Draft_RFP_FFPAF_NCSA_Overview_Memo.docx

NATIONAL GUARD BUREAU

111 SOUTH GEORGE MASON DRIVE, AH2

ARLINGTON, VA 22204-1373

16 April 2016

Subject: Draft Request for Proposal (RFP) for the Army National Guard’s Non-Commercial Sustaining Announcements (NCSA) Single Award, Indefinite Delivery/Indefinite Quantity Contract (Firm Fixed-Price Award Fee.)

To all interested parties:

Pursuant to industry comments, the National Guard Bureau has revised the NCSA Acquisition Approach and is considering including Firm-Fixed Price Award Fee Task Orders under the NCSA Single-Award Indefinite Delivery/Indefinite Quantity (IDIQ) Contract to support Army National Guard (ARNG) recruiting efforts.

The main components of this requirement will involve the purchase of PSA In-Home Media and the NCSA program. PSA In-Home media includes: cable television, television spots and radio spots between 12:01 AM to 05:59 AM local standard time. The NCSA Program will provide a hybrid of public service broadcasting and paid advertising. The NCSA Program must utilize the States’ Broadcasters Associations (SBAs) which are represented nationally by the National Alliance of State Broadcasters Associations (NASBA). The objective of the ARNG NCSA program is to reach the ARNG’s primary target demographic of 17-24 year-olds and a secondary demographic of 25-35 year olds. This acquisition will be competed as a Small Business Set-Aside. The Applicable NAICS Code is 541830 – Media Buying Agencies. The size standard is $15,000,000.00. The Period of Performance for this acquisition is for a three (3) year base period and two (2) one-year option periods. The expected performance start date for this acquisition is 29 Sept 16.

In past contracts, the National Guard followed a contract structure of providing up-front funding via an open Cost-Reimbursable line item structure based on a pledge of receiving “best unsold airtime.” Then, throughout the life of the contract, the Government receives incremental reports on how that money is being spent. In these times of increased resource limitations and increased accountability, this is not an optimal method for the Government to purchase media. Instead, I am interested in developing a procurement vehicle that incentivizes contractor performance in order to maximize Return on Investment. My intent is to move to a Firm Fixed-Priced Award Fee contract type that maximizes quality ad placement, return on investment and enforce proper Government oversight.

With this in mind, the Government has developed the attached DRAFT RFP for industry review and comment. Specifically, we are seeking comments from industry to address the following concerns:

· Are the proposed Acceptable Quality Level for the Award Fee Portion: appropriate, measurable and attainable?

· Is the measurement of contractor performance via total airings per state proper for this acquisition versus what was previously used to measure performance (four to one return on investment?)

· Are the Award Fee instructions and evaluation criteria appropriate for this acquisition?

· What other recommendations can industry offer the National Guard to help us improve our procurement?

Please provide your questions, comments and concerns no later than no later than 16:00 hours EST on 09 May 2016 to Mr. Neal Dedicatoria, email: neal.h.dedicatoria2.civ@mail.mil. All attachments and related documents of this RFP are listed below for reference. Please do not submit proposals at this time.

Thank you for your assistance in this matter.

Sincerely,

Solicitation: W9133L-16-R-0011 Attachment 1: Base IDIQ Price Proposal Worksheet Attachment 2: NCSA Sample Task Order PWS Attachment 3: NCSA Sample Task Order Price Proposal Matrix Attachment 4: NCSA Sample Task Order TV & Radio DMA AQLs Attachment 5: Past Performance Questionnaire Attachment 6: NCSA Sample Task Order Award Fee Plan Attachment 7: Draft NCSA Award Fee Flow Chart image1.png image10.png