RFP_NCSA_Overview_Memo.pdf

NATIONAL GUARD BUREAU

111 SOUTH GEORGE MASON DRIVE, AH2

ARLINGTON, VA 22204-1373

27 November 2015

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

To all interested parties:

The National Guard Bureau is contemplating awarding a Single-Award Indefinite Delivery/Indefinite Quantity (IDIQ) Contract to provide for Public Service Announcements and Advertising (PSA); and paid public advertising also known as Non-Commercial Sustaining Announcements (NCSA) 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 five (5) year base period.

The expected performance start date for this acquisition is 01 July 2016.

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 provides the Government more fidelity in what we can expect to receive, in terms of air time and other measures of return on investment prior to award of any contract/task order. My intent is to move to a fixed-priced construct that effectively defines what the government receives in terms of media, and how that media will be placed to best reach our target demographic.

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:

How can we refine our solicitation to better understand what we will receive prior to award of contract/task order?

How can we modify our requirement to best reach our target demographics utilizing this program?

What general industry standards and practices should we consider leveraging?

What additional metrics should we consider to better understand return on investment?

Are there any aspects/sections of this DRAFT RFP that unduly restrict competition?

Are there any items within this DRAFT RFP that do not align with standard industry practices?

Are the 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 15 Dec 2015 to the Mr. Aaron Skinner, email: aaron.d.skinner.civ@mail.mil, and 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, Patrick R. Staresina Colonel, NGB Attachments: Contracting Officer Solicitation: W9133L-16-R-0011 Attachment 1: NCSA Performance

Matrix – Task Order 0001 Attachment 2: NCSA Television

Summary Report Attachment 3: PWS – Task Order One Attachment 4: Price Proposal Matrix Attachment 5: Price Proposal Matrix –

Task Order 0001 Attachment 6: Past Performance

Questionnaire