11-223-SOL-00101 Question Answers.pdf

SOL-00101

Question Answer

Would a successful bidder or their subcontractors on FDA’s National Public Education Campaigns Support Services be excluded from consideration for any associated evaluation of the campaigns or would the FDA look favorably on mitigation strategies such as a firewall between organizational units working on campaigns and the units involved in the evaluations?

The Government anticipates that successful bidders, inclusive of subcontractors, would be excluded from consideration as evaluation contractors for this work.

I understand that this Solicitation for the Center for Tobacco Products [11-223-SOL-00101] is a small business set-aside.

Is this for disadvantaged businesses? Or all small businesses below the maximum revenue ceiling?

This solicitation is a total Small Business Set Aside. All small businesses that qualify under NAICS 541810 ($7 million or less in annual revenue) are eligible to apply.

We are interested in this forthcoming solicitation and were wondering if any type of small business certification, such as 8a or Disadvantaged Small Business, would be necessary to apply. We qualify as a small business based on the SBA's definition, but have not yet acquired any certifications.

Please see answer to question 2.

4 Given the nature and the at risk populations, will FDA consider making one award to EDWOSB firms?

Please see answer to question 2.

5 do you anticipate any of the 11-223-SOL-00101 IDIQs being offered under the 8(a) set aside code?

Please see answer to question 2.

do you anticipate nation-wide media placements being a requirement of 11-223-SOL-00101 or 00102

The Government anticipates issuing task orders for extensive media buys. The placement of the buys will depend upon the target audience.

7 When do you anticipating making vendor selections for the IDIQ?

The Government anticipates making award on or about March 30, 2012.

When do you anticipate issuing the first task order on this contract?

The Government anticipates issuing the first task orders shortly after the contracts are awarded. The Government also reserves the right to immediately award Task Order 1.

9 Will RFTOPs be sent to all IDIQ contract holders or just one?

Task Orders will be competed among all contract holders.

Are the following at-risk audiences the only ones to be targeted by this program?

a. Minority racial & ethnic groups

b. GLBT

c. People with disabilities

d. People with mental illness

e. Military service-people and veterans

f. Pregnant women

g. People living in rural areas

h. Low socioeconomic status individuals?

These are currently identified at-risk and underserved audiences, however, additional audiences may be identified upon further market research.

11 Can you be more specific about specific or high priority minority or ethnic groups to be reached?

Please see answer to question 10.

Will the primary audiences be youth for tobacco use prevention?

Campaigns designed to prevent tobacco use seek to influence the behavior of youth and young adults. The primary audience will depend upon the campaign strategy.

13 Will detailed market segmentation be part of the contract work under this contract?

Yes.

14 What is the single biggest obstacle to the success of this campaign?

The Government anticipates that bidders will identify potential obstacles and provide solutions.

15 What are the intended flight dates for the campaign (when do you want to campaign to be in market?)

The Government anticipates that bidders will recommend flight dates.

What languages will this contract require for translation?

If more than one, do they rank in percentage (i.e. Spanish 50%, Mandarin 5%, etc…)

Translation needs will depend upon targeted audiences and can not be further specified at this time.

Has the FDA Center for Tobacco Products done media buys for either tobacco cessation or tobacco prevention since its inception? If yes, under what contract and who provided support for this?

No, significant media buys have not yet been undertaken by the Center.

18 Labor categories – can one person be listed under more than one labor category?

Yes.

Att 3 – Referring to the $40M 12-month budget for paid media - will the selected FDA contractor pay vendors for the media buys directly (and therefore assume a line of credit is needed for up to that amount) or are we only to submit a media plan on how to allocate the $40M?

The Technical Scenario is an exercise; however, the Government does anticipate issuing media buy task orders to successful bidders.

Relevant Experience (pg. 58) – it says “about four (4) project” – do all four have to be from the prime contractor or can some be from subcontractors? And if they can include subcontractors, is there a limit for the total number we can submit? (i.e. if we have two subs and we want to submit one from each.)

Yes, subcontractor's relevant experience can be cited, though greater risk will be assigned if no relevant experience is provided by the prime. Yes, there are to be 4 projects cited.

Should the reference to labeling of the Relevant Experience section on pg. 58 read “Vol I, Tab A” instead of “Part I, Tab A”? If not, please confirm into which volume Relevant Experience is included.

Correction made to solicitation in amendment 000002.

Can the Government please explain how the campaigns under this IDIQ will work with those developed under the larger IDIQ (Solicitation 11-223-SOL-00102)? Will campaigns be entirely separate or will an umbrella campaign be developed under the larger IDIQ which will then be tailored to underserved and at-risk populations by the selected contractors under this IDIQ?

The Government anticipates awarding unique and distinct campaigns. Any coordination will be at the direction of the Government.

23 In addition to the fully loaded hourly rates, must the Offeror show the burden (overhead, G&A, etc.)?

Yes.

Will FDA have a blanket OMB clearance for research activities under this IDIQ? (pg. 16)

Any research activities undertaken through this contract must receive FDA IRB and OMB clearance; however, clearance may be expedited through use of a Center generic clearance.

Must the Contractor have its own IRB? (pg. 16) Offerors do not need to have their own IRB; however, they do need to have an approved Federal-wide Assurance as noted in the solicitation.

Can the Government please clarify the difference between Relevant Experience (Tab A) and Past Performance (Tab C)? It appears that the four project described in each section should be the same.

Relevant experience relates to prior work performed that is similar to the work called out in the solicitation; past performance is how well that work was executed.

Can the Government clarify the past performance questionnaire submission process? The RFP indicates “Each reference must complete the questionnaire and e-mail in PDF format and mail a hard copy to the Contract Specialist. The Offeror may opt to allow return of completed questionnaires to the Government via electronic mail.” Is submitting the completed questionnaire via e-mail optional? Or questionnaires need to be sent electronically AND via regular mail?

See this amendment

For Volume IV (pg. 62) Task Order Pricing, can the Government please clarify the fluctuation schedule? Are all percentages off the base year or the previous year?

For example, should we assume that Option Year 2 is 75% of the base year or 75% of Option Year 1?

All percentages noted within the question are in relation to the base year.

Can the Government please clarify the type of response required for Task Order 1? The instructions on page 55 state “The Offeror is NOT being asked to develop the actual campaign in response to this RFP; only to propose its technical capabilities and detailed approach for doing so.” However the actual Task Order (Attachment 2) seems to ask for a proposed campaign, target messages, and strategies.

The Offeror is only to propose its technical capabilities and detailed approach for Task Order 1. Only the successful bidder(s) will actually perform the work.

Regarding the budget for Task Order I – do we need to submit a budget for only one year or should it be a multi-year budget?

The budget shall be a multi-year budget as prescribed in L-2 Task Order 1 Business Proposal.

Attachment 5, Are the past performance questionnaires due from references on Nov. 4, 2011, as indicated on the form, or on Nov. 23, 2011, the due date of the proposals?

November 4, 2011.

Pg 59, L-2 - Factor II, Can you confirm that print creative samples do not count toward the 2 page limit for each project?

Per the solicitation, print creative samples are limited to three (3) executions. They do not count toward the 2-page limit for each project.

Pg 56, L-2 - Factor I, The draft Creative Brief is described as an attachment to the proposal. Can you confirm that the draft Creative Brief does not count toward the 15 page limit for Vol. III?

Yes, the draft creative brief does count against the page limitations.

55, L-2, Can text in a graph or table be in a color other than black?

Yes, as stated in L-2 "Text color shall be black. Color may be used in graphics or charts for greater clarity at the Offeror’s option."

58, Factor II, "Relevant Experience" is to be tabbed Part I, Tab A. Factor III, "Management Approach and Organizational Structure" are to be tabbed, Vol I, Tab B.

Should "Relevant Experience be Vol I, Tab B?

Correction made to solicitation in amendment 000002.

56, L-2, Is this something which we can approach to public and private schools or is this stricly media outside schools?

The Government anticipates that bidders will proposed varied approaches.

Amendment 5, Due Date, Please confirm that you want past performance survey questionnaires received by 11/04/11 - almost three weeks before the RFP response deadline.

Please see answer to question 31

Amendment 3 , Task, Please confirm that "Multicultural" refers to both the teens (13-17) and young adults (18-24) -i.e. multicultural teens and multicultural young adults.

Yes, multicultural refers to both teens and young adults.

Amendment 3 , Task, Does the 40,000,000 budget for the task include creative concepting, design and production or is that budget solely for media buying?

$40,000,000 is the budget for the media buy to include only the cost of the buys.

Amendment 3 , Task, If the 40,000,000 budget includes creative concepting/design/production, should the plan reflect the cost and planning for such services?

Please see answer to question 39.

Amendment 2, Page 1, What is the name of the research study mentioned in the first paragraph that indicates Anti- Tobacco media campaigns are effective?

Please see National Cancer Institute, The Role of the Media in Promoting and Reducing Tobacco Use.

Tobacco Control Monograph No. 19. Bethesda, MD: U.S.

Department of Health and Human Services, National Institutes of Health, National Cancer Institute. NIH Pub.

No. 07-6242, June 2008.

Amendment 2 , page 3 - D Scope, Is the paid media "technical scenario" the separate task order for media purchasing referenced here?

Please see answer to question 19.

Amendment 2 , page 7 - D, Can government provide an example of an "ideation tool" it has seen or experienced when referring to different open government technologies?

Examples of government-hosted ideation tools include:

http://tobaccoideas.fda.gov, http://feedback.samhsa.gov/forums/77283-closed-samhsa-s-strategic-initiatives, and http://openostp.ideascale.com/

56, L-2, Factor 1, Does the "Creative Brief" attachment count against the 15 page limit of the technical proposal for task 1? It is not listed in the list of attachments that do NOT count against page counts on page 55, but IS referred to as an "attachment to the proposal". Please clarify.

Please see answer to question 33.

45 56, L-2, Factor 1, Does the "Creative Brief" attachment have a page count?

Please see answer to question 33.

60, Past Performance, The past performance questionnaires must be both emailed in PDF format AND mailed with a hard copy, or may the past performance questionnaire be received via email OR hard copy?

Please clarify.

Please see answer to question 27.

Attachment 3 - Technical Scenario states “Assume the net 12 month budget is $40,000,000 Net and that this budget represents the entire paid media budget to reach both multicultural teens and young adults.” Is the $40,000,000 Net for direct media buy costs only or is research and program management included in the $40,000,000 as well?

Please see answer to question 39.

Attachment 4 - Key Personnel/Other Personnel Descriptions: Do Key Personnel have to work for the prime? Or, can subcontractors fill the role of Key Personnel?

Key personnel may come from Prime or Subcontractor personnel.

Solicitation Factor III-Management approach and organization structure mentions the Offeror shall also describe its organization and organization structure, including a description of…5) the level of executive management to which the Program Manager for the overall ID/IQ reports. Attachment 4 – Key Personnel does not include a Program Manager position. Should the Offeror conclude the Account Director (listed as Key Personnel) represents the Program Manager?

In this solicitation, references to a Program Manager refer to the Account Director identified in Key Personnel.

May an Offeror submit multiple responses? Specifically, may an Offeror submit one response as a prime and a second response as a subcontractor?

Yes, but each response will be evaluated independently in accordance with Section M.

Can you please supply the name of the incumbent contractor on this contract? If it is a new requirement.

could you please supply the name of the contractor(s) that have been providing guidance or services to FDA on implementing the 2009 law authorizing FDA to regulate tobacco products?

This is a new requirement. There is no incumbent.

The Statement of Work states “Contractor shall create video, audio, and print advertising for public education campaigns of the Center.” Does this exclude the contractor using subcontractors to produce these elements of the campaigns?”

No.

Can you tell me if these solicitations are for the same work. The SOW and attachments appear to be the same; however, Solicitation #: 11-223-SOL-00101 is a Total Small Business Set Aside and Solicitation #: 11-223- SOL-00102 is an open solicitation.

These are two different solicitations with unique audiences.

Attachment 3 for both Solicitations asks for media recommendations within an $80M and $40M budget, respectively. Should the entire budget be used for paid media only and not inclusive of labor, or other types of development/communications like website, social destinations?

In the technical scenarios, the entire budget should be used for the placement of paid media.

What level of cooperation should successful offeror be expected to provide and/or receive from other government anti-tobacco initiatives?

The Center will coordinate and collaborate activities related to this solicitation with other Government agencies that work on tobacco control issues.

56 What percent of the funds awarded under the IDIQ are expected to go toward media buys?

The Government anticipates that more than half of the funds awarded will go toward media buys.

Does FDA have existing criteria for selecting and using celebrity spokespersons (e.g., entertainers, singers, athletes) as campaign spokespersons?

The Center is unaware of an existing criteria at FDA for selecting and using celebrity campaign spokespersons.

Will successful offerors be required to be current GSA AIMS small business schedule holders, NAICs 541810?

No.

59 What percentage of labor does FDA expect to be at government site (all years)?

The Government anticipates that the preponderance of work will be performed at the Offeror's site.

60 Should final hard copies and duplicate CDs for technical and business volumes be PDF format?

The format of documents on the duplicate CDs shall be in PDF format.

In what format(s) should interactive aps be submitted? Please see the final paragraph in Section L-1, Factor II, for instructions on how to provide interactive creative samples.

Are past performance questionnaires required for prime offeror and its proposed subcontractors?

Refer to Section L-2 Past Performance Volume Instructions. Questionnaires may be for Prime or Subcontract as necessary. Though a greater risk will be assigned if none are provided by the prime.

Is it correct that overall technical approach will be weighted higher than task order responses, with Task order 2 having more weight than Task Order?

Please refer to Section M, Weighting of the solicitation.

Should Task Order 2 media buy plan reflect offerors Task Order 1 response; that is, does FDA expect that Task Order 2 be the media buy plan for offeror’s proposed campaign(s) in Task Order 1?

The Government would like to evaluate the offeror’s thinking when it comes to media planning and buying.

Based on the total net media budget and two primary, yet distinct target audiences, demonstrate your approach to allocating the budget between 13-17 and 18-24 audiences, and why. While it is not a mandatory that the media buy plan reflect the offeror’s proposed campaign(s) in Task Order 1 to reach teens, the government would be open to seeing the media strategy reflect the strategic and creative approach being submitted for consideration.

Section L-2 of the RFP (page 55) addresses “resumes for task order staffing” but does not specify a resume format or resume page limitation. Can we assume that the offeror can decide the resume format and page length?

Under Section L-2, Resumes are not bound by the Technical Proposal page limitations. FDA does not prescribe a resume format.

In Section L, Sub-Factor 1 (page 56) it states that “as an attachment to the proposal, the Offeror shall submit a draft Creative Brief…” Is the Creative Brief part of the 15 page limitation for Sub-Factor 1 – Proposal Response to Task Order #1?

Yes, the draft creative brief does count against the page limitations.

67 Is there a page limitation on the Creative Brief attachment itself?

Please see answer to question 33.

In Section L FACTOR II – RELEVANT EXPERIENCE (PAGE 58), the instructions state that we should “Include "Relevant Experience" response in a clearly tabbed section Part I, Tab A. Maximum length: 2 pages per project.” Subsequent FACTOR III and Past Performance instructions state that we should mark those sections as “Vol I, Tab B. (for FACTOR III) and Vol I, Tab C (for past performance instructions)”. We therefore assume that “FACTOR II – RELEVANT EXPERIENCE” should be marked as Vol I Tab A vs. Part I Tab A. Is this correct?

Correction made to solicitation in amendment 000002.

Section L FACTOR II – RELEVANT EXPERIENCE (PAGE 58) states that “The Offeror shall provide information about four (4) projects performed within the last five (5) years…” Can we submit more than four (4) projects or is four (4) projects the limit?

The offeror shall provide information regarding four (4) projects performed within the last five (5) years. These may be projects performed by any member of the offeror's team, though a greater risk will be assigned if no relevant experience is submitted from the Prime. Four is the limit.

Section L FACTOR II – RELEVANT EXPERIENCE (PAGE 58). Can teammate past experience be used as part of the “about four (4) projects performed within the last five (5) years…”

Please see answer to question 69.

Page 59-60 under “PAST PERFOMANCE VOLUME INSTRUCTIONS” states (beginning at the bottom of the page on page 59, that “These must be, at least, the same contracts/orders described in Vol I, Tab A of the Technical Volume.” It seems that there is a word or a number missing after “at least” that specifies how many of the past performance citations be the same as the relevant experience citations?

No, nothing is missing.

72 Can teammate past performance be used? Please see answer to question 62.

73 Do you have existing/established partnerships with third parties or corporations?

No campaign-specific partnerships have been established.

Do you have research on the target populations you can share?

Significant published research on potential campaign target audiences are publicly available. At this time, the Government does not have additional research to share.

75 What digital/social media work have you done to date? Please review our website for digital work done to date, www.fda.gov/tobacco.

Does the budget have to be split by percentages between public relations/research/advertising and social media?

No, there are no requirements for how the budget will be split among activities.

Who are the Departement spokespersons for this campagn?

The offerors are expected to provide proposals that describe their technical solution, including the use of any spokespersons.

78 Are there any celebrities already engaged with your Department in this effort?

No, there are no celebrities engaged on work pertaining to this solicitation.

How will the Government manage the two contracts for public education campaign services so there is consistency in branding and messaging?

The Government will ensure consistency and complimentary messaging for all it's campaigns.

How does the Government envision the two contracts, the Public Campaigns Targeted to At-Risk and the Underserved Populations and the National Public Education Campaigns Support Services working together?

These are two independent contracts. And, the Government will ensure consistency and complimentary messaging for all it's campaigns.

TASK ORDER 1 - Campaign Outcome Objectives – Target Audience Under target audience, minority youth, aged 13-17, who are intermittent smokers is specified.

Should we also include the demographic profiles specified in Section C?

The offeror should develop and propose a technical solution that addresses one or more segments of target audience, not necessarily limited to the demographic profiles provided in the solicitation.

TASK ORDER 1 - A. Strategic Planning & Research

b. Formative Research – The contractor is asked to provide a formative research plan. Can it be assumed that the contractor will provide a general description of the approach to developing the formative research plan in the proposal and not the research plan itself?

Offerors should provide their approach to the formative research necessary for their campaign, but only successful bidders will develop and execute a research plan.

TASK ORDER 1 - A. Strategic Planning & Research

b. Formative Research - Please define scope of research. Is the Government expecting both qualitative and quantitative research to be conducted? If so, what are the sample sizes and frequency of the quantitative research?

The Government expects the offerors to propose the details of the formative research.

KEY PERSONNEL - Research & Planning Director - the Government is requiring a PhD in social sciences for this position which is not typical based upon industry practices. Would the Government consider eliminating this restrictive requirement so as to not limit the talent that can be brought to this project?

The solicitation states does not state that a PhD in social sciences is required for the Research & Planning director position.

In Part IV Representations and Instructions, should the FDA 3398 Commitment to Protect Non-Public Information Agreement and the Disclosure of Lobbying Activities SF- LLL forms be submitted as part of the BUSINESS proposal? If not, what Volume should they be in?

Additionally, can the ORCA be added as an Appendix?

Yes, they are to be submitted with the business proposal, Vol. II.

In section L-2 Proposal Instructions, under Factor II Relevant Experience, you refer to including Relevant Experience in Part I, Tab A. Is Part I the same as Volume I? If not, which Volume should this Part I be incorporated in?

Correction made to solicitation in amendment 000002.

Most agencies farm out the actual media buy to a small handful of media buying companies. In those cases, does the government require contractors submitting a proposal to consider the media buy an ODC or a subcontractor?

The actual media buy is an other direct cost (ODC), while the work performed to make the buy is labor (prime or subcontractor).

On page 12, under “Traditional Advertisement,” no mention of creating video or audio is listed. Will only the large business contract contain audio or video creation?

Would audio and video creation fit within Task 2.3.8, “Additional Proposed Tasks” on the small business RFP?

The solicitation does not exclude the development of video or audio in the discussion of Traditional Advertisments. Video and audio creation fits within several major areas of focusing including broadcasting, educational materials, and interactive, mobile, and new media strategy.

Can you identify any previous FDA campaigns targeting at-risk and underserved populations and, if so, provide information about them and any results so we can make sure we don’t duplicate past efforts?

The FDA has not previously implemented tobacco-related campaigns.

90 What is the allocated budget/level of effort? As stated in Section B.6, the estimated ceiling for this effort is $210M.

You ask that we interact with other contractors performing similar work – who are they and what are they doing? (p.

10 of RFP)

There are no current contractors on this contract. Once contracts are awarded, contractors will interact with each other at the direction of the Government.

92 Can you give a sense of the points allotted to each section for evaluation?

Please see Section M.1 of the solicitation.

Are we correct in assuming that the page limits for Tabs A, B, and C in Volume I are in addition to the 25 page limit of the Technical Capabilities and Approach?

Yes.

94 Does the creative brief referenced on page 56 count against the 15-page limit for Volume III?

Please see answer to question 33.

In Volume I, do print creative samples count against the page limit? Can they be included on the CD/DVD along with audio, video, and interactive samples?

Please see answer to question 32.

96 For the Task Order, what is the content management system referenced in Attachment 2, page 6?

Oracle.

If we are engaging subcontractors, should all past relevant experience and performance examples pertain to the prime contractor, or can some of the four examples pertain to a proposed subcontractor? If all four must pertain to the prime, are any additional relevant experience and performance examples required for the subcontractors?

Please see answer to question 20.

What qualifications should subject matter experts have?

(p. 11 "The Contractor shall engage professional experts in each subject matter area...")

Subject matter experts should have a proven understanding of the core subject matter and the key audiences of the targeted public education campaigns.

The core subject matter is defined in C.2.0 Scope as planning, developing, producing, and delivering consumer-based communication programs, strategies, and materials for targeted and culturally sensitive public education campaigns focused on tobacco prevention or cessation for at-risk and underserved populations.

Can you define what you mean by “core subject matter”?

(p. 11 “Contractor teams proposed shall consist of individuals who have a proven understanding of the core subject matter...”)

Please see answer to question 98.

Can you also tell us what each “subject matter area” is?

(p. 11 “The Contractor shall engage professional experts in each subject matter area..”)

Please see answer to question 98.

Can you give examples of “related scientific literature”?

(p. 11 “The contractor shall have the ability to track and analyze related scientific literature.”)

Related scientific literature includes information related to the core subject matter defined in C.2.0 as as planning, developing, producing, and delivering consumer-based communication programs, strategies, and materials for targeted and culturally sensitive public education campaigns focused on tobacco prevention or cessation for at-risk and underserved populations.

The pre-solicitation notice indicates that this is a Total Small Business Set Aside. This is not indicated on the Request for Proposal form. Can you please confirm whether this contract will be a Total Small Business Set Aside.

Please see answer to question 2.

Will the small business set-aside be awarded to multiple vendors (prime contractors) that individually specialize in specific targets within the listed priority audiences? For example, African American firms, Hispanic firms, military-focused firms, rural-focused firms, etc. Or is the FDA awarding the set-aside only to multicultural / multi-audience small businesses as the prime contractors?

The Government does not expect that all small businesses will be able to reach all intended multicultural or underserved populations. Therefore, the Government is looking for small businesses with discrete expertise to partner with other businesses that specialize in reaching the outlined priority populations. However, small businesses that can demonstrate experience and specialization in reaching many distinct multicultural or priority populations should submit a proposal accordingly.

Currently, there are two solicitations (11-223-SOL-00102 and 11-223-SOL-00101) that are identical in content other than for the Total Small Business Set-Aside stipulation and a small business focus on special populations.

There are several questions that arise from this:

A. Each solicitation indicates that four awards will result. Can you confirm that this means four large businesses and four small businesses will be awarded contracts in total under these two solicitations?

These are two independent solicitations. Refer to section M of each solicitation.

B. With these solicitations being identical, it appears the exact same criteria and Scope of Work (SOW) is expected from both large and small businesses. With the expectations in fulfillment being the same, can you explain what value you expect small businesses to bring to this contract? How will the small business contract vehicle be used as opposed to the large business vehicle?

These are two independent contracts with unique audiences.

C. Are there any considerations to be given to the fact that most small businesses do not have the scope of capabilities or resources that large companies do and that as such small businesses may be at a disadvantage to submit proposals under 00101? There are concerns that the niche expertise that small businesses may bring to this contract (e.g. exclusive software, ideas in new media…etc.) may not be available to the government under these contracts because of the stipulations that these small businesses compete in the range of tasks written for large businesses.

The underserved and at-risk populations target audiences of the total small business set aside solicitation #11-223- SOL-00101 are uniquely suited for small businesses with depth of experience with such audiences.

D. Once these contracts have been awarded, will task orders be set aside for small businesses or will small businesses have to compete against the large ones?

Are we to assume that RFTPs on each of these IDIQ’s will be competed separately and not combined with both small and large businesses competing against each other?

These two solicitations are independent of each other.

Only those vendors awarded under the specific solicitation will compete for each RFTOP.

E. Due to the requirements set forth in these solicitations, it is expected that both large and small businesses will create teaming arrangements to best accomplish the work requested. Is it acceptable by the government for a large and small businesses to have multiple teaming partners within and outside of each solicitation? Or, does the government require an exclusive agreement in that any one business can only submit a proposal under one bidding team per solicitation?

Yes, multiple teaming is allowable. Each proposal will be evaluated independently and on it's on merits.

F. With the small business emphasis on special populations, are we to assume that the large business contract will be for more general audiences?

Yes.

Is the campaign called for in this solicitation this first of its kind executed by the FDA Center for Tobacco Products under the Tobacco Control Act? If not, is this a recompetition of a current contract? If so, who is the incumbent?

These are two, new independent contracts without incumbents.

C.2.2 CAMPAIGN MANAGEMENT AND STAFFING:

This section refers to a need to communicate with other contractors performing similar work. Can you please describe/delineate what specific services these other contractors would be performing?

It is anticipated that at the direction of the Government that the contractor will coordinate with the outcome evaluation contractor and other contractors providing campaign-related services.

L-1 DELIVERY INSTRUCTIONS: This section indicates that "final questions shall be received by not later than 11:00 am (Eastern Time), 10/28/2011." while the earlier paragraph requests questions to be submitted by October 7, 2011. Can you confirm that there will be two rounds of questions permitted as part of this solicitation? Can you please provide clarification on this part of procurement process?

Yes, there are two rounds of questions. The first was to be completed prior to the Pre-Proposal Conference. The later is to accept any questions that my have risen from the answers to the first round and from the Pre-Proposal Conference.

L. PROPOSAL INSTRUCTIONS FACTOR II –

RELEVANT EXPERIENCE: This states that the "Offeror shall provide information about four (4) projects performed within the last five (5) years that are most relevant to this effort in terms of type, scope, complexity and size." If the Offeror proposes a subcontractor that will perform a significant component of the scope, can/should the Offeror include projects representing relevant work from this subcontractor? Should four projects be provided for BOTH the Offeror AND the subcontractor?

Please see answer to question 20.

Attachment 1: While we understand that the hours provided in this exhibit are for competitive comparison purposes only, how were they determined? Are they based on some past program experience?

The hours represented are for evaluative purposes only and do not represent any past program experience.

Attachment 2 - Task Order 1 - Scope: This paragraph states that "....the actual detailed paid media plan, purchase, coordination, and post-buy analysis falls under a separate task order to be released under this contract."

Can you please clarify which media related activities are to be included in Task Order 1? Should Task Order 1 include ALL media planning activities up to and including final media plan approval? Should it be assumed that all subsequent media related activities (labor and media cost) for implementation and management of the plan will be included in this later, "separate" task order?

Please review the Task Order for all included activities.

The Government does anticipates issuing task orders focused on media buys.

Attachment 2 - Task Order 1 - Scope, II Requirements:

This section states that the campaign should be "...complimentary to, but not duplicative of, other teen tobacco prevention campaigns." Can you please describe/delineate any specific campaigns that we should be aware of in this regard?

The Government expects the offeror to assess current teen prevention campaigns and propose unique technical solutions.

FACTOR I – TECHNICAL CAPABILITY AND

APPROACH, Sub-Factor 1 – Proposal Response to Task Order #1: This paragraph states that "The Offeror is NOT being asked to develop the actual campaign in response to this RFP; only to propose its technical capabilities and detailed approach for doing so." This section further states that "the Offeror shall submit a draft Creative Brief that details the Offeror’s insights regarding the target audiences including demographics, lifestyles, psychographics, and other characteristics, and its early thoughts on actionable approaches to effect attitudinal and behavioral change." The Scope described in Attachment 2 - Task Order 1, however, also states that "the contractor shall provide a formative research plan and execute the approved plan to provide in-depth information for the development of the creative brief."

These two requirements would seem to be in conflict.

While the government states that its intent is to have the Offeror only propose its "technical capabilities and detailed approach for developing the campaign," the scope

The Offeror is only to propose its technical capabilities and detailed approach for Task Order 1. Only the successful bidder(s) will actually perform the work.

FACTOR 1 indicates that we are not being asked to develop a campaign in response to this RFP, but that we should submit a detailed creative brief. Can we include creative samples that would illustrate how this brief may come to life?

The solicitation requests a draft Creative Brief that provides early thoughts on actionable approaches to effect attitudinal and behavior change. Creative execution ideas are not requested for the November 23 proposal submission.

Clause B.6, "Minimum and Maximum Contract Value," provides, "Award of the base period of the initial task order will be the guaranteed minimum for the IDIQ contract." Please clarify what is meant by this statement.

Does the first task order received by a contract awardee establish the guaranteed minimum for the IDIQ contract?

Will there be procedures in place to ensure that all contract awardees receive at least one task order?

For each contract awarded, there will be a gauranteed minimum amount awarded. The gauaranteed minimum amount will be the value of the first task order awarded to each awardee. Yes, the government will ensure each contract awardee will receive at lease one task order.

120 Will all Task Orders be competed among all contract awardees?

Please see answer to question 9.

Are contract awardees required to submit proposals in response to all Request for Task Order Proposals issued by the Contracting Officer?

No.

Clause H.21, "Transition," requires contractors to provide various transition services and contract and task order closeout services. Please specify how the contractor will be reimbursed for such services under the contract.

There will be no incoming transition work, yet upon re-competition of the contract, if follow-on contract is deemed necessary, a task order will be submitted to perform any transition services.

The Solicitation contains FAR 52.215-2, "Audit and Records - Negotiation", FAR 52.215-10, "Price Reduction for Defective Cost or Pricing Data," and "FAR 52.215-12, "Subcontractor Cost or Pricing Data," which implies that the government will require the submission of certified cost or pricing data. Please confirm whether certified cost or pricing data will be required for either the individual task orders or the base contract award, especially since the contract appears to be subject to the adequate price competition exemption in FAR 15.403-1(c)(1).

Only FAR 52.215-2 applies. See this amendment.

Will you accept an offeror’s approved GSA fully loaded hourly rates? If an offeror proposes their GSA hourly rates, and the contract is subject to the adequate price competition exemption, can you confirm that cost or pricing data is not required?

An offeror may submit any fully loaded rates, yet cost and pricing data must be submitted for proper evaluation of submitted fully loaded rates.

Clause I.6, FAR 52.217-9, "Option to Extend the Term of the Contract" provides that the total duration of the contract, including the exercise of any options, shall not exceed 3 years. However, Clause F.2, "Period of Performance" indicates that the ordering period for the contract is 5 years from the effective date of the contract.

Please clarify whether the period of performance of the IDIQ contract is 5 years or 3 years.

Change was made in Amendment 000002

In performing its price evaluation, the government indicated that its cost reasonableness analysis will take into consideration the Labor Rates provided in B-3, the Pricing Schedule provided (Section J, Attachment 1) and the First Task Order. What is the priority given to each of these elements in the cost reasonableness analysis?

How will these various cost elements be combined to create a total evaluated cost?

There is no priority, each part will be evaluated on it's own merit to help determine the best value for the government.

Will There be only 4 IDIQ awards, but multiple T.O.

Awards?

The Government anticipates making approximately 4 contract awards and issuing multiple task order for competition among awardees.

How do you envision/hope the contractors under the full and open contract to influence the work under the total Small business Set Aside Contract? Is it expected that strong, national creative influence the creative of small companies? (Should we plan that in our approach?)

These are two distinct and separate contracts.

How will the Campaign(s) resulting from the solicitation be related to "The Truth" Campaign? Is it spearate or related?

There is a role and a purpose for distinct and unique messages against different audiences. The Government anticipates reaching audiences with a different approach than the campaign mentioned.

How does the government envision multiple contracts working together so there is consistency in identity and messaging?

The Government will ensure and provide direction to awardees on consistency in message and identity for the FDA Center for Tobacco Products and it's campaigns and communication activities.

How can a small 8(a) woman owned busines become aligned with a large prime contractor.

Small businesses should contact potential partners directly. The online interested parties list and the list of Pre-Proposal Conference attendees are both good sources by which to identify potential partners.

132 Can a small business prime 11-223-SOL-00101 and be a sub on 11-223-SOL-00102?

Yes.

For the task orders, how far do we take the campaign development? Is spec. creative desired? Do we need to conduct formative research (actually do focus groups or surveys) for the proposal or jus the research plan, strategic plan, creative brief, media planning?

Please see answer to question 20.

Past Project information requires contact information for contracting office, etc., what do we provide if they are no longer in those roles?

Refer to Section L-2 Past Performance Volume Instructions.

Is there a limit to how many agencies can team on the same response and will this impact the number of case studies or past performance questionaires that can be provided?

There is no limit on the number of partners on any teaming arrangements. The instructions to offerors, including page limitations, remain the same no matter how many partners per team.

Does respondent need to have approved assurance (FWA) to respond or can a subcontractor's approved assurance count toward this requirement?

The prime contractor must have Federal-wide Assurance.

For more information, visit:

http://www.hhs.gov/ohrp/assurances/

On page 62 of the solicitation there is a distinction of "Gov Site" vs. "Non-Gov Site" What does that mean?

Government Site = work performed at government locations.

Non-Government Site = work performed at vendor site.

138 Are the submissions of video, Music or other forms of presentation acceptable for the original submission?

Please refer to Section L for proposal instructions.

If you award multiple contracts, will winning bidders then compete for individual task orders or will winners be assigned pieces of the workload?

Please see answer to question 9.

Given the SOW for this solicitation, under which contract do you see multicultural communications to reach diverse national populations?

The scope of this solicitation is to provide comprehensive support for targeted and culturally sensitive public education campaigns focused on tobacco prevention and cessation for at-risk and underserved populations with unique combinations of geographic, demographic, psychographic, socioeconomic, and cultural factors.

141 What percent of overall monies do you think will be set-aside for evaluation?

It is unknown at this time.

Do you anticipate that an evaluation effort will follow these campaigns and will contractors winning the campaign work be eligible to bid on the evaluation efforts?

Yes, and please see answer to question 1.

IDIQ - Is it acceptable to talk to an audience/niche(sweet spot) or must we talk to all audiences?

It is acceptable to provide a technical approach and solution that is targeted to a specific niche audience.

144 Can we include our creative portfolios as an attachment? Only if it fits within the perameters of the instructions (Section L-2).

145 Is the Creative Brief outside the 15 page requirement for Task Order #1?

Please see answer to question 33.

Does the media buy spend specifically relate to the campaign layed out in Task Order #1?

The Government would like to evaluate the offeror’s thinking when it comes to media planning and buying.

Based on the total net media budget and two primary, yet distinct target audiences, demonstrate your approach to allocating the budget between 13-17 and 18-24 audiences, and why. While it is not a mandatory that the media buy plan reflect the offeror’s proposed campaign(s) in Task Order 1 to reach teens, the government would be open to seeing the media strategy reflect the strategic and creative approach being submitted for consideration.

Initial audience slide for Task Order #1 listed 7 broad audience categories but no youth specifically, please clarify is the target youth in these targets or all ages?

In the Pre-Proposal Conference presentation, Task Order #1 listed the target audience as minority youth aged 13- 17, who are intermittent smokers.

What does FDA anticipate relative to "agency site" staff from offeror? I believe expectation is that activity will be client-site based.

This is correct. FDA anticipates that a majority of work will be performed at non-govt site/vendor site. It does depend on the proposed solution.

Are there any agency (FDA) issues or guidance on SDVO Joint Ventures above and beyond the CFR requirements?

No, there is no further guidance or requirements above and beyone the CFR.

RFP Specifies resumes are to be included with the task order. Is there a place to include resumes for staff who might not work on this specific task order, but whom we might like to bid on other tasks issued under the IDIQ?

Resumes of Key Personnel not to be included with the task order may be attached in a cleary marked "Resumes" appendix to Vol. I

If your team has capabilities across identified audiences (e.g. African-American and Native American Youth) can we address methods for reaching all in the proposal?

Yes.

152 Are there guidelines as to what % of the media buy must be spent on actual media procurement?

For the technical scenario, 100% of the amount is to purchase the media buy.

153 Is the plan to Coordinate messaging between the Full and Open and Small Business Set Aside contracts?

The contracts will work independently of each other.

Are past performances required for subcontractors? Past performance is required of the vendor/team submitting the proposal in accordance with the Past Performance instructions.

155 For the task order are the net figures just for media or media and labor?

Please see answer to question 152.

Do you have a "favored" or preffered media research partner that we should use in order to best align across your existing partners. Prizm, MRI, Simmons?

No.

Are their content sensitivities we should be mindful of in our planning? (i.e. not aligning the message with atrageas networks, site, etc.)

Our noted in the Pre-Proposal Conference presentation, these contracts are not pportunities to negatively frame the tobacco industry, not about telling adults what they can or can’t consume, and not about marginalizing or stigmatizing tobacco users.

You said you want us to be creative in our responses, but do you actually want creative concepts in the response?

Creative execution ideas are not requested for the November 23 proposal submission.

159 Will Task Order #1 and the Media Buy be two separate Task Orders issued to Awardees?

The Government anticipates issuing Task Order #1 and a media buy task order to awardees.

Is the intention on the Small Business Set Aside to choose a mix of small business categories such as women-owned, service disabled and HUBs?

The Government will review proposals submitted by all small businesses that qualify under NAICS 541810. Each proposal will be evaluated independently and on it's on merits.

Please elaborate the past performance requirements.

What is key from the Government's prespective? How comprehensive in terms of disciplines, reach, etc.? Can commercial be used?

Refer to Section L-2 Past Performance Volume Instructions.

162 Who is the audience for the instructional materials in section C.2.3.4?

Specific audiences will be defined in subsequent task orders.

Should we develop the actual campaign in response -page 55- are you expecting to see creative, media, etc. or just approach?

Please see answer to question 29.

164 In the RFP, under factor 11, Relevant eperience is listed under part 1. Should it infact read "Volume 1"?

Yes.

Who will be reviewing the proposals? Scientists, marketers, state/local people? How will they be selected? What kind of knowledge, beyond tobacco control, will the individuals have?

Proposal reviewers will be technical experts in the work outlined in the solicitation.

166 Can you please confirm that this at risk contract is Small Business Set Aside?

Please see answer to question 2.

To give evaluators a better understanding of offeror's relevant experience will the government allow for a 3 page introduction to the relevant experience section (i.e., Vol 1, Tab A)?

No.

168 Will the Government post today's presentation on FedBizOpps?

Yes.

169 Will the Government post the list of pre-proposal conference attendees on FedBizOpps?

Yes.

170 Is cross teaming between the two soliciations…