MODIFICATION
R -- Advertising & Media Services
- Notice Date
- 3/4/2004
- Notice Type
- Modification
- NAICS
- 541820
— Public Relations Agencies
- Contracting Office
- Department of Health and Human Services, Food and Drug Administration, Division of Contracts and Procurement Management, Office of Facilities, Acquisitions, and Central Svcs 5600 Fishers Lane, HFA-511, Rockville, MD, 20857
- ZIP Code
- 20857
- Solicitation Number
- E08210GH
- Response Due
- 3/16/2004
- Archive Date
- 3/31/2004
- Point of Contact
- Gwen Hubbard, Purchasing Agent, Phone (301) 827-7172, Fax (301) 827-7103, - Gwen Hubbard, Purchasing Agent, Phone (301) 827-7172, Fax (301) 827-7103,
- E-Mail Address
-
ghubbard@oc.fda.gov, ghubbard@oc.fda.gov
- Small Business Set-Aside
- Total Small Business
- Description
- This Modification 5 to E08210GH, posted 2/2/04, is amended to:(1)include a revised scope of work, therefore previous vendor questions are not being answered; and (2)to include the following statement: The government cost estimate for this three (3) year procurement is $75000. All references to past contracts have been deleted in this amended solicitation. We are casting an open call for new media plans that will accomplish the goals as stated in the announcement within the set parameters. The information was provided as general information only. The previous purchase order number was 216870; the amount was $22,957. The firm was Fleishman-Hillard. No reference to the plan developed in 2002 is expected of the successful proposal. This announcement contains the revised scope of work. Under this purchase order the contractor shall provide the following items: ITEM -1 Develop a plan for commemorating the FDA centennial through broadcast and other media over a three-year time span from 2004-2006 in accordance with SOW paragraph 3.1. (Show cost) ITEM ?2 Develop the media project ideas and implementation ideas for constituents in accordance with SOW paragraph 3.2 (Show cost) ITEM -3 Define roles and responsibilities for implementation in accordance with SOW paragraph 3.3 (Show cost) ITEM -4 Use the media to achieve broad constituent recognition of the FDA's vital role in protecting and promoting the health and safety of the public in accordance with SOW paragraph 3.4. (Show cost) Then show a Total Firm Fixed Price. BACKGROUND INFORMATION: On June 30, 2006, the Food and Drug Administration will celebrate the 100th anniversary of the 1906 Food and Drugs Act, legislation that established our nation's oldest federal consumer protection agency. The agency wants to celebrate this historic milestone by promoting activities throughout the nation. In 2002, the agency contracted with a public relations firm to develop a theme and plan for commemorating FDA's 100th anniversary. The theme is PROTECTING AND ADVANCING AMERICA?S HEALTH. FDA envisions the implementation of a national public education program to recognize the scientific advances that have led to the safety and effectiveness of FDA regulated products. As a result of this effort, the public consciousness of the FDA should be heightened so that both the consumer and policymakers see the agency as a pioneer and leader in the field of health protection and emerging scientific advances as we seek to recruit young scientists. The objective of this contract is to use a public relations firm to develop and implement in the next year a plan to use the media as the channel for educating and informing FDA's constituents and implement it over the three-year timeframe culminating with the 2006 centennial commemoration. THE GOALS FOR THE FDA CENTENNIAL ARE AS FOLLOWS: Goal -1 Use broadcast and other media to observe and celebrate FDA's first 100 years of contributions to America's public health and the world community and further FDA's mission to promote and protect the public health for future generations. Goal -2 Use broadcast and other media to commemorate contributions of dedicated FDA employees, legislators, academicians, industry, advocacy groups and public health leaders who have supported the consumer protection mission of the Agency. Goal -3 Use broadcast and other media to broaden public awareness of the considerable breath of the FDA's authorities and programs and instill a fuller appreciation of the Agency's impact on the public health and safety of our Nation. Goal -4 Use broadcast and other media to stimulate interest and increase awareness of FDA regulatory science and public health initiatives through education. The SPECIFIC TASKS are as follows: Task -3.1 Develop a the media plan and implementation time table for commemorating FDA's 100th anniversary of the 1906 Food and Drugs Act. The media messages will convey the importance of FDA in consumer's lives and how the FDA plays a role in 25 cents of every dollar consumers spend. The plan must be presented in writing. This plan will be reviewed through the FDA Office of External Relations and approved prior to implementation of the tasks specified in this contract. Task -3.2 The plan should include specific activities to be carried-out throughout the three-year timetable culminating in the 2006 centennial year. The plan must include all FDA centers and the Office of Regulatory Affairs (headquarters and field). For example, a list of inventive elements such as televised town hall meetings, a Smithsonian lecture/exhibit/traveling exhibit, or the development of high school and college curriculum. Develop a strategy for extending FDA coverage through the media partnerships that will be mutually beneficial to the news organization and the FDA. Partnerships may include, but is not limited to, business and industry, academia, consumer organizations, health professional associations, disease oriented advocacy groups, and faith-based and community-based programs. Examples of activities may include FDA information in regular programming, periodic special programming with commentary from the Commissioner or other senior FDA officials, and/or weekly specials to highlight FDA issues that affects its constituents, website recognition of FDA's centennial, exhibits at meetings, and development of educational modules for school use. Task -3.3 Define the roles and responsibilities and the parts they will play throughout the three-years of celebration for the Commissioner, Center Directors, field staff and FDA Alumni Association members as well as involvement at the Department level and perhaps Cabinet level. Task -3.4 The media plan will need to communicate with all levels of FDAs constituents by translating complex themes to messages that are direct and easily understood. These messages should speak to consumers about issues that affect their lives and offer strong visual and human interest components using real life examples whenever feasible. The messages must cover a broad spectrum of constituents such as other governmental and public health entities, national institutions such as the Smithsonian Institute and the National Academy of Sciences, and media such as television (PBS), radio (NPR) and print (newspapers and magazines) to promote the centennial. As part of this effort, it will be important to have performance goals and measurements to be able to document the increase in constituent recognition and knowledge of FDA and its mission and accomplishments. THE DELIVERY SCHEDULE: All items shall be delivered on a F.O.B. destination basis in accordance with terms of the three-year timetable. Each deliverable will be submitted with six copies to the Contract Officer and the Project Officer on a quarterly basis with an up-dated timeline. In Year 1, Quarterly Progress Status Reports will be due. These Progress reports must include a time line and plans for specific tasks; direction of work; latest observations; problems encountered. They must also show plans for the next reporting period, financial status report, and any materials and/or services that have been received and accepted to date for each quarter (April, July, October, and January) as listed above 3.1, 3.2, 3.3, and 3.4. Also, a yearly final report shall be submitted which will show actual time line and include all items listed above. Each January, there will be an inspection and acceptance of the supplies/services of the prior years in order to obtain an option for renewal for the next year. There will also be a final project report by January 15, 2007. BASIS FOR AWARD AND EVALUATION FACTORS. The following factors will be evaluated and weighted as indicated to establish a technical score. Award will not be automatically be made on the basis of highest technical score. The technical score will be used as a quantitative guide. Price is of less importance than technical competence; however, price is an important factor and its relative importance may increase as the degree of equality between technical proposals increases. In the final analysis, award will be made to offer or proposal that offers the best value of technical competence and price. FACTOR ?1 THE PROPOSED MEDIA CAMPAIGN: Acceptability of plan and implementation time table for using a the media campaign to commemorate FDA's 100th anniversary of the 1906 Food and Drugs Act. (WEIGHT 20 points) FACTOR ?2 TECHNICAL APPROACH: Soundness and probability of proposed approach to achieve program goals, particularly in gaining commitment of FDA constituents, FDA Alumni, and FDA employees (headquarters and field staff). (WEIGHT 20 points) FACTOR ?3 PAST PERFORMANCE HAS THREE SECTIONS. THEY ARE: 3.1 Demonstrated experience working with media and the launch of major national campaigns including print and television. (WEIGHT 20 points) 3.2 Previous experience developing commercial/governmental /nonprofit themes, including retail marketing experience. (WEIGHT 20 points) 3.3 Knowledge and experience in public health program activities (WEIGHT 10 points) FACTOR ?4 PERSONNEL: Demonstrated expertise of proposed project director and staff. (WEIGHT 10 points) THE FOLLOWING ARE THE INSTRUCTIONS FOR PROPOSAL PREPARATION. The original and seven (7) copies of your proposal should be submitted in three parts, consisting of a cover letter and two separate binders or bound documents for the technical and price proposals, as follows: PART 1 - COVER LETTER: Use this document as a transmittal letter. It should be signed by an authorized official and identify the individual(s) in your organization who is/are authorized to conduct negotiations. If you make any qualification or take any exception to any provision of this solicitation, they should be listed and explained in the cover letter. PART 2 - TECHNICAL PROPOSAL: The technical proposal shall not contain any reference to price. It should be page numbered, contain a table of contents, be organized into the following sections and contain the information requested below: TITLE PAGE; TABLE OF CONTENTS: SECTION 1 - Proposed Themes (Maximum 4 Pages); Propose two (2) themes (slogans with explanation) which you feel will best represent the FDA and explain how each would achieve the goals stated in paragraph 2 of the statement of work. SECTION 2 - Technical Approach (Maximum 8 Pages); Explain your technical approach for performing the tasks specified in paragraph 3 of the statement of work. SECTION 3 - PAST PERFORMANCE (MAXIMUM 1 PAGE PER CONTRACT/SUBCONTRACT): Provide a list of at least three (3) contracts or subcontracts you have completed within the last five (5) years for the same or similar work described in this statement of work. Include the following information for each contract/subcontract: * Name and address of client. * Indicate whether client is a government agency, non-profit or commercial. * Name, title and phone number of client project officer (technical). * Name, title and phone number of client contracting officer (business). * Dollar value of contract. * Duration of contract, including start and completion dates. * Description of work performed, including: * Theme(s) developed. * Examples of how you implemented theme(s). * What ads did you conceive for print & TV, PSAs as well as paid advertising. * How was this contract related to health care. * Extent to which partners or sponsors were recruited. * Was this contract for a health agency anniversary? Which one? Provide a list of contacts. If there were stakeholders, who were they? What percentage of funds did external stakeholders contribute to totalWhat were the principal activities and duration? * Extent to which this contract involved retail marketing? * Did you use subcontractors? Who were they? SECTION 4 - PERSONNEL (MAXIMUM 1 PAGE PER RESUME): Provide resumes for proposed project director and staff performing under this contract. PART 3 - PRICE QUOTATION: The price quotation shall be submitted as a separate document from the technical proposal and contain the following information: * The Schedule of Items and Prices with a firm-fixed price proposed for each line item.
- Place of Performance
- Address: Rockville, MD
- Zip Code: 20857
- Country: USA
- Zip Code: 20857
- Record
- SN00536425-W 20040306/040304222053 (fbodaily.com)
- Source
-
FedBizOpps.gov Link to This Notice
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