RFP_DTNH2213R00652.pdf

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

PART I - THE SCHEDULE

SECTION B - SUPPLIES OR SERVICES, AND PRICE/COST

B.1 SUPPLIES/SERVICES

The Contractor shall furnish all the necessary qualified personnel, facilities, materials, supplies, equipment, and services to fulfill the requirements of this Contract and any Task Orders issued under this contract for the effort entitled, National and Regional Media and Communications Support Services.

B.2 DEFINITIONS AND ACRONYMS

Refer to Attachment (1) for “Acronyms and Definition of Terms” applicable to this Contract.

B.3 OBLIGATION SUMMARY

B.3.1 Minimum Obligation of the Government. The Government guarantees to acquire a minimum of $50,000 of supplies and services.

B.3.2 Maximum Obligation of the Contractor. The Contractor is obligated to provide supplies and services up to the ceiling amounts cited in Section B, Price Schedules for each contract period (based period and option periods.)

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

B.4 PRICE SCHEDULES

B.4.1 BASE PERIOD ONE (From the effective date of the Contract through 12 months thereafter.)

TOTAL BASE PERIOD ONE CEILING AMOUNT: $ (To Be Determined at time of Award)

Functional Area Loaded Fixed

Functional Area Rates Account Management $ Ad Production $ Media Buy $ Press Events/Earned Media $ Planning and Research $ State Technical Assistance $ Creative Collateral Design $ Conference, Meetings, National Forum $ Marketing and Communications Training $

Other Direct Costs Applicable Indirect

Cost Rate Discretionary Advertising % Miscellaneous Direct Costs % Travel % Statutorily-Mandated Advertising 0

B.4.2 BASE PERIOD TWO (From the end of Base Period One through 12 months thereafter.)

TOTAL BASE PERIOD TWO CEILING AMOUNT: $ (To Be Determined at time of Award)

Functional Area Rates Account Management $ Ad Production $ Media Buy $ Press Events/Earned Media $ Planning and Research $ State Technical Assistance $ Creative Collateral Design $

Other Direct Cost

Cost Rate Discretionary Advertising % Miscellaneous Direct Costs %

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

B.4.3 OPTION PERIOD ONE (From the end of Base Period Two through 12 months thereafter.)

TOTAL OPTION PERIOD ONE CEILING AMOUNT: $ (To Be Determined at time of Award)

Functional Area Rates Account Management $ Ad Production $ Media Buy $ Press Events/Earned Media $ Planning and Research $ State Technical Assistance $ Creative Collateral Design $

Cost Rate Discretionary Advertising % Miscellaneous Direct Costs %

B.4.4 OPTION PERIOD TWO (From the end of Option Period One through 12 months thereafter.)

TOTAL OPTION PERIOD TWO CEILING AMOUNT: $ (To Be Determined at time of Award)

Functional Area Rates Account Management $ Ad Production $ Media Buy $ Press Events/Earned Media $ Planning and Research $ State Technical Assistance $ Creative Collateral Design $

Cost Rate Discretionary Advertising % Miscellaneous Direct Costs %

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

B.4.5 OPTION PERIOD THREE (From the end of Option Period Two through 12 months thereafter.)

TOTAL OPTION PERIOD THREE CEILING AMOUNT: $ (To Be Determined at time of Award)

Functional Area Rates Account Management $ Ad Production $ Media Buy $ Press Events/Earned Media $ Planning and Research $ State Technical Assistance $ Creative Collateral Design $

Cost Rate Discretionary Advertising % Miscellaneous Direct Costs %

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

SECTION C – DESCRIPTION, SPECIFICATION, WORK STATEMENT

C.1 BACKGROUND

The National Highway Traffic Safety Administration (NHTSA) is an agency within the U.S. Department of Transportation. NHTSA’s primary mission is to save lives, prevent injuries and to reduce traffic-related deaths and economic losses resulting from motor vehicle crashes. This is accomplished by:

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

Researching and demonstrating promising strategies to influence positive traffic safety behaviors;

Providing grants to state and local governments to enable them to conduct effective local highway safety programs; and Planning and executing strategic communication campaigns to support program activity.

Two of NHTSA’s national priority programs are designed to increase seat belt use and prevent drunk driving. Research has demonstrated that increasing belt use and preventing drunk driving will have the most significant impact on meeting NHTSA’s core mission. NHTSA also develops messaging and materials on child passenger safety, distracted driving, speeding, and highway safety issues pertaining to teens, motorcycles, pedestrians, bicycles, school buses, and older drivers.

Drunk driving deaths account for nearly 31 percent of all traffic fatalities annually. Drunk driving is one of the most often committed crimes in America, affecting 1 in 3 Americans annually, resulting in 1 fatality every hour, 27 deaths every day. Almost 10,000 people lost their lives in 2011 in crashes involving drivers with blood alcohol content (BAC) of .08 and above.

It is estimated that increasing seat belt use can reduce fatalities by up to 45 percent in passenger cars and 60 percent in light trucks. Every increase in seat belt use translates to lives saved and injuries prevented.

NHTSA estimates that every one percentage-point increase represents 2.8 million more Americans buckling up, 250 additional lives saved, and 4,000 fewer serious injuries annually.

Every day in 2011, an average of 2 children age 12 and younger were killed and an average of 340 were injured in motor vehicle traffic crashes as occupants and passenger vehicles. For children ages 1 through 12, it is the leading cause of death. NHTSA is committed to working closely with partners, safety advocates, and directly with consumers to help those who transport children make the kind of choices to keep them alive and safe.

Crash-related motorcycle fatalities increased by 2 percent in 2011 compared to 2010. In 2011, 4,612 motorcyclists were killed and an additional 81,000 motorcyclists were injured. These cumulative increases have become a challenge to NHTSA’ progress in increasing highway safety.

Traffic crashes are the leading cause of death among Latinos from the ages of 1 to 34 years, and the third overall cause of death. Crashes are twice as likely to kill Latino male teenagers as their white counterparts, although teenage Latino males drive fewer miles. As the Latino population continues to increase in the United States, their exposure to traffic crashes and resultant injuries and fatalities is also expected to increase. Therefore, it is clear that specialized public information efforts designed to positively and demonstrably change traffic safety behaviors among the Latino population are required.

To meet its mission of decreasing fatalities and injuries on our Nations’ roadways, NHTSA must continue to develop culturally appropriate messaging and materials on seat belts, child passenger safety, drunk

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services driving, motorcycles, pedestrians, bicycles, school buses, older drivers, distracted driving, and other NHTSA-based communication initiatives.

NHTSA’s behavioral communications strategy utilizes an integrated approach to develop and implement its communications programs. This integrated approach includes reviewing traffic data, market research, advertising, media relations, collateral materials, partnerships, and evaluations.

While highly visible enforcement activity continues to be the anchor for the national communications program, other integrated communications activity must continue throughout the year to keep the message fresh and in front of the American public. Consistent and continual reminders of the horrific human and economic costs of motor vehicle crashes must be developed. Effective communication must be maintained not only with the target audiences, but policy makers must also be made aware of the potential lifesaving actions they can take to alleviate these problems.

C.2 OBJECTIVE

The objective of this Contract is to provide timely, efficient, effective and expert marketing, public relations and advertising support to NHTSA, and its partners, in the management of its national seat belt and alcohol campaigns and other highway traffic safety programs regarding child passenger safety, distracted driving, speed, pedestrian, motorcycle, bicycle, school bus, and older driver safety programs.

In addition, the Contract may be used to develop communication materials targeting the Hispanic population to support national seat belt and alcohol campaigns.

This Contract establishes the legal instrument through which Task Orders may be awarded, on an as-needed basis, to support this Contract’s Objectives.

C.3 PURPOSE

The purpose of this Contract is to acquire integrated media, marketing, and advertising services to enhance NHTSA’s behavioral safety programs through NHTSA’s Office of Communications and Consumer Information (OCCI). This support will be used by NHTSA, state partners, highway safety and public health advocates throughout the United States to promote traffic safety messages; raise traffic safety awareness; and increase positive traffic safety behaviors among segmented targeted populations through the combination of enforcement and related media support for the national seat belt and impaired driving campaigns. In addition, support is needed for strategically designed communication initiatives that support programs relating to child passenger safety, motorcycles, pedestrians, bicycles, school buses, distracted driving, older drivers, and other NHTSA-based communication initiatives as identified.

C.4 CONTRACT REQUIREMENTS

C.4.1 Location of Key Contractor Staff To ensure close coordination between the Government and the Contractor, and to respond to requirements with short deadlines, the Contractor shall maintain key project staff and facilities within the District of Columbia metropolitan area. The Contractor shall plan on maintaining these facilities outside DOT Headquarters or other federal government facilities (i.e., the federal government will not provide the Contractor with facilities and/or equipment needed to perform this contract’s efforts directly. Rather, any costs associated with maintaining the Contractor’s facilities shall be recovered as part of the Contractor’s Indirect Cost Rates.)

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

C.4.2 Contract Kickoff Meeting Although specific requirements shall be identified in each individual Task Order, the Contractor shall, as part of Task Order 01, participate in a Contract Kickoff Meeting within seven (7) days after Contract Award. Key members of the Contractor’s staff shall meet with key NHTSA personnel (at NHTSA Headquarters in Washington, DC) to discuss the performance and administration of this Contract and awarded Task Orders. More specifically, the terms and conditions of the Contract, the Task Order review and award process, and the invoice submission and approval process will be discussed.

C.4.3 General Requirements As discussed in Section H of this Contract, specific project requirements will be assigned to the Contractor through execution of Contract Task Orders. In general terms, Task Order requirements could include the following:

Develop a national year-long research-based strategic and tactical communication plan for all highly visible enforcement (HVE) campaigns and other priority highway safety issues. The plan shall also provide strategies and tactics for time periods beyond the HVE times.

Provide technical assistance to NHTSA to develop and promote traffic safety communications to reduce crashes, and the resulting injuries and deaths to English and Hispanic speaking populations.

Expertise needed includes the ability to conduct market research, understand the use of multimedia platforms that include TV, radio, print, outdoor, and Internet developing and/or reviewing media plans; develop communication strategies and tactics, use social media, and develop collateral materials to support state/local campaigns.

Develop national media buy plans for each cycle of paid advertising and, once approved, place advertising. Media waves support national high visibility enforcement campaigns to increase seat belt use and decrease impaired driving. It is anticipated that a minimum of three to five (3 – 5) national media waves will be conducted during a calendar year and that each buy shall run for approximately 14 – 17 days.

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.

Develop, maintain, and update new or existing Websites.

Acquire photography services and manage the execution of photo and video shoots necessary to carry out NHTSA programs and campaigns as required. The Contractor shall manage talent rights/fees for existing and newly created advertisements.

Adapt existing materials into culturally appropriate languages, and create new materials that positively resonate with targeted populations, and meet the guideline set forth by the American Translators Association.

“Refresh” existing ads and, when appropriate, develop new ads for NHTSA priority areas and emerging critical highway safety issues.

Provide technical assistance to NHTSA’s Regional Offices and highway safety offices in communication strategies and tactics.

Provide technical assistance in planning and implementing the Office of Communication’s National Strategic Communications Forum and Communications (every other year) and training sessions in states and regions at a minimum of two (2) per year.

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

Conduct and/or participate in meetings and conference calls in support of basic program management activities and provide meeting/conference notes in a timely manner.

Produce and submit reports that provide well organized and detailed analysis of national campaigns and demonstration activities.

C.4.4 Examples of Past Task Orders It is anticipated that the general requirements specified in Task Order 01, and applicable to Base Year 1, will continue as requirements in Base Year 2 and any exercised Option Years. Therefore, prior to each Contract Year, the Contractor should anticipate receiving a Task Order assignment that is the same as, or very similar to that specified in Task Order 01.

In addition to the known, potentially recurring requirements established in Task Order 01, this contract Section C.4.4 also provides the Contractor with examples of past Task Order requirements which were fulfilled under the preceding contract. These Task Order requirements are presented as examples only and shall not be construed as an obligation on the part of the government to obligate funds or for the Contractor to incur costs associated with these examples. Any Government obligation of funds and the authority to incur costs for contract work shall be provided in awarded Task Orders.

Examples C.4.4.1 through C.4.4.5 neither represent any current nor future known requirements under this contract.

C.4.4.1 Distracted Driving Initiative: The objective of this Task Order was to use a strategy that combined technical assistance to the jurisdictions, program evaluation, earned media development, and TV, radio, print and web-based materials, along with paid media, designed to educate the driving public in two intervention communities (Hartford, CT and Syracuse, NY) about increased enforcement of State laws that ban cell phone or texting while driving, and to increase the perceived risk of enforcement.

Period of Performance: Eighteen (18) months.

C.4.4.2 Next Generation Click It or Ticket (CIOT) Demonstration Project: The objective of this Task Order was to provide media production services and technical assistance to support each Next Generation state’s enforcement wave. More specifically, the Contractor was required to provide media services to assist the demonstration states of Arizona and Massachusetts with its high visibility enforcement efforts for the Next Generation CIOT project. The Contractor modified two (2) Next Generation TV ads with state specific photography, developed three to five (3-5) radio scripts and produced one (1) radio ad. The Contractor retagged two (2) TV and two

(2) radio ads, developed two (2) media buy plans, and placed two (2) state media buys. The Contractor provided technical support and media advice and developed a state specific sample template for earned media with the message of Click It or Ticket for three enforcement waves.

Period of Performance: Seventeen (17) months.

C.4.4.3 Support for Second Phase of a Youth Access to Alcohol Demonstration Project :

Under a separate NHTSA Task Order, two high visibility enforcement demonstration projects were developed to reduce underage drinking and to evaluate the use of high visibility enforcement of underage drinking laws and the impact on enforcing those laws on the underage population in two selected cities. For this Task Order, the Contractor analyzed data from the previous demonstration projects to determine the level of success the previous creative advertising had on the target audience, and if revisions to the creative advertising were necessary. In addition to the

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services evaluation of the radio and print concepts, the Contractor, in accordance with OMB regulations, assisted in the market research by developing the screener and questionnaire prior to focus group testing. The Contractor was required to develop six (6) new print concepts and four (4) new radio concepts for testing. To determine the validity of the previous and new creative concepts, the Contractor conducted two sets of focus groups, two in each city for a total of four (4). The Contractor was required to negotiate focus testing site locations, conduct four (4) focus tests in the two (2) cities, and prepare a top line report based on the focus test findings with recommendations on which concepts were to be used for the Second Phase of the Youth Access to Alcohol Demonstration Project. The Contractor also conducted a one-day communications “workshop” at each site, to devise a media buy plan for radio and print.

Period of Performance: Twenty-seven (27) months.

C.4.4.4 Support for NHTSA / NASCAR Partnership The objective of this Task Order was to create television, radio, in venue advertising, print and digital media to promote a joint NHTSA / NASCAR campaign against distracted driving. In doing so, the Contractor was required to place advertising in donated media, and manage and coordinate local site activity with NASCAR.

Period of Performance: Thirteen (13) months.

C.4.4.5 Hyperthermia Awareness The objective of this Task Order was to provide communications support to raise awareness of the dangers to children left in vehicles, especially thru the hotter months of the year. In doing so, the Contractor was required to develop a number of key message points to be tested against the target audiences during focus group testing. The messages that resonated the best were incorporated into communications project materials. In support of the Hyperthermia Communications project, the Contractor also performed market research to ascertain messages that would resonate with the target audience. The Contractor provided the COTR with a topline report with an analysis of the research, including findings and recommendations. The Contractor submitted to NHTSA a suite of creative marketing and outreach materials which incorporated key messages about dangers to children left in vehicles. The Contractor provided recommendations for a hyperthermia communications campaign, including outreach efforts. The recommendations took known data, message development and results from market research into consideration. The Contractor was tasked to implement activities to disseminate communications materials, to support online media such as HTML templates and wireframes, to support other media, and to conduct press events.

The Contractor was requested to develop paid media advertisements (to include non-traditional media), develop new ads for radio, online, and print. Work also included planning, placing media buys and providing post-buy analysis. The Contractor developed paid media recommendations after media markets were defined. Once the media strategy was selected by NHTSA, the Task Order was modified to cover the cost for Discretionary Advertising.

Period of Performance: Eight (8) months.

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

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).

To the maximum extent practical, the Contractor shall transmit all contract deliverables electronically (e-mail). Unless specifically exempted by the Contracting Officer, all other deliverables, including deliverables which are required in hardcopy format or electronically stored onto compact disc (CD) or USB storage drive, shall be sent to the “Place of Delivery”, as specified in each awarded Task Order, via commercial delivery service (e.g. FEDEX, UPS, DHL, etc.)

Due to increased security concerns within the Washington DC area, deliverables sent via US Postal Service can be delayed and, as part of the screening process, may be damaged. For this reason, the US Postal Service should not be used to transmit deliverables.

D.2. FORMATTING TEXT AND IMAGE DELIVERABLES (JUN 2009)

For those deliverables submitted electronically as text or image files, the following specifications apply.

D.2.1 Text Text files shall be delivered in Microsoft WORD 2010 format. Font type of Times New Roman with a font size of 12 shall be used throughout the document. The Contractor shall minimize additional formatting as much as possible e.g. avoid use of columns) Avoid using any design/layout elements (however, see D.2.2, D.2.3, and D.2.4 below.)

D.2.2 Charts and Graphs The Contractor shall develop charts or graphs using Microsoft EXCEL 2010 and shall insert these in the appropriate places within the text document. The Contractor shall also provide the Microsoft EXCEL source file from which charts or graphs were developed.

D.2.3 Illustrations NHTSA’s Office of Communication Services is responsible for developing or acquiring most illustrations found in NHTSA publications. These illustrations can take two forms:

a. Graphics – In the majority of cases, the Office of Communication Services will develop any needed graphics in collaboration with the COTR. The Contractor shall provide text, graphs, and charts following the guidelines stipulated in D.2.1 and D.2.2 above. In some cases, the Contractor may be required to develop graphics. In these cases, the Contractor shall use only software approved by the U.S. Government Printing Office (e.g. Adobe Illustrator.)

b. Photographs – When photos are used in NHTSA publications, the Office of Communication

Services typically uses existing photos or photos purchased through royalty-free sources. In the event the Contractor must supply photos for use in a publication, the photos must be high resolution images at least 300 dpi at the size used in the publication. Photos shall be supplied on a CD or DVD in either .tif format (for scanned images) or .jpg (for images downloaded to the CD or DVD directly from the digital camera.). NOTE: If a photograph is supplied by an outside source (Contractor, grantee, national organization, etc.), a release form must accompany the photo

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services indicating that the human subjects in the photo authorize NHTSA to use the photo in its publications and on its Internet site. The Contractor is responsible for ensuring that the necessary arrangements have been made with the photographer and the subjects in the photo to ensure that NHTSA has unlimited rights to use the images in print and on the web. The Contractor shall obtain, and provide to NHTSA, a written statement indicating that NHTSA has unlimited, unrestricted rights to the use of the photos.

D.2.4 Web-based Images Occasionally, web-based images may be used in NHTSA publications. The Contractor is cautioned that copyright laws restrict use of many of these images even if this is not expressly indicated at the website.

Additionally, the resolution of most web-based images is not high enough to provide a clear image when published. For these reasons, web-based images should not be used.

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

SECTION E – INSPECTION AND ACCEPTANCE

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

This 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 clauses may be accessed electronically at this/these address(es):

http://www.acquisition.gov/far/index.html

FAR

Clause

Number FAR Clause Title (Thru FAC 2005-62)

52.246-6

Inspection—Time-and-Materials and Labor-Hour (MAY 2001)

E.2. INSPECTION AND ACCEPTANCE

The Contracting Officer’s Technical Representative (COTR) as designated in this contract will be responsible for the overall administration of this contract. Each Task Order under this contract will name a Contracting Officer’s Technical Representative, Task Order (or “COTR(TO)”). The COTR(TO) will be responsible for performing the inspection of all supplies or services rendered under the Task Order. This includes recommending acceptance or rejection of Task Order deliverables as well as reviewing, certifying, and recommending to the Contracting Officer that invoices be approved or rejected.

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

SECTION F – DELIVERIES OR PERFORMANCE

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

This 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 clauses may be accessed electronically at this/these address(es):

http://www.acquisition.gov/far/index.html

Number

FAR Clause Title (Thru FAC 2005-62)

52.242-15 Stop Work Order (AUG 1989)

52.247-35 F.O.B. Destination, Within Consignee’s Premises (APR 1984)

F.2. PERIOD OF PERFORMANCE

F.2.1. Base Period All work required under this Contract shall be ordered within twenty-four (24) months following the effective date of the contract. This 24-month period is identified as the Contract’s Base Period.

F.2.2. Option Period Subject to the FAR clause 52.217-9 “Option to Extend the Term of the Contract” (See Section I. of this Contract) the Government reserves the right to extend the period of performance of this contract by an additional three (3) years (in one-year option periods) resulting in a total potential period of performance for this Contract of five (5) years.

F.3. DELIVERABLES / MILESTONES

F.3.1. Deliverables / Milestone Schedule:

Item No.

Deliverables / Milestones

Due Date

1 Consolidated Status Report (See F.4.1) No later than the 15th of the month following the month being reported

2 Task Order Report (See F.4.2) Refer to individual Task Orders for specific requirements

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

F.3.2 Place of Delivery Unless otherwise specified, deliverables shall be furnished, electronically, to the following addresses:

Item No.

Address

Contracting Officer’s Technical Representative (COTR) for the Contract (Name and Address to be provided at time of Contract Award)

1 NHTSA Contracting Officer (Name and Address to be provided at time of Contract Award)

2 Contracting Officer’s Technical Representative (Task Order) (Name and Address to be provided in each awarded Task Order)

F.4 STANDARD REPORTING FORMATS

F.4.1 Consolidated Status Report Description On or before the 15th of each month following the month being reported, the Contractor shall submit a letter-type Consolidated Status Report that provides the following information for each active Task Order:

1. Costs incurred during the reporting period;

2. Total costs incurred to date by Task Order;

3. Accomplishments made during the reporting period;

4. For each active Task Order included in the report, a response to the following statement:

Based upon a comparison between the Task Order Budget established at time of Task Order Award and the actual expenditures to date, the Contractor anticipates that the cost for completion of all Task Order requirements will be [Within Budget], [Over Budget], [Under Budget].

5. If the Contractor’s response to the above statement is Over Budget, then the Contractor shall explain those conditions which resulted in the Over Budget status and explain what steps it plans to take in order to mitigate, or eliminate, the Over Budget status.

6. Planned actions for the following month.

7. Any actions the Contractor requires of NHTSA.

8. Problems or delays that the Contractor has experienced and specific actions that the Contractor proposes to undertake to alleviate the problems or delays.

F.4.2 Task Order Reports Each awarded Task Order will include reporting and other deliverable requirements which are specific to that Task Order.

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

SECTION G – CONTRACT ADMINISTRATION

G.1 TREATMENT OF OTHER DIRECT COSTS

G.1.1 SUBCONTRACTOR LABOR AND OTHER DIRECT COSTS

(Except Statutorily-Mandated Advertising Costs)

For Subcontractor and Other Direct Costs, the Contractor will be reimbursed at cost and including appropriate indirect costs (consistent with the Contractor’s usual accounting practices and FAR Part 31.) Indirect costs shall be applied only to the extent that they are not also included as part of the Contractor’s Loaded Functional Area Rates as presented in Section B of this Contract. The Contractor may not apply Profit or Fee to Subcontractor or Other Direct Costs.

G.1.2 STATUTORILY-MANDATED ADVERTISING (SMA)

As defined and discussed in Attachment 1, Statutorily-Mandated Advertising is an Other Direct Cost category under this contract. Throughout the term of the contract, the United States Congress will provide special funding to NHTSA to be used for specifically-defined advertising campaigns. This Statutorily-Mandated Advertising (SMA) requires that 100% of this funding be used to secure advertising airtime and or secure print/internet space. No SMA funds may be diverted to pay for any other cost (either direct or indirect) nor may any SMA costs be retained by the Contractor as fee or profit.

Costs associated with SMA can be substantial. During CY 2012, the Contractor invoiced the government 15 times to cover SMA costs averaging $1.5 million per invoice. One invoice reflected incurred costs of $5.5 million.

To fulfill the advertising requirements of the resultant contract, the Contractor must have sufficient financial resources to incur these large costs and to carry these costs until reimbursed by the Government. In recognition of the burden Statutorily-Mandated Advertising costs may have on the Contractor, the Government has established procedures by which proper SMA invoices are processed for payment within 15 days after their receipt at the location designated in Section G.3 of this Contract.

G.2 TRAVEL COSTS

Travel costs will be reimbursed in accordance with FAR Part 31.

G.3 SUBMISSION OF INVOICES

G.3.1 Designated Billing Office (Postal Address)

If sent via US Postal Service or other mail carrier, the Contractor shall submit one (1) original copy of each invoice to the following address:

DOT/National Highway Traffic Safety Administration Mike Monroney Aero Center Accounts Payable Branch, AMZ-150 P.O. Box 268911 Oklahoma City, OK 73126

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

G.3.2 E-Mail Submission

As an alternative to mailing, the Contractor may scan its invoice into PDF format and transmit it electronically via e-mail to the following address:

9-AMC-AMZ-NHTSA-Invoices@faa.gov

The Contractor is responsible for ensuring the legibility of the PDF image. Illegible copies may be returned to the Contractor for re-scanning and may result in payment delays.

G.3.3 Task Order Invoicing

The Contractor shall submit its invoices by Task Order. Each Task Order invoice shall include:

1. Name and address of the Contractor.

2. Invoice date and invoice number.

3. Timeframe covered by the invoice.

4. NHTSA Contract number.

5. Task Order Number.

6. NHTSA Contracting Officer’s Name.

7. NHTSA Contracting Officer’s Technical Representative (TO) name.

8. Itemization of costs to include:

Identification of the Functional Area billed;

The applicable Loaded Functional Area Rates;

Number of hours worked for the invoice period for each Functional Area billed;

Extended Functional Area cost (i.e. Rate multiplied by Hours);

Identification of the Other Direct Cost categories applicable to the invoice period as well as their related costs;

Documentation supporting the Other Direct Costs claimed;

Amount for Indirect Costs applied to Other Direct Costs (consistent with Section G.1);

Total reimbursement requested for that specific invoice;

Cumulative Total of reimbursements to date for that Task Order;

9. Contractor’s TIN and DUNS numbers.

10. Name and address of Contractor official where questions regarding payment should be referred.

11. Certification from the Contractor that costs claimed in the invoice are true and accurate.

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

G.4 TASK ORDERS

a. In accordance with FAR 52.216-18 “Ordering,” the government reserves the right to issue Task Orders by US Mail, orally, by facsimile, or by electronic commerce methods (i.e. e-mail).

b. All work to be performed under this contract will be ordered through the award of Task Orders.

Each Task Order will identify a specific Media/Marketing requirement which falls within the general Scope of Work of this contract as described in Section C. The majority of Task Order requirements will be varied and will be developed throughout the contract year as needs are identified. However, it is anticipated that the requirements described in Task Order 01 to this contract will be recurring for each contract year (there may be some minor changes made to those requirements each year, but for the most part, they will stay the same). Accordingly, the Contractor should anticipate that the requirements for the first Task Order issued for each contract year will be similar to those presented in Task Order 01 to this Contract.

c. Each Task Order will include:

A Cover Sheet (See Attachment 2).

Statement of Work.

Milestone and Deliverable Schedule.

Budget to include a Dollar Ceiling Amount which the Contractor shall not exceed.

Other Terms and Conditions that may apply.

d. This Contract includes two methods for processing Task Orders: The Standard Task Order Process and the Expedited Task Order Process.

G.4.1 STANDARD Task Order Process

The majority of Task Orders will be issued through use of the Standard Task Order Process:

a. As needs arise, the NHTSA Office of Communications and Consumer Information (OCCI) COTR(TO)s will identify specific project requirements. Those requirements will be transmitted to the NHTSA Office of Acquisition Management (OAM) as “Procurement Requests” (or “PRs”). Each PR will include:

A Statement of Work;

A listing of Key Milestones and Deliverables as well as applicable due dates;

Total period of performance for the Task Order to include a projected start date and required completion date;

Other information required by OAM.

b. OAM will review the PR and, in consultation with the OCCI COTR(TO), make any revisions necessary to ensure that the Task Order requirements are clear and are within the scope of this contract.

c. OAM will transmit the Task Order requirement to the Contractor as a Request for Proposal.

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

d. The Contractor shall review the Task Order Request for Proposal and shall develop a cost proposal for performing that Task Order’s requirements. In doing so, the Contractor shall:

Identify the appropriate Functional Areas;

Estimate the levels of effort projected for each Functional Area;

Identify the types of Other Direct costs the Contractor anticipates it will need to incur;

Provide a dollar estimate for each Other Direct cost;

Provide an explanation as to why each other Direct Cost must be incurred as well as justification for the cost estimate;

Apply appropriate indirect costs (consistent with the terms and conditions of this contract);

Provide the Total Estimated Cost Ceiling for the Task Order.

e. In addition to the cost proposal, the Contractor may also be required to submit a technical plan of action or other information that addresses the Contractor’s approach to fulfilling the Task Order requirements.

f. Within the timeframe stipulated by OAM (typically one week), the Contractor shall provide OAM with its Task Order Cost Proposal and (if applicable) plan of action.

g. OAM, in consultation with OCCI COTR(TO) will review the Contractor’s Task Order Proposal(s) and determine if it is acceptable, as is, or if negotiations are required. If negotiations are required, the OAM Contracting Officer will contact the Contractor and discuss any issues that must be addressed.

h. Following review and negotiations (if necessary), OAM Contracting Officer will provide the Contractor with a formal Task Order document for execution. The Contractor shall sign, date and return a copy of the Task Order to the Contracting Officer. Upon receipt, the Contracting Officer will sign, date, and provide the Contractor with a fully executed copy of the Task Order. To expedite the process, signed copies are typically scanned into PDF format and transmitted, via e-mail, between the Contractor and the OAM Contracting Officer.

G.4.2 EXPEDITED TASK ORDER PROCESS

There will be occasions when requirements are so urgent that the Standard Task Order Process would not result in a timely award. In these situations, an Expedited Task Order Process will be used as follows .

a. NHTSA’s COTR(TO) will identify an urgent Task Order requirement which justifies use of Expedited Task Order Process.

b. The COTR(TO) will submit a DRAFT Task Order Statement of Work directly to the Contractor.

c. The Contractor shall review the DRAFT Statement of Work and, based on its requirements, will submit a Cost and (if applicable) Plan of Action or Technical Proposal to

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services the COTR(TO). The Cost Proposal shall contain the information discussed in G.4.1.d above.

d. The COTR(TO) will review the Contractor’s submission and, if found acceptable, will submit the DRAFT Statement of Work and Contractor’s proposals along with a formal Procurement Request to OAM for processing.

e. OAM will review the Procurement Request documentation. If necessary, the OAM Contracting Officer may issue a memo to the Contractor authorizing it to begin work and incur pre-Task Order Award costs (up to a specified ceiling amount) while the procurement request is being reviewed further. See Attachment 3 for an example of a Pre-Award Authorization Memo.

The Contracting Officer will review the DRAFT Task Order Statement of Work to ensure that it is within the scope of this Contract, is unambiguous, and is contractually sound. The Contracting Officer will also review the cost proposal to determine if it is fair, reasonable, and its costs are allowable under, and allocable to, this specific Task Order. If the Contracting Officer finds all documents to be acceptable, then he/she will issue the formal Task Order award document to the Contractor for execution. The steps in G.4.1.h above will then be followed.

If, on the other hand, the Contracting Officer does not find all Task Order documents to be acceptable, then the Contracting Officer will contact the Contractor and the COTR(TO) to discuss the Task Order requirements and work on resolving any issues. Depending upon the severity of problems with the Task Order documentation, the Contractor may be required to Stop Work on the Task Order until the problems are resolved or, in the most extreme case, the Task Order will be terminated.

G.4.3 TASK ORDER LIMITATION OF FUNDS

Task Orders may be fully funded at time of Task Order Award, or incrementally funded.

Incrementally funded Task Orders issued under this contract are subject to FAR 52.232-22 “Limitations of Funds” (APR 1984).

G.5 GOVERNMENT PERSONNEL

G.5.1 CONTRACTING OFFICER’S TECHNICAL REPRESENTATIVE, “COTR”

a. The Contracting Officer will designate a technical representative to assist in monitoring the work under this contract. The “Contracting Officer’s Technical Representative” or “COTR” is responsible for monitoring progress and performance as well as assisting the Contracting Officer in the administration of this IDIQ contract.

b. The COTR IS NOT AUTHORIZED to change the scope of work or specifications as stated in the contract, to make any commitments or otherwise obligate the Government, or to authorize any changes which affect the contract prices, delivery schedules, period of performance or other terms or conditions. The Contracting Officer is the only individual authorized to make such change.

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

c. In the event any action by the COTR (or Contracting Officer’s Technical Representative, Task Order” as identified in Paragraph G.5.d below) is interpreted by the Contractor as falling within the FAR clause 52.243-3 “Changes---Time-and-Materials or Labor-Hours”, the Contractor shall not implement such direction, but shall notify the Contracting Officer in writing of such interpretation within five (5) calendar days after the Contractor’s receipt of such direction. Such notice shall include (1) the reason upon which the Contractor bases its belief that the action falls within the purview of the “Changes” clause; and (2) the Contractor’s best estimate as to any revisions to the terms of the Contract necessary to implement the change.

d. The official designated below is hereby designated the Contracting Officer’s Technical Representative (COTR) for this contract:

To Be Identified At Time of Contract Award

G.5.2 ALTERNATE CONTRACTING OFFICER’S TECHNICAL REPRESENTATIVE, “ACOTR”

a. The Contracting Officer will designate a technical representative to serve as the “Alternate Contracting Officer’s Technical Representative” or “ACOTR.” The ACOTR will have all the responsibilities, and limitations, of the COTR when the COTR is not available.

b. The official designated below is hereby designated the Alternate Contracting Officer’s Technical Representative (ACOTR) for this contract:

To Be Identified At Time of Contract Award

G.5.3 CONTRACTING OFFICER’S TECHNICAL REPRESENTATIVE, TASK ORDER, “COTR(TO)”

a. The Contracting Officer will designate a technical representative to serve as the Contracting Officer’s Technical Representative for each awarded Task Order. The “COTR(TO)” will have the same responsibilities and limitations as the contract’s COTR, however, those duties and limitations are restricted to the specific Task Order for which that individual is designated. The COTR(TO) will also be responsible for reviewing all invoices submitted for those Task Orders and recommending to the Contracting Officer that they be approved for payment or informing the Contracting Officer of any problems which may result in the rejection and return of the invoices back to the Contractor.

b. COTR(TOs) will be identified in each awarded Task Order.

G.5.4 ALTERNATE CONTRACTING OFFICER’S TECHNICAL REPRESENTATIVE, TASK ORDER,

“COTR(TO)”

As was the case for the Alternate COTR for the Contract, the Contracting Officer may also designate an Alternate COTR for each Task Order. This individual would have the same authority and responsibilities as the COTR(TO), but only when the COTR(TO) is not available to perform those duties. The ACOTR will also be designated in each awarded Task Order.

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

G.6 CONTRACTOR PERSONNEL

G.6.1 PROGRAM MANAGER

a. The Contractor shall identify a person to serve as this Contract’s Program Manager. The Program Manager shall be the single point of contact between the Contractor and the COTR or Contracting Officer for matters related to this Contract.

b. The Program Manager for this Contract is:

To be Identified at Time of Contract Award

G.6.2 TRANSPORTATION ACQUISITION REGULATION (TAR) CLAUSE 1252.215-73

“KEY PERSONNEL” (APR 2005)

a. The personnel as specified below are considered essential to the work being performed under this contract and may, with the consent of the contracting parties, be changed from time to time during the course of the contract by adding or deleting personnel, as appropriate.

b. Before removing, replacing, or diverting any of the specified individuals, the Contractor shall notify the contracting officer, in writing, before the change becomes effective. The Contractor shall submit information to support the proposed action to enable the contracting officer to evaluate the potential impact of the change on the contract. The Contractor shall not remove or replace personnel under this contract until the Contracting Officer approves the change. The Key Personnel under this Contract are:

To be Identified at Time of Contract Award

G.6.3 TASK ORDER PROJECT MANAGER

The Contractor shall appoint a Project Manager for each executed Task Order who will be the Contractor's authorized supervisor for technical and administrative work performed under the Task Order. The Project Manager shall be the point of contact between the Contractor and the COTR(TO) or Contracting Officer for matters related to the specific Task Order.

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

SECTION H – SPECIAL CONTRACT REQUIREMENTS

H.1 Printing

The Contractor may be required to provide the appropriate files for duplication or printing of meeting, training or similar materials, or official government publications, but the Contractor shall not print. Duplication and/or printing are not permitted under this contract. Any work which involves printing shall be referred to the NHTSA COTR. The Contractor shall submit files created using industry-standard software per section H.2.1 and other requirements as stated in the contract to ensure acceptance by the Government Printing Office (GPO).

H.2 ELECTRONIC REPORTING REQUIREMENTS FOR PRINTED MATERIALS

The artwork for all print materials shall be provided to NHTSA in both Print-Ready PDF and layered native application formats. Print materials shall include graphics and printing specifications to guide NHTSA’s printing office and any outside organization implementing printing.

H.2.1 Digital artwork for printing shall be provided to NHTSA on CD, DVD, USB storage drive, or transmitted electronically via email or FTP. All files should be created using current industry-standard desktop, design, and publication applications such as Adobe Creative Suite. The Contractor shall provide all supporting files and fonts (both screen and printer) needed for successful output, composite (color or black and white as appropriate to the content) lasers of all pages, disk directory(s) with printing specifications provided to the Government Printing Office (GPO) on GPO Form 952 to guide NHTSA’s printing office, GPO, and any outside organizations assisting with program production. The Contractor shall confer with the COTR to verify all media format and language.

H.2.2 Print graphics (supporting files) must be saved in current industry-standard graphics formats such as JPEG, EPS, PDF, etc. They should be in a vector format when possible, when raster-based graphics are necessary the Contractor shall ensure that they maintain, in every instance, a minimum resolution of 200 dpi at the size at which they are used.

H.2.3 Additionally, the program materials shall be submitted in the following format for placement on NHTSA’s websites.

a. Native application format when applicable such as *.doc, *.ppt, *.fla, etc.

b. HTML with appropriate CSS, JavaScript, etc. as needed

c. 508 compliant posting formats such as *.doc, *.ppt, *.pdf, *.wmv, *.swf etc.

H.2.4 All HTML deliverables shall be provided on CD, DVD, USB storage drive, or transmitted electronically via email or FTP and compatible with Windows 7. Media shall be labeled with the following information:

a. Contractor name and phone number

b. Disk Directory with thumbnails as appropriate

c. Application program and version used to create the file(s)

H.2.5 Web graphics must be saved in current industry-standard Web formats such as GIF, JPEG, PNG, SWF, etc. Web graphics shall be optimized for viewing on the Web. All HTML documents must be saved in PC format and tested on a PC before delivery.

DTNH22‐13‐R‐00652 National and Regional Media and Communications Support Services

H.2.6 During all phases of program development, draft program content and materials shall be provided to the COTR, as appropriate, for approval and coordination within NHTSA.