Questions_and_Answers_to_Combined_Synopsis_Solicitation_140F0918Q0051.docx

Attachment 1

QUESTIONS AND ANSWERS TO COMBINED SYNOPSIS SOLICITATION

NO. 140F0918Q0051

The following questions highlighted in bold blue font were received form interested vendors. The applicable responses are highlighted in bold red font

1. Can you clarify what the budget of the media plan might be as that determines how extensive it would need to be.

We plan to generate our media budget through public private partnerships so the range will be somewhere between $100,000 to $1 million. Please let us know if you have any corporate clients who may be a good fit to partner with us on this campaign.

2. Can you clarify the number of meetings face-to-face and locations?

Kickoff meeting: We will host our kickoff meeting on a national wildlife refuge to immerse the vendor in the refuge system brand. There are national wildlife refuges in every state and near most major airports and cities, so we will arrange to have the kick-off meeting in one most convenient for the vendor and the FWS team. Most likely near one of these airports-Minneapolis, MN, Denver, CO, Portland, OR, San Francisco, CA, Philadephia, PA, Fort Meyer or Miami, FL, New Orleans, LA, Salt Lake City, UT.

Any remaining meetings and presentations can happen via teleconference and web conferencing. The government expects that the vendor would arrange for all logistics of these calls and ensure that we use an compatible web conferencing platform.

We have just completed an 18 month branding process and have generated a range of 12 brand story pathways to help compliment your creative process as part of the creative brief. We anticipate anywhere from 3-5 creative concepts and 2-3 rounds of edits for the initial creative phase.

3. Do you want a complete redesign and wireframe architecture revamp to all of the existing information housed on the current site?

No, we are not looking for a redesign of our web presence. That is happening through a broader U.S. Fish and Wildlife Efforts and slated for completion at the end of this year. The selected vendor would be furnished with the style sheet and overall look and feel of the broader website. The National Wildlife Refuge System is the public lands management portion of the larger U.S. Fish and Wildlife Service. As part of the rebranding campaign you might suggest some mock-ups for a smaller more discreet campaign website.

4. There is no finite mention of the assets that are required, such as the amount of videos or print items to be constructed. Is our estimate supposed to include pricing for deliverables or just the concepting of them?

For this solicitation we are mainly relying on an overall vision, compelling storylines, consistent look and feel (marks, skins, taglines, campaign website), and proposed tactics that reach a broad audiences. We anticipate pairing these the vendorcreated assets with other Service products like banners, flyers, presenations, web pages, social media posts based on your tactical recommendations. We also would anticipate the awardee could leverage footage being currently collected through another contractor Tandem Stills + Motion into 30-60-90 anthem videos. Tandem Stills + Motions is anticipating working closely with the vendor through this solicitation.

As part of the initial Creative Brief with the selected agency we will go into more detail about the resources described in section VI. SUPPORTING MATERIALS PROVIDED BY THE GOVERNMENT of the Statement of Work (SOW) which details the high quality still imagery that will be available for use and the the large video projects already in production .

We are also looking for a design evolution from our 2001 printing and publishing graphic standards found here. https://www.fws.gov/external-affairs/marketing-communications/printing-and-publishing/pdf/graphicstandardsjuly01.pdf

5. The U.S. Fish and Wildlife Service (Service) is looking for an industry specific advertising agency. Define "industry specific." Does it mean you have to have done rebranding or have specific outdoor wildlife rebranding experience?

We are looking for firms with experience in the social purpose sector and those firms with demonstrated success in the nature and outdoor sector.

6. What specially do you want done on the website? Basically, are you wanting the brand work to be translated into a totally new website or just branding content for the current site?

We are looking for new branding content for our current and future site.

7. Is there a limit on proposal length?

"The response should contain no more than ten (10) pages of written material (excluding resumes, portfolios, and/or brochures, which may be included in an appendix), describing the information requested, as outlined below. Potential vendors should address each of the following items in their response to this RFQ." As detailed in the Submission Instructions on page 38 of the Combined Synopsis/Solicitation.

8. Preference on formatting (i.e. font, embedding graphics, links to content)?

Fully graphic designed proposal with embedded graphics and hyperlinks to content are welcome.