T -- IDENTITY (BRANDING) PROGRAM

Notice Date

November 14, 2001

Contracting Office

FISC Seal Beach Det., 800 Seal Beach Blvd., Bldg. 239, Code 280, Seal Beach, CA 90740-5000

ZIP Code

90740-5000

Solicitation Number

N00244-02-T-0091

Response Due

November 16, 2001

Point of Contact

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

E-Mail Address

Click here to contact Contract Specialist via email (daugherty.martha@sbeach.navy.mil)

Description

This is Amendment 0001 of combined synopsis/solicitation N00244-02-T-0091. This amendment is issued to: (1) extend the date and time specified for receipt of offers; (2) revise the location for submission of offers; and (3) to provide responses to questions received in connection with the solicitation. 1. The hour and date for receipt of offers is extended to 3:00 PM (PST), 16 November 2001. 2. The location for receipt of offers is revised to: FISC Monterey Site, Naval Postgraduate School, 1588 Cunningham Road, Room 100E, Monterey CA 93943, Attn: D. Vandergrift 831-656-2179. Offers may also be submitted to FISC Seal Beach Det., 800 Seal Beach Blvd., Bldg. 239, Seal Beach, CA 90740-5000, Attn: M. Daugherty (Code 2808), 562-626-7368. However, in order to be considered, all offers must be received at one of the above locations by the hour and date specified above. 3. The fo llowing solicitation clarifications are provided: The requirement is for producitng creative concepts of a logo and should include estimates of time and the costs to produce them. The RFQ is for design only, it is not for printing, writing, photography or production. Complete delivery of Item 0001 (design and implementation of a corporate identity) is to be within 200 days after date of award. Option items (CLINs 0002-0006), if exercised, are to be delivered within 120 days of exercise of the option CLIN. To be considered for evaluation and award, offers must submit Firm Fixed Prices for all items, including the optional CLINs. Based upon market research for similar projects and designs the Government estimates this effort to be approximately $70,000 (CLIN 0001 only). The following answers are supplied in respose to questions received. Q.1) In the section describing the Graphics Standards Manual, the reference to "Program Branding" , clarifiy the term. A.1) A Program Brand would be for an NPS Program, similar to a Service Brand, a brand representing a specific service or family of services. Q.2) The "Theses and Technical Reports: approximately how many pages and desired colors? Email, newsletter, how many pages? A.2) Design templates for cover and inside page. Q.3) Web pages: how many pages? A.3) Up to 10 pages Q.4) The Journal " the Flagship" How many pages , or do we design templates and turn them over to you. A. Design templates and turn them over to the Government. Q.5) Are there more specifics available for each "core application" or should quote be based on designer-suggested templates. A.5) RFQ is for design only, not writing or photography. Q.6) Will any graphics be provided/required? A.6) Requirement is for a brandin g program, including graphic design. Q.7) Are the desired templates Mac or PC-based? A.7) PC-based templates are preferred. Q.8) Can the quotation be based on the assumption that the overall design of "core applications" will first be approved from a representative number of comps, and from the approved design, templates will then be developed for each piece, rather than presenting designs for all required templates for the initial presentation? A.8) Yes. Q.9) Should the quotation, i.e. direct mail pieces, include all creative including concept, copy and layout? A.9) Direct mail is not part of the initial requirement. Q.10) Will samples provided be returned to the bidder? A.10) If bidder requests and pays the return postage. Q.11) Is it the intent to have the vendor to develop or re-design any of the core applications listed, i.e., newsletter, trifold brochure, etc? A. 11) The requirement is for the design of NPS brand for core applications (business cards, letterhead, etc.) and sub-brand applications for NPS' four schools and three institutes. Q.12) Under "Communications Guideline", please clarify "resource requirements, staffing, process, technology for implementation of communiction guidelines over time." A.12) The vendor needs to state what we will need to carry out the branding strategy. Q.13) What is the definition of visual versus verbal brand? A.13) Visual as in graphic, verbal, as in tagline, Enhanced Descriptors, evocative words that may or may not be trademarked, but which differentiates the offer in a proprietary way. Q.14) Under the specific proposal requirements, clarify the following: a) "Creative platform with relevant marketing objectives, strategy tactics and response tracking" b) "Execution/Launch/Inaugural expressi ons of the new or updated brand" A.14) Please describe your proposed process, in words that we will understand. Q.15) In regards to section titled "Graphic Standards Manual should address", clarify "communication architecture"? A.15) Who communicates what and how. Q.16) Please clarify "Resource requirements staffing, process,and technology for implementation of communication over time." Does NPS wish to have suggestions for required personnel needed to maintain the website, organize and facilitate off-set printing, etc? A.16)Yes. Q.17) How many printed copies of the manual are required? A.17) One, which NPS may reproduce in-house. Manual and templates are to be online on our NPS intranet. Q.18) How many Digital (CD-ROM) copies of the manual are required? A.18) One, which NPS may reproduce in-house. Manual and templates are to be online on our NPS intranet. Q.19) In r egards to the following: "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;" -please clarify implied timeline. -Does the above mean NPS would like Graphic Standards Manual delivered within 10 days of final logo approval? A.19) Yes. Q.19a) Does it mean that the final logo is due 10 days after awarding of contract, and the Manual *(guidelines) are due 10 days after final logo approval? A.19a)No. Q.20) Regarding the technical reports and theses, do we design the template for these items? A.20)Yes. Q.21) News release and fact sheet, is this the design of the templates? A.21) Yes. Q.22) Web Pages -- how many will be designed? A.22) Design/redesign up to 10 web pages for NPS Schools, Institutes and Alumni Office Q.23 E-mail new sletter -- is this a template, too? To be updated by NPS? A.23) Yes, a template. The template adopted will be used by NPS. It is desired that the template, as an extension of the brand, will have a long shelf life. Q.24) NPS Journal, will the vendor supply the layout of each edition or a template only? A.24) Template only is requested. Q.25) Will the contractor be tasked with writing content for materials such as the brochure? A.25) No, content (writing) will be produced by NPS. This is a graphic design synopsis. Q.26) Will the contractor be responsible for developing a tagline? A.26) Yes. (This is what we consider the verbal element of the brand) Q.27) Will the contractor present three unique logo designs, then incorporate elements into a final version? Or does a logo exist? A.27) Yes, we want to see three logo designs. NPS has an existing academic seal, the use of whic h should be directed in the graphics standards.

Web Link

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

Record

Loren Data Corp. 20011116/TSOL002.HTM (D-318 SN5129Q7)