Attachment 1_Response Sheet for Interested Offerors.docx

FDA-RFI-SSN-2027-135171 - Protecting Americans from Tobacco-Related Death and Disease

U.S. Food and Drug Administration/The Center for Tobacco Products (CTP) Protecting Americans from Tobacco-Related Death and Disease RFI/SSN Interested Offeror Response Form

A. Vendor/Company Information Vendor/Company Name: Click or tap here to enter text.

Vendor/Company SAM UEI Number: Click or tap here to enter text.

Socioeconomic Status (check all that apply):

B. Conflict of Interest: FDA/CTP requires that all contractors and subcontractors performing work under this contract be free of actual and apparent organizational conflicts of interest, as defined under FAR Subpart 9.5. This includes ensuring that no financial, contractual, organizational, or other interests would bias the contractor's work or provide an unfair competitive advantage (see CTP OCI Clause for more information).

1. Does your organization, including any parents, affiliates, divisions, subsidiaries, subcontractors, or successors in interest, have any current or reasonably foreseeable financial relationships, contractual obligations, or other interests with private entities that may be subject to FDA/CTP regulatory decision-making — including but not limited to tobacco product manufacturers, distributors, or other regulated industry stakeholders — that could give rise to an actual or apparent organizational conflict of interest?

☐ YES ☐ NO

If yes was selected, describe the nature of those relationships and explain how your organization would propose to avoid, neutralize, or mitigate any resulting conflict of interest.

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C. For each of the following questions, companies shall only provide responses to market research questions where they have direct knowledge and experience that is pertinent to the specific question:

1. CTP implements tobacco prevention campaigns for youth, which requires a thorough understanding of teen interests, behaviors, and beliefs. For example, teens are especially influenced by rapidly changing trends and cultural shifts. Please provide an example of how your company previously developed a deep understanding of an intended audience, how your understanding evolved over time, and how you implemented strategic changes that addressed your audience’s evolving needs.

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2. CTP’s public education campaigns rely on engaging and effective advertising to deliver campaign messages. Provide an example of a time that your company used innovative, creative advertising to deliver a message that changed the intended audience’s behavior. What made your advertising approach successful?

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3. In addition to youth tobacco prevention campaigns, CTP also develops and implements education initiatives for other audiences, such as adults who smoke. How would your company develop a comprehensive program strategy that meets the needs of discrete audiences and objectives while minimizing unintended consequences, such as talking to adults about cessation and tobacco harm reduction, while not encouraging youth use of tobacco products?

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4. Can your company finance media buys up to $100M annually? (NOTE: In this context, “finance” refers to the agency’s ability to pay for media up-front while awaiting documentation that verifies what media ran in market and then invoicing the government after receiving that documentation, which may take 3-6 months.)

☐ YES ☐ NO

5. Paid media targeting is complex and requires significant expertise and experience navigating privacy restrictions, exploring new technological capabilities, and working with many publishers. Please describe how your company deploys paid media targeting to effectively deliver advertisements to an intended audience.

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6. Describe how you negotiate favorable media rates with major media platforms such as YouTube, Viacom, etc.

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7. The digital media environment offers many advertising opportunities but also presents many challenges for implementation and performance measurement. How does your company monitor campaign performance, share learnings and recommendations with your clients, and apply learnings to campaign optimization and future planning within an evolving digital environment?

8. Provide a complete list of clients for whom you have offered the services described in the Draft Requirements Overview in the past five years, along with an estimate of your 2025 spend across all clients for each of the following media categories: streaming video, YouTube, social media, paid search, streaming audio, gaming.

D. Does your company have any existing GS schedule contracts and/or Government-wide acquisition contracts (GWACs) that would be within scope of the required services, to include the other direct costs such as media buys and travel, and the labor categories outlined in the attached Labor Category Description Document?

☐ YES ☐ NO

If Yes is selected, please list the GS Schedule/GWAC contract number(s) and provide ordering instructions, to include any restrictions related to performance period, ODCs/OLMs, labor category mapping, and fee.

a. Historically, the government has spent 70-75% of total contract value on media buys, as ODCs/OLMs.

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If No is selected, please specify which services/task areas/labor categories your company is/is not able to provide under GS Schedule/GWAC.

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E. DRAFT Statement of Work (SOW)/Labor Category Document: Are the DRAFT documents clear?

☐ YES ☐ NO

If No is selected, please specify which areas are not clear and/or provide feedback on the DRAFT documents?

Do you have any questions/clarifications regarding the requirement and or DRAFT documents?