QA - 19GT5025Q0025 - Media Campaign.pdf

19GT5025Q0025 - Media Campaign 2025 – 2026 Q&A

Audience & Messaging

1. Could you confirm if there is a preferred balance between the messaging directed at rural popula�ons vs. urban youth?

80% rural and 20% urban.

2. Are addi�onal audience insights, personas, or psychographic profiles available beyond the “Manuel” and “Nephew” archetypes?

No, only what is offered in the scope of work.

3. Can the offeror propose alternate characters or storylines, as long as they align with the mission and character intent?

Yes.

4. Are the sample calls to ac�on (e.g., “Don’t overstay your visa”) required to be used as writen, or may we localize them for crea�ve impact?

We prefer localized contact that will reach our audience more efficiently.

5. Is there addi�onal cultural guidance to help ensure accuracy and relevance, par�cularly for messaging in indigenous or rural communi�es?

We look to our vendor to conduct the necessary research and audience profile.

Media Strategy & Distribu�on

6. Will the selected vendor have access to U.S. Embassy Guatemala’s exis�ng digital or social media channels for campaign deployment?

Yes, the Fraud Preven�on Unit will help you coordinate with our Publics Affairs Sec�on for pos�ng on our official pla�orms. No new pla�orms can be created to support this campaign.

7. May paid digital targe�ng strategies (e.g., interest-based, behavioral, lookalike audiences) be used to op�mize social content?

Yes, permi�ng it is within budget.

8. Will the Embassy assist with any permi�ng or government approvals for physical installa�ons (e.g., billboards, banners, tuk-tuks) in high-priority departments?

No, any support will be provided.

9. Should the vendor directly engage individual tuk-tuk drivers and media partners, or will the Embassy provide vendor contacts or recommenda�ons?

No, it is the vendors’ responsibility.

10. Are there preferred SMS providers or pla�orms to use for mass messaging and interac�ve features (e.g., polling via WhatsApp or SMS)?

We ask for your exper�se.

11. Is the campaign expected to build an SMS opt-in list from scratch, or will the Embassy provide access to an exis�ng list?

Yes, you are expected to build it from scratch. The Embassy will not provide access to an exis�ng list.

Crea�ve Assets, Content Use & Evalua�on

12. Are you expecting a sample of the graphic campaign itself at this stage, or would a detailed explanation of the proposed concept be sufficient?

We would like to see a graphic sample at time of evaluation, understanding that this will be subject to change.

13. Will we be able to see any of the current campaign media?

Yes, you can find the current campaign media atached.

14. Could you tell us the media mix that you are using on the Manuel's actual Campaign?

Yes, see attached.

15. Will previous “Manuel” campaign content (e.g., scripts, visuals, jingle files) be provided to the selected vendor for reference or adapta�on?

Yes, see atached.

16. Are there restric�ons on including campaign work in the vendor’s public-facing por�olio a�er project comple�on?

Respec�ng that we retain the copyrights for the contents, there are no restric�ons.

17. Are any campaign materials required to be translated into indigenous languages, or is Spanish sufficient for all materials?

Spanish is required for all materials, but if your company has indigenous language abili�es then we will gladly welcome them.

18. Will the Embassy or an external party manage data privacy compliance for interac�ve messaging tools and market studies, or is that the vendor’s responsibility?

The vendors responsibility.

19. Could you please elaborate on the addi�onal character men�oned in the campaign?

Specifically, what are the key demographic traits we should consider when developing this character, beyond being young and educated? Are there cultural, behavioral, or regional atributes we should incorporate?

A character between the age of 28-32, upper lower class coming from urban centers who use social media and are less likely to use newspaper or radio.

Timeline, Reports & Deliverables

20. Is the proposed start date of November 2025 fixed, or is there some flexibility depending on contract award �ming?

There is flexibility.

21. What level of detail is expected in the monthly progress reports (e.g., metrics, visuals, anecdotal reports, receipts)?

We would like to see metrics, visuals, and any recommenda�ons on changing the media mixed based on the metrics.

22. Will the vendor be expected to independently design, administer, and analyze both market studies, or is there a preferred methodology or evalua�on partner? or is it up to our discre�on? Do you have a preferred methodology for the market studies required— such as comprehensive field surveys versus digital-only analy�cs? Understanding your expecta�ons will help us tailor our approach accordingly.

It is the vendors responsibility to determine the best methodology. We prefer tradi�onal surveys.

Administra�ve & Contrac�ng Related

23. Is the SAM.gov Registra�on a mandatory requirement?

SAM.gov registra�on is a mandatory requirement for all par�cipants. Atached please find SAM Registra�on guide for your reference.

24. Could you please confirm if there is an incumbent currently performing this work? If so, may we know the name of the incumbent agency or contractor? Can you give the name of the incumbent agency?

The Media Champaign 2024 – 2025 is currently cover by Publicidad Marte, S. A.

25. Could you please also share whether there is an established or es�mated budget range for this project that offerors should be aware of when preparing proposals?

We are not authorized to release the final budget for this solicita�on, we encourage vendors to submit proposals that reflect the Lowest Price Technically Acceptable (LPTA) approach, in line with the requirements outlined in the solicita�on.

26. Could you please let us know how the payment and closing process will work, how o�en payments are made, and what documenta�on is required for setlement or liquida�on?

Please refer to pages 15 and 16 of the Solicita�on Package.

27. Is a U.S.-based company without current legal registration in Guatemala eligible to submit a proposal?

Yes, U.S.-based companies are welcome to submit a proposal. Selected Contractor shall comply with local law tax regulations, more specifically comply with press tax payment and provide with a POC in charge to lead the contract.

28. Working with a locally licensed subcontractor or representative is an acceptable means of meeting the DOSAR 652.242-73 compliance obligations?

Yes, it is acceptable.

29. Should pricing be broken out by geographic region or reported as a national campaign total?

The budget must be as detailed as possible to allow for a clear understanding of how costs are allocated across different areas. This level of detail will support a more accurate and fair evaluation of proposals and ensure alignment with the distribution and media requirements outlined in the solicitation.

Vendors are welcome to incorporate geographic pricing into Attachment 1 – Pricing Spreadsheet to reflect these regional cost distinctions clearly.

30. Can you please confirm whether this solicita�on will be evaluated based on lowest price technically acceptable (LPTA), best value, or another evalua�on methodology?

Award will be made to the lowest price technical acceptable, please refer to Sec�on 4 – Evalua�on Factors, page 22.

31. The solicita�on states that the award will go to the lowest-priced acceptable offer.

However, since there is no defined media budget and each vendor must propose a distribu�on and media plan based on the requirements, how will pricing be evaluated fairly across different proposals with varying scopes?

While the solicitation indicates that the award will be made to the lowest-priced acceptable offer, it is important to clarify that price will not be scored numerically. Instead, pricing will be evaluated based on its reasonableness, as outlined in Section 4 – Evaluation Factors (pages 22 to 25) of the solicitation.

Prospective Vendors are required to propose customized media and distribution plans— resulting in varying scopes and strategies—the Government will assess pricing using the following approach:

• The total overall price proposed in Attachment 1 – Pricing Spreadsheet will be the primary reference for evaluation.

• The evaluation of price reasonableness will be based principally on price competition, comparing proposed prices among all technically acceptable offers.

• In addition, the Government may apply one or more price analysis techniques described in FAR 15.404, which may include comparison to historical prices, market research, and local media pricing benchmarks in Guatemala.

• All proposed prices shall include labor, materials, overhead, and profit.

This approach ensures that, despite the variability in proposed strategies, each offer is assessed fairly and consistently with respect to its overall value and alignment with the solicitation’s requirements.