Request_for_Proposals_-_VOA_Deewa.docx

ATTACHMENT B- VOA DEEWA

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 International Broadcasting Bureau (IBB) has a requirement for a qualified advertising agency to advise on a brand-building and advertising strategy; plus, plan and execute an advertising campaign using television, newspapers and billboards (in any combination to reach the largest possible audience within the markets outlined below) on behalf of Voice of America (VOA) and its “Deewa” Pashto-language news and information radio program in these cities in Pakistan: Peshawar, Batkhela, Kohat, Mardan, Karachi, Islamabad, and Quetta.

The goal of the advertising plan is to increase awareness of the VOA brand and VOA’s “Deewa” Pashto-language news and information radio program in order to attract more audience between the ages of 15 and 45 in all demographic categories, or as prescribed and agreed by VOA.

Proposal Requirements

Billboards 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 must be submitted to VOA within a week of the ad campaign start date.

Start date of September 1, 2014 for a minimum 1 month. Start date and run-time can be adjusted with VOA approval to get the best placement and value or to accommodate artwork delivery. Ad campaign must begin by September 22, 2014.

Newspapers Vendor must provide estimate and proposal of best options for ad placement in the newspapers specified, and with VOA approval execute placements and artwork delivery to publication. Full page, full-color ads preferred with prime location in paper running twice a week on Friday and Sunday in select papers: Mashreq (Peshawar), Mashreq (Quetta), Aaj (Peshawar), Frontier Post (Peshawar). Vendor must demonstrate ability to provide all requirements and experience recommending newspaper ad placement.

Upon award of contract, vendor will submit proposed ad size locations, complete technical specifications including billboard size and artwork specifications as well as agency’s preferred delivery method (ftp, disk, etc.) VOA must approve all newspaper ad sizes, frequency and location before ads are secured. Artwork deadline will be 1 week prior to start date for campaign unless approved in advance by VOA.

After ads are run, photos or scans of placement must be submitted to VOA within a week of the ad campaign start date.

Start date of August 25, 2014 for minimum 1-month campaign. Start date and run-time can be adjusted with VOA approval to get the best placement and value or to accommodate artwork delivery. Ad campaign must begin by September 22, 2014.

Television Vendor must provide estimate and proposal of best options for a minimum of 4 spot placements on each of the specified stations: Geo TV and Express TV. VOA will produce the :30 second spot for placement on stations.

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 include 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.

· 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, duration and frequency– 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. 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.

Production & placement of billboards from supplied files required. Start date and run-time can be adjusted with VOA approval to get the best location and value or to accommodate artwork delivery. Ad campaign must begin by September 22, 2014.

Agency Requirements/Selection Criteria

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

· 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

· 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.)

Technical Requirements Television Spots

· 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 include 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

· 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.

· The contractor will arrange placement of advertisement with the selected television networks, newspapers and billboard (including printing and hanging on billboards) companies.

· The contractor will track or arrange to track and analyze the effectiveness of the advertisements and provide recommendations on future placements of this kind.

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

Period of Performance

Billboards Start date of September 1, 2014 for minimum of 1 month vs. 2-month campaign. Start date and run-time can be adjusted with VOA approval to get the best placement and value or to accommodate artwork delivery. Ad campaign must begin by September 22, 2014.

Newspapers Start date of August 25, 2014 for 1-month campaign. Start date and run-time can be adjusted with VOA approval to get the best placement and value or to accommodate artwork delivery. Ad campaign must begin by September 22, 2014.

Television Start date of September 15, 2014 for minimum of 1 month campaign. Start date and run-time can be adjusted with VOA approval to get the best placement and value or to accommodate production delivery. Ad campaign must begin by September 29, 2014.

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

Media Placement Considerations and Deliverables

TV:

Billboards:

NEWSPAPERS:

VOA Point of Contact

Creative Services Contact: Natasha Stewart 330 Independence Avenue SW Washington DC, 20237 (202) 203-4174 nstewart@bbg.gov

POP for the Contract: Alisa Martine amartine@bbg.gov and Charles “JR” Hill chill@bbg.gov Office of Contracts image1.jpg