REQUEST

FOR PROPOSAL

DISCUSSION

WILLIAM RUSSELL

Contracting Officer

WHAT ARE WE LOOKING FOR?

• We are looking to award a contract to create, develop and implement a national integrated communications campaign in support of the 2010 decennial census.

CAMPAIGN GOALS

1. Increase mail response

2. Improve cooperation with enumerators

3. Improve overall accuracy and reduce the differential undercountUpon completion of Task Order No. 1, the Census Bureau will work with the contractor to develop an incentive plan linked to these three goals.

CONTRACT OVERVIEW

• Full and open competition

• One single contract to be awarded

• Period of Performance: 1 base year and 3 option years

• Aggressive subcontracting goals with plenty of opportunity for small businesses

RFP FORMAT• Divided by sections:

– A – Solicitation, Offer & Award (SF 33)

– B – Supplies/Services and Prices/Cost– C – Contract Description/Specifications/SOW– D – Packaging and Marking– E – Inspection and Acceptance– F – Deliveries or Performance– G – Contract Administration Data– H – Special Contract Requirements– I – Contract Clauses– J – Attachments– K – Representations, Certifications & Other Statements of Offerors

– L – Instructions, Conditions and Notices to Offerors– M – Evaluation Factors for Award

B. Supplies/Services and Prices/Cost

• Price information for the contract

• Price tables:– B.1 - FFP Task Order No.1– B.2 - Fees and Other Cost Provisions– B.3 - Labor categories and rates for Task Order

No.1– B.4 - Travel Cost for Task Order No.1– B.5 – Small Business (SB) Subcontracting

Incentive Percentage

C. Description/ Specifications/ SOW

• Background information about decennial census and 2010 Communications Campaign

• Performance-based statement of work - description of required services

• Information regarding measuring contractor’s performance and small business subcontracting

C. Statement of Work

• Tasks may include:– Conducting and evaluating market research– Developing and implementing national

communications strategy– Advertising and media – Developing communications materials– Public relations, promotional activities– Fulfillment system for promotional materials– Developing brand identity guidelines– Creative development of recruitment advertising

L. Instructions, Conditions and Notices to Offerors

• Provide guidelines on the acquisition process, how proposals shall be submitted and what shall be included in the proposal to be evaluated under Section M.

Vol. I – Similar Experience, Past Performance and Key Personnel

• Similar Experience – Up to 5 similar campaigns performed in the past

5 years.– Similar in scope and complexity to our campaign

• Past Performance– Minimum 1 questionnaire for each project cited in

Similar Experience.

• Key Personnel – Resumes and letters of commitment

Vol. II – Technical, Management & SB Subcontracting Approaches

• Technical Approach:– Overall technical approach for satisfying Census

requirements– Response to Target Segment Exercise– Response and proposal for Task Order No.1

Target Segment Exercise

• Offerors shall develop a strategy for how to reach and motivate the best prospects to be converted to mail responders (“fence-sitters”).

• Response shall include:– Segmentation model– Research to be performed– Modes of communications– Strategies and tactics to be used– Messages to be used– Creative samples

Task Order No. 1 – Development of National Communications Plan

• Offerors shall propose and price their approach to developing the national communications plan to be implemented, upon approval, for the campaign.

• The plan is the deliverable to Task Order No. 1. It is not required in response to the RFP.

• Price proposal shall be Firm Fixed Price (FFP) and shall include the basis of the proposed price.

Vol. II – Continued

• Management Approach:– Offeror’s plan for managing the contract, including:

• Team organizational structure• Processes and policies for integrating staff• Process for submitting deliverables to Census Bureau• Offeror’s quality standards• Risk management

Vol. II – Continued

• Small Business Subcontracting Approach:1. Small Business Subcontracting Plan – Small business

subcontracting goals in terms of percent of total contract value. A template for the plan can be found as Attachment J.6.

2. Small Business Participation Plan - How Small business subcontractors will be mentored and involved during the performance of the contract.

• Both plans will be evaluated in conjunction with the Office of Small & Disadvantaged Business Utilization (OSDBU).

Vol. III – Price Proposal

• Offerors shall complete Tables B.1 through B.5 and provide basis for the proposed price and fees.

• No price information shall be included anywhere in the proposal.

• Provides the manner in which we will evaluate the information provided in response to Section L.

M. Evaluation Factors for Award

M. Evaluation Factors for Award

TECHNICAL FACTORS - all equal in importance.

1. Similar Experience – Similar experiences the offeror has performed and the

relevance of the experience proposed.

2. Past Performance– How well the offeror performed in the past, as described

by the Past Performance Questionnaires.

3. Key Personnel– Mix of Key Personnel proposed; experience and

relevance of their experience.

4. Technical Approach – Overall technical approach for the campaign and

understanding of the size, scope, challenges and complexity of the project.

– Response to Target Segment Exercise.– Response to Task Order No. 1.

5. Management & Small Business Subcontracting Approaches

– Comprehensiveness of proposed Project Management Plan.

– Small business subcontracting plan & small business participation plan.

M. Evaluation Factors for Award

6. Price

Price comparison will be conducted based solely on the firm fixed price proposed for Task Order No.1.

Other price information required (fees & other cost provisions*, labor rates) will be used to assess risk and reasonableness.

Award Fee Plan for Task Order No. 1, as proposed by the Contractor, will be used to assess risk and reasonableness.

* Subcontracting fees, fringe benefits, G&A, O/H, and profit.

M. Evaluation Factors for Award

MILESTONE SCHEDULE – ACQUISTION PROCESS

RFP Issued January 16, 2007

Deadline to Receive Questions from Vendors

January 25, 2007

Written Proposals Received February 28, 2007

Initial Evaluation March 1- May 15, 2007

Competitive Range Determination Announcement

May 16, 2007

Oral Presentations & Discussions June 5 – 22, 2007

Proposal Revisions from Offerors June 21 – July 6, 2007

Evaluation / Further Discussions (if nec.) June 25 – August 7, 2007

Discussion / Negotiations closed August 7, 2007

Final Evaluations & Consensus August 8 – 24, 2007

Source Selection Announcement / Award August 31, 2007