7_Feb_17_W9124D-16-R-0046_QA_Final.pdf

Question Number

Reference Question Response Solicitation Reference

Updates to the Solicitation

1 General Will this IDIQ award go to one company? In accordance with the RFP, this solicitation will result in a single award or Single Source IDIQ contract.

Section C, PWS paragraph 1.5.8;

Section H paragraph H.9.6;

FAR 52.216-1;

Section M paragraph M.I.A, Section M paragraph M.II.A;

Section M, paragraph

M.III.A;

Section M, paragraph M.III.B; Section M, paragraph

M.IV.A.

None.

2 General With respect to U.S. Army Marketing and Advertising Program Solicitation Number: W9124D-16-R-0046 released January 3 2017, we respectfully request the Government extend the due date by a minimum of 30 days. Given the complexity of the Sample Task Orders and attachments that were not provided in the DRFP and the significant modifications to the FRFP vice the DRFP, Offerors will require additional time to review the materials released and develop responses to the RFP.

The Government concurs and has released Amendment 02 providing the 30 day extension.

RFP Response date

See Amendment 02

3 General Could the Army Please provide additional information as to what online media channels (email, mobile, social media, web and display) they have an interest in?

The Army employs all of these channels, and especially given our younger recruiting demographic, we require our Contractor to keep abreast of these, and other new and emerging media channels and platforms. Actual digital activity will vary from year to year, and will be subject to the results of annual planning and specific CLINS and task orders.

None. None.

4 General Our permission-based consumer database would consist of millions of records that contain email + postal information (epostal) as well as over 500 selects such as age, location, nationally, education etc. that can be used to create a target audience that the Army can use to reach the right audience with the right message on the devices they like to receive media (desktop, mobile, display and social).

Does the government have any restrictions that a Contractor would need to know about when using a third party database for a recruitment campaign if all the records are opted-in and compliant?

Could the government please share their policy when using outsourced data for marketing?

The use of third party databases as described in this question will only be performed through the Army’s task order process where the Army will provide a requirement and the Contractor will respond with a proposal that would recommend the use of a consumer database. Upon final negotiation and award of the task order the receipt of the data from the third party database would be treated as leads/PII information which would then require it to follow DOD PII procedures covered under DOD Directive

5400.11 and DOD 5400.11-R.

5 General Please confirm that materials or data the Government discloses to the Contractor to perform the services under the contract were obtained in a manner the complies with all applicable data privacy laws, and the Government’s privacy policy and public statement, and that any data collected online was collected using HTTP cookies or technology disclosed in the Government’s privacy policy that allows for the same level of transparency and control as is currently available for standard HTTP cookies.

Please provide a copy of the Government’s privacy policy and public statement applicable to this contract.

Yes, materials and data disclosed to the Contractor by the Government is considered Government owned either through internal sources or contracted for from other sources.

Site is compliant and a privacy policy is not relevant to the contractor as it is Government owned.

6 General

Most if not all production and media vendors require upfront payment prior to commencing work/placing media. Does the Government have methods to prepay for media and production for certain costs? What is the process to handle the upfront media purchases between fiscal years? How will this be handled on the Army contract?

In accordance with FAR Clause 52.216-7 Allowable Costs, the Government will issue funded task orders for requirements identified in support of the U.S.

Army Marketing and Advertising Program. With regard to media payments, the “upfront” payment is made when the media is secured and after the TO is issued. It is recommended that the successful offeror/awardee work closely with the Administering Contracting Officer (ACO) to ensure that the requirements of each task order are properly negotiated, funded, and executed to ensure mission success.

7 General "The Federal Acquisition Regulation (FAR) 44.402(a) requires prime contractors to use commercial items (including commercial services) to the “maximum extent practicable” when performing a prime contract, including cost reimbursement CLINS. FAR 15.404-1 provides that a price analysis shall be used to determine fair and reasonable prices for commercial item procurements.

Please confirm that Offerors can propose commercial item subcontracts to perform under this contract, including CLINs, and rely on a price analysis to determine the reasonableness of the prices for commercial item subcontracts.

Please confirm that Offerors are not required to obtain and submit cost or pricing data from commercial item subcontractors as part of its pricing proposal.

Since this is a COST Type contract, in accordance with FAR 15.403(c)(3)(ii)(C), regarding commercial items, if the Contracting Officer determines that the information provided is not sufficient to determine a fair and reasonable cost, the Contracting Officer may request other relevant information, including info on labor costs, material costs, and overhead rates. FAR 15.403-3(c)(1) further states that a Contracting Officer is authorized to request other than certified cost and pricing data.

The Government does not dictate with whom and how and offeror or awardee subcontracts.

Dependent upon that subcontract and the information available at the time, the Government reserves its right to request certified cost and pricing data, or if an exception applies and the circumstances warrant it, other than certified cost and pricing data.

None. None.

8 General Can companies outside the USA apply for this? This requirement is to be performed inside of the United States of America. The acquisition of services outside of the United States is not authorized.

9 General Do we need to come over there for meetings? This requirement is to be performed inside of the United States of America.

None. None.

10 General Can we perform the tasks (related to the RFP) outside the

USA?

This requirement is to be performed inside of the United States of America.

None. None.

11 General Can we submit the proposals via e-mail? In accordance with the RFP, electronic submissions via e-mail or fax will not be accepted.

Section L.I.C, Proposal Submittal

None.

12 Section B Is this CLIN meant to include members of the Local Support team (account, production and media) outside of the Field Marketing personnel residing on Army installations such as those located at offeror places of performance? Or only those field team members residing on Army installations?

In accordance with CLIN(s) 0004/1003, this CLIN includes those efforts associated with PWS Paragraph 5.4. PWS Paragraph

5.4 includes the local field staff (5.4.2) and assistance in the development of local marketing plans, procurement of media, and the development of other marketing programs and resources required to successfully execute approved plans at the local level.

Section B, CLIN(s) 0004/1003

None.

13 Section B Because this is listed as a Cost CLIN, where is the labor covered to perform these tasks for OCAR?

This was a typo. The CLIN 0016 and its related CLINs have been converted to CPAF. The labor for this effort is to be included in this

CLIN.

Section B, CLIN(s) 0016 and related CLINs

CLIN 0016 and related Award Term CLINs have been added.

14 Section B Under the CPAF, CPFF and Cost CLINs, will the Government consider providing Offerors with a plug number for the quantity and for further use within their proposal submission?

Attachment 9 FY16 Workload Data should be used as part of the historical data and provides a baseline for estimating purposes only regarding items that are relevant to the Firm Fixed Price CLINS in the RFP.

Section L.IV.B.2.e. and FFP CLINs and related optional CLINs

None.

15 Section B Will the Government provide guidance on the application of the Award Fee on CLINs where a quantity has not been defined and where the Unit of Issue is listed as “Lot” or “Job”?

The Award Fee Pool is $2 Million per year. The award fee is paid on a separate task order (TO)

CLINs 0018 and related optional CLINs and

None.

each year based on the Award Fee Plan.

Attachment 7 Award Fee Plan

16 Section B Can the Government confirm the line item location where the Army considers postage as part of Direct Response production costs?

PWS updated at Section 5.13 to include postage as part of Other Army Account Operations

CLINs 0003 and related optional CLINs

Added postage to ODCs in PWS 5.13 “but not limited to printing, postage, non-project shipping and asset storage”

17 Section B Will Phase-In be part of the initial task order or will this be a separate task order? Additionally, can the Government confirm that the period of performance for Phase-In as state in the B Tables is 03 March 18 – 29 March 23?

The Phase-In will be its own task order. The period of performance is correct as that is the period of performance for the entire Ordering Period. The Phase-In Task Order will have a specific period of performance identified within it.

CLIN 0001 None.

18 Section B/C

In Section B, and in Section C, Paragraphs 1 and 1.1, the RFP refers to the contract’s support of programs for the “Total United States Army” or “Total Army.” While we understand that “Total Army,” as used publicly over the last few months, is meant to include all components of the Army, we are confused by the presence of specific requirements for the Army Reserve in the RFP (Section B, Section C .5.15, and the Sample Tasks), while there are no specific requirements for the Army National Guard.

The United States Army does not manage its marketing and advertising mission in a segregated way. It is fully integrated and comprehensive.

The Army Reserve Public Relations requirement is the only part of the integrated program that is handled on its own Task Order and requires its own CLIN.

Section B, Section C PWS Para 1 and 1.1.

None.

19 Section C The first statement notes supporting retention programs.

Please provide information on any specific CRM type of communications geared towards this as this would have implications on the leads database set-up.

The phrase “retention programs” in this RFP refers to the various marketing programs to retain individuals leaving active duty and transferring to one of the reserve components (Army Reserve or Army National Guard) or internal recruiting requirements for some special missions. With regard to identifying specific CRM types, we would expect/require our Contractor to keep abreast of these, and other

Performance Work Statement (PWS), Part 1.1, General new and emerging CRM platforms.

20 Section C This section states that we need to develop, implement, and maintain an effective Quality Control System. Is this system necessary given the type of services we are providing? Is this a system that has to be created to work with the Army’s internal systems?

In accordance with FAR 46.105(b), the Government believes that based on the type of services provided as well as the types of materials required to perform this requirement a Quality Control System is required. This does not have to work with the Army’s internal system.

PWS 1.5.2,

General Information

None.

21 Section C Please clarify that the contractor is permitted to be reimbursed for activities authorized under a task order even if the Government is closed (for example, we often execute events around the country even if the Government on the east coast is shut down due to emergency).

Yes PWS 1.5.5, Hours of Operation

None.

22 Section C Please clarify under which line item within 5.2 are these specific tasks to be covered? Specifically, under which Core Operations line item does administration of the QC plan reside?

Yes, the QC Plan is part of Core Ops & addressed as broad categories covering entire the PWS, including TOs issued from the Basic IDIQ

PWS 1.5.13.1,

Management of Partner Agencies

None.

23 Section C What types of costs are allowable as ODCs? Would a commercial subcontractor be allowable as an ODC?

ODCs are those primary contractor costs, outside of labor, that would range from material and supplies to travel etc. Any third party cost would be allowable if reviewed and approved by Army via the task order process.

PWS 1.5.17,

Other Direct Costs

None.

24 Section C Please clarify that ownership is subject to both (1) any licenses, releases, or permissions granted by third parties for materials incorporated into the finished products, as well as, any contractor property, meaning any materials owned by or licensed by contractor prior to, independent from the performance of services under this contract and all generic or proprietary information, and all ideas methodologies, software, applications, processes and procedures used, created or developed by contractor in the general conduct of its business (including those developed

Yes, however if you develop a new idea, methodology, software, application, process or procedure (not subject to third party licenses, releases or permissions) in response to an Army TO, the government retains ownership. In short anything created in support of the Army program and paid for

PWS 1.15.18,

Data Rights/Ownership of Media during the provision of services to the Army)? Also, can the Government clarify how it plans to handle royalties generated through original works whose copyright will be owned by the Government, such as music?

by the Government becomes Government property.

See DFARS 252.227-7021.

25 Section C Will the Army obtain ownership or unlimited rights in documents, materials, source codes for software, other reproduction materials, and television and video content and other creative works? Please confirm that the Army will receive pre-existing works (works developed prior to the contract) subject to the license rights of the contractor or third-party owner of the pre-existing works.

See response to Question 24 PWS 1.5.18, Creative Products

None.

26 Section C The Contractor will have pre-existing intellectual property that it would like to retain. Is it correct to state that the Government will license such intellectual property to use as part of the services? Is it correct to state that the Government understands there may be limitations contained in agreements with third parties relating to such third parties’ materials and intellectual property? Will the Government please provide clarifications?

The Government understands there are limitations for pre-existing intellectual property and third party licenses and permissions. The Government will retain ownership of any idea(s) and work that is contracted by the Army and not subject to such limitations. Pre-existing intellectual property should be called out in Contractor proposals, with any licensing costs clearly spelled out and supported.

PWS 1.5.18,

Creative Products

None.

27 Section C What systems and technology are currently employed to store these products?

The Contractor is expected to provide the systems and technologies to properly and safely secure and store all products on the Army’s behalf.

PWS 1.5.18,

Creative Products and 1.5.18.2, Transition of Creative Products

None.

28 Section C Are these systems government owned? No, these are owned by the Contractor or provided by a third-party that Contractor employs.

PWS 1.5.18,

Creative Products and 1.5.18.2, Transition of Creative Products

None.

29 Section C Can we clarify that creative product can be original or licensed from third party rights holders?

Creative product can be licensed from third party rights holders, although the majority of Army creative work is original.

PWS Paragraph 1.15.18.1, Creative Products

30 Section C Please clarify that the rights to the music will be limited to the term, media, and territory of the applicable licensees as directed in a task order?

Yes PWS Paragraph 1.15.18.3, Existing Musical Compositions

None.

31 Section C Please clarify that this section is also subject to any licenses, releases, or permissions granted by third parties for materials incorporated into the finished products, as well as contractor property?

Yes PWS Paragraph

1.5.18.7 and 1.5.18.10, Camera Ready Materials and Television and Video Content

None.

32 Section C This provision states that all videotapes will be available for use by the Army, subject only to the rights of talent.

Does the Army permit the licensing of music or stock photography/footage? If so, does all licensed property need to be licensed on a perpetual basis for all media and territory?

Requests to license music or stock photography/footage will be considered on a case-by-case basis with final decision for approval/disapproval determined by the Army.

PWS Paragraph 1.5.18.10, Television and Video Content

None.

33 Section C Will the Government confirm that any personally identifiable information or data the Contractor receives from the Government or its systems has been processed in a manner that complies in all material respects with all applicable data privacy laws, self-regulatory principles, and the Government’s privacy policy and public statement and that any data collected online has been collected using the same level of transparency and control as is currently available for standard HTTP cookies?

Yes, see response to question 5. PWS Paragraph 1.5.20, Personally Identifiable Information (PII)

None.

34 Section C Will we be provided a Data Security Questionnaire to ensure that all PII data requirements are fully understood?

No. All information required to answer this question is in the RFP at paragraph 1.5.20 where there is a specific reference to two DoD Directives for handling PII.

PWS Paragraph 1.5.20, Personally Identifiable Information (PII)

None.

35 Section C To facilitate a smooth transition will the Government please provide information on the current systems and technologies?

Current systems and technologies related to Leads collection and analysis belong to the contractor or their subcontractor(s) hired specifically for the current contract. They do not belong to the Army.

PWS Paragraph 3.1.4, Property Management

36 Section C What are the definitions for General Maintenance, Preventative Maintenance, and Major Maintenance?

Please see Army Regulation (AR) 750-1 for definitions of General, Preventative and Major Maintenance.

PWS Paragraph 3.3, Maintain Government Property

PWS Paragraph 3.3, PWS Part 6, and Section J have been updated.

37 Section C General Maintenance: How are the standard operating procedures determined? Are these the Offeror’s SOPs or the Army’s SOPs?

See response to question 36. PWS Paragraph 3.3, Maintain Government Property

PWS Paragraph 3.3, PWS Part 6, and Section J have been updated.

38 Section C Preventative Maintenance: Are these costs included in the contract? If so, where are these costs to be include? This is not mentioned specifically as the other ones are.

See response to question 36. PWS Paragraph 3.3, Maintain Government Property

PWS Paragraph 3.3, PWS Part 6, and Section J have been updated.

39 Section C In relation to maintenance, in which section are “repairs” covered? Where are these costs to be contained (labor, travel and ODE)?

CLIN 0019 and related Optional CLINS for Property Labor was added as Cost Plus Fixed Fee (CPFF) to encompass Labor under PWS Part 3. Fixed Fee will be negotiated by TO issuance.

PWS Paragraph 3.3, Maintain Government Property

Added CPFF CLIN 0019 and related Optional CLINS for Property Labor

40 Section C Where does the Government expect the Offeror to account for these costs as none of the Core Operations line items mention GFP?

No, see response to question 39 PWS Paragraph 3.3.1, Maintain Government Property

Added CPFF CLIN 0019 and related Optional CLINS for Property Labor

41 Section B and C

It appears that aspects of Part 3 Government Furnished Property are missing from this section. Please confirm that all elements of Part 3 will be captured under Property and Maintenance CLINs and associated CPAF CLINs. If this is not the case, please provide specific detail as to the aspects of Part 3 GFP that should be captured in the Offeror’s core operations bid under Fiscal and Operational Management.

See response to question 39 PWS Part 3 and CLIN Structure

Added CPFF CLIN 0019 and related Optional CLINS for Property Labor

42 Section C Please provide clarification sentences in 5.2 page 53.

“The contractor shall provide a management team for the Army marketing and advertising account”

“The management team includes all program managers necessary to execute all facets of the Army marketing and advertising account”

Refer to PWS Section 1.5.13 revision.

The Government provides the following explanation of Program versus Project Management to address the concerns expressed in the example in this question:

PWS Part 5.2, Core Operations and Planning

Added definitions to PWS 1.5.13.3 and

1.5.13.4 to define Program Manager and Project Manager.

“…also providing strategic and operational oversight of the Army account to include their internal departments, partners and subcontractors”

If the second sentence is read to describe what the government means by “management team”, it is indeed wide sweeping and spans a wide array of EXECUTIONAL functions as it references the need for this team to execute all facets of the account.

However, this is contradicted by the third sentence referenced above which implies it is the leadership team only and/or others providing oversight to projects.

For example, on any given project, there are senior executives who perform the task of overseeing the initiative – they help set the vision, provide senior level guidance, assist with procuring resources from both the Prime and Subcontracted agency partners, give direction, review the team’s work products, and occasionally attend client meetings in this senior-level oversight capacity.

These people would be encapsulated in the third sentence above.

Separately, there are the personnel involved in EXECUTING the project. Depending on the nature of the project, these staff members will range from account management personnel (note: account management is a department name in most agencies, not a function), creatives, project managers, production, and others. These persons are involved in the actual execution of the project.

And it appears are to be included based on sentence two.

In summary, for Core Operations pricing, we are unclear as to whether or not the government is expecting us to:

a. Project all of the personnel involved in overseeing AND executing all facets of the account – which will be difficult as this group will expand and contract based on the number/type of projects in each year’s AMP

Program Management pertains to the management actions/activities taken by the prime contractor's Senior and mid-level management team with regard to the planning and ongoing daily execution direction/oversight of the overall IDIQ basic contract and the major programs for all approved tasks/projects executed by the Prime, its affiliated partners, and as well as the management and oversight of its sub-contracted partners. Contractor Program Management provides the planning direction and task guidance that enables the Contractor (prime, partner and subcontractor) to execute, assess and revise approved projects to ensure success.

Project Management pertains to those management actions and activities specifically related to the execution, assessment and revision of specific projects directed and approved for execution in the Army's Annual Marketing Plan (AMP).

b. Project the senior executives AND the entire account management department – again difficult as account management personnel are procured and assigned based on the number/type of projects in each year’s AMP

c. Project the senior executives only – specifically those senior-most executives overseeing the work on account in each department.

5.2 Core Operations Planning is further broken down into

specific tasks as defined in 5.2.1, 5.2.2, etc. Where in these tasks is the above function described beyond the introductory paragraph housed in the 5.2 Core Operations and Planning introductory paragraph?

43 Section C Is there an outline of the level of project specificity required for “Metric goals” and prior “metric results/trends?”

No. A current outline does not exist. Metric goals will be established by the combined Army/Agency team and will be supportive of the Army’s strategic goals and objectives. Metric results/trends is a recap of the result of programs that are being currently executed and planned to continue.

PWS Paragraph 5.2.5.1, Planning Phase 4

None.

44 Section C Can you be specific as to the expectations of “supporting documentation” for your estimated project costs?

The specifics will vary depending on the plan and project activities being considered. At a minimum, the Contractor will be expected to provide an estimate of Contractor staff time and fees to execute the tasks, and line-item summary of third party media or other communications costs (e.g., event fees, direct mailings, production costs, research costs, etc.).

In short the Contractor is being asked to provide the best estimate possible for the costs of each

PWS Paragraph 5.2.6.2, Planning Phase 5 program/project in the annual marketing plan in order for the Government to conduct a price realism analysis.

45 Section C Can you be specific as to the expectations of “supporting documentation” for your estimated project costs?

See response to question 44

PWS Paragraph 5.2.6.2, Planning Phase 5

None.

46 Section C Can you be specific as to the expectations of “planned metrics”? Is there a format or template example for the level of specificity?

The Contractor is expected work with their AMRG counterpart to present the recommended metrics for approval that will be measured during the execution of each program/project. These metrics must ladder up to the overall strategic goals and objectives of the overall marketing program.

This is the final phase of planning resulting in a plan ready to be executed which should have a final and complete metrics plan.

PWS Paragraph 5.2.6.2, Planning Phase 5

None.

47 Section C This section mentions a Proposal Evaluation Tracking System (PETS) for review and assessment of vendor proposals. Is the Army expecting us to use this system for the procurement of our media vendors?

No. This system is executed by the Army and is used to log, review and provide recommendations for any unsolicited proposals received through armysuggestions.com.

The range of these proposals could include anything from suggestions for event marketing, sponsorships, media, analytics etc. The Contractor is expected to review/analyze and provide a point overview/recommendation with regard to a specific proposal.

PWS Paragraph 5.2.9, Core Operations and Planning

None.

48 Section C Are these meetings meant to be project/campaign specific smaller status meetings or an overarching program level meetings between CORs and a Program Management lead?

There are two types of meetings in this paragraph. Normal status reviews of specific programs/project by the Army program manager as scheduled in the task order or on call as

PWS Paragraph 5.2.11, Core Operations and Planning required. The second type of meeting is a weekly status check on all open projects/projects and is run by the COR with Army program managers and contractor counterparts participating.

49 Section C Please clarify the specific requirement for a data and analytics capability so Offerors can determine the level of effort needed annually. If possible, please detail the number/frequency of reports the analytics team will be expected to provide annually.

As with any other client a Contractor may have, the Army requires a robust data & analytics capability that is constantly and consistently reviewing the performance of programs/projects and reporting out those results to determine how those programs are working against planned goals and objectives and how the Army can use those metrics and data sources to dig further into understanding and reaching our target markets where they live and communicate. The number and frequency of those reports will be determined in the planning process, but at a minimum they would be required on a quarterly basis during the quarterly reviews.

PWS Paragraph 5.2.13, Core Operations and Planning

None.

50 Section C It appears that operational management (i.e., administration of the Quality Control Plan) is missing from this section. Please confirm that it is the Government’s intention to include theses costs here as referenced in 1.5.13.1 and provide the detail necessary for Offerors to bid on this task.

The administration of the Quality Control Plan is a Core Operations function that is inherent in the management responsibilities of the Contractor’s account leadership team, which includes costs for the development of an approved Quality Control Plan.

PWS Paragraph

5.2.14 – 5.2.14.4, Fiscal and Operations Management

None.

51 Section C Please confirm the number of anticipated Task Orders and modifications anticipated to be administered under this contract in order to better understand the level of effort required for preparation, negotiation, administration and invoicing of task orders.

There will be approximately 21- 25 TOs per year. Unilateral funding mods will be executed as needed. The approximate number of bilateral modifications is

PWS Paragraph

5.2.14 – 5.2.14.4, Fiscal and Operations Management expected to be minimal but should not be used as a measure of level of effort for the performance of this contract.

52 Section C It appears that all aspects of inventory management are missing from this section. Please confirm that inventory management (as referenced in the Offeror’s inventory management plan as part of the offeror’s Volume II Subfactor 1 proposal) will not be included in Core Operations. If it is the Government’s intention to include inventory management labor, ODE and travel in Core Operations, please provide the appropriate detail on level of effort requirement, inclusive of detail on number and location of trips required per year to conduct inventory in conjunction with the Government for periodic DRMO disposition and 100% inventory.

See response to Question 39.

Location of inventory will be determined post award by the contractor who is awarded the contract.

PWS Paragraph

5.2.14 – 5.2.14.4, Fiscal and Operations Management

Added CPFF CLIN 0019 and related Optional CLINS for Property Labor

53 Section C Please advise clearly as to the parameters under which Offerors are to bid Talent and Furnishings as a FFP line item given the significant number of variables inherent in this aspect of the program (i.e., celebrity talent, soldier vs.

SAG talent, musicians, number of creative executions, frequency of airing, holding fees etc.).

Specific Talent and Furnishings costs will vary by activity, and Contractor will be asked to identify any such costs as part of individual task orders. The Contractor staff to manage such activity should be included in Core Operations.

PWS Paragraph 5.2.15, Core Operations and Planning

Moved PWS paragraph

5.2.15 to CLIN 0014 Other Army Account Ops. and it’s associated Option CLINs.

54 Section C The solicitation recognizes that performance of the contract will require the contractor to manage talent and furnishings, including SAG/AFTRA talent (section 5.2.15), and obtain and maintain talent and model releases for camera and voice talent (section 5.6.6). Industry practice, including the standard terms of the Screen Actors Guild Commercials Contract, provide for restrictions on the use talent, music, and stock photography and footage, and these third parties may not be willing to provide ownership or unlimited rights to the government to their content. In addition, software and other digital tools, including commercial software and digital tools, are often subject to license rights that restrict use and cannot be negotiated. Please confirm that the Army’s ownership or unlimited license rights shall be subject to the terms of third party licenses in properties licensed for use in

This will be handled on a case by case basis in the event of a conflict between the contract requirements and a third party license. The contractor will inform the contracting officer prior to accepting any third party license if there is a conflict.

PWS Paragraph 5.2.15, Core Operations and Planning advertising or other materials, such as talent, music and stock photography and footage?

55 Section C The solicitation recognizes that performance of the contract will require the contractor to manage talent and furnishings, including SAG/AFTRA talent (section 5.2.15), and obtain and maintain talent and model releases for camera and voice talent (section 5.6.6). Industry practice, including the standard terms of the Screen Actors Guild Commercials Contract, provide for restrictions on the use talent, music, and stock photography and footage, and these third parties may not be willing to provide ownership or unlimited rights to the government to their content. In addition, software and other digital tools, including commercial software and digital tools, are often subject to license rights that restrict use and cannot be negotiated. Please confirm that all commercials shall be produced under the jurisdiction of the Screen Actors Guild Commercials Contract, and the Army’s ownership or unlimited rights will be subject to the license terms of the Screen Actors Guild Commercials Contract.

This will be handled on a case by case basis in the event of a conflict between the contract requirements and a third party license. The contractor will inform the contracting officer prior to accepting any third party license if there is a conflict.

PWS Paragraph 5.2.15, Core Operations and Planning

None.

56 Section C Please confirm that the Army’s ownership or unlimited rights in digital tools and software licensed from third parties will be subject to the terms of third party licenses.

Yes, after legal review by the Army’s General Counsel.

PWS Paragraph 5.2.15, Core Operations and Planning

None.

57 Section C Please confirm that the Army will be party to a Screen Actors Guild-American Federation of Radio and Television Artists agreement for the receipt of materials involving artists subject to this agreement.

This will be handled on a case by case basis in the event of a conflict between the contract requirements and a third party license. The contractor will inform the contracting officer prior to accepting any third party license if there is a conflict.

PWS Paragraph 5.2.15, Core Operations and Planning

None.

58 Section C For CLINs 0003, Direct Response, referencing paragraph 5.3, what scale and frequency (deliverables or scope of work) should we consider in our staffing and pricing calculations?

The Government is not asking agencies to provide staff and fee proposal information at this time.

That information will be determined as a result of the development of the Annual Marketing Plan at which time that information will be determined

PWS Paragraph 5.3, Direct Response and validated and applied to the respective task order for that

CLIN.

59 Section C For CLINs 0005, Creative Development, referencing paragraph 5.5, what scale and frequency (deliverables or scope of work) should we consider in our staffing and pricing calculations?

See response to question 58 PWS Paragraph 5.5, Creative Development

None.

60 Section C For CLINs 0006, Production, referencing paragraph 5.6, what scale and frequency (deliverables or scope of work) should we consider in our staffing and pricing calculations?

See response to question 58 PWS Paragraph 5.6, Production

None.

61 Section C The proposal states that Contractor shall provide all final and B-roll from all film production to the Army. What is the Army’s intended purpose in using these outtakes?

Will the Army notify Contractor prior to production of its intended usage so it may negotiate appropriate usage rights with talent or other third party property owners (such as licensed music or stock photography)?

B-roll is kept for potential future use in commercials, PR activities, web content, etc.

Army will notify contractor of intended usage.

PWS Paragraph 5.6.4, Production

None.

62 Section C The solicitation recognizes that performance of the contract will require the contractor to manage talent and furnishings, including SAG/AFTRA talent (section 5.2.15), and obtain and maintain talent and model releases for camera and voice talent (section 5.6.6). Industry practice, including the standard terms of the Screen Actors Guild Commercials Contract, provide for restrictions on the use talent, music, and stock photography and footage, and these third parties may not be willing to provide ownership or unlimited rights to the government to their content. In addition, software and other digital tools, including commercial software and digital tools, are often subject to license rights that restrict use and cannot be negotiated. Please confirm that the Army’s ownership or unlimited license rights shall be subject to the terms of third party licenses in properties licensed for use in advertising or other materials, such as talent, music and stock photography and footage?

See response to question 54 PWS Paragraph 5.6.6, Production

None.

63 Section C Please confirm that all commercials shall be produced under the jurisdiction of the Screen Actors Guild Commercials Contract, and the Army’s ownership or

This will be handled on a case by case basis in the event of a conflict between the contract requirements and a third party

PWS Paragraph 5.6.6, Production unlimited rights will be subject to the license terms of the Screen Actors Guild Commercials Contract.

license. The contractor will inform the contracting officer prior to accepting any third party license if there is a conflict.

64 Section C Please confirm that the Army’s ownership or unlimited rights in digital tools and software licensed from third parties will be subject to the terms of third party licenses.

This will be handled on a case by case basis in the event of a conflict between the contract requirements and a third party license. The contractor will inform the contracting officer prior to accepting any third party license if there is a conflict.

PWS Paragraph 5.6.6, Production

None.

65 Section C Please confirm that the Army will be party to a Screen Actors Guild-American Federation of Radio and Television Artists agreement for the receipt of materials involving artists subject to this agreement.

This will be handled on a case by case basis in the event of a conflict between the contract requirements and a third party license. The contractor will inform the contracting officer prior to accepting any third party license if there is a conflict.

PWS Paragraph 5.6.6, Production

None.

66 Section C How many total events do you anticipate attending each year?

See response to question 58. That answer is dependent upon the development and approval of the annual marketing plan which has not yet been developed.

PWS Paragraph 5.7, Events/Sponsorshi ps

None.

67 Section C Is Local Marketing/Events Sponsorship leadership given any autonomy in local/sponsorship strategy and planning, or does all the strategy/planning happen at the Army Marketing level? (Speaks to how many different strategies need developing) In what way is local marketing/events sponsorship leadership different from Army Marketing leadership?

Local Marketing and Events Sponsorship are two different programs located in the same CLIN. The requirement for local marketing are developed with the AMRG in coordination with both USAREC and USACC. National events and sponsorships are planned, executed and evaluated within the AMRG. There is no autonomy in strategy development, planning and execution on the part of the Contractor. All actions taken by the Contractor are outlined in the

PWS Paragraph 5.7, Events/Sponsorshi ps respective Task Order and all actions are executed under the supervision/oversight of the respective Army program manager.

68 Section C Can we get a list of all current terms of any existing sponsorships that the U.S. Army currently has? (i.e., list of duration) and which assets come with these terms (i.e., a 50x50 footprint on site, etc.)

No, the information being asked for is proprietary to the current contractor and its negotiations with the various organizations we are involved in sponsoring. That information will be provided upon award of the contract. In terms of the sponsorships we have, an initial listing is provided in the RFP. All sponsorships are limited to one year at a time due to government funding requirements. The requested information is not required to reply to the RFP.

PWS Paragraph 5.7.1, Events/Sponsorshi ps

None.

69 Section C What constitutes a COI? Who comprises that community? COI stands for Center of Influence. COIs are comprised of those individuals who influence young adults and assist them in making those life decisions that will impact their future lives.

They are parents, teachers, coaches, clergy, community leaders, etc.

PWS Paragraph 5.7.1, Events/Sponsorshi ps

None.

70 Section C For CLINs 0008, PR/Social Media referencing paragraph 5.8, what scale and frequency (deliverables or scope of work) should we consider in our staffing and pricing calculations?

See response to question 58 PWS Paragraph 5.8, PR/Social Media

None.

71 Section C What constitutes a COI? Who comprises that community? See response to question 58 PWS Paragraph 5.8, PR/Social Media

None.

72 Section C What existing, recurring national level research does the Government expect the contractor to continue? Should bidders include the cost to continue these research projects in their pricing proposal in Line Item 0009, Research?

See response to question 58 PWS Paragraph 5.9.2, Research

73 Section C What percentage of annual leads come from the Army sites? What percentage of annual leads come from the Army mobile applications? What percentage of annual leads come from the Social?

Approximately 60% of leads come from digital and social efforts.

PWS Paragraph 5.10, Digital

None.

74 Section C Will the selected agency partner be responsible for back-end development for the Army’s sites (ex: goarmy.com) or just strategy, creative, content and front-end development?

At this time, the answer is No.

The Army currently has another organization that executes the “back-end” requirements for Army sites. The Contractor shall be responsible for strategy development, creative content development, initial coding to include front-end development.

PWS Paragraph

5.10.2 and 3, Digital

None.

75 Section C Are the Offeror’s recommendations to be constrained by any specific CMS environment or security restrictions?

The clarification is regarding core functionality of the current CMS platform; our question is not tied to a database. The inquiry is whether there is flexibility to upgrade or recommend an alternative CMS platform? Are there HRC security requirements that we need to take into consideration when making any recommendations?

The Army currently uses an Adobe CMS which will need to be supported to start out. There is flexibility to upgrade or recommend an alternative CMS platform, however that must occur through the proper change process which could be long dependent upon the changes requested. The Army (not specifically HRC) does have certain security requirements (example: NIST.gov) for server systems and websites. Therefore, security and networking environment conditions need to be considered in all development.

Specific requirements will be provided to the Contractor at the appropriate time upon award.

PWS Paragraph 5.10.2, Digital

None.

76 Section C For CLINs 0011, Initiatives, referencing paragraph 5.11, what deliverables or scope of work should we consider in our staffing and pricing calculations?

See response to question 58 PWS Paragraph 5.11, Initiatives

None.

77 Section C For CLINs 0012, Media Planning and Buying Labor, referencing paragraph 5.12, is there an integrated media plan we can consider in our staffing and pricing calculations?

See response to question 58.

Additionally, a sample current media plan from FY 2016 is available for access through the

PWS Paragraph 5.12, Media Planning and Buying Labor online link provided in Amendment 1 to the RFP.

78 Section C Would Contractor act as the Government's agent for a disclosed principal when purchasing media or other third-party goods or services?

The Army’s Contractor will act as agent for the Army/AMRG in purchasing media and other third-party goods or services.to include sponsorships.

PWS Paragraph 5.12, Media Planning and Buying Labor

None.

79 Section C Please confirm, consistent with industry practice, that contractor and its subcontractor would not be liable under the contract for a failure of media or other vendors without through no fault of Contractor or its subcontractor?

Contractor or subcontractor would not be liable, however only if Contractor notifies Army of any such failure, and has exhausted all reasonable efforts to receive credits or make-goods from vendor.

PWS Paragraph 5.12, Media Planning and Buying Labor

None.

80 Section C Can we obtain copies of any and all performance reports and in particular media performance reports as it relates to propensity benchmarks/army conversion journey?

No. Historical information will be provided to the contractor awarded this contract at the appropriate time after award.

PWS Paragraph 5.12.1, Media Planning and Buying Labor

None.

81 Section C What mandatory media commitments (long-term or short-term) or strategic partnerships that we need to be aware of?

Due to the fact that our Government funding is one year funding, we do not enter into long-term contracts. All task orders and supporting third party contracts cannot exceed 12 months in duration. There are no mandatory media commitments as the Government depends on the Contractor to provide recommendations for appropriate media buys that will reach the target markets in order to achieve mission success. Strategic partnerships will be discussed as part of the post award conference and annual planning.

PWS Paragraph 5.12.1, Media Planning and Buying Labor

None.

82 Section C For CLINs 0014, Other Army Account Operations, referencing paragraph 5.13, what deliverables or scope of work should we consider in our staffing and pricing calculations?

See response to question 58 PWS Paragraph 5.13, Other Army Account Operations

83 Section C What is the estimated volume of footage and files that will require storage by Contractor? How many years’ worth of materials will be transferred to the Contractor upon commencement of the contract?

The current estimate of 800 cartons/boxes is provided in the

RFP.

PWS Paragraph 5.13.2, Other Army Account Operations

None.

84 Section C What costs are associated with the purchase or license to access the database, currently owned by the subcontracted vendor to the current agency of record?

That information is not releasable and is the responsibility of the Contractor to determine.

PWS Paragraph 5.14, Call Center/Leads Operations

None.

85 Section C Will the current subcontractor be accessible prior to award to discuss contractual arrangements and costs associated with use of the subcontractor’s database and software?

That is not a determination the Army can make as we have no formal contractual relationship with the Prime’s sub-contractors.

PWS Paragraph 5.14, Call Center/Leads Operations

None.

86 Section C In regard to current technologies, systems and databases, is the expectation that the Contractor will pick up current technologies, systems, and/or databases and then optimize them, or is the requirement to replace them outright?

That is a decision the awarded contractor will have to make.

PWS Paragraph 5.14.1, Call Center/Leads Operations

None.

87 Section C Does ownership of these systems and databases reside with the Government or the Contractor?

Ownership resides with the Prime contractor and/or their sub-contractor(s).

PWS Paragraph 5.14.1, Call Center/Leads Operations

None.

88 Section C There is also a mention of an enterprise Marketing Management (EMM) system. What is this EMM?

EMM is an Aprimo marketing tool with various capabilities that is licensed by the Army on an annual basis and is a mainstay of the Army’s marketing program.

Upon award of the contract, the contractor will be granted a license and training will be conducted to bring the necessary personnel on board.

PWS Paragraph 5.14.5, Call Center/Leads Operations

None.

89 Section C Will the Government provide marketing technology system requirements and configuration information where the agency is requested to work within or enter data into the system?

Yes, currently the only system is

EMM.

PWS Paragraph 5.14.15, Call Center/Leads Operations

None.

90 Section C Can you confirm if ongoing system enhancements are determined and approved on an annual basis only?

EMM system enhancements/additions are determined on an annual basis by the AMRG.

PWS Paragraph 5.14.16, Call Center/Leads Operations

91 Section C Are there prescribed Government fulfillment centers for both DM and EM (ESP) that the contractor should include in its operational subcontractor plans?

The Army has an internal distribution center for Recruiting Publicity Items (brochures, etc.)

and Personal Presentation Items (give aways) that the contractor is not involved with. Per the RFP there is a requirement for a Call Center and distribution center operation which is currently executed by a sub-contractor to the Prime.

PWS Paragraph 5.14.