Request_for_Proposals_-_VOA_Ashna.docx

ATTACHMENT D – VOA ASHNA

Request for Proposals/Statement of Work Advertising Campaign for the Voice of America A Service of the International Broadcasting Bureau

Purpose of Request for Proposals

The Voice of America (VOA) is seeking a company to execute advertising of VOA Dari/Pashto programs targeted at radio listeners ages 18 to 45 in Afghanistan. VOA is seeking an agency to execute an advertising campaign on top-rated television and radio stations, web sites in Afghanistan as well as billboard and bus placement and team sponsorship in the following cities: Mazar-I Sharif, Herat, Jalalabad, Kandahar, Kunduz. The goal of the advertising campaign is to increase awareness of VOA’s programs, thereby increasing audience size for the VOA Dari/Pashto programs in this high-priority market.

Proposal Requirements

· Brief of Credentials and statement in support of agency requirements

· Estimated cost or percentage of the budget allocated for each of the following:

1. Media Placement, size, frequency and duration. Please list each media type listed separately

2. Details on size, format, and delivery method for art and creative elements to be produced by VOA.

3. Agency administrative costs and overhead

4. Estimated reach and frequency, as well as total cost per thousand (CPM).

5. Post-campaign analysis and recommendations for future placements

Proposal Submission Deadline

Proposals must be received before 5:00pm Eastern Daylight Savings Time on Thursday, 31 July 2014. A final agreement contract must be signed by both parties no later than 8 August 2014.

Budget Proposal Parameters

Campaigns media outlets shall begin September 1.

Agency Requirements/Selection Criteria

· VOA will choose the ad agency which provides a proposal most advantageous to the VOA. The criteria evaluated will be:

· Estimated reach, frequency and cost per thousand (CPM) in the designated markets.

· A full service marketing agency including market research and media placement.

· Understanding of the VOA brand and its various programming; plus an understanding of our objectives to enhance our brand and reach our audience.

· Proven track record in regards to brand awareness and effectiveness of ads.

· Key personnel with the credentials and experience in international marketing that will put forth best effort in achieving VOA’s marketing goals.

· The agency must inform the VOA if it required advanced payment.

· Ads placement position – page and location – in relation to price

Scope of Work/Contractor Responsibilities

The scope of work and contractor responsibilities is as follows:

· Provide a media placement strategy and schedule

· Advise on sizes and format of all graphic elements, and deadlines/method of delivery of these elements for the campaign. All creative and artwork will be provided by VOA.

Creative Requirements

· Vendor must provide a minimum of 6 billboards. Vendor must provide estimate and proposal of best options for billboard placement in the locations specified, and with VOA approval execute and implement billboard campaign in finished form. Vendor must demonstrate ability to provide all requirements, billboard inventory to meet or exceed requirements, and experience recommending billboard placement, and executing billboard advertising campaigns to meet advertising goals.

· Upon award of contract, vendor will submit proposed locations for billboards, complete technical specifications including billboard size and artwork specifications as well as agency’s preferred delivery method (ftp, disk, etc.) VOA must approve all billboard locations before locations are secured. Artwork deadline will be two weeks prior to start date for campaign unless approved in advance by VOA.

· After billboards are installed, photos of billboards and buses must be submitted to VOA within a week of the ad campaign start date.

Technical Requirements

· The contractor will provide all technical specs for delivery of products to the designated media channels within 72 hours after the agreement has been signed. Specs included requirement such as the Codec, formats (NTSC, PAL or CCAM), aspect ratio (Full HD or SD), delivery method (FTP, satellite beam, DVD Rom), containers (AVI, Quick Time). Direct contact with a technical point of contact for each medium is highly recommended.

· Make the media placements in agreement with the VOA designated project manager and supervise execution of the placements.

· Assume all costs associated with the above items, including negotiating all costs with the appropriate vendors and service providers, and assuming responsibility for making all related payments.

· Bill the VOA according to a payment plan based on an agreement of deliverables

· Present proof of media placement along with any invoices to the VOA project manager, including high resolution photographs of outdoor close as well as widen shots to show location and environment for placement verification

· The advertisement VOA wishes to place will promote VOA Dari/Pashto radio programs and their time slots.

· Contractor will make recommendations in a written proposal on how to deploy the campaign in order to reach the largest audience. Pricing should be on a “by media type” basis.

· Contractor will arrange placement of advertisement with the selected television and radio networks, online, billboard and bus (including printing and hanging on billboards/buses) companies.

· Contractor will arrange for artwork to arrive at each media channel for execution.

· Contractor must deliver advertising to their audience based on either a cost-per-click or CPM model.

· Contractor will provide weekly reports on click-throughs so the efficacy of each campaign can be judged. All ad positions must adhere to IAC standards

Period of Performance

The contractor will begin this project no later than 1 September, 2014 and will continue until end designated campaign/placement dates. The Contractor will be notified of its selection as soon as possible. Start date and run-time can be adjusted with VOA approval to get the best location and value or to accommodate artwork delivery.

VOA reserves the right to make multiple awards; offers submitted shall be valid for 60 days from submission.

Media Placement Considerations and Deliverables

Radio:

· The promo should be aired during evening prime time—Saturday to Thursday

· Development of Media Plan based one (1) Fresh and one (1) repeat, primetime placement

· Pricing should be for a campaign to run for a minimum of 2 months

· Report on analysis of ad campaign effectiveness

· The radio stations of interest are Salam Watandar and Killi Radio

Television:

· :30-:45 second TV spots in primetime. Minimum placement of 4 minutes on each station within one month.

· -The television station of interest are Yak TV and RTA

Outdoor (Billboards/Buses):

· Plan should provide best placement for billboards in the following cities: Mazar-I Sharif, Herat, Jalalabad, Kandahar, Kunduz

· Three (3) art designs will be placed in the cities listed above for a minimum of one month

· Plan should provide best options for Milli bus routes in Kabul

· The agency will provide high resolution photographs of the busses and billboards close up and wide shots to capture location and environment

Online Web:

· Development of Media Plan

· The ad should be on homepage and above fold on Pajwok.com

· Must deliver advertising to their audience based on either a cost-per-click or CPM model

· Provide weekly reports on click-throughs so the efficacy of each campaign can be judged. All ad positions must adhere to IAC standards

Team Sponsorship:

· Media plan should include best sponsorship options

· Sponsor the national women's soccer teams Fall Provincial Tournament

· Support provided with team branded gear, signage during games inside the venue, participation in kickoff or post events, sponsor appreciation mentions in event programs and/or team literature, promotional mentions during interviews.

VOA Point of Contact

Point of Contact: Alisa Martine amartine@bbg.gov and Charles “JR” Hill chill@bbg.gov Office of Contract, Washington, DC image1.jpg