MODIFICATION
B -- Health Communication Campaign to Increase the Use of PFD's Among Commercial Fishermen
- Notice Date
- 8/1/2012
- Notice Type
- Modification/Amendment
- NAICS
- 541613
— Marketing Consulting Services
- Contracting Office
- Department of Health and Human Services, Centers for Disease Control and Prevention, Spokane Research Laboratory, 315 East Montgomery Avenenue, Spokane, Washington, 99207
- ZIP Code
- 99207
- Solicitation Number
- 2012-Q-14855
- Archive Date
- 8/28/2012
- Point of Contact
- Denise L Rains, Phone: 509-354-8111
- E-Mail Address
-
dgr8@cdc.gov
(dgr8@cdc.gov)
- Small Business Set-Aside
- Total Small Business
- Description
- Questions/Answers 1) Your request states 10 pages or less for the submission. Does this include samples and case studies as well or simply the pricing information? No 2) What is the size of each of the 3 demographics we will be marketing to? BSAI Crab Fishermen: ~1,000 Dungeness Crab Fishermen: ~3,300 AK drift gillnet and set gillnet: ~8,400 workers About ~12,700 workers total What is the age range and are they predominantly locals or seasonal transplants? Age range is minor to 65+, but primarily early 20's through late-40's. Predominantly male. The employees are seasonal in that many of them work crab in the winter and salmon in the summer. Many of them will live in Seattle and travel to Alaska to work. If this is info you cannot provide, can you possibly offer us a resource/link to the information? This link give the Fishery Statistics for permit holders in Alaska to give an idea of how many are residents and non-residents.. http://www.cfec.state.ak.us/fishery_statistics/earnings.htm 3) What are the "EVALUATION FACTORS FOR AWARD? Are the deliverables more important than price or vice-versa? see previous amendment • We develop strategic communication plans on a regular basis. Generally these are three year plans with a detailed marketing and media plan for the first year. We then implement the plans. In this case, you ask for an "outline of a modest PFD campaign" for three separate target markets. Can you tell us what an outline of a modest campaign might look like? o Key messages (which will remain the same for all three target groups), o determination of best channels to reach each group (specific magazines, newspapers, retail outlets, etc. May include web and social media component as well if audience research points that direction) o and creative collateral (print ads, posters, point of sale displays, etc.) with visual imagery targeted at each group. o For the evaluation portion the vendor might help determine which metrics can be used, but at this point NIOSH staff will probably conduct the data collection on the evaluation of the campaign. • Even though these are 1 year campaigns, are you looking for a longer term communication strategy so that you can build on the results for year 1? If the vendor thinks it is appropriate. Since many of these seasons are so short it may take presenting this information over a few years to really start seeing the number of man overboard fatalities drop. • What kind of market research do you envision: qualitative (focus groups, one-on-one in-depth interviews, intercepts for message testing etc.) or quantitative studies? A mix of qualitative and quantitative methods using our PFD study information as a starting point. We have PFD use and risk perception data for the three target groups, what we need now is a better understanding of what information channels they use and create impactful messages based on our results in those channels. The emphasis will be on creating the messages and the collateral material. o Will this research be in each of your target markets? Some has already be conducted. NIOSH staff can work with the vendor to answer other questions about the three groups. o Are you interested in measuring the results of the campaign (e.g. baseline quant study and then a tracking study to measure attitudes We have a pretty good amount of background data on these groups as it relates to PFD use and attitudes, so that can be our baseline. • What kind of segmentation study did you have in mind? There are a variety of approaches and the costs can vary dramatically. I'm not sure I understand the question. In a basic sense we want to identify where the three groups get their information. We assume this would vary between a town-based fishery in Newport, OR and a rural fishery like Bristol Bay, AK. We have some ideas already, but we'd be interested to hear how you might approach that question. However, the primary focus on this campaign will be the creation of the message products. • Your "Task b," requires the contractor to "Create the artwork and prototypes of each product agreed upon during the development of each campaign." This creates a problem in coming up with an appropriate bid since we cannot know in advance what will be agreed upon and the level of production value required. o If not, can we provide a range of prices? Yes, price sheets and examples of previous similar work are appreciated o If that cannot be done, can we bid based on what we know and revise the cost proposal once we know what we have to produce? See previous answer • Do you place media or would you like us to place the media? Would funds for media come from a separate budget? NIOSH would handle the media. • Will we be required to travel to Spokane for meetings? If you have remote meeting capabilities, travel will not be necessary. • Will we be required to travel to Oregon and Alaska for meetings and/or customer research? Possibly. You can include travel as a separate line item. What kinds of materials, documentation and references would you like to see from our previous campaigns. Print posters, ads, and other creative print collateral used to reach an audience with a social change or public health message. If you have any articles or news coverage that shows the impact of past campaigns that might be helpful as well. Can you please provide a definition of prototype for this project? In past similar projects, we have developed artwork and submitted the artwork to the client in the client's preferred format (e.g. PDF, gif, InDesign, Quark, etc.). When it comes to the prototype, do you want the vendor to provide a visual depiction of what the final product would look like? For example, a visual depiction of a billboard, but not the actual billboard. Yes, a visual mock-up would be acceptable. A reasonably high resolution mock-up will be fine. Most of the outputs from this project will be designed for print distribution so full-size images would be appropriate. There might be some tradeshow graphics designed, so at that point scale versions would be fine.
- Web Link
-
FBO.gov Permalink
(https://www.fbo.gov/spg/HHS/CDCP/Spokane/2012-Q-14855/listing.html)
- Place of Performance
- Address: NIOSH/Alaska Pacific Regional Office, 315 East Montgomery Avenue, Spokane, Washington, 99207, United States
- Zip Code: 99207
- Zip Code: 99207
- Record
- SN02823476-W 20120803/120802000346-76c4ba74d099635a393ae08c9337fa39 (fbodaily.com)
- Source
-
FedBizOpps Link to This Notice
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