36C25026Q0485 0001_1.docx

Amendment to a Previous Combined Solicitation

Amendment to a Previous Combined Solicitation

GENERAL INFORMATION

SET-ASIDE

CONTRACTING OFFICE ADDRESS

Department of Veterans Affairs Dayton VA Medical Center 3140 Governor’s Place Blvd. Suite 210 Kettering OH 45409-1337

POINT OF CONTACT*

Contract Specialist Jennifer Nowak Jennifer.Nowak@va.gov 937-268-6511 ext 3273 N/A

PLACE OF PERFORMANCE

4100 West Third Street

Dayton OH

ADDITIONAL INFORMATION

DESCRIPTION

Questions & Answers 36C25026Q0485 – Billboard Advertising Question 1: Will the government consider relevant subcontractor past performance in the evaluation if it is clearly attributed and relevant to the offeror’s proposed solution?

Answer: All factors will be considered.

Question 2: Is there a preferred breakdown between standard bulletins, posters, mobile billboard units, and digital billboards? Are posters required or optional?

Answer: Posters are NOT required. No preferred breakdown specified.

Question 3: Please clarify whether mobile billboards/geo-fencing means physical moving billboards, digital/mobile advertising, or both.

Answer: Mobile billboards (ex. Buses) Geofencing (software based virtual perimeter) is not a consideration.

Question 4: “Must possess ANG graphics” is referenced. Should bidders include ANG (Air National Guard) graphics, or is this an error/holdover from another RFP? Please specify what graphic standards are required.

Answer: ANG(a professional brand of graphics) is NOT required.

Question 5: There are conflicting impression requirements (18 million minimum total, 8.5 million for digital/mobile). Please clarify the required breakdown by media type/platform.

Answer: 18 million for the term of the campaign for billboards.

Question 6: What specific data formats/metrics are required in the reporting and how should ‘real-time reporting’ be provided (dashboard, emailed summaries, etc.)? Does the government have a preference, or should the contractor provide this solution?

Answer: Contractor provides the solution based on the monthly required reporting.

Question 7: Is there an advanced template/brand guideline/imagery the VA will provide prior to contract award to assist offerors with proposed creative development?

Answer: No. Advertising imagery and branding will be provided by VA National. ** Question 8: Is there an estimated budget range or historical spend for either solicitation? Without a budget range, offerors may submit plans that are technically responsive but not realistically comparable.

Answer: No amount is provided. This is contractor opportunity to give us this information.

Question 9: Should pricing assume the full anticipated period of performance of June 1, 2026, through May 31, 2027, for both solicitations?

Answer: Billboards is separate from TV/Internet/Radio. These will be 2 different contracts and yes pricing should be for a one-year period of performance.

Question 10: For billboard advertising, should offerors price a fixed 12-month schedule, or may offerors propose flights of different durations based on location, inventory, impression delivery and campaign strategy?

Answer: Both can be submitted.

Question 11: For paid media, will the Government accept pricing based on net media cost plus a disclosed agency planning/management/placement fee, such as a standard agency commission, or does the Government require a single all-inclusive firm fixed price?

Answer: single all-inclusive firm fixed price.

Question 12: Since the solicitation references a 17-county catchment area but the counties have not been identified, should offerors propose based on the Dayton/Miami Valley market generally and refine county-level priorities after award with the COR/PAO?

Answer: but realistically, WPAFB retirees are in Greene, Miami, Prebble, Warren counties. Mercer, Allen, Hardin, Auglaze, Shelby, Logan, Darke, Miami, Champaign, Clark, Green, Montgomery, Preble, Wayne, Fayette, Union, Butler, Warren.

Question 13: Will the Government provide any existing creative assets, brand guidance, photography, video, approved VA campaign materials or landing page templates, or should offerors price original creative development?

Answer: We're aware how hard it is to modify and manage the Dayton VA website and content. Government will provide creative assets and branding.

Question 14: Is it OK to build a custom website with VA branding, to manage the campaign coordination?

Answer: No.

Question 15: Will the Government provide access to any existing performance data from prior outreach campaigns, including media spend, impressions, clicks, calls, enrollment activity or lessons learned?

Answer: No.

Question 16: Will the Government provide any VA-owned data, even in aggregated form by county or ZIP code, showing where unenrolled veteran outreach should be prioritized?

Answer: No.

Question 17: Who will be our day-to-day contact/project manager at the VA?

Answer: Information will be provided at award.

Question 18: For strategic clarity, can the Government also confirm whether offerors may propose value-added outreach components beyond the required paid media deliverables, including coordination with County Veterans Service Commissions, VFW, American Legion, AMVETS, DAV, VVA and other veteran organizations, earned-media events, facility posters, QR-coded referral materials, recognition-based referral challenges, and other enrollment-focused activation strategies?

Answer: No. Proposals should be purely for the advertising requested.

Question 19: Can the Government please identify the 17 counties that comprise the Dayton VA Medical Center catchment area for purposes of these solicitations?

Answer: Mercer, Allen, Hardin, Auglaze, Shelby, Logan, Darke, Miami, Champaign, Clark, Green, Montgomery, Preble, Wayne, Fayette, Union, Butler, Warren.

Question 20: Can the Government provide an estimated budget range, historical annual spend, or independent government cost estimate for either solicitation? Both solicitations include paid media, creative development, campaign management, reporting and ROI analysis, and a budget range would help offerors propose a realistic and comparable media plan.

Answer: None will be provided as these are your proposals and quotes.

Question 21: Who will the contractor report to during performance? Please identify the expected COR, Public Affairs Officer, enrollment/outreach lead, or other Government stakeholders who will participate in strategy, creative review, campaign approval, reporting review and coordination with VA facilities or community partners.

Answer: Information will be provided after award.

Question 22: Will the Government provide existing VA-approved creative assets, brand guidance, photography, video, logos, taglines, landing page templates or national VA campaign materials such as “What You Earned,” or is the contractor expected to develop all creative assets?

Answer: Government provided.

Question 23: If existing VA national campaign assets are available, may the contractor localize those assets for the Dayton VA 17-county catchment area?

Answer: No.

Question 24: What VA-owned data, if any, will be available to the contractor for audience segmentation, suppression, email outreach, retargeting, conversion analysis or ROI reporting? If data is available, please identify whether it will be individual-level, email-based, de-identified, aggregated by geography or limited to final performance reporting.

Answer: None. Please provide your bid based on the work requested.

Question 25: Will the contractor have access to lists or contact information for currently enrolled veterans, unenrolled but known veterans, prior applicants, appointment no-shows, veterans receiving VBA benefits but not VHA care, or other VA-controlled audience segments, subject to applicable privacy and data-use requirements?

Answer: No.

Question 26: If the Government cannot provide individual-level data, can it provide aggregated data by county, ZIP code, age range, gender, enrollment status, service era or other useful audience segments to help prioritize outreach and media placement?

Answer: No.

Question 27: Will the Government authorize the use of commercially available veteran/audience data, such as veteran-household or military-affinity data, to improve targeting, provided all privacy, advertising-platform and federal requirements are met?

Answer: No.

Question 28: Is there a separate budget or approved allowance for purchasing third-party audience data, or should any data acquisition cost be included within the contractor’s quoted price?

Answer: No.

Question 29: For the geo-fencing requirement, is the Government requesting county-level geographic targeting across the entire catchment area, or micro-location targeting around specific facilities, events, veteran organizations, employers, schools, military-transition locations or other high-propensity locations?

Answer: Not requiring geofencing.

Question 30: Will the Government provide a list of approved or priority locations for geo-fencing, including Dayton VAMC, CBOCs, Vet Centers, County Veterans Service Commissions, veteran-service organizations, outreach events or other locations?

Answer: No.

Question 31: May offerors include veteran-organization outreach, County Veterans Service Commission coordination, event activation, referral campaigns, facility posters, QR-coded materials, earned media and other enrollment-focused outreach components as value-added elements, provided the required paid-media deliverables are also met?

Answer: No.

Question 32: Can the campaign include a recognition-based referral or partner-engagement program for VA facilities, County Veterans Service Commissions, VFW, American Legion, AMVETS, DAV, VVA and other veteran organizations, subject to VA ethics and legal approval?

Answer: No.

Question 33: How will the Government define campaign success? Will performance be evaluated only by impressions, reach, CPM and proof-of-performance, or will the Government also consider eligibility checks, referral starts, event attendance, callback requests, appointment requests, enrollment starts, completed enrollments or other enrollment-related actions?

Answer: Please see the Statement of Work (SOW) and/or Performance Work Statement (PWS).

Question 34: For solicitation 36C25026Q0485, should offerors prioritize total impressions and CPM efficiency, or may offerors propose lower-volume, higher-relevance billboard placements if they better support the target audiences and veteran enrollment objectives?

Answer: Total impressions and CPM efficiency.

Question 35: The solicitation states that the Contractor will provide a detailed media plan including locations, placement, time, and dates for each billboard. The PRS indicates the Detailed Media Plan is due within five business days after the initial planning meeting. For quote submission by May 20, should offerors submit a fully detailed media plan with exact locations, dates, and placements, or is a proposed strategy/package with estimated cost and coverage areas sufficient, with the detailed media plan to be finalized after award and the initial planning meeting?

Answer: That may be best.

Question 36: The Period Performance: Please clarify if the campaign requires a continuous one-year duration or if we have the flexibility to fight the media intermittently throughout the year?

Answer: Contract period. Typically, 12 months.

Question 37: Are all counties expected to have billboard coverage?

Answer: Not necessarily.

Question 38: Secure Mobile Billboard space: Is this in addition to the billboard?

Answer: No.

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Amendment to a Previous Combined Solicitation