Description
JUSTIFICATION AND APPROVALFOR OTHER THAN FULL AND OPEN COMPETITION The proposed contract described below may be solicited and awarded without full and open competition pursuant to the authority at 41 U.S.C. 253 (c) (1) and FAR 6.302-1 Only one responsible source and no other supplies or services will satisfy agency requirements. 1. IDENTIFICATION OF AGENCY AND CONTRACTING ACTIVITY: The requiring activity is the Office of the Assistant Secretary of the Army Manpower and Reserve Affairs (ASA (M&RA)), Strategic Initiative Directorate, 300 Army Pentagon, Room 2E460, Washington, DC 20310 The contracting activity is the Department of the Interior, National Business Center, Acquisition Services Directorate, Sierra Vista Division, 354 South Highway 92, Sierra Vista, AZ 85635. 2 NATURE/DESCRIPTION OF ACTION: The proposed acquisition is a firm fixed price contract to OLD POST FILMS (OPF, the Contractor), 120 N. Topanga Canyon Blvd, Ste 105, Topanga CA 90290 for the post production phase of the Army Infomercial Series. This phase will be comprised of ten (10), 22 min episodes in reality television format. A 5 minute web episode of each infomercial (total of 10), and the development and delivery of a Media Distribution Plan (MDP) as described in paragraph 3 below will be provided. The total estimated dollar amount of the resulting contract over 15 weeks is $ 910,000.00. 3. DESCRIPTION OF SUPPLIES/SERVICES: The service provided is for the completion of the Post Production phase of the Army Infomercial Series, "Starting Strong." The total estimated cost of the award is $910,000.00. The goal is to complete the production of the Army Infomercial Series, "Starting Strong" to meet the objective of informing Centers of Influence (COI) about the benefits of joining the Army and to communicate a message to recruit-able aged prospects that the Army is the best place to start a career. The Army Infomercial Series of episodes, each with a run time of 22 minutes is a reality television product that will center on young people who are looking for a career path and engaging life experiences. Each infomercial will augment the marketing and advertising associated with the Army's annual recruiting mission. The series will be distributed via various media outlets or combination (television, mobile, wireless applications, etc...) that provide the best means to communicate the Army's message to the target market. 4. IDENTIFICATION OF THE STATUTORY AUTHORITY: The statutory authority is 41 U.S.C. 253 (c) (1) and FAR 6.302-1 Only one responsible source and no other supplies or services will satisfy agency requirements. 5. JUSTIFICATION FOR THE USE OF THE AUTHORITY CITED: Previously, OLD POST FILMS (OPF) produced the four (4) episodes that served as the, "proof of principal" that lead to the approval of a more comprehensive production of ten episodes, "Starting Strong 2011," also in production with OPF. The current contract vehicle, which required an additional ten "Starting Strong" episodes, will not be extended and the product deliverables remain incomplete. Award to any other source other than OPF would result in substantial duplication of cost to the Government that is not expected to be recovered through competition. OPF designed and produced the current template for the Starting Strong Series. Their unique and creative talent is not an easily reproducible concept. The Government's intent is to complete the post production phase which OPF has the functional knowledge. Proceeding to go through open competition would cause unacceptable delays in fulfilling the Governments requirements. Because the current contract was not extended, only 2 (two) of the 10 (ten) required episodes are complete. An additional 8 (eight) episodes are required to meet the 10 episode series that the Army requires. Each episode is to be accompanied by a 5 (five) minute web episode, of which none were completed. In addition, the Government requirement included a comprehensive Media Distribution Plan (MDP). The MDP is yet to be developed, and is important because it allows for the successful distribution and use of the Army Infomercial Series production. OPF was the sole producer of the series, "proof of principal" that led to the current Starting Strong production. However, do to unforeseeable circumstances the contract was not extended and they (OPF) were unable to complete the work that was in progress. Finding another producer that can quickly assemble a qualified team to produce an acceptable Army product, and that has a unique understanding of the Army themes and content would most likely result in unacceptable delays in fulfilling the Governments requirements. 6. FEDBIZ OPPS ANNOUNCEMENTS/POTENTIAL SOURCES: A FEDBIZ notice will be published for this action, in accordance with FAR 5.203 (a). 7. DETERMINATION OF FAIR AND REASONABLE COST: The anticipated cost to the Government will be evaluated, and determined fair and reasonable based on the supporting documentation, and the required cost and price analysis, which is in accordance with FAR 15. The Contracting Officer will determine the price negotiated under the proposed acquisition is fair and reasonable based on the proposed rates and the comparison of these rates. 8. ANY OTHER SUPPORTING FACTS: OPF produced the "proof of principal" for the Starting Strong Series that led to the approval of the entire Starting Strong series. No other company can reproduce their unique creativity in a short period of time, and deliver the remaining episodes in the required 15 weeks. OPF has earned trust and developed a solid rapport with the Government upon delivering a quality product, as demonstrated in the "proof of principal" and the current Starting Strong efforts. OPF commissioned the current music, graphics and other production materials that will continue to support the existing episodes within the Starting Strong Series and bring to completion the series within a reasonable timeline. Market Research was conducted and found that the cost of making a 30 - second television commercial cost $343,000.00 to $1,000,000.00 per spot; which does not include the talent cost. 9. LISTING OF INTERESTED SOURCES: No other known sources have expressed an interest in the proposed acquisition for service. 10. ACTIONS TAKEN TO REMOVE COMPETITION BARRIERS: The Government will continue to research the market and keep abreast of emerging trends and technology practices that meet the requirements of this project. Continued efforts in this regard will ensure that the Government is able to reach their required audience and is getting valued services at a fair and reasonable price. 11. CERTIFICATION AND APPROVAL The supporting data that is the responsibility of technical and personnel requirements which form the basis for this justification is complete and accurate. The contracting officer certifies that the justification is accurate and complete to the best of the contracting officer's knowledge and belief.