95476720R0008 Amendment One.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:

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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

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

STANDARD FORM 30 (REV. 11/2016)

Prescribed by GSA FAR (48 CFR) 53.243

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9B. DATED (SEE ITEM 11)

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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.

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

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NUMBER IN ITEM 10A.

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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

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16C. DATE SIGNED

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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)

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16B. UNITED STATES OF AMERICA

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Previous edition unusable

Amendment to solicitation in order to publish responses to questions (attached). Offerors' attention is drawn to the response to question #77.

U.S. HOLOCAUST MEMORIAL MUSEUM

100 RAOUL WALLENBERG PLACE, SW

WASHINGTON DC 20024

954767-20-R-0008

05/27/2020

Christopher Guy Director of Procurement

6/4/2020 | 2:53 PM EDT

# Question USHMM Response

1 Could you clarify the overall budget available for this scope?

As an indication of possible spend, we estimate that we may spend approximately $120,000 for the remainder of this fiscal year. This includes media placement fees. This amount may increase or decrease and this estimate is no guarantee of business.

2 Is there an incumbent firm / vendor who will potentially be responding to this RFP as well? Chapman, Cubine and Hussey is the current incumbent.

3 Will in-person meetings be required and if so, to what frequency? In-person meetings are not required.

4 Who is the incumbent agency if any? Answered for question 2.

5 Can you share the media buy (if any) for 2019 and any KPI metrics? No. We are unable to share this information.

6 Is there any seasonality to this buy?

Some efforts will have seasonality, based on campaign type. For instance, normally (prior to COVID-19) visitation ads to the Museum in DC would be July - February before our busy season. Other campaigns are ongoing for the year (growth campaigns).

7 Targeted start date?

Contract award begins mid-to-late June 2020; advertising varies based on campaigns. See response for question

8 What is the estimated annual budget? Answered for question 1

9 Do you anticipate any seasonality or should this be considered an year-round effort? Answered for question 6

10 Can you share any benchmarks of previous performance or goals for the next year? Answered for question 5

11 Do you have an existing analytics dashboard we would integrate into, or is independent reporting an item we should scope? Existing internally analytics exist but independente reporting is welcomed!

12 Is there an expected annual budget for this project? Answered for question 1

From research is looks like your digital campaigns have been comprised of mostly digital display units. Are you open/ interested in allowing digital audio and video units to this campaign?

Yes. The Museum would create the video or audio assets internally. We are testing video in an effort about to go live!

14 Typically we charge a percentage based on the media buy itself. Do you know the paid media budget for the year? Answer for question 1; this includes % media buy fees

Has the Museum been running ads to this point and if so on which platforms? Asking because there may be work needed that we will need to budget to set up the ability to run ads on new platforms that the Museum has not run ads on to this point. Facebook and Instagram for social; Care2 for email; Google Grant; SEO

Does the museum take an always on approach to its media buying or are there specific campaigns that it needs to support? If the latter, how many of these campaigns are there and for what duration? Answered for question 6

There's mention of a variety of platforms. Will we be developing the plan inclusive of all of these platforms plus any others that we recommend or is there a finite set of platforms you would consider? The ones mentioned included: Email, Facebook, IG, Twitter, YouTube, Care2, .Google Ads and Microsoft Ads are not mentioned - are they also to be included?

Google, Bing and Microsoft ads and SEO are not part of this contract at this time however work could evolve should in-house resources become strained.

18 Does the Museum have a Google Grant? If not, is it eligible for one? The Museum does have a Google Grant. We manage this internally and it is not part of this contract.

19 Is the Museum considering programmatic advertising - should we be including that in our response? Yes, contract includes programmatic advertising.

If the Museum currently has a media buying program underway are there specific metrics racking or media buying software tools that it prefers or that we will need to have subscriptions to?

No subscriptions are needed for our media buying software outside of native tool access which the Museum will provide.

21 What is the approximate media budget investment that the agency would manage annually? Answered for question 1

22 Who is the incumbent media buying agency, if any? Chapman, Cubine and Hussey is the current incumbent.

Is the media buying effort limited to the United States …or internationally as well? (any geographic boundaries would be helpful)

Mix of international and US, depending on campaign. Geography outside of US tends to be in Latin American but not exclusively. US buys are primarily nation-wide but on a limited bases (and small $ of spend) support our regional offices found here: https://www.ushmm.org/support/contact/regional-offices

On the last page of the provision it states that the USHMM will define the goals and objectives; can your share some past or present goals, or ROI metrics with us? Cost per click (which vary per campaign type); length on site

25 Must the contractor be on the GSA schedule? No

26 · Is there an incumbent for this project or is this a new contract? Chapman, Cubine and Hussey is the current incumbent.

27 · Can you describe your target audience? Are you looking for a national advertising campaign or local? Please refer to the description of our target audience in Exhibit A / Evaluation Criteria of the RFP.

28 · Do you want media running consistently throughout the year or are you focused on specific seasons and/or events? Answered for question 6

29 · Will you allow pixel placement for tracking and retargeting? Yes.

30 · Is there an estimated yearly budget we should adhere to? Answered for question 1

· For the pricing structure, are you looking for a firm-fixed price for the full year or are you looking for estimated media costs+ labor? We anticipate that offerors will provide a cost plus price proposal.

32 Is there a monthly budget for this project Answered for question 1

33 Would you like us to give you an example of what a campaign would look like?

If the campaign example is media placement, feel free to include. If it is creative based that is not part of this

SOW

34 Can you elaborate on what you mean by placing media for engagement purposes? Answered for question 47.

Will the USHMM be providing any additional parameters for pricing? If we are to price based on a fixed-rate commission, it would be helpful to have an estimated size of the ad buy. If we are to make recommendations on the size of the ad buy, it would be helpful to quantify the goals. If we are to use a management fee, rather than a commission, it would be helpful to know either the specific goals or the budget. Please refer back to our response regarding overall budget

We are registering at www.sam.gov, but know this can be a lengthy process and approval may not be in time for the RFP submission deadline of next Wednesday, June 10. I am wondering: Can that registration be fast-tracked in for the June 10 deadline? Can we submit our RFP response with a registration that is pending?

SAM registration is controlled and administered by the GSA. Unfortunately USHMM is unable to assist any offerors in fast tracking SAM registrations. Per Federal Acquisition Regulations and OMB policy we cannot accept any proposals from an offeror who is not actively registered with SAM at the time that they submit their proposal.

Such proposals will be considered non responsive.

In the Proposal Requirements, offerors are asked to demonstrate experience with "Media spends/budget equivalent to Museum investment levels." Can you give me a rough estimate of what the Museum investment levels are? Answered for question 1

38 Does USHMM currently work with a media agency partner? If so, what’s working well and what are areas for improvement? Answered for question 22. USHMM does not provide performance information on current or past contractors.

39 Can you tell us more about the USHMM team that will be involved in this work?

The work will be overseen by the Marketing & Communication office through the New Audience Engagement & Membership Division's Social Media Branch.

The RFP asks for “specialty in non-profit sector and as it pertains to media spends/budget equivalent to Museum investment levels.” Can you tell us a bit more about your in-market media investment and your preferred fee structure? Answered in question 1 and question 31

We understand that campaign goals and objectives will be defined by USHMM. Are you looking for an agency partner who can also consult on media strategy?

No. This contract is for media placement and deployment for specific efforts. As part of this work, some consulting is expected but it is limited in nature (audience targeting; platform opportunities, etc).

The RFP states that media placements would not drive sales or lead generation, though you’ve listed email growth as a goal.

Can you clarify whether lead gen would be a desired tactic to drive email growth specifically? Email acquisition efforts would be for online community growth and engagement within USHMM's mission.

How many paid media campaigns does USHMM typically run per year? What are their typical flight dates and goals? Do campaigns run concurrently? Will that number stay the same or change in the year ahead?

Answered for question 6. With the fluidity of today's environment, the Museum cannot answer if advertising will stay the same.

Can you share more details about past awareness, engagement, and growth campaigns? What worked, and what could be improved? Answered for question 6 and question 45

On which digital channels/platforms have you seen the most success? And are their specific channels where you are looking to grow or innovate most in the coming year?

All channels we have advertised on to-date have performed well and achieve our desired outcomes, with optimization. The Museum anticipates continuing efforts across all platforms we currently are utilizing and possibly augmenting those, depending on environment and Museum needs.

46 What is your desired media reporting cadence? Weekly reporting and updates as needed for optimization.

47 A year from now, what does success look like?

For growth, increased fans and followers of quality; for visitation, increased ticket sales; for education, engagement within predetermined areas on our website and improvement in GA KPIs. Metrics depend on campaigns.

Has the U.S. Holocaust Memorial Museum determined an advertising budget? Meaning, just the budget for the ads to be run across digital platforms, not the management fee for the contractor/agency. Answered for question 1

49 What is the estimated budget? Answered for question 1

50 What is the estimated paid media budget? Answered for question 1

51 Will any onsite meetings be required? Answered for question 3

52 What are the number of desired impressions? KPIs for performance of USHMM ads are not primarily focused on impressions.

53 How would you define success of this campaign? Answered for question 47.

54 What is the goal of this campaign? Answered for question 47.

Are we trying to get more people to come to the Museum? Depends on campaign. Answered for question 47.

Drive people to the website?

Sign up for something?

55 Who will be responsible for developing the ads?

The Museum has an in-house Creative Service department that will develop the creative under the strategic guidance of the Director of New Audience Engagement. Both divisions are part of the Marketing Communications Office.

56 Have any ads previously been developed? If so, can you share prior ads?

The Museum has been advertising on social platforms for approximately 3 years; 1 1/2 - 2 years of which are in the areas of this SOW. Google Grant and SEO much longer

57 Is there a company who has been supporting these efforts within the last two years? If so, who? Answered for question 2.

58 Does the Museum have a graphic designer who can help support the development of ads? Development of creative is not part of this proposal. Museum has in-house Creative Services department.

59 What is the process for approval of creative assets? Development of creative is not part of this proposal.

Has the Museum done any paid advertisements within the last two years on Facebook, Instagram, or Twitter? If so, can you share what those paid advertisements were? Answered for question 55.

61 What is the strategy for doing paid advertisements on Care2?

Acquisition for email list growth. Reach and engage new audiences with the Museum's educational and memorial functions, as well as other mission-centric work featured in our digital communications.

62 Would you consider providing an extension so that we have time to tailor responses based on the answers to these questions? Unfortunately no

· What is the expected total budget for this program including cost and media investment? What is the expected budget for only media investment? Answered for question 1.

· Per the request to recommend “new technologies and capabilities,” is there a maximum budget percentage that can be allocated to test new platforms?

New platform pricing would come from budget (answered for question 1). However, additional funding MAY be able to be secured based on potential ROI.

65 · Are Facebook, Instagram, Twitter, YouTube, and Care2 the only digital properties being considered at this time?

That is our current mix (excluding Twitter and YouTube). Museum is open to new platforms and expanding digital advertising, balance appropriateness, spend/budget and objectives.

66 · Does USHMM have any contract cost escalation maximums for subsequent option periods? No

· Based on the information provided on page 5 of the RFP, “creative will be supplied by USHMM,” is it correct to infer that the media buying requirements and scope are to include strategy, placement, management, reporting, and optimization, but not creative? Are there any other elements we should consider in pricing? Correct.

Is there an established digital media budget or range that USHMM can share (RFP mentions “Media spends/budgets equivalent to Museum investment levels”) and that we may use in considering our Cost Proposal Answered for question 1.

69 Approximately how many different campaigns does USHMM have running during the fiscal year? Answered for question 6

70 Are there fundraising and/capital campaigns included in the campaigns above and this assignment? No. That is handled through different funding source and vendor.

We are assuming the digital media plan is national in scope, but are there are specific regions or DMAs that USHMM targets specifically and that we might include in our submission to better demonstrate our national and regional expertise? Answered for question 23

72 Is there a budget allocated for this effort? Please see question 1

73 If not, what was spent historically? Please see question 1

74 Is there an incumbent? If so, who is it? Please see question 2

75 Will we have access to data/information from previous digital campaigns or would we be required to start new? If awarded, access to past campaign performance would be shared.

76 What success metrics/KPIs are you tracking? Answered for 47

To demonstrate knowledge and understanding of the Museum or similar institutions and how to identify/ target / recommend advertising, is that limited to digital advertising or can that include other channels (such as OOH, print, etc.)

As stated in the RFP, "Offerors who cannot demonstrate knowledge and understanding of the Museum or similar institutions and how to identify/ target / recommend advertising for audiences listed above will not be considered further". By response to this question USHMM is amending this requirement to clarify that 'advertising' must include digital advertising.