NEC IDIQ SOW_Draft_071024.pdf

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National Education Campaign & Outreach Contract (NEC) Indefinite Delivery, Indefinite Quantity (IDIQ)

Statement of Work

The Contractor shall furnish all of the necessary personnel, services, materials (except as otherwise specified herein), and otherwise do all the things necessary for or incident to the performance of the work as set forth below:

National Education Campaign & Outreach Contract (NEC)

The purpose of this Indefinite Delivery, Indefinite Quantity contract (IDIQ) is to provide the Centers for Medicare & Medicaid Services (CMS) with a mechanism to support the agency in conducting a full range of activities associated with developing, implementing, and evaluating national integrated communications campaigns.

This IDIQ will primarily focus on conducting a full range of activities associated with executing CMS outreach, education, and communication campaign efforts and initiatives, coordinated with both internal and external stakeholders at a national, regional, state, and local level. Generally, task orders shall include, but not be limited to:

• Proposing a comprehensive campaign strategy and corresponding tactics built on data-driven planning to reach target audiences and motivate behavior change.

• Implementing national large-scale integrated communications campaigns targeting a sub-section of the national population; populations of at least 50 million people.

• Developing and implementing national, regional/local integrated communications campaign targeting underserved or disadvantaged communities and/or multicultural audiences (Spanish-speaking populations;

African American; Asian American Native Hawaiian and Pacific Islander) to eliminate health disparities with the goal to help advance health equity. This may include translating and transcreating materials that ensure the intent and meaning of the work/materials are conveyed appropriately and effectively for the target audience.

Developing robust amount of digital creative assets to be rotated into digital platforms.

• Developing and producing cutting edge creative assets (e.g., television, search, social, video, display) that resonates across target audiences, emphasize key messages, and motivate behavior change. These materials shall be able to be customizable by state or region.

• Implementing large-scale media buys ($60 million or more) in a short timeframe (as short as six weeks). This will include coordinating all facets of media planning and buying on behalf of CMS.

• Executing data-driven digital advertising approved under media planning and buying tasks, such as paid search, social, display, mobile and video. The advertising will focus on conversion-based marketing. Media buying tools should be used to ensure brand safety and avoid fraudulent media placements.

• Establishing campaign key performance indicators, tracking and analysis.

Monitor, track and optimize the digital paid media spend on a day-by-day and weekly basis with ongoing creative testing through both performance (drive-to-site) and persuasion (awareness building) tactics.

• Supporting community management and content development of owned social media channels and email.

• Coordinating and executing data infrastructure, such as email marketing, short message service (SMS) and outbound call marketing

• Cultivating and maintaining partnerships and quantifying the results of the outreach.

• Developing and executing multi-faceted earned media outreach at a national, regional and local level. This will include coordinating satellite media tours and radio media tours, as well as placing and garnering earned media coverage with major publications, newswires, television and networks and their affiliates

• Developing and applying rigorous qualitative and quantitative measures to track and evaluate the effectiveness of all national campaign programs.

• Coordinating timely reporting based on data analysis and campaign evaluation, as well as in-campaign optimization and post-campaign analysis. This includes Marketing Mix Modeling (also known as Econometric Modeling).

• Supporting the testing efforts of CMS’ Division of Research, as needed, for messaging and creative development.

The Contractor shall develop strategic plans for each consumer communication topic. These plans shall be founded in research and incorporate tactics such as those listed above. Strategic plans shall also be consistent with and integrated into CMS’s overall goals and objectives, as well as align with the goals and objectives of CMS programs and components. CMS administers a variety of programs, including, but not limited to Medicare, Medicaid, the Children’s Health Insurance Program (CHIP), and the Health Insurance Marketplace. As the largest healthcare payer, CMS serves more than 160 million people and is focused on improving the delivery and quality of care.

CMS is responsible for conducting national communications campaigns to promote these programs and other CMS initiatives to consumers, providers, and other key audiences.

The target audiences include individuals who are:

• People on Medicare

• Adults 65+ and the disabled population

• Uninsured populations, particularly those ages 18-34

• Low-income populations

• Minority and underserved populations

• Parents and/or guardians of children up to age 18

• Caregivers for adults 65+

• Healthcare Providers

The Contractor may be asked to segment these populations by age, income, race/ethnicity, or other criteria as specified by CMS.

The Contractor shall perform some or all of the following tasks as issued in task orders. Unless otherwise specified any reference to the word “CMS” in this Statement of Work is used to describe, or apply to, CMS’ Central and Regional Offices.

D.1 Strategic Planning The Contractor shall propose a comprehensive campaign strategy and corresponding implementation activities built on data-driven tactics and latest industry innovations to reach target audiences and motivate behavior change.

D.1.1 The Contractor shall be responsible for the development, execution, and analysis of task order campaigns. The Contractor shall prepare and submit for CMS approval, a full strategic plan outlining proposed goals, objectives, and tactics – including a corresponding timeline and budget for the implementation of the proposed integrated communications activities. The plan shall be developed in consultation with the appropriate CMS component, Regional Office, agent, partner, or another contractor procured under a separate requirement or working with another CMS component. The Contractor shall address all aspects of packaging and distributing the health and program-related communication materials, including, but not limited to:

• Descriptions of coordinating activities with additional Department of Health and Human Service (DHHS) and other federal, state, or private officials, as required by the program or regulations;

• Promotional plans (including specific media activities, e.g., implementation of campaigns, press conferences, satellite media tours, radio media tours, briefings, training of spokespersons, and sustained activities).

D.1.2 Strategic plans shall include, but not be limited to, the following elements:

• Identify relevant policy considerations;

• Compile a profile of primary, secondary, and potentially tertiary target populations using consumer research;

• Identify the desired action(s) or behavior change the primary target populations, shall take as a result of the outreach;

• Identify audience perceptions, motivators and potential barriers toward the desired action or behavior change;

• Establish communications goals and objectives;

• Develop messaging based on consumer research that resonates with the target audience and motivates them to take the desired action or behavior change;

• Develop a creative brief for each initiative/communications campaign within a task order;

• Develop a paid media strategy that delivers messaging/a Call-to-Action to the target audience and ensures efficiency;

• Develop an earned media strategy at the national, regional and local level.

• Perform and produce an analysis of the mass media environment on issues related to the campaign;

• Establish an implementation time schedule (which anticipates lead times for an up to two-week clearance approval time by Government and partners for execution, approvals, revisions, and delivery);

• Describe and provide recommendations for the types of partnerships (e.g., national, regional, and community-based organizations) with whom regular and routine communication needs to be maintained to maximize the effectiveness of potential strategies and participation and buy-in of appropriate organizations; and

• Design and implement a campaign evaluation plan to measure the effectiveness of the overall outreach.

D.2 Creative Development and Production The Contractor shall write, design, and produce a variety of health and program-related creative materials that resonate with target audiences, emphasize key messages, and motivate behavior change. Creative concepts are expected to be on strategy based on consumer research and the approved creative brief. Materials shall be specific to each task order and include, but not be limited to: television, radio, digital (e.g. video, display, social, search), print, and out-of-home.

Development of complementary collateral could include, but not be limited to, digital toolkits, explainer videos, brochures, posters, etc. The Contractor shall be responsible for developing up tothree (3) creative approaches (with meaningful conceptual differences) for each campaign, as needed, and prepare creative (e.g. story board, script, digital assets, etc.) to support testing which will be used to identify a creative approach which will be most impactful for intended audiences.

All work is subject to appropriate clearances (as noted in D.2.1) issued as specified by each task order.

The Contractor shall produce materials targeted to the specific audiences noted above, as appropriate for each task order. These groups include, but are not limited to: individuals who are about to enroll or are enrolled in Medicare (or a Medicare Prescription Drug Plan, a Medicare Advantage Plan, or Extra Help), Medicaid, CHIP, the Marketplace, or other programs specified by CMS. The audiences may also include groups affected by past, present or future legislation.

The Contractor may also be directed to develop and/or adapt materials for use with special populations including, but not limited to, non-English speaking persons, Hispanics, African Americans, Asian American and Native Hawaiian/Pacific Islanders, or other audiences as directed by CMS. The Contractor shall have special expertise in identifying or working with appropriate individuals or organizations in developing materials for these populations including, but not limited to translations. These shall not be straight translations, but rather culturally sensitive adaptations (i.e., transcreations written in the original languages appropriate for communicating with the intended audiences). The Contractor may be directed to coordinate development with CMS subject matter experts. The Contractor shall identify appropriate organizations and individuals who will help with this task based on the Contractor’s prior experience or industry relationships.

D.2.1

The Contractor shall be tasked to provide written releases for all talent and directors used in the production of materials. Releases for talent, images, graphics, music, and other elements shall be obtained on a 100% buyout basis when possible; and appropriate selection of these elements shall be conducted to achieve buyout at the lowest price possible. All work conducted under each task order will become the property of CMS. The Contractor shall provide the pre- and post-production materials as requested by CMS. This shall include, but not be limited to final, as produced, files of all creative executions, as well as final 508 compliant storyboards and scripts. CMS will use these materials for in-house editing, production, reproduction, and archiving. The Contractor shall inventory all creative assets of each project upon completion of each task order. CMS will direct the Contractor as to where to forward materials for each task order.

DHHS policy requires that health-related media products receive clearance approval before release to the public. As required and at the COR’s direction, the Contractor shall be tasked to submit the necessary clearance packages to the COR, which shall include required forms and supporting materials (e.g., draft creative assets.). The package shall be approved before final copy or production can be initiated. At the COR’s direction, the Contractor shall prepare presentations and/or attend meetings to discuss the materials or clearance package. The Contractor shall incorporate changes as directed by the clearance process, which could include multiple rounds of revisions.

D.2.2 The Contractor shall produce television and digital video format materials. All materials shall be produced in the lengths, formats, and technical specifications as directed in the task order and according to applicable broadcast and/or digital quality standards. The Contractor shall be responsible for securing the appropriate licensing agreements for any talent that appears in the produced materials. When working with content creators/influencers, the Contractor shall be responsible for verifying the creator’s identity; ensuring the content on channel is appropriate (i.e., no alcohol, drug use, hate speech, etc.); and does not fraudulently inflate their channel metrics.

D.2.3 The Contractor shall be required to produce audio materials including radio spots and digital audio files. All materials shall be produced in the lengths, formats, and technical specifications as directed in the task order and according to applicable broadcast and/or digital quality standards. The Contractor shall be responsible for securing the appropriate licensing agreements for any talent that appears in the produced materials.

D.2.4 The Contractor shall develop and produce digital creative assets that resonate across target audiences and drive the intended action or behavior change. Campaign concepts/themes shall have the capacity to be placed across multiple digital platforms. The Contractor shall produce a robust amount of digital creative assets to be rotated into the digital platforms as the advertising is continuously optimized.

D.2.5

Other types of materials to be developed shall include, but not be limited to, the following:

A. Print/Out-of-Home The Contractor shall develop print and out-of-home creative assets which support the given health or program-related topic and convey appropriate messages to the specified target audiences. Print advertisements will be primarily used in newspapers, magazines, billboards, bulletins, bus shelters, etc., and shall be produced in the formats and sizes specified in each task order.

B. Brochures, Posters and Other Signage On an as needed basis, the Contractor shall plan and develop promotional/educational brochures, posters, and other signage, which provide information targeting specific audience(s). An analysis of content, message, reading level, etc., shall be made on materials to assure that the brochure meets the proposed objectives. Each brochure shall be translated or adopted, into Spanish and other languages as specified by CMS. These shall not be straight translations but adaptations (i.e., transcreations written in the original languages appropriate for communicating with the intended audiences).

C. Additional Support Materials

The Contractor shall design and produce additional support materials on an “as needed” basis. Materials may include, but not be limited to, digital graphics, fact sheets, handouts, exhibits, etc. The Contractor is expected to consider incorporating the latest communications innovations, as relevant for target audiences. If appropriate, the Contractor shall develop materials in formats not specified above for use in non-traditional channels.

D.2.6 The Contractor shall inform CMS of the use of Artificial Intelligence or Generative AI tools in the development of creative and messaging. Contractors must ensure that the use of these tools do not infringe on intellectual property or result in copyright violations.

D.3 Paid Advertising The Contractor shall coordinate all facets of media planning and buying on behalf of CMS. This includes Media Return on Investment (ROI) and Attribution Modeling to measure the impact of media and other marketing and external factors based on Key Performance Indicators (KPIs). For example, the model at a minimum should address the following:

• Point of diminishing returns by media channel

• Best flighting pattern to maximize return on investment

• Evidence of synergy between media elements

• Optimal media mix of traditional and digital advertising assets

D.3.1 The Contractor shall develop and implement media buying and leveraging strategies for the advertisements developed. The Contractor shall submit a plan that provides for cost-effective, paid placements of materials. The plan shall specify an overall delivery goal, the given level of total advertising expenditure to achieve that goal, and the recommended media mix. The proportion of media weights allocated across the media mix shall achieve maximum communication impact with each target audience. For each proposed media plan, the Contractor shall provide appropriate net reach, average frequency, and impressions; this shall be broken out by target audiences.

D.3.2 The Contractor shall also act as a steward of the paid media plan on CMS’ behalf by verifying that all paid media placements ran as planned and negotiate make-good media placements, if necessary. The Contractor shall also reconcile and verify that the media buy delivered reach, frequency, and Gross Rating Points (GRPs) levels equivalent to the level authorized in the original media plan. For digital ads, the Contractor should ensure that ad placements are transparent and do not include fraudulent impressions, clicks or conversions.

D.3.3 The plan shall also discuss recommendations for obtaining (leveraging) added value media as a match for paid media placements in television, radio, print, outdoor and digital buys. Leveraged media can include, but not be limited to, public service announcements, interviews, and op-ed pieces.

D.4 Digital Advertising The Contractor shall execute data-driven digital adverting with a focus on conversion-based marketing approved under media planning and buying tasks, such as paid search, social, display, mobile, video, etc. The Contractor shall be responsible for developing methods to monitor, track and optimize the digital paid media spend on a day-by-day and weekly basis with ongoing creative testing and daily spending reports. The Contractor shall align with CMS on reporting data methodology; compare paid ad platform metrics with CMS data platform metrics (i.e.

Adobe Analytics) and discuss any discrepancies with CMS.

D.4.1 The Contractor shall develop a digital strategy which includes unique and innovative ideas to promote DHHS’ online and social media properties. The Contractor shall work with CMS to determine appropriate paid digital and social media strategies that reinforce agency brands and drive target audiences to agency information channels. The Contractor shall consider all innovative paid digital approaches appropriate for the outreach and focus on conversion-based marketing and provide justification to support recommendations.

D.4.2 The Contractor shall work with CMS to ensure that digital marketing efforts adhere to current government standards and best practices established by the Office of Management and Budget (OMB). The OMB Memorandum 10-23, Guidance for Agency Use of Third-Party Websites and Applications, requires that agencies assess their uses of third-party websites and applications to ensure that the uses protect privacy. The mechanism by which agencies perform this assessment is a privacy impact assessment (PIA). In accordance with HHS policy, operating divisions (OPDIVs) are responsible for completing and maintaining PIAs on all third-party websites and applications in use. Upon completion of each assessment, agencies are required to make the PIAs publicly available. The HHS PIAs can be found at: https://www.hhs.gov/pia/. As further specified in task orders, CMS may assess any privacy impacts to consumers and will supply a privacy questionnaire to be completed by potential digital vendors to allow the agency to evaluate the manner in which such vendor uses, discloses, stores, or maintains consumer data.

The Contractor shall work with all such digital vendors to complete the CMS Privacy Questionnaire and submit it to the agency for approval.

D.4.3 The Contractor shall also work with all digital platforms including but not limited to search, social, display, and video vendors, as appropriate, to deliver paid digital media plans that utilize segmentation, geographic and/or other demographic-targeting strategies to further increase the likelihood of reaching target audiences and motivating them to take action.

D.4.4 The Contractor shall employ brand safety and suitability strategies as part of the paid media buying process to ensure that branded advertisements are not in spaces that host inappropriate content or fraudulent activity that may conflict with CMS’ overall mission. For each task order, as part of the paid media plan deliverable, the Contractor shall develop a brand safety and suitability framework for CMS to review that provides a recommendation on each paid platform’s brand safety and suitability settings options before a campaign is executed. Tools that monitor pre-bid avoidance, campaign monitoring and blocking, and post-campaign analysis should also be considered.

D.4.5 The Contractor shall emphasize privacy-focused solutions in adapting to the deprecation of third-party cookies. With CMS review and approval, Contractors will oversee paid ad vendors in deploying these alternative solutions (i.e. first-part data) while also upholding privacy regulations.

D.4.6 The Contractor shall make sure to utilize paid advertising vendors who have security protocols in place to ensure a safe environment for target audience interaction with CMS campaign ads, including and not limited to malware prevention and brand safety.

D.5 Social Media and Email Content Support The Contractor shall support organic content development and community management of DHHS or CMS-owned social media channels. The Contractor shall also support campaign related email content development on an as needed basis. The Contractor shall develop owned content that resonates across target audiences and drives the intended action or behavior change.

D.6 Earned Media The Contractor shall develop and execute multi-faceted earned media campaigns for a wide range of audience sizes and types (i.e., from national to local levels, the general population to specific target populations). Elements to include but are not limited to: material development, media pitching, spokesperson briefing/media training, and partner relations.

https://www.hhs.gov/pia/

As further specified in task orders, the Contractor, in coordination with other related CMS components and contractors, shall develop an implementation plan and media outreach strategy with corresponding timeline and tactics. The media outreach strategy for each task order will require collaboration with, and clearance approval from, either the CMS Media Relations Group and/or CMS/DHHS Leadership, based on the proposed activity.

D.6.1 The Contractor shall provide support for campaign-specific and ongoing media relations activities, on an “as needed” basis. The Contractor shall collaborate with CMS/DHHS, CMS Regional Offices or other federal agencies, as determined by CMS/DHHS Leadership. These services will often be requested with little to no advance warning and require quick turnaround for delivery. Such services shall include, but not be limited to:

• environmental scanning;

• media monitoring and reporting;

• media list development;

• feature article/news story pitching;

• issues management planning support;

• video and daily news clipping service;

• access to wire and syndicated placement services;

• logistics support for press events; and,

• media training for constituent populations.

The Contractor shall also consider long-term opportunities for feature articles in consumer magazines that CMS’ target audiences read such as women’s magazines, retirement magazines, health-related publications, etc.

D.6.2 The Contractor shall work with CMS to coordinate satellite media tours and/or radio media tours with CMS’ Central and Regional Offices.

D.6.3 The Contractor shall produce B-roll packages, clipping reports, highlight reels, background materials, etc. for use in public relations or other efforts.

D.6.4 The Contractor shall provide supporting materials for press activities, as needed. Materials shall include, but not be limited to, briefing books, media kits materials, banners, etc. All such efforts will be coordinated through the COR, the CMS Media Relations Group, and DHHS.

D.7 Monitoring/Tracking The Contractor shall develop and apply rigorous quantitative measures to track and evaluate the effectiveness of all national campaign programs, including aforementioned media ROI modeling.

This shall include designing monitoring systems to provide quick feedback to CMS/DHHS regarding the effectiveness of the communication activities, including the number of people or groups reached by the communication activity. The purpose of these monitoring systems is to promote continuous quality improvement in how CMS communicates with target audiences, including beneficiaries and those acting on their behalf. The monitoring systems shall include, but not be limited to, measures of:

• Audience exposure to messages promoted by a communication activity (e.g., measured through print media clipping services, GRPs earned in a television media buy); and

• Completion of desired action or behavior change.

D.8 Event Planning As specified in task orders, the Contractor shall plan, coordinate, and execute CMS-sponsored in-person or online conferences, trainings, or events for internal and/or external attendees. These events could be small to large in scope (e.g., 20 to 500+ attendees). The Contactor shall provide services, including, but not limited to, venue selection, logistics, material support, production support, technical support, 508 clearance, audiovisual support, and promotional support for events. All events are subject to approval based on DHHS’ Policy on Use of Appropriated Funds for Conferences and Meeting Space, most recently updated on January 23, 2015 (https://www.hhs.gov/grants/contracts/contract-policies-regulations/conference-policy/index.html). Additional CMS clearances may be required, which will be specific in task orders.

D.9 Research While the bulk of consumer research will be executed by CMS’ Division of Research, the Contractor shall have the ability to conduct formative research—both qualitative and quantitative—to document program requirements, collect consumer-based data, audience segmentation, and to develop, test, and refine health and program-related messages for targeted CMS audiences, as needed by CMS. The Contractor may be asked to provide materials for testing, such as storyboards, scratch tracks/animatics or messaging support.

D.10 Industry Trends The Contractor shall keep informed about emerging trends and events in the advertising, media, and digital marketing industries and provide comprehensive and authoritative guidance to CMS based on this knowledge. The Contractor shall provide insights on new developments in the industry (e.g. generative AI, digital tracking and Optimization, cookie deprecation, and vendor specific updates) and how CMS may implement into campaigns.

D.12 Section 508 The Contractor shall ensure that deliverable products meet Section 508 accessibility standards in compliance with Department of Health and Human Services Section 508 standards, HHSAR 352.239-79 Information and Communication Technology Accessibility (Deviation).

https://www.hhs.gov/grants/contracts/contract-policies-regulations/conference-policy/index.html https://www.hhs.gov/grants/contracts/contract-policies-regulations/conference-policy/index.html