PUR 7776 SS 2024SS005 Crawford Group.pdf

DESCRIPTION OF INTENDED

SINGLE SOURCE PURCHASE

(PUR 7776)

AGENCY: Department of Environmental Protection

TITLE: Single Source with The Crawford Group, dba Crawford Entertainment Short description of the commodity or service desired: Contractor will provide Year-Round Syndication Services of Flip My Florida Yard (FMFY) Seasons 1-3 to Television Networks throughout Florida.

CONTACT

Name: Belinda Croft Address: 3800 Commonwealth Blvd., MS93, Tallahassee, Florida 32399 Telephone: 850.245.2467 Email: Belinda.Croft@FloridaDEP.gov

Internal tracking number, if any: 2024SS005 (SS-08197)

Date posted: March 6, 2024 Last day for receipt of information: March 26, 2024

This description of commodities or contractual services intended for purchase from a single source is posted in accordance with Sections 120.57(3) and 287.057(3), Florida Statutes (F.S.), and will remain posted for a period of at least 15 business days.

Commodity or Contractual Service Required (commodity or United National Standard Products and Services Code (UNSPSC), manufacturer, model, and description, as appropriate):

82101900 Media Placement and Fulfillment 82131603 Video Production Services

Quantity or Term (as appropriate):

March 2024-September 2025

Requestor (division, bureau, office, individual, as appropriate):

Department of Environmental Protection (DEP), Division Water Restoration Assistance (DWRA), Nonpoint Source

Performance and/or Design Requirements (e.g. intended use, function or application, compatibility, requirements; reference to policy, rule, statute or other act of the Legislature, etc., as appropriate):

Project Title: Flip My Florida Yard (FMFY) Digital and Multimedia Services Project Location: The Project will be implemented statewide.

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Project Background: The Florida-Friendly Landscaping™ (FFL) Program, is a 31-year partnership between the University of Florida and the Department. The nine FFL principles were established in 2001 under Chapter 373.185, Florida Statutes:

1. Right Plant, Right Place ‐‐ promotes landscaping plant selection that matches a site’s soil, light, water, and climatic conditions so that, once established, they will require little to no supplemental water, fertilizer, or pesticides.

2. Water Efficiently ‐‐ emphasizes landscape designs with plants that will thrive without routine irrigation once established; encourages the use of high efficiency irrigation systems; and provides guidance on how to only provide supplemental irrigation when the plants are facing drought stress (rather than routine irrigation).

3. Fertilize Appropriately – promotes selecting plants that will thrive in native soils without fertilizer inputs; encourages composting to reduce food and lawn waste from entering landfills;

and provides UF/IFAS recommendations for proper fertilizer application rates and methodology to minimize potential nutrient runoff and leaching.

4. Mulch – promotes proper use of organic mulch to retain soil moisture, protect plants, and inhibit weed growth.

5. Attract Wildlife – promotes landscaping plants used for food, water, and shelter by birds, butterflies, bats, and others.

6. Manage Yard Pests Responsibly – promotes Integrated Pest Management (IPM), a strategy that helps gardeners manage pests with as few chemicals as possible.

7. Recycle Yard Waste – promotes composting of yard waste for subsequent use as a soil amendment.

8. Reduce Stormwater Runoff – promotes landscape design features such as rain gardens, berms, or swales that slow runoff from heavy rains and allow the water time to soak into the ground; encourages the minimization of impervious surfaces.

9. Protect the Waterfront – promotes a minimum 10‐ft wide “low-maintenance zone” around lake, river, and stream shorelines within which no fertilizer, irrigation, or pesticides are applied.

FFL has served Florida citizens as a nonpoint source pollution prevention and water conservation program for more than 30 years. During that time the program has evolved to reach multiple target audiences that include residential homeowners, community builders/developers/property managers, and landscaping professionals in the green industries. Effective public outreach to these diverse audiences requires multiple outreach methods.

The Department, FFL Program, and the Crawford Group (the Contractor) have partnered together on three seasons of the Emmy winning television series Flip My Florida Yard (FMFY). The show is a revolutionary approach to public education, teaching FFL’s science-based best practices for urban landscapes.

Project Description: The Contractor will provide year-round syndication services of FMFY seasons 1-3 to television networks throughout Florida, using assets developed in seasons 1-3 of FMFY (contracts ES004, ES007, and C009CF) to provide public education and encouragement of positive behavior change relating to FFL and nonpoint source pollution. The FMFY series provides public education on a variety of FFL best management practices. The series covers each of the nine FFL principles, with a priority focus on reducing stormwater runoff, preventing nutrient loading, and limiting water use.

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By syndicating the FMFY series, the Department will increase the effectiveness of the FFL program. While quantifying water quality improvements through public education is outside of the scope of this project, the Contractor will provide metrics associated with the reach of the syndication services. These metrics will provide estimated viewership numbers. The FFL program has proven successful at influencing positive behavior change in Florida residents. By increasing awareness and education on FFL best practices the show will increase FFL program participation, thus reducing negative water quality impacts.

This project supports the Department’s 319(h) management plan, under the education section (page 36, and under appendix 1, 3.1).

ANTICIPATED POLLUTANT LOAD REDUCTIONS/OUTCOMES AND OUTPUTS:

The Department’s Total Maximum Daily Load (TMDL) program recognizes an active FFL program within a county or municipality as an effective project component when developing nonpoint source load reduction alternatives for inclusion in Florida’s Watershed Based 9-element plans, referred to as Basin Management Action Plans (BMAPs), for impaired waters. For example, when calculating nitrogen load reductions for impaired waters, an active FFL program allows up to 6% of the starting nitrogen load to be credited as nitrogen removed towards meeting the TMDL nitrogen loading goal.

This is an education project. Traditional load calculations cannot be performed. The project is funding the syndication of seasons 1-3 of the Flip My Florida Yard television series. Syndication will include 56 weeks of consistent airings (estimated start date of August 2024). The project anticipates securing syndication across all major broadcast markets, a statewide reach (covering all BMAP Watershed areas). The estimated reach of 3.5- 4 million viewers is anticipated. This includes 1,231 minutes of exposure, with an additional 2,240 seconds of commercial airtime.

If you purchased infomercial airtime in each market at an average cost of $1,000 per half-hour for one year (56 airings), it would cost $560,000. Plus, the value of 2,240 30-second commercials airing across Florida is estimated at $168,000. This year-long campaign has an estimated value of $780,000.

TASKS: All documentation should be submitted electronically unless otherwise indicated.

Task 1: Year-Round Syndication

Deliverables: The Contractor will facilitate the year-round syndication of 26 “Flip My Florida Yard” half-hour episodes. Episodes will begin airing in August 2024 and end in August 2025, with each episode repeating once to reach 52 weeks. The Department will select episodes from seasons 1-3. Ten episodes from season one are already formatted for broadcast TV and don't require editing. The Department will aid in selecting the sixteen additional episodes needed to reach 26, from seasons 2 and 3.

The Contractor will complete the necessary work to ensure syndication success. This will include but is not limited to: re-editing the 16 episodes from seasons 2 and 3 to broadcast time

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specifications and commercial format; audio mixing and closed captioning; distribution services;

and the development of the one sheet and marketing materials.

While syndication in all Florida markets cannot be guaranteed, the Contractor will guarantee a minimum of 8 broadcast markets, with a focus on major markets (i.e. Tampa, Miami, Orlando, Jacksonville). The 52 weeks of consistent distribution will occur on Florida broadcast markets (NBC, CBS, ABC, FOX) and will air at consistent times in each market on either Saturday or Sunday from 6am to 5pm.

The Department will also be provided with four 30-second commercial spots within each episode.

This task does not include the creation of new commercial(s).

The Contractor shall grant the Department the following: access to all assets for use by the Department in downloadable, editable formats compatible with Adobe Premier Pro (i.e. the final produced episodes as well as b-roll video footage and audio in separate files); a non-revocable, perpetual license for use of all assets developed under this contract to the Department, for any purpose; and access to all high-resolution stills taken during production. The State will own the rights to b-roll footage acquired during filming. The Contractor shall own the rights to edited episodes and the series defined as “Flip My Florida Yard”. The Department does not have broadcast distribution rights to the series. They have digital rights with platforms such as YouTube, Vimeo, Facebook, and Instagram.

Documentation: The Department’s Project Manager must approve draft materials prior to public distribution. The documentation has been segmented into phases to allow for interim payments.

Unless otherwise stated, all deliverables should be submitted digitally. Where appropriate, video deliverables should be submitted through a downloadable writer’s link or provided in an external hard drive.

Sub-Task 1: The Contractor will initiate syndication services as evidenced by: 1) Copies of all signed contracts between Crawford Entertainment and the Syndicator; 2) Copies of promotional materials, including a one sheet, and 3) signed certification that syndication services have begun.

Sub-Task 2: The Contractor will prepare the initial 18 episodes for syndication as evidenced by:

1) Copies of the 18 broadcast TV ready episodes; and 2) final selection of the four 30-second commercial spots.

Sub-Task 3: The Contractor will prepare the final 8 (for a total of 26) episodes for syndication as evidenced by: 1) Copies of the final 8 broadcast TV ready episodes.

Sub-Task 4: The Contractor will secure syndication, as evidenced by: 1) copies of contracts signed with the networks; and 2) signed certification that that syndication has been secured, including a list of networks cleared.

Sub-Task 5: The Contractor will provide viewership data, as evidenced by: 1) Nielson ratings for a minimum three-month period; and 2) a list of air dates for each episode, including date, time, and market.

Performance Standard: The Department’s Contract Manager will review the documentation to verify that the deliverables are completed as described above. Upon review and written acceptance

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by the Department’s Contract Manager, the Contractor may proceed with the payment request submittal.

Payment Schedule: The Contractor may request interim payment upon the acceptance of documentation, upon completion of each Sub-Task, in accordance with the Project Timeline & Budget Detail table.

Project Timeline & Budget Detail: The tasks must be completed by, and all documentation received by, the corresponding task end date. This is a fixed price contract. Requests for payment must not exceed the budget amounts as indicated below.

This contract is funded with Federal 319(h) grant funds. If there are any conflicts between the completion dates in the task timeline below and EPA’s 319(h) 2021 grant end date of 9/30/2025, then the grant end date is controlling. For the 31921 grant or match funded work, the Contractor shall submit a final payment request no later than 30 days following the grant end date of 9/30/2025 to assure the availability of funds.

Task Start Date: Upon execution of a Purchase Order (PO in MyFloridaMarketPlace (MFMP) Task Completion Date: September 1, 2025

Syndication/Post-Production Services -Syndication services to clear Florida broadcast markets (NBC, CBS, ABC, FOX) -Airtimes would be Saturday & Sunday from 6 AM-5 PM -Re-editing 16 episodes to fit broadcast format (removing est 5 min from each ep) -Audio mixing and closed captioning -Distribution services for 52 digital uploads for TV stations -Production of one sheet and marketing materials for the syndicator -Nelson ratings for three months to get a sample of viewership

DEP/FFL exposure (12 months) -1,231 minutes of exposure in each broadcast market (10 markets) -56 weeks of consistent airings across Florida markets -Four 30 sec commercials in each episode -2,240 30 sec commercials aired across all Florida markets

Cost Breakdown Syndication Phase One- $25,000 -Syndication services to place TV series in Florida markets -Generate all promotional materials for syndicator. (graphics and write copy for one sheet, produce video demo, provide assets) Editing Phase One- $50,000 -All editing services to prepare 18 episodes for broadcast syndication.

Editing Phase Two- $40,000 -All editing services to prepare 8 episodes for broadcast syndication.

Syndication Phase Two- $25,000 -Secure all syndication for year-round broadcast.

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Ratings- $16,000 -Provide viewership data with Nielson ratings for a minimum three-month period

Task 1 - Total: $156,000.00 Year-Round Syndication Sub-Task 1 - $25,000.00 Year-Round Syndication Sub-Task 2 - $50,000.00 Year-Round Syndication Sub-Task 3 - $40,000.00 Year-Round Syndication Sub-Task 4 - $25,000.00 Year-Round Syndication Sub-Task 5 - $16,000.00

Intended Single Source:

The Crawford Group, dba Crawford Entertainment (DWRA)

Estimated Dollar Amount:

Estimated $156,000.00

Justification for single source acquisition (what is necessary and unique about the product, service or source; steps taken to confirm unavailability of competition, as appropriate):

The Crawford Group, dba Crawford Entertainment is the only Contractor suited to effectively execute the year-round syndication of the TV series Flip My Florida Yard (FMFY). Crawford Entertainment owns the rights to the brand Flip My Florida Yard (FMFY), including the name, website, all social media channels, and all associated audience/fanbase created since its inception.

Crawford Entertainment owns all of the rights to Flip My Florida Yard Seasons 1-3 and 26 episodes.

Approved By (names & titles, as appropriate, e.g., requestor, requestor management, information systems, budget, purchasing):

Jessica Madden, Senior Management Analyst Supervisor-SES Amanda Peck, Program Administrator Angela.Knecht, Director of Water Restoration Assistance Belinda Croft, Purchasing Specialist Supervisor

Prospective vendors are requested to provide information regarding their ability to supply the commodities or contractual services described. If it is determined in writing by the agency, after reviewing any information received from prospective vendors, that the commodities or contractual services are available only from a single source, the agency shall provide notice of its intended decision to enter a single-source purchase contract in the manner specified in Rule 60A-1.045, Florida Administrative Code, and section 120.57(3), F.S.