Request_for_Proposals_-_VOA_ashna_FY_15.docx

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 – 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 shall be received before 4:00pm Eastern Daylight Savings Time on Tuesday, 30th June 2015. A final agreement contract shall be signed by both parties no later than 24th July 2015.

Scope of Work/Contractor Responsibilities

The scope of work and contractor responsibilities is as follows:

· Provide a media placement strategy and schedule. The vendor may submit optional placement strategies/schedules for consideration based on their knowledge of the marketplace.

· 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 shall 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 shall 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 shall 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/30fr, PAL/25fr), aspect ratio (Full HD or SD): 16:9, 4:3 or 4:3 anamorphic, delivery method (FTP, satellite beam, DVD Rom or DVD), containers (AVI, Quick Time, MPG), also which CODEC “H.264, animation, yub 10 bit uncompressed 422” 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 shall promote VOA Dari/Pashto radio programs and their time slots.

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

· Contractor shall 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 shall 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 shall begin this project no later than 4 September, 2015 and shall continue until end of budget and close-out. The Contractor shall 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. Ad campaign must begin by September 25, 2015.

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

(Projected) Media Placement Considerations and Deliverables

Radio (15% of budget plan)

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

· Development of Media Plan to run until funds assigned are exhausted

· Pricing should be for a campaign to run for several months

· Report on analysis of ad campaign effectiveness

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

Television (20% of budget plan)

· :30-:45 second TV spots in primetime to run until funds assigned are exhausted

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

Outdoor (Billboards/Buses) (30% of budget plan)

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

· Three (3) art designs shall be placed in the cities listed above

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

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

Online Web (15% of budget plan):

· Development of Media Plan to run until funds assigned are exhausted

· 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 (20% of budget plan):

· Media plan should include best sponsorship options

· Sponsor the national women's/men soccer teams Fall Provincial Tournament or men’s cricket teams.

· 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

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 +1- 202-203-4176 and Charles “JR” Hill chill@bbg.gov +1-202-382-7846 Office of Contracts image1.jpg