Final_Questions and NHTSA Response_RFP 20R000045_Region 9 Media 5.21.2020 .pdf

RFP # 693JJ920R000045

Region 9 Media Services

Questions and NHTSA Response:

1. (Reference Section J, Attachment J.2)

The RFP states, “The Offeror shall submit requests for at least three (3) Past

Performance Questionnaires to be completed by customers of the Offeror (See

Section J, Attachment J.2).” Do the requests go to you and you send the questionnaires to the references, or do I send the Attachment J.2 questionnaire directly to the references?

NHTSA Response:

The Offeror is responsible for sending the requests to complete Past Performance

Questionnaires to the applicable references (recent customers). Offerors should refer to

Section L.9, Part IV (Corporate Experience/Past Performance)

2. (Reference Section F.4, Deliverables/Milestones, Page 19)

How many hours of Contractor labor work do you foresee for each task number

C.5.1 – C.5.10.5 (17 items total)? When terms like “ongoing throughout period of performance” are used, it’s hard to determine what the DOT COR will expect or require in terms of consultative services support, once the final communications plan has been approved.

An estimate number of hours is not identified for each specific task. Offerors are expected to provide an appropriate number of labor hours commensurate with the details of its respective technical proposal. Please refer to Section L.10 Business Proposal Instructions

– Part I Cost/Price Information – b. Business Proposal Breakdown – Bullet #2 Proposed

Labor.

3. (Reference Section C.5.5, Plan & Conduct Events for Dignitaries, Page 10)

Will these events include all of Region 9 Territories or will the events be coordinated for individual markets as outlined in Region 9: Arizona, California, Hawaii, American Samoa, Guam, And Commonwealth of Northern Mariana Islands? How many individual events in total do you expect to need help facilitating? Will contractor presence at events be required or will the events be managed by the

COR?

Please refer to Section C.5.5 for details on planning and conducting events. Region 9 anticipates a total of two(2) to three (3) events for the year and does not anticipate there will be any in-person events for the Contractor to attend.

4. (General Inquiry)

Is there an incumbent agency that has worked with DOT in this consultative nature in the past or is this a new role that is being added to the campaign development in

Region 9?

NHTSA is initiating a new contract for Region 9 traffic safety media efforts and communications.

5. (General Inquiry)

Is there another advertising agency that is developing all the creative components, messaging, and narrative for the campaign that the contactor will have to develop communications strategies based on pre-developed creative & messaging?

Please see response to question 4. Additionally, please refer to Section C.5.7 Provide

Guidance on Earned Media, Outreach and Social Media, as Appropriate, for Other

Highway Safety Issues for more information.

6. (Proposal Submission)

Do we need to submit five (5) copies of Technical and Business volume via e-mail or by mail, or do we have to submit both ways?

Offerors will be required to submit one (1) copy of both the Technical and Cost/Business proposals electronically (via email).

7. (General Inquiry)

Who was the incumbent and what was the amount awarded?

Please see response to question 4.

8. (General Inquiry)

Is there a proposed budget for this particular requirement?

An estimated budget for this requirement will not be provided. The Offeror is responsible for stating appropriate proposed hours of labor to complete the requirements in the SOW.

Please refer to Section L.10 Business Proposal Instructions – Part I Cost/Price

Information.

9. (General Inquiry)

Could a target award date of this requirement be provided?

The Offeror should assume an award date of August 2020. Please refer to the Price

Proposal Assumptions on Page 60.

10. (General Inquiry)

Will Region 9 paid media support be in complement to or counter-flighted with national

NHTSA support? If so, to provide perspective on coordinating efforts, could you please provide the 2018-2019 NHTSA paid media support plans?

Please refer to Section C.5 Specific Tasks/Requirements in its entirety for information regarding paid media support. Please refer to response for question 4 no paid media support plans will be provided.

11. (General Inquiry)

Could a summary/outline of Region 9 paid media schedules, 2018-2019, including spend media purchased, schedule timing and duration be provided?

12. (General Inquiry)

Could the Region 9 paid media budgets, yearly or by program, or paid media spend caps, 2018-2019 be provided?

13. (General Inquiry)

Please confirm the target audience of these messages in Adults 18-34?

The audience may vary depending on what the data shows. Please refer to Section C.5.6

Implementation of Communications Plan as it indicates the Regional Office shall provide the Contractor guidance and input with technical assistance and consultation.

14. (General Inquiry)

Will Region 9 produce advertising units, i.e. print ads, tv ads, billboard ads, online display ads, etc. on their own, or do all NHTSA Regions use units from a national support bank?

NHTSA Region 9 supports and promotes national messaging; however, the States and

Territories develop some of their own to make the messages demographically relevant.

Please refer to Section C.5 Specific Tasks/Requirements.

15. (General Inquiry)

Will NHTSA be providing staff for outreach events or will the contractor be expected to staff the booth?

Please refer to Section C.5 Specific Tasks/Requirements – C.5.9 Community, Employer and Multicultural Partnership Outreach Assistance.

16. (General Inquiry)

Will NHTSA be providing talking points for the events or will the contractor need provide those talking points?

Please refer to Section C.5 Specific Tasks/Requirements – C.5.5 Plan and Conduct Events for Dignitaries and C.5.6 Implementation of Communications Plan.

17. (General Inquiry)

How many expected events will NHTSA plan on having during the contract year?

Please see response to question 3.

18. (General Inquiry)

Will NHTSA be providing premiums for the outreach events? If so what is the expected quantity per event?

The Offeror is responsible for stating estimated costs for performance of this requirement.

Please refer to Section L.10 Business Proposal Instructions – Part I Cost/Price

Information.

19. (Statement of Work)

What are the details of the Click it or Ticket earned media campaign referenced in paragraph 7 of the SOW Pg. 5-6?

C.1 Background of the SOW includes information about two nationally important traffic safety issues; impaired driving and the use of seat belts to show the importance of messaging to increase traffic safety. The Click It or Ticket program is part of the background as an example of a successful media effort that included paid and earned media coupled with enforcement.

20. (Statement of Work)

What are the details of the Click it or Ticket earned media campaign referenced in paragraph 7 of the SOW Pg. 5-6? (Note: Earned media is typically an organic result of other actions but is referenced otherwise).

Please see response to question 19.

21. (General Inquiry)

Is this a recompete or new requirement? If a recompete please provide the name of the

Incumbent and the contract number.

22. (General Inquiry)

What is the total annual contract value?

Please see response to question 8.

23. (General Inquiry)

What is the total contract value?

24. (General Inquiry)

What is the expected level of effort?

There is not an estimated number of hours for each specific task. The Government does estimate an average yearly total of 615 hours (inclusive of all tasks), for each anticipated

12-month contract year. Please refer to Section C.5 Specific Tasks/Requirements.

25. (General Inquiry)

If this is a recompete is the scope the same as the predecessor contract? If not, what are the changes in scope?

26. (Reference Sections C.5.1, G.5, and L.10 (Price Proposal Assumptions))

Within three (3) weeks of award, the Contractor shall meet with the COR, a representative from the Office of Acquisition Management, and representatives from the

NHTSA Region 9 Office in Sacramento, California. Additionally, per G.5, travel and per diem will be reimbursed. However, per Price Proposal Assumptions on page 60, the

Contractor should plan for at least a two (2) hour Kick-Off meeting, by conference call, covering both the contract. Please note, that more than four (4) individuals may attend but NHTSA will only reimburse the Contractor for up to two (2) individuals.

So, does the customer expect 100% remote work, or should the contractor plan for travel

ODCs?

Other than meeting with the COR or Regional Staff as described in the SOW, the Offeror is responsible for workspace and will not have established workspace in the Region 9 office. Please refer to Section C.4.2 Government Furnished Equipment/Materials. The

Offeror is expected to list any assumptions made regarding travel. Please refer to Section

L.10 Business proposal Instructions – Part I-Cost/Price Information – b. Business

Proposal Breakdown – Other Direct Costs and Travel. Additionally, please refer to Section

C.4.2, Government Furnished Equipment/Materials.

27. (Reference Section C.5.10.5, Final Report)

Acceptable formats for the submission of publications include current desktop design and publication programs, such as:

• QuarkXpress

• Adobe PageMaker

Graphics files should be created in programs such as:

• Adobe Illustrator

• Adobe Photoshop

• Macromedia Freehand

These are considerably older software solutions. Is the contractor permitted to use modern solutions that exist outside the MS Office suite? Are any software solutions besides MS Office prohibited?

Please refer to Section D. Illustrations, Section H Special Contract Requirements – H.1.4

Computer Programs/Databases/Printer Layouts and Logic Tables; H.2 Information

Technology; and H.7 Requirements for Implementing Section 508 Standards.

28. (Reference Section G.2, Indirect Cost Rates)

What are the Fringe, Overhead, G&A allowable rates and effective periods?

This information will be finalized during the establishment of final indirect cost rates, with the successful Offeror. Please refer to Section G.2, Indirect Cost Rates.

29. (Reference Section G.4, Escalation Rate)

Escalation Rate shall not exceed what percent?

This information will be finalized with the successful Offeror prior to contract award.

30. (Reference Section M.3, Basis of Award)

With respect to your basis for award, what is your approximate annual budget?

31. (Reference Section L.8, Proposal Format)

Is this follow-on work or a new contract? If the former, what is the original contract number?

32. (Reference Section C.5.3, Provide Media Support to Region 9)

Is the contractor required to develop any of the NHTSA Tool Kits or tailor templates for media releases and campaign follow-ups, sample social media posts, and drive time messages for on air radio personalities?

NHTSA Tool Kits are developed by NHTSA’s Office of Communications and Consumer

Information (OCCI) and the Contractor shall distribute and promote the use of the

NHTSA Tool Kits to the region. Please refer to Section C.5.3 Provide Media Support to

Region 9.

33. (Reference Section C.5.4, Assist with Planning and Conducting Press Releases and

News Conferences)

Does the promotion of media events include the development of media alerts, press releases, video uplinks, background pieces, proclamations, press kits, web sites, newsletters, cable television, direct mail, e-mail, etc.?

Please refer to Section 5.4 Assist with Planning and Conducting Press Releases and News

Conferences where it indicates, the Contractor shall assist when requested and deemed appropriate by the Regional Office.

34. (Reference Section C.5.5, Plan and Conduct Events for Dignitaries)

What is the expected frequency of USDOT/NHTSA dignitaries and/or highway safety authorities?

There is no expected frequency. Please refer to Section C.5.5 Plan and Conduct Events for

Dignitaries where it indicates events are as needed for speaking engagements and in some instances, with short notice. Also, please refer to Section C.5.4 Assist with Planning and

Conducting Press Releases and News Conferences for dates of possible media events.

35. (Reference Section C.5.6, Implementation of Communications Plan)

Does technical assistance and consultation mean the contractor will produce social media posts, paid media expenditures, printing, designing and executing public awareness campaign(s), video and audio public service announcement (PSA) production, social media, media events, and graphic materials?

The Contractor shall provide guidance, assistance, education, and recommendations, among other technical assistance and consultation, as indicated in the bullet points in

Section C.5.6 Implementation of Communications Plan. Please also refer to Section C.5.7

Provide Guidance on Earned Media, Outreach and Social Media, as Appropriate, for

Other Highway Safety Issues.

36. (Reference Section C.5.7, Provide Guidance on Earned Media, Outreach and Social

Media, as Appropriate, for Older Highway Safety Issues)

Does DOT consider social media influencers as paid media?

Social media is considered a low or no cost option and not typically used as paid media.

The Contractor is expected to educate the Region 9 SHSOs and encourage development and use of social media as a low-cost method. Please refer to Section C.5.7 Provide

Guidance on Earned Media, Outreach and Social Media, as Appropriate, for Other

Highway Safety Issues.

37. (Reference Section C.1, Pg. 5, Background)

Can you share detail results of the Southeast telephone surveys and observational surveys?

Please see response to question 19, C.1 Background in the SOW is provided to demonstrate the importance of utilizing survey data to develop media outreach. Observational surveys are still used by States and the results are available for public consumption on the NHTSA website, in the Traffic Safety Facts documents.

38. (Reference Section C.1, Pg. 5, Background)

Were citizens in Region 9 ever exposed to the Click it or Ticket campaign in any way?

As a NHTSA requirement for highway safety funding, States and Territories are required to participate in the NHTSA mobilizations, including CIOT.

39. (Reference Section C.2, Pg. 5, Objective)

How does the rate of drug and alcohol consumption and abuse in Region 9 compare to SE states that participated in the Click it or Ticket campaign?

For information regarding impaired driving and Click It or Ticket, please refer to the

Traffic Safety Facts documents for Impaired Driving and Occupant Protection on the

NHTSA website. More data and publications can also be found on NHTSA’s National

Center for Statistical Analysis web page.

40. (Reference Section C.2, Pg. 5, Objective)

Are there any regional traffic trends consistent across Region 9 states and territories?

Please refer to Section C.5.2 Final Annual Regional Communications Plan, paragraphs two and three. Paragraph two indicates a focus to improve traffic safety media efforts with emphasis in specific areas, but also improve and encourage safe practices for all modes of transportation. Paragraph three indicates the Contractor plans are expected to consist of traffic and enforcement statistics.

41. (Reference Section C.2, Pg. 5, Objective)

Has any market research been conducted recently in the region re: traffic casualties, impaired and distracted driving, etc.?

The Contractor’s plans are expected to include market research. Please refer to Section

C.5.2 Final Annual Regional Communications Plan, paragraph three.

42. (Reference Section C.5.1, Pg. 8, Kick-Off Meeting and Initial Strategy Meeting)

In light of COVID-19, how will the kickoff meeting be conducted? What are the expectations?

The Kick-Off meeting will be by conference call. Please reference Section L.10 Business proposal Instructions – Part I-Cost/Price Information – b. Business Proposal Breakdown –

Price Proposal Assumptions. The meeting will include a discussion of the contract, review of the Draft Annual Regional Communications Plan submitted by the Contractor, and all other items as indicated in Section C.5.1 Kick-Off and Initial Strategy Meeting.

43. (Reference Section C.5.1, Pg. 8, Kick-Off Meeting and Initial Strategy Meeting)

The Section states that the kickoff, "...meeting will also outline national, regional and state priorities". Are there any national priorities associated with this contract?

Please refer to Section C.5.1 Kick-Off and Initial Strategy Meeting. National, regional and state priorities will be discussed at the meeting. A list of events for various national, state and regional activities and priorities are provided in Section C.5.4 Assist with

Planning and Conducting Press Releases and News Conferences.

44. (Reference Section C.5.2, Pg. 8, Final Annual Regional Communications Plan)

Both the Kickoff meeting and the draft of an annual regional communications plan are due within 3 weeks of the award. Is there an expectation that the draft plan will be presented and reviewed during the kickoff meeting?

Please refer to Section C.5.1 Kick-Off and Initial Strategy Meeting and Section C.5.2 Final

Annual Regional Communications Plan. The Contractor is expected to submit the Draft

Annual Regional Communications Plan prior to the opening of the Kick-Off meeting.

45. (Reference Section C.5.2, Pg. 8, Final Annual Regional Communications Plan)

In order to develop a draft communication plan and present it at the kick meeting the awarded will need access to relevant data to build the plan, will the Government provide access to prior survey results, metrics and any other statistical data or analysis that could support the development of the plan?

Relevant data, surveys, and other information for developing a draft communications plan is available for public consumption. After the contract is awarded, the COR will provide input to the Contractor and will be available to work with them throughout the contract period. Please refer to Section C.5.2 Final Annual Regional Communications Plan.

46. (Reference Section C.5.2, Pg. 8, Final Annual Regional Communications Plan)

Have there been any past NHTSA programs and/or campaigns that specifically address distracted driving from texting and phone usage?

NHTSA’s Office of Communications and Consumer Information (OCCI) Calendar and

NHTSA’s Traffic Safety Marketing website for communications are referenced in Section

C.5.2 Final Annual Regional Communications Plan. Past programs and/or campaigns addressing distracted driving can be found in the calendar and the website.

47. (Reference Section C.5.2, Pg. 8, Final Annual Regional Communications Plan)

What are all the modes of transportation considered for the purposes of this contract?

All road users are considered in all modes of transportation for the purposes of this contract.

48. (Reference Section C.5.2, Pg. 8, Final Annual Regional Communications Plan)

Can you share the OCCI Communications Calendar?

The OCCI Communications Calendar can be found on the NHTSA website

(www.nhtsa.gov).

49. (Reference Section C.5.3, Pg. 9, Provide Media Support to Region 9)

Who are the current highway safety partners?

This is not indicated in the RFP as the Contractor is expected to establish contact with the highway safety partners and work with the COR to compile a list. Please refer to Section

C.5.3 Provide Media Support to Region 9.

50. (Reference Section C.5.3, Pg. 9, Provide Media Support to Region 9)

What media outlets have been utilized to date?

Some media outlets utilized include television, radio, movie theatres, newspapers, billboards, Facebook, and twitter, to name a few. An exhaustive list of media outlets has not been created as the Contractor is expected to work with the COR to compile a list.

Please refer to Section C.5.3 Provide Media Support to Region 9.

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51. (Reference Section C.5.3, Pg. 9, Provide Media Support to Region 9)

Do the NHTSA tool kits exist already or are we expected to develop those for the region?

Can you share an example of past tool kits utilized?

Please see response to question 32.

52. (Reference Section C.5.4, Pg. 9, Assist with Planning and Conducting Press Releases and News Conferences)

For press releases and news conferences, is there an existing platform to host video and where the video will need to be uploaded?

The event host may provide the video platform and uploads, however, when requested and deemed appropriate by the Regional Office, the Contractor is expected to support events with things like video uplinks and provide easily accessible video. Please refer to Section

C.5.4 Assist with Planning and Conducting Press Releases and News Conferences and

Section C.5.6 Implementation of Communications Plan.

53. (Reference Section C.5.4, Pg. 9, Assist with Planning and Conducting Press Releases

Is website development and maintenance required? If so, will the digital architecture need to be provided or will the site be hosted on an NHTSA current digital environment?

Website development and maintenance is not required, however, if assistance is requested and deemed appropriate by the Regional Office, the Contractor is expected to support the request. Please refer to Section C.5.4 Assist with Planning and Conducting Press Releases and News Conferences.

54. (Reference Section C.5.4, Pg. 9, Assist with Planning and Conducting Press Releases

Can you share a sample proclamation NHTSA has used before?

Section C.5.4 Assist with Planning and Conducting Press Releases and News Conferences, contains a sample list of items the Contractor may be asked to provide to support an event.

Proclamations is an item on the list; however, it is not a common request and would be done on a case by case bases at which time a sample can be requested.

55. (General Inquiry)

Is video production expected in this contract?

Video production is not expected, however, if requested and deemed appropriate by the

Regional Office, the Contractor is expected to support the request through assistance, guidance, education, best practices, expert resources, and/or other means as necessary.

Please refer to Section C.5.6 Implementation of Communication Plan.

56. (Reference Section L.10, Business Proposal Instructions)

What is the budget for the project?

57. (Reference Section C.2, Objective)

The RFP states, “The objective of this contract…to improve traffic safety media efforts with an emphasis on alcohol, drug-impaired and distanced driving.”

Is designing and negotiating paid media advertisements a component of this contract, or is the work strictly to advise the State offices on their paid media promotions?

Please refer to Section C.2 Objective, as it indicates the Contractor is to provide communication support services for NHTSA Region 9 to improve traffic safety media efforts. Please also refer to Section C.4.1 General Requirements, as it indicates the

Contractor shall serve as a liaison to Region 9 States and Territories to assist in various media, campaign, and marketing activities and strategies. Further information can be found in Section C.5 Specific Tasks/Requirements.

58. (Reference Section C.5.3, Provide Media Support to Region 9)

The RFP states, “The Contractor shall distribute and promote the use of NHTSA Tool

Kits for various national and regional campaigns in all program areas.”

Does the Contractor design and develop the Tool Kits, and thus, is there a need for the

Proposal to include ideas or previous examples for these Tool Kits?

Please see response to question 32.

59. (Reference Section C.2, Objective)

Are you looking for this region’s communications to mirror NHTSA’s other regions or its national communications plan?

Please refer to Section C.5.2 Final Annual Regional Communications Plan. The plan should be a regional focus to improve media efforts, support NHTSA’s campaigns, extend the reach of national and regional campaigns, and encourage safe practices for all modes of transportation region wide.