11-223-SOL-00101.pdf

11-223-SOL-00101

SOLICITATION, OFFER AND AWARD

4. TYPE OF SOLICITATION2. CONTRACT NUMBER 3. SOLICITATION NUMBER

7. ISSUED BY CODE 8. ADDRESS OFFER TO (If other than Item 7)

ORDER UNDER DPAS (15 CFR 700)

6. REQUISITION/PURCHASE NUMBER

NOTE: In sealed bid solicitations "offer" and "offeror" mean "bid" and "bidder".

NEGOTIATED (RFP)

SEALED BID (IFB)

5. DATE ISSUED

1. THIS CONTRACT IS A RATED RATING PAGE OF PAGES

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C. E-MAIL ADDRESS

EXT.NUMBERAREA CODE

B. TELEPHONE (NO COLLECT CALLS)A. NAME

10. FOR

INFORMATION

CALL:

CAUTION: LATE Submissions, Modifications, and Withdrawals: See Section L, Provision No. 52.214-7 or 52.215-1. All offers are subject to all terms and conditions contained in this solicitation.

(Date)(Hour) local timeuntildepository located in copies for furnishing the supplies or services in the Schedule will be received at the place specified in Item 8, or if hand carried, in the

SOLICITATION

9. Sealed offers in original and

PART IV - REPRESENTATIONS AND INSTRUCTIONS

OTHER STATEMENTS OF OFFERORS

EVALUATION FACTORS FOR AWARD

INSTRS., CONDS., AND NOTICES TO OFFERORS

REPRESENTATIONS, CERTIFICATIONS AND

LIST OF ATTACHMENTS

CONTRACT CLAUSES

PART III - LIST OF DOCUMENTS, EXHIBITS AND OTHER ATTACH.

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M SPECIAL CONTRACT REQUIREMENTS

CONTRACT ADMINISTRATION DATA

DELIVERIES OR PERFORMANCE

INSPECTION AND ACCEPTANCE

PACKAGING AND MARKING

DESCRIPTION/SPECS./WORK STATEMENT

SUPPLIES OR SERVICES AND PRICES/COSTS

SOLICITATION/CONTRACT FORM

PART II - CONTRACT CLAUSESPART I - THE SCHEDULE

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SEC. DESCRIPTION PAGE(S) (X) DESCRIPTION SEC. (X)

11. TABLE OF CONTENTS

18. OFFER DATE17. SIGNATURE

SUCH ADDRESS IN SCHEDULE.

IS DIFFERENT FROM ABOVE - ENTER

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16. NAME AND TITLE OF PERSON AUTHORIZED TO SIGN OFFER15A. NAME

DATEAMENDMENT NO.DATEAMENDMENT NO.

and related documents numbered and dated):

amendments to the SOLICITATION for offerors

(The offeror acknowledges receipt of

14. ACKNOWLEDGEMENT OF AMENDMENTS

CALENDAR DAYS (%)30 CALENDAR DAYS (%)20 CALENDAR DAYS (%)10 CALENDAR DAYS (%)

(See Section I, Clause No. 52.232.8)

13. DISCOUNT FOR PROMPT PAYMENT

designated point(s), within the time specified in the schedule.

by the offeror) from the date for receipt of offers specified above, to furnish any or all items upon which prices are offered at the price set opposite each item, delivered at the

12. In compliance with the above, the undersigned agrees, if this offer is accepted within ______________ calendar days (60 calendar days unless a different period is inserted

NOTE: Item 12 does not apply if the solicitation includes the provisions at 52.214-16, Minimum Bid Acceptance Period.

OFFER (Must be fully completed by offeror)

IMPORTANT - Award will be made on this Form, or on Standard Form 26, or by other authorized official written notice.

28. AWARD DATE

(Signature of Contracting Officer)

27. UNITED STATES OF AMERICA

25. PAYMENT WILL BE MADE BY

26. NAME OF CONTRACTING OFFICER (Type or print)

CODE 24. ADMINISTERED BY (If other than Item 7)

ITEM

(4 copies unless otherwise specified)

23. SUBMIT INVOICES TO ADDRESS SHOWN IN

41 U.S.C. 253 (c) ( 10 U.S.C. 2304 (c) (

22. AUTHORITY FOR USING OTHER THAN FULL AND OPEN COMPETITION:

21. ACCOUNTING AND APPROPRIATION20. AMOUNT19. ACCEPTED AS TO ITEMS NUMBERED

AWARD (To be completed by government)

CODE

1087234 X

DCSC

DHHS/FDA/OAGS/DCSC

ATTN: Phillip Frame

5630 FISHERS LANE

ROOM 2129, HFA-500

ROCKVILLE MD 20857

1700 ET

PHILLIP K FRAME

phillip.frame@fda.hhs.gov

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Previous edition is unusable

STANDARD FORM 33 (Rev. 9-97)

Prescribed by GSA - FAR (48 CFR) 53.214(c)

ITEM NO. SUPPLIES/SERVICES QUANTITY UNIT UNIT PRICE AMOUNT

NAME OF OFFEROR OR CONTRACTOR

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CONTINUATION SHEET

REFERENCE NO. OF DOCUMENT BEING CONTINUED PAGE OF

11-223-SOL-00101

(A) (B) (C) (D) (E) (F)

SECTION B - SUPPLIES OR SERVICES AND PRICES/COSTS

B.1 BRIEF DESCRIPTION OF SUPPLIES OR SERVICES

BACKGROUND

The U.S. Food and Drug Administration (FDA)

Center for Tobacco Products (the Center) was established by the Family Smoking Prevention and

Tobacco Control Act, a bipartisan bill signed into law by President Obama on June 22, 2009. The

Tobacco Control Act grants FDA the authority to regulate the manufacture, distribution, and marketing of tobacco products. With the relative newness of the Tobacco Control Act, regulatory information may be released that affects the public education campaigns of the Center and may result in the need to adjust strategy, messaging, and creative development and execution. The

Center's goal is to use the best available science to develop and put into action effective public health strategies to reduce the enormous toll of illness and death caused by tobacco products.

According to the Centers for Disease Control and

Prevention, tobacco use causes more than 400,000 deaths each year in the United States--about 1 out of every 5 deaths. On average, adults who smoke cigarettes die 14 years earlier than nonsmokers. And, more than 8.5 million Americans have chronic illnesses related to smoking.

Despite those facts, 1 in 4 high school students report current tobacco use. About 3,450 youth start smoking and 850 become regular smokers every day.

In addition, there are numerous health disparities related to tobacco use among special populations in the United States. These at-risk and underserved populations include, but are not limited to, minority racial and ethnic groups;

gay, lesbian, bisexual, and transsexual individuals; people with disabilities, including mental illness; people in the military, veterans, and their families; pregnant women; people living in rural areas; and those with low socioeconomic status.

The purpose of this contract is to provide the

Continued ...

OPTIONAL FORM 336 (4-86)

Sponsored by GSA

FAR (48 CFR) 53.110

NSN 7540-01-152-8067

to assist in a full range of activities associated with planning, developing, producing, and delivering consumer-based communication programs, strategies, and materials for targeted and culturally sensitive public education campaigns focused on tobacco prevention and cessation for identified at-risk and underserved populations with unique combinations of geographic, demographic, psychographic, socioeconomic, and cultural factors. Audiences of special interest include, but are not limited to, minority racial and ethnic groups; gay, lesbian, bisexual, and transsexual individuals; people with disabilities, including mental illness; people within the military, veterans, and their families; pregnant women; people living in rural areas; and people with low socioeconomic status.

B.2 CONTRACT TYPE

This is an Indefinite Delivery Indefinite Quantity (IDIQ) type contract with a five (5) year ordering period. FDA has chosen to pursue an IDIQ contract to reduce lead time to award task orders and maximize the flexibility of selecting contract types appropriate to the specific tasks under consideration. At the discretion of the Contracting Officer, the government may use a Time and Materials, Labor-Hour, Firm Fixed Price or a combination thereof for the task orders. Each Request for Task Order Proposal (RFTOP) issued under this contract will identify the Government’s determination of contract type.

This is a Multiple award for public education campaigns targeted to at-risk and underserved populations for the FDA Center for Tobacco Products (CTP) utilizing FAR Part 15 of the Federal Acquisition Regulation.

B.3 OVERVIEW OF PRICING SCHEDULES

Year One:

Labor Category Fully Burdened Hourly Rates Govt.-Site Non-Govt.-Site

Management and Administrative Executive VP/General Manager Creative Director Research & Planning Director Media Buy Director Interactive & Social Media Director Senior VP/Management Supervisor Senior VP Associate Creative Director Account Director Senior Designer Partnerships Strategist Public Relations Strategist Group/Account Manager Account Supervisor Production/Traffic Manager Designer Copywriter Senior Account Executive

Account Executive Junior Media Planner Assistant Account Executive Account Coordinator Administrative Staff

Year Two:

Labor Category Fully Burdened Hourly Rates Govt.-Site Non-Govt.-Site

Management and Administrative Executive VP/General Manager Creative Director Research & Planning Director Media Buy Director Interactive & Social Media Director Senior VP/Management Supervisor Senior VP Associate Creative Director Account Director Senior Designer Partnerships Strategist Public Relations Strategist Group/Account Manager Account Supervisor Production/Traffic Manager Designer Copywriter Senior Account Executive Account Executive Junior Media Planner Assistant Account Executive

Year Three:

Govt.-Site Non-Govt.-Site

Management and Administrative Executive VP/General Manager Creative Director Research & Planning Director Media Buy Director Interactive & Social Media Director

Senior VP/Management Supervisor Senior VP Associate Creative Director Account Director Senior Designer Partnerships Strategist Public Relations Strategist Group/Account Manager Account Supervisor Production/Traffic Manager Designer Copywriter Senior Account Executive Account Executive Junior Media Planner Assistant Account Executive

Year Four:

Govt.-Site Non-Govt.-Site

Management and Administrative Executive VP/General Manager Creative Director Research & Planning Director Media Buy Director Interactive & Social Media Director Senior VP/Management Supervisor Senior VP Associate Creative Director Account Director Senior Designer Partnerships Strategist Public Relations Strategist Group/Account Manager Account Supervisor Production/Traffic Manager Designer Copywriter Senior Account Executive Account Executive Junior Media Planner Assistant Account Executive

Year Five:

Govt.-Site Non-Govt.-Site

Management and Administrative Executive VP/General Manager Creative Director Research & Planning Director Media Buy Director Interactive & Social Media Director Senior VP/Management Supervisor Senior VP Associate Creative Director Account Director Senior Designer Partnerships Strategist Public Relations Strategist Group/Account Manager Account Supervisor Production/Traffic Manager Designer Copywriter Senior Account Executive Account Executive Junior Media Planner Assistant Account Executive

NOTE: Additional labor categories can be added as necessary and the rates will be negotiated at the time of inclusion.

The Contractor’s pricing schedules for labor categories shall contain loaded hourly rates for both Government site and contractor site. The loaded hourly rates for each labor category shall be fully burdened to include wages, indirect costs, (including local travel), fringe benefits, overhead, general and administrative, and profit.

See Attachment J-4 for a list of labor categories and descriptions the Government anticipates will be necessary to perform the task orders expected to be issued under this contract.

B.4 PRICING TERMS

The unit prices specified in labor hour task order shall be fixed for the task order period of performance and shall not be subject to adjustment; except, as a result of a direct action or inaction by the Government which delays the Contractor from completing the task order within the time specified in the task order. However, in no event shall the Contractor perform, or be paid for any work which exceeds the not-to exceed dollar amount of a task order.

For Firm Fixed Price (FFP) task orders issued under this contract, the applicable unit price for a task order shall be the unit price for the time period in which the services are estimated to be performed, as agreed to by the Government and the Contractor at the time the task order is issued. The price(s) specified in FFP task orders issued under this contract is/are fixed and not subject to adjustment.

Each Time and Material or Labor Hour task order shall contain a ceiling price. The Contractor shall comply with FAR 52.232-7 in regards to the ceiling price for the individual task order(s).

B.5 AUTHORIZED ORDERING OFFICIALS

U.S Department of Food and Drug Administration, Office of Acquisitions & Grant Services Contracting Officers are authorized as ordering officials to place task orders under this

B.6 MINIMUM AND MAXIMUM CONTRACT VALUE

(a) Award of the base period of the initial task order will be the guaranteed minimum for the IDIQ contract.

(b) Estimated maximum ceiling for this contract is $210 million.

[This Space Intentionally Left Blank]

SECTION C - DESCRIPTION/SPECIFICATIONS/WORK STATEMENT

C.1 STATEMENT OF WORK

C.1.0 INTRODUCTION

C.1.1 FDA CENTER FOR TOBACCO PRODUCTS

The U.S. Food and Drug Administration (FDA) Center for Tobacco Products (the Center) was established by the Family Smoking Prevention and Tobacco Control Act, a bipartisan bill signed into law by President Obama on June 22, 2009. The Tobacco Control Act grants FDA the authority to regulate the manufacture, distribution, and marketing of tobacco products. With the relative newness of the Tobacco Control Act, regulatory information may be released that affects the public education campaigns of the Center and may result in the need to adjust strategy, messaging, and creative development and execution. The Center’s goal is to use the best available science to develop and put into action effective public health strategies to reduce the enormous toll of illness and death caused by tobacco products.

According to the Centers for Disease Control and Prevention, tobacco use causes more than 400,000 deaths each year in the United States—about 1 out of every 5 deaths. On average, adults who smoke cigarettes die 14 years earlier than nonsmokers. And, more than 8.5 million Americans have chronic illnesses related to smoking. Despite those facts, 1 in 4 high school students report current tobacco use. About 3,450 youth start smoking and 850 become regular smokers every day.

In addition, there is numerous health disparities related to tobacco use among special populations in the United States. These at-risk and underserved populations include, but are not limited to, minority racial and ethnic groups; gay, lesbian, bisexual, and transsexual individuals;

people with disabilities, including mental illness; people in the military, veterans, and their families; pregnant women; people living in rural areas; and those with low socioeconomic status.

The Center has responsibility for the implementation of the Family Smoking Prevention and Tobacco Control Act, H.R. 1256. The Center’s Web site is HHUUhttp://www.fda.gov/tobaccoUH.

C.1.2 OFFICE OF HEALTH COMMUNICATION AND EDUCATION

The Office of Health Communication and Education (the Office) is a comprehensive communication enterprise that supports the priorities of the Center, the U.S. Department of Health and Human Services (HHS), and its partners. The Office is the central point of communication and education about the Center’s regulatory activity and tobacco prevention and control efforts. The Office develops and leads public health education campaigns that educate a variety of audiences about FDA tobacco product regulations and their intent to improve public health, coordinates cross-Center communication activities, ensures consistent branding and messaging, offers communication expertise and state-of-the-art digital tools for application across Center projects, and builds and maintains effective relationships with partners and stakeholders.

As the communication component of the Center’s effort to reduce the suffering caused by tobacco products and to protect youth from tobacco, the Office seeks to:

http://frwebgate.access.gpo.gov/cgi-bin/getdoc.cgi?dbname=111_cong_public_laws&docid=f:publ031.111.pdf http://www.fda.gov/tobacco http://www.fda.gov/tobacco

1. Prevent tobacco use among young people in the United States; and

2. Encourage those who use tobacco to quit.

The Office will accomplish these goals by integrating public education messages across traditional platforms and using new media, paid media, partnership, and community-level strategies to achieve the desired effect on targeted audiences. An important aspect of campaign communication efforts will be the use of innovative and emerging digital technologies, including mobile, to reach young and multicultural audiences.

In addition to traditional paid and new media strategies, the campaigns will include community outreach to localize and amplify messages in ways that resonate with intended audiences.

Campaign activities will likely include, but are not limited to, development of integrated advertising, social and earned media, Web sites and content; the holding of news media events or other local and regional events; the development of partnerships with corporations, state and local agencies, federal partners, non-governmental organizations, and community-level groups and coalitions; and outreach to the entertainment industry.

The development of national campaigns by the Center will include detailed market segmentation and the identification of at-risk and underserved populations with regard to tobacco initiation, including and risk and protective factors, and tobacco cessation. Complementary, comprehensive, and culturally sensitive public education campaigns will be targeted toward these populations at a local market or community level.

C.2.0 SCOPE

The purpose of this contract is to provide the FDA Center for Tobacco Products with a mechanism to assist in a full range of activities associated with planning, developing, producing, and delivering consumer-based communication programs, strategies, and materials for targeted and culturally sensitive public education campaigns focused on tobacco prevention and cessation for identified at-risk and underserved populations with unique combinations of geographic, demographic, psychographic, socioeconomic, and cultural factors. Audiences of special interest include, but are not limited to, minority racial and ethnic groups; gay, lesbian, bisexual, and transsexual individuals; people with disabilities, including mental illness; people within the military, veterans, and their families; pregnant women; people living in rural areas; and people with low socioeconomic status.

The Contractor shall recognize and address the diversity within racial and ethnic groups by age of the target audience to ensure effective campaign strategies and messages for different subgroups. For example, the Hispanic/Latino population comprises many subgroups, such as Mexican American, Puerto Rican, Central American, and Cuban American. In addition, Contractors shall ensure that unique characteristics, experiences, norms, values, behaviors, and beliefs of the targeted audience, and relevant historical, environmental, and social forces are taken into consideration in the development and execution of a targeted creative strategy to improve public health.

The Contractor’s management responsibilities shall include all activities necessary to ensure the accomplishment of timely and effective support, performed in accordance with the requirements contained in the Task Order. Specifically, the Contractor shall be responsible for the development and execution of comprehensive public education campaigns targeted to discrete at-risk and underserved audiences which enables the Office to meet public health objectives developed by the Office and the Outcome Evaluation Contractor.

C.2.1 OBJECTIVES

The Offices objectives for this contract are to prevent tobacco use among young people and encourage those who use tobacco to quit, focusing on identified at-risk and underserved populations with unique combinations of geographic, demographic, psychographic, socioeconomic, and cultural factors.

The Contractor shall work with the Office to coordinate activities and to develop specific measures for the communication objectives.

C.2.2 CAMPAIGN MANAGEMENT AND STAFFING

The Contractor is responsible for the overall management and coordination of strategic and creative development for advertising, new media, paid media, social media, earned media, partnership, and community-level strategies for tobacco prevention and cessation public education campaigns for identified at-risk and underserved populations with unique combinations of geographic, demographic, psychographic, socioeconomic, and cultural factors.

In the performance of a task under this contract, Contractors may need to communicate with other contractors performing similar work in support of the Center for Tobacco Products. This may include participation in milestone meetings, strategy sessions, or discussions concerning the work product of one contractor being provided to another as government furnished property.

Contractors are advised that any direction must come from the COR.

The Contractor is responsible for the development and ongoing refinement of campaign strategies with input from the Office, those working in communications and tobacco control, and other subject matter experts in related fields.

Task Orders issued will require dedicated account management staff of exceptional breadth and depth–with expertise in developing complex advertising campaigns, formative research, strategic planning, paid and earned media, emerging technologies, public information, and ability to localize national and regional campaigns, as well as a firm understanding of health communication, with specific knowledge of tobacco control being preferred. In addition demonstrated expertise in reaching at-risk and underserved populations is required.

The Contractor shall also be capable of providing both management and strategic campaign guidance, which may include briefings to expert panels, nongovernment organizations, and other entities.

C.2.3 MAJOR AREAS OF FOCUS

C.2.3.1 PUBLIC EDUCATION CAMPAIGNS TARGETED TO AT-RISK AND UNDERSERVED

POPULATIONS

The Tobacco Control Act provides the FDA with the authority to address the use of tobacco by young people and dependence on tobacco (21 USC 387 note). The Office is responsible for planning, implementing, and evaluating strategic public education campaigns for the Center that prevent tobacco use among young people in the United States and encourage those who use tobacco to quit.

About 3,450 youth start smoking and 850 become regular smokers every day and 1 in 4 high school students report current tobacco use. A significant portion of public education campaign activities will focus on preventing the use of tobacco by teenagers. In addition to preteens and teenagers as intended audiences, tobacco retailers and teen influencers will also be the focus on youth tobacco prevention campaign activities.

Public education campaigns will also be developed and implemented to encourage those who use tobacco to quit. Tobacco use causes more than 400,000 deaths each year in the United States— about 1 out of every 5 deaths. A primary strategy to achieve this objective is to raise awareness and understanding of the public health basis for FDA tobacco regulations.

As part of the Center’s public education outreach efforts, the Office will develop and implement targeted and culturally sensitive campaigns for at-risk and underserved populations with unique combinations of geographic, demographic, psychographic, socioeconomic, and cultural factors that address both youth prevention and encourage those who use tobacco to quit.

At-risk and underserved populations include, but are not limited to, racial and ethnic groups, such as American Indians/Alaska Natives, African Americans, Hispanic/Latinos, Asian Americans, and multiracial individuals; gay, lesbian, bisexual, and transsexual individuals; people with disabilities, including mental illness; people within the military; pregnant women; people living in rural areas; and people with low socioeconomic status.

The Contractor shall also recognize and address the diversity within racial and ethnic groups by age of the target audience to ensure effective campaign strategies and messages for different age groups. In addition, the Contractor shall ensure that unique characteristics, experiences, norms, values, behaviors, and beliefs of the targeted audience, and relevant historical, environmental, and social forces are taken into consideration in the development and execution of targeted creative strategies.

The Center anticipates that the overall strategies for public education campaigns will include national media buys and an emphasis on new and social media and partner outreach.

C.2.3.2 SUBJECT MATTER EXPERTISE

Contractor teams proposed shall consist of individuals who have a proven understanding of the core subject matter and the key audiences of the targeted public education campaigns. This includes, but is not limited to, the following audiences of special interest: minority racial and ethnic groups; gay, lesbian, bisexual, and transsexual individuals; people with disabilities, including mental illness; people within the military, veterans, and their families; pregnant women; people living in rural areas; and people with low socioeconomic status.

The contractor shall have the ability to track and analyze related scientific literature. The capacity to take complex science-based information and convey it in the most understandable and salient way to key audiences, such as teens and their influencers, tobacco retailers, those who use tobacco, and communication intermediaries, such as partners and community-based groups, is critical.

The Contractor shall engage professional experts in each subject matter area, convene expert panels/advisory groups for the purpose of contributing new information and insights, and work closely with other government and non-government organizations, as directed by the Center, with which the Office may rely upon for additional expertise.

C.2.3.3 STRATEGIC CAMPAIGN PLANNING

The Contractor shall support the Office’s public education campaigns targeted to at-risk and underserved populations with unique combinations of geographic, demographic, psychographic, socioeconomic, and cultural factors by providing comprehensive health communication planning, including (1) identifying goals and measurable objectives, (2) defining and researching targeted audiences, (3) exploring settings, channels, and activities to effectively reach targeted audiences, (4) identifying potential partners and develop partnership plans, (5) developing communication strategies and branding opportunities, and (6) drafting marketing plans.

The Contractor shall develop a marketing plan that contains the rationale for executing the campaign, measurable objectives, audience information, message and materials testing plans, strategy development, tactics, evaluation plan, timetables, and work plans. Detailed marketing plans should reflect the latest market research; science and trends in tobacco control, health communications, dissemination, and outreach; and provide innovative and comprehensive strategies. Whenever possible, plan tactics should include activities that are integrated across FDA and HHS. Plans should include strategies and tactics that are actionable and measurable.

Detailed marketing plans and creative strategies shall include opportunities for media buys, purchased by the Contractor on behalf of the government, to ensure appropriate exposure of intended audiences to campaign messages and content. Media buy plans should include the specific media properties and markets proposed, schedules, costs, and other relevant details.

In crafting plans, the Contractor shall take into consideration the growth of mobile technology and social media in American society and recommend opportunities in digital communication with the potential to reach intended audiences with health messages and educational information more effectively and efficiently than traditional media buys.

When developing marketing plans, the contractor shall also prepare:

• supplementary materials, such as environmental scans, situation analyses, etc.;

• a slide presentation summarizing the plan;

• a review and summary of formative market research and relevant tobacco control and health communication research.

C.2.3.4 CREATIVE CAMPAIGN & CONTENT DEVELOPMENT

Traditional Advertisements. The Contractor shall create broadcast, print, and outdoor advertising for the Center’s public education campaigns targeted to identified at-risk and underserved populations. The Contractor shall ensure that unique characteristics, experiences, norms, values, behaviors, and beliefs of the targeted audience, and relevant historical, environmental, and social forces are taken into consideration in the development and execution of creative advertising. Any product of this type must be prepared in a format consistent with HHS and FDA requirements and must obtain the necessary approvals from HHS and FDA. The contractor shall draft an initial brief synopsis/outline and advise on other components.

The Contractor shall develop a method by which to make campaign TV, radio, and print advertisements available to qualified groups that allow the insertion of the qualified organization’s name and contact information in the advertisement.

Message Development. The Contractor shall support the development and pretesting of campaign messages and materials to ensure effectiveness with and relevance to the intended at-risk and underserved audiences, such as minority racial and ethnic groups; gay, lesbian, bisexual, and transsexual individuals; people with disabilities, including mental illness; people within the military, veterans, and their families; pregnant women; people living in rural areas; and people with low socioeconomic status. This will include (1) conducting environmental scans to inventory related health communications campaigns outside of the Center; (2) using audience research to draft message concepts; and (3) pretesting the concepts with intended audiences to understand which messages are most effective, identifying any potential problems, and uncovering new concepts. Message concept testing will ideally be conducted through focus groups or in-depth interviews, but the contractor may suggest other alternative or innovative methods that provide increased transparency and/or cost-efficiencies. The Contractor shall use the results of the message concept testing and the overall plan to develop preproduction draft materials to test with intended audiences to ensure accuracy, consistency, clarity, relevance, credibility, and appeal.

Writing, Editing, and Translation. The Contractor shall develop, write, and conduct cultural and language translations appropriate content. This content will range from brief phrases to short articles or fact sheets to lengthy booklets. This includes developing content for a variety of campaign products. Digital content should be prepared and written in channel-specific formats.

For example, Web content may require additional layering to ensure easy-to-read summaries are presented before detailed content. Additionally, social media channels like Twitter will require rewriting of headlines to ensure 140 character limitations are met. It is critical that content developed is culturally appropriate and that language translations recognize the diversity within racial and ethnic groups.

The Contractor’s written materials shall comply with the guidelines posted at PlainLanguage.gov (HHUUhttp://www.plainlanguage.govUH), WebContent.gov (HUhttp://www.usa.gov/webcontent/managing_content/writing_and_editing.shtmlH U UH), and Usability.gov (HHUUhttp://usability.gov/methods/design_site/writing4web.htmlUH). For some products, the Contractor shall develop content outlines and revise drafts and develop a final working draft before the product goes to design. The contractor shall conduct pilot testing of products upon request, including focus groups or in-depth interviews.

Graphic Design. The Contractor shall provide graphic services and technical guidance for products for public education campaigns, targeted to identified at-risk and underserved populations, including, but not limited to, designs, illustrations, and elements for visual or multimedia representation and branding that are creative and meaningful to intended audiences.

The Contractor shall provide recommendations and guidance on design or production on any tasks requiring graphic services. The Contractor shall provide services ranging from simple line drawings to the more complex graphic services, including, but not limited to, posters, illustrations, brochures, promotional items, PowerPoint presentations, image manipulations, and library image management services. The Contractor shall check the formatting of the layout, colors, positioning of photos, illustrations, and graphics before presenting the finished version to the Office for review. The Contractor shall also provide photography services as needed for campaign products. Images designed for digital channels must be 508 compliant and adhere to HHS policies at HHUUhttp://www.hhs.gov/web/508/index.htmlUH.

Educational Materials. Under the guidance of the Center, the Contractor shall create instructional segments and content for public education campaigns of the Center targeted to at-risk and underserved populations with unique combinations of geographic, demographic, psychographic, socioeconomic, and cultural factors. Any product of this type must be prepared in a format consistent with HHS and FDA requirements and must obtain the necessary approvals from HHS and FDA. The Contractor shall draft an initial brief synopsis/outline and advise on other http://www.plainlanguage.gov/ http://www.plainlanguage.gov/ http://www.plainlanguage.gov/ http://www.plainlanguage.gov/ http://www.plainlanguage.gov/ http://www.plainlanguage.gov/ http://www.usa.gov/webcontent/managing_content/writing_and_editing.shtml http://www.usa.gov/webcontent/managing_content/writing_and_editing.shtml http://www.usa.gov/webcontent/managing_content/writing_and_editing.shtml http://www.usa.gov/webcontent/managing_content/writing_and_editing.shtml http://www.usa.gov/webcontent/managing_content/writing_and_editing.shtml http://www.hhs.gov/web/508/index.html http://www.hhs.gov/web/508/index.html components.

Printing. Within FDA and federal printing guidelines, the Contractor shall support campaign printing needs. This will include preparing all necessary paperwork and monitoring print jobs through to completion. As required, the Contractor will support campaign printing through the Government Printing Office.

C.2.3.5 INTERACTIVE, MOBILE, AND NEW MEDIA STRATEGY

As detailed in the approved marketing plan and creative strategy for the campaign, the Contractor shall research, develop, and implement an interactive, mobile, and new media strategy including, but not limited to, the creation and implementation of new and social media tools, e-partnerships, and user-centered Websites. The digital tactics of campaigns shall focus on at-risk and underserved populations with unique combinations of geographic, demographic, psychographic, socioeconomic, and cultural factors. The Contractor will develop and maintain digital policies, user-centric content, navigation, and architecture for all digital campaign products. When needed, offsite hosting will be required. All digital products must consider the unique needs of audience segments. The Contractor shall have experience in online and digital campaign elements; developing digital content and functionality; and maintaining and tracking online/digital communications, including compliance with government requirements such as Section 508, security issues, and data-gathering techniques.

Websites. The Contractor shall provide Website support, including but not limited to, developing usability-based content and design; day-to-day Web management; technical development support, including Flash, video, and other appropriate technologies; conducting and analyzing usability and satisfaction assessments; and implement changes as directed by the Center.

New and Social Media. The Contractor shall research and explore emerging trends and innovative platforms and technologies that may be effective in meeting campaign goals and objectives. The Contractor is responsible for conducting primary and secondary research on digital communication trends with specific attention to identified at-risk and underserved populations that are the focus of the campaigns. The contractor shall support the development, maintenance, testing, and promotion of campaign presences on social media channels, including, but not limited to, Facebook, Twitter, YouTube, LinkedIn, and MySpace. Opportunities for user-generated content models and online communities will be explored and developed. The Contractor will look beyond social media channels to include new media such as mobile applications, Web content syndication, widgets, blogs, data visualization, and virtual worlds. The Contractor shall support innovative use of these and other technologies for campaigns by forming e-partnerships and developing and implementing digital contests. The Contractor shall develop, maintain, test, and promote campaign widgets and mobile projects.

Usability Testing. The Contractor shall conduct usability tests to identify ways to improve campaign digital communication products. For all usability tests, the Contractor will recruit participants that are representative of the targeted audiences; draft scenarios; develop prototypes (if needed); design usability test plans, including evaluation measures such as performance and preference metrics; conduct debriefing sessions to discuss findings and fixes;

and prepare a report. The report will include raw data from participants, user metrics, and recommended fixes based on the data to address issues of navigation, usability, or content.

Open Government Events. The Contractor shall support the Center’s strategic implementation of open government and user-generated technologies to engage the Center’s stakeholders in a two-way dialogue on campaigns. The Contactor will utilize open government technologies including but not limited to ideation tools, Web dialogues, Webinars, and Webcasts as well as online video contests. The Contractor will conduct research and provide recommendations for innovative ways to use these tools. The Contractor will also generate detailed reports and recommendations based on user-generated content and discussions.

C.2.3.6 PAID MEDIA STRATEGY

In accordance with advertising industry best practices, the Contractor shall plan, purchase, coordinate, and conduct post-buy analysis of all paid media activity, which will focus on the unique media consumption habits of the intended at-risk and underserved audience segments.

The Contractor shall provide staffing adequate to prepare multiple media plans, including participation in any network upfront media opportunities designed to deliver maximum reach, frequency, and effectiveness at the lowest cost to the Government. The Contractor shall deliver a recommended media buy plan that demonstrates indepth knowledge of the intended at-risk and underserved audience segments and provide subsequent quarterly updates in support of public education campaign initiatives. This will include demographic research, appropriate submission of advertising to varied outlets, capture of tearsheets and screenshots of Internet advertisements, maintenance of budgets, and process evaluation for campaign media buys. When possible, the Contractor shall explore opportunities for obtaining added value for the Center’s campaigns.

Proposed media buys and schedules should include documentation of how the buys support campaign goals and objectives and their estimated reach, frequency, and cost.

C.2.3.7 STRATEGIC PARTNERSHIPS AND OUTREACH STRATEGY

The Contractor shall support the creation and maintenance of positive campaign-related partner relationships by providing administrative, logistical, database, and document support to enable frequent communication, including sharing updates about strategic communication initiatives and to receiving feedback. The Contractor shall also provide ideas and advice on potential partnerships and alliances with organizations that represent or serve as communication intermediaries to audiences of special interest including, but are not limited to, minority racial and ethnic groups; gay, lesbian, bisexual, and transsexual individuals; people with disabilities, including mental illness; people within the military, veterans, and their families; pregnant women; people living in rural areas; and people with low socioeconomic status.

Community Outreach. The Contractor shall develop a localization partnership plan to work with appropriate partners to deliver campaign materials and messages at the State, regional, or community level to support campaign activities, particularly media buys. Partnership plans shall include groups that represent or serve as communication intermediaries to at-risk and underserved populations. The Contractor shall develop a method for assessing the needs of interested organizations, coordinating communications with those organizations, and developing promotional materials and providing technical assistance as appropriate. The Contractor shall provide expertise and experience to create and sustain relationships with non-governmental partners.

Corporate Outreach. The Contractor shall provide creative ideas for corporate partnerships and, under the direction of the Center, develop and execute a corporate outreach program to leverage resources and communication channels of the private sector. The Contractor shall demonstrate expertise and experience to create and sustain relationships with corporate partners.

Media Outreach. The Contractor shall develop and execute a strategic earned media relations plan to help achieve campaign objectives. The Contractor shall ensure the dissemination of campaign messages through regional and community outlets, including multicultural channels.

The Contractor shall provide experience and expertise to plan and implement large-scale media outreach.

Entertainment Industry Outreach. As popular culture continues to expose audiences to messages that glamorize or otherwise promote tobacco use without reflecting actual health consequences, the Contractor shall develop and execute an entertainment industry outreach plan. The plan shall include ways to engage the entertainment industry for the purpose of providing writers and directors with information to raise understanding of the effect of tobacco depictions on youth initiation and information, with specific emphasis on the targeted at-risk and special populations of the campaigns, so to accurately portray the negative consequences of tobacco use and the benefits of quitting or never starting.

C.2.3.8 ADDITIONAL PROPOSED STRATEGIES

The Contractor is encouraged to propose additional key strategies as part of a proposed plan in its response to this solicitation. After review and based upon the Government’s recommendation, the proposed plan may be implemented.

C.2.3.9 RESEARCH

The Contractor shall undertake formative and evaluative research tasks that guide creative strategies of campaigns. Formative research may include focus groups, online panels, key informant interviews, survey instruments, or other methods.

Formative research shall focus on identified at-risk and underserved populations with unique combinations of geographic, demographic, psychographic, socioeconomic, and cultural factors.

Audiences of interest include, but are not limited to, minority racial and ethnic groups; gay, lesbian, bisexual, and transsexual individuals; people with disabilities, including mental illness;

people within the military, veterans, and their families; pregnant women; people living in rural areas; and people with low socioeconomic status. The Contractor shall recognize and explore diversity within racial and ethnic groups and the unique characteristics, experiences, norms, values, behaviors, and beliefs of the targeted audience, and relevant historical, environmental, and social forces.

In order to conduct research on behalf of the Government, the Contractor shall ensure they have an approved assurance, also know as a Federalwide Assurance (FWA) and that all Institutional Review Boards (IRB) designated under the FWA are registered with the Department of Health and Human Services’ Office for Human Research Protections. For more information on the assurance approval process and IRB(s), visit:

HHUUhttp://www.hhs.gov/ohrp/assurances/assurances_index.htmlUH.

C.3.0 SECTION 508 COMPLIANCE REQUIREMENTS

All products and deliverables associated with Tasks Orders that are intended for distribution via the Internet or have the potential for access through the Internet must be compliant with requirements specified in Section 508 of the Federal Rehabilitation Act, as amended in 1998. This Act addresses any/all electronic and information technology (EIT). As such, those procured through this effort must meet the applicable accessibility standards at 36 CFR 1194.

36 CFR 1194 implements Section 508 of the Rehabilitation Act of 1973, as amended, and is viewable at HHUUhttp://www.section508.govUH. The Contractor is responsible for reviewing this http://www.hhs.gov/ohrp/assurances/assurances_index.html http://www.hhs.gov/ohrp/assurances/assurances_index.html http://www.section508.gov/ regulation, available at HUhttp://www.access-board.gov/sec508/guide/act.htmU UH. H

Evidence of full understanding of and capacity to produce deliverables and products compliant with Section 508 of the Federal Rehabilitation Act, must be demonstrated in all responses to this solicitation.

SECTION D - PACKAGING, MARKING AND SHIPPING

D.1 PACKAGING, MARKING AND SHIPPING INSTRUCTIONS

a. All deliverables required under this contract shall be packaged, marked and shipped in accordance with Government specifications. At a minimum, all deliverables shall be marked with the contract number and contractor name. The Contractor shall guarantee that all required materials shall be delivered in immediate usable and acceptable condition.

b. The reports shall be delivered F.O.B. Destination as set forth in FAR Clause 52-247-35, F.O.B.

Destination, Within Consignee Premises (April 1984), as specified in the delivery schedule.

d. Unless otherwise specified, deliveries shall be made to the Delivery Point specified Mondays through Fridays (excluding Federal Holidays and Executive Orders).

SECTION E - INSPECTION AND ACCEPTANCE

E.1 CLAUSES INCORPORATED BY REFERENCE

This contract incorporates the following clause(s) by reference, with the same force and effect as if it were given in full text. Upon request, the Contracting Officer will make its full text available. Also, the full text of a clause may be accessed electronically at this address: http://www.acquisition.gov/comp/far/index.html

FEDERAL ACQUISITION REGULATION (48 CFR CHAPTER 1) CLAUSE:

NUMBER TITLE DATE

FEDERAL ACQUISITION REGULATION

(48 CFR Chapter 1)

52.246-2 INSPECTION OF SUPPLIES—FIXED PRICE AUG 1996

52.246-4 INSPECTION OF SERVICES—FIXED PRICE AUG 1996

52.246-6 INSPECTION—TIME AND MATERIAL AND LABOR HOUR MAY 2001

52.246-16 RESPONSIBILITY FOR SUPPLIES (FIXED PRICE) APR 1984

The Contracting Officer Technical Representative or the duly authorized representative shall perform inspection and acceptance of materials and services to be provided.

Inspection and acceptance will be performed at a specified location identified in each Task Order.

Acceptance may be presumed unless, otherwise indicated in writing by the Contracting Officer or the duly authorized representative Contracting Officer Representative (COR) within 10 days of receipt.

SECTION F - DELIVERIES OR PERFORMANCE

F.1 CLAUSES INCORORATED BY REFERENCE 52.252-2 (FEB 1998)

This contract incorporates the following clause(s) by reference, with the same force and effect as if it were given in full text. Upon request, the Contracting Officer will make its full text available. Also, the full text of a clause may be accessed electronically at this address: http://www.acquisition.gov/comp/far/index.html

FEDERAL ACQUISITION REGULATION (48 CFR CHAPTER 1) CLAUSE:

NUMBER TITLE DATE

52.242-15 STOP-WORK ORDER AUG 1989

ALTERNATE I (APR 1984)

52.242-17 GOVERNMENT DELAY OF WORK APR 1984

52.247-29 F.O.B. ORIGIN FEB 2006

52.247-34 F.O.B. DESTINATION NOV 1991

52.247-48 F.O.B. DESTINATION--EVIDENCE OF SHIPMENT FEB 1999

52.247-55 F.O.B.POINT FOR DELIVERY OF GOVERNMENT JUN 2003

FURNISHED PROPERTY

52.247-65 F.O.B. ORIGIN, PREPAID FREIGHT – SMALL PACKAGE JAN 1991

SHIPMENTS

F.2 PERIOD OF PERFORMANCE

The ordering period for this contract is five (5) years from the effective date of the contract.

Although task orders may be issued at any time during this ordering period, two constraints apply to the period of performance for task orders. First, the period of performance for a task order may not go beyond one (1) year after the end of the ordering period. Secondly, a Task Order CO may not award a task order with a period of performance that exceeds five (5) years (inclusive of all options).

F.3 PLACE OF PERFORMANCE

It is anticipated that the preponderance of work to be performed shall be conducted at the Offeror’s site.

Each Task Order will specify the location of where the work is to be performed.

F.4 DELIVERIES

Satisfactory performance of this contract shall be deemed to occur upon performance of the work and upon delivery and acceptance by the Contracting Officer Technical Representative or the duly authorized representative.

a. Deliveries required by the Contractor shall be made F.o.b. destination as set forth in FAR Clause 52.247-35, F.o.b. Destination, Within consignees Premises (April 1984) and any specification stated in SECTION D. PACKAGING AND MARKING AND SHIPPING.

b. Unless otherwise specified, deliveries shall be made to the Delivery Point specified in each task order Mondays through Fridays (excluding Federal Holidays & Executive Order) between the hours of 8:30 a.m. and 5:30 p.m. EST only.