RFI_HSA_Comms_Sources Sought Announcement Final 12.19.24.pdf

SOURCES SOUGHT NOTICE 693JJ3-25-SS- HSSP250011PR

for

“Communications, Audience Growth and Engagement Support Services”

1. SUBMITTAL INFORMATION

ISSUE DATE: December 19, 2024

DUE DATE FOR RESPONSES: January 8, 2025, at 2pm Eastern Time

SUBMIT RESPONSES TO: Carolyn.Lethert@dot.gov and

Khadija.Osman@dot.gov and Kristen.Hayes@dot.gov

See below Section 5 entitled “REQUESTED CONTENT OF RESPONSES TO THIS SOURCES SOUGHT NOTICE (SSN)” for submittal content instructions.

Please note this SSN will be posted on both SAM and GSA E-Buy.

2. INTRODUCTION

Potential Sources Sought. This is NOT a solicitation for proposals, proposal abstracts, or quotations. The Federal Highway Administration (FHWA) Office of Safety is conducting a market survey to identify potential sources for an anticipated contract for “Communications, Audience Growth, and Engagement Support Services”. The purpose of this notice is to obtain information, for planning purposes, regarding: the availability and capability of qualified sources to perform the work.

Pursuant to 48 C.F.R. Part 10, the Government is conducting market research to:

• Determine what sources exist that are capable of satisfying the Government’s requirements listed below,

• Determine the capabilities of potential contractors,

• Determine the size and status of potential sources, and

• Determine the level of competition (i.e. 8(a), set-aside or full and open).

3. BACKGROUND

The FHWA Office of Acquisition and Grants Management intends to make an award to accomplish the work described herein. The purpose for this SSN is to conduct market research to identify potential offerors having an interest in, and the resources to accomplish the work. Consideration will be given to identifying small business concerns, including the sub-categories of SDVOSB, HUBZone, 8(a), SDB and woman-owned. The result of this market research will contribute to determining the method of procurement.

mailto:Carolyn.Lethert@dot.gov mailto:Khadija.Osman@dot.gov mailto:Kristen.Hayes@dot.gov

This document contains a draft scope of work. Your firm’s response regarding your firm’s experience and capabilities will be used to determine the availability of potential businesses, both large and small, and their capabilities in meeting the Government’s requirement.

4. DRAFT SCOPE OF WORK

The Federal Highway Administration’s Office of Safety works toward a future where all people move safely across America. We serve State, local, and Tribal communities as they envision, plan, and build safety into our transportation network. Crashes will happen, but the stories will be of survival, recovery, and lives yet to live.

The objective of this contract is to provide support in audience growth, market research, and the strategy, planning, creation, distribution, and reporting of internal and external communications for the Office of Safety.

Communications efforts will be designed to reach, engage, and grow audiences organically through USDOT-managed channels and those of key collaborators. FHWA does not currently have an advertising budget or Congressionally mandated marketing campaigns.

The work will include:

• Project Management

• Communications and Marketing Strategy, Evaluation, and Reporting

• Editorial Planning

• Content Creation: Digital, Print, Writing, Editing, Graphic Design, Photography, Video, Speeches, Presentations, Live Events, Trainings, and/or Audio Production

• Organic Marketing, Content Distribution, and Audience Cultivation

• Communications Operations & Logistics

Task 1 Project Management

The Contractor shall coordinate and facilitate a kick-off meeting with the Contracting Officer (CO), Contracting Officer’s Representative (COR), the Contracting Officer’s Task Manager (TOCOR), and others as appropriate. The kick-off meeting may be in person at the USDOT Headquarters in Washington, D.C. or virtually. The purpose of the kick-off meeting is to discuss the project’s objective in order to ensure that desired outputs and outcomes are understood and achieved. At the kick-off meeting, the Contractor shall discuss the approach (technical, staffing, and management) to meet the task order requirements. The Contractor shall provide and discuss a detailed project schedule of milestones and deliverables.

Task 2 Communications Strategy, Evaluation, and Reporting

The contractor will be assisting in the evaluation, strategy, planning, development, distribution/execution, and reporting of internal and external communications for Office of Safety. FHWA does not currently have a paid advertising budget. Therefore, communications will be designed to reach, engage, and grow national audiences organically through USDOT-managed channels and those of key collaborators. Current channels include web, intranet, email, newsletters, exhibition conferences, speeches, presentations, webinars, print publications, YouTube, LinkedIn, and other social media channels.

The responsibilities below can apply holistically to the entirety of Office of Safety’s communications efforts, and more narrowly to focus on specific programs, audiences (e.g., FHWA Division Offices), campaigns (e.g., Safe System Approach), or outreach channels (e.g., web, newsletters, exhibit conferences).

I. Evaluate Office of Safety's internal and external communications efforts.

II. Develop a quarterly audience engagement report that captures key audience engagement metrics across multiple platforms—web, e-news, conference exhibits— and articulates insights that help Office of Safety better understand our audiences’ interests and where to invest our resources.

III. Conduct market analysis and advise on Office of Safety's audience goals and how best to achieve them.

IV. Serve as a go-to resource on current best practices for communications and marketing in all formats (e.g., print, web/digital, social, email, video, conferences) and identify opportunities to optimize Office of Safety’s internal and external communications channels, as well as suggest new avenues for strategically connecting with audiences.

Task 3 Editorial Planning and Content Creation

For the Office of Safety and its individual programs and/or projects, envision, develop, and revise compelling and clear written, oral, and visual content, including videos. The work will require accurately translating technical content for non-technical stakeholder audiences; strong editorial judgment; and may involve art direction and art production.

This task will include multiple styles of writing (e.g., informative, persuasive, narrative, and technical), a range of formats (e.g., print/PDF publications, case studies, talking points, speeches, presentations, web, social, ads/signboards, conference exhibits), and multiple types of visual media (e.g., graphic design, photography, illustration, technical renderings, animation, videography). Digital and print products that Office of Safety routinely creates, and markets include, but are not limited to, reports, brochures, information guides, case studies, presentations, and technical guidance. All final content deliverables must be 508-compliant.

Specifically, the Contractor may provide/develop/design, as needed:

I. Creative concept development and art direction (e.g. generating and proposing campaign concepts, story ideas, key messages)

II. Conduct background research, including reading the products—guidance, reports, manuals—published by the USDOT; watching webinars, interviewing subject matter experts, talking with FHWA leadership and key stakeholders

III. Editorial planning, the contractor will develop, maintain, and make accessible to the Office of Safety an editorial calendar that is rooted in our communications goals, priorities, and content expertise

IV. Writing, fact-checking, proofreading, and editing services for the FHWA Office of Safety, in a range of styles (e.g. ad campaigns, informative/educational, persuasive, narrative, and technical) and formats, including: e-newsletters, print publications (e.g. reports, guides, manuals, fact sheets, case studies), talking points, speeches, presentations, web, social, ads, conference exhibit signage.

Work will be done in accordance with GPO-Style Manual, DOT style guide, and as directed with other style guides, such as the AP-Style Manual.

V. Graphic design and art production for print, digital, social, and other visual media—in a range of formats and style (e.g. photography, illustration, technical renderings, animation, videography). All deliverables must be 508 compliant.

VI. Video and/or audio production: from concept, script writing, storyboarding, to production, editing, and post production (e.g. closed caption files and YouTube fields, like title and description).

VII. PowerPoint presentations, both the spoken narrative and the slide content, for trainings, conferences, staff meetings, stakeholder gatherings

Task 4 Organic Marketing: Content Distribution, Audience Engagement and Growth

Support Office of Safety in organically reaching, engaging, and growing internal and external audiences. Conduct market research to better understand our target audiences.

Understand core existing and new HSA products, services, and priorities and how best to market them organically and through limited paid channels (e.g. conference exhibits).

Propose, develop, maintain, and make accessible to FHWA staff foundational organic marketing tools, processes, strategies, and products. Assess HSA's web presence and advise staff on steps they can take to improve the user experience, make content more discoverable and accessible. Track and report audience engagement and growth, using GA4 and other audience metrics tools. If budget allows, plan, oversee, and report on media buys for paid campaigns. Please note: contractor permissions to USDOT digital channels vary by platform and may change over the course of the contract. Currently, contractors are allowed to prepare and send e-newsletters (via GovDelivery), but they do not have permission to create or publish content directly on our website (via Drupal).

This task will also include some 508 remediation of PDFs to make them accessible to audiences with low vision.

Task 5 Communications Operations & Logistics (Optional)

Understand and follow existing reviews, policies, and workflows related to content creation and distribution within FHWA/USDOT. Identify efficiencies and modify or create standard operating procedures that improve communications processes and/or outcomes. Communicate these with Office of Safety and relevant staff. Perform logistical and technical services related to Office of Safety’s in-person and digital outreach activities; AV support at events; event management; digital content libraries.

Period of Performance The period of performance shall be for one (1) Base period of twelve months (12) with four (4) one year option periods. Funding provided at initial award fully funds the base period. If the option periods are exercised, additional funding will be provided via a modification.

Place of Performance The work to be performed under this task order shall be performed in a hybrid environment, including contractor facilities, government facilities, telework environments (e.g. home offices), with occasional national travel to outreach events, such as conferences.

5. REQUESTED CONTENT OF RESPONSES TO THIS SOURCES SOUGHT NOTICE

(SSN)

This SSN is not to be construed as a commitment on the part of the Government to award a contract nor does the Government intend to directly pay for any information or responses submitted as the result of this SSN. Interested parties, who consider their firms qualified to perform the above-listed services, are invited to submit responses to this SSN.

Any interested organization is invited to submit a Capability Statement to the identified Contracting Officer/Specialist via email by the response date.

Responses shall clearly identify:

1. Point of Contact with name, email address, and phone number.

2. The anticipated NAICS for this requirement is 541613 – Marketing Consulting Services (size standard is $19 Million); Based on this, identify all applicable classifications for your organization, such as:

a. Small Business?

b. Woman-owned business?

c. 8(a) business?

d. Large business

e. Small disadvantaged business

f. HUBZone business?

g. SDVOB business?

h. Other?

3. Description of any governmentwide vehicles your company is listed on, i.e. GSA OASIS.

(Please note this SSN will be posted on both SAM and GSA E-Buy.)

4. Description of technical capabilities and relevant experience to perform the work described in Section 4 of this document;

5. Description of experience and expertise of potential staff;

6. Relevant similar projects completed related to the anticipated objectives of the project with information on the client, scope, and service provided;

7. Any suggestions on how the SOW tasks could be modified to provide best value to the Government; and

8. Suggestions for additional tasks, not currently listed, to support the objectives of this

SOW.

The Capability Statement shall be no more than four pages in length single-spaced with font size twelve or larger. Capability Statements may include an appendix with resumes (no page limit) or may link to longer resumes/bios on company websites.

6. PARTICIPATION IN THE MARKET RESEARCH IN NO WAY INFLUENCES THE

SOURCE SELECTION FOR THESE SERVICES.

This SSN is not to be construed as a commitment on the part of the Government to award a contract, nor does the Government intend to directly pay for any information or responses submitted as the result of this SSN.