J.5_Task_Order_0001_Request_for_Proposal.pdf

SOLICITATION NUMBER 693JJ918R000088

TASK ORDER NUMBER TBD

TASK ORDER TITLE National Communications, Marketing, and Media Support – Base

Level-of-Effort RFP DATE See Block 5 of Base Indefinite Delivery Indefinite Quantity (IDIQ)

Request for Proposal (RFP) 693JJ918R000015

INSTRUCTIONS FOR TECHNICAL AND COST PROPOSALS

The National Highway Traffic Safety Administration (NHTSA) wishes to issue a Task Order Request for Proposal for National Communications, Marketing, and Media Support – Base Level-of-Effort in conjunction with solicitation 693JJ918R000015 entitled National Communications, Marketing, and Media Support. The estimated period of performance is from the date of award through May 31, 2020.

Attached the Offeror will find the Statement of Work and Milestones and Deliverables, associated with this Task Order RFP. It is requested that the Offeror review the requirements of this Task Order and submit the technical and cost proposal in accordance with the directions specified in Section L of the base Indefinite Delivery Indefinite Quantity (IDIQ) RFP and the price proposal instructions specified in Section L of this Task Order RFP.

If the Offeror has any question about these instructions, feel free to call Mr. Seth Moody, Contract Specialist at 202-366-9557. Should the Offeror have any technical questions related to the RFP, the Offeror must submit those formally, via email to Seth.Moody@dot.gov and NHTSAOAM@dot.gov concurrent with the deadline for submission of questions for the base Indefinite Delivery Indefinite Quantity (IDIQ) contract solicitation 693JJ918R000015.

The signed proposal is due to Seth Moody, Contract Specialist concurrent with the submission of the proposal for the base IDIQ contract solicitation 693JJ918R000015. It is preferred that the Offeror submit the proposal via e-mail to Seth.Moody@dot.gov and NHTSAOAM@dot.gov. NHTSA cannot receive email messages containing a ZIP attachment. The file will be removed, as all ZIP files are temporarily blocked at this time. Other file types (e.g. Word, PowerPoint, PDF, etc.) can be received. If this is not possible, then please submit 1 Flash Drive copy of the Technical Proposal and 1 Flash Drive copy of the Cost Proposal to the address listed below. Please, note, due to security concerns, mail sent USPS is often delayed. Since it is the sole responsibility of the Offeror to submit timely proposals, it is suggested that a delivery method, other than USPS, be used.

Department of Transportation National Highway Traffic Safety Administration Office of Acquisition Management (NFO-300) Attn: Seth Moody 1200 New Jersey Ave, SE, W43-405 Washington, DC 20590 mailto:Seth.Moody@dot.gov mailto:NHTSAOAM@dot.gov mailto:Seth.Moody@dot.gov

693JJ918R000015 Task Order TBD National Communications, Marketing, and Media Support – Base Level-of-Effort

PART I – THE SCHEDULE

SECTION B – SUPPLIES OR SERVICES AND PRICES/COSTS

B.1 SUPPLIES/SERVICES

The Contractor shall furnish the necessary qualified personnel, facilities, materials, supplies, equipment, and services to execute a Cost Plus Fixed Fee Task Order in accordance with the Statement of Work, Section C, and other terms and conditions of this Task Order.

B.2 PRICE/COST CEILING AMOUNTS

The total estimated amount of this Task Order is $TBD, which is comprised of a total estimated cost of $TBD, statutorily-mandated advertising of $TBD, discretionary advertising of $TBD, and a fixed fee of

$TBD.

(End of Section B)

SECTION C – DESCRIPTION/SPECIFICATIONS/STATEMENT OF WORK

C.1 BACKGROUND

The National Highway Traffic Safety Administration (NHTSA) is an operating administration within the U.S. Department of Transportation whose mission is to save lives, prevent injuries, and to reduce traffic-related deaths and economic losses resulting from motor vehicle crashes. This is accomplished by:

• Researching and demonstrating promising strategies to influence positive traffic safety behaviors;

• Planning and executing strategic communications campaigns to support program activity;

• Providing grants to State and local governments to enable them to conduct effective local highway safety programs; and

• Setting and enforcing national safety performance standards for motor vehicles and equipment.

Research has demonstrated that prevention of alcohol- and drug-impaired and distracted driving, and increased belt use will have the most significant impact on meeting NHTSA’s mission. NHTSA’s data-driven national priority programs are designed to prevent alcohol- and drug-impaired and distracted driving and motorcycle riding and increase seat belt use. Other important agency priorities and campaigns include increasing awareness of traffic safety issues relating to: child passenger safety, heatstroke deaths from children being left in vehicles with high inside temperatures, speed, teen driving, pedestrians, bicycles, school buses, motorcyclists, older drivers, enforcement and justice services, disabled drivers, and drug-impaired and drowsy drivers. Reaching Hispanic and other diverse populations with highway traffic safety campaigns also continues to be a NHTSA priority.

NHTSA has developed its data-driven, behavioral communications programs through a disciplined process that is grounded in sound Agency policy and program, and relies on the development and implementation of national traffic safety campaigns to encourage targeted road users to adopt positive traffic safety behaviors. Communication focused on getting people to change their behavior is more successful in an environment that includes continuous and consistent messaging.

Developing these campaigns requires data collection, review, and analysis, conducting and evaluating market research, developing television, radio, and digital creative materials, negotiating advertising placements, assisting NHTSA with media relations efforts, coordinating live and digital media events, developing collateral materials, providing technical support to NHTSA’s state and regional offices, and developing partnerships.

The success of these safety programs requires working with various partners and State agencies to help encourage safer behaviors of all road users. Since traffic safety problems affect people in all communities, the effort to implement programs to improve safety involves people at all levels of the Government, within businesses and organizations, and both organizational and individual volunteers. It also requires successful communications programs.

While highly visible enforcement activities for alcohol impaired driving, seat belts, and distracted driving continues to be the anchor for the national communications programs, other integrated communications activity (social norming) must continue throughout the year to keep the message fresh and relevant to the American public. Consistent and continual reminders of the horrific human and economic costs of motor vehicle crashes must be developed. Effective communication must be maintained not only with the target audiences, but with all levels of Government, businesses, law enforcement organizations, and community and grass-roots volunteer groups must also be made aware of how NHTSA’s communication efforts can reduce crash-related deaths and injuries, and improve and enhance the safety of all road users.

C.2 OBJECTIVE

The objective of this Task Order is to provide NHTSA with timely, efficient, and expert project management knowledge and skills to implement a range of communication services to plan, implement, purchase, evaluate, and document communications results for NHTSA campaigns and programs.

NHTSA campaigns and programs may include but are not limited to:

• Integrated Marketing;

• Public Relations;

• Advertising;

• Media Buying

• Digital Strategies;

• Marketing Research;

• Evaluation, and

• Training.

C.3 PURPOSE

The purpose of this Task Order is to support and enhance NHTSA behavioral safety programs to reduce crash-related deaths and injuries, and decrease risky traffic behaviors on our nation’s roadways by developing innovative and effective enforcement and social-norming-based communication programs and campaigns. These programs and campaigns may include but not be limited to activities that focus on reducing impaired driving (including alcohol and impairment caused by legal or illicit drugs), distracted, and drowsy driving, increasing seat belt and child passenger safety use, increasing motorcyclists’ safety and other NHTSA special emphasis highway traffic safety priority areas that may arise.

C.4 GENERAL REQUIREMENTS

The Contractor shall (this list may not be all inclusive):

• Develop and execute up to six national media buys to support national high visibility enforcement campaigns designed to increase seat belt use, and to decrease distracted driving and impaired driving; develop national high visibility enforcement campaign materials to support up to six national media flights;

• Develop and place national media buys on platforms most used by the target audience [TV, radio, digital (social, mobile, online) print, and outdoor]; develop complimentary social media strategies and tactics and provide technical assistance to states by reviewing and evaluating state media plans;

• Coordinate, conduct, and analyze market research to develop communication strategies and tactics (market research activities may include identifying appropriate options to reach at-risk populations or other specific audiences); and complete Office of Management and Budget’s Information Collection Request packages to support market research needs;

• Develop collateral materials to support national communications activities;

• Provide technical assistance to support national campaigns and as necessary, state/local campaigns including press and other events that may include such items as: brainstorming event ideas, pitching media, and event logistics;

• Develop and promote to English, Spanish, and other non-English speaking populations (as identified by NHTSA); adapt existing materials into culturally-appropriate languages, create new materials that positively resonate with targeted populations, and meet guidelines set forth by the American Translators Association;

• Refresh existing ads and, when appropriate, develop new ads for NHTSA priority areas and other highway safety issues;

• Conduct and/or participate in meetings and conference calls in support of basic program management activities and provide meeting/conference notes in a timely manner;

• Produce and submit reports that provide well-organized and detailed analysis of NHTSA campaigns activities;

• Evaluate and measure the effectiveness of campaign efforts, including tracking metrics for each campaign;

• Retag television advertisements when requested by States and partners;

• Provide technical assistance to NHTSA’s Program, Regional Offices, and States and highway safety partners on communication strategies and tactics;

• Acquire photography, video, and other creative production-based services (animation, CGI, etc.);

execute photo, video, and other creative production-based services necessary to carry out programs and campaigns;

• Manage talent rights/fees for existing and newly created assets; and

• Conceptualize, coordinate, and conduct communications training for NHTSA staff (including

NHTSA regional staff) and state highway safety offices.

C.5 SPECIFIC REQUIREMENTS

In fulfilling the requirements of this Task Order, the Contractor shall perform the following tasks:

C.5.1 Task 1: Conduct Kick-Off Meeting

Within two (2) weeks of award, the Contractor, as required in Section C.5.1 of the base contract, shall participate in the Contract Kickoff Meeting. The Contractor shall ensure that key members of the Contractor’s staff including the Project Manager, who is required to attend, shall meet with key NHTSA personnel including but not limited to the Contracting Officer, the Contract Specialist, the Contracting Officer’s Representative (COR), the Contracting Officer’s Representative (Task Order) [COR (TO)] to discuss performance and administration of this Contract. Specifically, the Contractor, COR, COR (TO), and Contracting Officer will discuss the terms and conditions of the Contract to include but not be limited to the task order review submission and review process, invoice submission (particularity as related to statutorily-mandated funds), and other issues that may arise from the discussion.

Additionally, the Contractor shall meet with the COR, COR (TO), and other NHTSA personnel to discuss Task Order administration, Task Order objectives, planned course of action, milestones, deliverables, and other issues the Contractor or NHTSA identifies. This meeting will serve to clarify any outstanding issues.

This meeting shall take place at the NHTSA Headquarters located at 1200 New Jersey Avenue SE, Washington, DC 20590. Within one (1) week from award, the COR (TO) will contact the Contractor’s Project Manager to finalize the day and time for this kick-off meeting.

The Contractor shall conduct a short briefing (30 minutes) that describes the planned approach for meeting Task Order requirements. After this briefing the Contractor shall discuss any issues that may arise from the briefing and ensuing discussions with the NHTSA personnel.

Within three (3) days after completion of the Kick-Off meeting, the Contractor shall submit a two-page meeting summary of what was discussed and any issues raised and resolutions reached.

Within three (3) days of receipt of the meeting summary, the COR or COR (TO) will accept the meeting summary or return it to the Contractor for revision.

C.5.2 Task 2: Plan and Conduct Six National High Visibility Enforcement Campaigns

The Contractor shall plan and conduct six national high visibility enforcement (HVE) campaigns to correspond with the campaign and dates identified below.

2019 – Click It or Ticket It (CIOT) High Visibility Enforcement Campaign National Seat Belts Mobilization

Activity Starts Ends Earned Media Begins May 6, 2019 June 13, 2019

Paid Media Campaign Runs May 13, 2019 June 2, 2019 Law Enforcement Activities May 20, 2019 June 2, 2019

2019 – Drive/Ride Sober or Get Pulled Over High Visibility Enforcement

Campaign (Labor Day) National Impaired Driving Enforcement Mobilization Activity Starts Ends

Earned Media Begins July 28, 2019 September 8, 2019 Paid Media Campaign Runs August 14, 2019

August 21, 2019 August 28, 2019

August 18, 2019 August 24, 2019

September 2, 2019 Law Enforcement Activities August 16, 2019 September 2, 2019

2019 – Drive Sober or Get Pulled Over High Visibility Enforcement

Campaign (Winter Holidays) National Impaired Driving Enforcement Mobilization Activity Starts Ends

Earned Media Begins November 24, 2019 January 5, 2020

Paid Media Campaign Runs December 11, 2019 December 18, 2019 December 25, 2019

December 15, 2019 December 22, 2019

January 1, 2020 Law Enforcement Activities December 13, 2019 January 1, 2020

2020 – U Drive. U Text. U Pay High Visibility Enforcement Campaign

National Distracted Driving Campaign1 Activity Starts Ends

Earned Media Begins April 1, 2020 April 14, 2020 Paid Media Campaign Runs April 7, 2020 April 14, 2020 Law Enforcement Activities April 10, 2020 April 14, 2020

2020 – Click It or Ticket It (CIOT) High Visibility Enforcement Campaign

Activity Starts Ends

Earned Media Begins May 4, 2020 June 11, 2020 Paid Media Campaign Runs May 11, 2020 May 31, 2020 Law Enforcement Activities May 18, 2020 May 31, 2020

2020 – Drive Sober or Get Pulled Over High Visibility Enforcement

National Impaired Driving Enforcement Mobilization2 Activity Starts Ends

Earned Media Begins July 26, 2020 September 6, 2020 Paid Media Campaign Runs August 12, 2020

August 19, 2020 August 26, 2020

August 16, 2020 August 23, 2020

September 1, 2020 Law Enforcement Activities August 14, 2020 September 1, 2020

In general, the requirements for each HVE campaign may include but are not be limited to the following:

• Initial HVE campaign kick-off meeting with the COR (TO), , and other appropriate NHTSA staff to begin discussing needs and planning creative development, potential strategies and activities; and a preliminary milestones and delivery schedule;

• Submit a summary of the initial planning meeting;

• Submit a creative brief; if no creative brief is needed, the Contractor shall submit a campaign implementation and execution plan;

• Submit, negotiate, and execute a media buy plan; this plan may include television, radio, digital (social, mobile, online), and print as appropriate to reach the target audience;

1Note: The dates for the 2020 – U Drive. U Text. U Pay. High Visibility Enforcement Campaign National Distracted Driving Campaign are not finalized. The dates listed above mirror the 2018 dates.

2 While the Drive Sober or Get Pulled Over Labor Day campaign will happen in the next task order, work needs to be done on the campaign under this task order, The 2020 dates are included for planning purposes.

• Plan, stage, coordinate and execute a media/press event if required; may include developing a video and or radio news release, satellite media tour and bites and b-roll package;

• Submit final campaign assets not less than three months prior to the launch of each campaign;

• Submit sizzle reels as requested;

• Submit final files to NHTSA for posting on NHTSA’s marketing website, trafficsafetymarketing.gov. (See C.5.8. Provide Digital and Social Media Support);

• Submit a final campaign summary for each campaign that includes campaign dates, post buy analysis including – media broken down by medium; value-added media exposure by medium, earned media, and creative developed by medium; and digital metrics including a campaign overview, sample assets, landing page totals to include page views, average time on page, unique page views, performance; web audience profile; observations and recommendations.

C.5.2.1 Task 2.1: Execute the 2019 – Click It or Ticket It (CIOT) High Visibility Enforcement Campaign – National Seat Belts Mobilization. 3

2019 – Click It or Ticket It (CIOT) High Visibility Enforcement Campaign National Seat Belts Mobilization

Activity Starts Ends Earned Media Pitched May 6, 2019 June 13, 2019

Paid Media Campaign Runs May 13, 2019 June 2, 2019 Law Enforcement Activities May 20, 2019 June 2, 2019

The Contractor shall support a fully-integrated, national paid high visibility media campaign to increase seat belt usage among the primary audience segment of Caucasian males, ages 18 to 34 and male teens ages 15 – 17. The secondary audience segment is Hispanic males and African American males ages 18 – 34.

The Contractor shall plan and execute campaign activities to include the following:

• Within four (4) weeks of award, the Contractor shall meet with the COR, COR (TO), NHTSA Campaign Manager, and other interested NHTSA personnel to conduct the initial planning meeting for the 2019 CIOT Mobilization.

• Within six (6) weeks of award, the Contractor shall submit a plan that includes milestones and deliverables that helps shape the overall strategy and implementation for the 2019 campaign. Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the plan or return it to Contractor for revision.

• Within eight (8) weeks of award, the Contractor will review the existing creative materials and recommend updates to these materials, except for the national advertisement, based upon the approved plan. Within two (2) weeks of receipt, 3 The 2019 – Click It or Ticket It (CIOT) High Visibility Enforcement Campaign – National Seat Belts Mobilization will be referred to as the 2019 CIOT Mobilization in this section.

the NHTSA Campaign Manager will approve the recommended updates or return it to Contractor for revision.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall submit a national media plan for the 2019 CIOT Mobilization.

This national media plan shall include English and Spanish language television, radio, digital, and mobile as appropriate to reach the target audience. Within two

(2) weeks of receipt, the NHTSA Campaign Manager will approve the national media buy plan or return it to Contractor for revision. Within two (2) month prior to the start of the prior to the start of the earned media activities the Contractor shall have completed media buy recommendation and execute the approved media buy plan. NHTSA will post the approved plan on trafficsafetymarketing.gov.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall meet with the COR (TO), NHTSA Campaign Manager, a representative from NHTSA’s Office Digital Strategies, and other interested NHTSA personnel to finalize the social media assets for the 2019 CIOT Mobilization.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall develop English and Spanish language earned media templates to support State and partner activities to garner earned media. Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the national media buy plan or return it to Contractor for revision.

• Within three (3) months prior to the start of the earned media activities, the Contractor shall submit to the NHTSA Campaign Manager for posting on trafficsafetymarketing.gov all final updated and refreshed campaign assets.

NHTSA will post the materials on trafficsafetymarketing.gov.

• At this time, NHTSA does not anticipate an event to launch the 2019 CIOT Mobilization. However, if NHTSA determines an event is appropriate the Contractor shall work with NHTSA in one or more of the following areas:

coordinate the venue, manage logistics and staging, coordinate and support a national satellite media tour and/or radio interview package and a video /radio news release, and a bites and b-roll package.

C.5.2.2 Task 2.2: Execute the 2019 – Drive Sober or Get Pulled Over High Visibility Enforcement Campaign – National Impaired Driving Labor Day Mobilization.

National Impaired Driving Enforcement Mobilization Activity Starts Ends

Earned Media Begins July 28, 2019 September 8, 2019 Paid Media Campaign Runs August 14, 2019

August 21, 2019 August 28, 2019

August 18, 2019 August 24, 2019

September 2, 2019 Law Enforcement Activities August 16, 2019 September 2, 2019

The Contractor shall support a fully integrated, national paid high visibility media campaign to decrease impaired driving, including alcohol and drugs, among the primary audience segment of males, ages 21 to 34. The secondary audience segment is Hispanic males and African American males ages 21 to 34.

The Contractor shall plan and execute campaign activities to include the following:

• Within seven (7) months prior to the start of earned media activities, the Contractor shall meet with the COR, COR (TO), NHTSA Campaign Manager, and other interested NHTSA personnel to conduct the initial planning meeting for the 2019 Labor Day Mobilization.

• Within six and a half (6.5) months prior to the start of the earned media activities, the Contractor shall submit a plan that includes milestones and deliverables that helps shape the overall strategy and implementation for the 2019 campaign.

Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the plan or return it to Contractor for revision.

• Within five (5) months prior to the start of the earned media activities, the Contractor shall review the existing creative materials and recommend updates to these materials, except for the national advertisement, based upon the approved plan. Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the recommended updates or return it to Contractor for revision.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall submit a national media plan. This national media plan shall include English and Spanish language television, radio, digital, and mobile as appropriate to reach the target audience. Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the national media buy plan or return it to Contractor for revision.

• Within two (2) month prior to the start of the prior to the start of the earned media activities the Contractor shall have completed media buy recommendation and shall execute the approved media buy plan. NHTSA will post the approved plan on trafficsafetymarketing.gov.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall meet with the COR (TO), NHTSA Campaign Manager, a representative from NHTSA’s Office Digital Strategies, and other interested NHTSA personnel to finalize the social media assets.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall develop English and Spanish language earned media templates to support State and partner activities to garner earned media. Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the earned media templates or return it to Contractor for revision.

• Within three (3) months prior to the start of the earned media activities, the Contractor shall submit to the NHTSA Campaign Manager for posting on trafficsafetymarketing.gov all final updated and refreshed campaign assets.

NHTSA will post the materials on trafficsafetymarketing.gov.

• At this time, NHTSA does not anticipate an event to launch the 2020 Labor Day Impaired Driving Mobilization. However, if NHTSA determines an event is appropriate the Contractor shall work with NHTSA in one or more of the following areas: coordinate the venue, manage logistics and staging, coordinate and support a national satellite media tour and/or radio interview package and a video /radio news release, and a bites and b-roll package.

C.5.2.3 Task 2.3: Execute the 2019 – Drive Sober or Get Pulled Over High Visibility Enforcement Campaign – National Impaired Driving Winter Holidays

Campaign (Winter Holidays)

National Impaired Driving Enforcement Mobilization Activity Starts Ends

Earned Media Begins November 24, 2019 January 5, 2020 Paid Media Campaign Runs December 11, 2019

December 18, 2019 December 25, 2019

December 15, 2019 December 22, 2019

January 1, 2020 Law Enforcement Activities December 13, 2019 January 1, 2020

The Contractor shall support a fully integrated, national paid high visibility media campaign to decrease impaired driving, including alcohol and drugs, among the primary audience segment of males, ages 21 to 34. The secondary audience segment is Hispanic males and African American males ages 21 to 34.

The Contractor shall plan and execute campaign activities to include the following:

• Within seven (7) months prior to the start of earned media activities, the Contractor shall meet with the COR, COR (TO), NHTSA Campaign Manager, and other interested NHTSA personnel to conduct the initial planning meeting for the 2019 Labor Day Mobilization.

• Within six and a half (6.5) months prior to the start of the earned media activities, the Contractor shall submit a plan that includes milestones and deliverables that helps shape the overall strategy and implementation for the 2019 campaign.

Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the plan or return it to Contractor for revision.

• Within five (5) months prior to the start of the earned media activities, the Contractor will review the existing creative materials and recommend updates to these materials, except for the national advertisement, based upon the approved plan. Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the recommended updates or return it to Contractor for revision.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall submit a national media plan. This national media plan shall include English and Spanish language television, radio, digital, and mobile as appropriate to reach the target audience. Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the national media buy plan or return it to Contractor for revision.

• Within two (2) month prior to the start of the prior to the start of the earned media activities the Contractor shall have completed media buy recommendation and shall execute the approved media buy plan. NHTSA will post the approved plan on trafficsafetymarketing.gov.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall meet with the COR (TO), NHTSA Campaign Manager, a representative from NHTSA’s Office Digital Strategies, and other interested NHTSA personnel to finalize the social media assets.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall develop English and Spanish language earned media templates to support State and partner activities to garner earned media. Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the earned media templates or return it to Contractor for revision.

• Within three (3) months prior to the start of the earned media activities, the Contractor shall submit to the NHTSA Campaign Manager for posting on trafficsafetymarketing.gov all final updated and refreshed campaign assets.

NHTSA will post the materials on trafficsafetymarketing.gov.

• At this time, NHTSA does not anticipate an event to launch the 2019 Winter Holidays Impaired Driving Mobilization. However, if NHTSA determines an event is appropriate the Contractor shall work with NHTSA in one or more of the following areas: coordinate the venue, manage logistics and staging, coordinate

C.5.2.4. Task 2.4: Execute the 2020 – U Drive. U Text. U Pay. High Visibility Enforcement Campaign National Distracted Driving Campaign

2020 – U Drive. U Text. U Pay High Visibility Enforcement Campaign

National Distracted Driving Campaign4 Activity Starts Ends

Earned Media Begins April 1, 2020 April 14, 2020 Paid Media Campaign Runs April 7, 2020 April 14, 2020 Law Enforcement Activities April 10, 2020 April 14, 2020 campaign to prevent the incidence of texting and driving among motorists with a specific focus on men and women ages 18 to 34.

The Contractor shall plan and execute campaign activities to include the following:

• Within eleven (11) months prior to the start of earned media activities, the Contractor shall meet with the COR, COR (TO), NHTSA Campaign Manager, and other interested NHTSA personnel to conduct the initial planning meeting for the 2020 U Drive. U Text. U Pay. National Distracted Driving Campaign.

• Within ten (10) months prior to the start of the earned media activities, the Contractor shall submit a plan that includes milestones and deliverables that helps

4Note: The dates for the 2020 – U Drive. U Text. U Pay. High Visibility Enforcement Campaign National Distracted Driving Campaign are not finalized. The dates listed in the table mirror the 2018 campaign dates.

shape the overall strategy and implementation for the 2020 campaign. Within two

(2) weeks of receipt, the NHTSA Campaign Manager will approve the plan or return it to Contractor for revision.

• Within nine (9) months prior to the start of the earned media activities, the Contractor will develop new creative materials, including a national advertisement for texting and driving based upon the approved plan.

Material may consist of, but is not limited to, traditional advertising, digital and social media, video, web, press materials, and materials for partners, states, and influencers.

Consideration shall be given to producing some materials in both English and Spanish, and developing/adapting products to particular target groups or influencers, when appropriate.

In the creative development, production, and talent renewal process the Contractor shall:

• Develop a creative brief within nine (9) months prior to the start of the earned media activities. The creative brief shall provide a provide project description and background; description of the target audience insights; target audience insights;

goals; challenges; copy strategy; tone; mandatories, and any other creative considerations. Within five (5) business days of receipt, the COR (TO) will approve or return the creative brief to the Contractor with comments. If necessary, the Contractor shall revise and submit the revised brief to the COR (TO) within ten (10) days after receipt.

• Develop creative concepts and present concepts based on the approved campaign strategy, research, and creative briefs to the COR (TO) and other stakeholders for refinement and approval. Within five (5) days of receipt, the COR (TO) will approve or return feedback. If necessary, the Contractor shall revise and submit the revised document within three (3) weeks after receipt;

• Conduct exploratory research and test creative concepts to ensure effectiveness with target audiences, when appropriate, within nine (9) months prior to the start of the earned media activities. The Contractor shall submit a report detailing the results of the research within two (2) weeks of conducting the research. The Contractor shall work with the COR (TO) to prepare the necessary ICR documents for agency concurrence and official submission to OMB for approval before research is collected. NHTSA expects to conduct exploratory research and also test at least three (3) concepts in a minimum of two (2) cities;

• Submit a production schedule and shoot location to the COR (TO) for approval once the concepts have been finalized. The COR (TO) will approve or provide feedback to the production schedule within five (5) days;

• Develop campaign material. During all phases of campaign material development, draft content and materials shall be provided to the COR (TO), for approval;

• Negotiate all talent rights and renewals. The Contractor shall obtain talent rights and renewals and shall use non-leased, royalty-free, unlimited use graphics and photos, when possible. When the Contractor is unable to use non-leased or royalty-free images, the Contractor shall provide a talent update to the COR (TO) that explains how the spots can be used. For previously produced creative, the

Contractor shall renew talent on assets that support the campaign strategy.

Recommendations on which spots to renew and expire shall be cleared with the COR (TO) along with an explanation on how the creative can be used;

• Ensure that creative materials are available to be localized by qualified groups.

The Contractor shall work with qualified groups, including States, to allow them to tag creative materials with their logo and contact information;

• Ensure that all materials are prepared in a format consistent with NHTSA requirements and have all the necessary approvals from NHTSA and DOT.

All materials developed for electronic distribution by NHTSA shall comply with Section 508 of the Rehabilitation Act.

The Contractor shall provide the COR (TO) all final creative materials, including supporting paperwork on usage rights and model release forms.

All of the native graphic files and supporting high-resolution artwork, fonts, images, illustrations, and any other pertinent files used to create the products shall be delivered.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall submit a national media plan. This media plan shall include English and Spanish language television, radio, digital, and mobile as appropriate to reach the target audience. Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the national media buy plan or return it to Contractor for revision.

• Within two (2) month prior to the start of the prior to the start of the earned media activities the Contractor shall have completed media buy recommendation and shall execute the approved media buy plan.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall meet with the COR (TO), NHTSA Campaign Manager, a representative from NHTSA’s Office Digital Strategies, and other interested NHTSA personnel to finalize the social media assets.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall develop English and Spanish language earned media templates to support State and partner activities to garner earned media. Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the earned media templates or return it to Contractor for revision.

• Within three (3) months prior to the start of the earned media activities, the Contractor shall submit to the NHTSA Campaign Manager for posting on trafficsafetymarketing.gov all final campaign assets. NHTSA will post the materials on trafficsafetymarketing.gov.

• At this time, NHTSA does not anticipate an event to launch the 2020 U Drive. U Text. U Pay. Distracted Driving Mobilization. However, if NHTSA determines an event is appropriate the Contractor shall work with NHTSA in one or more of the following areas: coordinate the venue, manage logistics and staging, coordinate and support a national satellite media tour and/or radio interview package and a video /radio news release, and a bites and b-roll package.

C.5.2.5. Task 2.5: Execute the 2020 – Click It or Ticket It (CIOT) High Visibility Enforcement Campaign – National Seat Belts Mobilization.

2020 – Click It or Ticket It (CIOT) High Visibility Enforcement Campaign

Activity Starts Ends

Earned Media Begins May 4, 2020 June 11, 2020 Paid Media Campaign Runs May 11, 2020 May 31, 2020 Law Enforcement Activities May 18, 2020 May 31, 2020

The Contractor shall support a fully-integrated, national paid high visibility media campaign to increase seat belt usage among the primary audience segment of Caucasian males, ages 18 to 34 and male teens ages 15 – 17. The secondary audience segment is Hispanic males and African American males ages 18 – 34.

The Contractor shall plan and execute campaign activities to include the following:

• Within seven (7) months prior to the start of earned media activities, the Contractor shall meet with the COR, COR (TO), NHTSA Campaign Manager, and other interested NHTSA personnel to conduct the initial planning meeting for the 2020 CIOT Mobilization.

• Within six and a half (6.5) months prior to the start of the earned media activities, the Contractor shall submit a plan that includes milestones and deliverables that helps shape the overall strategy and implementation for the 2020 campaign.

Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the plan or return it to Contractor for revision.

• Within five (5) months prior to the start of the earned media activities, the Contractor will review the existing creative materials and recommend updates to these materials, except for the national advertisement, based upon the approved plan. Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the recommended updates or return it to Contractor for revision.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall submit a national media plan for the 2020 CIOT Mobilization.

This media plan shall include English and Spanish language television, radio, digital, and mobile as appropriate to reach the target audience. Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the national media buy plan or return it to Contractor for revision.

• Within two (2) months prior to the start of the prior to the start of the earned media activities the Contractor shall have completed media buy recommendation and shall execute the approved media buy plan.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall meet with the COR (TO), NHTSA Campaign Manager, a representative from NHTSA’s Office Digital Strategies, and other interested NHTSA personnel to finalize the social media assets for the 2020 CIOT Mobilization.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall develop English and Spanish language earned media templates to support State and partner activities to garner earned media. Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the earned media templates or return it to Contractor for revision.

• Within three (3) months prior to the start of the earned media activities, the Contractor shall submit to the NHTSA Campaign Manager for posting on trafficsafetymarketing.gov all final updated and refreshed campaign assets.

NHTSA will post the materials on trafficsafetymarketing.gov.

• At this time, NHTSA does not anticipate an event to launch the 2020 CIOT Mobilization. However, if NHTSA determines an event is appropriate the Contractor shall work with NHTSA in one or more of the following areas:

coordinate the venue, manage logistics and staging, coordinate and support a national satellite media tour and/or radio interview package and a video /radio news release, and a bites and b-roll package.

C.5.2.6. Task 2.6: Execute the 2020 – Drive Sober or Get Pulled Over High Visibility Enforcement Campaign – National Impaired Driving Labor Day

2020 – Drive Sober or Get Pulled Over High Visibility Enforcement

National Impaired Driving Enforcement Mobilization5 Activity Starts Ends

Earned Media Begins July 26, 2020 September 6, 2020 Paid Media Campaign Runs August 12, 2020

August 19, 2020 August 26, 2020

August 16, 2020 August 23, 2020

September 1, 2020 Law Enforcement Activities August 14, 2020 September 1, 2020 campaign to decrease impaired driving, including alcohol and drugs, among the primary audience segment of males, ages 21 to 34. The secondary audience segment is Hispanic males and African American males ages 21 to 34.

The Contractor shall plan and execute campaign activities to include the following:

• Within eleven (11) months prior to the start of earned media activities, the Contractor shall meet with the COR, COR (TO), NHTSA Campaign Manager, and other interested NHTSA personnel to conduct the initial planning meeting for the 2020 Labor Day Mobilization.

• Within ten (10) months prior to the start of the earned media activities, the Contractor shall submit a plan that includes milestones and deliverables that helps shape the overall strategy and implementation for the 2020 campaign. Within two

(2) weeks of receipt, the NHTSA Campaign Manager will approve the plan or return it to Contractor for revision.

5 While the Drive Sober or Get Pulled Over Labor Day campaign will happen in the next task order, work needs to be done on the campaign under this task order, The 2020 dates are included for planning purposes.

• Within nine (9) months prior to the start of the earned media activities, the Contractor will develop new creative materials, including a national advertisement for alcohol impairment based upon the approved plan.

Material may consist of, but is not limited to, traditional advertising, digital and social media, video, web, press materials, and materials for partners, states, and influencers.

Consideration shall be given to producing some materials in both English and Spanish, and developing/adapting products to particular target groups or influencers, when appropriate.

In the creative development, production, and talent renewal process the Contractor shall:

• Develop a creative brief within nine (9) months prior to the start of the earned media activities. The creative brief shall provide a provide project description and background; description of the target audience insights; target audience insights;

goals; challenges; copy strategy; tone; mandatories, and any other creative considerations. Within five (5) business days of receipt, the COR (TO) will approve or return the creative brief to the Contractor with comments. If necessary, the Contractor shall revise and submit the revised brief to the COR (TO) within ten (10) days after receipt.

• Develop creative concepts and present concepts based on the approved campaign strategy, research, and creative briefs to the COR (TO) and other stakeholders for refinement and approval. Within five (5) days of receipt, the COR (TO) will approve or return feedback. If necessary, the Contractor shall revise and submit the revised document within three (3) weeks after receipt;

• Conduct exploratory research and test creative concepts to ensure effectiveness with target audiences, when appropriate, within nine (9) months prior to the start of the earned media activities. The Contractor shall submit a report detailing the results of the research within two (2) weeks of conducting the research. The Contractor shall work with the COR (TO) to prepare the necessary ICR documents for agency concurrence and official submission to OMB for approval before research is collected. NHTSA expects to conduct exploratory research and also test at least 3 concepts in a minimum of 2 cities;

• Submit a production schedule and shoot location to the COR (TO) for approval once the concepts have been finalized. The COR (TO) will approve or provide feedback to the production schedule within five (5) days;

• Develop campaign material. During all phases of campaign material development, draft content and materials shall be provided to the COR (TO), for approval;

• Negotiate all talent rights and renewals. The Contractor shall obtain talent rights and renewals and shall use non-leased, royalty-free, unlimited use graphics and photos, when possible. When the Contractor is unable to use non-leased or royalty-free images, the Contractor shall provide a talent update to the COR (TO) that explains how the spots can be used. For previously produced creative, the Contractor shall renew talent on assets that support the campaign strategy.

Recommendations on which spots to renew and expire shall be cleared with the COR (TO) along with an explanation on how the creative can be used;

• Ensure that creative materials are available to be localized by qualified groups.

The Contractor shall work with qualified groups, including States, to allow them to tag creative materials with their logo and contact information;

• Ensure that all materials are prepared in a format consistent with NHTSA requirements and have all the necessary approvals from NHTSA and DOT.

All materials developed for electronic distribution by NHTSA shall comply with Section 508 of the Rehabilitation Act.

The Contractor shall provide the COR (TO) all final creative materials, including supporting paperwork on usage rights and model release forms.

All of the native graphic files and supporting high-resolution artwork, fonts, images, illustrations, and any other pertinent files used to create the products shall be delivered.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall submit a national media plan. This media plan shall include English and Spanish language television, radio, digital, and mobile as appropriate to reach the target audience. Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the national media buy plan or return it to Contractor for revision.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall meet with the COR (TO), NHTSA Campaign Manager, a representative from NHTSA’s Office Digital Strategies, and other interested NHTSA personnel to finalize the social media assets.

• Within four (4) months prior to the start of the earned media activities, the Contractor shall develop English and Spanish language earned media templates to support State and partner activities to garner earned media. Within two (2) weeks of receipt, the NHTSA Campaign Manager will approve the earned media templates or return them to the Contractor for revision.

• Within three (3) months prior to the start of the earned media activities, the Contractor shall submit to the NHTSA Campaign Manager for posting on trafficsafetymarketing.gov all final campaign assets. NHTSA will post the materials on trafficsafetymarketing.gov.

• At this time, NHTSA does not anticipate an event to launch the 2020 Labor Day Impaired Driving Mobilization. However, if NHTSA determines an event is appropriate the Contractor shall work with NHTSA in one or more of the following areas: coordinate the venue, manage logistics and staging, coordinate

C.5.3 Task 3: Coordinate and Participate in Broadcast Network Marketing Meetings

Within three (3) months after award and as needed thereafter, the Contractor shall meet with the COR (TO) and other NHTSA staff to plan and coordinate meetings with appropriate national broadcast network representatives to seek programming and other marketing recommendations to reach the intended audiences for the High Visibility Enforcement campaigns.

The Contractor shall schedule the broadcast network marketing meetings and the planning meeting with NHTSA staff to occur within the first quarter of calendar year 2019 for the High Visibility Enforcement campaigns in 2019 and within the first quarter of calendar year 2020 for the High Visibility Enforcement campaigns in 2020. The Contractor shall ensure that the meeting includes at least one NHTSA representative as designated by the COR (TO). The Contractor shall arrange meeting logistics with the appropriate national broadcast network representatives including date, time, location, and agenda.

C.5.4 Task 4: Plan and Conduct Additional Social Norming, Non-Paid Media Campaigns, or Other Traffic Safety Related Events or Activities

The Contractor shall support additional social norming or non-paid media campaigns or initiatives for specific traffic safety program or areas. NHTSA campaigns and dates may include but are not limited to:

Campaign Name Planning Begins Creative Assets Posted Buzzed and Drive Sober 4th of July January 2019 April 2019

Halloween January 2019 July 2019 Pre-Holiday Season 2019 June 2019 August 2019

St. Patrick’s Day 2020 October 2019 December 2019 Distracted Driving Awareness Month November 2019 January 2020 Motorcycle Safety Awareness Month November 2019 February 2020

Pedestrian/Bicycle Safety November 2019 February 2020 Halloween January 2020 N/A

Thanksgiving Holiday Seat Belt Campaign

January 2020 N/A

Buzzed and Drive Sober 4th of July September 2019 April 2020

In general,…