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					                                     University of Wisconsin - Madison
    REQUEST FOR PROPOSAL                                               AGENT: Carl Hubbard

                                                                       Questions regarding this proposal – see
           THIS IS NOT AN ORDER                                        Section 2.6

                                                                       For Submittal Instructions & Proposal Response
    OFFICIAL SEALED                                                    Format – see Sections 2.2 and 2.3.

    PROPOSAL NUMBER: 14-5468
                                                                       Proposal prices and terms shall be firm for sixty (60)
                                                                       days from the date of proposal opening, unless
                          NO PUBLIC OPENING                            otherwise specified in this Request for Proposal by the
                                                                       UW-Madison Purchasing Services.
    ISSUE DATE: 06/12/13
                                                                       If NO BID (check here)                and return.
    DUE DATE:                   06/24/13 2:00 PM CDT
        AMENDMENT #1 – 14-5468 / MARKETING SERVICES FOR UW-MADISON WISCONSIN SCHOOL OF
                                            BUSINESS

 Amendment #1 issued to: (1) add Section 3.32, Allowable Expenses (Table of Contents and Page 13); (2) revise submittal
 instructions Section 2.2; (Page 3); and (3) answer written questions submitted.

 If th\is amendment is not returned, it shall be assumed your original proposal meets all conditions of the amendment.

 All other terms and conditions remain the same. Please revise and submit your proposal accordingly.

In signing this proposal, we have read and fully understand and agree to all terms, conditions and specifications and acknowledge that the UW-
Madison Purchasing Services proposal document on file shall be the controlling document for any resulting contract. We certify that we have
not, either directly or indirectly, entered into any contract or participated in any collusion or otherwise taken any action in restraint of free
competition; that no attempt has been made to induce any other person or firm to submit or not to submit a proposal; that this proposal has been
independently arrived at without collusion with any other proposer, competitor or potential competitor; that this proposal has not been
knowingly disclosed prior to the opening of proposals to any other proposer or competitor; that the above stated statement is accurate under
penalty of perjury. I certify that the information I have provided in this proposal is true and I understand that any false, misleading or missing
information may disqualify the proposal.

By submitting a proposal, the proposer certifies that no relationship exists between the proposer and the University that interferes with fair
competition or is a Conflict of Interest, and no relationship exists between such proposer and another person or firm that constitutes a Conflict of
Interest. Further, proposer certifies that no employee of the University whose duties relate to this request for proposal assisted the proposer in
preparing the proposal in any way other than in his or her official capacity and scope of employment.

The Proposer certifies by submission of the proposal that neither it nor its principals is presently debarred, suspended, proposed for debarment,
declared ineligible, or voluntarily excluded from participation in this transaction by any federal department or agency.
 COMPANY NAME:
 COMPANY STREET ADDRESS:
 COMPANY CITY, STATE & ZIP:
 SIGNATURE:                                                                                DATE :
 TYPE OR PRINT NAME:
 TITLE:
 TELEPHONE NUMBER: (                 )                                    FAX NUMBER:          (       )
 EMAIL ADDRESS:
 FEIN NUMBER:                                                      DUNS #:
UNIVERSITY OF WISCONSIN                             AMENDMENT #1                        PROPOSAL NO.: 14-5468

                                             TABLE OF CONTENTS
                                                                                              PAGE(S)
Section #1: General Information                                                               1-2
1.1    Purpose
1.2    Organization of this Solicitation Document
1.3    Definitions
1.4    VendorNet
1.5    Parking
1.6    Reasonable Accommodations

Section #2: Preparing and Submitting a Proposal                                                3-6
2.1    Applicable Dates
2.2    Submittal Instructions
2.3    Proposal Response Format
2.4    Incurring Costs
2.5    Oral Presentations, Product Demonstrations and Proposer Location Site Visits (Pre Award)
2.6    Clarifications and/or Revisions through Designated Contact
2.7    Multiple Proposals
2.8    Proprietary Information
2.9    Appeals Process

Section #3: Terms and Conditions of Contract                                                  7-13
3.1    Entire Contract
3.2    Contract Administrator
3.3    Term of Contract
3.4    Contract Termination
3.5    Orders
3.6    Firm Prices
3.7    Payment Terms
3.8    Invoicing Requirements
3.9    On Site Service
3.10   Limitation of Cost
3.11   Travel Per Diems
3.12   Campus Delivery Requirements
3.13   Insurance
3.14   Activity Reports
3.15   Record and Audit
3.16   Performance Meetings
3.17   Subcontracting
3.18   Fair Price Analysis
3.19   Severability
3.20   Promotional Materials
3.21   Acceptance/Inspection
3.22   Right to Approve Changes in Staff
3.23   Copyright
3.24   Trademark
3.25   Ownership of Data/Work Product
3.26   Cooperation with Other Vendors or Contractors
3.27   Active Recruiting and Non-Solicitation
3.28   Supplier Diversity
3.29   Wisconsin Sales and Use Tax Registration
3.30   Debarment
3.31   Additional Items/Services
3.32   Allowable Expenses
UNIVERSITY OF WISCONSIN                                                           PROPOSAL NO.: 14-5468
MADISON, WISCONSIN 53715-1218                     AMENDMENT #1                    PAGE 3 OF 30


                           Section #2: Preparing and Submitting a Proposal
2.1   Applicable Dates

       Date                                           Event

       May 31, 2013                                   Date of Issue of the RFP
       June 10, 2013                                  Written questions due
       June 12, 2013 (estimated)                      Answers to Questions Received
       June 24, 2013 -- 2:00 PM                       RFP Due Date (Local Madison Time)
       June 25-July 12, 2103 (estimated)              Evaluations and Oral Presentations (if needed)
       July 15, 2013 (estimated)                      Award notification
       August 1, 2013                                 Contract Term Begins

2.2   Submittal Instructions

      PROPOSALS MUST BE DELIVERED TO:
      Purchasing Services, 21 N. Park Street, Suite 6101, Madison, WI 53715-1218.

      NUMBER OF COPIES TO BE SUBMITTED:
      Five (5) hard copies of the completed proposals, including the signed original, may be mailed, delivered by
      Proposer or by a third-party/courier service in a sealed envelope or package with the RFP number on the
      outside. Five (5) copies One (1) copy of the proposal must be submitted on CD/DVD/Flash Drive. Proposals
      must be received and date/time stamped prior to 2:00 p.m. CDT on the stated proposal due date. Proposals not
      so date/time stamped shall be considered late. Late proposals shall be rejected.

      If hand delivering, call 608-262-1526 when you arrive at Purchasing Services, Suite 6101 for
      assistance.

      FAXED RESPONSES WILL NOT BE ACCEPTED.

      If E-mailing, the University will accept completed proposals e-mailed to bids@bussvc.wisc.edu, provided (i) they
      are date/time stamped prior to 2:00 p.m. CDT on the stated proposal due date AND (ii) the number of copies
      indicated above are mailed or hand delivered to Purchasing Services, 21 N. Park Street, Suite 6101, Madison,
      WI 53715-1218 by 2:00 p.m. CDT on the next business day following stated proposal due date.

      Submitting a proposal to any other e-mail address than bids@bussvc.wisc.edu does not constitute receipt of a
      valid proposal by Purchasing Services. Proof of transmission doesn't constitute proof of receipt. E-mail
      submissions must be a scanned copy of the document with ACTUAL signatures and initials (not typed or
      electronic signatures), or those pages that require signatures and/or initials must be signed and returned via fax
      (608-262-4467) and should be received prior to 2:00 p.m. CDT on the stated due date.

2.4   Incurring Costs
      The State of Wisconsin is not liable for any cost incurred by proposers in replying to this RFP.

2.5   Oral Presentations, Product Demonstrations and Proposer Location Site Visits (Pre Award)
      The University, at its sole discretion, may require oral presentations, product demonstrations and/or proposer
      location site visits to validate information submitted with the proposals. Failure of a proposer to conduct a
      presentation on the date scheduled or allow an on-site/proposer site visit may result in rejection of the proposal.
      These events cannot be used as an opportunity to alter proposals submitted.
UNIVERSITY OF WISCONSIN                                                                   PROPOSAL NO.: 14-5468
MADISON, WISCONSIN 53715-1218                            AMENDMENT #1                     PAGE 13 OF 30

           3.28.2 Woman Owned Business (WBE)
                  The State of Wisconsin is committed to the promotion of Woman-Owned Businesses as outlined in
                  560.035, Wisconsin Statutes.

                  The State of Wisconsin policy provides that Woman-Owned Businesses certified by the Wisconsin
                  Department of Commerce should have the maximum opportunity to participate in the performance of its
                  contracts. The supplier/contractor is strongly urged to use due diligence to further this policy by awarding
                  subcontracts to Woman-Owned Businesses or by using such businesses to provide goods and services
                  incidental to this agreement.

           3.28.3 Disabled Veteran Owned Business (DVB)
                  The State of Wisconsin policy provides that Disabled Veteran-Owned businesses certified by the
                  Wisconsin Department of Commerce should have the maximum opportunity to participate in the
                  performance of its contracts. The supplier/contractor is strongly urged to use due diligence to further this
                  policy by awarding subcontracts to Disabled Veteran-Owned businesses or by using such enterprises to
                  provide goods and services incidental to this agreement.

3.29       Wisconsin Sales and Use Tax Registration
           No award can be made to a vendor who is not in compliance with Sec. 77.66 of the Wisconsin State Statutes
           (vendornet.state.wi.us/vendornet/wocc/certtax.asp) relating to sales and use tax certification.

           If you have not established a certification for Collection of Sale and Use Tax status with the Wisconsin
           Department of Revenue, the University and any other state agency can not issue any purchase orders to your
           firm. For additional information see http://www.dor.state.wi.us/html/vendlaw.html

3.30       Debarment
           Federal Executive Order (E.O.) 12549 “Debarment“ requires that all contractors receiving individual awards,
           using federal funds, and all subrecipients certify that the organization and its principals are not debarred,
           suspended, proposed for debarment, declared ineligible, or voluntarily excluded by any Federal department or
           agency from doing business with the Federal Government. By signing this document you certify that your
           organization and its principals are not debarred. Failure to comply or attempts to edit this language may
           disqualify your proposal. Information on debarment is available at the following websites: www.epls.gov and
           https://www.acquisition.gov/far/current/html/Subpart%209_4.html.

3.31       Additional Items/Services:
           Similar items/services may be added to this Contract provided it was mutually agreeable to both Purchasing
           Services and the Contractor. Scope of work and pricing (including discounts) must be consistent with the current
           contract items/services.

3.32   Allowable Expenses
       The rates established shall be inclusive of all administrative overhead and support necessary for Contractor to carry out
        their work. The rates shall be inclusive of the following which may not be invoiced to the University:

             All phone costs
             All incidental copying costs, except copies of presentation materials that may exceed 500 pages cumulatively. In such
              cases, copy costs shall be 15 cents per copy.
             All overhead costs including but not limited to: facilities, training, benefits, insurance, and any other cost not directly
              attributable to the work performed for the University.

       In the event the University requests the Contractor to travel, the Contractor must follow State policies and will be
        reimbursed at State of Wisconsin travel rates only to the extent provided by Wisconsin Statutes and Administrative Rules.
        The information about those rates can be found at the web site listed below. These rates change on a yearly basis. Any
        difference between State of Wisconsin reimbursement rates and Federal or other reimbursement rates is the responsibility
        of the Contractor. (see website: http://www.uwsa.edu/fadmin/fppp/fppp36.htm) .

       3.32.1      The following is a minimum sample of the expenses the University will not reimburse.
                    First Class or Business Class tickets
                    Segments of a trip added or included for personal or non-contract business
                    Alcoholic beverages, in-room movies, laundry service in hotels
                    First Class suites or hotel rooms
                                          AMENDMENT #1
                                QUESTIONS AND ANSWERS FOR 14-5468
          (MARKETING SERVICES FOR UW-MADISON WISCONSIN SCHOOL OF BUSINESS)



Q1:   In the RFP it is not clear regarding who is responsible for what aspect of travel. May we assume that for
      University business the cost of economic travel will be paid by the University including a per diem fixed
      rate for accommodation and subsistence? That would be balanced by any miscellaneous travel on behalf
      of the University that is local to ourselves being be paid by ourselves?

A1:   In the event the University requests the Contractor to travel, the Contractor must follow State policies and will be
      reimbursed at State of Wisconsin travel rates only to the extent provided by Wisconsin Statutes and
      Administrative Rules. The information about those rates can be found at this web site
      http://www.uwsa.edu/fadmin/fppp/fppp36.htm. These rates change on a yearly basis. Any difference between
      State of Wisconsin reimbursement rates and Federal or other reimbursement rates is the responsibility of the
      Contractor.

      Travel local to the city or county of business where the Contractor is located is not reimbursable and shall be the
      Contractor’s sole responsibility.

Q2:   The RFP requests five hard copies of the document response and five CDs. In working with universities
      across the US we now see the norm being that there is a will to save paper and ink and provide, say a
      couple of hard copies and then as many on individual CDs as is required. As we wish to be as green as
      possible we make this response as our very comprehensive documents are invariably around 45 pages?

A2:   The request for five CD’s is in error. We desire one. Five hard copies of the proposal are required.

Q3:   What is the average annual media budget for this proposal?

A3:   $320,000. The scope of this service need is not fully fleshed out. The school currently plans/buys media in-house
      and is investigating alternative options. This uncertainty may impact whether or not the chosen agency will buy
      media on behalf of the school and therefore commissions should not be assumed when responding to this RFP.

Q4:   How long has the current supplier been the agency of record? Are they up for consideration again this
      time?

A4:   There is no current agency of record.

Q5:   Can you please provide some examples of situations when media commissions "may or may not be
      allowed depending on circumstances"?

A5:   To continue upon the response from question three: the role the agency will play for media planning/buying is
      uncertain at this time and may involve certain aspects, but not all of the media buying process. To expand: the
      agency may assist in media strategy and planning only or handle all of it, including the buying. The presence of
      commission would vary as a result.

      Additionally, circumstances that involve activation of an existing contract between the school and a media vendor
      may prohibit the introduction of a commission payout to the agency.

Q6:   While other services are mentioned (market research, strategic planning) they are referred to under the
      Account Management section. Would you be able to provide some more details on the depth and scope
      of the market research and strategic planning needs related to this proposal?

A6:   At this point, please anticipate the depth and scope that the agency would pursue and plan to provide when
      onboarding a new client, gathering insight specific to their organization/industry/competitor/target customer and in
      anticipation of developing a new campaign concept.

Q7:   Can we submit a proposal with a strategic partner agency? If so, should we call that out or submit the
      proposal under just one agency name?

A7:   Yes. Partners should be named in the proposal.
                                                            -2-


Q8:    We noticed the Dean of this school seems to have an interest in recruitment and recognition on an
       international level. Are all the needs for this proposal exclusive to the continental USA or is there an
       international element to it?

A8:    Continental USA at this time.

Q9:    Who is the incumbent firm or agency of record currently in place and completing this scope of work for
       the School of Business?

A9:    See Answer #4.

Q10: What has prompted the School of Business to issue this RFP at this time?

A10:   Organizational and leadership change.

Q11: The RFP references “enrollment plans;” however, there doesn’t appear to be any specific detail,
     expectations, or language in the RFP commonly associated with recruitment, admission, or strategic
     enrollment management. Please provide more detail—including the School of Business’ specific
     expectations--with regard to your use of the phrase “enrollment plans.”

A11:   The enrollment plans, along with most planning, is currently underway. Enrollment plans refer to the strategy
       defined by the school to meet its enrollment goals and are expected to inform the marketing plan and the activities
       within it, which is developed through the school’s marketing department. This RFP is searching for an agency who
       will partner with the school’s marketing department by offering creative services that will assist in delivering on
       these plans.

Q12: Does the School of Business intend to retain the current creative concept/platform upon which its
     promotional messaging is built? Or does the School expect the firm retained through this RFP process to
     develop a new creative concept/platform?

A12:   New.

Q13: Our agency outsources selected services to a small handful of strategic partners with whom we work on
     a very regular basis. Will the School of Business entertain proposals from agencies who engage in this
     practice?

A13:   Yes. Please note this in your response.

Q14: With regard to direct mail and email, does the School of Business expect that the selected provider will
     create and distribute direct mail and email communications? Or is this RFP seeking simply a provider
     who will create and deliver print- and email-ready templates and/or finished files?

A14:   The school will distribute both mail and email communications and will contract printing. The provider will create
       and deliver camera ready/finished files.

Q15: Roughly speaking, what is School of Business’ annual media budget, excluding production costs?

A15:   See question 3.
                                                               -3-

Q16: In terms of placing media, in what market(s) has the College of Business historically placed advertising?

A16:   Nationally.

       Q16a: Are there plans of desires to modify (expand or contract) the market(s) (MSA’s or DMA’s)
             identified in #11 above?

       A16a; Assuming you mean #16: no.

       Q16b: What is the current distribution (%) of the School’s current media mix across media channels?

       A16b: Special interest/editorial driven print (30%) and targeted digital (65%), select market OOH (5%).

Q17: What market research has the School of Business completed in the last three (3) years?

A17:   Minimal.

       Q17a: Are reports of any research available for our review prior to submitting our proposal?

       A17a: No.

Q18: On a scale of 1 to 5 (with 5 being the highest), how much priority / preference will be given to geographic
     proximity of Contractor to the University of Wisconsin-Madison campus in your Contractor selection
     criteria or decision?

A18:   3

Q19: Please confirm all services requested within this RFP are exempt from sales and use tax in the State of
     Wisconsin.

A19:   See RFP Attachment D, #10.

Q20: Is there a marketing plan that includes goals, audience segments, metrics, etc. that could be made
     available? Or does the scope of this engagement include the development of a plan?

A20:   There is a plan. Unfortunately, it is not available at this time.

Q21: It states that the marketing plan would work with the existing brand, positioning and messaging platform.
     Can these standards be made available?

A21:   They are currently undergoing a refresh. They will be made available to agency chosen once they are complete.

Q22: Within the Creative Services requirement, it specifies online advertising. Would this include
     enhancements to your current website (to support the campaign) or is the scope of this assignment only
     external online advertising such as interactive media assets, search engine marketing, email, etc.?

A22:   There can be a presence within the web site, but the amount will be managed. Please do not expect an extensive
       functionality/look/feel change.

Q23: The contract term would start August 1. What is the expected timing for the launch of the marketing
     campaign?

A23:   November

Q24: Considering the scope of this request is for a full-service agency, please explain in what situations would
     the University issue separate requests for proposals.

A24:   School needs not covered within the agency contract that exceed the cost threshold.
                                                          -4-

Q25: Is there a pre-determined budget for the scope of this assignment?

A25:   No.

Q26: Is there currently an incumbent agency and if so, can the name of the agency be shared?

A26:   See Answer #4.

Q27: Will the selected agency be implementing the work that comes from the WSoB Branding project - brand
     architecture, brand positioning and campaign standards - awarded in December 2012?

A27:   Yes.

Q28: Can we see/have access to the new brand architecture, brand positioning and campaign standards?

A28:   It is not complete at this time.

Q29: Is there a budget allocated? If so, what is the amount?

A29:   Please see question 25.

Q30: What is the typical annual media spend?

A30:   Please see question 3.

Q31: Can we see a flowchart of previous media purchased?

A31:   We are unclear as to what you are referring to. Perhaps some of the responses shared within question 16 will be
       of assistance.

Q32: What media types are typically purchased?

A32:   Please see question 16.

Q33: What is the geographical footprint of the media?

A33:   Please see question 16.

				
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