AA_Pre_Sol_Draft_PWS_QA_11316.pdf

Pre Solicitation Draft PWS Questions as of 31 October 2016

1. PWS Paragraph 5.9.2 Specific Tasks; Research:

• Q: What is the meaning or definition of “participate in the conduct”?

• A: For those research activities being executed by the AMRG, the expectation is that the agency will participate in that execution whether it be design of the research, development of the questionnaire, participating in qualitative and quantitative groups etc.

• Q: What is the scale and type of research projects that the successful bidder will be required to participate in?

• A: The bidder can expect to participate in a full range of research from qualitative and quantitative focus groups for creative work (behind the glass as well as online); strategic research to include brand equity studies; specific target market studies/updates (millennials vs. Gen Z); etc.

• Q: At what point will the contractor be brought into the process?

• A: Contractor would be made aware of future research requirements during the planning process for the annual marketing plan as well as the initiation of discussions for research for those topics that were not part of the annual plan.

• Q: At what point in the media planning, buying and placement process is the contractor authorized to invoice the government for the approved media?

• A: Currently invoices for media are submitted upon delivery of that media (i.e. it airs on

TV, radio, print, online etc.)

• Q: Can “media plans” be defined more precisely? A media plan could mean merely a media flow chart with budget and target reach/frequency projections or a full media plan including objectives and strategies, target audience analysis, media marketplace update, buying strategies, rationales, etc.

• A: The government’s expectation would be the latter scenario, a full media plan including objectives and strategies, target audience analysis, media marketplace update, buying strategies, rationales, etc.

2. PWS Paragraph 5.13.2 Other Army Account Operations

• Q: Please provide additional information describing the contents of “previous archives received as part of previous transition.” What are the type, size, space and/or other relevant attributes that describe the “previous archives” and what is the “previous transition” being referenced?

• A: The contents of the archives consist of creative material from print, to radio recordings to television and the creative material that goes along with it. The current estimate in terms of volume is approximately 800 file boxes worth of material. The previous transition took place in 20016 between the current contractor (McCann) and the previous contractor (Leo Burnett).

• Q: Would the Government please provide additional information as to parameters for storage footage and files?

• A: The government expects the footage and files to be stored in accordance with industry standards to ensure they are kept safe from damage and the elements, and to also ensure they are available for retrieval/review whenever needed.

3. PWS Paragraph 5.2 Core Operations and Planning

• Q: Will the Army provide reports, plans and insights on existing media plans (e.g. 3M research), budgets and documentation upon which a recommended plan can be made in the technical proposal?

• A: No those plans and costs are proprietary to the current contractor.

4. PWS Paragraph 5.9 Research

• Q: What is the existing tracking tool and what are the analysis and tracing process (es) being used at the Army on this contract?

• A: In terms of tracking marketing performance, the government through the current contractor uses Millward Brown for its strategic level tracking efforts. An internal Department of Defense organization (JAMRS) is used to execute operational/tactical tracking.

5. PWS Paragraph 5.11 Initiatives

• Q: What are the specific variables and calculations that the US Army uses to determine referenced ROI on this program?

• A: ROI is determined through various calculations which include impression, engagements, CPM, Cost-per-Click, leads etc.

6. PWS Paragraph 5.14 Call Center/Leads Operations

• Q: What is the database system currently in use?

• A: The current database is owned by a subcontracted vendor to the current agency of record.

• Q: Is this system owned by the Army?

• A: No.

• Q: In what ways will the successful bidder have access to the system?

A: The successful bidder should seek to contract with the current subcontractor if it intends to utilize its system for this requirement.

• Q: Where can industry go to understand the specific workflows and technologies associated with this system?

• A: It is incumbent on the offeror to obtain the necessary knowledge and understanding of this system to execute this requirement. For the existing system, the current subcontractor performs this function.

• Q: Will the government provide a wiring diagram for this system?

• A: No it is not a government owned system.

• Q: Is it expected that the existing system/vendor sources will transition and become accessible to the successful bidder on Day 1 of the contract?

• A: This depends on what contractual arrangements the successful bidder has worked out with the current subcontractor of the existing system.

• Q: Will the successful bidder be expected to provide system/software development and/or systems integration for the leads system?

• A: Yes.

• Q: Is the requirement to develop a new functionality for an existing system? If so, would the Government please provide more detail on any current issues and constraints that would impact the development of that new functionality?

• A: No, that is not a requirement at this time.

• Q: Could you please clarify if the agency would be expected to participate in the development of those business rules and provide supporting analytics for the business rule development, or does the Army handle that exclusively?

• A: This is part of the contractor responsibility to provide feedback to the Army and will be mutually negotiated through issuance of task orders as requirements are developed.

• Q: Can more guidance be provided on the specific security requirements for PII, so that a determination can be made regarding possible enhancements to the current systems?

• A: Security requirements for PII will be provided in an updated PWS.

• Q: Can more database structure details be provided (e.g. number of sources and where they’re coming from, etc.)?

• A: No.

• Q: Can you also clarify if the intention is to keep ARISS on its current platform, perhaps transitioning responsibility for maintenance, security, oversight, and integration, rather than transition the actual platform?

• At the present time it is anticipated that ARISS will be maintained on its current platform and under the control of the government.

7. PWS Paragraph Deleted

• Q: Under Priority 4 on the table supplied in PWS 4.12 on page 40, the project change control process is mentioned without a clear definition of what that might be. Would the Government provide the definition and the workflow for the project change control process?

• A: This section has been deleted from the PWS.

8. PWS Paragraph 5.0 Specific Tasks

• Q: Does the government own all technology, software, data and documentation currently used, or is some/all of this system owned by contractors?

• A: Government does not own all if these items. Some are owned by the current contractor and its subcontractors.

• Q: Will all technology, software, data and documentation be transferred by the government to the new agency to receive and begin using upon delivery by the government?

• A: Those items under the control of contractors/subcontractors will have to be worked out between the winning bidder and the respective organization where it currently resides. Items owned by the government will continue to be owned by the government and access by the winning bidder will be determined upon completion of proper training and certification.

• Q: What personnel and technology-related security credentials will be required of the new agency to receive the technology, software, data and documentation from the government during the transition?

• A: See PWS Paragraph 1.6.9 Security for personnel security requirements; and paragraphs 1.6.9.3 through 1.6.9.5 for training requirements.

9. PWS Paragraph 5.14 Call Center/Leads Operations

• Q: Will the successful bidder be expected to provide ongoing system/software development and/or systems integration for the leads system for the duration of the contract?

• A: Yes, but the degree of that effort is unknown at this time.