W912PQ18Q0012-0001_Digital_Marketing.pdf

0011122109

AMENDMENT OF SOLICITATION/MODIFICATION OF CONTRACT

Except as provided herein, all terms and conditions of the document referenced in Item 9A or 10A, as heretofore changed, remains unchanged and in full force and effect.

15A. NAME AND TITLE OF SIGNER (Type or print)

30-105-04EXCEPTION TO SF 30

APPROVED BY OIRM 11-84

STANDARD FORM 30 (Rev. 10-83) Prescribed by GSA

FAR (48 CFR) 53.243

The purpose is to incorporate the new PWS and add Q&A, Quotes are now due 13 JULY 2018, you must submit page 1 of both the original RFQ and Addendum #1 w ith your Quote.

1. CONTRACT ID CODE PAGE OF PAGES

J 1 10

16A. NAME AND TITLE OF CONTRACTING OFFICER (Type or print)

16C. DATE SIGNED

BY 03-Jul-2018

16B. UNITED STATES OF AMERICA15C. DATE SIGNED15B. CONTRACTOR/OFFEROR

(Signature of Contracting Officer)(Signature of person authorized to sign)

8. NAME AND ADDRESS OF CONTRACTOR (No., Street, County, State and Zip Code) X W912PQ-18-Q-0012

X 9B. DATED (SEE ITEM 11)

13-Jun-2018

10B. DATED (SEE ITEM 13)

9A. AMENDMENT OF SOLICITATION NO.

11. THIS ITEM ONLY APPLIES TO AMENDMENTS OF SOLICITATIONS

X The above numbered solicitation is amended as set forth in Item 14. The hour and date specified for receipt of Offer X is extended, is not extended.

Offer must acknowledge receipt of this amendment prior to the hour and date specified in the solicitation or as amended by one of the following methods:

(a) By completing Items 8 and 15, and returning 1 copies of the amendment; (b) By acknowledging receipt of this amendment on each copy of the offer submitted;

or (c) By separate letter or telegram which includes a reference to the solicitation and amendment numbers. FAILURE OF YOUR ACKNOWLEDGMENT TO BE RECEIVED AT THE PLACE DESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED MAY RESULT IN

REJECTION OF YOUR OFFER. If by virtue of this amendment you desire to change an offer already submitted, such change may be made by telegram or letter, provided each telegram or letter makes reference to the solicitation and this amendment, and is received prior to the opening hour and date specified.

12. ACCOUNTING AND APPROPRIATION DATA (If required)

13. THIS ITEM APPLIES ONLY TO MODIFICATIONS OF CONTRACTS/ORDERS.

IT MODIFIES THE CONTRACT/ORDER NO. AS DESCRIBED IN ITEM 14.

A. THIS CHANGE ORDER IS ISSUED PURSUANT TO: (Specify authority) THE CHANGES SET FORTH IN ITEM 14 ARE MADE IN THE

CONTRACT ORDER NO. IN ITEM 10A.

B. THE ABOVE NUMBERED CONTRACT/ORDER IS MODIFIED TO REFLECT THE ADMINISTRATIVE CHANGES (such as changes in paying office, appropriation date, etc.) SET FORTH IN ITEM 14, PURSUANT TO THE AUTHORITY OF FAR 43.103(B).

C. THIS SUPPLEMENTAL AGREEMENT IS ENTERED INTO PURSUANT TO AUTHORITY OF:

D. OTHER (Specify type of modification and authority)

E. IMPORTANT: Contractor is not, is required to sign this document and return copies to the issuing office.

14. DESCRIPTION OF AMENDMENT/MODIFICATION (Organized by UCF section headings, including solicitation/contract subject matter where feasible.)

10A. MOD. OF CONTRACT/ORDER NO.

2. AMENDMENT/MODIFICATION NO. 5. PROJECT NO.(If applicable)

6. ISSUED BY

3. EFFECTIVE DATE

03-Jul-2018

CODE

W912PQ - USP&FO-NY

ATTN: MNPF-PC

330 OLD NISKAYUNA ROAD

LATHAM NY 12110-3514

W912PQ 7. ADMINISTERED BY (If other than item 6)

4. REQUISITION/PURCHASE REQ. NO.

CODE

See Item 6

FACILITY CODECODE

EMAIL:TEL:

W912PQ-18-Q-0012

SECTION SF 30 BLOCK 14 CONTINUATION PAGE

SUMMARY OF CHANGES

SECTION SF 30 - BLOCK 14 CONTINUATION PAGE

The following have been added by full text:

PWS REVISED

PERFORMANCE WORK STATEMENT (PWS)

FOR

Statewide Digital Marketing Campaign

1.0 General:

1.1 Scope: The vendor accepting the contract shall provide all management, tools, supplies, equipment, and labor necessary to fulfilling a statewide digital marketing campaign. 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 costs, if any.

1.2 Background: As outlined in our FY18 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.

1.3 Period of Performance: Performance period for this contract will be for one full calendar year beginning 1 Aug 2018 to 31 JULY 2019.

1.4 General Information:

1.4.1 Quality Control: 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, which includes non-responsive websites or an unreachable audience. The contractor’s QCP is the means by which it assures itself that its work complies with the requirements of the contract. At a minimum, the contractor shall develop QC procedures that address the areas identified in Technical Exhibit 1, Performance Requirements Summary.

1.4.2 Quality Assurance: The NYARNG 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.

1.4.4 Place and Performance of Services: The contractor will be available during normal business hours of 0900-1700, except on recognized US holidays or when the NYARNG facility/installation is closed due to local or national emergencies, administrative closings, or similar NYARNG-directed facility/installation closings.

Performance shall be completed the contractors place of business. The contractor shall at all times maintain an adequate work force for the uninterrupted performance of all tasks defined within this PWS when the NYARNG 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.

1.4.5 Security Requirements: When, and if, visiting the Recruiting & Retention Battalion Headquarters or other NYARNG facilities the contractor shall comply with all applicable installation/facility access and local security policies and procedures, which may be obtained from the Recruiting and Retention POC working with the vendor. 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.

1.4.5.1 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.

1.4.5.2 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.

1.4.6 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 and other NYARNG personnel, as appropriate, may meet periodically with the contractor to review the contactor’s performance.

1.4.7 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.

1.4.8 Data Rights: The NYARNG 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 NYARNG owned and are the property of the NYARNG with all rights and privileges of ownership/copyright belonging exclusively to the NYARNG. These documents and materials may not be used or sold by the contractor without written permission from the KO. All materials supplied to the NYARNG shall be the sole property of the NYARNG and may not be used for any other purpose. This right does not abrogate any other Government rights.

1.4.9 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 vendor 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 DEFECTIVE SERVICE: A service output that does not meet the standard of performance associated with the Performance Work Statement.

2.1.4 DELIVERABLE: Anything that can be physically delivered and includes non-manufactured things such as meeting minutes or reports.

2.1.5 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.

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

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

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

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

2.1.10 SUBCONTRACTOR: One that enters into a contract with a prime contractor.

The Government does not have privity of contract with the subcontractor.

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

2.1.12 WORK WEEK: Monday through Friday, unless specified otherwise.

2.2 ACRONYMS:

AFARS Army Federal Acquisition Regulation Supplement AR Army Regulation AT/OPSEC Antiterrorism/Operational Security COR Contracting Officer Representative COTS Commercial-Off-the-Shelf DA Department of the Army 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) KO Contracting Officer OCI Organizational Conflict of Interest ODC Other Direct Costs PII Personally Identifiable Information POC Point of Contact PRS Performance Requirements Summary PWS Performance Work Statement QA Quality Assurance QAP Quality Assurance Program QASP Quality Assurance Surveillance Plan QC Quality Control

QCP Quality Control Program TE Technical Exhibit

3.0 Government Furnished Property, Material, Equipment and Services (GFP/M/E/S):

The NYARNG will not provide any property, material or equipment to the contractor for the execution of this contract. Should an emergency arise, only the necessary basic lifesaving and life support measures will be provided during the emergency. The following services will be provided:

3.1 Services: The NYARNG Marketing Team will provide approved digital artwork to support completion of this PWS.

4.0 Contractor Furnished Property, Materials, and Equipment (CFP/M/E):

4.1 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.

5.0 Requirements:

Provide a Twelve (12) month campaign for Banner ads and Mobile advertising that reaches a total of 460,000 impressions per month. Utilized search retargeting, site retargeting, behavior targeting, and contextual targeting. Targeting 17- 35 year olds along with demographics to be determined per need.

5.1.1 Geo Targeting (customizing an advertisement for a product or service to a specific market based on the geographic location of potential recruit) and Geo Fencing (the use of GPS or RFID technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area) to potential recruits in specific areas or on the go.

The ability for the Marketing Non-Commissioned Officer in Charge (NCOIC) to change messaging and target areas with a 5 day advance notice to the contractor with all imaging and verbiage content. This change will take place according to mission requirements. The area of targeting will include the full State of New York. 3-5 location changes a month with different messaging is required per mission. These changes involve specific events as traditional Geo Targeting and Geo-Fencing will blanket areas quarterly.

5.1.2 Audience targeted Whitelist and Blacklist. The terms Whitelist and Blacklist are customary terms used by industry standard. Therefore, the ability for the Marketing NCOIC to choose (Whitelist) a list of places where our ads will run. While the (Blacklist) will be places not to run our ads. This will begin before the campaign runs.

5.2 Transparent live reporting to include site lists, click-through rates (the percentage of people visiting a web page who access a hypertext link to a particular advertisement)

5.3.2 Search retargeting (targets an audience based on the previous searches they Conduct on other websites)

5.3.3 Contextual targeting (targeted advertising for advertisements appearing on Websites or other media, such as content displayed in mobile browsers)

5.4 Behavioral targeting (Behavioral targeting relies on capturing website and Landing page visitor data and using that information to provide these visitors with Advertisements that are relevant to their needs and interests)

5.4.1 Banner ads and Mobile Advertising ad units. The ad units will consist of web site banner ads that will contain an embedded URL www.nynationalguard.com when clicked on will redirect the user to our NYARNG landing page. Banners ads will be created by the NYARNG Marketing Team and pushed to the company accepting the contract upon award. This is based on the requirement of the awarded company.

5.4.2 Targeting reports.

5.4.3 Real-time targeting (real-time data just moments after the potential recruit begin to view information on the website)

5.4 Latitude/Longitude Targeting will be managed by the company accepting the contract.

5.4.1 All Banner ads and Mobile Advertising needs to be distributed in The State of New York.

Q&A

Q&A Posted 3 JULY 2018 Quotes are now due 13 JULY 2018 11am.

Q. Should I use the RFP template that was in the RFP or will a media plan and media kit suffice?

A. RFQ is fine with media plan and media kit.

Q. Can you confirm your target CTR? It says "1,900-5,910 click-through rate," but I wanted to confirm that should be Click-Thrus, Leads?

A. click thru rate/Click-thru do equal leads, the terms are being used interchangeable. These are actual clicks thru's (leads) and not in percentage.

Q. :15/:30 Second Video Pre-Roll commercials within the vendors' footprint, using proprietary digital targeting with precise accuracy.

A. The videos are creatives that the NYNG will provide.

Q Geotargeting will take place in the following cities: Albany, Buffalo, Rochester, Elmira, Watertown, Binghamton, Ithaca, Syracuse, Utica, and Plattsburgh.

A. Geo marketing would fall under the 450K monthly impressions

Q. Is TV included in this contract?

A. NGB has a contract through the State Broadcasters Association so as per that contract we(at the NY STATE LEVEL) are not allowed to pay for TV or Radio airtime. However, we are allowed to pay for booth space at the events that TV stations and Radio stations put on. Any airtime that we receive is free and our SBA Rep is charged with helping us receive that free airtime.

Q. Is/Was there a Pre-proposal conference?

A. This is an RFQ (not an RFP), therefore there is no pre-proposal conference, if there is any Q&A it will

Q. If so, would you be able to provide the Q/A’s from the pre-proposal conference?

A. Questions are submitted via email. No pre-proposal conference.

Q. Can you provide the media budget?

A. we DO NOT provide a budget

Q. Can you elaborate on section 5.1? Specifically, what are the click-through-rate & Impressions needed?

A. The click through rates are 1,900-5,910 and 90% of impressions for a 12 month campaign targeting 17-35 year olds.

The following have been deleted:

PWS

SECTION SF 1449 - CONTINUATION SHEET

SOLICITATION/CONTRACT FORM

The required response date/time has changed from 10-Jul-2018 11:00 AM to 13-Jul-2018 11:00 AM.

The following have been added by full text:

252.204-7006 BILLING INSTRUCTIONS (OCT 2005)

When submitting a request for payment, the Contractor shall--

(a) Identify the contract line item(s) on the payment request that reasonably reflect contract work performance; and

(b) Separately identify a payment amount for each contract line item included in the payment request.

(End of clause)

252.225-7050 DISCLOSURE OF OWNERSHIP OR CONTROL BY THE GOVERNMENT OF A COUNTRY

THAT IS A STATE SPONSOR OF TERRORISM (JAN 2018)

(a) Definitions. As used in this provision--

Government of a country that is a state sponsor of terrorism includes the state and the government of a country that is a state sponsor of terrorism, as well as any political subdivision, agency, or instrumentality thereof.

Significant interest means--

(i) Ownership of or beneficial interest in 5 percent or more of the firm's or subsidiary's securities. Beneficial interest includes holding 5 percent or more of any class of the firm's securities in ``nominee shares,'' ``street names,'' or some other method of holding securities that does not disclose the beneficial owner; (ii) Holding a management position in the firm, such as a director or officer;

(iii) Ability to control or influence the election, appointment, or tenure of directors or officers in the firm;

(iv) Ownership of 10 percent or more of the assets of a firm such as equipment, buildings, real estate, or other tangible assets of the firm; or

(v) Holding 50 percent or more of the indebtedness of a firm.

State sponsor of terrorism means a country determined by the Secretary of State, under section 6(j)(1)(A) of the Export Administration Act of 1979 (50 U.S.C. App. 2405(j)(1)(A)), to be a country the government of which has repeatedly provided support for acts of international terrorism. As of the date of this provision, state sponsors of terrorism include: Iran, North Korea, Sudan, and Syria.

(b) Prohibition on award. In accordance with 10 U.S.C. 2327, unless a waiver is granted by the Secretary of Defense, no contract may be awarded to a firm if the government of a country that is a state sponsor of terrorism owns or controls a significant interest in--

(1) The firm;

(2) A subsidiary of the firm; or

(3) Any other firm that owns or controls the firm.

(c) Representation. Unless the Offeror submits with its offer the disclosure required in paragraph (d) of this provision, the Offeror represents, by submission of its offer, that the government of a country that is a state sponsor of terrorism does not own or control a significant interest in--

(1) The Offeror;

(2) A subsidiary of the Offeror; or

(3) Any other firm that owns or controls the Offeror.

(d) Disclosure.

(1) The Offeror shall disclose in an attachment to its offer if the government of a country that is a state sponsor of terrorism owns or controls a significant interest in the Offeror; a subsidiary of the Offeror; or any other firm that owns or controls the Offeror.

(2) The disclosure shall include--

(i) Identification of each government holding a significant interest; and

(ii) A description of the significant interest held by each government.

(End of provision)

The following have been deleted:

52.232-33 Payment by Electronic Funds Transfer--System for Award

Management

JUL 2013

252.204-7004 Alt A System for Award Management Alternate A FEB 2014 252.204-7006 Billing Instructions OCT 2005 252.204-7011 Alternative Line Item Structure SEP 2011

(End of Summary of Changes)