Draft_RFP__12-11-15_Post_to_FBO.pdf

2020 CENSUS INTEGRATED COMMUNICATIONS CONTRACT

Draft Request for Proposal (RFP) Solicitation #: COMM-16-BC-2020 December 11, 2015

SECTION B – SUPPLIES OR SERVICES AND PRICE/COST

B.1 GENERAL

This contract shall be a vehicle for the Government to obtain a contractor to plan, design, integrate, produce, implement, and assess an integrated communications program in support of the U.S. Census Bureau’s (Census Bureau’s) 2020 Decennial Census.

The Contractor shall provide all integration, management, supervision, labor, and shall plan, schedule, coordinate, and assure effective performance, for all requirements outlined in Section C of this Request for Proposal (RFP).

B.2 ORDER TYPE

The Census Bureau intends to award a single award Indefinite Delivery Indefinite Quantity (IDIQ) contract that shall include issuance of Task Orders that shall specify the contract type of Firm Fixed Price (FFP), Time and Materials (T&M), or a combination of both. This shall be determined at the Task Order level.

Performance under this IDIQ contract will be closely coordinated with and monitored by the Contracting Officer’s Representative (COR) and any other Census Bureau representatives designated by the COR. Questions pertaining to the scope of services and request for technical guidance and direction should be directed to the COR and designated representative(s) during the performance of the services. However, only the Contracting Officer may make changes to the terms and conditions of this IDIQ contract and any Task Orders issued under this IDIQ contract.

B.3 ESTIMATED VALUE

B.3.1 OVERALL ESTIMATED VALUE

The total estimated value for the full lifecycle of this contract is about $415,000,000.00

B.3.2 MINIMUM AND MAXIMUM CONTRACT AMOUNTS

During the period specified in Section F.2, Period of Performance, the Government shall place orders totaling a minimum of $250,000.00. The amount for all orders under this contract shall not exceed $800,000,000.00.

B.3.3 FULFILLING MINIMUM ORDERING REQUIREMENTS

The Government has no obligation to issue task orders to the contractor beyond the minimum amount specified above.

Solicitation #: COMM-16-BC-2020 December 11, 2015

B.3.4 PRICING OF TASK ORDERS

All task orders under this contract shall be priced in accordance with the provisions contained in Section B. Under this contract, the contractor shall perform all services in accordance with task orders, which will be based upon the actual Census Bureau’s communications requirements for the 2020 Census and the final 2020 Census Integrated Partnership and Communications (IPC) Program Plan (see Section C.5.2).

B.4 PRICE/OFFER SCHEDULE

B.4.1 LABOR RATES (Rate Card)

The following unburdened labor rates for the stated categories shall be the basis for task order pricing:

The Contractor’s unburdened labor rates included in Section B.4.1 apply for the base and option years of the contract, accordingly, and shall be used by the Contractor when pricing task orders under the contract. Additional labor categories and rates will be negotiated at the task order level and will be incorporated to the table as they are approved. Each task order will be negotiated on an individual basis.

B.4.2 Fees and Other Cost Provisions

(a) Notwithstanding any other clause or provision of this contract including but not limited to the following clauses, it is agreed that the Government will not be obligated to pay the Contractor for costs in excess of the following negotiated rates:

PROVISION FEE(S)

Subcontracting Fees Fringe Benefits General & Administrative (G&A) Overhead Profit

(b) The above-negotiated rates shall apply for future task orders. Prior to awarding new tasks, if the above negotiated rates change based on the audit findings from an approved audit agency, the Government and the Contractor may discuss and negotiate these changes. (These rates will be determined through the Project Management Price Proposal – Attachment J.7., as well as

Hourly Rates (Rate Card)

Labor Categories Base Option Year 1

Option Year 2

Option Year 3

Option Year 4

Option Year 5

TBD

upon Award

TBD

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Award

TBD

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Award

TBD

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Award

TBD

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Award

TBD

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Award

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Award

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Attachment J.9 Rate Card proposal)

B.4.3 TRAVEL/OTHER DIRECT COSTS (ODCs)

Travel required and incurred by the contractor’s personnel for their assigned work on this contract is an acceptable item to be invoiced. Travel will be reimbursed in accordance with FAR 31.205-46, Travel Costs, Section G.8, and the General Service Administration’s Federal Travel Regulations. This Other Direct Cost (ODC) shall be invoiced only against the specific task order identified for travel upon contract award.

Other Direct Costs may include materials such as products that are proposed as part of a solution that shall be described in the individual task orders, and shall be reimbursed to the Contractor at cost plus any allowable material handling fee. Other Direct Costs will be identified in individual task orders, as required, and as determined to be allowable, allocable, and reasonable.

B.5 FUNDING

The minimum amount of $250,000.00 will be obligated at time of IDIQ award. Additional funding for services provided will be obligated at the Task Order level.

B.6 INCREMENTAL FUNDING ON TIME-AND-MATERIALS TASK ORDERS

Funding may be added to time and materials task orders by the execution of modifications to the task order, up to the ceiling amount for the applicable performance period and task orders. The Contractor shall note that residual funding at the end of a task order’s performance period may be deobligated through a modification; inclusion of this funding in the following performance period of the task order is subject to budget approval based on appropriations and fiscal constraints.

B.7 PRIME CONTRACTOR RESPONSIBILITIES

The Contractor shall be held responsible for the performance of all services required under this IDIQ contract and under issued task orders. The Government, in-turn, shall render all payments due for services performed solely to the prime Contractor.

B.8 EMERGENCY SITUATIONS

Emergency situations and contingency operations at the Census Bureau may require the Contractor to operate at times not considered normal operating hours, as directed by the Contracting Officer (CO). This normally involves utility outages, weather driven contingencies, or any work involving support for significant technical related services critical to the Census Bureau’s mission. The Government will negotiate an equitable adjustment with the Contractor for the cost of these emergency requirements, if applicable.

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B.9 NATIONAL SECURITY

On occasion, services may be required to support an activation or exercise of contingency plans outside the normal duty hours. Emergencies (i.e., accident and rescue operations, civil disturbances, terrorist attacks, and natural disasters) may necessitate the Contractor to provide increased or reduced support as determined by the CO. The Government will negotiate an equitable adjustment with the Contractor for the cost of these emergency requirements.

[End of Section B]

December 11, 2015

SECTION C – CONTRACT DESCRIPTION/SPECIFICATIONS/ STATEMENT OF

WORK

C.1 DESCRIPTION

Every ten years, the U.S. Census Bureau (Census Bureau) conducts a complete enumeration of the resident population of the United States and its territories. The decennial census is an extraordinary undertaking that requires the participation of every household in the country, reaching people from the most remote Alaskan villages to the most crowded inner cities. The country uses the results to provide an accurate count of the population to reapportion the U.S.

House of Representatives, realign state legislative districts, guide policy decisions, and allocate more than $400 billion of federal funding each year to local communities.

The mission to count every person once in their primary place of residence under unmovable deadlines makes the decennial census one of the Federal Government’s most complex and largest mobilizations. An effective, efficient, and integrated communications program is critical to its success. To support the national headcount in 2020, the Census Bureau is planning an integrated communications program, entitled the 2020 Census Integrated Partnership and Communications (IPC) Program, to increase awareness and participation in this constitutionally mandated activity. Effective and strategic communications with many diverse audiences will be crucial including everything from educating the public about the process to maximizing response rates.

The 2020 Census Integrated Partnership and Communications (IPC) Program includes all partnership and communications activities completed in-house and by contractors to support the 2020 Census. The 2020 Census Integrated Communications Contract is a large and critical component of the overall IPC Program. For the Partnership component of the program, the Census Bureau will implement the Partnership Program in the regional offices across the country. The Contractor shall play a support role in the Partnership Program and may be tasked to provide communications services for the Partnership Program as described in Section C.5.9 below. In many areas as outlined in this section of the RFP, the Contractor shall work collaboratively with various program areas throughout the Census Bureau to plan and execute communications activities under the overall 2020 Census IPC Program.

The communications industry has changed dramatically since the conduct of the 2010 Census, principally due to changes and advances in technology, communications mechanisms, and consumer expectations. The Internet, wireless technologies, and mobile personal devices have opened new communications channels and media that have empowered consumers with increased connectivity to marketers. The Census Bureau fully intends to harness these emerging technologies and channels as part of the 2020 Census Integrated Communications Contract.

Whether through the Internet, telephone, or traditional paper questionnaires, the Census Bureau is committed to making the once-a-decade headcount quick, easy, and safe for all to participate.

The agency hopes to provide substantial taxpayer savings while maintaining the highest quality and accuracy standards.

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As a result, the Census Bureau is seeking a contractor to have responsibility for the integrated communications program to support the 2020 Census as well as any census tests leading up to the decennial census as time permits after award of the contract. The contract will include the full spectrum of communications activities as described under Section C.4, Scope of Work and Section C.5, Specific Requirements.

C.2 BACKGROUND

C.2.1 Constitutional Mandate

The decennial census is basic to our democracy. The demand for an accurate national census can be traced back to the creation of our country. The U.S. Constitution, adopted in 1787, provides for a national census in Article I, Section 2:

“Representatives and direct Taxes shall be apportioned among the several States which may be included within this Union, according to their respective Numbers . . . the actual Enumeration shall be made within three Years after the first Meeting of the Congress of the United States, and within every subsequent Term of ten Years, in such Manner as they shall by law direct.”

Initially, the census was created in order to help answer just two questions: 1) How many members of the House of Representatives should each state elect?; and 2) How much should each state contribute to paying off the debts from the Revolutionary War?

Today, the census not only provides an accurate count of how many of residents there are and where they are in the country, but also helps to fuel the American economy. From high-tech manufacturing to agriculture; to the construction trades to government efficiency, census-driven data are essential to making good decisions about designing intelligent public policy and competing in a global economy. People from all walks of life use census data to rescue disaster victims, advocate for causes, prevent diseases, research markets, locate pools of skilled workers, and much more.

C.2.2 Experience from Earlier Censuses and Census 2000

As the size, diversity, and complexity of the population increased, so did the challenges to conducting an accurate and complete census. In 1970, 78 percent of the housing units responded without the need for in-person follow-up (note that housing units included both occupied and vacant addresses.) That number dropped to 75 percent in 1980 and to 65 percent in 1990.

Experts estimated that the mail response rate for Census 2000 would be 61 percent, or about 73 million responses out of an estimated 120 million housing units. Such a response rate would have required the Census Bureau to send an enumerator to approximately 47 million addresses during the non-response follow-up (NRFU) phase, historically the most labor and cost intensive component of decennial census operations.

During previous censuses up until Census 2000, the Census Bureau relied on public service

December 11, 2015 announcement (PSAs) to promote participation. However, PSAs did not reach a broad enough audience to prove effective in raising the level of public awareness about the census. As a result, the Census Bureau undertook an ambitious marketing strategy in 2000 that included the first time use of paid advertising and a comprehensive partnership program. Combined with media relations, promotions, and special events, the efforts were designed to educate people about the census, motivate them to return their questionnaires, and encourage cooperation with enumerators. The Census Bureau’s strategy paid off. Census 2000 mail response rates increased to 67 percent – two percentage points over the 1990 level, and six points over the projected rate of 61 percent.

C.2.3 Experience from the 2010 Census

The 2010 Census Integrated Communications Campaign (ICC) was developed in an effort to build on the success of the Census 2000 Partnership and Marketing Program. The Census 2000 program showed that utilizing a paid advertising campaign supplemented by a strong partnership program helped achieve a reversal of a three-decade long decline in mail response rates of the decennial census.

The 2010 Census ICC was the most extensive and comprehensive marketing and outreach effort in the history of the Federal Government. The ICC was highly successful and had a number of major accomplishments that ultimately led to its success. The ICC was multi-targeted, multi-media, and multi-lingual using traditional media like television, radio, print, and out-of-home, as well as new media such as blogs, social media, and other online efforts, and non-traditional media like lunch trucks, ethnic stores, and restaurants.

The campaign was designed to effectively integrate all census operations and was comprised of not only paid advertising but national and local partnerships, public relations/earned media, a Census in Schools program, and a national Road Tour. The goals of the campaign were:

• To improve the mail participation rate.

• To improve accuracy and reduce the differential undercount of hard-to-count populations.

• To improve public cooperation with enumerators who would follow-up on non-responding households.

To achieve these goals, the ICC employed added emphasis in targeting historically hard-to-count audiences to help ensure a more accurate count. Because of the uneven levels of understanding about the census in the population, the ICC had three separate yet integrated communications phases – Awareness, Motivation, and Non-Response Follow-Up – each with a different call to action.

The 2010 Census ICC was ultimately not just about reaching people, but reaching people in a place and way that resonated with them. To achieve this, the Census Bureau created a multi-varied and multi-faceted campaign. The integrated campaign enabled the Census Bureau to reach people simultaneously through different avenues. Ideally, some heard about the census from their preacher, then saw an advertisement on television, then saw a banner ad on their favorite website, and then had their child bring something home from school about the census.

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This “multiplier effect” was a key part of the integration that the campaign was designed to achieve.

The 2010 Census ICC and associated partnership outreach program was considered a success.

Although many thought the mail response rate would decline, by the time the 2010 Census was completed, 74 percent of the nation’s households participated by mailing back the questionnaire matching the final mail participation rate achieved in Census 2000. The Census Bureau knows there was a strong return rate in population areas that have historically underperformed such as border areas, inner-city urban neighborhoods, and rural communities. And, in one of the most difficult economic climates since the Great Depression, the Census Bureau was able to return $1.9 billion in savings to the U.S. Treasury due in large part to the high rate of mail participation as well as more efficient door-to-door enumeration than anticipated. The ICC has been recognized nationwide as having one of the most comprehensive and effective communications campaigns. The Census Bureau has been honored with over 50 awards from the marketing and communications industry. For example, the Census Bureau was honored with coveted Bronze Effie for “Mobilizing the Entire Nation for the United States 2010 Census.”

C.2.4 Operational Planning for the 2020 Census

Between 2010 and 2020, the U.S. population is projected to grow by 7.7 percent from 308,745,538 to 334,503,000. During this same period, the foreign-born population is projected to increase by nearly 20 percent to 47,900,000 in 2020 based on U.S. Census Bureau’s 2014 National Projections. The growth of the population, the increased diversity of the population, and the continued distrust of the government pose significant challenges to the Census Bureau in conducting the next decennial census. From April 1, 2020 to December 31, 2020, there is less than nine (9) months to count every person, tabulate data, and produce the results with only one chance to succeed.

To address these challenges, the Census Bureau is re-engineering the next census through interactive testing of all components needed to conduct the census. From 2012 to 2014, the Census Bureau identified major cost drivers of the 2010 Census, and developed new, innovative methodologies to reengineer the operations. In 2015, the Census Bureau conducted small-scale individual tests and developed a prototype of the IT systems and procedures. During 2016, the agency is planning to refine individual tests and build the IT systems and procedures. On April 1, 2017, the Census Bureau delivers 2020 Census topics to Congress. Also in 2017, the Census Bureau will conduct integrated tests and a field test to refine IT systems and procedures. On April 1, 2018, the agency delivers question wording to Congress and in that year will conduct a large-scale, end-to-end test of census operations and systems. By the end of 2018, the Census Bureau must complete all tests and “lock in” the plans for the 2020 Census. In 2019, the census begins with early operations and Census Day takes place on April 1, 2020. Lastly, the Census Bureau must deliver apportionment counts to the President by December 31, 2020.

The Census Bureau is developing a number of cost savings innovations which will be part of the testing cycle. These are:

• Better Address Validation – Validating the address list using the U.S. Postal Service, December 11, 2015 aerial imagery, and other sources, rather than walking every street in the nation.

• Better Use of Existing Information – Using existing government and commercial records to reduce respondent burden.

• Better Response Options – Making responding to the census more convenient by offering secure online, telephone, and mail options.

• Better Field Operations – Using technology to better manage and track field cases; using GPS-enabled technology to efficiently route and manage field staff; and using smart phones and tablets for follow-up rather than pen and paper.

Attachment J.5 provides the 2020 Census Operational Plan, issued October 6, 2015. The 2020 Census Operational Plan outlines key operations, the decisions made based on research and testing to date, and a timeline for remaining decisions. The innovations planned for the 2020 Census will make it easier for people to respond and save taxpayers more than $5 billion over what it would cost using older methods.

The Census Bureau released this plan five years prior to the 2020 Census — three years earlier than released for the last census. Through the smart use of technology and existing data sources, the 2020 Census can provide substantial taxpayer savings while maintaining a commitment to quality, accuracy, and confidentiality.

C.3 MISSION, VISION, AND GOALS FOR THE 2020 CENSUS

C.3.1 Mission and Vision for the 2020 Census

The decennial census is the foundation of the federal statistical system. The mission statement for the 2020 Census describes the purpose of the 2020 Census program, and for whom it achieves that purpose. Based on the constitutional mandate, the mission statement is an updated version of the mission statement for the 2010 Census and is as follows:

Mission: The 2020 Census will conduct a census of population and housing and disseminate data to the President, the States, and the American people.

The vision for the 2020 Census is the single, ideal end state toward which the Census Bureau’s people, processes, and enabling technologies are directed. It is essential that the count be accurate, and that each person be counted at the correct location to ensure that funding and representation are distributed and apportioned correctly. The vision for the 2020 Census is as follows:

Vision: An efficient and quality census that counts people once, only once, and in the right place.

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C.3.2 Goals for the 2020 Census

The Census Bureau intends to meet its 2020 Census mission and vision by achieving four (4) goals. These goals reflect the Census Bureau’s recognition of the value that stakeholders derive from results and the need to evolve data collection and management methods as demographics and technology change. The four (4) goals for the 2020 Census are as follows:

Goal 1: A Complete and Accurate Census Goal 2: Embraced and Valued Results Goal 3: An Efficient 2020 Census Goal 4: A Well-Managed 2020 Census Program

Goal 1 is a complete and accurate census. A complete and accurate census is essential because decennial census results are used to apportion seats in the U.S. House of Representatives, draw legislative districts, and distribute hundred of billions of federal funding each year. The significance of those decisions makes it essential that results are accurate and complete.

The 2020 Census will be conducted in an environment rich in demographic and cultural diversity characterized by informal, complex living arrangements and a highly mobile population.

Further, increasing public distrust in government leads to reluctance to provide personal information. To ensure a complete and accurate census in the face of these changes, the Census Bureau will explore innovative methods of enumeration particularly with respect to housing units that do not submit a questionnaire. The Census Bureau will also promote a participative 2020 Census environment that makes it easy and non-threatening to be counted.

The results of achieving this goal will be a 2020 Census that maintains quality by minimizing errors in associating individuals with their correct Census Day locations and the reduction of erroneous enumerations and omissions (i.e., a census that has a low rate of duplicates, location errors, and/or missed populations.)

Goal 2 is embraced and valued results. The success of achieving Goal 2 is dependent upon producing results that are valued by users. To produce valued and trusted results, planning and implementation activities must be performed with integrity and objectivity and must be of outstanding professional quality. For the 2020 Census, the Census Bureau will use improved, impartial, and validated statistical methods that have been fully researched and tested.

Oversight support of the 2020 Census planning efforts and the 2020 Census design can affect the Census Bureau’s ability to fund and implement the census. Furthermore, oversight and other stakeholders’ understanding, buy-in, and commitment are crucial to obtaining acceptance and trust in the collection process and quality of the data.

Stakeholder groups strongly influence the public’s perception of the census. Their opinions can affect the public’s willingness to respond and thus the accuracy of the data. Thus, the Census Bureau needs to win the trust and support of its stakeholders. The Census Bureau values their insights, will solicit their input throughout the planning process, and will incorporate their recommendations, as appropriate. The result of achieving this goal will be a 2020 Census that

December 11, 2015 produces results, which are embraced and valued across stakeholder and oversight groups and the general public.

Goal 3 is an efficient 2020 Census. One measure of an efficient 2020 Census would be an average cost per housing unit (adjusted for inflation) being less than or equal to that cost for the 2010 Census. The 2010 Census was the most expensive decennial census in history. As demographics become even more complex and the population continues to grow, the cost of the decennial census will substantially rise unless changes are made. Some 2010 Census methods (e.g., paper-based Non-Response Follow-Up) cannot be cost efficiently scaled to meet the demands of the 2020 Census environment.

To control taxpayer cost while maintaining quality, the Census Bureau must identify new or improved methods, such as exploring electronic response modes, and must leverage technology, data reuse, and methodological innovation. The result of achieving Goal 3 will be a 2020 Census that controls average cost per housing unit, adjusted for inflation, as compared to the cost of repeating the 2010 Census design in 2020.

Goal 4 is a well-managed 2020 Census program. Given the sheer size and complexity of a decennial effort, it is critical to build on past successes to continually improve program management and reduce operational risk. During the 2010 Census planning process, many schedule and budget challenges occurred that were directly associated with the misalignment among program budget, schedule, and requirements. The planning process also did not address certain program management processes that are key elements for controlling and executing program and project activities.

In order to achieve a well-managed program, the 2020 Census will employ every effort to align cost, schedule, and requirements, improve program management practices, and ensure a skilled and committed workforce. The results of achieving Goal 4 will be a 2020 Census that implements a full life-cycle approach to managing the budget, schedule, and program scope, establishes a clear line of program command and responsibility, and cultivates the right workforce to meet the 2020 Census program goals.

C.3.3 Goals for 2020 Census Integrated Partnership and Communications Program

The specific goals and objectives for the 2020 Census Integrated Partnership and Communications (IPC) Program including the contract have not been determined. The goals and objectives will be developed and prioritized as part of strategic planning, program development, and the completion of the Plan for the 2020 Census Integrated Partnership and Communications (IPC) Program as outlined in Section C.5.2 below. These goals and objectives must support and compliment the mission, vision, and goals for the 2020 Census.

C.4 SCOPE OF WORK

C.4.1 Overview/General Scope of the Contract

The Census Bureau is seeking a contractor to plan, design, produce, implement, integrate, and

December 11, 2015 assess an integrated communications program for the 2020 Census along with communications support for the census tests leading up to the decennial census as time permits after award of the contract. The Contractor shall use an appropriate mix of communications tools with an emphasis on using new technology to increase awareness, promote self-response, and improve cooperation with enumerators during the Non-Response Follow-Up operation. Under this contract, the Contractor shall provide services in multiple communications-related areas and channels to support the 2020 Census.

The services under the contract may include, but are not limited to:

• Research and Data Analytics

• Strategic Planning, Program Development, and Integration

• Communications Support for Decennial Census Operations and Other Programs

• Field Recruitment Advertising and Communications

• Traditional Advertising and Media Buying

• Digital Advertising and Other Communications Technologies

• Social Media

• Public Relations

• Communications Planning and Materials for the Partnership Program

• Statistics in Schools Program

• Website Development and Digital Engagement

• Rapid Response Activities

• Project and Financial Management

• Stakeholders Relations

• Communications Support for the 2020 Census Data Dissemination

These components and others will be defined further in subsequent task orders with detailed requirements. Any modifications to the task orders must be in accordance with the general scope of work and the terms and conditions of the contract. All plans, materials, products, and assets are subject to Census Bureau approval. The Contractor shall provide all requested information to the Census Bureau in a mutually agreed upon format and data transmission method as outlined in the individual task orders.

C.4.2 Target Audience Capability

The 2020 Census will enumerate the resident population of the United States and its territories as of April 1, 2020, which is referred to as Census Day. Everyone living in the 50 states, the District of Columbia, Puerto Rico, the U.S. Virgin Islands, Guam, American Samoa, and the Commonwealth of the Northern Mariana Islands will be enumerated at their usual place of residence.

The Contractor shall have, or shall subcontract with firms that have, expertise and experience in communicating with and marketing to historically undercounted populations. These populations include such groups as African Americans/Blacks, Asians, Hispanics, American Indians and Alaska Natives, and Native Hawaiians and Other Pacific Islanders. However, racial and ethnic

December 11, 2015 group is not the sole indicator of hard-to-count and non-respondent populations. They also tend to be characterized by renters, high unemployment, low education, low income, difficulty reading or writing in English, the young and mobile, the older population, and household crowding, among other factors.

In addition to the populations listed above, the Contractor shall have, or shall subcontract with firms that have, expertise and experience in reaching and communicating to the populations of Puerto Rico, the U.S. Virgin Islands, Guam, American Samoa, and the Commonwealth of the Northern Mariana Islands.

C.4.3 In-Language Capability

The Contractor shall have, or shall subcontract with firms that have, expertise and experience in creating materials in-language for appropriate communications and advertising materials.

During the 2010 Census, the Census Bureau developed the campaign in 28 languages. The number of languages will be determined after award, shared with the Contractor, and further defined at the task order level by the Government. In addition, the Contractor shall be prepared to work with the Census Bureau on the review of all non-English materials. This includes a second, independent review of all non-English materials produced by the Contractor or subcontractors through third party verification or this may be completed at the Census Bureau.

This will be determined after award of the contract.

C.4.4 Government Approval of Communications Strategies, Materials, and Talent

The Contractor shall receive approval from the Census Bureau for all communications strategies, plans, materials, and talent under the contract. The Contractor shall provide copies for approval prior to producing the final communications plans and products. The Census Bureau may disapprove any product. In addition, the Census Bureau may disapprove any talent whose appearance is deemed to not be in the best interest of the Government, notwithstanding the individual’s professional qualifications. Disapproval for cause could result from items including, but not limited to, events in the individual’s public or private life which could cast doubt about his/her veracity or credibility as a Census Bureau spokesperson or which would otherwise create a negative impression of the Census Bureau. Likewise, the Census Bureau will disapprove any strategy, tactic, or communications material that could in anyway erode public confidence in the Census Bureau’s commitment to safeguarding the personal information we collect.

C.4.5 Ownership of Contract Deliverables and Usage into Perpetuity

All deliverables under the contract including plans, materials, products, and assets shall be the property of the Government. The Government shall assume ownership of and unlimited rights to all contract deliverables. The specific usage of contract deliverables will be further defined at the task order level including those contract deliverables that require usage into perpetuity.

C.4.6 Confidentiality and Privacy

Title 13 of the United States Code (U.S.C.) is the legal basis for the decennial census.

Responding to the census is mandatory and all answers are confidential and protected from

December 11, 2015 disclosure under Title 13.

The Contractor shall meet and conform to the Office of Management and Budget (OMB), Department of Commerce (DOC), and Census Bureau directives regarding Title 13 and confidentiality requirements in all communications activities under the contract.

The Contractor shall also meet and conform to OMB, DOC, and Census Bureau directives regarding privacy policies and the use of personally identifiable information (PII) in all communications activities under the contract.

The Contractor and its staff, as needed, shall be willing to go through the necessary security clearance and be Title 13 sworn in order to work on 2020 Census communication activities and be badged as contractors.

See link provided in Section G.4 for 13 United States Code (USC) 141: Population and Other Census Information.

C.4.7 Printing

The Contractor shall work directly with the U.S. Government Printing Office (GPO) and/or GPO approved vendors for all printing requirements under the contract. It is mandated that all printing must be purchased through GPO over the entire lifecycle of the contract. Title 44, United States Code (U.S.C.) provides government printing and binding regulations. It requires that all printing and binding be procured through the U.S. Government Printing Office (GPO) and/or its approved vendors.

C.4.8 Location of Services

The Contractor shall manage the 2020 Census Integrated Communications Contract with the Census Bureau’s headquarters located in Suitland, MD and census satellite locations. The program will be coordinated with and implemented in the Census Bureau’s six (6) regional offices in New York, NY; Philadelphia, PA; Chicago, IL; Atlanta, GA; Denver, CO; and Los Angeles, CA. The census in Puerto Rico is managed out of the New York Regional Office.

Census Bureau headquarters manages the censuses in cooperation with the governments of the U.S. Virgin Islands, Guam, American Samoa, and the Commonwealth of the Northern Mariana Islands. Location information will be further defined at the task order level.

The Contractor shall provide offsite services as well as onsite support at Census Bureau headquarters and possibly other Census Bureau locations. The number and types of staff along with timing will be negotiated with the Contractor after award.

C.5 SPECIFIC REQUIREMENTS

Sections C.5.1 through C.5.15 provide tasks and requirements that may be part of the 2020 Census Integrated Communications Contract. The specific requirements will be further defined at the task order level as part of the Indefinite Delivery Indefinite Quantity (IDIQ) contract

December 11, 2015 structure. Without an integrated partnership and communications strategy and plan, it is not possible to definitively list specific requirements at this time. The sections below are provided to demonstrate potential tasks and associated requirements that may be part of the contract, but this list is not inclusive of all possible work under the contract.

C.5.1 Research and Data Analytics

The Contractor shall provide research and data analytics to support the 2020 Census Integrated Communications Contract. The Contractor shall review and validate existing research, conduct additional research, and analyze data to support the overall program. The Contractor shall base the strategies and tactics of the communications program on a solid research foundation. In sum, the Contractor shall research all elements of the program across all audiences to ensure that the communications resonate with the targeted audiences based on the final communications plan that is developed after award. The creative strategies and promotional materials shall be based on validated communications strategies, ensuring that the overall intended messages are clear, compelling, persuasive, and most importantly, culturally relevant and sensitive. The Contractor and all subcontractors conducting research shall comply with the Office of Management and Budget (OMB) regulations regarding surveys and research. See link provided in Section G.4 for information on the Paperwork Reduction Act and Information Collections Policy. Examples of research work may include, but is not limited to:

• Overall research plan/roadmap

• Audience segmentation research

• Predictive household or person level model

• Copy testing

• Digital usability testing

• A/B testing

• Historical trend analysis of attitudes

• Research on emerging communications technologies and channels

The Contractor shall collect and analyze a wide variety of state of the art metrics and data analytics to monitor and track the program over its lifecycle. The Contractor shall conduct on-going situational analysis to stay abreast of any changes such as political and environmental influences that could negatively impact participation rates. The Contractor shall monitor and track participation rates throughout the country. The Contractor shall collect real-time data that enables the Census Bureau to make on-the-fly changes in message content and media approach to gain the desired communications among key target audience segments and geographic areas.

The Contractor shall ensure that through data analytics, the Census Bureau has a nimble and fluid program that can rapidly and decisively respond to marketplace developments with the potential to affect and improve participation. Examples of data analytics work may include, but is not limited to:

• Real-time tracking and monitoring study

• Real-time reporting of response rates

• Communications control center

The Contractor shall integrate and collaborate with the in-house research staff and the independent evaluation contractor (see Section C.6, Measuring Performance for more information) to successfully accomplish this work.

C.5.2 Strategic Planning, Program Development, and Integration

The Contractor shall work collaboratively with the Census Bureau to develop and write a comprehensive national communications plan for the 2020 Census Integrated Partnership and Communications (IPC) Program. This entails creating an integrated communications strategy, goals, and objectives to achieve the mission, vision, and goals of the 2020 Census. The plan shall be fully integrated with the Census Bureau’s decennial census operations, partnership outreach, and internal public affairs activities. The Contractor shall research, draft, refine, edit, and finalize sections of the plan at the direction of the Census Bureau. The Contractor shall participate in presentations of the plan as needed. Once the plan is finalized, it will serve as the primary basis for issuing task orders under the contract.

The Contractor shall design and develop the brand identity and “look and feel” of the 2020 Census Integrated Partnership and Communications Program. The Contractor shall ensure that the brand identity maintains the integrity and consistent use of the 2020 Census logos. In addition, the Contractor shall develop brand identity guidelines for the program as well as co-branding standards and guidelines for partners and stakeholders. See Attachment J.6 for the U.S.

Census Bureau Style Guide, issued February 2012.

The Contractor shall plan, design, develop, and integrate all of the components of work outlined in the plan. This includes the completion of individual program plans that provide the roadmap for the execution of work under the contract. To the extent possible, all communications products and deliverables under the contract (see Section C.4.5) shall be customizable, downloadable, embeddable, and shareable.

The Contractor shall integrate and collaborate with the appropriate program areas and subject matter experts at the Census Bureau to successfully accomplish this work.

C.5.3 Communications Support for Decennial Census Operations and Other Programs

The Contractor shall provide communications support for decennial census operations and other programs at the Census Bureau. The Contractor shall work collaboratively with the Census Bureau on the mailing strategy for the 2020 Census to provide expert communications consultation. To the extent possible, the mailing pieces shall be integrated with the brand identity and “look and feel” of the communications program.

The Contractors shall provide messaging on decennial census operations including, but not limited to the online response option, multiple ways to respond to the 2020 Census, administrative records, and any other messaging required to educate the public about understanding and responding to the 2020 Census as well as about 2020 Census operations. The Contractor shall ensure all aspects of communications, channels, and platforms integrate

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The Contractor shall work collaboratively with Census Questionnaire Assistance (CQA) to provide communications support. The Contractor shall develop messaging to educate the public about the CQA operations. The Contractor shall develop talking points for CQA agents on the 2020 Census and to address emerging issues that may arise.

The Contractor shall work collaboratively with the American Community Survey Office (ACSO) to provide communications support on an on-going basis. The Contractor shall develop messaging and materials for the public that distinguish between the ACS and the 2020 Census to alleviate confusion and provide clear direction to respondents in the ACS sample during the course of the census.

The Contractor shall provide communications services and support for other program areas of the Census Bureau as needed. This includes, but is not limited to, integrating decennial census brand identity and messaging with other program areas’ needs as appropriate to the benefit of the respective areas.

The Contractor shall integrate and collaborate with the appropriate program areas and subject matter experts at the Census Bureau to successfully accomplish this work.

C.5.4 Field Recruitment Advertising and Communications

The Contractor shall conduct recruitment advertising and communications to attract qualified job candidates for the 2020 Census and census tests if needed. The Contractor shall develop the overall recruitment advertising strategy that is integrated with and aligned with the brand identity and “look and feel” of the overall integrated communications program. The Contractor shall complete creative development for advertisements, toolkits, and other materials. The Contractor shall develop and produce promotional materials for field recruitment. The Contractor shall design and develop the recruitment jobs website that is integrated with the 2020 Census website, the online job application, and the online assessment tool. The Contractor shall make national media buys for recruitment advertising. Local media buys for recruitment advertising will be placed outside of this contract.

The Contractor shall integrate and collaborate with appropriate program areas and subject matter experts, specifically Field Division and the regional offices, at the Census Bureau to successfully accomplish this work.

C.5.5 Traditional Advertising and Media Buying

Traditional advertising must be a component of any successful communications program. It is still considered very important as part of the communications mix despite the increase in digital media. The Contractor shall develop a traditional advertising and media plan that integrates with the other communications components of the program. The Contractor shall create and produce traditional advertisements to include broadcast and cable television, radio, print, and out-of-home. The Contractor shall test all traditional advertising creative with target audiences. The

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Contractor shall make all national and local media buys. The Contractor shall complete a post-buy analysis of the media buys. The Contractor shall continually research emerging trends and tactics, particularly relating to cable and addressable and interactive television, to ensure the Census Bureau takes full advantage of them during the 2020 Census.

The Contractor shall develop other video and audio products for the program that may not run in paid media but are necessary for the full integration and success of the program. Examples may include, but are not limited to:

• Testimonials

• Public service announcements (PSAs)

• Video vignettes

• Videos for the website and other digital platforms

• Video b-roll

• Short-looping videos for media outlets

The Contractor shall obtain the best commercial rates available and pursue negotiated added value in media points, sponsorships, and/or promotions to increase the overall value of the media buys. The Contractor shall return any applicable discounts granted by the media to the Census Bureau.

The Contractor shall develop, maintain, and administer an advertisement tracking system that permits continuous tracking against the key target populations that would allow for rapid course corrections in the level of media weight or shifts in messages through time.

The Contractor shall obtain and maintain on file all cost-related records, including affidavits, tear-sheets, or other advertising industry standard proof-of-performance documents for review by the Census Bureau and for purposes of audits as required by the contract and other federal statutes. These records shall be maintained for five (5) years or through contract close-out, whichever comes last.

The Contractor shall preserve all electronic files and hard copies for all deliverables produced under the contract. The Contractor shall provide an archival copy of all final products. No items shall be destroyed, discarded, or electronically deleted without the prior approval of the Contracting Officer’s Representative (COR). The Contractor shall maintain an inventory of all deliverables and provide to the COR on agreed-upon dates throughout the lifecycle of the contract.

All deliverables under the contract including plans, materials, products, and assets shall be the property of the Government. The Government shall assume ownership of and unlimited rights to all contract deliverables. The specific usage of contract deliverables will be further defined at the task order level including those contract deliverables that require usage into perpetuity. (See Section C.4.5)

The Contractor shall integrate and collaborate with the appropriate program areas and subject

December 11, 2015 matter experts at the Census Bureau to successfully accomplish this work.

C.5.6 Digital Advertising and Other Communications Technologies

Digital advertising is a key communications component that has seen exponential growth since the 2010 Census. It is expected that digital media consumption will continue to increase over the next several years. Digital advertising will be particularly important for maximizing online response. The Contractor shall develop a digital advertising strategy for the communications program that is integrated with the other components of the program. This strategy shall identify the ways to target broadly and to micro-target on a more granular level based on demographics, geography, behavior, interests, and others.

Since digital advertising has shown a vast improvement in sophistication and effectiveness since 2010, the Contractor shall continually research emerging trends and tactics in this area to take full advantage of them during the 2020 Census. The Contractor shall develop creative for digital advertisements and test the digital creative with target audiences. The Contractor shall make the media buys for digital advertising and provide real-time tracking and optimization of the digital advertisement strategy over the course of the program. The Contractor shall work with the Census Bureau to research privacy and intrusiveness concerns so digital advertising can be used effectively without impacting the privacy concerns of respondents.

The Contractor shall research new and emerging communication technologies other than digital advertising to determine the potential use as an effective part of the 2020 Census Integrated…