SOURCES SOUGHT
R -- Communications and Media Services to Support National Traffic Safety Public Service Campaigns - DTNH2216RQ-00273
- Notice Date
- 6/23/2016
- Notice Type
- Sources Sought
- NAICS
- 541810
— Advertising Agencies
- 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
- DTNH2216RQ-00273
- Point of Contact
- Vincent Lynch, Phone: 202-366-9568
- E-Mail Address
-
vincent.lynch@dot.gov
(vincent.lynch@dot.gov)
- Small Business Set-Aside
- N/A
- Description
- Sources Sought Notice Action Code: Sources Sought Classification Code: R Solicitation: DTNH2216RQ-00273 Agency/Office: National Highway Traffic Safety Administration (NHTSA) Location: National Highway Traffic Safety Administration HQ NAICS Code: 541810, Research and Development in the Social Sciences, $15.0 M. Point of Contract: Vincent Lynch, Contracting Officer, ph(202) 366-9568 Title: Communications and Media Services to Support National Traffic Safety Public Service Campaigns Description(s): The National Highway Traffic Safety Administration (NHTSA) is issuing this Sources Sought Notice to identify potential qualified Small Business (SB), Small Disadvantaged Business (SDB), 8(a) Certified SDB, Historically Underutilized Business Zone Small Business (HUBZone SB), Service-Disabled-Veteran-Owned Small Business (SDVOSB), or Woman Owned Small Business (WOSB) concerns that may be interested in and capable of performing the work described herein to provide Communications and Media Services to Support National Traffic Safety Public Service Announcement (PSA) Campaigns. NHTSA welcomes all qualified Small Business concerns, with the appropriate NAICS Code and past experience to submit their Corporate Capability Statements that demonstrate their ability to successfully accomplish the goals of the project as listed below. NHTSA does not intend to award a contract on the basis of responses to this notice or otherwise pay for the preparation of any information submitted. Acknowledgement of receipt of responses will not be made; no formal evaluation of the information received will be conducted by NHTSA. NHTSA may; however later on issue a Request for Proposals (RFP). However, should such a requirement fail to materialize, no basis for claims against NHTSA shall arise as a result of a response to this notice. Background: The National Highway Traffic Safety Administration's (NHTSA) mission is to save lives, prevent injuries, and reduce traffic-related health care and other economic costs. The agency develops, promotes, and implements effective educational, engineering, and enforcement programs with the goal of ending vehicle crash tragedies and reducing economic costs associated with vehicle use and highway travel. NHTSA's outreach requirements necessitate contracting with an organization that produces, distributes, and promotes with the ability to tap into various pools of marketing talent within the advertising and communications industry from around the country to obtain donated media services, with either pro-bono, or reduced cost access to media facilities and talent. NHTSA requires an organization that is able to garner resources from the business, non-profit, and entertainment communities in order to assist with spread of the agency's traffic-safety related messages and campaigns to create awareness, foster understanding, and motivate action concerning nationally relevant social issues such as: distracted and impaired driving. In an effort to meet its mission, NHTSA has developed its communications program in a process that is first grounded in sound Agency policy and program, and then relies on the development and implementation of national traffic safety campaigns designed to encourage targeted road users to adopt positive traffic safety behaviors. Research has shown that the target audiences that make up the majority of NHTSA's most at-risk road users glean their information from television, radio, cable, internet, and social media delivered in measurable levels of reach and frequency. Therefore, communication focused on getting people to change their behavior is more successful in an environment that includes continuous and consistent messaging that educates the public. While that strategy has proven extremely effective; limited budgetary resources prevent NHTSA from being able to use paid advertising to support many of its outreach and education-based efforts. Therefore, the agency must rely on donated media public service campaigns that are able to raise awareness about specific risky traffic safety behaviors among a large national target audience. Historically, the Ad Council has been very instrumental in providing this type of media coverage and outreach under assistance agreements; however, it was later determined that these services should be procured under contracts. While working under previous contractual agreements with NHTSA, the Ad Council through its ability to develop and execute multi-million dollar donated media campaigns, and media distribution strategies was able to satisfy NHTSA's requirements for traffic-safety related campaign messages, designed to increase awareness and influence change on large nation-wide scale. In performing this task, the Ad Council utilized a network of over 33,000 media outlets-including broadcast, print, outdoor (i.e. billboards, bus stops), and internet-to run the PSAs and distribute the materials in donated time and space. NHTSA's outreach strategy requires an advertising agency with the ability to provide large amounts of donated media outlets that would not be otherwise possible; if paid for directly. The required access to the full range of public service campaign services to continue running NHTSA's PSAs and distribution of these materials in donated time and space is critical to successful performance under the terms of the proposed contract. Objective: The objective of this project is to provide NHTSA with access to a Contractor that can develop large-scale, fully integrated, donated media public service campaigns that support NHTSA's traffic safety programs, and has extensive and successful experience in providing the full-range of activities associated with researching, developing, producing, delivering, and evaluating program-related public service materials for both internal and external stakeholders. Capabilities: The corporate capability statement must address the capabilities necessary to accomplish the scope described above, as well as the additional tasks and characteristics that follow: Exhibit an understanding of the goals and mission of NHTSA. Develop national, large-scale, fully-integrated social norming public service campaigns that shall rely on donated media, and be designed to raise awareness about: the benefits associated with correct child passenger safety restraint use among young children and tweens; the risks associated with buzzed and distracted driving, and underage drinking; and the risks associated with distracted driving, and safety issues related to other NHTSA traffic safety campaigns among English and Spanish-speaking audiences. Recognize and address the diversity within racial and ethnic groups to ensure effective campaign strategies. Unique characteristics, experiences, norms, values, behaviors and beliefs of the targeted audiences, and relevant historical, environmental, and social forces will be taken into consideration in the development of targeted creative strategies to improve traffic safety among at-risk audiences. Conduct qualitative and quantitative research to develop, test, and refine campaign messages for targeted audiences. Conduct ongoing tracking studies that measure public opinion, associated behavior change, and outreach efforts on campaign issues. Demonstrate experience and proficiency with preparing the approval package necessary to obtain approval from the Office of Management and Budget (OMB) for federally sponsored data collections as required by the Paperwork Reduction Act (PRA). Develop strategic campaign content, including writing, editing, and translation for diverse platforms and audiences in compliance with Federal standards for plain language, usability, and Section 508. Content includes, but is not limited to, the following elements: television, radio, print, outdoor, digital, social media, Internet, and other non-traditional media. Support strategic partnership development and maintenance, including community, corporate, media, entertainment industry, and sports industry relationships, for the purpose of promoting public service campaigns. Develop, test, implement, and maintain interactive, mobile, and new media strategies and channels, including new and social media tools and e-partnerships, for the purpose of promoting campaign elements and traffic safety messages. Ability to marshal volunteer/pro-bono talent from the advertising and communication industries, the media, and business and non-profit communities and organizations to spread messages, create awareness, and motivate actions. Whenever possible, use "plain language" in the development of all campaign content: http://www.plainlanguage.gov/index.cfm Develop and maintain easily consumable and shareable social media strategies, and collateral internet materials to support campaigns. Provide web support by developing content that can be posted to specific traffic safety campaign sites and/or any NHTSA-related websites (e.g. NHTSA.gov or SaferCar.gov). Develop and execute multi-million-dollar-value donated media distribution strategies that include the pitching and redistribution of PSAs so that Public Service Directors are regularly reminded of them. Potential total outreach of donated media for each campaign ("campaign" being identified by a task order in place) should be, on average, an estimated 30 million dollars in donated media. Conduct market research, both qualitative and quantitative, to develop, test and refine the effectiveness of campaign messaging among the target populations that NHTSA is trying to reach with its communication and campaign efforts. Manage talent and photo release rights and fees for existing and newly created advertisements. Monitor the performance and effectiveness of all campaign elements and submit quarterly reports on placement, reach and value. Provide public relations/event support that may include the development of Bites and B-Roll packages (BBR), multimedia news release (MNR) and Satellite Media Tours featuring NHTSA spokespersons as deemed appropriate by the Contracting Officer's Representative (COR). Provide assistance in pursuing and developing new partnerships, and other collaborations and opportunities to raise awareness about NHTSA's child passenger and tween traffic safety, and distracted and buzzed driving campaigns. Provide digital media support that may include creating promotional and educational/informational content to be posted to NHTSA web sites (including social media platforms) and partner sites. Provide technical assistance to NHTSA in all areas of integrated communication. Provide both management and strategic campaign guidance, which may include briefings or presentations to expert panels, government and non-government organizations, and other entities. Make NHTSA aware of any limitations (e.g., talent rights, copyrights, etc.) that may impact the ability of NHTSA to make subsequent use of any media produced under the Contract or a task order. If such limitations exist, the Contractor shall discuss with NHTSA the ramifications of any such limitations before beginning any Contract or task order work. Any potential offeror MUST - at a minimum - demonstrate the following: Prior direct experience developing and executing comprehensive and integrated national PSA campaigns that include but is not limited to the following creative elements: television, radio, print, outdoor, digital, social media, mobile, website development, and strategic partnership opportunities. Prior direct experience in obtaining donated services for the implementation of necessary research and development of creative materials in support of a national PSA campaign. Prior direct experience in producing PSA campaign material pro-bono, using the country's leading advertising agencies, who donate their services on a volunteer basis. The existence of an established network to over 30,000 media outlets and a strong history of relationships with advertisers, media, public service directors, and media organizations that have resulted in getting PSAs (TV, radio, print, digital, outdoor, internet) placed in donated media space at a minimum value of $1 billion dollars annually. Prior experience in developing creative materials that are innovative, culturally diverse, strategically sound, and relevant to the audience. Prior experience in developing and executing viral marketing campaigns and the collateral materials designed to support them. Prior experience responding to Federal agency management, accounting, and reporting needs. Prior experience developing in-school programs. Knowledge of planning and implementing formative research to develop messages and strategies to target audiences according to Federal regulations. Prior experience using new technology, such as mobile and social media for PSA campaigns. Social media expertise and the capacity to plan and implement a nationwide, strategic communication campaign. Ability to engage and leverage new and existing partners and other networks to increase the number of individuals engaged on social media platforms. Ability to engage individuals at a grassroots level to become e-advocates/online ambassadors. Ability to develop innovative online tools that direct users to online material (website and social networking pages). Internal social media measurement capabilities and recommendations on how campaign success will be evaluated. Prior experience developing and nurturing partnerships for large/specialized PSA campaigns. Ability to produce innovative, high-quality broadcast, print and online advertisements and public service announcements. Ability to manage talent rights and fees for existing and newly created advertisements. A local office in the Washington, DC Metro area upon Contract award. Format of Corporate Capabilities Statement: Any interested qualified Small Business firms, Small Disadvantaged Business (SDB), 8(a) Certified SDB, HUBZone SB, SDVOSB, or WOSB concerns should submit their Corporate Capability Statement, which demonstrates the firm's ability and past experience in no more than 10 pages to perform the key requirements described above to the identified NHTSA point of contact listed herein. Any proprietary information should be marked as such. All respondents are asked to certify the type and size of their business organization is in-line with the requirements of this Sources Sought Notice, and must be received no later than 7 calendar days from the date of publication of this notice.
- Web Link
-
FBO.gov Permalink
(https://www.fbo.gov/spg/DOT/NHTSA/NHTSAHQ/DTNH2216RQ-00273/listing.html)
- Place of Performance
- Address: Washington, District of Columbia, 20590, United States
- Zip Code: 20590
- Zip Code: 20590
- Record
- SN04160738-W 20160625/160623235455-a81f377043f3edc0ec6fde2ea7883555 (fbodaily.com)
- Source
-
FedBizOpps Link to This Notice
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