Draft SOW Media R1 (693JJ923RQ000066).pdf

Statement of Work / Region 1 Media Support

Tactical Communications Support for Implementing NHTSA’s National Communications Strategic Plan

A. Overview

The National Highway Traffic Safety Administration (NHTSA) is an agency within the U.S. Department of Transportation (DOT) whose primary mission is to save lives, prevent injuries and reduce economic costs due to road traffic crashes, through education, research, safety standards, and enforcement activity. This is accomplished by setting and enforcing safety performance standards for motor vehicles and motor vehicle equipment as well as fuel economy standards, investigating safety defects in motor vehicles, conducting research on driver behavior and traffic safety, and providing grants to State and local governments to enable them to conduct effective local highway safety programs.

There were 38,824 people killed in motor vehicle traffic crashes on U.S. roadways during 2020, the largest number of fatalities since 2007. It also represents a 6.8 percent increase from 36,355 fatalities in 2019. The fatality rate per 100 million vehicle miles traveled (VMT) increased by 21 percent from 1.11 in 2019 to 1.34 in 2020, which is the largest percentage increase on record.

The 2020 crash data report also examines fatality data in key categories, as compared to 2019:

• Fatalities in speeding-related crashes up 17%

• Fatalities in alcohol-impaired driving crashes up 14%

• Unrestrained passenger vehicle occupant fatalities up 14%

• Motorcyclist fatalities up 11% (highest number since first data collection in 1975)

• Bicyclist fatalities up 9.2% (highest number since 1987)

• Passenger car occupant fatalities up 9%

• Fatalities in urban areas up 8.5%

• Pedestrian fatalities up 3.9% (highest number since 1989)

• Fatalities in hit-and-run crashes up 26%

• Fatalities in large-truck crashes down 1.3%

Total vehicle miles traveled decreased by 11% in 2020, from 3,261,772 million to 2,903,622 million.

Based on over 10 years of research, NHTSA and its partners have determined that conducting traffic enforcement with highly visible publicity and advertising is the most effective way to influence audiences to buckle up and deter impaired driving. NHTSA’s national communications plan supports the agency’s policy and program priorities. Working at the national and State levels, NHTSA has developed recommendations for communications strategies and tactical plans for State and local partners to effectively promote traffic safety year-round.

The purpose of this contract is to provide public information and education, media, and communication support for NHTSA Region 1 to support seat belt, impaired driving, speeding, distracted driving, vulnerable road users, community outreach, and general traffic safety awareness program efforts as well as other priority highway safety areas, including emerging traffic safety issues.

SECTION C – DESCRIPTION/ SPECIFICATIONS/ WORK STATEMENT

C.1 OVERVIEW/BACKGROUND

C.1.1 Overview

The National Highway Traffic Safety Administration (NHTSA) is an agency within the U.S.

Department of Transportation whose primary mission is to reduce deaths, injuries and economic losses resulting from motor vehicle crashes. This is accomplished by:

• Setting and enforcing national safety performance standards for motor vehicles and equipment

• Providing grants to State and local governments to enable them to conduct effective local highway safety programs

• Marketing and promoting safety messages, campaigns and materials to various audiences aimed at raising awareness and influencing and sustaining positive traffic safety behaviors

NHTSA's national communications plan supports the agency's policy and program priorities.

High visibility enforcement (HVE) for seat belt use and impaired driving prevention is the cornerstone of the national plan. NHTSA recommends that States and local communities also implement HVE as the foundation of their communications efforts and build around their key enforcement periods. Based on numerous years of experience working at the national and State levels, NHTSA has developed recommendations for communications strategy and tactical plans for State and local partners to effectively promote traffic safety year-round.

The purpose of this contract is to provide communication support for the NHTSA Region 1 Office, to support seat belt and impaired driving program efforts as well as other priority highway safety programs.

C.1.2 Background

Communications and outreach strategies seek to inform the public of the risks of dangerous driving and ways to protect yourself. As with prevention and intervention, education through communications and outreach strategies is especially important for youth under 21 years old. Education may occur through formal classroom settings, social media, news media, paid advertisements and PSAs, and a wide variety of other communication channels such as posters, billboards, web banners, and the like. Communication and outreach strategies are critical parts of many deterrence and prevention strategies.

In 1994, North Carolina implemented a long-term program to increase seat belt use rates.

The program was named Click It or Ticket, and it was the first statewide occupant protection Selective Traffic Enforcement Program (STEP) attempted in the United States.

Observations of seat belt use in the Southeastern States showed statewide increases of between 4 and 20 percentage points across the States. Considering the success of this region wide Click It or Ticket Mobilization, NHTSA applied the model to impaired driving, through its Drive Sober or Get Pulled Over campaign. Currently, most States are using the model to support the Click It or Ticket seat belt Mobilization and the Drive Sober or Get Pulled Over impaired driving Mobilization.

Social norms marketing campaigns are a more recent approach to reducing crashes. They are built on the premise that a person’s behavior is influenced by perceptions of how most people behave.

NHTSA and most States have begun using social networking sites to reach the general public with messages about alcohol-impaired driving. Sites such as Facebook, Twitter, Instagram, Snapchat, and YouTube can effectively and inexpensively reach large numbers of people. Similar to mass media campaigns and other types of communication described above, social media is unlikely to be as effective as a stand-alone strategy; however, it may be useful combined with other communications to support specific driving activities. A recent survey of the role and use of social media in traffic safety messaging recommended practices to incorporate social media in outreach efforts (Sack et al., 2019). These include reusing the same messages across traditional and social media platforms, using images and videos strategically, timing the messaging and content appropriately, and collaborating with other agencies to maximize visibility.

To continue to make strides in these areas, public attention must be focused on the preventable human and economic costs of motor vehicle crashes. Car crashes continue to be the leading cause of death for people ages 3 – 33. Children, young people, and young adults are most at risk in these crashes. Effective communication must be maintained, not only with the key audiences, but policy makers, so that all are aware of the potential lifesaving actions they can take to alleviate these costly crashes. For more information about countermeasures, data, and communication plans, please visit:

• NHTSA | National Highway Traffic Safety Administration

• Countermeasures That Work: A Highway Safety Countermeasure Guide for State

Highway Safety Offices, 10th Edition, 2020 (nhtsa.gov)

• Home | Traffic Safety Marketing

C.2 GENERAL REQUIREMENTS

The objective of this Contract is to provide professional communication support for the NHTSA Region 1 Office, to support seat belt and impaired driving program efforts as well as other priority highway safety programs.

C.3 SCOPE OF WORK

C.3.1 Requirements

C.3.2 Definitions and Acronyms

The following is a list of key definitions and acronyms used throughout the Statement of Work (SOW). This list may not be exhaustive.

https://www.nhtsa.gov/ https://www.nhtsa.gov/sites/nhtsa.gov/files/2021-09/Countermeasures-10th_080621_v5_tag.pdf https://www.nhtsa.gov/sites/nhtsa.gov/files/2021-09/Countermeasures-10th_080621_v5_tag.pdf https://www.trafficsafetymarketing.gov/

C.3.2.1 Acronyms

HTSA National Highway Traffic Safety Administration DFR Draft Final Report Government Printing Office Graphic GPO Government Printing Office GIF Graphic Interchange Format JPEG Joint Photographic Expert Group HTML Hyper Text Markup Language DOT U.S. Department of Transportation COTR Contract Officer’s Technical Representative CO Contracting Officer CS Contracting Specialist

C. 3.3 Specific Tasks/Requirements

The contractor shall perform the tasks as follows:

C.3 Task 1. Kickoff Meeting

Within three weeks of the award the contractor shall meet (either in person or virtually) with the NHTSA Region 1 Office in Cambridge, MA. The purpose of this meeting will be to: 1) discuss the administration of this contract; and 2) to discuss the project’s objectives, planned course of action, milestones and deliverables, and any other issues the contractor or government identifies. The Region will brief the contractor on the national and regional priorities, and will discuss integrated marketing approaches to apply research, public relations, media relations, advertising, and outreach to influence and sustain behavior change among specific high-risk audiences identified by the Region. The meeting will outline national, regional priorities, coordination methods with regional and HQ officials, as well as roles and responsibilities of all groups/offices involved in the media contract activities.

C.3 Task 2. Technical Assistance to The Regional Office

In support of the Region’s Communication Activities, the contractor will provide direct technical assistance and consultation to the regional office, but not limited to:

• Media and communication recommendations to execute Region 1’s priority programs by providing a regionwide media analysis.

• Awareness surveys.

• Conduct focus groups to target media.

• Guide staff on the use of social media and other new emerging media technologies as a low-cost method to reach key populations, including rural, multi-cultural and high-risk communities.

• Consult on media advisories and releases, B-roll, editorial boards, media events and other means to promote traffic safety messages. Occasionally pitch stories and events to media outlets.

• Write and/or interpret traffic safety talking points and materials consistent with trafficsafetymarketing.gov resources and content into multiple languages as appropriate.

• Consult on and coordinate press for press conferences, meetings/summits/Administrator events in Region 1, and other special outreach events.

• Identify major events such as sporting events and festivals that reach identified demographic audiences and recruit organizations and venues to take part in events.

• Coordinate with Federal Agencies to create, develop, and produce creative traffic safety outreach materials for their employees and stakeholders.

• Write, create, develop, design and/or produce creative traffic safety outreach materials.

• Offer graphic design support for Region 1 campaigns and initiatives.

• Provide training and continuing education to the regional staff n on how to effectively communicate with the press and public.

• Assess media coverage, conduct analyses, and provide summary reports following regional press events/program initiatives that may include clips and other reporting methods.

• Consult with the Region on buy plans, special media purchases, and regional/local traffic safety ad or PSA development.

• Develop media-related presentations and facilitate discussions for Region 1 meetings, conferences, etc.

• Provide media/communications technical assistance and or training for region 1 staff,

• Provide specialized media recording services (e.g., photographer, videographer, digital feeds, etc.).

• Create resources and materials to support Preventing Roadside Deaths and In Driver/ Officer Safety

• The contractor may attend Transportation Safety Institute (TSI) trainings as appropriate.

The contractor will use OCCI’s communications planning resources that include:

• Traffic and enforcement statistics

• Market research

• Strategic plan

• Calendar of activities

• Marketing-related campaign materials (general and time-specific resources)

• Communications assessment and reporting

C.3 Task 3. Implementation of Tactical Plan

In coordination with OCCI plan and conduct news conferences, to include news releases and presentations and collaboration with partners to increase media support. The Contractor will develop, implement, and promote regional media events when deemed necessary by the NHTSA Region 1 Office for various national, and regional activities, or provide technical assistance to the Regional Office. The Region 1 Office will select the timing and content of these events in cooperation with the Contractor. When requested, the Contractor shall support these events with staging, equipment, media alerts, press releases, background pieces, proclamations, press kits, web sites, newsletters, direct mail, e-mail, etc. and may be called on to pitch the event(s) to the media. Significant dates for possible media events to include but not limited to the following:

• Click It or Ticket mobilization – May

• Drive Sober or Get Pulled Over mobilization – August/September

• Distracted Driving mobilization – April

• Speed mobilization – Summer

• Impaired Driving Awareness – December, Independence Day (July 4th Holiday), Halloween, Saint Patrick’s Day, Cinco de Mayo

• Child Passenger Safety Week – September

• Motorcycle Events (Laconia Bike Week) – June

• Occupant Protection, Speed, and Impaired Driving – November (Thanksgiving

Holiday/weekend)

• Helmet for All Seasons –Winter, Spring, Summer, Fall

• Move Over Campaign – Winter and Spring

• Inclement Weather Driving –Winter

• Outdoor Recreation, Occupant Protection/Impaired – Winter, Spring, Summer, Fall

• Driving/Vulnerable Road Users – May through November

• Young Driver/100 Deadliest Days – Summer

C.3.4 Task 4. Generate Earned Media and Outreach, as appropriate, for other highway safety issues

The Contractor shall work at the direction of the Region 1 office, to develop publicity events, interviews, and/or other activities and channels for disseminating information on other relevant highway safety issues. The contractor will work with the Region 1 office to develop and implement the most appropriate communication strategy and tactics to generate news coverage on emerging hot topics.

C.3.5 Task 5. Periodic Meetings

The Contractor shall work at the direction of the Regional Office, to develop publicity events, interviews and/or other activities and channels for disseminating information on other relevant highway safety issues. The contractor will work with the Regional Office to develop and implement the most appropriate communication strategy and tactics to generate news coverage on emerging topics.

C.3.6 Task 6. Multicultural Partnership Outreach

The Contractor will assist the Regional Office in identifying identify, organizations or community groups that have authentic relationships with underserved and overrepresented populations involved in traffic crashes to make them aware of engage NHTSA. regional and local traffic safety media campaigns, programs, or initiatives. The contractor shall be able to provide culturally competent materials in multiple languages to satisfy the needs of the local demographics.

The Contractor shall assist the Regional Office with program planning and strategies to reach out to diverse organizations and non-traditional traffic safety partners. The Contractor shall provide technical assistance to the Regional Office to address barriers that hamper effective traffic safety outreach to underserved and overrepresented populations and find alternative methods to address these issues and concerns in concert with the Region to include, but not limited to:

• Providing consulting assistance to include translation/interpretation services and training.

• Develop and participate in opportunities to recruit partners and promote highway safety messages with/for minority populations in culturally sensitive and relevant ways.

C.3.8 Task 8. Reporting Requirements

1. Monthly Progress Reports

The contractor shall provide a detailed monthly activity report on how they are executing the contract tasks and include any additional communications-related information to the Regional COTR by the 10th day of every month, following the award of this contract. The contractor shall also furnish one (1) copy (preferably digital) of any related collateral material. The contractor shall provide the COTR with a paper copy and an electronic version in Microsoft (MS) Word format (See Section D, Performance Deliverables and Milestones).

The Monthly Report shall be in MS Word format and may be delivered by regular mail. At a minimum, the Monthly Report shall include a narrative description of the following items:

a. Accomplishments made during the reporting period. If earned media was obtained during the quarter, a detailed description shall be included in the report, containing:

• Media outlets reached

• Number of impressions made per outlet

• Estimated value of earned media

• Copies and/or clips of news reports

b. Funding expended during the reporting period.

c. Problems or delays encountered while conducting services during the reporting period.

d. Specific actions that the Contractor would like NHTSA to undertake to solve problems or delays encountered during the reporting period.

e. Plans for accomplishments in the next reporting period.

f. Technical assistance requests for the reporting period.

g. Training activities completed or scheduled to be completed.

Note: Requests for reimbursement shall be submitted with the monthly report.

2. Draft Final Report

One (1) month from the end of the contract period, the Contractor shall submit a detailed Draft Final Report (DFR) to the NHTSA COTR for review. The DFR shall be developed to present the results from all six (6) tasks outlined under Sections C.1 through C.6, above.

The NHTSA COTR and other NHTSA staff will review the DFR, provide comments and return to the Grantee within two weeks from NHTSA’s receipt of the DFR.

3. Final Report

The contractor shall provide a final report to the Regional Office COTR within 60 days after the end of the contract performance period, which presents the results from all seven (7) tasks in Section 3, Specific Requirements and Tasks, C.1 through C.7, at the completion of the project. The final report should include all produced materials and will summarize all activities conducted during the project period by the Communications Support Services, Regional Office support. The final report will also include an assessment of the region’s communications efforts. The Grantee shall provide this Final Report electronically to the NHTSA COTR, in addition to one (1) original (hard copy) to the NHTSA Contracting Officer and one (1) original (hard copy) to the NHTSA COTR via regular mail.

4. Required Format if the report is to be published

NHTSA is required by law to submit all products/publications to the Government Printing Office (GPO) for printing. GPO has established guidelines for the preparation of all print materials that can be found in the GPO, "Best Practices for Preparing and Submitting Electronic Design and Prepress Files (GPO Publication 300.6)." This document is available at: www.gpo.gov/procurement/ditsg/

Acceptable formats for the submission of publications include current desktop design and publication programs, such as:

• QuarkXpress

• Adobe PageMaker

Graphics files should be created in programs such as:

• Adobe Illustrator

• Adobe Photoshop

• Macromedia Freehand

Office graphics programs, such as Microsoft Word, Excel, or PowerPoint are not acceptable for submittal to GPO.

Contractors/Grantees preparing publications for NHTSA shall submit them so that they can be posted onto the NHTSA's website. All HTML deliverables rendered under contract/assistants’ agreements must comply with the accessibility standards found in 36 CFR 1194.22, which implements Section 508 of the Rehabilitation Act of 1973, as amended. More information can be found at:

http://www.accessboard.gov/sec508/guide/1194.22.htm.

http://www.gpo.gov/procurement/ditsg/ http://www.accessboard.gov/sec508/guide/1194.22.htm.

SECTION F - DELIVERIES OR PERFORMANCE

F.1 52.252-2 CLAUSES INCORPORATED BY REFERENCE (FEB 1998)

The contract incorporates one or more clauses by reference, with the same force and effect as if they were given in full text. Upon request, the Contracting Officer will make their full text available. Also, the full text of a clause may be accessed electronically at this/these address(es): www.acquisition.gov/far.

NOTE: Those clauses marked with an “X” are hereby incorporated by reference.

[X] 52.242-15 Stop Work Order (AUG 1989) [X] Alt I (Aug 1984) [X] 52.247-35 F.O.B Destination, Within Consignee’s Premises (APR 1984)

F.2 PERIOD OF PERFORMANCE

F.2.1 Base Period

All work required hereunder including preparation, submission, review, and acceptance of final deliverables shall be completed within the Base Period of twelve (12) months after the effective date of the Contract.

F.2.2 Option Period

The Government reserves the right to exercise options to extend the term of the Contract, on a twelve (12) month basis for four (4) renewable option periods, subject to the provisions of Section I.1, OPTION TO EXTEND THE TERM OF THE CONTRACT. The total possible period of performance (to include option periods) is sixty (60) months.

F.3 DELIVERABLES AND MILESTONES

Specific Deliverable and Milestone requirements are addressed below: All written deliverables shall be submitted electronically in Microsoft Word format, via e-mail. Paper copies shall be submitted only upon request of the government.

F.3.1 Deliverables/Milestone Schedule:

Item Number

Task Number

Deliverables Due Date

1 Task C.3.1

Initial strategy meeting with the Region 1 Office (M)

Within three (3) weeks of contract award.

2 Task C.3.2

Technical Assistance to the Region 1 Office (M)

Ongoing

3 Task C.3.2

Develop and utilize social media and other new emerging media technologies (M)

As scheduled throughout contract period.

4 Task

C.3.3 Plan and execute news conference events including media advisories, releases, background pieces, press kits, arrange for satellite feeds etc., at the direction of the Region 1 Office. (M)

As scheduled throughout contract period.

5 Task C.3.3

Plan and conduct events for USDOT/NHTSA dignitaries. (M)

Ongoing throughout contract period.

6 Task C.3.4

Foster and develop media partnerships to promote NHTSA campaigns and other messages. (M)

Ongoing throughout contract period.

7 Task C.3.4

Develop publicity events, interviews, etc.

for disseminating information on other relevant highway safety issues (M)

Ongoing throughout contract period.

8 Task C.3.5

Periodic meetings with Region 1 COTR and others. (M)

Ongoing throughout contract period.

9 Task C.3.6

Work with the Regional Office to identify and work with minority organizations interested in promoting NHTSA priority campaigns and other traffic safety messages, programs, or initiatives. (M) (D)

Ongoing throughout contract period.

10 Task C.3.7

Provide technical assistance to the Region 1 Office with program planning and strategies to reach out and engage minority populations, tribal partners, and non-traditional partners in traffic safety.

(M) (D)

As scheduled throughout contract period.

11 Task C.8.1

Provide a detailed Monthly Activity Report of tasks performed to the COTR at the NHTSA Regional Office (M) (D)

Monthly, on the 10th day of each month following the award date of this contract.

12 Task C.82

Draft of final report of activities and accomplishments. (M) (D)

30 days before the contract period ends

13 Task C.8.3

Contractor shall provide a Final Report to the COTR(M) (D)

Sixty (60) days after the contract period ends.