Loren Data's SAM Daily™

FBO DAILY ISSUE OF OCTOBER 23, 2011 FBO #3620
DOCUMENT

R -- TV Recruitment Commercial - Attachment

Notice Date

10/21/2011
 

Notice Type

Attachment
 

NAICS

541613 — Marketing Consulting Services
 

Contracting Office

Department of Veterans Affairs;Program Contract Activity Central;6150 Oak Tree Blvd, Suite 300;Independence OH 44131
 

ZIP Code

44131
 

Solicitation Number

VA70112I0012
 

Response Due

11/4/2011
 

Archive Date

1/3/2012
 

Point of Contact

Nicholas Sparks
 

E-Mail Address

7-8300
 

Small Business Set-Aside

N/A
 

Description

TV Recruitment Commercial Request for Information: VA-701-12-I- 0012 I. Introduction: This sources sought notice is for information and planning purposes only and shall not be construed as a solicitation or as an obligation on the part of the Department of Veterans Affairs (VA). The VA is currently conducting market research to locate qualified, experienced and interested potential sources. Responses will not be considered as proposals, nor will any award be incurred by interested parties in responding to this sources sought announcement. The Veterans Health Administration (VHA) is seeking interested sources (contractors) for a near-future solicitation and procurement for TV Recruitment Commercial. At this time, no solicitation exists. Therefore, DO NOT REQUEST A COPY OF THE SOLICITATION. II. Background: The Department of Veterans Affairs, Veterans Health Administration (VHA), Workforce Management and Consulting Office (WMCO), Healthcare Retention and Recruitment Office (HRRO) are responsible for promoting the VHA's The Best Care-The Best Careers. VHA desires to continue to run television recruitment commercials on both national broadcast networks and cable in order to better reach hard-to-recruit health care occupations; primarily Physicians, Registered Nurses and Pharmacists. Television recruitment gives HRRO the ability to target shows that attract health care providers and those who influence them through word of mouth. III. Requirements: The purpose of this project is to allow the offeror to propose and price a solution that meets both the recruitment and technical requirements for the proposed continuance of the VHA TV Recruitment Commercial campaign. VHA desires to create a greater awareness and knowledge of VHA and VAcareers.va.gov. Methods are to make a large media buy that will reach all markets. This should include both national broadcast and cable networks during primetime with multiple runs including Spanish channels using existing Spanish Version spot, helping VHA to better recruit hard-to-reach health care occupations; primarily Physicians, Registered Nurses and Pharmacists. VHA seeks a near term impact and awareness of "The Best Care-The Best Careers" message followed with additional runs to expand and continue coverage. VHA desires to purchase a large media buy that will create a large "splash" of awareness for VHA and VAcareers.va.gov. This should include broadcast and cable networks during primetime and other times of high viewership targeted to critical Healthcare providers and influencers with multiple runs. Continuing advertisement shall be followed with flighted purchases for sustainment awareness. VHA seeks a near term impact and awareness of "The Best Care-The Best Careers" message. Development of supporting marketing material is included and an important part of this project. Firms should have experience and ability to bring added negotiation and bargaining power to include existing PSA use air time with most media buys. Media Placement The Contractor shall purchase a large media buy that will create a large "splash" of awareness for VHA and VAcareers.va.gov. This should include broadcast and cable networks during primetime and other times of high viewership targeted to critical Healthcare providers and influencers with multiple runs. Continuing advertisement shall be followed with flighted purchases for sustainment awareness. VHA seeks a near term impact and awareness of "The Best Care-The Best Careers" message. Criteria for the media buy include: Run TV recruitment commercials on both National Broadcast networks and Cable in order to better reach difficult to fill healthcare occupations; primarily physicians, registered nurses and pharmacists. National broadcast reaches more homes than cable, in that they are available to 30 percent of people who don't subscribe to cable. Television allows the ability to target shows that attract healthcare providers in their occupational and life interest areas and those who influence through word of mouth. The contractor must ensure maximum coverage of VA Careers advertising dollars. Negotiated media buys shall maximize added value for existing VA Careers television commercials in best-value viewership venues and shows at best-value times as defined in government-approved; contractor-provided media plans and agreements. The objectives of media placements are to enhance VHA'S recruitment efforts nationally and promote VHA as a viable employment options. To this end, medial placements shall elicit near-term excitement and awareness of VHA employment brand and recruitment messages that deliver immediate impact in employment interests across VA. Additionally, media placement must allot for follow-on awareness, with an initial big splash followed by sustainment to increase name recognition of VHA employment. The media must be placed within pre-approved deadlines to ensure on-time placements and runs. "Placed" means that the advertisement actually runs (e.g., the commercial appears on a broadcast television network or approved social media. All media buy placements shall be preapproved by VA. Placements will not be aired in shows of controversial topics or those considered offensive or unprofessional. Placement and runs shall meet the following objectives: Ensure broadest reach to ALL markets (e.g., minority to include Hispanic and Native Americans; metro and rural; and college markets) Ensure ability to reach diversity markets, including, Veteran, Hispanic and Native American Ensure primetime positioning on top networks Enhance VHA recruitment efforts through greater name recognition nationally HRRO or its supplier shall provide existing television commercials to the contractor for the placement. Generally, the media used will be cable/local TV for optimum exposure. Develop Creative Material for Supplemental On-line Media Placement The contractor shall develop a library of promotional, educational, communications, marketing and implementation materials and tools to market the VA Careers program through the VHA Web Communications Office which includes social media outlets such as Face Book, YouTube, Second Life, MySpace, etc. The contractor has flexibility to recommend other on-line venues subject to advance approval by the VHA Web Communications Office through HRRO. The tools and materials shall be designed to educate, inform, and inspire users to Generate excitement among VHA staff increasing overall employee morale, possibly increasing referrals Generate immediate impact in employment interest across VHA Enhance VHA recruitment efforts through great Develop and use creative materials for on-line media placement that will supplement television and other advertisements. Supporting paid online media will target local VHA organizational needs and allow a greater reach into minority, rural and college markets. Care will be taken to ensure that (1) the appropriate message is sent that portrays truth in advertising and daily life at VHA and (2) that the public will view the campaign as professional, necessary and a good value for the resources spent. All formats shall be in open-source usable to Department of Veterans Affairs (VA) Employee Education System (EES). Monitoring, Reporting and Cost Control The contractor is responsible for tracking costs and monitoring each media buy. The contractor shall develop, maintain and administer a monitoring system that permits continuous tracking of all associated costs, and where, when and for how long advertisements were actually placed and/or aired. The system must also provide specific invoicing information. Using this information, the contractor shall prepare and submit monthly status reports to HRRO summarizing all media buying activities and their associated costs. The contractor must provide full disclosure of all fees, commissions, and all other compensation received for media placement during the performance of the task order. The contractor shall make available proof-of-performance documents at all times, and upon request of HRRO. The contractor shall maintain copies of all documentation for purposes of audit as required by the task order and other Federal statutes. Upon task order completion, these documents will be turned over to the government (HRRO) where they will be maintained for five years from the date the final invoice was paid. Media Plan The contractor shall develop a media plan that effectively addresses the goals of this Performance Work Statement. The Contractor shall draft a Media Plan that lays out the Contractor's approach, timeline and tools to be used in execution of the contract. The plan should take the form of both a narrative and graphic format that displays the schedule, milestones, risks and resource support. The plan shall also include how the Contractor shall coordinate and execute planned, routine, and ad hoc data collection reporting requests as identified within the PWS. The initial baseline plan shall be concurred upon by the COTR and updated monthly thereafter. The Contractor shall update and maintain the VA PM approved Media Plan throughout the period of performance. The plan must include, but not limited to the following: A media placement plan that details maximum coverage of VA careers advertising dollars Broadcast network schedule and number to total spots. Campaign launch dates Ratio of advertising with fixed air times and key events Network Direct Response Schedule and number of total spots Added-Value Schedule and number of total spots, including any guaranteed PSA spots On line Social Media and e-mail Supplemental Marketing campaign The Contractor shall provide a weekly report reflecting product deliverables in progress, known exceptions to performance standards, as well as any issues or risks relevant to the interests of the contractor or the Government. It is expected that the Contractor will keep in communication with the VA accordingly so that issues that arise are transparent to both parties to prevent escalation of outstanding issues. IV. Submittal Information: Contractors having the skills and capabilities necessary to perform the stated requirements should submit a response of no more than 15 pages in length, single spaced, 12 point font minimum. The Government will not review any other data or attachments that are in excess of the 15 pages. Companies should provide clear and unambiguous evidence to substantiate their capability to fulfill these requirements. Interested parties shall furnish the following minimum information: Company name and address Company point of contact name, telephone number and email address Company business size and status (i.e., Large Business, Small Business, Service-Disabled Veteran Owned Small Business, Women-Owned Small Business, etc.), the number of years in business, affiliate information: parent company, joint venture partners, potential teaming partners If the company holds a Federal Supply Schedule (FSS) Contract, list the GSA Contract Number and relevant SINS Capabilities/Qualifications: A written response providing clear and unambiguous evidence to substantiate the capacity to fulfill this requirement. Description of the capabilities/qualifications/skills your company possesses to perform services described in the scope of work. Past Experience: Brief summary of the company history relative to similar requirements. Offer may provide the following information on a maximum of three similar projects for which the responder was a prime or subcontractor. The name, address, and value of each project. The Prime Contract Type, Firm Fixed-Price, or Time and Material. The name, telephone and address of the owner of each project. A description of each project and why it is relevant to this requirement. Include difficulties and successes. Your company's role and services provided for each project. What kinds of performance assessment methods are commonly used? What are the common qualifications of the people who are providing these services? It is requested that the above information be provided no later than 11/4/2011 at 1:00PM EST. Responses should be emailed to Nicholas Sparks at Nicholas.Sparks@va.gov. All email correspondence for this project must reference the RFI Number, Project Identifier and Project Title in the subject line of the email. Example: RFI: VA-701-12-I-0012, TV Recruitment Commercial. Disclaimer This notice is issued solely for information and planning purposes only and does not constitute a solicitation. All information received in response to this notice that is marked as proprietary will be handled accordingly. In accordance with FAR 15.201(e), responses to this notice are not offers and cannot be accepted by the Government to form a binding contract. Responders are solely responsible for all expenses associated with responding to this RFI.
 

Web Link

FBO.gov Permalink
(https://www.fbo.gov/spg/VA/ISC/OISC/VA70112I0012/listing.html)
 

Document(s)

Attachment
 

File Name: VA-701-12-I-0012 VA-701-12-I-0012.docx (https://www.vendorportal.ecms.va.gov/FBODocumentServer/DocumentServer.aspx?DocumentId=267680&FileName=VA-701-12-I-0012-000.docx)

Link: https://www.vendorportal.ecms.va.gov/FBODocumentServer/DocumentServer.aspx?DocumentId=267680&FileName=VA-701-12-I-0012-000.docx

 

Note: If links are broken, refer to Point of Contact above or contact the FBO Help Desk at 877-472-3779.
 

Record

SN02611404-W 20111023/111021234734-ad63eccbb7d6f0b879ff5350bd49ba2a (fbodaily.com)
 

Source

FedBizOpps Link to This Notice
(may not be valid after Archive Date)

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