A6-LSJ - Marketing.pdf

LSJ-DOL-22-13

LIMITED SOURCE JUSTIFICATION

Far Part 8.4 - Federal Supply Schedule

1. Identification of the Agency and Contracting Activity

Contracting Activity Customer Agency Department of Labor Department of Labor

OASAM/OPS EBSA/OPPEM

200 Constitution Avenue, NW 200 Constitution Avenue, NW Washington, DC 20210 Washington, DC 20210

2. Nature and Description of the action being approved

This Limited Source Justification and Approval authorizes and approves the issuance of a logical follow-on to an original order under the Federal Supply Service Schedules Program, to Creative Marketing Resources (CMR) Inc. (GSA Contract # 47QRAA18D006U), 250 E. Wisconsin Avenue, Suite 980 Milwaukee, Wisconsin 53202. CMR is a Small Business Administration (SBA), Minority, Woman-Owned Small Business, SBA Certified Small Disadvantaged business (EDWOSB) that focuses on social impact and cause marketing to diverse audiences.

The Employee Benefits Security Administration is requesting ongoing support from CMR, to continue to increase the usability of the agency website, and to establish a comprehensive communications and social media strategy that will increase the way we deliver services and messaging to America’s diverse society.

The period of performance is September 16, 2022 – September 15, 2022. The award will be one, twelve-month base period. All the work will be performed at the contractor's location.

3. A Description of the Supplies or Services required to meet the Agency's Needs (Including the Estimated Value)

This requirement is to obtain a continuation of services from CMR to in executing the comprehensive communications strategy to include webpages, blast emails to website subscribers, social media platforms, blogs, etc., to educate the public on the important issues covered by

ERISA.

Task 1: Design Agency Website Pages for increased Useability.

• Deliver a Project Plan to scope and guide all aspects and requirements of the campaigns.

• Establish a framework that can be reused when new content is created.

• Scope and guide the web page campaigns and determine the best ways to reach all audiences.

• Design Agency webpages in compliance with DOL standards to maximize viewership, awareness, retention, and response to Agency information for audiences in English and 10 additional languages (Spanish, Chinese, Vietnamese, Korean, Haitian Creole, Polish, Tagalog, French, Arabic, Russian and Portuguese).

Task 2: Modify and provide guidance on existing Agency product development.

• Review and advise on existing agency content (webpages, publications, social media posts, blogs, etc.) to maximize viewership, and to ensure culturally relevant and appropriate approach for messages and graphics for audiences in up to 10 additional languages.

Task 3: Design, promote and distribute Social Media content.

• Implement approved plans for messaging distribution across all social media platforms.

The Independent Government Cost Estimate for one, twelve-month base period is $5,465,500.00.

4. Identification of the Authority and Rationale

The statutory authority for this action is FAR 8.405-6(a)(1)(i)(C) Logical Follow-On to an Existing Order. The original order (1605C1-21-F-00049) was issued from Federal Supply Schedule 541810 in accordance with ordering procedures in FAR 8.405-2. The order was placed for marketing expertise, website design, development, and social media services, but due to the strict services timeline and supplemental funding provided it was imperative to focus only on the specific subsidy. The original order was competed resulting in the delivery of a remarkable campaign, in minimal time.

CMR developed a mainstream Public Awareness Campaign messaging, developed messaging content, and distributed that content to target audiences through various media outlets, the agency website and through a variety of Social Media platforms. The team also conducted an analysis of EBSA webpages and provided the agency with recommendations for optimization. Each change the agency was able to implement in short order, has provided increased value. One impactful change increased web intake request by 50% to our Benefit Advisor staff.

Using CMR would allow EBSA to leverage the knowledge gained throughout the COBRA campaign, and further expand the work done to the reset of the Agency web pages, fact sheets and other publications and content, but also to accompany those changes with the successful campaign strategy adopted for COBRA. Using another vendor would require investment of additional time to get the vendor up to speed on EBSA’s critical missions and stakeholders being that CMR is already familiar with EBSA’s challenges pertaining to content delivery, and marketing expertise through social media to better serve EBSA’s stakeholders. Additional time will also be required for a new vendor to learn how to access the agency Social Media Platforms, stakeholders, and rules for using the social media systems. Utilizing a new vendor would require rework and the agency would lose time of knowledge and expertise obtained by CMR. EBSA estimates a savings of approximately $75,000 because it removes the months needed for normal ramp-up.

Additional time lost will negatively impact the agencies efforts directly tied to the High Impact Service Provider (HISP) project.

Based on the above, CMR is uniquely positioned to perform the requirements of the PWS, and no other vendor can execute the required work.

5. Determination by the ordering activity that the order represents the best value FAR 8.404(d)

GSA has determined the prices of supplies to be fair and reasonable for the purpose of establishing the overall Schedule 70 contract. However, GSA’s determination does not relieve the ordering activity Contracting Officer from the responsibility of deciding of fair and reasonable pricing. As such the Contracting Officer will request additional price discounts and conduct a price analysis to determine if the proposed pricing is fair and reasonable.

6. A Description of Market Research Conducted and the Results or a Statement of the Reason Market Research was not conducted

EBSA conducted market research via GSA, Multiple Award Schedule Number 541810 and identified five potential small businesses capable of providing the services; however, none of the vendors could ramp up, complete training, learn EBSA’s business and stakeholders, and perform the services as quickly as CMR.

7. Any Other Facts supporting the Justification

None.

8. A statement of the actions, if any, the agency may take to remove or overcome any barriers to competition before any subsequent acquisition for the supplies or services is made.

It is contemplated that this requirement will be for a 12-month base period and no future acquisition will be required. If a new requirement is required, the government will look to compete the action to the maximum extent practicable.

9. Technical Certification:

The program/technical official further certifies that no conflict of interest exists in awarding a sole source contract to the contractor identified herein.

I hereby certify that the supporting data which are the responsibility of the technical Personnel, and which forms a basis for this justification is complete and accurate.

Leyla Mansur Date Director, Office of Program Planning Evaluation & Management

Contracting Officer's Certification:

I certify this justification is accurate and complete to the best of my knowledge and belief.

Deborah W. Worrells Date Contracting Officer

Approval:

Kim Carr Date Deputy Director – CAS, OSPE

Ryan P. Chandler Date Advocate for Competition