RFP NO.

H0110-R-0009
STATEMENT OF WORK

1. INTRODUCTION. The Personal and Family Readiness Division (MR)

requires a consultant to create and execute an awareness campaign
including production of relevant advertising media and conducting
public relations efforts for the roll-out of a Marine-specific 1-800
Distress Hotline.

2. BACKGROUND. A program has been established by the Marine Corps to

provide a phone line to assist Marines in distress. The Assistant
Commandant of the Marine Corps (ACMC) has strong interest in the
success of this initiative.

3. OBJECTIVE. Contractor shall build and execute an awareness

campaign for the Marine Corps 1-800 Distress Hotline, which includes
production of relevant advertising media, media buying, and conduct of
public relations efforts. The awareness campaign will consist of a 3-
Phased rollout to coincide with the phased rollout of the Distress
Hotline; from Phase I – pilot stage through Phase III – the Hotline
and a public webpage (that supports the Hotline) being fully capable.

4. APPLICABLE DOCUMENTS AND ADDITIONAL CONTRACT RESOURCES

4.1 Supporting documentation will be provided either through hard copy

or via the Internet as identified below.

a. Distress Hotline Program Background Information, dated 25 June

2010.

b. Medal of Honor Public Service Announcement

c. TriWest Healthcare Alliance Report, dated 27 June 2010.

d. Leaders Guide for Managing Marines in Distress; www.usmc-

mccs.org; located on home page in the right column entitled, “The
Latest News”.

e. TriWest Health Care Alliance Link; www.triwest.com.

4.2 Literature Review.

In 2009, extensive research was conducted that assessed the

communication needs of Marines, spouses, children, and parents by J.
Walter Thompson. Knowledge gained from outcomes of this study should
be used as a resource tool. (Reference Personal and Family Readiness
Research Recommendations Report, 1 May 2009, Orbit Report).

5. WORK REQUIREMENTS. Contractor shall perform the following work

relevant to contract phases and other work specified below:

5.1. Contractor’s campaign strategy shall:

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 RFP NO. H0110-R-0009
STATEMENT OF WORK
a. Create awareness of the 1-800 Marine Distress Hotline

b. Generate interest of the 1-800 Marine Distress Hotline

c. Drive usage of the 1-800 Marine Distress Hotline

The name of the 1-800 Marine Distress Hotline may change and the COR
will provide to the Contractor as soon as it is available.

5.2 Phase I – Soft launch. Contractor shall conduct soft launch of

the Hotline on 15 August 2010, in Defined Area (described in reference
document 4.1.a.). The launch targets current Marines and their
spouses and children (DEERS beneficiaries) in the defined area.
Although not directly targeting their parents, former Marines, and
significant others (e.g., loved ones with a concern about their Marine
(non-DEERS beneficiaries) at Phase I, an assumption of spill-over to
these groups must be considered in messaging.

a. Soft launch advertising goals for Phase I are listed

below:

(1) Introduce the MC specific Distress Hotline

(2) Introduce the 1-800 phone number
(3) Explain services offered by the hotline

b. Government advertising and production expectations for

Phase I soft launch are at a minimum:

(1) Develop/produce a logo

(2) Develop/produce a tagline (at least 4 options)
(3) Develop branding elements such as the colors and fonts
to be used
(4) Develop/produce banner ad and any other media that is
recommended by the contractor for this phase

5.3 Advertising Media. Contractor shall:

a. Present creative concepts to the Contracting Officer’s

Representative (COR) for approval prior to production and before each
of the three Phases. When developing creative, contractor must keep
in mind each base may want to localize some of the communication
therefore, include option to localize if needed. Contractor shall
begin media planning, production and buying at Phase I and will
continue through all phases. The government requires a disclaimer to
be included in all advertising media. Disclaimer language will be
provided to the Contractor by COR after contract award.

b. Produce advertising media and coordinate media release of

a complete package of creative and enhanced advertising before and
during each of the Phases. At a minimum, below is a sample list of
required advertising media for this contract and is not all inclusive:

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STATEMENT OF WORK

(1) Video – 2 minutes

(2) Radio spots – 30 seconds
(3) Banner ads
(4) Print media
(5) Social media (e.g., twitter feeds, Facebook postings,
postings to websites frequented by defined audiences, etc.)
(6) Public Service Announcements

c. All advertising media may include a ‘Notice’ that defines

the geographic areas served, etc. This will be provided to the
Contractor as soon as it is available.

5.4 Qualitative Research. Prior to Phase II, Contractor shall conduct

qualitative research and analysis of initial results in Phase I and
possible utilization of other existing program models as previously
reviewed and analyzed in the public domain for possible applicability
to HQMC’s program and lessons learned. Contractor shall conduct 12
focus groups (4 each on east and west coasts and 4 in Hawaii) to test
creative and messaging that will be used in the launch of Phase II.
Focus group audiences will consist of Marines and spouses. COR will
arrange for focus group participants and locations. Contractor shall
obtain COR approval of focus group questions/script prior to conduct
of focus groups.

5.5 Phase II – Full Ad Campaign. Contractor shall launch Full Ad

Campaign during the September through October timeframe.

a. This Phase will promote more awareness and target all

audiences (Current and former Marines; their spouses, children,
parents, and fiancés) letting them know the service has been
successful and is going Nationwide to expand awareness to loved ones
(defined audience) who may have a Marine living/stationed in the
defined area.

b. Contractor shall create, recommend, obtain COR approval

and produce all photos, video print media, online banners, billboards,
and any other Contractor recommended advertising to appear in paid
media environments for all phases of the awareness campaign.

5.6 Public Relations. The Contractor shall perform the following

public relations activities:

a. Media Buys. Relevant to media buys, Contractor shall

concept, develop, recommend, obtain COR approval, produce, fulfill,
distribute and track measures of effectiveness (MOEs) and conduct any
follow-up marketing efforts or issue mailers to Public Service
Directors at TV and radio stations nationwide and partner with
Military Support Organizations relating to the Public Service
Announcement (“PSA”) Program. Contractor must draft and obtain COR
approval on all PSA announcements.

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 RFP NO. H0110-R-0009
STATEMENT OF WORK

b. Contractor shall recommend, obtain COR approval and

conduct (manage placement and distribution of all media) public
relations efforts in support of the awareness campaign to include paid
television, cable, print, theater, outdoor and online media.

c. Contractor shall provide planned schedule to show where

and when the media is being placed for intended media buys and media
presentations. Specific information shall include timelines, location
of placement sites, medium(s) being used and the audiences they intend
to target through these mediums for each phase of the awareness
campaign.

5.7 Phase III - Webpage. Contractor shall provide awareness campaign

of the public webpage (this site is being developed by MR and will be
managed by the Marine Corps). The target date for Webpage release is
December 2010. The URL for the webpage will be provided to the
Contractor by the COR as soon as it is available. Sometimes stress
being experienced by a Marine or a loved one may not be severe enough
for them to make a phone call to speak with someone; however, they may
be more comfortable going online to seek assistance. This site will
offer a full array of information for managing stress to include a
directory of resources.

5.8 Government Furnished Talent. The government will furnish the

talent (Marines) to be used in the videos and radio spots. The
government will determine and provide access to locations where the
filming will be done.

5.9 Post-Campaign Launch Qualitative Research. To test the

effectiveness of messaging and to determine whether the message needs
to be adjusted, it is crucial that the Pre Phase II qualitative
research be followed-up 3 months after launch of Phase II to
incorporate new research findings and results. Contractor shall
obtain COR approval of focus group questions/script prior to conduct
of focus groups.

a. The Contractor shall conduct 12 focus groups to test the

effectiveness of creative messaging and media. Groups will consist of
Marines, spouses, and parents. Focus group locations will be east
coast (4 groups), west coast (4 groups), and Hawaii (4 groups). The
COR will arrange for focus group participants and locations.

b. The Contractor shall gauge customer reaction/feedback to

“messaging” on collateral materials from target audiences prior to
Phase II and 3 months after the Phase II launch. The Contractor shall
provide written documentation of completed research and will include
comprehensive information regarding results, solutions and corrective
actions. The Contractor shall revise media, if required, based on
focus group feedback.

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 RFP NO. H0110-R-0009
STATEMENT OF WORK
5.10 Sustainment of Campaign (post campaign execution). Contractor
shall provide draft recommendations of a sustainment plan for COR
approval and a revised final plan to sustain the awareness campaign.

5.11 Contractor Surveillance Plan. The Contractor shall provide and

maintain an inspection system, acceptable to the MCCS, covering the
products and services under this contract. Among other things that
the Contractor inspects, the Contractor shall ensure that all work
requirement draft products, reports and briefs are checked for quality
or proofread before being submitted to the COR as a draft or final
work product. The Contractor shall ensure that work products, briefs
and reports are prepared in consideration of the appropriate targeted
audience, as informed by the COR. The Contractor’s inspection system
shall ensure that work products will require minimal edits for
grammar, spelling, formatting, etc. Complete records of all
inspection work performed by the Contractor shall be maintained and be
made available to MR during contract performance and for as long
afterwards as the contract requires.

The following section will later be listed under the Schedule of

Deliverable Items in the contract.

6. SCHEDULE OF DELIVERABLES. The Contractor shall:

6.1 Attend and participate in contract kick-off meeting within seven

business days after contract award or as otherwise coordinated by the
Contracting Officer, to discuss roles and responsibilities of the MR
and Contractor’s teams. Review the contract and review (at a minimum)
timelines, contract intent and deliverables. At this time, MR also
requires the Contractor to articulate their understanding of contract
requirements, as submitted in their written proposal to ensure their
complete understanding of contract requirements before they commence
contract work. They shall articulate their strategy and review their
timeline and approach to meeting the requirements outlined in the
Statement of Work and supported by their written proposal. At this
meeting, the COR will further elaborate upon the applicable documents
listed in paragraph 4, if necessary. A third party contractor, Tri-
West, will also attend the kick-off meeting.

6.2 Provide contract surveillance plan to ensure that contract work

is performed and contract timelines are met at the contract kick-off
meeting.

6.3 Schedule and facilitate regular weekly status update conference

calls with COR and other required Marine Corps staff or provide
written weekly in-progress reports (IPR) outlining work accomplished
and associated timelines as required by COR.

6.4 Schedule and facilitate monthly status meetings with COR and
other required Marine Corps staff at a location to be determined at
Quantico, Virginia, if required for the purpose of updating the

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STATEMENT OF WORK
progress being made with the awareness campaign and to discuss and
resolve any issues or concerns.

6.5 Provide creative renderings and present Phase I Awareness

Campaign recommendations brief to ACMC for approval prior to Phase I.
More than one presentation of each brief may be required to ACMC and
others. Electronic and a specified number of hard copies of each
report will be required by the COR. The COR will inform the
presentation location, which will be at Quantico, Virginia or
elsewhere to meet the ACMC’s schedule.

6.6 Produce Phase I media materials.

6.7 Provide spreadsheet in format coordinated with Contracting
Officer’s Representative (COR) of media buys and media presentations
for Phase I.

6.8 Conduct media buys for Phase I.

6.9 Perform Phase I Awareness Campaign, soft launch of campaign, 15

August 2010.

6.10 Conduct Focus Groups after Phase I and prior to Phase II and
provide written report of findings to COR.

6.11 Provide creative renderings, present Phase II Awareness Campaign

recommendations brief to ACMC and others for approval prior to Phase
II. Electronic and a specified number of hard copies of each report
will be required by the COR, who will also later inform the
presentation location, which will be at Quantico, Virginia or
elsewhere to meet the ACMC’s schedule.

6.12 Produce media materials for Phase II.

6.13 Provide spreadsheet in format coordinated with Contracting

Officer’s Representative (COR) of media buys and media presentations
for Phase II.

6.14 Conduct media buys for Phase II.

6.15 Perform Phase II Awareness Campaign, launch of full campaign,

September/October 2010.

6.16 Conduct Focus Groups 3 months after Phase II and provide written
report of findings to COR.

6.17 Provide Creative renderings and present Phase III

recommendations brief to MR for approval prior to Phase III.
Electronic and a specified number of hard copies of each report will
be required by the COR, who will inform the presentation location in
Quantico, Virginia

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 RFP NO. H0110-R-0009
STATEMENT OF WORK
6.18 Produce Phase III media materials.

6.19 Provide spreadsheet in format coordinated with Contracting

Officer’s Representative (COR) of media buys and media presentations
for Phase III.

6.20 Conduct media buys for Phase III

6.21 Perform Phase III Awareness Campaign during December 2010.

6.22 Present recommendations on Sustainment Plan of Awareness Campaign

to MR management (or others as designated) at Quantico, Virginia, as
coordinated by COR.

7. SUPPORTING INFORMATION AND PROPOSAL INSTRUCTIONS

7.1 – 7.3 will be included as contract clauses.

7.1 Place of Performance: Contract work will generally take place at

the Contractor's facility. Meetings and other data collection may
take place at MR facilities and at various Marine Corps installations
as coordinated with the Contracting Officer and the COR.

7.2 Period of Performance: Contract work will be complete in

estimated at 200 days contingent upon receipt of Offerors proposal and
to be determined after contract negotiations.

7.3 Ownership of Conceptualization and Design: Conceptualization

and/or design elements that are both tangible and intangible, which
are produced by the contractor for MCCS, shall be considered unique
and shall, once conceptualized/designed and presented by the
contractor, becomes the property of MCCS. MCCS shall have the
option/right to produce all, or portions of, the concepts and/or
designs in the future. Sharing of these unique elements with other
companies or organizations is prohibited.

Deliverable Item Dates will be added later and will be based on

contractor timeline and the mandatory soft launch and full ad campaign
dates as agreed to by CO during negotiations and will be incorporated
as dates under deliverable items in the contract.

7.4 Provide Technical and Price Proposal, as follows:

a. Provide a narrative explaining how the Contractor

proposes to perform contract requirements. Provide a detailed
timeline informing when contractor proposes to complete work
requirements and deliverables described in the Statement of Work.
Develop a Plan of Action to include a media plan for the Phases I
through III of the Awareness Campaign. Inform awareness strategies
and specific Course of Action (COAs) and timelines for advertising and
production actions as described in work requirements and deliverables.

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 RFP NO. H0110-R-0009
STATEMENT OF WORK
Provide references from government and other clients in performing
similar work. Provide resumes of key personnel that will be assigned
to perform work.

b. Provide firm fixed prices to perform work required per

the SOW. Provide as much detail as possible to support prices for
various requirements, i.e., separate CLINS for work segments or
deliverables such as the differing types of advertising media –
provide quantity breakouts, where it makes sense.
7.5 The contractor shall submit questions concerning the Statement
of work via email to the Contracting Officer, Mrs. Nancy Knowles, at
knowlesn@usmc-mccs.org and the Senior Contract Specialist, Dr. Deborah
Patrick at patrickd@usmc-mccs.org no later than noon on Wednesday, 7
Jul 10.

7.6 The proposal due date/time is Monday, 12 Jul 10 no later than

10:00 a.m., Eastern time. MR’s General Provision for Services clauses
will apply to this contract. This contract is not subject to the
Contract Disputes Act of 1978. If the contract is available on GS
schedule, insert the GS Schedule number and any other pertinent
information. Provide technical and price proposals to the Contracting
Officer, Mrs. Nancy Knowles, at (703) 784-6350 or knowlesn@usmc-
mccs.org and the Senior Contract Specialist, Dr. Deborah Patrick at
(703) 784-3804 or patrickd@usmc-mccs.org or mail hard copy to the
below address:

Commandant of the Marine Corps

Personal and Family Readiness Division, MRB
ATTN: Procurement Branch (Deborah M. Patrick)
REF: RFP No. H0110-R-0009
3044 Catlin Avenue
Quantico, VA 22134-5099

7.7 If you have other general questions, please call Mrs. Knowles at
(703) 784-6350 or Dr. Patrick at (703) 784-3804.

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