Request_for_Proposals_-VOA_Uzbek_-rev_1.doc

ATTACHMENT E – UZBEK – REV 1

Request for Proposal Solicitation Online Advertising Campaign Task Order for Advertisements on Behalf of VOA Uzbek Language Programs

1. Purpose:

The Office of Creative Services (OCS) is seeking to advertise Voice of America (VOA) Uzbek-language programs targeted at internet audience between the ages of 18 and 35. OCS is seeking to place such banner advertisements online on three (3) popular Uzbek websites. The goal of the advertising campaign is to increase awareness of VOA Uzbek’s programs and drive traffic to TV, radio and online products.

2. Scope:

The scope and objectives of this assignment are to provide a promotional plan and advertising placement services to assist the Voice of America in reaching the largest number of Uzbeks through advertisements online media, thus increasing awareness of the VOA programs and brand. This is to build both VOA audience size and brand recognition in this politically important nation.

3. Contract Type:

The Voice of America intends to enter into three (3) agreements to provide services that will include placing banner advertisements for VOA Uzbek Service programs on the website for a period of performance based on the sites prices, banner locations and size starting September 1, 2014 for a minimum period of one month. The websites should provide statistics of click -through and impressions they receive on a monthly basis as well as the performance of advertised banners.

The VOA banners will be placed at the following websites:

· http://uzbek.fergananews.com/, http://enews.fergananews.com/

· http://vatandosh.com/

· http://odnoklassniki.ru/

4. Contractor Responsibilities:

Based upon the recommendations from the ad agencies, the contractor will make recommendations to and consult with the Office of Creative Services on how to deploy the campaign. Pricing should be on a “by-network” basis.

The contractor will place selected ad on the homepages, above fold on each of the websites listed above.

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

The contractor must have experience in media buying in international 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:

Proposal Submission Deadline

Proposals must be received before 4:00pm Eastern Daylight Savings Time on Friday, August 8, 2014. A final agreement contract must be signed by both parties no later than 18 August 2014.

Budget Proposal Parameters

Campaigns on each media outlets shall run for a minimum period of one (1) month.

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.

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.

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 online 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

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