The Performance Work Statement (PWS) outlines the requirements for a contractor to provide Strategic Outreach Services for the United States Air Force Academy (USAFA) Admissions Directorate. The contractor is responsible for developing and executing a comprehensive enrollment outreach strategy aimed at promoting USAFA to prospective students, thereby enhancing its competitiveness against other elite institutions. Key tasks include cultivating interest from high school students, managing communications, implementing targeted outreach campaigns, and leveraging analytics to assess campaign effectiveness. The contractor will also coordinate the promotion of the USAFA Virtual Tour as part of these efforts. Additional responsibilities involve data integration with USAFA's customer relationship management system and conducting an Awareness and Perception Study every two years to evaluate USAFA's brand compared to peer institutions. The overall goal is to inspire potential applicants and maximize admissions through effective multi-channel marketing strategies. The PWS establishes clear expectations regarding contractor responsibilities, performance monitoring, and compliance with security and data management protocols, ensuring a structured approach to meeting USAFA's enrollment goals.

The Performance Work Statement (PWS) outlines the United States Air Force Academy's (USAFA) requirements for a contractor to provide Strategic Outreach Services aimed at enhancing enrollment efforts. The contractor will be responsible for developing a comprehensive outreach plan, utilizing print and digital marketing campaigns to effectively compete with other elite institutions for prospective students. Key tasks include managing communication with high school students and their families, executing an ongoing outreach campaign, and augmenting existing USAFA marketing efforts with data analytics to track engagement and application progress. Contractor personnel must adhere to guidelines regarding identification and conduct, while also maintaining data privacy, particularly concerning Controlled Unclassified Information (CUI). The services specified include audience generation, outreach communications, digital support, and data integration with USAFA’s existing CRM systems, ensuring seamless reporting of campaign effectiveness. Ultimately, the goal of this contract is to increase both the quality and quantity of applications to USAFA by nurturing relationships with prospective students and their families through targeted communication and strategic engagement, thereby solidifying USAFA’s competitive position in the higher education landscape.