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STATEMENT OF WORK (SOW)
Marketing and Advertising Services in Support of
U.S. Customs and Border Protection’s National Recruitment Program
1.0
OBJECTIVES
U.S. Customs and Border Protection (CBP), an agency of the Department of Homeland Security (DHS), is
seeking qualified advertising agencies to provide the full scope and service of strategic marketing and
advertising services as follows:
1.2 Assisting CBP in developing and executing a branding strategy that identifies and distinguishes CBP
as a premier law enforcement organization and an employer of choice.
1.3 Developing and implementing innovative and efficient targeted marketing and advertising campaigns
in an effort to attract female, minority, disabled, and veteran candidates into law enforcement and non-law
enforcement positions.
1.4 Developing and implementing innovative and efficient targeted marketing to attract highly qualified
individuals from the science, technology, engineering, and math (STEM) fields.
1.5 Conducting market research to determine the most effective and efficient means to attract qualified
candidates that are (1) from the intelligence community; (2) proficient in foreign language; and (3) certified
to administer polygraph examinations to CBP to fill mission-critical support positions. Additionally, the
vendor would be expected to develop and monitor performance measures in order to analyze the efficacy
of ongoing or prior marketing and advertising campaigns to determine if adjustments are required.
2.0 BACKGROUND
The Office of Human Resources Management (HRM), Human Resources Operations, Programs, and
Policy Directorate (HROPP), Strategic Initiatives Branch (SIB) provides a centrally coordinated system of
advance planning and recruitment in order to establish a pipeline of highly qualified and diverse
candidates to fill its mission-critical and mission-critical support positions. The SIB team is responsible for
administering the Agency’s recruitment and outreach plan and has the responsibility of ensuring that the
Agency has a continuous pipeline of qualified individuals to occupy frontline (Customs and Border
Protection Officer, Border Patrol Agent, Marine Interdiction Agent, and Air Interdiction Agent) and nonfrontline positions. Employment practices include the use of web-based application systems and a
centrally managed and funded nationwide recruitment network.
There is intense competition for a shrinking pool of candidates, negative press and public perception,
reduced budgets, and the large volume of applicants needed to maintain Congressionally-mandated
staffing floors. These requirements have created the need for CBP to seek the services of a vendor to
assist with its recruitment mission to protect America’s borders, CBP needs all requisite recruitment
advertising and marketing services to be performed by a contractor who can demonstrate and or has the
experience and capability to ensure that a uniform advertising and marketing program is maintained to
recruit skilled, diverse candidates who are U.S. citizens.
CBP’s advertising and marketing program has continually evolved to meet DHS’s recruitment
requirements. Due to the current recruitment challenges CBP faces, and the associated uncertainties, it
is imperative that a more aggressive focus be placed on educating the public on CBP’s mission and how
to become a CBP employee. This will be accomplished by incorporating a steady state campaign
consisting of proactive, continuous promotion of CBP careers and opportunities while educating the public
about the hiring process even during slow hiring periods. CBP has been moving toward an integrated
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brand with DHS by projecting a consistent look, tone and quality in all areas pertaining to advertising and
marketing.
3.0 BASIC SERVICES SCOPE OF WORK
3.1 MANDATORY REQUIREMENT:
3.1.1
The Contractor shall have experience working with agencies at the city, state and
Federal level for large scale recruitment of law enforcement personnel.
3.1.2
The Contractor shall be capable of providing full-service, recruitment advertising
assistance to CBP, specified herein to assist CBP in successfully obtaining job applicants
including but not limited to CBP Officers, Import Specialists, Border Patrol Agents, Agricultural
Specialists, Intelligence Research Specialists, Pilots and Administrative/Operational Support
positions throughout the performance period.
3.1.3
The Contractor shall provide all necessary in-house research, labor, equipment,
services, and facilities to develop an advertising campaign portraying a positive image of CBP
and its mission, which will be used throughout a series of related advertisements (ads), career
websites, and related, supporting marketing materials.
3.1.4
The Contractor shall be available throughout the performance period to discuss
any recruitment campaign issues or concerns with the program office, Contracting Officer’s
Representative (COR), or other CBP-authorized representatives. The Contractor shall ensure
that at a minimum, these key positions of Project Director or Deputy Project Director are available
to the Agency’s staff for at least fifty (50) percent (two and a half (2.5) days per workweek) of the
contract life. The Contractor shall agree to secure the Agency’s approval of replacements of the
initially approved key personnel.
3.1.5
The Contractor shall be required to develop and recommend strategy
implementation using a variety of technical tools such as (but not limited to) pod casting, online
communications, social media, web marketing, and mobile applications.
3.1.6
The contractor shall be required to develop and produce distinct interactive tools
such as online video, mobile apps, web banners, digital ads, and web pages on social networking
sites, blogs, virtual career fairs and other online interactive media. The Contractor will ensure
that CBP has an online presence that drives applicants to www.CBP.gov/careers to apply for
CBP positions as the ultimate objective. This will be accomplished by using a variety of software
applications and programs and adapting web technology trends to current web industry
standards, including but not limited to the Section 508 compliance in web design and usability
testing.
3.1.7
The Contractor shall be required to conduct focus group studies and other
research on behalf of CBP in areas pertaining to recruitment and have the additional resources to
analyze focus group results and findings and make recommendations for follow-up and strategy
planning based on those findings. Focus group studies and research will also include
demographic studies, creative testing and media trends. The Contractor shall conduct postcampaign analysis for large multi-media campaigns and as required and necessary.
3.1.8
The Contractor shall be required to research and keep abreast of real-time media
and recruitment trends, and to research media options and recommend appropriate media outlets
and sources based on those trends and on demographic data, readership numbers, diversity, etc.
The Contractor should have the ability to insert advertising packages in media such as
newspapers, magazines, select websites, technical journals and special publications, as well as
radio and television, as required. This will include preparing and placing space and frequency
orders with media as well as supervising the transmittal of content, graphics and imagery, etc., to
the media for publication. The Contractor shall also have established relationships with multiple
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media outlets and will be required to work directly with the publisher, publication, advertising
department, etc., via media wholesalers and/or advertising wholesalers.
3.1.9
The Contractor shall provide media strategy planning and implementation in a
wide variety of media plans targeted to explicit requirements, as needed. The Contractor shall be
required to incorporate a variety of media outlets and venues simultaneously within the planning
strategies.
3.1.10
The Contractor shall be required to research innovative and emerging
technologies and content components that will keep the marketing/recruiting website at the
cutting edge for the U.S. government. This shall be done on an ongoing basis as required by
CBP throughout the contract’s period.
3.1.11
The following positions will be considered as the Contractor’s designated key
personnel: Project Director, Deputy Project Director and Creative Director. Other support
personnel shall be fully experienced in recruitment advertising for highly qualified people from all
racial and ethnic origins, from all regions of the country, and from diverse educational and
economic backgrounds.
3.1.12
The Contractor shall demonstrate the ability to understand the overall objective of
CBP’s unique mission and culture. It shall also demonstrate the ability to develop marketing
strategies that promote the high level of career challenges and opportunities available, as well as
to present CBP as an employer of choice. Aside from the standard forms of media coverage,
CBP is continually looking for distinctive, creative, and interactive ways to promote CBP in a
variety of multi-media venues and broadcast media.
3.1.13
The Program Office will submit an Advertising Request (AR) which will be a work
order – (this work order will be for advertising purposes only – it is not a request for a
quote neither is it a request for a proposal similar to that of a solicitation. This Advertising
work order will be within the scope of the Statement of Work) for each recruitment initiative
forty (40) calendar days from placement of any advertising. The COR will approve all ARs under
this contract prior to execution of any development or placement of advertisements. The COR
will provide the Contractor a notice of acceptance or rejection of any Media Plan in support of any
TO within five (5) business days after receipt, unless otherwise mutually agreed upon between
COR and Contractor. If the COR rejects the Media Plan to support any AR, the Contractor shall
submit the revised Media Plan to the COR for approval within ten (10) business days after the
Government receives the revisions.
3.1.14
The Contractor shall submit a Media Plan in support of any Advertising Request
(AR), including an advertising placement schedule of all advertisements, along with cost
quotations, to the CO and COR for approval of the costs by the CO and advertising placement
schedule by the COR respectively prior to publication or placement with media. Only approved
advertisements included in the Media Plan will be placed. Advertisements and media costs
cannot exceed the cost approved by the CO. Any projected cost changes shall be approved in
advance to ensure that sufficient funds are available. Proposed Media Plans, to include all
advertisements, should be submitted for acceptance to the CO & COR no later than ten (10)
business days after receiving an approved AR. This will provide ad placement at the best
available cost and meet the targeted advertising schedule outlined in the AR. Should the vendor
fail to comply with the stated timelines, they would have to be responsible for the difference
should a higher cost be incurred based on their tardiness, reduced availability, or other lost
opportunities related to the AR.
3.1.15
The Contractor may be required to update the Government-owned TV
advertisement video with current information applicable to CBP if this service is not provided
under the CBP National Advertising Contract. Information will be provided to the Contractor at
time of negotiation.
3.1.16
Talent Releases − If national CBP media employees are not available, the
Contractor may be required to provide these services and will be responsible for selecting
professionally qualified personnel for creation and production of advertisements. The selection of
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professionals to appear in advertisements shall be subject to approval of the COR. The
Contractor shall be required to obtain a separate talent release from individual employed in the
creation or production of an advertisement to preclude the Government from paying any
residuals.
3.1.17
Royalties − The Contractor may be required to secure permission to use music
associated with previously developed videos. The Contractor shall ensure that the required
agreement/contract is obtained prior to placing advertisements.
3, 1.18
The Contractor shall be fully capable of performing all research and creative work
required to produce recruitment concepts and materials at the Contractor’s facility. The
advertising campaign developed will incorporate information provided by CBP as well as
information collected by the Contractor through its own research. All materials developed shall
include a current EEO statement (“U.S. Customs and Border Protection is an Equal Opportunity
Employer”). The Government shall have unlimited rights in data produced in the performance of
this contract; form, fit and function data delivered under this contract and all other data delivered
under this contract per FAR 27.
4.0 SPECIFIC TASKS
4.1 Quality Assurance
The Contractor shall prepare and submit to the COR a QAP within 30 working days after contract
award to ensure the highest standards on a national level. The COR will monitor the performance of
the Contractor through discussions with the Contractor, review of required reports, and direct
observation of the Contractor’s performance. The COR will assess the Contractor’s performance in
accordance with the Statement of Work.
4.2 Development of Media Plans
4.2.1
The Contractor shall develop a Media Plan designed to achieve hiring goals established
for each hiring initiative. The plan shall include, but is not limited to, the following:
a. A recruitment advertising marketing strategy that is responsive to the hiring needs of
CBP
b. Advertising placement schedules for various media
c.
Submission of cost quotations for each media type
d. Project demographics
4.2.2
Proposed Media Plans, to include all advertisements, should be submitted for acceptance
to the COR no later than ten (10) business days after receiving an approved TO.
4.2.3
Any requested changes to the Media Plan shall be submitted to the COR for approval
within ten (10) business days after receipt of revisions made by the Government.
4.3 Execution of Media Plans
The Contractor shall:
4.3.1
Develop and execute an advertising strategy in accordance with the approved Media
Plan and modify advertising methods and/or scheduling based on progress in meeting
contact/assessment and/or hiring goals.
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4.3.2
Design multimedia advertisements that are innovative, provide a call-to-action, and
comply with the national CBP marketing strategies/branding.
4.3.3
Provide all material necessary for advertising placement (i.e., camera-ready copy).
4.3.4
Place advertisements in accordance with the approved Media Plan and at the request of
COR. On occasion, the Contractor shall be able to make placement of ads for CBP within twenty-four
(24) hours of notification by the COR.
4.3.5
Place the developed advertisements in numerous noncommissioned media based on
research conducted as ordered by COR against the contract. The target audience is diverse, from all
racial and ethnic origins, from all regions of the country, and from diverse educational and economic
backgrounds. Advertising services are to be provided at no additional cost beyond unit pricing and
the media-advertising rate and at a lesser rate whenever possible, as established in support of the
Media Plan.
4.3.6
Monitor advertising placements and confirm their accuracy in the media. The Contractor
shall provide the COR written confirmation of each advertisement placed. The Contractor shall
maintain tear sheets and affidavits of performance for all advertising placed and provide copies to the
COR. The written confirmations and tear sheets/affidavits shall be included within the Monthly and
Annual Report.
4.4 Maintenance of Media Plans
The Contractor shall:
4.4.1
Continuously monitor advertising results and costs to ensure that approved expenditures
are not exceeded. If CBP’s contact/assessment and hiring goals are not achieved, the Contractor
shall work expeditiously to revise, execute, and maintain the Media Plan accordingly.
4.4.2
CBP’s contact and assessment goals are subject to change throughout the recruitment
and assessment period. The COR will communicate such changes to the Contractor so that the
Media Plan can be revised accordingly. All such revisions are subject to the COR’s review and
approval of expenditures and content prior to placing or developing any advertisements. If an
increase in hiring necessitates increased volume of advertising services, the Contractor shall respond
accordingly by making adjustments for increased or revised advertising within the pre-approved
funding. Examples of revisions include, but are not limited to, rearranging the order of scheduled
placement of media advertising in order to meet changed hiring needs or developing advertisements
to produce the required number of contacts.
4.4.3
If the Government exercises the option period, the Contractor shall revisit the existing
advertising strategy and make appropriate adjustments. The adjustments will be based on input from
the COR, and the professional expertise of the Contractor within five (5) business days or a date
mutually agreed upon between the Contractor and the COR, but not to exceed fifteen (15) business
days.
4.4.4
Perform a monthly analysis, during the recruitment and advertising period, of the
advertising campaign to determine which advertising method provides the best response.
4.4.5
To ensure performance, the contractor shall have a system in place to monitor and
manage the marketing and advertising costs as well as the media expenses, as approved in the
Media Plan. Any changes from the marketing and media plans shall be approved in advance by the
COR; all estimated costs associated with the plans will be approved by the CO to ensure that
sufficient funds are available.
4.4.6
Identify advertising strengths and weaknesses to the COR and recommend changes to
improve weaknesses without exceeding the applicable contract ceiling prices.
4.4.7
The Contractor is encouraged to propose changes to the Media Plan if such changes will
increase the effectiveness of the advertising or save the Government money. Proposed changes by
the Contractor shall be approved by the CO prior to the Contractor’s implementation of the changes.
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4.5
Camera-Ready Materials
The Contractor shall provide all material necessary for the placement of advertisements (e.g., cameraready copy, e-mail graphics). The Government may assert rights to access; or to use data in perpetuity,
any software data or computer systems, such as databases (etc.) that are created under the contract.
Other forms of intellectual property developed under this Contract shall be considered Government
property. All documentation, photography, artwork, html code, design files, music, film, video, voice over,
or other creative materials and electronic data information collected by the Contractor or generated in
support of this contract shall be considered Government property, and shall be returned to the
Government COR upon expiration of the performance period.
5.
DELIVERABLES AND DELIVERY SCHEDULE
5.1
Reports and Other Information Requirements
The following requirements shall be prepared and submitted to the COR in accordance with the delivery
schedule stated herein.
5.1.1
An advertising placement schedule for all advertising to be placed for each recruitment
initiative and estimated costs associated with the initiative shall be submitted with each Media Plan.
5.1.2
A Monthly Analysis Report of advertising strengths and weaknesses shall be submitted
on the fifth (5th) business day of each month during the advertising, recruitment, and hiring period.
The report will be based on the review of advertising methods used, responses received, and costs
by task and cost category (estimated or actual labor, material, Other Direct Costs, etc.).
5.1.3
An Annual Report shall be submitted no later than April 15 of each year. The Annual
Report shall summarize the advertising placed during the recruitment and hiring period and include a
discussion of the results. The report should address the following questions for each advertising
method/avenue used:
a. What advertising was performed?
b. Where and when was the advertising placed?
c.
What were the costs?
d. What were the positive and negative results?
The report should summarize the Contractor’s suggestions on where the recruitment efforts and dollars
should be focused the following year in order to achieve hiring goals at the lowest cost to the
Government.
5.2
Delivery Schedule
ITEM NUMBER
DELIVERY ITEMS
DUE DATE
1.
Prepare and Submit QAP
Thirty (30) working days after
contract award.
2.
Submit Media Plan
Within ten (10) business days from
receipt of and COR-approved Task
Order.
Acceptance/Rejection of Media Plan − the COR will
provide the Contractor a notice of acceptance or
rejection of any Media Plan in support of any TO.
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COR will provide within five (5)
business days after receipt, unless
otherwise mutually agreed upon
between COR and Contractor.
Any requested changes to the
Media Plan shall be submitted to
the COR for approval within ten (10)
business days after receipt of the
revisions made by the Government.
Submit Revised Media Plan
3.
Monthly Analysis Report
Submission on the fifth (5th)
business day after each month
(during advertising and hiring
period)
4.
Annual Report
April 15 of each year
5.
Resubmission of unapproved contract deliverables
Within five (5) business days of
notification
6.
All documentation, photography, artwork, html
code, design files, music, film, video, voice over,
advertisements, intellectual property or other
creative materials and electronic data
information collected by the Contractor or
generated in support of this contract shall be
considered Government property, and shall be
returned to the Government COR upon
expiration of the performance period; specific
deliverables of these types may be identified
in each AR.
End of Period of Performance or
6.
as specified in individual ARs.
GOVERNMENT- FURNISHED PROPERTY/INFORMATION /GOVERNMENT PROPERTY
6.1
All documentation, photography, artwork, html code, design files, music, film, video, voice
over, advertisements, intellectual property or other creative materials and electronic data information
collected by the Contractor or generated in support of this contract shall be considered Government
property, and shall be returned to the Government COR upon expiration of the performance period
as specified in the AR. The Contractor shall submit the items to the Government COR within five
workdays before expiration of the current performance period for items specified in the AR. The
Government may assert rights to access; or to use data in perpetuity, any software data or
computer systems, such as databases (etc.) that are created under the contract.
6.2
The COR will provide historical hiring and other information to the Contractor as needed
to develop and maintain an effective recruitment and marketing strategy.
6.3
Reproduction Devices
Various reproduction devices produced by the Contractor in the performance of this contract, such
as electroplates, engravings, and photo prints, will become the property of the Government.
However, the items will remain in the custody of the Contractor during the performance period. The
Contractor shall submit the items to the Government COR within five (5) business days before the
expiration of the current performance period.
7.
PLACE OF PERFORMANCE
The Contractor shall work primarily from its own facility; meeting locations will be determined based on
the Contractor’s proximity to SIB.
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8.
PERIOD OF PERFORMANCE
This will be an IDIQ with Time & Material Task/delivery orders. The period of performance will be
for a base year and 4 – 1-year option periods; there is the possibility of a six month extension
under FAR 52.217-8.
9.
SECURITY
The contractor will not have any access to Confidential, Secret or Top Secret documents. The actual
contractor does not have access to CBP systems or Personally Identifiable Information (PII) and will be
escorted when services are required on site.
10.
OTHER
10.1 Media Costs
10.1.1 The Contractor shall obtain the best possible media price for advertising under this
contract.
10.1.2 CBP will reimburse the Contractor only for actual media costs for advertisements placed
in accordance with the approved National Recruitment Advertising Plan and costs approved in
advance by the CO. However, CBP shall not be invoiced for an advertising order until the order is
completed and the media outlet provide written proof of completion. All monthly billings for media
cost reimbursement shall be submitted to the Government with a copy of the substantiating media
billing, which the Contractor has certified as being true and accurate.
10.1.3 COMMISSIONABLE MEDIA − In instances where advertising media services purchased
by the Contractor allow a commission for the Contractor, the commission shall be credited to CBP
as a cost reduction and listed as a separate item on the invoice, which reflects a reduced amount.
10.1.4 Invoices may be submitted once each month (or at more frequent intervals, if approved
by the Contracting Officer (CO)) to the CO or the authorized representative.
10.2
Definitions
Advertisements (Ads) − Messages prepared for insertion in any mass communication media, regardless
of the number of insertions.
Hiring Goals − In order to fill each vacancy, CBP shall assess a certain number of individuals to obtain a
sufficient number of qualified applicants.
Commissionable Media − Consists of commercial or non-commercial enterprises (e.g. publishers,
broadcast media, etc.) who charge standard rates for time, space, etc. These rates are the best
discounted rates available to advertising agencies that also include compensation to the advertising
agency for the business.
Contact/Assessment Goals − Assessments are written examinations (either online or on paper) that an
applicant shall pass in order to be considered for employment with CBP.
Major Radio Station − A radio station rated as a “top ten” station in volume of listeners in the
metropolitan statistical area, as reported by the most recent Arbitron or similar rating.
Major Television − A TV station broadcasting in a designed metropolitan statistical area that is affiliated
with ABC, CBS, NBC, FOX, cable, or another major syndicated source approved in writing by the NRM.
Mass Media − Any media or advertising vehicle used and intended to convey a message to the general
public or a targeted segment, including but not limited to newspapers, radio, TV, trade or professional
journals, or other special method approved in writing by the NRM.
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Media Costs − Those costs paid by the Contractor to the media for placement of an advertisement, such
as TV, newspaper, or other types.
Newspaper − A publication printed and distributed at stated and regular intervals to convey news,
transmit trade or technical information, or advertise information of interest and importance to the public.
Public Service Advertising (PSA) − An advertisement in any media carried at no cost to CBP.
Publication − The appearance of an advertisement in a newspaper; magazine; trade or professional
journal; or any other printed media; or the broadcasting of an advertisement over radio or television.
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