Statement_of_Work_-_Blue_Outdoor.pdf

Statement of Work For

Advertising in Mall Network August 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 FY17. 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 FY17 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 12 New York State malls with 23 ads displayed in five months.

Requirements:

• The company accepting the contract must have access to advertising within at least 12 New York State Malls.

• Advertisements will be displayed starting 1 September 2017 and go through 31 January 2018.

• The advertisements would be in the following malls:

• Palisades Center – West Nyack, NY

• Aviation Mall – Queensbury, NY

• Champlain Centre Mall – Plattsburgh, NY

• Crossgates Mall – Albany, NY

• Galleria at Crystal Run – Middletown, NY

• Hudson Valley Mall – Kingston, NY

• Poughkeepsie Galleria – Poughkeepsie, NY

• Salmon Run Mall – Watertown, NY

• The Shops at Ithaca – Ithaca, NY

• Sangertown Square – New Hartford, NY

• Walden Galleria – Buffalo, NY

• Tanger Outlets Deer Park, Deer Park, NY

• All work will be completed with guidance from 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 1 September 2017 and run through 1 January 2018.

• 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 23 ads will be placed strategically in 12 malls.

• Ads will be displayed for six months.

• Placement will be in high visibility areas.

Point of Contact:

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