PWS_-_Social_Media_Diversity_Initiative_Services_-_Draft.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 four (4) 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 with each Host 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. Contractor Manpower Reporting

3.1. The Office of the Assistant Secretary of the Army (Manpower & Reserve Affairs) operates and maintains a secure Army data collection site where the contractor will report ALL contractor manpower (including subcontractor manpower) required for performance of this contract. The contractor is required to completely fill in all the information in the format using the following web address: https://contractormanpower.army.pentagon.mil or https://cmra.army.mil/. The required information includes:

3.2. (1) Contracting Office, Contracting Officer, Contracting Officer’s Technical Representative

3.3. (2) Contract number, including task and delivery order number

3.4. (3) Beginning and ending dates covered by reporting period

3.5. (4) Contractor name, address, phone number, e-mail address, identity of contractor employee entering data

3.6. (5) Estimated direct labor hours (including sub-contractors)

3.7. (6) Estimated direct labor dollars paid this reporting period (including sub-contractors)

3.8. (7) Total payments (including sub-contractors)

3.9. (8) Predominant Product Service Code (PSC) reflecting services provided by contractor (and separate predominant PSC for each Sub-contractor if different) PSC CODE IS R701

3.10. (9) Estimated data collection cost

3.11. (10) Organizational title associated with the Unit Identification Code (UIC) for the Army Requiring Activity (the Army Requiring Activity is responsible for providing the contractor with its UIC for the purposes of reporting this information)[W902AA]

3.12. (11) Locations where contractor and sub-contractors perform the work (specified by zip code in the United States and nearest city, country, when in an overseas location, using standardized nomenclature provided on website)

3.13. (12) Presence of deployment or contingency contract language

3.14. (13) Number of contractor and sub-contractor employees deployed in theater this reporting period (by country). As part of its submission, the contractor will also provide the estimated total cost (if any) incurred to comply with this reporting requirement. Contractors may use a direct XML data transfer to the database server or fill in the fields on the website. The XML direct transfer is a format for transferring files from a contractor’s systems to the secure web site without the need for separate data entries for each required data element at the web site. The specific formats for the XML direct transfer may be downloaded from the web site. Complete this requirement within 30 days from the end of the service.

4. 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.

4.1. 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.

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