Statement_of_Work_05-14-15.pdf

Request for Proposal (RFP) F15PS00609 Migratory Bird Treaty Centennial Branding and

Communications Campaign

Primary Contact Josh Gordon, Contracting Officer U. S. Fish and Wildlife Service 911 NE 11th Ave Portland, OR 97232

Technical Contact:

Mike Marxen, 503 872-2700 U. S. Fish and Wildlife Service mike_marxen@fws.gov

Response to this Request for Proposal shall be received by June 30th, 2015, 1700 PS. Send proposal to: U. S. Fish and Wildlife Service, 911 NE 11th Ave, Portland , OR 97232, CGS ATTN: Josh Gordon, Any questions, which in the opinion of USFWS, warrant a written reply, an addendum will be furnished to all parties receiving this RFP.

SAS/USFWS may not respond to questions received after 3:00 p.m. on June 26th, 2015.

Request for Proposal (RFP) F15PS00609 Migratory Bird Treaty Centennial Branding and

Communications Campaign

I. Introduction Migratory Bird Treaty Centennial Communications Campaign

The U.S. Fish and Wildlife Service is seeking communications and visual design services to assist the agency in promotion of migratory bird conservation throughout the 2016 celebration of the

Centennial of the Migratory Bird Treaty. The anticipated performance period of this contract is

July 15, 2015 to November 30, 2015.

Background

The year 2016 marks the centennial of the Convention between the United States and Great Britain

(for Canada) for the Protection of Migratory Birds, signed on Aug. 16, 1916. The resulting Migratory

Bird Treaty, and three others that followed, form the cornerstones of our efforts to conserve birds that migrate across international borders.

The Treaty connects the U.S. Fish & Wildlife Service (Service) with our federal, state, private, non-governmental, tribal, and international partners, who share our long, successful history of conserving, protecting, and managing migratory bird populations and their habitats. Celebrating the centennial of the first Treaty allows us to bring together those who have contributed to its success.

Throughout 2016, the Service will work with partners to create awareness, promote actions, increase support, and expand engagement in the conservation of migratory birds. The products of this contract will be provided to agency staff in Headquarters and all eight regional offices. The products will also be distributed to key partners throughout the conservation community.

A Service team has developed a national strategy that will provide the framework for our agency and our partners to work together to promote the Centennial and achieve mutual goals and objectives.

Our Vision

A world where birds and people thrive

Our Goal

Create awareness, promote key actions, increase support, and expand opportunities for engagement in the conservation of migratory birds.

Migratory birds

• connect people with nature and add beauty, sound, and color to our world. They provide countless opportunities for enjoyment by birders, hunters, and outdoor enthusiasts and have cultural and spiritual importance.

• contribute environmental benefits, including pollination, insect and rodent control, and seed dispersal.

• are good indicators of environmental health because they are so visible and relatively easy to study. Studying birds can give us a picture of what is going on in the world.

• play a key role in the U.S. economy, supporting recreational opportunities that create jobs and generate billions of dollars in revenue.

Preliminary Objectives and Tactics

Create awareness about the importance of migratory bird conservation

• Encourage stories in news media about Treaty achievements, migratory birds, and habitat conservation

• Connect people to migratory bird conservation via social media

Promote key actions to help conserve birds

• Increase participation in citizen science programs

• Expand property/homeowner use of best practices (lights out, reduce collisions, wildlife-friendly gardens)

Increase support for funding that benefits migratory bird conservation

• Strengthen international partnerships

• Increase knowledge and understanding during reauthorization of key legislation

Expand opportunities for engagement in bird watching, hunting, and conservation

• Support bird-focused programs and festivals in Urban Bird Treaty Cities and Urban Refuge Partnerships

• Increase participation in Duck Stamp/Jr. Duck Stamp

• Promote youth birding and hunting events at National Wildlife Refuges

For additional Information visit the Centennial website:

Web: http://www.fws.gov/birds/mbtreaty100/index.php http://www.fws.gov/birds/mbtreaty100/index.php

II. Proposed Scope of Work:

Overall Task

This contract will visually brand the Migratory Bird Treaty Centennial and develop messaging in support of the national Migratory Bird Treaty Centennial strategy. Bold communications are needed to compete for attention in a crowded and noisy digital marketplace by creating concisely framed messages and unique experiences, delivered with wit, humor and great art.

The Migratory Bird Treaty Centennial Campaign would:

• clearly and succinctly name and describe the campaign for public audiences;

• develop the verbal and visual identity to promote and increase awareness of the campaign and need for bird conservation;

• generate local momentum for action and collaboration; and

• ultimately activate partners to help secure funding for this important outreach effort.

Task 1: Kickoff Workshop to Create Communications Goals and Identify Target Audiences

The full day Kick-off workshop, held in Portland, Oregon, will build on these Migratory Bird

Treaty Centennial goals by developing communication and marketing goals and identifying tangible outcomes. As part of this workshop we will identify migratory bird conservation issues most important to the USFWS and partners; define who is most affected by these issues; and define what change and outcomes are desired. We will explore various aspects of brand identity used by USFWS and others. This workshop will also identify and profile our target audiences.

We know that achieving desired conservation marketing and public relations goals is a four step process: Awareness, Education, Perception Change, and Behavior Change.

Deliverable 1: Migratory Bird Treaty Centennial Brand White Paper

This document is the foundation for development and promotional activities, marketing materials, and media plans. The Brand White Paper will become the central platform for all communication moving forward. This document outlines the core tenets, positioning, value proposition, mission and vision and target audience identification and their profiles.

Task 2: Graphic and Identity Recommendation:

Develop graphic and word mark options that express the brand. The combination creates an identity system. The goal of this task is to express the visual translation of the new brand in a bold yet simple graphic mark. This will include a final graphic, color palette, word mark, fonts, as well as arrangement/stacking options. This graphic will be used by USFWS and all partners developing materials associated with the Migratory Bird Treaty Centennial to provide a common thread focused on the centennial message.

Deliverable 2: Initial graphic branding concepts for review and feedback followed by final selection and refinement of the final branding. Final delivery includes full rights of design and final files in InDesign and or Illustrator.

Task 3 – Campaign and Media Concepts

During this stage, develop a unique storyline that empowers people to intellectually and emotionally connect with all aspects of the Migratory Bird Treaty Centennial. This exploration of the brand provides organizations with a deep well of inspiration and executable ideas for the

Migratory Bird Treaty Centennial campaign, including interpretive outreach and promotions, and guides messaging to diverse and distinct audience groups in diverse and distinct locations.

These will provide the Service and partners executable ideas for implementation in 2016.

Deliverable 3: A graphic concept presentation describing the communication analysis and brand design inserted into several potential media/marketing tactics.

Task 4 – Print Media Packet: Poster Design, Banner, Postcards

These materials will focus around the Four Major Migration Corridors: Pacific Flyway, Central

Flyway, Mississippi Flyway and the Atlantic Flyway and cities within those corridors designated as Urban Bird Treaty Cities. These products will be designed to be suitable for distribution to major partners nationwide who agree to promote the Centennial in local communities. These partners may include National Parks, National Forests, State Fish and Wildlife agencies, National

Audubon Chapters, Bird Observatories, Joint Ventures, and other conservation organizations.

Deliverable 4: Design four graphic media packets for printed media (poster, banner, and postcard) to promote interest in the Migratory Bird Treaty Centennial and relate to the seasonality of migrating birds in each of the four Flyways.

Task 5- Graphic Messaging for Social Media (12 images)

These materials will focus around the central themes to be developed for social media campaigns. These themes need to be further developed but draft concepts include: Migration

Has No Borders (bird migration across international borders), Take Action Now! (providing information on what every day Americans can do to help birds), Bird’s Eye View (100 YouTube videos on birds). Products will be designed to be suitable for distribution to major partners nationwide who agree to promote the Centennial on social media.

Deliverable 5: Design 12 infographic images for social media to promote interest in the

Migratory Bird Treaty Centennial and the central themes.

Task 6: Schedule for Project and Deliverables

The USFWS looks to the contractor to propose a delivery schedule that would culminate with a

December 15th, 2015 or earlier completion date. At most major submittal reviews the Service would require a two-week review period.

The schedule parameters include:

July 15, 2015: Initial meeting with U.S. Fish and Wildlife Service

Week of July 27th, 2015: The service anticipates the initial Kick-off meeting.

December 15th, 2015: All Final materials delivered and performance end date.

III. Materials Provided by the Government

Centennial Flyer/Handout

National Strategic Plan

Initial draft graphics

Invitation Letter to Partners

IV. RESPONSE INSTRUCTIONS

A. Submission of Response

Four (4) copies of the response shall be mailed or hand-delivered to: US. Fish and Wildlife Service, 911 NE 11th Ave, Portland, OR 97232 ATTN: Josh Gordon

B. Deadline

Responses will not be considered if received after the date and time indicated on the

RFP.

C. RFP as Basis for Responses:

This Request for Proposals represents the most definitive statement the USFWS will make concerning the information upon which responses are to be based. Any verbal information which is not written in the response to this RFP will not be considered by the selecting Team. All questions relating to this RFP should be addressed to Mike Marxen, mike_marxen@fws.gov, (503) 872-2700. Any questions, which in the opinion of USFWS, warrant a written reply, an addendum will be furnished to all parties receiving this RFP. SAS/USFWS may not respond to questions received after 3:00 p.m. on June 26th, 2015.

D. Procurement Procedures and Requirements

Participation in this RFP is voluntary and any expense incurred in providing a response, including interviews shall be the sole responsibility of the vendor.

In the event that procurement results from this RFP, price alone will not be the only criteria that will be used to select vendors. Other criteria will include, but not limited to, experience, past performance, and other factors (See selection criteria Section VI). Additional elements and clauses may be added and negotiated with the successful firm.

V. SUBMISSION REQUIREMENTS

The response should contain no more than ten (10) pages of written material (excluding resumes and/or brochures, which may be included in an appendix), describing the information requested, as outlined below. Potential vendors should address each of the following items in their response to this RFP:

Section A. Transmittal Letter containing signature of authorized party who submits the response on behalf of the responding Team. The response will be considered valid for one hundred-eighty (180) days.

Section B. Proposed Scope of Work that your Design Team will provide. The proposal should outline your process and deliverables proposed in response to this RFP and the required elements under the Scope of Work, Section II. Your response should address all elements but is not limited to those listed in Section II.

Section C. Description of your philosophy and approach to the design of the Migratory Bird Treaty Centennial Campaign and the process you will use to identify and engage our audiences with targeted campaigns.

mailto:mike_marxen@fws.gov

Section D. Description of Team assigned to this project including roles, responsibilities and estimated hours for each during the design process. Description of past relevant experience of Team members in the design and development of any relevant, nature-based branding or communication campaigns for government agencies or other large organizations.

Section E. Draft Schedule proposed to meet the December 15th, 2015 performance end date.

Section F. Detailed Cost Proposal for all design services. This RFP requires a firm fixed-price proposal that includes estimated expenses.

Section G. Identify all assumptions, exclusions, and conditions associated with your response to this RFP. Interested parties must identify and detail any assumptions, conditions, exclusions, and requirements related to their proposal, such as and including, furnished materials, review and comments process, approvals, and client participation in the design process.

VI. EVALUATION CRITERIA

The proposals will be evaluated on the following basis. Proponent scores after proposal submission will be used to shortlist consultants for further reference checks and interviews if needed.

Maximum Points

A. Firm Overview Background and Values: 10 B. Individual Team Members Related Project

Experience, expertise and compatibility 20 C. Team Organization: 10 D. Directly Related Project Experience: 20 E. Understanding of the Project and Client Goals: 15 F. Design Approach: 15 G. Project Management Methodology (cost, schedule, QC) 10

Total Points 100

VII. PROPOSED SCHEDULE OF EVENTS

The following dates (subject to change) apply to the Request for Proposal:

• Date of RFP: May 27, 2015

• Date when RFP/documents are available to Proponents: May 27, 2015

• Date and time when Proposal is due: June 30, 2015

• Commencement date of services (on or about): July 15, 2015

• Performance End Date December 15, 2015