Questions.docx

Q&A

1. CLIN quantities (Section B.2, Page 11). CLIN 0001 covers the three-month testing period (12/1/2026–2/28/2027) but shows a quantity of 12.00 MO, and CLIN 0002 covers the nine-month base year (3/1/2027–11/30/2027) but also shows 12.00 MO. Should these quantities read 3.00 MO and 9.00 MO respectively, so that the extended amounts and Grand Total reflect the actual months of performance? We want to ensure all vendors price on the same basis.

· This is corrected in the updated SF1449; CLIN 0001 is for 3 months CLIN 0002 is for 9 months.

2. Evaluation factors (Provision 52.212-2, Section E.7, Page 41). The provision lists technical acceptability, past performance, and price. Could you confirm the relative importance of the factors — for example, whether past performance and price are equal, or whether the non-price factors combined are more or less important than price?

· Yes, the evaluation factors will be based on Technical Approach and Media Plan, Past Performance, and Cost.

3. Please confirm the evaluation factors that will be applied, their relative order of importance, and the basis of the price/non-price tradeoff.

· The quality of creative content and the proposed media plan

· The demonstrated experience and technical expertise

· The cost proposal

4. What is the subject of the advertising campaign?

· Brand Perception

5. What action does the VA want the audience to take after hearing or seeing the ads?

· Enrollment and VA perception change

6. Will the VA provide the landing page, phone number, tracking URL or other call-to-action destination?

· Yes, all advertising has a call to action. Most of the time it is our main website. Brand perception is hard to track and website traffic measures all clicks, not just advertising traffic. But, we can track patient growth which is the best sign of advertising.

7. What geographic areas, addresses, events, facilities, zip codes or other locations should be geofenced?

· Our entire catchment area. We target where we have patient needs. Currently we are targeting Goose Creek and Mt Pleasant. That may change once clinics reach a certain capacity.

8. What audience is to be retargeted, and from what source?

· Veterans, Veteran families and community stakeholders. Source is all advertising methods

9. If site retargeting is required, will the VA permit placement of a tracking pixel on the applicable VA landing page?

· No, that is against VA IT policy.

10. If search retargeting, keyword contextual targeting or category contextual targeting is required, what keywords, categories or search intent should be used?

· This will change monthly based on advertising needs. We currently redo visuals monthly.

11. What reporting is required for radio, display and geofencing?

· A monthly breakdown of when radio spots run and a report about monthly impressions

12. Is creative production included in the monthly price, or will VA provide approved radio and digital creative?

· VA provides new creative monthly for digital ads. VA PAO will record monthly radio spots with the radio vendor. Vendor will produce the spots.

13. If production is included, how many radio spots and digital ad sizes/versions should be included?

· We will provide digital ads. Size is normally dictated by Google and standardized. An average of 4 different radio spots is recorded monthly and play on rotation.

· The stations that are listed “Kickin’ Country, Star, Mix, Chuck, The Box and Heaven” are required.

· The required spot length is 30 seconds.

· Expected distribution of spots by station: Evenly across all stations with the ability to focus on specific stations/demographics as needed.

· Required dayparts and whether “during traffic and weather reporting” means sponsorship mentions, adjacent commercial spots or standard :30 commercials: 40 spots per week for traffic and weather spots, 20 per week outside of traffic and weather.