91995926Q0010-A0001-Q-A.pdf

(x)

91995926Q0010 x x copies of the amendment; (b) By acknowledging receipt of this amendment on each copy of the offer submitted ; or (c) By separate letter or telegram which includes a reference to the solicitation and amendment numbers. FAILURE OF YOUR ACKNOWLEDGEMENT 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 telegram or letter, provided each telegram or letter makes reference to the solicitation and this amendment, and is received prior to the opening hour and date specified.

x

NAGB

Washington DC 20202 400 Maryland Ave SW National Assessment Governing Board US Department of Education

06/17/20260001

13. THIS ITEM ONLY APPLIES TO MODIFICATION OF CONTRACTS/ORDERS. IT MODIFIES THE CONTRACT/ORDER NO. AS DESCRIBED IN ITEM 14.

12. ACCOUNTING AND APPROPRIATION DATA (If required) is not extended.is extended, Items 8 and 15, and returning

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

The above numbered solicitation is amended as set forth in Item 14. The hour and date specified for receipt of Offers

11. THIS ITEM ONLY APPLIES TO AMENDMENTS OF SOLICITATIONS

FACILITY CODE CODE

10B. DATED (SEE ITEM 13)

10A. MODIFICATION OF CONTRACT/ORDER NO.

9B. DATED (SEE ITEM 11)

9A. AMENDMENT OF SOLICITATION NO.

CODE

8. NAME AND ADDRESS OF CONTRACTOR (No., street, county, State and ZIP Code)

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

PAGE OF PAGES

4. REQUISITION/PURCHASE REQ. NO.3. EFFECTIVE DATE2. AMENDMENT/MODIFICATION NO. 5. PROJECT NO. (If applicable)

1. CONTRACT ID CODE

AMENDMENT OF SOLICITATION/MODIFICATION OF CONTRACT

05/21/2026

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

B. THE ABOVE NUMBERED CONTRACT/ORDER IS MODIFIED TO REFLECT THE ADMINISTRATIVE CHANGES (such as changes in paying office, C. THIS SUPPLEMENTAL AGREEMENT IS ENTERED INTO PURSUANT TO AUTHORITY OF:

D. OTHER (Specify type of modification and authority) appropriation date, etc.) SET FORTH IN ITEM 14, PURSUANT TO THE AUTHORITY OF FAR 43.103(b).

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

ORDER NO. IN ITEM 10A.

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

This amendment provides the Department’s responses to questions received by the due date and amends Attachment C and Attachment D.

See Q&A spreadsheet attached and uploaded to SAM.gov.

The due date for quotes is unchanged: Wednesday, July 1, 2026 at 12:00 PM ET.

All other terms and conditions remain unchanged.

16A. NAME AND TITLE OF CONTRACTING OFFICER (Type or print)15A. NAME AND TITLE OF SIGNER (Type or print)

15C. DATE SIGNED 16B. UNITED STATES OF AMERICA 15B. CONTRACTOR/OFFEROR 16C. DATE SIGNED

(Signature of person authorized to sign) (Signature of Contracting Officer)

Tony White

STANDARD FORM 30 (REV. 10-83)

Prescribed by GSA

FAR (48 CFR) 53.243

NSN 7540-01-152-8070

Previous edition unusable

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

TEL: EMAIL: 202-708-9943 Tony.White@ed.gov

RFQ# 91995926Q0010

Attachment C: Instructions to Offerors

STRATEGIC COMMUNICATIONS SERVICES

ATTACHMENT C: INSTRUCTIONS TO OFFERORS

MAY 21AMENDED JUNE 17, 2026

ATTACHMENT C: INSTRUCTIONS

This is a combined synopsis/solicitation for commercial services, issued in accordance with Revolutionary FAR Overhaul (RFO) Part 12.201-1 – Simplified Procedures. This announcement serves as the only solicitation. Please follow all submission instructions carefully.

This is a total small business set-aside under NAICS Code 541820 – Public Relations Agencies – Small Business Size Standard is $19,000,000. Quoters must be registered in the System for Award Management (SAM) and maintain an active registration. SAM is accessible at https://www.sam.gov. Quoters must include their SAM Unique Entity ID (UEI) in their quote.

Quotes that fail to provide a UEI number shall be deemed technically unacceptable and will not be considered for award.

This RFQ is set aside for small businesses.

This RFQ does not commit the Government to pay any costs for the preparation and submission of a quote. It is understood that submissions and all related questions and responses will become part of the official contract file. The Contracting Officer is the only individual who can legally commit the Government to expenditure of public funds in connection with this acquisition.

The following instructions are for the preparation and submission of quotes. The purpose of this section is to establish requirements for the format and content of quotes so that quotes contain all essential information and can be evaluated equitably. Quoters are instructed to read the entire solicitation document, including all attachments, prior to submitting questions and/or preparing your quote.

(1) Quoters are expected to follow the detailed quote preparation instructions fully and carefully.

The Government will rely on the information provided to evaluate the quotes. It is therefore imperative that quoters carefully follow the instructions set forth below and submit their quotes in the format and with the content specified below, providing all requested information.

(2) Quotes that fail to provide information in the format requested may be found unacceptable and may be rejected without further consideration if the Contracting Officer determines that a significant revision or addendum to the quote would be required to permit further evaluation, and especially if the incompleteness of the quote or errant formatting of the quote appears to be due from a lack of diligence or competence of the quoter.

(3) The instructions provided have been specifically tailored to be applied during quote evaluation.

They are designed to ensure the submission of information essential to the understanding and comprehensive validation and evaluation of quotes. Clarity and completeness are of the utmost importance to the quote. The relevance and conciseness of the quote is important.

Quoters are responsible for the accuracy and completeness of their quotes.

Period of Performance

The period of performance is anticipated to be from August 16, 2026, through August 15, 2031.

This consists of a base year and four option years.

Anticipated Type of Contract

The contract is anticipated to be Hybrid (Firm Fixed Price for Labor, and Other Direct Costs shall be Cost Reimbursement).

Incumbent

The incumbent is Lerner Communications LLC, a small business located in Washington, DC.

The contract started on August 16, 2023, and ends on August 15, 2026. The current total amount to date is $1,778,956.02.

Clarification Questions

The Department will only accept written clarification questions from potential quoters via email.

Clarification questions must be submitted no later than 12:00 pm ET on Wednesday, June 10, 2026. Please submit clarification questions via email only to tony.white@ed.gov. The email subject line shall read:

Clarification Questions - Company Name - RFQ 91995926Q0010 – Strategic Communications

The Department does not guarantee that a response will be given to clarification questions submitted after the due date. All questions received and responses to questions shall be provided as an amendment to the RFQ via email.

Questions must be submitted in Excel using the following format:

Question # Business or Technical Question

Reference RFQ Section (i.e., Evaluation Criteria, SOO, Instructions to Quoters, etc.)

Reference RFQ Page #

Question

Oral explanations or instructions given by the Government before the award of the contract shall not be binding. Any information given to a prospective quoter concerning a solicitation will be furnished to all other prospective quoters if that information impacts the submission of proposals, or if a lack of information would be prejudicial to any other prospective quoters.

Due Date

The quote is due via email only by 12:00 pm ET, Wednesday, July 1, 2026, to Tony White, Contract Specialist, Team Lead, at tony.white@ed.gov. The email subject line shall read:

Quote - Company Name – RFQ 91995926Q0010 – Strategic Communications

A confirmation email shall be sent within 24 hours of receipt. If you do not receive an email confirmation, please email us so that we can ensure that spam filtering does not prevent delivery of your email. Facsimile submissions, modifications, or withdrawals are not permitted, and the Contracting Officer will disregard if any are received. Alternate quotes will not be accepted.

Quotes will be disposed of as follows: The Department will retain one (1) copy of each quote for the official contract file of record, and the remainder will be destroyed. No destruction certificate will be furnished.

Specific Quote Submission Instructions

Responses to the RFQ shall be submitted in two separate volumes:

1. A technical proposal.

2. A business proposal: PDF file (formatted to ensure that the budget is readable) and a

Microsoft Excel file for the proposed budget using only the template provided.

All information necessary to judge the technical soundness and management capabilities of the quote shall be contained in the technical proposal. The business proposal shall contain all information related to the determination of the price associated with each of the project’s tasks.

The technical and business/cost proposals must each be complete in and of themselves so that evaluation and review of one may be accomplished independently of the other. Cost information must be restricted to the business proposal; the technical proposal must not contain reference to specific costs (although resource information may be included so that the quoter’s understanding of the requirements may be evaluated).

Proposal Validity Period

The proposal shall list the names and telephones numbers of people authorized to conduct negotiations. The proposal shall include a statement that the quote is firm for a period of at least 120 calendar days from the date of receipt of quotations specified within this RFQ.

Contract Award

Each proposal will be evaluated in accordance with Evaluation Criteria in Attachment D. Award shall be made to the responsible quoter who provides an overall best value to the Government.

Volume I. Technical Proposal

All information necessary to evaluate the technical soundness and management capabilities of the quoter to meet the required objectives will be contained in the technical quote. The technical quote will NOT contain any reference to specific costs or prices, but resource information (e.g., labor hours) may be included so that the vendor’s understanding of the scope of the work may be evaluated by the Technical Evaluation Panel (TEP). Technical approach shall illustrate the quoter’s approach for satisfying the required objectives. The technical response shall not exceed 15 pages (excluding the appendix), double-spaced, and in a 12-point font (Arial, Times, Calibri, or similar). 10-point font and single spacing for graphics and tables is permitted. Margins shall be 1 inch. Proposals that do not adhere to this requirement will be rejected.

Organization of the Technical Proposal

Quoters shall show a thorough understanding of the required tasks, as specified in the Statement of Work (SOW) Attachment A. The quoter shall prepare a detailed response to the SOW. The technical proposal shall address the requirements in the SOW, not simply repeat the language.

The work plan shall be written in detail so that a review panel can adequately judge its full merits, without the need to make assumptions. Any assumptions used shall be spelled out.

Although the intent of each task is spelled out in the SOW, it is up to each quoter to propose the most effective approach for carrying out the tasks and the most feasible technical work plan and project timeline. Quoters are encouraged to exercise independent judgment with respect to the best methods of attaining the objectives. The technical proposal shall be organized into the following sections:

Cover Page Table of Contents Executive Summary Technical Approach Project Staffing Management Plan Organizational Experience Appendix o Resumes o Letters of Commitment o Quality Assurance Surveillance Plan

Cover Page

The cover page shall include the project title, company name, Unique Entity Identifier (UEI) number, subcontractors (if applicable), and contract information of the authorized official for contract administration, and the name and contact information for negotiators (Does not count towards page count).

Table of Contents

A table of contents shall be included as a means of quickly accessing important points of discussion in the proposal.

Executive Summary

The Executive Summary shall describe the overall plan for achieving project objectives and highlight key areas of the technical proposal that address the requirements. This section shall also contain a specific statement of any interpretations, qualifications, limitations, deviations, or exceptions to the SOW and the extent to which the quote can be expected to meet or exceed the requirements set forth in the SOW.

Technical Approach

The technical approach shall provide a comprehensive and quality solution to achieving the goals & objectives, as outlined in the SOW, in a timely manner and shall provide a detailed discussion of how goals in the SOW are to be implemented and accomplished while demonstrating the needed technical understanding and capability for successful project outcomes.

While a general statement of strategy may be appropriate, the proposed plan to implement work must be specific with regard to each task area. Potential and/or anticipated problems must be identified. The time frame for completing work within the projected timelines and due dates must be addressed to facilitate successful completion of work.

Creativity in responding to the requirements is encouraged. Innovative approaches that are thoroughly described and supported by effective management and implementation plans are most likely to contribute to the overall efficiency and success of accomplishing project goals.

Project Staffing

The Project Staffing Section shall satisfy the stated requirements, as outlined in SOW, and describe the qualifications, experience, and skills necessary to successfully fulfill the roles as designated in the proposed solution. The quote shall identify key personnel and describe the qualifications, competencies and experience in performing work of similar size and scope to that outlined in the SOW. The proposed level of effort for each individual shall be commensurate with the individual’s role and responsibilities.

The Project Staffing section shall summarize the vitae for all proposed personnel and identify key personnel, as appropriate. The proposal shall state the name of each person assigned to work on the project and identify the role and functions of each person. Primary areas of expertise shall be specified clearly. All staff (including subcontractors and consultants as applicable) shall have qualifications appropriate for the tasks they are to perform. Vitae of proposed staff shall document that the person has the knowledge, skills, and abilities associated with the tasks to be performed for this project. The documentation shall include directly related experience, educational background, publications and roles played in related projects.

In all cases where consultants or subcontractors external to the offeror’s organization are proposed, resumes, letters of agreement, and letters of availability (endorsed by the primary institutions with which they are affiliated) shall be included in the proposal for the duration of the contract.

Management Plan

The Management Plan section shall detail the overall management plan, including lines of authority, coordination, and communication within the organization. This project requires working under extremely tight timelines; therefore, project management is especially important.

The plan shall describe the management control system that will be used internally for planning, scheduling, budgeting, managing, and reporting on all phases of the contract. The Governing Board stipulates that a single person be identified as a project director to provide leadership and direction to the contractor’s project staff and to serve as the contractor’s primary contact with the Governing Board.

The proposed management plan shall ensure appropriate coordination of activities across relevant groups and individuals in the process and the appropriate timing of activities. Proposals may include plans to subcontract part of the work, if subcontracting presents the best value for the government. The proposed subcontractor must be fully capable of performing the work, and that the quoter, as prime, must have effective control of the subcontractor’s work. All proposed subcontractors shall sign an Organizational Conflict of Interest which must be included in the technical proposal submission.

In summary, the management approach shall provide a clear indication that the project can be completed on time, and with a high level of quality.

Organizational Experience

This section shall describe the offeror’s experience and expertise in conducting work similar in content and scope to that proposed in the Statement of Objectives. The quoter’s organizational capability in undertaking all phases of work must be demonstrated. Experience in conducting projects of a similar nature and magnitude must be provided. Project management techniques that prioritize customer service and assure submission of quality and timely deliverables, and cost control monitoring and reporting shall be described. This section will demonstrate the capability of the offeror with respect to human and secure material resource management, effective financial management, accurate record keeping, quality control, and timely reporting.

Appendix

An appendix (not exceeding 50 pages, does not count toward page count) will include the resumes of proposed staff (not exceeding 3 pages per person), letters of commitment, the Quality Assurance Surveillance Plan, and supporting information as needed. All pages must be numbered consecutively, including appendices.

Appendix 1 shall include resumes for all proposed key personnel, including key personnel from subcontractors. All resumes should share a common format and organization.

Appendix 2 shall include letters of commitment from all proposed subcontractors, consultants, and key personnel currently employed by the vendor. Letters of commitment must include the length of time the key personnel and subcontractors will be committed to the project and be signed by the submitted personnel. Letters from personnel not yet employed by the contractor must state that the personnel shall accept the position should the vendor be granted an award, and that all matters of salary and benefits have been negotiated and agreed upon prior to this submittal.

Appendix 3 Quality Assurance Surveillance Plan (QASP) shall be submitted. The plan must provide for assurance of quality control throughout the project, adherence to project timelines, and strategies of cost control. The QASP will be an integral component of the contract and will be updated as needed throughout the contract lifecycle. A QASP is attached to the RFQ, see Attachment B. The quoter may choose to elaborate on the attached QASP or agree to the terms as they are provided. It is to be noted that the final QASP will be mutually agreed with the contractor. A final QASP shall be submitted to the Governing Board following the kick-off meeting.

Volume II. Business Proposal

The business proposal narrative shall contain all information related to the determination of the costs associated with the execution of the project. There is no page limitation for the business proposal. Please verify that the contents of the business proposal are mathematically accurate, and the supporting data are reconciled in the technical proposal. The budget must be provided in both PDF and electronic Microsoft Excel format (with formulas).

Costs shall be provided on the Budget Submission Template, Attachment E to the RFQ.

All prices in the business proposal shall be rounded to the nearest cent (e.g., $6.03), and the quoter shall ensure that rounding issues do not result in summation errors. If subcontractors are proposed, a separate price plan should be submitted for each proposed subcontractor by task, and these prices should also be included in the prime's total firm-fixed price.

All discounts shall be provided upfront as it is likely that negotiations shall be very limited; an award may be made without extensive cost negotiations.

The Government will evaluate the alignment of the proposed pricing to the quoter’s proposed technical submission. Price that does not align to the quoter’s proposed technical submission may indicate an inability to understand the requirements and therefore may be considered a high-risk approach to contract performance.

Quoters shall submit all (if any) price assumptions, conditions, or exceptions related to any of the terms and conditions of the SOW. If not noted in this section of the quote, it will be assumed that the Quoter proposes no price assumptions, conditions, or exceptions for award, and agrees to comply with all of the terms and conditions set forth in this RFQ. It is not the responsibility of the Department to seek out and identify price assumptions, conditions, or exceptions buried within the quote. The Department reserves the right to reject any quote that includes any price assumptions, conditions, or exceptions that impact or affect the Department’s objectives or requirements.

It is required that the business proposal contains enough information for a cost realism determination to be made. Offerors are expected to use their best business judgement in submitting the necessary information. The Contracting Officer can reject an offeror’s proposal if a negative cost realism determination is made, or if proposed prices are found to be NOT reasonable.

Organization of the Business Proposal Narrative

The Business Proposal narrative must be paginated and include the following.

Abstract

A one-page summary must be provided, abstracting the quotations contents in language understandable to an informed layperson. The abstract must indicate full acceptance of the solicitation requirements or note any exceptions justified in the text. A summary chart showing the proposed costs for the full performance period must be included. A statement certifying that the offeror is a small business under the corresponding NAICS for the proposed procurement size standard identified by the Department shall be included in the abstract.

Direct Labor

The submission will contain all the information related to the determination of the costs/prices associated with each of the project’s tasks. It will contain labor categories and loaded labor rates for all personnel who might be included in the contract. In Volume II, Quoters shall describe how their labor rates are calculated and submit their labor rates with a detailed breakout of the loading factors for the rate calculation. Provide direct costs such as rent, utilities (internet, telephone), taxes, fringe benefits such as health insurance, retirement benefits etc., or indirect costs as applicable, showing the applicable percentage that counts toward the total billable rate (for example is rent 1% of the rate, are utilities, 2% of the rate etc.) Some indirect costs may not be allowable, so it is required we know what is in the indirect cost pool. The labor mix and labor categories proposed shall be consistent with the personnel qualifications and experience proposed in the technical proposal.

Labor costs shall be on a Firm Fixed Price basis with detailed cost assumptions (For example, labor costs per meeting). The labor mix and labor categories proposed shall be consistent with the proposed staff qualifications and experience submitted in the technical proposal.

Other Direct Costs

Other Direct Costs (ODCs) for this contract include transportation to the Board’s quarterly meetings (at least three a year that would be in the Washington, DC area) as well as travel to release events or other major gatherings. Each contract year requires one staff member (at minimum) travel/transportation to the Board’s three quarterly meetings in the Washington, DC area, travel/transportation for one staff member (maximum) to the fourth meeting in the CONUS, as well as travel to release events or other major gatherings, typically held in the Washington, DC area.

ODCs need to be identified by cost type, with detailed cost assumptions by task for all proposed costs. It is important to note that ODCs shall be awarded on a cost reimbursement basis. Detailed cost assumptions with unit pricing must be provided to support pricing. (For example, travel costs per person). All travel costs must comply with Federal Travel Regulations. Current per diem rates can be found here.

Subcontractors

Quoters may propose subcontracting aspects of the work. The limitation on subcontracting does not apply when the prime contractor and the subcontractor are both "similarly situated" small businesses. Work performed by a similarly situated subcontractor is considered as having been performed by the prime contractor. A subcontractor is considered "similarly situated" if it is a small business, has the same small business program status as the prime, and is small for the NAICS code assigned to the contract. For service contracts, the prime cannot pay more than 50% of the amount paid by the government to subcontractors that are not "similarly situated".

All proposed subcontractors shall sign an Organizational Conflict of Interest which must be included in the business proposal submission. Subcontractors shall be subject to the same contract terms and conditions as the prime contractor, and the prime contractor must have effective control of the subcontractor’s work.

Quoters must submit cost breakdowns of all proposed subcontractors and consultants as applicable. Please note that the daily rate for consultants cannot exceed the Federal Government’s pay level of GS15, step 10, per day ($94.49 per hour). If a higher rate is proposed, rationale must be submitted in the proposal to justify the higher rate, such as highly technical or specialized skills in education measurement.

The Government will evaluate the acceptability of any subcontractor as part of its evaluation of price. Failure to provide complete supporting documentation may result in no further consideration of the quote.

Conflict of Interest Plan

Quoters shall submit an Organizational Conflict of Interest Plan with details on organizational policies and procedures to identify and avoid potential organizational or personnel conflicts of interest. The plan shall also address procedures taken to neutralize or mitigate such conflicts if they have not been addressed or cannot be avoided. The plan shall indicate that such policies and procedures are operational throughout the period of outside activities, financial interests, or other significant connections or identifications that would establish, or give the appearance of establishing, a conflict of interest. A method for periodically reviewing financial interests of employees, subcontractors and consultants, and their immediate families shall be included in the plan. The term, “potential conflict” means a reasonably foreseeable conflict of interest. The thoroughness, completeness and effectiveness of the plan shall be evaluated as part of the quoter’s overall proposal. The plan shall be incorporated in the contract.

Should there be an actual, potential, or future organizational conflict of interest (as defined in RFO Subpart 9.5 - Organizational and Consultant Conflicts of Interest) with any other office at the Department of Education, quoters and the successful contractor shall immediately alert the Contracting Officer and provide complete information regarding such conflict to allow the Contracting Officer to address such conflict and mitigate as necessary with mutual agreement of all parties to such conflict.

All proposed subcontractors shall sign an Organizational Conflict of Interest which must be included in the technical business proposal submission.

FAR 52.217-8 Option to Extend Services

Quoters shall submit the same cost/pricing information that was provided for the period of performance of the contract for an additional 6-months extension that may be required, as required by RFO 52.217-8- Option to Extend Services. The 6-month extension would require the quoter to complete the same work that was completed during the first 6 months of the last year of the period of performance.

Attachment D: Evaluation Criteria

STRATEGIC COMMUNICATIONS SERVICES

ATTACHMENT D: EVALUATION CRITERIA

MAY 21AMENDED JUNE 17, 2026

ATTACHMENT D: EVALUATION CRITERIA

Quotes submitted in response to this RFQ will be evaluated in accordance with Revolutionary FAR Overhaul (RFO) Subpart 12.203. Quotes will be evaluated using an overall best value to the Government using the tradeoff process. The soundness of the technical approach will be a substantial factor in source selection. However, cost/price factors shall be evaluated, and the Contracting Officer will determine whether the difference in quality is worth the difference in cost or price. The Government may award the contract to other than the lowest priced quoter to achieve a superior solution in meeting the objectives of the Statement of Work (SOW). If two or more quoters are considered technically equivalent, the evaluated cost or price will be of primary importance in determining the proposal most advantageous to the Government.

After receiving quotes, the Department will conduct an evaluation. Once the Department determines the Quoter that is the best‐suited (i.e., the apparent successful Quoter), the Department reserves the right to communicate with only that Quoter to address any remaining issues, if necessary, and finalize a contract with that Quoter. If the parties cannot successfully address any remaining issues, as determined pertinent at the sole discretion of the Department, the Department reserves the right to communicate with the next best‐suited contractor based on the original analysis and address any remaining issues. Quoters are strongly encouraged to submit their best technical solutions and price in response to this RFQ. The Government reserves the right to make an award without discussions. Formal source selection procedures under RFO Part 15 shall not be used, and the Contracting Officer will not negotiate with quoters outside of those selected.

The Department will use the following factors to evaluate offers (in descending order of importance):

1) Quality of Technical Approach, Work Plan, and Understanding of Requirements

2) Adequacy, Experience, and Qualifications of Project Staff

3) Quality of Management Plan

4) Organizational Experience

5) Price

The following confidence ratings shall be applied for each technical factor to arrive at an overall confidence rating for each quote.

RATING DESCRIPTION

High Confidence The Department has high confidence that the Quoter understands the requirement, proposes a sound approach, and will be successful in performing the contract.

Some Confidence The Department has some confidence that the Quoter understands the requirement, proposes a sound approach, and will be successful in performing the contract.

Low Confidence The Department has low confidence that the Quoter understands the requirement, proposes a sound approach, or will be successful in performing the contract.

All quotes shall be evaluated by the Department in accordance with the established factors and criteria. The evaluation factors will measure the Department’s confidence that the quoter understands the requirement, proposes a sound approach, and will be successful in performing the contract.

EVALUATION FACTORS FOR AWARD

1. Quality of Technical Approach, Work Plan, and Understanding of Requirements

Technical approach demonstrates innovative knowledge and experience in planning, executing, and sustaining of strategic communications in the education policy landscape, with proven capabilities of outreach and partnership-building with influential education stakeholders who have the capacity to direct and change policy.

The approach demonstrates knowledge and understanding of, and expertise and experience in, K-12 education policy at the federal and state levels, including issues relevant to assessment generally and to NAEP specifically.

The approach shows an ability to communicate, translate, and distill complex assessment data, key findings, trends, and patterns and patterns in clear, plain language in messaging and content development.

The offeror demonstrates an ability to strategize optimal uses of traditional and social media, as well as op-eds and commentaries, to amplify and promote results, key messages, and relevant policies.

The extent to which the technical approach demonstrates proactive and creative ways to leverage Board members for high-impact outreach opportunities.

2. Adequacy, Experience, and Qualifications of Project Staff

Proposed personnel have the appropriate knowledge, skills, abilities, qualifications, experience, and time commitments to develop, implement, and sustain communications strategies in the education landscape.

Proposed personnel have competencies and experience in performing work of similar size and scope in k-12 education policy and assessment.

Staff qualifications and the proposed level of effort are appropriate for the specific positions they are proposed to oversee and/or perform work.

3. Quality of Management Plan

The extent to which the offeror demonstrates a plan for managing personnel, activities, and deadlines that will result in timely completion of work within the project performance period and within budget.

Personnel are appropriately assigned to tasks that demonstrate their expertise to fulfill requirements, with the ability to be nimble and flexible to requests.

Procedures for effective management of project resources, quality of products/services, and early identification of potential problems in carrying out activities will result in successful contract performance.

4. Organizational Experience

Demonstrated organizational capacity and the ability to carry out strategic communications grounded in education policy and assessment, including developing content, messaging, writing op-eds, traditional and social media outreach, identifying and prioritizing audiences for outreach and partnership building, and ascertaining the best tactics and channels to communicate data in simple language to key audiences.

Organizational knowledge of and experience in the K-12 education landscape and relevant issues and policies through current and recent clients and projects.

5. Price

A price evaluation shall be conducted to determine the best value to the government. The government expects to receive price competition through several quotes. The total evaluated price will be evaluated for price reasonableness through comparison with other proposed prices and may include other price analysis techniques. The Government will establish a total evaluated price based on a completed pricing template, Attachment E. Price that does not align to the quoter’s proposed technical submission may indicate an inability to understand the requirements and therefore may be considered a high-risk approach to contract performance.

The price quote will not be given a rating.

The Department reserves the right to eliminate a quote solely based on its proposed price if the price is significantly outside of the Department’s budget for this procurement. In such a case, the Department has the right to exclude this quote from consideration of the Technical Evaluation Panel.

RFQ

Section

Page # Q uestion Response

Attachm ent A - SO

W

Can the G overnm ent provide annual historical volum es for key deliverables under the incum bent contract, including press releases, m edia pitches, talking points, presentations, op-eds, articles, social m edia products, and stakeholder briefings?

Talking points, presentations, pitches, and briefings are internal docum ents and strategies that w ould not be appropriate to share externally in developing a response to this scope. How ever, you can visit the Board's social channels on X, LinkedIn and Facebook to see a recent history of social m edia posts. The Board's w ebsite has recent op-eds from m em bers here:

https://w w w

.nagb.gov/new s-and-events/com m entaries.htm l; and recent press releases and announcem ents here:

https://w w w .nagb.gov/new s-and-events/new s-releases.htm l

Attachm ent A - SO

W

Can the G overnm ent provide a list of recurring events, conferences, m eetings, and stakeholder engagem ents supported by the incum bent contractor during the previous three years?

Stakeholder engagem ents, conferences and m eeting opportunities have varied over the years in term s of tim ing and partners. Typically, these opportunities are w ith organizations in the education policy arena, often representing state- and local level stakeholders in a position to inform policy and practice that im pact student achievem ent. W hat is receurring is the Board's w ork releasing m ajor N

AEP Report Cards, w ith reading and m athem atics every tw o years and other assessm ents susually every four years.

Attachm ent A - SO

W

Are you interested in any research on aw areness and attitudes about the N ation's Report Card am ong your priority audiences to support the Strategic Plan?

Research on key audiences w ould be w elcom e to propose in a response to the scope.

Attachm ent A - SO

W

Does N AEP have an existing Strategic Com m unications Plan for com m unications that this w ork w ould am end or revise?

Does N

AEP have an existing m essaging fram ew ork that this w ork w ould am end or revise?

Vendors are encouraged to propose an original com m unications strategy that effectively fulfills the contractual tasks and m eets the goals outlined in the scope.

Attachm ent A - SO

W

Is there flexibility in the tim e required for the turnaround of the Strategic Com m unications Plan (currently 5 business days after initial m eeting for the draft)? O r, w hat is the reason behind requiring the fast turnaround?

There is a possibility of tim eline flexibility depending on the contract kick-off conversation and w hat the successful vendor plans to propose.

Attachm ent A - SO

W

Are there existing m essaging fram ew orks or assets w e should align w ith, or should w e plan to build from the ground up?

In term s of responding to the scope, vendors should plan to develop m essaging and assets that address the Board's com m unications goals in the scope. The contractor w ould be able to use any exisiting assets to help shape future com m unications strategies and m essaging.

Attachm ent A - SO W

Are there specific stakeholder groups or regions that have been historically difficult to engage and should be prioritized?

Rural regions and audiences have proven to be a challenge in various outreach strategies, but proposals should ensure engagem ent in this area invovles audiences w ho are in a position to direct and change policy to im prove student achievem ent.

Attachm ent A - SO W

W ill the successful contractor be granted direct publishing access to N

AG

B social m edia platform s, or w ill all content require review and posting by N

AG

B staff?

N

AG

B staff review s social content before it is posted but the vendor w ill be required to post and publish on all channels.

Attachm ent A - SO

W

The SO W requires archiving social m edia posts in accordance w ith federal requirem ents. Does N

AG

B currently utilize a social m edia archiving platform

, and if so, w ill access be provided to the contractor?

The Board does not currently utilize a platform but vendors are free to propose any solution that is federally-approved. As of now , Social m edia m anagers m ust m aintain a log (spreadsheet) organized by Fiscal Year, of all posts m ade to each social m edia site. The log m ust be provided to the Departm ent's O ffice of Com m unications and O utreach (O

CO

) annually.

Attachm ent A - SO

W

Does the SO W significantly change the body of w ork as previously solicited?

W hile som e m ajor com m unications goals rem ain, the current scope reflects the Board's w ork and projected needs developed over the last several years. So vendors should focus on response to the current scope.

Attachm ent A - SO

W

W hat research have you conducted regarding aw areness or attitudes about the N ation's Report Card, and if available, w ill you be able to share that research?

The Board has not conducted research regarding aw areness or attittudes about The N ation's Report Card.

Attachm ent A - SO

W

Your Strategic Vision describes "public, education leaders, and other stakeholders w ho are in a position to use data to im prove student achievem ent." Do these reflect your prim ary audiences for the purposes of these com m unications, and are these all priority?

Yes, stakeholders w ho are in a position to use data to im prove student achievem ent are the priority audience for the Board.

Attachm ent A - SO

W

W ill N

AG

B m ake available any incum bent-developed assets, including stakeholder databases, m edia lists, com m unications tem plates, style guides, reporting form ats, or historical cam paign m aterials to facilitate transition?

The Board can m ake these assets available for transition purposes.

Attachm ent A - SO

W

Could the G overning Board provide additional insight regarding the anticipated role and level of participation of Board m em bers in com m unications, outreach, m edia, and stakeholder engagem ent activities under this contract?

O utreach efforts for m em bers are based on the role they serve on the Board, their professional role and expertise, and availability, so there are no set num ber of hours or occassions for their particpation in com m unications efforts. But vendors should assum e Board m em bers w ill be actively invovled in different levels of outreach.

Attachm ent A - SO

W

To w hat extent does the G overning Board anticipate leveraging existing stakeholder and partner relationships versus developing new engagem ent pathw ays and partnerships under this contract?

The Board anticipates m ore tim e dedicated to leveraging existing stakeholder and partner relationships but there should still be significant effort devoted in developing new outreach pathw ays and partnerships.

Attachm ent A - SO

W

W hat is the Departm ent’s budget for this procurem ent? O r, if a specific budget is not available, is a budget range or "do not exceed" available?

The Departm ent's Acquistion Forecast has this procurem ent listed as >$350 and <$1M per year, and overall value >$1M and <$5M

. This aw ard is estim ated below the high end of those ranges.

Attachm ent A - SO

W

The SO W identifies six tasks but does not provide estim ated annual labor hours, task percentages, or anticipated level of effort. Can N

AG

B provide historical labor allocations by task area or anticipated w orkload distribution to support realistic staffing and pricing assum ptions?

Q uoters are advised to base their labor assum ptions on w hat is w ritten in the current Statem ent of W ork, and not historical inform ation.

Attachm ent A - SO

W

Subtask 1.1 requires kick-off w ithin 5 business days of contract aw ard. Please confirm

(a) the anticipated aw ard date so the contractor can stage staff and resources, (b) w hether the kick-off is virtual, in-person at N

AG

B (W ashington, DC), or contractor's choice, and (c) the m axim um participant count from the contractor side.

Aw ard date is expected to be m ade som etim e in August. The kick-off w ill be conducted in person but there w ill be a virtual com ponent for any staff m em ber not in the DC area. There is no m axim im um count but the m eeting should invovle only staff w ho w ill be perform ing w ork on the contract.

Attachm ent A - SO

W

The SO W requires the contractor to attend the kick-off m eeting w ithin 5 business days of contract aw ard and subm it a draft Strategic Com m unications Plan w ithin 5 business days of that m eeting. G iven the com pressed tim eline, w ill the

G overnm ent provide any existing com m unications m aterials, brand guidelines, or prior strategic plans to the aw ardee upon contract aw ard to support this rapid onboarding?

The Board can provide m aterials necessary to facilitate transition and onboarding.

Attachm ent A - SO

W

The SO W requires w eekly check-in calls w ith the CO R and a follow

-up sum m ary em ail after each call. Can the G overnm ent confirm the expected form at and approxim ate length of these w eekly calls, and w hether the contractor is expected to prepare a standing agenda or status report in advance of each call?

Calls should be assum ed to be virtual (Team s or Zoom ) and last an hour on average. The contractor is expected to develop an agenda in consultation w ith the CO

R and other Board staff.

A ttachm ent A

- S

O W

F or B oard m eeting attendance, how m any in-person m eetings in W ashington, D .C

. should quoters assum e per contract year for pricing purposes?

Assum e three DC m eetings per contract year.

A ttachm ent A

- S

O W

F or the required out-of-D .C

. Board m eeting, should quoters assum e one trip per contract year or one trip during the base year only?

Assum e one trip per contract year.

Attachm ent A - SO

W

The SO W requires the contractor to develop a Strategic Com m unications W ork Plan w ithin 5 business days of the kick-off m eeting. W ill the G overnm ent provide the contractor w ith N

AG

B's current strategic vision docum ents, existing audience research, and prior N AEP release com m unications m aterials to inform the plan, or is the contractor expected to develop the plan based solely on publicly available inform ation?

The Board can provide relevant exisiting m aterials to the contractor to facilitate developm ent of a w ork plan.

A ttachm ent A

- S

O W

C an the D epartm ent clarify w hether exam ples of strategic com m unications w ork in higher education m ay be considered relevant if the w ork involved public-facing education data, policy m essaging, stakeholder com m unications, or audience education?

Because the focus of the Board and N AEP falls w ihtin K-12 education, w ork in hgiher education w ould not be considered especially relevant given the different issues and stakehodlers involved.

Attachm ent A - SO

W

The contractor is required to subm it a draft strategic com m unications plan w ithin five business days of the kick-off m eeting. W ill N

AG

B provide existing com m unications plans, audience analyses, m essaging fram ew orks, stakeholder inventories, and perform ance reports upon aw ard to support developm ent of the required plan w ithin this tim efram e?

The Board can provide relevant exisiting m aterials to the contractor to facilitate developm ent of a w ork plan.

Attachm ent A - SO

W

The SO W estim ates an average of 2-3 op-eds per m onth. Can the G overnm ent clarify w hether this figure represents op-eds drafted and pitched, op-eds accepted and published, or both? Additionally, does the Board have existing relationships w ith specific high-profile education m edia outlets that the contractor w ill be expected to m aintain and expand?

The figure represents the average num ebr of op-eds drafted and pitched. The Board does have existing relationships w ith high-profile m edia outlets and the aw arded contractor w ill have to assist the Board in expanding relationships to outlets.

Attachm ent A - SO

W

Could the G overning Board clarify w hether the initial Strategic Com m unications W ork Plan draft (Task 2) to be subm itted w ithin five days of the kickoff m eeting is intended to function m ainly as a high level strategic road m ap, including prelim inary tim elines, m ilestones, and com m unications sequencing, w ith refinem ent and adjustm ents taking place throughout each contract year? W ith regards to the tim elines and annual calendars, are these im plem entation details anticipated to be developed iteratively throughout each contract year?

The w ork plan draft should be seen as a high-level strategic roadm ap that can be refined and adjusted during the contract year. For the start of eeach option year, the contractor w ill develop an updated com m unications plan that reflects planned efforts and needs for the next contract year.

A ttachm ent A

- S

O W

D oes the D epartm ent expect the contractor to already possess existing N A

E P

-specific m edia lists, or m ay the contractor develop, validate, and refine those lists during the base year after gaining access to current B oard com m unications resources?

The Board can provide existing m edia lists but the contractor is expected to not just update exsiting lists but also provide additional outlet nam es and contacts.

A ttachm ent A

- S

O W

F or the estim ate of authoring and editing 2–3 op-eds per m onth, should quoters assum e responsibility for drafting and editing only, or should the quoted scope include pitching, follow -up, placem ent tracking, and m edia reporting?

Q uoters should assum e the m ain repsonsibility of drafting and editing, but assist staff in the other areas as needed.

Attachm ent A - SO

W

Can N

AG

B can confirm that it requires the contractor to develop an average of 2-3 op eds per m onth?

Yes, that is correct.

Attachm ent A - SO

W

Beyond the estim ate of 2-3 op-eds per m onth, can N

AG

B provide historical m etrics regarding m edia outreach activities,…