19GT5026Q0049 - QA.pdf

PAGE OF PAGESAMENDMENT OF SOLICITATION/MODIFICATION OF CONTRACT 1. CONTRACT ID CODE

1 9

2. AMENDMENT/MODIFICATION NO.

3. EFFECTIVE DATE 4. REQUISITION/PURCHASE REQ. NO.

PR16094682-0001

5. PROJECT NO. (If applicable)

6. ISSUED BY CODE GT500 7. ADMINISTERED BY (If other than Item 6) CODE

AMERICAN EMBASSY GUATEMALA CITY

Boulevard Austriaco 11-51, Zona 16, ATTN: GSO - PROCUREMENT SECTION Guatemala

GUATEMALA

AMERICAN EMBASSY GUATEMALA CITY

Boulevard Austriaco 11-51, Zona 16, ATTN: GSO - PROCUREMENT SECTION Guatemala

GUATEMALA

(X) 9A. AMENDMENT OF SOLICITATION

NO.

19GT5026Q0049

x

9B. DATED (SEE ITEM 11)

06/26/2026

10A. MODIFICATION OF CONTRACT/ORDER NO.

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

CODE FACILITY CODE

10B. DATED (SEE ITEM 13)

11. THIS ITEM ONLY APPLIES TO AMENDMENTS OF SOLICITATIONS

x The above numbered solicitation is amended as set forth in Item 14. The hour and date specified for receipt of Offers is extended, x is not extended.

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 items 8 and 15, and returning 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 telegram which includes a reference to the solicitation and amendment numbers. FAILURE OF YOUR ACKNOWLEDGMENT 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 your desire to change an offer already submitted, such change may be made by telegram or letter, provided each telegram or letter makes reference to the solicitation and this amendment, and is received prior to the opening hour and date specified.

12. ACCOUNTING AND APPROPRIATION DATA (If required)

13. THIS ITEM ONLY APPLIES TO MODIFICATION OF CONTRACTS/ORDERS.

IT MODIFIES THE CONTRACT/ORDER NO. AS DESCRIBED IN ITEM 14.

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

NO. IN ITEM 10A.

B. THE ABOVE NUMBERED CONTRACT/ORDER IS MODIFIED TO REFLECT THE ADMINISTRATIVE CHANGES (such as changes in paying office, appropriation date, etc.) SET FORTH IN ITEM 14, PURSUANT TO THE AUTHORITY OF FAR 43.103(b).

C. THIS SUPPLEMENTAL AGREEMENT IS ENTERED INTO PURSUANT TO AUTHORITY OF:

D. OTHER (Specify type of modification and authority)

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

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

The following Amendment is to incorporate the Q&A and Attachment No. 1 as described herein.

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

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

15B. CONTRACTOR/OFFEROR

(Signature of person authorized to sign)

15C. DATE SIGNED 16B. UNITED STATES OF AMERICA

(Signature of Contracting Officer)

16C. DATE SIGNED

NSN 7540-01-152-8070

Previous edition unusable

STANDARD FORM 30 (REV. 10-83)

Prescribed by GSA FAR (48 CFR) 53.243

07/14/2026

X -1-

19GT5026Q0049 - GUATEMALA - Media Campaign 2026-2027 Questions & Answers

Procurement

1. Is there an incumbent and can they bid on this opportunity? If so, can the Government provide the current contract number or incumbent information?

19GT5025C0013 - Guatemala - FPU Media Campaign 2025-2026 Publicidad Marte, S. A.

2. Is there a maximum budget allocated for this project? Can the Government provide the anticipated budget range or historical spending level for this campaign to assist offerors in developing realistic and comparable proposals?

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

3. If actual media placement costs change during contract performance due to market conditions or publisher rate changes, how will those adjustments be handled under the contract?

No additional sums will be payable due to any increase in the cost of the services. Nor will the contract price be adjusted on account of fluctuations in the currency exchange rates.

4. For a company established outside Guatemala, can the requirement to operate in Guatemala be met through an alliance or subcontracting with a local company, or is it mandatory to register a branch and establish a dedicated office within thirty days after the award?

Operating in Guatemala is desirable; however, companies may satisfy this requirement through partnerships, alliances, or subcontracting arrangements with local counterparts.

Please note that the contract will be awarded and signed only with the selected Contractor. The selected Contractor will be solely responsible for complying with all applicable local laws and regulations, including tax obligations. This includes, but is not limited to, the payment of any applicable press taxes associated with contract performance.

5. Can local experience be accredited through the key team, partners, or Guatemalan subcontractors, or must it correspond exclusively to the main bidder?

Yes, subcontractors are acceptable.

6. Is the SAM.gov Registration a mandatory requirement?

SAM.gov registration is a mandatory requirement for all participants. Attached please find SAM Registration guide for your reference.

7. Are there any evaluation criteria that must be complied with?

Refer to Section 3 and Section 4 for more information.

Contract Administration

8. How often are meetings expected to be held with the team assigned to the campaign?

As needed + phone calls

9. How many in-person meetings are expected, and with what frequency?

Virtual meetings are acceptable; frequency is as needed.

10. Will recurring services be invoiced monthly after submitting the report and execution evidence? Yes.

11. Will market studies, jingle production, and printing be paid upon delivery and approval?

All items will be paid after execution and evidence.

12. What will be the maximum time for the Embassy to review and approve concepts, designs, scripts, audio, and media plans?

Since the embassy needs approval from other sections time varies.

13. If Government approval delays a media placement, or if a location, station, or operator becomes unavailable, will the provider be able to substitute the medium with another of equivalent reach without modifying the contract?

If Government approval delays a media placement, or if a proposed location, station, or operator becomes unavailable, the selected Contractor may propose an equivalent substitute for Government review and approval. Any approved changes to the implementation schedule, timeline, or media placement may be processed through a contract modification. Price changes will not be permitted.

Pricing & Cost Proposal

14. Can the Government clarify whether quoted prices for each CLIN should include both creative production and all associated media placement/advertising costs?

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.

15. For social media advertising, should offerors include the paid advertising budget in their pricing, or only campaign management and creative services?

Vendors are welcome to add additional line items under the main CLIN, provided each line item includes a specific explanation or clarification.

16. For the "Social Media Ads" line, should the investment for media placement and production be listed separately, or can it be managed as a total amount covering both?

Vendors are welcome to add additional line items under the main CLIN, provided each line item includes a specific explanation or clarification.

17. These items appear as monthly services or a one-time print but do not include sufficient quantities to prepare a comparable price proposal.

Campaign Strategy & Creative Direction

18. Will the Embassy provide historical campaign information, performance metrics, and lessons learned from previous years?

Slides with information has been shared, soon we will share the metrics.

19. Does the Embassy expect the campaign to maintain the existing identity and characters while evolving the strategy, or is it open to significant changes?

We are open to changes that keep the essence of the characters and their audience targets.

20. Should offerors propose the media allocation and campaign strategy, or follow a predetermined media mix?

Offerors should propose the allocation and strategy that will have a better and wider impact on the audience.

21. Will the Contractor be permitted to recommend adjustments to the media mix during the campaign? Yes

22. Will task-specific approvals be required before media placement begins?

The Embassy must approve all proposed content prior to its media placement (i.e. tuk tuk banner design, radio jingles, etc.)

23. May offerors propose an alternative media strategy if it demonstrates greater impact than the minimum media requirements? Yes

24. Can the characters engage in activities beyond those specified? Yes

25. May Manuel and Diego be portrayed with regional backgrounds to reinforce the campaign message? Yes

26. Should creative content follow current social media trends or maintain a strictly institutional style?

We are open to suggestions, but an institutional style is preferred.

Campaign Performance, KPIs & Market Research

27. What methodology and minimum requirements are expected for the two required market studies?

At a minimum face to face interviews conducted across multiple departments impacted by H-2 visa scams, featuring feedbackresults for each communication channel individually.

28. Should the studies evaluate each communication channel individually or only the overall campaign?

The channels should be evaluated individually.

29. What indicators will be used to measure behavior change? What additional KPIs will be used to evaluate campaign success?

The Embassy relies on the expertise of the vendor to determine KPIs and data provided by the vendor via the market research process. Additionally, the Embassy will measure the interaction on WhatsApp and other official channels while the media company will conduct surveys with individuals (while in-person surveys are required, we’re also open to other survey formats suggested by the contractor).

Scope of Market Studies

30. Minimum sample size?

While no minimum exists, we expect the vendor to target areas where H2-related scams are most prevalent (indicated in scope of work).

31. Should each media channel be measured separately?

The channels should be evaluated individually but the results should be presented together.

32. Is baseline study required?

No—but the vendor should design a market study that clearly communicates the outcomes of the campaign; thus, a baseline study may be elected by the vendor.

33. Survey methodology expected? Yes

34. Should research be conducted in indigenous languages? No

35. Should offerors propose the research methodology? Yes

Performance Data

36. Will the provider have access to Embassy conversion data to optimize campaign performance?

Past vendors have not had access, but we will help mediate a conversation with our Embassy social media partners if the vendor makes a case for how it will improve the campaign.

Campaign Language & Brand Guidelines

37. Has the campaign already been developed in Spanish and Mayan languages?

Only in Spanish

38. Will content be produced in Mayan languages this year? No

39. Must every creative piece have a Mayan-language version? No

40. Is there a Brand Voice or style guide for Manuel and Diego? No, but they should sound countryside Guatemalan and use colloquial language.

Media Requirements/Geographic Coverage

41. Must all 22 departments be covered? Yes

42. Is there a monthly minimum coverage by Tier? No but it’s desirable to expand as much as possible to have wider coverage.

43. Is there a minimum number of media channels required simultaneously? No, but it’s desirable to expand as much as possible to have wider coverage.

Radio

44. When is it indicated that the 30-second spots and the jingle must be broadcast ten times a day, in alternate cycles of fifteen days per month and per department?

Yes, it is expected to rotate locations in different departments.

45. Are the ten broadcasts per station, per department, or the campaign's daily total?

Per station

46. How many radio stations must be contracted per department?

It is expected that the vendor provides the best option with the widest coverage thoughout each department.

47. Is it expected to produce a single spot and a single jingle, or different versions for Manuel, Diego, audiences, and regions?

At least one individual spot for each character and one with both together.

48. Is it expected to have radio interviews with official spokespersons? No

Broadcast schedule**

49. Are the ten broadcasts per station, per department, or the campaign's daily total?

Per Station

50. Please provide the expectation of following services:

a. Number of daily broadcasts

b. Number of stations

c. Number of spot/jingle versions

d. Radio interviews

Out-of-Home Advertising

51. Please provide the expectation of following services:

a. Tuk-tuk quantities

b. Banner and digital screen quantities

c. Undefined quantities for banners/screens

d. Can banners/billboards be excluded if digital media is prioritized? Cross Street banners are required. Billboards are not required.

e. Are mobile billboards or other OOH media permitted? If cost effective, yes they can be an option.

Digital Advertising & Social Media

52. Please provide the expectation of following services:

a. Monthly content volume. The media mix and timing is to be determined by the vendor. It is expected that the content volume will vary over the course of the contract performance period.

b. Can TikTok be used? No

c. May influencers be contracted? No

d. Does the Embassy have preferred influencers? Cannot be used

e. Are advertisements on TikTok permitted? No

SMS, WhatsApp & Printed Materials

53. Please provide the expectation of following services:

a. SMS volume

b. Recipient database: Vendor should take care via tigo or Claro

c. WhatsApp functionality. The Embassy hosts a Business WhatsApp channel and will retain full-time control of the platform.

d. Printed material specifications: We are open to explore printed materials options beside newspaper.

e. Physical distribution responsibility: The responsibility of the vendor unless otherwise specified.

f. Will the Embassy manage WhatsApp, or should the Contractor develop automation? The Embassy handles whatsapp

Existing Campaign Assets

54. Previous campaign artwork - Provided to procurement team.

a. Editable files

b. Existing campaign materials

c. Existing design for Diego

d. Acceptable proposal samples

e. Flexibility to evolve Manuel and Diego while maintaining their identity – Yes, it’s flexible

Intellectual Property & Licensing

55. How should third-party licensed assets be handled?

Previous vendors have not relied on third-party licensing; thus, this will need to be negotiated on a case-by-case basis. The vendor must make a strong case for why a third-party license is required.

56. Should perpetual licenses be included in pricing?

The Embassy will not commit to any costs outside of the campaign performance period, so all costs must be included in the current proposal. As stated above, third-party licenses have not been required previously and would require a legal review before being considered.

Target Audience

57. Does the Government have an estimated target audience size or expected campaign reach?

No--we rely on the expertise of the vendor to determine target audience size and campaign reach.

End of Questions & Answers