Vendor_Questiions_and_answers.docx

The cost-per-click and cost-per-view that we propose will largely be driven by the quantity of the clicks and views. I understand that the number of clicks and views the Army National Guard purchases will be largely driven by the price but is there a minimum and/or maximum number of clicks/views or dollars that the Guard has in-mind?

The Government would like at minimum to generate 20,000,000 impressions, 150,000 clicks, and 300,000 video completions of 15 second videos. Again the quality plays the most important role.

The RFP indicates that the "size standard is 15.0 Million Dollars annual revenue". Does that mean that you intend to award one or more contracts totaling $15 million for this work.

No, the 15 Million is The NAICS code 541810 size standard which is used to determine if a vendor is a small business under that NAICS code.

It appears that you intend to award the entire contract to one vendor. Is that correct?

Yes

In regards to the reference for "Place of Performance" - can you please clarify if the contractor must perform work under the contract at 1420 Wright St, Madison, WI53704 or if the work can be performed at the contractors place of business?

No, that is just the customer address, the vendor can perform the contract from wherever there office is located since everything will be done digitally.

The statement of work maintains a date of 10 February, 2016. Can you confirm this is the most recent version?

That was a typo, the Period of Performance will be 1 year, there is no delivery date.

Can you confirm the level of creative production required? Will the contractor be required to develop the creative and size for all assets or will WIARNG provide the creative already developed and sized?

The WIARNG has the ability to produce all of its own creative and will provide all the initial creative and video. The level of creative production will be very minimal to the vendor. Vendor should have a basic ability to resize artwork, and change out an image or verbiage on a display or video file.

Does the WIARNG have a campaign of similar nature currently running (or something that ran previously)? Is there an incumbent?

Is there an overall budget or an expected cost per click?

The budget will be given at the time of the award.

2. What are the mobile and desktop landing pages where web traffic will be directed to convert to leads https://state.nationalguard.com/wisconsin the vendor will be provided specific URL’s to be used for the landing site.

Is the government or are we creating the digital banner ads and resizes?

WIARNG will create/provide the digital banners

4. If the government is, do you have 728 x 90, 300 x 250, 320 x 50, 160 x 600 ad sizes?

Yes, the WIARNG can provide these ad sizes

5. Is the government or are we creating the pre-roll video ads?

The WIARNG will provide the pre-roll videos.

6. Are the video ads :15 or :30 second? (:15 second are recommended as a best-practice) WIARNG has both 15 and 30 second videos. Vendor may use 15 second videos for entirety of the campaign.

7. Geographic Targeting - Will government provide targeted zip codes or do we? Is it the entire state of Wisconsin for targeting? Can we include adjacent states because national guard members often serve in units in nearby states?

The Vendor may conduct advertising anywhere Within the State of Wisconsin. The WIARNG will provide zip codes or places for geo-targeting to correspond to other WIARNG advertising efforts throughout the campaign.

8. For behavioral and topic targeting will government provide keywords & topics, respectively, or will contractor? (we have good lists based on SEM military recruiting advertising)

WIARNG can provide keywords & topics, however we are counting on the vendor’s knowledge to provide a fuller more complete list of keywords and topics. Additionally the keywords & topics should be adjusted based on performance as the campaign progresses.

9. Will government consider other forms of targeting? For example, in our military recruiting digital campaigns we find domain targeting outperforms behavioral and topic targeting - we have that dialed in to deliver quality recruiting leads at a lower CPC.

Yes, other forms will be considered.

10. What are the reporting requirements for the digital media (i.e. monthly POP and impression, click reports)?

Must send in a report monthly. At a minimum the report should include impressions, clicks, cost, and CPC rate and any other pertinent info the WIARNG should know.

11. What is the desired frequency of invoicing - monthly?

Invoicing will occur monthly

12. From a planning standpoint, can we weight the media delivery to seasonality (fish when the fish are bitting)?

Would require further information on what “seasonality” meant to the vendor. WIARNG is not opposed and in fact encourages optimization of the campaign. However, seasonality should not mean that the bulk of the advertising to be executed in a short timeframe. There must be advertising through the duration of the entire campaign.

13. We'll need a ramp up time frame to get the media set up with tracking and creative done. Are you allocating time for that after the contract award date?

Yes, if necessary the government will work with the awarded vendor. Keep in mind the time-frame will be at the discretion of the government.

14. What additional information or data can the government provide that would enable the offeror that is not covered in the aforementioned questions?

None, all relevant questions have been answered to be best of the government’s ability

. Whether companies from Outside USA can apply for this?

Companies must be from the USA

2. Whether we need to come over there for meetings?

All business can be conducted via telephone or email.

3. Can we perform the tasks (related to RFP) outside USA?

(like, from India or Canada) The Vendor may conduct advertising anywhere Within the State of Wisconsin. The WIARNG will provide zip codes or places for geo-targeting to correspond to other WIARNG advertising efforts throughout the campaign

4. Can we submit the proposals via email?????

Yes, Email is preferred

Also:

What was the bid tabulation for last year?

Is there a local vendor preference?

No

Is there any bonding required?

No

Is this a follow-on requirement? If so, could you please provide the incumbent contract number for this opportunity?

Burning River Digital Media previously held a contract with the WIARNG that ended March 2016