Amendment004.pdf

(x)

DTNH22-08-R-00085

x x copies of the amendment; (b) By acknowledging receipt of this amendment on each copy of the offer submitted; or (c) By separate letter or telegram which includes a reference to the solicitation and amendment numbers. FAILURE OF YOUR ACKNOWLEDGEMENT TO BE RECEIVED AT

THE PLACE DESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED MAY RESULT IN REJECTION OF YOUR OFFER. If by virtue of this amendment you desire to change an offer already submitted, such change may be made by telegram or letter, provided each telegram or letter makes reference to the solicitation and this amendment, and is received prior to the opening hour and date specified.

x

Washington DC 20590

SHULTZ

1200 New Jersey Avenue, SE

Office of Acquisition Management

DOT/NHTSA/NPO-320

Pete Shultz 202-366-9561

NPO-320

Washington, DC 20590

1200 New Jersey Avenue, SE

DOT/NHTSA/NPO-320

Office Of Acquisition Management

10/14/2007000004

13. THIS ITEM ONLY APPLIES TO MODIFICATION OF CONTRACTS/ORDERS. IT MODIFIES THE CONTRACT/ORDER NO. AS DESCRIBED IN ITEM 14.

12. ACCOUNTING AND APPROPRIATION DATA (If required) is not extended.is extended, Items 8 and 15, and returning

Offers must acknowledge receipt of this amendment prior to the hour and date specified in the solicitation or as amended, by one of the following methods: (a) By completing

The above numbered solicitation is amended as set forth in Item 14. The hour and date specified for receipt of Offers

11. THIS ITEM ONLY APPLIES TO AMENDMENTS OF SOLICITATIONS

FACILITY CODE CODE

10B. DATED (SEE ITEM 13)

10A. MODIFICATION OF CONTRACT/ORDER NO.

9B. DATED (SEE ITEM 11)

9A. AMENDMENT OF SOLICITATION NO.

CODE

8. NAME AND ADDRESS OF CONTRACTOR (No., street, county, State and ZIP Code)

7. ADMINISTERED BY (If other than Item 6)CODE 6. ISSUED BY

PAGE OF PAGES

4. REQUISITION/PURCHASE REQ. NO.3. EFFECTIVE DATE2. AMENDMENT/MODIFICATION NO. 5. PROJECT NO. (If applicable)

1. CONTRACT ID CODE

AMENDMENT OF SOLICITATION/MODIFICATION OF CONTRACT

09/17/2007

CHECK ONE

A. THIS CHANGE ORDER IS ISSUED PURSUANT TO: (Specify authority) THE CHANGES SET FORTH IN ITEM 14 ARE MADE IN THE CONTRACT

B. THE ABOVE NUMBERED CONTRACT/ORDER IS MODIFIED TO REFLECT THE ADMINISTRATIVE CHANGES (such as changes in paying office, C. THIS SUPPLEMENTAL AGREEMENT IS ENTERED INTO PURSUANT TO AUTHORITY OF:

D. OTHER (Specify type of modification and authority) appropriation date, etc.) SET FORTH IN ITEM 14, PURSUANT TO THE AUTHORITY OF FAR 43.103(b).

E. IMPORTANT: Contractor is not, is required to sign this document and return __________________ copies to the issuing office.

ORDER NO. IN ITEM 10A.

14. DESCRIPTION OF AMENDMENT/MODIFICATION (Organized by UCF section headings, including solicitation/contract subject matter where feasible.)

The purpose of this Amendment 004 is to consolidate all changes made to the RFP since its original release. The body of this Amendment 004 replaces Sections B through M (and attachments) of the original RFP.

Period of Performance: 12/15/2007 to 12/14/2010

16A. NAME AND TITLE OF CONTRACTING OFFICER (Type or print)15A. NAME AND TITLE OF SIGNER (Type or print)

15C. DATE SIGNED 16B. UNITED STATES OF AMERICA 15B. CONTRACTOR/OFFEROR 16C. DATE SIGNED

(Signature of person authorized to sign) (Signature of Contracting Officer)

S. Peter Shultz

STANDARD FORM 30 (REV. 10-83)

Prescribed by GSA

FAR (48 CFR) 53.243

NSN 7540-01-152-8070

Previous edition unusable

Except as provided herein, all terms and conditions of the document referenced in Item 9A or 10A, as heretofore changed, remains unchanged and in full force and effect.

DTNH22-08-R-00085 Amendment 0004 “Media Support for National Communications Activities”

PART I - THE SCHEDULE

SECTION B - SUPPLIES OR SERVICES, AND PRICES/COST

B.1 SUPPLIES/SERVICES

The Contractor shall furnish all the necessary qualified personnel, facilities, materials, supplies, equipment, and services to perform the requirements of the Statement of Work in Section C, and other terms and conditions of the Solicitation, and any resultant Contract, for the effort entitled, “Media support for communications Activities.”

B.2 PRICE SCHEDULE DEFINITIONS

B.2.1 “Functional Areas” As used in this contract, “Functional areas” define specific areas of technical expertise required in the performance of this contract effort. There are nine functional areas:

B.2.1.1 “Account Management”: As the title implies, this function oversees the entire contract effort. Account Management includes the overall management of financial, material, and human resources. This functional area would most commonly address technical and contractual problems.

B.2.1.2 “Production of Ads”: As the title implies, this function includes the work related to the development and production of television and radio ads – from the development of storyboards to the final delivered product and the retagging of existing ads with state logos and/or icons.

B.2.1.3 “Media Buy”: As the title implies, this function includes the work related to planning, placing media buys and providing post-buy analysis. This includes traditional as well as nontraditional media outlets for national media campaigns and buys in local markets that support NHTSA demonstration projects.

B.2.1.4 “Events/Earned Media”: This function refers to the work related to planning, staging, pitching, and executing local press events to promote strategic highway safety messages. This includes completion of satellite media tours, bites and b-roll packages, and audio news releases. The contractor shall provide a studio in Washington DC for satellite media tours, bites and b-roll packages and audio news releases.

B.2.1.5 “Planning and Research”: This function refers to the work related to better identifying target audiences and their responses to communication strategies and messages. Planning and research efforts include focus group opportunities, mall intercepts, and web based feedback. This function also includes the work related to the planning and development of a national communications plan.

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B.2.1.6 “State and Technical Research”: This function refers to any work associated with providing media support to states. Media support may include the review of media buy plans, creative executions and earned media discussions.

B.2.1.7 “Creative Collateral Material”: This function refers to work involved in the development of collateral material kits to support the primary high visibility campaigns for “Click it or Ticket” and Drunk Driving. Over the Limit. Under Arrest.

Collateral materials include posters, web banners, and other guerilla materials delivered in a web format for posting on the NHTSA website.

B.2.1.8 “Conference and National Forum”: This function refers to work related to speeches or presentations conducted by the contractor at national/regional conferences. This includes providing technical and administrative support at national communication forums that bring states together for training on updated communication strategies. Administrative support includes the finding and negotiation of hotel conference facilities, agenda development and speaker identification.

B.2.1.9 “Training”: This function refers to the work related to conducting the 2.5 day NHTSA communication course that NHTSA offers to state highway safety offices.

Work includes understanding the curriculum, presenting the training and updates.

B.2.2 "Loaded Labor Rates": As used in this contract, "Loaded Labor Rates" are composite rates for labor categories assigned to each of the three functional areas. These rates represent a weighted average based on the anticipated level of participation of each labor category within a function. The loaded labor rate includes the base rate (plus merit and or cost of living increases if applicable) plus indirect costs such as Fringe Benefits, Overhead, Facilities Capital Cost of Money (FCCM), G&A, and Fee or Profit. Loaded Labor Rates shall be fixed at time of contract award and shall remain fixed for the entire term of the contract (to include Option Years, if exercised).

B.2.3. "Regular" Loaded Labor Rates: Regular Loaded Labor Rates reflect rates paid for work performed during a normal workweek (generally 40 hours per workweek).

B.2.4 "Overtime" a). "Normal Workweek" means, generally, a workweek of 40 hours.

b). "Overtime" means time worked by a contractor's employee in excess of the employee's normal workweek.

c). "Overtime Premium" means the difference between the contractor's regular rate of pay to an employee for the shift involved and the higher rate paid for overtime.

d). Overtime shall be used only when approved in advance by the Contracting Officer.

B.2.5 Materials, Supplies, and all other Non-Labor Costs - For all materials, supplies, travel costs, subcontracting, and consultant’s costs, and all other non-direct labor (contractor’s labor) costs, the Contractor shall be reimbursed at cost including appropriate indirect costs.

Indirect costs include only those costs clearly excluded from the loaded labor rate and allocated in accordance with the Contractor's usual accounting practices consistent with FAR Part 31. The contractor shall not apply a fee or profit to materials, supplies, travel costs, DTNH22-08-R-00085 Amendment 0004 “Media Support for National Communications Activities” subcontracting, and consultant’s costs, or other non-direct labor items furnished under this contract.

B.2.5.1 Materials Handling Costs: Application of Material Handling Costs to Materials is strictly prohibited under this contract unless documentation submitted with the proposal clearly shows that no part of the loaded labor rates includes such cost. Further, if a Material Handling Cost is shown to be appropriate through such documentation, only those indirect costs, including only that part of the G&A expenses allocated to direct materials in accordance with the Contractor's usual accounting practices consistent with FAR Part 31, shall be accepted. Materials’ Handling Costs shall be negotiated prior to award and shall remain fixed during the entire term of the contract. In the absence of such documentation, no Material Handling Costs as applied separately to Materials shall be reimbursable under this contract.

B.2.5.2 Subcontracts: The cost of subcontracts, (if applicable) to include subcontracts with consultants, is reimbursable costs under this clause. Reimbursable costs shall not include any costs arising from the letting, administration or supervision of performance of the subcontracts, if the costs are included in the hourly labor rates payable under this contract. The prime contractor shall not apply a fee or profit to subcontractors’ costs.

B.2.5.3 All Other Non-Labor Costs: Any and all other non-labor costs incurred during the performance of this contract shall be reimbursed at cost only.

B.2.5.4 Profits or Fee: Application of Profit or Fee to Materials, Subcontracting and all other Non-Labor Costs is strictly prohibited.

B.2.6 Travel Costs - The Contractor shall be reimbursed in accordance with FAR Part 31, as follows:

a. Costs for transportation may be based on mileage rates, actual costs incurred, or on a combination thereof, provided the method used results in a reasonable charge.

b. Costs for lodging, meals, and incidental expenses may be based upon per diem, actual expenses, or a combination thereof; such costs shall be considered to be reasonable and allowable only to the extent that they do not exceed on a daily basis the maximum per diem rates in effect at the time of travel as set forth in the following:

1) Federal Travel Regulations - for travel in the contiguous United States;

2) Joint Travel Regulations, Volume 2 DoD Civilian Personnel, Appendix A -for travel in Alaska, Hawaii, The Commonwealth of Puerto Rico, and territories and possessions of the United States; or

DTNH22-08-R-00085 Amendment 0004 “Media Support for National Communications Activities”

3) Standardized Regulations (Government Civilians, Foreign Areas), Section 925, "Maximum Travel Per Diem Allowances For Foreign Areas" - for travel in areas not covered by 1 and 2 above.

c. Specific written approval from the Contracting Officer must be obtained in advance of any travel to foreign areas.

d. Non-reimbursable Travel: Travel expenses of any kind incurred for personal convenience between home and the contractor’s site will not be reimbursed under this contract.

B.2.7 “Pass-through of Congressionally Mandated Funds” and “Ad Hoc Advertising Air Time:” During the term of the contract, the United States Congress may provide NHTSA with Congressionally Mandated Funds or funds for Ad Hoc Advertising Air Time of varied amounts to be used in purchasing paid media advertisements for the “Click It or Ticket” and/ or Drunk Driving, Over the Limit. Under Arrest. campaigns. Such funds have been identified in this contract as “Pass-Through of Congressionally Mandated Funds” or funds for Ad Hoc Advertising Air Time. As Congress provides pass-through funding to NHTSA, NHTSA will modify the contract, unilaterally, to add the amount of pass-through funding to the this cost category. Congressionally Mandated Funds or funds for Ad Hoc Advertising Air Time may not be used by the contractor to pay for any Functional Area, Other Direct or Travel Costs ; nor may the contractor use any part of Congressionally Mandated Funds to recover its indirect costs or fee. See Paragraph C.5 of this contract for further discussion on Congressionally Mandated Funds.

B.2.8 Ceiling Amounts: The ceiling amounts for this contract are as follows:

Base Period (First 36 months of the contract term). $ To be filled in at time of contract award.

Option Year One.................................. $ To be filled in at time of contract award.

Option Year Two..................................$ To be filled in at time of contract award.

The Not to Exceed (“NTE”) amounts shown for the Functional Areas and all other costs presented in Section B.3 “Price Schedules” of this contract are estimates only. Upon written authorization from the Contracting Officer, the Contractor may make line-item adjustments between “Other Direct Costs” categories. The ratios of “Functional Areas” used in the calculation of the Functional Area NTE amounts may also be adjusted upon written authorization from the Contracting Officer. In no event shall the Contractor exceed the established Ceiling Price of any Base Period year or any Option Year Period.

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B.3 PRICE SCHEDULES

B.3.1 BASE PERIOD (From the effective date of the contract through Thirty-Six (36) months thereafter.)

B.3.1.1 Price Schedule I (Base Period 1)

(Effective Date of Contract Award Through 12 Months Thereafter)

Functional Area *Level of Effort (In Hours)

Loaded Hourly Labor Rate

Extended Amount

Account Management 2,000 $ $

Ad Production 6,400 $ $

Media Buy 1,233 $ $

Events/Earned Media 705 $ $

Planning and Research 1,400 $ $

State and Technical Assistance 240 $ $

Creative Collateral Material

2,975 $ $

Conference and National Forum 1,040 $ $

Training 400 $ $

Other $ $

Total Functional Area Cost $

Other Direct Costs Estimated Cost Contractor’s Indirect Cost Rate (If Applicable) Extended Cost

Travel $60,000 $

Other $850,000 $

Congressional Pass-through $29,000,000 $

Ad Hoc Advertising Air Time $5,000,000 $

Total Other Direct Costs $34,910,000

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B.3.1.2 Price Schedule II (Base Period 2)

(End of Base Period 1 Through 12 Months Thereafter)

Loaded Hourly Labor Rate

Extended Amount

Account Management 2,000 $ $

Ad Production 6,400 $ $

Media Buy 1,233 $ $

Events/Earned Media 705 $ $

Planning and Research 1,400 $ $

Conference and National Forum 340 $ $

Training 400 $ $

Travel $60,000 $

Other $950,000 $

Congressional Pass-through $29,000,000 $

Ad Hoc Advertising Air Time $5,000,000 $

Total Other Direct Costs $35,010,000

DTNH22-08-R-00085 Amendment 0004 “Media Support for National Communications Activities”

B.3.1.3 Price Schedule III (Base Period 3)

(End of Base Period 2 Through 12 Months Thereafter)

Loaded Hourly Labor Rate

Extended Amount

Account Management 2,000 $ $

Ad Production 6,400 $ $

Media Buy 1,233 $ $

Events/Earned Media 705 $ $

Planning and Research 1,400 $ $

Conference and National Forum 1,040 $ $

Training 400 $ $

Travel $60,000 $

Other $1,050,000 $

Congressional Pass-through $29,000,000 $

Ad Hoc Advertising Air Time $5,000,000 $

Total Other Direct Costs $35,110,000

TOTAL BASE PERIOD CEILING: ___________

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B.3.2 OPTION PERIOD ONE (From end of Base Period through Twelve (12) Months Thereafter.)

Loaded Hourly Labor Rate

Extended Amount

Account Management 2,000 $ $

Ad Production 6,400 $ $

Media Buy 1,233 $ $

Events/Earned Media 705 $ $

Planning and Research 1,400 $ $

Training 400 $ $

Travel $60,000 $

Other $1,150,000 $

Congressional Pass-through $29,000,000 $

Ad Hoc Advertising Air Time $5,000,000 $

Total Other Direct Costs $35,210,000

OPTION PERIOD 1 CEILING AMOUNT: ________________

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B.3.2 OPTION PERIOD TWO (From end of Option Period One through Twelve (12) Months Thereafter.)

Loaded Hourly Labor Rate

Extended Amount

Account Management 2,000 $ $

Ad Production 6,400 $ $

Media Buy 1,233 $ $

Events/Earned Media 705 $ $

Planning and Research 1,400 $ $

Training 400 $ $

Travel $60,000 $

Other $1,250,000 $

Congressional Pass-through $29,000,000 $

Ad Hoc Advertising Air Time $5,000,000 $

Total Other Direct Costs $35,310,000

OPTION PERIOD 2 CEILING AMOUNT: ________________

TOTAL CONTRACT’S CEILING AMOUNT

(To include three-year Base plus Two Option Periods, if Exercised): ________________

DTNH22-08-R-00085 Amendment 0004 “Media Support for National Communications Activities”

*Level of Effort Estimates Based on the Following Projects:

• Production of Ads: In each 12 month period - up to three (3) ads.

• Media Buy: In each 12 month period - three (3) national campaigns and media buys in up to 50 local markets.

• Events/Earned Media: In each 12 month period - up to six (6) national press events, up to three (3) local press events, and up to six (6) satellite media tours, bites and b-roll and audio news releases.

• Planning and Research: In each 12 month period – up to seven (7) focus group opportunities.

• State and Technical Assistance: In each 12 month period – up to eighty (80) opportunities to provide media support to states.

• Creative Collateral Material: In each 12 month period – up to four (4) collateral material kits, and nine (9) mini-planners.

• Conference and National Forum: In each 12 month period – up to seven (7) national/regional conferences and includes the work related to supporting two (2) national communication forums in even number years.

• Training: In each 12 month period - conduct up to four (4) 2.5 day NHTSA communication courses.

DTNH22-08-R-00085 Amendment 0004 “Media Support for National Communications Activities”

SECTION C - DESCRIPTION, SPECIFICATION, WORK STATEMENT

MEDIA SUPPORT FOR NATIONAL COMMUNICATIONS ACTIVITIES

C.1. BACKGROUND

The National Highway Traffic Safety Administration (NHTSA) is an agency within the U.S.

Department of Transportation whose primary mission is to reduce deaths, injuries and economic losses resulting from motor vehicle crashes. This is accomplished by:

• Setting and enforcing national safety performance standards for motor vehicles and equipment;

• Researching and demonstrating promising strategies to influence positive traffic safety behaviors;

• Providing grants to state and local government to enable them to conduct effective local highway safety programs; and

• Planning and executing strategic communication campaigns to support program activity.

Research has demonstrated that increasing safety belt use and preventing impaired driving will have the most significant impact on meeting NHTSA’s core mission and so continue to be two of the agency’s priority programs. NHTSA is also developing messaging and materials on speeding, highway safety issues pertaining to teens, and consumer information promoting safercar.gov and the New Car Assessment Program, among others. In addition, the Agency needs to have the ability to develop new communication strategies in response to traffic safety problems as they are identified in an annual review of the Agency’s data.

It is estimated that increasing safety belt use can reduce fatalities by up to 45% in passenger cars and 60% in light trucks. Every increase in safety belt use translates to lives saved and injuries prevented. NHTSA estimates that every one percentage-point increase represents 2.8 million more Americans buckling up, 250 additional lives saved, and 4,000 fewer serious injuries annually.

Impaired driving-related deaths account for nearly 42 percent of all traffic fatalities annually.

Driving impaired is one of the most often committed crimes in America, affecting 1 in 3 Americans annually, resulting in 1 fatality every 30 minutes, 45 deaths every day, and more than 17,000 fatalities annually. More than 13,000 people lost their lives in 2006 in crashes involving drivers with a BAC of .08 and above.

Speeding has consistently been estimated to be a contributing factor in approximately one third of all fatal crashes. The cost of speeding-related crashes is $40.4 billion annually, representing 18% of the total cost of crashes.

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The communication strategy to increase safety belt use and decrease impaired driving continues to be anchored by highly visible enforcement programs. Research has demonstrated clearly that this approach has an immediate and sustainable impact on knowledge, awareness, and influencing positive behavior. The program “model” consists of earned media, paid media, and high visibility enforcement to change behavior.

The model is evolving in two ways. First it is becoming evident that it is important to keep the issue in the public eye during non-enforcement periods. As states plan their program activity and calendar they must be mindful not to “go dark” during the off enforcement times. In other words, states need to plan to keep appropriate messaging in front of the public more than once a year for any given program. The second challenge is assessing how often do implement highly visible enforcement campaigns. Is once a year enough to sustain gains? Would we make further gains if states implemented additional highly visible enforcement periods? What does sustained enforcement really mean? Currently, NHTSA is implementing demonstration programs that will help inform these questions.

NHTSA has developed its communication program in a process that is first grounded in sound Agency policy and program. This approach provides the discipline for focusing communication efforts on the programs they support. Over the years NHSTA has developed and implemented many communication efforts aimed at general audiences that did not support program activity. It wasn’t until highly visible enforcement programs were found to be effective that NHTSA began to change the way it develops communication strategies and tactics. Clearly communication focused on getting people to change their behavior is more successful in an environment that includes enforcement activity and laws. While NHTSA continues to provide consumer based information and materials, the impactful communication efforts are grounded in program.

NHTSA utilizes an integrated approach when developing and implementing its communications programs meaning s that all tools available to communications experts are explored for use in any given campaign. This includes reviewing data, including traffic research and market research, advertising, media relations, collateral materials, partnerships, and evaluation.

The highly publicized enforcement model was first demonstrated in Canada with great success.

The program migrated to the United States in 1994 when North Carolina implemented a long-term program to increase safety belt use rates. The program was named “Click It or Ticket,” and it was the first statewide-occupant protection selective traffic enforcement program (“sTEP”) attempted in the United States. In 2001, NHTSA’s Southeast Region (namely Alabama, Florida, Georgia, Kentucky, Mississippi, North Carolina, South Carolina and Tennessee) participated in a Click It or Ticket campaign, during which all states simultaneously undertook a five-week earned media campaign, a two week paid media campaign beginning one week after the start of the earned media, and a two week intensive enforcement effort beginning one week after the start of paid media. To test the success of the program, telephone surveys and observational surveys were conducted. Observations of safety belt use in the Southeast Region States showed statewide increases of between 4 and 20 percentage points across the States.

Based on the success of the seat belt program, the highly visible enforcement model has been applied to impaired driving, through a highly visible impaired driving enforcement crackdown.

The intensified enforcement initiatives are not to cite drivers who disobey the law, but rather, to prompt many more motor vehicle operators and passengers to use safety belts and not to drive

DTNH22-08-R-00085 Amendment 0004 “Media Support for National Communications Activities” impaired. The enforcement efforts are only fully effective when the vast majority of the States’ citizens know that the intensified enforcement will be taking place and believe that they personally will be stopped, ticketed and fined (or arrested) if they are unbelted (or impaired).

Therefore, the media campaigns deliver a single message – law enforcement is cracking down – in a convincing manner, through a variety of mediums to reach the target audience(s).

While highly visible enforcement activity continues to be an anchor for the national communications program, other integrated communications activity must continue throughout the year to keep the message fresh and in front of the American public. Public attention must continue to be reminded of the horrific human and economic costs of motor vehicle crashes. Car crashes continue to be the leading cause of death for people ages 4 – 34. Children, young people and young adults are most at risk in these crashes. Effective communication must be maintained not only with the strategic target audiences, but policy makers must also be made aware of the potential lifesaving actions they can take to alleviate these problems.

C.2 PURPOSE

The purpose of this contract is to hire an integrated marketing/advertising group that is seasoned in strategic and tactical development and execution. The firm will need to provide technical assistance and support to NHTSA in the development of communications and marketing campaigns and related tools that can be used by the States and Highway Safety Advocates throughout the United States to promote highway safety messages. Technical support will be provided for all priority highway safety issues, year-round, including the CIOT Mobilization in May and the Drunk Driving, Over the Limit, Under Arrest . high visibility enforcement (HVE) Crackdown over Labor Day and during the December Holiday Season, and throughout key “bridge” times between the enforcement efforts to reduce death and injuries on our nation’s highways due to motor vehicle crashes caused by irresponsible driving choices.

In support of the national high visibility enforcement campaigns such as CIOT and the Drunk Driving, Over the Limit, Under Arrest campaign, the contractor shall provide to NHTSA a national, year round, multi-media communications plan to drive the campaigns; provide technical assistance to NHTSA and other designated partners; refresh existing ads, and when appropriate, develop new ads; place paid media buys; identify new and emerging cost effective ways to reach the target audience; identify innovative earned media opportunities, create collateral materials (posters, radio liners, etc. and earned media materials (sample OpEd’s, talking points, news releases, letters to the editor); update materials for new campaigns; expand state/regional demonstration projects to a national campaign, as required; support the existing sports marketing plan; develop communications materials for emerging campaigns in addition to the anchor campaigns of occupant protection and impaired driving and other priority issues of the Agency requiring communications support; provide assistance in web site management;

support regional/state demonstration projects that focus on communications; support a national communications meeting and training as appropriate; and comply with meeting and reporting requirements as specified in the SOW.

Additionally, over the life of the contract, certain ad hoc related to the Agency’s communications work cited in this SOW and within the scope of this contract’s requirements will require the contractor to provide additional technical assistance as needed. Any ad hoc requirements will be added to this contract through execution of bi-lateral modifications.

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C.3 SCOPE/ GENERAL REQUIREMENTS

The contractor shall provide direct technical assistance and consultation to NHTSA staff and other partners to help plan and implement integrated communications plans.

The general requirements of this contract are to:

1. Develop a national, year-round, multi-media communications plan for all priority highway safety issues, including seat belt and impaired driving efforts that supports highly visible enforcement and bridges media cycles between enforcement activities.

2. Provide technical assistance to NHTSA and other partners, such as the States, in all areas of integrated communications, to include; reviewing media buy plans; reviewing creative;

assisting in developing communication strategies and tactics, and development of collateral materials to support campaigns; and support for state/local events.

3. Conduct national and local media buys.

4. Develop multimedia advertising that includes TV, radio, print, outdoor and internet.

5. Create research based strategic and tactical marketing plans.

6. Conduct strategic multimedia marketing campaigns that use various communications elements such as advertising, public relations, online marketing and earned media to reach specifically defined audience segments.

7. Develop a national media buy plan for each cycle of paid advertising and place advertising, once approved. Cycles are in support of high visibility enforcement campaigns conducted each May, August and December. Each buy shall run for approximately 14-17 nights.

8. “Refresh” existing ads, and, when appropriate, develop new ads, including acquiring and managing Talent Rights/Fees for existing and newly created advertisements for the mobilization and crackdown campaigns, which may include emerging critical highway safety issues requiring a national communications campaign, as determined by the NHTSA Administrator.

9. Provide technical assistance on developing partnership and collaboration opportunities, including NHTSA’s sports marketing campaign.

10. Provide technical assistance in planning and implementing the Office of Communication’s National Strategic Communications Forum and Communications Workshops (estimated four (4) per year) to NHTSA’s Regional Offices and highway safety advocates as appropriate.

11. Conduct meetings, conference calls and otherwise provide all support in accomplishing the statement of work as outlined in this contract in a timely manner.

12. Prepare and submit reports in accordance with reporting requirements of the SOW.

13. Provide Ad Hoc support, if required, as defined in specific bi-lateral modifications to the contracts.

C.4 SPECIFIC TASKS/ REQUIREMENTS

In fulfilling the requirements of this contract, the contractor shall:

C.4.1 (Task 1.) Develop a National, Year-Round, Integrated Communications Plan The intent of the National communications plan is to develop a series of year-round integrated communication activities that build upon, leverage and maximize the impact of NHTSA’s pre-existing major enforcement and advertising campaigns. The plan shall include earned and paid media opportunities throughout the year for both occupant protection and

DTNH22-08-R-00085 Amendment 0004 “Media Support for National Communications Activities” impaired driving to keep the message fresh and in the public view. The plan will be anchored by two HVE enforcement periods in May and August. If resources are available, it will also include the paid media period in December. The communication plan shall document specific messages for specific time periods, reflect audience segmentation, and provide ideas/thought starters for earned media opportunities. The plan shall be designed to provide communication strategies on a January - December time frame. The contractor shall provide the first draft plan to the COTR by no later than sixty (60) days following the Kick-off Meeting (See C.4.7). The NHTSA COTR will review and approve, or comment on the Draft plan and return to the Contractor.

The Contractor shall revise the draft plan, accordingly, and submit the Final Integrated Communications Plan to the COTR with fourteen (14) days following the receipt of COTRs comments. Subsequent communication plans shall be provided to the COTR no later than September of each year.

C.4.2 (Task 2.) Provide Technical Assistance and Consultation to NHTSA Staff The contractor shall provide technical assistance to NHTSA staff involved with the HVE communication campaigns and all agency priority communications campaigns. At a minimum, the contractor shall:

C.4.2.1 Conduct market research, as appropriate, to better assesses the target populations that the Agency is trying to reach with its communication efforts. This market research may include the use of marketing data bases such as Prizm, focus groups, observational research and other tools as approved by the COTR.

C.4.2.2 Develop Develop communications tools, including a variety of creative posters that can be posted on NHTSA’s websites for States and partners to use in promoting highway safety campaigns with the public, and can help bridge media cycles between the high visibility enforcement campaigns. The creative materials shall be delivered to the COTR not less than three (3) months prior to the date the materials are to be published.

C.4.2.3 Conduct an on-going assessment that would identify new and innovative, cost effective ways to reach the identified target audience, as appropriate. This assessment shall be based on market research conducted by the contractor as approved by NHTSA.

C.4.2.4 Develop new communications materials to support agency priority programs, as established by the Associate Administrator, Office of Communications and Consumer Information. The materials may include development and testing of new tag lines, earned media pieces, and supporting creative. In addition, the contractor shall revise materials used in demonstration projects for national use as identified by the COTR.

C.4.2.5 Provide support for NHTSA’s website. Support may include keeping abreast of current industry practices and standards for possible website posts; tracking of States who skillfully use and implement the suggested tools available on the website, and working with the Office of Communications and Consumer Information.

C.4.2.6 Leverage benefits of existing relationships with contractor’s clients who are willing to work with NHTSA.

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C.4.2.7 Conduct event planning and implementation to include but not be limited to:

1. Planning and conducting news conferences, to include news releases and presentations and collaboration with partners to increase media support;

2. Generating broadcast and print media beyond events, to include Satellite Media Tours, Audio News Releases, Video Soundbites and B-roll, Radio Media Tours, appearances on local TV and radio news and talks shows, editorial boards, op-ed and letters to the editor, issue specific articles targeted to national and local press publications;

3. Developing a media “crisis plan” for dealing with unforeseeable contingencies that might adversely affect public acceptance of traffic safety messages; and

4. Participate in national and State highway safety conferences as presenters or moderators on highway safety communication issues as requested.

C.4.2.8 Provide comprehensive feedback on media activities/performance, which may be in the form of clips, impressions, and other means as technology to track performance emerges.

C.4.3 (Task 3) Development and Placement of National Media Buy The contractor shall develop national strategic media buy plans against the target audience, and once approved by NHTSA, place the buy plan to support national highly visible enforcement campaigns. It is also anticipated the contractor will negotiate bonus media weight to supplement the national media buy. The contractor shall deliver a final report of the base national buy plus the bonus weight to the COTR no later than 60 days after the media buy and bonus have aired.

C.4.4 (Task 4) Technical Assistance and Consultation to SHSO’s and Partners The contractor shall provide specific support to SHSO and Partners as agreed upon by the COTR. Although the specific activities will vary, they may involve, but are not limited to, the following:

1. Developing/reviewing SHSO media buy plan

2. Identifying target audiences

3. Identifying media markets within the state that correspond with the identified target audience, media buy plan and budget.

4. Providing comment on scripts and production plans

5. Retagging the national ad for use by states

6. Developing a crisis communication plan for states dealing with unforeseeable problems that might affect public acceptance of campaign.

7. Providing for training to States and partners.

8. Developing sustained communication plans to support state enforcement activity.

9. Assisting with innovative earned media to support a mobilization/crackdown.

No work shall be conducted unless approved by the COTR in advance.

C.4.5 (Task 5) Refresh or Develop New ads to Support National Campaigns.

NHTSA currently has two ads that support the national campaigns as well as ads that support the Regional/SHSO demonstration programs and ads that support other national campaigns, DTNH22-08-R-00085 Amendment 0004 “Media Support for National Communications Activities” such as speed and youth. The contractor may be requested to “refresh” or “retag” existing ads. Unless an exception is made by the COTR, the contractor shall use the existing scripts and storyboards with only minor adjustments. The contractor shall not develop new ads unless specifically requested by the COTR.

C.4.6 (Task 6) Collaboration and Partnership Opportunities The contractor may be required to foster corporate and media partnerships to promote HVE campaigns and social norming traffic safety messages throughout the year. The contractor shall work with NHTSA, to leverage relationships with existing clients and partners within the media, corporate and sports arena to pro-actively support, educate and promote occupant protection and impaired driving prevention messages and initiatives.

C.4.7 (Task 7) Meetings, conferences, and conference call.

1. Kick-Off Meeting Within seven days following contract award, key members of the contractor’s staff shall meet with the COTR and other appropriate NHTSA staff to discuss the terms and conditions of this contract as well as to plan for a transition of services provided by The Tombras Group under NHTSA contract DTNH22-04-C-05030. At that time, NHTSA will present the contractor with a calendar of individual briefings on each ongoing project (demonstrations, etc.) over the period of 4-6 weeks to enable the contractor to assume work and responsibilities for each task that was performed under the former contract. At this time, there may also be a conference call with states and regions to better identify the assistance that is needed in support of HVE activity or new demonstration projects.

2. Bi-Annual Conference.

A bi-annual conference on communication strategies and tactics will be held in CY 2008 and 2010. The contractor shall work with NHTSA to develop the agenda, identify and provide speakers, develop the supporting materials for conference participants, and develop supporting communications materials that reflect current media practices and emerging technologies, and produce workbooks and conference reference materials as specified by the COTR.

3. Telephone Meetings to Maintain Coordination The contractor shall participate in a weekly telephone status meeting with the COTR and other appropriate NHTSA staff to assess progress made on the contract. The purpose of the calls will be to ensure that the contractor NHTSA staff are receiving any requested technical assistance and that progress is being made on the national media campaigns, to ensure that States are receiving technical assistance for their communications campaigns and are continuing to make progress, to discuss problems encounter and potential solutions to those problems and to ensure that all tasks/projects are on track.

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C.4.8 (Task 8) Prepare and Submit Reports.

1. Monthly Progress Reports On or before the 20th of each month following the month being reported, the contractor shall submit a letter-type progress report (indicating contract number, title and time period), which shall include, but not necessarily be limited to, the following:

1. Accomplishments made during the preceding month.

2. A summary of funds status by major cost element (i.e. Costs incurred during the previous month for the general categories of Personnel Support; Other Direct Costs;

Travel; and Pass-Through of Congressionally Mandated Funds as well as a year to date amount for each category.)

3. A response to the following statement: “Based upon expenditures to date, the actual total cost incurred in the performance of this contract is (Over Budget), (On Budget) (Under Budget) for the current contract term.”

4. Any actions proposed to correct an “Over Budget” situation (see #3. above) if applicable.

5. Plans for accomplishments during the current month.

6. Preliminary or interim results, conclusions, trends or other items of information that the contractor believes are of interest to NHTSA.

7. Actions the Contractor requires of NHTSA.

8. Problems or delays that the contractor has experienced and specific actions that the contractor proposes to undertake to alleviate the problems or delays.

2. Mobilization/Crackdown Reports

1. Draft Mobilization/Crackdown Reports Within thirty (30) days of the completion of any safety belt or impaired driving enforcement effort for which the contractor provided assistance, the contractor shall submit a draft report summarizing all technical assistance conducted under the contract in support of the specific mobilization/crackdown period, and describing any significant problems that were encountered in the attempt to provide such assistance.

The report should devote no more than two single spaced, typewritten pages to summarizing the assistance that was provided to a given State. Within fourteen (14) days after receipt of the draft report, the COTR will either approve, or comment on the report and return it to the contractor. Based upon the COTR’s input, the contractor shall produce a final Mobilization/Crackdown Report.

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2. Final Mobilization/Crackdown Reports Within fourteen (14) days of receipt of the COTR’s comments on the Draft Mobilization/Crackdown Report, the contractor shall make the necessary changes and provide the Final Mobilization/Crackdown Report to the COTR. The contractor also shall provide audio and videotapes of all ads refreshed and/or developed under the contract in response to the mobilization/crackdown covered in the final report..

3. Preparation and Submission of the Contract’s Final Report

Final reports shall be prepared in accordance with DOT Order 1700.18, "Acquisition, Publication and Dissemination of DOT Scientific and Technical Reports" which includes DOT document, DOT-TST-75-97, "Standards for the Preparation and Publication of DOT Scientific and Technical Reports," incorporated herein by reference. A copy of DOT Order 1700.18 will be furnished upon request.

DOT Order 1700.18 requires that a Report Date be displayed on the cover and the Technical Report Documentation Page, DOT Form 1700.7 (see Attachment 2, Technical Report Documentation Page, of the Contract). The Report Date shall be the date that the contractor actually submits the Final Report to the Technical Reference Division, National Highway Traffic Safety Administration.

If a Final Report is returned to the contractor for technical or format corrections, the Report Date should be changed to reflect the date of resubmission.

Any Reports not meeting the requirements stated above shall be returned to the contractor for correction.

In preparing the Final Report, the contractor shall comply with disclosure requirements specified in DOT Order 1700.18. In all other instances where the results of the project are presented or published (in whole or in part) during the contract or after its completion, the contractor and subcontractor(s), if any, are required to make the following acknowledgement:

"This research was supported (in part) by the National Highway Traffic Safety Administration (NHTSA), U.S. Department of Transportation, under Contract No.____________. The opinions, findings and recommendations contained herein are those of the authors, and do not necessarily represent those of

NHTSA."

The submitted Final Report shall include the following statement, to be placed on the inside front cover of the published reports:

"This publication is distributed by the U.S. Department of Transportation, National Highway Traffic Safety Administration, in the interest of information exchange. The opinions, findings and conclusions expressed in this publication are those of the author(s) and not necessarily those of the Department of

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Transportation or the National Highway Traffic Safety Administration. The United States Government assumes no liability for its contents or use thereof. If trade or manufacturers' names or products are mentioned, it is only because they are considered essential to the object of the publication and should not be construed as an endorsement. The United States Government does not endorse products or manufacturers."

1. Draft Final Report Not less than thirty (30) calendar days prior to the completion date of the contract, (completion date of the contract defined as either 36 months after contract award or 12 months following the exercise of Option Periods One or Two), the contractor shall submit to the COTR a Draft Final Report summarizing, among other things:

• all technical assistance rendered,

• any problems encountered and their solution,

• a summary of all national media buys (if applicable),

• all markets reached, gross rating points, and

• a summary of the technical assistance provided to the States.

Within fourteen (14) days after receiving the Draft Final Report, the COTR will comment/approve the draft and return it t to the contractor for changes.

2. Final Report Using the comments provided by the COTR on the draft final report, the contractor shall draft the final report and provide it to the COTR not less than seven (7) days prior to the contract’s completion date .

C.4.9 (Task 9) Provide Ad Hoc Support One of the main goals of this contract is to provide “Just-in-Time” support to States and NHTSA personnel involved in the Click It or Ticket and Drunk Driving, Over the Limit, Under Arrest campaigns. Periodically, additional unforeseen technical assistance may be required. In these cases, the contractor may be required to provide additional services within the scope of work of this contract, but not specifically identified at time of contract award.

These additional services are defined in this contract as “Ad Hoc Support.” If ad hoc support is identified, NHTSA will prepare a contract modification Request for Proposal which will include:

1. A Statement of Work applicable to the Ad Hoc support requirement;

2. A list of applicable milestones and deliverables.

The contractor shall review the ad hoc Request for Proposal and, within the timeframe specified in the RFP, provide NHTSA with a cost proposal (on a cost plus fixed fee basis) for completing the work specified in that RFP. The contractor may also be requested to provide its technical approach, staffing plan, and other information which may be needed by NHTSA to better assess the contractor’s understanding and ability to perform this additional work.

NHTSA will then review the cost and, if applicable, technical ad hoc proposal. If deemed necessary, NHTSA may enter into negotiations with the contractor to arrive at terms and conditions considered acceptable to both parties. Upon agreement, NHTSA will issue a bi-

DTNH22-08-R-00085 Amendment 0004 “Media Support for National Communications Activities” lateral modification. The modification will, among other things, increase the ceiling cost and fixed fee of the contract. This increase will be made to the applicable price schedule found in Section B.3 of this contract.

C.5 PASS-THROUGH OF CONGRESSIONALLY MANDATED FUNDS

Periodically, the United States Congress will provide NHTSA with funds of varied amounts to purchase paid media…