SOLICITATION NOTICE
R -- Marketing Analysis
- Notice Date
- 1/24/2020 10:54:30 AM
- Notice Type
- Combined Synopsis/Solicitation
- NAICS
- 541613
— Marketing Consulting Services
- Contracting Office
- NAVSUP FLT LOG CTR NORFOLK NORFOLK VA 23511 USA
- ZIP Code
- 23511
- Solicitation Number
- N0018920QZ061
- Response Due
- 1/31/2020 8:59:59 PM
- Archive Date
- 01/31/2020
- Point of Contact
- Jacob Gephart 215-697-9699 Jacob GephartJacob.Gephart@navy.mil215-697-9699
- E-Mail Address
-
jacob.gephart@navy.mil
(jacob.gephart@navy.mil)
- Small Business Set-Aside
- SBA Total Small Business Set-Aside (FAR 19.5)
- Awardee
- null
- Description
- This is a COMBINED SYNOPSIS/SOLICITATION for commercial items prepared in accordance with the information in FAR Subpart 12.6, using Simplified Acquisition Procedures found at FAR Part 13, as supplemented with the additional information included in this notice. This announcement constitutes the only solicitation; a written solicitation will not be issued. PAPER COPIES OF THIS SOLICITATION WILL NOT BE AVAILABLE. This combined synopsis/solicitation SHALL be posted on both Contract Opportunities (https://beta.sam.gov/) and NECO (http://www.neco.navy.mil/). The Solicitation number, N0018920QZ061. This is a request for quotations (RFQ). The proposed contract action is for commercial SERVICES. The NAICS code is 541613 and the Small Business Standard is $16.5 Million. This solicitation documents and incorporates provisions and clauses in effect through FAC 2020-02 and DFARS Change Notice 20190531. It is the responsibility of the contractor to be familiar with the applicable clauses and provisions. The clauses may be accessed in full text at these addresses: https://www.acquisition.gov/browse/index/far https://www.acquisition.gov/dfars The Naval Supply Systems Command (NAVSUP) Fleet Logistics Center (FLC) Norfolk Philadelphia Office intends to solicit services on the basis of a 100% Small Business Set Aside. The proposed acquisition is Marketing Analysis Services. This action will result in a Firm Fixed Price contract. The proposed contract action is for SERVICES for which the Government intends to solicit and negotiate with parties capable of performing the services described in the Performance Work Statement (PWS). Competition under this solicitation is set aside 100% for small business concerns. The Government will not pay for information submitted in response to this notice. Line Items/Quantity/Unit of Issue: CLIN 0001 � Marketing Analysis � 1 Lot Delivery information: Delivery POC: [Government point of contact to be determined prior to award.] Performance/Delivery: Performance is anticipated to occur at the contractor�s facility unless otherwise specified in the Performance Work Statement (PWS). The anticipated period of performance is 12 weeks from date of award. Responsibility and Inspection: FOB Destination applies. Unless otherwise specified in the resultant purchase order, the contractor is responsible for the performance of all inspection requirements and quality control. The Performance Work Statement is as follows (Section B): 1. Background Navy Recruiting Command (NRC) leadership requires in-depth analysis of the return on investment of its marketing and advertising expenditures. Current budget cuts are being offset by a strong job market will not helped sustain recruiting goals. The results of this analysis will be used for budget justification as well as provide greater optimization of funds to ensure the Navys recruiting mission is met regardless of economic conditions. As the Federal budget deficit increases and additional scrutiny has been placed on Department of Defense appropriations, NRC needs to be able justify recruiting marketing budget. 2. Objective The Contractor shall undertake foundational analysis to begin to quantify the return on investment for marketing and advertising expenditures for the purpose of more effectively allocating marketing and advertising funds in support of NRCs mission. The analysis and reporting shall be conducted in the following four phases: Phase I: Data Extraction, Transformation and Loading (ETL) Phase II: Variable Selection Phase III: Interaction Variable Creation Phase IV: Data mining and modeling The Contractor shall generate deliverables resulting from analysis and findings which shall be delivered to NRC in accordance with Project Plan Timeline contained in this Performance Work Statement. See paragraph 6 for a list of deliverables. 3. Scope The analysis and subsequent reporting of findings for the NRC Program shall encompass the following: A. Phase I: Data Extraction 1) Overview. During this phase, The Contractor shall gain insights into the NRC mission on key aspects of the initiative from objectives to timing. NRC will provide historical information as Government-furnished information (GFI). Such data extraction shall be achieved through historical information, as well as a review of relevant information relating to current measurement processes. NRC will provide essential input into the planning and design of the subsequent phases listed below. The expected outcomes generated by the Contractor shall emphasize near real-time evaluation of marketplace action, predicted effects, and measures of effectiveness. 2) Requirements. To better understand the current return on investment of NRCs marketing and advertising expenditures, the Contractor shall conduct a review of the recruiting mission, marketing communication strategies, as well as current practices and challenges as they relate to the performance of the organization and its associates. The focus of this review shall be based on both the current situation as well as NRCs desired future state. This review shall immerse into NRCs planned vision, values, beliefs, and culture. B. Phase II: Variable Selection 1) Overview. During this phase, the Contractor shall review available data at NRC, C-E, Gallup, Department of the Navy (DON), Navy Personnel Research, Studies, and Technology (NPRST), Joint Advertising and Marketing Research Studies (JAMRS), and other available information identified during stakeholder interviews. NRC anticipated interviewees include recruiters, headquarters personnel, and advertising agency personnel. Deliverables after this phase include an Executive Summary Report that highlights relationships between spend and outcomes C. Phase III: Interaction Viable Creation 1) Overview. The Contractor shall identify interactive effects between the media channels. Additionally, the Contractor shall develop the framework for accountability and action planning as well as ongoing measurement in order to track progress and areas of improvement. Deliverables include ongoing executive result presentations and action planning recommendations as well as recommended priority strategies and tactics for marketing and advertising return on investment. Executive result presentations and action planning recommendations shall be delivered by the Contractor in-person in a discussion format. See paragraph E for additional information. D. Phase IV: Data Mining and Modeling 1) Overview. The Contractor shall develop a Summary of Findings for the project including identification of data gaps and other information to track the future effectiveness of marketing and advertising expenditures. NRC anticipates using these metrics in the further refinement of NRCs existing PRO Model. Deliverables include a statistical and modeling approaches using data mining. E. Executive Briefing to NRC Leadership A Contractor consultant shall present/deliver the Executive Briefing to NRC leadership at Millington, TN. Although the conclusions and discoveries that emerge shall determine the content of the presentation, it shall follow the basic format below. � Background of the project � Presentation of results � Business Impact metrics � The story - what it means � Strategic intervention discussion � Rollout plan 4. Special Requirements The Contractor shall conduct a kick-off meeting at NRC Millington to present a more defined plan to include the details of the project. The kick-off meeting shall occur within one (1) week of the contract start date. A representative from the Contractor shall be present at this meeting. A hard copy of the plan shall be delivered at the kick-off meeting, and an electronic copy shall be submitted to the NRC technical point of contact prior to the meeting�s commencement. The Contractor shall conduct stakeholder interviews at NRC Millington or as appropriate. It is anticipated that all interviewees will be available at the NRC Millington location. The Contractor shall conduct two (2) interim trips to perform data review and analysis. Stakeholder interviews should be conducted during these trips. The Contractor shall conduct the Executive Briefing to NRC leadership in Millington, TN. Apart from the visits to NRC Millington described herein, the services covered by this PWS shall occur at the Contractor�s facility. 5. Period of Performance; Services shall commence upon contract award and shall be completed within 12 weeks of contract award. 6. Deliverables A. All Contractor-provided and Contractor-generated data and data products shall be accessible to NRC during the study and given to NRC upon completion of the study. The information shall be delivered in an editable data format (not in a .pdf document type format). (1) Statistical models developed for total Leads and Contracts and High Quality Leads and Contracts. (2) Examination of media channels and media channel spend. (3) Metric Framework and/or Dashboard for NRC tracking and ongoing evaluation. (4) Executive Briefing with Summary of Findings. B. No data provided to, or developed by, the Contractor shall be used for any purpose other than the tasks assigned under this contract. All materials completed under this PWS and any other information (e.g., data files) will become the sole property of the Government upon their creation. At the completion of this contract, the Contractor shall return to the Government all GFI. This effort and all materials provided to the Contractor by the Government and their results, conclusions, and recommendations obtained shall be considered confidential in nature, treated with care in accordance with applicable Government regulations, and treated with the same level of care that the Contractor treats its own confidential business information. The information shall not be disclosed, copied, modified, used (except in completion of this project) or otherwise disseminated by the Contractor to any other person or entity at any time to include, but not limited to inclusion in any database external to the Government without express written consent from Government. 7. Travel NRC anticipates (4) trips to the NRC Millington location during the execution of these services. 8. Proposed Project Plan Timeline The Contractor shall conform to the following project plan timeline; no changes shall be made to this timeline unless otherwise approved by the Contracting Officer: Program Activity Timeframe Data Exaction, Transformation and Loading 1-4 weeks Variable Selection/Interaction Variable Creation 4-9 weeks Data Mining and Modeling 10-11 weeks Metric Framework for Ongoing Evaluation 12 weeks (l) Initial Review of Execute Briefing 12 weeks (2) Final Executive Briefing 12 weeks Clauses and Provisions The following provision and clauses apply to this solicitation: - 52.212-1, Instructions to Offerors � Commercial, applies to this acquisition. - 52.212-4, Contract Terms and Conditions -- Commercial Items - 52.212-5, Contract Terms and Conditions Required to Implement Statutes Or Executive Orders -- Commercial Items Quoters are advised to include a completed copy of the provision at 52.212-3, Offerors Representations and Certifications � Commercial Items. System for Award Management (SAM). Quoters must be registered in the SAM database to be considered for award. Registration is free and can be completed on-line at http://www.sam.gov/. This solicitation will be open from 24 Jan 2020 until Noon (1200 EST) 31 Jan 2020. All quotes shall be submitted via email to Jacob Gephart who can be reached at 215-697-9699 or Jacob.gephart@navy.mil. The anticipated award date is 31 Jan 2020. Additional contract requirements and terms and conditions determined by the contracting officer to be necessary for this acquisition are provided in the attached documentation. ******* End of Combined Synopsis/Solicitation ********
- Web Link
-
SAM.gov Permalink
(https://beta.sam.gov/opp/93b83107eaf74aa59f1a956778346eaa/view)
- Record
- SN05543013-F 20200126/200124230146 (samdaily.us)
- Source
-
SAM.gov Link to This Notice
(may not be valid after Archive Date)
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