H98210-13-R-0009-0001.doc

SECTION SF 30 BLOCK 14 CONTINUATION PAGE

SUMMARY OF CHANGES

SECTION SF 1449 - CONTINUATION SHEET

The following have been added by full text:

ANSWER AND QUESTIONS

Questions and Answers

Solicitation H98210-13-R-0009

ESGR Advertising Marketing and Freedom Award Program

Q1. Is there an incumbent currently providing the services called for in the RFP? Are they eligible to bid? If there is an incumbent, please share pertinent information such as their name/address/POC, contract number previously awarded, contract award amount and period of performance?

A1. No, this is a new Requirement

Q2. Is there a particular reason you are soliciting bids at this time? Is it because the time period for the current contract will soon be completed?

A2. We have a new Requirement

Q3. Is there a Government labor hours estimate by labor/job title or job category that can be shared at this time? Can you give us a sense of the general division of labor between public relations and public service advertising?

A3. No, No

Q4. List of Items, Schedule of Requirements, Scope of Work, Terms of Reference, Bill of Materials required.

A4.

See Solicitation

Q5. Soft Copy of the Tender Document through email.

A5.

Not available (N/A)

Q6. Names of countries that will be eligible to participate in this tender.

A6.

U.S.

Q7. Information about the Tendering Procedure and Guidelines

A7.

See Solicitation

Q8. Estimated Budget for this Purchase

A8.

N/A

Q9. Any Extension of Bidding Deadline?

A9.

N/A

Q10. Any Addendum or Pre Bid meeting Minutes?

A10.

No

11. Ref: 4.2.1 What is the estimated budget for paid ad placement?

A11.

ESGR:

$50,000

YRRP:

$250,000

12. Ref: 4.2.2 What is the estimated number of media materials the contractor will deliver per year?

A12.

At present, ESGR issues more than 200 press releases, opinion editorials, and other written materials per year. There is a current set of ads and other branding materials, so new marketing materials will most likely not be needed. Slight changes to current ads may be needed to target the audience of the publication running the ad.

13. Ref: 4.2.3 What is the estimated number of ads to be resized?

A13 Depends on the success of media outreach efforts of the vendor. May be around 50 PSA placements per year. Ads are also designed for each Freedom Award nomination season, and resizing may be required for 12 or more different print and online ads.

14. Ref: 4.2.4 What is the estimated number of stories the contractor will be required to create and pitch per year?

A14 As noted above, more than 200 written materials are produced on average. However, many are duplicates or one-off. For instance, 55 press releases are issued announcing the Freedom Award nominees each March. One is a national release and then 54 State releases are created using the national release as a template, with only minor changes to include the number of nominations received in a particular State Committee as well as a list of recipients pasted at the bottom – provided to the vendor by ESGR.

15. Ref: 4.2.7 How many draft opinion editorials with two day turn around will the contractor be required to create per year?

A15. This number will vary and is a direct result of outreach from the contractor on behalf of ESGR. Estimate that the current number is around 30 per year.

16. Ref: 4.2.8 Production services requirements in market(s) to support pre or post recipient coverage? If yes, please explain.

A16 Production services are not required. ESGR utilizes DoD assets to create all videos to be used with video releases and media outreach.

17. Ref: 4.2.8 Will contract be required to staff positions of “additional state spokespersons”? If so, how many?

A17. No. ESGR has a State Chair in each of the 54 State Committees that serves as the representative in the local area. State Chairs serve as a spokesperson in local radio, TV, and other media interviews when a local representative is requested.

18. Ref: 4.2.9 Will contractor support on-the-road campaign in-person or virtually.

A18 All support outside of the DC area is provided virtually.

19. Ref: 4.2.9 What is the estimated number of on-the-road campaign event per year?

A19 Six to 10 depending upon budget.

20. Ref: 4.3.1 Creative, graphic elements will be provided by the event management company or? A single day event or will pre-events with award recipients be planned onsite as well?

A20 The contractor will help create all graphic elements needed for the event due to DoD budget constraints for events. The ceremony is a single-day event.

21. Ref: 4.3.1 Will the contractor be required to provide armed or unarmed security during events

A21 No.

22. Ref: 4.3.2.1 Will the contractor be required to provide a green room for VIP guests?

A22 No.

23. Ref: 4.3.2.1 Will the contractor be required to make event rooms available for dress rehearsals with presenters before more than three hours prior to events?

A23 No.

24. Ref: 4.3.2.1 Will the contractor be required to provide open or cash bar at event?

A24. Per DoD guidelines, only a cash bar would be authorized.

25. Ref: 4.3.2.1 Will the contractor be required to provide table wine with meals at sit-down dinner events?

A25 Per DoD guidelines, only a cash bar would be authorized during the meal.

26. Ref: 4.3.2.3 In addition to providing a photographer, will the contractor be require to provide and distribute prints of photographs taken?

A26 The Contractor is required to provide an area where photos may be taken. The Contractor is not responsible for providing a photographer. DoD photographers will be utilized for the event and ESGR will distribute photos.

27. Ref: 4.3.2.4 What is the estimated length of the ceremony and production service requirements?

A27 Current timeline is one-hour reception, followed by an approximately two-hour ceremony including the dinner. A DoD videographer will record the event.

28. Ref: 4.3.3 Will transportation services be required for guests, including VIP’s, past award recipients, etc?

A28. No.

29. Ref: 4.3.4 Will funding be available to pay talent fees and expenses?

A29 Potentially minimal amounts will be available. DoD approves the annual expense for the ceremony. All expenses for the ceremony must not exceed the total amount authorized by DoD. At present, ESGR has not paid any talent fees, but has covered transportation to/from the event.

30. Ref: 4.3.6. Online reservations tied to the Award Ceremony Event required?

A30. This Question is unclear.

31. Ref 4.4.2 How many press release, article, social media posts and community outreach tools will the contractor be responsible to create per year?

A31. TBD by YRRP and contractor since this is an emerging requirement.

32. Ref: 4.2.3 What is the estimated number of ads to be resized?

A32. This number will vary and is a direct result of outreach from the contractor on behalf of ESGR. Estimate that the number may be around 30 per year.

33. 4.2.1 requires the contractor to provide PSA placements in a variety of media outlets such as print, radio, tv, etc: Please outline how many for each media outlet.

A33 This is dependent upon the outreach success of the contractor. Estimate for past year includes: more than 200 radio PSAs, 30 major print PSAs, and limited TVA placements.

34. 4.2.1 This is an FFP contract but the scope does not provide any quantities; will the costs associated with placement such as production of billboard materials, radio spot production, etc be billed as an ODC on this contract?

A34. No

35. 4.2.4 requires the contractor to provide media placements in a variety of media markets and since the ESGR program runs is all states and territories: Please outline how many will be required in the annual period to be considered “accepted and successful”.

A35 No set number required. Each media campaign/story pitch will be evaluated individually. ESGR will ensure clear communication with the contractor to manage expectations.

36. 4.2.7 requires the contractor to develop marketing campaigns: Please outline how many will be required in the annual period to be considered “accepted and successful”.

A36.

No more than 5 per year.

37. 4.2.8 (second with same #) requires branding outreach with additional state spokespersons: Please identify if these will be ESGR staff/volunteers or if the contractor will need to provide a spokesperson in each state and territory that ESGR has a committee?

A37 These will be ESGR staff/volunteers, as identified by HQ ESGR.

38. 4.3 This requires planning and execution of the Freedom Award event: Please reply if the response should be for labor only or if the response should include costs for food, beverage, MC, Event space, etc or if the items listed in subsections of 4.3 will be reimbursed as an ODC expense.

A38 Response should include both labor and expenses for the execution of the Freedom Award event.

39. 4.3.4 This requires the contractor to provide a notable talent to serve as MC: Please reply who determines the acceptable notable talent and if the speaking fee/honoraria will be paid as an ODC or if we need to include that cost in our FFP reply?

A39.

See A29 and A38

40. 4.4 Requires advertising support of the YRRP program. This is an FFP contract but the scope does not provide any quantities; Please reply if the costs associated with placement such as production of billboard materials, radio spot production, etc be billed as an ODC on this contract.

A40.

See A34

41. Is there an incumbent for this program?

A41.

See A1

42. Will the proposal due date be extended to allow the government adequate time to respond the bidders questions?

A42.

See A9

43. Is there existing audience research, segmentation studies, focus group results or other background information? If so, will the government provide this to the bidders?

A43 ESGR does not have this research, but with 40 years of history has a well-established target audience. YRRP has research and results that would be provided to the awardee.

44. Should partner outreach be a component of the program, and if so, the government have existing relationships or will the vendor be establishing these? If these are pre-existing, may the bidders have access to this information to better refine their responses?

A44.

Employee and Military associations

45. Is this a GSA schedule contract?

A45.

No

46.The Contractor Manpower Reporting requirement described in Section 9.0 seems to contradict the firm fixed price structure of the RFP and the CLIN structure established on pages 3 - 6 of the RFP, how will the government address this conflict?

A46.

There is no conflict.

47. Can the government share an estimated budget or level of effort for the three components of this program?

A47. Estimated budget is not available. Reference answers to vendor questions here in for level of effect information’s.

48. SOW 4.2.1 and 4.4. What funds are available to support paid advertising placements for ESGR and YRRP?

A48. See A 11

49. SOW 4.2.2 and 4.4.5 What media materials are required?

A49. ESGR has a current suite of media materials, to include various ads and sizes. Minimal work will be needed to create new materials. YRRP has not executed a prior media campaign, so they will need media materials including: print and online ads, radio ads, and potentially short videos about the program.

50. SOW 4.2.3 and 4.4.6 Does this refer to existing ads? Or sizing of ads that are part of the media materials from 4.2.2? Is there an estimated quantity of ads or sizes needed?

A50. For ESGR, this refers to existing ads. For YRRP, this would be the revision of media materials created for media campaigns. Ad resizing is dependent on the success of the contractor in securing PSA placements. ESGR estimates 30 per year. YRRP may be less during the first year and close to this number in subsequent option years.

51. SOW 4.2.9 Please define an "on-the-road campaign" and estimate the actual number of such campaigns for each contract period.

A51 An “on-the-road campaign” is a concentrated media campaign in one of ESGR’s 54 State Committees or a city with a high concentration of Guard and Reserve employers. ESGR provides the data to determine state/city location. Estimate 6-12 campaigns per year.

52. SOW 4.3.2.1 Are costs of catering, AV support, and event location to be included in the offeror's proposal?

A52. See A 38

53. SOW 4.3.2.1 Are costs of a seated dinner to be included in the offeror's proposal?

A53. See 38

54. SOW 4.3.4 Please define "notable talent." Are funds available for the services of such an MC?

A54.

Local or national media representative or military-friendly celebrity. Potentially minimal amounts will be available. See A 29

55. SOW 4.4.1 Is social media not to be included in outreach for ESGR?

A55 The contractor can provide recommendations in a media campaign for how to employ social media, but ESGR is responsible for the execution of social media.

56. SOW 4.5 and 4.6 Does "OLA" refer to paid advertising produced under SOW 4.2.1 and 4.4.?

A56 OLA refers to online ads developed as paid advertising under paragraphs 4.2.1. and 4.4of the performance work statement.

57. SOW 4.7.3 What "training materials" are required?

A57 None. It should simply state, “for producing reports.”

58. Instructions A.iv-v p. 20 Is it necessary to complete Representations and Certifications from the RFQ if contractor is registered with SAM? Can a printout of the SAM Reps & Certs fulfill the requirement of Volume I?

A58.

Yes

59. If there is an incumbent, what company currently provides this support?

A59.

See A1

60. Is a contractor currently providing similar support for this program/office or have they within the past three years?

A60.

See A 1

61. Are there existing plans supporting this effort (e.g. communication, outreach, social media, campaign, media) that the Government can release to prospective bidders?

A61.

ESGR

62. If travel is required, to what locations should contractor personnel plan to travel?

A62. No Travel

63. What is the paid media budget?

A63.

See A 11

64. Are there existing social media assets that are currently being used? What are their handles?

A64 ESGR is responsible for the daily execution of social media. Contractor provides ideas for social media supporting ESGR media campaigns. Our handles are: Facebook – GoESGR; Twitter – ESGR; LinkedIn – ESGR Group. YRRP may require more guidance in how to execute a social media program and assistance with implementing outreach via Twitter. Current YRRP social media includes: Facebook – DoDYRRP; Twitter – None at this time; LinkedIn – Yellow Ribbon Reintegration Group.

65. Are on site embedded staff required?

A65 No

66. How many "top media markets" with a concentration of Guard and Reserve Employers are you intending to be targeted?

A66 Defense Management Data Center tracks top 40 markets. Data will be provided to winning bidder. May target up to 10 depending on the type of media campaign being executed.

67. Is there any original brand and logo designs required by ESGR for either/both campaigns?

A67 ESGR has current brand and logo materials. These will be provided to the winning bidder.

68. Are costs of PR Newswire and other newswire services already provided, or is vendor supposed to cover those costs? If vendor is to cover those costs, how many releases, approximately are sent out in an average year?

A68 Vendor will cover costs. More than 100 releases are issued per year, but many are provided to state AP media without use of newswire services. Estimate 10-15 ESGR newswire releases per year. YRRP newswire releases are TBD but may be up to 10.

69. Social media is mentioned, but video and other multimedia used for social media purposes is not. Is awardee required to provide video services in this area?

A69 ESGR does not require video services. YRRP may need to develop video for PSA placement.

70. PSA placement is mentioned, but beyond what is provided for in sec. 6.0, Is awardee required to produce PSA's and advertising media, including TV and radio?

A70 ESGR has existing video and radio content. Only requirement is to produce the annual Freedom Award nomination season radio PSA. YRRP will likely require the development of both radio and video materials, based on the initial media plan recommendation.

71. Does ESGR already have existing marketing and contact databases regarding direct mail and email/social media marketing campaigns described, or is awardee starting from scratch in building those distribution lists?

A71 ESGR is responsible for all direct mail and maintains/acquires all necessary contact info to execute those campaigns. ESGR has military media contacts, but does not have a database for non-military media.

72. Is travel required and expected?

A72 No

73. Is travel expense to be estimated as part of the cost proposal?

A73 No

74. There are 54 state committees and 54 announcements of semifinalists. Presumably local media lists or local distribution to a brand range of media in each state is required. Are costs for state newswire services to be born separately by awardee?

A74 Awardee covers expenses of all newswire releases. ESGR and awardee will determine what services to utilize, approve expenditures each time a press release is created for distribution.

75. How many On The Road state campaigns are to be conducted?

A75 Approximately 6-12 depending on overall budget.

76. Is ESGR leadership all based in the DC area?

A76 No.

77. Are event costs - cost of site, food, AV support, possible honorarium for public figure, etc. to be included in proposal, or are they covered separately?

A77. Yes.

78. Is last year's EGSR and YRRP event media clips, releases, print, broadcast and digital ad buys, and outreach activity available for review? If so, where can we find them?

A78 Not in a consolidated format. ESGR content can be found at www.ESGR.mil and www.FreedomAward.mil or social media outlets including: www.facebook.com/GoESGR, www.twitter.com/ESGR, www.youtube.com/EmployerSupport.

(End of Summary of Changes)