DTNH22-09-R-00213. Solicitation.pdf

DTNH22-09-R-00213

SOLICITATION, OFFER AND AWARD

4. TYPE OF SOLICITATION2. CONTRACT NUMBER 3. SOLICITATION NUMBER

7. ISSUED BY CODE 8. ADDRESS OFFER TO (If other than Item 7)

ORDER UNDER DPAS (15 CFR 700)

6. REQUISITION/PURCHASE NUMBER

NOTE: In sealed bid solicitations "offer" and "offeror" mean "bid" and "bidder".

NEGOTIATED (RFP)

SEALED BID (IFB)

5. DATE ISSUED

1. THIS CONTRACT IS A RATED RATING PAGE OF PAGES

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C. E-MAIL ADDRESS

EXT.NUMBERAREA CODE

B. TELEPHONE (NO COLLECT CALLS)A. NAME

10. FOR

INFORMATION

CALL:

CAUTION: LATE Submissions, Modifications, and Withdrawals: See Section L, Provision No. 52.214-7 or 52.215-1. All offers are subject to all terms and conditions contained in this solicitation.

(Date)(Hour) local timeuntildepository located in copies for furnishing the supplies or services in the Schedule will be received at the place specified in Item 8, or if hand carried, in the

SOLICITATION

9. Sealed offers in original and

PART IV - REPRESENTATIONS AND INSTRUCTIONS

OTHER STATEMENTS OF OFFERORS

EVALUATION FACTORS FOR AWARD

INSTRS., CONDS., AND NOTICES TO OFFERORS

REPRESENTATIONS, CERTIFICATIONS AND

LIST OF ATTACHMENTS

CONTRACT CLAUSES

PART III - LIST OF DOCUMENTS, EXHIBITS AND OTHER ATTACH.

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M SPECIAL CONTRACT REQUIREMENTS

CONTRACT ADMINISTRATION DATA

DELIVERIES OR PERFORMANCE

INSPECTION AND ACCEPTANCE

PACKAGING AND MARKING

DESCRIPTION/SPECS./WORK STATEMENT

SUPPLIES OR SERVICES AND PRICES/COSTS

SOLICITATION/CONTRACT FORM

PART II - CONTRACT CLAUSESPART I - THE SCHEDULE

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SEC. DESCRIPTION PAGE(S) (X) DESCRIPTION SEC. (X)

11. TABLE OF CONTENTS

18. OFFER DATE17. SIGNATURE

SUCH ADDRESS IN SCHEDULE.

IS DIFFERENT FROM ABOVE - ENTER

15C. CHECK IF REMITTANCE ADDRESS

EXT.NUMBERAREA CODE

15B. TELEPHONE NUMBER

(Type or print)AND

ADDRESS

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OFFEROR

CODE FACILITY

16. NAME AND TITLE OF PERSON AUTHORIZED TO SIGN OFFER15A. NAME

DATEAMENDMENT NO.DATEAMENDMENT NO.

and related documents numbered and dated):

amendments to the SOLICITATION for offerors

(The offeror acknowledges receipt of

14. ACKNOWLEDGEMENT OF AMENDMENTS

CALENDAR DAYS (%)30 CALENDAR DAYS (%)20 CALENDAR DAYS (%)10 CALENDAR DAYS (%)

(See Section I, Clause No. 52.232.8)

13. DISCOUNT FOR PROMPT PAYMENT

designated point(s), within the time specified in the schedule.

by the offeror) from the date for receipt of offers specified above, to furnish any or all items upon which prices are offered at the price set opposite each item, delivered at the

12. In compliance with the above, the undersigned agrees, if this offer is accepted within ______________ calendar days (60 calendar days unless a different period is inserted

NOTE: Item 12 does not apply if the solicitation includes the provisions at 52.214-16, Minimum Bid Acceptance Period.

OFFER (Must be fully completed by offeror)

IMPORTANT - Award will be made on this Form, or on Standard Form 26, or by other authorized official written notice.

28. AWARD DATE

(Signature of Contracting Officer)

27. UNITED STATES OF AMERICA

25. PAYMENT WILL BE MADE BY

26. NAME OF CONTRACTING OFFICER (Type or print)

CODE 24. ADMINISTERED BY (If other than Item 7)

ITEM

(4 copies unless otherwise specified)

23. SUBMIT INVOICES TO ADDRESS SHOWN IN

41 U.S.C. 253 (c) ( 10 U.S.C. 2304 (c) (

22. AUTHORITY FOR USING OTHER THAN FULL AND OPEN COMPETITION:

21. ACCOUNTING AND APPROPRIATION20. AMOUNT19. ACCEPTED AS TO ITEMS NUMBERED

AWARD (To be completed by government)

CODE

09-0016506/05/2009 X

NPO-320

Office Of Acquisition Management

DOT/NHTSA/NPO-320

1200 New Jersey Avenue, SE Washington, DC 20590

NHTSA 1400 ET 07/05/2009

Thomas J. Bub 202 thomas.bub@dot.gov

366-9571

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PAGE(S)

Chelly Johnson-Jones

AUTHORIZED FOR LOCAL REPRODUCTION

Previous edition is unusable

STANDARD FORM 33 (Rev. 9-97)

Prescribed by GSA - FAR (48 CFR) 53.214(c)

ITEM NO. SUPPLIES/SERVICES QUANTITY UNIT UNIT PRICE AMOUNT

NAME OF OFFEROR OR CONTRACTOR

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CONTINUATION SHEET

REFERENCE NO. OF DOCUMENT BEING CONTINUED PAGE OF

DTNH22-09-R-00213

(A) (B) (C) (D) (E) (F)

Vehicle Safety Communication Program Enhancements.

Title: Vehicle Safety Communication Program Enhancements.

FOB: Destination

0001 Vehicle Safety Communication Program Enhancements

OPTIONAL FORM 336 (4-86)

Sponsored by GSA

FAR (48 CFR) 53.110

NSN 7540-01-152-8067

Solicitation DTNH22-09-R-00213

PART I - THE SCHEDULE

SECTION B - SUPPLIES OR SERVICES AND PRICES/COSTS

B.1 SUPPLIES/SERVICES

The offeror shall propose all the necessary qualified personnel, facilities, materials and services to perform an Indefinite Delivery, Indefinite Quantity Contract (IDIQ), on a Time and Materials basis in accordance with the Statement of Work, Section C, and other terms and conditions of the solicitation, and any resultant Contract (s), for the effort entitled, “Vehicle Safety Communication Program Enhancements.” All support services provided to the Government shall be performed by the offeror’s employees or personnel otherwise retained by the offeror to fulfill specific work requirements of this solicitation and the resultant Contract.

Under the resultant IDIQ contract, the Government will issue individual Task Orders to obtain professional and technical services.

B.2 OBLIGATION SUMMARY

Minimum Obligation of the Government. The Government shall guarantee a minimum of $5,000.00 for services and support under the resultant IDIQ Contract.

Maximum Obligation of the Contractor. Under the resultant Contract, the Contractor shall be obligated to provide services and support up to the Ceiling Amount as shown in Section B.5.1 through B.5.5, Price Schedules, for the twelve (12) month base period, and if exercised, the Ceiling Amount four (4) one-year option periods. Each Task Order will include a Task Order Ceiling which the Contractor shall not exceed.

B.3 PRICES

The price for the various labor categories, and the cost for materials and supplies in support of the performance, is shown in the Sections B.5.1 through B.5.5, Price Schedule.

Base Year One – 12 months (TBD) Option Period One – 12 Months (TBD) Option Period Two – 12 Months (TBD) Option Period Three – 12 Months (TBD) Option Period Four – 12 Months (TBD)

The Contractor is not authorized, and is proceeding at its own risk, to incur costs on any individual task order that would exceed the funds actually obligated for such individual task order.

B.4 PRICE SCHEDULE DEFINITIONS AND SPECIAL PROVISIONS

B.4.1 “Loaded Labor Rates” As used in this contract, “Loaded Labor Rates” are composed of the hourly rates paid to an individual within a specific Labor Category (plus merit and or cost of living increases if applicable) plus indirect costs such as Fringe Benefits, Overhead, Facilities Capital Cost of Money (FCCM), General and Administrative (G&A), and Fee or Profit. However, see paragraph B.4.9 for treatment of Subcontractor’s labor rates. Indirect Cost Rates as well as percentage of fee shall be negotiated and fixed at time of contract award and shall remain fixed for the entire term of the contract.

B.4.2 “Home” or “Home Office” Loaded Labor Rates As used in this contract, “Home” or “Home Office” Loaded Labor Rates are those loaded hourly labor rates applied to labor categories whose work is preformed at other than a Federal government facility.

This includes work performed at the contractor’s or sub-contractor’s place of business. (See paragraph B.4.9 for treatment of Subcontractor labor rates).

B.4.3 “On-Site” Loaded Labor Rates As used in this contract, “On-Site” Loaded Labor Rates are those loaded hourly labor rates that apply to employees working at a Federal government facility.

B.4.4 “Regular” Loaded Labor Rates Regular Loaded Labor Rates reflect rates paid to a Contractor or Subcontractor’s employee for work performed during the employee’s normal workweek (generally 40 hours per workweek).

B.4.5 “Overtime” (FAR 22.103)

a) “Normal Workweek” means, generally, a workweek of 40 hours.

b) “Overtime” means time worked by a contractor’s employee in excess of the employee’s normal workweek.

c) “Overtime Premium” means the difference between the contractor’s regular rate of pay to an employee for the shift involved and the higher rate paid for overtime.

d) Overtime shall be used only when approved in advance by the Contracting Officer.

B.4.6 “Task Order” A document that specifies an order for services placed against an established contract to satisfy a Government requirement. Task Orders will include scope of work, period of performance, completion schedule, technical requirements, performance standards and acceptance criteria for deliverable products and agreed upon costs. Task Orders shall be considered “awarded” upon signing and dating of the Task Order by the Contracting Officer. Task Orders become financial obligations of the Government at time of award.

B.4.7 “Task Order Period of Performance” As it appears on each Task Order, the Task Order Period of Performance specifies the date on which work defined in each Task Order shall commence and the date on which all work shall be completed.

The effective date may or may not coincide with the date of Task Order award.

B.4.8 “Deliverable Products” Any tangible products produced as the result of requirements specified in the Task Order. Products may include: Progress reports, Data reports, Event reports, and Final reports. All products developed under the instrument of this contract become the property of the U.S. Government.

B.4.9 “Materials, Subcontracts, and all other Non-Labor Costs” For all materials supplies and subcontracts used in the performance of Task Orders under this contract, the Contractor shall be reimbursed at cost for such materials, supplies or subcontracts including appropriate indirect costs. Indirect costs include only those costs clearly excluded from the Loaded Labor Rate and allocated in accordance with the Contractor’s usual accounting practices consistent with FAR Part 31. No fee or profit shall be applied to materials, supplies, subcontracts, or other non-labor items ordered by task orders and furnished under this contract.

If the offeror elects to apply indirect costs to Other Direct Cost (ODC), then it must identify the indirect cost rate (or multiplier) applicable to the ODCs for the Base Period and Option Periods in Section B.5.1 through B.5.5, Price Schedules. These rates will also remain fixed for the life of the Contract.

B.4.10 “Travel Costs” Travel costs will be specifically identified in the contractor’s costs proposal for each individual Task Order. The Contractor shall be reimbursed in accordance with FAR Part 31, as applicable to the contract, including all appropriate indirect costs allocated in accordance with the Contractor’s usual accounting practices consistent with the FAR.

Cost incurred for lodging, meals and incidental expenses shall be reimbursed only to the extent that they do not exceed on a daily basis the maximum per diem rates in effect at the time of travel as set forth in the federal Travel Regulations (for travel in the continental United States) and Joint Travel Regulations (for travel in Alaska, Hawaii, Puerto Rico, and territories and possessions of the United States). Specific written approval from the Contracting Officer must be obtained in advance of any travel to foreign areas.

Non-reimbursable Travel: Travel expenses of any kind incurred for personal convenience between home and contractor’s business location (or, in the case of subcontractor personnel, home and the subcontractor) will not be reimbursed. Travel costs for travel to and from NHTSA Headquarters involving the Contractor or Subcontractor personnel assigned to NHTSA (“On-Site” personnel), will not be reimbursed. Any questions concerning NHTSA travel policy shall be directed to the Contracting Officer before costs are incurred.

Travel costs shall be reimbursed in accordance with the provisions of FAR 31.205-46, as follows:

a. Costs for transportation may be based on mileage rates; actual costs incurred, or on a combination thereof, provided the method used results in a reasonable cost.

b. Costs for lodging, meals, and incidental expenses based upon per diem, actual expenses, or a combination thereof; such costs shall be considered to be reasonable and allowable only to the extent that they do not exceed on a daily basis the maximum per diem rates in effect at the time of travel as set forth in the following:

1) Federal Travel Regulations, prescribed by the General Services Administration, for travel in the contiguous United States;

2) Joint Travel Regulation, Volume 2, DoD Civilian Personnel, Appendix A, prescribed by the

Department of Defense, for travel in Alaska, Hawaii, and outlying areas of the United States;

or

3) Standardized Regulations (Government Civilians, Foreign Areas), Section 925, “Maximum Travel Per Diem Allowances for Foreign Areas,” prescribed by the Department of State, for travel in areas not covered by 1 and 2 above.

B.4.11 Contract Prices

Prices as shown in section B.5.1 through B.5.5 Price Schedules shall be in effect for the twelve (12) month base period two, four (4) one-year option periods. Task Orders will be awarded at the prices in effect at the time the order is awarded.

B.4.12. Labor Categories and Descriptions

The following paragraphs defines the duties each labor category is responsible for performing. Subject to NHTSA Contracting Officer approval, the government may accept requests to revise the list or labor category descriptions provided.

Account Supervisor

Leads and directs account services staff within a public relations agency. Responsible for establishing direction within the firm and generally reports to the agency partner. Oversees the artistic development of marketing and promotional materials, including print, radio or television advertisements; collateral;

web sites; and publications.

Creative Director

Provides day-to-day direction to the actual artistic development of materials. Supervises illustrators, photographers, and production artists on projects. Within an agency, the creative director works with copywriters to develop strategies for advertising campaigns and often specializes in a particular medium, such as broadcast or print advertising. Requires design background and knowledge of design software applications.

Graphic Designer

Creates and executes design concepts and develops artwork for a variety of materials, including advertisements, web sites, video production, and other collateral. Requires design background and knowledge of design software applications.

Market Researcher Responsible for the overall execution of the research initiatives. Works directly with the client to develop the project schedule, define the research instrument, develop an analysis plan and coordinate all communications. Manages vendor resources ensuring the quality, timeliness and accuracy of deliverables.

Writer Works with creative director to conceive, develop, and produce creative marketing and communications messages for advertisements.

B.5 PRICE SCHEDULE

B.5.1 The ceiling price for the Base Year is TBD.

BASE YEAR – 12 MONTHS - Date of Contract Award through twelve (12) months thereafter.

LOADED LABOR RATES

CLIN Labor Categories Regular Overtime

1001 Account Supervisor $_____ $_____ 1002 Account Executive $_____ $_____ 1003 Creative Director $_____ $_____ 1004 Writer $_____ $_____ 1005 Graphic Designer $_____ $_____ 1006 Market Researcher $_____ $_____

The offeror may propose additional labor categories it considers necessary to perform the proposed effort.

Other Labor Categories (If Applicable)

1007 _______________ $________ $__________ 1008 ________________ $________ $__________ 1009 ________________ $________ $__________

Subcontract Labor (If Applicable)

1009 ________________ $________ $__________ 1010 ________________ $________ $__________ 1011 ________________ $________ $__________

Other Direct Costs (ODCs)

1012 Offeror’s applied Indirect Rate to “Other Direct Costs” (ODCs) if any _______%

1013 Offeror’s applied Indirect Rate to “Travel” if any _______ %

NOTE: No overtime shall be used in the performance of the work without prior written approval of the Contracting Officer. If the offeror pays overtime for any of the labor categories as indicated above, then submit evidence (time sheet) with offer and refer to Section B.4.5 of the solicitation regarding overtime payment.

B.5.2 The ceiling price for the Option Period 1 is TBD.

OPTION PERIOD 1 –- From the end of Base Year through twelve (12) months thereafter.

2001 Account Supervisor $_____ $_____ 2002 Account Executive $_____ $_____ 2003 Creative Director $_____ $_____ 2004 Writer $_____ $_____ 2005 Graphic Designer $_____ $_____ 2006 Market Researcher $_____ $_____

The offeror may propose additional labor categories it considers necessary to perform the proposed effort.

2007 _______________ $________ $__________ 2008 ________________ $________ $__________ 2009 ________________ $________ $__________

2010 ________________ $________ $__________ 2011 ________________ $________ $__________ 2012 ________________ $________ $__________

2013 Offeror’s applied Indirect Rate to “Other Direct Costs” (ODCs) if any _______%

2014 Offeror’s applied Indirect Rate to “Travel” if any _______ %

NOTE: No overtime shall be used in the performance of the work without prior written approval of the Contracting Officer. If the offeror pays overtime for any of the labor categories as indicated above, then submit evidence (time sheet) with offer and refer to Section B.4.5 of the solicitation regarding overtime

B.5.3 The ceiling price for the Option Period 2 is TBD.

OPTION PERIOD 2 –-From the end of Option Period 1 through twelve (12) months thereafter.

3001 Account Supervisor $_____ $_____ 3002 Account Executive $_____ $_____ 3003 Creative Director $_____ $_____ 3004 Writer $_____ $_____ 3005 Graphic Designer $_____ $_____ 3006 Market Researcher $_____ $_____

The offeror may propose additional labor categories it considers necessary to perform the proposed effort.

3007 _______________ $________ $__________ 3008 ________________ $________ $__________ 3009 ________________ $________ $__________

3010 ________________ $________ $__________ 3011 ________________ $________ $__________ 3012 ________________ $________ $__________

3013 Offeror’s applied Indirect Rate to “Other Direct Costs” (ODCs) if any _______%

3014 Offeror’s applied Indirect Rate to “Travel” if any _______ %

NOTE: No overtime shall be used in the performance of the work without prior written approval of the Contracting Officer. If the offeror pays overtime for any of the labor categories as indicated above, then submit evidence (time sheet) with offer and refer to Section B.4.5 of the solicitation regarding overtime

B.5.4 The ceiling price for the Option Period 3 is TBD.

OPTION PERIOD 3 – From the end of Option Period 2 through twelve (12) months thereafter.

4001 Account Supervisor $_____ $_____ 4002 Account Executive $_____ $_____ 4003 Creative Director $_____ $_____ 4004 Writer $_____ $_____ 4005 Graphic Designer $_____ $_____ 4006 Market Researcher $_____ $_____

The offeror may propose additional labor categories it considers necessary to perform the proposed effort.

4007 _______________ $________ $__________ 4008 ________________ $________ $__________ 4009 ________________ $________ $__________

4010 ________________ $________ $__________ 4011 ________________ $________ $__________ 4012 ________________ $________ $__________

4013 Offeror’s applied Indirect Rate to “Other Direct Costs” (ODCs) if any _______%

4014 Offeror’s applied Indirect Rate to “Travel” if any _______ %

NOTE: No overtime shall be used in the performance of the work without prior written approval of the Contracting Officer. If the offeror pays overtime for any of the labor categories as indicated above, then submit evidence (time sheet) with offer and refer to Section B.4.5 of the solicitation regarding overtime

B.5.5 The ceiling price for the Option Period 4 is TBD.

OPTION PERIOD 4 – From the end of Option Period 3 through twelve (12) months thereafter.

5001 Account Supervisor $_____ $_____ 5002 Account Executive $_____ $_____ 5003 Creative Director $_____ $_____ 5004 Writer $_____ $_____ 5005 Graphic Designer $_____ $_____ 5006 Market Researcher $_____ $_____

The offeror may propose additional labor categories it considers necessary to perform the proposed effort.

5007 _______________ $________ $__________ 5008 ________________ $________ $__________ 5009 ________________ $________ $__________

5010 ________________ $________ $__________ 5011 ________________ $________ $__________ 5012 ________________ $________ $__________

5013 Offeror’s applied Indirect Rate to “Other Direct Costs” (ODCs) if any _______%

5014 Offeror’s applied Indirect Rate to “Travel” if any _______ %

NOTE: No overtime shall be used in the performance of the work without prior written approval of the Contracting Officer. If the offeror pays overtime for any of the labor categories as indicated above, then submit evidence (time sheet) with offer and refer to Section B.4.5 of the solicitation regarding overtime

SECTION C - DESCRIPTION, SPECIFICATION,

WORK STATEMENT

VEHICLE SAFETY COMMUNICATION PROGRAM ENHANCEMENTS

C.1 BACKGROUND

The National Highway Traffic Safety Administration (NHTSA) is an integral part of the United States Department of Transportation (DOT) and its mission is to save lives, prevent injuries, and reduce traffic-related health care and other economic costs associated with motor vehicle use and highway travel. To accomplish this, NHTSA collects and analyzes motor vehicle crash data, and develops, promotes, and implements educational programs, vehicle safety standards, research, and enforcement programs.

The three (3) program offices under the Senior Associate Administrator for Vehicle Safety provide leadership, direction, and consultation services on studies and projects requiring analytical and planning expertise in the area of vehicle safety. They develop short-term and long-range motor vehicle safety program actions as well as identify significant vehicle safety problems needing to be addressed and the priority actions that will make the most significant impact on safety outcomes. They analyze crash data to identify emerging safety issues and to check the effectiveness of NHTSA’s efforts to address known safety issues, and for the development of new Federal Motor Vehicle Safety Standards or amendments to existing standards.

These standards require manufacturers of motor vehicle and equipment items to conform to and certify compliance with these standards. Also, these standards and regulations are written in terms of minimum safety performance requirements for motor vehicles and/or items of vehicle equipment. In addition, under the Motor Vehicle Safety Act and Motor Vehicle Information and Cost Savings Act, NHTSA has statutory authority to provide vehicle safety performance information to consumers.

In 1979, NHTSA created the New Car Assessment Program (NCAP), NHTSA’s most popular and successful vehicle safety consumer information program, to improve occupant safety by developing and implementing meaningful and timely comparative safety information that encourages manufacturers to design their vehicles to better protect occupants in a crash and be less susceptible to rollover, rather than by using regulatory directives. Since that time, the agency has improved the program by adding rating programs, providing information to consumers in a more user friendly format, and substantially increasing accessibility to the information via the Web site, www.safercar.gov. The program has strongly influenced manufacturers to build vehicles that consistently achieve high ratings, thereby increasing the safety of vehicles. The NCAP office provides the focal point for the development, planning, and implementation of new crashworthiness programs designed to stimulate voluntary improvements in the area of occupant crash protection and occupant survivability. In 2010, the Government 5-Star Safety Ratings program will be vastly improved to include a new rating system and recommendations for emerging advanced technologies beginning with model year 2011 vehicles. An overall vehicle rating and information on crash avoidance technologies, namely electronic stability control, lane departure warning systems and forward collision warning systems, will enable the safety-conscious consumer to make better purchasing decisions. Due to the dynamic nature of the market, consumers do not always have clear information on which active or passive safety technologies are beneficial to them and which are simply convenience features.

Additionally, NHTSA has the authority within the Office of Defects and Investigations (ODI) to require manufacturers to recall vehicles with safety-related defects under the National Traffic and Motor Vehicle Safety Act of 1966. The mission of ODI is to conduct testing, inspection, and investigation necessary for the identification and correction of safety-related defects in motor vehicles and motor vehicle equipment. ODI has experienced a slight upward trend in the volume of vehicle safety complaints filed with the agency from 2006 to 2008. Vehicle safety complaints from consumers on alleged safety defects are of critical importance to ODI (and to the public) in determining defect investigations to pursue, therefore it is critical to continue this upward trend in reporting safety-related defects. The public at large is not aware that they can report motor vehicle safety defects to NHTSA in order to identify a trend in a particular vehicle that may cause a safety hazard to a driver. If NHTSA determines that a vehicle has a safety-related defect, they may require the manufacturer to issue a recall. The public at this point does not understand their important role in regards to prompting the investigation of a potential vehicle safety issue.

It is the Office of Communications and Consumer Information’s objective with this contract to return complaint levels to at least 4,000 complaints per month, with an emphasis on consumers filling out a postage paid post card at the point at which they feel they might have a safety defect. This is usually when they are getting their vehicle serviced at their dealer or by their trusted mechanic or to simply go online to file a potential safety-related defect.

All consumer information activities related to vehicle safety are assigned to (OCCI). Marketing strategies have been undertaken to promote and disseminate NHTSA’s motor vehicle safety consumer information programs to the car buying public. There is a need to continuously inform consumers of the information and materials relating to vehicle safety that are available from NHTSA, as well as develop new materials where necessary.

C.2 PURPOSE

The purpose of this contract is to hire an integrated communications marketing/advertising firm seasoned in strategic and tactical development to support NHTSA’s vehicle safety programs. Marketing support shall be provided year-round to promote vehicle safety campaigns. The campaigns include programs such as, but not limited to, a new and improved 5-Star rating system, new vehicle safety crash avoidance technologies, child restraint systems, new CAFÉ rules, new tire fuel efficiency rating programs, as well as the necessity to report safety defects to NHTSA through the Office of Defects and Investigations.

The contractor shall provide to NHTSA a revised multi-media communications plan to drive the campaigns;

provide technical assistance to NHTSA and other designated partners; identify new and emerging cost effective ways to reach the target audience; create collateral materials (posters, radio liners, and earned and paid media materials such as internet advertising (banners, Google, Yahoo); develop communication materials for new campaigns in addition to enhancing any existing campaigns such as, www.safercar.gov. The contractor shall provide assistance in intuitive web design and layout for enhancing www.safercar.gov and comply with meeting and reporting requirements as specified in the Statement of Work.

C.3 GENERAL REQUIREMENTS

The Contractor shall have the capability to perform the following general tasks:

Assess and revise the current multi-media communications plan to convey vehicle safety information to consumers. Develop new approaches to provide consumers with relevant vehicle safety information to aid them in their car purchasing decisions as well as educate consumers regarding the safety of their current vehicle.

Provide technical assistance to NHTSA in all areas of integrated communications to include:

1) developing communication strategies and tactics;

2) developing collateral materials to support campaigns;

3) developing improvements for the presentation of vehicle safety information to consumers on www.safercar.gov.

Conduct market research to better assess the target populations that NHTSA is trying to reach with its communication efforts.

Develop, revise or refresh existing advertisements (non-traditional generic media) for new or existing campaigns. Optional tasks may include advertisements for upcoming rulemaking actions as determined by the NHTSA Administrator.

Provide technical assistance on developing new partnerships and collaboration opportunities. Continue to work with existing partners and associations that market to consumers on vehicle safety with whom NHTSA has developed good relations with.

Conduct meetings on an as needed basis; conduct weekly or bi-weekly conference calls or in-person meetings with NHTSA COTR and program managers; and provide all support in accomplishing the statement of work as outlined in this contract in a timely manner. Submit invoices in accordance with reporting requirements in Section G.

Prepare and submit reports in accordance with reporting requirements in Section F.

C.4 SPECIFIC REQUIREMENTS

The contractor shall perform the tasks as follows:

C.4.1 Meet with COTR and key NHTSA staff members

Within seven (7) calendar days after contract award, key members of the contractor’s staff who will be assigned major responsibility for carrying out the tasks of the contract shall meet at NHTSA headquarters with the COTR and other appropriate NHTSA staff to:

1. Review any contractual matters, including the terms and conditions of the contract;

2. Review and discuss the information furnished in the Statement of Work to ensure a common understanding of the objectives and structure of the communication and marketing efforts that focus on vehicle safety initiatives. The contractor shall review existing materials developed to better understand the extent of the existing NHTSA communications effort in relations to vehicle safety.

3. Review the types of technical assistance activities that the contractor may be called on to perform.

C.4.2 Assess and Revise Existing Integrated Multi-Media Communications Plan

The intent of the integrated multi-media communications plan is to assess what has already been accomplished in the realm of vehicle safety consumer education and expand upon that to further develop a series of year-round integrated communication activities that build upon, leverage and maximize the impact of our preexisting advertising campaigns. The plan shall include earned and paid media opportunities when resources are available for both NCAP and ODI to continue to keep the message fresh and in the public view and to target the hard to reach audience. The communication plan shall document specific messages, reflect audience segmentation, and provide ideas/thought starters for any marketing opportunities.

The NHTSA COTR will review and approve, or comment on the Draft plan and return to the Contractor. The Contractor shall revise the draft plan, accordingly, and submit the Final Integrated Communications Plan to the COTR within fourteen (14) calendar days following the receipt of COTRs comments. Subsequent communication plans shall be provided to the COTR no later than September of each year.

C.4.3 Provide Assessment to Identify New, Innovative, Cost Effective Ways to Reach Target

Audience

The contractor shall provide an on-going assessment to identify new and innovative, cost effective ways to reach the identified target audience, as appropriate. This would be based on market research conducted by the firm and approved by NHTSA. This market research may include the use of marketing databases such as Claritas, focus groups, observational research and other tools as approved by the COTR.

C.4.4 Develop Communication Materials

1. Projects may include but not be limited to, campaigns on the new Government Safety Ratings, emerging vehicle safety technologies, child restraint systems, new tire fuel efficiency ratings programs, as well campaigns to support reporting potential defects to NHTSA.

2. Communication materials may include, but not be limited to, a variety of earned media pieces, new creative that can be used for posters, website content, brochures, exhibit panels, guerilla marketing, etc., to support the vehicle safety campaigns. These tools may be posted on www.safercar.gov and/or actively marketed to automotive organizations and advocacy groups.

3. The creative materials will be developed and final concepts suitable for web site posting will be delivered to the COTR.

C.4.5 Conduct Market Research

Conduct market research to better assesses the target populations that the Agency is trying to reach with its communication efforts. This market research may include the use of marketing data bases such as Prism, focus groups, observational research and other tools as approved by the COTR. Using this information, the contractor shall create research based strategic and tactical marketing plans, and conduct and coordinate strategic multimedia marketing campaigns that use various communications elements such as advertising, public relations, online marketing and earned media to reach specifically defined audience segments and affect positive, measurable behavior change.

C.4.6 Provide Support for www.safercar.gov

Support may include keeping abreast of current industry practices and standards for possible website posts and developing multimedia content for www.safercar.gov

C.4.7 Conduct Event Planning

Plan and conduct news conferences, to include news releases and presentations and collaboration with partners to increase media support. Generate broadcast and print media beyond events, to include satellite media tours, audio news releases, video sound bites and B-roll, radio media tours, appearances on local TV and radio news and talks shows, editorial boards, op-ed and letters to the editor, issue specific articles targeted to national and local press publications;

C.4.8 Develop and Place Ads to Educate Consumers

To promote public awareness of vehicle safety initiatives and to disseminate information specifically to the car buying public, it is anticipated that the contractor may be requested to develop, revise or refresh existing internet advertisements (to include non-traditional generic media such as, gaming, Web 2.0, etc.). It is also anticipated that the contractor may develop new ads for television and radio to include work related to planning, placing media buys and providing post-buy analysis; developing scripts and storyboards to strategically target vehicle consumers as well as develop creative multimedia campaigns that will primarily compliment planned and/or other existing consumer information activities. The development of new communications materials may include development and testing of new tag lines and supporting creative.

Optional tasks that are unforeseen at the time this contract is written may include radio and television advertisements for upcoming rulemaking actions as determined by the agency.

C.4.9 Collaboration and Partnership Opportunities

At the direction of the COTR, the contractor shall be required to foster existing and develop new partnerships to promote vehicle safety programs. The contractor shall work with NHTSA to maintain strong ties with existing partners and develop relationships with potential partners to pro-actively support, educate and promote vehicle safety programs.

Technical assistance in developing these collaboration opportunities should include partnerships with national organizations such as, but not limited to, National Automobile Dealers Association, American Association of Motor Vehicle Administrators, Carmax and others; advocacy groups, such as Car Stars, Motor Vehicle Associations, American Car Care Centers, and others, to co-design safety materials.

C.4.10 Meetings and Conference Calls

The contractor shall participate in a weekly telephone status meeting with the COTR and other appropriate NHTSA staff to assess progress made on the contract. The purpose of the calls will be to: 1) ensure that the contractor, NHTSA COTR and staff are receiving technical assistance as needed, 2) that progress is being made on the projects/campaigns, 3) to discuss problems that are encountered and define potential solutions to those problems, and 4) to ensure that all tasks/projects are on track. Contractor staff may be required to attend meetings in person at NHTSA headquarters or by conference call as deemed appropriate by the COTR.

C.4.11 Evaluations

The contractor shall be required as part of task order requirement to conduct various types of evaluations.

Various types of evaluation methodology include process or administrative evaluations, collections of exposure or other data, and consumer feedback.

C.4.12 Task Order Monthly Progress Reports

The Grantee shall furnish one (1) original of the Progress Report to the NHTSA COTR by the 5th working day of the month. The report shall be in Microsoft (MS) Word format and may be delivered by e-mail. At a minimum, the Progress Reports shall include a narrative description of the following items:

1. Accomplishments made during the reporting period organized by each task order.

2. Funding expended during the reporting period. Funding expended will be broken out by labor hours associated with each task performed. Invoices will be submitted each month corresponding to the work performed as annotated in the monthly report. A response to the following statement: “Based upon expenditures to date, the actual total cost incurred in the performance of this contract is (Over Budget), (On Budget) (Under Budget) for the current contract term.”

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

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

5. Plans for accomplishments in the next reporting period and upcoming costs associated with those plans.

6. Technical assistance requests for the reporting period.

7. Preliminary or interim results, conclusions, trends or other items of information that the Grantee believes are of timely interest to NHTSA.

C.4.13 Preparation and Submission of the Contract’s Final Report

Final reports shall be prepared in accordance with DOT Order 1700.18, "Acquisition, Publication and Dissemination of DOT Scientific and Technical Reports" which includes DOT document, DOT-TST-75-97, "Standards for the Preparation and Publication of DOT Scientific and Technical Reports," incorporated herein by reference. A copy of DOT Order 1700.18 will be furnished upon request.

DOT Order 1700.18 requires that a Report Date be displayed on the cover and the Technical Report Documentation Page, DOT Form 1700.7 (see Attachment 2, Technical Report Documentation Page, of the Contract). The Report Date shall be the date that the contractor actually submits the Final Report to the Technical Reference Division, National Highway Traffic Safety Administration.

If a Final Report is returned to the contractor for technical or format corrections, the Report Date should be changed to reflect the date of resubmission. Any Reports not meeting the requirements stated above shall be returned to the contractor for correction.

In preparing the Final Report, the contractor shall comply with disclosure requirements specified in DOT Order

1700.18. In all other instances where the results of the project are presented or published (in whole or in part) during the contract or after its completion, the contractor and subcontractor(s), if any, are required to make the following acknowledgement:

"This research was supported (in part) by the National Highway Traffic Safety Administration (NHTSA), U.S.

Department of Transportation, under Contract No.__________________. The opinions, findings and recommendations contained herein are those of the authors, and do not necessarily represent those of NHTSA."

The submitted Final Report shall include the following statement, to be placed on the inside front cover of the published reports:

"This publication is distributed by the U.S. Department of Transportation, National Highway Traffic Safety Administration, in the interest of information exchange. The opinions, findings and conclusions expressed in this publication are those of the author(s) and not necessarily those of the Department of Transportation or the National Highway Traffic Safety Administration. The United States Government assumes no liability for its contents or use thereof. If trade or manufacturers' names or products are mentioned, it is only because they are considered essential to the object of the publication and should not be construed as an endorsement. The United States Government does not endorse products or manufacturers."

• Draft Final Report

Not less than thirty (30) calendar days prior to the completion date of the contract, (completion date of the contract defined as either 36 months after contract award or 12 months following the exercise of Option Periods One or Two), the contractor shall submit to the COTR a Draft Final Report summarizing, including:

• All technical assistance rendered,

• Any problems encountered and their solution,

• A summary of all national media buys (if applicable),

• All markets reached, gross rating points, and

• A summary of the technical assistance provided to the States.

Within fourteen (14) calendar days after receiving the Draft Final Report, the COTR will comment/approve the draft and return it to the contractor for changes.

• Final Report

Using the comments provided by the COTR on the draft final report, the contractor shall draft the final report and provide it to the COTR not less than seven (7) calendar days prior to the contract’s completion date.

SECTION D - PACKAGING AND MARKING

D.1 GENERAL INSTRUCTIONS

Preservation, packaging, and packing of all shipments or mailing of all work delivered under this contract shall be done in accordance with good commercial practices and to insure acceptance by common carrier (if applicable) and safe transportation at the most economical rate(s).

Any deliverables required by this contract shall be submitted to the applicable personnel identified in Section F.3 of this contract. Due to increase security concerns, deliverables transmitted via regular U.S.

Mail experience significant delay in reaching its intended destination and, as part of the screening process, may be damaged. For these reasons, the US Postal Service should not be used to transmit deliverables.

Rather, the contractor is encouraged to use electronic mail to the maximum extent possible.

D.2 PRINT-READY DELIVERABLES

For those items that must be ready for printing, the following NHTSA guidelines shall be used:

D.2.1 TEXT

Text files shall be provided in ASCII or Microsoft Word format on a CD using the fewest number of formatting tools as possible (i.e. avoid columns, multiple fonts, etc.). Avoid using any design/layout elements. If the publication has charts and graphs, the Contractor shall insert the chart or graph (produced preferably in Microsoft Excel) at the appropriate locations in the publication.

D.2.2 CHARTS AND GRAPHS

Charts and graphs should be provided in 2 forms. First, they should be inserted within the text as described above so that the agency can see what type of chart or graph is desired (e.g., pie chart, bar chart, etc.).

Second, the contractor should include the data files on a CD (preferable in Microsoft Excel) that were used to create the charts and graphs used in the publication.

D.2.3 ILLUSTRATIONS

Illustrations can take two forms:

Graphics

The Agency will develop any needed graphics in collaboration with the Contractor. The Contractor shall provide only the text files in Word to the TOM. In the event that it is necessary for the Contractor to develop the graphics, only GPO-approved software such as Adobe Illustrator shall be used.

Photographs When photos are used in Agency publications, the Agency typically uses existing photos or photos purchased through various sources. In the event the contractor supplies photos for use in a publication, the photos must be high resolution images preferably at 300 dpi (4” by 5” in size) or higher. They shall be supplied on a CD in either a TIF (usually from a photo that was taken, developed, printed and then scanned) or a JPG (usually taken using a digital camera and then downloaded onto a computer or disk) file.

NOTE: If the contractor supplies a photograph, a release form must accompany the photo indicating that the human subjects in the photo authorize NHTSA to use the photo in its publications and on its Internet site. The Contractor shall not use a release form under this contract that has not first been reviewed and approved for use by the Agency.

SECTION E - INSPECTION AND ACCEPTANCE

E.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.arnet.gov/far.

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

X 52.246-6 Inspection – Time-and-Material and Labor-Hour (MAY 2001)

E.2 INSPECTION AND/OR ACCEPTANCE

The Contracting Officer’s Technical Representative (COTR) as designated in this contract will be responsible for the overall administration of this contract. The Task Order Manger (TOM) will be responsible for performing the inspection of all supplies or services rendered under this contract and associated delivery/task orders and for recommending acceptance or replacement/correction of services or materials that fail to meet the contract and/or task order requirements to the contracting officer.

SECTION F - DELIVERIES OR PERFORMANCES

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.arnet.gov/far

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

X 52.242-15 Stop Work Order (AUG 1989)

X 52.247-35 F.O.B. Destination, with consignee’s premises (APR 1984)

F.2 PERIOD OF PERFORMANCE

F.2.1 Base Period All work required hereunder, including preparation, submission, review of any and all reports, shall be completed within the Base Period of twelve (12) months after the effective date of the resultant Contract.

F.2.2 Option Period The Government reserves the right to exercise an option to extend the term of the Contract for four one-year option periods subject to the provisions of Section H.1, OPTION TO EXTEND THE TERM OF THE CONTRACT. The total possible period of performance (to include the option periods) is sixty (60) months.

F.3 DELIVERABLES and MILESTONES

a. Delivery/Milestone Schedule

The following Deliverable/Milestone schedule applies to the resultant Contract:

ITEM

NO.

DELIVERABLES

(D)/MILESTONES (M)

DUE DATE SUBMISSION OF

DELIVERABLES

1 Task Order Monthly Progress Report 5thof each month Electronic

Additional Items as Specified on Delivery Schedule of Each Task Order, as required (M/D)

To be identified in each Task Order

To be identified in each Task Order

3 Task Order Final Report/End Project

To be identified in each Task Order

To be identified in each Task Order

4 Draft Final Report Not later than 30 days before the end of the contract.

Electronic

5 Final Report Not later than 7 days before the end of the contract.

Electronic

b. Place of Delivery/Number of Copies

All deliverable items shall be furnished to the following address in the number of copies specified:

NOS.

ADDRESS

1 To be identified in each Task Order Award 2 To be identified in each Task Order Award 3 To be identified in each Task Order Award

F.4 PLACE OF DELIVERY/NUMBER OF COPIES

All deliverable items shall be furnished to the following address in the number of copies specified:

NOS.

TOTAL NO. OF

COPIES

ADDRESS

1-3 1

COTR - TBD at Contract Award Office of Communications and Consumer Information; NPO-500 1200 New Jersey Ave SE West Building; W52-238 Washington, DC 20590 E-mail Address to be provided at Contract Award

F.5 BRIEFING/MEETINGS AND REPORTING REQUIREMENTS

a. During performance period of the contract, meetings, conferences, and/or conference calls between NHTSA and the Contractor may be required.

b. Task Order Final Report/End Product – The Task Order Final Report and/or End Product will be specified by each Task Order issued under the resultant Contract.

F.6 MILESTONES

Milestones shall be defined in each individual Task Order.

F.7 ELECTRONIC DATA SUBMISSION

Electronic data files shall be provided on CD ROM or DVD formatted in accordance with the NHSTA EV5 data format as specified in the Version 5 Test Reference Guides, containing the following:

• Digital still photographs

• Electronic video of each test event

• Electronic copy of time history data traces from test instrumentation

• Electronic copy of the test/final report

Copies of the guides may be downloaded from the web site. The data entry program, Entrée, which may be used to generate the NHTSA specification files in the EV5 format defined in the guides, may be downloaded from…