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FBO DAILY - FEDBIZOPPS ISSUE OF SEPTEMBER 12, 2014 FBO #4675
DOCUMENT

R -- Department of Veteran Affairs Marketing Campaign - Attachment

Notice Date

9/10/2014
 

Notice Type

Attachment
 

NAICS

541820 — Public Relations Agencies
 

Contracting Office

Department of Veterans Affairs;VA Maryland Health Care System;Carl.Henderson3@va.gov;209 W. Fayette Street;Perry Point MD 21902
 

ZIP Code

21902
 

Solicitation Number

VA24515R0121
 

Response Due

10/10/2014
 

Archive Date

12/9/2014
 

Point of Contact

Carl L. Henderson
 

E-Mail Address

enderson3@va.gov<br
 

Small Business Set-Aside

Total Small Business
 

Description

Statement of Work: Marketing, Media Creative + Media Buying for Every Veteran Should Enroll Campaign Purpose Obtain contracted services to execute a marketing plan comprised of Search Engine Marketing, Online Advertising, Direct Mail, Email, and Flyers inserted in newspapers in order to improve enrollment growth rates, vesting ratio, educate Veterans regarding their entitlements, and develop recognizable brand within VISN 5. Primary service is to act as the VISN's agent, or intermediary, in purchasing advertising, also known in the industry as 'media buying.' Background The VHA mission is to Honor America's Veterans by providing exceptional health care that improves their health and well-being. In fulfillment of this mission, the VHA provides services and benefits through a network of 153 hospitals, 788 outpatient clinics, 135 community living centers, 49 domiciliary residential rehabilitation treatment programs, and a national mail in pharmacy program. The VHA is one of the largest and most advanced providers of health care in the world. VISN 5, comprising of four medical centers and 18 outpatient clinics, serving Veterans in the national capitol region, seeks to increase enrollment growth, and as a consequence, increase the number of vested Veteran patients. Enrollment is the initial step to accessing VA health care. It consists of completing a 1010ez form and providing proof of military service using a DD214, Certificate of Discharge. Vesting, the secondary stage of participation includes a medical exam, also known as a History & Physical (H&P), to document the Veteran's medical condition at the time of entry into the VHA. Approximately two-thirds of all Veterans who enroll eventually transition to the vested stage. Over the last fiscal year, that rate has dropped to just over one-third. VISN 5 proposes a continuation of the Every Veteran Should Enroll marketing campaign to drive eligible Veterans to 1) enroll for VA health care; and 2) become an active user of the system. Medical centers within the campaign's catchment area: -VA Maryland Health Care System (two medical centers, Baltimore and Perry Point) -Washington DC VA Medical Center -Martinsburg VA Medical Center Within the VISN footprint, there are 765,000 Veterans, 236,000 of whom are enrolled in VA health care, leaving 529,000 non-enrolled Veterans. Of the 529,000, an unknown portion may not financially qualify to take advantage of enrollment (due to high incomes). The vast majority however, may not realize that they qualify or choose not to enroll. The contract is to act as the VISN's agent to purchase media; update flyers / direct mail pieces, conduct internet-based marketing and advertising; as well as manage, coordinate, track, and quantify results using pre-existing concepts and themes from the Every Veteran Should Enroll marketing campaign conducted through 2012, 2013, and 2014. Scope 1.Act as this agency's authorized purchasing agent and media buying firm, in negotiating with media outlets and other businesses, to include, but not limited to internet-based advertising, newspaper, postal service, mail house, printer, as well as 'free' publications such as Red Plum or Penny-saver. 2.Secure the best possible return on the VISN's investment of $600,000 minus fees, sub-vendor costs, and/or commission. 3.Furnish a proposed advertising spend plan for email blasts, direct mail, online paid search, newspaper flyer inserts within VISN 5 footprint. Vendor is bidding on the cost of their services to secure these obligations on behalf of VHA. Initial plan will begin running six to 10 weeks after this award, currently estimated as July 2014 given a May 2014 award. 4.Vendor will work with VHA staff to update and fine tune art and copy platforms using existing VHA creative messaging and branding concepts. This suite of deliverables includes limited edits to existing body copy, limited edits to calls to action, sub heads, stock photography (max of five purchases); graphics support, if needed to accommodate copy changes or to modify existing direct mail, inserts, or banner/button/page layouts for the internet. 5.Redeploy regional search engine marketing programs using campaign messaging. Scope includes interactive development or modification of landing pages, buttons, click thrus, pop up responses, match backs, and associated copy modifications. 6.Continue use of a sub-vendor to track incoming 800# phone calls to quantify call volume and origin. 7.Manage relationships with third party vendors. 8.Ensure the corresponding number of printed materials to support direct mail and inserts are produced to support the media plan. 9.Purchase email and direct mail lists for mail outs as listed in the media plan. 10.Contractor will secure non-profit discount on behalf of VA whenever possible. 11.Ensure that metric tracking devices or systems are in place to quantify results and processes. 12.Provide reports as requested on spend plan, project progress, results, new media opportunities, or other reasonable performance-based measurements, such as demographics on respondents, web trends, etc. 13.The Department of Veterans Affairs owns all copyrights to all BRC information, art files, programming or other services performed by Vendor under the scope of this contract. 14.Provide reports as requested on spend plan, project progress, results, new media opportunities, ROI, or other reasonable performance-based measurements, such as demographics on respondents, web trends, etc. 15.Reutilize original VA art files as much as possible in order to maximize the balance of funds for purchased media. Evaluation Criteria In order to leverage time and knowledge, Vendors must demonstrate 7 - 10 years of substantive experience and competencies in all of these areas: -Strategic communications; -Brand development and design; -Demonstrated marketing experience, supported by data -Professional insight and knowledge of the population and geography within the immediate geographic region the VISN footprint covers; and -Federal government contracting. Award of contract will be based on the proportion of funding Vendor has remaining available after production of materials and programming of online paid search. Limit media drivers to email blasts, direct mail, paid search engine, and news inserts. The bidder with the lowest overhead, production, staff salary costs that optimize the media buy funds will have the greater basis for the award. Milestones The initial spend plan proposal from the Vendor will cover October 2014 through July 2015. A VISN 5 representative will review and approve the targeted media buys and drivers identified by Vendor prior to execution or placement. Due to the complexity of enterprise knowledge required, the VISN 5 goal is to work closely with Vendor personnel throughout the process to ensure that: -Face-to-face updates occur as each phase of the project commences or completes; -Key VISN staff and information sources are involved when and where they need to be; -VISN stakeholders remain fully informed throughout the course of the project, understanding conclusions as they are developed; -VISN staff representative signs off on all materials prior to production; -Internal VISN personnel gain increased 'buy in' as the project unfolds, and; -Timelines, deadlines, and other milestones are met or surpassed. The Vendor will provide a tentative project schedule and plan within four weeks of award. Period of Performance The period of performance for this contract is for October 2014 - September 2015. Security Statement The C&A requirements do not apply and a Security Accreditation Package is not required.
 

Web Link

FBO.gov Permalink
(https://www.fbo.gov/spg/VA/VAMHCS512/VAMHCS512/VA24515R0121/listing.html)
 

Document(s)

Attachment
 

File Name: VA245-15-R-0121 VA245-15-R-0121_1.docx (https://www.vendorportal.ecms.va.gov/FBODocumentServer/DocumentServer.aspx?DocumentId=1625618&FileName=VA245-15-R-0121-000.docx)

Link: https://www.vendorportal.ecms.va.gov/FBODocumentServer/DocumentServer.aspx?DocumentId=1625618&FileName=VA245-15-R-0121-000.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: Baltimore, MD.

Zip Code: 21201
 

Record

SN03504403-W 20140912/140910235229-42175f473cac9b5cf3a0923a30d00030 (fbodaily.com)
 

Source

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

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