Industry Day Questions and Responses (Final).pdf

NHTSA Industry Day Discussion for National Communications, Marketing, and Media Support - (693JJ923RQ000208)

January 11, 2023

1. Question: Will the pass through media buy dollars affect a Small Business' earnings as related to NAICS limits?

Response: No, Statutorily Mandatory Advertising (SMA) dollars are treated as a pass through and are not counted against the small business size standards calculation.

2. Question: So only current OASIS contract holders will be able to bid on this RFP?

Response: While GSA OASIS is the preferred source; the agency is still conducting its market research and no final determination has been made for the acquisition strategy.

3. Question: How does SAM.gov Notice ID# 693JJ923RQ000066 (for Region 1 Media Support Services) relate to SAM.gov Notice ID# 693JJ923RQ000208 (for National Communications, Marketing, and Media Support)? Is NHTSA considering breaking apart the national requirement by region?

Response: There is no relationship. No, these are two separate unrelated agency requirements.

4. Question: Will this presentation be recorded and distributed to attendees for future reference?

Response: No. The Question and Answers during the call will be shared on SAM.Gov.

5. Question: I know you mentioned "contract type" issues will be addressed later, but is it under consideration that you might change the contract type from CPFF to another contract type like T&M?

Response: Presently, all aspects for the solicitation are still under consideration.

The information was shared about the current CPFF award to bring awareness to potential offerors that this is a possibility and would require them to have an adequate accounting system in accordance with FAR 16.301-3 Limitations.

6. Question: Outside of the directory links, is there anyone within NHTSA that can help businesses connect with primes?

Response: Potential offerors not presently on GSA may refer to slide #8 of Doing Business with NHTSA briefing to follow up with the GSA Customer Service Director Amit Rajput or connect with GSA OASIS vendors directly.

7. Question: How long has the incumbent owned the contract and is the agency satisfied with its CPARS?

Response: The incumbent has been working under the current contract for approximately four (4) years.

8. Question: Has a small business goal been established?

Response: No. Agency small business goals are set annually after negotiations with the Small Business Administration.

9. Question: What is the term of the contract?

Response: The anticipated term of the contract is 60 months.

10. Question: Do you anticipate having a phase competition?

Response: No determinations for the solicitation have been made.

11. Question: Is the part of your work that does not involve media buys also part of this contract or is there/will there be opportunities to get involved in that work in another way?

Response: It is anticipated that there will be subcontracting opportunities;

however, the specific work involved will depend upon the nature of the contractor’s teaming arrangement reach with its business partners.

12. Question: Do you anticipate having a multiple phased competition?

Response: See response to Question #10.

13. Question: Does the existing requirement require any type of external media or marketing analysis/evaluation to verify campaign effectiveness?

Response: NHTSA uses an in-house evaluation team that measures campaign effectiveness through surveys however the Contractor may be required to conduct marketing analysis and also will be required to provide metrics on campaign performance.

14. Question: Does the incumbent preform all of the tasking in contractor space? Does the DoT provide any office, studio or production space? what space if any does the government provide?

Response: DOT does not provide any space.

15. Question: How important or how valuable would it be for a vendor to have experience in road safety campaigns?

Response: Experience in executing road safety campaigns is not a requirement of the contract.

16. Question: Has NHTSA considered splitting apart the contract into several smaller contracts providing great opportunities for small businesses?

Response: No, splitting requirements into a number of smaller awards is not being considered at this time.

17. Question: Is the budget for the entire 5 year contract term?

Response: Yes. The ceiling amount represented and discussed for the award is the full 5 year contract term.

18. Question: Related to advertising effectiveness, what are one or two primary performance indicators be that the government values to determine advertising effectiveness?

• Response:

o Monitor and measure the performance and effectiveness of all campaign materials and submit analytic reports that include placement, reach, value, value add and other important information.

o Suggest new strategies and approaches to improve campaign performance with the goal of behavior change.

19. Question: How much will you evaluate proposals based on capability vs. past performance? The $50 million amount may be a high threshold for some in terms of past performance while being within their capability.

Response: See response to Question #10.

20. Question: Is NHTSA considering any audience segmentation and doing targeted advertising perhaps in languages other than English?

Response: NHTSA also needs advertising materials developed in Spanish-language and materials placed in Spanish media. NHTSA does not rule out the need for other targeted advertising and audience segmentation as all campaigns are based on NHTSA data and policy.

21. Question: What’s the HBCU strategy to reach black folks who suffer the most? We are dying the most. Pete said this during interview with Roland Martin. Black owned media should be used. not total market which is how you eliminate black owned media not white owned black targeted equity in media doesn’t exist due to this type of thinking.

affirmative action must me done here underserved media companies deserve an opportunity www.hbculeaguepassplus.com mentor protégé. Secretary Pete wants to do business with black owned media. minority equity issue as biden and rice black folks need to be a party to this opportunity affirmatively

Response: NHTSA’s advertising agency recommends the companies where the media should be placed based on data that support reaching the target audience for the campaign.

22. Question: Historically the NHTSA campaign has used iHeart for your media partner.

Are you open to other media partnerships?

Response: NHTSA’s advertising agency recommends the companies where the media should be placed based on data that support reaching the target audience for the campaign.

23. Question: On such a large contract the agency will implement a small business subcontracting plan. Will that % be on $220m full value or the approximately $44m of marketing services?

http://www.hbculeaguepassplus.com/

Response: The small business goaling will be inclusive of the full contract value.

24. Question: Would you support a small business teaming partnership as the Prime?

Response: Yes. Partnerships, and Contractor Teaming Arrangements are acceptable.

25. Question: You mentioned we could express interest in subbing directly on SAM.gov - is that option already available on the sources sought listing? We are having trouble locating if so, sorry!

Response: Yes. This functionality is supposed to be presently available.

The notice has the Interested Vendors List (IVL) enabled, so a link should be available on the left navigation menu of the notice. However, you must be logged in to access this feature. (see instructions below)

Select the link in the navigation menu, then select “Add me to the Interested Vendors List.”

When you add your entity to the IVL, the entity details from your account will display. If your account is not tied to an entity, you will not be able to add yourself to the IVL. If the agency has allowed vendors access to view the IVL, other interested vendors will be able to view your entity details.

26. Question: Is it possible to bid marketing services separate of media buying?

Response: See response to Question #10.

27. Question: Do you anticipated issuing a more detailed draft SOW in the future?

Response: See response to Question #10.

28. Question: We have been under several CRs and erratic federal funding. Is this program (and recompete) fully funded and allocated?

Response: See response to Question #10.

29. Question: Do you anticipate continuing any of the programs that may have been successful?

Response: We intend to continue the programs listed on trafficsafetymarketing.gov and in the slide presentation.

30. Question: Will the slides from today be distributed to attendees?

Response: Yes

31. Question: Any BuyUSA restrictions on foreign owned media firms?

Response: See response to Question #10.

32. Question: Of the % of fatalities related to alcohol and other substances, how much of the media will be focused on business/commercial stakeholders?

Response: NHTSA’s target audiences are consumers.

33. Question: Is there a black owned media plan?

Response: Our media plans are recommended by the contractor. The contractor develops the media plan based on data and program goals.

34. Question: For planning purposes, when might the RFP released? What quarter of what year?

Response: See response to Question #10.

35. Question: Has NHTSA awarded other contracts to All Small Mentor Protégé (ASMPP) JVs in the recent past? If so, any in the same or similar NAICS codes?

Response: Unknown

36. Question: Is there any place where companies could view sample proposals from the past (with sensitive information removed)?

Response: No.

37. Question: If GSA, is the media OLM or 541810 ODC? Or is that decided later?

Response: See response to Question #10.

38. Question: Do you anticipate that the GSA OASIS + competition will be complete before this NHTSA procurement, and what vehicle will be used?

Response: Unknown. See response to Question #10.

39. Question: Are you all working with Susan Rice and EOC?

Response: See response to Question #10.

40. Question: Will you share list of registered attendees? Would be helpful for networking.

Response: Yes. (see attached)