI 5400.11 Department of Defense Privacy and Civil Liberties Programs 01/29/2019 https://www.esd.whs.mil/Directives/issuances/dodi/

DoD 5400.11-R Department of Defense Privacy Program 05/14/2007 https://www.esd.whs.mil/Directives/issuances/dodm/

DoDD 8140.01 Cyberspace Workforce Management

10/05/2020 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) 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) https://www.esd.whs.mil/Directives/issuances/dodm/

6.1 Applicable Forms: Forms applicable to the PWS are listed below:

DD 1172-2

Application for Identification Card/DEERS Enrollment

I-9 Employment Eligibility Verification 10/21/2019 https://www.uscis.gov/sites/default/files/files/form/i-9.pdf

DD 441

Department of Defense Security Agreement Feb 2020 http://www.dtic.mil/whs/directives/forms/dd/ddforms0001-0499.htm

DD 250

Material Inspection and Receiving Report

TECHNICAL EXHIBIT 1

Performance Requirements Summary (PRS)

This PRS includes performance objectives the Government will use to determine contractor performance and compare contractor performance to the Acceptable Quality Level (AQL).

5.2.1 Four (4) Recruiting Market Analysis Report to include a comprehensive analysis of Colorado recruiting market trends and demographics

5.2.2 One (1) Marketing Plan Development

5.2.3 Twelve (12) Monthly analytics meetings with the COR

5.2.4 Sixty (60) Custom segmented Geofence and Geo-conquest Campaigns

5.2.7 Four (4) Marketing Consulting meetings

5.2.12 Six (6) Lead nurturing campaigns

5.2.13 Twelve (12) Google Call Advertising Campaigns

5.2.14 Twelve (12) Google Search Advertising Campaigns

5.2.16 Five (5) Google Advertising Keywords

TECHNICAL EXHIBIT 2

Deliverables Schedule

5.2.7 The Colorado National Guard shall provide a Campo CSV format to vendor to deliver the results. (NLT the 27th of each month)

5.2.7 The contractor shall report all names and phone numbers from all Campaigns

July 27, 2023