SOURCES SOUGHT
R -- Communications and Media Services to Support National Traffic Safety Public Service Campaigns - Sources Sought Notice (DTNH2216RQ-00273-0001
- Notice Date
- 8/17/2016
- 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-00273-001
- 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 (DTNH2216RQ-00273-001) Action Code: Sources Sought Classification Code: R Solicitation: DTNH2216RQ-00273-001 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): Background & Contract Objectives The U.S. Department of Transportation's National Highway Traffic Safety Administration (NHTSA) intends to negotiate on a sole source basis with the Advertising Council (Ad Council) under the authority of FAR 6.302-1 (unique source) for a two year base plus three option years contract for Communications and Media Services to Support National Traffic Safety Public Service Campaigns. The National Highway Traffic Safety Administration (NHTSA) is an agency within the U.S. Department of Transportation. NHTSA's primary mission is to save lives, prevent injuries and to reduce traffic-related deaths and economic losses resulting from motor vehicle crashes. This is accomplished by: •· Setting and enforcing national safety performance standards for motor vehicles and equipment; •· Researching and demonstrating promising strategies to influence positive traffic safety behaviors; •· Providing grants to state and local governments to enable them to conduct effective local highway safety programs; and •· Planning and executing strategic communication campaigns to support program activity. Two of the NHTSA's national priority programs are designed to increase restraint use and prevent alcohol-impaired driving. Research has demonstrated that increasing belt use and preventing alcohol-impaired driving will have the most significant impact on meeting NHTSA's core mission. In addition to the seat-belt and alcohol programs, NHTSA is using strategic communication activities to address offshoots of these programs such as working to encourage those known as "tween" to buckle up and to educate those under age 21 of the dangers of underage drinking. Finally, distracted driving has been a major area of focus not only for NHTSA but for the Office of the Secretary of Transportation. NHTSA's various vehicle safety programs are coordinated with State highway safety agencies and other partners to encourage safe behavior of drivers, vehicle occupants, bicyclists, pedestrians, and other road users across the country. Since traffic safety risks affect people in all communities, NHTSA must have the ability to reach all Americans through many different mechanisms and media with impactful messaging that builds awareness and changes behavior. Therefore, NHTSA requires specialized services from an organization to develop comprehensive and integrated communications campaigns that include: consumer research, production and distribution of public service advertisements (PSA's), garner donated media placement, media outreach, public relations, social media, mobile programs, website development, in-school programs, and strategic partnership opportunities. Requirements Task Orders under this proposed contract will focus on developing and implementing large-scale, fully integrated public service campaigns that support NHTSA's child passenger safety programs, impaired driving, and distracted driving, as well as any future traffic safety issues and topics that may arise. The ultimate goal is to expand exposure and influence of NHTSA's safety messages and change behavior and save lives. NHTSA's requirements are to: Develop and produce public service advertisements (PSAs) - the contractor must develop new public service advertisements using the expertise of the nation's top advertising agencies in a pro bono capacity to develop campaign strategies, messaging, and creatives. Conduct qualitative and quantitative research to develop, test, and refine campaign strategies, messaging, and creatives. The contractor must prepare documents 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 and execute multi-million-dollar-value donated media distribution strategies that include pitching and re-distribution of PSAs so that Public Service Directors are regularly reminded of them. NHTSA expects the contractor to acquire at least $700,000,000 in donated media during the length of the contract (five years) and that over half of local broadcast, network cable, and radio donated media placements air in highly coveted times during the day and early evening. Leverage relationships with the industry's top creative, digital, and production companies, to secure low production costs. For the length of the contract (five years), NHTSA expects the contractor to obtain production costs below industry standards, based on the most recent American Association of Advertising Agencies survey. Manage talent renewals and distribute existing public service advertisements - NHTSA's TV, radio, print, outdoor, and internet PSAs advertising contracts must be renewed periodically, the PSAs must be distributed to media outlets until the contracts expire. Track NHTSA's public service advertisements' metrics. All of NHTSA's creative materials and messages must be tracked to see when, where, and how often they are aired, and how much donated media space they are receiving. Conduct annual tracking studies to measure campaign progress - OMB-approved studies must be conducted each year to see how consumers are receiving our messages and if the campaign messages have made an impact. Distribute campaign messages through innovative social media outreach and public relations efforts. The contractor must secure pro-bono and low-bono services from national public relations, web development, and social media firms at non-profit rates. Distribute NHTSA messaging and campaign materials through partnerships, and develop relationships with a wide variety of public and private sector, and media and non-media organizations, to distribute NHTSA's safety program campaigns' messages. The contractor must be able to execute "Project Roadblock," a multi-platform drunk driving prevention campaign in partnership with the Television Broadcasters Association (TVB). Project Roadblock encourages local broadcast stations to only air impaired driving campaign assets the week between Christmas and New Year's Eve and should reach 99% of the media markets nationwide. The Contractor must also be capable of executing roadblocks with the Outdoor Advertising Association of America (OAAA) during other key times of the year to support the child passenger safety, buzzed driving, and distraction campaigns. Acquire partnerships with entertainment organizations to use talent and characters in campaign material. The Advertising Council The Advertising Council is a non-profit organization established in 1942 with the express purpose of providing public service advertising expertise for the Federal government and other national non-profit organizations. For over 30 years, NHTSA has partnered with Ad Council to develop and produce effective communications programs that make a measureable difference in society. Ad Council has unique advantages that other advertising organizations cannot match. Only Ad Council partners include world renowned advertising, interactive, public relations, entertainment partners and social media agencies. Premier creative teams and industry leaders donate time to develop strategies and messages, and often deeply discount production costs. To ensure the creative strategy and direction meet the highest standards, Ad Council enlists the help of acclaimed and award winning creative directors from the Nation's leading advertising agencies to serve in a peer review capacity. After each campaign is produced, Ad Council distributes the end product to its partners, an established network of over 33,000 media outlets, who donate free time and space to ensure campaigns reach the public. Ad Council uses Regional Media Directors to secure local media in every market, and work with leaders at national media companies to obligate more than a half billion dollars' worth of upfront commitments yearly to Ad Council campaigns. Media outlets donate approximately $1.8 billion to Ad Council campaigns annually. If paid for, this amount would make the Ad Council one of the largest advertisers in the country. Based on the information above, the only organization that can provide these unique services based on the contract requirements is Ad Council. There is no other known source that offers Ad Council's full range of public service campaign services. Contingent upon a successful negotiation, it is NHTSA's intent to award a contract to Ad Council. The proposed acquisition is for services for which the Government intends to solicit and negotiate with only one source under the authority of FAR 6.302-1. This notice of intent is NOT a request for proposals (RFP) for competitive quotes/proposals and no solicitation document exists for this requirement. However, parties interested in responding to this notice shall submit technical data, including cost, sufficient to determine capability in providing the same services. The Government will consider all responsive capability statements received by the close of this notification. Please note that capability statements must explain how a party intends to meet the NHTSA requirements listed in the notice. For example, capability statements that do not explain how a party intends to obtain donated media in similar amounts to what the agency receives under its current contract are not responsive to this notice. This includes explanations of how a party intends to gain and use the expertise of top advertising firms to produce public service advertising on a pro bono basis or how a party will be able to ensure a broad distribution of advertising through networks who will donate free time and space. A determination by the Government not to compete based on responses to this notice is solely within the discretion of the Government. Information received will be considered for the purpose of determining whether to conduct a competitive procurement. 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. In the absence of responses from interested firms demonstrating their capability, NHTSA intends to request a proposal from the Advertising Council (Ad Council) on a noncompetitive basis for the work described herein. Responses must be received by the listed procuring office with 15 days from the date of publication of this notice.
- Web Link
-
FBO.gov Permalink
(https://www.fbo.gov/spg/DOT/NHTSA/NHTSAHQ/DTNH2216RQ-00273-001/listing.html)
- Place of Performance
- Address: Washington, District of Columbia, 20590, United States
- Zip Code: 20590
- Zip Code: 20590
- Record
- SN04228438-W 20160819/160817235319-ac47da4b9be2adf21fedd72f98b0959e (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 |