123A9422R0008 q and a.pdf

(x)

123A9422R0008 x x

1 copies of the amendment; (b) By acknowledging receipt of this amendment on each copy of the offer submitted ; or (c) By separate letter or electronic communication which includes a reference to the solicitation and amendment numbers. FAILURE OF YOUR ACKNOWLEDGEMENT TO BE

RECEIVED AT THE PLACE DESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED MAY RESULT IN REJECTION OF YOUR

OFFER. If by virtue of this amendment you desire to change an offer already submitted , such change may be made by letter or electronic communication, provided each letter or electronic communication makes reference to the solicitation and this amendment, and is received prior to the opening hour and date specified.

x

FSIS-ASD-ACQUISITION

BELTSVILLE MD 20705-5230

5601 SUNNYSIDE AVENUE

MAILDROP 5230

USDA, FSIS, ASD, ACQUISITIONS

08/15/20220001

13. THIS ITEM ONLY APPLIES TO MODIFICATION OF CONTRACTS/ORDERS. IT MODIFIES THE CONTRACT/ORDER NO. AS DESCRIBED IN ITEM 14.

12. ACCOUNTING AND APPROPRIATION DATA (If required) is not extended.is extended, Items 8 and 15, and returning

Offers must acknowledge receipt of this amendment prior to the hour and date specified in the solicitation or as amended , by one of the following methods: (a) By completing

The above numbered solicitation is amended as set forth in Item 14. The hour and date specified for receipt of Offers

11. THIS ITEM ONLY APPLIES TO AMENDMENTS OF SOLICITATIONS

FACILITY CODE CODE

10B. DATED (SEE ITEM 13)

10A. MODIFICATION OF CONTRACT/ORDER NO.

9B. DATED (SEE ITEM 11)

9A. AMENDMENT OF SOLICITATION NO.

CODE

8. NAME AND ADDRESS OF CONTRACTOR (No., street, county, State and ZIP Code)

7. ADMINISTERED BY (If other than Item 6)CODE 6. ISSUED BY

PAGE OF PAGES

4. REQUISITION/PURCHASE REQ. NO.3. EFFECTIVE DATE2. AMENDMENT/MODIFICATION NO. 5. PROJECT NO. (If applicable)

1. CONTRACT ID CODE

AMENDMENT OF SOLICITATION/MODIFICATION OF CONTRACT

08/15/2022

CHECK ONE A. THIS CHANGE ORDER IS ISSUED PURSUANT TO: (Specify authority) THE CHANGES SET FORTH IN ITEM 14 ARE MADE IN THE CONTRACT

B. THE ABOVE NUMBERED CONTRACT/ORDER IS MODIFIED TO REFLECT THE ADMINISTRATIVE CHANGES (such as changes in paying office, C. THIS SUPPLEMENTAL AGREEMENT IS ENTERED INTO PURSUANT TO AUTHORITY OF:

D. OTHER (Specify type of modification and authority) appropriation data, etc.) SET FORTH IN ITEM 14, PURSUANT TO THE AUTHORITY OF FAR 43.103(b).

E. IMPORTANT: Contractor is not is required to sign this document and return __________________ copies to the issuing office.

ORDER NO. IN ITEM 10A.

14. DESCRIPTION OF AMENDMENT/MODIFICATION (Organized by UCF section headings, including solicitation/contract subject matter where feasible.)

The purpose of Amendment 001 is to provide answers to questions received for this solicitation.

NOTE: Only vendors that are registered in www.sam.gov will be considered for award.

Period of Performance: 09/26/2022 to 09/25/2025

Q1. Is this a new or a follow-on effort? If so, can you provide the contractor's name and contract number?

A1. This is a new effort so there is no existing contractor in place.

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16A. NAME AND TITLE OF CONTRACTING OFFICER (Type or print)15A. NAME AND TITLE OF SIGNER (Type or print)

15C. DATE SIGNED 16B. UNITED STATES OF AMERICA 15B. CONTRACTOR/OFFEROR 16C. DATE SIGNED

(Signature of person authorized to sign) (Signature of Contracting Officer)

BARBARA R. NELSON

STANDARD FORM 30 (REV. 11/2016)

Prescribed by GSA FAR (48 CFR) 53.243

Previous edition unusable

Except as provided herein, all terms and conditions of the document referenced in Item 9 A or 10A, as heretofore changed, remains unchanged and in full force and effect .

ITEM NO. SUPPLIES/SERVICES QUANTITY UNIT UNIT PRICE AMOUNT

NAME OF OFFEROR OR CONTRACTOR

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123A9422R0008/0001

Q2. Can you please confirm this is a new procurement and therefore, an incumbent does not exist?

A2. See Q and A1.

Q3. Can you please provide an estimated budget range for this project? Similarly, is the budget inclusive of both creative and media or do you anticipate additional budget for ad placements?

A3. In the base year, we anticipate a budget of between $400,000 and $600,000. This would cover research and creative development, no media. In the option years, our budget is projected to be in the $350,000 to $450,000 range and the majority of that spend would be for paid media.

Q4. Are you able to provide a rough estimate for the number of focus groups that will be needed?

A4. We don't have an exact number of focus groups in mind and were hoping to get a recommendation from the agency. However, a starting point for consideration would be a total of 8 focus groups: 2 (1 English, 1 Spanish) in each of 4 locations (Midwest, South, West, Northeast). The same range goes for the in-depth interviews: a total of 8, half in English and half in Spanish, geographically distributed the same as the focus groups.

Q5. Can you please provide examples of culturally-component campaigns that OPACE believes has been successfully developed in the past?

A5. We will gather one or more examples and get back to you.

Q6. Is OPACE looking for a contractor with experience obtaining OMB clearance? In other words, is this a required or preferred agency criteria per task area 4.1?

A6. It is a preference and not a requirement.

Q7. Per the proposal instructions (p. 35 of the

RFP), can you please clarify if each of the three volumes should be submitted under one cover page or submitted as three separate attachments under its own cover page?

A7. The Volumes should be separate. The three past performance questionnaires should be emailed to barbara.nelson@usda.gov

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Sponsored by GSA

FAR (48 CFR) 53.110

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Q8. For the business proposal, are you just looking for us to complete the Standard Form 1449

(pages 1-3 of the RFP) or would you also like us to provide a breakdown of pricing by labor category and hourly labor rate for our project team members? Since a pricing template was not provided, any additional guidance for a "complete price build up" would be helpful.

A8. A breakdown of pricing (including labor categories and hourly rates) for each of the deliverables is what is needed.

Q9. Please confirm whether focus group marketing research and in-depth interviews are pertaining only to the base year of the contract?

A9. Confirmed: these are base year activities.

Q10. We request an estimate for the number of focus groups and the sample size for the in-depth interviews as it would be helpful in providing a pricing at this stage.

A10. See Q and A4.

Q11. Please confirm pricing would exclude media budget as this is to be decided based on the results of the focus groups and in-depth interviews.

A11. In the base year, we anticipate a total budget of between $400,000 and $600,000. This would cover research and creative development, no media yet. In the option years, our budget is projected to be in the $350,000 to $450,000 range and the majority of that spend would be for paid media.

Q12. In order to ensure we are aligning our recommendations appropriately given OPACE's resources, and acknowledging that many of the activities included in the statement of work

(SOW) are scalable, can OPACE share:

a. The anticipated budget range for the overall effort by year?

b. A paid media budget range or % of overall effort to be spend on paid media buys?

c. A budget for PSA vendor costs?

A12. In the base year, we anticipate a total budget of between $400,000 and $600,000. This would cover research and creative development, no media yet. In the option years, our budget is

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123A9422R0008/0001 projected to be in the $350,000 to $450,000 range and the majority of that spend (~75%) would be for paid media. We don't have a specific budget for PSA vendor costs. We would look to the incumbent agency for a recommendation on whether to go that route and, if so, what portion of the existing budget we should carve out for that.

Q13. Can OPACE confirm that virtual focus groups are acceptable based on their advantages?

A13. Virtual focus groups are possible, but our strong preference is to conduct some or all of these in person.

Q14. Is OPACE comfortable with the contractor providing recommendations and suggestions for how to optimize the research approach using IDIs and focus groups in combination, which may reverse the order of the proposed methodologies from what is requested in the scope of work?

A14. Yes.

Q15. On page 3 of the RFP OPACE states that the contractor will hold on project work and invoicing during OMB review until OMB approval is complete. If there are strategic planning activities that can be undertaken during this same timeframe, to ensure continued progress moving forward, is USDA comfortable with the contractor providing recommendations for how to continue planning-related activities for the campaign?

A.15. Yes, pending COR approval.

Q16. Given that OMB preparation, review, and approval can take up to six months and the timing expectations laid out in the SOW, can OPACE confirm that the base year activities will only include project kick off, research planning and

OMB package development through approval, conduct of market research (4.1.2 and 4.1.3) and campaign strategy development (part of 4.1.4)?

(Understanding option years will focus on creative development (4.1.4 and 4.3.1), campaign deployment/media placement (4.1.5 and 4.3.2) and reporting (5.0)).

A16. The base year includes research, campaign strategy and creative development. The option years include some additional creative development as needed (~25% of budget) and paid

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123A9422R0008/0001 media (~75%). Our recent OMB experience has been considerably faster than 6 months.

Q17. The questionnaire indicates that references should submit the questionnaire directly to

Barbara.nelson@usda.gov. However, in the RFP the instructions suggest that questionnaires be submitted as a third volume. Can OPACE confirm that having references email their confidential questionnaires directly to

Barbara.nelson@usda.gov is sufficient, and a third past performance volume is not needed?

A17. See Q and A7. A third past performance volume is not needed.

Q18. Is it appropriate for sub-contractors to provide references/past performance questionnaires as well?

A18. Yes

Q19. As it relates to usage rights for the

Project Deliverables, will the USDA require perpetual unlimited contractual rights for all creative materials (including music, images, videos, etc.), or would the USDA consider other usage rights for particular communication outputs at the direction of the CO/COR?

A19. While perpetual, unlimited contractual rights may be ideal, USDA would consider other usage rights for the deliverables.

Q20. On page 3 of the statement of work (Task

4.1.2) it states that the agency must "guarantee a minimum of 10 participants per focus group."

We've found that larger groups (more than 8 people) often result in less depth of qualitative insights and that voices of some participants often go unheard. Would the Government be willing to conduct more focus groups, but with a smaller number of participants per session (i.e., 6-8 participants per group)?

A20. Yes, we are open to agency recommendations.

Q21. Would the Government consider issuing a time and materials contract instead of firm fixed price, to allow for additional flexibility and easier scope adjustment?

A21. No, this will be a Firm-Fixed Price

Contract.

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Q22. Can the Government clarify what components offerors are required to include in the Business

Volume? For example, does the Government require labor rates, labor categories, estimated labor hours, and estimated other direct costs?

A22. Yes, this is what is required (labor rates, labor categories, ODCs)

Q23. Does the Government require a complete cost buildup for each option year?

A23. Yes.

Q24. What is the Government's estimated level of effort for this opportunity?

A24. See Q and A3; Q and A11; and Q and A12.

Q25. Can the Government clarify if there is an incumbent for this work?

A25. See Q and A1.

Q26. Can the government clarify which tasks are anticipated to be completed during each year of this effort? The current SOW seems to indicate that all tasks from 4.1 will be completed during the base year, 4.2 would occur throughout the life of the contract, and 4.3 would occur during option years - is that interpretation accurate?

A26. Base year tasks in 4.1

- core team establishment

- focus groups and in-depth interviews

- creative development

- campaign strategy

- begin campaign deployment (unpaid media)

-draft media strategy tasks in 4.2: draft and final report deliverables tasks in 5.0: meetings and reporting

Option year tasks in 4.3

- paid media (~75% of budget)

- additional creative development as needed tasks in 5.0: meetings and reporting

Q.27. Would the government be willing to accept a Past Performance Reference with a complete

CPARS in lieu of a completed Past Performance

Questionnaire? If not, would the government be willing to grant a brief extension of the submission window for complete Past Performance

Questionnaires (at least to the same submission

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123A9422R0008/0001 deadline as the technical proposal on September

2nd)?

A27. Yes.

Q28. Is the government open to alternate recommendations to seating a minimum of 10 participants per focus group?

A28. Yes.

Q29. Is the government open to recommendations regarding the use of virtual/online hosting for focus groups and in-depth interviews?

A29. Yes. We have a strong preference for in-person focus groups and interviews, but are open to these taking place virtually.

Q30. Is the government able to clarify what differentiates the goals of the focus groups vs.

the in-depth interviews, or is the government looking for the agency to make a recommendation regarding research mix and purpose?

A30. We view the focus groups as an opportunity to identify larger themes to help direct the campaign strategy and messaging. The in-depth interviews represent an opportunity for us to dig deeper into consumer insights, especially with regard to making our communications culturally competent. We are also open to recommendations from the contracted agency.

Q31. Is there criteria for recruiting food safety experts that we should account for in securing the right talent and expertise? Any specific qualifications or credentials to be aware as it relates to their campaign role?

A31. Consider having access to a registered dietitian or someone with an undergraduate/graduate education in dietetics/nutrition, food safety, food science, or microbiology.

Q32. Has FSIS' Strategic Plan goals for Fiscal

Years 2023-2027 been published and if so can we review it?

A32. No, the strategic plan has not been published yet.

Q33. Can you please describe the role of Serve

Safe training as it relates to campaign communications and community engagement?

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A33. ServeSafe is a type of training for restaurant professionals. We would screen for that during focus group selection so that no one with that training would be permitted to become a focus group participant. Essentially, they would know too much about food safety to be useful contributors to developing a campaign for average consumers with typical knowledge of food prep and food safety.

Q34. Please clarify the difference between section 4.1.4: Creative Development. And section

4.3.1 Creative Development under options.

A34. Creative development in the base year will include developing the main suite of creative assets for the campaign such as social media templates, videos of various lengths, infographics, etc. This will be a relatively large expenditure compared to the option years.

Creative development will be a relatively smaller expenditure in the option years because by then we will be refreshing creative assets and adding a few new elements, as opposed to starting from scratch as was done in the base year.

Q35. Please clarify the difference between 4.3.2 and 4.1.5: Campaign Deployment/Media Placement.

A35. SOW elements 4.1.4 and 4.3.1 are essentially the same. They are included in both places to demonstrate that creative development will happen in the base year (4.1.4) and in the option years (4.3.1). See answer to Q34 for further details.

Q36. "The technical proposal must be arranged in the following sections: " It appears there is something is missing from this section. No sections are specified.

A36. Please read the RFP Instructions on how to submit Volumes I and II (Technical and Business

Proposals).

Q37. The RFP indicates "The Agency shall

[coordinate] with OPACE and the food safety subject matter expert[s]." Does USDA have a preferred bench of experts at the ready to support this campaign or are they looking for the

Agency to put forward a qualified expert as part of this response?

A37. USDA does have food safety expertise but

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123A9422R0008/0001 likely not enough bandwidth to accommodate this project. As such, we are looking to the agency to have access to a food safety expert who can weigh in on our focus group and interview findings and review our messaging for accuracy. This person could be an hourly sub-contractor.

Q38. For budgeting purposes, can USDA please provide anticipated quantities for materials?

A38: For budgeting purposes, please include the following creative assets when providing a quote on task 4.1.4:

- Six social media templates

- Two 60-second videos; same concept, one in English and one in Spanish (stock music, no voice-over)

- Two 30-second videos that are a cut-down of the :60. (1 English, 1 Spanish, stock music, no voice-over)

- Four 15-second videos that are cut-downs of the :60 (2 English, 2 Spanish, stock music, no voice-over)

- Six infographics (3 English, 3 Spanish)

- Two sets of digital display ads, which include 4 different-sized/shaped assets each (8 total layouts; 4 English, 4 Spanish).

- Four influencer collaboration concepts (2 English, 2 Spanish)

- Four web-page concepts. (2 English, 2 Spanish)

- Two 30-second audio spots (1 English, 1 Spanish)

For budgeting purposes, please include the following creative assets when providing a quote on task 4.3.1:

- Two 60-second videos; same concept, one in English and one in Spanish (stock music, no voice-over)

- Two 30-second videos that are a cut-down of the :60. (1 English, 1 Spanish, stock music, no voice-over)

- Four 15-second videos that are cut-downs of the :60 (2 English, 2 Spanish, stock music, no voice-over)

- Two infographics (1 English, 1 Spanish)

Q39. Given that this is a firm fixed price contract and given the pricing schedule instructions outlined in B4, our understanding is that we will invoice USDA 12 times per year, the same amount each month. However, on page 3, Continued ...

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123A9422R0008/0001 section 4.1, USDA indicates we will not invoice during the months we are awaiting OMB clearance, stating: Upon approval of the OMB clearance, the

Agency shall proceed with the campaign, invoicing for only those months in the base year that campaign work is conducted. Can USDA please clarify its instructions for invoicing?

A39. The vendor will provide monthly pricing for the base year in the business proposal, and can invoice monthly, quarterly or annually, as necessary in www.ipp.gov.

Q40. Page 2 states "OPACE intends to use this campaign to create culturally-competent, multicultural, educationally-appropriate, and accessible food safety messaging and deploy it to the select subsegments discussed above." Does

OPACE envision creating separate materials for different cultural groups and if so, how many groups?

A40. We intend to focus on two groups:

- "Sandwich generation" caregivers who are in the general, English-speaking audience.

- "Sandwich generation" caregivers who speak primarily Spanish at home.

OPACE envisions that the concepts for both groups will be very similar and possibly the same in many cases, but each set would be informed and customized based on the consumer insights and nuances we uncover in the focus groups and in-depth interviews.

Q41. Can the contractor propose alternative research methodologies if they believe they will better meet the Government's objectives for the same or lower cost and/or to obtain efficiencies?

A41. Yes.

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