PWS_-_LAARNG_Social_and_Digital_Media_Ad_Campaign_(190713).pdf

PERFORMANCE WORK STATEMENT (PWS)

FOR

Louisiana Army National Guard (LAARNG) Recruiting and Retention Battalion (RRB) Social and Digital Media Advertising 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, website and software development and maintenance, 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 FY19 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 Period of Performance shall be one Base Year of 12 months and (4) 12-month option years.

Base Period 15 September 2019 – 14 September 2020 Option Year 1 15 September 2020 – 14 September 2021

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 be required to 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. Occasional performance on weekends may be requested by exception.

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. Teleworking is authorized and is subject to approval, as stated in paragraph 1.4.12.

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 Telework: Government may permit telework by contractor employees when determined to be in the best interest of the Government in meeting work requirements.

The contractor shall have an established telework program subject to review by the Government. All telework agreements will be authorized and approved by the COR and include the date, time, and description of the tasks to be performed. 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.

1.4.6 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.

1.4.6.1 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.

1.4.6.2 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.

1.4.7 Special Qualifications: The contractor shall ensure all employees possess all required licenses for contributing to various Social Media and digital platforms that are 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 Contractors are required to hold Facebook Marketing and Google Partner certifications along with Google Ad Fundamentals, Google Mobile Sites Certification, Google Ads Display, Google Ads Search, and Google Marketing Platform Dynamic Creative Basics, and Google Analytics Individual Qualification.

1.4.8 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.

1.4.9 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.

1.4.10 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.

1.4.11 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.

1.4.12 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.

2.0 Definitions and Acronyms:

2.1.1 CONTRACTOR. A supplier or Contractor 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 DIGITAL AD PLACEMENT. Advertisement strategically placed on varying website and social media platforms; can be both native and paid.

2.1.7 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.

2.1.8 LEAD. A lead is considered is the capture of a name, address, phone number, or email address, and age of someone who may be interested or has expressed interest in joining the Louisiana Army National Guard.

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

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

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

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

2.1.13 SOCIAL MEDIA POST. A social media status update, or an item on a blog or forum.

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

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

2.1.16 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 CMS Content Management System 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 RRB Recruiting and Retention Battalion URL Uniform Resource Locator QA Quality Assurance QAP Quality Assurance Program QASP Quality Assurance Surveillance Plan QC Quality Control QCP Quality Control Program RCAS Reserve Component Automation System 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 if Contractor is not approved to telework.

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

3.2.1 The LAARNG Marketing department will provide existing market research data to serve as initial benchmarks to gauge the success of campaigns.

3.2.2 The LAARNG Marketing department will provide handles and administrative privileges to Facebook, Instagram, YouTube, Snap Chat and any other accounts as requested / required to accomplish objectives.

3.2.3 The LAARNG Marketing department will provide Text-to-Mobile spreadsheet.

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 Marketing, Consulting, Research, and Strategy. 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:

4.1.1 The marketing goal is to increase lead generation by 30% based off baseline analytics referred to in paragraph 5.1.2 of this PWS. Annual analytics will be consolidated and provided to the Marketing Department in a detailed report no later than 10 June 2020 with data collected from 1 June 2020.

4.1.2 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.

4.1.3 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 and timeline to engage the LAARNG’s target market.

4.1.4 Ongoing consulting, target market research, and concept development sessions should be conducted at least twice a month between the contractor and the LAARNG Marketing Department to identify relevant and actionable conclusions, identify new trends on each platform, and brand analysis and advertising recommendations via monthly reports. Progress calls and / or brainstorming sessions should be conducted weekly.

4.2 Photography and production. The Contractor should provide a photographer and Account Services team to conduct Research/Development, Equipment Setup, Onsite Production, and postproduction (editing). The Contractor should also include a method of transferring production ready digital files to the Louisiana Army National Guard Marketing Department with an RCAS compatible system.

4.2.1 At a minimum, Contractor will provide at least six pre-scheduled professional quality, in-house photoshoots for social media specific content annually (conducted quarterly as needed). Equipment will be professional grade. The date, time, and location of the photoshoots will be coordinated by the Contractor and the Louisiana Army National Guard Recruiting and Retention Battalion. The LAARNG Marketing Department if the final approval authority. All travel costs will be absorbed by the contractor and should be included in the proposal. A tentative schedule should be established no later than 20 November 2019.

4.2.2 At minimum, Contractor will provide 50 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 Vlogging. Video Blogs (Vlogs) are organic videos that cover brief topics, how-tos, and other activities. Unlike full video production, Vlogging is a quick, direct-to-online format used to enhance digital presence and provide customers with a relatable experience.

4.3.1 Provide at least eight pre-scheduled video shoots for social media and Vlogging specific content annually (conducted quarterly as needed). A tentative schedule should be established no later than 20 November 2019.

4.3.2 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). VLOG should be edited and ready for approval no later than 15 days post-shoot.

4.3.3 At minimum, Contractor will provide 8 VLOGS annually, which should be a least two minutes in length with 12 six-second edits for multi-purpose use. Final Output files should be provided in MOV or MP4 format.

4.3.4 Contractor will provide up a method of accessing videos that is compatible with RCAS computer stations.

4.4 Digital Marketing (includes media buys). Contractor will provide strategy, development, consulting, message execution, digital ad design, and placement (aligned with company’s goals and objectives).

4.4.1 Contractor will provide $1,500.00 worth of digital advertisement through Google Display / Search, Facebook, YouTube, and Instagram. Contractor will provide monthly strategy, development, consulting and message execution plan for social media platforms and digital ad placement. A-B Split testing should be conducted to ensure effectiveness of advertisement.

4.4.2 An outline of suggested planning objectives, priorities, campaigns, creatives, and messaging will be provided to the LAARNG RRB no later than 20 October 2019, 4 December 2019, 4 March 2020, 4 June 2020, 27 August 2019.

4.4.3 Monthly return on investment report will be provided, on an excel spreadsheet (and any accompanying supporting documents in a .pdf or word document), that identifies the return on investment, success, challenges, and benchmarks towards overall digital advertisement goals. The report should also encompass leads, engagements, lead conversion, leads, SEO, Top-rated organic/paid keywords, Best-performing paid search ads, and business impact metrics, etc. The report should be submitted the 5th of every month (reporting data from previous month).

4.5 Social Media Optimization. Contractor should provide strategy, development, consulting, design, message execution, and reputation and community management to multiple social media platforms.

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

4.5.1.1 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.

4.5.1.2 Publish at least 2 posts daily (7 days a week) per platform 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 though an approved application. 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.

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

4.5.1.4 Contractor will provided up six prescheduled drop-ins for social media content.

4.5.1.4 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.

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

4.5.1.6 Social media posts will not contain personal identifiable information.

4.5.1.7 Social media posts will be submitted to the LAARNG Marketing Department for review by using a scheduling calendar no later than the 2nd Tuesday of each month.

4.5.1.8 Social media posting outlines will be submitted on the 5th of the month prior.

4.5.2 Plan, conduct, and host or co-host at least two Facebook Live Stream, Instagram Live events per quarter based on the fiscal year as established and approved by the LAARNG RRB Marketing Department. Live streams can be conducted remotely as long as Contractor can demonstrate the execution. If the LAARNG Marketing Department is not satisfied with the remote streaming, the Contractor will have to provide streaming services, as mentioned above, on location at no extra cost to the Louisiana Army National Guard.

4.5.3 Assign at least two Community Managers to the social media platforms that will be dedicated to conducting social media engagement and reputation and community management no later than 20 October 2019.

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

4.5.3.2 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.

4.5.3.2.1 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 no later than the 5th of each month (reporting data from previous month). Tracking mediums will be provided by the Contractor and approved by the LAARNG RRB Marketing Department.

4.5.3.2.2 Reputation management should include Google Alerts (or a comparable program) to track what is being reported about the Louisiana Army National Guard and its competitors, to include the United States Army, United States Army Reserve, and United States Navy. A summary of these trends should be reported monthly no later than the 5th of every month (reporting data from previous month).

4.5.3.2.3 Contractor should conduct Keyword research (includes phrases or combinations of two words) and search engine optimization. A summary of these trends should be reported the 5th of every month (reporting data from previous month).

4.5.4 Community management should include nurturing and growing the community.

The Louisiana Army National Guard social media following (Facebook and Instagram) should experience 5% growth by the end of the contract. The exact number expected will be determined no later than 20 October 2019 based off current metrics. These numbers, along with engagements and impression, will be reported the 5th of every month (reporting data from previous month).

4.5.4.1 Community management should include the following, but not limited to, social media listening, crisis management, advocacy (identify fans and engage with those fans and brand advocates by rewarding them and thanking them for their support), and spurring community growth by reaching out to influencers when using branded content.

4.5.4.2 Community Managers should respond to all social media engagements, both positive and negative, within 4 hours from the time of engagement. Facebook Chat Bots should be used during times when the Contractor is unavailable to respond within the four-hour timeline. Tracking and reporting (which should include engagements, date, time, organic, contracted, or Chat Bot response, and average response time per) will be made available monthly the 5th of every month (reporting data from previous month).

4.5.4.3 Community Managers will ensure that they send direct messages, across all platforms, to individuals, groups, or profiles mentioned in all posts to ensure maximum engagement by requesting individual share, like, follow profiles and tag themselves in the post.

4.6 Website Hosting and Maintenance. Shared hosting for landing pages placed on a cloud-based server in a shared content management system (CMS) platform environment. Critical CMS updates are performed as needed. Provide website maintenance, additional graphics, consulting, and content management.

4.6.1 Contractor will provide full service in-house web development and Managed IT assistance for website image and branding development for two websites (state.nationalguard.com/Louisiana and lang-recruiting.com). Methods used should be provided in the Contractor’s proposal.

4.6.2 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. Methods used should be provided in the Contractor’s proposal.

4.6.3 Contractor may 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).

4.6.4 Contractor will provide management services for pre-built landing campaign pages (lang-recruiting.com) in order to capture lead generation data.

4.6.4.1 Contractor will use Google Analytics to create code for lang-recruiting.com, as well as setting the metrics, and providing monthly data analysis that delivers insights to ensure the metrics are relevant to the LAARNG Marketing goals.

4.6.4.2 Contractor will provide relay mechanism that will submit lead form on lang-recruiting.com to the appropriate individual.

4.6.5 Contractor will provide a lead report monthly no later than the 5th of every month (capturing the previous month’s data) and provide an accessible repository for reports that are accessible by RCAS systems.

4.6.5.1 Contractor will provide a program of which to access lead data at all times no later than 20 November 2019.

4.6.6 Monthly return on investment report will be provided, on an excel spreadsheet (and any accompanying supporting documents in a .pdf or word document), that identifies successes, challenges, and benchmarks towards overall digital advertisement goals. The report should also encompass leads, engagements, lead conversion, leads, SEO, top-rated organic/non-organic posts, dollar to lead conversion per platform. The report should be submitted the 5th of every month (reporting data from previous month).

4.7 Text-to-Mobile Services. Contractor will provide online texting services to notify members of the Louisiana Army National Guard of important announcements, promotions, or campaigns.

4.7.1 Services should include at least two events per month (not to exceed 5,000 text per event).

4.7.2 Response features should include standard responses along with a call to action, as developed between the Contractor and the Marketing Department.

4.7.3 Text events should be scheduled NLT than the 20th of every month the month prior. Events can be adjusted as needed by the Louisiana Army National Guard Marketing Department.

4.7.4 Contractor should provide Text-to-Mobile spreadsheet template designed for importing into the mobile texting application no later than 20 October 2019.

4.7.4.1 Text to Mobile Reporting should include open rate and actions taken and be submitted monthly no later than the 5th of every month (reporting data from previous month).

4.8 Miscellaneous Deliverables. Contractor will provide miscellaneous services as follows:

4.8.1 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 no later than 1 September 2020.

4.8.2 Provide shareable graphics / videos in a consolidated, digital catalogue with all Social Media posts, digital advertisement, photos, and video files. File type will be approved by the LAARNG RRB Marketing Department to ensure accessibility.

4.8.2.1 Graphics / videos will need to be placed in a central location accessible by both Contractor and Louisiana Army National Guard Marketing Department. This repository should be established no later than 20 November 2019. Repository should be updated with consolidated documents no later than 5th of every month.

4.8.3 Contractor will provide dedicated phone number used by recruiters and personnel to submit photos and text content to be utilized on social media platforms daily no later than 20 October 2019.

4.8.4 Provide an annual digital, detailed annual assessment based on priorities, objectives, and performance measures to the RRB LAARNG Marketing Department than 1 September 2020.

4.9 Past Performance:

4.9.1 The contractor will experience over the past three years in the planning, execution, and management of social and digital media initiatives for Federal government agencies utilizing industry best practices.

4.10 Contractor Manpower Reporting Application (CMRA):

4.10.1 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.

4.10.2 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

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

Publication (Chapter/Page

Date of Publicatio n

Mandator y or

Advisory

Website

NGR 601-1 4/28/2006 Mandator y (All) http://www.ngbpdc.ngb.army.mil

ARNG Social Media

Guidebook

2018 Mandator y (All) http://www.arngsocialmedia.com/guideboo k/

Security Measures:

National Industrial Security Program

Operating Manual

DoD 5220.22-M

Mandator y (All) https://www.dss.mil/ma/ctp/io/fcb/nisp/ http://www.ecmra.mil/ http://www.ecmra.mil/

TECHNICAL EXHIBIT 1

Performance Requirements Summary

This Performance Requirements Summary includes performance standards. The Government will use these standards to determine contractor performance and will compare contractor performance to the Acceptable Quality Level (AQL).

PWS Paragraph Task Performance Standard

Acceptable Quality Levels

(AQL)

Surveillance Method / By Whom

4.1 Conduct market

research and develop

Social and digital media promotion, and campaign execution strategy.

Conduct market research and develop Social and digital media promotion, and campaign execution strategy with ongoing consulting 98% of the time.

2% failure to perform research and development of Social and digital media promotion, and campaign execution strategy with ongoing consulting.

Periodic Inspection - COR will review initial, monthly, quarterly, and annual reports.

4.1.1 Increase lead

generation by 30%.

Contractor will increase lead generation by 30% by 1 September 2020 at a 98% success rate.

2% failure to increase lead generation by 1 September 2020.

Annual / Periodic Inspection - COR will conduct review of annual lead generation and monthly ROI reporting.

4.2.1 Contractor will provide

at least six pre-scheduled professional quality, in-house photoshoots for social media specific content annually (conducted quarterly as needed).

The contractor shall provide professional grade photos used for social media posting and digital advertising within the established timeframes 98% of the time quarterly.

2% failure to perform photoshoots and post-production within the established timeframes of the time each quarter.

Periodic Inspection – COR will review schedule and inspect received photos.

4.3.1 Provide at least eight

pre-scheduled video shoots for social media and Vlogging specific content annually (conducted quarterly as needed). A tentative schedule should be established no later than 20 November

2019.

The contractor conducts shoots and produces Vlogs within the established timeframes of the time each month 98% of the time.

2% failure to conduct shoots and produce Vlogs within the established timeframes of the time each month.

Periodic Inspection – COR will review production schedule and will review and approve all submissions prior to publication.

4.4.1 Contractor will provide

$1,500.00 worth of digital advertisement through Google Display

/ Search, Facebook, YouTube, and

Instagram. Contractor will provide monthly strategy, development, consulting and message execution plan for social media platforms and digital ad placement. A-B Split testing should be conducted to ensure effectiveness of advertisement.

The contractor provides $1,500 worth of digital advertisement within the established timeframes based off campaign initiatives 98% of the time.

2% failure to provide $1,500 worth of digital advertising within the established timeframes.

Periodic Inspection – an outline will be submitted quarterly and reports will be reviewed monthly.

4.4.3 Monthly return on

investment analytics will be provided to the

LAARNG RRB

Marketing Department.

Contractor will provide monthly return on investment 98% of the time.

2% failure to provide monthly return on investment analytics.

Periodic Inspection – COR will review monthly report.

4.5.1.2 Publish at least 2 posts

daily (7 days a week) per platform on behalf of the LAARNG RRB on multiple social media platforms and pages.

The contractor shall publish posts on behalf of the LAARNG RRB on multiple social media platforms and pages 98% of the time.

2% failure to publish posts to multiple social media platforms and pages.

Periodic Inspection – will be reviewed weekly and monthly in the format of an outline and post review.

4.5.2 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.

The contractor plans, conducts, and hosts or co-hosts two Facebook Live

Stream, Instagram Live, or Twitter Live events per quarter of the fiscal year 98% of the time.

2% failure to plan, conduct, and host or co-host two Facebook Live

Stream, Instagram Live, or

Twitter Live events.

Periodic Inspection – COR will periodically monitor live events.

4.5.3 Assign at least two

Community Managers to the social media platforms.

Contractor will assign at least two

Community Managers within of the timeline.

2% failure to assign community managers within the timeline.

Periodic Inspection – COR will periodically monitor engagement and reputation management by monitoring interaction between community manager(s) and user.

4.5.3.2.1 Conduct social media

and website monitoring.

Research findings will be included in the monthly report no later

The contractor shall conduct social media and website monitoring 98% of the time.

2% failure to conduct social media and website

Periodic Inspection – COR will review monthly findings report.

than the 5th of each month (reporting data from previous month).

monitoring 98% of the time.

4.5.4 The Louisiana Army

National Guard social media following (Facebook and

Instagram) should experience 5% growth by the end of the contract. The exact number expected will be determined no later than 20 October 2019 based off current metrics.

The contractor facilitates a 5% growth in the LAARNG’s

Facebook and Instagram accounts by the end of the contract at a 98% completion rate.

2% failure to facilitate a 5% growth in the LAARNG’s

Facebook and Instagram accounts.

Periodic Inspection – will be reviewed monthly and annually in reports.

4.5.4.2 Community Managers

should respond to all social media engagements, both positive and negative, within 4 hours from the time of engagement.

Facebook Chat Bots should be used during times when the Contractor is unavailable to respond within the four-hour timeline.

The contractor will establish a catalogue repository (in an approved medium) for hosting 98% of graphics and videos.

2% failure in providing graphics and videos produced in a catalogue repository.

Periodic Inspection – COR will review monthly findings report.

4.6.6 Monthly return on

investment analytics will be provided to the

LAARNG RRB

Marketing Department.

Contractor will provide monthly return on investment 98% of the time.

2% failure to provide monthly return on investment analytics.

Periodic Inspection – COR will review monthly report.

4.7 Contractor will provide

online texting services to notify members of the Louisiana Army

National Guard of important announcements, promotions, or campaigns.

The contractor provides online texting services

IAW the production schedule 98% of the time.

2% failure to produce text messages within the prescribed timeline.

Periodic Inspection – will be reviewed monthly in reports.

4.8.1 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.

The contractor provides the annual guide at 98% completion

NLT 1 September 2020.

2% failure to produce the annual guide within the prescribed timeline.

Annual Inspection – best practices guide to be provided and reviewed NLT 1

September 2020.

4.8.2 Provide shareable

graphics / videos in a consolidated, digital catalogue with all Social Media posts, digital advertisement, photos, and video files. File type will be approved by the LAARNG RRB

Marketing Department to ensure accessibility.

The contractor will establish a catalogue repository (in an approved medium) for hosting 98% of graphics and videos.

2% failure in providing graphics and videos produced in a catalogue repository.

Periodic Inspection – COR will periodically monitor application used to store graphics / videos. Conducting Quality / Control on items placed in repository.

4.8.3 Contractor will provide

dedicated phone number used by recruiters and personnel to submit photos and text content to be utilized on social media platforms.

The contractor will establish a dedicated phone number that is at

98% functionality in capturing photos and text.

2% failure to provide functional program that relays graphics and text.

Periodic Inspection – COR will periodically request summary of texts received.

4.8.4 Provide an annual

digital, detailed assessment based on priorities, objectives, and performance measures to the RRB LAARNG Marketing

Department.

The contractor provides the annual assessment at 98% completion NLT 1 September

2020.

2% failure to produce the annual guide within the prescribed timeline.

Annual Inspection – monthly reports will be reviewed and annual assessment to be provided and reviewed

NLT 1 September 2020.hf

TECHNICAL EXHIBIT 2

Deliverables Schedule

PWS Reference / Deliverable Title Frequency Number of Copies Medium/Format Submit

To

4.1 Conduct market research and

develop Social and digital media promotion, and campaign execution strategy.

20 days after contract award 1 Electronic Submission COR

4.1.1 Increase lead generation by

30%.

Annually - 10 June 2020 1 Electronic Submission COR

4.2.1 Contractor will provide at least

six pre-scheduled professional quality, in-house photoshoots for social media specific content annually (conducted quarterly as needed).

Quarterly 1 Electronic Submission COR

4.3.1 A Provide at least eight pre-

scheduled video shoots for social media and Vlogging specific content annually (conducted quarterly as needed). A tentative schedule should be established no later than 20 November 2019.

Quarterly 1 Electronic Submission COR

4.4.1 Contractor will provide

$1,500.00 worth of digital advertisement through Google Display / Search, Facebook, YouTube, and Instagram.

Contractor will provide monthly strategy, development, consulting and message execution plan for social media platforms and digital ad placement. A-B Split testing should be conducted to ensure effectiveness of advertisement.

Monthly 1 Electronic Submission COR

4.4.3 Monthly return on investment

analytics will be provided to the

LAARNG RRB Marketing Department.

Monthly 1 Electronic Submission COR

4.5.1.2 4.5.1.2 Publish at least 2 posts daily (7 days a week) per platform on behalf of the LAARNG RRB on multiple social media platforms and pages.

Daily 1 Electronic Submission COR

4.5.2 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.

Quarterly 1 Electronic Submission COR

4.5.3 Assign at least two

Community Managers to the social media platforms that will be dedicated to conducting social media engagement and reputation and community management.

20 days after contract award 1 Electronic Submission COR

4.5.3.2.1 Conduct social media and

website monitoring. Research findings will be included in the monthly report no later than the 5th of each month (reporting data from previous month).

Monthly 1 Electronic Submission COR

4.5.4 The Louisiana Army National

Guard social media following

(Facebook and Instagram) should experience 5% growth by the end of the contract. The exact number expected will be determined no later than 20 October 2019 based off current metrics.

Monthly 1 Electronic Submission COR

4.5.4.2 Community Managers

should respond to all social media engagements, both positive and negative, within 4 hours from the time of engagement. Facebook Chat Bots should be used during times when the Contractor is unavailable to respond within the four-hour timeline.

Daily 1 Electronic Submission COR

4.6.6 Monthly return on investment

analytics will be provided to the

LAARNG RRB Marketing Department.

Monthly 1 Electronic Submission COR

4.7 Contractor will provide online

texting services to notify members of the Louisiana Army National Guard of important announcements, promotions, or campaigns.

Monthly 1 Electronic Submission COR

4.8.1 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.

Annually - 1 September 2020 1 Electronic Submission COR

4.8.2 Provide shareable graphics /

videos in a consolidated, digital catalogue with all Social Media posts, digital advertisement, photos, and video files; updated monthly.

Monthly 1 Electronic Submission COR

4.8.3 Contractor will provide

dedicated phone number used by recruiters and personnel to submit photos and text content to be utilized on social media platforms.

Report will be submitted monthly.

Annually - 20 October 2019 1 Electronic Submission COR

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

Annually - 1 September 2020 1 Electronic Submission COR