PWS_-_Social_Media_Diversity_Initiative_Services.docx

Performance Work Statement (PWS) Missouri Army National Guard Recruiting and Retention Battalion Social Media Diversity Initiative Services

1. Purpose: Facebook/Instagram Content Campaigns focused on increasing citizen-Soldiers, student-Soldiers and a force reflective of our community and state.

2. Scope: The Social Media Diversity Initiative Service Contract will provide two (2) content campaigns administered on Facebook and Instagram, utilizing Host University marks and logos:

2.1. Host Universities selected are: University of Missouri, Saint Louis University and Missouri State University

2.2. These campaigns will increase engagement by associating the University with the MOARNG therefore increasing interest in:

2.2.1. College for current MOARNG Soldiers

2.2.2. Increased usage of Tuition Assistance and other education benefits

2.2.3. Increased awareness of and interest in MOARNG

2.2.4. Focus on diversity to build MOARNG to match its community and state

2.3. Each campaign will reach a guaranteed total number of 350,000 impressions targeted at the following demographics:

2.3.1. Females, located in Missouri, 17-28

2.3.2. Males/females, located in Missouri, 17-28, Hispanic or African American

2.3.3. Male/females, located in Missouri, 17-28

2.4. Campaign Required Items:

2.4.1. Ad targeting for each selected University

2.4.2. Source tracking

2.4.3. Account & project management

2.4.4. Reporting and analysis

2.4.5. All Facebook book posts must also be shared on MOARNG’s Instagram account

2.4.6. IP Rights:

2.4.6.1. Use of marks for each participating University to increase leads

2.4.6.2. Media deployed from the official University Social Media Accounts for each selected University

3. Conclusion: MOARNG is looking to increase awareness of the National Guard, increase diversity within the ranks, increase the enrollment of National Guard members at the selected Universities, and increase the number of MOARNG Soldier’s interests/use of education benefits.

3.1. National Guard logo will be provided by MOARNG Marketing dept. and all posts/images/content will be coordinated with marketing dept. and approved prior to use.

3.2. Analysis must be provided within 30 days of each campaign post.