Advertising/Marketing

Award Notice Posted May 13, 2019

Solicitation number: 36C25919Q0332
Agency: Veterans Integrated Service Network 19 Veterans Health Administration, Department of Veterans Affairs
Awarded: Jul 15, 2019 to Richter 7, Inc.
Set-aside: Total Small Business

Opportunity facts

Contract number: 36C25919C0208 Federal contract award
NAICS code: 541890 Other Services Related to Advertising
PSC: Not on record
More information: vaww.visn19.va.gov

Notice details come from SAM.gov. Updated Jul 11, 2019.

Notice text

4 versions

Update #4 · Latest · Jul 11, 2019

Awarded Vendors: RICHTER 7, INC.;150 SOUTH STATE STREET, SUITE 400;SALT LAKE CITY;UT;84111. Contract Award Dollar Amount: 800,000.00. Contract Award Date: 2019-07-15.

Update #3 · May 21, 2019

Update #2 · May 21, 2019

5. PROJECT NUMBER (if applicable)
CODE
7. ADMINISTERED BY
2. AMENDMENT/MODIFICATION NUMBER
CODE
6. ISSUED BY
8. NAME AND ADDRESS OF CONTRACTOR
4. REQUISITION/PURCHASE REQ. NUMBER
3. EFFECTIVE DATE
9A. AMENDMENT OF SOLICITATION NUMBER
9B. DATED
PAGE OF PAGES
10A. MODIFICATION OF CONTRACT/ORDER NUMBER
10B. DATED
BPA NO.
1. CONTRACT ID CODE
FACILITY CODE
CODE
Offers must acknowledge receipt of this amendment prior to the hour and date specified in the solicitation or as amended, by one of the following methods:
The above numbered solicitation is amended as set forth in Item 14. The hour and date specified for receipt of Offers
E. IMPORTANT:
is extended,
(a) By completing Items 8 and 15, and returning __________ copies of the amendment; (b) By acknowledging receipt of this amendment on each copy of the
offer submitted; or (c) By separate letter or electronic communication which includes a reference to the solicitation and amendment numbers. FAILURE OF YOUR
ACKNOWLEDGMENT TO BE RECEIVED AT THE PLACE DESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED MAY
is not extended.
12. ACCOUNTING AND APPROPRIATION DATA
(REV. 11/2016)
is required to sign this document and return ___________ copies to the issuing office.
is not,
A. THIS CHANGE ORDER IS ISSUED PURSUANT TO: (Specify authority) THE CHANGES SET FORTH IN ITEM 14 ARE MADE IN THE CONTRACT ORDER NO. IN ITEM 10A.
15C. DATE SIGNED
B. THE ABOVE NUMBERED CONTRACT/ORDER IS MODIFIED TO REFLECT THE ADMINISTRATIVE CHANGES
SET FORTH IN ITEM 14, PURSUANT TO THE AUTHORITY OF FAR 43.103(b).
RESULT IN REJECTION OF YOUR OFFER. If by virtue of this amendment you desire to change an offer already submitted, such change may be made by letter
or electronic communication, provided each letter or electronic communication makes reference to the solicitation and this amendment, and is received prior to
the opening hour and date specified.
C. THIS SUPPLEMENTAL AGREEMENT IS ENTERED INTO PURSUANT TO AUTHORITY OF:
D. OTHER
Contractor
16C. DATE SIGNED
14. DESCRIPTION OF AMENDMENT/MODIFICATION
16B. UNITED STATES OF AMERICA
Except as provided herein, all terms and conditions of the document referenced in Item 9A or 10A, as heretofore changed, remains unchanged and in full force and effect.
15A. NAME AND TITLE OF SIGNER
16A. NAME AND TITLE OF CONTRACTING OFFICER
15B. CONTRACTOR/OFFEROR
STANDARD FORM 30
PREVIOUS EDITION NOT USABLE
Prescribed by GSA - FAR (48 CFR) 53.243
(Type or print)
(Type or print)
(Organized by UCF section headings, including solicitation/contract subject matter where feasible.)
(Number, street, county, State and ZIP Code)
(If other than Item 6)
(Specify type of modification and authority)
(such as changes in paying office, appropriation date, etc.)
(If required)
(SEE ITEM 11)
(SEE ITEM 13)
(X)
CHECK
ONE
13. THIS ITEM APPLIES ONLY TO MODIFICATIONS OF CONTRACTS/ORDERS,
IT MODIFIES THE CONTRACT/ORDER NO. AS DESCRIBED IN ITEM 14.
11. THIS ITEM ONLY APPLIES TO AMENDMENTS OF SOLICITATIONS
AMENDMENT OF SOLICITATION/MODIFICATION OF CONTRACT
(Signature of person authorized to sign)
(Signature of Contracting Officer)
1
5
0001
660-19-2-4067-0039
0
36C259
Department of Veterans Affairs
Network Contracting Office
NCO 19
6162 South Willow Drive, Suite 300
Greenwood Village CO 80111
36C259
Department of Veterans Affairs
Network Contracting Office
NCO 19
6162 South Willow Drive, Suite 300
Greenwood Village CO 80111
To all Offerors/Bidders
36C25919Q0332
05-13-2019
X
X
X
1
660-3690152A1-4067-840100-2424-010040128
X
1
The purpose of this amendment is to answer questions from the contractors.
All other terms and conditions remain the same.
Timothy J. Myers
PCO-E12L3-2709
CONTINUATION PAGE
Questions and Answers:
Can you tell me if these services are currently being performed by a contractor? If so, could you please provide the incumbent name as well as the contract number?
Answer #1: There is no incumbent or contract for this requirement.
My firm, (removed) is interested in working on this contract possibly as a sub-contractor. We are a woman-owned, minority-owned HUBZone and DBE but not Veteran Owned. Can you tell me who the incumbent is on the contract so I can reach out to them or tell me where I might find this information?Â
Answer #2: There is no incumbent to this requirement.
Does this mean (removed) is invited to submit an RFP? I didn t hear anything back after submitting the agency capabilities.
Answer#3: The original posting was for market research only. If your company is SDVOSB, you can submit a quote to our office.
Is there any budget information available? What is the amount that the VA has allocated for this initiative and campaign? Failing that, what have they spent in the past on similar campaigns to reach a similar audience?
Answer #4. Not to Exceed (NTE) $200,000/YR.
Do bidders need to identify third-party costs (such as media buys) separately in this proposal? Answer #5: They need to estimate cost allocation between design, advertising, and monitoring/reporting. A general breakdown is sufficient for our needs to determine the validity of their quote.
Should bidders submit proposals to you via email or via physical mail to this address?
Department of Veterans Affairs
Network Contracting Office
NCO 19
6162 South Willow Drive, Suite 300
Greenwood Village CO 80111
Answer #6: 1. Via email.
We are a DBE, so in case you answer is affirmative, my next question would be regarding pricing.
Answer #7: The solicitation is only open for Service Disabled Veterans Owned Small Business (SDVOSB).
Would it be acceptable to use hourly rates in "Price/Cost Schedule"? If so, can/should the be fully burden prices, or raw labor prices?
Answer #8: Hourly Rates are acceptable. However, I would also like/prefer total estimated costs for whatever service they are referring to. It helps us understand how much of the budget they think will go toward marketing vs. advertising. Fully Burdened prices are preferred.
Is this a new requirement or contract renewal or combination of existing contracts?
If this is a renewal or continuation of previous services, what are the contract
numbers and who are the contractors?
Answer #9: This is a new requirement.
Is there an estimated level of effort? Will hours need to be broken down in any particular fashion?
Answer #10. There isn t an estimated level of effort. Hours should be divided how they see fit to meet the objectives.
Is there an estimated budget for this Solicitation?
Answer #11. The budget is not to exceed $200,000/YR.
Is the an incumbent company, and if so, may I ask who they are.
Answer #12. There is no incumbent.
Are you looking for a "local" company, or can outside the area companies bid on this
solicitation?Â
Answer #13. Anyone can bid, we prefer local due to studio use and travel. Â
Can vendor provide some services (video and radio production, media buying, etc,
through consultants, or must they have in-house capabilities?Â
Answer #14. These must be in-house.Â
Section 10 looks to say that this award is 100% set aside for service-disabled, veteran-owned small businesses. Are we reading that correctly? If yes, the rest of these questions don't matter. Answer #15. Yes, this is SDVOSB set-aside.
Is the $15MM listed in that same section the budget for this project?
Answer #16. No, this is NAICS or The North American Industry Classification System that is the standard used by Federal statistical agencies in classifying business establishments for the purpose of collecting, analyzing, and publishing statistical data related to the U.S. business economy. $15M is the size standard for NAICS 541890.
Is Messaging Research/Development due 35 days after the detailed target audiences is due or 35 days from start of contract? Same question for Creative Content Creation. Is that due 70 days from start of contract or 70 days after the prior two phases are complete?Â
Answer # 17. From start of contract but creative start after research portion.
B.2.5.a.ii mentions a requirement to edit video at your on-site studio. If we have an in-house editing suite, is that a sufficient substitution so long as it solves the same problems (i.e. no studio rental fees)?Â
Answer #18. For editing a local studio is fine provided they are able to be on site for changes, proofing, etc , but they will need to use our facilities to film.Â
For the requirement expressed in B.2.7.b., is it acceptable that we work with outside research partners to analyze data from primary research activities?
Answer #19. No, we expect these services to be provided in-house.Â
Who is the previous agency who supported the VA with Advertising/Marketing efforts?
Answer #20. None
What was the annual budget for the VA s most recent, previous Advertising/ Marketing effort?
Answer #21. NTE $200,000/YR
Will agencies located, locally --- in Colorado --- be favored over those who are
not?
Answer #22. Colorado is not local, we prefer a local company or one that has a local presence due to the cost of travel but we are open and looking for the best quality work.
When will the responses to the questions submitted on May 20th, 2019 be published?
Answer #23. After the last day of submitting questions, May 20, 2019.
24.Can the RFQ response be delivered via email to the listed Contracting Officer?
Answer #24. Preferred email.
Â
For the physical submission, can you confirm the RFQ response should be mail to the following address?
Department of Veterans Affairs
Network Contracting Office
NCO 19
6162 South Willow Drive, Suite 300
Greenwood Village CO 80111
Answer #25. Send by email.
Regarding the research required to comply with the request for data collection and analytical breakdown of Target Audiences , what information will the VA make available to the selected agency regarding the target audiences? (examples: contact information, zip code, demographic information, etc.).
Answer #26. Contact information will not be provided, demographics are available on the VA website, other information will be determined after award based on feasibility of request.
Because there are two efforts --- (1) the Enrollment Campaign and (2) the Whole Health
Program campaign --- how does the VA envision these campaigns will overlap, as well as
in what ways are they are different/separate?Â
Answer #27. The branding will overlap, the campaigns are very different, but we expect
them to complement one another.
Will they share the same creative messaging? Answer #27a. No
Will they share the same media placements/budget? Answer #27 b. Yes, the budget is
for the entire contract.
Â
Regarding Marketing Assessment and Strategy , Page 33 sets the standard at Within 30
days of the contract award . Regarding Advertising Strategy with Timeline and Budget
Expenditure , Page 33 sets the standard at Within 35 days of the contract award . This
would mean the Advertising Strategy with Timeline and Budget Expenditure would be
due within five (5) days of the completion of the Marketing Assessment and Strategy
phase. Can you confirm whether this is in error and if so, what the correct timeline would
be for these phases?Â
Answer #28. That timeline is correct.
Â
How does the VA define a capability as being in-house ? 420 LENOX AVENUE .
MIAMI BEACH, FL 33139 . STINGHOUSE.COMÂ
Answer #29. Not sure which area this is in reference to, but filming will be done in house in our VA SLC studio.
If it is determined an agency does not possess a specific component in-house per the
VA s provided definition is that agency disqualified or may that agency still be
considered?Â
Answer #30. That is a requirement, they would not be considered.
Â
Would the VA consider post production editing that is not on-site at the studio provided
By the VA Salt Lake City, but instead is at the agency s designated location, as long as the filming is on-site at the studio provided by the VA Salt Lake City? Â
Answer #31. For editing a local studio is fine provided they are able to be on site for changes, proofing, etc , but they will need to use our facilities to film.Â
Â
Page 8 states Contractor must have web developers on staff to create webpages, track
usage, fix errors, and make updates as needed . Would these webpages be on a new
website the selected agency would creating?Â
Answer #32. Pages of an existing site.
If so, what are the specification requirements for that website?Â
Answer #32a. https://www.saltlakecity.va.gov/ is our website, not clear what specs are needed.
If not --- these are pre-existing webpages --- what is the platform/backend
software that powers the content management system (CMS)?
Answer #32b. TeamSite or Drupal
What is an example of an incident of complaint per Page 8?
Answer #33. Will post Amendment 2 to answer this question.
Is the VA requesting Public Relations services to respond directly to veteran complaints
regarding the VA s healthcare services?Â
Answer #34. No.
Â
Page 8 states Contractor must possess closed source proprietary analytical software for
the purposes analyzing data. If agency uses existing data analytics tools and software for
the purposes of analyzing and monitoring performance data, even though that tool may
not be exclusive to the agency, is that agency disqualified or may that agency still be
considered?Â
Answer #35. We would consider this but prefer proprietary software.
Â
What are some examples of acceptable vs. not acceptable closed source proprietary
analytical software for the purposes analyzing data ?Â Â Â
Â Â Â Answer#36. Will post Amendment 2 to answer this question.
Â
Per the Price/Cost Schedule, what does JB mean?
Answer #37. Job.
Â
Should the Price/Cost Schedule submitted be inclusive of the hard cost of the media
placement per the media plan the agency would propose?Â
Answer #38. No, all costs should be inclusive.
Â
Will the winner of this RFQ be primarily chosen on the price/cost schedule submitted?
Answer #39. Price. In addition, ability to respond to SOW (pg. 5-8) and General Standards of responsibility (pg.40).
PWS Reference
Question
General
40. Is this a new requirement? If this is not a new requirement, who is the current incumbent and what is the contract value?
Answer #40: This is a new requirement.
General
41. Given the deliverables are all due in the first 75 days and the remaining time is monitoring activities how often does the government expect personnel to work onsite?
Answer #41: On an as needed basis.
Data Collection and Analytical Breakdown of Target Audiences
42. Can the government confirm if the contractor is expected to perform analysis of current outreach practices and relative effectiveness for VA facilities in Salt Lake City or the entire Department of Veteran Affairs?
Answer #42: VA facilities in Salt Lake City
Message Research/Development
43. Does current messaging about VA Healthcare in Salt Lake City or the Whole Health Program currently exist? If so, will the contractor have access to this messaging?
Answer #43: Some, but we want a new campaign. Contractor can view what is available on our website or social media platforms.
Content Creation
44. Can the government provide an estimate as to how many pieces of content the contractor will be expected to create?
Answer #44: This will be determined after research portion of contract.
Content Creation
45. The solicitation indicates that the contractor will develop billboards. In addition to pricing digital media placements, should the contractor also price out-of-home placements such as billboards?
Answer #45: Yes
Content Creation
46. Can the government provide additional information about the number of videos the contractor will be expected to film and edit?
Answer #46: This is dependent on research results.
Content Creation
47. Can the government confirm all filming and editing will occur at the onsite studio in Salt Lake City?
Answer #47: Yes, in our studio or in Salt Lake City.
Content Creation
48. Will the contractor be expected to plan and execute any large-scale video productions (e.g. video commercial, PSA) as part of this contract?
Answer #48: Yes.
Content Creation
49. Can the government provide additional information about the web development responsibilities? Will the contractor manage websites and if so, will they have access and permissions to make updates as needed?
Answer #49: Yes.
Content Generation
50. Can the government confirm the platform the Office of Communications and Public Affair Website is built on (e.g. TeamSite, GitHub, etc.)?
Answer #50: Currently Team Site, but changing to Drupal in the future.
Content Generation
51. Can the government provide additional information as to the number of radio content they expect to be recorded and produced during the contract?
Answer #51: This is dependent on the research.
Content Generation
52. Will the contractor be developing all new materials for this effort? Do current materials exist we will have access to?
Answer #52: Yes, all new materials. Some exist and can be found on our website or social platforms.
Media Buying/Print Distribution
53. Is there a specific budget for media buying or is the contractor expected to propose this budget as part of the price proposal?
Answer #53: This is part of the contract, no additional budget.
Media Buying/Print Distribution
54. Can the contractor propose media placements on platforms other than TV, Radio, Digital and Social media based on our experience and knowledge of effective recruitment marketing tactics?
Answer #54: Absolutely.
Campaign Monitoring and Technical Analysis
55. The solicitation highlights monitoring the effectiveness of television commercials through reporting. Do these television commercials exist or will the contractor be responsible for filming them? C
Answer #55: Contractor will produce.
Place of Performance
56. Is the contractor expected to work on site daily? If not, how often are they expected to come on site for meetings?
Answer #56: Not daily. On-site as needed. We anticipate this being more in the beginning and tapering off as products are complete and monitoring begins.
Deliverables
57. Are there established deliverables associated with this solicitation? Can the government provide the deliverable schedule?
Answer #57: This will be determined after research.
Pricing
58. Are there pricing requirements for this solicitation? Should the contractor price labor and Other Direct Costs (media buys) separately?
Answer #58: This is all one quote.
Submission
59. Are there instructions for proposal submission page length, font requirements, picture size, etc.?
Answer #59: No, but we expect to see samples of work.
Submission
60. Should each proposal volume be submitted separately (Technical, Past Performance, Price, Portfolio) or as a combined document?
Answer #60: Combined.
Past Performance
61. Is past performance required as part of this solicitation? If so, is there a requested format?
Answer #61: Yes, whatever format desired to show that the company is capable of producing products and services as required in the contract.
Key Personnel
62. Are key personnel required for this effort? If so, what positions?
Answer #62: Yes, as listed in solicitation.
Portfolio
63. Can the government provide detailed information on the types and number of products they would like included in the portfolio of work?
Answer #63: This will be determined after the research portion of the contract is complete.
General
64. Are there any travel requirements associated with this contract? If so, should the contractor include these requirements in the pricing?
Answer #64: All work will take place in Salt Lake City, any travel required by the company will need to be in their proposal.
***********************End of Page*************************.

Update #1 · May 13, 2019

Advertising/Marketing Campaign for Salt Lake, UT.

Files

File	Type	Posted
36C25919C0208-000.docx	DOCX document	Jul 11, 2019
36C25919Q0332-0003000.docx	DOCX document	Jun 6, 2019
36C25919Q0332-002.docx	DOCX document	May 21, 2019
36C25919Q0332-001.docx	DOCX document	May 21, 2019
36C25919Q0332-000.docx	DOCX document	May 13, 2019

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