70Z02321RPTT10700 Amendment 00001 FE.pdf

Offers must acknowledge receipt of this amendment prior to the hour and date specified in the solicitation or as amended, by one of the following methods:

(a) By completing items 8 and 15, and returning or (c) By separate letter or electronic communication which includes a reference to the solicitation and amendment numbers. FAILURE OF YOUR ACKNOWLEDGMENT TO BE RECEIVED AT THE PLACE DESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED MAY RESULT IN REJECTION OF YOUR OFFER. If by virtue of this amendment you desire to change an offer already submitted, such change may be made by letter or electronic communication, provided each letter or electronic communication makes reference to the solicitation and this amendment, and is received prior to the opening hour and date specified.

E. IMPORTANT: Contractor is not is required to sign this document and return copies to the issuing office.

AMENDMENT OF SOLICITATION/MODIFICATION OF CONTRACT 1. CONTRACT ID CODE

2. AMENDMENT/MODIFICATION NUMBER 3. EFFECTIVE DATE 4. REQUISITION/PURCHASE REQUISITION NUMBER 5. PROJECT NUMBER (If applicable)

7. ADMINISTERED BY (If other than Item 6) CODE

STANDARD FORM 30 (REV. 11/2016)

Prescribed by GSA FAR (48 CFR) 53.243

FACILITY CODE

9A. AMENDMENT OF SOLICITATION NUMBER

9B. DATED (SEE ITEM 11)

10A. MODIFICATION OF CONTRACT/ORDER NUMBER

10B. DATED (SEE ITEM 13)

11. THIS ITEM ONLY APPLIES TO AMENDMENTS OF SOLICITATIONS

The above numbered solicitation is amended as set forth in Item 14. The hour and date specified for receipt of Offers is extended. is not extended.

12. ACCOUNTING AND APPROPRIATION DATA (If required) copies of the amendment; (b) By acknowledging receipt of this amendment on each copy of the offer submitted;

13. THIS ITEM APPLIES ONLY TO MODIFICATIONS OF CONTRACTS/ORDERS.

IT MODIFIES THE CONTRACT/ORDER NUMBER AS DESCRIBED IN ITEM 14.

CHECK ONE A. THIS CHANGE ORDER IS ISSUED PURSUANT TO: (Specify authority) THE CHANGES SET FORTH IN ITEM 14 ARE MADE IN THE CONTRACT ORDER

NUMBER IN ITEM 10A.

B. THE ABOVE NUMBERED CONTRACT/ORDER IS MODIFIED TO REFLECT THE ADMINISTRATIVE CHANGES (such as changes in paying office, appropriation data, etc.) SET FORTH IN ITEM 14, PURSUANT TO THE AUTHORITY OF FAR 43.103(b).

C. THIS SUPPLEMENTAL AGREEMENT IS ENTERED INTO PURSUANT TO AUTHORITY OF:

D. OTHER (Specify type of modification and authority)

Except as provided herein, all terms and conditions of the document referenced in Item 9A or 10A, as heretofore changed, remains unchanged and in full force and effect.

15C. DATE SIGNED

15A. NAME AND TITLE OF SIGNER (Type or print)

16C. DATE SIGNED

16A. NAME AND TITLE OF CONTRACTING OFFICER (Type or print)

14. DESCRIPTION OF AMENDMENT/MODIFICATION (Organized by UCF section headings, including solicitation/contract subject matter where feasible.)

PAGE OF PAGES

6. ISSUED BY CODE

8. NAME AND ADDRESS OF CONTRACTOR (Number, street, county, State and ZIP Code) (X)

CODE

15B. CONTRACTOR/OFFEROR

(Signature of person authorized to sign)

16B. UNITED STATES OF AMERICA

(Signature of Contracting Officer)

Previous edition unusable

00001

Alan Boucher

Solicitation 70Z02321RPTT10700 is hereby amended as follows:

See items on continuation sheet.

U.S. Coast Guard Headquarters 2703 Martin Luther King JR Ave SE Stop 7828 Washington, DC 20593-7828

70Z02321RPTT10700

1 6

02/16/2021

01/29/2021

BOUCHER.ALAN.CHARL

ES.1137586629

Digitally signed by

BOUCHER.ALAN.CHARLES.1137586629

Date: 2021.02.16 18:03:07 -05'00'

2/16/2021

70Z02321RPTT10700

Amendment 00001 SF30 Continuation Sheet

For your convenience, text that was added or changed is highlighted in yellow and text that was removed is colored red with a strikethrough.

ITEM 1

Combined Synopsis/Solicitation, Part I – General Information, paragraph v. The following sentence is hereby incorporated:

Each ordering period is one year in in length.

ITEM 2

Combined Synopsis/Solicitation, Part I – General Information, paragraph xv is hereby deleted and replaced with the following:

It is the offeror’s responsibility to ensure their offer is received (in total) by the proposal DUE DATE OF March 03, 2021 by 11:59PM Eastern Time. Offerors are hereby notified that if your proposal is not received by the date, time, and location specified (see below) in this announcement, it may not be considered.

ITEM 3

Combined Synopsis/Solicitation, HSAR 3052.215-70 Key personnel or facilities (DEC 2003) clause is hereby deleted and replaced with the following:

HSAR 3052.215-70 Key personnel or facilities (DEC 2003)

a. The personnel or facilities specified below are considered essential to the work being performed under this contract and may, with the consent of the contracting parties, be changed from time to time during the course of the contract by adding or deleting personnel or facilities, as appropriate.

b. Before removing or replacing any of the specified individuals or facilities, the Contractor shall notify the Contracting Officer, in writing, before the change becomes effective. The Contractor shall submit sufficient information to support the proposed action and to enable the Contracting Officer to evaluate the potential impact of the change on this contract. The Contractor shall not remove or replace personnel or facilities until the Contracting Officer approves the change.

The Key Personnel or Facilities under this Contract is the Program Manager, Creative Director (or equivalent position), and Senior Enrollment Strategist (or equivalent position)

(End of clause)

ITEM 4

Combined Synopsis/Solicitation, Addenda to 52-212-1, Instructions to Offerors – Commercial Items is hereby deleted and replaced with the following:

Addenda to 52-212-1, Instructions to Offerors – Commercial Items

The Government intends to award without discussions. Therefore, the offeror’s initial proposal should contain the offeror’s best terms from a price and technical standpoint. The Government reserves the right to conduct discussions if the Contracting Officer later determines them to be necessary.

A cover letter shall be included for all submissions. The cover letter shall include the offeror’s name and address; U.S. Coast Guard solicitation number; DUNS number; CAGE number; offeror’s point of contact including their phone number and e-mail address, and the date the offeror’s proposal expires.

Offerors shall complete all provisions required to be filled in and submit them with their proposal;

provisions are excluded from the page count.

Minimum acceptable font size is no smaller than 11 point and no smaller than 10 point for tables, charts, or graphs. Page size shall be letter size (8.5" x 11"); tables, charts, or graphs may be on legal size 8.5" x 14".

The offeror shall submit three separate volumes. Volume I shall contain their response to Factors 1 and 2;

Volume II shall contain their response for Factor 3; and Volume III shall contain their response for Factor

4. At no time shall any pricing be included in Volume I or Volume II. Provisions and acknowledgment of amendments may be included in any volume or may be submitted as a separate document(s).

Resumes shall be submitted for all Key Personnel and each resume shall not exceed 2 pages in length;

resumes shall be included in Volume I. Resumes are excluded from the page count.

Factor 1: Management Approach and Technical Capability

The Offeror shall submit a response to Factor 1 – Management Approach and Technical Capability.

Factor 1 has been separated by “component” to segregate each individual aspect of Factor 1. These components are not sub-factors and will not be evaluated separately. All information submitted for each component will be evaluated at the Factor level and only one rating will be provided for Factor 1. Each component shall be separated in some method from the next component. If the offeror chooses to use a cover page between each component, the cover page will not be counted against the page count.

Component 1: The offeror shall provide in one page or less, how the offeror monitors opportunities, challenges, and changes in the higher education marketplace and how the vendor identifies best practices for its clients. Offerors shall include resumes for all key personnel as designated in HSAR clause 3052.215-70. Resumes are excluded from the page count.

Component 2: The offeror shall submit a case study for work performed for a college or university focused on an enrollment priority similar to one or more of the enrollment priorities listed in section 1.2.8 or 1.2.9 of the (Performance Work Statement (PWS). The case study shall include the problem, strategy and approach to address the problem, and the outcomes. The case study shall not exceed four (4) pages.

Component 3: The offeror shall submit a written plan to conduct student search in accordance with Section 5.6.1. The plan shall be based on the following assumptions: The campaign will take place from

02/01/2021 to 12/01/2021; the Coast Guard Academy (CGA) will provide 25,000 sophomore names and 50,000 junior names. The amount for this search is not to exceed $330,000. The plan shall not exceed two

(2) pages.

Component 4: The offeror shall provide the URL for two videos posted to YouTube, which the offeror produced for a higher education client(s). Each video shall not exceed 100 seconds in length. The offeror shall submit a written overview for each video describing its creative intent to include how the video supports the goal(s) of the college or university. Each overview shall not exceed one (1) page.

Component 5: The offeror shall provide samples of admission publications produced for three different colleges. The offeror shall describe the creative objectives of these publications, and how the publication supports the enrollment goals of their client. The publications shall have been completed after 01/01/2017. The publications shall be in electronic format. The written descriptions shall not exceed one

(1) page per college client. The publications are excluded from the page count.

Component 6: IAW Section 5.9.3 to 5.9.5 of the PWS, the offeror shall provide a written plan to conduct a digital campaign to generate applicants from African American students in the state of Georgia for the Academy Introduction Mission (AIM) described on https://www.uscga.edu/aim/. The written plan shall not exceed one (1) page.

Factor 2: Prior Experience

The offeror shall provide example(s) of real work of the prime contractor performing work similar to Section 5 of the PWS in the higher education market place. The offeror shall provide at least one example of similar work by the prime contractor. The Government is more interested in the similarity of the experience to the requirement than quantity of examples. The offeror shall include the name of the institution(s) and the years the work was performed. The submitted information shall be sufficiently detailed so that the evaluators can determined whether the example(s) demonstrate the experience. Prior experience shall not exceed 8 pages.

Factor 3 Past Performance

Offerors shall submit at least three (3) past performance references on past or current contracts for efforts similar to the requirements outlined in the solicitation, with Government instrumentalities (Federal, State, or local) or private industry utilizing the Past Performance Questionnaire (Attachment A). Offerors shall complete Section 1 of Attachment A and send Attachment A to the reference specified in Section 1; this shall be completed for each past performance reference. Offerors shall request that each reference complete Section 2 of Attachment A and return it to the Coast Guard in accordance with the directions in Section 2. It is the offeror’s responsibility to ensure the reference contact information in Section 1 is valid. If the reference does not submit a Past Performance Questionnaire, the reference may not be considered in the evaluation of the offeror’s past performance.

The offeror shall complete Section 1 of the past performance questionnaire (Attachment A) and return Section 1 to the Government with Volume II. In accordance with the instructions in Section 2, the reference is to return the completed questionnaire to the Government.

The offeror’s similar past performance must have been performed within the last three years or be ongoing. The offeror’s past performance may include information regarding predecessor companies or subcontractors that will perform major or critical aspects of the requirement, if applicable. Offerors may include information on problems encountered on the identified contracts and the offeror’s corrective actions.

Factor 4 Price

Offerors shall complete Attachment B Price Input. Offerors shall only place data/information in cells highlighted in gray. Cells have not been locked and some do have formulas. Failing to follow instructions may have an impact in the total evaluated price. The offeror may, but is not required, fill in “Proposed Labor Category” cells to align with the offeror’s labor category position titles. The offeror may, if desired, propose estimated hours (Cell: C4, F4, I4, L4, 04) and an hourly rate (Cell: D4, G4, J4, M4, P4) for a dedicated Program Manager position. The offeror shall fill in the hourly rate for each labor category.

Cells D5-D27; G5-G27; J5-J27; M5-M27; P5-P27. The total labor price (Cell: B31) will auto populate.

The offeror shall not change the Government’s set price for Non Labor Related Price (Cell: B32) or Travel (Cell: B33). No other cells shall be changed or adjusted.

The hourly rates proposed in Attachment B shall become Attachment II of the contract upon award.

ITEM 5

Performance Work Statement, Section 1.1.1 Strategic Intent, is hereby deleted and replaced with the following:

1.1.1 Strategic Intent. The strategic intent of this Contract is to develop a diverse pool of 12,000-18,000 qualified inquiries; and complementary communication strategies to yield 1,900 to 2,300 applicants with the attributes required to shape each U.S. Coast Guard Academy (USCGA) class. The USCGA admits approximately 400 applicants and enrolls approximate 280 cadets per year.

ITEM 6

Performance Work Statement, Section 1.2.6 Staffing, is hereby deleted and replaced with the following:

1.2.6 Staffing. The Division has a staff of 22 civilian and military members. The Director of Admissions, Assistant Director of Admissions for Recruiting, Campus Program Manager/staff, and the five Admissions Officers are active duty military who rotate in and out of their positions every three to four years, without prior experience in college admissions work. Three (3) individuals are assigned to the Marketing branch of the Admissions Division, all civilian and with continuity of experience. The Admissions Marketing Branch does not include graphic designers, copywriters, or web developers. Staff perform the following duties: web content writing communication flow management, web creative direction, and contracting officer representatives.

ITEM 7

Performance Work Statement, Section 1.6 Period of Performance, is hereby deleted and replaced with the following:

1.6 PERIOD OF PERFORMANCE.

The period of performance is from date of award with a five year ordering period.

ITEM 8

Performance Work Statement, Section 1.12 Progress Meetings, is hereby deleted and replaced with the following:

1.12 PROGRESS MEETINGS.

The Program Manager shall be responsible for keeping the Contracting Officer and COR informed about work status throughout the performance period of each task order and to ensure Contractor activities are aligned with Coast Guard objectives. The Program Manager shall review the status and results of Contractor performance with the COR on an as required basis.

ITEM 9

Performance Work Statement, Section 5.6.1 Student Search, is hereby deleted and replaced with the following:

5.6.1 Student Search. On a task order basis, the Contractor shall communicate with “prospects” on behalf of USCGA. As the starting point of a recruiting cycle, the purpose of search is to yield a well-qualified inquiry pool of search responders. Contractor shall have working knowledge of predictive modeling, and experience developing search strategies and campaigns. Contractor shall be required to import and export student data before, after, and during search; develop creatives; and place media. The Contractor may use the USCGA’s CRM or use an alternative Contractor CRM. On a task order basis, the contractor shall use broadcast communications to prospects on behalf of the USCGA.

ITEM 10

Performance Work Statement, Section 8 Performance Requirement Summary (PRS), the “Performance Standard” for objective “Accessibility” is hereby deleted and replaced with the following:

Archived files shall be delivered in two days of request 100% of the time

Program Manager or Alternate will respond within four hours to a request for discussion during working hours

****END OF AMENDMENT 00001****