Sol_F15PS00609_Amd_000001.pdf

(x)

F15PS00609

x x copies of the amendment; (b) By acknowledging receipt of this amendment on each copy of the offer submitted ; or (c) By separate letter or telegram which includes a reference to the solicitation and amendment numbers. FAILURE OF YOUR ACKNOWLEDGEMENT TO BE RECEIVED AT

THE PLACE DESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED MAY RESULT IN REJECTION OF YOUR OFFER. If by virtue of this amendment you desire to change an offer already submitted , such change may be made by telegram or letter, provided each telegram or letter makes reference to the solicitation and this amendment, and is received prior to the opening hour and date specified.

x

F01

PORTLAND OR 97232-4181

911 NE 11TH AVENUE

EASTSIDE FEDERAL COMPLEX

FWS, DIVISION OF CONTRACTING AND GE

F01

PORTLAND OR 97232-4181

911 NE 11TH AVENUE

EASTSIDE FEDERAL COMPLEX

FWS, DIVISION OF CONTRACTING AND GE

06/27/2015000001

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Offers must acknowledge receipt of this amendment prior to the hour and date specified in the solicitation or as amended , by one of the following methods: (a) By completing

The above numbered solicitation is amended as set forth in Item 14. The hour and date specified for receipt of Offers

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4. REQUISITION/PURCHASE REQ. NO.3. EFFECTIVE DATE2. AMENDMENT/MODIFICATION NO. 5. PROJECT NO. (If applicable)

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AMENDMENT OF SOLICITATION/MODIFICATION OF CONTRACT

06/02/2015

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14. DESCRIPTION OF AMENDMENT/MODIFICATION (Organized by UCF section headings, including solicitation/contract subject matter where feasible.)

The purpose of this amendment is to answer contractor questions and clarify that the period of performance is contract award to 11/30/15.

RFP 15PS00609 - Migratory Bird Treaty Centennial Campaign

Response to Questions

1. Should the proposal address all of the preliminary objectives and tactics listed in your

RFP?

Response: The preliminary objectives and tactics were provided to give context for the larger Centennial program. We are not requesting deliverables associated with these objectives however, we will refer to the vision, goal statement and objectives during the design process.

2. Can the USFWS provide an estimated budget for this scope of work?

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16A. NAME AND TITLE OF CONTRACTING OFFICER (Type or print)15A. NAME AND TITLE OF SIGNER (Type or print)

15C. DATE SIGNED 16B. UNITED STATES OF AMERICA 15B. CONTRACTOR/OFFEROR 16C. DATE SIGNED

(Signature of person authorized to sign) (Signature of Contracting Officer)

Joshua Gordon

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Except as provided herein, all terms and conditions of the document referenced in Item 9 A or 10A, as heretofore changed, remains unchanged and in full force and effect .

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Response: The budget proposal will be a factor in our selection of the best value firm. We expect the offerors to have a sense of the budget parameters we often work within.

3. For Task 5: Graphics for Social Media - the

RFP talks about draft concepts for the central themes. Can the USFWS share those draft concepts with the Offeror prior to contract award?

Response: The themes and concepts listed under

Task 5 are preliminary and only provided for context during the bid process. We will not be providing additional content like this prior to award. We will provide this information at the kick-off workshop.

4. For Task 5, will Offerors need to draft and develop new content for the infographics?

Response: Generally yes, our expectation is that the offeror will work with USFWS Team members to identify, develop and refine content for the infographics. These will draw from several proposals and concepts that are being generated and prioritized nationally but we expect the creative Team to propose new and compelling design to express existing ideas.

5. The initial draft graphics that were provided with the RFP, are vendors required to use those or build upon those further, or were those only provided for broad reference?

Response: These were only provided for reference.

6. Can you provide a budget for the desired media plan? As this can vary depending on your overall budget.

Response: No media plan budget is available at this time as it is dependent upon appropriations in 2016 and will come from the various regions.

The media plan expenditures will likely be minimal.

7. Task 4: Print Media Packets ¿ can the USFWS provide dimensions and specs for the poster and banner?

Response: We are not locked into any standard size of poster. The last National Poster we did was 20" x 33" with graphic image front and educational information on the back. The USFWS will assist with educational content for the back side of the poster. The vinyl banner design would be suitable for display on front of a table typical at an event.

8. Is the Offeror responsible for printing and production of the media packet? If so, does the

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USFWS have a preferred vendor who we should work with?

Response: No, the offeror is not responsible for printing as that will be done in-house through the Government Publishing Office (GPO).

9. Can the USFWS provide additional information as to the quantities of the media packets that will need to be printed/produced if the Offeror is required to cover production costs?

Response: See Response to 8 above.

10. Does work have to be done in Oregon? Or can the contractor work from their location?

Response: the Work can be done from outside of

Oregon, however the kick off meeting and perhaps other face to face coordination meetings will be necessary in person. These coordination meetings should be described in your proposal and the travel cost will be the responsibility of the offeror.

11. Is there an incumbent contractor currently providing communications products and services?

If so, please identify the firm and how long they have been providing services to FWS. Is there a creative or branding agency already identified for the branding portion?

Response: No there is no incumbent for this scope of work. A consulting firm, Marstel-Day has a coordination role in the National Centennial activities. There is no creative agency hired.

This process will hire and create the branding.

12. Is the USFW thinking this will primarily be a print campaign aside from social media?

Response: At this point we anticipate that this will be a print and social media campaign. It is unknown if other partners outside of the Agency will bring additional capacity and options.

13. Is the contractor expected to use the logos provided with the RFP? Does the FWS intend to further develop the logo concepts presented or is another approach desired?

Response: No, these were provided for reference only. Our expectation is that the selected consultant will take a comprehensive and fresh look at branding the MBT Centennial campaign in a way that is compelling and meaningful to the broader effort.

14. Who will be responsible for coordinating and conducting the Kickoff Workshop (Task 1)?

Response: The Offeror will be responsible for coordinating and conducting the workshop, however

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the USFWS may assist with logistics such as room location and support materials like projector and flip chart easels if needed.

15. Will FWS pay for travel to Portland, OR for the Kickoff Workshop?

Response: The offeror is responsible for any travel associated with this work. We require a fixed fee proposal that includes travel and expenses. Our assumption is that all communications design work will be managed from

Portland, Oregon and if necessary national USFWS

Team members will fly in to Portland as appropriate. No National presentations are anticipated but if needed, we would modify the contract to cover this client-requested travel cost.

16. Does the Detailed Cost Proposal (Section F under Submission Requirements) or the transmittal letter count toward the ten (10) pages of written material for the response or should it be submitted as a separate volume?

Response: No, the cost proposal and the transmittal letter will not count towards the 10 page limit of the written proposal.

17. Who developed the draft logos for the

Migratory Bird Treaty, and are those being considered for possible adaptation or use? If both have been rejected, why were they rejected?

Response: The draft logos were done in-house.

They were developed based on one artist's interpretation of the centennial. Our desire is to develop a brand image that comes out of a facilitated process to more comprehensively brand the campaign.

18. Will information included in the appendices

(e.g., staff resumes, work samples) be scored in the evaluation of the proposal?

Response: Yes, we will look at those to inform/rate several of the evaluation criteria.

19. Who developed the national strategic plan for this work?

Response: This was developed by our National

Centennial Team. They are made up of staff throughout the country primarily working in our

Migratory Bird program and a few staff from our

External Affairs office.

20. Will you please share with us the National

Strategic Plan for this work, so that we can more fully consider how to apply that plan through branding and communications?

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Response: The five (5) page Strategic Framework and Plan was included with the RFP materials posted on Fed Connect.

21. Is there a disincentive for proposing a timeline that is more compressed than the final delivery date outlined in the RFP (December 15, 2015)? Does the FWS anticipate extending the period of performance?

Response: No, there is no disincentive for proposing a more compressed timeline. We noticed inconsistencies with the final delivery and

Performance end date. We will be issuing an addendum to change all Performance end dates to

November 30, 2015. We do not anticipate extending the period of performance.

22. Is it correct that final deliverables will be electronic in nature only?

Response: Yes, all final deliverables will be electronic. Two versions are needed , one pdf version suitable for posting on social media and websites and a second version being the high resolution original design files (InDesign, Illustrator) for subsequent printing or if changes are needed to the graphics in the future.

It is desirable to have the consultant provide a limited number (5 or so) of high quality paper hard copies for key reviews during the process when design and colors are being reviewed.

23. How will you measure success of the campaign?

Have KPI or metrics been identified to benchmark progress and success? These goals will drive the brand development and tactics to develop and execute the PR in 2016.

Response: No metrics have been identified to measure campaign success at this time. We anticipate that this could be a topic at the kick-off workshop but not one to consume too much of the effort. The National Centennial Team will likely be addressing this topic and need. 24.

Has the Service conducted any background research? This information would help frame the brand attributes, target audience prioritization, and current perceptions about the Service and MBT going into the kick-off workshop.

Response: No background research has been conducted. In preparing for the Kick-off workshop we could utilize the National Centennial

Team and a few key partners to respond to specific questions to help inform our understanding and perceptions about the Service

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and MBT. We will look to offerors to help navigate this need with little or no research.

25. Final question relates to audience(s).

There are several different audience groups I'd assume this campaign should reach, including:

general public (subset birders), policy makers, partners, and internal stakeholders. Are these correct assumptions?

Response: Identifying target audiences and preparing suitable graphics and messages for these audiences is a key part of the campaign effort . We will expect the offeror to define your approach to this task. Your initial assumptions are correct however, we will likely want to engage not only our traditional birding public but perhaps non- traditional millennials as well.

26. Is there a preference for working with firms in Oregon?

Response: We have not limited this RFP to firms only in Oregon and no additional points will be awarded to Oregon firms. The cost proposals will likely differ for some due to any travel proposed.

27. Is there a standard transmittal letter form to be employed?

Response: We do not have a standard for the transmittal letter. The Transmittal letter does not count towards the total pages.

28. At the Kick-off meeting, will we be expected to present initial approaches or will we be collaboratively brainstorming with the Fish and

Wildlife representatives?

Response: The contractor will be expected to organize, lead and facilitate the kickoff meeting process and collaboratively brainstorm with FWS.

29. What does size standard $15 million refer to in the project description?

Response: The $15 million referenced in the introductory paragraph is boiler plate Federal

Government guidelines related to Small Business.

My understanding is that this RFP is open to businesses making under $15M per year. It does not have anything to do with the value of this specific contract.

30. How are payments made and should we recommend a payment schedule in our proposal?

Response: There is no need to include this with your proposal. We will discuss this with the winning bidder. We use on-line Federal Business

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Management System for submitting invoices.

Payments are typically made periodically as tasks are completed.

31. The evaluation criteria refers "Directly

Related Project Experience". What constitutes

"Directly Related"? Does this mean work directly related to the migratory bird treaty? Work directly with the Department of the Interior?

Response: By "directly related" we generally mean communications work related to wildlife conservation. If a firm has done work related to bird conservation with the U.S. Fish and Wildlife then they would likely receive the highest points available. If they did natural resource related conservation communications for others then points will be awarded based on the each evaluator interpretation of how relative this work is to this project. We have five evaluators making these determinations and awarding points so we expect individual judgements will balance out in the end.

32. Task 6 of the SOW asks for a deliverables schedule. Section E of the technical requests the same. Is the contractor expected to hand over a schedule as a deliverable separate to the implementation schedule requested in Section E?

Response: A deliverable schedule could be integrated into the implementation schedule. We are looking for the offeror to clearly design a process that identifies when each of the products

(deliverables) will be submitted and what amount of time is needed for reviews.

33. The Government has not responded to questions as of 26 June. Can an extension be granted to allow time to incorporate answers to questions into the proposal?

We will be posting a final master list of questions as an addendum late on the 26th of June or early on the 27th. We do not anticipate providing an extension.

34. To clarify, the Period of Performance ends

11/30/2015.

Suggested COR: SDURAN1

Period of Performance: 07/15/2015 to 11/30/2015

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