Custom Photography SOW 2026-Final.pdf

Division of Multimedia Services Creative Services Group Office of Communications

Centers for Medicare & Medicaid Services

STATEMENT OF WORK

Customized photography

I. BACKGROUND

The Division of Multimedia Services (DMS), Creative Services Group (CSG), Office of Communications (OC), Centers for Medicare & Medicaid Services (CMS) provides graphic design, photography, and produces video and multi-media products to support CMS’ education and outreach efforts. These services require professional, high-resolution photographs and illustrations (imagery) for brochures, posters, publications, exhibit displays, high-level presentations, web pages, and video to support CMS programs and initiatives.

II. PURPOSE

DMS is purchasing customized photography to meet CMS’ ongoing need for high-quality communication and outreach materials. DMS’ graphic designers and producers incorporate images to add substance, meaning, and aesthetic value to all types of graphic and multimedia projects. Customized photography would provide access to and use of fresh-looking imagery that may not be found in other resources, such as prepackaged, stock imagery CDs.

CMS uses imagery depicting seniors, children, multi-generational, and culturally diverse people participating in their own health care and life activities. DMS uses photographs in print, web, and multi-media for marketing, educational, and informational purposes. The types of imagery used in these materials include, but are not necessarily limited to, the following:

A. PEOPLE

• Cultural and ethnic diversity: African American, Asian American/Pacific Islander, Native Americans

(American Indians/Alaska Natives), Hispanic/Latino, Caucasian, and others.

• Independent disabled individuals, as well as those in need of some assistance from health professionals, care givers, and/or durable medical equipment (DME: walker, wheelchair, diabetes meter, home health care resources and others).

• Independent and semi-independent individuals and groups of healthy and not-so-healthy people, seen in lifestyle, clinical, and home health settings.

• Children covered by Children’s Health Insurance Program (CHIP). Children appear individually, with family and clinicians, in health care and social activities.

• Clinical and home health care services and professionals.

• Multi-generational families.

• Healthy lifestyles.

• Activities of daily living.

• Other images of people, as suggested or required.

B. ENVIRONMENT

• Architecture

• Computer technology

• Healthcare

• Exercise

• Activities of Daily Living (ADL)

• Medical devices, implements, supplies, and equipment.

• Military-related images

• Nutrition

• Textures

• Holiday-themed images

• Still-life images, such as small objects, vehicles, and any other possible object.

• Any other images of living environments, as suggested or required.

The customized images will be used to develop materials for the Medicare, Marketplace, and Medicaid year-round campaigns and initiatives.

Specifics of the customized set are:

• an established number of unique photo shoots,

• established unique locations and secondary locations per shoot

• 50 final image deliverables from each shoot.

• 50 total talent

• Required shot lists if needed.

• Photographers will select real talent based on CMS guidelines.

• 2-3 week turnaround time from once brief has been approved.

• Does not require photographer, location, prop or talent, approval unless requested

• Includes Standard Post-Production

• Usage will All-Media rights in perpetuity.

III. SERVICES REQUIRED

The customized photography should include the following elements to meet the needs of each project and the Multimedia designers’ and producers’ visions.

• Access and download capabilities to royalty-free professional quality photographs.

• Images must be available for download on a MAC platform, using Safari, or on a PC platform, using

Internet Explorer.

• Multiple user seats

• Use of downloaded images in CMS materials, indefinitely

• Downloaded images contain file metadata:

o Searchable key words o File formats required: JPG, EPS, TIF, PNG and others o Image resolution size o File Size: horizontal and vertical pixels, images width and height pixels o Color mode: RGB / CMYK, grayscale o Other metadata, as needed

• Unlimited insertions, usage and circulation of images

• No expiration date of downloaded assets (images)

• Images become the permanent property of CMS/CSG/DMS.

• Model release verification

• Non-exclusive, non-transferrable, and worldwide access to files

• Different file sizes, of any given image, for web, print, high-resolution, large-scale products.

IV. SECTION 508 - ACCESSIBILITY OF ELECTRONIC AND INFORMATION TECHNOLOGY

(a) This task order is subject to Section 508 of the Rehabilitation Act of 1973 (29 U.S.C. 794d) as amended by the workforce Investment Act of 1998 (P.L. 105-220). Specifically, subsection 508(a)(1) requires that when the Federal Government procures Electronic and Information Technology (EIT), the EIT must allow Federal employees and individuals of the public with disabilities comparable access to and use of information and data that is provided to Federal employees and individuals of the public without disabilities.

(b) The EIT accessibility standards at 36 CFR Part 1194 were developed by the Architectural and Transportation Barriers Compliance Board ("Access Board") and apply to contracts and task/delivery orders, awarded under indefinite quantity contracts on or after June 25, 2001.

(c) Each Electronic and Information Technology (EIT) product or service furnished under this contract shall comply with the Electronic and Information Technology Accessibility Standards (36 CFR 1194), as specified in the contract, as a minimum. If the Contracting Officer determines any furnished product or service is not in compliance with the contract, the Contracting Officer will promptly inform the Contractor in writing. The Contractor shall, without charge to the Government, repair or replace the non-compliant products or services within the period of time to be specified by the Government in writing. If such repair or replacement is not completed within the time specified, the Government shall have the following recourses:

(1) Cancellation of the contract, delivery or task order, purchase or line item without termination liabilities; or

(2) In the case of custom Electronic and Information Technology (EIT) being developed by a contractor for the Government, the Government shall have the right to have any necessary changes made or repairs performed by itself or by another firm for the noncompliant EIT, with the contractor liable for reimbursement to the Government for any expenses incurred thereby.

(d) The contractor must ensure that all EIT products that are less than fully compliant with the accessibility standards are provided pursuant to extensive market research and are the most current compliant products or services available to satisfy the contract requirements.

(e) For every EIT product or service accepted under this contract by the Government that does not comply with 36 CFR 1194, the contractor shall, at the discretion of the Government, make every effort to replace or upgrade it with a compliant equivalent product or service, if commercially available and cost neutral, on either a contract specified refresh cycle for the product or service, or on a contract effective option/renewal date; whichever shall occur first.

Section 508 Compliance for Communications

The contractor shall comply with the standards, policies, and procedures below. In the event of conflicts between the referenced documents and this SOW, the SOW shall take precedence.

Rehabilitation Act, Section 508 Accessibility Standards:

(1) 29 U.S.C. 794d (Rehabilitation Act as amended) (http://www.section508.gov/Section-508-Of-The-

Rehabilitation-Act)

(2) 36 CFR 1194 (508 Standards http://www.section508.gov/federal-acquisition-regulations)

(3) The U.S. Access Board’s technical standards (http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards)

(4) FAR 39.2 (Section 508) (http://www.acquisition.gov/far/current/html/Subpart%2039_2.html)

(5) CMS Standards, policies and procedures (Section 508) (http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information-Technology/Section508/Section_508_policies_procedures.html)

(6) Department of Health and Human Services Section 508 policies and standards(http://www.hhs.gov/web/508)

In addition, all contract deliverables are subject to these 508 standards as applicable.

Regardless of format, all Web content or communications materials produced, including text, audio or video -must conform to applicable Section 508 standards to allow federal employees and members of the public with disabilities to access information that is comparable to information provided to persons without disabilities. All contractors (including subcontractors) or consultants responsible for preparing or posting content must comply with applicable Section 508 accessibility standards, and where applicable, those set forth in the referenced policy or standards documents above. Remediation of any materials that do not comply with the applicable provisions of 36 CFR Part 1194 as set forth in the SOW shall be the responsibility of the contractor or consultant.

The following Section 508 provisions apply to the content or communications material identified in this SOW:

(1) 36 CFR Part 1194.21 a – l http://www.section508.gov/Section-508-Of-The-Rehabilitation-Act http://www.section508.gov/Section-508-Of-The-Rehabilitation-Act http://www.section508.gov/Section-508-Of-The-Rehabilitation-Act http://www.section508.gov/Section-508-Of-The-Rehabilitation-Act http://www.section508.gov/federal-acquisition-regulations) http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards http://www.acquisition.gov/far/current/html/Subpart%2039_2.html http://www.acquisition.gov/far/current/html/Subpart%2039_2.html http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information-Technology/Section508/Section_508_policies_procedures.html http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information-Technology/Section508/Section_508_policies_procedures.html http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information-Technology/Section508/Section_508_policies_procedures.html http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information-Technology/Section508/Section_508_policies_procedures.html http://www.hhs.gov/web/508 http://www.hhs.gov/web/508

(2) 36 CFR Part 1194.22 a – p

(3) 36 CFR Part 1194.31 a – f

(4) 36 CFR Part 1194.41 a – c

The contractor shall provide a completed Section 508 Product Assessment Template (VPAT) which can be found at http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information- Technology/Section508/Accessibility_Validation.html and the contractor shall state exactly how proposed EIT deliverable(s) meet or does not meet the applicable standards.

The following Section 508 provisions apply for software development material identified in this SOW:

For software development, the Contractor/Developer/Vendor shall comply with the standards, policies, and procedures below:

Rehabilitation Act, Section 508, Accessibility Standards:

(2) 36 CFR 1194 (508 Standards) (http://www.section508.gov/federal-acquisition-regulations)

a. 36 CFR Part 1194.21 (a – l)

b. 36 CFR Part 1194.31 (a – f)

c. 36 CFR Part 1194.41 (a – c)

(3) 508 Standards (http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards)

(4) FAR 39.2 (Section 508) (http://www.acquisition.gov/far/current/html/Subpart%2039_2.html)

(5) CMS/HHS Standards, policies and procedures (Section 508) Information Technology – General

Information http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information- Technology/Section508/Section_508_policies_procedures.html

(6) Department of Health and Human Services Section 508 policies and standards (http://www.hhs.gov/web/508)

For web-based applications, the contractor shall comply with the standards, policies, and procedures below:

Rehabilitation Act, Section 508, Accessibility Standards

(2) 36 CFR 1194 (508 Standards) (http://www.section508.gov/federal-acquisition-regulations)

a. 36 CFR Part 1194.22 (a – p)

b. 36 CFR Part 1194.41 (a – c)

(3) The U.S. Access Board’s Section 508 Accessibility Standards (http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards)

(4) FAR 39.2 (Section 508) (http://www.acquisition.gov/far/current/html/Subpart%2039_2.html)

(5) CMS Standards, policies and procedures (Section 508) Information Technology – General

Information (http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information- Technology/Section508/index.html)

(6) Department of Health and Human Services Section 508 policies and standards (http://www.hhs.gov/web/508)

V. PROJECT KICK-OFF MEETING

Upon acceptance, contractor project manager will schedule a project kick-off meeting with appropriate CMS personnel to review the project plan, timeline, and roles and responsibilities.

VI. PROJECT MANAGEMENT

A. CONTRACTOR ROLES and RESPONSIBILITIES http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information-Technology/Section508/Accessibility_Validation.html http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information-Technology/Section508/Accessibility_Validation.html http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information-Technology/Section508/Accessibility_Validation.html http://www.section508.gov/Section-508-Of-The-Rehabilitation-Act http://www.section508.gov/Section-508-Of-The-Rehabilitation-Act http://www.section508.gov/Section-508-Of-The-Rehabilitation-Act http://www.section508.gov/Section-508-Of-The-Rehabilitation-Act http://www.section508.gov/federal-acquisition-regulations http://www.section508.gov/federal-acquisition-regulations http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards http://www.acquisition.gov/far/current/html/Subpart%2039_2.html http://www.acquisition.gov/far/current/html/Subpart%2039_2.html http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information-Technology/Section508/Section_508_policies_procedures.html http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information-Technology/Section508/Section_508_policies_procedures.html http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information-Technology/Section508/Section_508_policies_procedures.html http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information-Technology/Section508/Section_508_policies_procedures.html http://www.hhs.gov/web/508 http://www.hhs.gov/web/508 http://www.section508.gov/Section-508-Of-The-Rehabilitation-Act http://www.section508.gov/Section-508-Of-The-Rehabilitation-Act http://www.section508.gov/Section-508-Of-The-Rehabilitation-Act http://www.section508.gov/Section-508-Of-The-Rehabilitation-Act http://www.section508.gov/federal-acquisition-regulations http://www.section508.gov/federal-acquisition-regulations http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards http://www.acquisition.gov/far/current/html/Subpart%2039_2.html http://www.acquisition.gov/far/current/html/Subpart%2039_2.html http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information-Technology/Section508/index.html http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information-Technology/Section508/index.html http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information-Technology/Section508/index.html http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information-Technology/Section508/index.html http://www.cms.gov/Research-Statistics-Data-and-Systems/CMS-Information-Technology/Section508/index.html

• Contractor will assign a Project Manager, whose duties will include managing the project and acting as a liaison between Contractor and CMS.

• Contractor Project Manager will be responsible for:

° Requesting project resources and ensuring availability for the project ° Formally tracking problems and issues to closure ° Guaranteeing corrective actions for issues ° Obtaining acceptance for deliverables from CMS

B. CMS ROLES and RESPONSIBILITIES

• CMS shall designate a Contracting Officer’s Representative (COR) who will act as the primary liaison between CMS and Contractor.

• COR will be responsible for:

° Serving as the primary point of contact for clarification, support, and approval needed from CMS ° Coordinating with CMS IT personnel to ensure the appropriate hardware, software, and network pre-requisite implementation requirements are met ° Ensuring access to key stakeholders ° Facilitating reviews within organization ° Providing resources and facilities for any activities performed at CMS site

VII. SUPPORT ONE (1) YEAR

A. CONTRACTOR RESPONSIBILITIES

Provide CMS a contact for technical support by phone or e-mail for any questions regarding the use of the stock imagery database. This includes, but is not limited to, general use, workflow, and security. Contractor will respond to these inquiries in a timely manner, usually during the same business day.

A support issue considered complete (but not necessarily resolved) when:

• The problem has been corrected or modified so it performs in accordance with the services specified in the contract; or

• CMS is advised on how to bypass the error; or

• CMS has been informed that the correction to the error is in the current or first prior patch/update, release or version of the software

B. CMS RESPONSIBILITIES

• Acceptance of resolution

C. CONTRACTOR DELIVERABLE

• Problem resolution and tracking history

D. TROUBLE TICKET HISTORY

Contractor will maintain a history of trouble tickets and problem resolution. This history is to be provided to CMS on demand.

VIII. PERIOD of PERFORMANCE

Base Year plus 2 Option Years: Periods of performance: 9/30/2026 to 9/29/2027 9/30/2027 to 9/29/2028 9/30/2028 to 9/29/2029

The Government may exercise options to extend the period of performance in accordance with FAR 52.217-9, upon written notification by the Contracting Officer within thirty (30) days of contract expiration or within thirty

(30) days of funds becoming available for that fiscal year.

IX. ITEMS to be FURNISHED and DELIVERABLE SCHEDULE

Reports and/or deliverables submitted under this contract shall be in accordance with the customized Imagery Provider Statement of Work.