DRAFT_Section_L_-__8_Aug_17.pdf

SECTION L

INSTRUCTIONS, CONDITIONS, AND NOTICES TO OFFERORS

8 Aug 17

FA3002-17-R-0003, National Advertising and Event Marketing

L.1. GENERAL INFORMATION.

The mission of the Air Force Recruiting Marketing program is to increase awareness and public support for the Air Force and to generate leads for the recruiting force. The Air Force requires a full-service advertising service provider capable of providing all necessary management, supervision, labor, material, and equipment (except for Government furnished items) required to plan, create, design, produce, place, evaluate and measure the effectiveness of advertising and special events in support of the Air Force's active duty national recruiting campaign.

The Government intends to award a single, Cost-Plus-Fixed-Fee (CPFF) Requirements contract with cost reimbursement for travel, for work described in the Performance Work Statement

(PWS) and attachments to this solicitation. The contract period of performance will include a base ordering period of 4-years. Two option ordering periods, if executed, will consist of a 3-year ordering period and a 2.5-year ordering period.

The contract will include FAR Clause 52.217-8, Option to Extend Services, with the potential to extend the contract an additional 6 months beyond the awarded contract performance period. In the event the Government requires continued performance, the Government's evaluation of prices proposed for the base and all option periods will suffice to be the Government's evaluation of prices under the extension of services. Should an extension of services be required, rates will be adjusted only as result of revisions to applicable prevailing Department of Labor wage rates.

L.1.1. To assure timely and equitable evaluation of proposals, Offerors must follow the instructions contained herein. Offerors are required to meet all solicitation requirements, including terms and conditions, representations and certifications, and technical requirements, in addition to those identified as evaluation factors or subfactors. Failure to meet a requirement may result in an offer being ineligible for award. The response shall consist of four (4) separate volumes; Volume I – Technical/Risk Proposal, Volume II – Past Performance Proposal, Volume

III – Cost/Price, and Volume IV – Small Business Participation. Proposal preparation expenses will not be compensated.

L.1.2. The Government may incorporate the Offeror’s proposal by reference into a resulting contract. However, the proposed strategy for the Sample Task may or may not be adopted by the

Government.

L.1.3. IAW FAR 4.803(a)(10), the Government will retain one copy of all proposals. All additional copies of proposals will be destroyed by the Government after contract award.

L.1.4. Submission of offers. Submit signed and dated offers to the office identified in paragraph L.2.2. at or before the exact date and time specified in this solicitation.

L.1.5. The Procurement Contracting Officer (PCO) and Contract Specialist (CS) are the sole points of contact for this acquisition. Offerors are responsible for ensuring receipt of any communication by the designated officials. Verification of receipt of communications can be done via email or telephone. Questions and requests for clarification shall be done in writing via email only no later than 18 July 2017. Points of contact (POCs) are:

FA3002-17-R-0003, National Advertising and Event Marketing

Attachment 1

Mr. Sheldon Washington (PCO) Ms. Antoinette Davis (CS)

E-mail: sheldon.washington.2@us.af.mil E-mail: antoinette.davis.1@us.af.mil

L.1.6. Minimum Proposal Acceptance Period. The term “acceptance period”, means the time period available to the Government to award a contract from the date specified in this solicitation for receipt of proposals.

L.1.6.1. The Government requires a minimum acceptance period of 150 calendar days from solicitation due date in Block 9 of the SF 33.

L.1.6.2. In the space provided on the front page, block 12, of the SF 33 the contractor shall insert the number of days (not less than the 150 days specified above) the proposal is valid.

Offerors may specify a longer acceptance period than the Government's minimum requirement.

L.1.7. Exceptions to Terms and Conditions. Offerors are required to meet all solicitation requirements as defined in Section L of the Request for Proposal (RFP). Failure to meet a requirement may result in an offer being ineligible for award. Offerors must clearly identify any exceptions to the solicitation terms and conditions, to include complete rationale supporting the exception that fully explains potential impacts on the performance, schedule, cost, and specific requirements of the solicitation.

L.1.8. Potential Errors. If an Offeror believes requirements in these instructions contain an error, omission, or are unsound or ambiguous, the Offeror shall immediately notify the PCO in writing with supporting rationale. The Government reserves the right to award this effort based on the initial proposal, as received, without discussions IAW FAR 52.215-1(f)(4).

L.1.9. Proposals must be submitted in both electronic and paper format as specified in paragraph L.2., Organization/Distribution/Number of Copies/Page Limits. In case of conflict between paper and electronic proposal copies, the paper version will take precedence. Email or facsimile offers will not be accepted. The sealed envelope or package used to submit your proposal must show the time and date specified for receipt, the solicitation number, the name of the Offeror, and the Offeror’s POC name, address, and phone number.

L.1.10. Offerors are cautioned that JBSA-Randolph has visitor control procedures requiring individuals not affiliated with the installation to obtain a visitor pass to gain entrance. SOME

DELAY SHOULD BE ANTICIPATED WHEN HAND CARRYING PROPOSALS. Offerors are responsible for allowing sufficient time to obtain a visitor pass and deliver the proposal

PRIOR to the time specified for receipt. Contact the POCs in paragraph L.1.5. for information and/or questions regarding base entry. Late proposals will be processed IAW FAR 52.215-

1(c)(3) and FAR 15.208 “Submission, Modification, Revision, and Withdrawal of Proposals.”

mailto:sheldon.washington.2@us.af.mil mailto:antoinette.davis.1@us.af.mil

Attachment 1

L.2. ORGANIZATION/DISTRIBUTION/NUMBER OF COPIES/PAGE LIMITS.

L.2.1. The proposal shall consist of four separate volumes. Offerors shall organize the proposal as set forth in the Proposal Organization table below. The titles, contents of the volumes, page limits and number of copies shall be as follows:

Table L.2.1. Proposal Organization

Volume/

Factor

Title Hard Copies CD/

DVD

Page Limit* Due Date

I Technical/

Risk

Original + 7 2 Subfactor 1 – Strategic Plan

(Oral Presentation): No

PowerPoint slide limit.

Storyboards shall not exceed a total of eight (8).

Subfactor 2 – Management

Plan (Written Proposal):

25 Pages.

Subfactor 3 – Sample Task

(Oral Presentation):

Storyboards shall not exceed a total of six (6).

Subfactor 4 – Business

Practices/Processes (Written

Proposal): 25 Pages – Page count does not include

Quality Control Plan.

31 Aug 17

3:00 P.M.

(CST)

24 Aug 17

31 Aug 17

24 Aug 17

II Past

Performance

Original + 5 2 25 Pages ** 6 Jul 17

III Cost/Price Original + 3 2 No Limit 24 Aug 17

3:00 P.M.

(CST)

IV Small

Business

Participation

Original + 2 2 No Limit 24 Aug 17

* Page count exclusions referenced in L.2.4.3.

** Subcontractor Letter of Consent, Client Authorization Letters, Organizational

Structure, storyboards, and PowerPoint slides do not count towards the page count.

One proposal shall be marked "Original" and all others shall be marked as "Copy." Narrative documentation shall be submitted in Microsoft Word (version Office 2010 or higher).

Attachment 1

L.2.2. Mail or hand deliver required hard copies and electronic copies on CD or DVD of each volume to the following:

Mr. Sheldon Washington

Ms. Antoinette Davis

338 SCONS/PKD

2021 First St. West

JBSA-Randolph TX 78150-4302

L.2.3. Binding and Labeling. All hard copies (other than the Original) proposal volumes shall be submitted in separate three-ring binders. The unbound, Original proposal shall include a standard (3 inch spaced) two-hole punch applied to the top center of each page when viewed in portrait orientation (for Government filing) printed double sided head to foot. Volumes I, II, III and IV shall not be submitted together within the same binding. Additionally, each subfactor under the Technical/Risk Volume I shall be in separate binders. Designate on the volume cover which proposal package contains the original, executed copy of the proposal. Include with each proposal cover letter or proposal cover page: name, office phone, and fax number (and, if applicable, cell phone number), and e-mail address for the proposal point of contact. Clearly mark as to whether it is the original or copy, volume number, title, solicitation number, and the

Offeror’s name. Be sure to apply all appropriate markings including those prescribed IAW FAR

52.215-1(e), "Restriction on Disclosure and Use of Data,” and FAR 3.104-4, “Disclosure, Protection, and Marking of Contractor Bid or Proposal Information and Source Selection

Information.”

L.2.4. Page Format Restrictions and Limitations.

L.2.4.1. Page Format. Pages shall be 8.5 x 11 inches, not including foldouts used for charts, tables, or diagrams. Pages shall be typed. Except for the reproduced sections of the solicitation document, typing shall be single space, 12 font size, and Times New Roman font style. Smaller font size may be used in tables, drawings, charts, graphs, and diagrams, but shall not be less than

10 font size, Times New Roman. Margins on all four edges of each sheet shall be at least one inch. Proprietary statements, security markings, and page numbers may fall within the defined margin area. Pages shall be numbered sequentially by volume. These page format restrictions shall apply to responses to Evaluation Notices (ENs), if issued, as well as to the initial proposal.

L.2.4.2. Page Limitations. Compliance with page count limits shall be verified via the hardcopy. Page limitations will be placed on responses to ENs. The specified page limits for

EN responses will be identified in the letter sent to the Offerors. Any supporting documentation that is in response to an EN, not to include change pages, will not be subject to page limitations.

L.2.4.3. Pages Counted. Pages exceeding the page limitations in this Section L, will not be read or evaluated, instead, such additional pages will be destroyed. Each page shall be counted except the following: the Quality Control Plan, transmittal letter, cover pages, tab-divider pages, title pages, table of contents, summary page(s), lists of tables and drawings, glossary of acronyms, cross-reference matrix, position qualifications or staffing/manpower matrix, blank pages, and exceptions to the solicitation. Double-sided printed sheets will be counted as 2 pages.

L.2.4.4. Indexing. Each volume shall contain a detailed table of contents to delineate the subparagraphs within that volume. Tab indexing shall be used to identify sections.

L.2.4.5. Foldouts. Legible tables, charts, graphs and figures shall be used wherever practical to depict organizations, systems and layout, schedules, plans, etc. These displays shall be uncomplicated, legible and shall not exceed 11 x 17 inches in size. Foldout pages shall fold entirely within the volume. Each printed side of a foldout will count as one page. Foldout pages may only be used for large tables, charts, graphs, diagrams and schematics; not for pages of text.

For tables, charts, graphs and figures, the font shall be no smaller than 10 font size, Times New

Roman.

L.2.4.6. Documents submitted in response to this RFP must be fully responsive to and consistent with the requirements of the RFP (including Contract Line Item Numbers (CLINs)), PWS and Government standards and regulations pertaining to the PWS.

L.2.4.7. Evaluation Factors for Award are in Section M of this RFP.

L.3. VOLUME I – TECHNICAL/RISK FACTOR.

L.3.1. General. The Technical/Risk Volume shall be specific and complete. Responses will be evaluated against the technical evaluation criteria defined in Section M, Evaluation Factors for Award. Using the instructions provided below, your Technical/Risk Proposal must provide a detailed approach to accomplish/satisfy all subfactors. All requirements specified in the solicitation are mandatory. By your proposal submission, you are representing that your firm will perform all the requirements specified in the solicitation. It is not necessary or desirable for you to tell us so in your proposal. Do not merely reiterate the objectives or reformulate the requirements specified in the solicitation.

L.3.2. Cross Reference Matrix. The Offeror shall complete the Cross Reference Matrix for their proposal using the template provided in Section L, Attachment 10, Cross Reference Matrix.

If this matrix conflicts with any other requirement, direction, or provision of this solicitation, the other reference shall take precedence over this matrix. Additionally, to the extent this matrix discloses details as to the extent or manner by which the Government intends to evaluate

Offeror’s proposals for award, Section L references in the matrix are for information purposes only, and the Government shall be obligated to evaluate proposals solely in conformance with the provisions of Section M of the solicitation.

L.3.3. In the Technical/Risk Volume, address your technical solution for meeting or exceeding the Government’s minimum performance or capability requirements of each technical subfactor. PWS references provided are for reference and may not constitute every section of the

PWS, or its appendices, in which a subfactor may be applicable.

L.3.4. Volume I/ Factor I – The Technical/Risk Volume shall be organized according to the following general outline:

Attachment 1

a) Table of Contents

b) Executive Summary

c) List of Tables and Drawings

d) Glossary/Acronym Abbreviation List

e) Cross Reference Matrix (If applicable)

f) Subfactor 1 – Strategic Plan (Oral Presentation)

g) Subfactor 2 – Management Plan (Written Proposal)

h) Subfactor 3 – Sample Task (Oral Presentation)

i) Subfactor 4 – Business Practices/Processes (Written Proposal)

Note: f) Subfactor 1 – Strategic Plan (Oral Presentation), and h) Subfactor 3 – Sample Task (Oral

Presentation) can be left empty as a place holder for the PowerPoint slides that are submitted

IAW Section L, Table L.2.1. and paragraph L.3.6.

L.3.5. Technical Risk. Throughout the Offeror’s responses to the Technical/Risk Subfactors

1 through 4, the Offeror should explain the Technical Risk associated with those aspects of its proposal it considers to have the potential for disruption of schedule, increased costs, degradation of performance, the need for increased Government oversight, or the likelihood of unsuccessful contract performance. The Offeror shall classify each risk IAW the Combined Technical/Risk

Rating Method in Table 3 of the DoD Source Selection Procedures dated 31 March 2016, as shown in Section M. The Offeror shall provide the rationale for each risk and its rating, including quantitative estimates of the impact on cost, schedule, and performance. The Offeror shall describe the impact of each identified risk in terms of its potential to interfere with or prevent the successful accomplishment of contract requirements. The Offeror shall propose risk mitigation for identified risks that will eliminate or reduce risk to an acceptable level. The

Offeror should identify and classify any new risks introduced by such risk mitigation. Offeror silence on risk does not constitute the absence of risk.

L.3.6. Oral Presentation. Oral Presentations with PowerPoint slides are a mandatory element of each Offeror’s Technical/Risk Proposal for Subfactors 1 & 3 and shall be presented during the scheduled time as stated below. Using the PowerPoint notes page format, Offerors shall provide seven (7) printed copies of the PowerPoint slides for the oral presentation. Font on the notes pages shall be single space, 10 font size, and Times New Roman font style. Double-sided printed sheets will be counted as 2 pages. Storyboards and PowerPoint slides shall be provided IAW section L, paragraph L.2.1. In addition to the PowerPoint slides, if the Offeror chooses to present media (i.e. video), these files must also be provided with Technical/Risk Volume I and on a separate CD/DVD in electronic format only. PowerPoint slides will not count against the

Offeror’s Technical/Risk Proposal page limit. The focus of the presentation should be the offeror's capabilities to meet the Air Force's requirements in the PWS. Oral presentations will be held at the 338th Specialized Contracting Squadron, Building 854, Stillman Conference Room located at 2021 First Street West, JBSA-Randolph TX 78150-4302. The oral presentation will be presented separately on a date and time designated after the proposal due date. The order of oral presentations shall be randomly generated and documented. The CO will notify each Offeror of the date and time of their scheduled presentation approximately two (2) days after receipt of proposals. Upon notification of the date and time of the scheduled presentation, the Offeror shall identify the name and title of all personnel attending and participating in the oral presentation.

L.3.6.1 Only identified members of the Offeror's and teaming partners/subcontractors' staff may participate in the oral presentation (not to exceed 15).

L.3.6.2. Each Offeror will have a maximum of three hours to complete the oral presentation with an additional 30 minutes for set up and 30 minutes for tear down (total of four hours maximum). There will be two 10-minute breaks that will count towards the three-hour presentation time allowed. It is the responsibility of the Offeror to identify when 10-minute breaks will be taken.

L.3.6.3. Equipment for a PowerPoint presentation is available at the location of the oral presentations however, the Offeror is not required to utilize it. Please, note, the Government is offering the equipment as a convenience. Thus, the Government is not responsible if the equipment does not work. Offerors may use their own standard equipment or provide any other additional equipment needed for their presentation. The Government will record the presentation onto a DVD to maintain an accurate accounting of the proposal as presented. If during an

Offeror’s oral presentation the Government’s recording equipment malfunctions, that Offeror will be able to redo their oral presentation at a later date.

L.3.6.4. Discussions will not be held during the oral presentation. The Government will be permitted to ask questions for the purpose of clarification only and will not constitute discussions within the meaning of FAR 15.306(a). Content of the presentations will include (1) a summary of each Offeror’s proposal that focuses on the evaluation factors; and (2) a Question- and-

Answer (Q&A) session, as described below. After the conclusion of the Offeror’s presentation, the Government will deliberate to determine if any clarifications are needed. If there is a need for clarifications the Offeror will be notified within 30 minutes and given a scheduled time to return that day for Q&A. Proposal revisions as a result of any clarifications will not be accepted or evaluated. The Government will record any Q&As onto a DVD to maintain an accurate accounting of the proposal as presented.

L.3.7. Subfactor 1: Strategic Plan (Oral Presentation). The Offeror shall demonstrate its ability to perform as a full-service agency IAW PWS paragraphs 1.4 and 3. The purpose of the

Strategic Plan is to evaluate the Offeror's marketing philosophy, the Offeror’s comprehension of the Air Force's challenges and opportunities in the commercial marketplace, and the Offeror’s strategic planning abilities. This does not include Technical/Risk Subfactor 3.

L.3.7.1. Present two (2) strategic plans based on Section L, Attachment 1, Strategic Plan to demonstrate your comprehension and the ability to meet the objectives as stated in the PWS paragraph 1.3. Offerors shall present a full-service strategic plan for a $75M and a $40M campaign to include messaging strategy, media choices (rationale and schedule), proposed creative, experiential marketing plan, and metrics for evaluating success of the campaign. The

Offeror’s two (2) strategic plans clearly demonstrate a keen understanding of Air Force core values, fosters a favorable public image that reflects awareness of sensitivities to cultural issues, and produces a respected corporate reputation.

Attachment 1

L.3.7.2. The Offeror shall present a media plan and supporting creative concepts to create brand awareness and generate leads for recruiters. A combination of eight (8) 24 X 36 inch storyboards may be presented to demonstrate the Offeror’s creative ability and style.

L.3.7.3. List Air Force challenges and opportunities in meeting commercial marketing objectives. Describe significant trends/conditions affecting the commercial market and incorporate the PWS objectives, as identified in PWS paragraph 1.3, into the strategic plan.

L.3.7.4. Utilize a wide assortment of Key Performance Indicators and provide expected outcomes and validation for pre- and post- execution of the proposed marketing strategy.

L.3.7.5. The Offeror shall demonstrate and reference how Marketing Mix Modeling tactics would be developed/used to predict and optimize media plans and resource allocation, and compare and contrast the strategies, tactics, messaging, media choices, and outcomes for both strategic strategies required in paragraph L.3.7.1 for a $75M and a $40M campaign.

L.3.7.6. Offeror shall present agency and/or team member experience; present samples of creative works, and National/International awards received to demonstrate how they will leverage them to achieve the objectives stated in the PWS and meet the Government’s need for a full-service agency.

L.3.8. Subfactor 2: Management Plan (Written Proposal).

L.3.8.1. The Offeror shall address its organizational structure/resources and management approaches to meet the requirements identified in PWS paragraph 2 and 3.

L.3.8.2. The Offeror shall address their proposed organizational structure for meeting the Air

Force's requirements. The proposal shall include details on specific locations, departments, and disciplines for both the Offeror and the proposed subcontractors/teaming partners to perform significant aspects of the effort or aspects of the effort the Offeror considers critical to overall successful performance; the personnel positions to be staffed within those departments/ disciplines (identify number of personnel and titles for each); and the estimated time dedicated to the Air Force contract for each position. In addition, the proposal shall include specific details for both the Offeror and the proposed subcontractors/teaming partners ability to travel regularly in the United States of America to attend regular meetings with the United States Air Force, producing content on United States Air Force facilities, overseeing weekly events, meeting with subcontractors, evaluating potential partnership properties, etc.

L.3.8.3. Include the proposed approach to assign and coordinate work between the prime and any subcontractors/teaming partners. Include an illustration of how the work will be assigned within the Offeror's corporate entity and among the proposed subcontractors/teaming partners.

Present a process that is scalable for large projects involving multiple subs/departments and accomplish work without negative impact to cost, schedule or performance.

Attachment 1

The Offeror provides a streamlined process for rapid information exchange between the Air

Force and their staff to expedite workflow. Process allows for agile communication to speed decision making at appropriate levels.

L.3.8.4. The Offeror shall provide a detailed technical approach to attract, recruit, hire qualified personnel for a minimum of one year and demonstrates the ability to ensure coverage of personnel when on leave, illness, or due to a no notice departure from the company. The detailed technical approach shall include the Offeror’s approach to meet the requirements in

PWS paragraph 2.

L.3.9. Subfactor 3: Sample Task (Oral Presentation). The Offeror shall demonstrate its ability to target specific market segments per the attached Sample Task, “Using Technology and

“Big Data” to Target Specific Market Segments” (Section L, Attachment 2) and meet the objectives in PWS 1.3. The oral presentation shall demonstrate the Offeror's ability to present a creative and innovative solution for the Sample Task. The Offeror's presentation shall address the target audience(s), the message, the media and validation/measurement as described below.

L.3.9.1. Create and deliver an innovative advertising campaign that employs technology to target specific market segments with compelling messages.

L.3.9.2. Identify and prioritize the specific target audience(s).

L.3.9.3. Create messages for the target audience(s).

L.3.9.4. Present media plans and schedules for purchase and placement of advertisement that are appropriate and in an effective format.

L.3.9.5. Provide supporting research and metrics for pre- and post-execution validation of the proposed marketing strategy.

L.3.9.6. Present no more than six (6) total 24 X 36 inch storyboards for the sample task that are compelling, create brand awareness, and ensure audience delivery.

L.3.10. Subfactor 4: Business Practices/Processes (Written Proposal). The Offeror shall demonstrate its ability to meet all requirements identified in the PWS. The offeror shall delineate its organization's resources, tools and systems, and provide a Quality Control Plan

(QCP) for this requirement. Offerors must demonstrate advertising practices and processes that it will use to achieve the Air Force’s desired outcomes (PWS paragraph 1).

L.3.10.1. List any tools or processes used to provide cost estimates for the proposed work, track work assignments, and manage funds within each task order and total budget.

L.3.10.2. List any tools or processes employed to integrate and orchestrate a large volume of marketing communications, programs and tasks.

Attachment 1

L.3.10.3. List tools and processes for development, optimization, review, approval and measurement of media plans and execution (mass media, direct marketing, public relations, interactive, and promotions/event marketing) to support the objectives of the requirement as identified in PWS paragraph 1.3.

L.3.10.4. List tools and processes for development, review, approval and measurement of creative concepts to support the objectives of the PWS paragraph 1.3.

L.3.10.5. Provide an overview of any additional processes, resources and/or tools the Offeror will employ to support the objectives of the PWS paragraph 1.3.

L.3.10.6. Provide a detailed QCP that identifies processes, procedures, and metrics which are likely to result in a successful outcome within proposed cost, schedule, and performance. The

QCP will become a part of the contract. At a minimum the QCP shall:

L.3.10.6.1. Demonstrate the offeror’s ability to meet the Government’s performance objectives in a timely and consistent manner.

L.3.10.6.2. Identify process for initiating corrective actions to mitigate and correct performance deficiencies.

L.3.10.6.3. Clearly demonstrate Offeror responsibility for quality control and not shared responsibility with the Government.

L.4. VOLUME II - PAST PERFORMANCE.

L.4.1. General. Each Offeror shall submit a Past Performance Volume with its proposal.

The Past Performance volume shall be prepared IAW all instructions contained within this

Section L. Each Offeror’s proposal will be evaluated IAW the evaluation criteria in Section M.

This information is required of the Offeror, all subcontractors, teaming partners, and/or joint venture partners proposed (identified in paragraph L.3.8.2.) to perform significant aspects of the effort or aspects of the effort the offeror considers critical to overall successful performance.

The Government may contact references other than those identified by the Offeror, and use the information received to evaluate the Offeror’s past performance.

L.4.2. Recent and Relevant Contracts. Recency is defined as performance that occurred within the last five (5) years of the date this solicitation was issued that included at least six (6) months of performance. Provide information on contracts similar in scope, magnitude, and complexity that include National advertising campaigns developed with target audiences similar to those of interest to the Air Force. For a description of the characteristics or aspects the

Government will consider in determining relevance, see Section M, paragraph 4.2.2., 4.2.2.1., and 4.2.2.2.

L.4.3. Volume II/Factor 2 – The Past Performance Volume shall be organized according to the following general outline:

Attachment 1

a) Table of Contents

b) Summary Page

c) Specific Content

d) Past Performance Information Sheets (PPIS)

e) Organizational Structure Change History

f) Past Performance Questionnaires (PPQ)

g) Additional Information

h) Subcontractor Letters of Consent/Client Authorization Letters

L.4.3.1. Summary Page. Describe the role of the Offeror and each subcontractor, teaming partner, and/or joint venture partner identified per L.4.1. Offerors are cautioned that the

Government will use data provided by each Offeror in this volume and data obtained from other sources in the evaluation of past performance. The Table of Contents and Summary Page(s) shall not exceed five (5) pages combined and will not count towards the 25 page limit.

L.4.3.2. Specific Content. Each Offeror shall identify not more than five (5) recent/relevant contracts total (including major subcontractors, teaming partners, joint venture partners) that are similar in scope, magnitude, and complexity to the requirements of the PWS. The Government may also consider the past performance of affiliated companies or operating divisions within the parent company or joint ventures of the parent company, or subcontractors that will perform major or critical aspects of the requirement when it is reasonable to attribute the experience of the past efforts to the proposed effort and when the proposal clearly demonstrates the resources

(e.g. financial resources, overall oversight and management, or other resources) of the parent or affiliated division will meaningfully affect performance of the instant acquisition. If a teaming arrangement is contemplated, provide complete information as to the arrangement, including any relevant and recent past performance information on previous teaming arrangements with same partner. First, list recent/relevant contracts currently in progress for at least six (6) months and secondly, those contracts completed within the last five (5) years. Contracts listed may include those entered into with the Federal Government, agencies of state and local governments, and commercial customers. If an Offeror does not have sufficient past performance experience the offeror may include as part of the list, names of any key personnel that will be involved in this contract, and, if the offeror is a combination of firms (e.g. a partnership or joint venture), contracts of any companies that make up the offer. All references must include the contract number, periods of performance, name, address, telephone number, and e-mail address of the customer's contract administrator. The Offeror shall provide this information no later than the date identified in paragraph L.2.1.

L.4.3.3. Past Performance Information Sheet (PPIS). Each Offeror shall utilize Past

Performance Information (PPI) Attachment 3 to complete and submit, as part of their proposal, for the contracts identified in paragraph L.4.3.2., demonstrating their ability to perform the proposed effort. Each contract or effort submitted must be limited to five (5) pages.

L.4.3.4. Organizational Structure Change History. Many companies have acquired, been acquired by, or otherwise merged with other companies, and/or reorganized their divisions, business groups, subsidiary companies, etc. In many cases, these changes have taken place during the time of performance of relevant past efforts or between conclusion of recent past

Attachment 1 efforts and this source selection. To facilitate the relevancy determination, include a "roadmap" describing any such changes in the organization of your company. A pamphlet or other commercial document describing such reorganizations may suffice. As part of this explanation, show how these changes impact the relevance of any efforts you identify for past performance evaluation/performance confidence assessment. Since the Government intends to consider past performance information provided by other sources as well as that provided by the Offeror(s), your "roadmap" should be both specifically applicable to the efforts you identify and general enough to apply to efforts which the Government receives from other sources. Organizational

Structure will not be included in the past performance page count. This section shall not exceed five (5) pages.

L.4.3.5. Past Performance Questionnaires (PPQ). The Offeror shall send the PPQ (Section L, Attachment 4) to references on no more than five (5) contracts as identified in its PPISs. The responsibility to send out the PPQs and ensure receipt by the Government rests solely with the

Offeror. Completed PPQs shall be sent by the reference directly to the Government POC identified in the PPQ form. It is highly recommended that Section 1 of the PPQ be pre-filled by the Offeror prior to sending to respondent. Once submitted, the information contained therein shall be considered source selection sensitive. It is the Offeror's responsibility to ensure that the completed questionnaires are received by the due date in paragraph L.2.1.

L.4.3.6. Additional Information. Offerors are encouraged to provide information on problems encountered during performance of the identified contracts, if applicable, and the offeror's corrective actions taken, with the results of those actions identified (if applicable).

L.4.3.7. Subcontractor Letters of Consent/Client Authorization Letters. Past performance information pertaining to a subcontractor cannot be disclosed to the prime Offeror without the subcontractor’s consent. Proposals must include a Subcontractor Consent Letter (Attachment 5) executed by each subcontractor, teaming partner, and/or joint venture partner, that will perform major or critical aspects of the requirement, consenting to the release of their past performance information to the prime contractor. If applicable, Offerors must also include Client

Authorization Letters (Attachment 9) for each identified effort performed for a commercial customer, authorizing release to the Government of requested information on the Offeror’s performance.

L.5. VOLUME III – COST/PRICE.

L.5.1. General. The Cost/Price proposal shall be prepared IAW these instructions and will be evaluated IAW the evaluation criteria in Section M of this RFP for the Cost/Price Factor.

Compliance with these requirements is mandatory and failure to comply may render the proposal ineligible for award. The CD/DVD shall include all Microsoft Excel files with all cell formulas viewable.

L.5.2. Cost/Price Proposal Overview. The Cost/Price proposal shall provide comprehensive narrative support for the costs proposed. Provide a summary description of your standard estimating system and methods. The summary description shall cover separately each major cost element (i.e., Materials, Labor, Indirect Costs, and Other Direct Costs). Identify any deviations

Attachment 1 from your standard estimating procedures in preparing this proposal. Provide rationale to support cost realism and explain the methodology used to estimate the cost by Work Breakdown

Structure (WBS).

L.5.2.1. Volume III/Factor 3 Cost/Price - The Cost/Price volume shall be prefaced by a table of contents and shall specify, by page number, where each cost format and each piece of narrative data is located. The Cost/Price volume shall consist of the following sections:

Section 1 – Proposal Summary and Estimating Methodology Overview

Section 2 – Materials/Services/Subcontracts Summary

Section 3 – Basis of Estimates (BOEs)

Section 4 – Other Information

Section 5 – Cost Formats

L.5.3. This source selection will be conducted with the expectation of adequate price competition per FAR 15.403-1(c)(1); therefore, certified cost or pricing data are not required per

FAR 15.403-1(b)(1). However, data other than certified cost or pricing data are required as identified in the paragraphs below. If at any time during this competition the PCO determines that adequate price competition no longer exists or that price fair and reasonableness cannot be determined, Offerors may be required to submit certified cost or pricing data or additional data other than certified cost or pricing data, as appropriate, for the PCO to determine price fair, reasonable, realistic, and balanced IAW FAR 15.404.

L.5.3.1. The proposed costs in Attachments 6, 6a, and 7 shall be based on the Offeror’s technical approach submitted in the Technical/Risk Proposal (Volume I/ Factor I) and the

Government’s PWS requirements.

L.5.3.2. Offerors are required to explain fully any type of cost reduction reflected in revised proposals received as a result of discussions. If estimated costs to perform the proposed effort have been decreased due to a management decision, provide a summary of the reduction by major cost element. Also, provide complete rationale for the reduction. The Government will consider any type of cost reduction that is unexplained, including those identified to be a management challenge, to be unreasonable. Offers should be sufficiently detailed to demonstrate that proposed prices are fair, reasonable, realistic, and balanced. Data beyond that required by this instruction shall not be submitted, unless you consider it essential to document or support your cost position. All information relating to the proposed cost shall be included in Volume III, Cost/Price.

L.5.4. Cost Formats. The Offeror shall submit cost formats (see Strategic Plans and Sample

Task, Section L Attachments 6, 6a, and 7) using an electronic format compatible with Microsoft

Excel 2013 (“.xlsx”) containing embedded formulas that provide insight into the build-up of its cost proposal. If the Offeror needs to reflect additional costs elements consistent with their accounting/estimating system, the Offeror may make adjustments to the cost formats (add additional rows or columns to Cost Models). The Offeror shall not remove or delete rows, columns or worksheets. The Offeror shall include in-house, inter-divisional/inter-organizational work transfers (IWTs), subcontractor, and associate contractor activities.

Attachment 1

L.5.5. Cost Data and Estimating Methodology. The Offeror shall provide the cost/price data and estimating methodology for the Offeror’s Cost/Price proposal as described below in Section

L, paragraph L.5.7.

L.5.6. Cost Models. The Offeror shall complete the electronic Cost Models at Section L, Attachment 6, 6a, and 7 IAW the instructions contained in this Section L and the Cost Models.

Offerors must ensure that hard copies of the Cost Models are included in the Cost/Price proposal along with the electronic version on the DVD/CDs. In Section L, paragraph L.5.7. there is a description of each section of the Excel file Cost Format.

L.5.7. Cost Models for Strategic Plans and Sample Task

L.5.7.1. Section L, Attachments 6 and 6a (CLINs X001 and X003):

The Strategic Plans Cost Models (Section L, Attachments 6 and 6a) provide a Summary of

Elements of Cost by Contractor Fiscal Year (CFY) for both the CPFF and Cost Reimbursable

(CR) CLINs. The Offeror shall identify its CFY. Schedule B of the RFP is broken out into four

(4) CLINs per ordering period for administrative ease. However, Section L, Attachments 6 and

6a, combine CLINs 0001 and 0002 from the RFP into one CPFF CLIN X001. The CPFF CLIN

X001 shall be proposed with fee and CR CLIN X003 shall be proposed with no fee. Each cost element must be fully explained and supported within the Cost/Price Volume. Cost elements should be based on a 12-month period of performance. The Offeror’s cost estimate shall reflect the Offeror's technical approach in the distribution of labor, travel, materials, subcontracts, and all other direct costs (ODCs) necessary to perform the Strategic Plans IAW Section L, Attachment 1.

Section L, Attachments 6 and 6a will be evaluated to determine if proposed costs are fair, reasonable, realistic, and balanced IAW Section M criteria. Costs will be evaluated to determine the Offeror’s understanding of the Strategic Plan requirements based on the $75M and $40M budgets, respectively. A Most Probable Cost (MPC) analysis will be performed in the realism evaluation for Section L, Attachments 6 and 6a.

Cost proposal instructions apply to the prime Offeror and each subcontractor and inter-divisional/IWTs as applicable per paragraphs below. Therefore, prime Offerors shall provide these instructions to any subcontractors and IWTs. Subcontractors and IWTs shall submit any proprietary proposal data directly to the Contracting Officer, if not included in the prime

Offeror's proposal.

L.5.7.2. Section L, Attachment 7 (CLINs X001 and X003):

The Sample Task Cost Model (Section L, Attachment 7) provides a Summary of Elements of

Cost by CFY for both the CPFF and Cost Reimbursable (CR) CLINs. The Offeror shall identify its CFY. Schedule B of the RFP is broken out into four (4) CLINs per ordering period for administrative ease. However, Section L, Attachment 7 combines CLINs 0001 and 0002 from the RFP into one CPFF CLIN X001. The CPFF CLIN X001 shall be proposed with fee and CR

CLIN X003 shall be proposed with no fee. The proposed costs shall be based on the Offeror’s technical approach submitted IAW Section L, Attachment 2. Each cost element must be fully explained and supported within the Cost/Price Volume. Cost elements should be based on a 12-

Attachment 1 month period of performance. The Offeror’s cost estimate shall reflect the Offeror's technical approach in the distribution of labor, travel, materials, subcontracts, and all other direct costs

(ODCs) necessary to perform the Sample Task IAW Section L, Attachment 2.

Attachment 7 will be evaluated to determine if proposed costs are fair, reasonable, realistic, and balanced IAW Section M criteria. Costs will be evaluated to determine offeror’s understanding of the Sample Task requirement based on a $10M budget. A Most Probable Cost (MPC) analysis will be performed in the realism evaluation for Section L, Attachment 7.

Cost proposal instructions apply to the prime Offeror and each subcontractor and inter-divisional/IWTs as applicable per paragraphs below. Therefore, prime Offerors shall provide these instructions to any subcontractors and IWTs. Subcontractors and IWTs shall submit any proprietary proposal data directly to the Contracting Officer, if not included in the prime

Offeror's proposal.

The sum of the MPC for Section L, Attachments 6, 6a, and 7 will be used as the Total Evaluated

Price (TEP).

L.5.7.3. The CFY used should be that of the prime Offeror. Any subcontractor who has a different fiscal year than the prime Offeror will have to adjust its data to fit the prime’s fiscal cycle. If the subcontractor is providing a separate Cost/Price Volume, they may use its own fiscal schedule. In all cases, the CFY shall be identified.

L.5.8. Direct Labor (Section L, Attachments 6, 6a, and 7). Offerors shall list the appropriate labor categories, rates and hours required to perform the Strategic Plans and Sample Task.

Include all burdens and indirect costs whether compensated or uncompensated (i.e., salaried employees). In the supporting rationale, identify the source and explain the derivation of the base hourly labor rate proposed in each labor category, providing copies of payroll data to support the base hourly rates proposed. If composite rates are used, provide the calculations used in deriving the composite rates. Include an explanation of any differential payments included in labor rate development for any multi-shift effort or non-standard workweek schedules. In addition, provide an explanation of what is considered direct labor and indirect labor.

L.5.8.1. Labor Category Descriptions (Section L, Attachments 6, 6a, and 7). Provide a complete description of all contractor and subcontractor labor rate categories utilized in this proposal. Categories shall include prime and subcontractor rates. The descriptions shall include the types of activities performed under the labor category and duties for each category.

L.5.9. Labor Burdens/Indirect Expenses (Section L, Attachments 6, 6a, and 7).

L.5.9.1. Other Fringe Benefits or Payroll Required by Law or Regulations (Section L, Attachments 6, 6a, and 7). Fringe benefits shall include the costs of health and life insurance, pension, retirement and savings plans, and other employee fringe benefits not otherwise included in the health and welfare costs. Provide rationale and explanation for development of each

Attachment 1 proposed element of fringe benefits costs, participation assumptions, and employer/employee cost sharing ratios of the various fringe benefits.

L.5.9.2. Other Labor Burdens/Indirect Expenses (Section L, Attachments 6, 6a, and 7).

Separately identify and show the composition of each labor burden and indirect expense rate

(e.g., Labor Overhead, Material Handling, General & Administrative (G&A), etc.) proposed.

List the elements of each base, pool, amount of each element, rate, and include any other supporting data that would facilitate audit and computation to include, but not limited to, applicable allocation bases by Offeror's fiscal year and when the Offeror’s fiscal year begins and ends. Submit a separate breakdown for each indirect overhead expense pool, such as local, division, and home office overheads, procurement and material handling burdens, occupancy, and service center. Specifically identify equipment included in the indirect pool that is planned to be shared and the cost allocated over a distribution base containing other divisions or contracts, if applicable. If composite rates are used, provide the calculations and supporting data used in deriving the composite rates.

L.5.10. Subcontractor/Vendors (Section L, Attachments 6, 6a, and 7). If a proposed subcontract/vendor price resulted from a competitive situation, state so and discuss the competitive proposal/bids and the selection method. If a proposed subcontract price was non-competitive, fully disclosed cost proposals are required for each subcontractor and are required in the same format with the same required supporting data as required by the Prime Offeror.

Therefore, subcontractors and IWTs shall submit any proprietary proposal data directly to the

Contracting Officer, if not included in the prime Offeror's proposal. Per FAR 15.404-3(b), Prime

Offerors, subcontractors, and IWTs shall conduct appropriate cost and/or price analyses of all subcontractor/vendor proposals to establish reasonableness and realism of proposed subcontract/vendor prices. Ensure that the analysis includes specific rationale to support the reasonableness and realism determinations and fully explains any differences between proposed prices by the subcontractor/vendor and recommended prices proposed by the prime Offeror, IWTs, and/or subcontractor.

L.5.11. Other Direct Costs (ODCs) (Section L, Attachments 6, 6a, and 7). Separately identify the type and amount of other costs including, but not limited to, media, production, talent, supplies/materials, equipment, training, travel, and any other miscellaneous direct costs.

Supporting data for each ODC shall be provided and include, where appropriate, a brief description of the costs proposed, items, quantities, unit and total prices, source, and the basis and currency of cost estimates (i.e., vendor quotes, purchase orders, engineering estimates, etc.)

to substantiate the ODC. For travel, provide a breakout by trip to include the purpose and number of trips, number of travelers per trip, origin and destination, duration, and a breakout of per diem, car rental, airfare, and other travel costs IAW Joint Federal Travel Regulations (JFTR).

L.5.12. Fixed Fee (Attachments 6, 6a, and 7). Substantiate the fee rate proposed and identify the fee base. Per FAR 16.306, a CPFF contract provides for payment to the contractor of a negotiated fee that is fixed at the inception of the contract (e.g., each task order). For each task order, the fixed-fee amount will not vary with actual cost, but may be adjusted as a result of changes in the work to be performed under the task order. Profit or fee is not allowed on

Attachment 1

Facilities Capital Cost of Money (FCCOM), Travel (CR CLINS), direct costs for equipment, Government entities, or cost share contracts.

L.5.13. Price Track (Section L, Attachments 6, 6a, and 7). This worksheet is used to summarize the impact of changes (e.g., revised labor hours or direct and/or indirect rates, subcontract prices, changes in technical/risk approach, etc.), if any, made to the proposal up to the development of the Final Proposal Revision (FPR). Any changes in the Offeror’s proposal from Initial to Final should also be reflected in fee. The headings on the “Changes” columns are for illustrative purposes only. The Offeror is free to delete those headings and substitute more appropriate headings that may be more descriptive of specific reasons for changes between

Initial and Final proposals. Provide rationale to support each FPR adjustment within the Price

Track worksheet.

L.5.14. Rounding (Section L, Attachments 6, 6a, and 7). All dollar amounts in the cost proposal shall be rounded to…