MOD-20190626_PWS&PRS_W912LQ-19-Q-0028.docx

PERFORMANCE WORK STATEMENT

Virginia Army National Guard Recruiting and Retention Battalion (RRB) has a requirement for outdoor advertising. The prime demographic of the Virginia Army National Guard is 16-24 year olds. Advertising directly to high school students, college students, their family and friends provides the Virginia National Guard an opportunity to sell the benefits of the VANG and project themselves as a “Plan A” for high school students, college students, athletes, and their support network. Parents, teachers, coaches, and other adult influencers shape which career options youth consider and impress upon them certain beliefs and perceptions of different post-high school options, including military service. This out-of-home advertising medium will allow the Virginia National Guard to connect with these adults and reduce objections to youth enlistment.

The Virginia National Guard Recruiting and Retention Command obtains advertising other than billboards through other national contracting vehicles. Therefore, this requirements is limited to outdoor advertising services via means of highway billboard only.

Vendors without a record of past performance or a record of recent/relevant past performance will be assigned a neutral rating. These vendors will not be evaluated favorably or unfavorably on past performance.

1. Bulletin and Poster Displays:

The contractor shall provide the Virginia National Guard Recruiting and Retention Command an advertising package that provides 80 posters (approximately 10’6” x 22’8”) and 25 vinyl bulletins (acceptable sizes: 14’x48’, 12’x50’, 12’x48’ and 10’6” x 36”), displaying Virginia National Guard advertisements on public service outdoor advertising billboards across the Commonwealth during the period September 28, 2019 through September 27, 2020 with two, one year option periods. The period of performance includes production which shall not exceed thirty (30) days after date of award. This is the minimum requirement an advertising package shall provide for a one year period

The contractor shall accomplish all tasks to meet the requirements of this Performance Work Statement (PWS). Services required include producing, erecting and removing posters and vinyl bulletins in major and minor markets. In accordance with National Guard Regulation (NGR) 601-1, paragraph 7-10, rental fees are prohibited and will not be paid. The contractor will have no more than two corrections required in a one year period. The contractor will submit photographs after initial instillation of each bulletin and poster. Random inspections by Virginia National Guard Recruiting and Retention Command will occur.

2. Artwork

The Virginia National Guard will provide the artwork to be displayed on each billboard. Files will be created in CS6, Adobe Creative Suite 6. The artwork will be provided to the contractor as a .jpg file. The government can provide the artwork as .eps files upon request to the Contracting Officer’s Representative (COR). The images and messages will vary.

The artwork shall not be altered without prior approval by the Contracting Officer’s Representative (COR).

The contractor shall provide artwork proofs to the Virginia National Guard Marketing Department prior to production. Incorrect/inaccurate information must be corrected within two (2) business days at no additional cost to the Government. 100% accuracy of the proof is required prior to production. No more than two reviews, one initial review and one review if needed due to discrepancies shall occur.

On-site meetings after award are preferred for validation and review of artwork, however the government has and will continue to conduct meetings via conference call unless the situation warrants face to face discussions.

The Virginia National Guard will inspect the displays upon completion of installation. Any billboard which does not meet the requirements of this contract shall be corrected within three (3) business days at no additional cost to the government.

3. Billboard Conditions

The contractor shall maintain each billboard in good condition for the duration of the contract. Good condition is defined as no visible damage from 150 feet that could alter the original appearance of the artwork.

4. Timeliness of Correction/Repairs to displays and/or billboards

If damaged, the contractor shall repair or replace the billboard advertisement within seven (7) business days at no cost to the government. No more than one untimely correction/repair/replacement in a one year period will occur.

5. Advertising in minor markets / Advertising in major markets

The contractor shall ensure billboard advertising is geographically dispersed throughout the Commonwealth. A minimum of seventy percent (70%) of billboard advertising shall be in minor markets (examples of minor markets include, but are not limited to, South Boston, South Hill, Farmville, Blackstone, Emporia, and Gate City). A minimum of twenty percent (20%) of billboard advertising shall be in major markets (examples of major markets include, but are not limited to, Richmond, Roanoke, Norfolk, Northern Virginia and Fredericksburg).

Markets with transient student populations, such as Farmville, VA, Blacksburg, VA, Lynchburg, VA, Harrisonburg, VA and Charlottesville, VA, shall be targeted as prime markets during August, September and January.

6. Length / Visibility of display

Billboard signs shall be positioned so they are clearly visible to oncoming traffic, without obstructions, from 150 feet. Digital billboards are acceptable.

At a minimum, billboards shall be clear-light illuminated from sunset to sunrise each day.

Billboard advertising shall be displayed a minimum of three (3) consecutive months in minor markets.

Billboard advertising shall be displayed a minimum of thirty (30) consecutive days in major markets.

Upon vinyl and posters being erected on billboards, the contractor shall provide photographs to the COR which show the billboard and location. Photographs are required to provide proof of placement and location of approved advertisement.

7. Submission of Return on Investment

The contractor shall provide the COR with Return on Investment (ROI) tracking matrix quarterly (Reporting dates through 1 December, 1 March, 1 July, and the last day of the Period of Performance each year). ROI reports are due within fifteen (15) days of the aforementioned reporting dates.

It is extremely important to measure the advertising effectiveness to ensure the money spent is used effectively and efficiently. Collecting metrics that indicate the ROI for this campaign is essential to the success of our operations. ROI will be measured through impressions and value received.

The matrix shall be submitted in an Excel spreadsheet showing the information in the below chart.

Number

Date Drop Date Weekly Impressions

Area – Major / Minor market (i.e. Roanoke, Northern, Virginia)

Bulleting or Poster – What size is it?

Panel Number - Location in their inventory

Location – Address, mile mark, location on road side

Post Date – Date billboard / artwork went up

Drop Date – Date billboard will be removed or relocated

Weekly Impressions - The contractor shall measure ROI in the amount of impressions (measure of the number of times an ad is seen) based on information obtained from the Virginia Department of Transportation.

Government Representative: This individual will provide artwork information, review artwork proofs, and review contractor submittals (i.e. annual Return on Investment tracking matrix) and may assume Contracting Officer Representative (COR) duties if appointed in writing. This individual does not have the authority to change any contract terms or conditions.

SFC Jonathan Rhew 434-292-9716 jonathan.d.rhew.mil@mail.mil

PERFORMANCE REQUIREMENT SUMMARY

Quantity/Quality Levels (AQL)

one review if needed due to discrepancies