A 02 - PWS - MN Wild Advertising 2021-2022.pdf

Ver. January 2021

PERFORMANCE WORK STATEMENT (PWS)

FOR

Minnesota Wild Hockey Advertising Services

1.0 General:

1.1 Scope: The contractor shall provide all personnel, equipment, tools, materials, supervision, and quality control necessary, except as specified in Paragraph 3.0 as Government Furnished, to perform target demographic advertising services, as defined in this PWS. The objectives of this contract is to build awareness on the advantages of joining the ARNG, developing leads, and increase recruitment into the Minnesota National Guard (MNARNG). This contract will capitalize on the target market all year long with advertising exposure to thousands of MN Wild fans.

1.2 Background: In order to meet the recruiting mission of 1600, the FY22 marketing plan focuses on branding the MNARNG in multiple areas to generate leads for enlistment.

The target demographic is 17-35 year-olds who can pass a Military Entrance Processing Stations (MEPS) physical. The target market of recruits is enlistment statistics show that healthy young adults who play sports and are sports enthusiasts will more likely pass a MEPS physical than those not interested in athletics.

The Minnesota Wild FY21 contract called for seat tarps, featuring Minnesota National Guard Soldier(s) and using the Minnesota Army National Guard recruiting logo, tagline and call to action viewed by 50,654 million fans in attendance at the Xcel Center throughout the 2020-2021 season. Additionally all digital advertising, to include TV viewership, resulted in over 7.5 million impressions throughout the 2020-2021 season.

The season produced 50 leads and 10 enlistments. Branding from the digital signage on the scoreboard at the start of the game cannot be directly tied to leads. However, this branding benefits from a long standing advertising relationship with the MN WILD and reinforces fans to couple the MN ARNG with their thoughts of the MN WILD as the “hometown team”.

The FY22 Minnesota Wild advertising campaign will include 25 pillar wrap print advertisements, online advertising at wild.com, digital LED signage at each regular season game, virtual signage and digital dashboard advertising at each regular season game.

1.3 Period of Performance (PoP): The Period of Performance shall be one 1 Base Year of 12 months and four (4) 12-month option years.

1.4 General Information:

1.4.1 Place and Performance of Services: The place of performance shall be at the contractor’s site except for the initial planning meeting. The initial planning meeting shall take place at the following location.

1025 Broadway Street NE Minneapolis, MN, 55413

1.4.2 Recognized Holidays: The following are recognized US holidays. The contractor shall perform services on these days if there is a game:

1.4.3.1 New Year’s Day: January 1st

1.4.3.2 Martin Luther King, Jr.’s Birthday

1.4.3.3 President’s Day

1.4.3.4 Memorial Day

1.4.3.5 Independence Day: July 4th

1.4.3.6 Labor Day

1.4.3.7 Columbus Day

1.4.3.8 Veteran’s Day: November 11th

1.4.3.9 Thanksgiving Day

1.4.3.10 Christmas Day: December 25th

1.4.3 Quality Control (QC): The contractor shall develop and maintain an effective Quality Control 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 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. Should the Force Protection Condition (FPCON) change, the Government may require changes in contractor security matters or processes.

1.4.5.1 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.

1.4.5.2 Protection of Personally Identifiable Information (PII). The contractor shall protect all PII encountered in the performance of services in accordance with Defense Federal Acquisition Regulation Supplement (DFARS) 224.103 Personally Identifiable Information and Department of Defense Directive (DoDD) 5400.11, Department of Defense Privacy Program, and DoD 5400.11-R. If a PII breach results from the contractor’s violation of the aforementioned policies, the contractor shall bear all notification costs, call-center support costs, and credit monitoring service costs for all individuals whose PII has been compromised.

1.4.6 Physical Security. 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.

1.4.7 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 COR 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.

1.4.8 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.

1.4.9 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.

1.4.10 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.

2.0 Definitions and Acronyms:

2.1 Definitions:

2.1.1 Contractor: A supplier or vendor awarded a contract to provide specific supplies or service to the Government. The term used in this contract refers to the prime.

2.1.2 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 Impressions: Defined by a user potentially seeing the advertisement.

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 privity 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.

2.1.12 Work Week. During all events at the Xcel Energy Center events through the hockey season unless otherwise specified.

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)

KO Contracting Officer MAD Marketing and Advertising Department 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 QR Quick Response ROI Return on Investment RRB Recruiting and Retention Battalion SCR Service Contract Reporting 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):

The Government will provide the property, material, equipment, and/or services listed below solely for the purpose of performance under this contract:

3.1 Materials: The Government will be responsible for providing the marketing logo and Soldier images for the pillar wraps.

3.2 The contractor shall cease usage of all functional files maintained by the contractor upon completion of the contract.

4.0 Contractor Furnished Property, Materials, and Equipment (CFP/M/E): The Contractor shall furnish all supplies, equipment and services required to perform work under this contract that are listed under section one of this statement.

5.0 Requirements. The contractor shall provide an advertising package consisting of all the listed elements below. The contractor shall provide qualified personnel, services, materials, equipment, supplies and facilities necessary to perform the services required under this contract.

5.1 Pillar Wraps: The contractor shall produce 25 pillar wraps featuring a Minnesota National Guard Soldier and a MN WILD player. The contractor shall design the creative wraps using Minnesota National Guard recruiting logo, tagline, and call to action.

Contractor shall receive approval from the Minnesota National Guard prior to printing, and have the pillar wraps up within two (2) weeks of the awarding of the contract.

Minnesota National Guard will recon the pillar space prior to hanging, and select which pillars will be wrapped in the lower level concourse. The Minnesota National Guard will also select which creative wrap goes on which pillar. Wraps shall be in place through the end of the hockey season and stay up for all events at the Xcel Energy Center for the duration of the contract period.

5.2 Digital Advertising (WILD.com). Contractor shall provide a minimum of 1,000,000 impressions directing people to NationalGuard.com/Minnesota beginning December 1, 2021 via wild.com and the Wild mobile App through various sized advertising on both platforms.

5.3 Digital LED Signage. The Minnesota National Guard Recruiting logo will be digitally displayed on the center-hung videoboard LED in tandem with the display of the American flag, during the introductions and singing of the National Anthem. The logo shall take up 80% of available space, 99% of the time, but not to exceed the size of the American flag. Advertising at this time shall have no affiliation with any military appreciation type messages.

5.4 Digital Dasher-Board Signage. The Minnesota National Guard logo shall be viewable on dasher-boards for three (3) consecutive minutes during each regular season game.

5.5 Virtual Signage. The Minnesota National Guard logo shall be inserted into virtual advertising images on screen and viewable when broadcasting. Virtual signage advertising is an alternative to digital dasher-board signage in the event that there are restrictions on public gatherings due to COVID-19. Logo shall be viewable for three (3) minutes during each regular season.

5.6 Metrics for Return on Investment (ROI) Assessment. The MN WILD will provide a Return on Investment (ROI) report no later than the end of the contract period, outlining the overall advertising metrics achieved over the course of this contract period. The ROI report will include at a minimum: overall impressions for each area of advertising, number of clicks on digital advertising (wild.com) leading to a MN Army National Guard site, statistics on the MN WILD fan attendance and viewership for fans aged 17-35 (how many MN WILD fans are 17-35 and what is their preferred medium to engage with the MN WILD), overall pillar wrap impressions for all events, digital dasher-board viewership geographic reach and demographic statistics of the 2021-2022 MN WILD fan base (age, gender, ethnicity). The ROI Report will be delivered to the MN Army National Guard in either .pdf or .ppt electronic file-type format.

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 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)

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

Form Date Website DD 1172-2 Mar 2017 http://www.dtic.mil/whs/directives/forms/index.htm 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/ https://www.esd.whs.mil/Directives/issuances/dodi/ 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/ http://www.dtic.mil/whs/directives/forms/index.htm

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

Aug 2000 https://www.esd.whs.mil/Directives/forms/dd0001_0499/ http://www.dtic.mil/whs/directives/forms/forminfo/forminfopage2479.html http://www.dtic.mil/whs/directives/forms/forminfo/forminfopage2479.html https://www.uscis.gov/sites/default/files/files/form/i-9.pdf 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/

TECHNICAL EXHIBIT 1

Performance Requirements Summary (PRS)

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

Performance Objective

Performance Standard Acceptable Quality Levels (AQL)

Surveillance Method / By Whom

5.1 Pillar Wraps

Contractor shall provide 25 pillar wraps featuring a MN

National Guard Soldier and a MN WILD player. Pillar wraps shall be in place two weeks after contract award and remain up through the end of the hockey season for all events at Xcel Energy Center.

100% compliance required.

Continuous Monitoring /

COR

5.2 Digital

Advertising

Contractor shall provide a minimum of 1,000,000 impressions directing people to

NationalGuard.com/Minnesota beginning upon contract award via WILD.com and the MN WILD mobile App.

Meets the standard 95% of the time.

Periodic Inspection / COR

5.3 Digital LED

Signage

The MN National Guard recruiting logo shall be digitally displayed on the center-hung LED videoboard in tandem with the display of the American Flag and signing of the National Anthem. Logo shall take up 80% of the available space 99% of the time.

Fails to meet the standard no more than one (1) time during PoP.

Random Monitoring / COR

5.4 Digital Dasher- Board Signage

The MN National Guard logo shall be viewable on the dasher-boards for three (3) consecutive minutes during each regular season game and playoff games.

Logo is not viewable for three (3) consecutive minutes per game not more than twice during

PoP.

Random Monitoring / COR

5.5 Virtual Signage

The Minnesota National Guard logo shall be inserted into virtual advertising images on screen and viewable when broadcasting. Virtual signage advertising is an alternative to digital dasher-board signage in the event that there are restrictions on public gatherings due to COVID-19.

Logo is not viewable for three (3) minutes per game not more than twice during PoP.

Random Monitoring / COR

TECHNICAL EXHIBIT 2

Deliverables Schedule

PWS Reference / Deliverable Title

Frequency Number of Copies

Medium/Format Submit To

5.1 Pillar Wraps

Provide within two (2) weeks of award.

1 Pictures of Wrapped Pillars

COR

5.6 ROI Report

NLT end of PoP. 1 Electronic Submission

COR