Request_for_Proposals_-_VOA_Urdu.docx

ATTACHMENT A – VOA URDU

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 plan and execute a billboard advertising campaign on behalf of Voice of America (VOA) and its Urdu-language news and information programs in these cities in Pakistan: Karachi, Islamabad, Lahore, and Peshawar. Billboards are ideally placed near airports, and in center-city locations in these cities.

The goal of the advertising plan is to increase awareness of the VOA brand and of VOA’s Urdu-language news and information television programs among persons between the ages of 15-30 in all demographic categories, or as prescribed and otherwise agreed by the IBB and/or VOA:

Proposal Requirements Vendor must provide a minimum of ten (10) 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.

· 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 and duration (minimum of one month)

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 of August 25, 2014 for 1 month campaign. 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.

· 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

Start date of August 25, 2014 for 1 to 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.

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

Media Placement Considerations

· Cities: We would like to have these billboards in the following cities: Karachi, Islamabad, Lahore, Peshawar

· Locations: Karachi airport, Karachi near Metropol Hotel, Karachi Near Teen Talwar, Islamabad Blue Area, Islamabad Airport, Lahore airport road heading to downtown, Lahore Laxmi Chowk, Peshawar Sadr

· Size and number: Depends on the budget and prices

· We would like to promote the following shows through these billboards: Kahani Pakistani, Zindagi 360, Café DC, Access Point and Independence Ave. These will be three different billboards in different locations.

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