SOURCES SOUGHT
99 -- Public Information Branding Campaign for the Army Sustainment Command Public Affairs Office.
- Notice Date
- 8/26/2010
- Notice Type
- Sources Sought
- NAICS
- 541810
— Advertising Agencies
- Contracting Office
- Rock Island Contracting Center (RI-CC), ATTN: AMSAS-AC, Rock Island, IL 61299-6500
- ZIP Code
- 61299-6500
- Solicitation Number
- W52P1J-11-PAO
- Response Due
- 9/10/2010
- Archive Date
- 11/9/2010
- Point of Contact
- Matthew Ward, 309-782-3752
- E-Mail Address
-
Rock Island Contracting Center (RI-CC)
(matthew.ward21@us.army.mil)
- Small Business Set-Aside
- N/A
- Description
- Sources Sought Title: Public Information Branding Campaign This is a Sources Sought Notice (SS). This is not a solicitation for proposals, proposal abstracts or quotations. The purpose of this notice is to obtain information regarding the availability and capability of qualified contractors to research, plan, and execute informational branding for the Army Sustainment Command (ASC) Public Affairs Office (PAO). Interested parties should respond by providing a Capability Statement, see paragraph entitled Capability Statement/Information Sought on page 5. Purpose and Objectives: The requiring activity is the Army Sustainment Command Public Affairs Office. The ASC PAO is responsible for ensuring ASC command information campaign supports the Armys Strategic Communication programs which are aligned with Army efforts to support Soldiers and Families, prepare the force for ongoing operations worldwide, reset Army units as they cycle through deployments and transform the Army for an era of persistent conflict. The ASC is required to keep numerous and diverse internal and external audiences and stakeholders, including Congress, informed about all aspects of the ASC, its role as the Army Materiel Commands Operational Arm to the Army, its programs and ongoing operations. The ability to clearly and effectively communicate to these audiences the purpose of ASC. Therefore, the Contractor must be able to conceptually develop and implement communication strategies, processes and products for this effort. The Government requires contracted assistance to provide required Command Information Campaign Support Services. The new ASC contract is required to continue developing support services which shall include: management and technical expertise needed to provide operational support, development, coordination, integration, synchronization, program management, prototype development and fabrication and execution. Technical expertise in business consulting, process engineering, marketing, full-spectrum communication, change management and IT operations and management in support of Communication Research, Communication Planning, Communication Execution and Products, and Communication Evaluation and Assessment, which are the four significant roles within Army Strategic Communication. The Contractor must understand ASC and its subordinate brigades/battalions communication challenges involve high visibility issues, global programs, and the absolute requirement to support Soldiers, Civilians and Families across diverse audiences. Project Requirements: This task requires the contactor to provide planning, research, evaluation, and support services to support the implementation of the ASC-wide Public Affairs Program. The contractors shall monitor external and internal traditional and social media, collect data and conduct research analysis, and provide related products as required. This research and analysis must also include other systems and programs that are related to and directly impact ASC as part of the Army Materiel Command (AMC) Public Affairs initiatives, such as changes in social media and information technologies, and analysis of public opinion polls that mention or impact the United States ASC. These services shall include long-term and near-term planning to support implementation of ASCs Public Affairs Programs including writing of planning, analysis, and assessment documents. Provide research, planning, evaluation, and archival support services to the various ASC worldwide brigades, battalions, BLASTs, and organizations. The contractor must show experience in the following areas: 1. Communication Research: * Contractor shall conduct planning, research, and evaluation in support of the Army Sustainment Commands Command Information Campaign Communication goal. Contractor shall review, evaluate current strategies and products; review delivery process; and make recommendations to increase ASC Communication strategies. * Contractor shall conduct planning, research, and evaluation support to assist in the formulation of long-term affairs command information/communication plans. * Contractor shall update and produce products to include, but not limited to publications, media products; and other web-enabled products. * Contractor shall research, assess, and provide an overview of the ASC worldwide operations through interviews with Senior leaders. The contractor shall meet with an estimated 15-20 Senior leadership to collection information that can be used to build articles and create an Annual slick ASC magazine for the use at AUSA, Congressional Visits, and support internal/external ASC events. 2. Communication Planning: * Contractor shall effectively integrate the planning and execution of ASC command information (CI) programs across multiple media and disciplines. * Contractor shall develop a CI communications plan. * Contractor shall analyze and define needed CI campaign communications to include, but not limited to, conduct research of potential Outreach events to include the creation of an Outreach plan, development and planning for Outreach events, implementation and execution, evaluation; and determination of program/event effectiveness. * Contractor shall create, develop and prepare a detailed CI campaign to encompass ASC worldwide organization with common branding of AMC/ASC while working with geographic, cultural idiosyncrasies. * Contractor shall provide integration and coordination advice, review/evaluate/assess process development; identify opportunities for improvement of ASC communications; identify, design and recommend best course of action to achieve Commanding Generals intent as expressed in the CI Campaign Plan; and coordinate with appropriate ASC components/organizations. * Contractor shall develop, prepare and provide concept development for the CI communications plan to be executed upon approval by ASC PAO. * Contractor shall provide technical and functional expertise; participate in internal process reviews and provide recommendations; identify potential AMC/Army applications for integration; and gather, prepare and develop sufficient documentation that clearly and effectively communicates to key audiences the purpose of the ASC. * Contractor shall develop and evaluate the feasibility of implementation and determine an initial level-of-effort rating (easy, medium, difficult) in the introduction of new (innovative) concepts, messages and applications; and establish/report critical milestones for implementation. * Contractor shall provide expert counsel in the areas of media mix and spending strategies as well as in the specific areas of media planning and content development and evaluation. * Contractor shall develop a strategic communications campaign that will educate internal and external audiences about important ASC missions. * Contractor shall develop a conceptual plan and timeline detailing what is needed to support the campaign including messaging, branding, and video products which shall consist of scripts, video footage, photography, and graphics. 3. Communication Execution and Outreach/Communication Products. * Contractor shall develop, coordinate, implement, synchronize and assess Command Information (CI) Communication goals; provide outreach analysis, plan development and program execution in support of ASC outreach; develop an outreach process and tools; and develop/design, create, implement and execute displays for events/activities and conferences. * Contractor shall facilitate, analyze past ASC-wide outreach events/activities/conferences to determine the event effectiveness; identify upcoming outreach requirements and opportunities; create/develop an Outreach plan, implement, evaluate/assess implementation, make recommendations and execute. * Contractor shall review/evaluate and perform analysis to ensure development of an overarching plan that includes objectives, audiences, key messages, venues, and metrics. * Contractor shall prepare quarterly updates; and leverage existing opportunities and identify/create new opportunities to reach additional demographics. * Contractor shall provide expertise and technical support/integration, to include concept development and execution plan coordination. * Contractor shall maintain, and support the development, update and production of key recurring ASC CI Communication information which shall include brochures, preparation of briefings, videos, news spots, and the publication of journal articles and an ASC magazine to communicate Army/AMC/ASC messages. An estimate for the requirement is detailed as follows: 1. Brochures 20 different brochures with varying copies of each folded, bundled, and shrink-wrapped into 25 each bundles. An estimated range from 500-2,000 of each brochure type may be requested. 2. Briefings contractor may be required to prepare high-level briefs for VIPs (LTG/GEN visitors, Congressional members/professional staffers, Service Secretaries [ex., SECARMY], diplomats, foreign dignitaries). 3. Videos 13 videos may be requested (1 for each of 7 AFSBs located around the U.S. and foreign countries; 1 each for Field Support, Directorates of Logistics, LOGCAP, ASC overview, Directorate of Materiel, 1 TBD). An estimated target would be 2,000 copies per video. If 13 videos are requested at 2,000 copies each, there could be a requirement for 36,000 copies which would include design of folders or packaging for each mini-CD bundled and shrink-wrapped into bundles of 25 for each topic. 4. Journals 12 journal articles may be required at an interval of one per month. 5. ASC magazine one ASC magazine may be required for this effort. * Contractor shall prepare displays/exhibits. Contractor shall meet with designated Government personnel to coordinate, design, and discuss creative input, technical drawings and floor plans for each event using 2-D and 3-D drawings. Concepts shall be depicted as color imagery (in various sizes). Contractor shall be proficient in producing 3-D drawings and capable of importing generic files from facilities/sites to render drawings. * Contractor shall manage all aspects of displays/exhibits including, but not limited to, display creation, deployment, refinement, storage, and shall cover costs associated with leased space for storage and display at events. Contractor shall, except as otherwise specified, provide secure, climate controlled storage for all displays to include shipment, set-up, tear down, fabrication, management and the return to storage of display/exhibit items/materials as required in support of conferences, meetings, symposiums, and exhibits. Contractor may be required to provide 1-3 exhibits to incorporate Command message to be placed in areas such as the ASC Headquarters lobby, Pentagon, and/or the Moline Airport. * Contractor shall provide for integration and support for a modular theater and kiosk CI presentations. * Contractor shall produce communication and media products supporting the execution of communication campaign plans. This includes but not limited to various print media development and distribution and website development and maintenance. * Contractor shall be required to travel both CONUS/OCONUS to gather video footage and photographs for ASC CI Communication information by sending multiple teams simultaneously to several different locations. Possible TDY locations include but are not limited to the following: 1. CONUS - Continental U.S. (Ft. Bragg, Fort Lewis, Fort Hood, Charleston South Carolina, plus some Battalion/DOL sites with unique work). Duration of trips may vary but are anticipated to be approximately one (1)-two (2) weeks depending on the required work to capture footage for videos, still photos, talk with leaders/action officers/shop, maintenance, logistics workers. Contractor can assume a total of three (3) trips will be required. Contractor may meet with the brigades with one (1) each in Washington, Texas, and North Carolina. In addition, contractor may potentially meet with approximately ten (10) battalions located in New York, North Carolina, South Carolina, Kentucky, Georgia, Texas, Kansas, Colorado, and Washington. 2. OCONUS - Europe, Korea/Japan/Guam/Saipan, Afghanistan, SWA (Iraq, Kuwait, Qatar, Diego Garcia, Hawaii, Puerto Rico, Alaska). Duration of trips may vary but are anticipated to be approximately two (2) weeks each to capture video/still photos, interview leaders/workers. Contractor can assume a total of four (4) trips will be required. Contractor may meet with the brigades with one (1) each in Iraq, Afghanistan, Korea, and Germany. In addition, contractor may potentially meet with approximately ten (10) battalions located in Korea, Iraq, Afghanistan, Qatar, Kuwait, Germany, Italy, and Hawaii.. 4. Communication Evaluation and Assessment. * Contractor shall provide administrative and logistical support. * Contractor shall collect, analyze, and evaluate information, establish and maintain/oversee databases and prepare reports to support program and organizational managers. * Contractor shall provide guidance and solicit input for development of annual and long range program requirements and related supporting documentation; compile reports, plans, schedules, and miscellaneous program narratives and statistics; and research regulations, polices, and guidance to respond to inquiries. * Contractor shall provide strategic-level analysis to support the development, coordination, integration, synchronization, implementation, and assessment of an internal and external Army communications campaign plan. * Contractor shall conduct planning, research, and evaluation in support for the Soldiers Media Centers Mission. * Contractor shall develop a process, guide, and plan the overarching Army communication and Campaign Plan for the Headquarters, Department of the Army (HQDA). * Contractor shall conduct planning support and research for the Operational Planning Division; provide realistic and accurate budget projections, status reports, and budget expenditures to include, but not limited to, actual costs elements; perform tracking and monitoring to avoid/minimize costs overrun. Capability Statement/Information Sought: Respondents must provide, as part of their responses, information concerning each of the project requirements listed above along with (a) staff experience, including their availability, experience, and training; (b) current in-house capability and capacity to perform the work; (c) prior completed projects of similar nature; (d) corporate experience and management capabilities; and (e) examples of prior completed Government contracts, references, and other related information. Interested qualified contractors should submit a tailored capability statement for this requirement as well as a Rough Order of Magnitude (ROM) price, not to exceed 25 single-sided pages (including all attachments, resumes, charts, ROM, etc.) presented in single-space and using a 12-point font size minimum, that clearly details the ability to perform the aspects of the notice described above. Respondents must also provide a copy of Central Contractor Registration (CCR) that reflects Data Universal Numbering System (DUNS) number, Commercial and Government Entity (Cage) code. Information Submission Instructions: All Capability Statements sent in response to this SOURCES SOUGHT notice must be submitted electronically (via email) to Matthew Ward, Contract Specialist, at matthew.ward21@us.army.mil and Katie Phillips, Contract Specialist, at Katie.m.phillips@us.army.mil in MS Word, WordPerfect, or Adobe Portable Document Format (PDF), NLT COB Friday, 3 September 2010. All responses must be received by the specified due date and time in order to be considered. No telephonic or hard copy responses will be considered or accepted. Additionally, all questions must be submitted in writing via email to the same addresses above. Disclaimer and Important Notes: This notice is for planning purposes only and does not obligate the Government to award a contract or otherwise pay for the information provided in response. The Government reserves the right to use information provided by respondents for any purpose deemed necessary and legally appropriate. Any contractor responding to this notice should ensure that its response is complete and sufficiently detailed to allow the Government to determine the contractor's qualifications to perform the work. Respondents are advised that the Government is under no obligation to acknowledge receipt of the information received or provide feedback to respondents with respect to any information submitted. After a review of the responses received, a pre-solicitation synopsis and solicitation may be published. However, responses to this notice will not be considered adequate responses to a solicitation. Page 5
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FBO.gov Permalink
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- Place of Performance
- Address: Rock Island Contracting Center (RI-CC) ATTN: AMSAS-AC, Rock Island IL
- Zip Code: 61299-6500
- Zip Code: 61299-6500
- Record
- SN02256448-W 20100828/100827000221-9168cb4561f62afc6c470d0cc42aee40 (fbodaily.com)
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