2._Statement_of_Work_Blueoutdoor_FY19.docx

Statement of Work For Advertising in Mall Network

FY 19

Introduction:

The New York Army National Guard (NYARNG) Recruiting & Retention Battalion’s mission is to sustain the NYARNG assigned end strength. 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:

Our primary areas of focus is to build brand awareness. Advertisements need to be placed in Malls in an area that has a high propensity to enlist DoD wide, but low NYARNG recruitment rate. Advertisements in Malls will provide awareness of benefits we have to offer both to our target demographic as well as influencers/supporters of our target demographic.

Current:

NYARNG currently does not have access to advertising in Mall with high DOD propensity to enlist with low NYARNG enlistments.

Objective:

Gain access to Malls within our 10 high-low areas indicated. Three Advertisements would be in each Mall and would begin on 01 September 2019 and go through 31 January 2020.

Requirements:

· The contractor must have access to advertising within Malls located in New York State

· Advertisements will be displayed starting 01 September 2019 through 31 January 2020

· Advertisements will be displayed on two exit spaces and in the center of the mall or high traffic areas

· Graphics will be coordinated with ryan.p.kilgallon.ctr@mail.mil

· Advertisements sizes will be approximately 30’X20’ but no smaller than 6’x5’ and in color

· The advertisements will target our high-lows in the following malls:

· Palisades Center (West Nyack)

· Aviation Mall (Queensbury)

· Galleria Crystal Run (Middletown)

· Champlain Centre Mall (Plattsburgh)

· Crossgates Mall (Albany)

· Poughkeepsie Galleria

· Shops at Ithaca

· Sangertown Square Mall (New Hartford NY)

· Walden Galleria (Buffalo)

· Tanger Outlets Riverhead (Riverhead)

· All work will be completed with guidance from Recruiting & Retention Battalion Marketing NCOIC @ adam.p.barber.mil@mail.mil

· All products and graphics will remain intellectual property of the New York Army National Guard

· The company that accepts the contract will accept the responsibility of production cost and mounting advertisements and will be included in the quote

Assumptions:

· All advertisements will be designed by NYARNG Marketing Department.

· Advertisements will be displayed 01 September 2019 - 31 January 2020

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

· Advertisements will be placed during late fall and holiday season when mall traffic is high for maximum visibility

Technical Scope of Work:

· Total of 30 advertisements will be placed strategically in 10 Malls

· Advertisements will be displayed for five months

· Placement will be in high visibility areas