RFP_F14SOL10026_NMAAHC_Direct_Mail_RFP_Amendment_No._1.doc

Amendment No. 1

Smithsonian Institution Solicitation No. F14SOL10026

Smithsonian Institution

National Museum of African American History and Culture Direct Mail RFP

SMITHSONIAN INSTITUTION

NATIONAL MUSEUM OF AFRICAN AMERICAN HISTORY AND CULTURE

DIRECT MAIL PROJECT

Amendment No. 1 to #F14SOL10026

Dated June 30, 2014

A. This RFP is hereby amended to include the following questions and responses:

1. Question: Can we receive actual live samples of both the Acquisition and Appeal packages that are on the FTP site?

Smithsonian Response:

We have included additional samples acknowledgement letters and a thank you letter as PDF files in the RFP file (Attachment 1) on FedBizOps for your review.

2. Question: Can we also receive a sample Acknowledgement package and samples of the premiums for each level?

Smithsonian Response:

Section C.2.2.4 explains the acknowledgement packages and the benefits at each dollar level of support. A few example acknowledgement letters for a new membership at $25 and a gift donation thank you letter have been added to the RFP file on FedBizOps (Attachment 1). The letterhead used is the same for all acknowledgements and measures 81/4” x 14” with a perforated reply form at the bottom of the letter for use if the member wishes to make an additional gift. At $40 for a new membership, we send out a certificate of appreciation which has also been added to the FTP site for review. Enclosed in all acknowledgements is a CREevelope. In addition a sample email campaign entitled Our American Stories which is sent out six times per year can be found at www.go.si.edu/aahcoas or http://go.si.edu/site/PageNavigator/mm_stories.

3. Question: The reports on the FTP site show metrics through Average Gift. Are reports available that detail costs and net revenue by effort?

Smithsonian Response: We decline to provide this information at this time. Please refer to the information provided in the RFP to prepare your proposal.

4. Question: Can we also receive multi-channel performance (dm, e-efforts, web performance, etc) results for both the current and the past fiscal years?

Smithsonian Response: We have included direct mail results from FY 2009 to 2012 as PDF files in the RFP file on FedBizOps for your review (Attachment 2). We have also included the latest metrics report for email campaigns from May 2014 (Attachment 3). We do not engage in telemarketing for this campaign.

5. Question: What is the current total annual volume for fulfilled acknowledgments?

Smithsonian Response: In the past 12 months approximately 50, 000 acknowledgments have been mailed out.

6. Question: Does a renewing $100 member get the same CD as they did with their join gift acknowledgement?

Smithsonian Response: No, members who renew at same level of support are not sent the same benefits. Any members who upgrade to the next higher level or levels are sent those benefits.

7. Question: May we submit strategies for outbound tele-fundraising, in addition to direct mail and online?

Smithsonian Response: No, not at this time.

8. Question: Do you prefer that costs for production, postage, mail shop be submitted by the agency, or will you maintain a direct relationship with a production provider who will invoice you separately?

Smithsonian Response: Pursuant to Section C.3.1 of the RFP the successful contractor shall provide all requirements stipulated in the RFP related to the overall program strategy, creative design, copy creation, printing and mailing, and analysis. This includes providing services and management of all package production and mailing services. Pursuant to Section C.3.8.4 the Federal government requires that any production costs higher than $3,000 must be bid to a minimum of three (3) different vendors and copies of all estimates retained, regardless of agency’s ownership of facilities. Please refer to Section C.8.3.4 for further details. Invoices from production provider will be sent to direct mail agency then agency can invoice client. For postage, a postage escrow account will be set up with the agency to cover postage costs as packages are mailed.

9. Question: Will the agency manage both e-engagement and e-fundraising efforts?

Smithsonian Response: This will be a collaborative effort between agency and NMAAHC. NMAAHC has staff person who creates e-fundraising messages with collaboration with agency on copy creation and sometimes email banner art. However, e-marketing efforts have been done by agency for email address acquisition and revising, updating, creation of Convio webpages.

10. Question: Our proposal will suggest areas where NMAAHC can increase communication and build loyalty online. Is there a current ‘wish list’ you have for web page improvement or additions?

Smithsonian Response: No, not at this time.

11. Question: Please confirm that the “RFP Pricing Response Form” should represent total costs for the period 10-1-14 through 9-30-15.

Smithsonian Response: Yes, for 12 months in fiscal year 2015.

12. Question: In your pricing template, which column would you prefer be used for direct costs associated with production, postage, and mail shop?

Smithsonian Response: Those costs should be included in the total cost for the direct mail program – acquisition, renewals house appeals.

13. Question: We will also submit pricing for the following 3 packages on a separate “RFP Pricing Response Form” (C.3.12.1).

1- Acquisition

1- Renewal series monthly mailing

1- Typical Special Appeal

May we also provide more detailed background budgets to show how this package pricing was derived?

Smithsonian Response: Offerors are welcome to provide brief background information and details on budgets to show how they arrived at the package pricing proposed.

14. Question: For the Detailed Pricing Worksheet (L.7.1.2), is there a sample template that you would like us to use?

Smithsonian Response: No.

15. Question: Can you define “Labor Categories” further?

Smithsonian Response: The term “Labor Categories” refers to the types of services to be performed / job title for the key personnel that will be assigned to this project if your firm is awarded the contract.

16. Question: Besides the “RFP Pricing Response Form”, are there any other specific official templates that need to be included with our submission?

Smithsonian Response: No.

17. Question: Letters of Commitment are required for major subcontractors. However, can we assume that smaller subcontractors (such as freelance copywriters, creative designers, copy proofers) which reflect a very small percentage of the overall annual budget, do not require Commitment Letters? Are production vendors considered major contractors?

Smithsonian Response: If you intend to use a subcontractor to complete any significant portion of the services outlined in the Section C Scope of Work of the RFP you should include letters of commitment from all such subcontractors. This can include subcontractors for copywriting, design, and proofreaders.

18. In C.1.3 you provide some member/donor numbers. Can you provide these in terms of recency (i.e. how many have made a gift in the last 12 months, 13-24 months, 25-36 months and more than 36 months ago)? This will help us determine segmentation.

Smithsonian Response: Receny reports have been added to the RFP page on FedBizOps as Attachment 4.

19. Question: Can you give a bit more detail on C.2.2.2 the scope of e-marketing services? Will the chosen contractor be “deploying” email in addition to writing and editing? How frequent are website updates requested from contractor? Do you push out emails in addition to the fundraising messages? This also applies to C.2.13.1.

Smithsonian Response: Currently NMAAHC deploys most all email messages but contractor on occasion made need to do this. Contractor will work in a collaborative manner in generating email copy. Our websites are updated on an as needed basis.

20. Question: In C.2.2.4 you talk about your acknowledgement program. Can we have information on the current vendor provider and some details on segments, etc.? We often will try to keep acknowledgements with the current vendor in the beginning of a new client relationship. This also applies to section C.2.14.1.

Smithsonian Response: Sisk Fulfillment, Attn. Mikie Phillips, 1900 Industrial Park Rd, Federalsburg MD 21632. 410.754.8141

21. Question: In C.2.5.6 you indicate that expired members are not in acquisitions. Is this by design?

Smithsonian Response: No, we just haven’t got around to including long terms lapsed folks in acquisition yet. We have mailed long term lapsed member two reinstatement mailings via the renewals program in June 2013 and June 2014.

22. Question: In C.3.9 there is talk about the preparation of the annual budget, and that it is due April/May. We assume, given the RFP timeline, that the FY15 budget will already have been submitted and this is not part of our scope of work to start. Can you clarify?

Smithsonian Response: For FY 2015, yes correct budget already decided. But for FY 2016 and subsequent years the agency may be asked to provide cost information especially if an increase in the amount allocated by the museum for the membership program is required to expand fundraising efforts.

23. Question: In C.2.12.3 you indicate wanting a narrative description of costs that include tests. Do you want us to show mock ups of recommended tests or just give specifications that we used for bidding?

Smithsonian Response: We will not require mockups as part of your RFP response. However, yes you should include specifications in your proposal.

24. Question: Can you clarify the costs requested in L.7.1.2 regarding hourly rates – are these for hours and tasks not covered by the retainer (email preparing time for example)? What does it mean in terms of this being a “Fixed Price proposal” since production expenses will vary based on selected creative?

Smithsonian Response: The contract awarded from this RFP will be a firm fixed price contract. Contractor will be responsible for completing the services within the firm fixed price budget stated in the awarded contract, including any and all expenses. This will not be a time and materials contract and Contractor will not be paid for services and expenses above and beyond the firm fixed price, unless both parties agree to the additional services and costs in an amendment signed by both parties.

25. Question: In the section on bonding, it indicates “awarded contractor shall furnish acceptable bonding in the amount of one hundred percent of the offer” – since the offer will be for direct and indirect expenses (and direct expense will vary based on creative) what is the bonding amount? ASK JK Smithsonian Response: Once the contract is awarded, the selected firm will need to submit payment bonds for 100% of the contract award amount per the terms of the RFP.

26. Question: In Section L.7.2.4.2.1 you are giving instructions for the way they want Key Personnel Resumés formatted. It indicates in bullet point c. "Work experience for the responsibilities described in L.5.2.3 above" But section L.5 does not have a .2.3—it's just the notice of intent to bid. What is the correct reference point for L.7.2.4.2.1.c.? CHECK NUMBERS Smithsonian Response: This should reference Section L.7.2.4.2.1 (b) which asks that you provide a description of the responsibilities and duties for the NMAAHC project for each of your key personnel. To evaluate each of your proposed key personnel we are asking that you include in your proposal a full resume showing the education and work experience of all persons who will be assigned to the NMAAHC project if your firm is awarded the contract.

27. Question: In L.7.2.4.1, section C, it has some more subcontractor language included, and reference to letter of commitment AND management plan. Would that be required for e-marketing services that are subcontracted?

Smithsonian Response: Yes since agency will be subcontracting e-marketing services if it does not have an in-house e-marketing department.

28. Question: In the evaluation criteria, it states that past performance is the 2nd most important item. In section L.7.2.3.5 regarding past performance, it states that, "Contractor shall provide a list of three (3) references for previous work that may be contacted." However, in Section C.13.1 about additional response information it states, "Include also four current client references and three former client references where similar work as described within this Request for Proposal has been provided, include both phone number and email contact information." Since past performance is based on previous awards and includes both current and past customers, the number of past performances references is unclear. Can the government please clarify how many past performance references it wants?

Smithsonian Response: Please provide the following (1) Two (2) examples of past performance in form of physical copies of previous work product on past projects, highlighting any past performance on projects similar to the NMAAHC project and (2) Three (3) references, including contact information, of companies your firm has worked with providing similar services as the ones outlined in the RFP.

29. Is there an incumbent for this project? If so, who is the incumbent and what is the contract number?

Smithsonian Response: The services outlined in the RFP are currently provided to NMAAHC by Odell Simms & Lynch, Inc., and Avalon Consulting Group Inc. We are unable to provide the contract numbers at this time.

30. Question: Are there specific mailing universes for each mailing?

Smithsonian Response: Yes.

31. Question: How many total pieces are you intending to mail for this effort (including mail, newsletters and anything else pertinent to the campaign)?

Smithsonian Response: The quantity mailed would be based on the direct mail budget proposed by your firm.

32. What mail sizes and formats have you previously used?

Smithsonian Response: Please see examples of mail sizes and formats in the documents on the FTP site.

33. Are you intent on using the same sizes and formats for this fundraising effort?

Smithsonian Response: Not necessarily. We are asking offerors to propose a direct mail strategy and budget to accomplish the tasks and deliverables outlined in the RFP.

34. Question: Do any of the mailers include mail-back devices, such as Business Reply Envelopes, in which contributors can include a check or credit card number?

Smithsonian Response: Yes.

35. Question: Are there specific paper stock or paper weight requirements?

Smithsonian Response: No.

36. Question: Do you pieces mail at a First Class rate or Bulk?

Smithsonian Response: The postage used depends on the specific mailing.

37. Question: Are there specific requirements for printers and mailhouses, such as being a union shop?

Smithsonian Response: The Service Contract Act is applicable to this contract. Please consult the current decision in your locality for the Service Contract Act requirements applicable to your firm. You must also comply with any applicable local labor laws in your locality.

38. Question: Do you have identified printers and mailhouses with whom we would have to work?

Smithsonian Response: No, this is a decision by the direct mail agency based on the quality of the package look and feel and quality of the service by both printer and mail house.

39. Question: Are the pieces expected to be personalized (e.g., "John, thank you for...)?

Smithsonian Response: Yes, where appropriate.

40. Question: Would any of the mail pieces need to contain non-paper items (e.g., membership pins)?

Smithsonian Response: For front end mailings like acquisitions, renewals and house appeals – NO. But acknowledgment fulfillment mailings will include a CD, and books.

41. Question: What amount of copywriting will we be providing?

Smithsonian Response: Offerors should put together a proposal which includes a strategic plan for accomplishing the services outlined in the RFP. The amount of copyediting you provide is based on what you propose. It is up to your firm to determine the amount of copywriting you will need to provide in order to deliver the services outlined in the RFP and include that information in your proposal.

42. Question: Will we be providing overarching narratives and themes or will we be using existing themes already developed and vetted?

Smithsonian Response: Both.

43. Question: Will you be providing all mailing lists or will we be purchasing lists for you?

Smithsonian Response: Again the bidder needs to read the proposal. Agency will rent or use list exchanges for acquisition mailings.

44. Question: Please describe current online/electronic outreach efforts (if any)?

Smithsonian Response: We have done email address acquisition via DonorCare and Change.org, we push out monthly E-renewal notices, we send out email announcements on museum public program events and happenings as they occur, Museum E-news updates, E-fundraising messages, etc.

45. Question: In addition to emails, electronic newsletters, etc., will this effort include online advertising (e.g., Facebook ads, Google ads)? If so, do you have a budget set aside specifically for that purpose?

Smithsonian Response: Yes, there will be online advertising efforts but the budget will be created by the agency and the subcontracted e-marketing company.

46. Question: Will we be creating social media campaigns?

Smithsonian Response: No, but Contractor may be asked to work collaboratively on ideas or copy for the museum’s social media department.

47. Question: Will we be creating HTML email templates for this effort and working with Convio to push out to your lists?

Smithsonian Response: Yes.

48. Question: Will Convio be handling all online contributions? If not, who?

Smithsonian Response: Yes.

49. How frequently will these electronic outreach messages be pushed out? Weekly? Bi-weekly? Monthly?

Smithsonian Response: The schedule varies each month, but currently NMAAHC has been increasing the number of emails that go out each month.

50. Question: Will you be providing all email lists or will we be purchasing lists for you?

Smithsonian Response: Our current e-marketing contractor has done email address acquisition campaigns. We have not purchased any email address lists and very likely will not do so in the future.

51. Question: Will we be asked to produce additional electronic media (e.g., videos) to be used in conjunction with the electronic outreach efforts?

Smithsonian Response: Yes, it is possible but not to a large degree.

52. Question: Is there a specific fundraising goal you're trying to meet?

Smithsonian Response: Yes, we want to raise as much money as the budget will allow.

53. Question: Will we be doing universe subset testing to determine what's working and what might be enhanced?

Smithsonian Response: Only in acquisitions mailings is testing of new packages done to a certain quantity of names. Depending on whether the results are favorable for that test mailing, we may use that test package in the next acquisition mailing. Test acquisition mailings are mailed at the same time as the control acquisition packages.

54. Question: Will we be expected to conduct A/B message testing for email subject lines?

Smithsonian Response: Yes, that is one possible test.

55. Question: Will we be required to use a focus-group approach for messages prior to push? If so, are we required to contract with a testing vendor?

Smithsonian Response: No, not at this time.

56. Question: Are there any other components to this campaign that you believe will be handled by the winning vendor other than the following:

Message development and theming:

· Direct mail design;

· Direct mail printing;

· Direct mail dissemination;

· Email solicitation design;

· Email subject line messaging;

· Newsletter design;

· Copywriting; and

· Vendor management.

Smithsonian Response: At this time we only need the components outlined in the RFP.

57. Question: In section C2.5.1 it is states: “It is imperative that the contractor have demonstrated strong expertise in managing a rolling 12-month renewal notice program for a national museum membership program and understand how a monthly renewal notice program is vital for a membership direct mail fundraising program.”We have an enormous amount of fund raising experience, including rolling 12-month renewals, but not with a national museum. If a contractor has not worked with a national museum, will they be disqualified from the selection process?

Smithsonian Response: No, an Offeror will not be automatically disqualified however, experience with this type of campaign is a significant determining factor in the evaluation. Offerors should have some experience with a national direct mail campaign.

58. Question: In the actual Solicitation I saw this clause (see below). Does this mean they have a contract with companies to already do the direct mail and emails?

CLAUSE: C.2.3.1. The NMAAHC has established a contract to run the direct mail and E-marketing programs of the membership program. Separate contracts have been established with Sheads and Associates for caging/lockbox and data entry services; Interactive Systems, Inc., for membership database services; and Blackbaud/Convio for E-marketing/E-commerce software.

Smithsonian Response: Section C.2.3.1 provides this information as stated above.