SBAHQ-14-R-0019.pdf

SEE ADDENDUMIS CHECKED

CODE 18a. PAYMENT WILL BE MADE BY

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FACILITYCODE

17b. CHECK IF REMITTANCE IS DIFFERENT AND PUT SUCH ADDRESS IN OFFER

OFFEROR

208050

Suite 300 721 19th Street Denver Finance Center Denver Acquisition Office for SBA

CODE 16. ADMINISTERED BYCODE

X

X

541820

SIZE STANDARD:

100.00 % FOR:SET ASIDE:UNRESTRICTED OR208050

RFPIFB

10. THIS ACQUISITION ISCODE

RFQ

14. METHOD OF SOLICITATION

13b. RATING

NAICS:

SMALL BUSINESS

08/29/2014 1600 ET

08/08/2014

(303) 844-7102Robert Atchison II (No collect calls)

INFORMATION CALL:

FOR SOLICITATION 8. OFFER DUE DATE/LOCAL TIMEb. TELEPHONE NUMBER a. NAME

4. ORDER NUMBER3. AWARD/ 6. SOLICITATION

SBAHQ-14-R-0019

5. SOLICITATION NUMBER

SOLICITATION/CONTRACT/ORDER FOR COMMERCIAL ITEMS 1. REQUISITION NUMBER PAGE OF

1 67 OFFEROR TO COMPLETE BLOCKS 12, 17, 23, 24, & 30

Denver CO 80202

TELEPHONE NO.

17a. CONTRACTOR/

15. DELIVER TO

Denver CO 80202 Suite 301 721 19th Street Denver Finance Center

9. ISSUED BY

7.

2. CONTRACT NO.

EFFECTIVE DATE

$14.0

18b. SUBMIT INVOICES TO ADDRESS SHOWN IN BLOCK 18a UNLESS BLOCK BELOW

ISSUE DATE

DELIVERY FOR FOB DESTINA-

TION UNLESS BLOCK IS

MARKED

11.

SEE SCHEDULE

12. DISCOUNT TERMS

THIS CONTRACT IS A

RATED ORDER UNDER

DPAS (15 CFR 700)

13a.

SERVICE-DISABLED

VETERAN-OWNED

SMALL BUSINESS

HUBZONE SMALL

BUSINESS

8(A)X

Denver Acquisition Office for SBA

WOMEN-OWNED SMALL BUSINESS

(WOSB) ELIGIBLE UNDER THE WOMEN-OWNED

SMALL BUSINESS PROGRAM

EDWOSB

24.

AMOUNT

23.

UNIT PRICE

22.

UNIT

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QUANTITY

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SCHEDULE OF SUPPLIES/SERVICES

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ITEM NO.

0001 Basic Marketing and Outreach Services in support of the SBA Office of Veteran Business Development Marketing and Outreach Program in accordance with the Performance Work Statement (PWS) requirements specified herein. See Contract Line Item Number (CLIN) definitions.

0002 Space Charges, Media Placement, and Postage in support of the SBA Office of Continued ...

(Use Reverse and/or Attach Additional Sheets as Necessary)

HEREIN, IS ACCEPTED AS TO ITEMS:

X

XX

DATED

Robert Atchison II

. YOUR OFFER ON SOLICITATION (BLOCK 5),

INCLUDING ANY ADDITIONS OR CHANGES WHICH ARE SET FORTH

COPIES TO ISSUING OFFICE. CONTRACTOR AGREES TO FURNISH AND DELIVER

ARE

ARE

31c. DATE SIGNED

27b. CONTRACT/PURCHASE ORDER INCORPORATES BY REFERENCE FAR 52.212-4. FAR 52.212-5 IS ATTACHED. ADDENDA

31a. UNITED STATES OF AMERICA (SIGNATURE OF CONTRACTING OFFICER)

30c. DATE SIGNED 31b. NAME OF CONTRACTING OFFICER (Type or print)

ALL ITEMS SET FORTH OR OTHERWISE IDENTIFIED ABOVE AND ON ANY ADDITIONAL

SHEETS SUBJECT TO THE TERMS AND CONDITIONS SPECIFIED.

27a. SOLICITATION INCORPORATES BY REFERENCE FAR 52.212-1, 52.212-4. FAR 52.212-3 AND 52.212-5 ARE ATTACHED. ADDENDA

26. TOTAL AWARD AMOUNT (For Govt. Use Only)

OFFER

STANDARD FORM 1449 (REV. 2/2012)

Prescribed by GSA - FAR (48 CFR) 53.212

ARE NOT ATTACHED.

ARE NOT ATTACHED.

AUTHORIZED FOR LOCAL REPRODUCTION

PREVIOUS EDITION IS NOT USABLE

30b. NAME AND TITLE OF SIGNER (Type or print)

30a. SIGNATURE OF OFFEROR/CONTRACTOR

28. CONTRACTOR IS REQUIRED TO SIGN THIS DOCUMENT AND RETURN

25. ACCOUNTING AND APPROPRIATION DATA

29. AWARD OF CONTRACT: REF.

32e. MAILING ADDRESS OF AUTHORIZED GOVERNMENT REPRESENTATIVE

32c. DATE 32b. SIGNATURE OF AUTHORIZED GOVERNMENT REPRESENTATIVE

ACCEPTED, AND CONFORMS TO THE CONTRACT, EXCEPT AS NOTED:

32a. QUANTITY IN COLUMN 21 HAS BEEN

RECEIVED INSPECTED

40. PAID BY39. S/R VOUCHER NUMBER38. S/R ACCOUNT NUMBER

37. CHECK NUMBER

FINALPARTIAL

36. PAYMENT

FINALPARTIAL

35. AMOUNT VERIFIED

CORRECT FOR

34. VOUCHER NUMBER33. SHIP NUMBER

COMPLETE

32g. E-MAIL OF AUTHORIZED GOVERNMENT REPRESENTATIVE

42d. TOTAL CONTAINERS42c. DATE REC'D (YY/MM/DD)

42b. RECEIVED AT (Location)

42a. RECEIVED BY (Print)

41c. DATE41b. SIGNATURE AND TITLE OF CERTIFYING OFFICER

41a. I CERTIFY THIS ACCOUNT IS CORRECT AND PROPER FOR PAYMENT

STANDARD FORM 1449 (REV. 2/2012) BACK

24.

AMOUNT

23.

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UNIT

21.

QUANTITY

20.

SCHEDULE OF SUPPLIES/SERVICES

19.

ITEM NO.

Veteran Business Development Marketing and

Outreach Program in accordance with the

Performance Work Statement (PWS) requirements specified herein. See Contract Line Item Number

(CLIN) definitions.

Not to Exceed amount for this CLIN: $300,000.00

0003 Additional Other Direct Expenses (ODEs) in Support of Emergent Tasks for the SBA Office of Veteran Business Development Marketing and

Outreach Program in accordance with the

Performance Work Statement (PWS) requirements specified herein.

See Contract Line Item Number (CLIN) definitions.

Not to Exceed amount for this CLIN: $125,000.00

0004 Field Events Marketing Services in support of the SBA Office of Veteran Business

Development Marketing and Outreach Program in accordance with the Performance Work Statement

(PWS) requirements specified herein. See

Contract Line Item Number (CLIN) definitions.

Not to Exceed amount for this CLIN: $100,000.00

1001 (Option Year 1)

Continued ...

32f. TELEPHONE NUMBER OF AUTHORIZED GOVERNMENT REPRESENTATIVE

32d. PRINTED NAME AND TITLE OF AUTHORIZED GOVERNMENT REPRESENTATIVE

67 2 of

ITEM NO. SUPPLIES/SERVICES QUANTITY UNIT UNIT PRICE AMOUNT

NAME OF OFFEROR OR CONTRACTOR

3 67

CONTINUATION SHEET

REFERENCE NO. OF DOCUMENT BEING CONTINUED PAGE OF

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

SBAHQ-14-R-0019

Basic Marketing and Outreach Services in support of the SBA Office of Veteran Business Development Marketing and Outreach Program in accordance with the Performance Work Statement (PWS) requirements specified herein. See Contract Line Item Number (CLIN) definitions.

(Option Line Item) Anticipated Exercise Date

1002 (Option Year 1)

Space Charges, Media Placement, and Postage in support of the SBA Office of Veteran Business Development Marketing and Outreach Program in accordance with the Performance Work Statement (PWS) requirements specified herein. See Contract Line Item Number

(CLIN)

definitions.

(Option Line Item) Anticipated Exercise Date

1003 (Option Year 1)

Additional Other Direct Expenses (ODEs) in Support of Emergent Tasks for the SBA Office of Veteran Business Development Marketing and Outreach Program in accordance with the Performance Work Statement

(PWS)

requirements specified herein.

See Contract Line Item Number (CLIN) definitions.

(Option Line Item) Anticipated Exercise Date

1004 (Option Year 1)

Field Events Marketing Services in support of the SBA Office of Veteran Business Development Marketing and Outreach Program in accordance with the Performance Work Statement (PWS) requirements specified Continued ...

NSN 7540-01-152-8067 OPTIONAL FORM 336 (4-86)

Sponsored by GSA

FAR (48 CFR) 53.110

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CONTINUATION SHEET

REFERENCE NO. OF DOCUMENT BEING CONTINUED PAGE OF

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

SBAHQ-14-R-0019

herein. See Contract Line Item Number (CLIN) definitions.

(Option Line Item) Anticipated Exercise Date

2001 (Option Year 2)

Basic Marketing and Outreach Services in support of the SBA Office of Veteran Business Development Marketing and Outreach Program in accordance with the Performance Work Statement (PWS) requirements specified herein. See Contract Line Item Number (CLIN) definitions.

(Option Line Item) Anticipated Exercise Date

2002 (Option Year 2)

Space Charges, Media Placement, and Postage in support of the SBA Office of Veteran Business Development Marketing and Outreach Program in accordance with the Performance Work Statement (PWS) requirements specified herein. See Contract Line Item Number

(CLIN)

definitions.

(Option Line Item) Anticipated Exercise Date

2003 (Option Year 2)

Additional Other Direct Expenses (ODEs) in Support of Emergent Tasks for the SBA Office of Veteran Business Development Marketing and Outreach Program in accordance with the Performance Work Statement

(PWS)

requirements specified herein.

See Contract Line Item Number (CLIN) definitions.

(Option Line Item) Anticipated Exercise Date Continued ...

NSN 7540-01-152-8067 OPTIONAL FORM 336 (4-86)

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REFERENCE NO. OF DOCUMENT BEING CONTINUED PAGE OF

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

SBAHQ-14-R-0019

2004 (Option Year 2)

Field Events Marketing Services in support of the SBA Office of Veteran Business Development Marketing and Outreach Program in accordance with the Performance Work Statement (PWS) requirements specified herein. See Contract Line Item Number (CLIN) definitions.

(Option Line Item) Anticipated Exercise Date

3001 (Option Year 3)

Basic Marketing and Outreach Services in support of the SBA Office of Veteran Business Development Marketing and Outreach Program in accordance with the Performance Work Statement (PWS) requirements specified herein. See Contract Line Item Number (CLIN) definitions.

(Option Line Item) Anticipated Exercise Date

3002 (Option Year 3)

Space Charges, Media Placement, and Postage in support of the SBA Office of Veteran Business Development Marketing and Outreach Program in accordance with the Performance Work Statement (PWS) requirements specified herein. See Contract Line Item Number

(CLIN)

definitions.

(Option Line Item) Anticipated Exercise Date

3003 (Option Year 3)

Additional Other Direct Expenses (ODEs) Continued ...

NSN 7540-01-152-8067 OPTIONAL FORM 336 (4-86)

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CONTINUATION SHEET

REFERENCE NO. OF DOCUMENT BEING CONTINUED PAGE OF

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

SBAHQ-14-R-0019

in Support of Emergent Tasks for the SBA Office of Veteran Business Development Marketing and Outreach Program in accordance with the Performance Work Statement

(PWS)

requirements specified herein.

See Contract Line Item Number (CLIN) definitions.

(Option Line Item) Anticipated Exercise Date

3004 (Option Year 3)

Field Events Marketing Services in support of the SBA Office of Veteran Business Development Marketing and Outreach Program in accordance with the Performance Work Statement (PWS) requirements specified herein. See Contract Line Item Number (CLIN) definitions.

(Option Line Item) Anticipated Exercise Date

4001 (Option Year 4)

Basic Marketing and Outreach Services in support of the SBA Office of Veteran Business Development Advertising and Marketing Program in accordance with the Performance Work Statement (PWS) requirements specified herein. See Contract Line Item Number (CLIN) definitions.

(Option Line Item) Anticipated Exercise Date

4002 (Option Year 4)

Space Charges, Media Placement, and Postage in support of the SBA Office of Veteran Business Development Marketing and Outreach Program in accordance with the Performance Work Statement (PWS) Continued ...

NSN 7540-01-152-8067 OPTIONAL FORM 336 (4-86)

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CONTINUATION SHEET

REFERENCE NO. OF DOCUMENT BEING CONTINUED PAGE OF

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

SBAHQ-14-R-0019

requirements specified herein. See Contract Line Item Number

(CLIN)

definitions.

(Option Line Item) Anticipated Exercise Date

4003 (Option Year 4)

Additional Other Direct Expenses (ODEs) in Support of Emergent Tasks for the SBA Office of Veteran Business Development Marketing and Outreach Program in accordance with the Performance Work Statement

(PWS)

requirements specified herein.

See Contract Line Item Number (CLIN) definitions.

(Option Line Item) Anticipated Exercise Date

4004 (Option Year 4)

Field Events Marketing Services in support of the SBA Office of Veteran Business Development Marketing and Outreach Program in accordance with the Performance Work Statement (PWS) requirements specified herein. See Contract Line Item Number (CLIN) definitions.

(Option Line Item) Anticipated Exercise Date Contractor shall provide all supervision, labor, material, equipment, supplies, and transportation necessary to provide full service marketing and outreach support for the U.S. Small Business Administration (SBA) Office of Veteran Business Development (OVBD) Boots to Business (B2B) program (http://www.sba.gov/bootstobusiness) in accordance with the attached Performance Work Statement (PWS). This award is an Indefinite Delivery, Indefinite Quantity firm-fixed price type contract. Individual orders shall be placed against this contract. No funds are obligated against this instrument but are on each Continued ...

NSN 7540-01-152-8067 OPTIONAL FORM 336 (4-86)

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REFERENCE NO. OF DOCUMENT BEING CONTINUED PAGE OF

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

SBAHQ-14-R-0019

individual task order.

Task Orders shall be placed in accordance with FAR Clauses 52.216-18; 52.216-19; and 52.216-22 included in this contract. Period of Performance shall be for the base year with four (4) one year option periods.

NSN 7540-01-152-8067 OPTIONAL FORM 336 (4-86)

SBAHQ-14-R-0019

SECTION B notes

1. SERVICES

The Contractor shall provide services necessary to provide full service advertising support to the SBA Office of Veteran Business Development (OVBD) Boots to Business (B2B) program.

CLIN DEFINITIONS

CONTRACT LINE ITEM NUMBER (CLIN) DEFINITIONS

1. CLINs FOR BASIC ADVERTISING SERVICES (CLINs ending in -001)

This CLIN includes all labor required to perform the services identified in both the Performance Work Statement (PWS). It also covers labor for: (a) Media Planning and Buying Services to execute Space Charges, Media Placement, and Postage (CLINs ending in -002) , and (b) Field Events and Marketing Services (CLINs ending is -004). This CLIN also includes all indirect costs (overhead, general and administrative, fringe, etc), other direct expenses (travel, material, telephones, etc.), and the facilitation of the yearly annual planning meeting, including the price for the facility, if applicable.

This CLIN DOES NOT cover the actual prices for Space Charges and Media, actual Postage charges for national and direct mailings and fulfillment mailings (CLINs ending in -002), and Other Direct Expenses (ODEs) associated with Field Events Marketing Services (CLINs ending in -005) since these items are to be priced under the applicable CLINs identified below.

2. CLINs FOR SPACE CHARGES, MEDIA PLACEMENT, AND POSTAGE (CLINs ending in -002)

This CLIN will support pass through of actual prices for Space Charges and Media Placement for various media purchases to include, but not limited to, television, radio, online and emerging media, print (i.e., magazines, newspapers), and out-of-home.

The contractor shall use its best efforts to obtain the lowest commercial rate available for media placement.

The contractor will pass on any applicable rebates and discounts to the Government (Media Placement cost minus rebate or discount equals media price). All media discounts and merchandising credits shall accrue to the Government. Labor associated with Space Charges and Media Placement shall be included under the CLIN for Basic Advertising Services (CLINs ending in -001).

This CLIN will also support pass through of actual costs for Postage required for all national and local direct mailings and fulfillment mailings. Labor associated with all mailings shall be included under the CLIN for Basic Advertising Services (CLINs ending in -001).

Direct mail and e-mail initiatives are not considered media and shall be included in the CLIN for Basic Advertising Services. Field Events marketing initiatives such as sponsorships, media tours and events, etc. are also not considered media and shall be included in the CLIN for Field Events Marketing Services.

3. CLINs FOR OTHER DIRECT EXPENSES (ODE) IN SUPPORT OF EMERGENT TASKS (CLINs ending in -003)

There is no guarantee that this CLIN for ODEs will be utilized; however, if required the contractor will receive a Request for Quotation containing a performance work statement from the Procuring Contracting Officer or Ordering Officer. The contractor will provide a quote for the ODE being proposed including the basis for the proposed amount. After negotiation of the ODE, a firm fixed-price task order will be issued based on the negotiated amount for the ODE.

4. CLINs FOR FIELD EVENTS MARKETING SERVICES (CLINs ending in -004)

This CLIN covers only ODEs for expenses supporting Field Events Marketing Services including, but not limited to, sponsorships, media tours and events, event properties, booth spaces, special events, travel, material, shipping, and communication charges, etc. in support of all field marketing efforts. Labor associated with executing Field Events Marketing Services shall be included under the CLINs for Basic Advertising Services (-001).

NOTE: CLINs ending in -002, -003, and -004, as defined above, represent direct costs only, and shall bear no contractor burdens, loadings, or mark-up, either for the purposes of submitting a proposal in response to this solicitation or for task quotes or task order billing.

Task orders for all CLINs will be issued on a Firm Fixe Price basis utilizing fixed labor categories and fully burdened labor rates as proposed at the IDIQ base contract, including NTE CLINs ending in -002 (Space Charges, Media Placement and Postage), -003 (Other Direct Expenses in support of Emergent Tasks), and -004 (Other Direct Expenses in Support of Field Marketing Events). The contractor’s task order quote shall provide the necessary supporting pricing information to enable the Contracting Officer and/or the Ordering Officer to make a determination of fair and reasonable pricing prior to task order issuance. Such information could include recent quotes from prospective subcontractors and service/space providers. The Contractor agrees that, unless otherwise specified in the request for quote, reimbursable travel will be paid based upon Federal travel regulations in place at the time the travel takes place and will not have any fee added to it. The rates to be used in submitting pricing quotations shall be fully burdened rates.

1. CONTRACT DEFINITION – INDEFINITE DELIVERY – INDEFINITE QUANTITY

This is an Indefinite Delivery - Indefinite Quantity Contract as defined at Subpart 16.504 of the Federal Acquisition Regulation (FAR), FAR Clause 52.216-22, Indefinite-Quantity. Services provided by the Contractor under this Contract shall be secured by the issuance of Task Orders placed in accordance with the following clauses: FAR 52.216-18, Ordering, and FAR 52.216-19, Ordering Limitations.

2. MINIMUM AND MAXIMUM QUANTITIES AND AMOUNTS FOR ORDER

The minimum quantity and/or amount to be ordered under this contract shall not be less than the minimum quantity and/or amount shown in the following table. The maximum quantity and/or amount to be ordered under this contract shall not exceed the maximum quantity and/or amount shown in the table. THE MINIMUM AND MAXIMUM AMOUNT IS FOR THE LIFE OF THE CONTRACT which covers the base year and all options exercised.

MINIMUM

AMOUNT

MAXIMUM

AMOUNT

$150,000.00 $5,000,000.00

3. Task orders will be issued on a fixed price basis, utilizing fixed labor categories and fully burdened labor rates as proposed at the IDIQ base contract. Upon receipt of a request for a quotation, the Contractor shall provide a proposal of costs to be incurred, including direct labor and other direct costs. The Contractor agrees that, unless otherwise specified in the request for quote, reimbursable travel will be paid based upon Federal travel regulations in place at the time the travel takes place and will not have any fee added to it. The rates to be used in submitting pricing quotations shall be fully burdened rates.

4. PERIOD OF PERFORMANCE BASE CONTRACT

The period of performance for this contract is 12 months base period and four, one-year option periods.

Base period will begin on the date of award and completed twelve months after the date of award.

Option period 1 (1 year)

Option period 2 (1 year) Option period 3 (1 year) Option period 4 (1 year)

SECTION C Description/specifications/statement of work.

PERFORMANCE WORK STATEMENT

Section 1 - GENERAL

1. PURPOSE – The purpose of the SBA Office of Veterans Business Development (OVBD) Boots to Business (B2B) Outreach Program is to:

a. Increase awareness by conducting comprehensive outreach to Veterans (prior/active) including Reserve component members of the U.S. military, to include spouses/partners, in order to provide assistance to small business concerns owned and controlled by veterans, service-disabled veterans and reservists.

b. Communicate with Veterans through various forms of media and generate interest in OVBD programs through such means as http://www.sba.gov/bootstobusiness, social media, and other media outlets.

c. Use integrated marketing approach consisting of traditional (e.g. TV, radio, print) and digital/interactive media (e.g. internet, social, SEO/SEM) to increase knowledge of SBA OVBD opportunities and programs to the target audience (defined below).. Secondarily, these efforts are used to educate and disseminate information to the general public about B2B opportunities.

d. Develop and Implement a communication and outreach strategy, audience analysis, video and graphics and design support. Efforts shall be in accordance with SBA outreach, communications, marketing plans, style guides, policies, regulations, and any previously developed communication materials (brochures, posters, flyers, fact sheets).

e. Provide least-cost, most efficient means to inform future entrepreneurs. All initiatives require robust metrics to demonstrate their past success and to estimate the future effect of those outreach efforts.

2. BACKGROUND - In August 2011, President Obama announced his comprehensive plan to address the issue of transitioning veterans by helping them secure meaningful employment opportunities in the civilian workforce. Specifically, the President directed the DoD and the Department of Veterans Affairs to work closely with other agencies, as well as with the President’s economic and domestic policy teams, to lead a task force to develop a new training and service delivery model that strengthens the transition of our service members from the military to civilian life. Shortly thereafter, Congress passed and the President signed the VOW Act to “Hire Heroes Act of 2011” Public Law 112-56, 201-265, 125 Stat. 715, which included steps to improve the existing Transition Assistance Program (TAP) for Service Members. Among other things, the VOW Act made participation in several components of TAP mandatory for all Service Members (except in limited circumstances). The Boots to Business course is one of the three optional training tracks offered via

TAP.

3. OVERVIEW – Boots to Business (B2B) is an entrepreneurial education and training program offered by the U.S. Small Business Administration (SBA) as an elective track within the Department of Defense’s revised Transition Assistance Program called Transition Goals, Plans, Success (Transition GPS). The curriculum provides valuable assistance to transitioning service members exploring self-employment opportunities by leading them through the key steps for evaluating business concepts and the foundational knowledge required for developing a business plan. Participants are also introduced to the available SBA resources for help accessing startup capital and technical assistance. B2B is delivered in partnership with SBA Resource Partners [Small Business Development Centers (SBDCs), Women’s Business Centers (WBCs), SCORE, and Veterans Business Outreach Centers (VBOCs)] and the Institute for Veterans and Military Families at Syracuse University. The program is available free of charge at participating installations to service members and their dependents transitioning or retiring from the U.S. military.

http://www.sba.gov/bootstobusiness

The B2B course has three parts: 1) The Entrepreneurship Track Overview – an introductory video shown during the mandatory five day Transition GPS course; 2) Introduction to Entrepreneurship – a two day classroom course offered as one of the three Transition GPS elective tracks; and, 3) Foundations of Entrepreneurship – an eight week instructor-led online course that offers in-depth instruction on the elements of a business plan and tips and techniques for starting a business.

4. TARGET AUDIENCE- The principal target audiences in the B2B communications program are Veterans (prior/active), including Reserve component members of the U.S. military, and their spouses/partners, from all areas of the country. Additional audiences include: 1) Transition service managers and other support personnel that deliver programs to service members on military installations.

5. OUTREACH OBJECTIVE - SBA’s objective is to inform the target audience regarding the B2B program and raise awareness of the benefits of the program across all stakeholder audiences.

6. PROGRAM EXECUTION - During the execution year, the OVBD could have a variety of outreach projects of all types in preparation and operation. These projects could range from the creation and production of a single print advertisement to planning, developing, and executing a brand campaign that uses multi-faceted integrated communications. It is essential that the procedures of the Contractor, as well as any subcontractors, enable completion, execution and assessment of these ongoing efforts. All outreach and marketing activities are to be carried out consistent with industry standards necessary to meet B2B objectives.

Services in support of the outreach program, include, but are not limited to: research; strategic and tactical planning; program development, execution, and assessment; media planning, placement, purchase, and tracking; creative development; account management; fulfillment; field events; marketing services and public relations. All printing of materials will be ordered through mandated sources such as the Government Printing Office (GPO). The outreach goals may change during the execution year based upon initial results generated and feedback from stakeholders. The Contractor shall be flexible in collaborating with the OVBD and adjusting as required. The Contractor will also be flexible in terms of producing content that will be subject to review and incorporate feedback as part of the SBA internal review and approval process, prior to any publication.

Section 2 - SCOPE

1. OUTREACH - The Contractor shall be able to perform the major functions classified below:

a. Plan, execute, and analyze Primary (Veterans) and Secondary (spouses/partners of Veterans) Market Research.

b. Strategic Planning and Comprehensive Communication Plan Development.

c. Develop, produce and execute a Brand Campaign and Communication Plans in accordance with policies and procedures on outreach, communications, and branding, as set forth by SBA’s Office of Communications and Public Liaison (OCPL).

d. Perform media planning, placement, purchase, and tracking. IAW FAR 5.5

e. Plan, develop and execute an integrated and targeted marketing campaign consisting of multiple media platforms that include traditional media such as TV, radio, print, as well as digital media such as internet display advertising and social media in accordance with the policies and procedures on outreach, communications, and branding, as set forth by SBA’s OCPL.

f. Plan, develop and execute Field Events Marketing Activities, which are events designed to disseminate information about the B2B Program. Examples include such activities as local job fairs and exhibitions.

2. ADDITIONAL SERVICES, QUALIFICATIONS. Additionally, the Contractor shall perform the following activities in support of outreach services to be provided under this contract:

a. Monitor, analyze, and report on all marketing and outreach efforts to determine effectiveness and return on investment (ROI). Planned outreach shall include forecasted impacts and/or effects.

b. Present formal briefings to SBA & OVBD senior management as needed on the current environment and outreach strategy, either via conference call or in person at the Contractor’s facilities or other location. The Contractor shall transmit documents and briefs electronically (Word documents, Excel, PowerPoint, etc) and exchange email correspondence with the OVBD.

c. Develop effective communications that appeal to the target audience in all areas of the country.

d. Propose personnel who may need access to Government IT systems who are eligible for Information Level II Access (security clearance requirement). In order to have this level of access, all Contractor personnel requiring access to SBA IT systems must have a current favorable adjudication of a National Agency Check with Local Agency and Credit (NACLC) investigation. This requirement applies to personnel having access to and/or the processing of (1) proprietary data, (2) information requiring protection under the Privacy Act of 1974, (3) sensitive information, and (4) Government-developed privileged information involving the award of contracts, including user- level access to SBA networks and information systems, system security and network defense systems, or to system resources providing visual access and/or ability to input, delete or otherwise manipulate sensitive information without controls to identify and deny sensitive information.

3. Provide for the continuation, evolution, or addition under this contract and continually propose alternate outreach approaches to more effectively and efficiently achieve the objectives of the B2B Program. Similarly, the Contractor shall continually propose approaches that enhance practices to accommodate emerging technologies and advances in the disciplines of outreach, prospect relationship management, and other applicable categories of expertise. In all instances, SBA holds the ultimate right of approval for all deliverables under this contract.

Section 3 - REQUIREMENTS

1. RESEARCH, STRATEGIC AND TACTICAL PLANNING, DEVELOPMENT, EXECUTION, AND

ASSESSMENT OF COMMUNICATIONS PLAN (CLINs ending in -001). The B2B’s outreach program requires market research, planning, development, execution, and assessment. The Contractor shall be capable of organizing, managing, and executing these steps and shall have a strong account management team to adequately manage the day-to-day business as well as long-term projects and planning. The Contractor shall make adjustments as dictated by changes in the market place as well as changes in goals. The Contractor shall provide rapid response to frequent demands for assessments, briefings, and alternate options or proposals for consumption by various levels and organizations of SBA senior management. The Contractor shall organize and execute research in accordance with industry best practices.

a. RESEARCH – Research shall be an integral part of B2B’s communications planning. The Contractor shall be able to execute target audience identification, market segmentation, and analysis of all research studies. Further details regarding this requirement will be found in task order solicitations. The Contractor shall provide research as appropriate and necessary to develop and ensure the successful execution of a B2B outreach campaign and resulting communication plans for the achievement of B2B objectives. The Contractor shall devise and conduct research by itself or through subcontractors in support of OVBD communication plans (primary research). Industry standards and current practices in OVBD programs suggest that this research shall, at a minimum:

(1) Employ state-of-the-art methods and industry best practices in research, audience identification and market segmentation, media planning and buying, post analysis, and reporting.

(2) Address, test, and support the effectiveness of creative strategy and copy testing (pre and post), and media selection.

(3) Conduct state-of-the-art methods of formal research. Methodologies shall involve industry best practices in both quantitative and qualitative approaches.

(4) Utilize the findings of secondary market research. These studies should provide additional marketing and outreach measures (i.e., reasons for starting your own business and awareness outreach on decisions to participate, etc.) for the target market.

(5) The Contractor shall provide to the OVBD all requested information including, but not limited to, national leads and national outreach expenditures by media channel and direct mail data.

b. STRATEGIC PLANNING

(1) The Contractor shall develop and propose a five (5) year Strategic Communications Plan annually for OVBD approval. The plan must outline the anticipated market environment including pertinent media channels, strategic levels of communication, and marketing goals for the next five (5) years. This plan must be a fully integrated strategic marketing plan that demonstrates the synergistic use of all communication channels, including media, public relations and outreach in the communications of the essence of B2B through a brand campaign. An annual five-year Strategic Communications Plan shall be submitted to the B2B COR at least 30 calendar days prior to the commencement of the Annual Marketing and Outreach Planning Meeting each year.

This plan shall then be presented by the Contractor to OVBD leadership for approval if required.

(2) The five-year Strategic Communications Plans shall address critical priorities (to be identified by the OVBD at pre-planning meetings).

c. ANNUAL MARKETING AND OUTREACH PLANNING PROCESS (OPTION PERIODS)

(1) The OVBD Marketing and Outreach Department will provide guidance to the Contractor to enable the development of the Annual Marketing and Outreach Plan. This guidance shall be presented to the Contractor at a pre-planning meeting hosted by OVBD at its facility in Washington, D.C. or via Video Teleconference and shall provide program outreach plans identifying requirements or special needs of the B2B. This meeting shall be held each year at least 60 days prior to the Annual Marketing and Outreach Planning Meeting discussed below.

(2) With guidance and approval of OVBD, the Contractor shall administer the pre-planning meeting to accomplish the following:

(a) Review performance metrics and ROI of channels of effort.

(b) Review relevant research conducted by the Contractor and other activities as well as advances in industry practices and emerging technologies that may have an impact on the B2B’s marketing and outreach program.

(c) Review, discuss, and evaluate the Contractor’s proposed Annual Marketing and Outreach Plan for the upcoming contract period. The OVBD requires a comprehensive and detailed Annual Marketing and Outreach Plan as the primary outcome of the meeting. This plan shall address emerging tools and technologies in advertising practice and provide for their practical application where appropriate. It shall also include, but is not limited to, advertising and creative objectives and strategies for the B2B brand campaign, media plans and flow charts, and specific cost elements and budget allocations.

(4) During the final performance period of the contract (regardless of option period), there shall be no requirement for an Annual Marketing and Outreach Planning meeting. However, the Contractor shall still be required to develop and submit a recommended Annual Marketing and Outreach Plan for the upcoming year to the B2B COR.

d. ANNUAL COMMUNICATIONS AND OUTREACH PLAN EVALUATION, IMPLEMENTATION, AND ASSESSMENT

(1) OVBD shall evaluate the proposed Annual Communications and Outreach Plan and may request additional data or details. In any case, within 45 calendar days of the kick-off meeting, the OVBD will provide written comments and revisions needed to the plan. The Contractor shall make necessary revisions within two weeks and submit a final plan along with a suitable executive summary to the B2B COR. The COR will then proceed to obtain approval for the final plan from OVBD leadership. As part of this process, the Contractor may be asked to make further presentations and explanations of the plan and a Contractor briefing team may be required.

(2) Following approval of the Annual Communications and Outreach Plan by all interested parties at SBA, the Contractor shall provide a Production Report and Budget Allocation Report within 30 days of approval to implement the media buys, new creative development for the brand campaign, etc. for review and approval by OVBD. Once approved, these plans shall be implemented at the start of the performance period and tracked bi-weekly.

(3) Contractor performance will be assessed using the performance measures for each requirement in this PWS. These measures and potential other measures that define overall B2B Communications and Outreach performance (agreed upon by the OVBD) will be contained in a Communications and Outreach performance report created by the Contractor. This report shall be created by the Contractor and ultimately describe return on investment (ROI) for funds expended, and it will be based on detailed performance metrics.

Assessment shall include, but not be limited to, the following:

(a) Tracking of appropriate awareness indicators such as outside sources and in-house OVBD and Contractor research to gauge the effectiveness of OVBD brand and awareness building efforts against the various primary and secondary target audiences. Awareness indicators shall be provided on a quarterly basis.

(c) Evaluation of all paid media efforts.

(d) The Contractor shall recommend other metrics that measure effectiveness and return on investment of outreach programs presented to OVBD.

(e) Production of various displays (graphs, bar charts, etc) and briefings of these assessments and metrics for OVBD use or brief the results as desired by OVBD.

2. CREATIVE DEVELOPMENT, USAGE RIGHTS & TRANFERABILITY, AND PRODUCTION

(CLINs ending in -001)

a. CREATIVE DEVELOPMENT.

(1) The Contractor is responsible for all creative development of B2B outreach needs. Creative services shall include all media platforms from traditional to emerging. The Contractor must work with necessary SBA program offices and other stakeholders during the creative development process to ensure all content is in compliance with applicable laws, regulations, and SBA policies. Traditional platforms include broadcast television, radio, print, and digital display. Emerging platforms should include mobile, tablet PC, social media, and other communication technologies as they are introduced in the marketplace. The Contractor shall use a creative strategy developed in partnership with OVBD as the basis for its creative ideas. The Contractor’s Creative Strategy shall be research-based and innovative, with specific objectives. The creative product shall reflect the Contractor’s best creative thought and follow industry best practices to execute campaigns to maximize audience engagement.

(2) Creative development and execution (including production) for the brand campaign and other required outreach activities shall effectively leverage the synergies possible through an integrated communications campaign using TV, radio, print, digital, and other media as appropriate.

(3) The Contractor shall provide creative services including design, development, and production of all media elements including, but not limited to, television, radio, print (direct mail, magazine and newspaper), digital advertising, website and other interactive activities, social media, video, other electronic media, and emerging technologies.

b. CREATIVE USAGE

(1) The following baseline procedural requirements reflect current processes in the B2B program and are not meant to restrict the scope or originality of the Contractor’s approach to the B2B Marketing and Outreach.

(a) TALENT AND RESIDUALS. The Contractor shall be fully responsible for all aspects of music rights and talent contracts, including the use of celebrity spokespersons, for all products developed and utilized during the term of this contract. To the extent that the OVBD approves the use of such products that pre-existed this contract, and to the extent that there are aspects of talent and residual costs that need to be negotiated and paid for the use of those pre-existing products, the Government intends to accomplish those under CLIN AC and AD.

(b) CREATIVE PRODUCTS. All creative work is the property of the Government and shall be original and shall be submitted in such form as specified by OVBD for review and approval by the appropriate SBA approving official. The Contractor shall maintain, inventory, and preserve all digital content and files, films, tapes, commercials, slides, negatives, and all other items produced by the Contractor on behalf of the SBA. No items shall be destroyed or discarded without prior approval from the COR.

(c) TRANSITION OF CREATIVE PRODUCTS. If a transition between Contractors is required, the incoming Contractor shall obtain from the outgoing, incumbent Contractor copies of all current B2B advertising including TV and radio commercials, print and electronic advertisements, fulfillment items, etc., and maintain these copies on file for use. The incoming Contractor shall also obtain details of the copyrights, music rights and talent contracts from the outgoing Contractor for file and continued use. It shall be assumed that all current Outreach and Communications efforts shall continue to be used after award of the contract for an unspecified time period until a new, approved B2B brand campaign is ready for implementation if required.

Therefore, the incoming Contractor shall obtain and maintain all files, spots, rights, etc., to ensure all forms of B2B communications and marketing efforts continue flawlessly from the previous contract to the new contract.

This transition includes various manuals, user guides, project plans, business requirements documents, etc.

produced in support of B2B advertising initiatives.

(d) TRADEMARK AND COPYRIGHTS. All campaign names, slogans, and catchphrases are the property of the Government and shall be trademarked, service-marked and/or registered copyright by the Contractor and then assigned to the government to hold as necessary in accordance with Title 17 of the U.S.

Code entitled “Copyright” and all implementing regulations.

(e) EXISTING MUSICAL COMPOSITIONS. With respect to any musical composition not first produced or composed in the performance of work under this contract but which is incorporated into any motion picture, television film or film strip, live or recorded television or radio spot, or other production furnished hereunder, the license granted under the “Rights in Data” clause of the contract shall be limited solely to the motion picture, or television film or film strip, live or recorded television or radio spot or other production which incorporates such musical composition.

(f) EXHIBITION RIGHTS. Any advertisement, commercial, motion picture or television film or film strip, live or recorded television or radio spot, or other production ordered hereunder will be exhibited or used by the Government or others on a non-sponsored or non-profit basis only. Proposals submitted hereunder shall include the cost of acquisition of only those rights or release instruments as are necessary for such non-sponsored or non- profit exhibitions.

(g) DELIVERY OF RELEASE INSTRUMENTS AND LICENSES. The Contractor shall furnish, in duplicate, the release instruments and licenses required by the clauses of this contract and shall deliver such release instruments and licenses to the COR on or before the final delivery date of the advertisement, commercial, motion picture or television film or film strip, live or recorded television or radio spot, or other productions to which such release instruments and licenses relate.

(h) REPRODUCTIONS MATERIALS. All brand products developed by the Contractor are the property of the Government and shall only be used by the Contractor as part of contract performance. All end and finished products developed by the Contractor become the property of the Government, subject to any licenses, releases or permission granted by third parties for materials incorporated into the finished products.

All mechanical devices produced by the Contractor in the performance of this contract, such as electroplates, engravings, and roto-prints, shall be property of and be delivered to the Government. However, the devices will remain in the custody of the Contractor for the duration of the contract or any extension thereof. All camera-ready materials, such as mechanicals and photos, in their entirety shall be the property of the Government. Photographs, slides, film footage, trims and cuts, excess to the final accepted product, shall be the property of the Government. All materials will be maintained by the Contractor during the course of the contract, and turned over to a subsequent Contractor by order of the Contracting Officer.

(i) DISSEMINATION OF INFORMATION. There shall be no release, dissemination or publication within or outside any Government agency, except within and between the Contractor and subcontractors, of any information provided by the Government or any supplies developed under this contract or contained in the reports to be furnished pursuant to the contract without the prior written approval of the COR. The Contractor shall include all of the terms incorporated under Section 3(b) through Section 3(d) in all subcontracts.

c. CREATIVE PRODUCTION.

(1) TELEVISION AND VIDEO CONTENT

(a) The Contractor shall maintain all film masters and master videotapes along with complete documentation concerning talent contracts, music rights, and any other information needed to determine legal issues involving network or cable broadcast, or any other use or distribution of any and all video products to any audience at any time. All raw film, video footage, and still photography is the property of the Government and shall be provided by the Contractor within 30 days of project completion, with use limited only by talent contracts.

(b) Full industrial rights shall be obtained for unrestricted usage of the products whenever possible.

(c) The Contractor shall maintain the talent release forms on all talent, including service member talent, seen in any advertising products.

(2) RADIO. Master audiotapes of any radio commercials and/or digital audio content are to be maintained and inventoried as specified in paragraph 1(a) above. Provisions concerning music rights and talent contracts are the same as specified in Paragraph 1 above.

(3) NEWSPAPERS.

(a) Coordination and approval by OVBD and Office of Communications and Public Liaison must be made prior to placing newspaper ads. The Contractor shall provide newspaper print ads (classified line and fractional/display) for local use and tailoring, in a manner consistent with industry best practices.

3. PRINTED MATERIALS (CLINs ending in -001) The Contractor shall create digitized print-ready files in accordance with OVBD detailed specifications for submission to mandated printing sources such as the Government Printing Office (GPO).

4. MEDIA AND RELATED SERVICES (CLINs ending in -001)

a. The Contractor shall provide services for media planning, placement, purchase, and tracking encompassing, but not limited to, television, radio, print, online, interactive, video, cell phone, and other electronic channels.

b. The COR will approve all media plans, schedules, purchase, and placement of advertising and related approaches as required under Media CLIN -002. Under current practice, the Contractor obtains, inventories, and maintains on file tear-sheets, affidavits, or other advertising industry standard proof-of-performance documents. The Contractor shall provide certified evidence of performance requirements and verify invoice accuracy and matching expenditures in addition to invoice.

c. The following baseline requirements reflect B2B practices in activities related to media administration and list management. They are not intended to be all-inclusive, nor are they intended to constrain the Contractor’s performance efficiency or its introduction of innovative approaches in its proposed program.

(1) PAID TELEVISION AND RADIO TIME. The Contractor shall comply with advertising industry best practices for the placement of military service television (e.g. Armed Forces Network) and radio commercials. This may include submitting approved schedules to contracted advertising agencies for their information. The Contractor shall use its best efforts to obtain the lowest commercial rate available for media placement with all media discounts and merchandising credits accruing to SBA. Guidance in FAR 5.5 applies to rates.

(2) PAID MAGAZINE SPACE. The Contractor shall use its best efforts to obtain the lowest commercial rate available for executing the placement of print advertisements. Guidance in FAR 5.5 applies to rates.

5. FIELD EVENTS MARKETING SERVICES

Labor in support of field event marketing services shall be covered under the CLINs ending in -001; ODEs in support of field events (i.e. field marketing mobile assets and associated costs) marketing services shall be covered under the CLINs ending in -003.

a. The Contractor shall plan, provide, execute, and monitor comprehensive field events marketing program intended to appeal to target audiences.

b. The Contractor shall provide the overall management, scheduling, tracking, updating, upgrading, monitoring, and assessment of events, including making recommendations to ensure all event properties are properly used to generate program eligible leads and maximize return on investment. The Contractor’s services shall include the following:

(1) Provide assessments of the effectiveness of the various properties and events SBA attends as well as the effectiveness of the recruiter’s use of each property and event through periodic on-site evaluations.

(2) Provide monthly reports to OVBD identifying the usage and effectiveness of properties, number of people in attendance, and estimated cost allocation associated with each event.

(3) Recommend improvements, enhancements, or replacement of properties to ensure field events maintain their appeal to and impact on the target audience. The Contractor shall also recommend changes to OVBD’s use of scheduled events to maximize effectiveness and ROI for their various intended uses, including the use of diversity events.

(4) Ensure the properties maintain consistent graphics and signage in keeping with the B2B brand, associated communications plan, and the intended audience.

(5) Participate in periodic reviews to evaluate B2B’s promotional items and sales literature and recommend changes to enhance B2B’s events marketing efforts when required.

6. ACCOUNT MANAGEMENT (CLINs ending in -001)

a. The Contractor shall assist OVBD/B2B with tracking and…