36C24220Q0114-001.docx

SCOPE OF WORK (SOW)

Contract Title:

Local media marketing and communications.

Estimated Period of Performance: December 31, 2019 through December 30, 2020 with the provision of four option years.

Background:

The Albany VA Medical Center’s Public Affairs office is looking to procure a contract with a broadcast company that provides effective communications via local radio stations broadcast and web presence that maximizes reach to VA target audiences in Albany VAMC’s catchment area, which includes Albany, Columbia, Clinton, Delaware, Essex, Franklin, Fulton, Greene, Hamilton, Montgomery, Otsego, Rensselaer, Saratoga, Schenectady, Schoharie, Sullivan, Ulster, Warren, Washington, and Washington Counties prospectively, with particular interest in the general Capitol Region and Southern Adirondacks to include: Albany, Columbia, Fulton, Greene, Montgomery, Rensselear, Schenectady, Schoharie, Saratoga, Washington, and VT border areas of Bennington and Berkshire Counties.

The copy and content is solely controlled by the Albany VA Medical Center Office of Public Affairs which will generally focus on VA Healthcare benefits, how Veterans can enroll, and the types of services and locations Veterans can access from the Albany VA Medical Center. The contractor will assist in producing copy and air-spots based on Albany VA Medical Center guidance. All spots copy and spots will be approved by the Albany VA Medical Center Office of Public Affairs prior to use. The use of this entity is part of the overall outreach plan of the Medical Center strategic initiative for growth of new unique Veterans which results in financial reimbursement to the Medical Center operational budget, as well as branding efforts.

Scope:

Provide targeted radio and web communications to the Albany Stratton VA Medical Center Catchment area, particularly with regard to the Capital District and southern Adirondack regions as identified above, in order to maximize Veteran reach in order to notify veterans of enrollment, benefits, programs, health education and other marketing opportunities. Radio spots shall be coordinated with web presence and event participation based on available events and Public Affairs Specialist assessment of Veteran importance.

Specific Tasks (ST):

ST #1: Contractor must provide access to a Talk Show, Classic Rock, Sports and Country Formats; access to stations that provide general hits, and adult contemporary are a benefit, but mostly as ancillary available formats. A demographic breakdown that includes Veteran target audience, Age, and Gender as well as recommended time allocations for maximized Veteran engagement is necessary for assessment with regard to effective targeting of desired audience.

ST #2: Contractor must provide radio station web presence with a page dedicated to VA message. This page will include placement of VA buckets/links to VA enrollment and informational sites and provided to the contractor by Albany VAMC Public Affairs. Web presence may also include banner access to station home pages, for maximized exposure.

ST #3: Contractor must provide no less than 26 commercial spots and no more than 250 commercial spots, with which will be coordinated with a contractor provided web presence. The Contractor is required to provide commercial spots that specifically target a majority of overall listenership for men age 25+ and women age 25+ between 6 am – 12 am; Mid-day times of 10 am – 3 pm; and, afternoon drive time of 3 pm – 7 pm. Contractor provided spots must represent a maximized Veteran listenership that coincide with age ranges that mirror Albany VAMC Veteran population and meets with Albany VAMC Public Affairs approval. Contractor will provide a rate card showing rates and times.

ST #4: Contractor must provide access to a licensed power output of 50,000W, maximizing reach to the Albany VAMC catchment area, but specifically to the Capital District and southern Adirondack regions.

ST #5: Contractor must provide accessibility to station events that provide Veteran appeal, allowing Albany VAMC to take part, reaching targeted audience in partnership with the radio station. The contractor must provide access to a minimum of one (1) event and no more than five (5) events in a contract period. Appropriate events, when identified, will be determined by the Public Affairs Officer and Contractor for consideration, understanding that events differ based on subject, partnerships, etc.

Security Requirements:

None

Place of Performance:

Contractor provides air and studio support. Public Affairs reviews, edits and approves at Albany VAMC.