SOURCES SOUGHT
76 -- Mobile Media Marketing
- Notice Date
- 11/29/2016
- Notice Type
- Sources Sought
- NAICS
- 611710
— Educational Support Services
- Contracting Office
- Department of the Army, Army Contracting Command, MICC, MICC - West Point, 681 Hardee Place, West Point, New York, 10996-1514, United States
- ZIP Code
- 10996-1514
- Solicitation Number
- 17-T-0041
- Archive Date
- 12/17/2016
- Point of Contact
- Robert L. Pizzano, Phone: 8459384761
- E-Mail Address
-
robert.l.pizzano.civ@mail.mil
(robert.l.pizzano.civ@mail.mil)
- Small Business Set-Aside
- Total Small Business
- Description
- THIS IS NOT A SOLICITATION BUT A SOURCES SOUGHT. All responsible sources may submit a capability statement which will be considered by the agency. A priority mission and goal of the United States Military Academy (USMA) Directorate of Admissions is to attract, recruit, admit, and graduate a talented and diverse Corps of Cadets. In order to do this, USMA Admissions needs to increase awareness of the educational opportunities available at West Point. Reaching the college market youths, primarily high school freshmen, sophomores, and juniors, are critical to meeting this marketing objective. In order to reach this audience, USMA must first be able to identify quality prospects. a. Vendor shall serve up ads to top public high schools in top 20 metro Designated Marketing Areas (DMA's) e.g., New York, Los Angeles, Chicago, Philadelphia, et al., between the October 2016 and March 2017. These ads will: i. Provide USMA with between 250,000 and 500,000 impressions per DMA® per month. ii. Be capped as frequently as needed to ensure the digital campaigns run through the entirety of preferred duration of 5 months. b. Vendor will leverage first party data to reach target consumers directly across digital, mobile, and social platforms. Vendor will optimize USMA's search names and inquiries by matching first-party data to unique cookie IDs and/or device IDs and targeting digital, mobile, and social media to those students as they browse the Web, use their favorite Apps, or engage on Facebook. c. Vendor will provide USMA with an annual Executive Data Review (EDR) that provides key insights about student interactions at each stage of the recruitment cycle. These insights will be used to support continued improvement of the matching algorithms to ensure optimal matching of best-fit students for West Point. d. Vendor will provide USMA with advanced notification of enrollment insights (Orange Notes) about the USMA's target audience. 7. Deliverables. Vendor shall provide government with: a. 1st Party Advertising: Vendor will match devise/social/cookie IDs to determine how many impressions can be served to targeted audiences. i. Quantity to equal 2,000,000 (two million). b. Mobile Advertising: Mobile advertising banners displayed on mobile applicants and websites. i. Quantity to equal 25,000,000 (twenty-five million), over a period of 5-months. 8. Requirements: a. Vendor must use minimum security protocols recommended by the U.S. Department of Defense standards (DoD 52220.00-M) to ensure the security of student PII during the transfer process and while storing sensitive data on their internal networks. Vendor must submit its network security and client data-exchange policies to the USMA Information and Education Technology Division (IETD) Director prior to contract award in order to ensure compliance with DoD regulations. b. Vendor will use a secure transfer system (such as an SFTP) when transferring any PII from its servers back to USMA or to a third-party database. Vendor must submit its data-transmission protocols to the USMA IETD Director prior to contract award in order to ensure compliance with DoD regulations. c. Vendor must comply with the provisions of the Family Educational Rights and Privacy Act (FERPA) and applicable state laws, where state requirements exceed FERPA provisions, when using PII. Vendor is prohibited from using or selling PII for any purposes other than for the execution of a direct-marketing campaign on behalf of USMA Admissions. d. Vendor will interface directly with the USMA Information and Education Technology Division (IETD) in the event of a data compromise. Vendor must notify USMA within sixty (60) minutes of a suspected security breech. Vendor will then follow Department of Defense and/or Department of Army protocols for follow-on reporting requirements per directives from IETD. In the event of a data compromise, Vendor will be responsible for the notification of each person affected in accordance with DoD/DA regulations. 9. Ownership of Media and Transfer of Materials. USMA owns all copyright and retains the right to any and all independently reproduced materials created for this contract, to include all native files. Vendor will supply a hard drive containing the native files for all final approved and deployed digital media created for the purpose of this contract, as well as all raw and unedited files to include but not exclusively limited to IMDB, PDF, PSD, EPS, PDF, HTML, ASP, PHP, PREL, FCPX, MOV, MP4, JPG, DOCX, and all associated and nested files and folder, etc.
- Web Link
-
FBO.gov Permalink
(https://www.fbo.gov/notices/8d56edfb5d27e5a86aef2f2a13e9e620)
- Place of Performance
- Address: United States Military Academy, West Point NY 10996, United States
- Zip Code: 10996
- Zip Code: 10996
- Record
- SN04338269-W 20161201/161129234345-8d56edfb5d27e5a86aef2f2a13e9e620 (fbodaily.com)
- Source
-
FedBizOpps Link to This Notice
(may not be valid after Archive Date)
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