Q and A 19GE5020R0051.pdf

ATO Tokyo Social Media Marketing Promotion US Embassy Tokyo, Japan

Solicitation Number 19GE5020R0051

Questions and Answers

Q1: What experience is considered relevant enough?

A1: We are looking for a demonstrated capacity to successfully create, target and distribute content to influence Japanese consumers.

Q2: Will there be a list of bidders so we can contact for sub-contracting or teaming?

A2: We are unable to provide a list of bidders.

Q3: How many people do you anticipate bidding?

A3: The Government will not speculate as the expected number of offerors.

Q4: Is there a hopeful price range?

A4: No. The Government’s internal cost estimate will not be disclosed. Offers should offer a fair market price based on the requirements stated in the RFP without any influence from any Government price expectations.

Q5: Can you please clarify the delivery process?

A5: Attachment 1, Video Segment Release Schedule hopefully clarifies this somewhat. It will be largely left to the offeror to propose a suitable delivery process based-off the two-week release schedule.

Q6: I do not see an input line item for costing social posting etc? How should we cost that in the form?

A6: We have requested pricing on a per segment basis. That per segment price should include all relevant expenses, including social postings.

Q7: Can you please re-iterate the three target audiences?

A7: Please see the Request for Proposals document.

Q8: Is there a preference of Place of Performance for the contractor? (US vs Japan?)

A8: The Government will not voice a preference either way. It is incumbent on the offeror to propose a suitable process that adequately allows for coordination and collaboration between the Government and the contractor.

Q9: Can we include just some of the optional countries or do we have to bid all or nothing?

A9: Yes. All, some, or none.

Q10: What regions do you expect to produce segments? Will content include US seafood, livestock etc.?

A10: We believe that segments will include the Pacific Northwest (including Alaska), California, the Upper Midwest and the Plains states. Final determination, however, is subject to development of the campaign plan.

Q11: Is this a new requirement or is there an incumbent in place?

A11: There is no incumbent.

Q12: Is travel expected to Japan or optional countries?

A12: The Government has no expectation. The Government’s expectation is that the contractor performs services in accordance with the Performance Work Statement. How the contractor does this is left to the digression of the contractor.

Q13: May we set up project manager more than 2 people?

A13: The Government has no pre-set opinion. The offer shall propose a hierarchal structure that is both effective and efficient.

Q14: Could you please provide a list of all 30 cooperators in Japan? (In order of importance, if possible.)

A14: Please see the following link [Note: these Cooperators are not listed in order of importance]: http://www.usdajapan.org/tradeservice/cooperators-industry-partner-groups/

Q15: As with most production type work, some upfront costs will be necessary. Will we be able to bill on a schedule? Or will payment only be made once all 12 videos are delivered??

A15: Scheduled payments can be made, based on a specified work schedule and upon completion of that work (payments should be tied to measurable benchmarks or deliverables.) No payment can be made in advance, so it must be on the basis of completion of those interim benchmarks.

Q16: Regarding the performance evaluation and failure of performance - what happens if metrics aren’t achieved?

A16: If the contractor demonstrates an inability to meet performance benchmarks, USDA will reserve the right to terminate the contract with payment for services rendered as per the contractor’s original proposal.

Q17: What accommodations are in place in the event of delays (and therefore incremental costs) due to a Covid related production postponement/cancellation? Will this fall under "acts of

God" if so can you elaborate??

A17: Please see 52.212-4 (f) Excusable delays on page 14 of the RFP. While the contractor would be excused for video segment delivery delays due to COVID-19 related circumstances, but as this is a firm, fixed price contract, the contractor assumes all cost risk that would result from such delays that are not the fault of the Government.

Q18: Can we get more information on the approval process. Will the cooperators have any say?

A18: If the question refers to Approval of submitted proposals, and selection of the contractor:

The Cooperators will have no role. If the question refers to a role in approval of specific story boards or segment concepts: A given Cooperator may be afforded a role in the deliberative process if they are providing substantial support for the production of that segment. However, the ATO will reserve for itself final authority to approve any concept/story board.

Q19: Will the Cooperators assist in the production financially or by providing free licensing for footage, talent, locations, etc. ?

A19: It is not anticipated that any of the Cooperators will provide financial assistance. While we do anticipate that in-kind support such as free licensing, support identifying and making locations accessible, etc.. will be available form the Cooperator community during production, we cannot, at this time guarantee or estimate the value of that support with any specificity. It is therefore advisable that your proposal be developed in such a manner that you will be able to fully deliver even in the event that this support is not forthcoming.

Q20: What are the Term Length, Territory/Region, and specific Media Usage we must secure for our talent contracts, music licensing (and potentially stock asset licensing)?

A20: All products produced under this contract will become the property of the United States government in accordance with clause 52.227-17 Rights in Data – Special Works found on page 28 of the RFP. Usage rights and licensing must be arranged accordingly.

Q21: Will we be able to influence the overall rejuvenated myfood.jp experience as it correlates to the roll-out of the video content? Is the website renewal a different RFP?

A21: Website renewal is a separate contract, but awarded by the same office (ATO Tokyo).

ATO Tokyo is fully committed to working with both contractors to coordinate content roll-out and synchronization of content/messaging.

Q22: We may want to film a farmer's field, and obtain food from restaurants. Should we include costs for locations and legal releases like we would a normal production (like I would for a Food Network gig or similar), or do we need to source royalty free stock footage only. Also, do we want talent (a host/narrator or similar) and/or interview footage with farmers, manufacturers, restaurant owners, foodie american & japanese civilians etc.?

A22: As this is a firm, fixed price contact, the offeror shall propose a price sufficient to cover all costs that the offeror would incur, both direct and indirect, as well as profit.

Q23: Should the videos be in Japanese, or English with Japanese captioning?

A23: Japanese.

Q24: Also had one initial question for you, are you open to/ have you considered using influencer(s) as a mechanism to promote engagement/impressions? Obviously the cost of that can vary but there is often a significant ROI we've found in previous campaigns.

A24: We are very open to this mechanism, and encourage you to a) describe how you would incorporate influencers to promote engagement, and b) to include those costs in your proposal.

Q25: Is there a budget range?

A25: See Answer #4.

Q26: Do you want an integrated marketing plan that includes social media support (paid and earned) as well as PR efforts?.. such as suggestions on how best to Premier the videos?

A26: Yes, we would like to see a plan on how to maximize impact and distribution up to our stated goals for viewership number sand target demographic groups. In order to achieve those viewership benchmarks, we do expect the contractor to develop a defined strategy for pushing content and will be looking at proposals for detail on how the contractor would generate advance interest, proposed distribution channels and detail on time/date/format of release to obtain desire distribution. We look forward to seeing your plan for achieving those benchmarks.

Q27: For additional countries can you post a list that is prioritized .

A27: The Government has no priority or preference. Exercising of options in these markets will be a factor of price, funding availability, and the offeror’s demonstrated ability to create

& release content in that (3rd) market. It may be best to prioritize those markets in which you have the strongest capacity to ensure re-packaging of this content in a culturally (& linguistically) appropriate fashion, and effectively deliver that content to target consumers.

Q28: What is the approval process for the storyboards?

A28: We anticipate regular consultations (bi-weekly, at minimum) between the COR and the contractor. These consultations will review performance of segments released to date, progress of ongoing content creation, and dialogue on upcoming content. When the contractor has prepared a final story board proposal for an upcoming segment, we anticipate that it will have been shared in advance of these consultations, discussed at these regular sessions and approved or amended (for subsequent approval, which may be conferred electronically) as a product of those discussions: Given the expected ongoing

& regular nature of our anticipated communications, we view this very much a collaborative/iterative process.

Q29: Must all the videos be completed at the same time or can production take place over a specific period of time (e.g. deliver one every two weeks ). Can you produce a detailed requested delivery schedule?

A29: Please see attachment 1 for a notional program. Segments need not be completed all at the same time.

Q30: Is there an AG staff in Japan that our team can meet with to discuss the creative proposals or will it all be done remotely?

A30: Yes, the COR and support staff are based in Tokyo. We are available for and hope to engage in regular in-person consultations.

Q31: Will the agency advance some production funds or is the agency expected to advance all funds? What is the payment schedule % wise (e.g. 25% down, etc.)

A31: See Answer #15.

Q32: Per best practices for creating social media content, in addition to the segments that are 3-5 minutes in length, does the ATO foresee the need to create shorter content, for example

15 or 30 second segments?

A32: Our primary interest is in achieving distribution to and message assimilation by our target audience in the numbers cited in the RFP (at a minimum). We are open to different strategies for achieving those goals. Please describe fully how you would attain them.

Q33: Which distribution platform will each segment live, or how will they be hosted (i.e.

YouTube, Facebook, myfood.jp)?

A33: See Answer #32: We do to view myfood.jp as the primary distribution platform.

Q34: Depending on which platform is used, is this how the ATO will want the data tracked and then complied into the impact assessments?

A34: We expect the contractor to propose the methodology for assessing impact.

Q35: Referring to the ATO requirement of 1 million views per segment, in Japan; in addition to organic viewership, and organic social media growth strategies (i.e. Blogs, press releases, news, myfood.jp) will media buying play a role to obtain those target views per segment?

A35: See Answer #32.

Q36: (Weekly meeting C.3.1) Where is the ATO team for the weekly meeting? In Tokyo? Will the meeting be “in-person” meeting? "Once release of promotional materials begins, the project team will meet with ATO staff on a weekly basis to analyze message content, viewership, performance among priority demographic groups, and receptivity/reaction to content. Insights from these sessions will inform subsequent programming."

A36: The ATO team is based in Tokyo. Please feel free to propose a format for meetings; in-person meetings are certainly possible and—conditions permitting—desirable though not necessary every week.

Q37: (The period of the campaign - working period) As to how long to work for the campaign, will it be about 28~30 weeks including the preparation? - 12 videos distributed per every two weeks plus 2~3 weeks prep and 2~3 weeks wrap.

A37: Approximately, yes; but subject to modification and final determination in discussion with, and based upon the proposal of, the contractor.

Q38: (P36 Volume 1: Price Proposal) Should the estimate be made on SF1449 + SF30s (if needed) and page 3~6? Are media buying cost and time fee on them as well?

A38: Yes, in all places (and hopefully the same price in each location). To clarify, this should not be an “estimate” but a firm, fixed price. Please see Answer #22 for the second part of this question.

Q39: Is it possible to provide references/resumes from key subcontractors to supplement the overall management team? Could they provide “Experience Listings” and “Past

Performance Questionnaire” forms?

A39: Certainly . Please provide any and all information required to adequately characterize the depth of the expertise and experience being proposed.

Q40: Does myfood currently have any other SNS handles other than Twitter (i.e. Instagram, Facebook, YouTube, LINE)? If there is not, will new SNS handles have to be created/managed for this campaign? If it is not possible to create any new SNS handles, are we expected to distribute video segments via 3rd party channels? (i.e. via media tie-ups, media SNS handles, etc.)

A40: We do, to view myfood.jp as the primary distribution platform. Myfood.jp will be undergoing a transformation to include establishment of new SNS accounts. Since the contract for that project is not yet finalized, bidders for this procurement should plan to achieve distribution benchmarks independently; that can include creation of new SNS handles as appropriate.

Q41: In addition to the 3-5 minutes main video segments, are we able to create cutdowns of the videos (i.e. 30 seconds, 1 minute, etc.) to optimize to social media?

A41: Yes. See Answer #32.

Q42: Is it OK to assume adding the officer signature digitally, or by printing, signing, or rescanning process is fine?

A42: Yes.

Q43: Could you clarify on Rights please? Namely -- is our understanding correct that once the project is completed (1) the US government expects rights in perpetuity to create derivative works and to distribute the content on any and all platforms, whether owned or not; while (2) the contractor retains rights to the content and its distribution only on their own platforms (owned & operated)? ie. distribution anywhere else requires express permission prior to.

A43: See Answer #20.

Q44: For the optional CLINS 1001, 1002…. Do you expect those to be the same videos as

0001 with updating narration and graphic for the host country?

A44: Not necessarily: In order to produce visual content which appeals to consumers in those countries, it may be necessary to edit/adapt videos. We expect they would largely utilize the same video content, but that they may differ somewhat.

Q45: Should videos show culture, people etc. who identify with host country and consume products or do you want from American perspective?

A45: Our interest is in influencing Japanese consumer attitudes, and we hope that you will explain your proposed method for doing so, as well as how you feel that is best achieved.

Q46: Will each of the 12 segments be devoted to one topic for a particular region?

A46: Each segment will have a specific theme & primary target audience. Not all will be regional.

Q47: Video Views 600k-1M per video – are you expecting paid content placement or combination of SM videos or only on-site video views qualify? Will a combination of paid and organic be acceptable to achieve the 600k-1M goal?

A47: A combination of paid and organic will be acceptable, insofar as they direct distribution to our target audiences.

Q48: What are the preferred/anticipated/allowed methods for achieving 600k-1M video segment views?

A48: We rely on bidders to develop a plan for achieving these goals, and present that plan as part of their project proposal.

Q49: What restrictions are there for achieving 600k+ views?

A49: See answer # 48.

Q50: Is the contractor responsible for providing video streaming player platform such as

YouTube, Vimeo, Wistia etc? Is there a preferred video streaming platform?

A50: There is no preferred streaming platform. See answer #48.

Q51: Do you want to see costs itemized in addition to form SF-1445?

A51: Yes, please provide a cost breakdown in the form of an Excel spreadsheet.

Q52: Do video segments need to meet proper accessibility guidelines (ASL, Language Captions, Description Text, Audio Description Track, Keyboard controls, voice controls, etc).

A52: Please conform to industry best practice standards.

Q53: Is offerer required to share attachment #3 with references and ask them to send directly to

COR? If so, what is the deadline for receipt and how will offerer know if forms are returned?

A53: Yes. There is no hard and fixed deadline. Generally speaking, as soon as possible, but the questionnaires will be accepted after the proposal due date.

Q54: Will the optional videos be released at the same or similar schedule as CLIN 0001 Videos?

What time schedule would they be released?

A54: We do not anticipate simultaneous release. We would discuss realistic release schedules prior to exercising any option.

Q55: Can you provide a list of the top 20 companies that export food products manufactured and or raw materials to Japan?

A55: See Answer #14 for a list of industry groups working in Japan. We cannot provide information on individual companies.

Q56: Is the ATO expecting to launch only video campaigns or can we repurpose the assets for different types of ad formats/ campaigns?

A56: See answer #32. This campaign will be primarily video based, but welcome your proposal including alternate media content as well.

Q57: The avg. viewership expected is 1mn / however it is stated that the min per seg is 600k and there are 12 segments. p7. is the 1mn across all segments or specific to one segment?

A57: It is the average across all segments. If one segment attains 600k viewership, and the next

1.4 million, that would satisfy our goals.

Q58: How is a video view defined? 600k viewership defined as total video views, impressions, avg. video view?

A58: Total views; with the expectation that asubstnatial portion of viewers watch the entire segment.

Q59: When is the contract signature date?

A59: Undetermined. Depends on how quickly the evaluation of offers takes and if it will be necessary to go back to offers for clarifications, discussion, and/or revised final proposals.

Q60: Section 5 pricing submission what is FAR 52.212-3? where can we find it?

A60: Representations and Certifications found on RFP pages 47-62.

Q61: Does "anticipated content creative activity" refer to storyboarding or ideas for shoot, ad formats or other? Can you please provide an example?

A61: I am unsure of the meaning of your question, and a search of the RFP document did not return the language above, so am unable to answer this question.

Q62: Do all references have to be with clients that have been with us for at least 365 days

A62: No.

Q63: Videos are 3 to 5 min long. Can we trim these to use shorter versions on social channels?

A63: See Answer #32.

Q64: Is the timeline attachment the same as the project timeline required in the technical capability section?

A64: Yes, but it is assumed that the offeror will modify and edit the timeline as the offerer deems appropriate.

Q65: Should the videos be created in both English and Japanese? Should they include subtitles?

A65: In Japanese- our target audience is Japanese. If some original content is in English it may be dubbed or subtitled.

Q66: Given that the project team is required to have a U.S. and Japanese base, have government contracting experience, and extensive knowledge of the Japanese language and market, will the ATO please post a list of interested vendors and /or the attendees of the proposal conference?

A66: We are unable to provide a list of bidders.

Q67: Understanding concerns and travel limitations due to the continued Covid-19 pandemic, can the Government approximate how many trips to Japan would be required (and or vice versa, from Japan to the US)?

A67: We cannot estimate the number of trips, as it will vary depending upon the ability of the contractor to independently generate content or partner with local firms in either the US or Japan.

Q68: Will the ATO office sponsor travel/work visas, if necessary?

A68: We cannot sponsor visas, however, we could prepare a letter attesting to the contractors relationship with US Embassy, Tokyo. Such a letter should substantially facilitate an independent application for any required visa.