Ver. June 2021

PERFORMANCE WORK STATEMENT (PWS)

FOR

(Awardee) Advanced Marketing Services

LIST OF CHANGES:

Removed “Awardee” from heading.

1.0 – Target demographic changed from “17-24 year-olds” to “17-41 year olds”

5.2.1 – Age changed from 17-34 to 17-41; definition of a lead changed from “(a lead is a submitted website form loaded into Lead Management System)” to “(a lead is an individual within the enlistment age (17-41 years old) that has completed a lead form which has been delivered to the COR)”

5.2.5 – Added “virtually”

5.3.1 – Added “Upon completion of the contract, the COARNG will retain ownership of the microsite and the contractor’s access, and contractor payment will be removed from the account.”

5.3.2 – Changed “five (5) business” to “sixty (60)”

5.3.3 – Changed “that offers” to “and”; and added “Leads gathered will be submitted weekly to the COR.”

5.3.9 – Changed “three” to “seven (7)”

5.3.1 - Added “All digital marketing platform accounts established for performance of this contract, including but not limited to Meta Business Manager, Facebook Pages, Instagram accounts, Google Ads, Google Analytics, Google Tag Manager, Google Search Console, and similar accounts, shall be established in the Government’s name or transferred to the Government upon request. The contractor shall provide full administrative access throughout contract performance and at contract completion.”

5.3.11 – Removed

5.3.12 – Changed “before” to “after”; and added “The government estimates an annual media spend, with a not to exceed ceiling, of $100,000 per year.”

5.3.13 – Added “Upon completion of the contract, the contractor’s access and payment method will be removed from the accounts.”

5.5.1 – Removed

5.6 – Add “All products created under Section 5.0 of this PWS will remain the sole property and information of the COARNG and all such products/accounts/sites/pages, information, campaigns, etc. shall be transferred to the COARNG at completion of the contract period of performance.”

6.0 – Removed Applicable Publications DoDD 8140.01 and DoD 8570.01

Technical Exhibit 1: PRS

5.2.1 – Added “with the goal of delivering at least 20 quality (age 17- 41) leads per RRB’s assigned annual enlisted accessions mission) per year (a lead is a submitted website form loaded into Lead Management System an individual within the enlistment age (17-41 years old) that has completed a lead form which has been delivered to the COR).” to Performance Standard; and updated AQL from “100%” to “90%”

5.2.4 - Updated AQL from “100%” to “90%”

5.2.5 – Added “virtually” to Performance Objective; and updated AQL from “100%” to “90%”

5.2.6 - Updated AQL from “100%” to “90%”

5.2.7 - Updated AQL from “100%” to “90%”

5.3.1 - Updated AQL from “100%” to “90%”

5.3.2 – Added 5.3.2

5.3.3 – Changed “with” to “and” in Performance Objective; and updated AQL from “100%” to “90%”

5.3.4 – Added 5.3.4

5.3.5 - Updated AQL from “100%” to “90%”

5.3.5.1 - Updated AQL from “100%” to “90%”

5.3.6 - Updated AQL from “100%” to “90%”

5.3.7 - Updated AQL from “100%” to “90%”

5.3.8 - Updated AQL from “100%” to “90%”

5.3.9 – Changed “three” to “seven” in Performance Standard; and updated AQL from “100%” to “90%”

5.3.10 – Updated AQL from “100%” to “90%”

5.3.11 – Removed

5.4.2 – Updated Performance Objective from “5.4.2” to “5.3.12” to align with correct paragraph in PWS; changed “before” to “after” and added “The government estimates an annual media spend with a not to exceed ceiling of $100,000/per year.” in Performance Standard; and updated AQL from “100%” to “90%”

5.4.1 - Updated AQL from “100%” to “90%”

Technical Exhibit 2: Deliverables Schedule

5.3.2 – Changed “5.3.2” to “5.3.3” in PWS Reference / Deliverable Title to align with correct paragraph in PWS

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 41-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 period of performance, as defined in this PWS.

1.1.1 Objectives: The Colorado Army National Guard (COARNG) Recruiting and Retention Battalion (RRB) has a requirement to advertise at the state and local level using advanced marketing strategies with (Awardee) 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 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.

1.2 Period of Performance (PoP): The Period of Performance shall be One (1) Base Year of 12 months and three (3) 12-month option years.

PoP Start Date PoP End Date Base Year 27 September 2026 26 September 2027

Option Year 1 27 September 2027 26 September 2028 Option Year 2 27 September 2028 26 September 2029 Option Year 3 27 September 2029 26 September 2030

1.3 Place and Performance of Services: 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.

1.3.1 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 period of performance:

1.3.1.1 New Year’s Day: January 1st

1.3.1.2 Martin Luther King, Jr.’s Birthday

1.3.1.3 President’s Day

1.3.1.4 Memorial Day

1.3.1.5 Juneteenth National Independence Day: June 19th

1.3.1.6 Independence Day: July 4th

1.3.1.7 Labor Day

1.3.1.8 Columbus Day

1.3.1.9 Veteran’s Day: November 11th

1.3.1.10 Thanksgiving Day

1.3.1.11 Christmas Day: December 25th

1.3.2 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) and Contracting Officer (KO) 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 KO’s acceptance in writing of any proposed changes to its QCP.

1.3.3 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).

1.3.4 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.

1.3.5 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.

1.3.6 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.

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 an end product or service shall meet contract requirements.

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

2.2 Acronyms:

AEI Army Enterprise Infostructure AR Army Regulation 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 DFARS Defense 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) JEEP Joint Enlistment Enhancement Program KO Contracting Officer MSS Military & Strategic Studies 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 ROI Return on Investment RSID Recruiting Station Identification SCR Service Contract Reporting SMSP Strength Maintenance Management System SSN Social Security Number TE Technical Exhibit USD(I) Under Secretary of Defense for Intelligence

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.

4.2 Secret Facility Clearance: Not Applicable

4.3 Contractor Security Clearance: Not Applicable.

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 The contractor shall identify a Contract Manager to oversee all aspects of the program, including lead management system development, marketing campaign execution, and training and consultation.

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

5.2.1 One (1) Annual strategic and comprehensive marketing plan development tailored to the COARNG RRB Commander’s intent. Commander’s Intent for the following period of performance will be provided to the contractor NLT 01 May. The plan will include plan details, objectives, SWOT analysis, and the Media Spend plan for the period of performance with the goal of delivering at least 20 quality (age 17-34 41) leads per RRB’s assigned annual enlisted accessions mission) per year (a lead is a submitted website form loaded into Lead Management System an individual within the enlistment age (17-41 years old) that has completed a lead form which has been delivered to the COR). The plan must include the objectives, target audience, messaging, channels, and timeline for implementation. Completed annually.

5.2.2 The contractor shall conduct a recruiting market analysis that analyzes ARNG production data and key demographic data at the state, regional team, and Recruiting Station Identification (RSID) (individual recruiter) level, identifies trends, strengths, weaknesses, opportunities, and threats. Market data will be provided to the contractor by the Marketing NCO (MNCO). This report will be completed within 45 days of contract start as the first quarter analytic study.

5.2.3 The contractor shall perform (3) additional Geographic Information Systems (GIS) analytic studies to help support the recruiting needs of ARNG. Contractor shall be able to provide the following types of analytic studies: Market Share Analysis, Armed Services Vocational Aptitude Battery (ASVAB)/Armed Forces Qualification Test (AFQT) Analysis, Missioning Analysis, End Strength Analysis, Retention Analysis, RSID/Territory Rebalancing, Storefront Analysis, and Unit Location Analysis. These reports shall be provided once per quarter, within 45 days of receiving request for the type of analytic study and any required data from the government.

5.2.4 The contractor will provide four (4) quarterly training and consulting meetings for COARNG RRB Marketing to include techniques, best practices, and guidance to improve campaign effectiveness (NLT seven business days after the start of each Quarter) and facilitate bi-weekly status meetings via Microsoft Teams or similar mutually agreed upon medium.

5.2.5 The contractor will virtually attend one (1) COARNG RRB semi-annual training meeting (SATM) to provide training to COARNG RRB recruiting teams on contractor provided resources and gather feedback on improving system user-friendliness. The contractor shall provide online self-paced training and training aids for recruiters, available throughout the contract performance.

5.2.6 Twelve (12) monthly analytics meetings and reports. Coordinate and manage all aspects of the marketing campaigns. Provide reports including potential target segments, regions for recruitment and return on investment (ROI) including: total advertisement spend, leads obtained, Cost per Click (CPC), Cost per Lead (CPL), website traffic, conversion rate, Click Through Rate (CTR), Social Media Engagement, Email Open Rate, and monthly enlistments from platform to the COR (NLT seven business days after the last day of the previous month). This meeting may take place via phone, MS Teams, or another web meeting tool.

5.2.7 The contractor shall conduct a Return on Investment (ROI) Analysis at the end of each period of performance to evaluate the performance of the program elements and the overall success. Reports must be provided to the COR within 30 days of the end of the period of performance.

5.3 Marketing Services - The contractor shall provide the following marketing services related to the Advanced Marketing Services:

5.3.1 Contractor shall develop a COARNG RRB microsite featuring personalized landing pages for up to fifty-five (55) Recruiting & Retention NCOs (RRNCO), six (6) Section Chiefs (regional managers), and twenty-five (25) recruiting locations. Include share links for easy distribution and tracking in all recruiting marketing efforts. The contractor will perform a monthly technical site audit to ensure all links, landing pages, and forms are functioning properly and include the results of the audit in the monthly progress report in 5.2.6 to the COR. Upon completion of the contract, the COARNG will retain ownership of the microsite and the contractor’s access, and contractor payment method will be removed from the account. All digital marketing platform accounts established for performance of this contract, including but not limited to Meta Business Manager, Facebook Pages, Instagram accounts, Google Ads, Google Analytics, Google Tag Manager, Google Search Console, and similar accounts, shall be established in the Government’s name or transferred to the Government upon request. The contractor shall provide full administrative access throughout contract performance and at contract completion.

5.3.2 Contractor will provide a live user dashboard for tracking and analyzing campaign performance across all platforms with the ability to create custom reports detailing the performance of each campaign. Monitor and optimize campaign performance in real time. Contractor to provide dashboard access to COR and MNCO within five (5) business sixty (60) days of contract start. Dashboard must update at minimum every 24 hours.

5.3.3 The contractor shall provide a Lead Management System that offers and an email and SMS platform, that provides automated lead nurturing campaigns with unlimited contacts and unlimited contact attempts. The platform will require licenses for (55) Recruiting & Retention NCOs, (6) Section Chiefs (Regional Managers), (1) Command Team, and (3) Admin accounts. Leads gathered will be submitted weekly to the COR.

5.3.4 Contractor shall update ARNG’s (25) recruiting location listings with the latest information, including phone numbers, email addresses, website URLs, and working hours and publish recruiting location listings to at least the following directories including, but not limited to, Google, Facebook, Bing, Foursquare, MapQuest, Waze, Apple Maps, Garmin, Uber, Lyft, Yellow Pages, Data Axle, Nuestar Localeze, Yelp, Linkedin, Angi, Thumbtack and Nextdoor.

5.3.5 Contractor will manage Google my Business, Google Review Management, and provide a service that allows call forwarding, sequential routing, and time of day routing with licenses for each regional recruiting team. COARNG will maintain ownership and administrative rights of all pages.

5.3.5.1 The contractor shall provide a robust, cloud-based call tracking and analytics system for all recruiting locations, assigning unique tracking numbers and offering comprehensive tools to manage, route, and analyze inbound call activity, supporting communication effectiveness and recruitment performance monitoring.

5.3.6 The contractor shall conduct market research and compose a list of a minimum of 200 keywords and a minimum of 50 negative keywords to be used across all campaigns, organized by match type (broad, phrase, exact). The COR will provide a historical report of keywords (with results data) and negative keywords for analysis. The COR retains approval authority over keyword additions, removals, and match type changes. Monthly keyword performance report shall be provided with the standard monthly analytics deliverable.

5.3.7 Google Call Advertising Campaigns will be conducted throughout the period of performance, (one (1) per each regional recruiting team) utilizing keywords and negative keywords agreed upon by contractor and the COR. Campaigns must be launched NLT on the 1st of each month.

5.3.8 At minimum, five (5) Google Search Campaigns will be conducted throughout the period of performance utilizing keywords and negative keywords as well as location based, updated monthly as agreed upon by contractor and the COR. Campaigns must be launched NLT on the 1st of each month.

5.3.9 At minimum, five (5) active Google custom segmented Geofence and Geo-conquest campaigns utilizing keywords and negative keywords, targeting specific locations as agreed upon by the contractor and the COR. The contractor will monitor and optimize each campaign to improve efficiency and provide monthly reporting to the COR NLT three seven (7) business days after the start of the next month.

5.3.10 Five (5) Meta lead generation and retargeting campaigns will be conducted throughout the period of performance. Campaigns must be launched NLT on the 1st of each month.

(Removed) 5.3.11 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 COARNG members for the lead referral and Joint Enlistment Enhancement Program (JEEP).

5.3.12 The contractor will purchase media on behalf of the COARNG RRB including but not limited to paid social media, paid search, re-targeting advertising, and media placement when agreed to be necessary by the COR and MNCO and provide monthly ledger balances NLT three (3) business days before after the end of each month. All advertising creative must be approved in writing by the COR or MNCO prior to publication. Contractor provides a five (5) business day review window. The government estimates an annual media spend, with a not to exceed ceiling, of $100,000 per year.

5.3.13 All advertising platform accounts shall be created under, transferred to, or maintained using a COARNG-owned email address. Contractor may hold admin access but COARNG RRB retains owner-level rights at all times. Upon completion of the contract, the contractor’s access and payment method will be removed from the accounts.

5.4 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. Classes of assets will include advertising creative (photos, videos, written copy), email and SMS scripts, and reports. System access will be available within 1 business day of contract start. The COARNG will maintain ownership of all assets.

5.4.1 The contractor will provide and implement a centralized digital asset management system for organizing, storing, and sharing marketing assets. Must provide editable templates for each marketing campaign advertisement type for use by COARNG RRB Marketing.

5.4.1.1 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.

5.4.2 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.

5.5 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).

(Removed) 5.5.1 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 campaign identifiers for tracking return on investment (ROI).

5.5.2 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.

5.6 All products created under Section 5.0 of this PWS will remain the sole property and information of the COARNG and all such products/accounts/sites/pages, information, campaigns, etc. shall be transferred to the COARNG at completion of the contract period of performance.

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

Publication (Chapter/Page)

Date of Publication

Mandatory or Advisory

Website

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

Regulation Supplement http://www.acq.osd.mil/dpap/dars/dfarspgi/current/in dex.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

DoDM 5200.2 Procedures for the DoD Personnel Security Program

(PSP)

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

DoDI 5200.46 09/09/14 (Change 1:

05/04/2018) https://www.esd.whs.mil/Directives/issuances/dodi/ 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 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 https://www.esd.whs.mil/Directives/issuances/dodm/

DoD Investigative and Adjudicative Guidance for Issuing the Common

Access Card (CAC) 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

DoD 5400.11-R Department of Defense Privacy

Program

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

(Removed) DoDD 8140.01 Cyberspace Workforce Management

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

(Removed) DoD 8570.01-M Information Assurance Workforce

Improvement Program

12/19/2005 (Change 4:

11/10/2015)

DoD 5220.22-M National Industrial Security Program

Operating Manual (NISPOM)

02/28/2006 (Change 2:

05/18/2016)

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

Form Date Website

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

Aug 2000 https://www.esd.whs.mil/Directives/forms/dd0001_0499/

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).

Performance Objective Performance Standard Acceptable Quality

Levels (AQL) Surveillance Method / By

Whom 5.2.1

One (1) Marketing Plan Development training

The Marketing plan training will entail the objectives, SWOT analysis, and Media Spend plan for the period of performance designed to develop a strategic and comprehensive marketing plan tailored to the

100% 90%

Annual Review by COR https://www.dhs.gov/homeland-security-presidential-directive-12 https://www.dhs.gov/homeland-security-presidential-directive-12 https://www.esd.whs.mil/Directives/issuances/dodi/ https://www.esd.whs.mil/Directives/issuances/dodd/ https://www.esd.whs.mil/Directives/issuances/dodm/ https://www.esd.whs.mil/Directives/issuances/dodm/ http://www.dtic.mil/whs/directives/forms/dd/ddforms0001-0499.htm http://www.dtic.mil/whs/directives/forms/dd/ddforms0001-0499.htm https://www.esd.whs.mil/Directives/forms/dd0001_0499/

COARNG RRB

Commanders’ intent with the goal of delivering at least 20 quality (age 17-34

41) leads per RRB’s assigned annual enlisted accessions mission) per year (a lead is a submitted website form loaded into

Lead Management System an individual within the enlistment age (17-41 years old) that has completed a lead form which has been delivered to the COR). The plan must include the objectives, target audience, messaging, channels, and timeline for implementation.

(Completed Annually)

5.2.2 Recruiting Market

Analysis

The contractor shall conduct a recruiting market analysis that analyzes ARNG production data and key demographic data at the state, regional team, and

RSID level, identifies trends, strengths, weaknesses, opportunities, and threats

95% Annual review by COR

5.2.3 The contractor shall

perform (3) additional GIS analytic studies to help support the recruiting needs of

ARNG.

Contractor shall be able to provide the following types of analytic studies: Market

Share Analysis, ASVAB/AFQT Analysis, Missioning Analysis, End

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

95% Shall be provided once per quarter, within 45 days of receiving request for the type of analytic study and any required data from the government. Reviewed by

COR

5.2.4 The contractor will

provide four (4) quarterly training and consulting meetings for

COARNG RRB

Marketing.

Meetings to include techniques, best practices, and guidance to improve campaign effectiveness

(NLT seven business days after the start of each

Quarter) and facilitate bi-weekly status meetings via Microsoft Teams or similar mutually agreed upon medium.

Quarterly review by COR

5.2.5 The contractor will

virtually attend one (1) COARNG RRB semi-annual training meeting

(SATM).

To provide training to COARNG RRB recruiting teams on contractor provided resources and gather feedback on improving system user-friendliness. The contractor shall provide online self-paced training and training aids for recruiters, available throughout the contract performance.

Annual review by COR

5.2.6 Twelve (12) monthly

Analytics meetings and reports. Coordinate and manage all aspects of the marketing campaigns.

Coordinate and manage all aspects of the marketing campaigns. Provide reports including potential target segments, regions for recruitment and return on investment (ROI) including:

total advertisement spend, leads obtained, Cost per

Click (CPC), Cost per Lead (CPL), website traffic, conversion rate, Click

Through Rate (CTR), Social Media Engagement, Email Open Rate, and monthly enlistments from platform to the COR (NLT seven business days after the last day of the previous month).

This meeting may take place via phone, MS

Teams, or another web meeting tool.

Monthly Review by COR

5.2.7 Return on Investment

(ROI) Analysis

Analysis at the end of each period of performance to evaluate the performance of the program elements and the overall success. Reports must be provided within 30 days of the end of the period of performance.

5.3.1

COARNG RRB

microsite featuring personalized landing pages

Landing pages for up to fifty-five (55) Recruiting &

Retention NCOs (RRNCO), six (6) Section Chiefs

(regional managers), and twenty-five (25) recruiting locations. Include share links for easy distribution and tracking in all recruiting marketing efforts. Perform monthly technical site audit to ensure all links, landing pages, and forms are functioning properly.

5.3.2 Live User Dashboard

5.3.2 Contractor will provide

a live user dashboard for tracking and analyzing campaign performance across all platforms with the ability to create custom reports detailing the performance of each campaign. Monitor and optimize campaign performance in real time.

Contractor to provide dashboard access to COR and MNCO within five (5) business sixty (60) days of contract start. Dashboard must update at minimum every 24 hours.

90% Annual Review by COR

5.3.3 Lead Management

System with and Email and SMS lead nurturing platform

Provide a lead management system that offers an email and SMS platform, that provides automated lead nurturing campaigns with unlimited contacts and unlimited contact attempts.

The platform will require licenses for (55) Recruiting

& Retention NCOs, (6) Section Chiefs (Regional Managers), (1) Command

Team, and (3) Admin accounts. Leads gathered will be submitted weekly to the COR.

(*Weekly Review by COR on Leads submitted)

5.3.4 Directories

Contractor shall update ARNG’s (25) recruiting location listings with the latest information, including phone numbers, email addresses, website URLs, and working hours and publish recruiting location listings to at least the following directories including, but not limited to, Google, Facebook, Bing, Foursquare, MapQuest, Waze, Apple Maps, Garmin, Uber, Lyft, Yellow Pages, Data Axle, Nuestar Localeze, Yelp, Linkedin, Angi, Thumbtack and Nextdoor.

90% Annual Review by COR

5.3.5 Google Business

Management

Contractor will manage Google my Business, Google Review Management, and provide a service that allows call forwarding, sequential routing, and time of day routing with licenses for each regional recruiting team. COARNG will maintain ownership and administrative rights of all pages.

5.3.5.1 Call tracking and analytics system

The contractor shall provide a robust, cloud-based call tracking and analytics system for all recruiting locations, assigning unique tracking numbers and offering comprehensive tools to manage, route, and analyze inbound call activity, supporting communication effectiveness and recruitment performance monitoring.

99% 90%

Monthly Review by COR

5.3.6 Keywords

The contractor shall conduct market research and compose a list of a minimum of 200 keywords and a minimum of 50 negative keywords to be used across all campaigns, organized by match type (broad, phrase, exact).

Monthly keyword performance report shall be provided with the standard monthly analytics deliverable.

5.3.7 Google Call Advertising

Campaigns will be conducted throughout the period of performance

The contractor will custom tailor Google Call advertisements tailored to each Recruiting location using keywords and negative keywords.

5.3.8 At minimum, five (5)

Google Search Campaigns will be conducted throughout the period of performance utilizing keywords and negative keywords as well as

The contractor will custom tailor Google Search advertisements tailored to each Recruiting regional team utilizing keywords and negative keywords location based, updated monthly approved by marketing personnel.

5.3.9 At minimum, five (5)

active Google custom segmented Geofence and Geo-conquest campaigns

Utilizing keywords and negative keywords, targeting specific locations as agreed upon by the contractor and the COR.

The contractor will monitor and optimize each campaign to improve efficiency and provide monthly reporting to the COR NLT three seven business days after the start of the next month.

5.3.10 Five (5) Meta lead

generation and retargeting campaigns

Five (5) Meta lead generation and retargeting campaigns will be conducted throughout the period of performance.

Campaigns must be launched NLT on the 1st of each month.

(Removed) 5.3.11 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 COARNG members for the lead referral and JEEP program.

5.4.2 5.3.12

Paid Media

The contractor will purchase media on behalf of the COARNG RRB including but not limited to paid social media, paid search, re-targeting advertising, and media placement when agreed to be necessary by the COR and MNCO and provide monthly ledger balances NLT three (3) business days before after the end of each month. All advertising creative must be approved in writing by the COR or MNCO prior to publication. Contractor provides a five (5) business day review window. The government estimates an annual media spend with a not to exceed ceiling of $100,000/per year.

5.4.1 The contractor will

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

Must provide editable templates for each marketing campaign advertisement type for use by COARNG RRB Marketing.

Annual

TECHNICAL EXHIBIT 2

Deliverables Schedule

PWS Reference / Deliverable Title

Frequency Number of Copies

Medium/Format Submit To

5.2.1 Commander’s Intent. Top 3

priorities of the RRB for next period of performance

Annual 1 PDF Awardee

5.2.1 Annual Marketing

Plan

Annual 1 Word Document

COR

5.2.2 Recruiting Market Research Analysis

Data

Annual 1 CSV Awardee

5.2.2 Recruiting Market Research Analysis

Annual 1 PDF COR

5.2.3 Recruitment Data

Quarterly 1 CSV Awardee

5.2.3 GIS Analytic

Studies

Quarterly 1 PDF COR

5.2.5 Online Recruiter

Training

Annual 1 Digital COR

5.2.6 Monthly Progress

Updates

Monthly 1 PDF COR

5.2.7 ROI Analysis

Annual 1 PDF COR

5.3.2 The Colorado

National Guard shall provide a

Campo CSV format for (Awardee) to deliver the results.

Annual 1 CSV format provided by

COARNG

Awardee

5.3.2 5.3.3

The contractor shall report all names and phone numbers from all

Campaigns

Weekly 1 CSV COR

5.3.6 Historical Report of

Keywords and Negative Keywords

Annual 1 CSV Awardee

5.3.6 Keywords and

Negative Keywords

Annual 1 CSV COR

5.3.12 Paid Media Ledger

Monthly 1 PDF COR

5.4.1 Digital Asset Management

System

Annual 1 Digital COR