SOLICITATION NOTICE
B -- Social Marketing of Automobiles: Designs for a Green Vehicle Label
- Notice Date
- 6/4/2004
- Notice Type
- Solicitation Notice
- Contracting Office
- Environmental Protection Agency, Administrative Management Section, 1200 Pennsylvania Avenue, Nw, Washington, DC 20460
- ZIP Code
- 20460
- Solicitation Number
- RFQ-DC-04-00201
- Response Due
- 6/15/2004
- Archive Date
- 7/15/2004
- Point of Contact
- Point of Contact, Jami Rodgers, Purchasing Agent, Phone (202) 564-4781
- E-Mail Address
-
Email your questions to U.S. Environmental Protection Agency
(rodgers.jami@epa.gov)
- Description
- NAICS Code: 541620 The U.S. Environmental Protection Agency (U.S. EPA) Office of Atmospheric Programs (OAP) Transportation Policy and Evaluation Group (TPEG) intends to award fixed-price Purchase Order using Federal Acquisition Regulation (FAR) Part 13, Simplified Acquisition Procedures. This is a combined synopsis/solicitation for commercial items in accordance with the format in FAR Subpart 12.6, as supplemented with additional information included in this notice. This announcement constitutes the only solicitation; proposals are being requested and a written solicitation will not be issued. The provisions at FAR 52.212-1, Instructions to Offerors-Commercial Items, FAR 52.212-2, Evaluation-Commercial Items, FAR 52.212-3, Offeror Representations and Certifications-Commercial Items and FAR 52.212-4 Contract Terms and Conditions-Commercial Items, apply to this acquisition. The Government will award a Purchase Order resulting from this solicitation to the responsible Offeror whose offer, conforming to the solicitation provisions, will be the most advantageous to the Government, cost and other factors considered. PURPOSE: TPEG is seeking research on automobile buyer response to environmental labeling of vehicles which will assist in the development and implementation of a "green" vehicle label. Substantial work has been done on this general topic; the proposed project seeks to build on that work, adding elements that will meet the specific needs of EPA in its pursuit of an effective federal labeling program. This Purchase Order will provide EPA with detailed information on consumer and stakeholder response to candidate informational and motivational labels highlighting the environmental performance of individual models of cars and light trucks. More specifically, the objectives are to 1: Determine vehicle label content and design to maximize consumers' awareness of and interest in environmental properties of vehicles; 2. Understand views of other stakeholders (e.g., dealers, auto web sites, environmental groups) and determine how these views should influence labeling decisions. While manufacturers are another key stakeholder group; EPA will conduct the outreach to them.; 3. Devise a near-term approach to labeling that will allow for further evolution of the label; and 4. Develop recommendations for public outreach on the label. BACKGROUND: Many factors make development of an environmental vehicle label a complex and difficult undertaking. Buyers are considering a host of issues as they select a vehicle, of which environmental considerations are only a modest part. Consumers' views diverge widely on the type of information that should be presented on such a label; in particular, some want "just the facts", while others prefer those facts to be synthesized into a comprehensive environmental rating of vehicles. Existing research supports the idea that consumers are eager to have more information on vehicles' environmental impacts. NESCAUM (Northeast States for Coordinated Air Use Management) found last year, on the basis of several hundred interviews, that nearly three-quarters of New England consumers favor the implementation of a green vehicle labeling program. At the same time, research shows the need for very careful design of any such label. Oak Ridge National Laboratory held focus groups that indicated a low level of understanding of the issues, even among environmentally aware consumers, as well as diverse opinions on how this information should be presented to the public. Manufacturer participation in a vehicle labeling program is a prerequisite for its success. Past outreach with the manufacturers indicates that they differ greatly in their receptivity to the idea and their preferences regarding the specifics of a green label. One of the main challenges of this labeling effort is to meet simultaneously the needs of a diverse group of stakeholders. TASKS. TASK 1: Market Research. The Contractor shall provide EPA with information on the response to product labels, based on thorough market research and tailored to current needs of EPA. The results will be directly and immediately applicable to EPA's effort to implement an informational point-of-sale green vehicle label. The research will be designed to lead to a label that can be enhanced to include a motivational component. The information provided under this Purchase Order will help TPEG to: (a) Increase consumer awareness of and interest in environmental properties of automobiles; (b) Expand manufacturer offerings in green vehicles; (c) Increase purchases of environmentally preferable vehicles; and (d) Reduce emissions of greenhouse gases and criteria pollutants.The market research done for the project shall include extensive focus group testing and stakeholder and consumer interviews. These feedback mechanisms shall gage receptivity to specific informational labels, including those proposed by EPA and variations on them, and will also investigate interest in a motivational label, or "seal of approval", based on the contents of the informational label. DELIVERABLE: Draft report on market research is due within 12 weeks of Purchase Order award. Final version is due 2 weeks after receiving comments from EPA. TASK 2: Label Modifications/Recommendations. The Contractor shall collect information on the receptivity of the public and other stakeholders to the specific labeling concepts now under consideration by the EPA. (This includes issues ranging from broad questions about the importance and interpretation of various kind of information that could appear on the label to narrow questions of label design.) The Contractor shall propose improvements/modifications to labels currently under consideration by EPA. The label shall give sound representation of the vehicle's environmental performance, be useful and appealing to automobile purchasers, and have the support of other stakeholders as well. In addition, the label development must be done in such a way as to facilitate, rather than impede, the possible subsequent introduction of a motivational component. DELIVERABLE: Draft report on receptivity to label and suggested modifications is do within 12 weeks of Purchase Order award. Final version is due 2 weeks after receiving comments from EPA. TASK 3: Public Outreach Assistance. The Contractor shall assist in the implementation of a communications/outreach plan for the roll-out of the green vehicle label. The EPA will provide the outreach plan to the Contractor. The goal of the plan is to build awareness for both the label and its accompanying messages. The Contractor shall provide delivery mechanisms to reach the targeted audiences and, upon approval from EPA, use these mechanisms to disseminate the label information and accompanying messages. DELIVERABLE: Draft report containing proposed outreach mechanisms, due date within 3 weeks of completion of Task 2 . Final report on audiences targeted/audiences reached with label information. ESTIMATED PERIOD OF PERFORMANCE: June 2004 through June 2005. QUOTE SUBMISSION INSTRUCTIONS: The Offeror shall prepare a project plan (no more than 10 pages, excluding resumes) which demonstrates an understanding and ability to perform this requirement as specified in this announcement. Submit only information necessary to demonstrate capabilities to support TPEG in its efforts to research and conduct outreach concerning green vehicle labeling. The use of charts, tables, and other methods to facilitate brevity of proposals is preferred. Also, please provide three references who can evaluate performance on current contracts, or contracts completed not more than three years ago, from a customer's perspective. In addition, please submit a labor-hour quote, which includes a ceiling price, for this requirement. Include proposed amounts for any indirect costs and other direct costs (ODCs), including travel. For cost purposes, please use $37,000 as an estimate for ODCs and $5,000.00 for travel. In addition, the Government's total estimated level of effort for this requirement is approximately 500 hours, with 250 hours estimated for Task 1, 100 hours for Task 2 and 150 hours for Task 3. An electronic copy shall be submitted by June 15, 2004 to rodgers.jami@epa.gov and to the Simplified Acquisition Contracting Officer's Representative (COR), Kristin Kenausis, at kenausis.kristin@epa.gov. Please follow up by submitting a signed original to U.S. Environmental Protection Agency, 1200 Pennsylvania Avenue, NW, ATTN: Jami Rodgers, 3803R, Washington, DC 20460. EVALUATION FACTORS: The Government intends to make award to the responsible Offeror whose offer conforms to the Request for Quote (RFQ) and is most advantageous to the Government, cost and other factors considered. For this requirement, all evaluation factors other than price, when combined, are significantly more important than price. The technical evaluation criteria, which are in descending order of importance, are as follows: 1.Technical Merit: The Offeror shall demonstrate the level of knowledge in understanding green vehicle labeling, and the expertise to work with labeling stakeholders and public outreach campaigns. 2. Past Performance: The Offeror shall demonstrate expertise relevant to market research of product labeling and public outreach assistance. Timeliness, responsiveness, professionalism, and cost control will be considered. 3. Personnel: The Offeror shall demonstrate the staffing and management approach for all tasks, including education, relevant experience, certifications, and capabilities of the personnel proposed by the Offeror to demonstrate their approach for managing work similar in nature to this requirement. 5. Cost/Price. The North American Industry Classification System (NAICS) Code for this procurement is 541620. Any firm that believes it is capable of meeting EPA's requirement stated herein may submit a proposal, which if received by the response date of this announcement will be considered. All questions should be directed to Jami Rodgers via e-mail at rodgers.jami@epa.gov.
- Record
- SN00598518-W 20040606/040606111635 (fbodaily.com)
- Source
-
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