693JJ926RQ000001 Vehicle SOW_Draft.pdf

Title: Obtain Vehicle Safety Communication Services

693JJ926RQ000001 DRAFT SOW

SECTION C - DESCRIPTION/SPECIFICATIONS/ STATEMENT

OF WORK (DRAFT)

C.1 ACRONYMS

NHTSA National Highway Traffic Safety Administration NCAP New Car Assessment Program ODI Office of Defects Investigation OVSR Office of Vehicle Safety Research CAFE Corporate Average Fuel Economy ADAS Advanced Driver Assistance Systems OCCI Office of Communications and Consumer Information OMB Office of Management and Budget PRA Paperwork Reduction Act ICR Information Collection Request CO Contracting Officer CS Contract Specialist COR Contracting Officer Representative ACOR Alternate Contracting Officer Representative

C.2 BACKGROUND

For more than 50 years, the National Highway Traffic Safety Administration (NHTSA) has been the primary federal agency responsible for safety on the nation’s roadways. Communicating to consumers about NHTSA’s role in vehicle safety is a fundamental component of the Agency’s effort to safeguard their interest and to promote understanding of their role in vehicle safety issues. NHTSA’s primary means of interacting with consumers on safety-related defects is through the Auto Safety Hotline and www.NHTSA.gov.

To inform consumers on the crashworthiness of new vehicles and advanced driver assistance technologies

(ADAS) that can help avoid and mitigate crashes, NHTSA’s New Car Assessment Program’s (NCAP)

Government 5-Star Safety Ratings program provides comparative safety information on vehicles. NCAP also encourages manufacturers to design vehicles to protect occupants in a crash, to equip their vehicles with the latest advances in safety technology, and to design vehicles to be less susceptible to rollover crashes.

NHTSA’s Office of Defects Investigation (ODI) conducts tests, inspections, and investigations necessary to identify and correct safety-related defects in motor vehicles and motor vehicle equipment. Consumer complaints regarding alleged vehicle safety defects are critically important to assist the agency to

693JJ926RQ000001 Draft SOW determine if a safety defect investigation should be initiated. It is important that the public become aware of its role in providing information about safety defects to the agency. Many consumers are not aware that NHTSA is a valuable vehicle safety resource and a place for consumers to communicate alleged vehicle safety-related defects. More importantly, consumers do not fully understand that they play a significant role in prompting the agency to initiate an investigation into a potential vehicle safety defect.

In addition, vehicle safety recalls continue to have high numbers every year affecting millions of vehicles.

It is important to raise public awareness about recalls and remind consumers to check for recalls regularly and get them repaired as soon as possible.

NHTSA’s Office of Vehicle Safety Research (OVSR) plans and implements research programs to continually further the Agency’s goal of reducing crashes, fatalities, and injuries. Research and testing are demonstrating the promising safety and mobility advancements that driver assistance technology and fully automated driving systems represent for the public, and its power and potential to greatly improve traffic safety. To improve public understanding of these safety technologies, NHTSA seeks to continue educating the public about the safety benefits of these technologies and motivate them to choose vehicles equipped with ADAS when purchasing vehicles. NHTSA launched a consumer education campaign in

2018 and continues its paid advertising efforts to educate the public on emerging technologies. In addition to programs previously described, NHTSA requires messaging for other vehicle safety initiatives such as automated vehicles, Corporate Average Fuel Economy (CAFE), alternative fuel vehicles, tire safety education, vehicle theft prevention, electric and hybrid vehicles, and cybersecurity.

NHTSA’s Office of Communications and Consumer Information (OCCI) develops marketing strategies to distribute and disseminate comprehensive vehicle safety consumer information programs to the public.

While implementing these strategies, NHTSA identified a need for basic communication support in a timely manner, to support long-term comprehensive vehicle safety communications activities, initiatives, and programs.

C.3 OBJECTIVES

The objective of this contract is to provide timely, efficient, effective, and expert marketing, communication and advertising support to NHTSA, and its partners, in the management of its NCAP, ODI, and advanced driver assistance systems communication efforts, as well as other vehicle safety programs not limited to automated vehicle technologies, theft prevention, fuel economy, electric and hybrid vehicles, cybersecurity and tires. In addition, the Contract may be used to develop communication materials targeting various foreign language populations to support these vehicle safety programs’ communications campaigns.

The objective of this requirement is to award a contract to a qualified contractor to perform the activities set forth in the statement of work.

C.4 GENERAL REQUIREMENT

The Contractor shall provide the necessary qualified personnel and services to perform work associated with Vehicle Safety Communication Services in accordance with the requirement.

The Contractor shall conduct Vehicle Safety Communication Services in accordance with the procedures specified in Section C.6 through Section C.6.10. The Contractor shall prepare and submit Preliminary reports any other documents as specified in Section C.6, Specific Requirements and Section F, Deliveries or Performance.

C.4.1 LABOR CATEGORIES AND DESCRIPTION

LABOR CATEGORY LABOR DESCRIPTION

Account Management

Directs the account management team to build and expand relationships with existing clients.

Develops strategy for the retention and growth of the existing client base while ensuring that the account management team delivers cost-efficient, quality service. May be individually responsible for managing key accounts. Leads and directs the work of others. Typically reports to top management. Relies on extensive experience and judgment to plan and accomplish goals.

Familiar with a variety of the field's concepts, practices, and procedures. A wide degree of creativity and latitude is expected.

Ad Production Schedule and ensure proper organization facilities and personnel use for production. Perform work within strict media deadlines. Consult with directors to determine most efficient execution of production design including staging environment. Resolve escalated issues arising from operations and requiring coordination with other departments.

Media Buy Research and development of media plans and identifying target audiences and ideal media outlets. Recommend media mix and frequency that is in line with the budget and established media objectives.

Third-Party Engagement

Develop strategies to expand relationships with existing partners; create innovative ideas to reach out to new potential vehicle organizations and stakeholders who can carry agency messages to driving public.

Planning and Research

Support agency’s needs for consumer research on various vehicle safety issues; develop strategies to best achieve agency goals and objectives to develop the best consumer education programs and messages

Web Content Development

Adhere to agency’s web policies and develop content that supports agency messages; develop innovative ideas that attract consumers to NHTSA’s website.

LABOR CATEGORY LABOR DESCRIPTION

Creative Collateral Design and Development

Develop content and materials that carry the agency’s vehicle safety messages and apply innovative and latest industry strategies and tactics.

Meetings and Conference Calls

Participates in meetings and conference calls in-person or virtually as determined by NHTSA.

Report Development

Monthly and annual reporting for contract services rendered.

C.5 KICK OFF MEETING

The Contractor shall participate in a post-award orientation with the COR to discuss the milestones and deliverables for this contract.

Additionally, the Contractor shall conduct a kickoff meeting with NHTSA personnel, within two weeks after award, key members of the Contractor’s staff shall meet with the Contraction Officer’s

Representative (COR), Contracting Officer/Contract Specialist, and other appropriate NHTSA staff. The purpose of this meeting shall be to:

• Review contractual matters, including terms and conditions of the Contract;

• Clarify objectives, planned course of action, milestones, deliverables;

• Discuss program priorities and clear up any outstanding issues; and

• Present any other issues that NHTSA or the Contractor identifies.

The COR will work with the Contractor to determine if the Kick-off meeting will take place at 1200 New

Jersey Ave SE, Washington, DC 20590 (NHTSA Headquarters), or be held as a virtual meeting. For planning purposes, the meeting will last no more than two hours.

C.6 SPECIFIC REQUIREMENTS

The contract will be used to acquire integrated communications, media planning/buying, marketing, market research, advertising, partnership development and event planning services to enhance NHTSA’s vehicle safety programs through NHTSA’s Office of Communications and Consumer Information

(OCCI). This support will be used by NHTSA to promote its vehicle safety programs and messages; raise vehicle safety awareness; and increase interaction with NHTSA among targeted populations through the distribution of vehicle safety marketing assets and the development of content through outreach with the online automotive community and other safety-focused outlets. The Contractor shall conduct work according to the following specific requirements:

• Review and update strategic and tactical communications and marketing plans to support vehicle safety communications programs and campaigns, as needed;

• Develop and promote vehicle safety communications among English and Spanish-speaking populations. Expertise needed includes the ability to conduct market research, understand the use of multimedia platforms that include traditional media, radio, digital, out-of-home and social media; develop communication strategies and tactics, develop collateral materials to support vehicle safety consumer information and education campaigns and measure effectiveness of communications;

• Manage paid media buys targeting specific audiences to promote vehicle safety messages;

• Manage and execute consumer market research, both qualitative and quantitative, to enable

NHTSA to reach vehicle consumers effectively and efficiently about vehicle safety issues and messages including vehicle safety ratings, advanced safety technologies, vehicle safety defects and recalls, theft prevention, tires, fuel economy, automated vehicles, cybersecurity, electric vehicles, and other vehicle-related innovations as developed;

• Develop and manage paperwork and materials to support the Office of Management and Budget’s

(OMB) Paperwork Reduction Act (PRA) Information Collection Request (ICR) process for all consumer research projects;

• Develop and promote collateral materials including but not limited to digital and online materials, social media messaging, videos, and advertisements, as stated in NHTSA-approved communication and marketing plans to support outreach for the ODI, NCAP, and ADAS campaigns, as well as other vehicle safety initiatives;

• Develop and update content to post on NHTSA’s websites and for distribution through stakeholders’ channels;

• “Refresh” existing assets and, when appropriate, develop new advertisements for campaigns as needed;

• Provide technical assistance on developing new promotional opportunities and collaboration opportunities that include the vehicle safety community as well as other consumer-related industries that have a shared interest in vehicle safety issues;

• Consult, maintain, and collaborate with NHTSA in expanding relationships with existing and new stakeholders, including but not limited to online automotive organizations that market to consumers on vehicle safety issues;

• Provide management of event logistics as necessary to support vehicle safety programs;

• Produce and submit reports that provide well organized and detailed analysis of national and geotargeted campaigns;

• Provide assistance and logistical support that may include capturing Bites and B-Roll, video news releases, satellite media tours, radio media tours and event support;

• Acquire photography and video services and manage the execution of photo and video shoots necessary to carry out NHTSA programs and campaigns as required;

• Adapt existing materials into culturally appropriate languages, and create new materials that positively resonate with targeted populations, and meet the guideline set forth by the American

Translators Association; and

• 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.

C.6.1 Emerging Communication Needs and Opportunities

The task objective is to identify emerging needs and opportunities to inform the public about NHTSA’s vehicle safety programs. The Contractor shall review existing strategic communications plans and recommend strategic changes as necessary. The Contractor shall plan to review existing communications materials and to provide recommendations on improving materials to better communicate NHTSA’s vehicle safety messages to the public for the Office of Defect Investigation’s Recalls campaigns, NCAP

5-Star Safety Ratings campaign, and the Office of Vehicle Safety Research’s advanced safety technologies programs.

C.6.2 Conduct Market Research to Support Communication Strategies and Materials Development

The task objective is to conduct qualitative and quantitative market research studies to support program office goals. Data will be collected and analyzed for use in the development of communications materials. To implement market research projects, NHTSA has to adhere to the Paperwork Reduction

Act, which requires NHTSA to obtain OMB clearance through an Information Collection Request (ICR).

The Contractor shall:

• Prepare recommendations for market research to support program office objectives;

• Prepare ICR documents for NHTSA to submit to the Office of Management and Budget (OMB) for review and approval prior to any implementation of market research; and

• Submit a final summary with full analyses of research data results.

C.6.3 Develop Materials and Implement Activities to Support Emerging Communications Needs

The task objective is to develop materials, activities, and initiatives in support of activities approved under Task C.6.1. Identify Emerging Communication Needs and Opportunities. These materials shall be innovative, compelling, and cutting edge. These materials may include, but not limited to videos, digital assets, fact sheets, social media graphics and assets, technical illustrations, and advertising content.

The Contractor shall develop and implement these materials, activities, and initiatives that support

NHTSA’s emerging vehicle safety needs. These materials should support new or refreshed materials for recalls, air bags, 5-Star Safety ratings, advanced driver assistance systems, and theft prevention campaigns.

C.6.4 Provide Web and Social Media Support

The task objective is to provide support for NHTSA web and social media activities relating to the

Agency’s vehicle safety communications effort.

The Contractor shall:

• Conduct a review of existing NHTSA web sites content (such as social media graphics) and provide recommendations on revising the content to better reach NHTSA’s target audience and achieve objectives.

• Conduct a review of NHTSA’s social media content and provide recommendations on how to improve tactics.

C.6.5 Manage and Execute Third-Party Engagement Strategy

The task objective is to support NHTSA’s third-party engagement outreach efforts to support all of

NHTSA’s vehicle safety programs to include but not limited to safety recalls, 5-Star Safety Ratings program, advanced driver assistance systems, vehicle theft, and tires.

The Contractor shall:

• Maintain a database of existing and potential vehicle safety contacts;

• Expand the third-party engagement support for NHTSA’s vehicle safety messages;

• Develop innovative strategies to engage vehicle safety organizations and stakeholders on NHTSA’s vehicle safety programs;

• Participate in ongoing conference calls and meetings to facilitate discussions with vehicle safety organizations and stakeholders as needed;

• Prepare outreach correspondence for all engagement with new and existing vehicle safety organizations; and

• Provide strategic guidance to the agency on expanding vehicle safety relationships beyond existing networks.

C.6.6 Plan and Conduct Media Buys

The task objective is to support national, regional, or geo-targeted media buys to support NHTSA’s vehicle safety programs including the New Car Assessment Program (NCAP), Office of Defects

Investigation (ODI), Office of Vehicle Safety Research (OVSR) and other vehicle safety programs identified by NHTSA. Media buys may also include supplemental social influencer activations.

The Contractor, in consultation with the COR (TO) and ACORs, shall plan and execute media buy activities from start-to-finish, providing technical assistance including but may include one or more of the following:

• Participating in planning and operational meetings related to media buys

• Identifying new media markets

• Staging national press events

• Developing video news releases, bites and b-roll, satellite media tours, radio media tours and photo shoots

• Developing ad messaging and producing video and banner advertisements

• Providing additional media and marketing services as needed

The Contractor shall:

• Continue to support national, regional, or geo-targeted media buys to include various media platforms;

• Negotiate the best rates and added value for each campaign media buy;

• Provide post buy analyses.

C.6.7 Meetings and Reports

NHTSA considers the meetings and reports listed below to be significant in the Contract’s performance.

C.6.8 Bi-Weekly Status Meetings

Within two weeks after Kick-off Meeting identified in section C.5, bi-weekly thereafter, the Contractor shall meet with the COR and other NHTSA staff either in person or virtually, at the COR’s discretion, with NHTSA staff to:

• Discuss the status of each task,

• Review technical assistance provided, and

• Identify, discuss, and resolve any issues or problems that need to be addressed either by the Contractor, by NHTSA, or both.

C.6.9 Monthly Progress Reports

On or before the 10th of each month following the month being reported, the Contractor shall submit a letter-type Monthly Progress Report. The report shall include the following information:

1) Accomplishments made during the reporting period;

2) Planned actions and associated costs for the following month;

3) Problems or delays that the Contractor has experienced and specific actions that the Contractor proposes to undertake to alleviate the problems or delays;

4) Preliminary or interim results, conclusions, trends, or other information that NHTSA would need to know;

5) Any actions the Contractor requires of NHTSA;

6) Costs incurred during the reporting period;

7) Total costs incurred to date;

8) Detailed response to the following statement:

Based upon a comparison between the Contract budget established at time of award and the actual expenditures to date, the Contractor anticipates that the cost for completion of all requirements will be

[Within Budget], [Over Budget], [Under Budget]; and

9) If the Contractor’s response to the above statement is Over Budget, then the Contractor shall explain those conditions which resulted in the Over Budget status and explain what steps the

Contractor plans to take to mitigate, and eliminate, the Over Budget status.

Within 10 business days of receipt, the COR will accept or reject the Monthly Progress Report. NHTSA will return rejected reports to the Contractor for revision.

C.6.10 Submit Final Summary

Within 30 days after the end of each performance period, the Contractor shall submit a draft summary that documents and reviews the accomplishments for this Contract. At a minimum, the draft final summary shall include a discussion of the following:

• Executive Summary, which may service as standalone document, that contains project background information, summary of activities, and results accomplished during this performance period

• Detailed information on developed and executed media buys that fully details the planning, execution, and post buy analysis

• A list and summary of materials developed

• Dissemination methods for distributing materials

• Feedback from user on the materials

• A list of outreach activities completed during the performance period

• Notable accomplishments

• Evaluation results

• Recommendations

Within 20 business days of receipt, the Contracting Officer’s Representative will either approve the final summary or will return to the Contractor for revision.

C.6.11 Develop and Execute a Phase Out Transition Plan

This contract provides services vital to NHTSA’s overall mission, and the continuity without interruption must be maintained at a consistently high level. The incumbent Contractor, with assistance from the COR, shall provide all necessary effort and assistance to the Resultant Contractor in transitioning the Vehicle Safety Communication Services efforts so that NHTSA can receive services without interruption.

The COR will facilitate the transition between the Incumbent Contractor and Resultant Contractor. The Incumbent Contractor shall give its best efforts and cooperation to affect an orderly and efficient transition from its operation to the successor. The Incumbent Contractor shall provide the Government a comprehensive Phase-Out Plan no later than three (3) months prior to contract expiration.

The Phase-Out plan shall include, at minimum, provisions for the Incumbent Contractor to assist and coordinate with the Government and the Resultant Contractor in the transition of all functions. The transition out plan shall include but is not limited to the following:

• How to coordinate the transition of all files and deliverables, including research, to NHTSA and a suggestion on how NHTSA can provide the files to the new contractor

• The coordination of providing creative assets and usage rights to the contractor

• Steps that need to be taken between the time of the plan and the end of the contract

• Any important knowledge sharing items the new contractor should know

The Incumbent Contractor shall make available sufficient personnel to conduct a joint inventory, with the Resultant Contractor and the COR, of all files, records, etc., to ensure records are accurate and complete. Any data that belongs to DOT/NHTSA prior to the completion of the contract.

The COR will also coordinate a meeting via video conference between NHTSA, the Incumbent Contractor and the Resultant Contractor to discuss the transition plan and next steps to facilitate the transition. The COR will work closely with the Resultant Contractor and the Incumbent Contractor to ensure that the appropriate communication is occurring and that deadlines are being met.

(End of Section C)