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					                           Written Questions and Responses
                             Request for Proposal (RFP)
                          Contract No: MHSO-2010-01 – Amendment No. 1
               Maryland Highway Safety Office Marketing and Media Support for Public
                                    Education/Outreach Efforts.


The following written questions were received and the responses follow.

      1. What is SHA’s level of satisfaction with the existing highway safety campaign and
         services provided by the incumbent, Integrated Designs, Inc?

          No rating system was incorporated in the solicitation of the current contract so
          we have no response.

      2. Did Integrated Designs, Inc. meet its M/WBE goals on the existing contract? And if so,
         what was the final percentage of the goals met?

          Integrated Designs, Inc. is a certified MBE firm. All payments would count
          toward the goal.

      3. The RFP suggests that the vast majority of campaign dollars will be spent on
         advertising and media buys. Please provide us with a breakdown of the target
         audience and media buys for each target market.

          SHA’s Highway Safety Office administers numerous programs relating to the
          behavioral aspects of highway safety. Below is a listing in descending order
          based on budget size:
              Impaired Driving Prevention
              Occupant Protection (seat belts and child passenger safety)
              Aggressive Driving Enforcement
              Motorcycle Safety
              Pedestrian Safety
              Bicycle Safety
              Young Driver Safety
              Older Driver Safety
              Distracted Driving
              Employer Awareness

      4. Statistics on the Choose Safety for Life website show that aggressive driving and
         motorcycle crashes in Maryland actually increased from 2004 to 2008. What is SHA
         currently doing to address the increases in these two areas?

          SHA continues to partner with regional multi-state partners to address
          aggressive driving with its Smooth Operator program. This program includes
          support for law enforcement; significant media buys (outdoor, radio, television).
          Additionally, SHA works with local stakeholders to address multiple facets of
          motorcycle safety including motorist awareness, speed, impairment,
          enforcement, and equipment compliance. Mediums utilized to accomplish these
          objectives include outdoor, radio, television, and event promotion.

      5. Did the current "Choose Safety for Life" campaign specifically target minority
         communities (i.e., African Americans and Hispanics? And if so, how effective were the
         outreach efforts? Please provide us with supporting data.



                                                 1
                     Written Questions and Responses
                       Request for Proposal (RFP)
                    Contract No: MHSO-2010-01 – Amendment No. 1
         Maryland Highway Safety Office Marketing and Media Support for Public
                              Education/Outreach Efforts.


    The Choose Safety For Life campaign did not specifically target minority
    communities.

6. “Public Education” and “Community Relations” are mentioned in the RFP title and
   content respectively. Specifically, what was accomplished in the current campaign in
   these two areas?

    While too vast to be all-inclusive, the current vendor supported numerous
    media buys across all program areas, design and production of collateral
    materials across all program areas, and coordination and administration of
    numerous public outreach events. Examples include coordinating an annual
    $500k media buy for Occupant Protection, an annual $600k media buy for
    Impaired Driving Prevention, designing, staffing and coordinating all aspects of
    a large community event in Fell’s Point to support SHA’s Checkpoint Strikeforce
    campaign, designing and administering numerous demonstration projects for
    local radio stations to support various campaigns, designing and producing
    numerous television Public Service Announcements.

7. Can you share last year’s budget and the specific allocations that made up the entire budget,
   for example: Agency hours and fees by discipline, media placement, production services,
   direct mail, any fabrication or printing that was done, public relations, etc?

    While difficult to break out specific allocations, the overall budget for last year Federal
    Fiscal Year (FFY2010) was approximately $1.6million. Less than 20% was billed for
    agency hours.

8. In order to provide the most accurate pricing, can you provide a tight scope of work or
   statement of work that you will require for each year? What is it specifically you want an
   outside firm to do? How many print ads, billboards, radio or TV spots, etc.?

    You can find out what our plan is for FFY2011 by reading our annual Benchmark
    Report:
    http://stko.maryland.gov/LinkClick.aspx?fileticket=0DAQ8pvffu4%3d&tabid=163&mid=
    779
    This should give you a better idea of what kind of activities our office administers and
    what kind of activities this contract will support. You can also find our other reports
    here:
    http://stko.maryland.gov/TrafficSafetyData/MHSOReports/tabid/163/Default.aspx

9. Can you share last year’s (or a previous year’s) media plan that would represent typical
   activity?

    You can find out what our plan is for FFY2011 by reading our annual Benchmark
    Report:
    http://stko.maryland.gov/LinkClick.aspx?fileticket=0DAQ8pvffu4%3d&tabid=163&mid=
    779
    This should give you a better idea of what kind of activities our office administers and
    what kind of activities this contract will support. You can also find our other reports
    here:


                                            2
                     Written Questions and Responses
                       Request for Proposal (RFP)
                    Contract No: MHSO-2010-01 – Amendment No. 1
         Maryland Highway Safety Office Marketing and Media Support for Public
                              Education/Outreach Efforts.


    http://stko.maryland.gov/TrafficSafetyData/MHSOReports/tabid/163/Default.aspx

10. How many creative campaigns are anticipated for each year and what do they entail? You
    mentioned the in the Bid-Meeting that Impaired Driving and Occupant Protection are a priority
    for this upcoming year? Are there others?

    You can find out what our plan was for FFY2010 by reading our annual Benchmark
    Report:
    http://stko.maryland.gov/LinkClick.aspx?fileticket=9CIVQEM3y8o%3d&tabid=163&mid
    =779
    This should give you a better idea of what kind of activities our office administers and
    what kind of activities this contract will support.

11. Can you please clarify what type of calendar you would like to see as referenced on page 16,
    item 4c? We were not certain as to whether it would be helpful to submit a media calendar or
    a sample production calendar / timeline.

    As required in the RFP, Please submit a sample production calendar/flow chart that
    your firm has produced.

12. Page 18, Item 9A and 9C requests a brief synopsis of our favorite public health/behavioral
    campaign over the last 2 years, that was NOT created by our agency as well as the reasons
    why.
    Then on the top of page 19, the next sentence continues and says “Include analysis and
    effectiveness of the multi-platform campaign. We are wondering if the sentence at the top of
    page 19 was actually meant to be a continuance and reference to question 9A (and not 9C)
    where we are asked to submit what we consider the one best multi-platform campaign that
    we have developed. This would make sense since we would be able to provide analysis and
    outline the effectiveness of our campaign based on known results. Since 9C is a reference to
    a campaign that we did not implement, it would seem as though you want our brief synopsis
    on a public health campaign that we like based on its appeal and creativity and not results
    since we would not be privy to actual campaign results, but we thought we should confirm.

    Yes, Refer to RFP Section VI - Item B, 9 Creativity and Addendum section I
    number 2.

13. What is the current mix or amount of traditional advertising vs. social marketing and online
    marketing? Although the RFP mentions that there is a need to dive deeper into social and
    online marketing, it would be helpful to get a sense of the mix of activities to-date.

    Traditional advertising (outdoor, radio, television, print) is still SHA’s bread and butter,
    accounting for nearly 75% of all our media expenditures. However, web advertising is
    poised to consume a larger share in the coming years, as we begin to micro-target web
    audiences. Additionally, to supplement traditional and web, we hope to experiment
    with non-traditional and guerilla marketing techniques on a case-by-case basis. We
    are not currently poised to venture deeply into social media (i.e. Facebook, Twitter,
    etc), but we are open to innovative proposals that include them as a component.




                                             3
                     Written Questions and Responses
                       Request for Proposal (RFP)
                    Contract No: MHSO-2010-01 – Amendment No. 1
         Maryland Highway Safety Office Marketing and Media Support for Public
                              Education/Outreach Efforts.


14. How has the current public health campaigns been received and what established metrics
    and results can you share?
    The campaign objectives and metrics relate to Knowledge, Attitudes, and Behaviors.
    While it is hard to correlate reductions in vehicular crashes and associated fatalities
    and injuries to our campaigns, post-campaign surveys help us determine if our
    messages are being delivered, if our messages are salient and relevant, and if our
    delivery has any self-reported effect in modifying behavior.

15. In the pre-proposal meeting you indicated that we could have access to past years’ campaign
    planning and implementation documents so we can get a deeper grasp of the budget
    parameters and adjust our price proposals accordingly. Will you please send us an electronic
    file or direct us in finding it online?

    You can find out what our plan was for FFY2010 by reading our annual Benchmark
    Report:
    http://stko.maryland.gov/LinkClick.aspx?fileticket=9CIVQEM3y8o%3d&tabid=163&mid
    =779
    This should give you a better idea of what kind of activities our office administers and
    what kind of activities this contract will support.

16. Can you clarify: of the campaign focus areas, will the priority areas be impaired driving and
    occupant protection? Over the course of the campaign how will the remaining campaign
    focus areas be featured?

    See answer to Question 4

17. Can you clarify what you mean when you suggest that you are looking for “guerilla” marketing
    tactics? What hasn’t been applied in previous years that you’d like to see implemented in
    coming years? Is social media considered a “guerilla marketing” tactic for you?

    For purposes of this contract, and in general, social media is NOT considered guerilla
    marketing. SHA is always interested in trying new forms of communication designs.
    Examples include:

    A unique opportunity to capitalize on the location of Baltimore's Central Booking
    facility, and its close visible proximity to Interstate 83:
    http://www.flickr.com/photos/12370948@N07/sets/72157624444739462/

    We also applied water stencils throughout the city:
    http://www.flickr.com/photos/12370948@N07/sets/72157624320101575/

    Additional guerilla marketing campaign elements:
    http://www.flickr.com/photos/idletimeads/sets/72157623166826485/

18. How was the success of the campaign measured in previous years? What were the
    measurable results and accomplishments from the past contract period? Were your satisfied
    with the accomplishments?


                                            4
                     Written Questions and Responses
                       Request for Proposal (RFP)
                    Contract No: MHSO-2010-01 – Amendment No. 1
         Maryland Highway Safety Office Marketing and Media Support for Public
                              Education/Outreach Efforts.


    See answer to Question 15

19. Regarding 30% MBE goal, can you please clarify what you mean by “airtime” and why it is
    excluded?

    All broadcasting companies are publicly traded, and therefore cannot possibly
    contribute to an MBE goal. For the purposes of this contract, procurement of media
    placement on television and radio is to be considered a commodity, and not applicable
    to satisfying the MBE goal.

    The MBE goal was set based upon advertising, promotional materials and media/
    communication design.

20. What aspects of past campaign were successful and what aspects would you like to see
    changed?

    See answer to Question 15

21. RFP Page 18, section 8, Account Team, states ‘labor categories should not exceed nine (9)
    pages including a one (1) page introduction, one (1) page resume for each Labor Category,
    one (1) page listing of the primary support staff available for the Contract and one (1) page
    organizational chart that includes reporting relationship with the proposed subcontractors.’
    Question: Are resumes required for all 14 Labor Categories listed in the RFP? If so, that
    would exceed the maximum page count of nine (9) stated in the RFP, Page 18, Section 8,
    Account Team.

    The “Labor Categories” are the same as “Key Roles.” Refer to addendum section I,
    number 3

22. Reference: RFP Page 15, Section B, states: ‘The offeror shall submit the Technical
    Proposal in TEN distinct sections as follows not to exceed 20 pages for all ten sections:’
    Question: Are the Account Team Section (RFP Section 8) and any graphic design samples
    considered above the 20 page limit?

    SHA has reviewed the question and has made a change. SEE Addendum               Section I,
    number 4
23. Reference: Attachment VIII, Affirmative Action Requirements Utilization of Disadvantaged
    Business Enterprises for Federal-Aid Contracts, page 1, first paragraph, first sentence reads:
    ‘FOR THE PURPOSE OF THIS CONTRACT, A GOAL OF TWENTY FIVE PERCENT (25%)
    HAS BEEN ESTABLISHED FOR SOCIALLY AND ECONOMICALLY DISADVANTAGED….’
    Question: Should that read: THIRTY PERCENT (30%)?

    Yes, See addendum I, section I number 5

24. Reference: Attachment XIV, Solicitation Language for Competitive Seal Proposals: Living
    Wage Requirements RFP, Page 11, Section Z. Question: The RFP indicates that


                                            5
                      Written Questions and Responses
                        Request for Proposal (RFP)
                     Contract No: MHSO-2010-01 – Amendment No. 1
          Maryland Highway Safety Office Marketing and Media Support for Public
                               Education/Outreach Efforts.


    documentation is required. Are Living Wage Law forms required to be completed and
    submitted with the proposal?

    Refer to addendum, section I, number 6 for added requirement to proposal
    submission.

25. Is it required that the responding prime contractor – or subprime contractors and MBEs – be
    headquartered in the State of Maryland?

    No, but prime contractors must have a physical presence within 1-hour of Hanover,
    Maryland

    Firms must be certified by the Maryland Department of Transportation in the
    appropriate NAICS code. Location for certification is not required in Maryland.

26. Is there a Bid-Bond requirement? If so, what amount?

    No

27. Are there any concerns or can you share any information surrounding the performance of the
    incumbent(s)?

    See answer to Question 1

28. In this renewal contract, have there been any changes in the primary SHA contacts?

    This is not a renewal contract. The primary contract liaison will be Jeremy Gunderson,
    Communications Coordinator, Maryland Highway Safety Office

29. The last award for this contract was split three ways; is the intention for this contract to be the
    same?

    SHA intends to award a single contract under this procurement

30. If the prime is an MBE, is the 30% MBE goal automatically satisfied? If yes, does the MBE
    prime list themselves on the MBE form(s)

    Yes, Prime can be listed if certified DBE/ MBE

31. Is agency commission (15%) allowed on media buys?

    No.

32. Is markup allowed on other vendor expenses (printing, etc.)?

    No.

33. Will you be posting a list of attendees to the pre-bid proposal meeting on e-maryland market
    place? Is it possible to acquire a copy of that list?


                                              6
                      Written Questions and Responses
                        Request for Proposal (RFP)
                     Contract No: MHSO-2010-01 – Amendment No. 1
          Maryland Highway Safety Office Marketing and Media Support for Public
                               Education/Outreach Efforts.


    Yes, it is enclosed herein.

34. From Attachment II pg. 7...PROPOSAL GURANTY: Acceptable security for bid,
    performance, and payment bonds, as stated in COMAR 21.06.07.01B,
    designated in the Proposal, to be furnished by the Offeror as a guaranty of good faith to enter
    into a contract with the MDOT. What should be the total amount of the guaranty/bid bond?

    No bonding required

35. Also, the RFP asks whether we have the financial capacity to provide the services. Our firm
    has established an unblemished financial record in more than a decade in business. We have
    outstanding credit and place millions of dollars in media annually. Besides a statement of our
    financial stability, what would you additionally require to assure our financial capacity?

    Refer to Section VI, Technical Proposal Content, Number 10 A thru 10 D will be used to
    assess financial capacity.

36. We currently carry workers compensation and liability insurance. Are there any other
    additional insurance requirements?

    Refer to page 19 section 10C of the RFP

37. Will this contract run in parallel to the communications support contract currently held by
    Integrated Media Design or will that contract, including the www.ChooseSafetyForLife.com
    website be folded into this contract after a transition period?

    No, The successful offeror will manage www.ChooseSafetyForLife.com.

38. If this is to be a separate contract, please explain how the two contractors are to work
    together (i.e., would each have different roles/service areas or would we bid against each
    other on tasks orders) OR – if this contract will replace the existing contract after a transition
    period, will the website also be migrated to this contract or remain supported by the
    incumbent?

    This is a separate contract. The successful offeror will manage
    www.ChooseSafetyForLife.com.

39. Is the website hosted by that firm or does it reside on MDOT servers?

    All extraneous websites are hosted by third party servers, NOT on the contractor’s
    servers.

40. What services provided under the incumbent contract did you like and what would you like to
    see added/changed and/or improved?
    See answer to Question 1

41. What campaigns would be continued under the new contract?


                                              7
                     Written Questions and Responses
                       Request for Proposal (RFP)
                    Contract No: MHSO-2010-01 – Amendment No. 1
         Maryland Highway Safety Office Marketing and Media Support for Public
                              Education/Outreach Efforts.



    All campaigns will be continued under the new contract. Additional campaigns will be
    added as necessary.

42. For the Creativity section of the proposal: “Submit the one best multi-platform campaign
    developed by your firm in the past 12 months” – Does the campaign receive additional credit
    if it is a traffic safety campaign or would a non-transportation-related public safety campaign
    be eligible for full credit if it was successful?

    Part “A” of the Creativity section is designed to assess innovation in account
    management. Part “C” of the Creativity section is meant to assess your firm’s grasp
    on effective public health/behavioral marketing campaigns. As there are no right or
    wrong answers here, there is no extra credit for describing a transportation related
    campaign.

43. May we use a campaign developed by key management staff or MBE team member in the
    last 12 months or does it have to be a project done by our firm? May we use more than one
    campaign to represent the different services being requested (i.e., media planning/buying,
    guerrilla marketing, etc.)?

    See page 18 of the RFP item 9 a thru c and addendum, section I number 2, as long as
    the project was developed by your firm.

44. Can we assume there are no sub-goals since none are stated? If the prime is an MBE, is
    MBE subcontracting still required?

    No sub-goals were established by SHA PRG for this procurement. If prime is a certified
    MBE, can list themselves for the 30% goal.

45. On page 12 of Attachment II, item 17 states: “Corporations are required to execute a
    Certification of Corporate Registration and Tax Payment.” Please provide an example of this
    Certification.

    Refer to page 8 of the RFP clause N, Registration.

46. On page 21 of Attachment II, item 49 talked about resources for obtaining surety bonds.
    Please confirm that no bonds will be required for this RFP.

    No bonds required.

47. Please provide your evaluation criteria and/or your scoring worksheet so we can understand
    how the proposals will be evaluated.

    Please see Section IX in the RFP

48. Is there an incumbent firm? If so, who?
    Integrated Designs is the incumbent firm.

49. Regarding the 14 Key Roles in Section VI, Part B, Section 8 on page 18, can the same

                                             8
                     Written Questions and Responses
                       Request for Proposal (RFP)
                    Contract No: MHSO-2010-01 – Amendment No. 1
         Maryland Highway Safety Office Marketing and Media Support for Public
                              Education/Outreach Efforts.


    qualified staff member fulfill more than one of these roles? Or must these roles all be held by
    different staff members?

    A single staff member can fulfill more than one Key Role, as long as they are qualified
    and their resume indicates their qualifications

50. On page 16, in Section VI, Part B, Section 5 (Experience), Item 3 requests a list of all
    contracts with any entity of the State of Maryland (current and past) over the past five years.
    With items a-f included for each contract, our list is over 10 pages (in 9 point font). Since this
    list takes up half of the total page limit, but is a required element of the proposal, how should
    we proceed? Would MHSO consider excluding this list of contracts with the State of Maryland
    from the 20-page limit, considering it is a straightforward list of contracts with required
    information?

    See answer to question 23.

51. On page 19, in Section VI, Part B, Section 10, Item D, the RFP requires “a copy of the last
    two (2) year end audited financial statements.” Are unaudited, current financial statements
    acceptable?

    No

52. By multiplying the estimated annual bid price by five, the pricing document in Attachment III
    assumes that every year would be the same cost. May Offerors include a second pricing
    sheet (in addition to completing the pricing sheet in Attachment III) with an
    alternative/recommended pricing structure? For example, the creative development during
    the first year of the campaign could require significantly more hours/cost, so it might make
    sense to have a front-loaded cost, where the first year’s cost would be higher than the
    following years.

    All pricing shall be submitted on Attachment III with no changes to that document.
    This is NOT a single campaign; therefore there will be no front-loaded design
    requirements. This contract will address multiple campaigns, many of which are
    annual campaigns. We will not accept alternative pricing structures. The listing of
    hours is for estimation purposes only. However, the hourly rates will be fixed for the
    contract period.

53. In Section 5, Part A, Item 5, what is meant by "Website Placement"? Does this refer to online
    advertising placement? Do you also want an amount billed for website design?

    For the purposes of this contract, “Website Placement” refers to online advertising
    placement. Please describe total billing related to all web activities.

54. When will the proposal be awarded?

                                              9
                       Written Questions and Responses
                         Request for Proposal (RFP)
                      Contract No: MHSO-2010-01 – Amendment No. 1
           Maryland Highway Safety Office Marketing and Media Support for Public
                                Education/Outreach Efforts.


      At the conclusion of SHA’s evaluation process and approval by the Department of
      Budget and Management and the Board of Public Works.

55. MBE State verse Federal?

      This is a federally funded contract.

56.      Can a company outsource work?

         Yes

57.      Is a copy of the previous RFP available for review?

         Yes

58.      What if your firm is in the process of becoming an MBE?

          MBE/DBE shall be certified at time of proposal submission

59.      What is our physical year?

         SHA’s Fiscal year runs July 1 through June 30.

60.      Will scope of prices change? Will the estimated breakdown change?

         Hourly rates shall not change throughout the duration of this contract.

61.      On page 13, there are several services listed that may be utilized in the fulfillment of the
         contract for which there are no corresponding labor categories identified in Attachment III
         Price Proposal Form (i.e. Guerilla marketing, Community Relations, etc.) These services
         require different skill sets from traditional marketing and advertising functions and
         therefore have different hourly rates. Please advise as to how we should handle this on
         our Price Proposal.

         SHA has determined that the labor categories listed on Attachment III shall cover
         the functions above. There will be no edits or additions to the Labor Categories
         and corresponding hourly rates. SHA encourages you to price your rates
         accordingly.

62.      On page 18, Section 9A asks for a submission of “one best” multi-platform campaign.
         Please confirm that our response here does not have to be the same case study example
         as the one used in our response to Section 6 Case History on page 17.
         They can be separate case studies.




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