Sec_C_01_PWS.doc

SECTION C

Part 01

Description/Specifications/Work Statement

For Marketing Design and HTML

Multifunctional Contract Support

A procurement by the

U.S. General Services Administration

On behalf of the National Marketing and Communication Division (NMCD) a component of FAS

Solicitation Number

14-00103

TABLE OF CONTENTS

1.0 General

2.0 Scope

3.0 Performance Work Statement

4.0 Deliverables

5.0 General Provisions

6.0 Evaluation Factors

7.0 Quality/Performance Requirements

8.0 Government Contacts

1.0 GENERAL

The GSA National Marketing and Communication Division (NMCD) produce marketing communications in support of various General Services Administration (GSA) Federal Acquisition Service (FAS) programs and offerings.

All services follow established GSA graphic brand identity design standards and applies to graphic design, web content and information security standards. These marketing communications are utilized to increase awareness and promote the products and services available to federal government, both civilian and military agencies, as well as to various non-government audiences.

GSA NMCD executes projects in a variety of media. The primary workload includes: email campaign development and distribution, creation of digital publications, catalog production, sales collateral, and web content. The purpose of this PWS is:

2.0 SCOPE

The scope of work for this requirement is to provide professional support to accomplish the requirements outlined below. The contractor support staff shall communicate with GSA program specialists, analysts and marketing staff to provide consultation, guidance and feedback concerning:

a. GSA-specific applications; software capabilities; GSA approved branding guide;

b. industry standard practices in graphic design;

c. industry standard practices in HTML programming/analysis.

All contractors assigned to this project will be required to enter time in a government provided system to indicate which projects they provided support on, and create weekly reports to the government displaying this information.

I. The contractor shall provide Graphic Design Support Services to develop printed and electronic or e-publications. Two personnel are required on an equivalent full time weekly schedule of forty hours per week.

In support of GSA/FAS business goals, deliverables required include providing FAS program specialists a variety of graphics and design support for print and electronic publications. Expert or senior level design, layout, proofing, consultation and final file preparation for all media (print and online): catalogs, publications (e.g. fliers, postcards, banner graphics), web graphics, HTML-based emails and other visual communications. In addition, GSA/FAS NMCD requires graphic support on protocols as they relate to GSA branding standards, the NMCD image library and other tools which promote cost-savings, consistency and effective visual communications.

Graphic Design support requirements include the following:

* active involvement and communications with NMCD staff and, to a lesser extent, NMCD clients. Contractor personnel must be highly skilled in listening, applying stated requirements to visual presentation methods, production schedule development and execution, and managing several projects simultaneously.

* present clearly articulated proposals, concepts and consultative expertise to NMCD marketing project managers and other non-designer GSA staff, through a variety of methods e.g. in person, email/instant messaging, web tools , conference calls, and teleconferences.

* applying industry standards to utilize GSA-provided equipment, Adobe Suite, Microsoft Suite, the GSA product database (currently PICS, Product Information and Communication System for product catalog creation), Quark Express (transitioning away from but having the ability to perform in Quark during the transition phase),web development tools, Google applications, SalesForce.com and other GSA-provided software as needed;

* stock photography image research, in accordance with established NMCD guidelines. Recommendations shall be made to GSA staff who hold purchasing authority for acquisition. Use and development of meta tags required for design and image library functions;

* provide design guidance and feedback related to approved style guide application and conformance, cost-saving opportunities/considerations, and enhancement ideas for design-related operations. Examples include the image library, project task priorities, icon/template development and usage, replacement of existing PICS database and other creative ideas for problem solving;

*designing graphics, layouts, and mockups to support various publication types previously mentioned;

* reviewing proof copies from publishers/printers (hard copy and electronic proofs) and assisting the client in communicating required changes or improvements prior to final print and distribution;

* troubleshooting graphic file issues (these may originate internally or externally), often under time pressure;

* supporting the development of catalogs, publications, and marketing materials intended for HTML based email, web posting or physical distribution by publishers/printers;

* creating/proposing interactive functionality and other web development tools to support the clients’ interactive needs.

* knowledge and capability to create f Section 508 compliant electronic documents (primarly PDF files)

Graphic Design Support service benefits from the following GSA-specific knowledge:

A.Expert knowledge of PICS database download interface and templates for catalog production;

B. Expert knowledge of GSA Brand standards and color pallets, C. Expert knowledge of GSA catalog production, layout, NSN referencing, manual price adjustments and required icons;

D. Detailed knowledge of accepted sources for stock photography; requirements for review and acceptance of ‘outside images,’ image credit policies and procedures, and email campaign development requirements;

E. Detailed knowledge of Government Printing Office information requirements.

F. Detailed knowledge of Image Library attributes and utilization procedures

II. The contractor support shall provide Marketing Email and HTML Support services for creating HTML emails, operating commercial email software (e.g. Eloqua), manage email opt-outs and bounces, metrics and reporting. Development of HTML web content and preparing web usage reports utilizing tracking software (e.g. Google Analytics). Additional design work includes web content and print design, when such allows efficiencies in executing an entire campaign. GSA requires one full time equivalent person for these services.

To support GSA FAS business goals, this contract requires personnel that is highly proficient in HTML programming, both with software tools (e.g. Dreamweaver) and without. Requirement includes selecting and editing (using Adobe Photoshop) images; creating projects (using Adobe InDesign); email list and data manipulation for email suppression and opt-out lists; preparing reports; and using tracking technologies.

Proficiency in applying CAN-SPAM and FISMA laws is required. Contractor will consult with government representatives to develop and modify HTML email templates, execute email campaigns and run or develop corresponding reports, and perform due diligence on key measures.

Marketing Email and HTML Support requirements include:

* Creating final, Section 508 compliant HTML emails, utilizing provided copy and images

* Executing HTML-based emails without a code generator using Eloqua or similar software

* Executing Test Messages

* Troubleshooting HTML templates, personalization and URL redirect issues

* Ensuring email lists are imported and updated

* Formatting stock images for email campaign use with Adobe Photoshop

* Performing email list management functions

* Maintaining online design and list files related to each email

* Populate tracking reports with key measures and distribute as indicated

* Proofing and quality assurance

* Using SQL, MS Access and MS Excel for data manipulation.

* Create and edit design files for print projects using Adobe Suite tools

* Create and edit web content using Adobe Dreamweaver or comparable software..

Marketing Email and HTML Support service benefits from the following GSA-specific knowledge:

A. Expert knowledge of proprietary GSA application CMLS, including publication management;

B. Detailed knowledge of GSA Brand standards, and applying those to template development and enhancement;

C. Detailed knowledge of GSA data sources especially CMLS, GSA Advantage, eBuy, MIS/CART, and Salesforce;

D. Experience and proficiency in safeguarding proprietary and statutorily protected information.

The contractor support staff shall:

* provide supplemental support to the GSA/FAS/NMCD, daily operations (located in Chicago, Illinois.)

* serve as trained specialists and consultants for GSA Management and NMCD staff by working independently within the general scope of the assignments provided.

3.0 PERFORMANCE WORK STATEMENT

The contractor support staff shall be proficient in computer use (referred to above), web, database systems and electronic publication and email campaign tools. . The contractor support staff shall provide expert knowledge in the current software versions of their discipline, including those previously referenced.

The contractor shall provide, in support of marketing efforts, (including collateral and catalogs, lists, data, etc), the following: data management capabilities (both printed materials and web-based); ability to build knowledge of GSA offerings to offer solutions and consistency in data collection/presentation/distribution; ability to constructively work with other disciplines in FAS for data collection, manipulation, presentation and distribution.

The government requires excellent time management skills, ability to take direction, to follow process and to make process improvement recommendations to the Government. The government representative(s) will provide project-specific tasks assigned through task directives. Task directives may be issued in writing or verbally, and will either indicate which pre-defined task(s) the contractor shall perform or will describe the objectives and output of special or unique analysis or reports. The task directives will also establish completion dates, and require the contractor to provide and ensure effective performance of all project management, coordination, coding, final editorial proofreading and appropriate scheduling required to produce final task directive (e.g. graphic design, email, report HTML programmed web page feature, etc.). The government requires file be maintained consistently, ensuring backup and recovery.

The contractor support staff shall possess the ability to build knowledge of GSA offerings and to offer solutions and consistency in data presentation in a variety of marketing collateral. The contractor support staff shall demonstrate the ability to clearly communicate (orally and in writing) with GSA employees and management.

The contractor support staff shall follow the general contract requirements as set forth in this Statement of Work. The contractor shall maintain the personnel, organization, and administrative control necessary to ensure the work delivered meets the contract specification requirements.

GSA will be responsible for granting building passes to contractor employees. The contractor shall be responsible for maintaining satisfactory standards of employee competency, conduct, appearance, and integrity and shall require employees to comply with GSA instruction pertaining to office conduct and building regulations. The contractor shall also ensure that all GSA passes are returned to GSA Administration Officers when employees are dismissed or assignments end.

GSA reserves the right to reject, at anytime without notice, and assigned employee who is either unable or unwilling to perform the work that is within the scope of the contract. The contractor shall provide a substitute or replacement within 24 business hours. If the contractor cannot provide a substitute within this period, the Contracting Officer retains the right to obtain the required services from another source.

Reporting Requirements

In addition to the submission of weekly time sheets, Contractor shall:

A. bring problems or potential problems affecting performance to the attention of the Contracting Officer (CO) as soon as possible

B. notify the government immediately of any projected, anticipated, or known delays that may impede Contractor performance

C. provide written reports to the CO, following all verbal reports

D. provide in writing the results of all meetings that affect and/or change conditions, or results in additional agreements or requirement to the CO

4.0 DELIVERABLES

4.1 Delivery Schedule

Table 1: Deliverables (Milestones) for Basic Contract

5.0 GENERAL PROVISIONS

5.1 Supplies and Personnel - Not applicable

The contractor shall furnish all supplies and personnel required for the performance of this contract.

5.2 Period of Performance – Timeline

The base period of performance is estimated to be April 1, 2014 through Sept. 30, 2014 with four (4), one-year options to renew. The option years coincide with federal government fiscal years (October 1 – September 30).

The Contracting Officer will review each award at least annually to determine whether it still represents the best value to the Government.

5.3 Government Furnished Supplies and Services – Not applicable.

5.4 Travel - Not applicable

5.5 Security

The contractor shall ensure that support personnel provided on this task meet basic background investigation checks.

As a minimum requirement to this PWS, the awarded Contractor shall have completed the required forms, and be prepared to submit them to GSA upon contract award. Forms will be requested at time of contract award, but no later than the Kick off Meeting. Offerors proposal shall include verification they are in compliance with this requirement, and required forms will be presented upon request.

The Contractor shall see that every employee has a GSA/Contractor identification/ building pass (ID) before the employee starts work. GSA personnel will furnish these ID’s. The Contractor shall return all ID’s to the GSA COR as employees are dismissed or terminated, and when the contract expires. All Contractor employees shall wear their ID’s during duty hours and show them for admission to the building. If requested, ID’s shall be worn with the photo and name facing away from the employee to facilitate easy identification of the employee.

6.0 Evaluation Factors

The Government will award a contract resulting from this solicitation to the responsible offeror whose offer conforming to the solicitation will be most advantageous and best value to the Government. The Government intends to award a task order without discussion with respective contractors. The Government, however, reserves the right to conduct discussions if deemed in its best interest. The evaluation process will assess technical quotes, rank the quotes by price, and assess relative risks This is a firm fixed-priced, best value, non severable service requirement.

The total page count of 45 pages shall include both quotes to include the past performance references, cover page(s) pricing summary, key resumes, etc.

Nathan Jackson

Contracting Officer

GSA/FAS

Phone: 312-886-2362

Email: nathan.jackson@gsa.gov All questions resulting from the RFQ shall be submitted in writing via e-mail to all individuals identified above by 27February 2013, 4:00 (CST). All questions received will be consolidated and a response will be issued via a RFQ amendment.

The Proposal is due by 27 February 2014, 4:00 (CST).

The quote shall reflect the complete price to perform the stated requirements. Quotes submitted shall be in sufficient detail to allow for thorough evaluation. The Government intends to award a task order without discussion with respective contractors. The Government, however, reserves the right to conduct discussions if deemed in its best interest.

Quotes will be evaluated on the following criteria:

STEP 1 (Technical) – Evaluate all non-price factors for each quote. Technical Evaluation (non-cost) factors are significantly more important than price. Award will be made based on a best value analysis using criteria in the following order of importance: Management Approach / Staffing Plan and Past Performance.

1. Management Approach:

(a) The Contractor’s technical quote shall address all key points in the PWS, showing an understanding of the requirement. It should also address any proposed deviations from the PWS as it is written by the Government, as an accepted quote will be incorporated into the contract by reference. The technical quote should specifically address the management approach in terms of staffing (process for dealing with employee turnover, handling leave, and recruiting / retaining qualified employees), proposed skill levels and mix of employees to fill the requirement, and quality control. The quote should also include key points of contact from the standpoint of project management.

(b) The proposal should provide resumes for key personnel of the team who will be assigned this project. The evaluator will review the key personnel experience and check references where appropriate to ensure that the experience is really applicable to the project.

The key personnel shall include the required experience for the positions, resume or other documentation showing qualifications and experience performed by individual on the last two similar projects on which he / she was employed and the duties to be performed on this project.

2. Past Performance – The Contractor shall include information related to at least three projects similar in size and scope of this requirement. The past performance information shall include the contact title, brief contract description, contract value, dates of performance and a contracting point of contact from the client organization.

STEP 2 (Cost) – Evaluate reasonableness of all quotes, and then rank by total evaluated quote. The quote will be evaluated separately. Offerors are encouraged to provide discounts. The contractor quote shall include the items listed below. Failure to comply with all requirements listed below will render the quote non-responsive.

1. Periods of Performance. The contractor quote shall include a quote for the base performance period and each option identified in the following list. The Government is under no obligation to exercise the option periods.

Based Period – April 1, 2014 through September 30, 2014

Option 1- October 1, 2014 through September 30, 2015

Option 2- October 1, 2015 through September 30, 2016

Option 3- October 1, 2016 through September 30, 2017

Option 4- October 1, 2017 through September 30, 2018

2. Contractor shall also provide cost breakdown per deliverable including an itemized cost breakdown by approved GSA Schedule Labor Task Category is also required. If another or alternative item name is to be used in the quote, please indicate its equivalent on schedule price list.

Per hour prices and hours to complete project by each labor/task category line item shall be listed. Total hours to complete the project shall also be included. Final quote must include overall total to complete all elements and must also be broken down by each deliverable.

The Contractor’s proposal shall identify the contract number, contract expiration date from which the pricing is being quoted, the applicable size standard, contractor’s TIN and DUNS codes, and confirm current registration in the CCR. The Contractor shall provide prices that are both reasonable and realistic. Discounts from existing scheduled contract prices are encouraged.

Pricing Proposal shall provide CLIN pricing structure. The following abbreviations are used in this schedule:

CLIN- Contract Line Item Number

FFP- Firm Fixed Price

FFP CLINs for Base Period of Performance:

Total FFP CLINs

FFP CLINs for Option Period Two:

Total FFP CLINs

FFP CLINs for Option Period Three:

Total FFP CLINs

FFP CLINs for Option Period Four:

Total FFP CLINs

STEP 3 – The contracting officer may limit the number of quotes in the competitive range to the greatest number that will permit an efficient competition among the most highly rated quotes.

STEP 4 – Technical – Cost Trade-off: Perform and document an integrated best value assessment of the evaluated offerors. This step identifies the process for the Technical Cost Trade-Off. The technical score is significantly more important than cost. Technical and Cost offers will be evaluated separately. The respective offeror’s technical scores will be ranked and then assessed against the total cost using a trade-off approach based on the relative risks and benefits of the individual offers. This trade-off will identify the best value offer to the Government. When making these trade-offs, the technical will be considered significantly more important than cost. The trade-off approach is explained as follows:

The offer (A) with the highest technical score/least risk will be considered first when making the best value determination. If the offer (A) with the highest technical score does not also have the lowest proposed cost, the Government will compare it with the second highest technical score (B), provided it (B) has a lower proposed cost than offer (A). The Government will determine if the higher technical score between these two offers is worth the additional cost offered by (A). If yes, the Government will proceed to compare offer A with the third highest technical offer (C) and perform the same analysis [comparing A to C]. This process will be repeated [A to D, A to E, etc.] with each offer unless an offer with a lesser cost is found whose technical score justifies the cost differential between offers. If none are found, the contractor offering the highest technical score will receive the task order award. If at any time an offer is found to have a technical score determined acceptable at a lower cost, the Government will continue the analysis in the same manner using the better valued offer in the equation (in place of A) to make the comparisons [e.g., B to C, B to D, etc.].

Funds are not presently available for RFQ and resultant award. No legal liability on the part of the Government for any payment may arise until funds are made available to the Contracting Officer for the resultant award and until the Contractor receives notice of such availability to be confirmed in writing by the Contracting Officer.

This procurement is conducted IAW FAR Part 8.405-3. There is no formal source selection. However, the Government will evaluate the response based on the evaluation criteria identified in the RFQ. This will be a best value procurement. The Government intends to award a task order without discussions if deemed in its best interest. The evaluation process will assess technical responses, rank the proposals by price and assess relative risks.

The award will be based on a best value determination. The FAR requires that the government evaluate competing quotes based solely on the factors described in the instruction to offerors. The Instructions to Offerors and Description of Evaluation Factors will be utilized for this commercial acquisition

7.0 Quality/Performance Requirements

Item # Performance Required Standard Performance Threshold

1. I. Design, layout, proofing, consultation, download product information (catalogs), and final file creation, for a variety of print and electronic publications, brochures, website, direct-mailer, large & small catalogs. Adherence to GSA design standards.

1. II. Support for business intelligence/database marketing: Data manipulation, access and normalize data; analyze/define data requirements/specifications; data preparation, mine and normalize data; produce trade show list formats; manage e-lists, metadata; code/matchback responses; barcode use, and literature warehouse/fulfillment operations.

1. III. Support for creating HTML emails, operate email software, manage email opt-outs and bounces, metrics and reporting. Develop HTML web content; prepare web usage reports with tracking software. Develop both web content and print design, when most efficient to execute entire campaign.

1. I. 100% design process and consultation in accordance with PWS requirements. Designs and revisions are submitted in required timeframes.

1. II. 100% data management process and consultation in accordance with PWS requirements. Data, lists, analyses and revisions are submitted in required timeframes.

1. III. 100% emails operations, web content, reports and web content/print design process in accordance with PWS requirements. Revisions are submitted in required timeframes.

1. I. 100% AQL for this project task is 100% due to the critical nature of completing requirements in established time parameters.

1. II. 100%

AQL for this project task is 100% due to the critical nature of completing requirements in established time parameters.

1. III. 100%

AQL for this project task is 100% due to the critical nature of completing requirements in established time parameters.

1. I. Customer Input - review with formal approval or rejection via input to COTR and/or CO.

1. II. Customer Input - review with formal approval or rejection via input to COTR and/or CO.

1. III. Customer Input - review with formal approval or rejection via input to COTR and/or CO.

1. I. 30% of price for Contract Line Item #0001, 0002,0003

1. II. 30% of price for Contract Line Item #0001, 0002,0003

1. III. 30% of price for Contract Line Item #0001, 0002,0003

2. I. Input to GSA government specific systems. Submittal of final files.

2. II. Input to GSA government specific systems. Submittal of analyses and final lists.

2. III. Input to GSA government specific systems. HTML emails, reports and campaigns.

2. I. 100% of input and final files provided by established dates and in accordance with PWS requirements.

Input and final files are submitted in required timeframes.

2. II. 100% of input, analyses and final lists provided by established dates and in accordance with PWS requirements.

Input, analyses and final lists are submitted in required timeframes.

2. III. 100% of input, HTML emails, reports and campaigns provided by established dates and in accordance with PWS requirements.

Input, HTML emails, reports and campaigns are submitted in required timeframes.

2. I. 100% AQL for this project task is 100% due to the critical nature of completing requirements in established time parameters.

2. II. 100%

AQL for this project task is 100% due to the critical nature of completing requirements in established time parameters.

2. III. 100%

AQL for this project task is 100% due to the critical nature of completing requirements in established time parameters.

2. I., II, III.

Customer Input - review with formal approval or rejection via input to COTR and/or CO.

2. I., II, III.

20% of price for Contract Line Item #0001, 0002, 0003

3. Quality Control Plan

3. I, II, III.

100% of documentation provided by established dates and in accordance with PWS requirements establish and maintain a complete Quality Control Plan to ensure the requirements of this contract are provided as specified.

3. I, II, III. 98%

AQL for this task is 98% of Performance for meeting delivery date(s), or error-free documents, files, or data, as Contractor routine review and updates shall be performed throughout the life of the task.

CO/COTR Review and Customer Input - review with formal approval or rejection via Memorandum of Action, Report, or Acceptance.

10% of price for Contract Line Item #0001, 0002, 0003

4. Weekly Invoice and Status Reports

4. I, II, III.

100% of actions shall be documented in monthly invoice and status report including report of any issues as specified in Project Management section of the PWS.

100% of documentation is to be provided prior to monthly invoice submittal.

4. I, II, III. 98%

AQL for this task 98% of Performance for meeting delivery date(s) and reporting of problems or anticipated delays

Customer Input- review with formal approval or rejection via Memorandum of Action, Report or Acceptance.

5% of monthly price for Contract Line

Item #0001, 0002, 0003

5. Independent Work

5. I. Graphic Design Support working independently

5. II. Marketing Email and HTML Support working independently 100% of all assigned duties are performed independently upon receiving adequate direction and training (as it pertains to GSA-specific applications, processes and policies).

5. I, II, III. 100%

AQL for this task is 100% in accordance with related duties in accordance with the PWS

Customer Input

20% of price for Contract Line Item #0001, 0002, 0003

6. Communication

6. I, II, III. Communicate with GSA program specialists, marketing personnel and management in the FAS/NMCD

100% of input provided by in accordance with PWS requirement.

6. I, II, III 100%

AQL for this task is 100% in accordance with related duties and PWS Customer Input

20% of price for Contract Line Item #0001, 0002, 0003

8.0 Government Contacts

FAS, Contracting Officer Representatives Felicia Jones

312-886-7408 felicia.jones@gsa.gov FAS, Contracting Officer Nathan Jackson

312-886-2362 nathan.jackson@gsa.gov

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