RFP Digital marketing Questions and Responses.pdf

1. How many other competing agencies/firms will participate? ANY

AGENCY/FIRM CAN PARTICIPATE – IT IS LOADED AS UNRESTRICTED.

2. Can you please provide historic examples of digital strategy？

a. What platforms have you been leveraging, what has seen the most success, how much have you spent on digital advertising over the last year? UNICOR

DOES NOT HAVE A FORMAL DIGITAL MARKETING STRATEGY AT THIS

TIME. ONLY PLATFORM CURRENTLY UTILIZED IS OUR WEBPAGE.

3. Seeing that this is B2B digital advertising – can you provide examples of the how you have previously advertised the products and services of the FPI?

UNICOR HAS NOT DONE B2B DIGITAL ADVERTISING IN THE PAST.

4. Where which segment do you see purchasing the most offerings from RFI? (i.e. Federal Gov agencies, P.E. for correctional institutions, P.E.

Disaster relief or Emergency, Gov of District of Columbia, Tax-exempt non-profit organizations). THE FEDERAL GOVERNMENT IS UNICOR’S

PRIMARY CUSTOMER, WITH THE TOP 3 AGENCIES BEING DOD, DHS,

AND DOJ.

5. Budget: Does the $200,000 budget include agency fee? $200,000.00 IS

NOT THE ENTIRE BUDGET. THAT IS THE GUARANTEED AMOUNT.

TOTAL AMOUNT OF AWARD WILL BE BASED ON WINNING PROPOSAL

AND PROPOSED COST TO IMPLEMENT DIGITAL MARKETING

STRATEGY. TOTAL WILL NOT EXCEED THE $5,000,000 CEILING.

6. Can you identify any other KPIs other than digital growth, general awareness, audience engagement, sales? THE PRIMARY KPI HAVE BEEN

SALES AND NUMBER OF ORDERS. NUMBER OF ORDERS ARE

TRACKED ON A ROLLING 12 MONTH COUNT. ENGAGED CUSTOMERS

(LOGGED IN ONCE IN THE PAST 12 MONTHS) TRACKED ON A ROLLING

12 MONTH COUNT. GOING FORWARD UNICOR WOULD LIKE TO

EXPAND OUR CUSTOMER BASE IN TERMS OF QUALIFIED INQUIRES,

REQUEST FOR QUOTATIONS, AND SALES. KEY WILL BE HOW THIS

INTEGRATES WITH OUR CRM TOOL (SALESFORCE).

7. Can you provide links to your current website / publicly visible materials?

WWW.UNICOR.GOV

WWW.UNICOR.GOV/BOP

WWW.UNICOR.GOV/NEWS.ASPX

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http://www.unicor.gov/ http://www.unicor.gov/bop http://www.unicor.gov/news.aspx

8. On the Martech Stack - do you need elements built or is this simply clarification of current systems? If we are required to build the following questions apply; UNICOR HAS ELEMENTS OF MARTECH STACK

(SALESFORCE, GOVWIN, SAP) BUT HAVE NOT INTEGRATED THROUGH

SPECIFIC DIGITAL MARKETING STRATEGY. A KEY OUTPUT OF THIS

INITIATIVE WILL BE BOTH DEVELOPMENT OF MARTECH STACK BASED

ON DEVELOPED DIGITAL MARKETING STRATEGY. AS PART OF THIS

EFFORT, ELEMENTS MAY NEED TO BE BUILT INTO MARTECH STACK

TO SUPPORT NEW STRATEGY.

a. CMS - is this just for the Unicor site management or are there other sites that need to be accounted for? Are there any further specs on this? THIS IS

JUST FOR UNICOR. THERE ARE NO ADDITIONAL SITES.

b. ERP - what support do you need? Migration to HANA, any more details you can provide? Regarding ERP – we don’t anticipate any support. UNICOR

WILL SOON BE MIGRATING TO HANA, AND MAY REQUIRE ADDITIONAL

SOFTWARE OR SUPPORT BASED ON VENDOR RECOMMENDATIONS. A

KEY POTENTIAL AREA IS DATA MINING ERP TO FEED ANALYTICS AND

INTEGRATING WITH SALESFORCE ON TARGETING DIGITAL

MARKETING EFFORTS.

c. Video - what is needed is regards to the Avid? Do we need to procure and install? NONE.

9. Are there specific actions we can take to improve our chances at getting selected for RFP's in general? READ THE ENTIRE RFP CAREFULLY AND

PROVIDE ALL REQUIRED SUBMITTALS/DELIVERABLES.

10. On STANDARD FORM 1449 there is a requirement to fill in box 17. There is a CODE section that’s filled with 999999999. What code number do you require there? CAGE Code? DUNS NUMBER.

11. Subcontracting Plan. I am a Woman Owned Small Business; Do I need to submit a subcontracting plan? If yes, what would you want included in the Subcontracting Plan? NO.

12. DEPARTMENT OF JUSTICE CONTRACTOR RESIDENCY

REQUIREMENT - For three of the five years immediately prior to submission of your offer/bid/quote, or prior to performance under a contract or commitment, individuals or contractor employees providing services to any Federal Bureau of Prisons facility must have: 1. legally resided in the United States (U.S.); 2. Worked for the U.S. overseas in a Federal or military capacity; or 3. Been a dependent of a Federal or military employee serving overseas. I am a US citizen. Am I right to assume that the above

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requirements are not for US citizens? THESE REQUIREMENTS APPLY TO

US CITIZENS.

13. Would you be open to a Canadian agency to do this work for you? We work with clients across the States and globally, but want to make sure you are comfortable with this. YOU MUST MEET ALL REQUIRED

INFORMATION IN THE RFP - DEPARTMENT OF JUSTICE CONTRACTOR

RESIDENCY REQUIREMENT.

14. There is an indication of a detailed cost in US Dollars to be provided. As the scope is not yet concrete for all of the items and there could be variability would a rate card work or are you looking for estimates on each item within the Statement of Objectives? WE ARE LOOKING FOR FIRM FIXED PRICING

(FFP) FOR EACH ITEM PROPOSED. BUT KEY WILL BE DEFINING

CLEARLY THE STATEMENT OF WORK PROPOSED AND

COSTBREAKDOWN TO IMPLEMENT. THIS WILL ALLOW US TO

EVALUATE VALUE OF PROPOSED FFP.

15. If you would like a proposal on the items within the Statement of Objectives, would you be able to go into further detail of what you need for each item? UNICOR HAS KEPT THE OBJECTIVES IN A GENERAL

FORMAT IN ORDER TO SOLICIT A WIDE RANGE OF CURRENT

INDUSTRY PRACTICES. WE ARE DEFINING OUTCOMES WE WOULD

LIKE TO ACHIEVE AND LOOK TOWARDS SUPPLY MARKET TO DEFINE

POTENTIAL SOLUTIONS.

16. Are we able to work with trusted partners to fulfill the entire scope? YES, ALL PARTNERS/SUBCONTRACTORS MUST MEET ALL REQUIRED

INFORMATION WITHIN THE RFP. ANY PARTNERS/SUBCONTRACTORS

MUST BE IDENTIFIED IN YOUR PROPOSAL.

17. Is the expectation to provide strategy & assets for a new website, or is development necessary as well? UNICOR MAY UTILIZE ALL OF THE

ABOVE DEPENDING ON RECOMMENDATIONS.

18. Who are your current agency partners and what do they manage (media

vs. creative)? THESE PARTNERS ARE USED ON AN ADHOC BASIS

DESIGN CONCEPTS – MEDIA AND CREATIVE, PLOUGH – MEDIA AND

CREATIVE.

19. Can you clarify the maximum annual budget ceiling associated with the website, digital advertising & measurement & optimization scope? THERE IS

NO ANNUAL BUDGET CEILING JUST AN OVERALL CEILING OF

$5,000,000 OVER CONTRACTED PERIOD.

20. What factors will be taken into consideration for annual budgets given the budget ranges from $200,000 - $5,000,000 if all five years are exercised?

THERE IS NO ANNUAL BUDGET CEILING JUST AN OVERALL CEILING OF

$5,000,000 FOR THE LIFE OF THE CONTRACT.

21. What KPIs indicate success for you? SALES. NUMBER OF ORDERS

ARE TRACKED ON A ROLLING 12 MONTH COUNT. ENGAGED

CUSTOMERS (LOGGED IN ONCE IN THE PAST 12 MONTHS) TRACKED

ON A ROLLING 12 MONTH COUNT. GOING FORWARD UNICOR WOULD

LIKE FULLY UNDERSTAND OUR CUSTOMER BASE IN TERMS OF

QUALIFIED INQUIRES, REQUEST FOR QUOTATIONS, AND SALES

METRICS.

22. Can you provide examples of relevant federal government agencies & segments of the D.C. government that would be included in targeting?

CUSTOMERS: FPI’S PRIMARY CUSTOMERS ARE FEDERAL

GOVERNMENT AGENCIES INCLUDING THE DEPARTMENT OF DEFENSE,

DEPARTMENT OF HOMELAND SECURITY, DEPARTMENT OF JUSTICE,

GENERAL SERVICES ADMINISTRATION, VETERANS AFFAIRS AND THE

UNITED STATES POSTAL SERVICE.

THREE NEW AUTHORITIES: IN FISCAL YEAR 2012, FPI WAS GRANTED

TWO NEW AUTHORITIES TO MANUFACTURE AND SELL PRODUCTS

INTO THE COMMERCIAL MARKET: (1) PILOT REPATRIATION AUTHORITY

AND (2) THE ABILITY TO PARTICIPATE, ALONG WITH THE STATES, IN

DOJ’S PRISON INDUSTRIES ENHANCEMENT CERTIFICATION (PIECP)

PROGRAM.

REPATRIATION PROVIDES FPI THE ABILITY TO MANUFACTURE

PRODUCTS, WITH THE APPROVAL OF ITS BOARD OF DIRECTORS THAT

WOULD OTHERWISE BE MANUFACTURED AND/OR ASSEMBLED

OUTSIDE OF THE UNITED STATES.

PIECP, GIVES FPI THE AUTHORITY TO PARTICIPATE IN THE

COMMERCIAL MARKET UNDER A CERTAIN SET OF CONDITIONS,

INCLUDING WHERE INMATES ARE PAID THE PREVAILING WAGE FOR

SIMILAR WORK THAT WOULD BE PERFORMED IN THE LOCALITY.

INMATE WORK IS VOLUNTARY, BUSINESS AND LABOR ARE NOTIFIED

IN ADVANCE, AND NO DISPLACEMENT MAY OCCUR AS A RESULT OF

THIS INMATE WORK UNDER THE PIECP PROGRAM.

FIRST STEP ACT OF 2018 MADE NEW, NONFEDERAL MARKETS AND

POTENTIAL BUYERS AVAILABLE TO FEDERAL PRISON INDUSTRIES

(FPI), HOWEVER, VARIOUS CHALLENGES COULD LIMIT FPI’S ABILITY

TO SELL TO CUSTOMERS IN THESE MARKETS. FPI MAY NOW SELL TO

THE DISTRICT OF COLUMBIA GOVERNMENT, INCLUDING, FOR

EXAMPLE, TO ITS POLICE FORCE; NONFEDERAL, GOVERNMENTAL

ENTITIES FOR USE IN CORRECTIONAL SETTINGS OR IN RESPONSE TO

A DISASTER OR EMERGENCY, SUCH AS LOCAL JAILS AND FIRST

RESPONDERS; AND NONPROFIT ORGANIZATIONS, SUCH AS

UNIVERSITIES.

THESE ADDITIONAL AUTHORITIES PROVIDE EXPANDED WORK

OPPORTUNITIES FOR INMATES TO HELP ASSIST IN FPI’S REENTRY

EFFORTS.

23. Is there an incumbent contractor currently performing these services? NO

INCUMBENT. THIS IS INITIATIVE IS TO DEVELOP FORMAL DIGITAL

MARKETING STRATEGY FOR FIRST TIME AT UNICOR.

24. What is the annual projected sales? APPROXIMATELY $500 MILLION

ANNUALLY (THIS IS PRE-COVID).

25. Are you looking for custom or COT shopping platforms? WE ARE FULLY

OPEN TO PROPOSED IDEAS. EITHER OR COMBINATION OF EACH.

26. How many different SKU's does the FPI run through their sales system?

UNICOR SELLS 6300 SKUS ON LINE, AND APPROXIMATELY 180,000 ARE

MAINTAINED WITHIN OUR ERP MATERIAL MASTER.

27. What are the project size that is expected on the case studies? UNICOR

WOULD IDEALLY WANT CASE STUDIES THAT WOULD COMPARE

RELATIVE TO OUR SCOPE OF BUSINESS BOTH IN SIZE AND THE

VARIETY OF PRODUCT LINE.

28. Do you expect COVID to impact the timeline or presentation plans for this opportunity? NO.

29. Please confirm that 30 page limit for the case study portion of the proposal or the whole proposal. THE 30 PAGE LIMIT IS FOR THE CASE STUDY

PORTION ONLY.

30. Who from the UNICOR team will be involved in the decision making process throughout the engagement? UNICOR WILL RECOMMEND POINTS

OF CONTACTS AFTER AWARD FOR EACH PHASE OF PROJECT, BUT

CONTRACTOR CAN MAKE THEIR OWN RECOMMENDATIONS BASED ON

ANALYSIS/INTERVIEW OF KEY UNICOR PERSONNEL AT ONSET OF

PROGRAM.

31. Website: Are you open using open-source solutions like WordPress/WooCommerce or Magento? WE DO NOT HAVE A

PREFERENCE. ALL PROGRAMS WHETHER LICENSED OR OPEN-

SOURCE MUST PASS FEDRAMP REQUIREMENTS

32. Website: Will you need hosting as part of this contract or will you stay with the existing host? UNICOR WILL NOT NEED A HOST.

a. If staying who is the existing host? US DEPARTMENT OF JUSTICE.

33. Website: Can you please confirm that a full website redesign and migration to a new platform is included in this scope of work? UNICOR

CANNOT CONFIRM. UNCIOR IS OPEN TO A FULL RANGE OF

POSSIBILITIES. UNCIOR IS LOOKING FOR A PARTNER THAT CAN HELP

US STRATEGIZE AND CREATE DIGITAL MARKETING SOLUTIONS THAT

SUPPORTS FULL SALES CYCLE WHICH WILL ULTIMATELY GENERATE

REVENUE.

34. Martech Stack: Are there existing non-digital advertising activities that being done? YES.

a. If so can you provide information on what those are? TRADE SHOWS, CONFERENCES, PROCUREMENT PRESENTATIONS, AS WELL AS

CONTRACTING WITH COMPANIES FOR LEAD GENERATION

35. Martech Stack: What Sales Force products are you currently using?

SALESFORCE - LIGHTENING SALES CLOUD EDITION.

36. Content Marketing: Can you provide details on your team’s capacity to create content?

a. Are you looking for the agency to provide trainings and recommendations or actually create much of the content? UNICOR IS LOOKING FOR

COLLABORATION WITH THE AGENCY. UNICOR WILL NEED MORE

COLLABORATION INITIALLY, AND THEN WE WOULD ANTICIPATE DOING

THE LONG TERM MAINTENANCE. UNICOR WILL HAVE ULTIMATE

OVERSIGHT.

37. Content Marketing: What is the current publishing flow that content goes through (if any)? CHANGES ARE REQUESTED AND MADE TO A STAGING

SYSTEM FOR REVIEW AND APPROVAL. ONCE APPROVED, CHANGES

ARE PUBLISHED TO THE LIVE SITE ON A SCHEDULED BASIS.

38. Email Marketing: Can you describe your team's experience using automated email sequences and email marketing to date? VERY LITTLE TO

NO EXPERIENCE IN THIS AREA. WE ARE LOOKING TO EXPAND EMAIL

MARKETING EFFORTS WHICH INTEGRATES WITH OVERALL DIGITAL

MARKETING STRATEGY AND IMPLEMENTED TO SUPPORT RIGHT

PORTION OF SALES CYCLE.

39. Email Marketing: Are all emails running through Sales Force now? NO.

SALESFORCE IS HAS JUST BEEN RECENTLY IMPLEMENTED AND HAVE

YET TO DEVELOP FULLY STRATEGY HOW TO INTEGRATE INTO SALES

AND MARKETING EFFORTS.

40. Digital Advertising: What’s your current ad budget? Is ad budget inclusive of the numbers provided in the Period of Performance section of the RFP or in addition to? AS A GOVERNMENT CORPORATION, WE HAVE NOT

PURSUED A FORMAL ADVERTISING STRATEGY WITH A RELATED

BUDGET. AD BUDGET WILL INCLUSIVE OF $5,000,000 CEILING FOR

PERIOD OF PERFORMANCE OF THIS CONTRACT.

41. Digital Advertising: What does the sales cycle for your team look like?

UNICOR DOES NOT CURRENTLY HAVE STRUCTURED OR FORMAL

PROCESS OF TRACKING OUR SALES CYCLE. WE ARE LOOKING FOR

THIS INITIATIVE TO DEVELOP PROCESS/TOOLS WHICH WILL ALLOW

UTILIZATION OF SALESFORCE TO INTEGRATE DATA/INFORMATION

AND TRACK FULL SALES CYCLE GOING FORWARD.

42. Digital Advertising: What campaigns are you currently running that are seeing the most success? UNICOR IS NOT RUNNING ANY CURRENT

CAMPAIGNS.

43. Measurement and Optimization: Please confirm the analytics platforms currently being used (ex. Google Analytics, Adobe Analytics, Crazy Egg, etc.).

FPI USES GOOGLE ANALYTICS GOVERNMENT WIDE SITE USAGE

MEASUREMENT VERSION V1.5 121122.

UNICOR WOULD NEED A RECOMMENDATION ON THE PROPER

PLATFORM AND ITS UTILIZATION.

44. Measurement and Optimization: Are you currently using any testing tools? NO. UNICOR PERFORMS OUR OWN INTERNAL REVIEWS AND

MEASUREMENTS USING OUR OWN CUSTOM BUILT TOOLS.

45. Measurement and Optimization: Can you share the KPIs that have been identified? SALES. NUMBER OF ORDERS ARE TRACKED ON A ROLLING

12 MONTH COUNT. ENGAGED CUSTOMERS (LOGGED IN ONCE IN THE

PAST 12 MONTHS) TRACKED ON A ROLLING 12 MONTH COUNT.

a. Are you looking for the agency partner to define/redefine these or are they already set? UNICOR WOULD LIKE RECOMMENDATIONS ON DEFINING OUR KPIs.

b. How has the website been performing against the KPIs that have already been identified? BEFORE THE CORONA VIRUS SITUATION, UNICOR’S

ON-LINE SALES WERE THE SECOND HIGHEST EVER, AND UP 28%

FROM LAST YEAR, WITH ON LINE REQUESTS FOR QUOTE UP 45%,

AND ON LINE SALES UP 28%. BUT FORMAL KPIS HAVE NOT BEEN

FULLY DEFINED. MOST OF THE KPIS WILL BE DEVELOPED AND

BASELINES ESTABLISHED DURING THE FIRST 6 – 12 MONTHS OF

THIS INITIATIVE. THEREFORE, WE CANNOT GIVE SPECIFICS AT THIS

TIME.

46. - In order to provide a cost for this project, we would need a scope of work. Do you have a document that outlines the content of the website and digital marketing campaigns? NOT AT THIS TIME. BUT WE WILL BE

SHARING A RECENT REPORT ON OUR WEBSITE TO PROVIDE SOME

INSIGHT INTO WHAT IS OUR CURRENT SITUATION.

47. - How many products will be on the website? 6300 SKUS ARE

CURRENTLY OFFERED ON-LINE.

48. - Will the user be able to configure the products? How many configurations will there be? YES, MANY PRODUCTS ARE CONFIGURABLE

AND THOSE CONFIGURATIONS MUST MATCH BACK-END SAP

CONFIGURATIONS. CURRENTLY, 200-300 ONLINE PRODUCTS ARE

CONFIGURABLE; ALL FLOAT TABLE DESKS AND INTEGRATE CASE

GOODS PRODUCTS ARE CONFIGURABLE. RELEVANT CASE GOODS

ARE FORTHCOMING. SIGNAGE AND SEATING ARE LIKELY

CANDIDATES TO MIGRATE FROM SEMI-HARDCODED TO FULLY

CONFIGURABLE OPTIONS.

49. - Do you envision any online tools such as a tool to help the user find the product they need or a cost calculator? WE ARE OPEN TO THIS IDEA.

50. - Will you need any online forms for the user? YES, MANY ONLINE

FORMS EXIST IN THE CURRENT SITE AND EITHER GENERATE E-MAILS

OR RECORDS IN THE BACK-END (SAP) SYSTEM; ALL WITH

LOGGING/RECORDATION IN SQL DATABASES. MANY ADDITIONAL

FORMS ARE ENVISIONED AND OF COURSE MUST BE CONSTRUCTED

TO HIGH LEVELS OF HACKER-RESISTANCE.

51. - It sounds like we will need to connect to SAP to pull product information.

How will order fulfillment happen? Will you accept credit cards? How will shipping be calculated? CURRENTLY ALMOST ALL PRODUCTS ARE SOLD

ONLINE AS ‘MAKE-TO-ORDER’ WITH PREDEFINED (ARTIFICIAL) LEAD

TIMES (E.G. 10, 30, 45, 60, 90 DAY LEAD TIMES). ORDER FULFILLMENT

= ORDER RAW MATERIALS/SUB-ASSEMBLIES, MANUFACTURE, SHIP

AND THAT IS ALL DONE IN SAP. UNICOR CURRENTLY ACCEPTS

ONLINE PAYMENT BY CREDIT CARDS AS WELL AS FEDERAL

GOVERNMENT PURCHASE ORDERS WITH PAYMENT BY CHECK OR

DEPT. OF TREASURY’S IPAC SYSTEM. BECAUSE UNICOR IS NOT

IMMEDIATELY SHIPPING FROM STOCK, THE STORE CREATES ORDERS

IN SAP AND PASSES SAP MANAGES THE CREDIT CARDS.

52. - Is there a preferred technology stack? .NET, PHP? CURRENT STACK

IS .NET, CURRENT DEVELOPMENT EXPERTISE IS .NET

53. - Do you have a preference of the CMS to be used? NO, BUT THERE

ARE SOME ASPECTS OF UNICOR’S CMS THAT WERE CUSTOM-BUILT

TO MEET SPECIFIC NEEDS, REQUIREMENTS, AND DESIRES SO LOSS

OF THAT FUNCTIONALITY WOULD HAVE TO BE DISCUSSED AND

EITHER UNICOR CAN ACCEPT THE LOSS OR VENDOR PROVIDES CMS

MODIFICATIONS/INTEGRATIONS TO ADDRESS THE MISSING

FUNCTIONALITY.

54. - Do you want the website to tie into an existing CRM? CURRENTLY

UNICOR IS IMPLEMENTING SALESFORCE LIGHTNING AND SAP/HANA

SO SOME INTEGRATION WOULD BE CONSIDERED.

55. - Should the cost include a maintenance contract? Hosting?

MAINTENANCE OF SOFTWARE WOULD BE REQUIRED; ONGOING

DEVELOPMENT SERVICES AND ASSISTANCE IS TBD; HOSTING WOULD

BE MANAGED BY DOJ.

56. - How many concurrent users do you anticipate the site will need to handle? Are there large assets (PDFs, images, videos) that need to be downloaded? PDFS AND VIDEOS RARELY EXCEED 50MB. CURRENTLY

UNICOR TYPICALLY HAS 1000-2000 CONCURRENT USERS WITHIN 5

MINUTES OF GOING LIVE. OF THOSE ‘USERS’, AFTER DOJ’S FILTERS,

70-90% ARE STILL NON-BENEFICIAL ATTACKERS, HACKERS, AND/OR

FOREIGN CRAWLERS/SEARCH ENGINES WITH AGGRESSIVE

RESOURCE-UTILIZATION. IMPROVEMENTS TO UNICOR’S HANDLING IS

ALWAYS WELCOME AS ARE SUGGESTIONS OF HOW TO BETTER

UTILIZE FILTERS AT DOJ TO SUPPRESS TRAFFIC BEFORE THEY HIT

UNICOR.GOV

57. - What is the timeline for launching the site and digital marketing campaigns? FIRST PHASE DEADLINE IS BEFORE END OF FY2021 AND

EXPECTATION IS FOR CONTINUOUS IMPROVEMENTS FOR SEVERAL

YEARS AFTER THAT.

58. In Martech Expansion - what are the video requirements UNICOR is looking for? What is the primary use? VIDEO REQUIREMENTS ARE MP4

PLAYABILITY. PRIMARY USE IS TO FURTHER DESCRIBE PRODUCTS

AND AGENCY MISSION.

59. What details are required for approval in a subcontracting plan? THE

REQUIREMENTS OF A SUBCONTRACTING PLAN ARE LISTED IN THE

FEDERAL ACQUISITION REGULATIONS (FAR) PART 19.704 (A).

60. What is the estimate of paid ad spend per month for UNICOR? UNICOR

DOES NOT CURRENTLY HAVE A PAID AD SPEND.

61. What channels has UNICOR used in the past for marketing efforts?

UNICOR HAS ENGAGED IN TRADE SHOWS, CONFERENCES AND “FACE

TO FACE” MARKETING.

a. I.e. LinkedIn, Facebook, Google Ads. ONE TEST CASE WAS

CONDUCTED CIRCA 2014-2016 WITH GOOGLE BUSINESS AND

UNICOR’S FORT WORTH ELECTRONICS RECYCLING FACILITY WHICH

ACCEPTED DONATED RECYCLABLES FROM THE PUBLIC AND PRIVATE

COMPANIES. THAT RESULTED IN NOTICEABLE INCREASES IN CLICK-

THROUGH TO UNICOR’S SITE AND IN CONTACTS WITH UNICOR TO

ARRANGE DROP-OFFS AND PICK-UPS OF RECYCLABLES IN THE

GREATER DALLAS-FORT WORTH AREA. PERSONNEL CHANGES AND

THE CLOSING OF THE FORT WORTH FACILITY WERE MADE AND

PROJECT WAS NEVER REPLICATED.

62. What is the Unicor marketing team structure? GENERAL MANAGER OF

BUSINESS DEVELOPMENT, MARKETING, AND CORPORATE SUPPORT,

WITH A TEAM OVERSEEING WEB, TRADE SHOWS, ADVERTISING, ETC.

63. What key resources from Unicor will interface with Agency? BUSINESS

DEVELOPMENT, MARKETING, AND CORPORATE SUPPORT TEAM, WITH

INPUT FROM THE MANAGEMENT INFORMATION SYSTEMS BRANCH

64. Is Unicor able to share current media budget across paid search, social, display and other? NO, IT WILL BE DEVELOPED AS A COMPREHENSIVE

STRATEGY TO BE DEVELOPED AS PART OF THIS INITIATIVE.

65. What are the current ROAS metrics seen across paid media channels?

NONE, AS FPI HAS NOT DONE ANY ADVERTISING.

66. What current marketing channels drive the most traffic to the site?

ORGANIC SEARCH AS FPI HAS NOT ENGAGED IN ANY PROACTIVE

MARKETING.

67. What is the current campaign/cadence for the email channel? NONE.

FPI DOES NOT UTILIZE EMAIL MARKETING.

68. Is there a current testing and optimization program? FPI CURRENTLY

UTILIZES A COMPANY TO DO OCCASIONAL USABILITY REVIEWS OF

THE SITE AS WELL AS COLLECTING SURVEY DATA FROM

CUSTOMERS. THIS INFORMATION IS USED AS FEEDBACK FOR SITE

IMPROVEMENTS. THE LATEST REVIEW WILL BE SHARED AS PART OF

THIS Q&A FEEDBACK.

69. What percentage of FY19 revenue was generated via the online store?

APPROXIMATELY 3-4% ($23.5 MILLION). WHILE WE ANTICIPATE THAT

THE WEBSITE WILL BE A NEXUS OF THE DIGITAL STRATEGY, WE

ANTICIPATE THE MAJORITY OF SALES COMING FROM DIGITALLY

PRODUCED LEADS FEED TO THE BUSINESS DEVELOPMENT & SALES

TEAMS.

70. Website Questions: General Information - Current ecommerce platform.

CUSTOM-BUILT ASP.NET RUNNING ON IIS WITH LOCAL SQL SERVER

DATABASE AND SAP BACK-END.

71. Website Questions: General Information – Platform Hosting Preference (SaaS, Paas, On-Prem) CURRENTLY ON-PREM IN A DEPT. OF JUSTICE

DATA CENTER; FUTURE STATE IS ENVISIONED AS HOSTED IN THE

SAME FEDERAL GOVERNMENT CLOUD SYSTEM AS OUR SAP-HANA

SYSTEM.

72. Website Questions: General Information – Total Number of Parent Products (APPROX 2,000)

73. Website Questions: General Information – Total Number of SKUs.

(APPROX 6,300 BUT ALMOST 200,000 CONFIGURATION COMBINATIONS

FOR THE SEVERAL HUNDRED CONFIGURABLE PRODUCTS)

74. Website Questions: General Information – Do you have digital products?

NO.

75. Website Questions: General Information – Do you need Creative Design services? YES.

76. Website Questions: General Information – How many online transactions does Unicor process per month? APPROXIMATELY 2,000 THAT CREATE

OR UPDATE BACK-END RECORDS FROM THE WEBSITE; ESTIMATED

20,000 FETCH AND VIEW OF BACK-END (SAP) RECORDS FROM THE

WEBSITE (PRIMARILY ORDER STATUS QUERIES OR CUSTOMIZED

REPORTS BY AUTHORIZED CUSTOMERS)

77. Website Questions: General Information - Are there any other customer-facing websites beyond Unicor.gov? NO, BUT THERE ARE PRIVATE AND

SEMI-PRIVATE CONTENT, REPORTS, AND STORES ON UNICOR.GOV

THAT SHOULD BE CONSIDERED. UNICOR DOES HAVE A LICENSE

PLATE STORE THAT ALREADY HAS 100% OF THE FEDERAL LICENSE

PLATE MARKET AND HAS BEEN DESIGNED SPECIFICALLY TO MEET

THE SPECIFICATIONS OF THE FEDERAL FLEET MANAGEMENT

COMMUNITY. THERE IS NO ROI FOR REDESIGNING THAT BUT

CONSIDERATION SHOULD BE MADE FOR HOW IT WOULD INTEGRATE

AND CO-EXIST WITH A WEBSITE REFRESH.

78. Website Questions: Integrations (please indicate the technology partner) Order Management System (OMS) SAP.

79. Website Questions: Integrations (please indicate the technology partner) what accounting/financial system (ERP) are you utilizing today? SAP.

80. Website Questions: Integrations (please indicate the technology partner) - Customer Relationship Master (CRM). SAP AND/OR SALESFORCE.COM

ARE USED BY UNICOR; ONLY SAP IS INTEGRATED WITH UNICOR.GOV

81. Website Questions: Integrations (please indicate the technology partner) Content Management System (CMS). NONE; CUSTOM-BUILT CMS

82. Website Questions: Integrations (please indicate the technology partner) Email Service Provider (ESP). EXCHANGE SERVER; UNICOR INTERNAL

SYSTEM AS PART OF THE GREATER DEPT. OF JUSTICE EXCHANGE

ENTERPRISE SYSTEM

83. Website Questions: Integrations (please indicate the technology partner) User Generated Content (UGC). UNCIOR DOES NOT ALLOW WEBSITE

USERS TO POST CONTENT TO UNICOR.GOV NOR IS THAT EXPECTED

TO BE APPROVED BY DEPT. OF JUSTICE.

84. Website Questions: Integrations (please indicate the technology partner) Live Chat. NONE

85. Website Questions: Integrations (please indicate the technology partner) Analytics and Tag Management. NONE; ALL PERFORMED MANUALLY AND

ASSISTED BY INMATES.

86. Website Questions: Integrations (please indicate the technology partner) Blog. NONE

87. Website Questions: Integrations (please indicate the technology partner) Loyalty. NONE

88. Website Questions: Integrations (please indicate the technology partner) Product Reviews. NONE

89. Website Questions: Integrations (please indicate the technology partner) A/B Testing. NONE

90. Website Questions: Integrations (please indicate the technology partner) Digital Asset Management (DAM) CUSTOM BUILT CMS WITH

RUDIMENTARY DAM INVENTORY

91. Website Questions: Integrations (please indicate the technology partner) Content Delivery Network (CDN) NONE

92. Website Questions: Integrations (please indicate the technology partner) Product Personalization (i.e. engraving) CUSTOM BUILT (E.G.

GOVERNMENT NAME PLATES AND BADGES, PERSONALIZED SIGNAGE,

EMBROIDERED INITIALS, LICENSE PLATE SERIAL NUMBERS, ETC.)

93. Website Questions: Integrations (please indicate the technology partner)

SAP

94. Website Questions: Payment Method Requirements: Payment Gateway.

SAP

95. Website Questions: Payment Method Requirements: Standard Payment Methods

a. Visa, MasterCard, AMEX, Discover YES

b. PayPal - NO

96. Website Questions: Payment Method Requirements: Alternative Payment Methods

a. Apple Pay - NO

b. Google Wallet - NO

c. Amazon Checkout - NO

d. Gift Card (Please indicate technology partner) - NO

97. Website Questions: Payment Method Requirements: Other

GOVERNMENT PURCHASE ORDER.

98. Website Questions: Omni-Channel / Dropship: Explain multi-channel capabilities currently present (e.g. Ship-to-store, Return to Store, endless aisle, etc.) ALMOST ALL PRODUCTS ARE MADE-TO-ORDER.

99. Website Questions: Omni-Channel / Dropship: Explain 3rd party services used today (e.g. Order Dynamics, Drop ship relationships, Mirakl) International - NONE; UNICOR SHIPS USING SAP’S SHIPERP

MODULE. UNICOR MANAGES SHIPPING FROM THE FACTORY TO

CUSTOMER OR TO THE INSTALLATION CONTRACTORS IF THOSE

SERVICES ARE BEING PROVIDED.

100. Website Questions: Omni-Channel / Dropship: Explain multiple language capabilities required (please indicate provider) NONE

101. Website Questions: Omni-Channel / Dropship: Explain multiple geography capabilities required – NONE.

102. Website Questions: Omni-Channel / Dropship: Explain multiple currency capabilities required NONE

103. Website Questions: Omni-Channel / Dropship: • Do you work with an international partner (i.e. Borderfree)? NONE; UNICOR’S OVERSEAS

SHIPMENTS ARE RARE; TYPICALLY DELIVERING TO AN APO/FPO

STATESIDE CONSOLIDATION DESTINATION OR FEDEX. THE

EXCEPTIONS ARE MANAGED ON A CASE-BY-CASE BASIS AND ALMOST

ALWAYS QUOTED PRIOR TO ORDER AND ORDERS TYPICALLY TAKEN

OFF-LINE.

104. Website Questions: Content: Do you have resources that manage content currently; and, if so, how many? CURRENTLY LESS THAN ONE FTE.

105. Website Questions: Content: How many content assets do you have? What file formats to you utilize for production? APPROXIMATELY 100

PDF’S, A DOZEN VIDEOS (.MP4), 200,000 IMAGES (.PNG, .JPG)

106. Website Questions: Content: Where and how do you manage content today? Is this expected to change with the engagement? ROUTINE

CHANGES ARE IDENTIFIED BY STAKEHOLDER ‘OWNER’ AND RELAYED

TO CONTENT MANAGER WHO PREPARES THE CHANGES IN A STAGING

SYSTEM DATABASE FOR REVIEW AND APPROVAL. ONCE APPROVED

THEY ARE SCHEDULED FOR PUBLISHING FROM THE STAGING

DATABASE TO THE ‘LIVE’ DATABASE. PUBLISHING IS PART OF A

SERIES OF NIGHTLY UTILITIES THAT SYNCHRONIZES THE SITE WITH

SAP FOR FRESH PRESENTATION THE NEXT MORNING. CHANGE

PROCESS IS DOCUMENTED TO MEET FEDERAL WEBSITE CHANGE

MANAGEMENT CONTROL REQUIREMENTS. THE BASIC PROCESS IS

UNLIKELY TO CHANGE AND FEDERAL REQUIREMENTS ARE OUTSIDE

OF OUR CONTROL. THE SPECIFIC PROCESSES AND INDIVIDUALS ARE

ALWAYS OPEN TO CHANGE.

107. Website Questions: Content: Do you have staff in-house with experience in HTML, CSS, other that you expect to support the ongoing site updates? If so, what is their level of experience on a scale of 1-5 (1 Beginner, 5 Expert)? ONE CONTRACTOR AT 5 AND ONE STAFF AT 4 BUT NEITHER

ARE AVAILABLE FULL-TIME TO WEBSITE SUPPORT; THEY ARE

RESPONSIBLE FOR DEVELOPING, MAINTAINING, ADMINISTERING, AND

TESTING MANY OTHER SYSTEMS INCLUDING THE LEGACY WEBSITE

CONCURRENT WITH THIS PROJECT.

108. OMB Clearance 1103-0018. Does the firm need to be OMB 1103- 0018 cleared prior to award? NO.

109. Martech Stack. Will there need to be ERP and CRM integration to a common operating platform (i.e. a marketing dashboard)? YES

110. Optimization and Analysis: Will the Government consider a BI tool to monitor optimization algorithms (i.e. Cognos BI)? YES, AS LONG AS TOOL

CAN MEET GOVERNMENT SECURITY REQUIREMENTS.

111. How will the payment milestones be scheduled? PAYMENTS ARE

TO BE RECONCILED AND PAID ON MONTHLY BASIS. IF NEED ARISES

AND DEPENDING ON CIRCUMSTANCES, FPI WILL REVIEW OTHER

OPTIONS BASED ON NEED.

112. Can you be specific pertaining to geo-targeting, market-segmentation to be able to scope asset acquisition (media-buys)? WE DO

NOT HAVE SPECIFIC INFORMATION.

113. When you mention "deepen customer engagement," are you referring to digital interacting tools such as apps, websites, calculators, games, etc.? YES

114. In-Page 6 of the "Attachment+01+-+DJU6200008955" in the section "All proposals shall:," question 2 is mention that we must "Contain detail cost..." is it possible to be more specific since the cost of marketing strategy and execution fluctuate depending target, demographics, and media buy? How many annual email sends is Unicor sending today? Is there a projected number of email sends that has been calculated that includes increases in communications driving awareness & orders? UNICOR IS

REQUESTING FIRM FIXED PRICE (FFP). KEY WILL BE DEFINING SCOPE

OF WORK AND ASSOCIATED COST BREAKDOWN. ALL IN-HOUSE

CONTROLLED COSTS WILL BE INCLUSIVE OF FFP PROPOSAL. 3RD

PARTY SPEND, SUCH AS MEDIA BUY, CAN BE PROPOSED AT COST

BASED ON MARKET CONDITIONS.

AS UNICOR HAS NOT PREVIOUSLY ENGAGED IN EMAIL MARKETING

WE DO NOT HAVE A BASELINE. THEREFORE, WE WOULD ANTICIPATE

PRICING MODELS BASED ON MULTIPLE VOLUME LEVELS AND/OR

FIXED VOLUME WITH A VARIABLE COMPONENT.

115. Have you had any email deliverability issues in the past? If so, how did you mitigate these issues? NO

116. How are social media posts managed today and is there a dedicated team responding? UNICOR DOES NOT UTILIZE SOCIAL MEDIA

AND THERE ARE NO CURRENT ASSIGNED STAFF DEDICATED TO THIS

EFFORT.

117. Will SMS be a channel Unicor will want to leverage? If so, will there be any SMS Short Codes vanity or random private that will need to be migrated?

WE WOULD LIKE THE VENDOR TO ADVISE ON AN SMS MESSAGING

STRATEGY, IF ONE IS NEEDED.

118. Is Direct Mail part of the Unicor marketing efforts now? If so, how is Direct Mail leveraged today? NO, UNICOR DOESN’T CURRENTLY HAVE A

DIRECT MAIL MARKETING EFFORT.

119. Will there be a need to have different functional areas have their own walled space for Marketing contacts & creative assets? If so, how many of these types of walled spaces will be needed? WE ANTICIPATE THAT THE

AGENCY WILL MAKE RECOMMENDATIONS FOR THIS AS WELL AS

THINGS LIKE “LANDING” PAGES FOR INDIVIDUAL CAMPAIGNS ETC...

120. How is opt-in/down/out managed across all platforms sending emails & SMS? NOT CURRENTLY MANAGED AS WE DO NOT

CURRENTLY USE THESE CHANNELS.

121. How is marketing attribution being done today? Is there a unified approach & toolset to accomplish the attribution tagging & modeling? NO

122. Are there any plans to purchase a DAM? If so, what is the timeline? FPI SEEKS ADVICE AS PART OF THIS SOLICITATION ON

TOOLS NEEDED TO BEST IMPLEMENT THE GOALS OF THE

SOLICITATION, INCLUDING WHETHER A DIGITAL ASSET MANAGEMENT

TOOL WOULD BE NEEDED.

123. Can Unicor provide any sample dashboards or reports framework to illustrate desired state? NO.

124. Does Unicor have a dedicated resource or team driving Change Management? FPI HAS CHANGE MANAGEMENT POLICIES THAT DEPEND

ON THE TEAMS IMPLEMENTING THE CHANGES TO FOLLOW. THERE IS

NOT A DEDICATED TEAM.

125. Does the brand have a defined visual identity or brand standards?

NO, WE DO NOT HAVE A FORMALIZED STYLE GUIDE

126. How many customer contacts does UNICOR have currently?

UNICOR’S CUSTOMER SERVICE CENTER MAINTAINS A LIST OF

HUNDREDS OF THOUSANDS OF CUSTOMER CONTACTS. UNICOR’S

CUSTOMER NUMBER SERIES IS 6 DIGITS, AND CURRENTLY AT 380,000.

127. Beyond Salesforce, what other data sources could be utilized for Marketing Efforts? UNICOR HAS SEVERAL CONTRACTS WITH LEAD

GENERATION VENDORS. WE ARE ALSO OPEN TO USING SERVICES

SUCH AS EXACTDATA, INFOUSA, D&B HOOVERS

128. Does UNICOR currently have Google Analytics 360? FPI USES

GOOGLE ANALYTICS GOVERNMENT WIDE SITE USAGE MEASUREMENT

VERSION V1.5 121122.

129. How many online transactions do you currently have per month?

FPI HAS APPROXIMATELY 800 ORDERS, 400 REQUESTS FOR QUOTES

AND 60 REQUESTS FOR INFORMATION ON A MONTHLY BASIS.

130. How many social properties does UNICOR manage? For example, how many Facebook pages, Twitter handles, LinkedIn accounts, etc. UNICOR

IS NOT CURRENTLY UTILIZING SOCIAL MEDIA.

131. In regards to "Social Media Growth & Engagement: create content, deepen conversations, grow communities, and inspire influencers", are you able to describe the types of communities you are engaging with currently?

UNICOR IS NOT CURRENTLY UTILIZING SOCIAL MEDIA

132. How many product SKUs do you have? Are all SKUs available via the online store? UNICOR SELLS 6300 SKUS ON LINE, AND

APPROXIMATELY 180,000 ARE MAINTAINED WITHIN OUR MATERIAL

MASTER.

133. Does UNICOR have 1 user-facing website where your buyers can browse products, place orders, and manage their accounts? If more than one user-facing website, how many are there total? ONE, (UNICOR.GOV)

134. Are there already predefined roles and responsibilities description/requirements to be mapping the proposed LOE and rate card or as part of this response or should define the roles / responsibilities need to execute the project delivery? AGENCY WILL BE HELP DEFINE.

135. Are you open to a hosted CMS solution? FPI MUST MEET

GOVERNMENT SECURITY REQUIREMENTS. ANY HOSTED CMS WOULD

HAVE TO MEET FEDRAMP REQUIREMENTS FOR FISMA

CERTIFICATION.

136. Do you have an in-house social community manager? NO.

137. Will the selected vendor be required to create shopping flows in the e-commerce platform or are those already built? UNICOR IS REQUESTING

RECOMMENDATIONS

138. Do you have a planned media buy budget? NO

139. Would we be permitted to put a tracking pixel on the website for media tracking? TRACKING PIXELS MUST MEET GOVERNMENT

REQUIREMENTS FOR WEBSITES AND PRIVACY, BUT MAY BE USED

WITHIN THOSE REQUIREMENTS.

140. How will success be measured, and do you have a benchmark for return on investment / return on advertising spend? WE HAVE NOT YET

DEVELOPED MEASURES. WE ANTICIPATE THAT WE WILL USE

INDUSTRY BENCHMARKS BASED UPON MARKETING EFFORT (I.E. E-

COMMERCE, LEAD GENERATION, CONTENT ETC...)

141. What marketing tactics have been successful for FPI in the past?

What hasn’t worked? SALES TEAMS, TRADE SHOWS, CONFERENCES, PROCUREMENT SEMINARS, PRINT ADVERTISEMENTS IN

GOVERNMENT PUBLICATIONS. NO NEGATIVE EXPERIENCES TO

REPORT

142. What will FPI be looking for in terms of reporting? And at what cadence? Will we need to report out on each audience segment? WE

WOULD ANTICIPATE AT LEAST MONTHLY REPORTING ON E-

COMMERCE (WEBSITE) AS WELL AS CAMPAIGN SPECIFIC REPORTING

143. Do you track both existing customers and prospects in Salesforce?

SALESFORCE IS NOW BEING INSTALLED AND WILL SERVE THIS

PURPOSE.

144. Martech Stack: Since you do not have a DAM today, how are you managing and governing your digital assets? DIGITAL ASSETS ARE

MANAGED IN FILE SHARES WITHOUT SEARCH OR INDEXING

CAPABILITIES.

145. MARTECH STACK: ARE YOU LOOKING FOR THE SELECTED

VENDOR TO MAINTAIN SALESFORCE AND SAP? NO,

146. Martech Stack: Are SAP and Salesforce integrated? SAP AND

SALESFORCE ARE NOT CURRENTLY INTEGRATED, HOWEVER WE

ANTICIPATE INTEGRATION IN FY 2022

147. Martech Stack: What product are you using for e-commerce?

FPI’S CURRENT WEBSITE IS INTERNALLY-DEVELOPED USING ASP.NET,

WITH SOME LEGACY .ASP CODE STILL BEING PHASED OUT. THE

WEBSITE CONNECTS TO THE FPI ERP SYSTEM ON THE BACK-END.

148. Martech Stack: Are you currently using any products for marketing?

NO.

149. Martech Stack: What types of videos are you creating with Avid?

GENERAL INFORMATION VIDEOS.

150. Many of our mission-driven clients do not view revenue as the challenge or end goal of a campaign. For these case studies, may we instead describe the campaign’s end goal (for example, a change in behavior) and how we addressed it? YES THEY CAN BE ADDED IN YOUR PROPOSALS, BUT THERE NEEDS TO BE SOME IMPERICAL METHOD OF MEASURING

OUTCOME BASED ON YOUR CAMPAIGNS.

151. Please confirm that with the current request, FPI seeks labor category rates and descriptions to be used on task orders. Please also clarify how pricing will be evaluated. WE ARE LOOKING FOR FIRM FIXED

PRICING (FFP) FOR EACH ITEM PROPOSED. BUT KEY WILL BE

DEFINING CLEARLY THE STATEMENT OF WORK PROPOSED AND

COSTBREAKDOWN TO IMPLEMENT. THIS IS TO INCLUDE LABOR

CATEGORY RATES BASED ON TYPES AND NUMBERS OF RESOURCES

ALLOCATED TO EACH TASK. THIS WILL ALLOW US TO EVALUATE

VALUE OF PROPOSED FFP.

AS STATED IN RFP, THOUGH PRICE WILL BE AN IMPORTANT

COMPONENT, A VALUE-BASED EVALUATION OF THE PROPOSALS WILL

BE MADE BASED ON THE WEIGHTING CRITERIA AS DEFINED IN RFP.

152. Are we permitted to contract with another vendor to design the new website, custom build the CMS, and create the video? SUB-CONTRACTORS

CAN BE USED AS LONG AS THE MEET FEDERAL RESIDENCY &

SECURITY REQUIREMENTS.

153. Marketing & Strategy: What internal resources exist to support these efforts or will the selected agency provide all of the strategy, creative and execution? UNICOR HAS VERY LIMITED RESOURCES IN THIS AREA

154. Marketing & Strategy: How do you currently leverage Salesforce to achieve your marketing goals? Is the current site integrated with Salesforce directly? UNICOR USES SALESFORCE TO EFFICIENTLY TRACK AND

PROCESS LEADS FOR POTENTIAL BUSINESS.

155. Marketing & Strategy: What content marketing currently exists or will we be building this program from the ground up? UNICOR WILL

REQUIRE CONSIDERABLE SUPPORT FOR BUILDING MARKETING

STRATEGIES.

156. Marketing & Strategy: What is the expected yearly digital advertising budget? WE DO NOT HAVE A SET ADVERTISING BUDGET

157. Marketing & Strategy: Are there other initiatives or campaigns happening in your organization that may impact this project that may not be mentioned within the RFP? NOT AT THE PRESENT TIME.

158. SEO / PPC / Email Marketing: Do you need a complete overhaul of your SEO/PPC marketing strategies or are you looking to fine tune what you have in place. AS THESE CHANNELS ARE NOT CURRENTLY DEPLOYED, THE AGENCY WILL BE EXPECTED TO PROPOSE STRATEGIES.

159. SEO / PPC / Email Marketing: With regards to scope, what role will your partner play in email marketing? Will the new partner execute/deploy emails or just support in strategy and creative? FPI IS OPEN TO BOTH

OPTIONS

160. Social Media: Who currently manages your social media growth and engagement? Will the new partner fully manage the profiles including monitoring and responding to comments and replies? UNICOR DOES NOT

CURRENTLY USE SOCIAL MEDIA

161. Social Media: What is the current process for managing controversial and urgent comments and social media engagements? UNICOR

DOES NOT CURRENTLY USE SOCIAL MEDIA.

162. Technology & Integrations: What are the critical features of the current website that should be retained for a new website? Is there existing functionality that is not needed? THE ERP SYSTEM IS THE SYSTEM-OF-

RECORD FOR ALL SALES INFORMATION, ALL PRODUCT MASTER

INFORMATION, INCLUDING VARIANT CONFIGURATIONS, ALL PRICING,

AND ALL CUSTOMER MASTER INFORMATION. CURRENTLY, THIS

INFORMATION IS KEPT IN SYNC WITH THE WEBSITE USING CODE

OBJECTS THAT COMMUNICATE WITH THE ERP SYSTEM THROUGH

BAPIS.

163. Technology & Integrations: Can you please describe the integrations between your current website and CRM/ERP systems? THE ERP

SYSTEM IS THE SYSTEM-OF-RECORD FOR ALL SALES INFORMATION,

ALL PRODUCT MASTER INFORMATION, INCLUDING VARIANT

CONFIGURATIONS, ALL PRICING, AND ALL CUSTOMER MASTER

INFORMATION. CURRENTLY, THIS INFORMATION IS KEPT IN SYNC

WITH THE WEBSITE USING CODE OBJECTS THAT COMMUNICATE WITH

THE ERP SYSTEM THROUGH BAPIS.

164. Technology & Integrations: Is it possible to provide screenshots or a video walk-through of key functionality of the signed-in ecommerce experience? NOT AT THIS TIME

165. Technology & Integrations: What are your needs or plans for ongoing support? Should we factor website maintenance and support into our budget? PROPOSALS CAN CONTAIN OPTIONS

166. Technology & Integrations: Do you have a preference or experience with a specific CMS platform for your new site (i.e. WordPress, Drupal, Sitecore, Kinteco, Umbraco, etc)? Do you prefer .NET? Are you open to CMS platforms that require license fees or do you want open-source with no associated fees? WE DO NOT HAVE A PREFERENCE, ALL PROGRAMS

WHETHER LICENSED OR OPEN-SOURCE MUST PASS FEDRAMP

REQUIREMENTS.

167. Technology & Integrations: Do you expect the new website should allow for a personalized experience based on visitor behavior or known data points when they are logged in? OPEN TO AGENCY RECOMMENDATIONS

168. Technology & Integrations: How scalable do you think the CMS needs to be to accommodate your projected growth over time? UNKNOWN AT

THIS TIME.

169. Technology & Integrations: Where is your current website hosted?

Does FPI have a preferred host for the new site? Are you interested in a partner who can offer hosting and support for your new web presence? FPI’S

WEBSITE IS CURRENTLY HOSTED IN A U.S. DEPARTMENT OF JUSTICE

DATA CENTER. DUE TO THE SECURITY REQUIREMENTS OF HOSTING

A GOVERNMENT WEBSITE, IT IS EXPECTED THAT THE WEBSITE

WOULD STILL NEED TO BE HOSTED IN A U.S. DEPARTMENT OF

JUSTICE DATA CENTER.

170. Technology & Integrations: What other websites will continue to operate separately, alongside the new website? Will the new website connect in some way to other websites? If so, why and how? THERE ARE NO

SEPARATE WEBSITES.

171. Content & Migration: How much branded messaging and content development assistance does FPI anticipate needing for the project? 90%

172. Content & Migration: What percent of content do you anticipate will be migrated as-is and what percent will be rewritten/discarded for the new website? 25%

173. Content & Migration: Does FPI need assistance entering content into the CMS? YES

174. Given recent events, has anything substantively changed in the RFP or in FPI’s approach that we should be aware of as it relates to this project? NO

175. You mention that there is a cap of 30 pages for the proposal. If our response comes in the form of a more visual PowerPoint, do we need to keep to that cap? REGARDLESS OF THE FORMAT YOU PROVIDE THE CASE

STUDY CAP IS 30 PAGES, THE ENTIRE PROPOSAL CAN EXCEED 30

PAGES.

176. Typically, we incorporate market research into our discovery process. Are you open to a Survey or interviews with your clients？YES

177. Do you anticipate needing any user testing to validate wireframes, designs or the content management system during the website redesign process? YES

178. Is there anything driving a target launch date for the project, specifically as it relates to the website? NO

179. How many vendors have been invited to respond to the RFP?

OPEN FOR ANY COMPANY TO PROVIDE A PROPOSAL.

180. Is the previous partner that built the existing website bidding on the new project as well? CURRENT WEBSITE WAS DONE INTERNALLY

181. Do you have any concerns about working with a virtual team?

UNICOR IS OPEN TO WORKING WITH A VIRTUAL TEAM

182. Are you only considering established local firms and others with full in-house capabilities, or are you open to vendors working with specialized partners? WE ARE OPEN TO ALL FIRMS THAT CAN MEET OUR NEEDS

WITHIN THE PARAMETERS OF THE RFQ

183. What is the project management structure at FPI? Would we be reporting and working with a single point of contact, or will our team be engaging with a team of individuals at FPI. UNICOR WILL BE ASSIGNING A

POINT LEAD FOR THE PROJECT WITH A SUPPORT TEAM OF

INDIVIDUALS.

184. Is there a digital advertising spend that you have in mind, or is this something that we will provide during our discovery? NOT AT THIS TIME

185. For CRM and marketing automation we are assuming that you want to stay with Salesforce since it was just more recently put in place. Can we identify and recommend other aspects of the Martech stack? We would like to put in place tools such as remarketing platform, digital advertising platform etc. YES.

186. Is creating and shooting original video footage part of this RFP?

YES, IF VIDEO IS PART OF AGENCY’S PROPOSAL

187. What is the expectation of the agency in regards to integration?

WE EXPECT THE AGENCY’S PROPOSAL WITH FULLY INTEGRATE THE

INDIVIDUAL CHANNELS (I.E. WEBSITE, SEO, CONTENT, SOCIAL, EMAIL

ETC..) INTO A FULLY INTEGRATED, AND COHESIVE UX

188. Will FPI provide internal or 3rd party resources for SAP development, if needed? FPI HAS INTERNAL AND/OR 3RD PARTY

RESOURCES FOR SAP DEVELOPMENT, IF NEEDED, ALTHOUGH

PROJECT NEEDS WILL NEED TO BE CLEARLY DEFINED TO ARRANGE

FOR THE USE OF THESE RESOURCES.

189. Will FPI provide internal or 3rd party resources for Salesforce development, if needed? FPI HAS INTERNAL AND/OR 3RD PARTY

RESOURCES FOR SALESFORCE DEVELOPMENT, IF NEEDED,

ALTHOUGH PROJECT NEEDS WILL NEED TO BE CLEARLY DEFINED TO

ARRANGE FOR THE USE OF THESE RESOURCES.

190. Would an integration approach in which the Digital Marketing Agency provides the FPI technical staff with messages in an agreed upon format for consumption by SAP and Salesforce be acceptable or is the expectation that the Digital Marketing Agency be responsible for the consumption of the message types by SAP and Salesforce? AGENCY

WOULD BE RESPONSIBLE FOR PROVIDING MESSAGES IN AN AGREED

UPON FORMAT.

191. Is there a middleware layer currently in place and will it remain after the SAP S4/Hanna upgrade? If it will not remain, what is the preferred middleware product that will be used? THE FPI WEBSITE CURRENTLY

INTEGRATES WITH THE ERP SYSTEM USING SAP BAPIS CALLED BY

ASP.NET CODE. THESE PROCESSES CURRENTLY WORK. WE

ANTICIPATE THAT THE VENDOR WILL REVIEW THE CURRENT

FUNCTIONALITY AND PROVIDE COST-EFFECTIVE SUGGESTIONS FOR

ANY IMPROVEMENTS NEEDED.

192. What is the timeline for the SAP S4/Hanna upgrade and will it be completed prior to the project award date? SAP HANA WILL HAVE A

PHASED GO-LIVE THAT WILL START IN APRIL 2021 AND CONCLUDE IN

OCTOBER 2021.

193. Are there any current examples of KPIs and content for key areas outlined that could be shared? PRIMARY INDICATORS ARE SALES AND

NUMBER OF ORDERS.

194. In which of the five constrained markets does FPI perceive the greatest opportunity to grow revenue, and why? THE FEDERAL

GOVERNMENT IS OUR PRIMARY CUSTOMER, AND UNICOR HAS

AUTHORITY TO WORK WITH PRIVATE SECTOR COMPANIES UNDER

CERTAIN CONSTRAINTS.

195. The solicitation states the contractors should guide the well thought out expansion of the FPI stack. Is there already a strategy and requirements document for FPI stack extension, or is the intent for the contractor to conduct a needs assessment and develop requirements? THE INTENT IS FOR THE

CONTRACTOR TO CONDUCT A NEEDS ASSESSMENT AND DEVELOP

REQUIREMENTS.

196. Does FPI currently use automation for its email marketing, or is the contractor to recommend and support implementation of an automated platform? FPI DOES NOT UTILIZE EMAIL MARKETING AND IS

REQUESTING RECOMMENDATIONS.

197. Does FPI plan for the contractor to post and moderate content on its behalf? Or is the desire for the contractor to develop a strategy, recommend process improvements, and develop an initial calendar and preliminary content, to enable FPI staff to manage its social media platforms and execute recommended tactics? FPI WILL CONSIDER ALL RECOMMENDATIONS

198. Martech Stack: Is FPI currently using a custom CMS built to its specifications, or is the intent for the contractor to evaluate and enhance an existing custom system? FPI IS CURRENTLY USING AN INTERNALLY-

DEVELOPED CUSTOM CMS. IT ANTICIPATED THAT THE SELECTED

VENDOR WILL EVALUATE THE CURRENT CMS AND PROVIDE COST-

EFFECTIVE RECOMMENDATIONS WHETHER IT IS TO ENHANCE THE

CURRENT SYSTEM OR REPLACE. ANY RECOMMENDATIONS MUST

MEET GOVERNMENT SECURITY REQUIREMENTS.

199. Can you provide more information on the current ecommerce tools and the types of features and functions required? What CX issues are being experienced that should be addressed, and what metrics should the team be aware of that would inform recommendations? What are the revenue goals (and what is the current rate?) THE FILE PRODUCT

BROWSING_UAR_2019 IS POSTED IN THE “ADDITIONAL INFORMATION”

SECTION AND MAY PROVIDE ADDITIONAL INSIGHT.

200. Does FPI plan for the contractor to post and moderate content on its behalf? Or is the desire for the contractor to develop a strategy, recommend process improvements, and develop an initial calendar and preliminary content, to enable FPI staff to manage its organic social media content and execute recommended tactics? FPI WOULD LIKE TO HAVE THE

CONTRACTOR POST AND MODERATE CONTENT DURING THE FIRST 6

TO 12 MONTHS AS FPI DEVELOPS STAFF COMPETENCY

201. What level of access can the contractor expect to receive to FPI's Google Analytics and social media tracking pixels for baseline data analysis and digital marketing initiatives? INDIVIDUALS WITH A PUBLIC TRUST

SECURITY CLEARANCE MAY ACCESS NEEDED DATA TO ACHIEVE

PROJECT GOALS.

202. Martech Stack: How is the CRM being utilized? FPI DOES NOT

CURRENTLY UTILIZE THE SAP CRM MODULE.

203. What level of SEO is currently being done? What level of optimization is desired (such as keyword and search term selection, content optimization) NONE

204. Are there any current email marketing campaigns and/or tools in place? If so, please provide details such as subscriber base, metrics (such as open/engagement rates). What level of granularity in audience targeting and messaging is desired? UNICOR CURRENTLY DOES NOT HAVE AN EMAIL

MARKETING CAMPAIGN.

205. Please provide details on the current digital marketing efforts, including tactics, audience details, and ads…