Solicitation Number 260734 Custom Photography FINAL.pdf

This is a combined synopsis/solicitation for commercial products or commercial services prepared in accordance with part 12. This announcement constitutes the only solicitation.

Offers are being requested and a separate written solicitation will not be issued.

Solicitation number 260734 is issued as a Request for Quotation (RFQ).

1. NOTICE / REQUEST FOR QUOTATION

The U.S. Department of Health and Human Services (HHS), Office of Acquisitions (OA) Assistant Secretary for Financial Resources (ASFR) Office of Mission Acquisition Solutions (OMAS) is issuing this Request for Quotation (RFQ) for the acquisition of Custom Photography for Centers for Medicare & Medicaid Services (CMS).

The Division of Multimedia Services (DMS), Creative Services Group (CSG), Office of Communications (OC), Centers for Medicare & Medicaid Services (CMS) provides graphic design, photography, and produces video and multi-media products to support CMS’ education and outreach efforts. These services require professional, high-resolution photographs and illustrations (imagery) for brochures, posters, publications, exhibit displays, high-level presentations, web pages, and video to support CMS programs and initiatives.

DMS is purchasing customized photography to meet CMS’ ongoing need for high-quality communication and outreach materials. DMS’ graphic designers and producers incorporate images to add substance, meaning, and aesthetic value to all types of graphic and multimedia projects. Customized photography would provide access to and use of fresh-looking imagery that may not be found in other resources, such as prepackaged, stock imagery CDs.

This acquisition is being conducted using the streamlined procedures for commercial products and commercial services under Revolutionary FAR Overhaul (RFO) FAR Part 12, including the simplified procedures at RFO FAR 12.201-1.

The Government anticipates issuing a firm-fixed-price purchase order as a result of this RFQ.

All responsible sources may submit a quotation or other appropriate response by the date and time stated in this notice. Any timely response will be considered by the Government.

4. SCHEDULE / CLINs

CLIN Description Quantity Unit Unit Price Extended Price

0001 [BASE REQUIREMENT] [QTY] [EA/MO/YR/LOT] $_____ $_____

0002 [ADDITIONAL ITEM, IF ANY] [QTY] [UNIT] $_____ $_____

1001 [OPTION 1, IF APPLICABLE] [QTY] [UNIT] $_____ $_____

2001 [OPTION 2, IF APPLICABLE] [QTY] [UNIT] $_____ $_____

Total Evaluated Price: $____________

Options, if included, will be evaluated in accordance with the applicable solicitation terms.

DESCRIPTION OF REQUIREMENT

CMS uses imagery depicting seniors, children, multi-generational, and culturally diverse people participating in their own health care and life activities. DMS uses photographs in print, web, and multi-media for marketing, educational, and informational purposes. The types of imagery used in these materials include, but are not necessarily limited to, the following:

A. PEOPLE

• Cultural and ethnic diversity: African American, Asian American/Pacific Islander, Native

Americans (American Indians/Alaska Natives), Hispanic/Latino, Caucasian, and others.

• Independent disabled individuals, as well as those in need of some assistance from health professionals, care givers, and/or durable medical equipment (DME: walker, wheelchair, diabetes meter, home health care resources and others).

• Independent and semi-independent individuals and groups of healthy and not-so-healthy people, seen in lifestyle, clinical, and home health settings.

• Children covered by Children’s Health Insurance Program (CHIP). Children appear individually, with family and clinicians, in health care and social activities.

• Clinical and home health care services and professionals.

• Multi-generational families.

• Healthy lifestyles.

• Activities of daily living.

• Other images of people, as suggested or required.

B. ENVIRONMENT

• Architecture

• Computer technology

• Healthcare

• Exercise

• Activities of Daily Living (ADL)

• Medical devices, implements, supplies, and equipment.

• Military-related images

• Nutrition

• Textures

• Holiday-themed images

• Still-life images, such as small objects, vehicles, and any other possible object.

• Any other images of living environments, as suggested or required.

The customized images will be used to develop materials for the Medicare, Marketplace, and Medicaid year-round campaigns and initiatives.

Specifics of the customized set are:

• an established number of unique photo shoots,

• established unique locations and secondary locations per shoot

• 50 final image deliverables from each shoot.

• 50 total talent

• Required shot lists if needed.

• Photographers will select real talent based on CMS guidelines.

• 2-3 week turnaround time from once brief has been approved.

• Does not require photographer, location, prop or talent, approval unless requested

• Includes Standard Post-Production

• Usage will All-Media rights in perpetuity.

See Attachment 1 – Statement of Work for specific services requirements.

5. PERIOD AND PLACE OF PERFORMANCE / DELIVERY

Period of Performance:

Base Period: 09/29/2026 - 09/28/2027 Option Period 1: 9/30/2027 to 9/29/2028 Option Period 2: 9/30/2028 to 9/29/2029

Place of Performance / Delivery:

Baltimore, Maryland

Contracting Officer Representative (COR):

The following Contracting Officer Representative (COR) will represent the Government for the purpose of this contract:

James Smith 7500 Security Blvd.

Baltimore, MD 21244-1850

Phone: (410) 786-5656 Email Address: james.smith2@cms.hhs.gov

WRITTEN TECHNICAL QUOTE (10 single-spaced (one sided) page limit) Offerors are required to submit a written technical quote in accordance with the following instructions:

1. Offerors shall respond to all aspects of the Statement of Work (SOW) as presented in the Request for Quote (RFQ).

2. Offerors shall submit as part of the quote a Volume entitled Technical Quote that addresses the following information:

A. Technical Understanding and Approach B. Experience of Personnel (resumes and letters of commitment will not be counted towards page limit) C. Prior Experience

3. The technical written quote shall not be more than 10 single-spaced (one-sided) 8 ½ x 11-inch pages. All page margins must be at least 1 inch. All quote text shall be Times New Roman, twelve (12)-point font, with the exception of charts, tables, and graphs which may have a font size no less than ten (10)-point font;

4. Substantive technical content shall be included in the 10-page limit of the technical quote and not included as appendices/attachments unless specifically noted in the instructions. No other appendices, attachments, or references will be allowed, reviewed, or considered.

A. Technical Understanding and Approach

The offeror shall demonstrate the technical approach chosen for this task order covering all aspects of the Statement of Work (SOW).

The offeror shall provide sufficient detail to demonstrate their technical understanding of and capability of performing the requirements of the SOW. Quotes that restate the requirements in mailto:james.smith2@cms.hhs.gov the SOW without providing substantive descriptions of the planned work will be considered technically unacceptable.

Offerors shall demonstrate experience in commercial photography to include:

Evaluation Domain Specific Photography Capability Criteria

Specialized Expertise & Post- Processing

•Emphasis on high-end commercial/editorial photography and advanced digital post-production (including non-destructive RAW processing, color grading, detailed retouching, and compositing).

Studio & Controlled Environment Work

• Proven capability in controlled-environment photography;

expertise in studio lighting configuration, backdrop management, and creative art direction.

Operations, Management & Creative Planning

• Strong experience in day-to-day shoot management, model/talent scheduling, creative concept development, and the technical pre-production mapping of shot-lists, lighting diagrams, and visual treatments.

High-Volume & Advanced Technology Delivery

• Experience executing high-volume, multi-subject, publication-grade photo campaigns utilizing state-of-the-art digital medium/full-frame camera systems, advanced lighting, and high-speed data backup.

Artistic & Technical Excellence • Submission of a portfolio demonstrating exceptional technical execution (exposure, focus, composition) and high artistic merit suitable for national campaigns, federal publications, and public-facing media.

B. Experience of Personnel

The quote shall describe the educational background, professional experience, and special qualifications of all professional personnel to be involved in this task order. When consultants or subcontractors are to be used, their special qualifications, educational background, and experience shall be included.

The quote shall specify how the personnel proposed under this task order will be integrated organizationally and what their responsibilities and percentage of time under the task order will be.

The offeror shall include a list of names and proposed duties of the key personnel, consultants and subcontractor employees assigned to the project. Key personnel should include the Project Manager as outlined in the SOW.

For key personnel:

1. Describe functions and duties with respect to the task order;

2. Describe relevant training and experience;

C. Prior Experience

The quote shall list past performance applicable to this work in the photography workspace.

This work should involve conducting commercial photography shoots.

Basis for Award

The Government will evaluate each quotation to determine whether the proposed product/service meets the requirements of the solicitation. Quotations that do not meet the requirements will not be considered for award.

The Government reserves the right not to issue a purchase order if these conditions are not satisfied.

7. LEGAL EFFECT OF QUOTATION AND PURCHASE ORDER

A quotation submitted in response to this RFQ is not an offer and does not create a binding contract.

A purchase order issued by the Government in response to a quotation constitutes the Government's offer to purchase the specified products or services upon the terms and conditions contained in the purchase order.

A binding contract is formed when the supplier accepts the Government's offer through written acceptance of the purchase order or substantial performance in accordance with the purchase order.

The Government may request written acceptance of the purchase order.

8. SOLICITATION PROVISIONS

The following RFO FAR solicitation provision applies:

52.212-1, Instructions to Offerors—Commercial Products and Commercial Services (SEP 2023) Incorporated.by.reference

Addendum to FAR 52.212-1

Offerors shall submit a complete quotation that addresses all requirements identified in the Request for Quotations (RFQ) and Statement of Work (SOW). Quotations shall include the offeror’s technical approach, personnel qualifications and experience, project management approach, relevant past performance, and firm-fixed-price quotation.

Quotations shall be submitted electronically in PDF format and shall not exceed 8 pages, excluding the price quotation and required representations and certifications. The quotation shall be clearly organized according to the evaluation factors identified in the RFQ.

Quotations shall be received by Wednesday, September 16, 2026, at 11:00 AM EST and emailed to Rashiid Cummins; Rashiid.Cummins@hhs.gov and Sieaun Marks;

Sieaun.Marks@hhs.gov. Late quotations may be considered in accordance with applicable FAR provisions.

FAR 52.212-2, Evaluation—Commercial Products and Commercial Services (NOV 2021) — Incorporated by Reference

FAR 52.212-2(a) is tailored as follows:

The Government will evaluate quotations based on the following factors, listed in descending order of importance:

1. Technical Understanding and Approach

2. Experience of Personnel

3. Prior Experience

5. Price mailto:Rashiid.Cummins@hhs.gov mailto:Sieaun.Marks@hhs.gov

Technical factors, when combined, are significantly more important than price.

RFO 52.240-90 Security Prohibitions and Exclusions Representations and Certifications (Deviation Date)

HHSAR 352.239-78 — Information and Communication Technology Accessibility Notice

INFORMATION AND COMMUNICATION TECHNOLOGY ACCESSIBILITY NOTICE (FEB 2024)

(DEVIATION)

(a) Any offeror responding to this solicitation must comply with established HHS Information and Communication Technology (ICT) accessibility standards. Information about Section 508 is available at https://www.hhs.gov/web/section-508/index.html.

(b) The Section 508 accessibility standards applicable to this solicitation are stated in the clause at 352.239-79 Information and Communication Technology Accessibility. In order to facilitate the Government’s determination whether proposed ICT supplies, products, platforms, information, and documentation meet applicable Section 508 accessibility standards, offerors must submit an appropriate HHS Section 508 Accessibility Conformance Checklist (see https://www.hhs.gov/web/section-508/accessibility-checklists/index.html) or an Accessibility Conformance Report (ACR) (based on the Voluntary Product Accessibility Template (VPAT) see https://www.itic.org/policy/accessibility/vpat), in accordance with the completion instructions.

The purpose of the checklists and conformance reports are to assist HHS acquisition and program officials in determining whether proposed ICT supplies, products, platforms, information, and documentation conform to applicable Section 508 accessibility standards.

Checklists and ACRs evaluate—in detail—whether the ICT conforms to specific Section 508 accessibility standards and identifies remediation efforts needed to address conformance issues.

(c) If an offeror claims its supplies or services meet applicable Section 508 accessibility standards, and it is later determined by the Government, i.e., after award of a contract or order, that supplies, products, platforms, information, documentation, or services support delivered do not conform to the described accessibility standards, remediation of the supplies, products, platforms, information, documentation, or services support to the level of conformance specified in the contract will be the responsibility of the Contractor at its expense.

(d) In order to facilitate the Government's determination whether proposed ICT supplies meet applicable Section 508 accessibility standards, offerors must submit an Accessibility Conformance Report, in accordance with its completion instructions and tailored to the requirements in the solicitation. The purpose of the Report is to assist HHS acquisition and program officials in determining whether proposed ICT supplies conform to applicable Section https://www.hhs.gov/web/section-508/index.html https://www.hhs.gov/web/section-508/accessibility-checklists/index.html https://www.itic.org/policy/accessibility/vpat

508 accessibility standards. The template allows offerors or developers to self-evaluate their supplies and document, in detail, whether they conform to a specific Section 508 accessibility standard, and any underway remediation efforts addressing conformance issues. Instructions for preparing the HHS Section 508 Evaluation Template are available at https://Section508.gov/.

(e) In order to facilitate the Government's determination whether proposed ICT services meet applicable Section 508 accessibility standards, offerors must provide enough information to assist the Government in determining that the ICT services conform to Section 508 accessibility standards, including any underway remediation efforts addressing conformance issues.

(f) Respondents to this solicitation must identify any inability to conform to Section 508 requirements. If an offeror claims its supplies or services meet applicable Section 508 accessibility standards, and it is later determined by the Government, i.e., after award of a contract or order, that supplies or services delivered do not conform to the described accessibility standards, remediation of the supplies or services to the level of conformance specified in the contract will be the responsibility of the Contractor at its expense.

(g) Items delivered as electronic content must be accessible to HHS acceptance criteria.

Checklist for various formats are available at http://508.hhs.gov/. Materials, other than items incidental to contract management, that are final items for delivery should be accompanied by the appropriate checklist, except upon approval of the Contracting Officer or Contracting Officer’s Representative.

(End of provision)

9. CONTRACT CLAUSES

(vi) The clauses at FAR 52.252-2, Clauses Incorporated by Reference (Feb 1998), applies to this acquisition. This contract incorporates one or more clauses by reference, with the same force and effect as if they were given in full text. Upon request, the Contracting Officer will make their full text available. Also, the full text of a clause may be accessed electronically at this address:

https://www.acquisition.gov/far-overhaul https://www.hhs.gov/contract-policies-regulations/hhsar-overhaul

(End of clause) https://www.acquisition.gov/far-overhaul https://www.hhs.gov/contract-policies-regulations/hhsar-overhaul

a) The following FAR clauses are required by FAR 12.205(b)(1) for all solicitations and incorporated by reference:

FAR 52.212-4, Terms and Conditions—Commercial Products and

Commercial Services.

b) The following FAR clauses are required as applicable to this requirement and incorporated by reference:

See Attachment 2- Table# 12-3

HHSAR Applicable Clauses 352.232-71 Electronic Submission of Payment Requests APR 2026 (RFO Deviation)

352.239-79 Information and Communication Technology Accessibility FEB 2024 (Deviation)(a) Pursuant to Section 508 of the Rehabilitation Act of 1973 (29 U.S.C. 794d), as amended by the Workforce Investment Act of 1998, all information and communication technology (ICT) supplies, products, platforms, information, documentation, and services support developed, acquired, maintained or delivered under this contract or order must comply with the Revised 508 Standards, which are located at 36 C.F.R. 1194.1 and Appendices A, B, and C, and are available at https://www.access-board.gov/ict/. Information about Section 508 is available at https://www.hhs.gov/web/section-508/index.html.

(b) Additional Section 508 accessibility standards applicable to this contract or order may be identified in the specification, statement of work, or performance work statement. If it is determined by the Government that ICT supplies, products, platforms, information, documentation, and services support provided by the Contractor do not conform to the described accessibility standards in the contract, remediation of the supplies, products, platforms, information, documentation, or services support to the level of conformance specified in the contract will be the responsibility of the Contractor at its own expense.

(c) In the event of a modification(s) to this contract or order, which adds new ICT supplies or services or revises the type of, or specifications for, supplies, products, platforms, information, documentation, or services support, the Contracting Officer shall require that the Contractor submit a completed HHS Section 508 Accessibility Conformance Checklist (see https://www.hhs.gov/web/section-508/accessibility-checklists/index.html) or an Accessibility Conformance Report (ACR) (based on the Voluntary Product Accessibility Template (VPAT) see https://www.itic.org/policy/accessibility/vpat), and any other additional information necessary to assist the Government in determining that the ICT supplies or services conform to Section 508 accessibility standards. If it is determined by the Government that ICT supplies, products, platforms, information, documentation, and services support provided by the Contractor do not conform to the described accessibility standards in the contract, remediation of the supplies, https://www.access-board.gov/ict/ https://www.hhs.gov/web/section-508/index.html products, platforms, information, documentation, or services support to the level of conformance specified in the contract will be the responsibility of the Contractor at its own expense.

(d) If this is an Indefinite-Delivery type contract, a Blanket Purchase Agreement or a Basic Ordering Agreement, the task/delivery order requests that include ICT supplies, products, platforms, information, documentation, or services support will define the specifications and accessibility standards for the order. In those cases, the Contractor shall be required to provide a completed HHS Section 508 Accessibility Conformance Checklist (see https://www.hhs.gov/web/section-508/accessibility-checklists/index.html) or an ACR (based on the VPAT see https://www.itic.org/policy/accessibility/vpat), and any other additional information necessary to assist the Government in determining that the ICT supplies, products, platforms, information, documentation, or services support conform to Section 508 accessibility standards. If it is determined by the Government that ICT supplies and services provided by the Contractor do not conform to the described accessibility standards in the provided documentation, remediation of the supplies, products, platforms, information, documentation, or services support to the level of conformance specified in the contract will be the responsibility of the Contractor at its own expense.

(e) The contractor shall identify to the Contracting Officer any perceived exception or exemption to Section 508 requirements.

(End of clause)

14. ATTACHMENTS

Attachment 1: Statement of Work Attachment 2: Table 12-3 | Clauses to Include as Prescribed Attachment 3: Invoice and Payment Instructions

14. ATTACHMENTS