QandAPartIVpost.doc

Answers to Questions

(PART IV)

RFP DTNH22-08-R-00085

“MEDIA SUPPORT FOR NATIONAL COMMUNICATIONS ACTIVITIES”

Oct 11, 2007

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

Question 1: On page 38 of amendment 000002 under Corporate Experience and Past Performance, the text reads, “offerors should address recent involvement in similar projects in the area of safety belt/impaired driving or other social norming communications campaigns (italics ours) that require a comprehensive, integrated media approach….The government will also review the offeror’s portfolio of example materials (see L.7.1.a) as one means to determine the type of similar work performed in the past as well as the quality of the work.” On page 41 of amendment 000002 where evaluation of the oral presentation is discussed “Factor 4: Corporate Experience/Past Performance: Traffic Safety” stipulates experience with at least two traffic safety assignments must be presented. The first statement implies that expertise in designing and implementing integrated “social norming” communication campaigns is sufficient for consideration. The statement associated with the oral presentation specifies that traffic safety experience is required. We have extensive, successful and, we believe, relevant experience creating research driven “social norming” integrated communications campaigns but none are in traffic safety. Is experience directly in traffic safety programs mandatory to be considered for this contract?

RESPONSE: Experience directly in traffic safety programs is not mandatory to be considered for award of this contract. Factor 4 will be revised accordingly.

Question 2: What was the dollar amount of "Congressional Pass-through" paid media placed in this current fiscal year and the two prior years (i.e. FY07, FY06 and FY05)?

RESPONSE: FY 2007 = $28,250,000; FY 2006 = $27,960,000; FY 2005 = $23,808,000.

Question 3: What was the dollar amount of "Ad Hoc" paid media placed in this current fiscal year and the two prior years (i.e. FY07, FY06 and FY05)?

RESPONSE: FY 2007 = $6,600,000; FY 2006 = $0; FY 2005 = $18,000,000 (However, the FY 2005 Ad Hoc paid media buys was supported by a specific grant program which is no longer active.)

Question 4: Obviously there are many advertising materials that currently exist for both the Click It or Ticket and Drunk Driving, Over the Limit, Under Arrest programs. Can you provide a sense for how much new creative will be needed for both programs under this contract?

RESPONSE: Please refer to www.trafficsafetymarketing.gov for the kinds and amount of creative developed over the past year.

Question 5: Please clarify L.9.1), which states: “If the offeror’s prices are based on an existing GSA Schedule contract, but that contract’s period of performance does not cover the entire period of performance for this “Media Support” contract (i.e. the offeror’s GSA Schedule Contract is not effective from December 2007 to December 2012), then the offeror may still use its GSA Schedule prices for the period of time covered by the GSA Schedule contract, but Columns C through G must be completed for those time periods not covered by the GSA Schedule contract.”

RESPONSE: For an offeror to use its GSA Schedule contract prices as the basis for pricing this media contract, the GSA Schedule prices must be in effect during the CY 2007 to CY 2012 timeframe.

Question 6: Based on page 44 for the original RFP, “The offeror represents by fully completing the Electronic and Information Technology Accessibility Standards Evaluation spreadsheet (attachment located in Section J of this solicitation).” Even with amendment #3, I have not found this attachment in section J. Will it be issued in a future amendment?

RESPONSE: The certification addressed in this question is not applicable to this solicitation.

Question 7: Our GSA schedule currently expires on 11/30/11, prior to the proposed contract’s expiration. However, we have two additional 5-year options that we fully expect to be exercised. Thus, may we propose our current GSA rates for the entire proposed period of performance rather than providing the full cost build-up for the last year of the contract (thru 12/31/10) called for per the 3rd paragraph on Mod 3, page 11?

RESPONSE: You may propose your GSA Schedule rates as long as those rates have been established in your GSA Schedule contract (regardless if those rates apply to an option period or not.)

Question 8: RFP Sec. L.5, page 49, requires the offeror to submit a small business subcontracting plan. Are there any RFP-specific small business subcontracting goals or requirements to be addressed?

RESPONSE: There are no RFP-specific subcontracting goals.

Question 9: We understand that Congressionally Mandated Pass-through funds can not support personnel costs, indirect costs, or fees. Will other contract funds support these costs as they relate to implementing actions necessary to effectively manage the Congressionally Mandated Pass-through funds, e.g. media buying?

RESPONSE: Yes, the level of effort and other direct costs cited in the price schedules (Section B.3) have taken into account support personnel costs and other direct costs associated with administering the Congressionally Mandated Pass-through funds.

Question 10: Reference section G.4, please confirm that travel expenses to/from NHTSA HQ will be at the Prime Contractor's and/or Subcontractor's expense (i.e. that it is non - reimbursable).

RESPONSE: If NHTSA facilities constitute the primary duty station at which prime and subcontractor personnel are to work, then expenses related to traveling to and from the NHTSA facilities would not be reimbursed. As it applies to this solicitation and resultant contract, NHTSA does not anticipate that NHTSA facilities will fall into this category; thus, if a prime or subcontractor employee is traveling to and from NHTSA to meet with NHTSA personnel, and that prime or subcontractor employee is not permanently assigned to the NHTSA facility, then those travel costs would be reimbursed under this contract.

Question 11: Please confirm name and location of (Prime) incumbent agency? Also, what type of contract was it and when was it first awarded?

RESPONSE: The incumbent contractor is The Tombras Group, headquartered in Knoxville, TN. A hybrid Time-and-Materials/ Firm-fixed-Price type contract was awarded.

QUESTION 12: In B.3 Price Schedules - the table requires “Loaded Hourly Labor Rate”, does this include all hard costs (material, printing, shipping, etc.) associated with each Functional Area line item such as Events/Earned Media, Planning and Research, State and Technical Assistance, Conference and National Forum, Training, etc., or is this strictly labor (no hard costs involved)?

RESPONSE: Loaded Hourly Labor Rates for the Functional Areas described in the solicitation shall be a composite of direct labor rates only (and indirect cost and fee applied to those labor rates in accordance with the offeror’s standard accounting practices.) All non-labor costs have been predefined in the Price Schedules (as travel and other direct costs.)

Question 13: Can you explain what is meant by “segmented marketing” in second paragraph of L.8.2.f, on page 40 of Amendment 000002?

RESPONSE: Before the contractor develops and produces any kind of communication materials we work with them to analyze the market data and research available to better understand who the target audience is and what communication channels and tactics would work best to reach the segmented audience.

Question 14: In first bullet point on page 11 of Amendment 000002, entitled “Level of Effort Based on the Following Projects,” can you be more specific about what you mean by production of up to three (3) ads? We’re assuming you mean production of up to three (3) television ads. Is that correct?

Answer: The contractor may be expected to produce up to three television and three radio ads each year.

Question 15: We often use an outside media buying company to do local media buys. They typically work on a commission basis. How would we handle these commissions in our pricing submission?

RESPONSE: Commissions are not permitted under this contract. The outside media buying company would be subject to the same parameters regarding compensation as stated in this contract (i.e. outside media buying companies would charge, and be reimbursed, for the direct labor expended in performing the effort.) The successful offeror would have to work with the buying company to identify the appropriate number of labor hours associated with the media buys instead of a straight commission.

Question 16: Section M.2.1 states that the “offerors proposed methodology to develop and execute a national communications plan will be considered”. Could you elaborate on your expectation in regards to the technical and oral presentation? Do you expect to see “how” (the methodologies employed) we would intend to address the challenges set forth in the Work Statement rather than a recommended solution to those challenges? Do you expect to see creative materials that address the challenge in either the technical response or the oral presentation? Will you accept creative materials related to the Work Statement?

RESPONSE: It is expected that the offeror will use the technical and oral presentation to discuss their ideas as to how best to execute a communications plan that provides direction to national, state and local partners on messages and actions being taken at the national level. We are interested in hearing what the challenges are and solutions to addressing those problems. We don’t expect to see creative materials but would be interested in hearing ideas the offeror might have for effective communications. If creative materials are used, they must be submitted within the deadline stated in the Request for Proposals for all written materials.

Question 17: Who currently hosts your website? Are you looking for the offeror to assume this responsibility, If so, if a vendor currently hosts your site, is the vendor free to choose another hosting provider or must the current hosting provider be used? What site platform was used? Would we have to use the same? A re-design of the NHTSA website is included a potential sub-task in C.4.2.5. Would this re-design include any or all of the sub-sites owned and operated by NHTSA (e.g. stopimpaireddriving.org, trafficsafetymarketing.gov, safercar.gov, buckleupamerica.org, safetyfeature.org, etc.)? If so, which sites are targets for enhancement/redesign? Are there plans to retire any of the sites (sub-sections of the buckleupamerica.org site are still accessible via Google, yet the home page encourages a redirect to nhtsa.gov)?

RESPONSE: NHTSA is amending the Request for Proposal to remove the potential requirement to “re-design” NHTSA’s website. Section C.4.2.5 will be amended to read: 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. NHTSA currently hosts its own website and sub-sites and will continue to do so in the future. NHTSA is in the process of redesigning and updating the primary site and sub-sites. This function will remain in house.

Question 18: Is there an existing web analytics solution in place? If yes, which analytics package is used? If no, what analytics data is available for review (server logs, site satisfaction surveys, etc.)? Is this type of analysis within the scope of work you are soliciting?

RESPONSE: The RFP and contract requirements as they apply to the NHTSA website have been reduced. Refer to the response provided for Question 17 above.

Question 19: What is the current media support weight or other places or areas of promotion for these web site(s)? Has any usability or other testing been performed on the sites to date? Has any direct accessibility testing (with disabled users) been performed to date? Has there been any interest in these types of tests?

RESPONSE: The RFP and contract requirements as they apply to the NHTSA website have been reduced. Refer to the response provided for Question 17 above.

Question 20: Does NHTSA have any e-mail newsletters or communications programs?

If yes, is maintenance and enhancement considered part of the effort outlined in C.4.2.5? Also if yes, is there an existing relationship with an e-mail blast/delivery provider or is the vendor expected to select one?

RESPONSE: NHTSA uses a blast email to let NHTSA partners know that new marketing/ communication materials are available on NHTSA’s marketing website. It is not considered part this contract’s effort.

Question 21: When budgeting labor costs for media planning and buying, can you provide a sense of past local and national media buys?

RESPONSE: More than 70 percent of the buy is at the national level three times a year. The local buy is dependent on the demonstration project effort. It can be in as many as 20 markets three times a year.

Question 22: H8: Talent Rights and Fees: In the third paragraph, NHTSA says it will only pay for direct labor costs associated with the paid media buys. We are confused why this statement is included in the paragraph about talent rights and fees. Is it NHTSA’s intention to tell contractors that they cannot charge a commission on the media buys?

RESPONSE: Contractors can not charge a commission on media buys. Contractors can charge for their labor costs associated with negotiating and placing the buys.

Question 23: Can you further define elements and creative requirements for national and state campaigns? The elements referenced in the Level of Effort are not consistent with the scope as detailed in Section C.

RESPONSE: National campaigns will potentially involve the development of new advertising creative and will always involve the development of new collateral earned media materials to support the national communication calendar found at www.trafficsafetymarketing.gov. The level of effort required for this effort is embedded within the “Ad Production,” “Creative Collateral Material,” and “Events/Earned Media” functional areas listed in the Price Schedule.

Question 24: Both C.4.6 (Task 6) and Mandatory Requirement #7 establish that the Contractor may be required to develop, foster and support new and established partnerships and relationships. However, in section B.3.1, there is no allocation for this required functional area. As in other areas, can you provide an hour allocation for this mandatory requirement?

RESPONSE: The wording that you refer to may have overstated the expectations of the government. The contractor will not be required to develop new partnerships; rather, the contractor is expected to leverage benefits it has with existing clients that are willing to work with NHTSA. The wording in C.4.6 and well as Mandatory Requirement #7 will be revised to reflect, more accurately, the requirement of NHTSA.

Question 25: Are all materials to be produced in Spanish, or only, as currently appears to be the case, television spots?

RESPONSE: Only television spots require to be produced in Spanish.

Question 26: Both C.4.2.5 Requirements and Mandatory Requirement #5 define a significant requirement and expertise in website production, design and marketing and digital outreach. However, in section B.3.1, there is no hour allocation for this required functional area. As in other areas, can you provide an hour allocation for this mandatory requirement?

RESPONSE: The requirement for experience in website design, and to be involved in website design as a part of this contract is modified. See response to Question 17 above.

Question 27: With regard to electronic reporting requirements set forth in H.4.B (“All HTML deliverables must be delivered on either a standard 3.5" floppy disk or on a Windows 95 compatible formatted Iomega zip disk…” )

· Is CD-ROM an acceptable medium for conveyance of deliverables?

· Is electronic transmission, such as FTP, an acceptable alternative method for delivering?

RESPONSE: CD-ROM is an acceptable medium. FTP should be used only if absolutely necessary.

Question 28: Section C.1 discusses how the program model is evolving. Relative to the frequency and duration of high visibility enforcement campaigns, the Work Statement discusses current demonstration projects being implemented in this regard. Can you describe these demonstration programs relative to objectives, anticipated outcomes, targets (including markets/states participating), timing, etc.? If a calendar of said events exists, could we receive this – preferably with budgets?

RESPONSE: The following table provides an overview of the demonstration projects underway. A calendar of events does not current exist. The budget for paid advertising for these projects is approximately $6 million.

Nighttime Belt Use

Asheville, NC

Greenville, NC

Charleston,WV This agreement demonstrates the impact of nighttime enforcement on increasing seat belt use. The four critical components of the initiative include media, outreach, enforcement, and evaluation. It is hypothesized that a uniform message coupled by a coordinated nighttime enforcement will increase seat belt use in drivers and passengers traveling at night.

Click It or Ticket Next Generation

Statewide Teen Seatbelt Campaigns

Question 29: As noted in H.4.f, all of your sites must meet Section 508 accessibility standards. We note that the Access Board 36 CFR 1194.22 standards have not been updated in 6 years. In the case of multimedia presentation, our experience is that more recent versions of the Adobe Flash player have more robust accessibility features. Does NHTSA have guidelines as to the acceptable version of Flash to be used on its sites (if at all)?

RESPONSE: It is NHTSA’s desire to make it’s web-based material available to the greatest number of people. Because many users have not upgraded beyond Windows 2000, the recent updates of Adobe Flash Player will not run on their systems. Therefore, all Flash files should be constructed using Adobe Flash Player version 9 or Adobe CS3. Both the FLA (native) and SWF files should be provided as deliverables.

Question 30: General: We have managed and supervised sports management programs with other clients. Can you give us a sense of the involvement expected in this contract so that we can allocate the proper personnel to that deliverable?

Answer: Based on the market research, our typical target audiences (18-34 high risk males) have a high consumption of sports and entertainment. As part of our strategic communication approach we market to audiences, during special emphasis period like Super Bowl, World Cup and World Series. NHTSA works with organizations and leagues to promote grass roots and cause marketing campaigns. The contractor will be asked to advise the agency in this area. Refer to www.trafficsafety.org for a list of existing programs.

Question 31: How will "congressionally mandated funds" be forwarded?

RESPONSE: Upon receipt of congressionally mandated funds, NHTSA will modify the contract, on a unilateral basis, to increase the value of the contract by the amount of congressional funding provided. The contractor will then submit its proposal for the media buy utilizing all the congressionally-mandated funds. NHTSA will review the proposal and suggest/request any changes necessary. The contractor would then secure the air time and once the ad is aired, the contractor receives an invoice from the network, The contractor then submits an invoice to NHTSA. Upon receipt, certification, and approval of the invoice, NHTSA makes payment in accordance with the payment terms of this invoice.

Question 32: Can funding be provided in advance for media buys?

RESPONSE: NHTSA does not provide for advance payments.

Question 33: Page 8 of the original RFP references an “existing sports marketing plan.” Can that plan be provided or is it otherwise available. If the latter, please identify where it can be found.

RESPONSE: Existing sports marketing plans can be found at www.trafficsafetymarketing.gov.