W912QG-18-R-0010__Statement_of_Work_(SOW).pdf

South Carolina Army National Guard

Recruiting and Retention Statewide Billboard Campaign

Statement of Work (SOW)

25 May 2018

TABLE OF CONTENTS

1.0 General

2.0 Specific Requirements/Tasks

3.0 Delivery or Deliverables

4.0 Glossary of Abbreviations and Acronyms………………………………...5

1.0 General

1.1 Background

The mission of the South Carolina Army National Guard (SCARNG) Recruiting and Retention Force is to assess new Soldiers in to the SCARNG and manage retention and attrition. The mission of the Recruiting and Retention Marketing Department is to generate awareness and leads in support of end-strength mission achievement. We are responsible for the development and implementation of the advertising / marketing plan for the State and provide advertising and marketing support the Recruiting and Retention Battalion. The Statewide Billboard Campaign will produce brand awareness, promote the ARNG, and emphasize our unique State Benefits. We will generate interest in our target market and increase lead generation.

We expect to increase lead generation by frequency of brand exposure and continue to establish brand recognition. All Billboards (Bulletins / Posters) will include the approved Army National Guard (ANG) Logo and call to action. We currently do not have any billboards throughout the state, and this campaign will increase brand awareness and assist with achieving our recruiting and retention mission.

1.2 Objective

Initiate a Statewide Billboard Campaign that will bring brand awareness and spark interest in our target market areas. The goal is to generate impressions by frequency of brand exposure. Ultimately, our goal is to generate leads and assist in achieving our Recruiting and Retention accession mission.

1.3 Scope of Work

The contractor shall provide all resources necessary to accomplish the tasks and deliverables described in this Statement of Work (SOW). The contractor shall produce and install a minimum of 15 Bulletins and a minimum of 40 posters. The contractor shall assist in the creation of the artwork under the direction of the Recruiting and Retention Marketing Department. All artwork and renditions will need to be approved by a member of the Recruiting and Retention Marketing Department prior to the printing and installation of the bulletins / posters. The SCARNG is not authorized to pay for Rental / Lease space; therefore, services and payment will only be for production and installation of such Bulletins and Posters per NGR 601-1 para 7-10.

1.4 Period of Performance

The period of performance of this contract is 1 August 2018 through 31 July 2019.

1.5 Place of Performance

The contractor shall be responsible for the production and installation of said billboards in their respective work place. There will not be any work performed in a facility owned by the South Carolina Army National Guard. Under the direction of NGR 601-1 para 7-10 we are prohibited from paying for rental / lease space.

Therefore, the SCARNG will not be able to provide direction on the exact location of the billboards. However, we can suggest certain markets and general areas to increase and maximize effectiveness of the billboard campaign.

2.0 Specific Requirements/Tasks

2.1 Production of bulletins and posters

2.1.1 All creative artwork for the bulletins and posters will be created under the direction of the South Carolina Army National Guard Recruiting and Retention Marketing Department. All printables will have the approved South Carolina Army National Guard Logo and call to action. The approved logo and artwork will be provided to the contractor by one of the members of the R&R Marketing Department.

2.2 Installation of bulletins and posters

2.2.1 All bulletins and posters will require approval from a member of the R&R Marketing Department prior to the installation. The installation of the bulletins and posters will be in accordance with the policies and procedures of the contractor.

Notice to contractors:

All information and data related to this project that the contractor gathers or obtains shall be both protected from unauthorized release and considered the property of the government. The contracting officer will be the sole authorized official to release verbally or in writing, any data, the draft deliverables, the final deliverables, or any other written or printed materials pertaining to this contract. Press releases, marketing material, or any other printed or electronic documentation related to this project, must not be publicized without the written approval of the contracting officer.

3.0 Delivery or Deliverables

3.1 Draft Artwork for approval for bulletins.

3.2 Draft artwork for approval for posters.

4.0 Glossary of Abbreviations and Acronyms

ARNG – Army National Guard

MKTG – Marketing NGB - National Guard Bureau

R&R – Recruiting and Retention RRB – Recruiting and Retention Battalion RRF – Recruiting and Retention Force SCARNG – South Carolina Army National Guard

End of SOW.