LSJ - Digital media and marketing support services - FINAL (FE).pdf

USCB Limited-Sources Justification

Digital Media and Marketing Support Services

RFQ #1333LB23HK00000051

LIMITED-SOURCES JUSTIFICATION

DIGITAL MEDIA AND MARKETING SUPPORT SERVICES

Logical Follow-On to Task Order 1333LB20F00000318

Task Order Title: Digital Media and Marketing Support Services

Solicitation Number: 1333LB23HK00000051

Contractor: Sensis Inc.

Period of Performance: Date of Award through January 28, 2024

Place of Performance: U.S. Census Bureau, Suitland, MD

Contract Type: Firm Fixed Price

1. Identification of the agency and the contracting activity

This procurement will be awarded by the Census Bureau Headquarters, Acquisition Division.

The program office requiring this action is the Center for New Media and Promotion (CNMP).

2. Nature and/or description of the action being approved

This is a Firm Fixed Price (FFP) logical follow-on for an originally competed task order

1333LB20F00000318 issued against General Services Administration (GSA) contract number

GS-07F-0615W. This action is for a continuation of support to provide Enterprise Digital Media and Marketing Support Services for the United States Census Bureau (USCB). The contractor shall perform all necessary activities to support the agency at the enterprise level. The total estimated value of the proposed task order is $2,535,532.70, for a 6-month base period and a 6-

Month Extension of Services per Federal Acquisition Regulation (FAR) part 52.217-8. The anticipated period of performance is from Date of Award through January 28, 2024.

The current portfolio of this requirement includes raising awareness of Census Bureau surveys, data sets, data tools, and economic indicators. It includes promotion of data training materials, outreach efforts that help drive survey response, paid digital advertisements, dissemination of new Census Bureau data releases, and the implementation of the Census Bureau’s omnichannel digital strategy.

3. A description of the supplies and/or services required to meet the agency’s needs

(including the estimated value)

The USCB’s mission is to serve as the nation’s leading provider of quality data about its people and economy. The USCB depends on strong communications and communication channels to educate the public on the importance of data and motivate response to USCB surveys. This includes driving response to the Decennial Census, as required by the U.S. Constitution, the congressionally mandated American Community Survey, and the Economic Census, which leads

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to the most comprehensive economic statistics available, representing all U.S. industries and geographies.

This requirement allows for the seamless continuation of the Census Bureau’s important public outreach and promotion via social media at its current rate and quality, averaging 125 posts a week across Facebook, Instagram, Twitter and LinkedIn. This includes the creation of high-quality graphics, animations, videos, and copy that inform the public about Census Bureau data, as well as ongoing expertise on changes and innovations in social media account management and social media platforms so CNMP can best reach the public. In addition to social media content and strategy, the resulting award will help inform Census Bureau leadership and colleagues across the agency of how CNMP is sharing their work with the public and its impacts on engagement.

The Census Bureau’s official social media accounts on Facebook, Instagram, Twitter and

LinkedIn are a primary vehicle for sharing the Census Bureau’s work and data with the

American people and data users across the country. People across the country, businesses and other federal agencies heavily depend on Census Bureau data and the quality of USCB statistical products to make critical decisions concerning public safety, infrastructure, equity and more.

The Census Bureau strategic plan is focused on improving stakeholder engagement and a continuous commitment to innovation, and the USCB social media presence plays an integral role.

• Goal 1: Stakeholder Engagement o Objective 1.1: Engagement with Data Users o Objective 1.2: Engagement with Communities and Organizations Within Private and Public Sector o Objective 1.4: Promoting Public Trust and Engaging with the General Public o Objective 1.5: Improve Respondent Experience

• Goal 2: Continuous Commitment to Innovation o Implementing Innovations and Transformative Opportunities o Objective 2.2: Continuous Improvements o Objective 2.4: Creating a Culture Shift to a Data Organization o Objective 2.5: Utilizing Innovations, Improvements, and Best Practices for Work

Done for Other Federal Agencies

Social media promotion helps the Census Bureau spread the word about its work and the value of data, highlight free publicly available data, and promote trust in the Census Bureau and other federal government data as valuable tools for businesses and communities across the country.

This requirement also supports the Census Bureau’s other digital work, including its email marketing program, continuing to create greater capacity for the development and distribution of high-quality email newsletters to large subscriber lists through the USCB’s email marketing

(GovDelivery) platform. Interest in launching email newsletters for internal and external communications continues to grow around the agency.

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The total estimated value of the proposed task order is $2,535,532.70, for a 6-month base period and a 6-Month Extension of Services per FAR part 52.217-8.

4. The authority and supporting rationale

This action is taken pursuant to the authority of FAR 8.405-6(a)(1)(i)(C) – In the interest of economy and efficiency, the new work is a logical follow-on to an original Federal Supply

Schedule order provided that the original order was placed in accordance with the applicable

Federal Supply Schedule ordering procedures. The original order or BPA must not have been previously issued under sole-source or limited-sources procedures. The original task order was competed, and all vendors were given a fair opportunity to be considered for the original task order under GSA. Therefore, this task order can be awarded as a logical follow-on under GSA contract number GS-07F-0615W with the current GSA schedule option period ending on August

17, 2025, and ultimate contract date of August 17, 2030.

The original services were competitively awarded to Sensis Inc., (Sensis) task order

1333LB20F00000318 on June 22, 2020, under GSA contract number GS-07F-0615W and expired on June 30, 2023. The USCB set out to compete a Strategic Communication Digital

Services (SCDS) Blanket Purchase Agreement (BPA) with an anticipated awarded date of late

2022/early 2023. The schedule was impacted due to unforeseen circumstances in the development of the acquisition strategy, as a result, the estimated award date of the SCDS BPA has been delayed. To ensure Census’ continues with its intrinsic mission as the Nation’s leading provider of quality data, this logical follow-on task order bridge the gap between the previous

CNMP task order 1333LB20F00000318 and the anticipated SCDS BPA. A logical follow-on task order to Sensis for 6-month base period is essential and vitally needed for the work Census does. Additionally, CNMP needs additional time for Sensis to transition its work into the anticipated SCDS BPA once it is awarded.

The logical follow-on will enable the contractor to provide seamless continuation of timely digital media and marketing support services across the Census Bureau, including social media outreach, social media customer care, production of digital content and creative assets, and social media analytics reporting. This work is a continuation of the current digital marketing and digital media work that Sensis performed for CNMP and the Census Bureau under the original performance work statement included with the initial task order award. Sensis has the necessary and relevant experience working with the CNMP, the Census Bureau’s Communications

Directorate (ADCOM), and program areas across the enterprise to get the job done successfully in a timely manner. This is critical considering the current gap and need to continue mission-supporting work needed now prior to SCDS BPA award.

This task order supports several critical enterprise-wide digital media and marketing support functions, including but not limited to:

• social media outreach that helps inform the public each and every day

• social media customer care, which includes responding to requests of the public

• production of digital content and creative assets

• social media analytics reporting that informs CNMP’s work on an ongoing basis

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• research and recommendations of new tools, channels, and strategic approaches for best reaching Census Bureau audiences

CNMP has considered the impact of bringing a new contractor on-board and up to speed with the current environment during this short-term interim period. Doing so, would generate overall lower-quality output, increased costs, detrimentally affect the Census Bureau brand, reduce engagement with the public, and lead to diminished trust in the USCB. It would also halt important near-term projects. Selecting and onboarding a contractor other than Sensis at this time will have cascading negative impacts, such as:

Efficiency: Sensis has proven experience with federal agencies that deliver complex data-related content and statistics. The USCB releases information for over 130 surveys and programs and is held to several regulations and standards around disseminating that data, including the Information Quality Act and the Foundations for Evidence-Based

Policymaking Act of 2018. Sensis’ statistical literacy has been an extreme benefit for the

USCB, leading them to quickly understand the mission, the data, and how to create content without changing its meaning. Familiarity with each of the different surveys and the USCB data security, data privacy protections, and other statistical safeguards, is a steep learning curve. Sensis already has this critical knowledge which means they are much less likely to make errors. All of this and Sensis’ knowledge of the CNMP content creation, process workflow and applications are extremely important to execute the day-to-day work. Sensis would be able to deliver content and products the day they return, whereas another team would need several months before they can begin contributing to Census Bureau mission-supporting work.

Sensis has developed and uses ongoing processes and applications that the Census Bureau depends on daily for smooth content dissemination, quick and timely turnarounds, and quality control, including but not limited to: Content calendars in Airtable, a detailed workflow and approval process in Sprinklr, and creative templates for digital branding in

Adobe Illustrator. Sensis has also trained on USCB’s email marketing platform

(govDelivery), internal website (SharePoint) and more. Current projects cannot be taken forward by other vendors in a timely manner without this familiarity with USCB processes and systems, without causing delays.

In addition, Sensis has a full team of paid digital media experts. The paid digital media campaign Sensis was able to negotiate for the 2022 Economic Census was so successful that the Economic Directorate requested a second round of paid advertising. Sensis’ experienced team was able to leverage their media relationships to negotiate lower rates and the purchase of more ads in the target markets, resulting in increased response rates. Sensis’ experience and expertise in this area is critical now as the Census Bureau prepares to begin paid advertising for decennial recruiting ahead of the 2026 Census Test in the next 3 months.

Without proper awareness that the Census Bureau will have people out in the field, there is greater risk of verbal and physical harm to Census Bureau field staff when they attempt to conduct in-person interviews at respondent’s homes. Similarly, the Census Bureau is working to support ADRM with paid ads to boost hiring for hard-to-fill positions. Sensis’ experience and expertise in this area is critical to completing this current project before the

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August 2023 deadline. The government does not have this experience or ability to purchase paid advertising. A new vendor will not be able to replicate Sensis’s success rate within the next 90 days because they must first onboard staff, train staff and learn about the USCB’s advertising needs. As a result, this is not efficient and would cause delays to the upcoming deadlines.

Major Census Bureau data releases are coming up in September 2023, including the annual

Income, Poverty and Health Insurance (IPHI) release and American Community Survey 1-

Year Estimates release. With Sensis support, Census Bureau reached over 349.8M people through 65 posts across various social media channels in September 2022 for IPHI. At this point, a new vendor would not be able to develop and deliver content in time to effectively support these key data releases happening in September 2023, which means the Census

Bureau won’t reach as many people with this important data that impacts communities across the country. This will negatively affect the Bureau’s mission as the leading provider of quality data about its people and economy.

Continued delays or reduction in information sharing will lead to public dissatisfaction with the Census Bureau due to longer response times for inquiries and reduced information sharing about Census Bureau data. The Census Bureau will be slow to share information on social media or via email in a crisis situation such as a natural disaster, a systems outage, or a developing news story. This could impact the USCB field staff’s safety with a limited ability to correct misinformation or prevent damaging narratives from building among the public.

For all of these reasons mentioned above, continuing with Sensis will effectively assist

Census in being a leading provider of quality data and continue the efficiency of CNMPs engaging content.

USCB data is used by policy leaders to make decisions about community services, determine the distribution of congressional seats, and inform how trillions of dollars in federal funds are distributed to local, state and tribal governments each year. As mentioned previously, a new vendor will not be able to accomplish meaningful tasks in the first 90 days because they will be too busy onboarding staff, getting familiar with content, applications, business processes and federal statistical requirements and safeguards. The impacts of a new vendor will cause advertising delays or completely missed opportunities for recruitment for the Census 2026 test, putting USCB field staff at risk of verbal and physical harm; recruitment for mission critical positions such as statisticians and economists, who are only recruited annually;

reduced announcements about major data releases; errors in data due to lack of knowledge of

USCB programs and statistical safeguards; all resulting in lack of awareness of USCB critical data and lower overall engagement with the public.

Cost (Economy): Census does not have any current contract vehicles that can support any portion of this work during that lapse, and we are approaching the USCB’s busiest time of the year.

Sensis’ support expands the Census Bureau’s capacity by helping to deliver critical, clear information more frequently to the public about USCB surveys and data via social media and

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email marketing promotion. Sensis’ skill and experience makes these important messages more effective and attention-grabbing, which helps increase brand recognition, survey response, Census data use, and more. Sensis’ efforts and recommendations have led to an increase in growth on all Census Bureau social media channels and an increase in email marketing subscribers as well as digital impressions. The inability to disseminate this information using prevalent, far-reaching promotional channels that the public now depends on to receive timely information will have dire consequences for the Census Bureau’s reputation and public trust.

If Census is unable to provide critical information about emergency preparedness, the economy, and other free data that can help people across the country via USCB’s social media and email marketing channels, it will have a detrimental impact to the communities and organizations that depend on this data. Individuals and communities across the country use USCB data for a variety of reasons that are time-sensitive, such as: grant applications for federal funding; to ensure they have enough public resources for their populations such as schools, hospitals, and public safety resources; and to apply for small business loans.

A lapse in service that will come with a new vendor at this critical time, ahead of the SCDS

BPA, risks erasing all of the progress we have made in the last few years toward advancing this mission-focused work. The CNMP team will no longer be at the forefront of best practices or be able to explore opportunities to grow USCB social media channels and join new emerging networks to help reach new audiences with important data.

This experience and knowledge of CNMP’s business processes, the USCB’s surveys and programs, and statistical and data safeguards cannot be quickly replaced and would take a new vendor several months to achieve. Familiarity with each of the different surveys and the

USCB data security, data privacy protections, and other statistical safeguards, is a steep learning curve. This requirement support is critical for the development of individualized templates and the government will incur additional costs to obtain the graphic tools, appropriate training, and cost of overtime for federal staff. The look and feel of the Census

Bureau’s social media content will ultimately have to change due to a lack of resources or a new vendor. This means the USCB’s public information will be less recognizable and differ from what has been shared previously. The research that will have to be conducted to gain insights into how to repair the USCB’s reputation and all the follow-on work to develop the new creative products, test them, further refine the recommended approach and monitor improvement will cost the government millions (approximately $5.4M).

The cost associated with restarting any portion of these services with another vendor would be significant. Work performed under this requirement costs approximately $229,000 per month and at a minimum, it will cost the government $687,000 to ramp back up again after awarding to a new vendor. That, coupled with the costs of additional federal hours for existing staff (overtime/comp time), and the amount to start over with research and analysis

($5.4M), would far exceed available funding in both FY23 and FY24.

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Furthermore, awarding a logical follow-on task order to Sensis will provide more time for knowledge transfer and handoff of responsibilities between Sensis – an experienced team familiar with USCB work and operations – and the vendor within SCDS.

The work Sensis supports is an important factor in the public’s awareness of Census Bureau surveys, programs and data and ultimately in achieving the Census Bureau’s mission. It is critical to bridging the gap as we transition this requirement to the SCDS BPA.

5. A determination by the ordering activity Contracting Officer that the order represents the best value

Pursuant to FAR 8.405-6(a)(1)(i)(C) in the interest of economy and efficiency, this is a logical follow-on to an original Federal Supply Schedule order that was placed in accordance with the applicable Federal Supply Schedule ordering procedures. The original task order was issued on a competitive basis and all awardees were given a fair opportunity to be considered for the original task order under GSA.

Rates listed on GSA Schedule Contracts have already been deemed fair and reasonable. The

Contracting Officer, Contracting Officer Representative, and the technical team will evaluate the quotation received via the solicitation, including any discounts to GSA Schedule rates. In addition to ensuring technical compliance with the solicitation, the team will also compare the prices to the Independent Government Cost Estimate (IGCE) and historical acquisitions for these services. Based on this approach, a determination by the Contracting Officer that the anticipated price to the government will be fair and reasonable and provide the best value to the government will be documented in the memo for the award.

6. A description of the market research conducted among schedule holders and the results, or a statement of the reason market research was not conducted

The Market Research Team conducted market research by reviewing:

1. Historical Acquisition Information

2. Personal Knowledge in Procuring Supplies/Services of this Type

3. Review of Internet Resources

4. Contacts with other Federal Government Representatives

The Market Research Team conducted market research to ensure the best determination on an acquisition strategy to support the social media and promotions efforts for the agency. The goals of the market research conducted for the social media and promotions efforts were to support the determination of the following:

•Industry capabilities in assisting the government in the integration and successful delivery of complex, mission-critical social media services.

• Pros and cons of single award to encompass the entire scope to support the all levels of the organization.

• The ability of small businesses to provide the required support and assess the associated

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risks given the size, scope and complexity of the integration effort and the systems to be developed.

• Decisions regarding contracting approach and source selection criteria.

• Contract management needs and the working relationship between government staff and the contractor staff.

Based on the results of Market Research conducted, small businesses are able to provide these services. In the interest of economy and efficiency per FAR 8.405-6(a)(1)(i)(C), it is in the

Government’s best interest to issue a logical follow-on for this work to Sensis.

7. Any other facts supporting the limited source justification

A new vendor will not be able to complete ongoing, timely, mission-focused work before key

Census Bureau data releases this fall and ahead of the transition to the SCDS BPA. Without

Sensis’ experience and familiarity with USCB processes and systems at this time, USCB’s ability to fulfill its mission in a manner that is both timely and satisfactory will be jeopardized.

Sensis technical and management approach has implemented best practices around social media and digital media efforts. Their recommendations have led to an increase in growth on all of the

USCB social media channels, and an increase in email marketing subscribers and digital impressions, lending to greater awareness of Census Bureau surveys and data. Sensis’ statistical literacy has been an extreme benefit for the USCB, leading them to quickly understand Census

Bureau mission, data, and how to create content without changing its meaning. Their experience and institutional knowledge cannot be quickly replaced, resulting in increased costs to the government and less effective work.

8. A statement of the actions, if any, the agency will take to remove or overcome any barriers that led to restricted consideration before any subsequent acquisition for supplies and services is made

In the interest of economy and efficiency per FAR 8.405-6(a)(1)(C), it is in the Governments best interest to issue a logical follow-on for the previously competed task order to Sensis.

Based on the results of Market Research conducted, small businesses are able to provide these services. In an attempt to remove and overcome barriers to competition, the Government anticipates that there will be an open competition among small businesses for whatever solution is needed in the future. In fact, the Census Bureau intends to transition this work to the SCDS

BPA, which will be awarded on a competitive basis to a small business. The Census Bureau will do continuous market research to learn about future trends in areas of Census Bureau’s social media promotion across Facebook, Instagram, Twitter and LinkedIn. This includes the creation of high-quality graphics, animations, videos, and copy, as well as ongoing expertise in changes and innovations in social media account management and social media platforms under the purview of this requirement, in order to promote further interest in this requirement.

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9. Recommendations and Certification from Program Office:

Of my knowledge, I hereby certify that the facts and representation of technical data that form the basis for this justification that are the responsibility of technical or requirements personnel are complete and accurate.

James S Cole Date

Contracting Officer Representative (COR)

10. Certification from the Contracting Officer:

As Contracting Officer, I hereby certify that the Justification for an Exception to Fair

Opportunity for this requirement is accurate and complete to the best of my knowledge and belief.

Long Nguyen Date

Contracting Officer

11. OU Competition Advocate:

I have reviewed this justification and find it to be accurate and complete to the best of my knowledge and belief. Since this justification does not exceed $15 million, this review serves as approval.

Leslie A. Andrecs Date

Operating Unit Competition Advocate

08/01/2023