ATTACHMENT A STATEMENT OF WORK.pdf

123A9422R0008

ATTACHMENT A

STATEMENT OF WORK

1.0 About the Food Safety and Inspection Service

The U.S. Department of Agriculture’s (USDA) Food Safety and Inspection Service (FSIS), is a public health Agency whose mission is to protect consumers by ensuring that the nation’s meat and poultry products are safe, wholesome, and correctly labeled and packaged. The Office of Public Affairs and Consumer Education’s (OPACE) primary mission is to effectively communicate with the public, media, other Government agencies and internal audiences about FSIS programs and activities. OPACE is also responsible for educating the public about safe food handling practices to help reduce the incidence of foodborne illness.

2.0 Background

Foodborne Illness Foodborne illness is a serious public health threat. According to the Centers for Disease Control and Prevention (CDC) approximately 48 million cases of foodborne illness occur in the United States each year, resulting in roughly 128,000 hospitalizations and 3,000 deaths.

While the food industry is primarily responsible for food safety and government agencies like FSIS ensure that industry is doing its job, consumers can protect themselves and reduce their risk of foodborne illness by following safe handling practices at the point of food preparation and consumption.

Consumer Education OPACE uses a variety of methods to educate the public: web, social media, earned media, the Meat and Poultry Hotline, apps, publications, and events. The content of these messages focuses on safe food handling practices, foodborne illnesses, and food safety risks. These messages are designed to persuade consumers to adopt safe food handling practices at home.

Expanding Reach and Engagement OPACE is looking to expand our food safety messaging to new and larger segments of the American public via a national campaign that can achieve significant reach and engagement through paid and organic media, distribution via a national media partner, influencer collaborations, and/or PSA placements.

Target Segments Reaching the generalized American public with any message is extremely difficult and prohibitively expensive. OPACE plans instead to identify subsegments of the US population who are either under-served with current food safety messaging or are caregivers for those at higher risk of foodborne illness or both. Specifically OPACE intends to target the “sandwich generation,” i.e. those who are simultaneously caring for young children and elderly family members. Further, OPACE would like to segment that group into English and Spanish speakers.

Cultural Competence Non-white populations make up more than 40% of the US population and 13.5% of Americans speak Spanish at home. The majority of current food safety messaging has been developed for

White English-speaking Americans. Given that, OPACE intends to use this campaign to create culturally-competent, multicultural, educationally-appropriate, and accessible food safety messaging and deploy it to the select subsegments discussed above.

Purpose and Benefits This SOW is intended to support creation of a 3-to-5-year national food safety campaign that:

• Is targeted to the following target segments:

o “Sandwich Generation” caregivers of both young kids and elderly family members

English speakers Spanish speakers

• Is culturally-competent

• Can be used on various media platforms.

Campaign content may take the form of videos, motion graphics, infographics, audio spots, still images, interactive games, web content, etc. The campaign will be used to support FSIS’s Strategic Plan goals for Fiscal Years 2023-2027.

This project will provide the following benefits:

• Developing culturally competent consumer messaging rooted in deep consumer insights o Market research focus groups will allow us to uncover deep consumer insights into the knowledge, attitudes, and beliefs (KABs) of our select target segments. This will inform the development of communications strategies and tactics that have the highest probability of driving the intended behavior change.

o Market research in-depth interviews will allow us to develop culturally competent messaging strategies and tactics appropriate for our consumer target segments.

• Developing culturally-competent content and assets o Agency content strategists, food safety experts, and creative teams will work with

OPACE to develop culturally-competent messaging content and assets for our consumer target audiences.

• Deploying the campaign o Agency media planners and buyers will allow OPACE to deploy our campaign to our select target segments in the most appropriate and effective vehicles.

3.0 Goal

The goal of this contract is to develop and deploy a culturally competent food safety campaign rooted in deep consumer insights that will drive adoption of food safe behaviors. As such, OPACE seeks to engage with a creative and media agency (Agency) to:

• Conduct focus groups and in-depth interviews to uncover deep consumer insights among our select target audience segments.

• Develop culturally-competent messaging content, strategies, and tactics.

• Deploy a national-scale campaign to reach and engage our select target audience segments.

FSIS seeks an Agency with the following capabilities, either in-house or via an established vendor/sub-Agency relationship:

• Recruiting and engaging non-white and Spanish-speaking research participants.

• Recruiting and engaging research participants with specific characteristics, such as being caregivers to children and/or the elderly.

• Using focus groups to uncover deep consumer insights

• Using in-depth interviews to understand the unique needs of each target segment and use those findings to develop culturally-competent messaging strategies and tactics

• Developing culturally-competent creative content and assets with the input of food safety subject matter experts.

• Developing a media strategy

• Buying/placing media

• Placing PSA media

• Working with influencers

• Partnering with media entities to achieve broad distribution

4.0 Project Tasks

4.1: Base year.

The Agency will be asked to perform all or some of the following tasks and some will need to run concurrently. The Agency shall assist in developing material for the OMB Paperwork Reduction Act Clearance package(s) associated with Task 4 campaign elements and getting the research through the approval process. While the OMB package is posted for a 60-day Federal Register Notice, a 30-day Federal Register Notice and waiting OMB review and approval no further work on Task 4.2 shall be conducted. During this time, OPACE will continue to have periodic communication with the Agency. Upon approval of the OMB clearance, the Agency shall proceed with the campaign, invoicing for only those months in the base year that campaign work is conducted.

4.1.1: Core Team. The Agency shall establish a core team, consisting of Agency professionals and external food safety subject matter experts, assigned to work on the OPACE project, including, but not limited to professionals with expertise in:

• Food safety

• Market research/consumer insights development

• Marketing/campaign strategy

• Creative direction, graphic design, video production, copywriting

• Media strategy and placement

• Campaign performance tracking and reporting

• Account/project management

4.1.2: Focus Groups. The Agency shall, in coordination with OPACE, plan, develop, and conduct focus group marketing research to uncover consumer insights into the knowledge, attitudes, and beliefs (KABs) of our select target segments. The number of focus groups is TBD and will be based on the Agency’s and OPACE’s best estimation of what will be needed to build a picture of the existing knowledge, attitudes and beliefs (KABs) of the select target segments.

• The Agency will recruit subjects from OPACE’s identified target groups (e.g.

caregivers of young children and the elderly, Spanish speakers).

• Participants shall be excluded from the focus groups if they have cooked professionally or taken Serve Safe training.

• The Agency must recruit between 10-14 subjects for each session.

• While recruiting subjects, the Agency must try to “over recruit” participants to guarantee a minimum of 10 subjects per focus group.

• The Agency shall develop, in coordination with OPACE and the food safety subject matter expert, a moderator’s guide for the focus groups describing the questions and process that will be used to uncover insights into the participants’ KABs regarding food safety.

• The Agency shall supply a set of expert moderators who are able to conduct some focus groups in English and some in Spanish; these may need to run concurrently.

• The Agency must be able to conduct the focus groups after business hours (starting after 6:00 pm local time) to allow for greater participant of subjects.

• The Agency must provide OPACE with transcripts fourteen (14) days after each focus group is held.

• The Agency must provide a draft focus group report to OPACE no more than twenty one (21) calendar days after the last focus group. This report must provide KAB insights for each select consumer target segment and assist OPACE in developing campaign content.

4.1.3: In-Depth Interviews. The Agency shall, in coordination with OPACE, plan, develop, and conduct marketing research via in-depth interviews to inform the development of culturally competent messaging strategies and tactics intended for our select target segments. The sample size is TBD and will be based on the Agency’s and OPACE’s best estimation of what will be needed to gather enough qualitative data to inform the development of culturally competent messaging.

• The Agency will recruit subjects from OPACE’s identified target groups (e.g.

caregivers, Spanish speakers).

• Participants shall be excluded from the in-depth interviews if they have cooked professionally or taken Serve Safe training.

• The Agency must work with OPACE to determine the optimal number of participants to participate in each session within each target segment. The optimal number will vary based on the characteristics of each target segment and the circumstances of each participant’s household.

• The Agency shall develop, in coordination with OPACE and the food safety subject matter expert, a moderator’s guide for the in-depth interviews, describing the questions and process that will be used to develop culturally competent food safety messaging.

• The Agency shall supply one or more bilingual moderators (English + Spanish) to be made available for all interview sessions.

• The Agency must be able to conduct the in-depth interviews after business hours (starting after 6:00 pm local time) to allow for greater participant of subjects.

• The Agency must provide OPACE with transcripts fourteen (14) days after each interview is held.

• The Agency must provide a draft report to OPACE no more than twenty one (21) calendar days after the last in-depth interview. This report must provide findings for each select consumer target segment that will inform the development of culturally competent campaign content.

4.1.4: Creative Development. The Agency shall, in coordination with OPACE, develop culturally-competent messaging content and assets for OPACE’s select target audiences. The Agency will develop and refresh messaging and content during the base year and any option years of the contract.

As such, this work will often take place concurrently with campaign deployment/media placement.

• The Agency will develop and provide a draft campaign strategy to OPACE no more than 30 calendar days after the delivery of the draft in-depth interview report. The campaign strategy must lay out recommended messaging themes based on the results from the focus groups and interviews, and include examples of recommended tactics that will bring the campaign to life.

• The agency will collaborate with OPACE and the food safety subject matter expert to agree upon and finalize the strategy within twenty one (21) calendar days after the delivery of the draft campaign strategy.

• The Agency will work collaboratively with OPACE to develop a set of assets to be used in campaign deployment. Asset types are TBD, pending budgets and findings from the focus groups and in-depth interviews but may include many/some of the following elements:

o Social media content o Short videos suitable for social media o Web content o :15 - :60 videos suitable for PSA or paid placement o Infographics o Audio spots o Digital display ads o Influencer collaboration concepts

• Deadlines for this work will vary, depending on content type and timing of deployment.

• All content must receive final approval from OPACE via written email.

4.1.5: Campaign Deployment/Media Placement. The Agency shall, in coordination with OPACE, deploy a consumer food safety campaign targeting OPACE’s select audience segments. This work will take place during the base year and any option years of the contract and will often take place concurrently with creative development of campaign assets.

• The Agency will develop and provide a media strategy to OPACE no more than 30 calendar days after the delivery of the first set of campaign assets.

o The media strategy must lay out recommended media outlets and cadence and be based on the results from the focus groups and in-depth interviews.

o The media strategy must include key performance indicators (KPIs) that will be used to gage and optimize campaign performance.

• The agency will collaborate with OPACE to agree upon and finalize the strategy within twenty one (21) calendar days after the delivery of the draft media strategy.

• The Agency will work collaboratively with OPACE to place our content as laid out in the media strategy. Media types are TBD, pending budgets and findings from the focus groups and in-depth interviews but may include many/some of the following elements:

o PSA placement on TV, radio, out-of-home, etc.

o Paid digital display o Influencer collaborations on social media and/or podcasts o Organic social media o Paid social media

• The Agency will track campaign KPIs and meet monthly with OPACE to review performance and recommend ways to optimize the campaign.

4.2: Reporting

4.2.1: Deliver a final report summarizing the findings from the focus groups and in-depth interviews completed in Task 4.1.2 and 4.1.3 within fourteen (14) days of OPACE’s receipt of the last draft report from those tasks. The report shall incorporate the feedback from OPACE on the preliminary reports sent for each task.

4.2.2 : Conduct meetings with OPACE to review the preliminary focus groups and in-depth interviews reports.

4.2.3 : Deliver the final campaign strategy within fourteen (14) days of OPACE’s receipt of the last draft campaign strategy.

4.2.4 : Deliver the final media strategy within fourteen (14) days of OPACE’s receipt of the last draft media strategy.

4.2.5 Deliver each final campaign assets within seven (7) days of OPACE’s receipt of the last draft of that asset.

4.3 Options

4.3.1 Creative Development.

The Agency shall, in coordination with OPACE, develop culturally-competent messaging content and assets for OPACE’s select target audiences.

• The Agency will work collaboratively with OPACE to develop a set of assets to be used in campaign deployment. Asset types are TBD, pending budgets and findings from the focus groups and in-depth interviews but may include many/some of the following elements:

o Social media content o Short videos suitable for social media o Web content o :15 - :60 videos suitable for PSA or paid placement o Infographics o Audio spots o Digital display ads o Influencer collaboration concepts

• Deadlines for this work will vary, depending on content type and timing of deployment.

• All content must receive final approval from OPACE via written email.

4.3.2 Campaign Deployment/Media Placement.

The Agency shall, in coordination with OPACE, deploy a consumer food safety campaign targeting OPACE’s select audience segments. This work will take place during the base year and any option years of the contract and will often take place concurrently with creative development of campaign assets.

• The Agency will work collaboratively with OPACE to place our content as laid out in the media strategy developed in the base year. Media types are TBD, pending budgets and findings from the focus groups and in-depth interviews but may include many/some of the following elements:

o PSA placement on TV, radio, out-of-home, etc.

o Paid digital display o Influencer collaborations on social media and/or podcasts o Organic social media o Paid social media

• The Agency will track campaign KPIs and meet monthly with OPACE to review performance and recommend ways to optimize the campaign.

5.0 Meeting and Reporting Requirements

In addition to the deliverables identified in the project tasks section, the Agency shall provide the following:

5.1 Kick Off Meeting – Within five (5) days of award, the Agency shall meet with FSIS to discuss this task order either virtually or at USDA’s South Building in Washington, DC.

5.2 Work Plan – within fifteen (15) days of issuance of task order, the Agency shall submit a final work plan, which details how they plan to successfully execute the task order.

5.3 Weekly Meetings – Each week for the duration of the contract, unless directed by the COR or Technical Expert, the Agency will meet via conference call with the COR and Technical Expert. The Agency will drive these meetings and provide an agenda in advance.

5.4 Project Management – Within 15 days of the sending the final work plan, the Agency shall establish a project management system/dashboard/ that allows all relevant parties to view the status of the project in real time. This may be accomplished via a project management tool within the Microsoft suite or other project management tool that meets the privacy and security needs of FSIS-OPACE.

5.5 Campaign Performance Reporting -- The Agency will track campaign KPIs established in 4.1.5 and meet monthly with OPACE to review performance and recommend ways to optimize the campaign.

5.6 Additional reporting requirements may be added based on need.

6.0 Place of Performance

The work will be performed at the Agency’s site. The Agency may be required to travel on occasion to the Washington, DC area to present concepts or for other business.

7.0 Government-Furnished Equipment and Government-Furnished Information

Disclosure of Information: Information made available to the Agency by FSIS for the performance or administration of this effort shall be used only for those purposes and shall not be used in any other way without the written agreement of the Contracting Officer.

The Agency agrees to assume responsibility for protecting the confidentiality of Government records, which are not public information. Each Agency or employee of the Agency to whom information may be made available or disclosed shall be notified in writing by the Agency that such information may be disclosed only for a purpose and to the extent authorized herein.

8.0 Project Deliverables

• Focus Group Report as detailed in Task 4.1.2

• In-Depth Interviews Report as detailed in Task 4.1.3

• Campaign Strategy as detailed in Task 4.1.4

• Campaign Assets TBD, as described in Task 4.1.4

• Media Strategy as detailed in Task 4.1.5

• Campaign Performance optimization as detailed in Task 5.5