Technical Questions for Market Research (693JJ923RQ000208).docx

693JJ922RQ000208

Draft National Communications, Marketing, and Media Support

Technical Questions

A. Have you developed and executed national paid advertising campaigns across multiple platforms that include TV, radio, outdoor, digital, and custom content? Please explain. Please explain your agency’s overall behavior change marketing approach including integrated branding, marketing and communications capabilities, and resource capacity.

ANSWER:

B. Indicate whether your agency directly provides media buying services. If so, has your agency developed and executed integrated national multi-million-dollar paid media buys? Please explain your experience buying TV, radio, and digital media on a national level. Please also provide a list of the clients you currently provide this service for, along with your total 2021 billings (across all clients) for each following media: TV, radio, and digital. If your agency does not provide media services please indicate if you offer such services through a partnership with another firm. Name the partner, list the clients you have actively partnered together on over the last 3 years, and provide the total projected media billings by medium for the partner firm.

ANSWER:

C. Provide an overview of your agency’s account planning and market research capabilities. Elaborate on what experience your agency has using consumer market research (qualitative and quantitative) to develop, execute, and refine integrated marketing communications. Also include experience working with national consumer market research firms for exploratory research and creative development for national TV advertisements. Do you have experience with managing Paperwork Reduction Act Information Collection Request process for Office of Management and Budget clearance? Elaborate on that as well.

ANSWER:

D. Provide a brief description and examples of campaign partnerships, including value added opportunities, your agency has planned and executed on behalf of your clients.

ANSWER:

E. Please offer any suggestions on how NHTSA can best structure the contract requirements to facilitate competition by and among small businesses.

ANSWER:

F. Provide examples of innovative creative content have you developed for your clients, including national TV advertisements.

G. How do you ensure your agency’s creative campaigns and advertising work has fresh ideas and influences behavioral change?

ANSWER:

H. How versed is your agency in concept development, copy writing, and design?

ANSWER:

I. Describe your agency’s national capabilities, experience in planning, and provide examples of developing and executing integrated campaigns of similar size and scope, including financing and placing media buys nationally in excess of $50 million annually?

ANSWER:

J. Do you understand the majority of this contract includes money for statutory mandated advertising (SMA). With SMA money, the Contractor cannot make a profit on the money that is used to pay for the media space. NHTSA will only reimburse the Contractor for the labor to place the buy.

ANSWER:

K. Please explain your experience handing multiple projects concurrently while working in a fast-paced environment.

ANSWER:

L. Please explain your experience creating content, including television, radio, and digital advertisements in Spanish-language.

ANSWER:

M. The Government requires exceptional and accurate budget planning, execution and reporting capabilities to ensure detailed tracking of expenditures across multiple campaigns, including the ability to provide monthly reports accounting for labor and other direct costs (ODC) billing by campaign and across campaigns, as well as reporting across product types or target audiences. Please explain your capabilities in this area and what barriers your company may have to do this.

N. Describe the typical benchmarks and methods your agency utilizes to evaluate the success of behavior change marketing campaigns including short – and long-term outcomes.