SOLICITATION NOTICE
R -- Public Service Advertising (PSA) Campaign Support
- Notice Date
- 3/7/2014
- Notice Type
- Presolicitation
- NAICS
- 541810
— Advertising Agencies
- Contracting Office
- Department of Homeland Security, Federal Emergency Management Agency, Response Branch, 500 C Street SW, Patriots Plaza -- 5th Floor, Washington, District of Columbia, 20472, United States
- ZIP Code
- 20472
- Solicitation Number
- HSFE90-14-R-0011
- Archive Date
- 4/9/2014
- Point of Contact
- Marcelle Loveday, Phone: 2026463859
- E-Mail Address
-
marcelle.loveday@fema.dhs.gov
(marcelle.loveday@fema.dhs.gov)
- Small Business Set-Aside
- N/A
- Description
- The Department of Homeland Security/ Federal Emergency Management Agency/Office of External Affairs (DHS/ FEMA/OEA) Ready Campaign Division intends to negotiate on a sole source basis (in accordance with FAR 6.302) with the Ad Council, located at 1707 L Street NW, Ste. 600 Washington, DC 20036. The Ready Campaign has a requirement for public service advertising (PSA) campaign support to educate and encourage Americans to prepare for and respond to emergencies whether natural or man-made. The proposed action is for services for which Government intends to solicit and negotiate under the authority of FAR 6.302-1, only one responsible source and no other supplies or services will satisfy agency requirements. The mission of the Ready Campaign is to serve as FEMA's national preparedness campaign to create national public service advertising (PSA) campaigns designed to educate and empower Americans to prepare for and respond to emergencies including natural and man-made disasters. The goal of the Campaign is to get the public involved and ultimately to increase the level of basic preparedness across the nation and more specifically to inform the public about the different types of emergencies that can happen and the appropriate responses. Ultimately the Campaign intends to prompt Americans to do three things: get an emergency supply kit, make a plan, and be informed about the different emergencies and the appropriate responses to them. By engaging Americans on these three simple steps, Ready hopes that this will free up valuable response resources when an emergency occurs and ultimately increase the level of basic preparedness across the nation. Additionally; Ready utilizes public outreach and other efforts to not only encourage individuals and families but to also encourage owners and managers of small and medium sized business in America to take steps to prepare their businesses for emergencies. These include; planning to stay in business, talking to their employees; and protect their investment; encourage parents and teachers in America to educate children about emergencies and the role they can play in helping to get their families prepared; and to encourage state and local governments to create localized efforts to encourage their residents to prepare for emergencies and educate them on local threats and plans. The Ready Campaign must have the ability to reach all Americans through many different mechanisms with a clear and simple message. Therefore, the campaign requires specialized services from an organization that can create and develop public service messages and advertisements that are strategically sound and relevant to the audience; have an established network in place and history of strong relationships with advertisers, media, and public service directors, and media organizations to get these public service advertisements placed in donated media space (this is customary for public service messages); have ability and capacity to work with state and local governments to allow them to tag these national advertisements with their own local logo and assist them in garnering donated media space in their state or community; have ability to tap into top talent in the advertising, social marketing, and communications fields to help in the creation and development of new messages and advertisements in a voluntary capacity; and have the ability to conduct research on Americans attitudes and behaviors on emergency preparedness. The services to be provided under this contract include: • Market Research, Media Analysis, and Related Services • Public Service Advertising • Track the Use of the Ready Campaign's PSAs • Materials Development • Partnership Development and Opportunities • Media and Public Relations Services The requirement is to:  Distribute the Ready Campaign's messages through existing public service advertisements -The Campaign's existing television, radio, print, outdoor, and internet public service advertisements need to be renewed and continue to be distributed to media outlets across the nation until they expire.  Distribute the Ready Campaign's message through new public service advertisements- New television, radio, print, outdoor, and internet public service advertisements need to be researched, developed, produced, and distributed to media outlets across the country. This includes new public service advertisements for general market, Hispanic market, business market, families with children, and other segments of the population as needed. It also includes ads that can be localized by state and local governments.  Create and Develop new public service advertisements- The Ready Campaign's public service advertisements are created and developed on a cycle basis of approximately two years. Therefore, the contractor will need to be responsible for the development and creation of new public service advertisements and have the ability to tap the expertise of leading advertising, media, and communications professionals on a volunteer basis.  Track the use of the Ready Campaign's public service advertisements- All of the Ready Campaign's television, radio, print, outdoor, and internet PSAs need to be tracked to see when, and how often they are aired and how much donated media space they are receiving.  Conduct Annual Tracking Studies to measure the Campaign's progress- Studies need to be conducted each year to see how the general market, Hispanic Market, business market, families with children and other segments of the population are receiving Ready's messages and if they have taken steps to prepare.  Distribute the Ready Campaign's messages through media outreach and public relations efforts- Conduct media outreach efforts to promote the Campaign including Satellite and Radio Media Tours and other activities. This includes media outreach efforts around National Preparedness Month, Resolve to be Ready, the "Teachable Moments" leading up to and after an emergency occurs and other news worthy events.  Distribute the Ready Campaign's messages through partnerships- Develop relationships with a wide variety of public and private sector as well as media and non-media organizations to distribute the Campaign's message. The period of performance for this requirement is a base period of twelve months and four (4) twelve month option periods. The Federal Emergency Management Agency (FEMA) determined that the Ad Council is uniquely qualified to perform this work. This contract will be awarded in accordance with FAR Part 15. This notice of intent is NOT a request for proposals (RFP) for competitive quotes/proposals and no solicitation document exists for this requirement. However, parties interested in responding to this notice shall submit technical data, including cost, sufficient to determine capability in providing the same services. All capability statements received by closing of this notification of this synopsis will be considered by the Government. A determination by the Government not to compete based on responses to this notice is solely within the discretion of the Government. Information received will normally be considered solely for the purpose of determining whether to conduct a competitive procurement. Based on the above information, the only organization known which can provide technically acceptable services is the Ad Council. Submit email capability statements (using PDF, MS Word, Excel attachments) To: Marcelle Loveday, Contract Specialist. Email Marcelle.Loveday@fema.dhs.gov. Attn: Marcelle Loveday. Statements are due not later than 11:00 A.M. EST on 25 March 2014. No phone calls accepted.
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