SOURCES SOUGHT
R -- Media Support
- Notice Date
- 12/5/2008
- Notice Type
- Sources Sought
- NAICS
- 541910
— Marketing Research and Public Opinion Polling
- Contracting Office
- Department of Transportation, National Highway Traffic Safety Administration (NHTSA), National Highway Traffic Safety Administration HQ, 1200 New Jersey Avenue, SE, Washington, District of Columbia, 20590
- ZIP Code
- 20590
- Solicitation Number
- 2009-0002
- Response Due
- 12/19/2008
- Archive Date
- 1/3/2009
- Point of Contact
- Lloyd S. Blackwell,, Phone: 202-366-9564
- E-Mail Address
-
lloyd.blackwell@nhtsa.dot.gov
- Small Business Set-Aside
- N/A
- Description
- 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: •Setting and enforcing national safety performance standards for motor vehicles and equipment; •Providing grants to state and local government to enable them to conduct effective local highway safety programs; and •Marketing and promoting safety materials to various audiences and planning/executing social and consumer marketing campaigns aimed at raising awareness and influencing positive traffic safety behaviors. Research has demonstrated that increasing safety belt use and preventing impaired driving will have the most significant impact on meeting NHTSA’s core mission and have, thus, become two of the agency’s priority programs. It is estimated that increasing safety belt use can reduce fatalities by up to 45% in passenger cars and 60% in light trucks. Every increase in safety belt use translates to lives saved and injuries prevented. NHTSA estimates that every one percentage-point increase represents 2.8 million more Americans buckling up, 250 additional lives saved, and 4,000 fewer serious injuries annually. Impaired driving-related deaths account for nearly 42 percent of all traffic fatalities annually. Driving impaired is one of the most often committed crimes in America, affecting 1 in 3 Americans annually, resulting in 1 fatality (one driver has BAC =.08) every 39 minutes, 37 deaths every day, more than 16,000 fatalities annually and 167 DUI arrests every hour. Currently, NHTSA’s communications efforts primarily focus on conducting highly visible traffic enforcement of safety belt and impaired driving prevention laws, as research has demonstrated clearly that this approach has an immediate and sustainable impact on knowledge, awareness, and influencing positive behavior. The communications “model” consists of earned media, paid media, and high visibility enforcement to change behavior. All media focuses on the stepped up enforcement activities taking place. The contractor shall perform the tasks as follows: Task 1. Kickoff Meetings The contractor shall participate with NHTSA Headquarters and the Region in a meeting (in person or via conference call) to outline national media efforts and how the Region and States can support the national effort. The contractor will review the National Communications Plan and Calendar and apply appropriately to the Regions communications efforts. Additionally, the contractor shall attend an initial strategy meeting at the New England Region Office to review NHTSA’s traffic safety priorities, campaigns, programs, issues and sensitivities, and how those issues and efforts have been applied regionally, by the States, and by local political subdivisions with previous activities conducted by the Regional Office and State Highway Safety Offices. Whenever possible, relevant existing research and background information will be provided to the contractor. Missing, needed information will be identified and assignments for gathering such information will be clearly assigned. Tasks, milestones and deliverables will be discussed and issues clearly resolved. This meeting will be held within one month of the contract award. Task 2. Develop a Year-Round, Multi-Media Regional/State Communications Plan The intent of the National communications plan is to develop a series of year-round integrated marketing communications activities that build upon, leverage and maximize the impact of our two preexisting major enforcement and advertising campaigns. The contractor will develop a Regional communication plan and provide support, as appropriate, to states in their plan development. The contractor will design a year-round calendar for Regional activities modeled after the National Communications Plan to reach the identified targeted segments/audience with the appropriate messages not only during the Mobilization and Crackdown but also at every identified point of opportunity within the calendar year. Task 3. Plan and Conduct Media Events (Earned Media) In support of the Regional Communications Plan, the contractor will provide direct technical assistance and consultation to the NHTSA Regional Office to include, but not be limited to: •Plan and conduct news conferences, to include news releases and presentations and collaboration with partners to increase media support; •Generate broadcast and print media beyond events, to include Satellite Media Tours, Audio News Releases, Video Soundbites and B-roll, Radio Media Tours, appearances on local TV and radio news and talks shows, editorial boards, op-ed and letters to the editor, issue specific articles targeted to national and local press publications; •Develop a media “crisis plan” for dealing with unforeseeable contingencies that might adversely affect public acceptance of traffic safety messages. Task 4. Collaboration and Partnership Opportunities At the direction of the Region, the contractor will be required to foster and develop corporate and media partnerships to promote Click It or Ticket and the DRUNK DRIVING OVER THE LIMIT. UNDER ARREST., and social norming traffic safety messages throughout the year. Through the implementation of the Regional Communications Plan and proactive media outreach, the contractor will work with the Region to strengthen relationships with existing partners and develop new partners within the media, law enforcement community, education, health care, and others as directed by the Region to pro-actively support, educate and promote occupant protection and impaired driving prevention messages and initiatives. Suggested partnerships include but are not limited to: Health Care Professionals - Doctors, nurses, and other medical, emergency, and health care professionals who add their unique perspective to the problem. Law Enforcement Officers and Officials - Law enforcement leadership must encourage and be supportive of officers enforcing traffic safety laws. The public must be supportive of law enforcement officers. The public must be made keenly aware of enforcement mobilizations and traffic safety laws and the consequences of breaking those laws. The Judicial System – Prosecutors, judges, probation departments and others in the judicial system have another unique perspective on traffic offenders. The entire judicial system needs to work in a coherent, systemic and united fashion in order to decrease impaired driving and increase occupant protection use. Business – Loss of an employee or employees’ time due to traffic crashes is a huge employer economic burden. Medium and large employers should be fed articles and information for employee wellness and safety programs and for house publications. Crash Victims and Survivors - those who have escaped serious injury or death or those who have lost quality of life or loved ones as a result of traffic crashes. Cultural/Ethnic Organizations - to provide assistance in outreach activities (media/materials) to assure messages reach as many diverse groups as practically possible. Task 5. Generate Media, as appropriate, for other highway safety issues The contractor shall work, at the direction of the Regional Office, to develop publicity, events, interviews and/or other activities and channels for emerging highway safety issues beyond safety belts and impaired driving. The contractor will work with the Regions to develop and implement the most appropriate communication strategy and tactics to generate news coverage on emerging hot topics. The contractor shall establish and maintain contact with the major print and broadcast media providers in the major media markets of the New England Region including key media in each of the six Sates in the Region. The New England Region Office and its States will be positioned as a source of commentary on safety belts, air bags, impaired driving, child safety seats, booster seats and other appropriate highway safety topics. The contractor shall maintain, at a minimum, bi-monthly contact with the major print and broadcast media providers in the major media markets of the New England Region providing newsworthy releases or pitching stories about impaired driving prevention, safety belts, child safety seats, booster seats and other highway safety topics. The New England Region staff and the contractor will work together to develop these products or pitches. The contractor shall have the ability and demonstrated experience to advise the Regional Office and State Highway Safety Offices on issues relating to paid media, including the development of ads, targeting appropriate audiences, identifying the most strategic media venues, purchasing time or space, negotiating the buys and other issues relating to paid media. Task 6. Training The contractor shall have the ability to deliver media skills training to the staff of the Regional Office, State Highway Safety Offices and other partners to assure uniform messaging of all national efforts. Task 7. Materials The contractor will prepare draft copy and/or graphic layouts, in cooperation with the NHTSA Headquarters and the Regional Office, for broadcast or print media outlets. This preparation will also include developing strategies to deliver the materials to the targeted audiences and media outlets, and identifying avenues for media support. On a limited basis, the contractor could provide for copying services for materials to be presented at mobilization and other press events, meetings and trainings. Task 8 The contractor shall provide a quarterly report of activities performed under this contract to the COTR at the NHTSA New England Regional Office following the award of this contract. This report will be of a narrative format and contain information on contacts and accomplishments made during the previous reporting period, plan and schedules for the remaining period of the contract and examples of any materials produced. The contractor shall provide two hard copies of the report and an electronic copy of the report in MS Word format. Format of Corporate Capabilities Statement: Any interested organizations should submit the Corporate Capability Statement which demonstrates the firm’s ability and interest in no more than 10 pages to perform the key requirements described above. All proprietary information should be marked as such. All respondents are asked to indicate the type and size of their business organization, e.g., Large business, Small Business, Small Disadvantaged Business, Women-Owned-Business, 8(A), Historically Black College or University/Minority Institution (HBCU/MI), educational institution, profit/non-profit organization, in their response. Interested offerors shall respond to this Sources Sought Notice no later than 15 calendar days from date of posting. E-mail is the preferred method when receiving responses to this Notice.
- Web Link
-
FedBizOpps Complete View
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- Place of Performance
- Address: Boston, Massachusetts, United States
- Record
- SN01714611-W 20081207/081205221028-a5e0e258c1b0ebe772ebff724974ca5c (fbodaily.com)
- Source
-
FedBizOpps Link to This Notice
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