Addendum 2 - Additional Questions via eMMA from the Pre-Proposal.pdf

FAMLI Full-Service Communications and Marketing Services

Addendum 2

LABOR-FY2024-07

eMMA BPM # BPM043000

April 10, 2024

This addendum entails is issued by Raelene Glasgow, Chief Procurement Officer at the Maryland

Department of Labor.

MBE Supplemental Information

Additional name of Vendor in Attendance at the Pre-Proposal Conference.

Vendor’s name for partnering opportunities.

Additional questions and responses

Extended close date for the RFP

Vendors whose names were missing from the Pre-Proposal Conference Summary

Coco B Productions

P.O. Box 315

Davidsonville, ME 21035

410-800-3222

Vendor Seeking Partnering Opportunity sramiah@aileronconsulting.com

Aileron Consulting LLC

Steering businesses in the right direction™

Phone: 703 869 8592 https://www.aileronconsulting.com

Salta With US www.saltalwithus.com infoo@saltawithus.com

1-301-531-4697

Correction to the RFP

Please note that the closing date for this RFP – FAMLI Full-Service Communications and

Marketing Services has been changed. See the Key Information Summary Sheet below, highlighted in red:

Double strikethrough – Old closing date.

Underline – New closing date.

mailto:sramiah@aileronconsulting.com https://www.aileronconsulting.com/ http://www.saltalwithus.com/ mailto:infoo@saltawithus.com

STATE OF MARYLAND

DEPARTMENT OF LABOR (MDOL)

KEY INFORMATION SUMMARY SHEET

Request for Proposals Services, Full-Service Communications and Marketing Services

Solicitation Number: Labor-FY2024-07

RFP Issue Date: March 15, 2024

RFP Issuing Office: Maryland Department of Labor

Procurement Officer: Raelene Glasgow

1100 N. Eutaw Street, Baltimore, MD 21201 e-mail:

Office Phone:

Raelene.glasgow3@maryland.gov

410-767-7050

Proposals are to be sent to: Submit Via eMMA

Pre-Proposal Conference: April 3, 2024, at 1:00 p.m. Local Time

Via Google Meet

Join by phone

2084-474-(US) +1 314 PIN: 373 382 211#

See Attachment A for directions and instructions.

Questions Due Date and Time April 15, 2024, at 2:00 p.m. Local Time

Proposal Due (Closing) Date and Time:

April 24, 2024, at 1:00 p.m. Local Time

May 03, 2024, at 1:00 p.m. Local Time

Offerors are reminded that a completed Feedback Form is requested if a no-bid decision is made (see page iv).

MBE Subcontracting Goal: 15%, with no subgoals (see Exhibit 1 MBE and VSBE Research

Factors)

VSBE Subcontracting Goal: 2% (see Exhibit 1 MBE and VSBE Research Factors)

Contract Type: Time and Materials

Contract Duration: Three (3) year base period with one (1) one-year option period

Primary Place of

Performance:

Most of the work will be done remotely.

SBR Designation: No

Federal Funding: No mailto:Raelene.glasgow3@maryland.gov tel:+1-314-474-2084

Question Correction from the Pre-Proposal Conference Summary.

On Pages 9 and 10 the question below was asked:

Question: Just to further clarify on the media budget. While $4.5 million will be a modification for the media costs pass-through, should we plan our budget in this contract to cover media planning and execution of that pass-through as part of the $1.8 million?

Response: Yes. The $4.5 million as stated in the RFP is approximate and not to exceed. There are four guesses right now as to what our budget should be for that activity, but it is not a solid number. That’s part of what this market research will help to determine.

Continued: And the $1.8 million over the life of the contract, that’s the four-year life including the option years?

Response: Including the option years, it is a three-year base plus an option year.

Response: The $1.8 million is for the base years but not the option year.

Additional Questions and Responses

Vendor Clarifications from the Pre-proposal conference held on 4/3/2024.

Question: The personnel section requests that offerors provide many digital specialists;

however, the scope of work does not include extensive language on digital work. Can you please elaborate on the extent and scope of digital engagement on this contract?

Response: Digital engagement under the contract will include, but is not limited to, digital advertising, content creation, website design, and social media planning/execution.

Question: So, I know in section 3.9.2. There are two roles listed. However, there's language that says this section is an applicable to this RFP. So just wondering if you can clarify that.

Response: We are asking Offerors to identify the key personnel to fill the two roles listed in

3.9.3. Section 3.9.2 indicates that we are not requiring specific experience of the key personnel as part of the technical evaluation. Section 3.9.1 identifies required experience of the Offeror on the whole. By making 3.9.2 inapplicable to this RFP, Offerors are to demonstrate their collective experiences but are not required to identify which key personnel have the specific experiences identified in 3.9.1.

Question: There's some language above it in 391 that says the section is So I'm not sure. if there's Personnel experience you're looking for and if those are the roles you're looking.

See answer above.

Question: Do the MBE goals – 15% and 2% - apply to the $1.8 million contract, or a total $6.05 million contract after the $4.25 million media cost is added?

Response: The MBE and VSBE goals of 15% and 2% respectively, apply to the entire life of the contract. Whatever funds are appropriated for the base years and for the option year. This means

$1.8 million, and the $4.5 million if modifications are made to add funds to the contract. MBE and VSBE goals are never for a portion of the contract.

Question: Will MDOL accept Prime’s subcontractor’s references as acceptable to meet minimum qualifications?

Response: Since LABOR will be awarding the contract to the Prime, the experience must be that of the Prime vendor. Their subcontractors should also have the necessary experience, but

LABOR will not have a contract with the subcontractor. The onus of having experience will be on the Prime vendor.

Project Scope and Deliverables

Question: Clarification on Deliverables: Can the Department provide more specific examples or expectations for the deliverables listed under each category of services, especially regarding the expected outcomes of market research and the scope of brand development?

Response: LABOR outlined goals and objectives for each category of work that we believe are helpful in developing deliverables over the course of the contract. The specific deliverables for market research are listed in 2.3.1 and deliverables for brand development are listed in 2.3.2.

Question: Preferred Channels and Media: Are there specific communication channels or media platforms that the Department has found to be particularly effective in reaching the target demographics in Maryland?

Response: LABOR is looking to the Offeror to make recommendations for specific communication channels and media platforms to reach our target audiences, especially following the completion of the market research portions of this contract.

Requirements and Qualifications

Question: Detail on Minimum Qualifications: Could you provide further details on the experiences or qualifications that would make a proposal stand out, especially concerning the development and execution of advertising campaigns and website design for WordPress or

SharePoint platforms?

Response: Section 6 provides details about the evaluation process. Unfortunately, LABOR cannot provide a vendor with information that may be an advantage over others. LABOR hopes that vendors will review the Scope of Work and provide the experience requested in Section 1 –

Minimum Qualifications.

Question: Subcontracting Details: How should proposals detail subcontractor roles, especially in light of the 15% MBE subcontracting goal? Is there a preference or requirement for how subcontractors should be involved in the project?

Response: Section 4.16.2, as well as the various MBE/VSBE sections, addendums, and attachments provide details on how to identify subcontractors in the proposal. Vendors may also state how subcontractors will be used in their Technical Proposals (TP). Where it is positioned within the TP, will be left up to their discretion.

LABOR does not have a preference or requirement for how subcontractors are involved in the project. The Prime Contractor ultimately will be responsible for ensuring that all project goals, objectives, and deliverables are met.

Question: Do subcontractors have to sign an exclusivity agreement with the prime for the purposes of the proposal submission?

Response: No, a subcontractor is not restricted to one proposal.

Proposal Submission

Question: Proposal Format Clarifications: Can the Department provide additional guidance on the format and structure of the proposal, especially concerning the balance between technical and financial information within the two-part submission?

Response: Sections 5.2.6, 5.3 and 5.4 provide details on submission formats and requirements.

Vendors are to follow the directions in Section 5 – Proposal Format. Nothing under the Technical

Proposal shall be included in the financial submission and nothing from the Financial Proposal shall be included in the Technical Proposal. The Pricing Form uploaded to eMMA should be the only submission in the financial envelope.

Question: Evaluation Criteria Weighting: How are the technical and financial proposals weighted in the evaluation process? Can the Department share more insights into what makes a competitive financial proposal?

Response: Section 6 provides details about the evaluation process. Section 6.5.3 speaks to the

Award Determination and provides information regarding the weight of both the proposal and financial submission. LABOR cannot state what makes a more competitive financial proposal. It is up to vendors to evaluate the work being requested and submit prices that they believe they should be compensated.

Contract Terms and Conditions

Question: Contract Duration and Extensions: Regarding the three-year base period with a one-year option period, under what conditions are option periods typically exercised?

Response: This is a new contract for a new initiative, so there is not a historical record to say under what conditions an option year is “typically exercised.” Options are usually exercised to continue the work.

Question: Performance Metrics and Reporting: What specific performance metrics or reporting requirements does the Department anticipate requiring from the awarded contractor?

Response: Section 2.5 outlines the reporting requirements and expectations.

Project Management and Collaboration

Question: Preferred Communication and Project Management Tools: Does the Department have preferred tools or platforms for project management and communication with the awarded contractor?

Response: The FAMLI Division is in the process of identifying a project management tool but does not have a stated preference at this time. Email, phone and virtual meetings are all preferred communication tools.

Question: Change Management Process: What is the expected process for handling scope changes, should they arise during the project?

Response: Section 2. Scope of Contract provides details on this process. Should the need for changes within the SoW arise, LABOR will make the decision to modify the contract or not.

Budget and Funding

Question: Budget Constraints and Flexibility: Is there flexibility in the budget allocated for this project, especially concerning media purchases and market research activities?

Response: This contract is currently budgeted for $1.8 million for the base years (3 years), not including media pass-through purchases. There is flexibility in how that $1.8 million is allocated to the various activities outlined in the RFP.

Depending on the results of the early work done under this contract, the future pass-through budget for media purchases through this contract is anticipated to be approximately $4.25 million. The pass-through budget for media purchases includes the placement of print, broadcast, digital and out-of-home advertising media. We specified the approximate pass-through figure to help Offerors appropriately scope and plan.

Timeline and Milestones

Question: Critical Milestones: Are there any interim milestones, apart from the project completion date, that are critical to the Department? How should these be addressed in the proposal?

Response: There are two critical milestones discussed extensively in the RFP:

• July 1, 2025: Contributions to the State Plan begin.

• July 1, 2026: Benefits become available.

Additional Support

Question: Available Resources: Will the Department provide any existing research, data, or other resources to support the contractor in fulfilling the RFP requirements?

Response: The Department can share research it has received from other states who have paid leave programs. Other research is publicly available.

Clarification Procedures

Question: Clarification Procedure: After submitting questions, what is the timeline for receiving answers, and will these answers be shared with all potential offerors?

Response: Answers are posted on eMaryland Marketplace Advantage (eMMA) as soon as they are available and are shared with all potential offerors. All vendors will have access as long as they are registered on eMMA. Responses will not be emailed to vendors. All communications will be conducted via eMMA.

Category 1 - Market Research

Question: Is there any existing research available from MDOL?

Response: The Department does not have existing market research about paid family and medical leave specific to Maryland.

Category 3 - Marketing/Communications Planning

Question: What does success look like for this initiative? What are the primary metrics that you need to achieve?

Response: Our overall goal is to ensure all Maryland employers and workers understand their rights, roles and responsibilities with respect to FAMLI. We look forward to finding a partner who can help us establish the appropriate Key Performance Indicators, as well as tracking procedures.

Question: Are there any examples of beacon initiatives / programs that you’re willing to share that you admire and why?

Response: Given the size and complexity of the scope of work, there is not a singular initiative or program to point to. Instead, please direct attention to the Guiding Principles outlined in

Section 2.2.2 to better understand the FAMLI Division’s values and goals.

Category 6 - Web Design Support

Question: Who is the third party building the portal?

Response: This procurement process is in progress. That information will not be available until the process is complete.

Should the financial proposal include total fees by level of staff (based on estimated number of hours) or just fully loaded hourly rates for each level of staff?

Question: Do the MBE goals – 15% and 2% - apply to the $1.8 million contract, or a total $6.05 million contract after the $4.25 million media cost is added?

Response: The MBE and VSBE goal apply to all funds covering this contract, from beginning to end. As funds are added through renewal periods or modifications, the 15% and 2% will always apply.

Question: Should the financial proposal include total fees by level of staff (based on estimated number of hours) or just fully loaded hourly rates for each level of staff?

Response: Vendors should fill out the financial proposal form as it is. It should not be hourly rates. This question is also addressed in the Pre-proposal conference summary document that is currently in eMMA.

Fees should be listed by level of staff based on the estimated number of hours.

Question: For the website, do you have a preference for SharePoint or WordPress, or are you open to our recommendation?

Response: We are open to the vendor’s recommendations and insights into pros and cons of each platform.

Question: What does website execution excluded from scope of work mean in practical terms?

Response: This contract covers design (wireframes, templates, style guide, etc.) but does not cover the full website build-out.