QandAPartII.doc

Answers to Questions

(PART II).

RFP DTNH22-08-R-00085

“MEDIA SUPPORT FOR NATIONAL COMMUNICATIONS ACTIVITIES”

Oct 8, 2007

Note: In some cases, questions have been paraphrased for brevity purposes or in order to protect the identify of those parties submitting questions.

QUESTION 1. Does this RFP fall outside of the GSA?

RESPONSE: This procurement is being competed in accordance with the procedures as set forth in Part 15 of the Federal Acquisition Regulation and is full and open to all parties (not just those who are under GSA Schedule Contracts.)

Question 2. In determining “loaded hourly rates” per direct labor category, can we use the approved commercial hourly rates in our GSA contract award or do we need to follow the methodology outlined in the Contract Cost Tables with unloaded rate, fringe benefit %, O/H%, etc?

RESPONSE: Refer to Amendment 003 of the RFP, Section L.9.1 and the “Special Note Regarding Columns C through G, Attachment 2” also in Amendment 003.

Question 3. What kind of detail do we need for Other Direct Costs – just a lump sum number by category without any detailed backup?

RESPONSE: Offerors are not required to provide a detailed backup for “Other Direct Costs.” Those costs have been established by the government and are provided to offerors in the price schedule (e.g. Price Schedule B.3.1.1, “Travel” = $60,000; “Other” = $850,000; “Congressional Pass-through” = $29,000,000; “Ad hoc Advertising Air Time” = $5,000,000.)

Question 4. In the total hours listed for each functional area on the summary sheet, are those the number of hours that should be used or just examples?

RESPONSE: The total hours listed for each functional area in the price schedules represent the level of effort required for this contract effort and shall be used by all offerors in preparing their proposals.

QUESTION 5. Can you clarify what you mean by “national campaign?” Is the intent to run the campaign in every media market across the US, or are there key markets throughout the country that you wish to target?

RESPONSE: NHTSA buys programming at networks at the national level and buys markets only when conducting demonstration projects at the state and local level.

QUESTION 6. Are there cities/states/regions that present a particular problem in terms of seat belt compliance and DUI?

RESPONSE: Yes. Information on statistics and demographics can be accessed at www.NHTSA.gov QUESTION 7. Regarding L7.1.c “Required Oral Presentation Material submitted on CD ROM” to be submitted in PowerPoint format (page 36 of Amendment 000002): Can you clarify what is meant by the following:

“An offeror may not present, nor will the government consider, any information that deviates or adds to the information included in the briefing submitted on the proposal CD ROM.”

We use PowerPoint slides to list topics, key ideas and visuals, and provide details in the verbal delivery. In the oral presentation we would flesh out the concept in detail. Will this approach meet the requirements of the RFP?

RESPONSE: Yes. The intention of Section L.7.1.c. is to ensure that the oral presentation covers only those areas outlined or appearing in the proposal CD ROM and that an offeror does not attempt to revise its offer at time of the oral presentation. For example, an offeror may not include, during its oral presentation, an organizational chart that is different from, or not included in the offeror’s CD ROM presentation material.

QUESTION 8. Given that 1-1/2 hours will be allocated to our oral presentation, we’re assuming there is no page limit to the PowerPoint presentation. Is that correct?

RESPONSE: Yes, there is no page limit to the PowerPoint presentation.

QUESTION 9. Will there be any preferences for small business participation?

RESPONSE: The following solicitation provisions and contract clauses (which have been incorporated into this Request for Proposal) encourage small business participation:

52.219-4 “Notice of Price Evaluation for HUBZone Small Business Concerns (JUL 2005)”; 52.219-8 “Utilization of Small Business Concerns (MAY 2004)”; 52-219-9 “Small Business Subcontracting Plan (SEP 2007)”; 52-219-16 “Liquidated Damages—Subcontracting Plan (JAN 1999)”; and 52-219-23 “Notice of Price Evaluation Adjustment for Small Disadvantaged Business Concerns (SEP 2005).”

QUESTION 10. We note that in Section B the level of effort (hours) estimates increased significantly from Amendment 2 to Amendment 3. Can you clarify why these numbers increased? Do the latest figures reflect actual past experience by the current contractor? If not, how were the hours / Level of Effort developed for each functional area? Is it the expectation that any offeror’s recommendation would/should be limited to this stated level of effort (hours)?

RESPONSE: The increase reflects a re-calculation of hours based upon past experience and future expectations.

QUESTION 11. Section K(2)– Reps & Certs of the original RFP included Cost Accounting Standards Notices and Certification (FAR 52.230-1). This section does not appear to have been modified by any of the Amendments issued to date. If we are utilizing our GSA rates for pricing this proposal, and we have not previously been awarded any CAS covered contracts, is a Disclosure Statement required as part of this proposal?

RESPONSE: If prices are based on existing GSA schedule contract rates, no additional CAS-related documentation is required.

QUESTION 12. Section M of the RFP does not clearly indicate how the technical evaluation factors will be weighed against the cost, as required by FAR Part 15.304(e). How does NHTSA intend to evaluate the cost in relation to all of the other evaluation factors?

RESPONSE: Refer to Section M.1.3 of the RFP where it states, in part: “Technical considerations are primary. Costs will not be accorded any specific numerical rating…An offeror whose price is higher may be accepted if, when combined with technical proposals, makes the offer most advantageous to the government.”

QUESTION 13. Section C.2 indicates the need to “support the existing sports marketing plan.” Can you elaborate on the existing plan and your expectation here?

RESPONSE: Based on the market research, typical target audiences (18-34 high risk males) have a high consumption of sports and entertainment. As part of a strategic communication approach, marketing to audiences would occur during special emphasis periods like Super Bowl, World Cup and World Series. NHTSA also works with organizations and leagues to promote grass roots and cause marketing campaigns.

QUESTION 14. If different from the demonstration programs, can we get a list of other regional/state programs that are different from the national programs?

RESPONSE: There are no different programs. It’s the national program and the demonstration efforts.

QUESTION 15. What are the potential lifesaving actions policy makers should be aware of so they can take action to alleviate these problems? This was mentioned on page 14 in C.1. Are there any expectations to communicate via this assignment to the policy maker contingency?

RESPONSE: The actions primarily focus on buckling up, decreasing impaired driving, and focusing on other high risk driving actions, such as speeding, in the target audience of 18 to 34 year old men and teens. Policy makers are made aware of these program efforts through the earned media that supports all projects at the local level. There is not a special, separate expectation to reach policymakers.

QUESTION 16. Page 17 C.4.2.7 references developing a media "crisis plan" for dealing with unforeseeable contingencies that might adversely affect public acceptance of traffic safety messages.” Can you give us examples of issues that have arisen in the past that required a crisis plan?

RESPONSE: Examples would include Firestone tires, tires manufactured in China, airbags and child safety seat recalls.

QUESTION 17. C.4.6 (Task 6) references the contractor’s need to strengthen relationships with existing partners. Can we receive a list of partners?

RESPONSE: Our partners are diverse and include medical, law enforcement, fire and rescue organizations, State and local governments and private industry.

QUESTION 18. Should we assume the same roughly equal funding for CIOT and impaired driving programs moving forward, as well as the same investment levels? Are you looking for the RFP assignment to deliver a plan for each initiative? What about budgets for on-going and/or intermittent non-enforcement efforts at the national level?

RESPONSE: It’s expected that funding levels will remain level. However, as we make additional gains in belt use and reducing impaired driving, NHTSA make look to reallocate resources. It’s expected that a communication strategy will be developed for these campaigns. NHTSA currently use the national communication calendar and the national communication plan to drive those initiatives. Budgets are subject to change based on a variety of issues outside NHTSA’s control QUESTION 19. How does the National budget integrate with all the state plans, ad hoc plans, etc?

RESPONSE: It’s hoped that the national budget will help drive action at the state and local level. NHTSA does not control the state plans or expenditure of state funds to support this activity. Support for ad hoc has always been available as many states don’t have a communication firm in place. NHTSA provides a variety of support to help states get the information they need.

QUESTION 20. Can we send a DVD with the portfolio of creative work?

RESPONSE: Yes.

QUESTION 21. Regarding case studies / corporate experience – Are we limited to three pages total, or three pages per case study?

RESPONSE: Three pages total.

QUESTION 22. Does NHTSA consider doing work for an automotive manufacturer a potential conflict of interest that should be covered in our submission?

RESPONSE: Yes.

QUESTION 23. What are NHTSA’s objectives in terms of quantifiable numbers (Lives saved, impaired driving arrests, reduction of x amount of accidents, etc.)?

RESPONSE: Quantifiable measures include the increase in belt use numbers and the decrease in impaired driving fatalities.

QUESTION 24. What are NHTSA’s current advertising measurement standards? Can you share current or past formats used to measure the campaign’s success?

RESPONSE: Standard measures include audience awareness, the number of impressions, the amount of value added for paid media, the increase in belt use numbers and reductions in impaired driving fatalities.

QUESTION 25. What does NHTSA consider to be an absolute success in terms of your advertising/communications program?

RESPONSE: Success is considered as meeting the predefined objectives.

QUESTION 26. Does a new sports management program need to be developed or is the expectation only to provide marketing support to an existing program?

Response: The expectation is only to provide marketing to an existing program.

QUESTION 27. Are the taglines, “Click it or ticket” and “Drunk Driving. Over the limit, under arrest” mandatory taglines or might future campaigns be open to new taglines?

RESPONSE: These are mandatory taglines.

QUESTION 28. Is it necessary to break out overhead when providing rates?

RESPONSE: Unless the proposed labor rates are based on those the offeror has established with GSA and are included in a GSA Schedule Contract, then the offeror is required to break out overhead rates as well as explain how those rates were calculated.

QUESTION 29. Amendment 2, p.11 - Level of effort estimates, planning and research: The estimate states, “In each 12 month period – up to seven (7) focus group opportunities.” What does “opportunities” mean in this sentence? Does it mean we can do 7 focus groups per year or does it mean we can do 7 rounds of focus groups per year (each round including several individual focus groups)?

RESPONSE: Seven (7) rounds of focus groups per year.

QUESTION 30. C.4.5: Can you give us a sense of the quantity of existing materials that may need to be revised within the first 3 years?

RESPONSE: Information on existing materials can be found on www.NHTSA.gov.

QUESTION 31. C.8: To estimate travel costs, can you provide locations of the Kick-Off Meeting, Bi-Annual Conferences, and other state offices our team will be expected to visit?

RESPONSE: The price schedules have been revised to include pre-determined estimates of travel costs. Offerors are not required to develop travel cost estimates.

QUESTION 32. L.7.1.a: How would you prefer delivery of the creative materials in the requested portfolio?

a. Printed samples bound within the hardcopy written response

b. Separate folder

Also, what format is best for video samples?

RESPONSE: NHTSA has no preference for how the creative materials are delivered. Video samples should be submitted in DVD format.

QUESTION 33. L7.1.a: In Amendment Two: Would NHTSA like seven hardcopy versions of the portfolio?

RESPONSE: Yes QUESTION 34. L8.1.a: Resumes of Key Personnel: Is it acceptable to assign a percentage of time to each key personnel to illustrate the amount of time dedicated to this project?

RESPONSE: Yes QUESTION 35. Attachment A: Would NHTSA like to see examples of previous clients in the brief explanation to support the offeror’s claim for responding affirmatively to each of the mandatory requirements?

RESPONSE: Identification of one or two previous clients included in the offeror’s response to each mandatory requirement identified in Attachment 1 would be preferred.

QUESTION 36. Is there a confirmed due date for the written/oral submission of this RFP? We heard it was October 25th but would like confirmation.

RESPONSE: The due date for the written material identified in Section L.7 is 2:00 local time, October 25, 2007. The due date and time for the oral presentation portion of the technical proposal will be established in accordance with those procedures outlined in part L.8.2 of the RFP.

QUESTION 37. Is there one combined RFP document with all updated amendments included?

RESPONSE: No, not at this time. All offerors are responsible for ensuring each amendment is reviewed and reflected in the offeror’s proposal.

QUESTION 38. Is there any more detail available as it relates to “Training” as referenced in the RFP?

RESPONSE: The training course is a 2 day course that is offered up to 4 times a year. Target audience for the training is state and local officials that have responsibility for developing and implementing communication strategies. Content focuses on such things as market research, segmentation, creative, paid advertising, earned media, evaluation, partnerships and outreach.

QUESTION 39. Are there any more details available regarding regional state partner support? Are state creative requests unique to each state or are they dominated by versioning of core creative?

RESPONSE: NHTSA operates through a system of 10 regional offices and 50 state offices across the country. NHTSA develops the collateral materials to support their efforts on the ground. State creative is dominated by a core creative that supports enforcement.

QUESTION 40. Will there be a website where all posted questions will be answered and used for future communications of changes or updates?

RESPONSE: All information related to this RFP (to include questions and answers) will be posted at this website, www.fbo.gov.

QUESTION 41. On page 33 of the RFP, it says all digital artwork should be provided to NHTSA on 100 meg Zip disk or 1GB Jaz disk. These are very old media storage items. I am assuming that receiving files via FTP for CD/DVD are acceptable?

RESPONSE: The most preferable method for receiving files containing digital artwork is CD or DVD. The use of FTP sites should be reserved for unique or emergency situations when it is not possible to transfer this material via CD or DVD.

QUESTION 42. On page 55 of the RFP, it says the offer must submit a CD-ROM of its oral presentation. Can an offeror also submit additional materials (i.e., boards, displays, etc.) if submitted by the due date listed in the RFP?

RESPONSE: Yes

QUESTION 43. Is it acceptable to submit a bid with a formal teaming arrangement between two firms, assuming that one firm will declare themselves as the principal contractor?

RESPONSE: Yes, as long as the Prime Contractor understands that it will be held solely responsible for the successful performance of any resultant contract with NHTSA.

QUESTION 44. On page 35 of Amendment #2, it calls for a portfolio of offers’ past material similar to campaigns under this contract. Is this a hard copy portfolio? If so, how many copies are required. Should be include the work samples on the CD-ROM as part of the technical proposal as well?

RESPONSE: The portfolio can be submitted on CD-ROM or hardcopy. Seven copies are required.

QUESTION 45. On page 8, section C.3, #8, the solicitation lists as a requirement a “Refresh” of existing ads. Is all of the creative designed to date - including ads, collateral and b-roll - the property of NHTSA with raw footage in addition to final product available for this program?

RESPONSE: Yes.

QUESTION 46. On page 16, section C.5, “Pass-through of Congressionally Mandated Funds,” the solicitation states that “The contractor shall not charge any fees and/or commissions, administrative handling fees, or the like, associated with media buys.” Are we permitted to charge for our labor hours associated with managing these funds, negotiating and executing media buys?

RESPONSE: Yes. Labor hours associated with managing these funds, negotiating and executing media buys is included within the Price Schedules’ Levels of Effort.

QUESTION 47. On page 24, section H.3, the solicitation indicates that “the contractor shall not engage in, nor subcontract for, any printing in connection with the performance of a requirement under the resultant contract involving the duplication of less than 5,000 units…” Can you clarify what kinds of printing, if any, offerers are expected to include in their submission? Does it include quantities exceeding 5,000 units? Do we need to include estimated time to work with GPO for printing materials related to this contract?

RESPONSE: The RFP should have stated that duplication of more than 5,000 units is not permissible. No printing shall be included in offeror’s submissions. Offers shall allow for some duplication of meeting, training or similar materials, but no printing of official government publications shall be included. Offerors shall not plan to work directly with GPO, rather this will be performed by NHTSA. Offerors shall ensure that they submit files using the software and other requirements stated in the RFP to ensure acceptability by GPO. Offerors shall be prepared to work with NHTSAs Office of Communications Services as necessary, not GPO, on projects involving printing.

QUESTION 48. On Page 35, section L7, can you clarify your expectations on the format of the portfolio of past advertising examples? Do you expect camera-ready art, or will still images within the narrative be acceptable? Do examples need to comply with any size limitations?

RESPONSE: There is no prescribed standard format. The offeor is free to select the best method to display its work.

QUESTION 49. Beginning on page 50 of Amendment 2 (9/28/07), a break-out of loaded hourly rates is required. If an offeror has GSA-approved hourly rates that, pursuant to FAR Section 8.404(d) are considered to be "fair-and-reasonable" for all ordering offices' determination, do we still need to provide a break-out of the loaded rates? We will be happy to furnish a copy of our GSA pricelist and/or contract modification that provides GSA approval of our loaded rates, if necessary, in lieu of completing columns c through g of the contract cost tables that start on page 52, for each functional area and each year.

RESPONSE: Refer to Amendment 003, Section L.9 and the “Special Note Regarding Columns C through G, Attachment 2” (also found in Amendment 003.)

QUESTION 50. Can the GSA contract’s option periods be considered in determining if the GSA schedule contract is effective through December 2012? Since all GSA schedules are for a base period of 5 years and three 5-year options, any GSA contract that is in effect today will be subject to an option extension prior to December 2012. We would like to suggest that NHTSA consider that future GSA contract options would be included in the determination of the “entire period of performance.”

RESPONSE: An offeror may include, in its price proposal for this RFP, loaded labor rates that appear in, and are applicable to option periods contained in its GSA Schedule Contract.