Q&A_RRB_Digital_Advertising_2018.docx

W912J2-18-Q-0004 Questions

1. Can you please clarify this statement from the PWS “≥25% of clicks will be from the ad group “local news and information”

a. 25% or greater of clicks should come from local sites in Wisconsin, in which the predominant business is sharing news type information. An example would be local newspaper’s website. WIARNG has had success in digital advertising, by being located where people consume news.

2. Because Task/AQL performance standards are “View ≥10 seconds” is it possible to see examples of prior video used?

a. Yes, a past examples can be viewed on the RRB’s facebook page https://www.facebook.com/wisconsinarmynationalguard/videos/234833470486318/

3. Are you looking for 300,000 impressions and paying on a CPC basis or 300,000 clicks? In order to reach 300,000 clicks the contractor would need to serve in the range of 25-150 million impressions over a 12 month period and the cost would far exceed the Magnitude of Scope.

a. That is a typo. Task 4.3 should read 30,000 clicks. Again, 30,000 clicks are required.

4. Does the $100K to $250K program cost represent the entire program, the cost of the media buy, or the anticipated agency fees?

a. The 100-250k magnitude of scope is for the entirety of the campaign, to provide a sense of scope for proposals.

5. What is the payment structure to the agency? Is it monthly? Quarterly? Other?

a. monthly

6. Are the 300,000 clicks and 1,000,000 views used in your examples the actual goals you’ve established for this campaign? If so, what calculations did you use to establish these goals?

a. To restate 30,000 clicks and one million views are the goals. Historical numbers were used to derive goals for this campaign.

7. How will you measure progress against these goals? What are the ramifications if program goals are not met?

a. Vendor will send monthly reports along with the use of the Recruiting and Retention’s Google Analytics to track progress. It is not expected that we will receive 1/12th of the deliverables each month. In fact, we will recommend reducing ad spend in December and increasing over 1st quarter of calendar year to optimize towards recruiting cycle. However, the contract deliverables have to be received by the end of the period of performance.

8. Do capabilities and past performance have to include government contract work? Or does comparable work in the private sector qualify?

a. No they do not have to include government work. Comparable work is fine.

9. Will we have access to the questions and answers submitted and prepared for other interested vendors?

a. Yes

10. The PWS mentions that the WIARNG Marketing Department will supply the video creative. Is there any way we can also produce the creative since we have those capabilities?

a. Yes, the vendor may certainly supply the creative, so long as the creative is approved prior to being put into rotation.

11. The Synopsis online mentions that this job is set aside for a woman-owned small business. We are a minority-owned small business. Is that going to take us out of the running for this job?

a. Yes, unless you are a SBA registered woman-owned small business

12. I see that you are requesting an RFQ for 300,000 clicks and 1,000,000 video views. I also see the magnitude of scope is $100,000 - $250,000. If we are unable to deliver the requested clicks within this budget would you like us to still provide a quote with the possible number of clicks we are able to deliver within the provided magnitude of scope?

a. The PWS should reflect 30,000 clicks. 300K was a typo, sorry for the confusion.

13. If we do not have any Past Performance, would you recommend against us bidding? The other way to ask that question would be, is Past Performance required? If not, how heavily does Past Performance weigh in your decision?

a. All women owned small businesses are welcome to quote. The primary purpose for past performance is to demonstrate that the vendor has the capability and knowledge to execute the contract and provide the deliverables. If you have no past performance, it will result in a neutral mark for that area meaning it will not help or hurt your technical acceptability rating.

14. Can you specify whether your solicitation is strictly for digital advertising (ie Google Ads), or if you are open to using the same targeting parameters using Facebook and Instagram?

a. This is strictly a digital advertising RFP, with the exception of YouTube—which some may consider a social platform. WIARNG has other contracts in place covering social media.

15. Is CLIN 0003 price only for time to report the hours used or is CLIN 0003 the total contractor fee for executing the project?

a. CLIN 0003 is only the cost of you tracking and inputting the information into the CMR website.

16. There is a requirement of ≥25% of clicks will be from the ad group “local news and information"? Can you give more information and details on "local news and information"?

a. 25% or greater of clicks should come from local sites in Wisconsin, in which the predominant business is sharing news type information. An example would be local newspaper’s website. WIARNG has had success in digital advertising, by being located where people consume news.

17. The project has a goal of 75% views by ages 17-34. Is there a more in-depth breakdown in the age group such as a male-centric audience or is it to engage that entire age group?

a. The PWS does not call for a more in-depth targeting beyond 17-34 year old. However, if the vendor—within the scope of the contract—can deliver to a more targeted audience it would be fine. The target market for the WIARNG is 17-24 year olds and male to female split of about 70%-30% ad consumption. Again, the contract will not required the additional targeting though.