MODIFICATION
D -- Digital Social Media Marketing Campaign - Amendment 3
- Notice Date
- 7/16/2009
- Notice Type
- Modification/Amendment
- NAICS
- 519130
— Internet Publishing and Broadcasting and Web Search Portals
- Contracting Office
- Department of Health and Human Services, Centers for Disease Control and Prevention, Procurement and Grants Office (Atlanta), 2920 Brandywine Road, Room 3000, Atlanta, Georgia, 30341-4146
- ZIP Code
- 30341-4146
- Solicitation Number
- 2009-Q-11489
- Archive Date
- 8/13/2009
- Point of Contact
- Darlene Seminko, Phone: 770-488-2878
- E-Mail Address
-
fxo3@cdc.gov
(fxo3@cdc.gov)
- Small Business Set-Aside
- N/A
- Description
- Amendment 00003 This is a combined synopsis/solicitation for commercial items prepared in accordance with the format in Subpart 12.6, as supplemented with additional information included in this notice. This announcement constitutes the only solicitation; proposals are being requested and a written solicitation 2009-N-11489 is attached. The Government contemplates award of a Firm Fixed Price commercial contract resulting from this request for quotation (RFQ). The associated NAICS code is 519130 and the small business size standard in number of employees is 500. The period of performance shall commence upon award of a purchase order and shall continue through completion no later than December 31, 2009. The work will be performed at the contractor's facilities with possible site visits to the CDC offices in Atlanta, Georgia. Title of Project: Digital Social Media Marketing Campaign in support of the 2009 Surgeon General's Report (SGR) on Tobacco for the Centers for Disease Control and Prevention, National Center for Chronic Disease Prevention and Health Promotion National Center for Chronic Disease Prevention and Health Promotion, Office on Smoking and Health (NCCDPHP/OSH) The purpose of this acquisition is to deploy the services of a Digital Marketing company with experience developing multi-level digital campaigns that apply social media elements to reach our intended audiences: physicians (specifically cardiologists), policy makers, and the general public. This company should have experience in healthcare and consumer social media marketing to accelerate and broaden information distribution. 1. Background and Need - The CDC, Office on Smoking and Health, is preparing for the release of the 2009 Surgeon General's Report (SGR) on tobacco. In support of this release, our office has a need to engage the services of a digital marketing company with experience in healthcare and consumer digital social media marketing. This proposed acquisition is being pursued in order to reach modern audiences that prefer to receive news, health and other information through internet sites such as Face Book, Twitter, and MySpace through multiple devices including mobile phones. Tailoring messages for these internet and mobile sites requires specialized knowledge of the audiences which frequent them. As fewer and fewer people access newspapers, network television and traditional internet sites for information, employing a digital multi-site approach increases the reach of communications efforts. 2. Project Objective - The purpose of this acquisition is to deploy the services of a Digital Marketing company with experience developing multi-level digital campaigns that apply social media elements to reach our intended audiences: physicians (specifically cardiologists), policy makers, and the general public. This company should have experience in healthcare and consumer social media marketing to accelerate and broaden information distribution. 3. Scope of Work - To increase awareness of the findings by the 2009 Surgeon General Report on tobacco he contractor will disseminate the SGR findings via online social media channels. Specifically the contractor shall be responsible for the following: •Identification of key messages from the report specific to each primary target audience (consumers/general public, health care professionals, policy makers) •Development of content modules drawn from the report, utilizing specialized coding to allow for ease of portability into social media venues and syndication opportunities. •Dissemination of key report content through audience-specific internet feeds (one each for public, health care professionals, and policy audiences), and integrating mechanisms to encourage the pass-along/visibility of the information •Measurement of the impact of the campaign on key performance indicators for the campaign, inclusive of public attitude and awareness of key report findings •Exploration of existing multimedia assets, and development of detailed strategic recommendations for possible future deployment of appropriate content The vendor shall be expected to apply expertise in digital marketing to deliver a comprehensive spectrum of digital marketing services and technology solutions from strategy to execution to address the unique needs of OSH. They must have experience translating scientific information into digital marketing elements using various platforms tailored to reach physicians (specifically cardiologists), policy makers, and key segments of the general public. They must also have experience applying a variety of metrics for measuring social media campaigns 4. Technical Requirements - •Ability to develop five to ten key messages and secondary content based on SGR findings in cooperation with CDC stakeholders to be communicated with each target audience. •Ability to mark up selected content into XML and format the XML document into RSS syndication format to facilitate web-enabled portability of SGR key messages. •Ability to design and establish a homepage for a social network site (e.g. Twitter, MySpace, Face Book) with three different feeds, one for each primary audience (health professionals, policy makers, and the public) each to contain messaging, relevant links and campaign visual design elements developed by the contractor. •Ability to upload all homepages into the Internet social network environment and develop and provided automated feeds at selected intervals - approximately 50-60 feeds per each of the 3 audiences for a total of 150-180 feeds - for all three primary audiences. •Ability to follow audience responses to messages using self reported information from voluntary on-line respondents. •Ability to analyze and measure number of internet encounters of key messages and provide bi-weekly electronic summary reports to CDC. •Ability to broadcast audio, video, and picture messages to smart phone devices such as: I-Phones, Blackberries, and Personal Digital Devices (PDA). The following provisions apply to this commercial solicitation: 1. FAR clause 52.212-1, Instructions to Offerors -- Commercial, applies to this acquisition and a statement regarding any addenda to the provision. 2. FAR clause 52.212-2, Evaluation -- Commercial Items, if used, and the specific evaluation criteria to be included in paragraph (a) of that provision. If this provision is not used, describe the evaluation procedures to be used. 3. Offerors are to include a completed copy of the provision at FAR 52.212-3, Offeror Representations and Certifications -- Commercial Items, with its offer. 4. FAR clause at 52.212-4, Contract Terms and Conditions -- Commercial Items, applies to this acquisition and a statement regarding any addenda to the clause. 5. FAR clause at 52.212-5, Contract Terms and Conditions Required To Implement Statutes Or Executive Orders -- Commercial Items, applies to this acquisition and a statement regarding which, if any, of the additional FAR clauses cited in the clause are applicable to the acquisition. 6. Additional contract requirement(s) or terms and conditions determined by the contracting officer to be necessary for this acquisition and consistent with customary commercial practices can be found in the attached SF 18 solicitation document. The Contracting Officer for this solicitation is Darlene Seminko, e-mail: Dseminko@cdc.gov, telephone: (770) 488-2878 Questions regarding this requirement shall be emailed to DSeminko@cdc.gov by the deadline, Wednesday, July 15, 2009 at 2:00 p.m. EST. Quotes in response to this requirement are due WEDNESDAY, July 29, 2009 at 5:00 p.m. EST. Please forward four (4) copies of the hardcopy proposal to: Centers for Disease Control and Prevention, ATTN: Darlene Seminko, 2920 Brandywine Road, Rm. 3000, M/S E-09, Atlanta, GA. 30341-5539 Please also include a Compact Disc (CD) containing an electronic copy of the proposals in a Portable Document Format (.pdf), and in Microsoft Excel for the Price proposal. Please e-mail one (1) copy to Dseminko@cdc.gov. Facsimile proposals are NOT authorized.
- Web Link
-
FBO.gov Permalink
(https://www.fbo.gov/spg/HHS/CDCP/PGOA/2009-Q-11489/listing.html)
- Place of Performance
- Address: Work will be performed at the contractor's facilities., Coordination and visits to Centers for Disease Control and Prevention (CDC) Atlanta, Deliverables to CDC Atlanta., Atlanta, Georgia, 30341, United States
- Zip Code: 30341
- Zip Code: 30341
- Record
- SN01877860-W 20090718/090717000549-7be8e6fb72f439f05744abe7ee3c660f (fbodaily.com)
- Source
-
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