R -- ADVERTISING SERVICES

Notice Date

August 23, 2001

Contracting Office

Fleet & Industrial Supply Center, Norfolk Detachment Washington, Washington Navy Yard, 1014 N Street SE, Suite400, Washington DC 20374-5014

ZIP Code

20374-5014

Solicitation Number

N00600-01-R-6992

Point of Contact

Kari Stieglitz (202) 685-1272

E-Mail Address

Click here to contact the contract specialist (Kari_Stieglitz@fmso.navy.mil)

Description

Solicitation Number N00600-01-R-6992 The Fleet and Industrial Supply Center (FISC) Norfolk, Detachment Washington intends to procure advertising services for the Executive Office of the President, Office of National Drug Control Policy (ONDCP), National Youth Anti-Drug Media Campaign. The objectives of the National Youth Anti-Drug Media Campaign are to educate and enable the country's youth to reject illegal drugs, convince occasional drug users to stop using drugs, enhance adult perceptions of the harm associated with adolescent use of marijuana and inhalants, and emphasize to parents and other influential adults that their actions can make a critical difference in helping prevent youth drug use. The National Youth Anti-Drug Media Campaign is anchored by a paid advertising effort targeted at youth, their parents and other influential adults, including numerous ethnic and culturally diverse audiences. This effort is more than just paid advertising. It is an integrated social marketing and public health communications campaign designed to reach audiences in traditional and non-traditional ways with meaningful messages that influence attitudes and behaviors toward illicit drugs. This contract is for the advertising component of the Media Campaign, which is focused on implementing specific campaign themes and messages nationally and in local U.S. markets. The contractor must be a Full-Service Advertising Agency capable of executing at least the following advertising and advertising-related activities: a) Marketing research and advertising related research, including new ad copy testing, target audience identification, ethnic/multicultural research, strategic messages, media ad tracking, and analysis; includes organizing and managing the Behavior Change Expert Panel. b) Comprehensive account planning and strategy; extensive Multicultural planning and strategy. c) Most advertising is developed through Partnership for a Drug Free America (PDFA). Under this contract, new advertising creative will be limited to Interactive and, on a contingency basis, ethnic or to fill other gaps in message delivery. -- creative concept, development, trafficking and production in all media (including but not necessarily limited to print, out-of-home/non-traditional, online, Interactive, video, radio and television; d) Media planning, placement, and purchase (including but not necessarily limited to print, out-of-home/non-traditional, online, interactive, video, radio and television), including multicultural; e) Advertising tracking and evaluation; f) Disseminating Public Service Advertisements (PSAs), and implementation of a Congressional mandate requiring that media outlets accepting advertisements match the Campaign's purchases with an equal value of public service in the form of public service announcement time or space, or other activities related to youth drug use prevention); g) Management and financial interfaces with all contracting and subcontracting components; h) Training of personnel to meet the above Campaign requirements and maintain state-of-the-art advertising capabilities in support of the National Youth Anti-Drug Media Campaign mission; i) Relationship management with campaign partners; j) Brand management and extension A pivotal and required element in the relationship between the Government and the contractor will be the annual Advertising Program Strategic Plan (APSP), which will be organized and administered by the contractor. This event will be the medium for the Government and the contractor to review, evaluate and refine as necessary their working relationship and program objectives and directions. The proposed contract will be for a base year and four (4) one-year options. Service is scheduled to commence on 4 January 2002. The contract will include the extension provision provided by FAR 52.217-8 "Option to Extend Services." This will be an unrestricted procurement. A Cost-Plus-Fixed-Fee contract with some Firm-Fixed-Price elements is anticipated. The anticipated release date for the solicitation is 6 September 2001. The solicitation will be available for download at www.neco.navy.mil. All questions regarding this requirement should be addressed to Kari Stieglitz, at (202) 685-1272 or via email at Kari_Stieglitz@fmso.navy.mil

Web Link

Click here to visit the Navy Electronic Commerce Online (www.neco.navy.mil)

Record

Loren Data Corp. 20010827/RSOL006.HTM (W-235 SN50V800)