FILE | R | VBA MEDIA AWARENESS - Justification and Approval (J&A)

FBO DAILY ISSUE OF SEPTEMBER 17, 2010 FBO #3219
DOCUMENT

R -- VBA MEDIA AWARENESS - Justification and Approval (J&A)

Notice Date: 9/15/2010
Notice Type: Justification and Approval (J&A)
NAICS: 541890 — Other Services Related to Advertising
Contracting Office: Department of Veterans Affairs;Atlanta VA Regional Office;1700 Clairmont Road;Decatur GA 30033
ZIP Code: 30033
Solicitation Number: VA31610RP0006
Archive Date: 7/26/2010
Point of Contact: Elaine Porter
E-Mail Address: r
Small Business Set-Aside: N/A
Award Number: VA316-P-0016
Award Date: 7/26/2010
Description: JUSTIFICATION AND APPROVAL TO PROCURE USING OTHER THAN FULL AND OPEN COMPETITION 1. Identification of Agency and Contracting Activity. The Department of Veterans Affairs (VA), Veterans Benefits Administration (VBA) Office of the Under Secretary for Benefits, Project Management Office and VA Education Service, executes this Justification and Approval (J&A) for Other Than Full and Open Competition. 2. Nature/Description of Action. This activity proposes to negotiate a noncompetitive award (sole source) with American Independent Media (AIM) for the procurement of services for: The creation of outreach materials based on creative ideas and examples as mutually generated and approved by VBA and all actions related to the placement of these outreach materials in appropriate media venues determined by the contractor and approved by VBA. This could include, but is not limited to print, television, radio, posters, pamphlets, social media, and Internet based outlets. 3. Description of Supplies/Services. This requirement is for two separate outreach media streams: A. Education Services: This portion is a continuation of placement of outreach materials already developed and already placed in some media outlets. This portion of the requirement is to buyout the remaining requirements of the Educations Services Communication Plan. The objective is to finish placing FY10 media buys and leverage deep discounts by purchasing advance placement for the next two school enrollment cycles. This will include: a. Developing outreach materials based on the existing plan and preparing them in accordance with the editorial requirements of the media being utilized. b. Purchasing the media placement required in accordance with the communication plan and meeting all the deadlines required by VA and the outlet. Maintaining the flexibility to adjust placement based on reactions to the outreach. c. Ensuring review of all materials by VA prior to placement. d. Provide account management and metrics relating to circulation and other measurements mutually determined to show effective market penetration and Earned Value Management Tracking. e. Provide copies of the published outreach. B. Project Management Office: This portion is a requirement to support a targeted outreach effort: a. Build a demographic profile and media mix plan for development and placement of outreach messaging for VA Compensation and Pension claim initiatives. Include an appropriate media mix to reach the target audience of Veterans. Media placement initially, but not limited to, the months of July, August and September 2010 in select markets. a. From mutually developed concepts and creative efforts, develop media ready products for advertising and outreach related to informing Veterans of the availability of new services primarily in VBA pilot projects. b. Graphics, audio and video preparation of required materials with reviews and approvals by VBA. c. Media buys and placements as a part of VBA's integrated communications campaign. d. Provide media buys and placements and direct mail or other direct delivery of poster, brochure or other material as a part of VBA's integrated communications campaign. e. Provide account management and metrics relating to circulation and other measurements mutually determined to show effective market penetration and Earned Value Management Tracking. f. Provide copies of the published outreach. The proposed total contract cost for the base year and three option years is estimated to be $4,997,262.58; Base Year: $1,950,000; Option Year One: $1,343,570; Option Year Two: $724,653; Option Year Three: $615,116. Option Year 4: $363,925. 4. Identification of Statutory Authority. The statutory exception permitting other than full and open competition for this acquisition is 10 U.S.C. 2304(c)(5), Authorized or Required by Statute as implemented by FAR 6.302-5. The applicable statute is PL 109-461, Veterans First Contracting Program. 5. Demonstration of Contractor's Unique Qualifications. American Independent Media (AIM) is a Service Disabled Veteran Owned Small Business registered in Vet Biz.gov. AIM as a firm has significant and specific experience within VBA providing media buying and placement of the VBA specific outreach message. AIM has worked with VA Education Service since July 2009 to develop the current outreach strategy and plan and is currently placing Education Service outreach messages in national media streams. In the past year they have developed a deep understanding of the benefits available for veterans, the demographics, and conducted extensive research in messaging acceptance for our stakeholders. Choosing another vendor would result significant cost increases, a delay in deliverable of products in a timely manner, and a considerable learning curve. This project must be executed immediately to meet the critical July, August and September deadlines. 6. Description of efforts made to ensure offers are solicited from as many potential sources as practicable. This acquisition was not synopsized in the Federal Business Opportunity System pursuant to the exception granted at FAR 5.202(a)(4). 7. Determination of Fair and Reasonable Prices. No award shall be made until the Contracting Officer determines the costs to the Government to be fair and reasonable. This determination will be based on a comparison of the offeror's price proposal to the Government IGCE, which is based on an average of rates from GSA M0B1S Schedule 874-1 SDVOSBs in the Washington Metro Area. 8. Description of Market Survey. N/A. The skill and experience required for this project is well defined and specialized. As mentioned in the above section, American Independent Media has the required personnel and research data needed for the successful completion of this requirement. However, market research was conducted to develop an Independent Government Cost Estimate. 9. Other facts supporting the use of other than full and open competition. Clearance: AIM and its employees have already cleared their background checks with VA. Time sensitive: The first deliverables required for both Education Service and the Project Management Office are July 2010 as required by the Office of the Secretary, Department of Veteran Affairs. 10. Listing of Interested Sources. American Independent Media 18924 Fountain Hills Dr Germantown, MD 20874-1802 240-994-3567 11. Actions Taken to Remove Barriers to Competition. All future requirements will be open market competition. CERTIFICATIONS Technical Representative Certification: I certify that the foregoing justification is complete and accurate to the best of my knowledge and belief. /es/ Michael W. Casey Michael W. Casey Date: 06/30/10 Analyst VA Education Services Contracting Officer Certification Pursuant to (FAR 6.303-2(a)(12)), I certify that this justification is accurate and complete to the best of my knowledge and belief. /es/ Elaine R. Porter Elaine Porter Date: 07/26/10 Contracting Officer
Web Link: FBO.gov Permalink
(https://www.fbo.gov/spg/VA/AtlVARO/Atl316VARO/VA31610RP0006/listing.html)
Document(s): Justification and Approval (J&A); File Name: VA316-P-0016 VA316-P-0016_1.doc (https://www.vendorportal.ecms.va.gov/FBODocumentServer/DocumentServer.aspx?DocumentId=155426&FileName=VA316-P-0016-000.doc); Link: https://www.vendorportal.ecms.va.gov/FBODocumentServer/DocumentServer.aspx?DocumentId=155426&FileName=VA316-P-0016-000.doc; File Name: VA316-P-0016 BLANKFBOSYNOPSIS_03.TXT (https://www.vendorportal.ecms.va.gov/FBODocumentServer/DocumentServer.aspx?DocumentId=155427&FileName=VA316-P-0016-001.TXT); Link: https://www.vendorportal.ecms.va.gov/FBODocumentServer/DocumentServer.aspx?DocumentId=155427&FileName=VA316-P-0016-001.TXT; Note: If links are broken, refer to Point of Contact above or contact the FBO Help Desk at 877-472-3779.
Record: SN02284099-W 20100917/100916001040-25950ea51a35a20ed210bb512f817858 (fbodaily.com)
Source: FedBizOpps Link to This Notice
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R -- VBA MEDIA AWARENESS - Justification and Approval (J&A)