Loren Data's SAM Daily™

FBO DAILY - FEDBIZOPPS ISSUE OF MARCH 15, 2014 FBO #4494
DOCUMENT

R -- TELEVISION PROMOTIONAL SPOTS AND INFOMERCIALS VETERANS INTERGRATED SERVICE NETWORK (VISN 2) UPSTATE NEW YORK - Attachment

Notice Date

3/13/2014
 

Notice Type

Attachment
 

NAICS

541810 — Advertising Agencies
 

Contracting Office

VISN 2 NCO (2/90);Contracting Officer;Department of Veterans Affairs Syracuse;1304 Buckley Rd Suite 104;Syracuse NY 13212-4311
 

ZIP Code

13212-4311
 

Solicitation Number

VA52814R0129
 

Response Due

3/10/2014
 

Archive Date

4/9/2014
 

Point of Contact

Richard Williams
 

E-Mail Address

Contracting Officer
(richard.williams18@va.gov)
 

Small Business Set-Aside

Total Small Business
 

Description

AMENDMENT A00001 TO RFP VA528-14-R-0129 1. Please clarify the deliverable in task one, "two localized television promotional spots for each of five VISN 2 Medical Centers" are you expecting 10 different commercials? There are 9 markets not 5. Each market will have their own tag one 15 sec and a 30 second, generic and useable in all markets but tagged for the medical center in that market. One commercial for each of the 9 markets. 2. Are you expecting the contractor to shoot in five different locations with 5 different sets of people in each set of commercials and each of the 30 minute videos? No 3 separate productions - Canandaigua Bath and Syracuse; Buffalo; Albany; 3. If 5 different locations are required, will we shoot at location of each VA hospital for :15, :30 and for 30 minute spots? See above. 4. As a former TV Station Manager we are highly concerned about the specific commercial deliverables in Task 2, does the VA have the type of Relationship with the TV stations that ensures the primetime clearance and scrolling during newscasts that they are confident that the Stations will do this for them? No 5. If the VA does not have that strong of a relationship with each of the TV stations, do you expect the contractor to ask for this type of consideration, knowing full well that we may not receive it? Yes 6. This statement seems to contradict Task 1 where it is stated that we will use local VA staff and patients in the spots. "Provide resume and video CD of proposed on-camera talent who has proven experience performing in front of the camera, recording radio spots and possesses excellent interviewing skills. Proposed on-air talent should convey the best possible image of the VA and appeal to a diverse population of Veterans". Yes Please clarify if you are expecting us to use PAID PROFESSIONAL on camera talent PLUS the VA staff and patients? Yes 7. Has the VA placed any PAID TV media time in the past year on the TV stations and if so can you give the approximate budget for each of the stations/markets? No 8. The Clearance of an ½ hour program in primetime at no charge is highly unlikely and in our experience this is an unreasonable request, does the VA have any past history with the TV stations that they can prove that they have successfully cleared a similar program in primetime? No 9. Does the VA have a budget for paid TV commercials and if so, please let us know the amount? Yes, there is a budget but acquisition regulations forbid releasing that figure. 10. Should we price bid response to shoot each 30 minute infomercial as a unique video or do we shoot one infomercial and edit in other locations? See answer to question 2 11. Are we buying the air time? Yes 12. Are the deadlines flexible? Yes, but we do not want to run in the summer. 13. Is there an incumbent performing this work or similar work currently or is this a new requirement? If yes, who is the incumbent? No, this is a new requirement. In task 3 it states "The Contractor shall design and develop nine web pages (one for each market area below) including graphics and photo for each market area dedicated on the local news stations' websites that directs Veterans to key VA web links. The webpage will be designed to collect key demographics on Veteran viewers for future follows up by VISN 2. The data and analytics will be provided to the VISN 2 Public Affairs Office." 14. Are these meant to be click through ads on local news station sites that drive traffic to dedicated landing pages? Yes 15. Is the contractor responsible for hosting these landing pages or will they reside on existing government servers? No 16. Is there a page limit for the technical proposal? No, but normally we would like to keep this to 5-6 pages if possible. 17. Are we interpreting the request accurately? Our understanding is that: oEach of the 9 markets will air 30- and 15-second commercials running 10 days before May 22 and 5 days after. Yes o200 spots will air per market over this period of time, negotiated for the best run of schedule. Yes oOn the 22nd or near that, five (5) half hour (30-minute) television infomercials will run once in each of the nine markets, preferably somewhere between 6-8 p.m., on one of the major broadcast stations in the market. yes oThis will be supported by web advertising on the station web sites and a link to a page created for this promotion on the regional VA web site. No created on the stations site and link to a VA site. oA Crawl will also be requested at each station to promote the campaign. yes 18.Have you done this campaign or one like it in the past? No 19.What metrics defined success? Will the same metrics define success for this campaign? How many Veterans enroll in VA health care 20.Is this project dependent upon hitting the pre-memorial day May 22 deadline? For example, could it be moved to pre-July 4th weekend? No - next option would be fall. 21.Does this project or the timing tie in to another campaign or initiatives you are doing with the VA? We will be doing other promotions to compliment this outreach on Facebook and the Internet. 22.This category of bid falls within a $14 million upper end. ??? Do you have a target budget? Yes, there is a budget. 23.Would you prefer a celebrity talent as the announcer/spokesperson? We are open 24.Can one (30-second and 15-second) spot be used for all locations (tagged with the local information) or do you require that each spot show only local talent and locations (requiring multiple shoots)? yes 25.Is there a presenting condition like PTSD that you want the spots to appeal to? What will be the benefit for vets to respond to this appeal? Getting back into the work force? Restoring family relationships? Experiencing peace of mind? We have a number of different but consistent messages we want to get out 26.Do you have any data on what has moved Vets from inactivity to engagement with your program that might inform the content approach? Health care benefits they are entitled to receive. 27.Do you see the 5 infomercials as a progression in programming or are they separate stand-alone programs? No Are there specific topics that you want to cover? yes 28.Do you see the infomercials shot in a studio with roll-ins yes or do you expect a documentary location style? 29.Is there a Call to Action that you anticipate that will require setting up a call center or special response mechanism? Yes we will do that. 30.The bid requires airing of 1,800 spots. Do you expect 900 30-second spots and 900 15-second spots? ??? 31.On the pricing sheet, there is a category for 15 days? Are you expecting other spots to be aired more than the 1,800 during the course of the 15-day period? No What pricing are you looking for other than the price for the 1,800 that appears above this box? ??? 32.On the pricing sheet, you call out a line item for pricing The Crawl but you don't have a line item to report pricing for the media buy of The Crawl. Do you plan on the stations giving you this? Yes 33.Many stations only use The Crawl for emergency announcement or news. What alternative would you accept? Sponsorship???? 34.Infomercial Clarification: Are there a total of 45 airings what? (5 infomercials in each of 9 markets) or will 1 of the 5 infomercials run once in each market, yes (the version dependent upon the VA facility being covered by that market/station) for a total of 9 airings? 35.If it is 45 airings, do you anticipate airing one Infomercial per day for five consecutive days or do you see more than one per day?please see SOW 36.6-8 p.m. is the News and Wheel of Fortune/Jeopardy time. Have you negotiated these times in the past for a successful infomercial buy? No Are you prepared to pay more than what syndicators pay in their agreement with the station to secure these times? No 37.How soon will you get back to us with answers to these questions? When will the award of the project be made? 38.Is there an incumbent performing this work or similar work currently or is this a new requirement? If yes, who is the incumbent? No incumbent, this is a new requirement. 39.In task 3 it states "The Contractor shall design and develop nine web pages (one for each market area below) including graphics and photo for each market area dedicated on the local news stations' websites that directs Veterans to key VA web links. The webpage will be designed to collect key demographics on Veteran viewers for future follows up by VISN 2. The data and analytics will be provided to the VISN 2 Public Affairs Office." 40.Are these meant to be click through ads on local news station sites that drive traffic to dedicated landing pages? Yes 41.Is the contractor responsible for hosting these landing pages or will they reside on existing government servers? No 42.Is there a page limit for the technical proposal? No but normally we would like to keep this to 5-6 pages if possible. 43.Question: What is the objective the VISN 2 Outreach Marketing and Advertising Campaign? To enroll veterans 44.The Contractor shall develop two localized television promotional spots for each of five VISN 2 Medical Centers. One promotional spot will be: 30 seconds in duration and the other will be: 15 seconds in duration. The Contractor will develop the spots with the overall intent of promoting VA Health care, and will use local VA staff and patients in the spots. Question: Are you wanting two television promotional spots ( one :30 and one :15) for each of the five (5) medical centers for a total of 10 spots (five :30s and five :15s) yes OR two promotional spots (one :30 and one :15) promoting VA health care that will run in all of the nine media markets. The Pricing Schedule requests the cost for one :30 and one :15 promotional spots, not five :30s and five :15s - See below. Please clarify? ItemTask/ DeliverableTask NameDue DateBase Line Items QtyUnitUnit PriceTotal Price Task 1Two localized television promotional spots for five (5) medical centers 0001Del. 1.1One promotional spot of 30 seconds to promote VA Health careOne (1)EA 0002Del. 1.2One promotional spot of 15 seconds to promote VA Health careOne (1)EA 45.Creative Development Questions: a.In the RPF, you were specific RE footage of staff/patients; do you have a concept in mind? We want the vendor to assist. b.Is there a brand position/standard in place that we need to adhere to? yes c.Do you already have a creative concept in place that you expect us to run with? no d.Do you expect us to provide an overall creative concept / brand message? yes e.Do you have a theme / tagline in place? no f.On a scale of 1 to 10 (with 10 being "absolute must"), to what degree are we expected to utilized the video/interview format mentioned in the RRP? ?? g.Will patient/staff footage be "in action" or still (on green screen)?Yes h.Are we developing the same message throughout or a separate message per location? Messages will be similar but the market will be tagged Task One Questions 46.The Contractor shall conceive, design, develop, script and produce five (5) half hour (30 minutes) television infomercials, to run once in each of the nine markets (see Veteran and Media Market Areas chart below) that comprise the catchment areas for the Albany, Buffalo, Syracuse, Canandaigua and Bath Medical Centers. Question: Do you envision on-camera narrator for infomercials? yes Question: Are we buying media time in nine markets to run the five (5) half hour (30 minutes) television infomercials? Yes Please list which medical center location is to run in each media market. Albany, Bath, Buffalo, Rochester, Syracuse 47.Ensure television promotional spots run a minimum 200 times in each of nine market areas (see Veteran and Media Market Areas chart below). Question: To clarify, we will be running the promotion spots developed in Task #1 for this media buy. Correct? Please clarify Yes 48.Ensure an ROS (Run of Schedule) over fifteen (15) consecutive calendar days - ten days prior to the infomercial (on or about May 22, 2014) and five calendar days after. Spots are to be run on the major television broadcasting stations, unless otherwise approved by VISN 2 Public Affairs Officer and local PAO. Question: Is this a separate media buy from the 200 spots each for nine markets listed above in question #4? No Are these :30s and :15s spots? yes Question: Do you have a designated number of spots you want to run for this media buy each day? Question: Are we developing separate creative for this media buy to promote the infomercial or using the creative developed in Task #1 - the promotional spots. Question: Please clarify the Pricing Schedule listed below. What do you mean by a quantity of 15: 15 Days? 15 Spots? Please clarify. ItemTask/ DeliverableTask NameDue DateBase Line Items QtyUnitUnit PriceTotal Price Task 2Two localized television promotional spots for five (5) medical centers 0003Del. 2.3 Produce Run of Schedule over fifteen calendar days on major television stations Fifteen (15) EA 0004Del. 2.4Run half hour television infomercials in prime viewing time(weekdays, M-F, 6pm - 8pm) Fifteen (15) EA 0005Del. 2.5 Develop advertising scroll and graphics to run on local news casts to encourage Veterans enroll in VA Health care Fifteen (15) EA 49.Ensure half hour (30 minutes) television infomercials run on or about May 22, 2014 in prime viewing time (weekday M-F, 6pm-8pm). Infomercials are to run on the major television broadcasting station unless otherwise approved by VISN 2 Public Affairs Officer and local PAO. Question: Are we running the infomercial on multiple TV stations in each media market NoOR are we running the infomercial on just one TV station per market? yes Question: The timing of May 22, 2014 is during the media Sweeps for television rating ratings and media will be at a premium cost. Is there any flexibility to delay this date until after sweeps are done? No next opportune time is Fall Question: Are the half hour shows to air across all nine markets yes or three times in five markets? 50.Develop advertising scroll and graphics to run consistently over fifteen (15) calendar days on the local news cast that encourages Veteran to call, go online or visit their nearest VA to enroll in VA Health care. Task Three Questions: 51.The Contractor shall design and develop nine web pages (one for each market area below) including graphics and photo for each market area dedicated on the local news stations' websites that directs Veterans to key VA web links. The webpage will be designed to collect key demographics on Veteran viewers for future follows up by VISN 2. The data and analytics will be provided to the VISN 2 Public Affairs Office. Question: Will there be a separate budget for the landing pages or are these to be negotiated as part of the media buy at a discounted rate? yes Question: Who is responsible for placing the landing page on local news websites? vendor Landing Page Questions: "What information is to be collected? Email, phone number ¦ "Is a database required? If so, what type? SQL? Oracle? ??? "Is hosting of the landing pages a part of this SOW? yes If so, what are the requirements? "How is data to be provided to VA? Spread sheet "Will the landing page design be the same for all markets or per market? Seems like a good idea General Questions: 52.Invoicing, Page #5: INVOICES: Invoices shall be submitted in arrears: a. Quarterly[] b. Semi-Annually[] c. Other[X] upon satisfactory completion of service Question: We would like to take the firm fixed price cost and bill it in equal increments over the length of the project - 3 months. Is this possible? OR Question: Is it possible to invoice each month of the contract for services completed, i.e. travel and production services for filming the commercials, etc. You could bill as services were satisfactorily provided to VA by line item number. 53.What is the expected date for announcement the award for this contract? March 24, 2014. AMENDMENT A00001 TO RFP VA528-14-R-0129 ENDS.
 

Web Link

FBO.gov Permalink
(https://www.fbo.gov/spg/VA/SyVAMC670/SyVAMC670/VA52814R0129/listing.html)
 

Document(s)

Attachment
 

File Name: VA528-14-R-0129 A00001 VA528-14-R-0129 A00001_1.docx (https://www.vendorportal.ecms.va.gov/FBODocumentServer/DocumentServer.aspx?DocumentId=1252016&FileName=VA528-14-R-0129-A00001001.docx)

Link: https://www.vendorportal.ecms.va.gov/FBODocumentServer/DocumentServer.aspx?DocumentId=1252016&FileName=VA528-14-R-0129-A00001001.docx

 

Note: If links are broken, refer to Point of Contact above or contact the FBO Help Desk at 877-472-3779.
 

Place of Performance

Address: Department of Veterans Affairs;VISN 2 Catchment area

Zip Code: 14618
 

Record

SN03310303-W 20140315/140313235402-18e8e7afdb490f17b326861fb51edabd (fbodaily.com)
 

Source

FedBizOpps Link to This Notice
(may not be valid after Archive Date)

---

| FSG Index  |  This Issue's Index  |  Today's FBO Daily Index Page |