Attachment_2_-_Sample_TO_0001_PWS.docx

PERFORMANCE WORK STATEMENT (PWS)

FOR

State Media Services Program (SMSP) Sample Task Order 0001 – State Media Buys 01 Jun 17

1.0 General: The contractor shall provide all personnel, equipment, tools, materials, supervision and quality control necessary to fulfill all Task Order requirements as defined in the Base IDIQ contract PWS.

2.0 Definitions and Acronyms: See Base IDIQ contract PWS.

3.0 Government Furnished Property: See Base IDIQ contract PWS.

4.0 Contractor Furnished Property: See Base IDIQ contract PWS.

5.0 Requirements: The contractor shall perform the following tasks in support of the Sample Task Order Media Buy, see attachment 1, worksheet entitled “Sample TO 0001 Media Buy.

5.1 Media Buying and Planning:

5.1.1 The Contractor shall provide the media buys listed in Attachment 1 under the Tab titled: Sample TO 0001 (Media Buy) within 30 days, while abiding by the terms and conditions provided in the base IDIQ contract.

5.1.2 Each Media Buy shall include, at a minimum, the following details: (1) State; (2) Media Type; (3) Vendor (4) Media Type Description; (5) Quantity; (6) Frequency; (7) Return on Investment (ROI) (How many leads, engagements or impressions?); (8) Dates of Placement; (9) Pricing information; (10) any other information critical to determining value of media placement.

5.1.3 A Lead shall contain the following information: (1) First and Last Name; (2) Contact information; (3) Age; and (4) ZIP Code. The Contractor shall never collect social security numbers.

5.1.4 Engagements are the number of people taking action from an advertisement or otherwise interacting with the ARNG brand. For other forms of engagements, the Contractor shall provide any additional engagement tracking solutions based on different media types in their proposal. Any engagement data shall be submitted to the COR in the Monthly Report NLT the 2nd business day of every month.

5.1.5 Impressions are the number of times an ad is seen. A single ad may be seen multiple times by the same person. The Contractor shall project and track all advertising impressions.. Any impression data shall be submitted to the COR in the Monthly Report NLT the 2nd business day of every month.

5.1.6 The Contractor shall coordinate and manage local events and campaigns in accordance with the approved Media Buy Plans and the Sample TO Media Buy, see Attachment 1, worksheet entitled “Sample TO 0001 (Media Buy.)

5.1.7 The Contractor shall ensure all media placements follow the media outlet specifications/ requirements (i.e. materials formatting, shipping addresses and due dates) when submitting creative materials to the individual media outlets on an approved Media Plan/Buy. The Contractor shall maintain all actual creative materials and submission requirements for all media vendors

5.1.8 All purchases shall be made in accordance with NGR 601-1, Army National Guard regulations governing ad placements and the FAR. The Government reserves the right to request and or review an affidavit for proof of performance or request billing information

5.2 Market Research / Analytics:

5.2.1 The Contractor shall perform comprehensive market research and analysis of the State of Florida that shall include at a minimum: (1) demographics, (2) recruiter mission Analysis, (3) segmentation studies, (4) strategies/recommendations; (5) media placement considerations; (6) innovations; (7) technological considerations; and (8) market assessments.

5.2.1.1 The Contractor shall create a comprehensive Sample State-Level Marketing Assessment for the State of Florida. The State-Level Assessment shall contain the following: Market assessments shall include at a minimum: (1) Population; (2) Unemployment; (3) Propensity; (4) Education; (5) Income; (6) Race; (7) Gender; (8) Competition; (9) End Strength; (10) Vacancies; and (11) Retention.

5.2.1.2 The results of the Market Assessment shall be implemented into the Marketing Plan. The Market Assessment shall be provided to the states and territories NLT 15 June of each FY

5.3 Marketing Plan

5.3.1 The contractor shall provide a Marketing Plan and summary for the Sample State (FL). The Marketing Plan is due by 1 AUG annually each FY. The Sample Marketing Plan shall include at a minimum the following elements: (1) Executive Summary; (2) SWOT Analysis; (3) State Mission Priorities; (4) Primary areas of focus; (5) Overall Objectives; (6) Sample Budget; (7) Media Buy Template; (8) Creatives to be utilized; (9) Analysis of the Effectiveness; (10) Annex (es); and (11) Three page summary of key areas of the Marketing Plan. The contractor shall also incorporate the media buys for the pre-identified state as indicated in 5.1 above.

5.3.2 The Contractor shall ensure the Marketing Plan and Summary follow the NGB Marketing Plan Sample Template, see Attachment 3, entitled “Marketing Plan and Summary Template.” See Attachment 3 Contractor shall review the State Marketing Plan and propose amendments as to meet the State’s marketing needs. Any subsequent amendments to the State’s Marketing Plan shall be stated in the Marketing Plan Summary.

6.0 Applicable Publications: Publications applicable to this PWS are listed below:

Publication (Chapter/Page)

NGR 601-1 ARNG

Strength Maintenance

www.ngbpdc.ngb.army.mil/p blications.htm

AR 601-210 Enlistment Standards

ARNG Style Guide/Graphic

TECHNICAL EXHIBIT 1

Performance Requirements Summary (PRS):

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

TASK

5.1.2

Media Buy Details Media buys contain required information

No more than 2 media buys are missing required information

Inspection by COR

2% of placements fail to meet specs

Inspection by COR

No more than one piece of required information is missing.

Review by COR

No more than one amendment is not listed in summary Periodic Review by COR

TECHNICAL EXHIBIT 2

Technical Exhibit 2 Deliverables Schedule

5.1 Media Buy Plan

NLT 60 days from Task Order Award

As required per the Task Order

Electronic-Executed as necessary per Media Buy item

Final Proposal submitted to COR/KO

5.1.4 & 5.1.5 Monthly Report

5.2.1.1 – 5.2.1.2 Market Assessment

15 June of each Fiscal Year

1 per state and territory

Electronic

Submitted to respective State/Territory MNCO and NGB COR

5.3 Marketing Plan

1 August each Fiscal Year

1 per State and Territory

Electronic

Submitted to respective State/Territory MNCO and NGB COR