LSJ Communications Consultants Support.pdf

census.gov

LIMITED SOURCES JUSTIFICATION

1. Identification of the agency and the contracting activity, The United States Census Bureau, Acquisition Division proposes to procure without using full and open competition for Communications Consultants Support Services.

2. Nature and/or description of the action being approved This is a sole-source procurement to a Small Disadvantaged Business in accordance with FAR 8.405-6(a)(1)(C), In the interest of economy and efficiency, the new work is a logical follow-on to an original Federal Supply Schedule task order for continued Communication Consultants support services from Erimax, Inc., located at 4301 Garden City Drive, Suite 4, Hyattsville, MD 20785. The proposed task order will be awarded off General Service Administration (GSA) Contract 874 (GS- 10F-0099S). Due to adjustments to the 2020 Census schedule for operations and data dissemination, which includes processing the data needed to deliver complete and accurate state population counts for apportionment and redistricting, the Communications Directorate will continue to need communications support through March 31, 2023.

The estimated value of this task order is $6,294,604.80.

3. Description of the Supplies/Services Required The contractor support will allow the Communications Directorate to have support for Congressional and News Media response and outreach, the National Partnership Program education and outreach, and Data Dissemination work, including product development, design, and strategic digital marketing and distribution. The period of performance will be April 1, 2021 through March 31, 2022, with one option period April 1, 2022 through March 31, 2023.

Congressional Affairs-

April 1, 2021 – March 31, 2023

• Maintain direct liaison channels with congressional offices, state, local and Tribal governments, and officials.

• Preparation for Congressional Hearings

• Congressional and other official correspondence management

Contractors supporting Congressional Affairs efforts around 2020 Census data dissemination are critical to generate awareness about the importance of Census Bureau data and its redistricting program. These efforts including response to inquiries and virtual training webinars will help to provide access to local statistics on our website that can help communities, elected officials and

Communications Consultants Support partners to make data-driven decisions. Continued support is also needed to facilitate the increased volume in the Census Bureau’s controlled correspondence activities.

Public Affairs/Graphic and Editorial Support-

April 1, 2021 – March 31, 2023

• Maintain direct liaison channels with News Media

• Facilitate the development, review and release of 2020 Census data products and other

Census Bureau programs and surveys to the news media and public

Contractor support is vital to the promotion and awareness of releasing the results and operational updates of the 2020 Census to the news media and the public. This work includes production of news releases, tip sheets, infographics, blogs, planning and conducting news events, media training for Census Bureau spokespersons, press conferences, radio tours and training webinars, response to query. This work is in addition to the promotion and dissemination of other Census Bureau programs including the American Community Survey 5- and 1-year releases, the Economic Census and other ongoing surveys including but not limited to the annual release of Income, Poverty and Health Insurance statistics.

Graphic and editorial support is needed for the design and editorial review of publications, reports, news releases, factsheets, flyers, brochures, handbooks, infographics for print and web for all Census Bureau programs including the 2020 Census, American Community Survey, and Economic Census and other ongoing survey. We expect to continue to receive materials for publication work regarding the 2020 Census for the next several years.

National Partnerships-

April 1, 2021 – March 31, 2023

• Maintain direct liaison channels with National Partners

• Facilitate the development of an Enterprise National Partnership Program

The 2020 Census National Partnership Program (NPP) has staffed down significantly in the last four months in alignment with the campaign schedule. The remaining team is lean, the fruits of the Erimax contractor's work is realized daily. The remaining contractor will be vital to tasks that must be completed including finishing its closeout procedures including lessons learned and its evaluations of the 2020 Census National Partnership Program and make recommendations for the 2030 Census.

Skilled in his NPP portfolios, accounts and related infrastructure like the Customer Relationship Management system and the GPO warehouse, the contractor would help advance and grow this program into an evergreen Enterprise Partnership. NPP advanced the Census Bureau’s relationships with national stakeholders of many communities and has the enterprise on firm footing as it matures the partnership program into an evergreen one. Aiding the decennial program over the decade, NPP will strategically advance evergreen enterprise partnerships (as outlined in the 2020 Census Partnership Plan). At this time in the decade, enterprise partnership amplifies the significant work shared by Decennial Programs during its campaign, pivots to more inclusion of ACS, and will include Economic Programs, ADRM and Demographic Programs.

Email Marketing-

April 1, 2021 – March 31, 2023

• Maintain and improve Email Marketing processes for the promotion and release of 2020 Census data products and other Census Bureau programs and surveys.

Contract support for this task is responsible for making sure critical outreach is sent out in a timely manner for Census Bureau news releases, product releases, America Counts, Census Academy, and the Census Bureau’s new experimental Household Pulse Survey newsletter, designed to quickly and efficiently deploy data collected on how people’s lives have been impacted by the coronavirus pandemic. This is a lead role in working with our program areas and senior Communications Directorate staff to ensure that our messages have gone through our QA check process, are targeted to the right audience, and assembles email marketing metrics for our team's weekly CLMSO digital marketing report.

Digital Marketing-

April 1, 2021 – March 31, 2023

• Maintain and improve Digital Marketing processes for the promotion and release of 2020 Census data products and other Census Bureau programs and surveys.

Contract support for this task updates the team's digital marketing calendar using Airtable. Plans outreach around observances and holidays, and researches best practices in the private sector for examples of successful marketing efforts around the holiday season. Provides support for regular meetings with our internal stakeholders and teams. Reviews QA process and completes QA checks. Serves as project manager in CLMSO’s Civic Digital Fellowship development sprint meetings for email marketing tools, our Granicus/GovDelivery development sprint meetings, and the monthly review of access control for the Census Bureau’s email marketing and other digital tools.

4. Authority and Supporting Rationale In accordance with FAR 8.405-6(a)(1)(c), In the interest of economy and efficiency, it is in the Government’s best interest to award a GSA task order to the incumbent, Erimax, Inc.

A logical follow on is necessary to continue critical work in support of the 2020 Census, the Census Bureau is required by the Constitution to deliver state apportionment numbers to the President of the United States. These numbers are also used for Congressional redistricting for state representation. The Erimax contractors are an integral part of Census Bureau operations for the release of this data and supporting our Congressional constituents, the news media, and the public. Due to previous hiring and budget issues beyond the control of the Communications Directorate contract staff was used to fill the urgent need to ramp up support for 2020 Census operations and data dissemination. The Communications Directorate does not have the staffing vacancies, nor the time needed to hire and train personnel for this urgently needed support before this important data is set to be released. The directorate also relies on contractor support for several promotional and news products such as “America Counts” and the Census Bureau’s new weekly “Pulse” survey which provides near-real-time info on businesses and the impact of Covid-19. Eliminating our contractor support would drastically affect our ability to disseminate this important data needed to measure the effects of Covid-19 to the U.S. economy.

Other surveys and programs would also be affected if Communications could not retain the services of Erimax. The American Community Survey 5- and 1-year releases, the Economic Census and other ongoing surveys and dissemination, including but not limited to the annual release of the Income, Poverty and Health Insurance statistics. The Communications Directorate’s work in support of these programs is high profile, visible work on a National level with Congressional and News Media representatives as well as assistance to the public.

Due to 2020 Census operational delays, many of the tasks that were scheduled under the previous contract have been pushed beyond its expiration date. These tasks include the delayed delivery of Apportionment Counts and State Redistricting Data. Communications support for these high-profile data releases is necessary for the planning of news events, press conferences, radio tours, press releases, blogs and training webinars for our Congressional stakeholders and the news media as well as responding to Congressional and news media inquiries.

The Erimax team supporting the Communications Directorate already have the expertise and skills and are proficient in the Census Bureau’s processes and standards. This will be essential to the continuity of timeliness, quality, and efficiency in managing the substantial workflow and workload that will be critical to the success of the Census Bureau fulfilling its Constitutional mandate to provide apportionment and state redistricting data from the 2020 Census. Not having continued support from the contractor would risk the Census Bureau’s efforts to successfully deliver this critical 2020 Census data on time and in the most efficient manner. A delay or mishandled release of the data would have a negative impact on the Census Bureau’s reputation. The Census Bureau must maintain as positive reputation with U.S. Citizens as we rely on their support and cooperation for our data collection. The Erimax team consists of several contractors that have developed relationships with stakeholders during the promotional phase of the 2020 Census. These relationships with National and local news representatives, Congressional, state, local government, Tribal officials and our National Partners will be critical for the successful dissemination of 2020 Census data and its products as well as the promotion and release of products from the Census Bureau’s more than 100 surveys that occur annually throughout each calendar year. These groups represent various segments of the U.S. population that the Census Bureau relies on for data collection. They are a trusted voice and act as a liaison for the Census Bureau, helping us to communicate the importance cooperating and participating in Census Bureau censuses and surveys. Additional 2020 Census data product releases will continue throughout the for the next several years.

A disruption of work to bring new contractors up to speed and to cultivate new relationships will put the Census Bureau at risk as the Communications Directorate will not be able to provide the level of support needed in developing messaging and executing appropriate communications strategies. As a result of diminished support, the Communications Directorate will be forced into more of a reactionary mode instead of being able to proactively develop materials and conduct outreach. A delay or mishandled release of the data would have a negative impact on the Census Bureau’s reputation. The Census Bureau must maintain as positive reputation with U.S. Citizens as we rely on their support and cooperation for our data collection

Support from this contract fills a gap created when program areas were unable to fill vacancies during the ramp up of promotional activities for the 2020 Census. Many of these contractors have become the leads of the major tasks on this contract and are critical to their success. Not having these contractors would mean entire teams across the directorate would need to be reorganized, creating a risk that scheduled and planned tasks would be delayed or eliminated. Their knowledge of Census Bureau operations, processes and their experience gained while conducting the 2020 Census makes them a valuable resource for ongoing communications efforts. It is very unlikely that new contractor staff could be hired, onboarded, gain the knowledge and understanding of Census Bureau Communication’s operations and develop these relationships in time for them to add value to the tasks. Not having contractor support or bringing on a new contractor would disrupt the release schedule, waste valuable time and funds related to contract administration and onboarding. The relationships that the contractors have formed with Congressional, State and local representatives, news media, business and professional partnerships will be invaluable as the Census Bureau begins to release official 2020 Census results for these areas, as well as other demographic and economic data. These groups are a trusted voice in their communities and communicate to their audience the importance of cooperating and participating in Census Bureau censuses and surveys.

5. Contracting Officer Determination of Best Value

A comparison will be made to determine if the proposed price aligns with the rates on Erimax Inc.’s GSA Federal Supply Schedule. Although GSA has already negotiated fair and reasonable pricing, the Contracting Officer will seek additional discounts before placing this task order. In accordance with FAR 8.405-2(d), the Contracting Officer will determine that the final proposed value of the task order is fair and reasonable. A comparative analysis will be done between the Independent Government Cost Estimate (IGCE) and the Erimax’s proposal to assist in the determination of fair and reasonableness.

6. Market Research

The Market research team competed the current contract on GSA MOBIS and received at least three proposals from qualifying vendors. A Time and Materials task order was ultimately awarded to Erimax, Inc. in September 2015 for a base and 4 Option Periods. The tasks on the current contract were scheduled to be completed during the original period of performance, but due to delays in operations of the 2020 Census caused by Covid-19 there are also delays in the planning and execution of releasing the data.

At this time, an open competition to complete the work would cause extreme delay and sacrifice the quality and effectiveness of the dissemination of the results 2020 Census and its products.

The Census Bureau is in a time crunch for the release data from the 2020 Census, acquiring another vendor for this time period would take an inordinate amount to time and expense for them to understand and fulfill the Government’s requirements. Another vendor would not have time to familiarize itself with Census Bureau operations, standards, and the required tasks.

Additionally, it is a major concern of the Government that bringing a new Contractor up to speed to carry out the tasks that are already underway will negatively impact its mission. A delay in the release of data due to a reduction in support would have a negative impact on the Census Bureau’s reputation. The Census Bureau must maintain as positive reputation with U.S. Citizens as we rely on their support and cooperation for our data collection Therefore, the requirements will be obtained as a sole source award to Erimax Inc. in accordance with the authority stated above.

7. Other Facts Supporting the Justification Erimax possesses the specific operational knowledge, relationships, and essential communications skills for working with the Communications Directorate in support of the 2020 Census given their ongoing work under the current contract (YA1323-15-NC-0264). The Government recommends awarding a logical follow-on contract to Erimax, for a continuance of work. Awarding to a different contract will cause disruption to support services being performed and thereby costs time and money and increasing program risks. It is very unlikely that new contractor staff could be hired, onboarded, gain the knowledge and understanding of Census Bureau Communication’s operations and develop the necessary relationships in time for them to add value to the tasks. Not having contractor support or bringing on a new contractor would jeopardize the release schedule; waste valuable time and funds related to contract administration and onboarding and could negatively impact the Census Bureau’s reputation.

8. Actions to Remove or Overcome Barriers to Competition The Communication Directorate will conduct a competitive search for additional support services if support is needed after the expiration of this follow-on.

9. Technical Certification I certify that the data and information forming the basis for this justification are accurate and complete to the best of my knowledge and belief.

Technical/Program/Project Manager Date

10. Contracting Officer Certification I certify that this justification is accurate and complete to the best of my knowledge and belief.

Contracting Officer Date

Approval

Based on the above justification, I hereby approve award of the subject contract action due to 8.405-6(a)(1)(C).

Competition Advocate Date