FILE | R | Ad Council Outreach. - Attachment

FBO DAILY ISSUE OF MAY 06, 2012 FBO #3816
DOCUMENT

R -- Ad Council Outreach. - Attachment

Notice Date: 5/4/2012
Notice Type: Attachment
NAICS: 541810 — Advertising Agencies
Contracting Office: Acquisition Service- Frederick;Department of Veterans Affairs;8490 Progress Drive, Suite 100;Frederick MD 21701
ZIP Code: 21701
Solicitation Number: VA79812Q0116
Response Due: 5/1/2012
Archive Date: 7/30/2012
Point of Contact: Justin Stephenson
E-Mail Address: 9-6302<br
Small Business Set-Aside: N/A
Description: JUSTIFICATION AND APPROVAL FOR OTHER THAN FULL AND OPEN COMPETITION 1. Contracting Activity: Department of Veterans Affairs Office of Acquisition Operations Acquisition Service “ Frederick 8490 Progress Drive, Suite 100 Frederick, MD 21701 2. Description of Action: The proposed sole source action is to acquire a twelve-month base with one twelve month option period effort for Public Service Announcement Campaigns for the Office of Public and Intergovernmental Affairs. The desired effort will promote services and benefits provided by the Department of Veterans Affairs (VA) to the 24 million Veterans throughout the country. The proposed sole source contractor is the Ad Council; a nonprofit organization located at 815 Second Ave., 9th Floor, New York, and NY 10017. 3. Description of Supplies or Services: The purpose of the requirement is to assist the Office of Public and Intergovernmental Affairs develop a campaign to include but not limited to: a. Pre- Post Research- Pre Public Announcements Campaign research and analysis that includes engaging stakeholders and identifying target markets. Post announcements will conduct research after advertising has run to gauge if the public service announcements have an impact on attitudes and behavior among the target market. b. Strategy and focus, create multimedia advertising products to carry out the strategy by dissemination to national media outlets. c. Access to donated media to run the advertising for VA on television, radio, out of home venues. Ad space (media) to promote the message for VA that many benefits are available to Veterans, no matter when they served. d. Monitoring and report results of media placement efforts. Provide research, audience testing, and promotional activity. The total estimated value of this requirement is $4,000,000.00. 4. Identification of Statutory Authority: The statutory authority permitting Other Than Full and Open Competition is 41 U.S.C. § 253(c)(1) as implemented by the Federal Acquisition Regulation (FAR) Subpart 6.302-1 entitled, œOnly One Responsible Source and No Other Supplies or Services Will Satisfy Agency Requirements, and FAR Subpart 6.302-1 (2), œUse of noncompetitive procedures. An executive agency may use procedures other than competitive procedures only when the property or services needed by the executive agency are available from only one responsible source and no other type of property or services will satisfy the needs of the executive agency. 5. Demonstration of Contractor ™s Unique Qualifications: The proposed source for this acquisition is the Ad Council. The Ad Council is a non-profit organization established in 1942 for the express purpose of providing public service advertising expertise for the federal government and other national non-profit organizations. The Ad Council invented the concept of the public service announcement campaign as a mechanism to promote the education and well-being of the American people. The Ad Council is the unique organization designated by the advertising industry to present its public service work in the United States. There is no other known source offering the full range of public service campaign services nationwide. Due to their unique outreach capabilities the Ad Council donates free media to a limited number of campaigns, the Office of Public and Intergovernmental Affairs efforts of promoting services and benefits provided by Veterans Affairs throughout the country was one of the chosen campaigns. The Office of Public and Intergovernmental Affairs and Veterans will greatly benefit from the unique service provided by the Ad Council in the following ways: 1. The Ad Council ™s capability to develop and deliver major National multi-media donated media public service campaigns that have the ability of reaching more American households than your average media advertisement purchases. 2. The Ad Council will develop strategic campaign content, including writing, editing, and translation for diverse platforms and audiences in compliance with Federal standards for plain language, usability, and Section 508. Content includes, but is not limited to, the following elements: television, radio, print, outdoor, digital, social media, Internet, and other non-traditional media. 3. The Ad Council will develop and execute multi-million-dollar-value donated media distribution strategies that include redistribution of public service announcements. 4. The impact of the Ad Council ™s Public Service Announcements have been long standing and far reaching. Campaigns have included: a.Women in War Jobs œRosie the Riveter b.Crime Prevention œMcGruff the Crime Dog c.United Negro College Fund d.Crying Native American e.Safety Belt Education f.Drunken Driving 5. Due to their ability to obtain prime daytime and evening advertising spots for public service announcements, this ensures the Office of Public and Intergovernmental Affairs campaign promote services and benefits provided by VA to the 24 million Veterans throughout the country will have higher visibility and priority in running time slots. This Public Service announcement outreach cannot be guaranteed by other advertising companies. 6. Description of Efforts to Obtain Competition: The requirement will be synopsized on www.fbo.gov website. This synopsis will allow interested parties to inquire and gain information about the requirement. All potential vendors will use the posting as a base to show interest or even become a probable bidder. 7. Determination of Fair and Reasonable Prices: No award shall be made until the Contracting Officer determines the costs to the Government to be fair and reasonable. The Government will continue to conduct market research to ascertain if there are changes in the market place that would enable future actions to be completed. All future requirements will be handled on a case-by-case basis to determine any future acquisition strategy. 8. Description of Market Research: A review of the advertising industry was conducted, and it was determined that no other organization, non profit, for profit, company, or agency provides the integrated, comprehensive communications service and or public service announcements that the Ad Council provides. Based on the market research, the Contracting Officer can determine that Ad Council is the only source that can meet VA ™s requirements. 9. Other Facts: Although the VA does not currently have a procurement history with the Ad Council, other agency ™s such as the U.S. Army, The Food and Drug Administration, The Department of Interior “ U.S. Forestry Service and the U.S. Department of Transportation have all entered in other than full and open competition contracts with the Ad Council.
Web Link: FBO.gov Permalink
(https://www.fbo.gov/spg/VA/AFMLOVASS/VASSMD/VA79812Q0116/listing.html)
Document(s): Attachment; File Name: VA798-12-Q-0116 VA798-12-Q-0116_2.docx (https://www.vendorportal.ecms.va.gov/FBODocumentServer/DocumentServer.aspx?DocumentId=334874&FileName=VA798-12-Q-0116-000.docx); Link: https://www.vendorportal.ecms.va.gov/FBODocumentServer/DocumentServer.aspx?DocumentId=334874&FileName=VA798-12-Q-0116-000.docx; Note: If links are broken, refer to Point of Contact above or contact the FBO Help Desk at 877-472-3779.
Record: SN02739456-W 20120506/120504234957-15379bb92ef9d0885bd88185b4037761 (fbodaily.com)
Source: FedBizOpps Link to This Notice
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R -- Ad Council Outreach. - Attachment