SOLICITATION NOTICE
R -- U.S. Public Health Service Recruitment Campaign
- Notice Date
- 11/18/2002
- Notice Type
- Solicitation Notice
- Contracting Office
- Department of Health and Human Services, Program Support Center, Division of Acquisition Management, Parklawn Building Room 5-101 5600 Fishers Lane, Rockville, MD, 20857
- ZIP Code
- 20857
- Solicitation Number
- 03J322061
- Response Due
- 11/25/2002
- Archive Date
- 11/29/2002
- Point of Contact
- Deloris Agee, Contract Specialist, Phone 301-443-1198, Fax 301-443-3849, - Margaret Kelly, Contracting Officer, Phone 301-443-4988, Fax 301-443-3849,
- E-Mail Address
-
dagee@psc.gov, mkelly@psc.gov
- Description
- This is a combined synopsis solicitation for commercial items prepared 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 in response to the following statement of work, schedule of deliverables and evaluation criteria and a written solicitation will not be issued. This is a request for proposal, RFP 03J322061 entitled, "U.S. Public Health Service Recruitment Campaign." This solicitation document and its incorporated provisions are those in effect through Federal Acquisition Circular #2001-09. The period of performance shall be from December 1, 2002 through May 31, 2003. All work is to be performed in Baltimore, MD. No relocation or daily travel expenses will be provided. North American Industry Classification System (NAICS) Code 513120 is applicable to this requirement. Award of a Firm Fixed Price type contract is anticipated. Description: The Program Support Center Division of Commissioned Personnel (DCP) is entering into a national network affiliate television and internet advertising recruitment campaign in the Baltimore market to enlist healthcare professionals into the U.S. Public Health Service (USPHS)Commissioned Corps. The project will involve a comprehensive multifaceted six-month internet and national network affiliate broadcast advertising campaign. The campaign will incorporate a customized network affiliate broadcast television advertising schedule for a professionally-produced 30-second public service announcement targeting 22-40 year old healthcare professionals and students in the Baltimore, MD television market. This schedule will focus on news rotations, late night, and include at least three prime time locations per month. The broadcast campaign will also include two weekend prime-time 30-minute special broadcasts. Additionally, the campaign will include internet banner and job listing advertising on the network affiliate station?s web site with directed links to USPHS job listings on a national job search web site such as hotjobs.com or monster.com All internet advertising will also include directed links to www.usphs.gov, and broadcast advertising will be designed to drive viewers to the internet campaign and to the Division of Commissioned Personnel via internet and phone. Deliverables: The campaign will include production and placement of:(1)a 30-second professionally-produced public service announcement designed for maximum effectiveness and impact to reach the target audience. The PSA will direct viewers to the campaign?s internet advertisement/job listings; (2) a full-color rotating banner advertisement sized at least 3/4"x 4 3/4" with a minimum of two rotating designs, and a directed link to www.usphs.gov will be visible continuously for the duration of the contract in a prominent position on the front page of the career/job opportunities section of the network affiliate station?s web site; (3) a full-color tile advertisement sized at least 1" x 1 1/4" with a minimum of two rotating designs, and a directed link to www.usphs.gov will be visible continuously for the duration of the contract in a prominent position on the front page of the career/job opportunities section of the network affiliate station?s web site; (4) a full-color buyline advertisement sized at least 3 1/8" x 1 1/4" featuring a photograph of a commissioned officer with a minimum of two rotating designs, and a directed link to www.usphs.gov will be visible continuously for the duration of the contract in a prominent position on the front page of the career/job opportunities section of the network affiliate stations? web site; (5) up to five job listings on a national job search site such as HotJobs.com or monster.com, including the ability for DCP to post multiple ads, rotate ads at least daily, generate responses to applicants through the national job search site, conduct unlimited searches of the site?s applicant pool, and receive direct e-mail notifications including resumes when an application is submitted for jobs posted by DCP; (6) the network affiliate broadcast campaign will include at least 30 commercial announcements per month in a news/late night/prime rotation schedule that targets 22-40 year old healthcare professionals and students. The campaign will also include two weekend prime-time broadcasts of a 30-minute special. The monthly PSA broadcast schedule will include a minimum of: (a) 4 placements in early morning news (b) 4 placements in early prime (national) news (c) 6 placements in evening news (d) 4 prime-time placements (e) 4 late night placements and (f) other placements to meet the total minimum requirements will be selected for maximum target audience reach, and approved by the DCP Project Officer; (7) Affidavits of monthly internet page views and click-throughs, and of the monthly televison schedule with exact times will be provided to DCP by the network affiliate station; (8) advertising schedule will provide a minimum of 1,000,000 household impressions per month, as verified by current Nielsen ratings; (9) internet advertising on the television station?s web site will provide a minimum of 200,000 impressions per month, verifiable by click-through mechanisms that meet the industry standard and (10) network affiliate station will reach audiences with 100 percent coverage throughout the Baltimore, MD market to include but not limited to, Baltimore, Carroll, Howard, Anne Arundel, Harford, Cecil, Kent and Queen Anne?s counties. The network affiliate will also be carried on multiple cable systems located outside of these areas, allowing for at least 50 percent coverage throughout the Washington, DC, northern Virginia, and southern Pennsylvania markets. Station reach will be verified by current Nielsen ratings. The provision at FAR 52.212-1 Instructions to Offerors - Commercial(Oct 2000). The provision at FAR 52.212-2 Evaluation - Commercial Items applies to this acquisition. The Government will award a contract resulting from this solicitation to the responsible offeror whose offer conforming to the solicitation will be most advantageous to the Government, price and other factors considered. Evaluation Criteria: The following factors shall be used to evaluate offers: (1) Understanding of the Statement of Work (15 points) The Contractor?s proposal must demonstrate knowledge and experience in providing broadcast combined with internet advertising campaigns to recruit 22-40 year old healthcare and other professionals in the Baltimore market. Additionally, the proposal must demonstrate knowledge, experience and technical expertise in structuring media placements to effectively reach the target audience with key messaging designed to drive professional job seekers to designated internet job announcements and to the hiring organization. The proposal must demonstrate a sound working knowledge of healthcare, professional, and uniformed service recruitment, and current trends and issues that affect recruitment efforts. The proposal should reflect a solid understanding of the scope and complexity of the tasks called for and the nature and objectives of the work required to assist the DCP in meeting its recruitment goals. (2) Technical Approach (30 points) The contractor?s approach should be succinct, logical in format, and demonstrate a methodology consistent with the tasks to be accomplished. It should include: A detailed description of how each of the tasks in the Statement of Work and Statement of Deliverables shall be accomplished, including selection of broadcast advertisement placement schedules, method of payment for technical assistance and national job seeker web site support, and creative development of advertisements. Time tables for completion of each tasks, with related staff assignments/allocations must be included. A description of how compliance with the requirements stipulated in the work statement shall be accomplished. (3) Corporate Experience and Ratings (30 points) The proposal must establish the contractor?s overall experience and ratings in the Baltimore market (verified by current Nielsen ratings) for targeted broadcast times as indicated in the Statement of Deliverables. The contractor shall include verification by Nielsen ratings of all local news programming carried by their affiliate station. The overall plan for determining, organizing, managing, and verifying broadcast of the placement schedule for both the television and internet portions of the campaign must be submitted. The contractor must demonstrate corporate experience in: Marketing packaging for internet and television broadcast campaigns Internet and television broadcast campaigns for professional recruitment Cost-effective planning and structuring of campaigns. (4) Adequacy of Management Plan (25 points) The contractor should discuss its plan for project management including: Procedures for quality control and review; Work scheduling by task accompanied by a timetable for delivery; Experience of the proposed staff in planning and managing tasks required for completion of the contract. Paramount consideration will be given to the offeror who proposes the most technically acceptable offer, with price and price related factors given consideration thereafter. Offerors must include a completed copy of the provisions at FAR 52.212-3, Offeror Representations and Certifications-Commercial Items, with their offer (as part of the pricing proposal). The clause at FAR 52.212-4, Contract Terms and Conditions-Commercial Items, applies to this acquisition. Any clauses or provisions referenced in this notice can be accessed through the following URL: http://www.arnet.gov/far. Offers are due by November 25, 2002, by 12:00 Noon EST, at the following location: Department of Health and Human Services, Program Support Center, Division of Acquisition Management, Room 5-101, Parklawn Building, 5600 Fishers Lane, Rockville, MD 20857. An electronic version to www.PSCAcquisitions.com or Faxed copy to 301-443-3849 is acceptable. Please verify receipt by contacting Deloris Agee at 301-443-2475 or e-mail dagee@psc.gov. Four (4) hard copies are required, if mailed. Any questions must be in writing and received by NOON Wednesday, November 20, 2002, answers will be posted on www.fedbizopps.gov. The anticipated award date is on or about December 1, 2002. Because of the increased security at Federal buildings, please allow extra time for your proposal to be delivered to the Contracting Office. The Division of Acquisition Management will no longer guarantee that personnel will be available to accept hand carried/courier packages. Every reasonable attempt will be made to accommodate all deliveries but the Government maintains that it is the Offeror?s responsibility to get all proposals to room 5-101 by the scheduled closing date and time. If you have any questions, please contact our office in writing via fax or email or at (301)443-2475. Amendments to this solicitation, if any, shall be published in FedBizOps.
- Web Link
-
Link to FedBizOpps document.
(http://www.eps.gov/spg/HHS/PSC/DAM/03J322061/listing.html)
- Record
- SN00207218-F 20021120/021118215830 (fbodaily.com)
- Source
-
FedBizOpps.gov Link to This Notice
(may not be valid after Archive Date)
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