MODIFICATION
T -- Logo Development and Branding
- Notice Date
- 4/1/2004
- Notice Type
- Modification
- NAICS
- 323119
— Other Commercial Printing
- Contracting Office
- Department of Commerce, National Oceanic and Atmospheric Administration (NOAA), Acquisition and Grants Office, SSMC4 - Room 7601/OFA61 1305 East West Highway, 7th Floor, Silver Spring, MD, 20910
- ZIP Code
- 20910
- Solicitation Number
- Reference-Number-BA0133100-4-00046
- Response Due
- 4/7/2004
- Archive Date
- 4/22/2004
- Point of Contact
- Juanita Beck, Procurement Technician, Phone 301-713-3838 x189, Fax 301-713-0809, - Jean Greene, Contract Specialist, Phone 301-713-0838, Fax 301-713-0806,
- E-Mail Address
-
Juanita.Beck@noaa.gov, jean.greene@noaa.gov
- Description
- THIS ACQUISITION IS HEREBY CANCELED UNTIL FURTHER NOTICE STATEMENT OF WORK Contractor support for Logo Development and Branding I. BACKGROUND The Bureau of Economic Analysis (BEA), located in Washington, D.C., is one of the world's leading statistical agencies. Although it is a relatively small agency, BEA produces some of the most closely watched economic statistics that influence the decisions made by government officials, business people, households, and individuals. BEA's economic statistics, which provide a comprehensive, up-to-date picture of the U.S. economy, are key ingredients in critical decisions affecting monetary policy, tax and budget projections, and business investment plans. The cornerstone of BEA's statistics is the national income and product accounts (NIPAs), which feature the estimates of a gross domestic product (GDP) and related measures. The GDP was recognized by the Department of Commerce as its greatest achievement of the 20th century and has been ranked as one of the three most influential measures that affect U.S. financial markets. Since the NIPAs were first published, BEA has developed and extended its estimates to cover a wide range of economic activities. Today, BEA prepares national, regional, industry, and international accounts that present essential information on such key issues as economic growth, regional economic development, inter-industry relationships, and the nations? position in the world economy. II. PURPOSE The purpose of this procurement is to contract for the development and implementation of a logo and branding plan for the agency to help increase its profile between public data users and create a consistent image for the organization. A consistent ?look and feel? are critical to help increase the visibility and profile of the organization. The contractor shall be required to design and develop the concepts and layouts for all branding elements that reflect the defined image of the organization as well as produce the concepts in hard and electronic formats and provide written guidance for their use. These tools will include, but not be limited to, the agency logo, tagline, press release a masthead, business letterhead and envelopes, presentation templates, publication covers and layouts, fact sheet formats, business card styles, web site appearance (but not structure), exhibit booth visuals, marketing materials, etc. and will include the design, color, style and usage that are consistent for all items used by the agency. III. SCOPE OF WORK The requested work consists of four distinct components. They include: (1) Meeting with senior staff to developed a shared vision of how BEA should be represented to its users and the general public. The meeting will include senior staff from BEA and appropriate contractor staff. Contractor staff shall be responsible for directing the discussion with the input BEA staff to arrive at a vision and image for the agency that is shared by all participants. This session shall be summarized and the conclusions of the meeting provided in a written summary document for review and approval before beginning development of the concepts. Following this meeting, the agency will provide the contractor a packet of all current BEA outreach material for their review. (2) The contractor shall be responsible for taking this shared vision for BEA and developing a set of three or four concepts for BEA senior staff to review. The concepts shall include preliminary logo designs, suggested taglines, recommended color schemes and general outreach material layouts that represent the agency in a manner fitting the shared vision. Once senior staff has approved the concepts, BEA will have the opportunity to internally review the concepts with BEA employees and request minor changes to be made until the items are satisfactory to BEA. The internal review will include an on-line poll of BEA employees on the logo and tagline. (3) Upon agreeing a final branding concepts, the contractor shall be responsible for the production of both hard and electronic copies of the logo, tagline, presentation template, and exhibit booth visuals as well as providing recommendations for the format of a business letterhead and envelopes, publication covers and layout, fact sheet formats, business card styles, Web site graphics, and other items. The items must meet the technical requirements of BEA. The contractor also shall be required to provide written guidance on the use of the logo, tagline and other branding materials. (4) The contractor shall work with the project officer to develop a written deployment strategy of the new branding elements both within BEA and to its external audiences. IV. TASKS TO BE PERFORMED DESIGN AND DEVELOP BRANDING MATERIALS This task is intended to provide BEA with the necessary products and guidance to build a consistent public personality that will enable it to improve its ability to increase the visibility, recognition and acceptance of its programs among its key audiences. The contractor shall develop creative design concepts for an overall branding or look and feel for the agency that is reflective of its reputation and work; and fits the need of the defined goals and objectives. The contractor shall develop and provide creatively for the following items: BEA logo and tagline; color and design schemes; press release a masthead; business and general office materials (in compliance with Department of Commerce guidelines); PowerPoint presentation templates; publication covers and page layouts (including the Survey of Current Business and other printed publications); marketing material layout and design for data release reports, brochures, fact sheets, folders, and other materials; business card styles; Web site graphics (that is compatible with the newly-redesigned BEA web site www.bea.gov); conference display structure, display items, and video; other materials determined during the assessment or in contractor recommendations. To be considered final, all creative concepts must receive approval from the BEA Director, Deputy Director, and Executive Staff. The contractor shall be responsible for the production of all final products in hard and electronic copies in various formats and include written guidance as to their use. Deliverables: Contractor shall provide a written document of the initial vision meeting and final, produce creative of all items listed above, and other items determined later as well as a guide booklet on the use of the logo, tagline and other branding items; as well as collateral materials to promote the branding internally. These internal items shall include a large BEA logo for display inside the building, an electronic screen saver with BEA logo and tagline, and 600 mouse pads with BEA logo and tagline. These items must be delivered to BEA no later than 180 days (6 months) after the approval of the contract. The BEA Project Officer will work with the contractor to seek review of creative concepts in order to meet the final production deadline. Finally, a written deployment strategy shall be included along with final branding elements. V. GOVERNMENT FURNISHED PROPERTY Upon award of a purchase order, BEA will provide the contractor with the following: All current outreach communication materials as needed for assessment and product development; Access to BEA executive staff for a group visioning, on request. VI. PERIOD OF PERFORMANCE The period of performance shall commence upon the award of a purchase order and shall continue for six (6) months. VII. DELIVERABLES The contractor shall provide the following deliverables to the Project Officer by the dates required. BEA agrees to work within these time frames to review and approve materials. ITEMS DUE DATE REQUIRED A. Visioning Session Within 30 days (1 month) after award of contract B. Preliminary Set of Branding Concepts Within 60 days (2 months) after award of contract C. Final Set of Products as Listed in Proposal Within 120 days (4 months) after award of contract D. Final Delivery of all Products Within 180 days (6 months) after award of contract VIII. LENGTH OF PROPOSAL The proposal shall address the requirements and shall not exceed 10 pages in length, excluding resumes of proposed management staff. Each offeror may be requested to give up to a one-hour oral presentation on the technical proposal followed by 30 minutes of questions and answers. Information from this presentation will be used in the final evaluation of the offeror?s technical proposal. IX. QUALIFICATIONS The Government will perform a qualitative technical review of proposals. The technical evaluation will be performed in accordance with the following criteria: A. Technical Approach: Offeror shall provide a written report of the technical approach for providing the services required for this procurement. These requirements will be evaluated according to the creativity, soundness, practicality, and feasibility of the offeror?s technical approach. The offeror shall demonstrate its understanding of the Government?s requirement through a description of it?s: proposed approach, scheduling and assignment of tasks, proposed labor hours, and labor mix including staffing and management for each task requirement. understanding of the work and products of the Bureau of Economic Analysis; The contractor?s plan shall differentiate the tasks to be performed by the contractor from those tasks to be performed by any subcontractors. B. Staffing and Management: Offeror shall provide (1) a staffing plan that demonstrates the understanding of the labor requirements of this procurement; (2) a management plan that describes the approach for managing the work, to include subcontract management if applicable, including plans to augment in-house capabilities or to subcontract translation resources and staff; (3) brief descriptions and resumes of all professional individuals proposed for the procurement, indicating experiences with communication strategic and branding, and (4) experience with branding concepts, design, and trends including web-based. Adequate qualified personnel to successfully perform the services by the date required; C. Past Experience: The offeror is encouraged to (1) provide samples which will not be returned unless requested and that demonstrate knowledge of and experience in developing appropriate materials, as well as an understanding of the media and methods necessary to promote the availability to target audiences; (2) describe previous application?s market research to design branding products for intended audiences and user groups; (3) list past instances of working with federal agencies, partner organizations, and community-based organization?s on branding. Prior experience which reflects the vendor?s capabilities in strategic communication planning and experience in branding and concept development; Prior experience in conducting branding programs and producing logo, taglines and other branding materials; Prior experience and knowledge of the federal government and, in particular, federal statistical organizations; X. EVALUATION CRITERIA The task order shall be awarded to the offeror whose proposal is considered to be the most advantageous to the Government, price and other factors (identified below) considered. Technical factors will be equal to cost in this evaluation. The Government will not make an award at a significantly higher overall cost to the Government to achieve only slightly superior performance. If you have any questions please contact Juanita Beck on (301) 713-0838 x 198 or e-mail juanita.beck@noaa.gov. The question & answer period is one week March 22-29, 2004, with all questions received will be responded to no later then March 29, 2004. Final proposal due NLT April 5, 2004, 12:00pm. Address all proposals to Juanita Beck 1305 East West Hwy, SSMC 4, Rm 7520, Silver Spring, MD 20910. Contractors must be register in the Central Contractor Registration, http://www.ccr.gov Criteria Value of Criteria A. Technical Approach 30% B. Staffing & Management 20% C. Past Experience 50% Total 100%
- Place of Performance
- Address: Washington, DC
- Zip Code: 20230
- Zip Code: 20230
- Record
- SN00558107-W 20040403/040401211752 (fbodaily.com)
- Source
-
FedBizOpps.gov Link to This Notice
(may not be valid after Archive Date)
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