Media support for national communications activities

The National Highway Traffic Safety Administration (NHTSA) is an agency within the U.S. Department of Transportation whose primary mission is to reduce deaths, injuries and economic losses resulting from motor vehicle crashes. This is accomplished by:

1. Setting and enforcing national safety performance standards for motor vehicles and equipment;

2. Researching and demonstrating promising strategies to influence positive traffic safety behaviors;

3. Providing grants to state and local government to enable them to conduct effective local highway safety programs; and

4. Planning and executing strategic communication campaigns to support program activity.



The purpose of this procurement is to award a single contract to an integrated marketing contractor that is seasoned in strategic and tactical communication development and execution. The contractor must provide technical assistance and support to NHTSA in the development of communications and marketing campaigns and related tools that can be used by the States and Highway Safety Advocates throughout the United States to promote highway safety messages in both behavioral and vehicle program areas. Primary technical support must be provided year-round, both during NHTSA's "Click it or Ticket"(CIOT) mobilization in May and the "Drunk Driving Over the Limit. Under Arrest" high visibility enforcement (HVE) crackdown over Labor Day and during the December holiday season. In addition, support must be provided during key bridge times between the enforcement efforts to reduce death and injuries on our nation?s highways due to motor vehicle crashes caused by irresponsible driving choices.



In support of the national HVE campaigns such as CIOT and the "Drunk Driving. Over the Limit. Under Arrest." campaign, the contractor shall provide to NHTSA a national, year round, multi-media communications plan to drive the campaigns; provide technical assistance to NHTSA and other designated partners; refresh existing ads, and when appropriate, develop new ads; place paid media buys; identify new and emerging cost effective ways to reach the target audience; identify innovative earned media opportunities, create collateral materials (posters, radio liners, etc. and earned media materials (sample oped's, talking points, news releases, letters to the editor); update materials for new campaigns; expand state/regional demonstration projects to a national campaign, as required; support the existing sports marketing plan; develop communications materials for emerging campaigns in addition to the anchor campaigns of occupant protection and impaired driving and other priority issues of NHTSA requiring communications support; provide assistance in web site management; support regional/state demonstration projects that focus on communications; support a national communications meeting and training as appropriate; and comply with pre-defined meeting and reporting requirements.



Additionally, over the life of the contract, certain ad hoc requirements not specified in the awarded contract, but related to NHTSA's communications work cited in the contract, must be fulfilled by the contractor.



The awarded contract is expected to include a three-year base period plus two (2) one-year option periods resulting in a total five-year potential period of performance.



This procurement will be competed full and open. Anticipated award date is 31 December 2007.