SOLICITATION NOTICE
U -- HAWAIIAN MONK SEAL PUBLIC SERVICE ANNOUNCEMENT - HMS RFQ
- Notice Date
- 6/28/2011
- Notice Type
- Combined Synopsis/Solicitation
- NAICS
- 512110
— Motion Picture and Video Production
- Contracting Office
- Department of Commerce, National Oceanic and Atmospheric Administration (NOAA), NOAA/National Marine Fisheries Service, James J. Howard Marine Sciences Lab, 74 Magruder Road, Highlands, New Jersey, 07732, United States
- ZIP Code
- 07732
- Solicitation Number
- PIRO-11-0260
- Archive Date
- 7/23/2011
- Point of Contact
- Denise Rogers, Phone: 808-944-2208
- E-Mail Address
-
DENISE.ROGERS@NOAA.GOV
(DENISE.ROGERS@NOAA.GOV)
- Small Business Set-Aside
- Total Small Business
- Description
- 30 SECOND VIDEO PSA TO SUPPORT HAWAIIAN MONK SEAL Project: Hawaiian Monk Seal Public Service Announcement STATEMENT OF WORK Background and Statement of Need NOAA Fisheries Service invites your company to submit a written proposal to develop and produce a 30-second video Public Service Announcement to support Hawaiian monk seal recovery efforts. NOAA Fisheries Service Pacific Islands Regional Office's (PIRO) Protected Resources Division (PRD) is dedicated to protecting and recovering endangered and threatened species of sea turtles, monk seals and cetaceans as mandated by the Endangered Species Act (ESA) and Marine Mammal Protection Act (MMPA). Through management, conservation and recovery efforts, and public outreach and education, NOAA strives to ensure the recovery and survival of the protected marine species of the Pacific Islands Region for future generations. The Hawaiian monk seal is a high priority for NOAA management and recovery efforts. The Hawaiian monk seal population is in a crisis situation with the current estimated total number of seals at approximately 1,100 individuals, declining at a rate of 4% per year. Despite the fact that Hawaiian monk seals are one contiguous species, the subpopulations in the NWHI and MHI face different threats. In the northwestern Hawaiian Islands, primary threats include food limitation for juveniles, shark predation on juveniles, entanglement in marine debris, male seal aggression on females and juveniles, and shoreline habitat loss. Threats in the main Hawaiian Islands include disease and various types of human-induced impacts, such as disturbance at haul-out areas, fishery interactions, feeding and other interactions that cause habituation to humans, and most recently, intentional killings. For most of our ocean-based community members, an encounter with a monk seal is a new and unfamiliar experience. Some people in Hawai‘i are understandably having difficulties adjusting to the recent population growth of monk seals in the main Hawaiian Islands, and to the resulting recent increase in NOAA Fisheries activities to manage human-seal interactions. With increased recovery efforts, monk seals have received significant media coverage, and various sectors of the public have begun expressing a wide range of positions reflecting widely varying degrees of awareness and understanding. While many people in Hawaii value the endangered animals with which we share our ocean and beaches, there is continued animosity toward Hawaiian monk seals from some people and ocean user groups, often fueled by misconceptions and misinformation. For example, a recent public perception survey suggests that almost 40% of respondents either believe seals are not native or don't know if seals are native. Similarly concerning, almost 40% of respondents believe that the Hawaiian monk seal population is either stable or increasing. NOAA Fisheries Service is enacting a wide-reaching outreach initiative to engage communities and user groups in Hawaiian monk seal conservation and recovery. Goals and Objectives Goal: Creatively convey an engaging message, disseminated through a 30-second video spot, to create and improve awareness about the Hawaiian monk seal. The theme will address one, or a combination of, the following messages: • Hawaiian monk seals are an indigenous endangered species, unique to the beach and waters around the Hawaiian Archipelago • The overall monk seal population is declining and in crisis, despite the recent increase in the main Hawaiian Islands sub-population. • Hawaiian monk seals do have representation and importance in Hawaiian culture • Hawaiian monk seals and humans can co-exist and share the beach and waters around Hawaii • NOAA Fisheries is mandated to protect monk seals and needs the community's cooperation and support to help recover the monk seal population Objectives: • Engage viewers with a creative, memorable message that will become the core of an extended monk seal outreach campaign to support species recovery • Increase awareness about monk seals and promote a culture of responsible human-monk seal co-existence The target audience is the general public, primarily ocean users of all ages. The 30-second spot will air on local television stations, and will be circulated online through the NOAA monk seal website and social media. Scope of Work The company will provide: • Message/slogan development • Story boarding • Script writing • Voiceover and talent • Location shoot (contract budget not intended to fund travel from the mainland for an extensive location shoot) • Editing The scope of this project will entail working collaboratively with PRD staff and partners to develop an effective PSA to engage viewers and promote familiarity with, and knowledge of, Hawaiian monk seals. Specific Tasks The contractor will be responsible for performing the following tasks: 1. In collaboration with PRD staff, develop creative, engaging messaging that conveys one of the primary messages of the Hawaiian Monk Seal Recovery Program. 2. Develop content/storyboards to incorporate message into a video PSA. Observe a focus group session conducted by PRD to evaluate the effectiveness of a draft version of the PSA. 3. Observe and document a focus group session conducted by PRD to evaluate the effectiveness of a draft version of the PSA, and incorporate the results of the focus group in a subsequent version of the PSA.* 4. Produce 30-second video spot for use as a broadcast television PSA, as well as online distribution. Spot must be closed-captioned. * PRD may utilize a focus group(s) to conduct market research and testing to evaluate and revise a draft version of the PSA. The Contractor will not be responsible for creating and running the focus group. Deliverables 1) PSA message/slogan. 2) First, second and final drafts of PSA content description. 3) First, second and final drafts of PSA story boards. 4) First draft PSA video spot in digital format for review by PRD and focus group. 5) Second draft PSA video spot in digital format for review by PRD. 6) Final PSA video spot in digital format (.avi and.mov), one authored DVD, and six digital Betacam tapes for distribution to broadcast stations. To Be Provided by the Government PRD staff will meet with the Contractor on a regular basis (at least two times per month) to provide direction regarding the completion of the tasks and PRD staff will be available to participate in meetings related to completion of Task 1. PRD will supply to the Contractor upon request copies of available relevant PRD reports, documentation and digital media relevant to completion of the tasks. PRD will be responsible for the focus group described in Task 3. To Be Provided by the Contractor The Contractor shall provide personnel, materials, equipment, supplies and all other items necessary to fully perform the requirements specified in this statement of work. The Contractor will observe and document the reactions, input, etc., of the focus group described in Task 3, and incorporate the focus group results into a subsequent version of the PSA. Quality Assurance The Contractor shall be required to provide informal verbal progress reports as frequently as deemed necessary by PRD. The Contractor's activities shall be performed in close cooperation and coordination with PRD staff. The Government will assess Contractor performance throughout the performance period and will review all deliverable products for compliance to requirements. The Government will reject deliverable products that do not meet specified requirements. The Government will return deliverable products containing errors to the Contractor for necessary corrections and verifications within a designated timeframe as agreed upon by the Contracting Officer. The Contractor shall make all necessary corrections at no additional cost to the Government. The deliverables will be considered accepted by the Government if no deficiencies have been identified. Period of Performance The period of performance for this project is expected to be nine months (~ 270 days), beginning on the date of contract award. Information Security in Acquisitions Data supplied for and produced by this contract is not privileged and the level of security required is low. The C&A requirements of clause 73 do not apply and a Security Accreditation Package is not required. Evaluation Criteria Evaluation Criteria and Basis for Award for Hawaiian Monk Seal Behavior Public Service Announcement Minimum Qualifications The offeror must have a minimum of three years experience creating PSA television spots for culturally diverse audiences. Basis for Award The basis for award of a contract as a result of this Request for Proposal (RFP) will be an integrated assessment by the Government of the results of the evaluation based on the evaluation factors listed below. Technical and past performance considerations are more important than cost. The three categories and criteria are weighted as indicated below. I. Technical Approach (40%) The offerors' proposals shall show the offerors' organization and plan for successfully executing the Statement of Work. Proposals must address the organization's approach for each evaluation factor: 1) The approach to working with PIRO to meet the requirements stated in the Statement of Work. 2) Method of developing a creative and engaging message. 3) The approach to creating a PSA television spot that meets the project objectives. II. Capacity and Past Performance (40%) The offeror must provide evidence that they have the capacity and experience to complete the project. Contact information for previous clients and employers should be provided. Proposals must address the organization's qualifications for each evaluation factor. 1) Experience creating effective PSA television spots for culturally diverse audiences in Hawaii. 2) Experience creating PSA television spots that can be both presented on broadcast stations or via the internet. 3) Adequate staffing to create and market-test message, develop PSA content, and produce video within a nine-month time frame. 4) Language and cultural communication expertise to reach target audiences, including those in culturally diverse communities. III. Cost (20%) Each cost proposal in the competitive range will be subjected to a cost evaluation. For the purposes of this procurement, technical factors and past performance are considered more important than cost. However, in the event the proposals of two or more offerors receive comparable technical scores, cost may be used to determine which offer provides the best value to the Government. Cost proposals should include categories for salary, including rates, travel, supplies and expenses, overhead or profit, and others as needed to fully describe the cost of implementing the proposed work plan. Any expenses or tasks which are optional should be so indicated.
- Web Link
-
FBO.gov Permalink
(https://www.fbo.gov/spg/DOC/NOAA/NMFSJJ/PIRO-11-0260/listing.html)
- Place of Performance
- Address: NOAA.NMFS, 1601 KAPIOLANI BLVD., SUITE 1110, HONOLULU, Hawaii, 96814, United States
- Zip Code: 96814
- Zip Code: 96814
- Record
- SN02484037-W 20110630/110628234554-d4b53dbb876e8b6d3963a7263fc157ec (fbodaily.com)
- Source
-
FedBizOpps Link to This Notice
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