1_PWS-Social_Media_(180807).docx

PERFORMANCE WORK STATEMENT (PWS)

FOR

Louisiana Army National Guard (LAARNG) Recruiting and Retention Battalion Social Media Campaign 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 Social Media postings and interaction and digital ad placement focused on increasing awareness of the Louisiana Army National Guard (LAARNG), its citizen-Soldiers, student-Soldiers, and a force reflective of our community and state by conducting market research and analysis, developing a strategy, content and messaging geared toward the needs of the Louisiana National Guard, increasing current social media following, engagements, impressions, and leads with trackable measures as defined in this PWS

1.2 Background: As outlined in our FY18 Marketing Plan, one of the primary areas of focus is the expansion of advertising with targeted Social and Digital media outlets by using a third party company. This cost-effective campaign will produce quality leads to assist with achieving the end strength and accession mission of the LAARNG. Campaigns will address our three tenets of strength maintenance: Recruiting, Attrition Management, and Retention.

1.3 Period of Performance (PoP): The potential Period of Performance shall be one Base Year of 12 months and (4) 12-month option years. Provide a quote for the base and each option separately.

1.4 General Information:

1.4.1 Quality Control (QC): The contractor shall develop and maintain an effective QC Plan (QCP) to ensure services are performed in accordance with this PWS. The contractor shall develop and implement procedures to identify, prevent, and ensure non-recurrence of defective services. The contractor’s QCP is the means by which it assures itself that its work complies with the requirements of the contract. As a minimum, the contractor shall develop QC procedures that address the areas identified in Technical Exhibit 1, Performance Requirements Summary. After acceptance of the QCP, the contractor shall obtain the Contracting Officer’s (KO) acceptance in writing of any proposed changes to its QCP.

1.4.2 Quality Assurance (QA): The LAARNG Recruiting and Retention Battalion shall evaluate the contractor's performance under this contract in accordance with the Quality Assurance Surveillance Plan (QASP). This plan defines how the performance standards will be applied, the frequency of surveillance, and acceptable quality levels or any identifiable defects.

1.4.3 Recognized Holidays: The following are recognized US holidays. The contractor shall not perform services on these days:

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

1.4.4 Place and Performance of Services: The contractor shall provide services between the hours of 0800 - 1700 Monday through Friday, except on recognized US holidays or when the Government facility/installation is closed due to local or national emergencies, administrative closings, or similar Government-directed facility/installation closings. Performance shall be at Louisiana National Guard Recruiting and Retention Battalion, 719 F Street, Pineville, LA 71360. The contractor shall at all times maintain an adequate work force for the uninterrupted performance of all tasks defined within this PWS when the Government facility/installation is not closed for the above reasons. When hiring personnel, the contractor shall keep in mind that the stability and continuity of the work force are essential. Telecommuting is authorized.

1.4.4.1 Unscheduled gate closures by the Security Police may occur at any time causing all personnel entering or exiting a closed installation to experience a delay. This cannot be predicted or prevented. Contractors are not compensated for unexpected closures or delays. Vehicles operated by contractor personnel are subject to search pursuant to applicable regulations. Any moving violation of any applicable motor vehicle regulation may result in the termination of the contractor employee’s installation driving privileges.

1.4.4.2 The contractor’s employees shall become familiar with and obey the regulations of the installation; including fire, traffic, safety and security regulations while on the installation. Contractor employees should only enter restricted areas when required to do so and only upon prior approval. All contractor employees shall carry proper identification with them at all times. The contractor shall ensure compliance with all regulations and orders of the installation, which may affect performance.

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 Contracting Officer’s Representative (COR). The contractor shall also 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 DOD, 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 COMSEC/IT Security. All communications with DOD organizations are subject to communications security (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 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 Personally Identifiable Information (PII) encountered in the performance of services in accordance with DFARS 224.103 and 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 who’s PII has been compromised.

1.4.6 Special Qualifications: The contractor shall ensure all employees possess all required licenses for contributing to various Social Media and digital platforms that used in the performance of this contract. This does not include education or other qualifications for the position in which the contractor employee is performing, dress codes, or other information. Certifications should include a minimum of Facebook Blue Print and Inbound Certifications and must be a Facebook Marketing and Google Partner.

1.4.7 Post Award Conference/Periodic Progress Meetings: The contractor agrees to attend any post award conference convened by the KO in accordance with Federal Acquisition Regulations Subpart 42.5. The KO, Contracting Officer’s Representative (COR), and other Government personnel, as appropriate, may meet periodically with the contractor to review the contactor’s performance. At these meetings, the Contacting Officer 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.

1.4.8 Contract Manager (CM): The contactor shall designate a CM within 21 days of contract award, 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, (or the KO if a COR is not assigned), 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.

1.4.9 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. Such actions may include, but are not limited to, removal from the contract, reduction in benefits, or termination of employment. 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.

1.4.10 Data Rights: The Government has unlimited rights to all documents/material 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.

1.4.11 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 and in the event the KO unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the KO may affect other remedies as he or she deems necessary, including prohibiting the contractor from participation in subsequent contracted requirements which may be affected by the OCI.

1.4.12 Telework: Telework is authorized. The contractor shall have an established telework program subject to review by the Government. In furtherance of Continuity of Operations Planning (COOP), a telework program may be enacted to ensure the Government's mission-critical operations stay operational during times of National Emergency or incidents of National Significance. The COR(s) must identify to the Contracting Officer any tasks that are required to ensure continuity of critical supplies and services and at what level those supplies and services must be delivered. Telework shall be at no additional cost to the Government.

2.0 Definitions and Acronyms:

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

2.1.2 CONTRACTING OFFICER (KO). A person with authority to enter into, administer, and or terminate contracts, and make related determinations and findings on behalf of the government. Note: The only individual who can legally bind the government.

2.1.3 CONTRACTING OFFICER'S REPRESENTATIVE (COR). An employee of the U.S. Government designated by the KO to monitor contractor performance. Such appointment will be in writing and will state the scope of authority and limitations. This individual has authority to provide technical direction to the Contractor as long as that direction is within the scope of the contract, does not constitute a change, and has no funding implications. This individual does NOT have authority to change the terms and conditions of the contract.

2.1.4 DEFECTIVE SERVICE. A service output that does not meet the standard of performance associated with the Performance Work Statement.

2.1.5 DELIVERABLE. Anything that can be physically delivered and includes non-manufactured things such as meeting minutes or reports.

2.1.6 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 Key Personnel listed in 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.

2.1.7 PHYSICAL SECURITY. Actions that prevent the loss or damage of Government property.

2.1.8 QUALITY ASSURANCE. The government procedures to verify that services being performed by the Contractor are performed according to acceptable standards.

2.1.9 QUALITY ASSURANCE SURVEILLANCE PLAN (QASP). An organized written document specifying the surveillance methodology to be used for surveillance of contractor performance.

2.1.10 QUALITY CONTROL. All necessary measures taken by the Contractor to assure that the quality of an end product or service shall meet contract requirements.

2.1.11 SUBCONTRACTOR. One that enters into a contract with a prime contractor. The Government does not have privity of contract with the subcontractor.

2.1.12 WORK DAY. The number of hours per day the Contractor provides services in accordance with the contract.

2.1.13 WORK WEEK. Monday through Friday, unless specified otherwise.

2.2 ACRONYMS:

AEI

AFARS Army Federal Acquisition Regulation Supplement AR Army Regulation AT/OPSEC Antiterrorism/Operational Security CFR Code of Federal Regulations CONUS Continental United States (excludes Alaska and Hawaii) COR Contracting Officer Representative COTS Commercial-Off-the-Shelf DA Department of the Army DD250 Department of Defense Form 250 (Receiving Report) DD254 Department of Defense Contract Security Requirement List DFARS Defense Federal Acquisition Regulation Supplement DOD Department of Defense FAR Federal Acquisition Regulation GFP/M/E/S Government Furnished Property/Material/Equipment/Services IA Information Assurance IS Information System(s) LAARNG Louisiana Army National Guard KO Contracting Officer OCI Organizational Conflict of Interest ODC Other Direct Costs PII Personally Identifiable Information PIPO Phase In/Phase Out POC Point of Contact PRS Performance Requirements Summary PWS Performance Work Statement

QA Quality Assurance QAP Quality Assurance Program QASP Quality Assurance Surveillance Plan QC Quality Control QCP Quality Control Program TE Technical Exhibit

3.0 Government Furnished Property, Material, Equipment and Services (GFP/M/E/S): The Government will not provide property, material, equipment, and/or services for the purpose of performance under this contract.

3.1 Property: The Government will furnish the necessary workspace for the contractor to perform services outlined in this PWS to include desk space, telephones, computers and other items necessary to maintain an office environment.

3.2 Services: The LAARNG Marketing department will provide digital artwork for ads and other digital requirements to support completion of this PWS.

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

3.4 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.

4.0 Requirements:

4.1 Contractor and the LAARNG will work together to conduct market research and develop Social and digital media promotion, and campaign execution strategy to drive leads to recruiters (aligned with Louisiana National Guard’s goals and objectives) and will include the following:

4.1.2 Baseline Social and digital media conceptual development will be conducted no later than 20 days of contract award. This will include reporting of current analytics for each platform and establishing primary campaign objectives and strategies to engage the LAARNG’s target market within the Non-Prior and Prior Service recruiting market.

4.1.3 Ongoing consulting and target market research will consist of concept development sessions at least once per month, research analysis to identify relevant and actionable conclusions, and brand analysis and advertising recommendations via monthly reports. Progress calls should be conducted weekly.

4.1.4 Provide monthly strategy, development, consulting and message execution plan for social media platforms and digital ad placement.

4.1.5 Provide a monthly posting schedule the month prior. Posting schedule template will be provided to the LAARNG RRB Marketing Department no later than 20 days after contract award. Monthly posting schedule will be reviewed and approved by LAARNG RRB marketing Department.

4.1.6 An outline of suggested planning objectives, priorities, campaigns, creatives, and messaging will be provided to the LAARNG RRB no later than 20 November 2018, 20 February 2019, and 20 May 2019.

4.2 Develop content creatives and campaigns for postings on multiple social media platforms. All content and campaigns will be approved by the LAARNG RRB Marketing Department.

4.2.1 Provide shareable graphics in a digital catalogue. File type will be approved by the LAARNG RRB Marketing Department to ensure accessibility.

4.2.2 Provide at least six pre-scheduled photo / video shoots for social media specific content per quarter.

4.2.3 Provide account services, creative direction, photo manipulation, and optimize video blogging (VLOG)/photos for the Louisiana National Guard (as approved by the Marketing NCO, the Public Affairs Office, and the National Guard Bureau).

4.2.4. At minimum, vendor will provide 12 VLOGS annually, which should be a least two minutes in length, not to exceed 10 minutes in length with 12 six-second edits for multi-purpose use.

4.2.5 At minimum, vendor will provide a photographer and 12 photoshoots annually, which will not exceed 25 edited photos per shoot (including color correction and additional retouching as requested by the Louisiana Army National Guard) for website and Social Media platform implementation.

4.3 Work with the LAARNG to develop messaging for each posting on multiple social media platforms.

4.3.1 Targeted messaging will be delivered to a specific audience using a variety of methods and research mediums to include ad creation and targeting, geo-fencing, targeted boosts, etc.

4.4 Publish posts on behalf of the LAARNG RRB on multiple social media platforms and pages. All posts will be approved by the LAARNG RRB Marketing Department prior to publication. Posts will be tasteful and follow DoD, Army, and National Guard Bureau regulatory guidance and local policy which will be provided to awardee by the LAARNG RRB Marketing Department.

4.4.1 Social media posts will not contain any defamatory, libelous, obscene, abusive, threatening, racially or ethnically hateful or otherwise offensive or illegal information or material. Political or religious content and / or affiliation is strictly prohibited.

4.4.2 Social media posts will only contain authorized logos, which will be provided to the contractor by the LAARNG RRB Marketing Department.

4.4.3 Social media posts will not contain personal identifiable information.

4.5 Conduct social media and website monitoring using tools to track and examine conversations and trends that are happening on social media that are relevant to the LAARNG brand. Research findings will be included in the monthly report. Tracking mediums will be provided by the vendor and approved by the LAARNG RRB Marketing Department.

4.6 Plan, conduct, and host or co-host at least two Facebook Live Stream, Instagram Live, or Twitter Live events per quarter based on the fiscal year as established and approved by the LAARNG RRB Marketing Department.

4.7 Conduct social media engagement and reputation management on behalf of the LAARNG RRB.

4.7.1 Social media engagement will require the contractor to respond to engage the targeted audience in communication on multiple social media platforms through posts, Tweets, live events, and messengers.

4.7.2 Assign at least two Community Managers to the social media platforms that will be dedicated to conducting social media engagement and reputation management.

4.7.3 Social media reputation management will include pre-built responses for positive and negative reviews, comments, pre-built “Out of Office” auto responses, as well as answers and responses to general questions. Pre-built responses will be developed with and approved by LAARNG RRB Marketing Department no later than 20 days from contract award.

4.8 Increase lead generation by 30% based off baseline analytics referred to in paragraph 5.1.2 of this PWS. This will be provided in a detailed report no later than 1 August 2019.

4.8.1 A lead is considered a name, address, phone number, or email address of someone who may be interested or has expressed interest in joining the ARNG.

4.9 Vendor will provide full service in-house web development and Managed IT assistance for website and app image and branding development for one website (state.nationalguard.com/Louisiana) and one mobile app (Louisiana National Guard App through BFAC).

4.9.1 Vendor will have to coordinate and work with agencies internal and external to the Louisiana National Guard to ensure that all consulting, development, and recommendations are in accordance with regulatory guidelines (National Guard website and Louisiana National Guard App through BFAC).

4.10 Monthly return on investment analytics will be provided to the LAARNG RRB Marketing Department.

4.10.1 Provide, track, and report on the use of Custom Uniform Resource Locator, QR Codes, Urchin Tracking Module Parameters (Google Analytics), tracking code, pixels, various social media Ad Campaigns, and other methods of monitoring quantitative and trackable mediums such as click through rates, impressions, engagements, lead data, etc. Service platforms and mediums used will be approved by the LAARNG RRB Marketing Department.

4.11 Draft folder will be accessible for client review through a platform accessible by government-restricted computers.

4.12 Must provide a digital detailed guide, published on an editable word document, to the Louisiana National Guard Marketing Department on the digital and social media best practices based on observed trends and analytics and step-by-step guidelines for obtaining and using existing analytics with two revisions based off of updated data and best practices.

4.13 Provide an annual digital, detailed annual assessment based on priorities, objectives, and performance measures to the RRB LAARNG Marketing Department.

4.14 Contractor Manpower Reporting Application (CMRA):

4.14.1 The contractor shall report ALL contractor labor hours (including subcontractor labor hours) required for performance of services provided under this contract for the LAARNG RRB via a secure data collection site.

4.14.2 The contractor shall completely fill in all required data fields using the following web address: http://www.ecmra.mil/. Reporting inputs shall be for the labor executed during the period of performance during each Government fiscal year (FY), which runs October 1 through September 30. While inputs may be reported any time during the FY, all data shall be reported no later than October 31 of each calendar year, beginning with 2013. Contractors may direct questions to the help desk at http://www.ecmra.mil.

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

Publication (Chapter/Page)