Small business administration advertising media campaign

SOURCES SOUGHT

The Small Business Administration is seeking information on the following objective. At this time we request that interested parties submit their company capabilities and/or any past performance information, no longer than 10 pages in length, for SBA to review. We are not accepting proposals or quotes for any of the performance tasks listed and will not be held liable for any costs associated with compiling information to be submitted per this Request for Information. The SBA is not claiming to have this project out for solicitation or funded at this time. The following is an excerpt of services that we are researching and does not encompass all tasks or deliverables that could be considered in future project.

C.1 BACKGROUND

The Small Business Administration is dedicated to empowering and supporting the small business owners of this nation. The SBA provides training and advertisement in order to prepare these businesses to succeed in the market. We work at the grassroots level to develop sustainable companies and address the challenges that may arise. The SBA also strives to offer a unique cultural understanding and a life-long commitment to service that positions them to succeed in today's global economy.

The Small Business Administration is in the process of reintroducing its brand to the American public. This will include conducting messaging and research and development for a brand platform that will resonate more effectively with its core audience. To reintroduce the SBA brand to the American public, and to continue to provide the recruitment and outreach efforts, the SBA requires the expertise of a multifaceted advertising firm to provide integrated marketing services.

C.2 OBJECTIVES

The SBA requires a Contractor to deliver expert-level integrated marketing services for brand awareness among key target audiences (e.g., digital natives) on appropriate platforms as described herein.

Specifically, the goals for projects completed under this Integrated Marketing Services procurement are:

1. Increase brand recognition among key target audiences
2. Assist the small business owner and interested parties in meeting their need for business goals
3. To help promote a better understanding of what others perceive the SBA is and how it operates

C.3 SCOPE

The scope of this project covers the full range of integrated marketing services required to develop and fully execute a successful comprehensive, creative, and highly-visible integrated marketing campaigns. The scope includes but is not limited to development, strategy, research, creative design, production, post-production, distribution, placement, earned media, and analytic services.

C.4 LIST OF TASKS

The Contractor shall be capable of performing following tasks under this order:

C.4.1 Development of Campaign Plan and Creative Strategy

Develop marketing campaign plans, which shall define the overall campaign theme, visual aesthetic, target audience/segments, and proposed budget allocations for creative production and strategy for digital and other media placements. Prepare a creative strategy document that details key messaging, messaging support, tone, and takeaways. Key Personnel of the Small Business Administration will have final approval on the campaign plan and creative strategy. Upon completion,submit a written final campaign plan and creative strategy as a final deliverable.

C.4.2 Development of Creative Concepts

Development and test creative concepts, in accordance with the SBAs' approved strategy. Conduct concept/tagline. Draft all documentation for which the SBA will submit to the necessary approving entities. Such approvals may come from Office of Management and Budget (OMB) and/or Internal Review Boards.

C.4.3 Development of Campaign Sub-Components/Targeted Campaign

Capability of developing creative concepts that incorporate campaign sub-components or target key audience segments.
C.4.4 Production/Post-Production

Execution of all creative elements/production work for creative concepts that have been fully developed, defined, and accepted.

C.4.4.1 Video Production

Production of a broadcast-quality video (:15 and :30 versions) to be used for re-introducing the brand. The video may appear on broadcast or digital platforms as either a paid placement or as a public service announcement.

C.4.4.2 Production of Regional Marketing Collateral

● Digital advertisements (banners, etc.), 10 creatives
● Video intros/outros/bookends that incorporate broader campaign theme/messaging
● Newspaper/magazine advertisements, 10 creatives
● Out-of-home advertisements, five creatives

C.4.4.3 Printing of Marketing Collateral

Printing of all campaign materials and final printed materials shall be delivered FOB destination

C.4.5 Public Service Announcements (PSAs) Distribution Services

For all PSAs produced as a result of the work, a proposed distribution plan as described in the SOW. In executing this distribution plan, seeking to provide mailing lists and targeted distribution of materials to broadcast/cable television, radio, print, online, and other outlets as specified. The duplication of media, design/print packaging, and provide monitoring and tracking, as applicable. Provide usage, reach, and frequency reports and evaluation reports for all PSA distributions.

C.4.6 Buying and Placement of Digital and Other Media

Looking for organization of the media buying and placement of advertisements.

C.4.7 Earned Media Support

Deliverables with earned media support to include scheduling broadcast and/or print interviews, communications media training, media alerts, and press clipping services.

C.4.8 Campaign Analysis

Seeking weekly updates on campaign successes, failures, and recommendation(s) for next steps. The Contractor shall develop a post-campaign performance report, to include learned lessons/takeaways from each tactic compared to industry benchmarks.

C.5 PLACE OF PERFORMANCE

The primary place of performance will be the Contractor site unless otherwise specified, with occasional travel to DC/Maryland/Virginia area

SECTION 3 - STATEMENT OF WORK

STATEMENT OF WORK

C.1 BACKGROUND

The Small Business Administration is dedicated to empowering and supporting the small business owners of this nation. The SBA provides training and advertisement in order to prepare these businesses to succeed in the market. We work at the grassroots level to develop sustainable companies and address the challenges that may arise. The SBA also strives to offer a unique cultural understanding and a life-long commitment to service that positions them to succeed in today's global economy.

The Small Business Administration is in the process of reintroducing its brand to the American public. This will include conducting messaging and research and development for a brand platform that will resonate more effectively with its core audience. To reintroduce the SBA brand to the American public, and to continue to provide the recruitment and outreach efforts, the SBA requires the expertise of a multifaceted advertising firm to provide integrated marketing services.

C.2 OBJECTIVES

The SBA requires a Contractor to deliver expert-level integrated marketing services for brand awareness among key target audiences (e.g., digital natives) on appropriate platforms as described herein.

Specifically, the goals for projects completed under this Integrated Marketing Services procurement are:

1. Increase brand recognition among key target audiences
2. Assist the small business owner and interested parties in meeting their need for business goals
3. To help promote a better understanding of what others perceive the SBA is and how it operates

C.3 SCOPE

The scope of this project covers the full range of integrated marketing services required to develop and fully execute a successful comprehensive, creative, and highly-visible integrated marketing campaigns. The scope includes but is not limited to development, strategy, research, creative design, production, post-production, distribution, placement, earned media, and analytic services.

C.4 LIST OF TASKS

The Contractor shall be capable of performing following tasks under this order:

C.4.1 Development of Campaign Plan and Creative Strategy

Develop marketing campaign plans, which shall define the overall campaign theme, visual aesthetic, target audience/segments, and proposed budget allocations for creative production and strategy for digital and other media placements. Prepare a creative strategy document that details key messaging, messaging support, tone, and takeaways. Key Personnel of the Small Business Administration will have final approval on the campaign plan and creative strategy. Upon completion,submit a written final campaign plan and creative strategy as a final deliverable.

C.4.2 Development of Creative Concepts

Development and test creative concepts, in accordance with the SBAs' approved strategy. Conduct concept/tagline. Draft all documentation for which the SBA will submit to the necessary approving entities. Such approvals may come from Office of Management and Budget (OMB) and/or Internal Review Boards.

C.4.3 Development of Campaign Sub-Components/Targeted Campaign

Capability of developing creative concepts that incorporate campaign sub-components or target key audience segments.
C.4.4 Production/Post-Production

Execution of all creative elements/production work for creative concepts that have been fully developed, defined, and accepted.

C.4.4.1 Video Production

Production of a broadcast-quality video (:15 and :30 versions) to be used for re-introducing the brand. The video may appear on broadcast or digital platforms as either a paid placement or as a public service announcement.

C.4.4.2 Production of Regional Marketing Collateral

● Digital advertisements (banners, etc.), 10 creatives
● Video intros/outros/bookends that incorporate broader campaign theme/messaging
● Newspaper/magazine advertisements, 10 creatives
● Out-of-home advertisements, five creatives
● Flagship marketing collateral piece, as mutually agreed to by the Peace Corps and the Contractor
- For reference: http://go.usa.gov/3r65R and http://go.usa.gov/3Y4Zk

C.4.4.3 Printing of Marketing Collateral

Printing of all campaign materials and final printed materials shall be delivered FOB destination

C.4.5 Public Service Announcements (PSAs) Distribution Services

For all PSAs produced as a result of the work, a proposed distribution plan as described in the SOW. In executing this distribution plan, seeking to provide mailing lists and targeted distribution of materials to broadcast/cable television, radio, print, online, and other outlets as specified. The duplication of media, design/print packaging, and provide monitoring and tracking, as applicable. Provide usage, reach, and frequency reports and evaluation reports for all PSA distributions.

C.4.6 Buying and Placement of Digital and Other Media

Looking for organization of the media buying and placement of advertisements.

C.4.7 Earned Media Support

Deliverables with earned media support to include scheduling broadcast and/or print interviews, communications media training, media alerts, and press clipping services.

C.4.8 Campaign Analysis

looking for weekly updates on campaign successes, failures, and recommendation(s) for next steps. The Contractor shall develop a post-campaign performance report, to include learned lessons/takeaways from each tactic compared to industry benchmarks.
C.5 PLACE OF PERFORMANCE

The primary place of performance will be the Contractor site unless otherwise specified, with occasional travel to DC/Maryland/Virginia area