Solicitation_2015-N-16904.doc

SOLICITATION, OFFER AND AWARD

1. THIS CONTRACT IS A RATED ORDER

UNDER DPAS (15 CFR 700)

RATING

PAGE OF

2. CONTRACT NO.

3. SOLICITATION NO.

2015-N-16904

4. TYPE OF SOLICITATION

X

NEGOTIATED (RFP)

5. DATE ISSUED

06/09/2015

6. REQUISITION/PURCHASE NO.

Centers for Disease Control and Prevention (CDC)

Procurement and Grants Office (PGO)

Acquisition & Assistance, Branch II, Team III

2920 Brandywine Road

Atlanta, GA 30341-5539

Approved as to Form and Legality: _____________________________

NOTE: In sealed bid solicitations “offer” and “offeror” mean “bid” and “bidder.”

SOLICITATION

9. Sealed offers in original and 5 copies for furnishing the supplies or services in the Schedule will be received at the place specified in Item 8, or if handcarried, in the depository located in ADDRESS IN BLOCK 7., MAILROOM 1110 until

3:30PM

local time 07/09/2015 CAUTION -- LATE Submissions, Modifications, and Withdrawals: See Section L, Provision No. 52.214-7 or 52.215-1. All offers are subject to all terms and conditions contained in this solicitation.

10. FOR INFORMATION

CALL:

A. NAME

Jeff Miller

B. TELEPHONE (NO COLLECT CALLS)

AREA CODE NUMBER: EXT:

(770) 488-2651

C. E-MAIL ADDRESS

AFX2@CDC.GOV

11. TABLE OF CONTENTS

(x)

DESCRIPTION

(x)

DESCRIPTION

X

REPRESENTATIONS, CERTIFICATIONS, AND

OFFER (Must be fully completed by offeror)

NOTE: Item 12 does not apply if the solicitation includes the provisions at 52.214-16, Minimum Bid Acceptance Period.

12. In compliance with the above, the undersigned agrees, if this offer is accepted within period is inserted by the offeror) from the date for receipt of offers specified above, to furnish any or all items upon which prices are offered at the price set opposite each item, delivered at the designated point(s), within the time specified in the schedule.

13. DISCOUNT FOR PROMPT PAYMENT

(See Section I, Clause No. 52-232-8)

10 CALENDAR DAYS

20 CALENDAR DAYS

30 CALENDAR DAYS

CODE

FACILITY

16. NAME AND ADDRESS OF PERSON AUTHORIZED TO SIGN OFFER

15B. TELEPHONE NO.

AREA CODE NUMBER EXT.

15C. CHECK IF REMITTANCE ADDRESS

SUCH ADDRESS IN SCHEDULE.

17. SIGNATURE

18. OFFER DATE

AWARD (To be completed by Government)

19. ACCEPTED AS TO ITEMS NUMBERED

20. AMOUNT

22. AUTHORITY FOR USING OTHER THAN FULL AND OPEN COMPETITION:

21. ACCOUNTING AND APPROPRIATION

23. SUBMIT INVOICES TO ADDRESS SHOWN IN

(4 copies unless otherwise specified)

ITEM

26. NAME OF CONTRACTING OFFICER (Type or print)

27. UNITED STATES OF AMERICA

(Signature of Contracting Officer)

28. AWARD DATE

IMPORTANT -- Award will be made on this form, or on Standard Form 26, or by other authorized official written notice.

AUTHORIZED FOR LOCAL REPRODUCTION

STANDARD FORM 33 (REV. 9-97)

PREVIOUS EDITION IS UNUSABLE

Prescribed by GSA

FAR (48 CFR) 53.2

Solicitation 2015-N-16904 Page 2 of 102 Section A – Solicitation/Contract Form (Continued)

EXECUTIVE SUMMARY

1. Description of the Service being procured:

The Statement of Work (SOW) – Section C establishes the requirements for Contractor provided services to include the coordination of activities. Centers for Disease Control and Prevention (CDC), National Center for Chronic Disease Prevention and Health Promotion (NCCDPHP), Office of Smoking and Health (OSH), Health Communications Branch (HCB), has a requirement for a Contractor to conduct detailed formative research, both qualitative and quantitative at various stages during the campaign to document program requirements, collect consumer-based data, segment audiences, and develop, test, and refine campaign messages for target audiences. The Contractor shall develop strategic creative materials for all media including broadcast, print, outdoor and digital platforms for both national and regional placement. The Contractor shall develop and deliver campaign messages to wide range of audience size and types, specifically at risk and underserved populations. Targeted media shall be purchased for dissemination of advertisements on television, radio, print and out-of-home channels, and digital/social media platforms. The Contractor shall conduct appropriate proactive media relations strategies to help support the overall campaign and will also be responsible for partnership database development and maintenance. The Contractor shall recommend, develop, test, implement, and maintain interactive, mobile, digital, and new strategies and channels including novel social media tools and e-partnerships.

2. Type of Contract:

This is a Cost (cost reimbursement) plus Fixed-Fee contract.

3. Format of the Contract – Base and Option periods:

The term of the contract is one (1) year with four (4) one (1) year option periods.

5. The North American Industry Classification System (NAICS):

The NAICS code for the acquisition is 541890. The small business size standard is

$15.0 million.

6. Service Contract Act:

The labor categories applicable to this contract are considered bona fide executive administrative, professional labor and generally exempt from the Service Contract Act.

7. Review of Data:

The CDC Contracting Officer and Contracting Officer’s Representative (COR) must review any materials or data generated under this contract prior to dissemination, release or publication by the Contractor. Review and approval shall be performed in accordance with the current CDC policies and procedures.

Solicitation 2015-N-16904 Page 3 of 102

8. Dissemination of Information:

No information related to data obtained or collected under this contract shall be released or published (including all publications) without the prior written consent of the CDC

Contracting Officer and COR or their designee.

9. Contract Administration:

Please submit any and all questions in writing to afx2@cdc.gov. All questions must be submitted in writing by e-mail NLT June 22, 2015. See Section L, clause L.5.

10. Additional Information:

See Section L & M for important information as to what is required to be submitted in response to this request for proposal (RFP) – specifically clauses L.7, L.8, L9, L10 and all of Section M.

Solicitation 2015-N-16904 Page 4 of 102 Section B - Supplies Or Services And Prices/Costs Base Year (Period of Performance (POP) is 12 months from date of award – Severable line items) – for award purposes assume 9/21/2015 through

9/20/2016

Activity A – Contract Management Activity B – Writing and Editing Support

Activity C – Graphic Design, Photos, Layout, and Support

Activity D – Developing and Updating Plans

Activity G – Technical Assistance, Briefings, and Related Presentations

Activity H – Partnerships

Activity J – Earned Media, Campaign Promotion, and Media Relations

Activity K – Develop and Implement Digital and Social Media Strategies, Materials, Tools, and Resources

Activity L – Monitoring, Reporting, and Evaluating Campaign(s) Activities

SEE SECTION C – STATEMENT OF WORK FOR A COMPLETE DESCRIPTION FOR ALL ACTIVITIES

POP – 9/21/2015 through 9/20/2016

POP – 9/21/2015 through 9/20/2016

Solicitation 2015-N-16904 Page 5 of 102 Base Year (Period of Performance (POP) is 24 months from date of award – nonseverable line items) – for award purposes assume 9/21/2015 through 9/20/2017

· BASE YEAR -

POP – 9/21/2015 through 9/20/2017

· BASE YEAR -

POP – 9/21/2015 through 9/20/2017

Solicitation 2015-N-16904 Page 6 of 102 Option Year I (Period of Performance (POP) is 12 months from date of award –

Severable line items) – for award purposes assume 9/21/2016

Through 9/20/2017

Activity A – Contract Management

Activity B – Writing and Editing Support

Activity C – Graphic Design, Photos, Layout, and Support

Activity D – Developing and Updating Plans

Activity G – Technical Assistance, Briefings, and Related Presentations

Activity H – Partnerships

Activity J – Earned Media, Campaign Promotion, and Media Relations

Activity K – Develop and Implement Digital and Social Media Strategies, Materials, Tools, and Resources

Activity L – Monitoring, Reporting, and Evaluating Campaign(s) Activities

SEE SECTION C – STATEMENT OF WORK FOR A COMPLETE DESCRIPTION FOR ALL ACTIVITIES

POP – 9/21/2016 through 9/20/2017

POP – 9/21/2016 through 9/20/2017

Solicitation 2015-N-16904 Page 7 of 102 Option Year I (Period of Performance (POP) is 24 months from date of award – nonseverable line items) – for award purposes assume 9/21/2016 through 9/20/2018

· OPTION YEAR I -

POP – 9/21/2016 through 9/20/2018

· OPTION YEAR I -

POP – 9/21/2016 through 9/20/2018

Solicitation 2015-N-16904 Page 8 of 102 Option Year II (Period of Performance (POP) is 12 months from date of award –

Severable line items) – for award purposes assume 9/21/2017

Through 9/20/2018

Activity A – Contract Management

Activity B – Writing and Editing Support

Activity C – Graphic Design, Photos, Layout, and Support

Activity D – Developing and Updating Plans

Activity G – Technical Assistance, Briefings, and Related Presentations

Activity H – Partnerships

Activity J – Earned Media, Campaign Promotion, and Media Relations

Activity K – Develop and Implement Digital and Social Media Strategies, Materials, Tools, and Resources

Activity L – Monitoring, Reporting, and Evaluating Campaign(s) Activities

SEE SECTION C – STATEMENT OF WORK FOR A COMPLETE DESCRIPTION FOR ALL ACTIVITIES

POP – 9/21/2017 through 9/20/2018

POP – 9/21/2017 through 9/20/2018

Solicitation 2015-N-16904 Page 9 of 102 Option Year II (Period of Performance (POP) is 24 months from date of award – nonseverable line items) – for award purposes assume 9/21/2017 through 9/20/2019

· OPTION YEAR II -

POP – 9/21/2017 through 9/20/2019

· OPTION YEAR II -

POP – 9/21/2017 through 9/20/2019

Solicitation 2015-N-16904 Page 10 of 102 Option Year III (Period of Performance (POP) is 12 months from date of award –

Severable line items) – for award purposes assume 9/21/2018

Through 9/20/2019

Activity A – Contract Management

Activity B – Writing and Editing Support

Activity C – Graphic Design, Photos, Layout, and Support

Activity D – Developing and Updating Plans

Activity G – Technical Assistance, Briefings, and Related Presentations

Activity H – Partnerships

Activity J – Earned Media, Campaign Promotion, and Media Relations

Activity K – Develop and Implement Digital and Social Media Strategies, Materials, Tools, and Resources

Activity L – Monitoring, Reporting, and Evaluating Campaign(s) Activities

SEE SECTION C – STATEMENT OF WORK FOR A COMPLETE DESCRIPTION FOR ALL ACTIVITIES

POP – 9/21/2018 through 9/20/2019

POP – 9/21/2018 through 9/20/2019

Solicitation 2015-N-16904 Page 11 of 102 Option Year III (Period of Performance (POP) is 24 months from date of award – nonseverable line items) – for award purposes assume 9/21/2018 through 9/20/2020

· OPTION YEAR III -

POP – 9/21/2018 through 9/20/2020

· OPTION YEAR III -

POP – 9/21/2018 through 9/20/2020

Solicitation 2015-N-16904 Page 12 of 102 Option Year IV (Period of Performance (POP) is 12 months from date of award –

Severable line items) – for award purposes assume 9/21/2019

Through 9/20/2020

Activity A – Contract Management

Activity B – Writing and Editing Support

Activity C – Graphic Design, Photos, Layout, and Support

Activity D – Developing and Updating Plans

Activity G – Technical Assistance, Briefings, and Related Presentations

Activity H – Partnerships

Activity J – Earned Media, Campaign Promotion, and Media Relations

Activity K – Develop and Implement Digital and Social Media Strategies, Materials, Tools, and Resources

Activity L – Monitoring, Reporting, and Evaluating Campaign(s) Activities

SEE SECTION C – STATEMENT OF WORK FOR A COMPLETE DESCRIPTION FOR ALL ACTIVITIES

POP – 9/21/2019 through 9/20/2020

POP – 9/21/2019 through 9/20/2020

Solicitation 2015-N-16904 Page 13 of 102 Option Year IV (Period of Performance (POP) is 24 months from date of award – nonseverable line items) – for award purposes assume 9/21/2019 through 9/20/2021

· OPTION YEAR IV -

POP – 9/21/2019 through 9/20/2021

· OPTION YEAR IV -

POP – 9/21/2019 through 9/20/2021

Solicitation 2015-N-16904 Page 14 of 102 Section C - Description/Specification/Work Statement TITLE: National Tobacco Education Campaign Background: Smoking remains the leading cause of preventable death and disease in the United States, killing more than 480,000 Americans each year. Smoking takes a devastating toll on our nation’s economy—costing more than $289 billion a year (including at least $133 billion in direct medical care for adults and more than $156 billion in lost productivity). According to the latest Report of the Surgeon General (2014)—The Health Consequences of Smoking—50 Years of Progress—inhaling the thousands of chemicals and compounds in tobacco smoke causes immediate and long-term damage and leads to disease and death. The only proven strategy for reducing the risk for tobacco-related disease and death is to never smoke or to quit smoking completely.

Nine out of ten adult smokers started smoking before the age of 18. Every day, more than 3,200 children under age eighteen smoke their first cigarette, and another 2,100 young adults who are occasional smokers become regular daily smokers. One out of every 13 children alive in the U.S. today, or 5.6 million children, will ultimately die early from smoking if more is not done to reduce current smoking rates.

The Centers for Disease Control and Prevention (CDC) is one of the lead federal agencies for tobacco control. CDC’s Office on Smoking and Health (OSH) advances science and supports tobacco prevention and control efforts. OSH’s goals are to:

· Prevent initiation of tobacco use among youth and young adults

· Eliminate exposure to secondhand smoke

· Promote tobacco use cessation among adults and youth

· Identify and eliminate tobacco-related disparities OSH created CDC’s National Tobacco Control Program (NTCP) in 1999 to coordinate national efforts to reduce tobacco-related diseases and deaths. NTCP provides funding and technical support to state and territorial tobacco control programs. NTCP also works to achieve the objectives outlined in Best Practices for Comprehensive Tobacco Control Programs—2014.

NTCP funds all 50 states, D.C., 8 U.S. territories/jurisdictions, 8 national networks, and 8 tribal support centers. It is through this network of grantees that OSH is able to communicate timely and accurate information to the public about the policy and science around reducing tobacco use and secondhand smoke exposure.

A Vigilant Opponent: The tobacco industry constantly loses customers because many current smokers quit smoking or die from tobacco-related diseases. In an effort to hook a new generation of smokers, the major cigarette companies alone spend more than $23 million each day to promote their products and glamorize and normalize tobacco use. Tobacco companies develop massive marketing campaigns to entice youth to smoke and become long-term Solicitation 2015-N-16904 Page 15 of 102 smokers. Studies show that tobacco advertising, promotions, and sponsorships foster positive attitudes toward tobacco use among youth, which effectively motivates them to smoke. Additionally, pricing discount strategies (for example – coupons; two-for-one offers) make tobacco products more affordable for the smoker.

Health Communication Interventions: OSH’s Health Communications Branch (HCB) uses health communication science to systematically acquire, synthesize, translate and disseminate evidence-based information and strategies aimed at preventing youth tobacco use initiation, eliminating exposure to secondhand smoke, increasing the price of tobacco products, and promoting cessation. HCB translates research into practice by keeping the public, policymakers, health professionals, partners, and media informed of current developments and initiatives related to tobacco control.

There is a large body of evidence that documents the use of mass-media campaigns to reduce tobacco prevalence, increase prevention and cessation efforts, and serve as the impetus for additional protection from secondhand smoke exposure.

· The Framework Convention on Tobacco Control and MPOWER states that mass media campaigns are one of the critical components in an effective comprehensive tobacco control program.

· The Guide to Community Preventive Services “Reducing Tobacco Use and Secondhand Smoke Exposure: Mass Reach Health Communication Interventions finds that “Mass-reach health communication interventions were associated with decreased tobacco use prevalence, increased cessation and use of available cessation services, and decreased initiation of tobacco use among young people.”

· “Evidence from controlled field experiments and population studies conducted by many investigators in many countries shows that antitobacco mass-media campaigns can reduce tobacco use.” (National Cancer Institute, 2008)

· “Mass-reach health communication interventions can be powerful tools for preventing the initiation of tobacco use, promoting and facilitating cessation, and shaping social norms related to tobacco use.” ” (Best Practices for Comprehensive Tobacco Control Programs—2014.)

· Finally, the Report of the Surgeon General: The Health Consequences of Smoking—50 Years of Progress calls for “Counteracting industry marketing by sustaining high impact national media campaigns like the CDC’s Tips From Former Smokers campaign and FDA’s youth prevention campaigns at a high frequency level and exposure for 12 months a year for a decade or more.”

CDC encourages the use of research and audience-based approaches to promoting healthy behaviors among individuals and communities. An effective health communication and mass-reach health communication intervention is well funded, sustainable, and should aim to deliver strategic, culturally appropriate, and high-impact messages. Successful campaigns employ a Solicitation 2015-N-16904 Page 16 of 102 wide range of dissemination channels, including paid television, radio, billboard, print, out-of-home, and digital executions, along with social media messaging and public service announcements (PSAs). Concepts and strategies vary by target audience, but the messages must be delivered in a way that ensures a sufficient percentage of the intended audience is exposed frequently enough over time to successfully achieve the goals of the campaign. CDC’s Best Practices 2014 states that “Innovations in health communication interventions include the ability to target and engage specific audiences through multiple communication channels, such as online video, mobile Web, and smartphone and tablet applications.” CDC uses a variety of social media platforms, including text messaging, Facebook, Twitter, Pinterest, Instagram, GovDelivery, YouTube, badges, buttons, podcasts, content syndication, social bookmarking, and RSS feeds to reinforce, personalize, and easily disseminate messages to a wide variety of audiences.

OSH has a wealth of countermarketing materials available in its Media Campaign Resource Center (MCRC)—(http://www.cdc.gov/tobacco/MCRC).* The MCRC is a clearinghouse funded by CDC/OSH. The MCRC licenses and maintains an inventory of tobacco counter-marketing advertisements developed by state health departments, nonprofit health organizations, and federal agencies. By providing access to existing materials, the MCRC allows states, organizations, and government agencies to save the time and high cost of producing new ads. The MCRC began collecting tobacco countermarketing ads over a decade ago. In order to keep the collection current, relevant, and valuable for all users, the MCRC continues to add new material to the collection from approved sources.

Legislative History: The 2010 Affordable Care Act Provision: Title IV, Section 4002, Prevention and Public Health Fund contains essential disease prevention initiatives that will help reduce the health and financial burden of tobacco use by increasing the number of insured individuals as well as the overall availability of effective cessation treatments. Provisions include expansion of private and Medicaid coverage benefits for smoking cessation treatments and the creation of a new prevention trust fund for proven prevention, wellness, and public health efforts. Hard-hitting, regional, and national tobacco education campaigns that encourage current smokers to quit are components of the Prevention and Public Health Fund’s comprehensive efforts to prevent tobacco use and promote cessation. CDC’s National Tobacco Education campaign has been funded primarily with funds from the Affordable Care Act/Prevention and Public Health Fund designated for smoking education since 2010.

*“Countermarketing attempts to counter protobacco influences and increase prohealth messages and influences throughout a state, region, or community.” (U.S. DHHS 2000) Current Campaign Initiatives: CDC is aware of the diminishing resources at the state and community levels for effective mass-reach campaign efforts. Most states do not have adequate resources to run comprehensive, sustained campaigns with a reach or frequency high enough to experience desired changes in behavior. CDC’s Best Practices 2014 recommends that Solicitation 2015-N-16904 Page 17 of 102 advertisements should reach 75% to 85% of the target audience each quarter of the year, with a minimum average per quarter of 1,200 gross rating points (GRPs) during the introduction of a campaign and a minimum average of 800 GRPS per quarter thereafter. GRPs track the total reach and frequency of the campaign. According to CDC’s Tobacco Control State Highlights 2012 report, state programs had a median of 243 GRPs per quarter for general-audience campaigns.

In 2011, CDC developed a national tobacco education campaign, Tips From Former Smokers (Tips) to encourage smokers to quit. The Tips campaign , which profiles real people—not actors—who are living with serious long-term health effects from smoking and secondhand smoke exposure, has continued through 2015. Since its launch, the Tips campaign has featured compelling stories of former smokers living with smoking-related diseases and disabilities and the toll that smoking-related illnesses have taken on them. The campaign has also featured nonsmokers who have experienced life-threatening episodes as a result of exposure to secondhand smoke. Tips ads focus on health issues caused by smoking or exposure to secondhand smoke, including:

· Cancer (lung, throat, head and neck, colorectal)

· Heart disease

· Stroke

· Asthma

· Diabetes

· Buerger’s disease

· COPD (Chronic Obstructive Pulmonary Disease)

· Gum disease

· Preterm birth

· Smoking and HIV

· Macular degeneration

The results of the 2012 campaign have been impressive. Articles published in The Lancet and the American Journal of Preventive Medicine found that:

· The Tips campaign motivated 1.6 million smokers to make a quit attempt.

· More than 100,000 U.S. smokers will remain quit as a result of the campaign.

· An estimated 6 million nonsmokers talked with friends and family about the dangers of smoking.

· Tips cost only $480 per smoker who quit and $393 per year of life saved.

· Public awareness of immediate health damage caused by smoking and exposure to secondhand smoke increased.

Related Tobacco Prevention Campaigns: A number of national public and private sector tobacco prevention campaigns, as well as state and community campaigns, aim to reduce tobacco use and promote cessation. It is the intent of CDC to stay informed about these related campaigns and coordinate with the sponsoring organizations, when appropriate. This will help to promote consistent messages, leverage each other’s efforts, avoid duplication, and minimize Solicitation 2015-N-16904 Page 18 of 102 nonproductive competition. Opportunities to collaborate, such as in sharing evaluation data and lessons learned about “best practices,” shall be sought. Additionally, where mutually beneficial and feasible, opportunities for jointly sponsored efforts can be explored. The contractor awarded this scope of work shall become knowledgeable about these and other related campaigns.

For example, FDA’s Center for Tobacco Products develops and leads public health education campaigns that educate a variety of audiences about the dangers of regulated tobacco products. More specifically, these tobacco education campaigns aim to prevent and reduce tobacco use among a range of distinct audiences including general market at-risk youth, rural youth, youth who are African-American, Hispanic, Asian/Pacific Islander, or AI/AN, LGBT young adults, and tobacco users (to be implemented at tobacco point-of-sale). In 2014, FDA launched its first national youth tobacco prevention campaign called The Real Cost, to reduce the number of youth ages 12-17 who smoke. Visit http://therealcost.betobaccofree.hhs.gov.

Legacy’s truth® campaign is a national tobacco prevention counter-marketing campaign for youth and young adults. Their 2014 campaign aims to empower this generation to “FINISH IT” once and for all and create the first generation for whom tobacco use is a thing of the past Visit http://www.legacyforhealth.org.

Additionally, CDC’s Communities Putting Prevention to Work grants and the Community Transformation Grants funded select communities to develop tobacco counter-advertisements or use existing ads previously created by states and communities housed in the MCRC. The formative research, campaign development, media buys, and support requested in this announcement shall extend and complement current campaign themes while taking care not to duplicate any previous efforts.

Project Identification and Purpose: While the Tips From Former Smokers campaign has been extremely effective at helping smokers to quit since its launch in 2012, as part of this statement of work the contractor will be tasked with making a recommendation for a future national tobacco education campaign(s). The foundation for this recommendation will be based on formative research conducted by the contractor. Recommendations could range from continuing with the current campaign theme, continue with the current theme with modifications, pursuing a new campaign concept, proposing multiple campaign concepts, or a combination of the above. The contractor may also suggest a different campaign strategy. Regardless, the contractor will be expected to conduct a thorough analysis of the current landscape, emerging trends, including the dual use of tobacco products, and develop a comprehensive approach to gaining formative insight into the target audience.

This multi-year, comprehensive media campaign shall focus on the development, production, and paid placement of broadcast, radio, print, outdoor, and digital advertisements to ensure population-wide exposure to tobacco cessation messages. The contract shall include the following scope of services:

Solicitation 2015-N-16904 Page 19 of 102

· Project Planning: The contractor shall develop a 5-year roadmap, a communication and marketing plan, and a comprehensive, detailed work plan. These plans are described in activity D within the description of work section.

· Formative research: The contractor shall be asked to conduct formative research at various stages during the campaigns. The data gathered during the formative research shall guide the key messages; what population groups are targeted; as well as the media channels used. The contractor shall conduct formative research-both qualitative and quantitative-to document program requirements, collect consumer-based data, segment audiences, and develop, test, and refine campaign messages for target audiences.

· Communication product development: The contractor shall develop strategic creative materials and messages for all media including television, print, radio, out of home,digital, and online platforms for both national and local placement. If the campaign(s) execution involves using real people –not actors—the contractor shall be responsible for employing a multi-faceted approach to recruit those individuals.

· Paid media/media buys: The contractor shall deliver campaign(s) advertisements to a wide range of audiences, focusing their efforts on reaching smokers, aged 18 – 54. Targeted media shall be purchased for dissemination of advertisements on television, radio, print, and out of home channels, as well as for digital and social media platforms.Within the context of tobacco prevention and control media campaign evidence and best practices, the contractor shall determine the most cost-effective mix of local, regional, and national media buys to reach the greatest percentage of the population.

· Earned media: Media campaign(s) messages shall be further disseminated through outreach to national, regional, and local partners and the media to generate news coverage. Television, radio, print, and electronic news channels have potential for greatly extending the reach and impact of paid advertising. The media buys themselves may generate opportunities for earned media coverage. The contractor shall plan on conducting and implementing appropriate proactive media relations strategies and tactics to help support the overall campaign(s), including but not limited to public service announcement and other unique, no cost placements

· Partnerships: The contractor shall support strategic partnership outreach and engagement that includes federal, state, tribal, community, faith-based non-profit, corporate, media outreach, and non-traditional partners.

· Digital and social media: The contractor shall recommend, develop, test, implement, and maintain, interactive, mobile, digital and new media strategies, content and channels, including social media tools and e-partnerships.

Solicitation 2015-N-16904 Page 20 of 102

· Technical assistance/training: Technical assistance and training shall be provided to CDC staff, selected audience segments including, but not limited to, CDC’s National Network and Media Network webinar participants, communities, states, and partner organizations in order to help extend the goals and messages of the campaign as well as training opinion leaders to carry campaign messages. Contract staff shall share expertise in content areas through the use of appropriate formats such as webinars, workshops, in-service trainings, presentations and briefings.

· Process evaluation: Process evaluation shall be used to measure and monitor campaign exposure (using measures of reach and frequency). The contractor shall work with CDC and the research and evaluation contractor (if applicable) to determine the most appropriate data collection methods to obtain rigorous quantitative measures.

In order of anticipated dollar expenditures (highest to lowest), funds shall be committed for the following major activities:

· Media buys

· Product development

· Formative research

· Social/digital media

· Earned media

· Process evaluation

· Partnerships

· Technical assistance/training

· Project Planning

· Other support such as writing, graphics, and presentations PERIOD OF PERFORMANCE: As noted below, the contract’s description of work is divided among various activities. All of the activities are considered severable with a period of performance of 12 months, with two exceptions being Activity E (Formative Research) and Activity F (Developing Campaign(s) Messages and Communication Products). Activities E and F are considered nonseverable with a period of performance of 24 months. The overall contract’s period of performance shall consist of one (1) 12 month base period and four (4) 12 month optional periods for a maximum potential period of performance of 60 months, if all option periods are exercised. The deliverables and quantities for option periods shall mirror each other unless otherwise noted in the deliverables chart below. One exception is that instead of a yearly report, when project concludes, contractor shall provide an overall project report as part of the data and property transfer process. This deliverable shall be due to CDC no later than 30 days prior to contract conclusion.

Solicitation 2015-N-16904 Page 21 of 102

FOCUS AREAS DURING THE PERFORMANCE PERIODS

Base Year—During the base year the contractor shall conduct two separate yet concurrent tasks. The first consists of implementing the media buy for the Tips 2016 campaign (Activities A, B, C, G, H, I, J, K, L). CDC will coordinate with the incumbent contractor to ensure that the new contractor has all materials necessary to implement the Tips 2016 campaign. For estimating purposes, it is recommended that offerors budget for the cost of a 4-6 month media buy beginning the first quarter of 2016.

The second major task to occur during the base period consists of conducting formative research to inform the next national tobacco education campaign(s). The Contractor shall use qualitative and quantitative methods to provide the foundation for the recommendation for the new campaign concept(s). The new campaign concept(s) will form the basis for the creative ad package development and the comprehensive development of an ad concept, both of which will occur in option years 1-4, if exercised.

Option Years 1-4— Option years 1- 4 (years 2-5 of the project, if exercised) shall focus on producing, and disseminating comprehensive, integrated communication campaigns, strategies, and materials targeted for priority populations. Activities A-L shall be the focus of option years 1-4. Specifically, the contractor shall be responsible for the development and execution of up to four ad packages per performance period designed to change attitudes and behaviors toward smoking, particularly among low socioeconomic populations. Ad packages shall be developed to run at a national, regional, state or local level.

Coordinated mass-media, public and private sector partnerships, and earned and social media strategies are core elements of the performance period. For estimating purposes offerors are encouraged to include budgets for the costs of running 4-6 month media buys.

The contractor shall develop ad packages that may target the general population, as well as people who are of a low socioeconomic status and are at high risk for tobacco use. For the purposes of this contract, an ad package refers to the comprehensive development of an ad concept, with executions in these mediums:

· Television (:15 and :30 second versions)

· Radio (:30 and :60 second versions)

· Vignettes

· Print, out of home (billboards, bus shelters, theaters, point of purchase, etc.)

· Online executions

· Public service announcement

· Audio Podcasts

Solicitation 2015-N-16904 Page 22 of 102 Note that certain executions shall have multiple variations in sizes. The contractor is also free to propose additional creative ad assets. Some executions will need to be developed in other languages (Spanish, Chinese, Vietnamese, Korean, etc.) The contractor can also propose longer or shorter format video products and include rationale for these recommendations.

Description of work: As an independent organization, and not as an agent of the government, the contractor shall furnish the necessary health communication, advertising, and marketing services in planning, researching, and implementing strategic and integrated communication and marketing campaigns. The contractor shall furnish all necessary services, qualified personnel, materials, equipment, and facilities to perform the specified requirements.

This is a performance-based contract. The contractor’s performance shall be evaluated in accordance with CDC’s Quality Assurance Surveillance Plan. A performance metrics matrix is provided in this solicitation.

Note: Campaign activities and sub-activities are described below. Contract deliverables are also displayed in a table later in this document including quantities of items, frequency, and due dates.

ACTIVITY A: Contract Management

In order to facilitate smooth management of the campaign and associated activities, effective management of the contract is essential. The contractor shall ensure that all activities and sub activities described herein are prioritized and delivered on schedule.

A.1 Meetings A1.1 Kickoff/orientation meeting: The contractor shall participate in a kick-off meeting with CDC to review the strategy, goals, objectives, and associated tasks related to this project. This meeting shall serve as the time for all parties to establish working relationships, discuss expectations and CDC requirements, as outlined in the SOW, as well as initial steps to develop the most effective countermarketing strategies. The contractor shall plan for 2 full working days for this kick-off meeting.

A1.2 In-Person planning meetings: The contractor shall budget for up to three face-to-face meetings each year. During these meetings, the contractor and CDC staff shall discuss lessons learned and next steps as well as assignments/action items which shall be captured in a report. The contractor should plan on 1.5 working days for each meeting.

A.2 Campaign coordinator The contractor shall furnish a full-time, key member of their team to serve as an on-site campaign manager/coordinator at CDC. This individual supports the CDC staff working Solicitation 2015-N-16904 Page 23 of 102 on the campaign and will serve as the liaison among contract staff and members of the CDC campaign team. This individual shall have specialized experience in managing campaigns of similar scale with knowledge about tobacco use and control. The campaign coordinator shall provide support to CDC staff for the duration of the project. This individual must be familiar with budget, project management, timeline, campaign goals, and objectives, and assist the contractor’s project director with coordinating all activities included in the SOW. This person will be tasked with working with project leads to ensure their activities are updated in a project management system, (smartsheet) and closely monitoring these activities to ensure that coordination and integration is occurring. This position should not replace the overall contractor’s project director, who has primary responsibility for reviewing accuracy of all documents and coordinating activities among subcontractors and the client.

A.3 Travel

The contractor shall attend meetings among staff and associated contractors, partners, and other parties. Additionally, there may be the need to travel for formative research, materials production, launch event, campaign promotion, and briefings/trainings. Therefore, some travel shall be necessary to complete the work and purposes of this contract. For the meetings identified below, please assume a location of Atlanta, Ga, and duration of one day each, unless otherwise specified.

Estimated number of trips:

· Base Year: Up to three in-person planning meetings (one kick-off meeting (for two days) plus two additional meetings)

· Option Year 1 (if exercised): Up to three in-person planning meetings (one kick-off meeting (for two days) plus two additional meetings)

· Option Year 2 (if exercised): Up to three in-person planning meetings (one kick-off meeting (for two days) plus two additional meetings)

· Option Year 3 (if exercised): Up to three in-person planning meetings (one kick-off meeting (for two days) plus two additional meetings)

· Option Year 4 (if exercised): Up to three in-person planning meetings (one kick-off meeting (for two days) plus two additional meetings) and one final project meeting

· Formative Research: Up to two a year

· Media Buy: Up to two a year

· Partnerships: Up to one a year

· Social Media: Up to two a year

· Recruitment: Up to one a year

· Material development, production shoots: Up to two a year; Up to five days each

· Pre-Launch briefings: Up to two a year

· Launch Event and post-launch promotion: Up to two a year Solicitation 2015-N-16904 Page 24 of 102 A.4 Seamless transition/data rights and transfer A.4.1 Rights/Ownership: All work conducted under this contract is considered and becomes property of CDC, including all materials related to the campaign brand, pre- and post-production materials (e.g., rough cuts of audio and video tape or film/discs; field camera footage; master copies/native files of audio, video, or print materials; storyboards; and mechanical or print prototypes). On an annual basis, the contractor shall furnish an encrypted hard drive containing all deliverables produced. For each formative and evaluation study the contractor shall deliver all the data (e.g. SPSS or Stata), final tabulations, code book, and program codes to CDC no later than 30 days before each period of performance end date. The contractor shall also facilitate a smooth transfer and transition process.

A.4.2 Transfer: All final versions and applicable materials that add to the evidence base of the effectiveness or perceived effectiveness of the campaign should be submitted to the MCRC. Per MCRC requirements, submitters are to provide testing, research, feedback, or evaluation reports which will help others in considering their use of the ads. Other data, drafts, and materials, digital media and all associated rights shall be transferred to the CDC upon request but no later than 30 days before period of performance end date.

ACTIVITY B: Writing and Editing Support

B.1 Writing/editing services The contractor shall provide writing, and editing services, including the preparation and production of culturally and linguistically appropriate, low-literacy, written text using plain language principles; scoring of content using CDC’s Clear Communication Index tool http://www.cdc.gov/ccindex/; and submission of documents into CDC’s information product review system (e-Clearance). The work shall entail conceptualizing, developing, and producing written documents, including but not limited to briefing materials, PowerPoint presentations, programmatic reports, talking points, questions and answers, fact sheets, Web pages, public inquiry responses, award submissions, content for mini-communication campaigns, and other written materials. The contractor shall take written notes at every meeting, which shall provide a synopsis of the meeting, its attendees, resulting action items, deadlines, as well as the person responsible for any follow up required. The contractor shall co-author abstracts for scientific meetings and publications. The contractor shall recommend journals or venues for which to submit abstracts or manuscripts. The contractor shall advise on the most effective approach for communicating specific messages and shall recommend the most appropriate method of presentation based on the audience.

B.1.1 Brand identity standards: The contractor shall comply with all HHS and CDC brand identity standards. Upon contract award, CDC staff shall provide the contractor with a copy of the preferred, internal manual/style guide(s).

Solicitation 2015-N-16904 Page 25 of 102 Applicable style guides shall be provided after the contract is awarded. The contractor shall develop appropriate style guides related to the new creative concept and the campaign brand/identity.

B.2 Writer/editor

The contractor shall provide CDC staff with a full-time, on-site writer/editor. This individual shall be responsible for ensuring that every document/communication product, including those identified in B.1, has been thoroughly fact checked, edited, spell checked, and proofread prior to sending to CDC staff for review. This individual shall have writing and editing skills; shall be familiar with writing for public health and specifically on tobacco use, control, and cessation topics; and should have knowledge and experience in using health literacy, plain writing, and search engine optimization principles.

The writer/editor shall ensure that the writing is clear, concise, grammatically correct, well organized, free of jargon, and otherwise consistent with the principles of good composition. The writer/editor shall analyze written materials in terms of conformity to required style, organization, and manner of presentation and shall reorganize and revise text as necessary. This individual shall review materials for accuracy of health communication and scientific terminology; completeness and effectiveness in the presentation of textual, tabular, and graphic materials; completeness of reference citations, if included; and other editorial requirements. The writer/editor shall also coordinate translations with a designer to ensure final layouts are correct and are 508-compliant for Web sites.

B.3 Translation coordination

The contractor shall develop alternate language versions of campaign communication products (such as Chinese (Traditional and Simplified), Korean, Vietnamese and Spanish). The contractor shall also maintain, and update when necessary, the multi-language (Chinese (Traditional and Simplified), Korean, Vietnamese, and Spanish) style guides previously developed. CDC’s Multilingual Services (MLS) is required to certify all translated materials developed by the contractor. The contractor shall be responsible for layout of the translated text and preparing print-ready files/packages.

ACTIVITY C: Graphic Design, Photos, Layout, and Support C.1 The contractor shall provide graphic design services (e.g., packaging for public service announcements and the development/acquisition of graphics, illustrations, drawings, photographs, slides, and other similar visual materials) ensuring CDC standards are followed.

Solicitation 2015-N-16904 Page 26 of 102 C.1.1 Specifications/requirements

Any photographs or other artwork or animations used in this campaign by the contractor must be royalty free/copyright free, digital at a resolution of 300 dpi, even at a width of 20 inches when possible (poster quality). All photos must be color photos, unless specified by CDC. The contractor shall arrange for a buyout for CDC of the photo, artwork or animated images and acquire them without limitations of use. Photos must be able to be used on social media sites (e.g., Facebook and Twitter) and on CDC Web sites.

C.1.2 Photo shoots

The contractor shall shoot royalty-free/copyright-free digital photos at the broadcast (television, radio, vignette) tapings for use in the campaign products. Also, the contractor shall conduct a day photo shoot to secure appropriate campaign images and stock photography, to include general images related to smoking cessation, if appropriate photos cannot be found for campaign products and/or social media usage. The contractor shall work with CDC to identify specific photo needs prior to the photo shoot. The contractor shall secure full rights so that photos may be used for an unlimited amount of time and are royalty free. The contractor shall be responsible for obtaining signed talent release and consent forms.

C.2 Original artwork All contractor developed original artwork or animations created for this project shall become the property of CDC with full and unlimited rights transferred.

C.3 Software Electronic prepress files furnished for printing shall be created using Mac OS X or later or Microsoft Windows XP Professional or later using recordable CD or DVD media, using the following software: page layout– Adobe InDesign; drawing/illustration–Adobe Illustrator; image manipulation–Adobe Photoshop. The contractor shall use software in correct native format, latest version, and without third party extensions/plugins.

C.4 Desktop publishing and print production All desktop publishing must be done using Adobe InDesign software to include Adobe Illustrator and…