Media Monitoring and Analytics

Media Monitoring Service for Marine Forces Reserve

1. PURPOSE

The contractor shall provide media monitoring services to Marine Forces Reserve (MFR) in support of the commander’s communication strategy.

2.0       BACKGROUND            

                                                                                                                

Commander Marine Forces Reserve (CMFR) serves as the commander of all U.S. Marine Corps Reserve Forces and reports to the Commandant of the Marine Corps (CMC). The forces under command of CMFR are the 4th Marine Division (4th MARDIV), the 4th Marine Air Wing (4th MAW), the 4th Marine Logistics Group (4th MLG), and the Force Headquarters Group. CMFR has the responsibility of providing communication strategy support for all MFR assets. MFR’s Communication Strategy Department performs all facets of communication strategy for CMFR, including web-based platforms and social media.  A key to meeting mission requirements is to maximize external and internal information capabilities, and MFR must manage external and internal information effectively and efficiently in order to ensure public affairs guidance and support reaches its internal audience as a critical part of communication strategic planning.  Responsibilities and actions affect virtually all communication strategy programs and policies under the cognizance of the Assistant Chief of Staff, Communication Strategy Department. Effective performance has a major impact on the contribution of information resources, research, and studies supporting the Marine Corps to effectively convey the programs, activities, trends, and culture of the Marine Corps to the internal and external stakeholders. To ensure the command is properly reaching the intended key publics, a robust media monitoring service is required to provide accurate data analytics on traditional and broadcast as well as social media in order to assist with accurate research and evaluation of communication plans, objectives, and tactics.

3.0       SCOPE AND OBJECTIVES: 

The Government is seeking a contracting company that can provide media monitoring data analytics support services for MFR’s Communication Strategy Department. The contractor shall provide web-based services to support analysis, operations, assessments, and project management efforts associated with efficient execution and management of the tasks specified in this Performance Work Statement (PWS).  The contractor shall provide real-time searches for relevant local, U.S. national, wire, and international news stories (print and broadcast) and social media posts along with access reporters contact information, the ability to efficiently send press releases, and ability to share news and broadcast clips via social media, websites, and email distribution.

4.0       GENERAL REQUIREMENTS

4.1  Applicable Directives. 

1. SECNAVINST 5720.44C CH-1, Department of the Navy Public Affairs Policy and Regulations, October 14, 2014
2. MCWP 3-33.3, Marine Corps Public Affairs, September 8, 2010
3. MCO 5720.77, Marine Corps Public Affairs Order, July 8, 2010

4.3  Security Requirements.

A security clearance is not required.

5.0       SPECIFIC REQUIREMENTS

The Contractor shall arrange a kick-off meeting within five (5) business days after contract award.  The meeting shall be held at the MFR Communication Strategy Department located aboard Marine Corps Support Facility New Orleans, 2000 Opelousas Avenue, LA 70114.  The Contractor shall contact the COR and arrange the date and specific location of the meeting.  All key personnel are required to attend the kick-off meeting.

The Contractor shall provide the following support: 

               Task Area                                                                                           Para

• Training                                                                                                5.1.1
• Traditional Media Monitoring                                                                5.1.2
• Traditional Media Analytics                                                                  5.1.3
• Media Contact Lists                                                                              5.1.4
• Press Release Creation and Dissemination                                              5.1.5
• Social Media Management                                                                    5.1.6

                       

The Contractor is responsible for providing suitable technical support responsibilities delineated by activity.  The Contractor shall ensure technical management and coordination of task activities and provide overall expertise for successful completion of each task area. The Contractor shall ensure the task areas are performed in an efficient, effective, and responsive manner.

5.1  Task Areas

5.1.1  TASK 1: Training (CLIN 0001)

Provide comprehensive training on all platforms. Request in-person training within 10 days of contract award date; however, if not feasible, virtual training via Microsoft Teams within the same time frame. Also provide unlimited ad-hoc training as needs arise.

Deliverable (per deliverable schedule in paragraph 9.0): The contractor will deliver:

a)         On site, in-person or virtual Microsoft Teams training of the platforms
b)         Ad hoc training as necessary by the government
c)         Repository of training videos on an accessible website

5.1.2  TASK 2: Traditional Media monitoring (CLIN 0002)

Monitors traditional print and broadcast news as well as social media based on search agents, similar or equal to search crawlers, that scour the web and broadcast media. The monitoring will provide real-time notifications via email and mobile app pushes when news and social media stories are found by the search agents.

Deliverable (per deliverable schedule in paragraph 9.0):  The web-based media monitoring will deliver:

a)         Ability to create search agents based on keyword or Boolean searches
b)         Ability to send email alerts when search agents find relevant stories
c)         Print news stories found on websites worldwide
d)         Broadcast television and radio news clips that are found via TVEyes or a similar service

e)         Full transcript text and unlimited transcripts of as-aired content clips are required.
f)          Ability to create and edit custom broadcast clips for dissemination via email or similar delivery systems.

g)         Translation capabilities (host language to English) for all outlets and platforms monitored

h)         Access to published content hidden behind a pay wall or otherwise requiring a subscription to view. A synopsis of the information is acceptable if the full article cannot be retrieved, however a minimum of a 200 word synopsis or relevant paraphrase of the article or transcript must be made available with the mention of specific units, locations, dates, direct quotes and link Marine Forces Reserve.

5.1.3 TASK 3: Traditional Media Analytics (CLIN 0003)

Ability to provide detailed analytics of relevant traditional media that provides insight to (but not limited to) sentiment, placement, mentions, media outlets, volume, trending themes, potential audience reach.

Deliverable (per deliverable schedule in paragraph 9.0): The web-based analytical reports will deliver:

a)         Ability to generate detailed, professional analytical report that provides the following:
            i)          Roll up of total number of media hits by outlet based on key-word searches
            ii)         Coverage volume by timeline and outlets
            iii)        Trending themes using a word cloud
            iv)        Leading print sources
            v)         Leading broadcast sources
            vi)        Potential audience reach
            vii)       List of mentions with links to articles/broadcast spots
b)         Detailed online dashboard providing same information found in pervious paragraph

5.1.4 TASK 4: Media Contact Lists (CLIN 0004)

Provides continually updated information on reporters worldwide that will allow the command to search and sort reporters based on (but not limited to) region, city, state, beat, outlet, previously reported topics.

Deliverable (per deliverable schedule in paragraph 9.0):  The web-based reporter contact list will deliver:

a)         Provide training on how to use product at the beginning of the contract

b)         Names of reporters

c)         Contact information, such as phone number, email address, social media handles, physical mailing address

d)         Ability to create custom lists of reporters

e)         Provide recent articles or broadcast clips by reporters

5.1.5 TASK 5: Press Release Creation and Dissemination (CLIN 0005)

Provides continually updated information on reporters worldwide that will allow the command to search and sort reporters based on (but not limited to) region, city, state, beat, outlet, previously reported topics.

Deliverable (per deliverable schedule in paragraph 9.0):  The web-based press release delivery system will deliver:

a)         Ability to create press releases in the platform

b)         Ability to create and save press release templates

c)         Ability to create and manage brand profiles

d)         Ability to create and disseminate media pitches

e)         Ability to send releases and pitches to list of reporters and outlets

f)          Ability to track if releases/pitches are opened and if links are clicked

5.1.6 TASK 6: Social Media Management (CLIN 0006)

Provides ability to create, schedule, and post social media across multiple social networks with a user-friendly calendar interface.

Deliverable (per deliverable schedule in paragraph 9.0):  The web-based media management platform will deliver:

a)         Ability to schedule posts across Facebook, Instagram, X, and Threads

b)         Provide information on optimal posting times based on data analytics
c)         Ability to keep track of social media contacts, and the ability to track their engagement history and have access to conversation history

d)         Ability to get analytics for Reels on Instagram and Stories on Facebook

e)         Ability to create specific content to share relevant content

f)          Ability to create reports based on data provided by service

6.0       PERFORMANCE STANDARDS

This is a Performance Based Contract in accordance with FAR 37.6.  The Performance Work Statement provides specific requirements to accomplish the work, documenting the method of approach, analytical tools, and staff required.  The Government shall monitor the Contractor's performance under this contract using quality assurance procedures developed by the Government known as a Quality Assurance Surveillance Plan.  Typical procedures might include random sampling, checklists, inspections, and customer complaints.  This is not an all-inclusive list. 

7.0       PLACE AND PERIOD OF PERFORMANCE 

7.1  The contractor will supply the service via a web-based platform.

7.2  The period of performance will be for one (1) year.

8.0       EQUIPMENT AVAILABLE FOR CONTRACTOR USE. The contractor will not require equipment from the government to provide service.

9.0        DELIVERABLES

All deliverables are to be submitted to the Contracting Officer’s Representative (COR).  The Contractor shall provide contract deliverable(s) in a format mutually agreed upon by the Government and the Contractor. 

PRS

The contractor understands and acknowledges that the PRS as set forth in the PWS table below is a material part of this contract.  Failure to fully comply with the PRS is grounds for a termination for cause or other action as authorized by the contract and/or all applicable procurement/ acquisition regulations.  Changes to this PRS can only be made through a formal contract modification issued by the Contracting Officer.

Performance Requirements Summary

SERVICE

PWS PARAGRAPH NUMBER

STANDARD

ACCEPTABLE QUALITY LEVEL

SURVEILLANCE

METHOD

INCENTIVE / PENALTY

Timeliness of Deliverables required by the Contract 

5.0

Deliverables shall be submitted in accordance with the delivery requirements required by the PWS.*

100% of the deliverables / reports are submitted on time.

COR Tracking

The Contractor shall be in breach of contract if deliverables are not provided within 2 days of the due date.

Timeliness of Training

5.0

Deliverable shall be executed within 10 days as required by the PWS.

Training executed in a timely manner

COR tracking

The Contractor shall be in breach of contract if deliverables are not provided within 10 days of the due date.

Accuracy of Deliverables required by the Contract

5.0

Reports and Other Deliverables are complete and correct when submitted.

No more than 3 Errors per Deliverable

COR Review for completion and accuracy

The Contractor shall be in breach of the contract if deliverables are not provided within 2 days of the due date.

Overall technical/

analytical support

5.0

Provide suitable technical and analytical expertise through responsive customer support

Problems encountered are minor and resolved

in a satisfactory manner

Customer input

The Contractor shall be in breach of the contract if deliverables are not provided within 1 day of initial contact.

Efficiency and effectiveness of performance

5.0

Perform contract requirements ensuring an unconstrained flow of information to effectively and efficiently complete requirements within the specified cost and schedule.

Meets all requirements. Problems encountered are minor and resolved

in a satisfactory manner

Customer input

The Contractor shall be in breach of the contract if deliverables are not provided within 2 days of the due date.

Responsiveness of customer support

5.0

 Provide immediate customer support in case of errors or malfunction of product.

Meets all requirements. Problems encountered are minor and resolved

in a satisfactory manner

Customer input.

**Please provide a capabilities statement and a ROM upon response**