POSTED_QUESTIONS_AND_ANSWERS_02-14-13.pdf

U.S. Department of Transportation National Highway Traffic Safety Administration (NHTSA)

Request for Proposal: DTNH22‐13‐R‐00652 Media and Communication Support Services

(Questions and Answers) February 14, 2013

The following questions and answers are provided below in accordance with Sub‐Section L.5.1 of the above‐cited Request for Proposal (RFP). Some questions may be modified slightly to protect the identity of the requesting party.

Question 1. Is there an incumbent contractor and; if so, who is the incumbent?

Answer: The incumbent contractor is The Tombras Group of Knoxville TN.

Question 2. What is the incumbent’s contract number?

Answer: The current NHTSA/ Tombras Group contract number is DTNH22‐08‐C‐00066.

Question 3. Regarding the RFP below, I’m trying to determine if my firm is eligible to be a subcontractor. Does a “100% set aside” mean only so designated small business can apply/lead the work BUT that they can subcontract a minority of the work to firms that are not designated as a small business – or does it mean only small businesses can apply and they are only allowed to sub to other small businesses, as well? Appreciate your response as it will determine if we are able to participate in this solicitation as a sub‐contractor.

Answer: Regarding your question on subcontractor participation in a procurement set‐aside 100% to small businesses, please refer to FAR Clauses 52.219‐6; 52.219‐8; and 52.219‐14.

Question 4. I was reviewing the above solicitation, which is a small business set‐aside; we are a WOSB. The solicitation does not address the direct mail services (541860); Can you tell me how these services will be handled?

Answer: Direct Mail is not a part of NHTSA’s marketing strategy.

Question 5. I work with several ad agencies that may be interested. Maybe I missed it, but can you clarify the term and project amount involved?

Answer: The term is specified in Section F.2. The amount of the contract will depend upon the prices proposed by offerors; however Enclosure 3 of the RFP provides a general idea as to the total potential value of the contract.

Question 6. SF33 indicates a due date of 3/5/13 at 2 pm eastern time. However, the listing on FBO.gov indicated a due date of 3/5/13 at 11:59 pm. Given the uncertainties of delivery carriers (i.e., FedEx, UPS) will you accept solicitations as long as they arrive on 3/5/13?

Answer: The date and time listed in Block 9 of the Standard Form 33 (i.e. 1400 ET 3/5/2013) is the firm due date and time for submission of proposals. The FBO.Gov notification has been changed to reflect that date and time.

Question 7. Section H.6, Talent Rights and Fees, it states, “In all negotiations for State advertising, the Contractor shall ensure that all rights to State advertising convey to the appropriate State.” Is this correct? Will each State agree to the terms and conditions and are all states capable of being a Signatory? If the advertising is developed using NHTSA funding, shouldn’t the rights remain with NHTSA?

Answer: In part, the purpose of Section H.6. is to prevent the agency contractor from entering into agreements that may limit the agency’s ability or its State partners from using developed advertising without restriction during the contract or even after the contract ends (depending on the talent rights negotiated). For State advertising, our preference is that the rights convey to the appropriate State. However, we know that in some cases a State is not capable of being a signatory. NHTSA will work with the contractor to resolve these situations as they arise. In any event, for all cases, the expectation is that the contractor will be in discussion with NHTSA before entering into any talent rights agreements regardless of whether they cover National or State advertising.

Question 8. Section H.6, Talent Rights and Fees, it states, “NHTSA will only be responsible for the reimbursement of the Contractor’s direct labor cost associated with the paid media buys.” Is this in the wrong section? Also, please confirm that NHTSA will also pay for airtime and traffic costs associated with paid media.

Answer: The sentence appears in this section as a general restatement of the condition that NHTSA will not reimburse the contractor for any fees over and above the cost directly incurred by the contractor for airtime and traffic (plus direct labor “functional area” costs.)

Question 9. Sections I.3.5 and I.3.6 seem to contradict one another. Section I.3.5 indicates the contract may be extended by 6 months, but Section I.3.6 indicates “the total duration of this contract, including exercise of any options shall not exceed 60 months.” Please clarify.

Answer: The contract’s established period of performance is twenty‐four (24) months (Base Year 1 and Base Year 2). The contract also permits the government to exercise up to three (3) additional option periods (in one‐year increments) resulting in a total possible period of performance of sixty (60) months. Section I.3.5 (FAR 52.217‐8 “Option to Extend Services”) is a special clause that can be exercised by the government when needed. This clause permits the government to require that the contractor continue providing services under the contract for up to an additional 6 months past the completion date of the contract. If, for example, the government elects not to exercise the first option period, then the term of the contract would end twenty‐four (24) months after contract award. If the government determined that services had to continue past that 24 month period until, for example, a follow‐on contract was awarded, then FAR 52.217‐8 allows those services to continue for up to six additional months resulting in an effective period of performance of 30 months. The same holds true if the government elected to exercise all option periods. If the government required that the contractor continue providing services under this contract after the 60‐month period of performance ended, then the government could exercise FAR 52.217‐8 thereby resulting in an effective period of performance of 66 months.

Question 10. Section G.1.2 prohibits SMA to be used for anything except advertising airtime and/or secure print/internet space. However, occasionally ad servers are needed to serve Internet ads to the networks. This allows for real‐time analytics and optimization of digital media, thereby increasing the effectiveness of the SMA. Can these charges be included? Also, do outdoor and guerilla advertising fall under SMA? (Mobile and Outdoor advertising often include charges for production or mounting of the signage.) Please clarify.

Answer: These costs would be covered under the resultant contract. Outdoor and guerilla advertising may fall under the SMA budget.

Question 11. Sections G.3.1 through G.3.3 discuss invoicing. However, there is no designated invoice period (i.e., once per month, weekly, etc.). We assume invoices will be accepted monthly. Would NHTSA consider semi‐ monthly for SMA costs as defined in G.1.2, in addition to the 15 day processing time?

Answer: Sections G.1.2 and G.3 of the RFP have been changed to reflect the following:

Invoices for SMA may be submitted for payment every fifteen (15) days. The Government will make every attempt to pay the contractor for SMA costs within fifteen (15) days after receipt of a proper invoice at the location designated in Section G.3 of this contract.

Invoices for all costs other than SMA shall be submitted on a monthly basis. The government will make payment on costs other than SMA within thirty (30) days after receipt of a proper invoice at the location designated in Section G.3 of this contract.

Question 12. Section H.7.1 Disclosure of Conflicts of Interest—The RFP states, “Affected organizations shall include, but are not limited to, the insurance industry.” Should we disclose any work for an auto manufacturer or alcoholic beverage maker? What about work with a state highway safety office?

Answer: As we state in the RFP, the Offeror shall provide a statement in its technical proposal which describes in a concise manner all past, present or currently planned organizational, financial, contractual or other interest(s) with an organization regulated by NHTSA or with an organization whose interests may be substantially affected by NHTSA activities, and which is related to the work under the request. In our view, the organizations covered by this statement include, but are not limited, to auto manufacturers, alcoholic beverage makers, insurance companies and State highway safety offices. The agency requires this information in order to determine whether a conflict exists and whether steps may be taken prior to an award to mitigate such conflicts with an offeror.

Question 13. Section L.7.2.1a Sample Portfolio—What is the preferred method for receiving multi‐media components (TV, radio, animations) for the five samples? Are QuickTime Movies, MP3s and Flash Animations on a CD Rom/DVD or USB acceptable in addition to the printed portfolio?

Answer: QuickTime Movies on CD ROM/DVD or USB is acceptable.

Question 14. Section L.7.2.2.a Presentation Material—What equipment will the government provide during the oral presentations? Specifically, will there be a screen, projector, easel, speakers, podium, laptop, etc.?

Answer: The government will provide the facilities and basic equipment required for the oral presentation portion of the technical proposal (i.e. room, laptop, podium, easel, projector and screen). Any equipment other than that listed in the previous sentence shall be provided by the offeror.

Question 15. Section L.2.2.2.a Presentation Material—If we provide copies in PDF format, may we elect to use our own presentation software (i.e., Keynote) for the presentation? If yes, should be plan to provide our own laptop with the software installed?

Answer: Section L.2.2.a states that the presentation must be saved in a format compatible with Microsoft Word 2010. PDF format is also acceptable. NHTSA must have the ability to access and view the presentation material which the offeror provided on CD ROM without the need to use additional software programs. Therefore, use of Keynote presentation software is not permitted.

Question 16. Section L.7.2.2.b Areas to be Covered During the Oral Portion of the Technical Proposal—Many of the topics between Technical Approach and Understanding, Technical Capabilities and Offeror’s Experience are similar. Specifically:

Under Technical Approach and Understanding, bullet #5 asks for "an organizational chart identifying the contract team (to include the Offeror’s personnel as well as Subcontracting efforts).” Then, under Technical Capabilities, the first bullet asks to “identify subcontractors it plans to use and explain the roles of these subcontractors in performing this contract’s efforts.” Can we combine these during the oral presentation (noting that we are addressing two requirements)?

Answer: Yes, as long as you address both factors, you may combine this information.

Under Technical Approach and Understanding, bullet 6 states, “Discuss media planning and purchasing strategies for delivering effective paid media advertising campaigns.” Under Technical Capabilities, bullet two states, “Explain its media planning and purchasing capabilities.” Again, can we combine these during the oral presentation (noting that we are addressing two requirements)?

Answer: Yes, as long as you address both factors, you may combine this information.

Question 17. Section L.7.2.2.c Oral Presentation Step IV (page 49)—it appears the last sentence has cut off.

(Following exchanges between the government and the offeror, the Offeror…..). Please clarify this step.

Answer: The final sentence should read: “Following exchanges between the government and the offeror, the Offeror will be dismissed.” The Request for Proposal has been amended to reflect this correction.

Question 18. Enclosure One—Mandatory Requirements Checklist—Please clarify the requirements of the Letter of Credit requirement. Will signed statements from national networks (broadcast, radio and digital) indicating that the company has the approval to place advertising without payment in advance suffice? (Based on initial conversations with major networks, they are hesitant to issue a formal Letter of Credit.)

Answer: The requirement is for the Offeror to show that it has the financial resources necessary to absorb and carry all costs until reimbursed by the government. There is no requirement for a letter of credit; rather a letter of credit (possibly from the offeror’s bank) is provided as an example of one way to demonstrate the offeror has sufficient financial resources.

Question 19. Enclosure 4—The instructions do not specify estimating travel? Should we include estimated travel on Enclosure 4?

Answer: Enclosure 4 has been amended and posted on FBO.Gov. The Enclosure now includes an additional column under “Other Direct Costs” where the Offeror shall provide its estimate for Discretionary Advertising, Miscellaneous Direct, and Travel Costs. Other minor changes have also been made (refer to Amendment 002 to this RFP).

Question 20. C.4.3. on page 9, you speak about “Conduct market research to enable NHTSA and its partners to effectively and efficiently reach at risk and culturally appropriate target audiences as it relates to traffic safety issues.” Can you provide us with any specifics as to the number and type of research projects you would expect us to perform per year?

Answer: The listing in C.4.3 provides examples of the types of requirements the selected contractor may have to fulfill during the contract term. An awarded Task Order would include specific requirements if market research was needed. In the past, the requirement to engage in market research occurred approximately four times in a year however this number is provided as historical information only and does not necessarily mean that similar requirements will occur in the future.

Question 21. Regarding the research, can you clarify your expectations of what this would involve? Are you expecting literature review of research that has been completed in this area, focus groups with the target audience and/or this information to drive the messaging? Please give us specific answers to what you expect the research to achieve and the methods you expect us to implement.

Answer: The Offeror should discuss its various market research capabilities. Market research is project dependent and may include but not be limited to focus groups, one‐on‐one interviews, literature reviews, and/or online research.

Question 22. L.7.2.2.a Presentation Material you state that you want us to provide you with our Oral presentation material that can be printed, are you expecting to get a Power Point presentation that we would use for our in person presentation? Please clarify your expectation here, is this the same 90 minute in person Oral presentation?

Answer: There is no specific requirement to deliver a PowerPoint presentation. The requirement is for the offeror to provide electronic copies (8 CD‐ROM/DVD) of the material it will be using when presenting its oral technical proposal. The material must be compatible with Microsoft Office Suite 2010. Although PowerPoint is a compatible application, it is not the only one that falls in that category (e.g. material saved in PDF format is not incompatible with Office 2010.) Just prior to an offeror presenting its oral technical proposal, a member of the NHTSA technical evaluation committee will give one copy of the CD ROM/DVD back to the offeror which that offeror will use during its oral presentation. Technical evaluation committee members will also be provided with paper copies of the offeror’s presentation material which they can use to follow‐along as well as use later for reference. The offeror will base its 90 minute presentation on the material provided on the CD ROM / DVD.

Question 23. Can you explain why you are requiring us to prepare an Oral presentation that is in addition to our technical response when you are reserving the right to select who will actually be asked to do an in‐person presentation? Normally we would be notified of being selected for an in person presentation and be given time to prepare, do you plan to extend the due date to give us the extra time to respond?

Answer: The oral presentation is part of your technical proposal. All offerors who provide the documents and information discussed in Section L.7. of the RFP should anticipate presenting its oral technical proposal. Offerors who do not provide that material and information will be notified that their submission was incomplete and as such, will not receive further consideration. All offerors must be prepared to provide their oral technical proposals in accordance with Section L.7.2.2.c. There are no plans to extend the due date for proposals.

Question 24. In several instances you are asking for proprietary information that we are reluctant to share unless we are asked to participate in the in person presentation, can you please provide us with the appropriate language or the FAR so we can note the exceptions?

Answer: All technical and cost information submitted by offerors and received by government employees are protected under the Procurement Integrity Act. FAR Part 3 discusses in detail the Procurement Integrity Act as well as other laws and regulations enacted to protect proprietary information and ensure the integrity of the procurement process. The act requires strict control of all proposal documentation and information as well as sensitive source selection information. Members of the technical evaluation committee are required to execute non‐disclosure agreements prior to receiving any proposal material. Offerors may also protect their documents by indicating on each page that the information is proprietary in nature and may only be used in reference to this request for proposal.

Question 25. L.7.2.2.b You ask us to “discuss our ability to coordinate the delivery of technical assistance”……can you please explain exactly what you mean by “technical assistance”, what are you looking for?

Answer: Refer to Sub‐Task 6 of Task Order 001 Enclosure (5). While not an all‐ inclusive list, technical assistance varies and may include but is not limited to: retagging or duplicating NHTSA TV, radio, or digital ads for use by states and partners, converting banner ads to posters, reviewing State creative ads and media plans; and providing earned media advice and/or assistance.

Question 26. You seem to keep expanding the services you are looking for, you mention Public Relations, training, conferences, special events, and various strategic plans can you give us a better understanding of just what work you want us to perform?

Answer: Section C.2 Objective and Section C.3 Purpose discuss the basic requirements of this contract. The successful offeror must be able to provide all of the services listed.

Question 27. If we are invited to participate in the in person presentations will you pay for our travel and if so, are we limited to the number of people you are willing to pay for?

Answer: NHTSA does not reimburse offerors for direct costs associated with submitting proposals.

Question 28. What has your budget been for this project over the last five years?

Answer: Over the past five years, NHTSA has budgeted $175,766,836.00. However it must be understood that within this budgeted amount an amount in excess of $141,999,949 has been budgeted for Statutorily‐Mandated Advertising (SMA). Treatment of SMA costs is discussed in detail in Section G.1.2 and Attachment 1 to the RFP.

Question 29. How much of the budget for this proposed Scope of Work is for advertising? Media buy?

Production?

Answer: Being an Indefinite Delivery, Indefinite Quantity type contract, budgets, or independent government cost estimates, will be developed as specific task order requirements for this contract are identified. Those requirements are based upon advertising and marketing needs identified by NHTSA management during the life of the contract. With that said, Enclosure (3) of this RFP provides the offeror with a general idea of past yearly contract amounts. Once the offeror enters its functional area rates, calculates total functional area costs, and applies its indirect rates to Other Direct Costs, the total amount for each contract year can be used to estimate this contract’s yearly budget. However it must be repeated that these calculated yearly amounts are just estimates and do not represent actual known requirements, nor do they establish financial obligations on the part of the government.

Question 30. Why is the Request for Proposal a Small Business Set‐ Aside?

Answer: The Federal Government’s preference is to award contracts to small businesses that are capable of performing the required work. It has been determined that small businesses can perform this work based upon historical information.

Question 31. Will firms without an established Washington office be disqualified?

Answer: Offeror’s are not required to be headquartered, nor are they required to have offices within in the Washington DC metropolitan area at time of proposal submission. However, Section C.4.1 of the RFP states that the successful contractor must establish an office in the DC metropolitan area for key project staff if such an office did not exist prior to contract award.

Question 32. Is the incumbent a small business and qualified to bid on this program?

Answer: Yes, the incumbent is a small business qualified to submit a proposal in response to this RFP.

Question 33. Task Order #1, Sub‐Task 6 defines the requirement for Technical Assistance. Are there defined hours that the Agency requires for the technical assistance being provided for on a daily or weekly basis?

Answer: No, there is no defined number of hours. Technical assistance is generally task dependent. Question 25 provides example of technical assistance that occurred under the current contract and NHTSA expects a need for the same types of technical assistance in the contract resulting from this RFP.

Question 34. Task Order #1, Sub‐Task 6 , the Agency defines the additional requirement estimate of providing a minimum of 20 requests for reviews being passed from the states to the COTR. What term is this estimate to be considered for?

Answer: Section VI. Period of Performance / Milestones / Deliverables of Task Order 001 (Enclosure (5) of the RFP) establishes the Task Order period of performance as from date of award through June 30, 2014. It is anticipated that the date of Task Order 001 award will coincide with the date of the contract award (anticipated on or about April 1, 2013.) Accordingly, the contractor should estimate reviewing a minimum of 20 media buy plans between approximately April 1, 2013 and June 30, 2014.

Question 35. Task Order #1, Sub‐Task 6 defines the requirement for the Contractor to provide technical assistance for “at least 8 non enforcement/social norming campaigns. Are there specific “high focus” campaigns that the Agency specifically wants the contractor to cover? If so could you please provide those campaigns?

Answer: Task Order 001 Sub‐Task 6 – Technical Assistance provides a link to the 2013 NHTSA Communications Calendar which identifies the campaigns and dates. Footnote 1 provides the link to the 2013 NHTSA Communications Calendar.

Question 36. Task Order #1, Sub‐Task 6 the Agency states that the Contractor should plan on working four (4) active partnerships during the period of performance yet the Task Order doesn’t state the term for this task.

Could you provide the anticipated term of this Task Order to cover the four (4) active partnerships?

Answer: Section VI. Period of Performance / Milestones / Deliverables of Task Order 001 (Enclosure (5) of the RFP) establishes the Task Order period of performance as from date of award through June 30, 2014. It is anticipated that date of Task Order 001 award will coincide with the date of the contract award (anticipated on or about April 1, 2013.) Accordingly, the contractor should plan working on four (4) active partnerships between approximately April 1, 2013 and June 30, 2014.

Question 37. Task Order #1, Sub‐Task 7 the Agency needs to provide industry for an “anticipated period of performance” for this Task Order.

Answer: As stated for Question 36, the offeror should anticipate a Task Order 001 period of performance beginning on or about April 1, 2013 and ending on or about June 30, 2014.

Question 38. Task Order #1, Sub‐Task 8 the Agency requires Web and Social Media support but doesn’t define the anticipated number of sites they are going to want to have supported for this Task Order for budgeting purposes. Can you please provide an estimate of the number of these sites which the Agency wants to have covered?

Answer: Task Order 001, Sub‐Task 8 identifies the sites that NHTSA anticipates coverage.

Question 39. Task Order #1, Sub‐Task 9:

• How many days does the Agency expect the 2 National Conferences to last?

• Does the Agency have a geographical location preference for the two National Meetings?

Answer: NHTSA anticipates the two national conferences to last no more than four days including travel time.

For planning purposes only, the Offeror should budget for a national communications meeting in Chicago, IL in the first quarter of calendar year 2014 and the Lifesavers Conference to be held in Nashville TN on April 27 – 29, 2014.

Question 40. L.7.2.1.a Sample Portfolio. The Offeror shall submit a portfolio containing a maximum of five examples of past advertising materials developed for campaigns similar to those to be developed under this contract. Does this mean we can submit only five items or can we submit multiple items for five campaigns?

Answer: The offeror may submit multiple items used for a maximum of five campaigns.

Question 41. L.7.2.1.a Sample Portfolio. The Offeror shall include in the portfolio an example of a past national media buy that supported these advertising campaigns. This material will be used by the Technical Evaluation Committee when assessing the Technical Capabilities of the Offeror to produce quality marketing products (See M.2.2). The creative samples we are submitting have been developed in California and used by other states. The actual media purchases for these campaigns were statewide and not national. We can provide the statewide segmented media buy and a national media buy provided by our media subcontractor. Is this acceptable?

Answer: As stated in L.7.2.1.a. Sample Portfolio, the offeror shall include in the portfolio a sample of a past national media buy (including added value) to support these advertising campaigns. NHTSA has included this requirement to better assess the offeror’s capabilities, and not those of past or potential subcontractors.

Question 42. Qualifications. Our firm has many years experience in local, statewide, and regional traffic safety campaigns and our subcontractors, also small businesses have national experience in research and public relations. Our production vendor has produced national, regional, statewide and local PSAs. Will this meet your requirements for participation?

Answer: No. The mandatory requirement is that the Offeror (being a signatory of the executed contract resulting from this RFP) must have “… demonstrated experience in developing and executing national‐and local‐level multi‐ media communication campaigns.”

Question 43. Qualifications. Since the maximum to qualify as a small business for this procurement is $14 million and any firm buying nationally will exceed this dollar limit, can we have a non‐small business media buying subcontractor?

Answer: The actual cost for purchasing media space or airtime is considered “pass‐through” and is not counted when calculating a firm’s annual receipts for the purpose of small business size limitations.

Question 44. When submitting our response to Section L.7.2.2 Oral Portion of the Technical Proposal:

a) This appears it will need to be a multi‐page written narrative. Is that correct?

Answer: A multi‐page written narrative is not required, nor desired. The technical proposal shall be presented orally. The offeror shall provide CD/ROM copies of the material it will cover during the oral presentation.

b) Do we also need to submit a copy of our PowerPoint presentation that will be used during the live presentation (section L.7.2.2.c. The Oral Technical Proposal Process Live Presentation) with the proposal?

Answer: Yes. Section L.7.2.2.a “Presentation Material” describes what must be submitted, as part of your proposal, in support of your Oral presentation.

Question 45. When calculating the Loaded Fixed Functional Area Rates, is it acceptable to include both the prime and subcontractor rates as applicable by area? Such as we might have an in‐house media specialist manage and collaborate with media subcontractor.

Answer: No. The Loaded Fixed Functional Area Rates shall only include the prime‐contractor’s labor workforce.

Subcontractor labor is treated as an “Other Direct Cost” and discussed in Section G.1.1 of the RFP (and resultant contract.)

Question 46. Since this RFP does not allow a markup on direct costs, can you explain the offeror’s indirect cost rate? It appears it would not be allowed.

Answer: It is not clear what is meant by “markup” in the context of this question.

Indirect costs: With the exception of Statutorily‐Mandated Advertising (SMA), indirect costs may be applied to all direct costs as follows:

‐ Indirect costs shall be applied and become a part of the offeror’s Loaded Fixed Functional Area Rates.

‐ Indirect costs may be applied to other direct costs (e.g. travel, materials, sub‐contractor labor) as long as: 1). Those costs have not also been recovered as part of the contractor’s functional area rates and 2). The application of indirect costs to other direct costs is consistent with the normal accounting practices of the offeror.

Indirect costs may not be applied to Statutorily‐Mandated Advertising costs.

Profit: Profit or fee may only be applied to the offeror’s direct labor costs (represented in this contract as functional area rates.) Profit may not be added to any other direct costs.

Question 47. Can prior year’s communication plans be provided?

Answer: No, NHTSA will not provide prior year’s communication plans.

Question 48. Can prior year’s campaign examples be provided?

Answer: No, NHTSA will not provide prior year’s campaign examples.

Question 49. Can current identified at risk and cultural targets be provided?

Answer: Refer to Section C.1 “Background” of this RFP.

Question 50. Can current examples of reports and analysis related to the performance of prior campaigns be provided?

Answer: No, NHTSA will not provide examples of reports and analysis related to the performance of prior campaigns.

Question 51. Is there any direct marketing (direct mail, email) in scope?

Answer: Direct Marketing is not a marketing strategy of NHTSA.

Question 52. Could you clarify the Access Board Standards on Page 25 of the RFP?

Answer: For all HTML deliverables, the contractor is required to conform to the Access Board Standards as presented at the following website: http://www.access‐board.gov/sec508/guide/1194.22.htm

Question 53. Are there any requirements about “union” labor—or is “non‐union” equally acceptable?

Answer: This Request for Proposal and resultant contract does not set any specific requirements regarding the use of union labor. The contractor will be responsible for ensuring work performed under this contract is consistent with any union agreements that it may be subject to and could affect performance under this contract.

Question 54. Does the Statutorily Mandated Advertising budget include any “equivalent value” PSA mandated spots?

Answer: It is not clear what is meant by “equivalent value PSA” in the context of this question. If by “equivalent value PSA” you mean added value, then the answer is yes, it is expected that the SMA budget would include added value to be negotiated during the media buy.

Question 55. Is the NHTSA considering any sort of page limitations or format requirements for this proposal?

Answer: Offerors are cautioned to read Sections L and M (as well as all enclosures and attachments) carefully in order to comply with page limitations, format requirements, and all other requirements for offers submitted in response to this Request for Proposal.

Question 56. Do you wish for the offeror to submit samples?

Answer: Section L.7.2.1 “Sample Portfolio” addresses the need to submit samples of past work. However it is the sole responsibility of the offeror to ensure that all requirements of the RFP (to include Sections L, M, and attachments and enclosures) are met. Failure to do so could lead to removal of the offeror’s proposal from further consideration.

Question 57. Is the small business prime awardee required to provide 50% of the personnel costs with its own employees, or can the small business prime awardee provide subcontracts for services to other small businesses to achieve the "at least 50% of costs related to personnel" requirement?"

Answer: Refer to FAR 52.219‐14 “Limitations on Subcontracting.” In particular: “At least 50 percent of the cost of contract performance incurred for personnel shall be expended for employees of the concern.”

Question 58. Is this a multiple award contract? If so, how many awards are contemplated? If so, is there a competition for each task order award using the Contract?

Answer: This will be a single‐award contract.

Question 59. Section G.1.2 states that "the Government has established procedures by which proper SMA invoices are processed for payment within 15 days after their receipt". What was the average numbers of days required for processing payments for the 15 submitted invoices referenced in Section G.1.2?

Answer: That information is not readily available; however, all invoices were processed within, at worst case, 30 days (which is the government standard for payment of invoices).

Question 60. Enclosure 3 includes Level of Effort figures and ODC Estimated Costs, which the preamble to those templates define as "Government's estimate". Should we assume these numbers are fixed? Or is the Offeror allowed to use its own estimate for Level of Effort and ODC expenses based on its experience and the requirements included in the RFP?

Answer: In order to establish a common base upon which offeror’s prices can be compared, the level of effort and ODC expense costs must be fixed.

Question 61. Does “100% small business” mean that the prime and all subcontractors must all be small business concerns?

Answer: No, only the prime contractor must be a small business. Use of subcontractors is restricted to the terms of FAR 52.219‐14 “Limitations on Subcontracting.”

Question 62. In the RFP the terms “offeror” and “Contractor” are both used. Does one (or both of these) refer to the prime or does one refer to the Team (including subs) on the whole. To that end, in enclosure 1 “mandatory requirements” does this checklist refer to the prime or to the submitting team?

Answer: The term “Offeror” is used to describe a firm submitting an offer in response to the RFP. “Contractor” is the firm that is awarded a contract as a result of this RFP. Whenever “offeror” or “contractor” is used, it refers to the prime (since any legally‐binding agreement is strictly between the government and the prime, not its sub‐ contractors). The Mandatory Requirements checklist refers to the prime contractor.

Question 63. What is NHTSA’s relationship with Ad Council? And will any of these campaigns be using AC services in the upcoming year?

Answer: NHTSA’s relationship with the Ad Council has no effect on the resultant contract. No, the campaigns anticipated under the resultant contract will not involve Ad Council services.

Question 64. What is the current budget allocation for this contract and for specific media buys?

Answer: Being an Indefinite Delivery, Indefinite Quantity type contract, budgets or independent government cost estimates, will be developed as specific task order requirements for this contract are identified. Those requirements are based upon advertising and marketing needs identified by NHTSA management during the life of the contract. With that said, Enclosure (3) of this RFP provides the offeror with a general idea of past yearly contract amounts. Once the offeror enters its functional area rates, calculates total functional area costs, and applies its indirect rates to Other Direct Costs, the total amount for each contract year can be used to estimate this contract’s yearly budget. However it must be repeated that these calculated yearly amounts are just estimates and do not represent actual known requirements, nor do they establish financial obligations on the part of the government.

Question 65. Sub‐Task 5 – Communications Plan and Calendar of Events. This Sub‐Task lists providing recommendations for improving the national communications plan, but does not include the work after the recommendations. Should we plan to develop a communications plan after the recommendations are approved by NHTSA/OCCI?

Answer: NHTSA’s Office of Communications and Consumer Information (OCCI) will develop the Communication Plan and Calendar of Events

Question 66. Sub‐Task 6 – Technical Assistance. This subtasks mentions retagging spots for regions and states, but does not include an estimate quantity of spots for retags for budgeting purposes. Can we assume the finishing does not include voice over and is finished in HD?

Answer: Yes, you may assume the finishing does not include voice over and is finished in HD.

Is delivery of a HD Cam along with a companion DVD acceptable? Should all spots include closed‐ captioning?

Answer: Yes, delivery of a HD CAM and a companion DVD is acceptable.

Should all spots include closed‐captioning?

Answer: Yes, all spots should include closed‐captioning.

In addition, for budgeting purposes, is there an estimated amount of banner ad conversions, creative reviews, and earned media consultation to be completed?

Answer: For budgeting purposes the Offeror should estimate 265 ad retag spots, 20 state media plan reviews.

Question 67. Sub‐Task 6 – Technical Assistance / Social Norming Campaigns. Should this work include both English and Spanish creative and earned media?

Answer: Yes, the technical assistance and social norming campaigns include both English and Spanish creative and earned media.

Question 68. Also, on the communications calendar, some of the campaigns are social norming and enforcement (i.e., July 4th and Thanksgiving). Should two sets of materials be anticipated for budgeting purposes?

Answer: Yes, the social norming and enforcement campaigns found on the communications calendar should include two sets of materials (one in English and one in Spanish) for budgeting purposes.

Question 69. Under Sub‐Task 7 ‐ Plan and Conduct National Campaign Activities. The materials listed for these campaigns are very broad. For example, market research could be surveys, focus groups, mall intercepts, etc. It is virtually impossible to provide a budget without specifics.

Answer: If a new campaign theme line or direction is warranted, market research would likely include focus groups and online surveys.

Also, without budget or specific deliverables, how should we bid on “new and innovative marketing ventures?”

Answer: It is the Offeror’s responsibility to determine “new and innovative marketing ventures” and to estimate accordingly.

Will the materials need to be produced in both English and Spanish language and other languages?

Answer: Yes, materials will need to be produced in both English and Spanish languages and other languages if deemed necessary.

Since the federal government prohibits video news releases (VNR), did you mean satellite media tour?

(Bites and b‐roll (BBR) is the replacement for VNR for the federal government.)

Answer: Yes, satellite media tours and BBR’S should replace video news releases.

Should media traffic costs be included for sub‐task 7?

Answer: Yes, media traffic costs should be included for Sub‐Task 7.

Sub Task 7.4 – Should we assume for budgeting purposes, that new TV and radio will be produced?

(Since television production can vary wildly, is there a rough budget for consideration?

Answer: You should NOT assume that new TV and radio will be produced under this sub‐task.

Question 70. Sub‐Task 9 – Training. How many people would be needed to staff and present at the National Conferences?

Answer: For budgeting purpose the Offeror should budget for no more than four individuals to staff and present at national conferences.

Question 71. Sub‐Task 10 – Reporting. It states the final reports will provided in Microsoft word. However, most of the requirements would be more suited to Microsoft Excel. Would Excel be acceptable as well? Also some of the creative collateral materials being provided would be MP3, MOV/WMV or JPG. Which file types are acceptable?

Answer: Microsoft Excel is acceptable and suitable for appropriate final report materials. Additionally, creative collateral material may be provided by MP3, MOV/WMV or JPG.

Question 72. Given the unknowns with travel requirements (i.e., market research, media meetings, partnerships), how should travel be represented?

Answer: For budget estimating the Offeror should budget for two market research – focus groups events, three media meetings; for other potential travel refer to the IV. Specific Requirements under RFP DTNH22‐13‐R‐00652 / Task Order 001 (Enclosure 5).