J.3_Acronyms_and_Definition_of_Terms.pdf

693JJ918R000015

Title: National Communications, Marketing, and Media Support

Attachment J.3 - Acronyms and Definition of Terms

Acronyms and Definition of Terms

1. Ads – advertisements – paid or non-paid television, radio, or digital advertising.

2. ACOR – Alternative Contracting Officer’s Representative – an individual appointed in writing by the Contracting Officer who, on a temporary basis, fulfills the same duties and responsibilities of the COR – Contracting Officer’s Representative whenever the COR is unavailable, i.e. travel, vacation, or if the COR leaves NHTSA and a replacement COR has not been identified.

3. ACOR (TO) – Alternative Contracting Officer’s Representative (Task Order) – an individual appointed in writing by the Contracting Officer who, on a temporary basis, fulfills the same duties and responsibilities of the COR (TO) – Contracting Officer’s Representative (Task Order) whenever the COR (TO) is unavailable, i.e. travel, vacation, or if the COR (TO) leaves NHTSA and a replacement COR (TO) has not been identified.

4. Audience/Market Segmentation – a marketing strategy in which a large, heterogeneous market is broken down into small, more homogeneous segments and a separate marketing program is developed for each segment.

5. BAC – Blood Alcohol Concentration – the amount or concentration of alcohol present in a driver determined by testing a body fluid sample, often breath, blood, or urine. For simplicity, the term BAC will be used to refer to both blood alcohol concentration and breath alcohol concentration, even though they are not the same thing.

6. BBR – Bites and B-Roll – used in various media productions as supplemental or alternative footage.

7. CIOT – Click It or Ticket – the high visibility enforcement component of NHTSA’s occupant protection safety program. Click It or Ticket uses a combination of highly visible enforcement and national advertising to convince motorists to buckle up or to risk getting a ticket.

8. CIOT Mobilization – a two-week period of highly visible enforcement of occupant protection laws and support by intense state and national advertising. The CIOT Mobilization generally runs mid- May through the Memorial Day holiday.

9. CO – Contracting Officer – a designated NHTSA official with a warrant and/or specific delegation who is authorized to obligate Government funds for obtaining property or services, and thus is the only individual who may sign contracts, purchase orders, delivery orders, task orders and assistance agreements.

10. CPS – Child Passenger Safety – an annual NHTSA campaign which emphasizes child passenger safety awareness for parents, caregivers and child safety advocates.

11. COR – Contracting Officer’s Representative – The individual who is designated in writing by the Contracting Officer to provide technical guidance to the contractor for the overall contract.

12. COR (TO) – Contracting Officer’s Representative (Task Order) – The individual who is designated in writing by the Contracting Officer to provide technical guidance to the Contractor, monitor performance, review and certify invoices, and perform other administrative duties for a specific Task Order. This individual serves as the Contractor primary point-of-contact for a specific Task Order.

13. Crackdown – a period of high visibility enforcement efforts, combined with paid or earned media, to deter and decrease impaired driving.

14. DSOGPO Crackdown – Drive Sober or Get Pulled Over – a two-week national impaired driving high visibility enforcement crackdown. Conducted in late August through the Labor Day holiday weekend and during the last two weeks of December, DSOGPO is supplemented by a robust paid media campaign delivered via television, radio, and internet advertising.

15. Expedited Task Order Process – a process established under the resultant Contact that permits the Government and the Contractor to meet urgent Governmental requirement outside the process of the standard award process. In this instance the Expedited Task Order Process permits the Contractor to respond to a draft Statement of Work.

16. Holding Fees – fees paid to hold the right to use a certain commercial. Holding fees are paid in 13-week cycles, regardless whether the commercials are aired. There are no holding fees for radio.

17. HVE – High Visibility Enforcement – a strategy the attempts to affect behavior through general deterrence – the belief that by increasing the public’s perception that those who violate a law will be ticketed, arrested, convicted, and punished will be less likely to engage in unlawful behavior.

18. Impaired driving – operating a motor vehicle after drinking alcohol or using some form of drugs that reduces one’s ability to performance critical driving task. Unless otherwise noted impaired driving as used in the resultant Contact refers to alcohol-impaired driving.

19. Indirect Costs-Materials Handling – those costs incurred by the Contractor which cannot be directly identified with any specific project i.e. direct cost category as defined in Other Direct Costs below. These costs (often referred to as General and Administrative (G&A) or Overhead) may be applied to Other Direct Costs only to the extent that the application of these indirect direct costs is consistent with the Contractor’s standard accounting practices as well as Part 31 of the Federal Acquisition Regulation and,

20. Key Personnel – individuals the Contractor considers essential to the work being performed under the resultant Contact. Key Personnel may be changed with consent of both parties.

Transportation Acquisition Regulation (TAR) Clause 1252.215.73, Key Personnel (APR 2005) govern Key Personnel under the resultant Contract.

21. Media Buy Plan – a strategy that details how various media will be employed. A Media Buy Plan summarizes the target audience including reach and frequency. It also identifies specific paid media placement schedules that have been negotiated for an ad or collections of ads, including the programs and times during which television and radio ads will run; the location and size of billboard; publications and placements with those publications where ads will run.

22. Mobilization – a high visibility enforcement strategy i.e., increased law enforcement activity combined with media, to increase safety belt use.

23. Multi-media Communication Plan – a document that present recommendations for reaching specific demographic groups with messages, activities, program, and initiatives that result in measurable change. Multi-media communication plan included detailed goals, objectives, target audiences, partnerships, strategies, and tasks along with timelines, a proposed budget, and list of milestones and deliverables.

24. NHTSA – National Highway Traffic Safety Administration – an agency with the U.S. Department of Transportation whose primary mission is to save lives, prevent injuries, and to reduce traffic-related deaths and economic losses resulting from motor vehicle crashes.

25. OAM – Office of Acquisition Management – an office with in the National Highway Traffic Safety Administration that is responsible for awarding and administrating Federal contracts that assist the agency meet its mission.

26. OCCI – Office of Communications and Consumer Information – a full-service public relations office within the National Highway Traffic Safety Administration that conducts full-scale marketing and public education campaigns that target specific audience. These campaigns are supported by paid advertising, earned media, and a robust public affairs and social marketing program.

27. ODCs – Other Direct Costs – Costs not previously identified as direct material costs, direct labor costs (Functional Areas), or indirect costs. Other Direct Costs are costs that can be identified specifically within a project that the Contractor does not treat as direct material costs or a direct labor cost (Functional Area). The resultant Contract identifies these four Other Direct Costs, however, the Contractor may propose additional Other Direct Costs if needed.

Discretionary Advertising – advertising airtime and space other than that identified as Statutorily-mandated Advertising as defined below. Discretionary Advertising shall support NHTSA-identified priority campaigns as well as national/regional/state demonstration projects. As with Statutorily-mandated Advertising the Contractor shall ensure that 100 percent of the Discretionary Advertising identified funds are passed through to the media to secure advertising time, print, and or digital space. The Contractor shall not divert any Discretionary Advertising identified funds to pay for any Functional Area costs, Other Direct Costs, Indirect Costs, Fee, or Profit without written permission from the Contracting Officer.

Statutorily-mandated Advertising – funding provided to NHTSA by the United States Congress to be used for specifically-defined advertising campaigns. Historically, this funding supports the Click It or Ticket seat belt mobilization; Drive Sober or Get Pulled Over impaired driving crackdown; or the U Text. U Drive. U. Pay enforcement campaign. A Statutorily-mandated Advertising requirement is that 100 percent of the funding be used to secure advertising airtime, and/or print/digital space. With prior approval of the Contracting Officer’s Representative (COR) and the Contracting Officer’s Representative (Task Order) (COR (TO)), some Statutorily-mandated Advertising may be used to develop and produce campaign advertising. The Contractor shall not divert any Statutorily-mandated Advertising identified funds to pay for any other costs (either direct or indirect) nor may Statutorily-mandated Advertising funding be retained by the Contractor as fee or profit.

Miscellaneous Direct Costs – any cost that cannot be defined as Discretionary Advertising, Functional Area, Statutorily-mandated Advertising, or Travel as defined below). The Government will reimburse for these costs if the costs are considered to be fair, reasonable, allowable, and allocable. To the extent possible, the Contractor shall provide detailed information for Miscellaneous Direct Costs to assist the Contracting Officer in determining if the costs are fair, reasonable, allowable, and allocable.

Travel – any cost incurred by a Contractor on official company business related to a specific Task Order issued under the resultant Contract. The costs must authorized allowable per Federal Acquisition Regulation Part 31. Consistent with the Contractor’s standard accounting practices, the Contractor may apply Indirect Costs to Travel.

28. Overtime Premium – the difference between the Contractor’s regular rate of pay to an employee for a normal working period and the higher rate of pay for overtime.

29. Overtime – time worked by a Contractor’s employee that exceeds the employee’s normal working period.

30. Paid Media – purchase airtime or space on any medium for the purchase of airing or placing an advertisement. In this instance the advertiser controls the placement and message content enabling targeting to specific audience segments.

31. Period of Performance – the dates on which the defined work in Task Order shall be completed. The Task Order effective date may or may not coincide with the Task Order Award date.

32. Profit or Fee – the dollar amount over and above allowable cost paid for contract performance. No profit or fee may be applied to Indirect Costs-Materials Handling or Other Direct Costs.

33. Proposal – The Contractor’s responses to the Government’s Request for Proposal that details how the Contractor recommends a process and procedure for meeting the Government’s requirement for products or services. The Proposal generally contains two separate volumes, a technical proposal that outlines the approach the Contractor will undertake fulfill the Government’s requirements and a cost proposal that details the costs the Contractor believe it needs to meet the Government’s requirements. There shall be no cost information in the Contractor’s technical proposal. Costs will be evaluated separately from the technical proposal.

34. Re-tag – changing the branding and identification of an advertisement, radio spot, or other form of advertising from the original owner to another organization; this includes a different logo and the “paid by” message.

35. RFP – Request for Proposals – a document that solicits a proposal from the Contractor that defines how the Contractor will conduct activities to meet the Government’s requirements for a specific project. The RFP will contain the Government’s requirements, specific performance requirements, goals, objectives, and milestones.

36. SHSO – State Highway Safety Office - an agency with a State government responsible from carrying out the State’s highway safety mission. In the resultant Contract and Task Orders issued under resultant Contract, SHSO may also be referred to as the State in the statement of work.

37. Signatory – a party that signs a document, personally or through an agent, and thereby becomes a party to an agreement.

38. Social Marketing – an advertising strategy designed to develop and integrate marketing concepts to influence through engagement, and hopefully change, voluntarily a behavior that benefits individuals and communities for the greater social good.

39. Standard Task Order Award Process – the process established in the resultant Contract in which the Contractor will an offer based upon a Request for Proposal issued by the Contracting Officer.

40. Talent Fees – fees paid to performers who appear in advertisements.

41. Talent Rights – the right to use the talent in specific advertisement. Paying a holding fee automatically renews the payer’s right to use the talent.

42. Task Order – an order for services to satisfy a Government requirement placed against an established base Contract. At a minimum at Task Order will contain the following elements: Statement of Work, Period of Performance of Work, Milestones and Deliverables Schedule and the Total Task Order Ceiling Amount. A Task Order is awarded upon a signature and date by a Contracting Officers. In some instance the Contracting Office may give the Contractor permission to commence work before signing and dating a Task Order award document.

43. Total Contract Ceiling Amount – represents the maximum amount for the totals of all Task Orders issued under a Contract for that Contract year or period of performance. The Total Contract Ceiling Amount is an estimate and does not obligate the Government to reimburse the Contractor for the Total Contract Ceiling Amount. The Government will reimburse for the actual costs incurred by the Contractor.

44. Total Task Order Ceiling Amount – represents the maximum amount estimated for any given Task Order issued under a base Contract. The Total Task Order Ceiling Amount is an estimate and does not obligate the Government to reimburse the Contractor for the Total Task Order Ceiling Amount. The Government will reimburse for the actual costs incurred by the Contractor.

45. Task Order Project Manager – an individual identified by the Contractor who services as the Contractor’s authorized supervisor for technical and administrative work for a specific Task Order. The Task Order Project Manager shall be the primary point-of-contact between the Contractor and the COR (TO) – Contracting Officer’s Representative (Task Order) for each Task Order.

46. Usage Fees – fees paid to performers in television commercials or radio spots. Usages fees are based upon the scope of the media buy i.e., the number of airplays and the number and size of the media markets where the advertisement will air. Usage fees are paid in addition to holding fees.

47. U Drive. U Text. U Pay. – the campaign tag line to support NHTSA’s annual two-week national distracted driving high visibility enforcement crackdown. Conducted in April of each year, U Drive. U Text. U Pay. is supplemented by a robust paid media campaign delivered via television, radio, and internet advertising.