RFP.pdf

DTNH22-08-R-00085

SOLICITATION, OFFER AND AWARD

4. TYPE OF SOLICITATION2. CONTRACT NUMBER 3. SOLICITATION NUMBER

7. ISSUED BY

CODE

8. ADDRESS OFFER TO (If other than Item 7)

ORDER UNDER DPAS (15 CFR 700)

6. REQUISITION/PURCHASE NUMBER

NOTE: In sealed bid solicitations "offer" and "offeror" mean "bid" and "bidder".

NEGOTIATED (RFP)

SEALED BID (IFB)

5. DATE ISSUED

1. THIS CONTRACT IS A RATED RATING PAGE OF PAGES

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B. TELEPHONE (NO COLLECT CALLS)A. NAME

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INFORMATION

CALL:

CAUTION: LATE Submissions, Modifications, and Withdrawals: See Section L, Provision No. 52.214-7 or 52.215-1. All offers are subject to all terms and conditions contained in this solicitation.

(Date)(Hour) local timeuntildepository located in copies for furnishing the supplies or services in the Schedule will be received at the place specified in Item 8, or if hand carried, in the

SOLICITATION

9. Sealed offers in original and

PART IV - REPRESENTATIONS AND INSTRUCTIONS

OTHER STATEMENTS OF OFFERORS

EVALUATION FACTORS FOR AWARD

INSTRS., CONDS., AND NOTICES TO OFFERORS

REPRESENTATIONS, CERTIFICATIONS AND

LIST OF ATTACHMENTS

CONTRACT CLAUSES

PART III - LIST OF DOCUMENTS, EXHIBITS AND OTHER ATTACH.

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SPECIAL CONTRACT REQUIREMENTS

CONTRACT ADMINISTRATION DATA

DELIVERIES OR PERFORMANCE

INSPECTION AND ACCEPTANCE

PACKAGING AND MARKING

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SUPPLIES OR SERVICES AND PRICES/COSTS

SOLICITATION/CONTRACT FORM

PART II - CONTRACT CLAUSESPART I - THE SCHEDULE

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(Type or print)

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16. NAME AND TITLE OF PERSON AUTHORIZED TO SIGN OFFER15A. NAME

DATEAMENDMENT NO.DATEAMENDMENT NO.

and related documents numbered and dated):

amendments to the SOLICITATION for offerors

(The offeror acknowledges receipt of

14. ACKNOWLEDGEMENT OF AMENDMENTS

CALENDAR DAYS (%)30 CALENDAR DAYS (%)20 CALENDAR DAYS (%)10 CALENDAR DAYS (%)

(See Section I, Clause No. 52.232.8)

13. DISCOUNT FOR PROMPT PAYMENT

designated point(s), within the time specified in the schedule.

by the offeror) from the date for receipt of offers specified above, to furnish any or all items upon which prices are offered at the price set opposite each item, delivered at the

12. In compliance with the above, the undersigned agrees, if this offer is accepted within ______________ calendar days (60 calendar days unless a different period is inserted

NOTE: Item 12 does not apply if the solicitation includes the provisions at 52.214-16, Minimum Bid Acceptance Period.

OFFER (Must be fully completed by offeror)

IMPORTANT - Award will be made on this Form, or on Standard Form 26, or by other authorized official written notice.

28. AWARD DATE

(Signature of Contracting Officer)

27. UNITED STATES OF AMERICA

25. PAYMENT WILL BE MADE BY

26. NAME OF CONTRACTING OFFICER (Type or print)

CODE

24. ADMINISTERED BY (If other than Item 7)

ITEM

(4 copies unless otherwise specified)

23. SUBMIT INVOICES TO ADDRESS SHOWN IN

41 U.S.C. 253 (c) ( 10 U.S.C. 2304 (c) (

22. AUTHORITY FOR USING OTHER THAN FULL AND OPEN COMPETITION:

21. ACCOUNTING AND APPROPRIATION

20. AMOUNT

19. ACCEPTED AS TO ITEMS NUMBERED

AWARD (To be completed by government)

CODE

08-0401409/17/2007

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NPO-320

Office Of Acquisition Management

DOT/NHTSA/NPO-320

1200 New Jersey Avenue, SE

Washington, DC 20590

S. Peter Shultz

DOT/NHTSA/NPO-320 (W51-310)

1200 New Jersey Ave., SE

Washington DC 20590

W51-310 1400 ET 10/18/2007

S. Peter Shultz 202

PETE.SHULTZ@.DOT.GOV

366-9561

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S. Peter Shultz

AUTHORIZED FOR LOCAL REPRODUCTION

Previous edition is unusable

STANDARD FORM 33 (Rev. 9-97)

Prescribed by GSA - FAR (48 CFR) 53.214(c)

ITEM NO. SUPPLIES/SERVICES

QUANTITY

UNIT UNIT PRICE AMOUNT

NAME OF OFFEROR OR CONTRACTOR

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CONTINUATION SHEET

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PAGE OF

DTNH22-08-R-00085

(A) (B) (C) (D) (E) (F)

Award a new contract that will provide the services of an integrated marketing group experienced in the development and execution of strategic and tactical communications campaigns;

provide for the development and production of television and radio advertisements; and the negotiation and purchase of air time.

FOB: Destination

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

0001 Contract Base Period (From Contract Award through thirty-six (36) months thereafter.

0002 Option Period One (From end of Contract Base

Period through twelve (12) months thereafter.

0003 Option Period Two (From end of Option Period One through Twelve (12) Months Thereafter.)

OPTIONAL FORM 336 (4-86)

Sponsored by GSA

FAR (48 CFR) 53.110

NSN 7540-01-152-8067

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

PART I - THE SCHEDULE

SECTION B - SUPPLIES OR SERVICES, AND PRICES/COST

B.1 SUPPLIES/SERVICES

a. 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. This is a Cost-Plus Fixed Fee type contract with certain limitations as addressed below in Paragraph B.2 “Prices/Costs.”

B.2 PRICES/COSTS

a. “Personnel Support:” For the purpose of this contract, “Personnel Support” means the cost of labor incurred by the contractor to ensure the contract’s requirements, as specified in Section C., “Statement of Work” and other portions of this contract, are fulfilled. “Personnel Support” does not include subcontractor or consultants’ costs.

b. “Other Direct Costs:” For the purpose of this contract, “Other Direct Costs” include costs associated with materials, supplies, equipment, subcontracts, consultants, production crews (if not comprised of the contractor’s bona fide employees), videographic and audiographic supplies, talent fees (including usage and holding fees), telephones, faxes, shipping, postage, travel, and all direct costs other than those identified as “Personnel Support.”

c. “Travel:” When travel is required, and approved by the NHTSA COTR, for contractor personnel under the resultant contract, it shall be done in accordance with FAR Part 31, as applicable to the contract, including all appropriate indirect costs allocated in accordance with the Contractor’s usual accounting practices consistent with the FAR.

d.. “Pass-through of Congressionally Mandated Funds:” During the term of the contract, the United States Congress may provide NHTSA with Congressionally Mandated Funds 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.” 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 may not be used by the contractor to pay for “Personnel Support,” “Other Direct Costs,” or “Travel Costs” as defined in Sections B.2.a, B.2.b, and B.2.c of this contract; nor may the contractor use any part of Congressionally Mandated Funds to recover its indirect costs or fee. See Paragraph C.10.2 of this contract for further discussion on Congressionally Mandated Funds.

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

B.3 ESTIMATED AMOUNT

B.3.1. Contract Base Period (From Effective Date of the Contract through thirty-six (36) months thereafter.)

a. The total estimated amount for the performance of this contract’s Base Period

(excluding any Pass-Through of Congressionally-Mandated funds) is $ ________ ;

which consists of an Estimated Total Cost of $_________ and a Fixed Fee of $____________. The Estimated Total Cost is composed of the following:

Total “Personnel Support Costs:” $___________ Total “Other Direct Costs:” $____________ Total “Travel Costs:” $____________

b. “Pass-Through of Congressionally-Mandated Funds.” Any funding identified as “Congressionally Mandated (See Sections B.2.d and C.5 of this contract), will be added to this contract through execution of unilateral contract modifications.

B.3.2. Option Period One (From Completion date of the Base Period through twelve (12) months thereafter.)

a. The total estimated amount for the performance of this contract’s Option Period One

(excluding any Pass-Through of Congressionally-Mandated funds) is $ ________ ;

“Congressionally Mandated (See Sections B.2.d and C.5 of this contract), will be added to this contract through execution of unilateral contract modifications.

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

B.3.3. Option Period Two (From Completion date of Option Period One through twelve (12) months thereafter.)

a. The total estimated amount for the performance of this contract’s Option Period Two

(excluding any Pass-Through of Congressionally-Mandated funds) is $ ________ ;

to this contract through execution of unilateral contract modifications.

B.3.4. Total Potential Contract Amount (From Date of Contract Award through sixty (60) months thereafter if all Option Periods are exercised.)

a. The total estimated amount for the performance of this entire contract (if all option periods are exercised and excluding any Pass-Through of Congressionally-Mandated funds) is $ ________ ; which consists of an Estimated Total Cost of $_________ and a Fixed Fee of $____________. The Estimated Total Cost is composed of the following:

to this contract through execution of unilateral contract modifications.

B.3.5. Re-allocation of funds among cost categories

The Contractor is permitted to change the composition of its Estimated Total Costs for the Base or each Option Period as long as those changes do not reflect a net increase, or decrease of more than 10% of the “Total Personnel Support Costs,” “Total Other Direct Costs,” or “Total Travel Costs,” applicable to the Base Period or each Option Period as cited in Paragraphs B.3.1.a; B.3.2.a; or B.3.3.a above.

DTNH22-08-R- 00085 “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.

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

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.

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

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 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;

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

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.

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.

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

10. Provide technical assistance in planning and implementing the Office of Communication’s National Strategic Communications Forum and Communications Workshops 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 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

DTNH22-08-R- 00085 “Media Support for National Communications Activities” 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. Based on the COTR’s assessment, support may include re-design of the website; 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 in keeping list serves current as new partners emerge/change and the development and distribution of “post cards” to alert NHTSA’s communications partners of new and available materials.

C.4.2.6 Develop communication strategies and tactics to support Regional/SHSO demonstration programs to identify new strategies for reaching hard to reach, high risk drivers. This can include expanded work with the rural and pickup truck population, developing new strategies for an extended communication and enforcement program, and others to be identified.

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.

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

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, 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 develop and 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 strengthen relationships with existing partners

DTNH22-08-R- 00085 “Media Support for National Communications Activities” and develop new 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. 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.

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.

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

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.

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..

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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 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."

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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-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.

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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 advertisements for the Click It or Ticket and Drunk Driving, Over the Limit, Under Arrest campaigns. For the purposes of this contract, such funds shall be categorized as “Pass-Through of Congressionally Mandated Funds.”

When Pass-Through funding becomes available to NHTSA, this contract will serve as a mechanism through which the contractor shall pass this funding directly to media stations for the purpose of acquiring paid advertising. The contractor shall not use any part of pass-through funding to pay for any other purpose than acquiring paid advertising. The contractor shall not charge any fees and/or commissions, administrative handling fees, or the like, associated with media buys.

When such Pass-Through funding becomes available, Part B.3 of this contract will be modified to make those funds available to the contractor for the purpose cited in this contract.

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SECTION D - PACKAGING AND MARKING

Preservation, packaging, and packing of all shipments or mailing of all work delivered under this contract shall be done in accordance with good commercial practices and to insure acceptance by common carrier (if applicable) and safe transportation at the most economical rate(s).

To the maximum extent practical, the contractor shall transmit all contract deliverables electronically (e-mail). Unless specifically exempted by the Contracting Officer, all other deliverables, including deliverables which are required in hardcopy format or electronically stored onto compact disc (CD), shall be sent to the “Place of Delivery”, as specified in Section F.3, via commercial delivery service (e.g. FEDEX, UPS, DHL, etc.)

Due to increased security concerns within the Washington DC area, deliverables sent via US Postal Service can be delayed and, as part of the screening process, may be damaged. For this reason, the US Postal Service should not be used to transmit deliverables.

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SECTION E - INSPECTION AND ACCEPTANCE

E.1 52.252-2 CLAUSES INCORPORATED BY REFERENCE (FEB 1998)

This contract incorporates one or more clauses by reference, with the same force and effect as if they were given in full text. Upon request, the Contracting Officer will make their full text available. Also, the full text of a clauses may be accessed electronically at this/these address(es): www.arnet.gov/far.

Clause # Title and Date

52.246-3 Inspection of Supplies – Cost-Reimbursement. (MAY 2001)

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SECTION F - DELIVERIES OR PERFORMANCE

F.1 52.252-2 CLAUSES INCORPORATED BY REFERENCE (FEB 1998)

This contract incorporates one or more clauses by reference, with the same force and effect as if they were given in full text. Upon request, the Contracting Officer will make their full text available. Also, the full text of a clauses may be accessed electronically at this/these address(es): www.arnet.gov/far

X 52.242-15 Stop Work Order (AUG 1989) X Alternate I (APR 1984)

X 52.247-35 F.O.B. Destination, Within Consignee's Premises (APR 1984)

F.2 PERIOD OF PERFORMANCE

All work required identified in this contract, including preparation, submission, and review of any and all reports and other deliverables, shall be completed within a Base Period of thirty-six (36) months after the effective date of the contract.

The Government reserves the right to exercise up to two (2) one-year Option Periods. The total of the Base Period and all Option Periods (if exercised) shall not exceed sixty (60) consecutive months. Refer to Section H.1, Option To Extend the Term of The Contract, regarding the exercise of any Option Period.

F.3 MILESTONES/ DELIVERABLES

The following is a list of significant milestones and contract deliverables along with their respective due dates . Deliverables are identified with a “D” as part of their “Item No.”, Milestones are identified with an “M.”

ITEM

NBR DESCRIPTION DUE DATE COMMENTS

1M

Contract Kick-off Meeting

Within seven (7) days of contract award. See Section C.4.7.1

1D Contractor submits first Draft National Communications Plan

Within sixty (60) days following ITEM NBR 1M above. See Section C.4.1

2D Contractor submits first Final National Communications Plan.

Within fourteen (14) days following receipt of COTRs comments on first Draft National Communications Plan

See Section C.4.1

3D Contractor submits subsequent Draft National Communications Plan

No later than September of each contract year. See Section C.4.1

4D Contractor submits subsequent National Communications Plan.

Within fourteen (14) days following receipt of COTRs comments on subsequent National Communications Plan

See Section C.4.1

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5D Contractor submits Monthly Progress Reports

No later than the 20th of the month following the month being reported

See Section C.4.8

6D Contractor submits Communications Tools for use in NHTSA Website

No less than ninety (90) days prior to the date the materials are to be published.

See Section C.4.2.2

7D Contractor submits Final Report on base national buy plus bonus weights

No later than sixty (60) days following date media buy and bonus have first aired.

See Section C.4.3

2M Bi-Annual Conference on communication strategies and tactics.

To take place during calendar year 2008. Exact date to be coordinated with COTR.

See Section C.4.7.2

8D

Contractor submits agenda, supporting materials, workbooks and conference material for Bi-Annual Conference (Milestone 2M above).

Dates to be coordinated with COTR. See Section C.4.7.2.

9D Contractor submits Draft Mobilization Crackdown Report.

Within thirty (30) days of completion of safety belt or impaired driving enforcement in which the contractor was involved.

See Section C.4.8.2.1

3M

COTR reviews and approves/comments on Draft Mobilization Crackdown Report (See 9D) and returns to Contractor.

Within fourteen (14) days of receiving Draft Mobilization Crackdown Report.

See Section C.4.8.2.1

10D Contractor submits Final Mobilization Crackdown Report.

Within fourteen (14) days following receipt of COTR’s comments on Draft report (Milestone 3M).

See Section C.4.8.2.2

11D Contractor submits Draft Contract Final Report

Not less than thirty (30) days prior to the completion date of the contract

See Section C.4.8.3.1

4M

COTR reviews and approves/comments on Draft Contract Final Report (See 11D) and returns to Contractor

Within fourteen (14) days following receipt of Draft Final Report (Deliverable 11D).

See Section C.4.8.3.1

12D Contractor submits Final Contract Final Report

Not less than seven (7) days prior to the completion date of the contract

See Section C.4.8.3.2

13D Contractor submits reports on ad hoc requirements.

Milestones and Deliverables to be specified in modifications effecting ad hoc contract requirements.

See Section C.4.9

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The above referenced deliverables shall be provided to NHTSA in accordance with the following table:

Address ITEM

NBR

COTR (To be identified at time of Contract Award.)

US Department of Transportation National Highway Traffic Safety Administration Office of Communications and Consumer Information Code NPO-500 1200 New Jersey Avenue SE Washington DC 20590 E-Mail Address: (To be identified at time of contract award.)

1D through

13D

Contracting Officer (To be identified at time of Contract Award.)

US Department of Transportation National Highway Traffic Safety Administration Office of Acquisition Management Code NPO-320 1200 New Jersey Avenue SE Washington DC 20590 E-Mail Address: (To be identified at time of contract award.)

5D and

12D

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SECTION G - CONTRACT ADMINISTRATION DATA

G.1 FUNDS AVAILABILITY

a. Limitation of Funds This contract will be incrementally funded in accordance with the Limitation of Funds Clause (FAR 52.232-22).

b. Funds Available

(l) Currently funds are obligated to this contract as stated below:

Contract Base Period:

Funded Cost: To Be Filled In At Time of Contract Award Funded Fee (if applicable): To Be Filled In At Time of Contract Award

Total Funded Amount: To Be Filled In At Time of Contract Award

(2) It is estimated that the period of time covered by the funds cited above is To Be Filled In At Time of Contract Award months from the effective date of the contract.

In accordance with the Limitation of Funds Clause, the work covered by the available funds cited above is as follows:

To Be…