July 24, 2009 Addendum Number 01 to All Bidders: Request for Proposals: Title: Issue Date: Issuing Agency: Opening Date & Time: RFP# VCCS-261-IA-09-003 Marketing of VCCS Great Expectations Program June 3, 2009 Virginia Community College System August 5, 2009 @ 3:00 P.M. Local Time
There was no mandatory or optional pre-proposal conference held concerning this Request for Proposals (RFP) solicitation. In lieu of a pre-proposal conference, written vendor questions concerning this Request for Proposals (RFP) were requested to be submitted by no later than close of business, 5:00 P.M. Local Time, Wednesday, July 15, 2009. The following questions were submitted via e-mail to the VCCS Purchasing Office:
QUESTION: In section III Statement of Needs, number 9 (All responses must include), You ask for an estimated cost for Media Buys. Considering the advertising area is state-wide and includes Northern Virginia, an open media budget could easily run a plan into the millions of dollars. Can you tell me Questions received concerning the Great Expectations RFP roughly how much you have budgeted for media cost associated with this project? Answer: No. The Commonwealth of Virginia Agency Procurement & Surplus Property Manual does not permit cost estimates relating to a procurement transaction to be open to public inspection. QUESTION: You also ask for a detailed timeline with milestones. In order to do this, we need to have a start date for the project. Have you established a date for awarding of this project? Answer: We hope to have accepted a proposal prior to Labor Day. QUESTION: Section III (“Statement of Needs,” page 3, item number 1) states that the Contractor will review the VCCS’ existing research, materials, etc. Does the VCCS anticipate that additional research may necessary? Answer: We would expect future research needs to be minimal.
QUESTION: Can you provide additional details about crafting “a statewide roll out plan for a related fundraising communications campaign (Section III, “Statement of Needs,” page 4, item number 4)? Answer: No. QUESTION: Although the timeframe for the Period of the Contract is “To Be Determined,” can you tell us when the majority of the work is expected to take place (e.g., 2009 or 2010)? I ask because in Section III (“Statement of Needs,” page 4, item number 7), it states that the online resource directory site for the foster care youth audience “will be launched at a Great Expectations event on October 23, 2009.” Does this mean that the majority of the work for this assignment must be completed by that date, or is that date merely a starting or mid-point for the overall project? Answer: The October 23 deadline represents the conclusion of the online resource directory element of the project. QUESTION: Who is responsible (Contractor or VCCS) for conducting the site’s test piloting in the six community colleges (Section III, “Statement of Needs,” page 4, item number 7)? Answer: The vendor is responsible for such testing. QUESTION: Does the VCCS anticipate the need to create printed versions (hard copies) of any of the materials developed for this program (e.g., the Resource Directory, brochures)? Answer: Yes. QUESTION: What are VCCS’s expectations for a successful outcome? How will the VCCS measure whether or not the Contractor has been successful? Answer: The success of this project is based on multiple outcomes, which are articulated on pages 2 and 3 of the background information. QUESTION: Is there an incumbent performing this work currently and will they bidding on this project? Answer: No. QUESTION: Is there a list of projects/publications/web sites that you currently have? Answer: Great Expectations materials can be found at the Web site at www.greatexpectations.vccs.edu. QUESTION: May we see any existing web based and print content? Answer: Yes.
QUESTION: Is it possible to view the resource center in its current development state? This and the other questions here are critical in us assessing the practicality of launching a site by October 23, 2009. Answer: Prototype information will be published as an additional addendum to the RFP on Monday, July 27, 2009. QUESTION: What are your specific goals, if any? How will we know if we’re successful? Answer: The success of this project is based on multiple outcomes, which are articulated on pages 2 and 3 of the background information. QUESTION: Your total fundraising goal appears to be two million dollars, correct? Is there a deadline for reaching this goal? Answer: The $2 million goal has a deadline of the end of 2009. The long-term goal for the sustainability of the Great Expectations project is $10 million. QUESTION: Do you have a captive audience? In other words, do you have access to emails, addresses, etc. either of those that would be specifically interested in this program or VA residents in general? If so, what is the list size? Answer: There is a minimal list of email addresses that will be made available to the vendor selected for this project. QUESTION: Which is more important, awareness or fundraising? Answer: Both are important. QUESTION: Please elaborate on who is in the “Great Expectations community.” How do you communicate with this community and how are they networked? Demographic information is important for us determining the appropriate means to your goals so please be as specific as possible. Answer: We consider the Great Expectations community to include foster care youth, foster parents, biological parents and social workers along with potential donors. QUESTION: The RFP states: Inspired by First Lady Anne Holton’s commitment to foster children through her “For Keeps” program and the ability of Virginia’s community colleges to help young people, a generous couple pledged $1 million as a challenge grant. Two million dollars still needs to be raised to take full advantage of the challenge grant. The resulting fund will be a significant resource for sustaining the project, enabling foster youth to pursue college, prepare for employment, and achieve positive life outcomes”. With this in mind, what is the budget currently slated for this contract/work?
Answer: State law forbids the disclosure of such information within the RFP process. QUESTION: On page 8 of the RFP it reads that a written Addendum will be issued on eVA and the VCCS purchasing web page in response to questions regarding this Request for Proposals. Is there a target date to post the Addendum? Answer: Yes, Friday, July 24, 2009. QUESTION: On page 2, there is mention of “a defined period of maintenance and revisions” necessary for the web-based resource center. Who will be responsible for determining that “defined period” – VCCS or the agency? Answer: Such a period will be collaboratively defined by the VCCS and the chosen vendor. QUESTION: On page 4 in deliverable #7, there is mention of a Great Expectations event to be held on 10/23. Would VCCS or the agency be responsible for planning and managing that event? Answer: The VCCS will be responsible for planning and managing that event. QUESTION: On page 4 in deliverable #7, there is mention of the operational prototype of the online resource for the program. Will the RFP bidders have access to the prototype as it stands now, in order to provide the best estimate of services still required to complete the project? Answer: Prototype information will be published as an additional addendum to the RFP on Monday, July 27, 2009. QUESTION: On page 4 in deliverable #7, there is mention of usability testing of the online resource at six pilot community colleges. Who will determine these pilot schools as locations for testing? Will the agency (or VCCS) be responsible for conducting and overseeing the usability testing? Answer: The Great Expectations Program Director will determine the colleges. QUESTION: What should happen to the marketing initiative, funds and Great Expectations program should the challenge requirements not be met? What is the timeframe for meeting the $2M fundraising challenge? Answer: The $2 million goal has a deadline of the end of 2009. The long-term goal for the sustainability of the Great Expectations project is $10 million. QUESTION: What is the budget for this marketing campaign? Answer: State law forbids the disclosure of such information within the RFP process. QUESTION: Is there a budget for this initiative?
Answer: The $2 million goal has a deadline of the end of 2009. The long-term goal for the sustainability of the Great Expectations project is $10 million. QUESTION: What are the three geographic areas or community colleges that are hosting the pilot programs? Answer: That information can be found on the VCCS Great Expectations Web site. QUESTION: If paid media is a recommendation, would the placement costs need to be included in this proposal or a separate SOW? Answer: Please refer to page 4 of the RFP. QUESTION: What is the weight of SWAM-certification in awarding the contract? Answer: It has been determined by the VCCS Purchasing Office, based on the Departmental Purchase Requisition estimated amount that the Small Business Prime Contractor Small Business Subcontracting Plan does not meet the Agency Procurement & Surplus Property requirements for this particular procurement. Attachment “A” (Sections A, B, & C) therefore is hereby deleted from this solicitation. Therefore, there will be no SWAM-certification weights utilized in awarding the contract
QUESTION: Who has developed the existing resource center and web content? Answer: Existing content has been internally developed. QUESTION: Is this firm also in consideration for the RFP? Answer: N/A QUESTION: What research is available regarding the needs, goals, motivations and attitudes of foster youth in Virginia? Answer: Substantial research is available through the Virginia Department of Social Services. QUESTION: Can we have access to view prototypes prior to offering our proposal? Answer: Prototype information will be published as an additional addendum to the RFP on Monday, July 27, 2009. QUESTION: The site launch on October 23, 2009 is a very aggressive timeline and may not be feasible. Even simple sites typically take 3-4 months to plan, design and implement. What would be the minimum requirements to include in this initial site launch? Is the launch date negotiable?
Answer: The launch date is non-negotiable. QUESTION: Are there any requirements for the technology or hosting infrastructure? The current site seems to run .NET on a Windows server. Answer: Such technical requirements will be collaboratively defined by the VCCS and the chosen vendor. QUESTION: What form of communications would you like to use to advertise the program in the state of Virginia? If television, what markets are you trying to target and how frequent will these ads run and for how long, 6-months, 1-year, 2-years? If radio, the same question. Television spots are vary [sic] expensive but can be extremely effective. We can include a recommendation in our proposal but we do not want to budget for the expense if the funding is not available to cover the entire campaign. Answer: Please refer to page 4 of the RFP. QUESTION: What is your fundraising goal and what is the timeframe being allotted for this campaign? Answer: The $2 million goal has a deadline of the end of 2009. The long-term goal for the sustainability of the Great Expectations project is $10 million. QUESTION: Since the VCCS has in-house and third-party designers that may be used for a portion of the project, is there a specific expectation around how this work will be split up with the agency selected? For example, would the agency be tasked with developing a new creative platform for Great Expectation -- and a style guide -- after which it would be executed by internal VCCS staff? Answer: That information is articulated on page 2 of the RFP, under the section entitled, “Purpose.” QUESTION: Will the agency be involved with development and refinement of the actual donation platform, beyond promoting it and building awareness? Answer: Yes. QUESTION: With regards to the resource directory request in the RFP: is there currently an infrastructure set up to compile data for this directory from different sources? Is there a need for the agency to develop a system for compiling relevant resources? Answer: The chosen proposal should include an efficient methodology for such resource compilation.
QUESTION: Will the microsite be hosting internally by VCCS? If so, will the agency selected be allowed access to the technical environment for web development purposes? Answer: Such technical requirements will be collaboratively defined by the VCCS and the chosen vendor. QUESTION: What are the metrics for fundraising? What do you see as success? Answer: The $2 million goal has a deadline of the end of 2009. The long-term goal for the sustainability of the Great Expectations project is $10 million. QUESTION: Who is funding this program? Answer: Great Expectations is a collaborative project funded by public and private resources. QUESTION: What is the approximate budget? Answer: The $2 million goal has a deadline of the end of 2009. The long-term goal for the sustainability of the Great Expectations project is $10 million. QUESTION: Was there a firm that designed the initial program? If so, who? Answer: Existing content has been internally developed. QUESTION: Will we be judged based on the financial/fundraising success of the campaign? Answer: Yes. QUESTION: How do we measure success of the campaign? Answer: That information is articulated on page 2 of the RFP, under the section entitled, “Purpose.” QUESTION: It’s mentioned in the RFP that there are prototypes for programs and collateral. Is information/materials available? Answer: Prototype information will be published as an additional addendum to the RFP on Monday, July 27, 2009. QUESTION: It’s mentioned that a feasibility study was performed? Is this information available as well as any other research? Answer: No. QUESTION: What are the community colleges now participating in the pilot program?
Answer: Great Expectations materials can be found at the Web site at www.greatexpectations.vccs.edu. QUESTION: What is the significance of the 10/23 launch date? Is that date firm? Answer: The date is firm, and it is the second annual VCCS Education Forum. QUESTION: What programs do you have in place that you want to continue in the fullimplementation of the effort? Answer: The Great Expectations remains in its pilot phase. QUESTION: Have you budgeted for display advertising on the Web and search advertising? Is this something that should be considered? Answer: That information is articulated on page 3 of the RFP, under the section entitled, “Statement of Needs.” QUESTION: What format would you prefer the presentation be in? Do you expect the proposer to develop and present a mock of a micro-site? Answer: Vendor discretion. QUESTION: What staff resources will be available to the agency from VCCS? Answer: Such resources will be collaboratively defined by the VCCS and the chosen vendor. QUESTION: What advertising, PSAs have been done in the past? Is that information available? Answer: There are no past PSAs or advertising. QUESTION: Will you be enlisting the help of a full-time fundraising company? Answer: No. QUESTION: Do you have an established fundraising goal or are you seeking our input and/or recommendations on a number to successfully execute a communications plan that will drive development efforts? Answer: The $2 million goal has a deadline of the end of 2009. The long-term goal for the sustainability of the Great Expectations project is $10 million. QUESTION: What is your goal for the Great Expectations program? Numbers of kids helped? Answer: To be determined in the future
Number of dollars raised? Answer: Not available at this time Answer: The $2 million goal has a deadline of the end of 2009. The long-term goal for the sustainability of the Great Expectations project is $10 million. QUESTION: How are children selected for the Great Expectations program? What are the typical points of entry into the program? Answer: Foster youth enter the Great Expectations program as a result of the partnership between individual community colleges and local social service agencies. QUESTION: Are there any legal restrictions on profiling foster children on the VCCS Great Expectations Web site or in other collateral material? Answer: No. QUESTION: Has VCCS experienced any resistance to profiling foster children for marketing purposes in the past? Answer: No. QUESTION: Do you already have success stories of foster children that have gone on to postsecondary educational institutions? Answer: Yes. QUESTION: May we get a copy of the Great Expectations logo and case brochure referenced in the RFP? Answer: Prototype information will be published as an additional addendum to the RFP on Monday, July 27, 2009. QUESTION: Can you elaborate on the purpose of the resource directory? What is the goal and vision for the directory? Answer: That information is articulated on page 3 of the RFP, under the section entitled, “Background.” QUESTION: Is the Offeror responsible for creating the resource directory prototype or is that the responsibility of the VCCS internal staff? Answer: The chosen vendor is ultimately responsible for creating the resource directory. QUESTION: What types of donors are Great Expectations targeting?
Answer: The chosen vendor will produce a proposal that speaks to donors at all dollar levels. QUESTION: Has VCCS contracted with a fundraising consultant for Great Expectations? Answer: Yes. QUESTION: Great Expectations deals with a lot of systematic issues outside of VCCS’ areas of expertise? Who are your partners for foster care services related to: Housing Life skills Academic education (which may include remedial education) College prep/college admissions Financial aid Answer: State and local social service agencies, individual community colleges and the Virginia Education Wizard are among the partners in Great Expectations. QUESTION: Are sponsorship programs already in place for Great Expectations? Answer: No. QUESTION: Is Great Expectations considering an employer outreach program for fundraising? Answer: Yes. QUESTION: Northern Virginia Community College is mentioned as a location for the Great Expectations pilot. What are the other five locations? Answer: That information can be found on the VCCS Great Expectations Web site. QUESTION: Are you expecting more than the foster care youth prototype to be available online for the scheduled pilot launch (Oct. 23, 2009)? Answer: Yes. QUESTION: What in-house resources are available to support Great Expectations? Answer: Such resources will be collaboratively defined by the VCCS and the chosen vendor. QUESTION: What is the allocated budget for the Great Expectations PR/marketing campaign including Web site development? Answer: State law forbids the disclosure of such information within the RFP process. QUESTION: How many agencies were sent a copy of the RFP?
Answer: In accordance with the Agency Procurement & Surplus Property Manual. Chapter 7, Paragraph 7.2.g., Titled: Competitive Negotiation, the VCCS solicited via U.S. Mail, six (6) sources of supply, including a minimum of four (4) DMBE-certified small businesses. No Commonwealth of Virginia agencies were sent copies of the RFP. QUESTION: Is there a current agency already working with Great Expectations? If so, who is the incumbent? Answer: No, N/A. QUESTION: Is the budget large enough to support a statewide campaign? Answer: Yes. QUESTION: Is the intention to provide in the RFP response the creative strategy – or just to show how we work? Answer: The RFP is seeking a creative strategy. QUESTION: Regarding the web-based “Resource Center” component of the project The RFP does not articulate a lot of detail about the content of the Resource Center but some additional marketing materials we have located indicate the internet-based Resource Center is for the foster youth, their parents, counselors, mentors etc. Is that a current list, and if not, could you tell us a bit more about the broader audience whom the microsite will communicate to? We’d like to plan appropriately for strategic communication and graphic design resources. Answer: That information is articulated on page 3 of the RFP, under the section entitled, “Background.” QUESTION: The RFP also references a “Resource Directory.” Is this Directory a subset of the Resource Center, or are the names being referenced interchangeably? If it is a separate center (website/microsite), could you articulate what the goals of the Directory are? Answer: The Resource Directory and Resource Center terms are being used by the VCCS interchangeably. QUESTION: Section III, Statement of Needs, #7 “Completion of the resource directory…” The final sentence in #7 states “The site will be launched at a Great Expectations Event, scheduled for October 23, 2009.” Are we correct in understanding that this site “launch” the RFP references is the operational prototype, or pilot site? By rough calculations, if you receive proposals on or about August 5 and decide within a few weeks, a rough prototype could be created in about two months time, which would be ready for review by the six pilot community colleges, but that will require strict time management and quick work.
Regarding this event, can you tell us a bit about the audience: is it an internal Great Expectations event, one for the broader community college system, or one for donors? That will help guide our planning for milestones of what must be completed by October 23, 2009. Answer: The expected audience for the October 23 event is both internal and external. QUESTION: 1) Has your institutional Advancement team executed marketing projects similar to this one? 2) We would like to see the awarded Response(s) including the proposed budget for that/those project(s). 3)If a specific initiative micro-site has never been produced, could we please review the Awarded Response for the www.vccs.edu site? Answer: 1) The Institutional Advancement Team to our knowledge has not executed marketing projects similar to the Great Expectations Project. This is a unique project that has to our knowledge never been undertaken before by any public entity in the nation, 2) Agency Procurement & Surplus Property Manual, Chapter 3, Paragraph 3.17, Titled: General Procurement Policies (Public Access to Procurement Records) states: a. Cost estimates relating to a procurement transaction prepared by or for an agency shall not be open to public inspection ( Code of Virginia, Para. 2.2-4342B). Bids and proposal records shall be open to the public only after an award. 3) The VCCS is not aware of an awarded response for the www.vccs.edu site.
QUESTION: The current online donations process for Great Expectations is via groundspring.org, of which Great Expectations is a Donor Advised Fund. Do you have a sense if you’d like to replace this groundspring.org relationship or simply link to the form you already have? We plan to propose an assessment of this setup, to determine if it is more cost‐effective to enhance the groundspring.org donations page (e.g. to implement the new tiers of donors) or if it would be more cost‐effective for Great Expectations to open its own merchant account and process its own donations. If you are sure that you would like to continue with groundspring.org, we can simply price changes to the system instead of replacement. Let us know your preference. Thanks. Answer: The VCCS Institutional Advancement Office is already considering a change in vendors regarding this function and are pleased to entertain any cost‐effective ideas. QUESTION: To correctly estimate the time/cost for your Resource Center, we’d love a bit more information about the contents of this online resource. Could you estimate for us which portion of the resource center is simply content? Will there be other features, such as the ability for people to request an appointment/meeting? Submit applications? A calendar of events? Let us know what components of the Resource Center you plan to have in addition to strict content (plain HTML pages with verbiage) and we can more accurately price the additional features (and determine if any need to be custom coded for your project).
Answer: Prototype information will be published as an additional addendum to the RFP on Monday, July 27, 2009. Deletion from RFP# VCCS-261-IA-09-003 as follows:
Attachment A ( Page 19) “Small Business Subcontracting Plan” Change RFP#VCCS-261-IA-09-003 to read as follows: Attachment B (Page 23) “Contractor Data Sheet” Change to Read: Attachment A A signed acknowledgement of this Addendum must be received by the issuing agency indicated on the face of the Request for Proposals either prior to the Request for Proposals response date and time or attached to the signed offer/bid response. Signature on this Addendum does not substitute for your signature on the original Request for Proposals document. The original Request for Proposals MUST be signed.
Nick Kaveski, CPPB, VCO Purchasing Manager Virginia Community College System (VCCS)
Name of Firm:____________________________________ Signature and Title:________________________________ Date:____________________________________________