Q and A for RFQ 693JJ924R000013 NHTSA National Communications National Communications Marketing and Media .pdf

RFP 693JJ924R000013

Title: National Communications, Marketing, and Media Support Questions and NHTSA Response

ADVISORY: The numbering for the sections of Attachment J.2 have been revised in the attached amended solicitation. Responses to the questions refer to the revised section numbering for Attachment J.2.

1. GENERAL QUESTIONS

a. Question: As this is a Small Business set-aside, with a SB NAICS code of 541810 and size standard of $25.5M, the requirement for the SB to pay for the advertising costs upfront in the range of $35M, while then waiting for the government to provide reimbursement does not seem to make sense. If the size standard is $25.5M in revenues, that would be years of profit sitting in a bank account somewhere readily available. The requirement that a SB front the government up to $35M over the course of the contract does not seem like a viable business model for small businesses.

NHTSA Response: The Statutory Mandated Advertising (SMA) is treated as a pass-through cost for the vendor and reimbursed within 15 days upon submission of a proper invoice based upon the approved SMA media buy plan. As concerning business model viability; this is one area in particular where it may be more advantageous for small businesses to partner with others including other-than-small businesses to secure the required line of credit needed to place the order for the media buy. The Small Business only needs to have the line of credit to afford purchase of the media buy up front and then can immediately submit their invoicing for reimbursement.

b. Question: Can not milestone payments be utilized where upon receipt of the quote or signed contract from the advertiser media, the government could pay the SB a significant percentage of the cost in advance, so that the SB doesn’t go into arrears?

NHTSA Response: The cost-reimbursement option with off-cycle invoicing allows media payments to be processed as quick as possible.

Off-cycle payments are made within fifteen (15) days of invoice date.

c. Question: Is there a maximum dollar amount per advertising campaign?

NHTSA Response: NHTSA’s HVE campaigns are funded by Congress. At this juncture, no campaign flight exceeds $15M.

d. Question: Form 33: Could you please advise if you are considering extending the submission deadline to ensure all potential offerors can submit the most detailed and competitive proposals possible? We observed that previous bidders were granted 6 weeks to prepare an RFP response.

NHTSA Response: The RFP was originally issued on March 22, 2024 with a response due on April 23, 2024 to allow potential offerors enough time to respond to the RFP, however, with the number of questions submitted, the proposal due date is extended until May 7, 2024 at 2:00 EDT. See amendment 0001.

e. Question: Generally speaking, based upon historical success in the eyes of

NHTSA, what percentage out of the $50 million annual media spend is expected to go towards traditional media (radio, TV, print, etc.) versus emerging / new media approaches?

NHTSA Response: There is no expectation. NHTSA expects the media buy planner to make strategic recommendations based on data, analyses and expertise.

f. Question: Can you please verify whether the RFP Solicitation number used in our response documentation should have 4-0’s as stated in the SOW or if it should include 5-0’s as stated on the SAM Notice ID?

NHTSA Response: The official solicitation number for this acquisition is

#693JJ924R000013.

g. Question: After first pass reading through the RFP, we wanted to clarify if our

SBA-WOSB certification needs to be “active” on the date that the RFP was posted and/or by the time our response is submitted, or can our SBA WOSB application be in process? In the event that the SBA WOSB application takes longer than anticipated, will our proposal response be accepted as a small business if our status is showing as self-certified as a WOSB in SAM?

NHTSA Response: This solicitation is not restricted to competition among EDWOSB’s or WOSB’s requiring eligibility under the WOSB Program, but rather is a small business set-aside intended for any qualified small business concern under the applicable SBA size standard corresponding to the NAICS code 541810 assigned to the contract.

Yes, a small business self-certified status in SAM.Gov is acceptable.

Potential Offerors are eligible for award as a small business concern identified in FAR 19.000(a)(3) that have represented in good faith that they meet the small business size standard corresponding to the North American Industry Classification System (NAICS) code identified in the solicitation.

In accordance with section L.9.1. Cover Letter, “Proposals submitted by offerors not registered in SAM.gov shall not be considered.”

RFP IDIQ – SECTIONS

2. Section B.1 SUPPLIES/SERVICES This is an Indefinite Delivery, Indefinite Quantity

(IDIQ) Type Contract, whereby Time & Material (T&M), Firm Fixed Price (FFP), Cost Reimbursement (CR), or combination thereof, …

a. Question: The language between B.1 and L.4 does not match, causing confusion perhaps due to a missing comma between the description of T&M and CR at these points: “B.1: time & material (T&M), firm fixed price (FFP), cost reimbursement (CR)” and “L.4: time & material cost reimbursement (CR)”.

NHTSA Response: Section L.4 FAR 52.216-1 TYPE OF CONTRACT is revised to include missing comma between Time and Material and cost reimbursement (CR).

b. Question: To help vendors better understand NHTSA’s contract approach, can the government confirm the resulting contract from this solicitation will be an IDIQ contract, whereby Time and Material (T&M), Firm Fixed Price (FFP), Cost Reimbursement (CR) or combination thereof task orders shall be issued?

NHTSA Response: Confirmed in accordance with section B.1 SUPPLIES/

SERVICES.

3. Section B.3 CONTRACT PRICES

Question: Is the Contractor able to bill the government for expedited payment upon media plan approval, which is when the Contractor financially commits to the media vendors with signed IO’s? Or is expedited billing only allowed to occur after final invoices to these vendors have been paid by the Contractor and tear sheets or proof of run is provided to the government ~30-60 days after the campaign?

NHTSA Response: Contractors will be allowed to submit off-cycle invoices for expedited payment after a media plan is approved.

4. Section B.5 Price Schedule:

a. Question: The maximum contract value amount is stated as $TBD. Could you provide a range or ceiling for the budget to help us tailor our proposal more effectively?

NHTSA Response: The ceiling contract value amount will be determined once Offerors have provided rates and completed the cost information requested in the RFP.

b. Question: Can you please advise on when we can expect to receive price ceilings for section B.5 in order to fulfill the pricing exercise?

NHTSA Response: Refer to response to question 4.a.

c. Question: Since pricing is currently TBD will we have additional time to submit our pricing proposals?

NHTSA Response: Refer to responses to questions 1.d, 4.a, and 4.b.

5. Section B.5.1 BASE PERIOD

Question: Should the legend for B.5.1 be the same as the legends for B.5.2-B.5.5, which indicates CLIN X0006, SMA, would be ** Cost Reimbursement (CR)?

NHTSA Response: Section B.5.1 details that CLIN # 10101 will only be Firm Fixed Price (FFP), and Section B.5.2 through B.5.5, details that CLIN # X0006 Statutorily Mandated Advertising (SMA) will only be Cost Reimbursement (CR).

6. Section C – Description/Specifications/Statement of Work

Question: In my experience, the scope of work as described for this RFP seems unwieldy for a small business entity to meet. Is there any possibility of dividing up this RFP into several small RFPs that would be more manageable to facilitate greater small business involvement and response?

NHTSA Response: NHTSA conducted extensive market research and concluded there were small businesses that could meet all of the requirements under this RFP.

7. Section C.5.2 Description/Specifications/Statement of Work – Contract Requirements –

General Requirements”

a. Question: Can you expand on what is meant by a national media buy when it comes to traditional media such as television, radio, print, and outdoor, i.e. how many markets need to be covered?

NHTSA Response: Each media platform included in NHTSA’s HVE campaign media buys must include potential national audience reach.

b. Question: With the use of traditional media, how saturated does each market need to be?

NHTSA Response: Each media platform included in NHTSA’s HVE campaign media buys must include potential national audience reach.

c. Question: Please define and expand on NHTSA’s utilization targets when it comes to underserved and under-utilized media platforms/outlets.

NHTSA Response: During the planning phase of each media buy, the Contractor will be required to take action that ensures that they are considering all potential media outlets that reach each campaign’s respective target audiences in accordance with the Executive Order 13985, titled “Advancing Racial Equity and Support for Underserved Communities Through the Federal Government.

d. Question: What is the percentage of paid spend for each of the major campaigns

(HVE, Speed, and Traffic-related)?

NHTSA Response: 100% of the statutorily mandated advertising funding is applied to NHTSA’s HVE campaigns.

e. Question: Will you share documentation that describes NHTSA’s criteria for campaign media buys?

NHTSA Response: There is no standard criteria for a NHTSA campaign media buy as each campaign is different. The Task Order SOW requires that the Contractor deliver a media brief to inform planning of each campaign’s media buy.

f. Question: Would the government define/list which under-utilized media platforms/outlets it is referring to?

NHTSA Response: All media outlets that meet campaign criteria should be considered. The government does not dictate specific entities.

g. Question: Can you please expand on the requirements for this line of effort by describing the type(s) of events and support needed (e.g., on-site support, logistical support, conference planning and management support to include hotel rooms, a/v etc., vendor booth manning support, booth assets support, MARCOM support, etc.)?

NHTSA Response: In accordance with section C.6.7 Support Media Relations Activities, the details provided are standard for event support.

h. Question: Can you please expand on the requirements for this line of effort by providing examples of past executions, discussing scope etc.?

NHTSA Response: NHTSA’s intent here is for media buy planners to consider media outlets that may be new and not yet established but can deliver messaging to campaign target audiences.

i. Question: Can you provide an outline of the metrics and/or reports that will document the performance of the various NHTSA advertising campaigns and demonstration activities detailed in this RFP?

NHTSA Response: NHTSA determines campaign KPIs after strategic discussion with the media buy team.

j. Question: Can you provide more information and/or documentation about the

Drupal content management system?

NHTSA Response: Drupal is a DOT platform. Allowable and required files will be shared during the assets production process.

k. Question: Does the government anticipate producing creative assets or communications in languages other than English and Spanish?

NHTSA Response: Not at this time.

l. Question: Section C.5.2 To what extent and across which media channels and platforms is NHTSA already marketing in Spanish?

NHTSA Response: NHTSA’s existing media buy plans and summaries are publicly available.

8. Section C.5.3 OPTION PERIOD

a. Question: To what extent does the NHTSA expect responses to include detailed approaches to the TOs outlined in C.5.3 inclusive of speculative creative designs.

NHTSA Response: That is the Offeror’s discretion.

b. Question: Besides Marketing and Communications teams, what other teams within the NHTSA are key to the success of the safety campaigns?

NHTSA Response: That it depends on the campaign as each campaign may have different KPIs and stakeholders.

9. G.4 SUBMISSION OF INVOICES ELECTRONIC SUBMISSION OF PAYMENT

REQUESTS (NOV 2022)”

Question: Is this form intended to be included in our initial proposal submission, or is it something we should complete and submit only if we are awarded the contract?

NHTSA Response: All responses are online within the Delphi system and would only submit if awarded.

10. Section G.5 Contract Administration Data – Contracting Officer’s Representative (COR)

pg. 30

Question: When does NHTSA plan to fill this position?

NHTSA Response: This information will be inserted at the time of award.

11. Section G.6(b) Key Personnel

Question: The last sentence in paragraph b states, 'Contractor shall not remove/replace personnel under this contract until the Contracting Officer approves the change.' Please confirm the statement pertains only to key personnel.

NHTSA Response: Confirmed. Please refer to section G.6 TAR 1252.237-

73 KEY PERSONNEL.

12. Section G.7.2, Expedited Task Order Process

Question: Would you please provide an example of an instance when an expedited task order would be executed?

NHTSA Response: Please refer to section G.7.2 (Expedited Task Order Process) which states “There will be occasions when requirements are so urgent that the Standard Task Order Process would not result in a timely award.”

13. Section H – Special Contract Requirements, H.6 “STATUTORILY MANDATED

ADVERTISING (SMA)”

Question: The RFP for this project requires the contractor to meet the SMA requirement and show sufficient financial resources to incur those large costs. If we partner with a subconsultant who does meet the SMA and can provide the necessary documentation, would that meet the requirement?

NHTSA Response: No, please refer to section H.6 STATUTORILY

MANDATED ADVERTISING (SMA).

14. Section H.2.1. Security and Privacy Protection

Question: The link included at the bottom of the Security and Privacy Protection section (H.2.1) is broken. We would like to confirm our IT systems are compliant with DOT Policies so, are you able to share an alternative link to the below:

http://communities.dot.gov/ia/iapolicies.htm.

NHTSA Response: Please refer to https://www.transportation.gov/mission/dot-orders

15. Section H.3.2 Access to Sensitive Information

Question: We are currently sponsoring a few of our staff employees' applications for a work visa. Will this persons’ undetermined immigration status prevent them [her/him] from working on this project or being included as a Key Personnel at this stage? Also, with respect to background checks on non-U.S. citizens, it is our understanding that you will determine the need for and conduct such checks, or do we need to conduct such background checks ourselves?

NHTSA Response: Please refer to H.3.2 Access to Sensitive Information, and pursuant to TAR clause 1252.237-70 Qualifications of Contractor Employees, all contractor employees must be citizens of the US or legal permanent residents and DOT Security conducts background checks for contract personnel.

16. Section H.5 Special Contract Requirements – Location of Key Contractor Staff”

a. Question: Why must the Contractor staff be physically located in Metro

Washington DC? This requirement represents a considerable expense for the Offeror. Could videoconferencing be an acceptable alternative?

NHTSA Response: Please refer to H.5 LOCATION OF KEY CONTRACTOR STAFF which notes that “To ensure close coordination between the Government and the Contractor, and to respond to requirements with short deadlines, the Contractor shall maintain key project staff and facilities within the District of Columbia metropolitan area.”

b. Question: Please confirm if “key project staff” should include creative/advertising production manager(s).

http://communities.dot.gov/ia/iapolicies.htm https://www.transportation.gov/mission/dot-orders

NHTSA Response: Yes.

c. Question: Does the “District of Columbia Metropolitan area” refer to Washington

DC, Maryland, and Virginia?

d. Question: Can a meaningful/core number of key personnel reside in the District of Columbia Metropolitan area, or does the government require all key personnel to be located in DC area?

NHTSA Response: All personnel do not need to be located in the DC area.

17. Section H.6 Special Contract Requirements – Statutorily Mandated Advertising (SMA)

Question: We typically invoice our media buys when the media is placed with the vendor, which occurs before the media actually airs. We call this pro-forma invoicing. Once the media airs, we then reconcile our pro-forma billing with the actual performance and offset any credit balance against the next pro-forma invoice or reimburse the client directly. This helps us in managing the large costs incurred and turnaround in paying our vendors in a timely manner. Does NHTSA allow for pro-forma invoicing?

NHTSA Response: No. Invoicing will only be in accordance with section

G.4 SUBMISSION OF INVOICES.

18. Section H.6 Special Contract Requirements – Statutorily Mandated Advertising (SMA)

Question: How can a potential small business be reasonably expected to handle the $35 to $38 million in costs associated with SMA placement when those amounts are 150 percent or more then the Offeror’s annual revenues?

NHTSA Response: NHTSA conducted extensive market research and concluded there were small businesses that could meet all of the RFP requirements.

19. Attachment J.1

Question: When opening Attachment J.1 Standard Form LLL on sam.gov, the following error appears: “Please wait... If this message is not eventually replaced by the proper contents of the document, your PDF viewer may not be able to display this type of document.” Please advise.

NHTSA Response: Please see-https://www.gsa.gov/reference/forms/disclosure-of-lobbying-activities .

20. Attachment J.2 Task Order Request for Proposal Reaching Hispanic and other vulnerable populations with highway traffic safety campaigns also continue to be a NHTSA priority

a. Question: Could NHTSA please clarify what other vulnerable populations are a priority audience for NHTSA to reach?

NHTSA Response: This will be dependent on campaign target audiences.

b. Question: The task order technical evaluation on page 102 states “Provide clear details of the Offeror’s transition-in plan,” however Section L.2 (task order) does not include a mention of a transition-in plan in the instructions. Could the Government please clarify whether Offerors need to provide a transition in-plan as a part of the task order technical proposal?

NHTSA Response: A transition plan should be included in the Technical Proposal in accordance with sections L.9.2.1 Technical Factor 1 – Technical Capabilities and Approach and M.4.1.1 Technical Factor 1 – Technical Capabilities and Approach, and Attachment J2 Section M.1 Technical Evaluation (Written Proposal).

c. Question: Shall the 30-page Task Order proposal be submitted as a stand-alone document or as part of the IDIQ proposal, i.e., within the Technical Volume?

NHTSA Response: The Task Order proposal is separate from the IDIQ Proposal. The technical volume of the Task Order proposal is limited to 30 pages in accordance with Section L.1. Technical Proposal of Attachment J2; the technical volume of the IDIQ proposal is limited to 20 pages in accordance with Section L.9.2. Technical Proposal.

d. Question: There are discrepancies between the two lists. Associate Creative

Director, Contract Manager, Research Director, and Strategy and Planning Director are mentioned in the oral instructions, but those labor categories do not exist in Attachment J.4. Would the Government clarify what the correct labor categories are and which ones they would expect to see at the presentation?

NHTSA Response: Offerors shall provide all proposed fully loaded labor rates to complete the general requirements in Section C – Description/Specifications/Statement of Work successfully. Amendment 0001 updates Attachment J.4 Labor Categories to eliminate those discrepancies. Please refer to Section L.10.1 Oral Presentation Information for guidance regarding who may attend the oral presentations https://www.gsa.gov/reference/forms/disclosure-of-lobbying-activities and Section G.6 for guidance regarding who would be considered Key Personnel.

e. Question: Throughout the contract period, is there an anticipation that we would need to brand, produce, warehouse and distribute branded promotional items?

Any expectation to print other materials? If so, please provide approximate volumes of printing needs.

NHTSA Response: At this juncture, there is no expectation to print promotional items.

f. Question: Regarding the HVE campaigns and the mention of “Events”, please share what size and scope of activity is expected for in-person or live digital engagement? If live events are desired, should they be proprietary, or sponsorship driven? And, what’s the expected number of people in attendance, and how many events approximately?

NHTSA Response: This would be dependent on the campaign or event’s intent. Historically, NHTSA has held media events to kickoff a campaign.

These have historically hosted no more than 50-people.

g. Question: The evaluation criteria for Task Order 1 are identical to the evaluation criteria for the IDIQ response in Phase 1 Part 1 (Section M.4.1.1). Can the government provide distinct evaluation criteria for the IDIQ response vs. the Task Order 1 that align with each of the two response criteria and instructions?

NHTSA Response: The Offeror’s IDIQ response will be evaluated, with respect to the technical evaluation, in accordance with section M.4.1 Phase 1 Technical Evaluation and the Offeror’s task order response will be evaluated, with respect to the technical evaluation, in accordance with Section M.1. Technical Proposal of Attachment J2.

h. Question: Can the government confirm whether the Task Order 1 technical and business proposals should be submitted in separate documents from our IDIQ response (i.e. one IDIQ technical volume, one IDIQ business volume, one Task Order 1 technical volume, and one Task Order 1 business volume)?

NHTSA Response: Please refer to response to question 20.c.

i. Question: Could you please verify if speculative creative executions are required? If they are, could you clarify the extent to which such designs should be produced?

NHTSA Response: In accordance with section M.4.1.1 Technical Factor 1 –Technical Capabilities and Approach, this is at the Offeror’s discretion.

21. H.6 Statutorily Mandated Advertising (SMA)

Question: Are the dollars associated with Statutorily Mandated Advertising (SMA) only pass-through/outside costs incurred to book media and not media staff labor, or can SMA-related media-staff labor be considered SMA costs?

NHTSA Response: Please refer to section H.6 Statutorily Mandated Advertising (SMA) for guidance on acceptable usage of SMA funding.

22. Attachment J.3 Mandatory Requirement Checklist, paragraph 1, Question: Can you further define the mandatory financial resources requirement? Is a letter of credit required or simply a “one or two-paragraph explanation” stating the Contractor has the means to “incur and carry SMA costs”? - REF - Mandatory Requirement 1 – Financial Resources (regarding financial resources needed to incur and carry Statutorily-mandated Advertising costs), the Offeror must provide documentation to support its affirmative response (e.g., letter of credit).”; Section H.6 “STATUTORILY MANDATED ADVERTISING (SMA)”, paragraph 4, all lines with special emphasis on paragraph 2, line 2, “from $35 to $38 million” and paragraph 3, lines 1-2 “must have sufficient financial resources to incur these large costs and to carry these costs until reimbursed by the Government”.

NHTSA Response: Please refer to section L.11.1 Part I: Cost or Pricing Information, specifically the last sentence of this section.

23. Attachment J.4 - Labor Category Descriptions (LCAT)

a. Question: Are Offerors permitted to provide additional LCATs that are not listed in Attachment J.4 Labor Category Descriptions?

NHTSA Response: Any differences in either Attachment J.4 Labor Category submittals or in the M.5 Labor Rate Tables labor categories submittals must be accompanied by both descriptions and justifications.

b. Question: Are Offerors required to include all LCATs listed in Attachment J.4

Labor Category Descriptions in the M.5 Labor Rate Tables?

NHTSA Response: Please refer to response to question 23.a

24. SECTION K - Representations, Certifications, & Other Statements “FAR 52.204-8 ANNUAL REPRESENTATIONS AND CERTIFICATIONS (FEB 2024) -Item Number 2”

a. Question: Item Number 2 The RFP mentions a size standard of $25.5 million for the prime contractor. Does our team qualify if our subconsultant team members meet this annual revenue requirement?

NHTSA Response: No.

b. Question: Item Number 3 Can a subconsultant we partner with fulfill this experience requirement, allowing our team to qualify for the project?

c. Question: Please confirm if the expectation is that we physically include these actual pages with appropriate boxes selected responding to K2.(b2 i, ii) and K3.

(d1) (d2)?

NHTSA Response: Yes, please refer to section L.11. Volume II:

Cost/Business Proposal Instructions

25. Section L.2 – Technical Proposal

a. Question: Section L.2 - Within the annual working budget of $50 million, do you have a preferred allocation in mind for each of the four campaigns?

NHTSA Response: No. Allocation amongst campaigns will be a result of strategic discussions between NHTSA and the media buy team.

b. Question: The Task Order appears to only be asking for a Campaign

Implementation strategy to the listed campaigns in section L.2. Is the offeror also to address tasks such as C.6.5 - C.6.9 in their technical response to the task order?

NHTSA Response: Please refer to submission requirements detailed in ATTACHMENT J2 Task Order Request for Proposal Section L.1.

Technical Proposal.

c. Question: Can the government confirm they are not requiring the actual media work plan but are requiring the strategy for how the offeror will create those plans?

NHTSA Response: It is required. Please refer to response to question 25.b.

d. Question: The instructions for the technical proposal of task order one provide vendors with two headers to structure their outline and approach: Campaign implementation and creative development and production. Can the government confirm offerors must also address all sections under C.6 for the task order technical proposal in order to be evaluated favorably?

NHTSA Response: Please refer to response to question 25.b.

26. Section L.3(c) Proposal Delivery – When/Where/How Many to Submit

Question: Would NHTSA consider extending the due date at least 15 days for the submission of full and compliant offers to this RFP given the vastness and complexity of Technical and Business proposals included in this RFP?

NHTSA Response: Please refer to response to question 1.d.

27. Section L.2.d Conflict of interest

a. Question: requires subcontractors to also declare COI or no COI, while L.8.d requires “one (1) disclosure of conflict-of-interest statement submitted in accordance with Section L.2.”

NHTSA Response: Please refer to sections L.2 for the details of the COI and L.8.d for the submittal requirements.

b. Question: How shall the prime contractor represent its subcontractor’s declared

COI status, e.g., statement from the prime, letter from the sub, etc.)?

NHTSA Response: There are no specific requirements.

28. Section L.8. Representations, certifications, and other statements of offerors.

a. Question: Please confirm where all these documents should be placed within the order of the package as listed in section L.9.

NHTSA Response: Section L.9. PROPOSAL FORMAT AND INSTRUCTIONS provides names of documents, section, and details but contains no order instructions.

b. Question: This section references Attachment J3 to the RFP. Why is the actual list referenced in Attachment J.3, but not included?

NHTSA Response: Attachment J.3 is available in SAM.gov, was posted with the initial posting of the solicitation, and can be found under Attachments on the site.

29. Section L.9 Proposal Format and Instructions

a. Question: NHTSA does not specify at which phase Task Order 1 technical and business proposals are due. Are the Task Order 1 technical and business proposals due as part of Phase 1 Part I: Technical or Phase 1 Part II: Oral Presentations?

NHTSA Response: The technical and business proposals for both the IDIQ and Task Order 1 are due at the same time.

b. Question: Section L.9. Can you please share the roles/titles of the individuals at

NHTSA who will be evaluating the proposals?

NHTSA Response: This information is not provided to the Offerors.

c. Question: Can the government amend the RFP proposal instructions to allow offerors to submit an executive summary for this RFP outside of count page, and independent of the cover letter requirement?

NHTSA Response: An executive summary should be a part of the proposal will be counted in the cited page limit. The RFP states that the cover letter does not count towards the page limit in accordance with Section L.9.2.

d. Question: Is the Phase 1 (Part II) Oral Presentation PowerPoint or PDF due “by the date and time listed in section L.3” (April 23, 2024) or will it be due within 3 business days after being advised to proceed to Phase 1 (Part II) as stated further down in L.9 and again in L.10?

NHTSA Response: Oral presentations are due within 3 business days of being informed of their oral presentation date in accordance with Section L.10.

e. Question: What font and font size shall the Volumes and resumes incorporate?

There is conflicting guidance in the solicitation.

NHTSA Response: The Offeror shall use Calibri 11-point font. Tables and illustrations may use a reduced font size, but not less than 9-point and may be in landscape.

30. L.9.1. Cover Letter

Question: If the offeror’s current SAM.gov registration is correct and up to date does an offeror not submit a copy of its section K.1. as an addendum?

NHTSA Response: Yes, only if the Offeror's current SAM.gov registration is incorrect or out of date section K must be submitted, in accordance with section L.9.1. Cover Letter.

31. Section 9.2.1 General Information – Technical Factor 1 – Technical Capabilities and Approach

a. Question: Can you explain what is meant by a Quality Assurance Quality

Control plan? Can you provide an example of an acceptable QAQC?

NHTSA Response: A QAQC should include the Offerors plans on how they intend to meet all the listed milestones and meet deliverable deadlines with high-quality results. No example will be provided.

b. Question: Can the Quality Assurance Quality Control plan be provided in an appendix, given the 20-page limitation for the IDIQ Technical Proposal?

NHTSA Response: No, in accordance with section L.9.2. Technical Proposal it is not among the documentation excluded from the page limit.

c. Question: Can the government provide examples of the "niche audiences" it would most like to reach?

NHTSA Response: Target audiences will vary by campaign.

d. Question: Will the government amend the RFP proposal instructions to increase the page count limit for the IDIQ technical proposal in order for offerors to provide thorough and compliant answers to the technical factors?

NHTSA Response: No, the page count limitation will remain in accordance with section L.9.2. Technical Proposal.

e. Question: Can the government amend the RFP proposal instructions to allow resumes to be excluded from page count, allowing offerors to provide all key personnel resumes as an appendix to the technical proposal?

NHTSA Response: Resumes may be submitted as an appendix and will not count towards the proposal page limit.

f. Question: Are the two-page Key Personnel resumes excluded from the 20-page limit for the IDIQ written technical proposal?

NHTSA Response: Please refer to response to question 31.e.

g. Question: Are the pages including key personnel resumes and commitment letters to be included or not included in the Technical Volume page count?

NHTSA Response: Resumes and Commitment letters may be submitted as an appendix and will not count towards the proposal page limit, in accordance with section L.9.2. Technical Proposal.

32. RFP Reference: L.9.2.2 Technical Factor 2 – Personnel Qualifications (page 76)

a. Question: Please explain what the Government expects to experience within a “Transition-in Plan” experience, what information / details must be included?

NHTSA Response: Offerors should provide information on how they will manage a transition from the incumbent contractor. Please refer to Section L.9.2.1 for guidance on required information and details.

b. Question: Are we allowed to staff positions not included in Attachment J.4 Labor Category Descriptions? Are all positions listed in Attachment J.4 Labor Category Descriptions required? What does the Government determine Key Personnel to be for this Requirement?

NHTSA Response: Please refer to response to question 23.a. Please refer to Section G.6 TAR 1252.237-73 KEY PERSONNEL for guidance on which personnel Offerors should propose as Key Personnel.

c. Question: Section L.9.2.2 Technical Factor - Personnel qualifications Does NHTSA currently have ongoing formative research that is in-market? If so, may we see past and current research that was conducted, to help inform our technical response?

NHTSA Response: Past research reports are publicly available.

d. Question: Attachment J.4 only appears to have descriptions for the labor categories provided, not qualifications. Would the Government please clarify whether there are specific qualifications Offerors should follow for key personnel labor categories?

NHTSA Response: Please refer to response to question 23.a. It is the responsibility of the Offeror to ensure the proposed personnel have sufficient qualifications to meet the descriptions for the associated labor categories.

e. Question: Page 75 of the RFP states that “commitment documentation” is not included in the page limit. Could the Government please confirm commitment documentation means the same as the signed letters of commitment required for all key personnel? If not, can you please clarify?

NHTSA Response: Yes, please refer to response to question 31.g.

f. Question: Please confirm if staff resumes and narratives as well as their letters of commitment ought to be considered part of the 20 page maximum for the entire Technical response. If not, please indicate where these resumes are to be inserted within the order of the documents as listed in section L9.

NHTSA Response: Please refer to responses to questions 31.e and 31.g.

g. Question: Can NHTSA please provide specific language or sample wording regarding staff’s Letter of Commitment?

h. Question: Can NHTSA clarify that it is asking for our approach for developing a risk management plan and is not expecting the actual risk management plan to be developed and included in this section? If the risk management plan is expected, can NHTSA confirm that it can be provided in the appendix, due to page limitation constraints?

NHTSA Response: Please refer to section L.9.2.2 Technical Factor 2 – Personnel Qualifications regarding content requirements which includes the risk management plan and L.9.2. Technical Proposal regarding the details of what is and is not included for page limits.

i. Question: Can the government clarify what niche audiences are anticipated for special attention for targeting messages?

NHTSA Response: Each campaign has its own target audience and campaign strategy will be discussed by NHTSA and the media buy team.

Past media buy plans are publicly available.

j. Question: Can you confirm whether the “resolution of priority and resource conflicts among projects” refers to projects within the NHTSA contract or how we should prioritize NHTSA work above or around other Client work?

NHTSA Response: It refers to the work required under this contract specifically, how Offerors propose they will ensure resources are available to meet all of this contract's requirements and how they plan to handle multiple projects at once.

k. Question: Risk management and transition-in plans are referenced in L.9.2.2 under technical factor 2, but are referenced in M.4.1.1 technical factor 1. Can the government provide clarity and confirm under what technical factor (1 or 2) should offerors provide their response to risk management and transition-in plans.

NHTSA Response: Amendment 0001 revises the factors to ensure alignment between instructions and evaluation factors. In accordance with section L.9.2.1 Technical Factor 1 – Technical Capabilities and Approach Risk management and transition plans should be addressed in the IDIQ technical proposal for factor 1.

l. Question: Are all identified subject matter experts/presenters subject to the “Key

Personnel” restrictions of Paragraph G.6?

m. Question: The paragraph does mention resumes (2 page limit) and past performance descriptions as being excluded from the page count, although they are part of the Technical Volume. Given that those items could easily take up the entire 20 page count themselves, does the government intend that resumes and past performance are not included in the page limit?

Please refer to L.9.2. Technical Proposal regarding the details of what is and is not included for page limits.

33. Section L.9.2.3. Instructions, Conditions, and Notices to the Officers or Respondents, TECHNICAL FACTOR 3 – CORPORATE EXPERIENCE AND PAST

PERFORMANCE

a. Question: In reference to providing samples of past creative work, is there an online platform you are able to recommend that is compliant with your online systems.

NHTSA Response: No specific platform is recommended.

b. Question: Additionally, in this section there is a line which reads: “The Offeror must provide a narrative description of its proposed management approach and organizational structure.” Is it placed correctly or is it a typo?

NHTSA Response: This is not a typo; the narrative description of its proposed management approach and organizational structure allows an understanding of the submittal materials.

c. Question: Please clarify what is required for this statement found within the solicitation, “and on at least two (2) out of the four (4) projects”?

NHTSA Response: Offerors are required to provide four (4) projects to meet this technical requirement. Of those four, one two of the examples, the Offeror must include organizational information and speak on the degree of involvement.

d. Question: Please clarify if this requirement is a Public Health Education campaign, or a Behavior Change campaign.

NHTSA Response: Offerors’ examples can be either of these types of campaigns.

e. Question: The RFP for this project requires the prime firm to have experience planning and managing paid media campaigns with an annual budget of up to $60 million. Can a subconsultant we partner with fulfill this experience requirement, allowing our team to qualify for the project?

NHTSA Response: No, the prime contractor must have the demonstrated ability.

f. Question: Can the government confirm it allows offerors to include projects/contracts from subcontractors (acting as a prime) as a past performance reference for technical factor 3 (IDIQ)?

NHTSA Response: Work completed by a subcontractor is acceptable to be included but the majority still have been performed by the Prime.

g. Question: Page 77 of the RFP mentions any supporting video, radio, digital creative samples, etc. shall be submitted via a secure, password-protected website and clearly labeled. Could the Government please NHTSA’s preferred platform to use for providing secure, password-protected website for digital samples to be submitted to?

NHTSA Response: No preferred platform, just the website as noted.

h. Question: Can the government amend the RFP proposal instructions to allow offerors to provide samples of creative work that are graphics, and not video/radio/digital (interactive) samples, outside of page count as an appendix?

NHTSA Response: Yes, offerors are allowed to submit sample creative work as an appendix.

i. Question: Will the Government consider eliminating the “one year of performance” and “$60 million” constraints since many small businesses may find it difficult to provide four projects, lasting at least a year, with less than a $60M advertising budget. Instead, the Government could request that offerors provide current and past performance information for four projects within the last five years, stating the period of performance and advertising budget, which would effectively promote more small business competition.

NHTSA Response: No. These are the Government’s requirements and NHTSA will not eliminate any portion of the scope. The $60M annual advertising budget is statutorily-mandated advertising (SMA) funding.

NHTSA’s RFP requirements are dictated by the level of SMA funding and the timing of campaigns that NHTSA is required to implement.

j. Question: The “proposed management approach and organizational structure” statement seems unrelated to the request to provide samples of creative work.

Will the Government please clarify?

NHTSA Response: Amendment 0001 revises the factors to ensure alignment between instructions and evaluation factors. In accordance with section L.9.2.1 Technical Factor 1 – Technical Capabilities and Approach management approach and organizational structure should be addressed in the IDIQ technical proposal for factor 1.

k. Question: May we include current or past performance projects done by key subcontractors proposed for this procurement, or must they all be the work of the proposed prime?

NHTSA Response: See response to question 33.f.

l. Question: May any of the four (4) projects be those where the proposed prime was a subcontractor, if the work is relevant to this procurement?

NHTSA Response: Work completed by the Prime, who was then a subcontractor, is acceptable.

34. Section L.10. In the Oral Presentations,

a. Question: Are only individuals who were included in the written submission’s Key Personnel section are allowed to enter the room, does the rest of the team have to be there?

NHTSA Response: Please refer to Section L.10.1 Oral Presentation Information for guidance regarding who may attend the oral presentations and Section G.6 for guidance regarding who would be considered Key Personnel.

b. Question: Is there a threshold of people allowed in the room?

NHTSA Response: Please refer to response to question 34.a.

c. Question: The instructions forbid embedding Macros in presentation, but are hyperlinks allowed to launch a video from a website during the presentation, or shall we store the video file on the computer we present from during oral presentation?

NHTSA Response: Hyperlinks are acceptable.

d. Question: Technical Factor 1 must address all requirements presented in Section

C.5.2, which includes 13 individual elements. Would NHTSA consider increasing the page limitation for the IDIQ Technical Proposal from 20 pages to 25 pages given the amount of required information being requested across all three Technical Factors?

NHTSA Response: The page limits will not be increased.

e. Question: Can NHTSA confirm that the key personnel resumes are excluded from the technical page count limit and can be provided as an appendix?

f. Question: Under Corporate Experience and Past Performance, the government states, "and must identify other organizations in which it has performed similar tasks, including the degree of its involvement; and on at least two (2) out of the four (4) projects." Can NHTSA clarify and expand upon this requirement? What "other organizations" is NHTSA referring to, and what needs to be specified "on at least 2 out of the 4 projects"?

NHTSA Response: Offerors are required to provide four (4) projects to meet this technical requirement. Of those four, the Offeror must include organizational information and speak on the degree of involvement for two of the four examples provided.

35. Section L.10.1 Oral Presentation Information

a. Question: NHTSA states that, "Key Personnel may be the following: Account

Director, Associate Creative Director, Contract Manager, Creative Director, Digital Account Professional, Director of Analytics, Media Planner, Media Buyer, Research Director, Strategy and Planning Director." Can NHTSA confirm that these are suggested labor categories of key personnel and that offerors can propose additional key personnel in addition to, or instead of, these 10 key personnel roles?

NHTSA Response: Please refer to the response to question 23.a.

b. Question: The RFP states that “Offerors shall not submit, nor will the government accept any other video files or other forms of media containing the presentation for evaluation,” however, can we include supporting video assets in the presentation?

NHTSA Response: Videos will be allowed to be included in the oral presentation for those Offerors invited to the Oral Presentation phase.

c. Question: Can presenters be of any Key Personnel labor category as offered by the bidder, not restricted by the list of labor categories listed in the solicitation?

NHTSA Response: Please refer to responses to questions 23.a and 32.b.

d. Question: For the two scenarios in the oral presentation, what period of performance should the scenario plan to address the scenarios (e.g. the scenarios are just one year, for the duration of TO1, or the full contract PoP)?

NHTSA Response: The oral presentation should cover one flight for each sample campaign.

36. RFP Reference: L. 11. Volume II: Cost/Business Proposal Instructions (page 79)

a. Question: Regarding pricing responses, what differences are expected regarding pricing for the IDIQ versus separate pricing for the Task Order?

NHTSA Response: Please refer to section L.11. Volume II: Cost/Business Proposal Instructions for the requested pricing information for the IDIQ and section L.2 Cost Proposal Instructions of Attachment J2 for the requested pricing information for the Task Order.

b. Question: Please explain the sentence "The Offeror shall submit other than cost or pricing information." Is there a word missing?

NHTSA Response: Please refer to FAR 15.403-3 for additional guidance on other than certified cost or pricing data.

37. Section L.11.1 Part I: Cost or Pricing Information –

a. Question: Can you please confirm how NHTSA defines ‘indirect costs’ that must be approved through an approval accounting system? Does this refer to overhead costs such as rent, etc. or costs that will be spent on things other than labor? Do we need to include estimated production costs at this time?

NHTSA Response: Please refer to FAR 2.101 for definitions related to indirect costs. Please refer to the response to question 36.a regarding guidance for requested pricing information.

b. Question: In order for the Government to receive consistent responses for pricing, could the Government please provide an Excel pricing template for Offerors to complete?

NHTSA Response: Offerors may choose to submit their pricing utilizing the provided Attachment J.5 Direct Labor Rate Template.

c. Question: Can the Government please confirm that subcontractors are allowed to submit sealed packages in response to Section L.11.1, paragraph A and G.2) Supporting Documents for Indirect Costs?

NHTSA Response: NHTSA will allow proposed subcontractors to submit "sealed" supporting documents for their rates and indirect costs, as required in the solicitation, in accordance with section L.3 PROPOSAL DELIVERY.

38. M.2 EVALUATION, NEGOTIATIONS, AND AWARD PROCESS

Question: Will the Government please provide an evaluation criteria rating methodology and definition for the evaluation of the technical factors? How will the technical factors be rated (i.e. acceptable, etc.)?

NHTSA Response: Offerors’ IDIQ proposal submissions will be evaluated in accordance with section M.2 EVALUATION, NEGOTIATIONS, AND

AWARD PROCESS for IDIQ. Offeror’s Task Order proposal submissions will be evaluated in accordance with Attachment J2 sections M.1 Technical Evaluation and M.2 Cost Proposal Evaluation for the Task Order.

39. Task Order M.4 Technical Evaluation

a. Question: Can the government confirm it requires offerors to provide a management approach for the task order technical proposal within the 30 page limit?

NHTSA Response: As noted in Section L.9.2.3, a narrative description of the Offeror’s proposed management approach is required for the IDIQ technical proposal within the 20-page limit. Please refer to L.9.2.

Technical Proposal regarding the details of what is and is not included for page limits. A management approach is not required for the Task Order 1 technical proposal within the 30-page limit.

b. Question: Will the government amend the section L instructions for the task order technical proposal to align with the language under the section M evaluation criteria to ensure offerors are providing compliant proposals and avoid confusion between the instructions and the evaluation criteria?

NHTSA Response: Please refer to the response to question 38.

c. Question: Can the government confirm they are not requiring new creative concepts to be presented in the response to the task order?

NHTSA Response: New creative concepts are not necessary.

d. Question: Can the Government confirm it is looking for research/test message results for mock creative?

NHTSA Response: If it’s mock creative, NHTSA understands that there would be no applicable research results.

40. Section M.4.1.1 - Technical Factor 1 –

a. Question: What under-utilized media platforms/outlets does the NHTSA currently employ to reach diverse audiences?

NHTSA Response: This is at the Offeror’s discretion.

b. Question: Section M.4 technical evaluation states, “The proposed campaign and creative concepts present a feasible approach and compelling messaging for the intended target audience(s);” Can the government clarify which campaign will be evaluated?

NHTSA Response: Specific campaigns are included in the Task Order

SOW.

41. Section M.4.1.4…