Attachment__2_-_NCSA_Task_Order_0001_PWS_0002.docx

PERFORMANCE WORK STATEMENT (PWS)

NCSA Task Order 0001

1.0 General:

The purpose of this contract is to provide the Army National Guard (ARNG) the ability to advertise nationally using a combination of both: (1) Public Service Advertising (PSA); and (2) paid advertising called Non-Commercial Sustaining Announcements (NCSA) Program or Public Education Partnership (PEP) Program. The primary objective is to reach the ARNG’s target demographic of 17-24 year-olds, secondarily 25-35 year-olds.

The requirement component using “traditional” PSA (out of home and-in-home) will leverage the marketing tools for PSA out of-home media may include (1) billboards; (2) parking lot signage; (3) transit interior/exterior bus cards and shelters and (4) back-lit dura-trans. PSA In-home shall include advertising spots placed on radio and on cable and non-cable television from 12:01 AM to 5:59 AM local time. The component using the NCSA Program will involve placement of advertising spots on radio and television from 6:00 AM to 12:00 AM (Midnight) local time.

Unlike the PSAs above, the NCSA Program is provided through a state’s State Broadcasters Association (SBA), which are represented nationally by the National Alliance of State Broadcasters Associations (NASBA). Each state has its own SBA which represents its radio and television broadcasters. The NCSA Program broadcasts in a variety of markets (large and small) throughout a given state. It obtains for petitioners for airtime priority treatment in receiving that airtime for the petitioners’ advertisements during desirable time slots between 6:00AM and 12 AM (Midnight) local time, and obtains for the petitioners repeated airtime throughout a campaign.

The NCSA Program is intended to help Government agencies and nonprofit organizations deliver their important public interest messages effectively and affordably. Various state and local Government agencies use NCSAs to promote transportation and highway safety issues/initiatives, health and human services, emergency awareness and preparedness, tourism, consumer protection and education and many other issues and causes.

The ARNG uses NCSAs across all 50 states, the District of Columbia and Puerto Rico to broadcast its national radio and television announcements year-round and in an affordable manner. (Note: DC, Maryland, and Delaware have a joint program executed under a single subcontract while Guam and Virgin Islands do not have any NCSA Program) The ARNG’s primary objective is to have the nationally broadcast NCSAs create awareness of the ARNG and generate interest among potential recruits and their influencers, resulting in leads. This NCSA Program will further the ARNG objective by increasing public awareness of ARNG, clarifying public understanding of ARNG’s mission, and improving the public’s perception of the Guard. The major success of this program has been the ability to build relationships/ partnerships between the SBA/PSA representatives, the Contractor, and the ARNG personnel in an effort to help the ARNG reach it’s end strength mission success.

The ARNG NCSA Program uses a contractor to make arrangements with each state SBA for distributing ARNG advertising materials to SBA-member stations and to promote the use of ARNG PSAs during member-stations unsold airtime (no cost). The purpose of the contractor’s efforts is to ensure that the ARNG receives the maximum exposure and advertising value possible within the desired day parts agreed to by each state’s SBA. The Contractor shall negotiate and establish an agreement (subcontract) with each State’s SBA outlining the expectations for the airings of the NCSA materials as demonstrated in its proposal.

The Contractor shall NOT be required to conceptualize and produce the recorded NCSA TV and radio materials nor the PSA TV materials. Contractor will be required to duplicate both existing PSA In-Home and existing NCSA TV and radio spots media, design packaging, and send these duplicated spots to each State’s SBA. The Contractor shall negotiate and establish an agreement (subcontract) with each State’s SBA outlining the expectations for the airings of the NCSA materials as demonstrated in its proposal.

Funding for the NCSA Program does not directly pay radio/TV stations within a state; rather, the funding is provided to the States’ SBAs (radio/TV stations are members of their State’s SBA). The SBAs then use the funding to provide the member radio/TV stations with services such as: professional education, regulatory guidance, compliance programs, and advocacy at the state and federal level.

1.1 Scope: The Contractor shall provide all personnel, equipment, tools, materials, supervision and quality control necessary, except as specified in Paragraph 3.0 as Government Furnished, to perform ARNG NCSA Program with PSA services as defined in this PWS.

1.2 Background: ARNG established the national NCSA program in 1995. Prior to 1995, ARNG conducted sporadic PSA material distributions and select States had their own local NCSA programs. Initially, NCSA and PSA programs were provided via a task order that fell under the Traditional Advertising Indefinite Delivery Indefinite Quantity (IDIQ) contract. The Army National Guard is the only organization that uses NCSAs on a national basis. In 2001, the determination was made to create a separate IDIQ contract for the NCSA and PSA programs (funding amount changes every year), and the first long-term IDIQ was awarded in 2002 (DAHA90-02-D-0001). A second long-term IDIQ followed in November of 2008 (W9133L-09-D-0001).

1.3 Period of Performance (PoP): The PoP for this IDIQ is a one year base period with two option periods of one year apiece.

1.4 General Information:

1.4.1 Quality Control (QC): The Contractor shall create and maintain an effective QC Plan (QCP) to ensure services are performed in accordance with this PWS. The Contractor shall create and implement procedures to identify, prevent and ensure non-recurrence of defective services. The Contractor’s QCP is the means by which it assures itself that its work complies with the requirements of the contract. As a minimum, the Contractor shall create QC procedures that address the areas identified in Technical Exhibit 1, Performance Requirements Summary (PRS). After Government acceptance of the QCP, the Contractor shall obtain the Contracting Officer’s (KO) acceptance in writing of any proposed changes to its QCP.

1.4.2 Quality Assurance (QA): The Government will evaluate the Contractor’s performance under this contract in accordance with the Quality Assurance Surveillance Plan (QASP). This plan is primarily focused on what the Government must do to ensure that the Contractor has performed in accordance with the performance standards. It defines how the performance standards shall be applied, the frequency of surveillance, and acceptable quality level(s) (defect rate(s)).

1.4.3 Recognized Holidays: The Contractor shall determine the manner in which the requirements set forth in this PWS are to be accomplished.

1.4.3.1 The Contractor is being notified the Government may not be available on recognized Federal Holidays.

1.4.3.2 A list of federally recognized holidays is available on http://www.opm.gov/policy-data-oversight/snow-dismissal-procedures/federal-holidays.

1.4.4 Place and Performance of Services: The Contractor shall have a point of contact (POC) available between the hours of 9:00 AM to 5:00 PM “Eastern time” Monday through Friday, except on recognized U.S. holidays. Contractor’s place of performance shall be at the Contractor’s facility. However, the Contractor is allowed to have in-person meetings with Government personnel, and at a location other than the Contractor’s facility, if the Contractor determine the meetings are needed to ensure the below tasks are met. The Government will provide the Contractor with any necessary Government personnel rosters upon contract award. The Contractor shall at all times maintain an adequate work force for the uninterrupted performance of all tasks defined within this PWS. 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: The Contractor shall comply with all applicable installation/facility access and local security policies and procedures, which may be obtained from the Contracting Officer’s Representative (COR). 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 Department of Defense (DoD), Headquarters Department of the Army (HQDA) and/or local policy. Should the Force Protection Condition (FPCON) change, the Government may require changes in Contractor security policies 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 personnel 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): (not a requirement under this contract) The Contractor shall protect all PII encountered in the performance of services in accordance with Defense Federal Acquisition Regulation Supplement (DFARS) 224.103 and DoDD 5400.11 can be found at http://www.dtic.mil/whs/directives/corres/dir.html#. DoD 5400.11-R may be found at http://www.dtic.mil/whs/directives/corres/pub1.html 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 whose PII has been compromised.

1.4.5.3 CAC Requirements: (not a requirement under this contract) The Common Access Card (CAC) is the DOD Federal Personal Identity Verification (PIV) credential. Guidance on the CAC Card are covered by DoDM 1000.13-M-VI can be found at http://www.dtic.mil/whs/directives/corres/pub1.html. Initial issuance of a CAC requires at a minimum, the completion of FBI fingerprint check with favorable results reflecting "No Record" and submission of a National Agency Check with Inquiries (NACI) to the Office of Personnel Management (OPM), or a DoD-determined equivalent investigation. The issuance of a CAC will be based on four criteria; (a) eligibility for a CAC; (b) verification of DoD affiliation from an authoritative data source; (c) completion of background vetting requirements according to the Federal Information Processing Standards Publication 201-2 FIPS 201-2, may be found at http://nvlpubs.nist.gov/nistpubs/FIPS/NIST.FIPS.201-2.pdf. Personal Identity Verification (PIV) of Federal Employees and Contractors, March 2006, and DoD Regulation 5200.2-R, Department of Defense Personnel Security Program, January 1987 maybe found at http://www.dtic.mil/whs/directives/corres/pub1.html. and (d) verification of a claimed identity. CAC-eligible personnel must be registered in the Defense Enrollment Eligibility Reporting System (DEERS) through either an authoritative personnel data feed from the appropriate Service or Agency or Trusted Associate Sponsorship System (TASS).

1.4.5.3.1 Background Investigation Requirements: (not a requirement under this contract) The Contractor shall ensure that all Contractor personnel are eligible to obtain CACs; (and other eligible populations as specified in “DoDM 1000.13-M-V1, appendix 1 to enclosure 2, paragraph 3b” found at http://www.dtic.mil/whs/directives/corres/pub1.html. The Contractor shall obtain CAC cards for applicable personnel when the COR determines that it is in the interest of the Government. Also, the Contractor personnel shall have received a favorable FBI fingerprint check and must have submitted to the Office of Personnel Management (OPM) a National Agency Check with Inquiries (NACI) or equivalent/higher investigation. It is the responsibility of the Contractor to ensure that all employees requiring an initial background investigation complete a Personnel Security Investigation Portal (PSIP) form, at the earliest possible date and that this form is forwarded to the COR immediately. The COR will review the form for completeness and accuracy and forward to the National Guard Bureau Personnel Security manager who will initiate the investigation process via the PSIP. Contractor personnel will then receive two e-mail messages; the first will confirm that the request has been received by the Office of Personnel Management, and the second will provide instructions for the completion of the appropriate form via the Electronic Questionnaires for Investigations Processing (e-QIP) system. Upon completion of the e-QIP questionnaire and submittal of all required documents, including fingerprint card to the security manager, the background investigation (BI) will be initiated. The Contractor shall ensure all instructions regarding background investigation processing, including those provided verbally, by e-mail or via a Government system are complied with immediately. The Contractor is cautioned that the entire process from submittal of the PSIP form to return of the FBI fingerprint check may routinely take from 2-6 weeks and shall factor this lead time into its hiring/placement process. The Contractor shall make all reasonable efforts to ensure that Contractor employees meet CAC eligibility standards upon assignment to the contract and shall be held responsible for delays, failure to meet performance requirements or decreases in efficiency in accordance with the applicable inspection clause.

1.4.5.3.2 Trusted Associate Sponsorship System (TASS): (not a requirement under this contract) The Contractor is responsible for processing applications for CACs for every Contractor employee who deploys with the military force OR who has a need to access any Government computer network in accordance with Federal Acquisition Regulation (FAR) 52.204-9, "Personal Identity Verification of Contractor Personnel."

The Contractor is responsible for managing requests for new or renewal CAC cards in sufficient time to ensure that all Contractor employees have them when needed to perform work under this contract. The norm is at least ten calendar days advance notice to the Trusted Agent (TA), unless there are extenuating circumstances approved by the COR or KO.

It is recommend that a "Corporate Facility Security Officer" (FSO) be designated to serve as your firm's single point of contact for Background Investigation (BI), the TASS application process and other CAC- and security-related matters. If an FSO is not established, each Contractor employee requiring a CAC will be required to process their own applications.

CAC applications shall be processed through the TASS. The Contractor's FSO or Contractor employee shall submit requests for a CAC via email to the designated TASS Trusted Agent (TA) before accessing the TASS website.

The Government will establish a TASS application account for each CAC Request and will provide each Contractor employee a USER ID and Password, via email, to the FSO. The FSO or Contractor employee shall access the TASS account and complete the CAC application (entering/editing Contractor information as applicable) at: https://www.dmdc.osd.mil/tass/.

The FSO or Contractor employee will submit completed applications in TASS and will follow up to ensure that the TA is processing the request.

A CAC cannot be issued without evidence that the FSO has initiated a National Agency Check with Written Inquires (NACI).

The Government will inform the Contractor's applicant, via email, of one of the following:

a. Approved.* Upon approval, the information is transferred to the DEERS database and an email notification is sent to the Contractor with instructions on obtaining their CAC. The Contractor proceeds to a Real-Time Automated Personnel Identification System (RAPIDS) station (RAPIDS Site Locator: http://www.dmdc.osd.mil/rsl/).

b. Rejected.* The Government, in separate correspondence, will provide reason(s) for rejection.

c. Returned. Additional information or correction to the application is required by the Contractor employee.

*The Contractor shall maintain records of all approved and rejected applications.

At the RAPIDS station, the RAPIDS Verification Officer will verify the Contractor by SSN and two forms of identification. Identity source documents must come from the list of acceptable documents included in Form I-9, OMB No. 1615-0047 "Employment Eligibility Verification” found at https://www.us-immigration.com/immigrationforms/files/form/I-9/i-9english.pdf. Consistent with applicable law, at least one document from the Form I-9 list shall be a valid (unexpired) State or Federal Government-issued picture identification (ID). The identity documents will be inspected for authenticity and scanned and stored in the DEERS upon issuance of an ID. The photo ID requirement cannot be waived, consistent with applicable statutory requirements. The Verification Officer will capture primary and alternate fingerprints, picture and updates to DEERS and will then issue a CAC.

Issued CACs shall be for a PoP not longer than three (3) years or the individual's contract end date (inclusive of any options), whichever is earlier.

The Contractor shall return issued CACs to the DEERS office upon departure or dismissal of each Contractor employee. The Contractor shall obtain a receipt for each card and provide to the TA/COR.

1.4.5.4 AT Level 1 Awareness Training (AT): (not a requirement under this contract) All Contractor employees requiring access to Army Installations, facilities, and controlled access areas shall complete Level 1 AT within 30 calendar days after contract start date and within 30 calendar days of new employees commencing performance. The Contractor shall submit certificates of completion for each affected Contractor and subcontractor employee, to the COR, or to the KO if a COR is not assigned, within 15 calendar days after completion of training. NOTE: This does not apply to visitors attending a meeting 1-2 times a month. Level 1 AT is available at http://jko.jten.mil/courses/atl1/launch.html.

1.4.5.5 Information Assurance (IA)/Information Technology (IT) Training: (not a requirement under this contract) All Contractor employees shall complete the DoD IA Awareness Training before issuance of network access and annually thereafter. All Contractor employees performing services involving IA/IT functions shall comply with DoD and Army training requirements in DoDD 8140.01, found at http://www.dtic.mil/whs/directives/corres/dir.html. DoD 8570.01-M http://www.dtic.mil/whs/directives/corres/pub1.html. and AR 25-2 found at http://armypubs.army.mil/epubs/index.html. within six months of the start of contract performance. In accordance with DoD 8570.01-M , DFARS 252.239.7001 and Army Regulation (AR) 25-2, Contractor employees performing services supporting IA/IT functions shall be appropriately certified upon contract award. The baseline certification as stipulated in DoD 8570.01-M shall be completed upon contract award.

1.4.5.6 Information Awareness: (not a requirement under this contract) All Contractor employees with access to a Government information system shall be registered in the Army Training Certification Tracking System (ATCTS) (https://atc.us.army.mil/iastar/index.php) prior to commencement of services, and shall successfully complete the DoD Information Assurance awareness training prior to access to the IS and then annually thereafter. (https://ia.signal.army.mil/DoDIAA/).

1.4.5.7 Operations Security (OPSEC) Training: In accordance with AR 530-1, Operations Security found at http://armypubs.army.mil/epubs/index.html., new Contractor employees shall complete Level I OPSEC training within 30 calendar days of their reporting for duty and annually thereafter. The Contractor shall submit certificates of completion for each affected Contractor employee, to the COR, or to the KO if a COR is not assigned, within 15 calendar days after completion of training. Level 1 OPSEC training is available at http://cdsetrain.dtic.mil/opsec/.

1.4.6. Physical Security: The Contractor shall safeguard all Government property provided for Contractor use. At the close of each work period, Government facilities, equipment and materials shall be secured.

1.4.7. 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, COR, and other Government personnel as appropriate, may meet periodically with the Contractor to review the Contractor’s performance. At these meetings, the KO will apprise the Contractor of how the Government views the Contractor’s performance and the Contractor shall apprise the Government of problems, if any, being experienced. The Contractor shall resolve outstanding issues raised by the Government. Contractor attendance at these meetings shall be at no additional cost to the Government.

1.4.8. Contract Manager (CM): The Contractor shall designate a CM who shall ensure performance under this contract. The name of this person and an alternate, who shall act for the Contractor when the CM is absent, shall be designated in writing to the KO. The CM or alternate shall have full authority to act for the Contractor on all contract matters relating to daily operation of this contract. The CM shall work through the COR (or the KO if a COR is not assigned), to resolve issues, receive technical instructions and ensure adequate performance of services. The CM shall ensure that Contractor employees do not perform any services outside the scope of the contract without an official modification issued by the KO. The CM shall ensure Contractor employees understand that services performed outside the scope of the contract are performed wholly at the expense of the Contractor.

1.4.9 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 any forms of trafficking in persons during the PoP of the contract; procure commercial sex acts during the PoP 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 U.S. Government policy as described at FAR 22.17. This applies to all Contractor personnel on and off duty.

1.4.10 Data Rights: The Government has unlimited rights to all documents/material provided to the contractor under this contract. All documents and materials, to include the source codes of any software, provided to the contractor under this contract are the sole property of the Government with all rights and privileges of ownership/copyright belonging exclusively to the Government. These documents and materials may not be used or sold by the Contractor without written permission from the KO, and may not be used for any purpose other than performance of the contract. This right does not abrogate any other Government rights.

1.4.11 Organizational Conflicts of Interest (OCI): The Contractor and Subcontractor personnel performing services under this contract may receive, have access to or participate in the creation 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. The Contractor shall also disclose to the Government any instance of a recommended media property or related service being one that the Contractor has an ownership interest in or no-charge or discounted access to via a barter or similar arrangement.

1.4.12 Transition-OUT Plan: To minimize any decreases in productivity and to prevent possible negative impacts on additional services, the contractor shall have personnel on board, during the thirty (30) days phase out periods and work with any following Contractor.

2.0 Definitions and Acronyms:

2.1 Definitions

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/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 CONTRACTING OFFICER'S REPRESENTATIVE (COR): An employee of the U.S. Government designated by the KO to monitor Contractor performance. Such appointment shall be in writing and shall state the scope of authority and limitations. This individual has authority to provide technical direction to the Contractor as long as that direction is within the scope of the contract, does not constitute a change, and has no funding implications. This individual does NOT have authority to change the terms and conditions of the contract.

2.1.4 DEFECTIVE SERVICE: A service output that does not meet the standard of performance associated with the PWS.

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

2.1.6 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 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.

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

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

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

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

2.1.11 SUBCONTRACTOR: One that enters into a contract with a prime Contractor. The Government does not have privity of contract with the Subcontractor.

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

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

2.2 ACRONYMS:

FDO

GFP/M/E/S

Fee Determining Official Government Furnished Property, Material, Equipment and Services

3.0 Government Furnished Property, Material, Equipment and Services (GFP/M/E/S): The Government will provide, incidental to services being provided, the following: (1) National Guard Regulation (NGR) 601-1; (2) ARNG Style Guide/Graphic Standards (“Style Guide”); (3) National Guard-specific trademarked logos; (4) all pre-recorded radio and television commercials.

4.0 Contractor Furnished Property, Material, 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 and throughout this PWS.

5.0 Requirements: The Contractor shall perform the tasks contained within Paragraph 5.

5.1 The Contractor shall comply with: (1) NGR 601-1 Army National Guard Strength Maintenance Program; (2) ARNG Style Guide/Graphic Standards (“Style Guide”), and (3) Electronic and Information Technology Accessibility Standards (Section 508), which is viewable online at http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards/section-508-standards. The Style Guide will provide guidance on the proper use and placement of all ARNG Approved Logo(s). This statement pertains to the editing of TV and Radio spots.

5.2 The Contractor shall draft a Monthly Status Report (MSR). The Contractor shall draft a summary of all tasks undertaken from the time of award and any specified tasks identified in the PWS into an MSR. The written report shall be submitted monthly to the COR and KO no later than the 10th business day of every month via email. A sample of the MSR shall be submitted to the COR and KO for review and approval within seven (7) business days after award. The MSR shall, at a minimum, consist of the following: (1) a section breaking down monthly activities by state; (2) a detail list of all tasks accomplished including the performance standard for each task; (3) critical actions/issues; (4) problems/issues encountered; and program recommendations (6) all deliverables listed below (see paragraphs 5.6, 5.7.2, 5.8.1 and 5.9.1) which must accompany the MSR.

5.3 The Contractor shall use only National Guard specific trademarked logos. The COR will provide access to current site library at the Post-Award Meeting. The library is managed by the Government. All Contractor created advertising shall be approved by the COR prior to any posting. All Contractor approved imagery and videos shall be uploaded to the library by the Contractor on a monthly basis.

5.4 The Contractor shall also use the National Guard’s “Return on Investment (ROI) Tracking Tool” as feasible for advertising materials distributed under this contract. The ROI Tracking Tool is a custom built Web-based campaign management portal exclusively designed for the National Guard providing a transparent, collection control, and tracking of ROI data for ARNG marketing and advertising campaigns. The COR will provide access permission to the ROI Tracking Tool at the Post-Award Meeting. The Contractor shall use the ROI Tracking Tool to create and track applicable campaigns and programs by Campaign Identifications (CIDs). The ROI Tracking Tool provides a standardized and controlled way of creating a campaign URL, which for online media, appends a unique tracking tag in the query string of the URL targeting http://www.nationalguard.com. The Government will provide orientation on the ROI tracking Tool within fourteen (14) days after contract award. The ROI Tracking Tool will generate Monthly Reports that will be available to the Contractor. The Contractor shall create reports within the ROI tool as needed.

5.5 The Contractor shall ensure “NATIONALGUARD.com” and/or “1-800-GO-GUARD” is advertised on all advertising placements. Any online advertisements shall have an embedded hyperlink to www.nationalguard.com. The Contractor shall also use specialized embedded hyperlinks to specific pages within www.nationalguard.com.

5.6 The Contractor shall ensure updated usage agreements with radio and television stations for any relevant release of rights/claims) are established and correctly reflected in the traffic instructions prior to distribution. The Contractor shall keep a record of all agreements and a full list shall be included in the contract’s first MSR and only changes to that list in the follow-on MSRs.

5.7 The Contractor shall distribute Government provided announcements or spots in different languages (English and/or Spanish, depending on ARNG’s agreements with individual SBAs and/or State Army National Guard units’ requests approved by the COR). The commercials to be aired under this contract are listed in Attachment 3, Task Order Price Proposal Matrix. The contractor shall distribute the commercials through an SBA to member radio and television stations as directed by each task order.

5.8 The Contractor shall ensure usage arrangements for NCSA and PSA materials to be allowed for web-streaming and multicast. The Contractor shall indicate in the traffic instructions that the ARNG materials being provided to the SBAs and PSA media outlets are suitable for web streaming and multicast.

5.9 The Contractor will be held to Attachment 4: NCSA Task Order 0001 TV Top 100 DMA AQL's for day parts and total airtime contained within their proposal. The AQL's will be incorporated as the performance standard for this section.

5.10 NCSA Agreement Specific Services:

5.10.1 The Contractor shall project and track performance metrics, and conduct campaign analysis via the NCSA Monthly Performance Tracking Report. The Contractor shall propose, and with Government approval, then adhere to, the performance metrics in its proposal optimizing the Government’s ability to obtain the best ROI. The Performance Tracking Report shall include, at a minimum the following: (1) Total investment in each SBA; (2) Length(s) of advertisements; (3) Recap for each State and DMA of times, dates and locations of airings (4) Total dollar value of the airtime received had the Government purchased the airtime at the going market rate(s); (5) percentage of advertisements on radio; and (6) percentage of advertisements on television. Any additional information identified in the contractor’s proposal (and receiving Government concurrence) for inclusion in the NCSA Monthly Performance Tracking Report. The Monthly Performance Tracking Report shall be provided to the COR as an attachment to the MSR.

5.11 NCSA Program Performance Analysis:

5.11.1 The Contractor shall analyze SBA submitted Monthly Reports and verify station affidavits of airtime received using third-party media tracking tools. The Contractor shall provide the Government with access (e.g. password) to any tracking system it utilizes. The Contractor shall purchase the software called SIGMA NEILSEN to use for tracking TV plays. The Contractor shall provide an NCSA Television Frequency Breakdown Report analyzing NCSA program performance and calculate metrics in its entirety including: (1) the names of commercials aired; (2) the dates (to include the day of the week) and exact times the commercial aired; (3) Designated Market Area (DMA); (5) the Station where the commercial aired; (6) the Network where the commercial aired. The NCSA Radio and Television Frequency Breakdown Report shall be provided to the COR as an attachment to the MSR.

5.11.2 The Contractor shall require each SBA to generate a minimum number of plays across all DMAs in order for the Contract Company to be eligible for any award fee. The award fees, if earned, will be verified bi-annually by the Contracting Officer Representative (COR) and approved by the Fee Determining Official (FDO) before any monetary awards are made.

5.12 NCSA Award Fee Plan

5.12.1 The contractor shall refer to Attachment 6 Task Award Fee Plan to implement strategies that meet or exceed the Government’s desired metrics to be eligible for any award fee for this requirement.

5.12.2 The Award Fee determination periods for FFP/AF will be twice a year. The specific evaluation period dates are shown in paragraph 7.0, Table 1. Award Fee evaluation and determination will cover areas of emphasis which reflect the balanced approach desired in order to achieve the performance goals of the NCSA Award Fee Program.

5.12.3 The NCSA Award Fee Plan allows the contractor to receive an additional 20% incentive fee for performance that exceeds the established metrics for airplays in the DMA’s as referred to in Attachment #2.

5.12.4 Award Fees earned by (Contractor) will be awarded by the Fee Determining Official (FDO). Unilateral changes to the metrics or the associated methodology may occur up to thirty (30) calendar days prior to the beginning of an evaluation period. These changes will be implemented by means of a bilateral modification as described the Award Fee Plan. Any changes to metrics or methodology within the current period will be accomplished through a bilateral agreement.

5.12.5 The determination of award-fee amounts are unilateral decisions made solely at the discretion of the Government.

5.12.6 Determination of (Contractor)’s performance and Award Fee eligibility will be based on attainment of the AQL's outlined in Attachment 4 and further explained herein. The method of assessing performance will be limited to (Contractor)’s activities and functions in performance as defined in this contract. (Contractor) will not be held responsible for failure to achieve performance measurements outlined in the PWS for reasons directly attributable to the Government. Examples of these are identified in the Introduction/Purpose section of the Surveillance Plan. Potential disagreements in this area are subject to the Disputes provision of this Task Order.

5.12.7 The Government will assure that (Contractor) is given the opportunity to understand the basis for the award amount as defined by paragraph 5.5. Also, the Government will assure fairness of evaluation, and prompt and consistent feedback. This process will form the basis for Award Fee disbursements based on the final FDO determination

5.12 Contractor Manpower Reporting Application (CMRA):

5.12.1 The Contractor shall report ALL Contractor labor hours (including subcontractor labor hours) required for performance of services provided under this contract for the National Guard Bureau via a secure data collection site, CMRA.

5.12.2 The Contractor shall completely fill in all required data fields using the following web address: http://www.ecmra.mil/. Reporting inputs shall be for the labor executed during the PoP during each Government fiscal year, which runs October 1 through September 30. While inputs may be reported any time during the fiscal year, all data shall be reported no later than October 31 of each calendar year, beginning with 2016. Contractors may direct questions to the help desk at http://www.ecmra.mil.

6 Applicable Publications: Publications applicable to this PWS are listed below. The Contractor must abide by all applicable regulations, publications, manuals, and local policies and procedures.

Publication (Chapter/Page)

(Updated monthly)

TECHNICAL EXHIBIT 1

Performance Requirements Summary (PRS) This PRS includes performance standards. The Government will use these standards to determine Contractor performance and will compare Contractor performance to the Acceptable Quality Level (AQL) and Performance Standards.

COR/KO will periodically check DAM

5.9

The Contractor will be held to the proposed ROI attachment for day parts and total airtime contained within their proposal. The proposed ROI will become the performance standard for this section.

TECHNICAL EXHIBIT 2

Deliverables Schedule

1.4.1 QC Plan (QCP)

1.4.11 Travel Plan

5.2 Monthly Status Report (MSR)

5.10.1 NCSA Monthly Tracking Report

5.13

CMRA