Statement_of_Work.docx

Statement of Work For Advertising in Mall Network February 2017

Introduction:

The New York Army National Guard (NYARNG} Recruiting and Retention Battalion's mission is to sustain the NYARNG assigned End Strength Ceiling (ESC) for FY16. This mission is fulfilled by implementing a marketing strategy that is based off of national campaigns and programs. Executing this strategy generates sufficient high quality leads in order to meet assigned Officer, Warrant Officer and Enlisted accession goals.

Background:

As outlined in our FY16 Marketing Plan; one of our primary areas of focus is the expansion of our advertising with targeted 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 NYARNG. Our campaign will address our three tenets of strength maintenance: Recruiting, Attrition Management and Retention.

Current:

NYARNG Marketing department does not have access to advertising in multiple Mall locations in New York City and surrounding areas.

Objectives:

Gain access to 6 New York City Malls with 113 Screens total and 522,060 ads displayed in a four week period during peak shopping times during the year.

Requirements:

· The company accepting the contract must have access to advertising within at least 6 New York City area malls.

· Advertisements will be displayed starting 20 August 2017 and run through 20 November 2017, in three (3} - four (4} week cycles.

· The advertisements would be in the following malls:

· Staten Island Mall - Staten Island, NY

· Westchester's Ridge Hill Mall - Yonkers, NY

· Queens Center - Elmhurst, NY

· Galleria at White Plains - White Plains, NY

· The Mall at Bay Plaza - Bronx, NY

· Westfield Sunrise Mall - Massapeque, NY

· Screen sizes for each mall is:

· Staten Island Mall - common area floor mount (portrait} 1080 w x 1920 h in pixels

· Westchester's Ridge Hill Mall - common area floor mount (portrait} 1080 w x 1920 h in pixels

· Queens Center- food court aerial (side by side) 1920 w x 1080 h in pixels

· Galleria at White Plains - common area floor mount (portrait) 1080 w x 1920 h in pixels

· Galleria at White Plains - food court aerial (side by side) 1920 w x 1080 h in pixels

· The Mall at Bay Plaza - common area and food court {landscape) 1920 w x 1080 h inpixels

· Westfield Sunrise Mall - common area floor mount (portrait) 1080 w x 1920 h in pixels

• All work will be completed at the direction of the Recruiting & Retention BN Marketing NCOIC IAW NGR 601-1 Army National Guard Strength Maintenance Program, Chapter 7, and all applicable OPSEC considerations.

• All product and graphics will remain the intellectual property of the New York Army National Guard.

• The company that accepts the contract will accept the responsibility of production cost of the paper advertisement to be placed.

Assumptions:

• All ads will be designed by the NYARNG Marketing Department.

• Advertisements will be displayed starting 20 August 2017 and run through 20 November 2017,in three {3} - four (4) week cycles.

• Key personnel will be available during normal business hours to have maximum effectiveness.

• Ads will be placed during late fall and holiday season when mall traffic is high for maximum visibility.

Technical Scope of Work:

• Total of 522,060 ads will be placed strategically in 6 malls.

• Ads will be displayed for four weeks, 15 times per hour per screen.

• Placement will be in high visibility areas.

• Ads will be displayed for three {3} -four (4) week cycles.

Points of Contact:

SSG Clare H. Gorham, Marketing NCOIC, (518}598-9420clare.h.gorham.mil@mail.mil