SOLICITATION NOTICE
A -- Develop a Marketing and Communications Plan for TCAPP
- Notice Date
- 7/19/2011
- Notice Type
- Combined Synopsis/Solicitation
- NAICS
- 541712
— Research and Development in the Physical, Engineering, and Life Sciences (except Biotechnology)
- Contracting Office
- The National Academies, Transportation Research Board, SHRP2, 500 Fifth Street NW, Washington, District of Columbia, 20001, United States
- ZIP Code
- 20001
- Solicitation Number
- SHRP2_C37
- Archive Date
- 9/1/2011
- Point of Contact
- Stephen Andrle, Phone: 202-334-2810, David Plazak, Phone: 202-334-1834
- E-Mail Address
-
sandrle@nas.edu, dplazak@nas.edu
(sandrle@nas.edu, dplazak@nas.edu)
- Small Business Set-Aside
- N/A
- Description
- C37: Develop a Marketing and Communications Plan for TCAPP SHRP 2 Request for Proposals Focus Area: Capacity Project Number: C37 Project Title: Develop a Marketing and Communications Plan for TCAPP Date Posted: July 19, 2011 SHRP 2 Background To address the challenges of moving people and goods efficiently and safely on the nation's highways, Congress has created the second Strategic Highway Research Program (SHRP 2). SHRP 2 is a targeted, short-term research program carried out through competitively awarded contracts to qualified researchers in the academic, private, and public sectors. SHRP 2 addresses four strategic focus areas: the role of human behavior in highway safety (Safety); rapid highway renewal (Renewal); improved travel time reliability through congestion reduction (Reliability); and transportation planning that better integrates community, economic, and environmental considerations into new highway capacity (Capacity). Under current legislative provisions, SHRP 2 has received approximately $235 million with total program duration of 9 years, ending in spring 2015. Additional information about SHRP 2 can be found on the program's Web site at www.trb.org/shrp2. Capacity Focus Area The charge from Congress to SHRP 2 Capacity is to develop approaches for systematically integrating environmental, economic, and community requirements into the analysis, planning, and design of new highway capacity. The scope of the SHRP 2 Capacity program extends from the early stages of the transportation planning process, when many potential alternatives are being considered, through project development. When decisions include a major highway component, further development of the highway option is within the scope of the program. When decisions are made that lead to non-highway options, further development of the non-highway component is outside the scope. Project Background One of the Capacity Focus Area's product groupings involves the promotion of collaborative decision-making to help deliver better highway projects faster. "Transportation for Communities-Advancing Projects through Partnerships" (or TCAPP for short) is a comprehensive web-based resource that aims to promote a collaborative approach in the early phases of transportation project development and to systematically integrate environmental, economic, and community requirements into the planning, programming, and environmental review and permitting processes. TCAPP is the capstone product for the SHRP 2 Capacity focus area and will be the delivery method for a variety of other specialized products of research in topic areas such as performance measurement, economic impact analysis, community visioning, integration of conservation planning and highway planning, greenhouse gases, "smart growth", public-private partnerships, pricing, expedited project delivery, and freight planning. If TCAPP is widely adopted by transportation agencies, it will facilitate the development of a new way of doing business for planning, programming, and delivering highway capacity projects. As the TCAPP web site home page notes: "Transportation for Communities - Advancing Projects through Partnerships (TCAPP) has been created to enhance collaboration in transportation decision making. Anyone involved in transportation plans or projects can benefit from the information and resources accessible here. The basic building block of TCAPP is the Decision Guide. This structure of key decisions common to all transportation agencies contains data to support an understanding of collaboration: why it is necessary, what is needed to support it, and how to make the changes necessary for a truly collaborative process. " Targeted Users of TCAPP TCAPP is intended to be used primarily by professional staff (e.g. transportation planners and environmental specialists) employed by transportation agencies. Transportation agencies include state departments of transportation (DOTs), metropolitan planning organizations (MPOs), and regional planning agencies (RPAs). Although transportation professional staff is the main target audience for TCAPP, it also includes some material that may be useful for transportation agency managers and decision-makers and environmental resource agency and economic development organization professional staff and decision makers, whether agency management or elected and appointed officials. TCAPP may also be of value to academics who teach transportation planning and project development to graduate students and undergraduate students in civil and transportation engineering, environmental analysis, and city and transportation planning. Objectives of Project C37 Now that the TCAPP web site and suite of tools are available for beta testing and pilot testing, a marketing and communications plan for building awareness and encouraging beta use of the system is needed so that TCAPP can continue to be improved and eventually be used in mainstream professional practice. Prior to the development of the marketing and outreach plans, the project will involve the convening of a set of focus groups of existing and potential TCAPP users and others as needed. It will also include organizing and conducting a product implementation workshop. The product implementation workshop should involve selected TCAPP partners and stakeholders in identifying specific activities necessary to implement the TCAPP product, e.g. to move it from a beta test product to being commonly used in the planning, programming, and environmental clearance of new highway capacity projects. The workshop is intended to serve as the foundation upon which the marketing and communication plan is built. Fundamentally, Project C37 is intended to develop a marketing and communications plan, including high-level strategies and detailed tactics, which will help to: •Build awareness of TCAPP and its bundled specialized content among the targeted audience(s). •Promote increased use of the current beta test version of TCAPP and any improved versions that are available before the end of the SHRP 2 program in early 2015. •Develop and test a set of key marketing and communications messages aimed at potential users of the TCAPP product. •Develop and test a brand for TCAPP that resonates with potential users and helps communicate the product's value. •Build a toolbox of communications and market tactics and materials for marketing TCAPP and communicating its uses and value to transportation agencies and the targeted users. In the TCAPP marketing and communications plan, we are looking for the selected contractor team to: •Describe the marketing and communications environment, for example the issues typically faced by transportation agencies and transportation professionals that TCAPP could help address. •Identify key characteristics and relevant needs of targeted audience members/potential TCAPP users. •Identify a high-level marketing and communications strategy for TCAPP, including a vision of success; marketing goals and objectives and how to measure success in meeting them; best features, benefits, and selling points of the TCAPP system. •Develop alternatives for a TCAPP brand and a plan for establishing a recommended brand. •Identify and assess a variety of potential marketing, promotion, and persuasion tactics: how to find and reach potential TCAPP users in the target audience and encourage them to try and continue using TCAPP. •Set priorities for marketing tactics based on their likely cost-effectiveness in meeting overall marketing and communications objectives. Consider marketing and communications actions for a three-year period (2012 through 2015). Describe a marketing and communications management process, including considerations of timing and scheduling of high-priority marketing tactics. •Identify high-priority marketing and communications materials, whether print or electronic. These may include the use of appropriate social media. •Identify additional resources needed to fully carry out high-priority TCAPP marketing and communications activities through 2015. •Develop selected, high-priority marketing and communications materials, including print and electronic media, as is practical given the project budget. •Develop and execute a set of pilot marketing and communications activities and capture lessons learned. Teams should consider the use of active, hands-on outreach events that demonstrate the use of the beta version(s) of TCAPP to the professional staff of transportation agencies and their managers. It is anticipated that additional funding will be available through a future, separate project to fully carry out marketing and outreach activities identified in the plan developed through project C37. The selected contractor team is not expected to fully implement the communications and marketing plan it develops. However, the selected team for project C37 will be expected to develop some high-priority marketing and communications materials and to pilot test their use to determine their effectiveness. Selection Criteria The standard SHRP 2 proposal selection criteria apply (see General Note 1). In summary, these are: understanding of the problem, quality of the proposal, experience and qualifications of the research team, a plan for participation by disadvantaged businesses, and adequacy of facilities (if special facilities are needed). In addition, the following criteria will also be applied: •Demonstrated marketing and communications expertise of the team, particularly experience relevant to the activities supported by TCAPP and to its targeted user market. •Demonstrated experience in product branding for products relevant to the TCAPP branding exercise. •Demonstrated experience in education and outreach activities relevant to this project. Proposal Content Proposal preparation should be guided by A Manual for Conducting Research and Preparing Proposals for SHRP 2, available on line at TRB.ORG/SHRP2 under Resources. Tasks Task descriptions are intended to provide a framework for conducting the research. SHRP 2 is seeking the insights of proposers on how best to achieve the research objective. Proposers are expected to describe research plans that can realistically be accomplished within the constraints of available funds and contract time. Proposals must present the proposers' current thinking in sufficient detail to demonstrate their understanding of the issues and the soundness of their approach to meet the research objectives. The proposal must use a task structure to describe the approach and must provide a cost estimate for each task in the Budget section. (See Item 11 of Manual section IV) 1.This project will be conducted in the context of continued development of the TCAPP product and other marketing and communication work being undertaken by SHRP 2 contractors, SHRP 2 corporate management, FHWA, and AASHTO. Coordinate with the contractor team led by ICF International that developed and continues to improve TCAPP. Coordinate with the contractor team for SHRP 2 project C22 ("Prepare a Decision Makers Guide to the Collaborative Decision Making Framework"). Project C22 includes some work on audience identification, market research, benefits, and branding of TCAPP. This project should build on that work. Coordinate with the SHRP 2 Communications staff that is responsible for overall SHRP 2 marketing activities in coordination with FHWA and AASHTO. 2.Building on the work of C22, reexamine the TCAPP audiences with an eye to implementation. Categorize the states based on conditions likely to affect implementation such as urban, rural, or mixed nature; culture (eastern, western; southern); size; or other factors likely to be of significance. Proposed focus groups (or a similar strategy) should recognize the diversity of conditions that exist around the country. Develop a focus group guide to elicit key messages to market TCAPP, how to most effectively deliver those messages, and prototype branding ideas. Submit a focus group or similar plan to SHRP 2 for review by the staff and C37 Technical Expert Task Group. (Note) The TCAPP brand name was developed rather quickly by the Capacity Technical Coordinating Committee and others so that the product had an identity for beta testing and for obtaining a URL. It has been in beta testing for 18 months as Transportation for Communities - Advancing Projects through Partnerships. A name change is acceptable. 3.Convene the focus groups and, based on the results, prepare a report on messages, strategies, and brands for input to the implementation workshop. If convenient, the focus groups may piggyback on existing conferences or meetings where the participants are available. 4.Plan, facilitate, and document the results of a facilitated TCAPP product implementation workshop involving key TCAPP partners and stakeholders. State DOTs, MPOs, cities and counties, and federal and state resource agencies should be represented. The project budget should include an item to support travel to the workshop for selected team members and important partners and stakeholders. 5.Develop a set of prototype, high-priority marketing and communications materials for TCAPP, including print and electronic media. 6.Test the materials (from Task 5), messages, delivery mechanisms, and branding in a variety of locations. Sample from the spectrum of state types identified in Task 2. Make recommendations on most effective approaches, e.g., state-by-state multi-agency meetings, lead state approaches, regional approaches, a TIG-like strategy (AASHTO Technology Implementation Group), social media, trickle down from the top in each state, etc. 7.Using input from Tasks 1-6, develop a draft TCAPP marketing and communications plan. 8.Develop a marketing and communications management process for TCAPP for the remainder of the SHRP 2 program, recognizing that after 2015 it will be carried out by FHWA, AASHTO and perhaps others. Develop an estimate of resources needed to carry out the process. 9.Develop a draft final report for the C37 project that consolidates the previously prepared technical memoranda and other relevant project materials. 10.Prepare a final report that responds to comments from the SHRP 2 C37 TETG and staff. Deliverables •Detailed work plan for the project, including a detailed time line with tasks, delivery dates, and proposed series of opportunities for consultation with and input by the C37 Technical Expert Task Group (TETG). •Technical memorandum on stakeholders, the categories of state environments that the marketing plan must address, and the composition of the key-users focus groups representing the various environments. The focus groups should address key messages, ideas for branding, and how to most effectively deliver the key messages. •Technical memorandum on the results of the focus groups -- key messages and potential branding of TCAPP and its components •An agenda for the implementation workshop, including a workshop notebook •A report of the findings of the product implementation workshop. The report should address the following major marketing and communications topics: oAnalyses of the marketing environment and targeted audience(s) for TCAPP oProposed high-level marketing strategy for TCAPP oProposed brand name for TCAPP and its components oIdentification of potential marketing tactics and high-priority marketing and communications tactics oDraft two-year marketing action plan with proposed marketing management and communications process oDescription of proposed high-priority marketing and communications materials •Production of prototype high-priority marketing and communications materials for use in demonstrations •A technical memorandum on the results of testing the marketing strategies on a representative sample of state types •Draft Final Report (after 12 months), consolidating the technical memoranda identified above. •Final Report reflecting comments from SHRP 2 staff and the C37 Technical Expert Task Group that will be appointed to oversee the project Special Notes 1.The beta version of TCAPP (Transportation for Communities - Advancing Projects through Partnerships) is available on-line at the following URL: http://transportationforcommunities.com 2.Examples of branded products in the field of transportation that may be relevant to consider here are "Superpave", "E-ZPass", and "Eco-Logical." 3. Prospective contractors should be aware that there is an active inter-agency group made up of staff from the Federal Highway Administration, American Association of State Highway and Transportation Officials, and Transportation Research Board/SHRP 2 that is developing an overall marketing and communications program for the entire SHRP 2 program and its products. However, this effort is "corporate" in nature while project C37 is aimed at planning marketing and communicating for a single product, TCAPP. Funds Available: $250,000 total. Contract Period: 15 months for the entire project. SHRP 2 ends in March 2015. Our goal is to have all final deliverables for this project by summer 2013, well before the program termination date. The contract period allows 12 months for carrying out the pilot test. Three months should be scheduled for review of the draft report and delivery of the final report. Responsible Staff: Steve Andrle, sandrle@nas.edu, 202-334-2810 and David Plazak, dplazak@nas.edu, 202-334-1834. Authorization to Begin Work: January 2012, estimated Proposals (20 single-bound copies) are due not later than 4:30 p.m. Eastern Daylight Time on August 31, 2011 This is a firm deadline, and extensions simply are not granted. In order to be considered, all 20 copies of the agency's proposal, accompanied by the executed, unmodified Liability Statement must be in our offices not later than the deadline shown, or they will be rejected. Delivery Address PROPOSAL-SHRP 2 ATTN: Neil F. Hawks Director, Strategic Highway Research Program 2 Transportation Research Board 500 Fifth Street, NW Washington, DC 20001 Phone: 202-334-1430 Liability Statement The signature of an authorized representative of the proposing agency is required on the unaltered Liability Statement in order for SHRP 2 to accept the agency's proposal for consideration. Proposals submitted without this executed and unaltered statement by the proposal deadline will be rejected. An executed, unaltered statement indicates the agency's intent and ability to execute a contract that includes the provisions in the statement. The Liability Statement is Figure 1 in the Manual for Conducting Research and Preparing Proposals for SHRP 2 (http://www.onlinepubs.trb.org/onlinepubs/shrp2/PreparingSHRP2Reports.pdf) (see General Note 4). Here is a printable version of the SHRP 2 Liability Statement: http://onlinepubs.trb.org/onlinepubs/shrp2/LiabilityStatement.pdf. A free copy of the Adobe Acrobat PDF reader is available at http://www.adobe.com. General Notes 1. Proposals will be evaluated by SHRP 2 staff and Expert Task Groups (ETGs) consisting of individuals collectively very knowledgeable in the problem area. Selection of an agency is made by the SHRP 2 Oversight Committee, based on the recommendation from SHRP 2 staff and the ETG. The following factors are considered: (1) the proposer's demonstrated understanding of the problem; (2) the merit of the proposed research approach and experimental design; (3) the experience, qualifications, and objectivity of the research team in the same or closely related problem area; (4) the proposer's plan for participation by disadvantaged business enterprises-small firms owned and controlled by minorities or women; and (5) the adequacy of facilities. TRB and the SHRP 2 Oversight Committee strongly encourage the significant participation of Disadvantaged Business Enterprises in SHRP 2 research contracts. Although no quota is specified nor is DBE participation mandated, the proposer's plan for involvement of DBEs is a factor in selection of the research contractor, and the contractor's adherence to its DBE plan will be monitored during the contract period. The "Research Team Builder" section of the SHRP 2 web site (http://www.trb.org/StrategicHighwayResearchProgram2SHRP2/Pages/Research_Team_Builder_177.aspx) is a resource for proposers interested in participating on research teams. 2. Any clarifications regarding this RFP will be posted on the SHRP 2 Web site (www.TRB.org/SHRP2). Announcements of such clarifications will be posted on the front page and, when possible, will be noted in the TRB e-newsletter. Proposers are advised to check the Web site frequently until August 10, 2011, after which no further comments will be posted. 3. According to the provisions of Title 49, Code of Federal Regulations, Part 21, which relates to nondiscrimination in federally assisted programs, all parties are hereby notified that the contract entered into pursuant to this announcement will be awarded without discrimination on the grounds of race, color, religion, sex, national origin, or disability. 4. The essential features required in a proposal for research are detailed in the Manual for Conducting Research and Preparing Proposals for SHRP 2 (http://www.onlinepubs.trb.org/onlinepubs/shrp2/PreparingSHRP2Reports.pdf). Proposals must be prepared according to this document, and attention is directed specifically to Section IV for mandatory requirements. Proposals that do not conform to these requirements will be rejected. 5. The total funds available are made known in the project statement and line items of the budget are examined to determine the reasonableness of the allocation of funds to the various tasks. If the proposed total cost exceeds the funds available, the proposal is rejected. 6. All proposals become the property of the Transportation Research Board. Final disposition will be made according to the policies thereof, including the right to reject all proposals. IMPORTANT NOTICE Potential proposers should understand that the research project described herein is tentative. The final content of the program depends on the level of funding made available. Nevertheless, to be prepared to execute research contracts as soon as possible after sponsors' approvals, the Strategic Highway Research Program is assuming that the tentative program will become official in its entirety and is proceeding with requests for proposals and selections of research agencies.
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