Ad Campaign Justification and Approval.doc

JUSTIFICATION FOR OTHER THAN FULL & OPEN COMPETITION

(FAR Section 6.303)

1. Identification of the agency and the contracting activity.

Contracting Activity:

Megan Robey, Contracting Officer

USDA, FSIS, Administrative Services Division

Procurement Management Branch

5601 Sunnyside Avenue, Maildrop 5230

Beltsville, MD 20705-5230

Requesting Activity:

Eileen Dykes, Technical Contact

USDA, FSIS, Food Safety Education Staff

5601 Sunnyside Avenue, Maildrop 5268

Beltsville, MD 20705-5230

2. Nature and/or description of the action being approved.

This is a sole source procurement to the Advertising Council (Ad Council) to provide expert assistance related to the creation of a multimedia campaign in both English and Spanish related to the FSIS mission, disseminating Public Service Announcements (PSAs) to national and local media outlets and monitoring media responses. President Obama made food safety a priority through his establishment of the Food Safety Working Group on March 14, 2009. This requirement is part of the FSIS mission to get the Be Food Safe messages out to the American Public.

The contract will be a 1-year Indefinite Delivery Indefinite Quantity (IDIQ) type contract with four (4) 1-year options resulting in a maximum of 5 years.

3. A description of the supplies or services required to meet the agency’s needs (including estimated value).

A national multimedia campaign, in both English and Spanish, will be created, produced and disseminated to the public. The campaign centers around FSIS’ Be Food Safe campaign which seeks to educate and positively affect consumers’ food handling and preparation attitudes and behaviors to protect themselves and their families from foodborne illness. This campaign may include, but is not limited to the following elements: television, video, print, radio, digital and social media applications, web banners, and PSAs. FSIS is seeking a firm with at least 10 years of proven experience and expertise in producing nation-wide Federal Food and Nutrition PSAs. Leveraging the Ad Council’s experience and knowledge in managing Food and Nutrition campaigns with other USDA agencies will minimize start-up time resulting in significant cost avoidance for the Government. In addition, FSIS seeks to benefit from the Ad Council’s ability to secure donated media and time for this effort. The magnitude of donated resources available to the Ad Council across all sources of media has resulted in tens of millions of dollars of donated media for both the Forest Service (whose Smokey Bear campaign was established in the 1940’s) and the Food, Nutrition and Consumer Services’ campaign established in 2005 within USDA. Historically, Ad Council campaigns have received over a billion dollars worth of donated media support each year.

The estimated contract value is $5,000,000.00 over five years.

4. Identification of the statutory authority permitting other than full and open competition.

In accordance with FAR Part 6.302-1, there is only one responsible source and no other supplies or services will satisfy agency requirements.

Authority: 41 U.S.C. 253 (c) (1).

5. Demonstration that the proposed contractor’s unique qualifications or the nature of the acquisition requires use of the authority cited.

In order to utilize the FSIS budget in the most cost effective way possible, we will need to rely on donated media time and space in order to make this PSA campaign successful. Paid media campaigns that do not use donated media are expensive. Donated media campaigns use space for PSAs in time or space unsold to paid advertisers. FSIS endeavors to use donated media space to allow for our funding to be used for a PSA campaign that is both nationwide and cost effective.

The Ad Council is a private, non-profit organization that marshals volunteer talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to deliver critical messages to the American public. The Ad Council was established in 1941 for the express purpose of providing public service advertising expertise for the Federal Government and other national non-profit organizations. The Ad Council produces, distributes and promotes thousands of public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventative health, education, community well-being, environmental preservation and strengthening families. The Ad Council has expertise in securing donated media to promote the use of PSAs by the various media outlets. They have the ability to distribute PSA materials to more than 33,000 media outlets to reach the widest possible audience. In 2009, it is estimated that the Ad Council campaigns garnered more than $1.5 billion dollars in donated media. In addition, FSIS needs a firm that has pre-established partnerships with national and local media partners. Market research has not revealed another advertising agency with the experience and resources possessed by the Ad Council.

FSIS will be able to leverage the considerable work performed by the Ad Council for other USDA agencies, specifically Food, Nutrition and Consumer Services and the Forest Service. Contracting with the Ad Council will allow USDA to maintain a consistent, effective and uniform message across its agencies.

6. Description of efforts made to ensure that offers are solicited from as many potential sources as is practicable.

Efforts made to consider other potential sources are described under market research in paragraph 8.

7. Determination by the contracting officer that the anticipated cost to the government will be fair and reasonable.

Cost information will be itemized to allow for the Contracting Office to determine a fair and reasonable price.

8. Description of the market survey conducted.

During the period of 28 July – 02 August 2010, internet searches, including a CCR search for small businesses, were done and the project descriptions of other advertising campaigns were assessed. Although other agencies describe experience with state and Federal campaigns, no other sources were identified that have experience with Food and Nutrition campaigns, have experience with USDA, or can produce a behavior-focused nationwide media campaign supported by large scale donated media.

9. Any other facts supporting the use of other than full and open competition.

None.

10. A listing of the sources, if any, that expressed, in writing, an interest in the acquisition.

None to date.

11. 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 required.

None.

12. CERTIFICATION

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

Eileen Dykes

Date

OPACE, COTR

Megan Robey

Contracting Officer Approved:

Vincent Fayne

Competition Advocate

Sole Source Justification Solicitation No. FSIS-*-B-0* Sole Source Justification

AG-3A94-S-10-0075