Attch_3-NCSA_TASK_ORDER_0001-25_Nov_2015-Post_(PS).docx

PERFORMANCE WORK STATEMENT (PWS)

NSCA & PSA Media Services

TASK ORDER 0001

1.0 General:

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

The advertising requirement using “traditional” PSA will leverage the marketing tools for: (1) PSA Out-of-Home media; or (2) PSA In-Home media. PSA Out-of-Home design services for media shall include at a minimum: (1) billboards; (2) parking lot signage; and (3) transit (interior/ exterior bus cards, shelters, back-lit duratrans). PSA In-home media shall include: (1) cable TV; (2) television and radio spots between 12:01 AM to 5:59 AM local standard time. Comparatively, the NCSA Program provides a unique approach to national advertising for television and radio using a hybrid of public service broadcasting and paid advertising.

Unlike the PSAs above, the NCSA Program is made exclusively through a State’s State Broadcasters Associations (SBAs), 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. The NCSA Program is intended to help Government agencies and nonprofit organizations deliver their important public interest messages. 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 others.

The ARNG uses NCSAs across all 50 states, the District of Columbia, and Puerto Rico to broadcast its national radio and television announcements. The ARNG’s objective is to have the nationally broadcast NCSAs enhance ARNG’s image in the minds of potential recruits and their influencers, resulting in qualified recruitment leads. This NCSA Program will further the ARNG’s objective by increasing public awareness of ARNG, clarifying public understanding of ARNG’s mission, and improve the public’s perception of the Guard. The major aspect 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 mission success.

The ARNG NCSA Program uses a Contractor to provide advertising/marketing services to ensure the ARNG gets the maximum exposure and advertising value possible within each state’s SBA. The Contractor shall NOT be required to conceptualize and produce the recorded NCSA TV and radio materials. The Contractor shall also NOT be required to conceptualize and produce new PSA In-Home TV and radio spots. Contractor will be required to duplicate existing both PSA In-Home and NCSA TV and radio spots media (i.e. burn CDs), design creative packaging, and send to each State’s SBA. The Contractor negotiates and establishes an agreement (subcontract) with each State’s SBA outlining the expectations for the airings of the NCSA materials as demonstrated in their proposal.

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 and PSA programs in 1995. Initially, NCSA and PSA programs were a task order that fell under the Traditional Advertising Indefinite Delivery Indefinite Quantity (IDIQ) contract. The National Guard expanded the NCSA and PSA programs nationally in 1996 after trying it in several states and has been using it ever since. 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 (DAHA-90-02-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 task order is a base year from on or about May 28, 2016 to May 27, 2017.

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 shall 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. However, the Contractor is being notified the Government may not be available on recognized Federal Holidays, with the exception of any automated system generated airtime. 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 EST 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 they 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 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 Use of Government Information Systems (IS) and access to Government networks is a revocable privilege, not a right. Users are the foundation of the DoD strategy and their actions affect the most vulnerable portion of the Army Enterprise Infostructure (AEI). Contractor employees shall have a favorable background investigation or hold a security clearance and access approvals commensurate with the level of information processed or available on the system. Contractor employees shall:

a. Comply with the command's Acceptable Use Policy (AUP) for Government owned IS and sign an AUP prior to or upon account activation.

b. Complete initial and/or annual Information Assurance (IA) training as defined in the IA Best Business Practices (BBP) training https://informationassurance.us.army.mil.

c. Mark and safeguard files, output products, and storage media per classification level and disseminate them only to individuals authorized to receive them with a valid need to know.

d. Protect IS and IS peripherals located in their respective areas in accordance with physical security and data protection requirements.

e. Practice safe network and Internet operating principles and take no actions that threaten the integrity of the system or network.

1.4.5.3 Protection of Personally Identifiable Information (PII): 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, 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.

1.4.5.4 CAC Requirements: The Common Access Card (CAC) is the DOD Federal Personal Identity Verification (PIV) credential. In accordance with Directive Type Memorandum (DTM) 08-003, December 1, 2008, incorporating Change 5, October 8, 2013, 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 201-1, 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, 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).

1.4.5.4.1 SMSP Background Investigation Requirements: The Contractor shall ensure that all Contractor personnel are eligible to obtain CACs; (and other eligible populations as specified in “DTM-08-003 Attachment 3, paragraph 3a”). 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.

1.4.5.4.2 Trusted Associate Sponsorship System (TASS): 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. 115-0136, "Employment Eligibility Verification." 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.

1.4.5.5 AT Level 1 Awareness Training (AT): 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.

1.4.5.6 Information Assurance (IA)/Information Technology (IT) Training: 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 8570.01, DoD 8570.01-M and AR 25-2 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.

1.4.5.7 Information Awareness: 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/).

1.4.5.8 Operations Security (OPSEC) Training: In accordance with AR 530-1, Operations Security, 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. Identification of Contractor Employees: All Contractor personnel attending meetings, answering Government telephones and working in other situations where their Contractor status is not obvious to third parties are required to identify themselves as such to avoid creating an impression that they are Government employees. The Contractor shall ensure that all documents or reports produced by Contractor personnel are suitably marked as Contractor products or that Contractor participation is appropriately disclosed. The Contractor’s status as a “Contractor” shall be prominently displayed in all correspondence types (to include signature blocks on e-mail) and dealings with Government or non-Government entities. Contractor personnel shall wear identification badges distinguishing themselves as such. The badges shall have the company name, employee name and the word “Contractor” displayed. The Contractor shall retrieve all identification media (including vehicle passes) from their employees who depart employment for any reason. Contractors shall wear suitable and appropriate attire to all daily functions. All identification media (i.e., badges and vehicles passes) shall be returned to the KO within 14 days of an employee’s departure.

1.4.10. 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.

1.4.11 Planned Contractor Travel: The Contractor will NOT be provided any cost-reimbursable travel. ALL travel needed to perform the tasks in this contract shall be the Contractor’s responsibility and business decision to reach the performance metrics set in Sections 5.14.4 and 5.15.3, and Technical Exhibit 1. The Contractor shall propose a Travel Plan as part of their proposal. The proposed travel cost will be part of the Contractor’s overhead within the firm-fixed pricing provided.

1.4.12 Unplanned Travel: When events occur that could not have been reasonably anticipated by the Government unplanned travel may occur. When unplanned travel is deemed necessary by the KO, it shall be paid for on a cost-reimbursable basis via the “Unplanned Travel CLIN”. All unplanned travel and associated travel expenses shall be executed in accordance with the substantive provisions of the Joint Travel Regulation (JTR). All unplanned travel requires COR recommendation for approval and authorization by the KO via a bi-lateral modification prior to travel arrangements being made.

1.4.13 Shipping Costs: The Contractor will NOT be reimbursed for the costs of shipping training aids. The Contractor shall propose shipping costs as part of the proposal. The proposed shipping cost will be part of the Contractor’s overhead within the firm-fixed pricing provided.

1.4.14 Data Rights: The Government 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 Government-owned and are the 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. All materials supplied to the Government shall be the sole property of the Government and may not be used for any other purpose. This right does not abrogate any other Government rights.

1.4.15 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 no-charge or discounted access to via a barter or internal programmatic trading desk (or similar) arrangement.

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:

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 Regulations (NGR) 601-1; (2) ARNG Style Guide/Graphic Standards (“Style Guide”); (3) Electronic Roster of RRC’s and State contacts; (4) access to ARNG Digital Asset Management System (DAM) for photography and videos; (5) National Guard-specific trademarked logos; and (6) all pre-recorded radio and television commercial.

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 following tasks: General: The following Section 5.1 to 5.13 are relevant for BOTH the “NCSA tasks” and “PSA In-Home and PSA Out-of-Home Tasks” for a period of one (1) year.

5.1 The Contractor shall comply with: (1) NGR 601-1; (2) ARNG Style Guide/Graphic Standards (“Style Guide”), and (3) Electronic and Information Technology Accessibility Standards (Section 508) which is viewable online http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards/section-508-standards. This Style Guide will provide all ARNG Approved Logo(s).

5.2 The Contractor shall draft a Monthly Status Report (MSR). The Contractor shall draft a summary of all tasks undertaken during the previous month and any specified tasks identified in the PWS into a MSR. The written report shall be submitted monthly to the COR and KO no later than the 5th business day of every month via email. A sample of the MSR shall be submitted to the COR and KO for review and approval at the Post-Award meeting or within seven (7) business days after award, whichever comes sooner. The MSR shall, at a minimum, consist of the following: (1) a section breaking down monthly activities by state; (2) a detail of tasks accomplished performance standard and task; (3) deliverables completed; (4) critical actions/issues; (5) problems/issues encountered; (6) program recommendations; and (7) any tasks referencing the MSR below.

5.3 The Contractor shall synchronize ARNG PSA/NCSA marketing/advertising efforts and media platforms by coordinating with: (1) ARNG state/territory marketing personnel (2) Strength Support Readiness Center (SRSC) which manages the ARNG’s achieves located on the Digital Asset Manager (The DAM) server (see also Section 5.5); and (3) the COR. The Contractor shall provide a Synch and Coordination Report logging the personnel contacted under this task and provide in the MSR. The Government will provide the contact information for: (1) relevant Government personnel, (2) other ARNG marketing/adverting contract holders, and (3) SRSC personnel at the Post-Award Meeting. Updates shall be done to keep the list current.

5.4 The Contractor shall also use the National Guard’s “Return on Investment (ROI) Tracking Tool” for all online banner media placement. 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 all 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 campaigns and programs by Campaign Identifications (CIDs). The ROI Tracking Tools provides a standardized and controlled way of creating a campaign URL, which 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 use only National Guard specific trademarked logos. The Government will also make available the DAM, a library containing approved creative pictures, banners, electronic imagery, and videos for Contractor use. The COR will provide access to DAM at the Post-Award Meeting. The DAM is managed by SRSC. 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 DAM by the Contractor on a monthly basis. All advertising and content produced and using the National Guard trademarked logos shall be the property of the ARNG.

5.6 The Contractor shall ensure “NATIONALGUARD.com” and/or “1-800-GO-GUARD” is advertised on all advertising placements. All digital advertisements will have an embedded hyperlink to www.nationalguard.com. The Contractor shall also use specialized embedded hyperlinks to specific pages within www.nationalguard.com. An example is: a “campaign” to target college-bound high school students who seek information on college tuition would be sent to http://www.nationalguard.com/college instead of the NationalGuard.com home page. Specialized embedded hyperlinks will be part of CIDs for tracking ROI.

5.7 The Contractor shall provide Government-provided television and radio media (provided on the task order level) to the SBAs and PSA In-Home Media Providers in the correct format (e.g. formats, quantities, masters). The SBAs or PSA In-Home Media Providers format requirements vary and can include a combination of formats. The Contractor shall NOT be required to conceptualize and produce the recorded NCSA and PSA In-Home television and radio materials. All recorded broadcast material/masters shall be provided by the COR and/or via the DAM.

5.8 The Contractor shall ensure the Government-furnished television and radio commercial masters are duplicated with correct end-tags for PSA In-Home and NCSA media in compliance with governing laws and regulations. PSA In-Home television end-tag shall include at a minimum: (1) the COR approved current logo of the National Guard; (2) 1-800-GO-GUARD; and (3) www.NATIONALGUARD.com. NCSA media end tags have been historically, “Brought to you by the STATE Broadcasting Association and the Army National Guard.”

5.9 The Contractor shall create a Milestone Plan documenting the steps/tasks taken with dates to ensure creative materials are delivered on time and are complaint to the tasks in this PWS. The Milestone Plan will also detail the Contractor’s plan to increase coordination as describe in Section 5.3. The Contractor shall propose the Milestone Plan as part of their proposal.

5.10 The Contractor shall maintain a Shipping Log Report, documenting where creative materials were sent. The Shipping Log Report shall be provided to the COR as an attachment to the MSR.

5.11 The Contractor shall ensure updated usage agreements for all professional talent (talent/model standard release form(s), include any relevant release of rights/claims) are established and correctly reflected in the traffic instructions prior to distribution. The usage agreements shall be by state and on a per-talent basis for the duration of usage. The Contractor shall keep a record of all agreements and provide them in the Usage Agreement Report monthly to the COR via email.

5.12 The Contractor shall distribute announcements or spots in different languages (depending on individual SBA agreements and/or State requests approved by the COR. The creative materials distribution of the commercials specific in Technical Exhibit 4 shall be sent to television and radio stations. ). The Contractor shall confirm any additional announcements/ materials requested meet contractual requirements.

5.13 The Contractor shall write and coordinate live-read for both NCSA (appropriate for SBA distribution) and PSA In-Home live-read scripts and provide to the COR for approval. The live-read scripts are not recorded spots, but performed as-needed to support state-specific requirements. Historically, an estimated approximately 25 live-read script per year total, in assorted :60, :30 and :15 lengths, have been written and coordinated through the COR. The Contractors shall also coordinate the opportunity for local State Marketing Non-Commissioned Officers MNCOs to provide localized announcements for localized events, which are different than the live-read scripts. The state-specific material relates to: (1) specific types of vacancies; (2) vacancies in a certain area within a state; (3) state-specific benefits; and/or (4) recruiting-related events. The Contractor will provide a State-Specific Material Report on a monthly basis attached to the MSR.

5.13.1 The Contractor shall provide usage arrangements for NCSA and PSA In-home materials to be allowed for web-streaming. The Contractor shall indicate in the traffic instructions which materials being provided to the SBAs and PSA In-home Media Providers are suitable for web streaming. All web-streaming creative materials shall use the ROI Tracking tool (see also Section 5.4).

5.13.2 The Contractor shall maintain a Contact Log Report of all SBAs and PSA Media Providers contact information including: (1) name; (2) email addresses; (3) phone numbers; (4) fax number; and (5) street addresses (for deliveries). The Contractor will provide Contact Log Report as an attachment to the MSR.

5.13.3 Communications Audit Report: The Contractor shall provide a Communications Audit Report. The Contractor shall propose data elements to be contained in the communications audits at the time of proposal submission. At a minimum, the following shall be covered: (1) How past communications were handled; (2) Key audiences; (3) Strengths and weakness in current communications programs; (4) Untapped opportunities for future communications and (5) a year-end report summarizing the metrics of the air commercials. The Contractor shall provide the approved Communications Audit Report to the COR and KO within thirty (30) days of the end period of performance date and this Communications Audit Report is non-severable to the services being provided.

5.14 NCSA Agreement Specific Services:

5.14.1 The Contractor track performance metrics, and conduct campaign analysis via the NCSA Monthly Performance Tracking Report. The Performance Tracking Report shall include, at a minimum the following: (1) Total investment in each SBA; (2) Length of advertisements; (3) Total ROI for each state based on the NCSA Performance National Percentage Matrix below; (4) Total Dollar value received had the Government purchase the individual commercial; (5) percentage of advertisements on radio; (6) percentage of advertisements on television; and (7) what program it aired on. Any additional information in the Performance Tracking Report shall be incorporated from the Contractor’s proposal. The Monthly Performance Tracking Report shall be provided to the COR as an attachment to the MSR.

5.14.2 The Contractor shall adhere to the performance metrics found in Attachment 1: NCSA/PSA Performance Matrices to optimize the Government’s ability to obtain the best ROI. The final performance standards will determine the overall rating the Contractor will receive in Contractor Performance Assessment Reporting System (CPARS).

5.15 NCSA Program Performance Analysis:

5.15.1 The Contractor shall analyze SBA 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 they utilize. The Contractor shall propose the type(s) of third-party media tracking tools in their proposal. The Contractor shall provide a NCSA Television Frequency Breakdown Report analyzing NCSA program performance and calculate metrics including: (1) the name of commercials aired; (2) the date (to include the day of the week) and exact times the commercial aired; (3) the name of the commercial use as provided in Technical Exhibit 4, (4) Designated Market Area (DMA), (5) the Station where the commercial aired (6) the Network where the commercial aired; (7) the Daypart the commercial aired, and (8) Daypart Percentages. The NCSA Television Frequency Breakdown Report shall be provided to the COR as an attachment to the MSR.

5.15.2 The Contractor shall provide a NCSA Television Summary Report (1-2 pages). This report shall summarize the NCSA Television Frequency Breakdown Report. A sample of a NCSA Television Summary Report is provided in Attachment 1. The NCSA Television Summary Report shall be provided to the COR as an attachment to the MSR.

5.15.3 The Contractor shall obtain the commercial metrics of all NCSAs aired during a given reporting period of 6:00AM and 12:00 AM (Midnight). The Contractor shall calculate the airtime funding-to-percentage for each SBA and report the results to the COR in the NCSA Television Frequency Breakdown Report. The percentage of the sum of the value of the NCSAs aired by each SBA’s associated broadcasters to the funding provided to the SBA during the reporting period is the airtime-percentage-to-funding. The metrics used demonstrate the media values shall be proposed by the Contractor in the proposal.

5.15.4 The Contractor shall provide a NCSA Quarterly Performance Report based on the performance standard stated in this PWS. The NCSA Quarterly Performance Report shall be based on the industry standard’s release of information. The Government will score the Contractor based on the performance percentages scores obtained for each quarter. The Government will then average the performance scores for each quarters at year end to determine the Contractor’s CPARs ratings.

5.15.5 The Contractor may make recommendations to the COR for improvements to the NCSA Program.

5.16 PSA Out-of-Home Specific Tasks: There are NO PSA Out-of-Home Specific Tasks for this requirement.

5.17 Contractor Manpower Reporting Application (CMRA):

5.17.1 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.

5.17.2 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 2013. Contractors may direct questions to the help desk at http://www.ecmra.mil.

5.18 Ad hoc Reports: The Contractor shall provide the Government with ad hoc reports. The ad-hoc reports will be data driven received by the Contractor’s advertising tracking system. Any specific report requiring more than eight (8) hours to complete shall be negotiated with the KO prior to work being done on such report. Historically, only five minor reports have been requested a month and have been provided to the COR via email within 4 hours.

6.0 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 shall compare Contractor performance to the Acceptable Quality Level (AQL) and Performance Standards.