JOFOC for PD MEDIA CAMPAIGN.pdf

JUSTIFICATION AND APPROVAL FOR OTHER THAN FULL AND OPEN

COMPETITION (OVERSEAS CONTRACTING ACTIVITIES)

1. I recommend that the United States Embassy Harare use other than full and open competition.

For the acquisition of a public relations multimedia messaging campaign from TBGA

Integrated Consulting Group in Harare, Zimbabwe. This recommendation is based on the sensitivity of the procurement action, necessitated by an immediate policy transition initiated by the Department of State (DOS). The estimated cost is $50,000.00.

2. Nature and/or description of the action being approved.

Public relations campaign for multimedia messaging of unique policy transition in the first quarter of CY2024. Due to the restricted release of details of this policy transition in advance of the announcement, Post must secure and work with a Public Relations firm to develop a multimedia campaign (radio, television, billboards, website, social media, press, and print) within days of the policy transition announcement in order to effectively message this complex campaign. The campaign requires a deep understanding of the local

Zimbabwean context, cultural nuances and media landscape to ensure effective messaging and avoid unintended consequences. This an immediate urgent action to disseminate specific information to the public in accordance with the US government new policy. This necessitates a swift implementation of the campaign. Full and open competition process could significantly delay the campaign launch, potentially causing uncertainties and public misinformation.

Engaging with a less familiar vendor through full and open competition could significantly increase the risk of miscommunication or messaging that is not culturally appropriate, potentially undermining the campaign's objectives.

Post has 40 days to work on the award following the policy transition. Prolonging the contract award presents a significant negative impact to our objectives. An immediate award is required to ensure successful messaging.

3. A description of the supplies or services required to meet the agency’s needs.

Development and deployment of multimedia campaign (radio, television, billboards, social media, press, and print) to run for 60-90 days with end of campaign evaluation of most effective platforms, messages and spokespersons. This vendor shall design and develop a customized package with tailored method that shall be employed to reach the public in

Zimbabwe.

Due to cultural diversity in Zimbabwe, content shall be developed with an in-depth understanding of the target audience’s cultural nances and preferences. The campaign must be developed and deployed within a tight timeframe to maximize the impact of this information to align with US government’s strict immediate implementation timelines.

Part of the activities under this action includes: Design, concept creation, creative development, media planning, campaign deployment, ongoing monitoring, and reporting.

It’s not just a one-time activity but an ongoing effort requiring thorough analysis and evaluation on project’s progress.

4. An identification of the statutory authority permitting other than full and open competition.

FAR 6.303-2 – Unusual and Compelling Urgency

5. A demonstration that the proposed contractor’s unique qualifications or the nature of the acquisition requires use of the authority cited (for sole source acquisitions; also required for unusual and compelling urgency where more than one offer will not be solicited).

There are a handful of PR firms in Zimbabwe, most of which design and implement traditional marketing campaigns related to product sales. The nature of the U.S. Embassy messaging is nuanced and in no way related to traditional product marketing, requiring a firm with experience in political messaging, social media use and audience analysis including local vernacular language and descriptions. As part of market research, the requesting office met with five firms in Harare to review their portfolios and discuss their organizational makeup and their team’s skills and turnaround times. Only one firm (TBGA

Integrated Consulting Group) has the experience required to meet our needs for this particular messaging campaign.

TBGA isn't just any communications agency; they hold a distinct advantage when it comes to navigating the Zimbabwean media landscape. Their deep and specialized expertise in crafting impactful media campaigns is evident in their impressive track record of successful public relations initiatives across the country. Years of experience have sharpened their ability to understand the intricacies of local media outlets, audience preferences, and cultural nuances, allowing them to tailor messaging that align deeply with the Zimbabwean public.

TBGA has a track record of successful campaigns in Zimbabwe.

Selecting TBGA prioritizes both successful campaign execution and the safeguarding of sensitive information, minimizing risks and maximizing trust throughout the process.

6. A description of efforts made to ensure that offers are solicited from as many potential sources as is practicable. The description should include whether a

SAM.gov notice was or will be publicized, as required by FAR 5.2, and if not, which exception under FAR 5.202 applies (e.g., blanket waiver provided in

DOSAR 605.202-70).

Post met with multiple marketing firms individually and only one has the capacity to quickly rollout the required complex campaign.

7. A determination by the Contracting Officer that the anticipated cost to the

Government will be fair and reasonable.

The Contracting Officer determined that the proposed price is fair and reasonable considering the comprehensive scope of this procurement action and the extended performance period. As part of determining pricing reasonableness, GSO procurement contacted a couple of vendors, and their pricing information aligns with TBGA’s proposal.

The determination is informed by market analysis of comparable services offered by traditional marketing houses, radio and TV stations. TBGA’s proposal encompasses a significantly broader range of deliverables beyond just a standard proposal. Additionally, considering the aforementioned factors, including the urgency, sensitivity, and potential political risks, the Contracting Officer believes this approach represents the most efficient and effective means of achieving the Embassy's objectives.

8. A description of the market survey conducted and the results or a statement of the reasons a market survey was not conducted.

Post met with five firms in Harare to review their portfolios and discuss their organizational makeup and their team’s skills and turnaround times. Only one firm has the experience required to meet our needs for this particular messaging campaign.

• DiComm McCann

• Out of Africa

• TBWA The Disruption Company

• Barkers Ogilvy

• TBGA Integrated Consulting Group

9. Any other facts supporting the use of other than full and open competition.

The political nature, urgency and confidential nature of the policy transition announcement.

10. A listing of sources, if any that expressed, in writing, an interest in the acquisition.

We met in person with several firms to discuss their experience and capacity, reviewing their portfolios and previous campaign designs. The majority included traditional print and television advertisement without the nuanced messaging and multimedia elements required for this campaign. Since they do not provide modern methods of information dissemination, post request a quote only from TBGA Integrated Consulting Group who have the technical competency needed to fulfil this sensitive requirement.

11. A statement of the actions, if any, the agency may take to remove or overcome any barriers to competition before any subsequent acquisition for the supplies or services required.

Post will actively monitor changes within the vendor space to assess whether existing and new vendors are adopting modern ways of information dissemination. The ongoing evaluation will help in ensuring future similar procurements will allow for full and open competition.

CERTIFICATIONS

Requirements Office:

I certify that this justification is accurate and contains complete data necessary to support the recommendation for other than full and open competition.

Date Name: Melissa L. Paulsen

Title: Public Diplomacy Officer

Contracting Officer:

I certify that this submission is accurate, and that it contains complete information necessary to enable other officials to make an informed recommendation for approval or disapproval.

Date Name: Joseph A. Anderson

Title: Contracting Officer