Description
The U.S. Department of Transportation, National Highway Traffic Safety Administration (NHTSA) intends to negotiate on a on a sole source basis with the Advertising Council (Ad Council) under the authority of FAR 6.302-1 (unique source) for a 2-year plus 3 option years contract for Media Services for Safety Programs Public Service Campaigns. NHTSA's various vehicle safety programs work with and through State highway safety agencies and other partners to encourage safe behavior of drivers, occupants, cyclists, and pedestrians across the country. Since traffic safety problems affect people in all communities, the effort to implement programs to improve safety involves people at all levels of the government, within businesses and organizations, and volunteers (both individual and organizational). Tasks under this contract will primarily focus on developing and implementing large-scale, fully integrated public service campaigns in support of NHTSA's traffic safety programs. More specifically, offerors will be required to demonstrate that they have extensive and successful experience in providing a full-range of activities associated with researching, developing, producing, delivering, and evaluating program-related materials with both internal and external stakeholders. 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. Contingent upon a successful negotiation, it is NHTSA's intent to award a contract to the Ad Council. The proposed acquisition is for services for which the Government intends to solicit and negotiate with only one source under the authority of FAR 6.302-1. For this requirement, sources must exhibit an understanding of the goals and mission of NHTSA. In addition, sources shall provide capability statements to perform the following abbreviated list of requirements: •· Develop and deliver major National multi-media donated media public service campaigns. •· Conduct qualitative and quantitative research to develop, test, and refine campaign messages for targeted audiences. •· Develop and execute multi-million-dollar-value donated media distribution strategies that include redistribution of public service announcements. •· Develop and apply rigorous quantitative measures to track and evaluate the effectiveness of campaign activities. •· 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. •· Develop and apply rigorous quantitative measures to track and evaluate the effectiveness of campaign activities. •· Conduct ongoing tracking studies that measure public opinion on public service campaign issues. •· Support strategic partnership development and maintenance, including community, corporate, media, entertainment industry, and sports industry relationships, for the purpose of promoting public service campaigns. •· Develop, test, implement, and maintain interactive, mobile, and new media strategies and channels, including new and social media tools and e-partnerships, for the purpose of promoting campaign elements and traffic safety messages. PLEASE NOTE: Any potential offeror MUST demonstrate the following at a minimum: •· Prior direct experience developing and executing a National PSA campaign that includes but is not limited to the following creative elements: TV, radio, print, outdoor, internet, alternative, social, and new media. •· Prior direct experience in obtaining donated services for the implementation of necessary research and development of creative materials in support of a National PSA campaign. •· Prior direct experience in obtaining top-of-the-line services and talent, pro-bono or lower negotiated prices, in support of public service campaigns. •· Prior direct experience in obtaining donated media (TV, radio, print, outdoor, Internet) at a minimum value of $100 million on an annual basis for a National PSA campaign. •· Demonstrate established network in place and a strong history of relationships with advertisers, media, public service directors, and media organizations, to get PSAs (TV, radio, print, outdoor, internet) placed in donated media space at a minimum value of $100 million per year, in all media outlets. •· Established history of placing PSA material (TV, radio, print, outdoor, internet) in donated media space in all media outlets. •· Prior experience in developing creative materials that are innovative, strategically sound, and relevant to the audience. •· Prior experience in developing and executing viral marketing campaigns and supporting material. •· Prior experience responding to Federal Agency management, accounting, and reporting needs. •· Knowledge of planning and implementing formative research according to Federal regulations, to develop messages and strategies to target audiences. •· Prior experience using new technology, such as mobile and social media for PSA campaigns. •· Demonstrate social media expertise and capacity to plan and implement a nationwide and strategic communication campaign using new and social media. •· Ability to engage and leverage new and existing partners and other networks to increase the number of individuals engaged on social media platforms. •· Ability to engage individuals at a grassroots level to become e-advocates/online ambassadors. •· Ability to develop innovative online tools that direct users to online material (website and social networking pages). •· Details on your social media measurement capabilities and a recommendations on how you will evaluate the success and build audiences •· Prior experience developing and nurturing partnerships for large/specialized PSA campaigns. •· Ability to produce high-quality broadcast, print and online advertisements and public service announcements. •· Ability to manage talent rights and fees for existing and newly created advertisements. •· A local office in the Washington, DC Metro area upon contract award. Interested parties having the capabilities necessary to perform the slated requirements may submit a capability statement that includes the following specific information in 10 pages or less: •A. Company descriptive literature; •B. Experience with the type of performance expectations mentioned in the section above; •C. References (three minimum and to include a point of contact and phone number) with firsthand knowledge of the experience cited in (A) and (B). •D. Company point of contact •E. Type of Business (Large, Small, Small Disadvantaged (8a, WOSB, SDVOB, and HUB zone)