AWARD
R -- IGA SOSS IDIQ JRA
- Notice Date
- 9/27/2011
- Notice Type
- Award Notice
- NAICS
- 541810
— Advertising Agencies
- Contracting Office
- Center Acquisition Innovation Frederick;Department of Veterans Affairs;8490 Progress Drive, Suite 100;Frederick MD 21701
- ZIP Code
- 21701
- Solicitation Number
- VA79811RQ0208
- Archive Date
- 10/7/2011
- Point of Contact
- Roxana Cepeda
- E-Mail Address
-
1-0729<br
- Small Business Set-Aside
- N/A
- Award Number
- VA798-10-D-0103 VA798-11-0004
- Award Date
- 9/23/2011
- Awardee
- J.R. REINGOLD & ASSOCIATES, INC;1415 ELLIOT PLACE NW;WASHINGTON;DC;200072506
- Award Amount
- $2,099,719.70
- Description
- LIMITED SOURCE JUSTIFICATION 1.IDENTIFY THE AGENCY AND CONTRACTING ACTIVITY This justification is executed by the Department of Veterans Affairs, CAI-Frederick on behalf of Veterans Health Administration (VHA), Suicide Prevention Program 2.NATURE/DESCRIPTION OF THE ACTION/CONTRACT TYPE The Government intends to negotiate a logical follow-on with Reingold, Inc. for continuing strategic outreach services for VHA's Suicide Prevention Program. Currently, these services are provided under Contract No. VA798-10-D-0103, Task Order VA798-10-0001. The Task Order's initial One Year period of performance ends September 26, 2011. During the period of performance of the contract, Reingold provided extensive research, analysis, and strategic support and implementation of the comprehensive outreach plan they developed for the program. As such, Reingold has gained and demonstrated an in-depth institutional knowledge of the Suicide Prevention program that is not available from any other resource. This follow-on contract will serve as a continuation of the work that has been completed and move VHA forward toward full implementation of the vital suicide prevention initiative. The suicide prevention outreach plan is in an active pilot phase and based on the analysis and outcome of the pilot, national implementation will continue with national deployment at a local level next year. Reingold's activities have included a large number of communication service deliverables including research and analysis strategic planning, outreach, and a variety of information technology and design efforts. On a daily basis, throughout the initial period, Reingold developed creative ideas for outreach products and delivered materials both for Web and conventional mass. This contractor's demonstrated skills, knowledge, and important personal relationships with key VHA program leadership and suicide prevention subject matter exports, from whom information is regularly elicited, provide Reingold with in-depth, mission-critical program experience and knowledge not available from other contractors without duplicating efforts achieved during the current task order. This non-competitive contract would be a logical follow-on to meet the Suicide Prevention Program's need for critically important services. 3.DESCRIPTION OF SUPPLIES/SERVICES The follow-on task order will mirror the services Reingold is currently providing. The tasks requested align with the approved Suicide Prevention Outreach Plan (SPOP). ONGOING REINGOLD SERVICES 1. Strategic outreach plan development and implementation on a National and local pilot level. 2. Develop a standard and consistent outreach identity guide consistent with VA and VHA policies and guidelines 3. Provide graphic design support for the creation of a toolkit and other items for various events and audiences 4. Design and tailor key metrics to ensure communication materials and other communication mediums are achieving intended results 5. Provide multi-media support to improve the existing website and other social media tools to more broadly and effectively appeal to targeted audiences and stakeholders and improve the customer usability experience. 6. Video creation and reproduction that effectively depicts the benefits and services provided and handles the sensitive nature of the subject matter 7. Negotiate media buying in accordance with research and analysis and purchasing paid advertising to impact targeted audiences From the inception of the SPOP, Reingold has provided strategic planning and implementation support that has transformed the Suicide Prevention Program's identity and increased the number of Veterans utilizing its services. The follow-on task order will have a performance period of one year from the date of award. The estimated value of this requirement is $2,022,302.80 4.IDENTIFICATION OF JUSTIFICATION RATIONALE In accordance with FAR 16.505(b)(2)(iii) exception to fair opportunity for LFO under IDIQ, the new work is a logical follow-on to an original Firm Fixed Price task order for Suicide Prevention Outreach Support Services that was competed in accordance with the applicable contract ordering procedures. 5.A DETERMINATION BY THE ORDERING ACTIVITY CONTRACTING OFFICER THAT THE ORDER REPRESENTS THE BEST VALUE TO THE GOVERNMENT Re-competing this requirement would result in substantial duplication of cost to the Government that is not expected to be recovered through competition. The Contracting Officer (CO) will evaluate pricing and determine the price to be fair and reasonable before awarding a new contract. 6.A DESCRIPTION OF MARKET RESEARCH CONDUCTED No market survey was conducted since these services are follow-on requirements to existing services. Market surveys were conducted at the time of the original award. 7.ANY OTHER SUPPORTING FACTS The sole-source contract is advantageous to the Government as Reingold, Inc. has already gained and demonstrated a unique institutional knowledge of management expectations, preferences, and mechanisms for delivery, as well as technical expertise in understanding the complexity surrounding the topic of Veteran suicides and the Suicide Prevention Program. Their understanding and demonstrated topical and contract execution is critical to the mission and could not be replaced in a reasonable period by any other source without duplicating efforts achieved during current task order. The personal relationships cited above have engendered trust that facilitates proactive assistance from VHA leadership and the nationwide network of Suicide Prevention Coordinators on which the Suicide Prevention Program is dependent for information and cooperation. 8.ACTIONS TAKEN TO REMOVE BARRIERS TO COMPETITION This method of awarding follow-on contracts is not considered a barrier to competition. J.R. Reingold was the successful contractor under competition that was conducted for the services currently in place.
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