MODIFICATION
R -- Develop a Search Engine Marketing Advertising Campaign for the Baldrige National Quality Program
- Notice Date
- 8/4/2009
- Notice Type
- Modification/Amendment
- NAICS
- 541990
— All Other Professional, Scientific, and Technical Services
- Contracting Office
- Department of Commerce, National Institute of Standards and Technology (NIST), Acquisition Management Division, 100 Bureau Drive, Building 301, Room B129, Mail Stop 1640, Gaithersburg, Maryland, 20899-1640
- ZIP Code
- 20899-1640
- Solicitation Number
- SB1341-09-RQ-0413
- Archive Date
- 8/21/2009
- Point of Contact
- Jennifer Lohmeier, Phone: 301-975-8173, Mario A. Checchia, Phone: 301-975-8407
- E-Mail Address
-
jennifer.lohmeier@nist.gov, mario.checchia@nist.gov
(jennifer.lohmeier@nist.gov, mario.checchia@nist.gov)
- Small Business Set-Aside
- Total Small Business
- Description
- The purpose of this amendment to address questions from industry as follow: QUESTION 1: "Are you looking for national recommendations for the campaign? I/e: What we would recommend for your budget on a national scale, or a more geo-targeted approach?" RESPONSE TO QUESTION 1: We would have mainly national elements as well as some campaigns targeted in certain cities that will be determined later. QUESTION 2: "How elaborate should the proposal be? We are google certified in adwords and work with Yahoo as well. Should we include keyword recommendations?" RESPONSE TO QUESTION 2: Some specifics around how you would approach it -search engines used, how you would develop the keywords and determine recommendations, tools used to track, how you could leverage that to help with organic search/search engine optimization. QUESTION 3: "Is NIST currently, or has it previously run any search engine marketing campaigns? If so, who is/was the vendor?" RESPONSE TO QUESTION 3: Baldrige does not currently have any search engine marketing campaigns. QUESTION 4: "The combined synopsis / solicitation states mentions search engine optimization (SEO) in a couple places, notably in the Performance Requirement Summary matrix under Desired Output on page 4 where it says, "Recommendations for better search engine optimization." Does the government wish for the contractor to perform SEO services as part of this contract? Should the offerer propose full SEO services as part of the response?" RESPONSE TO QUESTION 4: We would like some search engine optimization recommendations and that should be part of the response. QUESTION 5: "Could the government provide any specific, measurable goals NIST is seeking to attain? For example, on page 3, Section 8 under Desired Output, it says "Increased web traffic to the redesigned Baldrige website." What is the current baseline of visits or unique visitors, and what are the number(s) desired to be reached?" RESPONSE TO QUESTION 5: That would be something we would mutually agree to as part of the engagement. QUESTION 6: "On page 3 under Specific Tasks, it states "Create specific conversion tracking codes in order to provide reports to NIST that will help evaluate conversions and activities." Could the government provide examples of conversions, such as conference registrations, applications to join the Baldridge Board of Examiners, etc.?" RESPONSE TO QUESTION 6: We would want to see, based on our campaigns, how many page views, bounce rates, click through rates, etc. It would depend on the campaign if we were measuring applications, or people who came through to our application through that ad url, or registrations or people who came to our Registration page through that url. QUESTION 7: "Will the selected vendor have the ability to create stand alone landing pages specifically created for the search engine marketing campaigns? If so, would the contractor create the pages or would it provide creatives to the government for creation and implementation?" RESPONSE TO QUESTION 7: We would not want stand alone pages. We would welcome input and feedback on creatives/etc to update our pages. QUESTION 8: "The period of performance is two years, consisting of 1-year base period and one option year. Do the simplified acquisition procedure limitations pertain to each year individually?" RESPONSE TO QUESTION 8: Simplified acquisition procedure limitations pertain to the entire length on the contract. QUESTION 9: "Is it your intention to reach a national audience only or is it your hope/expectation to reach an international audience?" RESPONSE TO QUESTION 9: Our focus is national. QUESTION 10: "What analytics program are you currently using? If selected, are you willing to give us access to website analytics data?" RESPONSE TO QUESTION 10: Our webmaster has access to internal data via Urchin. She seems to believe it should be kept internal, but we would be interested in working with a vendor to develop Other website analytics sources. QUESTION 11: "Are you open to using Google Analytics? RESPONSE TO QUESTION 11: Yes. QUESTION 12: "Is there an incumbent for this project? If so, who is it?" RESPONSE TO QUESTION 12: No. QUESTION 13: "Is there a target goal for the volume of traffic you are looking to bring to the site? " RESPONSE TO QUESTION 13: This target would be determined after reviewing data and setting goals accordingly. QUESTION 14: "Do we also submit a proposal for SEO as mention of this is made within the RFP?" RESPONSE TO QUESTION 14: Yes please. QUESTION 15: "Once the system is launched, will your office be responsible for establishing the accounts with search engine companies (e.g. Google) and paying for their monthly fees (variable based on the number of clicks) directly?" RESPONSE TO QUESTION 15: No. That is part of the budget. All other terms and conditions remain the same.
- Web Link
-
FBO.gov Permalink
(https://www.fbo.gov/spg/DOC/NIST/AcAsD/SB1341-09-RQ-0413/listing.html)
- Record
- SN01898557-W 20090806/090805000052-aa2bc4efa4554bc1ab2bdfc1a65dc9eb (fbodaily.com)
- Source
-
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