T -- IDENTITY (BRANDING) PROGRAM

Notice Date

October 31, 2001

Contracting Office

FISC Seal Beach Det., 800 Seal Beach Blvd., Code 280, Seal Beach, CA 90740-5000

ZIP Code

90740-5000

Solicitation Number

N00244-02-T-0091

Response Due

November 14, 2001

Point of Contact

Marty Daugherty, Contract Specialist, 562-626-7368; 562-626-7877 FAX

E-Mail Address

Click here to email contract speicalist (daugherty.martha@sbeach.navy.mil)

Description

This is a combined synopsis/solicitation for commercial items prepared in accordance with FAR 13 and 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 and A WRITTEN SOLICITATION WILL NOT BE ISSUED. Solicitation number N00244-02-T-0091 as a request for quotation (RFQ). The proposed contract is 100% set-aside for small business concerns. Incorporated provisions and clauses are those in effect through Federal Acquisition Circular 2001-01 and DFAR Change Notice 20011001. The North American Industry Classification System code is 541430 and the business size standard is $5.0 million. This requirement is for the following: CLIN 0001 Design and implement a corporate identity program for the Naval Postgraduate School (NPS), Monterey, CA. The objective of the NPS identity program is the accurate, clear, consistent presentation of the organization s unique personality. Core applications for the NPS brand will be: 1) NPS business cards, stationery, letterhead, envelopes, fax cover sheet 2) Trifold brochures 3) Theses and Technical Reports 4) News Release and Fact Sheet 5) Web pages and e-mail newsletters 6) Buildings and grounds and directional signage 7) NPS presentation folders 8) NPS Journal, the flagship magazine (color cover, quarterly print publication) DELIVERABLES & PRODUCTS The desired outcome for this project is a visual and verbal brand for the NPS that can be reproduced over many years at reasonable cost in one or more colors by various methods (i.e., xerographic, color laser printers, offset press, electronic/on-line). The proposal should clarify formats and estimated quantities for developing the NPS brand: Statement of the NPS brand (institutional logo and symbols) based on: -Three initial concepts for brand and sub-branded logo configurations; -Three concepts each for three groupings of total number of required brand expressions utilizing standard and selected sub-branded logo concept demonstrating distinctions in color, typography, layout, and differing strengths of usability; -Three variations of refinement for the selected concept Graphics Standards Manual, guidelines to function as a reference package for ensuring fidelity to the organization s image over time, in electronic format (web based for intranet). Manual should address: -Reproduction specifications; -Branding specifications; -Publications branding; -Program branding; -Web branding; -Range of color standards (with mechanical definitions); -Typographical standards; -Appropr iate graphic resource libraries and/or processes for future asset acquisition and/or development; and -Other branding as applicable for organizational levels. Communications Guidelines defining NPS brand (institutional logo and symbols), corporate identity, brand essence, brand strategy, communication architecture, and core objectives. Guidelines should address: -Standard NPS logo and symbols configuration; -NPS logo in sub-brand configurations; -NPS logo usage across all channels; -Graphic equity in addition to logo; -Resource requirements staffing, process, and technology for implementation of communication guidelines over time; -Guideline review cycle Digital files (templates) for NPS standard and sub-branded logo configurations in all color variations for use in desktop publishing (EPS) and business software (PICT, BMP) currently in use at NPS. The req uirement includes an option to acquire the following products and services. Implement the NPS brand through: CLIN 0002 -- Design up to 5 print ads for internal Navy/DOD target audiences CLIN 0003 -- Design up to 7 NPS brand applications for NPS Schools and Institutes CLIN 0004 -- Design/redesign up to 10 web pages for NPS Schools, Institutes and Alumni Offices CLIN 0005 -- Design 3 direct response mail packages for about 50,000 alumni CLIN 0006 -- Design 3 direct response mail packagers for 50,000 potential students The Government may exercise the option for any of the CLINS and quantities within 120 days after delivery of CLIN 0001. Delivery of the options quantities shall be within 90 days of exercise of the option. Delivery of all items is FOB Destination Monterey, CA. Inspection and acceptance will be at destination. The provision at FAR 52.212-1, Instructio ns to Offerors -- Commercial Items applies. Addendum to FAR 52.212-1, Paragraph (b)(5): Offers shall provide an express warranty which at a minimum shall be the same warranty terms, including offers of extended warranties, offered to the general public. Express warranties shall be included in the contract. Clause 52.212-4, Contract Terms and Conditions -- Commercial Items applies as well as the following addendum clauses: FAR 52.219-1, Small Business Program Representations; FAR 52.211-5, Material Requirements. The clause at 52.212-5, Contract Terms and Conditions Required to Implement Statutes Or Executive Orders -- Commercial Items applies with the following applicable clauses for paragraph (b): FAR 52.222-37, Employment Reports on Disabled Veterans and Veterans of the Vietnam Era. DFARS 252.212-7001, Contract Terms and Conditions Required to Implement Statutes or Executive Orders Applicable to Defense Acquisitions of Commercial Items, applies with the following clauses applicable for paragraph (b): DFARS 252.225-7001, Buy American Act and Balance of Payment Program; and DFARS 252.225-7012, Preference for Certain Domestic Commodities; and addendum provisions DFARS for Certain Domestic Commodities; and addendum provision DFARS 252.211-7003, Brand Name or Equal. OFFERORS ARE REQUIRED TO COMPLETE AND INCLUDE A COPY OF THE FOLLOWING PROVISIONS WITH THEIR PROPOSALS: FAR 52.212-3, Offeror Representation and Certifications -- Commercial Items. The government intends to make a single award to the responsible offeror whose offer is the most advantageous to the government considering price and price-related factors. Provision 52.212-2, Evaluation -- Commercial Items, applies with paragraph (a) completed as follows: Award will be made to the offeror determin ed to be most advantageous based on the evaluation criteria set forth below. The proposal should specify expectations, parameters, and goals for the project, and should include a timeline and milestones for: -Client meetings and approvals, with a minimum of three meetings: 1) Post-award conference at NPS in Monterey CA, 2) Draft approval meeting at a mutually agreed time and place, 3) Final presentation meeting at NPS in Monterey CA; additional meetings as required; -Development and presentation of NPS brand (institutional logo and symbols), corporate identity, brand essence, brand strategy, communication architecture, and core objectives; -Visual and verbal communications guidelines; -Final design of visual brand or NPS logo and application guidelines, due within 10 days of NPS approval; -Final verbal brand and application guidelines, due within 10 days of NPS approval ; -Creative platform with relevant marketing objectives, strategy, tactics and response tracking; -Final templates for print and online expressions of the brand and; -Execution/Launch/Inaugural expressions of the new or updated brand Proposal should include the following: 1) Description of relevant experience, 2) Personnel qualifications and responsibilities for the project, including subcontractors, if applicable, 3) Project timeline including milestones for orientation, development, production and launch, 4) Client references, including names, addresses and telephone numbers for 3 recent clients. Proposal packages should not exceed 20 pages, including exhibits and samples. Eight (8) copies of the proposal package are requested. The following factors will be used in evaluation of proposals: a) Price, b) Availability for consultation; c) Relevant experience, d) Integrated and strategic Communications approach. Above factors are of equal weight. Note: the full text of the Federal Acquisition Regulation (FAR) can be accessed on the Internet at www.arnet.gov.far; Defense Federal Acquisition Regulation Supplement (DFARS) can be accessed on the Internet www.dtic.mil/dfars . Parties responding to this solicitation may submit their quote in accordance with their standard commercial practices (e.g. on company letterhead, formal quote form, etc.) but must include the following information: 1) Company's complete mailing and remittance addresses, discounts for prompt payment, if any (e.g. 1% 10 days), anticipated delivery /availability of product/s, the company's CAGE code, Dun and Bradstreet Number, and Taxpayer ID number. All FAR certifications and representations specified above must also accompany your quote. Quotes must be receive d no later than 4:00 PM, local time, on 14 November 2001. IMPORTANT NOTICE: DFARS 252.204-7004 "Required Central Contractor Registration" applies. Lack of registration in the CCR database will make an offeror/quoter INEGLIGIBLE FOR AWARD. Please ensure compliance with this regulation when submitting your quote. Call 1-888-227-2423 or visit the Internet at http://www.ccr.gov for more information.

Web Link

Click here to learn more about FISC San Diego (www.sd.fisc.navy.mil)

Record

Loren Data Corp. 20011102/TSOL002.HTM (D-304 SN5119Q9)