Executive Office of the President, Office of Administration, Procurement Branch, 725 17th Street NW, Washington, DC 20503

B -- CONSULTING SERVICES FOR ADVERTISING CAMPAIGN SOL EOPOA-97-06 DUE 062497 POC Point of Contact-Lynnae C. Roscoe, 202-395-7670 The Office of National Drug Control Policy (ONDCP) requires consultant services to assist in developing a strategy for a paid media campaign of approximately $175m to reduce youth drug use. This notice serves as the Government's Request for Proposals (RFP) No. EOPOA-97-06. Pursuant to FAR 6.302-2, the Government plans to conduct this accelerated procurement as a two-part negotiation. In this first part, ONDCP will evaluate qualifications and cost information received in response to this notice, and select a competitive range comprised of those submissions most highly rated, and the range may be further reduced for purposes of efficiency. In part two, ONDCP will issue the full statement of work to the selected offerors who will then respond by making an oral presentation to ONDCP. Any resulting contract awarded will incorporate all appropriate FAR clauses in effect as of June 1, 1997. The successful offeror, including any subcontractors or consultants, will be precluded from participating in the procurement for administering the actual ad campaign. PART ONE: Offerors will provide preliminary cost estimates related to and demonstrate expertise and experience sufficient for the accomplishment of the following 6 tasks. TASK 1: ANALYSIS AND CONSULTATION -- The contractor will analyze communication strategies associated with successful paid and public service advertising campaigns involving public health issues and advertising directed at youth audiences. Analysis will include a focus on campaigns that attempt to change attitudes and norms of behavior, such as: substance abuse prevention (including those of state and Federal Agencies and non-profit organizations), designated drivers, seat belt use, immunization rates, and colon cancer, among others. Campaigns involving the marketing of products to children will also be reviewed. In coordination with ONDCP, the contractor will identify and consult with national and local media executives and experts in the fields of social marketing, commercial advertising, communications research, substance abuse prevention, and substance abuse research and evaluation; including, but not limited to consulting the Partnership for a Drug-Free America (PDFA) and the Ad Council. The contractor will hold meetings with and establish one or more working groups consisting of these executives, experts, and ONDCP staff to determine the most appropriate and effective strategies, techniques, themes, media and other components necessary for motivating youth to reject illegal drugs. Working groups will also address message and source credibility, as well as the best means for targeting distinct populations (including ethnic/minority groups) and priority issues. The deliverable will be a briefing and report that: (a) describes the criteria the contractor has used to analyze the campaigns; (b) provides a summary analysis of each type of research and campaign evaluated; (c) describes how elements of each do or do not apply to the proposed youth anti- drug campaign; (d) describes any special tactics, strategies or other conditions that apply to successful campaigns; and (e) makes recommendations appropriate to the information gained from the analysis. This report, once approved by ONDCP, will be used in the succeeding Tasks. TASK 2: COMMUNICATIONS STRATEGY AND MEDIA PLAN -COMMUNICATIONS STRATEGY -- The contractor will use the experts and work groups described in Task 1 to provide the ONDCP with recommendations for a broad, comprehensive, cost-effective media strategy which links defined target groups and issues with effective message techniques, themes, media of communication, and other components. The contractor will also recommend strategies that could extend and multiply the penetration of media campaign messages into the community using existing national or local organizations and through corporate co-sponsorship. MEDIA PLAN -- The contractor will provide ONDCP with a briefing and report of the prototype media plan that takes into consideration the recommended communications strategy including ethnic/minority, gender, or other geographic or demographic issues, and that outlines a variety of media options. The contractor will identify how this plan would change if Congress appropriates less than the full amount of the requested funds for the campaign. TASK 3: PUBLIC SERVICE ANNOUNCEMENT SOURCE ACCESS: REVIEW, ANALYSIS AND REPORT -- In coordination with ONDCP, the contractor will establish formal relationships with PDFA, the Ad Council, and other relevant organizations in order to gain access to current on-target public service advertisements to review and determine their availability for potential use in the ONDCP media campaign (both paid and public service components). Informal relationships with these organizations, including participation in the working groups described above, for input, strategy, research, and operations, among other items, are also considered desirable. The contractor will also address how ONDCP may gain assistance from these organizations for the creation of new advertisements, and other collaborative projects. The contractor will analyze the effectiveness of the ads by: (a) reconvening the Task 1 groups or establishing new ones; and (b) conducting appropriate message testing and/or obtaining the services of an independent organization with expertise in analyzing the effectiveness of such messages; and (c) utilizing existing research on the effectiveness of these messages. The contractor will assess whether the ads are consistent with the Task 2's Communications Strategy. The contractor will provide a written report identifying existing advertisements determined to be effective and consistent with the ONDCP Communications Strategy. TASK 4: FINALIZATION -- The contractor will work with ONDCP to finalize the recommendation for the Communications Strategy and proposed Media Plan. This process will be an on-going activity, which will occur contemporaneously with Task 3. TASK 5: IMPLEMENTATION PHASE STATEMENT OF WORK -- The contractor will incorporate the Communications Strategy, Media Plan, and other elements into a comprehensive statement of work for inclusion in the RFP for the ONDCP campaign. The contractor will suggest criteria for evaluating the proposals. TASK 6: CONSULTANT SERVICES -- In addition to the above tasks, the contractor will provide up to 350 hours of a principle consultant to assist in screening of proposals responding to the final RFP, perform research, and assist in other activities related to implementation of ONDCP s media initiative, but not specifically identified in Tasks 1-5. OFFEROR RESPONSES: ONDCP's goals for completion of tasks are as follows: Communications strategy within 100 days after contract award; Media Plan, 21 days after completion of communications strategy; Statement of Work, 28 days after completion of Media Plan. Offerors interested in this procurement must respond no later than Tuesday, June 24, 1997, 2:00 p.m local time at the following address: Executive Office of the President; Office of Administration; Procurement Branch, 725 17th Street, NW, Room 5001 NEOB. Hand carried proposals may be delivered to Room G-1 at this address. The provisions of FAR Clause 52.215-10, Late Submissions, Modification, and Withdrawal of Proposals shall apply. Offerors' submissions shall consist of: (1) past experience; (2) resumes of key personnel; (3) corporate qualifications, and (4) a task-specific preliminary cost proposal. PAST EXPERIENCE includes 3-5 examples of experience in developing marketing strategies for changing behavior or attitudes regarding public health or youth issues which were performed during the past 5 years, and at least one example of a previous study/analysis of an ad campaign. Examples of 4 pages or less in length (each side is considered as one page) will identify: (a) company name; (b) client name, contact person, and phone number, date(s) the services provided (as prime or sub-contractor), and the dollar value of the contract; (c) the issue being addressed by the campaign, the client's goals, the obstacles encountered andhow they were resolved, the media strategy, and the results achieved; (d) experience in managing the marketing program to African-American or other minority communities; and (e) key personnel from the example who are proposed as key personnel for this contract. RESUMES of key personnel proposed to work on this contract shall include: (a) the position or function of the proposed individual, (e.g., Project Manager); (b) current title and responsibilities; (c) education and experience; (d) professional accomplishments/ awards; and (e) percentage of time dedicated to this project. In documenting corporate qualifications, offerors shall include information which demonstrates a capability to perform the tasks described above, including firm history, number of staff, and facilities. Preliminary cost proposals should consist of task- specific cost estimate for the project, labor rates, and a financial statement for the last fiscal year. The competitive range determination for this first phase will be based upon, consistent with the goal of achieving the above tasks, the offeror's ability to demonstrate: (1) knowledge and expertise in a wide array of current youth drug use issues, substance abuse prevention, trends, and data (including pertinent recent surveys and research); (2) experience in social marketing, commercial advertising and marketing, communications research; and (3) proposed staff and corporate qualifications. Cost will be the least weighted consideration to this evaluation. The evaluation for the second part of this procurement will be based upon the offerors' ability to demonstrate an understanding of the project and the soundness of the method/plan which they propose to accomplish the tasks and goals of the ONDCP initiative. For part two of the negotiated procurement, cost will be secondary to the above in consideration. (0157)

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