Evaluation Document_Marketing Support.docx

Evaluation Criteria and Basis for Award Subject: INARNG Marketing Program Support

1. Basis for Award The Government intends to award a contract resulting from this solicitation to the responsible offeror whose offer, conforming to the solicitation, represents the Best Value to the Government. While the Government will primarily evaluate offers to ensure they meet the technical requirements, the Government reserves the right to award to other than the lowest-priced offeror if a higher-priced offer presents technical advantages or lower risk that justify the price premium. The Government is not obligated to make an award as a result of this solicitation and reserves the right to cancel this solicitation or make no award if it is in the Government's best interest.

2. Evaluation Factors Offers will be evaluated based on three (3) factors: Technical Capability, Past Performance, and Price.

Factor 1: Technical Capability The Government will evaluate the technical capability statement to determine if the contractor demonstrates the ability to meet the Government’s needs as described in the Performance Work Statement (PWS). The statement must be clear, concise, and include sufficient detail for effective evaluation and for substantiating the validity of stated claims. To be considered technically acceptable, the offer must clearly demonstrate:

· Understanding and Approach: A convincing rationale addressing how the offeror intends to meet the PWS requirements (including campaign management, performing market research and GIS analytic studies, managing local search engine optimization (SEO) for recruiting locations, implementing the Digital Asset Management (DAM) system, providing recruiter training, and executing the media planning, strategy, and placement under the Option period) rather than simply rephrasing or restating the government's requirements.

· Resource Executability: Confidence that the project is structured to be executable for the resources indicated.

Note: Offerors shall assume that the government has no prior knowledge of their capabilities and will base its evaluation solely on the information presented by the offeror.

Factor 2: Past Performance The Government will evaluate the offeror’s demonstrated record of successfully delivering similar services (such as comprehensive marketing strategy, search engine optimization (SEO), media buying and placement, market research/GIS analysis, and digital brand management) as described in the PWS, on time and to the satisfaction of the customer.

Factor 3: Price Price will be evaluated to determine the realism and reasonableness of the quoted price for all services and materials required to execute the marketing support program (to include both CLIN 0001: Base Year Marketing Program Support Services, and CLIN 1001: Media Strategy, Purchase, and Placement Advertising Option).

3. Evaluation Process and Tradeoff The Government will evaluate offers based on a best-value determination, considering technical capability, past performance, and price. Trade-offs may be made between price and the non-price factors listed above to select the offer that provides the greatest overall benefit to the Government.

4. Contract Award and Reservation of Rights The Government intends to evaluate offers and award a contract without discussions with offerors. Despite this, the Government reserves the right to conduct discussions if later determined by the Contracting Officer to be necessary.

The Government may reject any or all offers if such action is in its best interest, and the Government may also waive informalities and minor irregularities in offers received. By submitting an offer, the offeror acknowledges that this solicitation does not commit the Government to award a contract or pay any costs incurred in offer preparation.