MODIFICATION
R -- Asian-American Pacific Islander (AAPI) Multi-Media and Education Campaign
- Notice Date
- 1/13/2011
- Notice Type
- Modification/Amendment
- NAICS
- 541810
— Advertising Agencies
- Contracting Office
- Department of Health and Human Services, Centers for Medicare & Medicaid Services, Office of Acquisition and Grants Management, 7500 Security Blvd., C2-21-15, Baltimore, Maryland, 21244-1850
- ZIP Code
- 21244-1850
- Solicitation Number
- A110252
- Archive Date
- 2/14/2011
- Point of Contact
- Brian J Humes, Phone: 410-786-1227
- E-Mail Address
-
brian.humes@cms.hhs.gov
(brian.humes@cms.hhs.gov)
- Small Business Set-Aside
- N/A
- Description
- Asian-American Pacific Islander (AAPI) Multi-Media and Education Campaign Centers for Medicare and Medicaid Services (CMS) THIS IS NOT A FORMAL REQUEST FOR PROPOSAL (RFP) AND DOES NOT COMMIT THE CENTERS FOR MEDICARE & MEDICAID SERVICES (CMS) TO AWARD A CONTRACT NOW OR IN THE FUTURE. This is a SOURCES SOUGHT NOTICE to determine the availability of potential small businesses (e.g., 8(a), service-disabled veteran owned small business, HUBZone small business, small disadvantaged business, veteran-owned small business, and women-owned small business) that are qualified to support CMS in: planning, developing, producing, delivering and executing a multi-media advertising campaign to reach Asian Americans and Pacific Islanders (AAPI) and their health care influencers, including their friends and family, community leaders, providers, and partners; translating supporting materials into Chinese, Korean, and Vietnamese. History: CMS encourages the use of marketing research and consumer-based approaches to transform congressional mandates or recommendations about programs, rights and responsibilities, health plan options, health promotion, and disease prevention into message strategies that are useful, relevant, and understandable to those in AAPI community in the Medicare and Medicaid programs. Tasks may address specific health or program-related issues, specific target audience(s), or they may cover several health or program-related issues. The materials developed are targeted to the beneficiaries of CMS programs and/or those that act on their behalf or communicate with them indirectly. Description of the work: Tasks that may be required primarily focus on: developing, implementing, and evaluating comprehensive in-language multi-media, educational, and/or local outreach campaigns; and translating supporting materials into Chinese, Korean, and Vietnamese. More specifically, offerers will be required to demonstrate that they have extensive and successful experience in providing a full-range of activities associated with grassroots activities, strategic planning, developing, producing, delivering, and evaluating health and program-related materials in Chinese, Korean, and Vietnamese for broad range national, regional, state, and local levels campaigns and initiatives that must be coordinated with both internal and external stakeholders. Scope of services includes: 1. Developing and delivering public relations, and advertising for the AAPI markets that would include, but not be limited to, in-language print media (e.g., newspapers, magazines, bulletins), in-language broadcast media (e.g., TV and radio programs, advertisements, and public service announcements), in-language Internet advertising, in-language viral marketing; in-language press kits, in-language direct mail, in-language posters. 2. Translation and transcreation services in Chinese, Korean, and Vietnamese. 3. Conducting formative research, both qualitative and quantitative, to document program requirements, collect consumer based data, audience segmentation, and to develop, test and refine health and program related messages for the target audience. 4. Developing and applying rigorous monitoring measures to track and evaluate the effectiveness of the various tasks (many of which may occur simultaneously) that will be performed or authorized by CMS. 5. Identifying, creating and maintaining partners with national and local organizations that may help in achieving the goals of the agency for specific populations: Chinese, Vietnamese, and Korean. 6. Working with the above organizations to support existing efforts on the local level to provide opportunities to disseminate our message on a grassroots level. Contractor Requirements: The Interested Parties must demonstrate the following: 1. Significant experience working with the AAPI population that is 65 or older and the disabled population in a communications setting. 2. Prior experience developing and implementing large scale national and regional/local multi-media campaigns with local integration targeting those in AAPI community in the Medicare program. National is defined as being conducted in all contiguous states and not limited to certain geographical areas. Regional/local includes reaching a more segmented audience. Multiple methods for reaching target audience must be demonstrated (e.g. radio/television advertisements, print, and Internet communications). 3. Experience working with earned media, including having established relationships with major in-language publications and television, radio, newswire networks and their affiliates. 4. Experience coordinating several means of communicating to a large AAPI target audience of no less than 900,000 people aged 60+ and no less than 1,000,000 people aged 35+. 5. Experience creating and maintaining partnerships with national and local organizations for the Chinese, Vietnamese, and Korean populations. 6. Because of industry requirements and rules of government accounting, a firm must have the ability to fund media buys prior to receiving funding from government. The cost estimate is $500,000. 7. Experience purchasing broadcast and print media on a national basis to reach no less than 2 million people. 8. Nationwide press contacts. 9. Nationwide contacts for outreach efforts. 10. Experience completing Chinese, Korean, and Vietnamese translations and transcreations and conducting steps to ensure that intent and meanings of work/materials are conveyed appropriately and effectively. 11. Experience developing culturally appropriate materials that resonate and are effective in reaching goals of campaign. 12. Cost Efficiencies: Companies shall be expected to provide service at a competitive price, while maintaining quality standards and satisfaction levels. Small businesses interested in documenting their capability to perform in the functional areas above should respond to this sources sought announcement within 15 days of its posting. Interested parties (e.g., 8(a), service-disabled veteran owned small business, HUBZone small business, small disadvantaged business, veteran-owned small business, and women-owned small business) having the capabilities necessary to perform the stated requirements may submit capability statements to point of contact (Brian Humes) of this document. CAPABILITY STATEMENTS MUST DEMONSTRATE THE REQUIREMENTS OUTLINED ABOVE. Please address each in order listed above. Along with the above, the following information is requested: (a) company descriptive literature; (b) specific related corporate experience; (c) experience with broad range national and regional/local campaigns targeting AAPI populations of at least 900,000 people and experience with the type of performance expectations mentioned above; (d) the ten points of business information described below: and references (to include a point of contact and phone number) with first hand knowledge of the experience cited in (b), and (c) above. Business information to be submitted in the response: 1. DUNS Number 2. Company Name 3. Company Address. 4. Company Point of Contact, phone number and email address 5. Type of company under NAICS: 541810-Advertising Agencies (Size Standard: $7.0 million), as validated via the Central Contractor Registration (CCR). Additional information on NAICS codes can be found at www.sba.gov. 6. Corporate structure (corporation, LLC, sole proprietorship, partnership, limited liability partnership, professional corporation, etc.); 7. Any potential government contract must be registered on the CCR located at http://www.ccr.gov/index.asp. 8. Current GSA Schedules appropriate to this Sources Sought 9. Point of Contact, phone number and email address of individuals who can verify the demonstrated capabilities identified in the responses. 10. Responders should also include a statement about whether or not they have an approved accounting system. If the responder has an approved accounting system, please provide the certification in which the accounting system was deemed adequate (e.g. the name of the audit agency and audit number). You may submit as an attachment, which will not count towards the overall page limit. Teaming Arrangements: All teaming arrangements shall also include the above-cited information and certifications for each entity on the proposed team. Teaming arrangements are encouraged. All capability statements can be submitted via e-mail, facsimile, or regular mail to the point of contact listed below. Responses must be submitted no later than January 27. Responses shall be limited to 10 pages. Resumes of key people are limited to 2 pages and may be submitted as an attachment, which will not count towards the page limit. Documentation should be sent to: Centers for Medicare & Medicaid Services Attn: Brian Humes, Contract Specialist Office of Acquisitions and Grants Management Acquisitions and Grants Group Division of Beneficiary Support Contracts Mailstop: C2-21-15 7500 Security Boulevard Baltimore, MD 21244 Point of Contact Name: Brian Humes, Contract Specialist Phone: 410-786-1227 Fax: 410-786-9088 Email: brian.humes@cms.hhs.gov NO REIMBURSEMENT WILL BE MADE FOR ANY COSTS ASSOCIATED WITH PROVIDING INFORMATION IN RESPONSE TO THIS ANNOUNCEMENT AND ANY FOLLOW-UP INFORMATION REQUESTS. RESPONDENTS WILL NOT BE NOTIFIED OF THE RESULTS OF THE EVALUATION.
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