Social_Media_Content_RFI_Questions_and_Answers.pdf

Social Media Content RFI Consolidated Vendor Questions and Answers

The Government is no longer accepting or responding to questions.

1. Is this document to be used for both internal and external tasks?

Not understanding the question. Please clarify what is meant by internal and external. Assuming there will be a mix of responsibilities by the FSA as well as the company selected.

Yes, but the contractor would be responsible for the items outlined in the RFI

2. This planning document will be living document with all parties responsibilities for implementation?

Yes, there will be implementation responsibilities by both FSA and the contractor

3. As this would all be relevant as social media is timely. If blogs are being written, who is responsible for these blogs to be posted on the FSA website?

FSA is responsible to posting

4. Is this an internal job for the company or would someone from FSA web team be responsible and would provide links to those blogs once published?

FSA would be responsible for posting the blogs and would provide links to the blogs

5. Are there any guidelines, rules for writing? Style guide for certain key terms, buzz words or things that cannot be used. These are all overall questions that would be asked from our end during an initial brainstorm.

Yes, FSA has an official style guide that would be provided

6. FSA approved social media management tool – is this already selected, would need to know what is being used?

The current tool used by FSA is Spredfast but tools can change

7. Another question is if our team would be engaging in discussion on comments or if someone from FSA would oversee that OR would we be sending the questions to a dedicated FSA contact and waiting for answers? This would need to be set on a timely basis as social media is immediate need.

Currently, FSA responds to customer comments and questions. One of the options in the RFI (3c) would be an option for contractor staff to respond to common frequently asked questions directly to customers through FSA’s social media management tool. FSA would have oversight of this process. Questions of a more complicated nature or need additional SME review would be routed to FSA for response

8. Chat integration is also something however is that something that we would work with your web development team on or something you would want us to integrate? This helps with pricing as we are capable to do all.

Chat would be within the social media platforms and some integration support could be required.

9. Infographics listed in “f” should be moved up here. Need to have an idea of how many graphics / images would be needed monthly / quarterly (this will also be based off social strategy document) The number and specific types of visual assets would be specified in an RFP

10. FSA has a style guide?

Yes, FSA has a Style Guide that would be provided

11. Are there photos to be used or would stock purchasing or photo shot be needed?

FSA has an inventory of images. Purchasing additional images (e.g. Getty) or providing additional photos may be required to supplement what is currently available

12. Where will data / research be provided, or will company need to find internally FSA will provide data and information sources as well as training materials

13. Would need to review current videos / infographics – will this be provided in a dropbox link or would we need to research and find these on various social sites and platforms?

FSA would provide these. However, the contractor may need to review the social platforms themselves for context in how they are used to reach specific audiences

14. Is there a budget for the project as a whole, and is there a budget for the paid media plan?

A budget has not been set for this project or for the paid media plan.

15. Under #2, Background of Requirements, FSA states: "FSA will be undertaking an effort to evaluate the effectiveness of its current digital strategy..." Will this evaluation be part of the scope of this contract?"

No

16. Under #3-c, Social Customer Care Service Area, FSA references an “approved social media management tool”.

Does FSA already have that approved social media management tool? If so, what is it?

Yes, FSA is currently using Spredfast; however, the tool could change.

17. Under #3-c, Social Customer Care Service Area, FSA references “staffing support”. Does FSA expect the contractor to provide the support staff or is existing staffing support already in place?

FSA currently has staff performing this function during normal business hours. Contractor staff would answer common/basic questions. More complex questions requiring research and SME would be assigned to FSA staff for response.

18. Is the FSA open to the use of social platforms other than the four listed?

Yes

19. Is there a formal review process prior to posting to the social media platforms, and how long does that typically take?

Yes, a monthly editorial calendar is planned 4-6 weeks in advance and typically includes 2-3 rounds of review and recommendations

20. Is there a larger marketing/communications plan of which the digital strategy is a part? If so, who developed that and when was it developed.

Digital Strategy is separate but needs to align with the larger FSA Communications Plan which is currently being updated

21. Can FSA provide more description of its current digital marketing team? For example, what are FSA's current multimedia capabilities, and is there a studio and creative team in house?

FSA does not have a dedicated digital marketing team. FSA does not have a studio or in house creative team.

22. Is FSA considering digital channels other than social media (such as the web site and mobile applications) to be within scope for the digital engagement strategy?

Yes, would consider

23. Is FSA open to exploring use of other social media platforms that are not currently utilized?

Yes, would consider

24. In addition to paid media, does FSA also seek to focus on paid search spending as part of this effort?

FSA would consider this option as part of the strategy

25. Are cover page, cover letter, table of contents, and Attachment A included in the 10-page response limit?

There is a 10 page limit total – One sided pages only

26. Do you have a specific budget in mind you’re looking to target?

A budget has not been set for this project or for the paid media plan

27. What do you think the strengths are of your current digital/social engagement strategy?

Continuous evaluation using a variety of metrics and analytics; ongoing customer listening efforts

28. You mention support for YouTube and development of video content for social. Is there a target number of videos you’re looking to create on a given month/quarter/year?

There is not a targeted number of videos but the videos could vary in length and type

29. Are the brand identity services only specific to the social platforms?

Yes

30. If you were to move forward with an RFP what is the timeline for that phase?

The acquisition strategy or timeline has not yet been determined

31. Is there a prioritization of specific benchmarks or outcomes in the coming period?

There are always prioritization adjustments as business goals change

32. Do you anticipate changes to existing metrics for success for FSA, and if so, how are you hoping they adapt?

FSA continually strives for better outcomes which could mean adjustments and prioritization of different metrics

33. Can you please confirm if cover pages (front/back), cover letter, and table of contents, are excluded from the 10-page limit?

There is a 10 page limit total – One sided pages only

34. Is the content for 4b “Request for Business Information” included within the 10 page count?

There is a 10 page limit total – One sided pages only

35. Who currently manages FSA’s social media accounts?

The accounts are managed by FSA’s Digital Engagement team

36. Does FSA have a content clearance process?

FSA has a content review process. Most content does not have to go through a formal clearance process since it is information that is already publically available

37. If a content clearance process is in place, what is the clearance process for publishing content and how long does the process take?

FSA has a content review process. Most content does not have to go through a formal clearance process since it is information that is already publically available. Depending on the volume and type of content it could take up to 2 weeks for the 2-3 rounds of regular review

38. Will FSA consider a PowerPoint format for submission?

If the PowerPoint is no more than 10 pages - one sided

39. Has the efforts of FSA’s existing campaign delivered against the objectives and KPIs FSA has set over the last 2 years?

In most instances, yes

40. What are the KPIs/metrics for this requirement?

It depends on the type of campaign. Each campaign has its own unique set of KPIs

41. What has FSA seen change in the educational landscape over the last 2-3 years that has impacted how FSA communicates to students and families?

The need for more self-service; more customers reaching out on social with questions; many third-party companies taking advantage of students and borrowers

42. Sec. 3.c-Social Customer Care Service – Regarding the build out/support of an AI assistant and/or Chatbot, does this mean helping to inform the flow with a separate vendor/contractor, or would the scope include building out the technology?

It would not include building out the technology

43. Sec. 3.d-Look-and-Feel/Brand Identity Service – Can FSA provide its current brand communications guide for reference?

FSA would provide during the acquisitions process

44. Sec. 3.e-Paid Media Service – “Designing and developing creative content” – Is this in reference to paid social and search content (based on brand assets and guidelines) or is this actual creative content which would typically covered in 3.d?

It could include new creative content designed for the campaign but could also include existing organic content (3.b)

45. RFI page 2, Summary Requirement 3b: Social Media Content, “ …supports the development of delivery of content for FSA’s social media platforms along with social content FSA provides to partner organizations.”

What types of social content does FSA provide to partner organizations and how often?

Partner content could include packaging existing social content for a specific purpose or for a specific partner;

creating new social content (Facebook, Twitter posts, mini-infographics, etc.) for partner organizations that serve our common customer; email

46. Can you give us examples of these partner organizations?

They can run from large scale college access organizations to smaller grass roots community groups serving students and families; can also include partnering with influencers and other government agencies

47. Is there an FSA approved social media management tool that is currently in operation?

Yes, FSA is currently using Spredfast however, the tool could change

48. To what extent does digital engagement include studentaid.gov and other Federal Student Aid sites?

Information on those sites is often used to create social content; organic social content will also link to information on FSA websites

49. What (if any) coordination efforts exist between the contractors that manage other on and offline FSA messaging?

Social messaging is separate but aligns with the overall FSA Strategic Communications plan. Both the Customer Experience and Communications areas coordinate efforts.

50. Is it the Government’s intention to expand Social Media Content Service to additional social platforms such as Instagram and Snapchat or would the scope continue to focus only on Facebook, Twitter, YouTube and the Blog.

If the data supports it, FSA would consider expanding to other social platforms as part of its Digital Strategy

51. Does Paid Media Service include SEM and Display or is the scope limited to paid social activity?

If data supports it, FSA would consider options in addition to paid social

52. Does "Social Customer Care Service Area" specifically mean community management to drive awareness or do you anticipate the vendor will provide guidance on a range of Federal Student Aid topics?

The vendor would answer customer questions and provide guidance on a range of federal student aid topics

53. What type of coverage are you expecting for the "Social Customer Care Service Area"? 8-5 EST, 24-7, etc?

FSA is looking to expand its coverage but specific times have not yet been determined. Current support is offered during normal business hours.

54. Is this a new requirement or are there incumbent contracts?

This will be a recompete and the incumbent is Huge,LLC

55. If there is an incumbent vendor, please provide the contract details (such as Vendor Name, Contract Number, Award Date, Value) The incumbent is Huge, LLC. Contract Number: ED-FSA-15-A-0003, Award Date: September 2015

56. What is the period of performance?

The RFI is a part of market research effort. Period of performance is not determined.

57. Is there an incumbent on this work, and if so, who is it?

The incumbent is Huge, LLC

58. Is there an incumbent currently supporting FSA’s Digital Engagement Strategy?

The strategy is supported in part by Huge, LLC

59. If there is an incumbent vendor, would you be able to provide the contract details (such as: Vendor Name, Contract Number, Award Date, and Value)?

The incumbent is Huge, LLC. Contract Number: ED-FSA-15-A-0003, Award Date: September 2015

60. Is this solicitation a continuation/replacement of RFQ # ED-FSA-15-Q-0013 awarded in 2015, or is this requirement in addition to FSA’s existing information dissemination services?

This is an RFI for market research purposes, not a soliciation. The work in the scope is similar to FSA’s existing Information dissemination services that were procured under RFQ #ED-FSA-15-Q-0013.

61. What is the anticipated period of performance for this requirement (base + options)?

This RFI is a part of market research effort. Period of performance is not determined.

62. Is this a new contract or is it a recompete? If it is a recompete, who are the incumbent contractors?

This would be a recompete and the incumbent is Huge, LLC.

The Government is no longer accepting or responding to questions.