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Multi-Cultural Marketing and Communications Campaign

Solicitation Number: 130462
Agency: Department of Health and Human Services
Office: Centers for Medicare & Medicaid Services
Location: Office of Acquisition and Grants Management
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130462
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Sources Sought
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Added: Nov 27, 2012 3:24 pm
Centers for Medicare & Medicaid Services (CMS)
Multi-Cultural Marketing and Communications Campaign
2012 Sources Sought Notice

THIS IS NOT A REQUEST FOR PROPOSAL (RFP) or SOLICITATION AND DOES NOT COMMIT CMS TO AWARD A CONTRACT NOW OR IN THE FUTURE.


Purpose: This SOURCES SOUGHT NOTICE is being issued to obtain capability statements from small businesses (e.g. 8(a), service-disabled veteran owned small businesses, HUB Zone small businesses, small disadvantaged businesses, veteran-owned small businesses and women-owned small businesses) that are capable, available and qualified to support CMS in its Multi-Cultural Marketing and Communications Campaign targeting Hispanic, African American and Asian-American Pacific Islander (AAPI) audiences. Support of this Campaign will require planning, developing, producing, delivering and executing marketing and communications tactics to reach multi-cultural audiences and their health care influencers, including their friends and family, community leaders, providers and partners. Outreach and education campaigns will educate the target audiences on a variety of programs administered by CMS, including but not limited to, Medicare, Medicaid, the Children's Health Insurance Program (CHIP), the Low Income Subsidy Program (LIS) and programs and provisions established by the Affordable Care Act (ACA). More specifically, potential offerors are required to demonstrate they have extensive and successful experience providing a full-range of marketing and communications activities reaching a range of target audiences on a national, regional and local level*.


Acquisition History: Historically, the Centers for Medicare & Medicaid Services (CMS) procured separate contractors including small business and 8(a)'s to reach Hispanic, African American and AAPI audiences. These contractors were tasked to plan and implement outreach and education campaigns to support CMS programs with a focus on the Medicare program. As a result of the Affordable Care Act (ACA) of 2010, CMS will be conducting outreach and education to new audiences.


CMS is seeking to identify contractors who are able to provide an integrated multi-cultural marketing approach and develop and implement marketing and communications campaigns for various multi-cultural audiences and various age segments. CMS is issuing a Sources Sought Notice to identify contractors who are able to provide consistent messaging across all audiences (Hispanic, African American and AAPI), develop culturally appropriate campaigns, and provide the Government "best value" with operational and economic efficiencies.


Program History: CMS encourages the use of marketing research and consumer-based approaches to transform congressional mandates or recommendations about programs, rights and responsibilities, health plan options, health promotion and disease prevention into message strategies that are useful, relevant and understandable to the Hispanic, African American and AAPI audiences enrolled in Medicare, Medicaid, CHIP or any provision created by the Affordable Care Act (ACA). Tasks may address specific health or program-related issues, specific target audience(s), or tasks may cover multiple health or program-related issues. The materials developed will be targeted to multi-cultural audiences and their health care influencers, including their friends and family, community leaders, providers and partners.


Description of the Work: Tasks that may be required primarily focus on developing, implementing and evaluating comprehensive Multi-Cultural Marketing and Communications campaigns for a variety of different topics. Types of campaigns may include, but are not limited to; Medicare Open Enrollment, Low Income Subsidy, Healthcare Exchanges, etc.


Scope of services may include:


1. Strategic planning services for outreach and education campaigns with recommendations based on experience, as well as research, (e.g. primary and secondary) and audience/industry insight.
2. Conducting both qualitative and quantitative formative research to document program requirements, collect consumer based data, audience segmentation and develop, test and refine health and program related messages for the target audiences.
3. Developing and executing culturally appropriate Hispanic, African American, AAPI public relations campaigns and in-language advertising (Spanish, Chinese, Korean and Vietnamese) in targeted markets. Tactics may include, but are not limited to: 1) Paid media (e.g. print, radio, television, digital, etc.) 2) Earned media (e.g. PSAs, satellite or radio media tours, etc.) and 3) Grassroots outreach (e.g. social marketing, local activities, partnerships, etc.).
4. Translation and transcreation services in the following languages: Spanish, Chinese, Korean and Vietnamese.
5. Developing and applying rigorous monitoring measures to track and evaluate the effectiveness of the simultaneously occurring tasks that will be performed or authorized by CMS.
6. Identifying, creating and maintaining partnerships with national and local community-based organizations that may help achieve agency goals. Once a relationship has been established, working with CMS staff to engage national and local community-based organizations in supporting agency efforts by tailoring and disseminating CMS messaging and materials on a grassroots level.


Instructions for Responding: Responses shall be in the form of a Capability Statement and shall demonstrate the experience of a respondent's ability to execute a Multi-Cultural Marketing and Communications Campaign targeting the Hispanic, African American and AAPI audiences (Responses that illustrate the capability to address all three audiences in one campaign are optimal. However, responses that illustrate the capability to address each audience in separate campaigns are acceptable as long as the responses address each of the target audiences). Targeted age ranges are individuals 18-34, 35-54 and 55 plus. Targeted languages should include Spanish, Chinese, Korean and Vietnamese.

The Capability Statement shall demonstrate experience in the following areas:


1. Communications: Demonstrate your experience communicating to Multi-Cultural audiences (Hispanic, African American and AAPI).
2. National Campaigns: Demonstrate your experience developing and implementing large-scale national marketing and communications targeting Hispanic, African American and AAPI audiences. A multimedia campaign approach for reaching the target audiences must be demonstrated.


3. Paid Media: Highlight your experience creating and purchasing broadcast, print digital and other media on a national, regional, or local basis to reach no less than five (5) million people. Provide an example paid media plan using a budget of no less than one million ($1,000,000) dollars executed by your business.
4. Creative: Demonstrate your expertise in developing creative for a campaign on a topic related to executing a Multi-Cultural Marketing and Communications Campaign targeting the Hispanic, African American and AAPI audiences. The expertise should include television, radio, print and digital examples.
5. Cash on Hand: Government accounting rules and industry requirements state that a firm must have the ability to fund media buys prior to receiving funding from the government. Please acknowledge your ability to fund media buys of one million ($1,000,000) dollars prior to receiving funding from the government.
6. Earned Media: Describe your experience conducting a variety of earned media tactics (e.g. press conferences, pitching, press calls, webinars, etc.) and securing strong earned media results. Details about established relationships with national and top-tier in-language publications (e.g. print, television, radio, newswire networks) and their local affiliates, as well as press contacts at these outlets, may also be included.
7. Translation/Transcreation*: Describe your experience translating materials that ensure the intent and meaning of the work/materials are conveyed appropriately and effectively for the target audience based on age, gender, ethnicity, etc. In addition, describe your experience developing culturally appropriate materials that are effective in reaching campaign goals. Please provide two samples of culturally appropriate materials that have been translated and transcreated by your company. Samples must be at least one page in length and must be appropriate for the Hispanic, African American or AAPI audiences. Samples will not be counted towards the page limit.
8. Conference Support: Describe your experience providing support for conferences and meetings of no less than one hundred (100) people as conference organizers, presenters, participants, exhibitors, or resource people. Conference services include, but not limited to, venue selection, logistics, material support, production support, technical support, audiovisual support and promotional support for conferences. Describe your experience working in collaboration with relevant clients to plan and execute conferences and/or meetings of similar scale.
9. Press Conference Support: Describe your experience providing supporting materials for press events. Materials shall include, but are not limited to, media kits, banners, blow-ups to dress the room, etc. Also, describe your experience conducting satellite media tours or radio media tours in support of press events.
10. Partnerships: Demonstrate your experience creating and maintaining partnerships with national and local* Hispanic, African American and AAPI organizations. Submission should include metrics that indicate success.
11. Direction/Deadlines/Schedules: Explain your ability to respond quickly (e.g. within half a business day to one business day) to a change in campaign direction (e.g. creative execution, communication tactics and campaign strategy) and/or meeting other time-sensitive deadlines. Also, comment on your experience managing an aggressive campaign execution timeline and ensuring that deliverables submitted are of the highest quality. Deliverables include material development, planning, press event coordination, spokesperson media training and interview coordination and monitoring/reporting.
12. Partners/Subcontractors: If your company submits a response with a partner company or subcontractor, provide an explanation of how your company as the prime will meet the requirements of FAR 52.219-14 Limitations on Subcontracting, including division of relevant requirements and contract oversight. Explain your experience working with and managing multiple (e.g. two or more) subcontractors for large/specialized marketing and communication tasks as defined above.
13. Government Contract Experience: Note any previous Government contract experience and indicate the contract type (e.g. Firm Fixed Price, Cost-Plus, Time and Materials, etc.) and period of performance.
Interested small businesses having the capabilities necessary to perform the stated requirements may submit capability statements to the point of contact (Elliott Sloan) listed at the end of this document. CAPABILITY STATEMENTS MUST DEMONSTRATE THE REQUIREMENTS OUTLINED ABOVE. Please address each capability in the order listed above.


Business: The business information outlined below must be submitted in the response:
1. DUNS Number
2. Company Name
3. Company Address
4. Company Point of Contact, phone number and email address
5. Type of company under NAICS (541810-Advertising Agencies; Size Standard: $14.0 million) as validated via the System for Award Management (SAM). Additional information on NAICS codes can be found at www.sba.gov.
6. Corporate structure (e.g. corporation, LLC, sole proprietorship, partnership, limited liability partnership, professional corporation, etc.).
7. Current GSA Schedules appropriate to this Sources Sought.
8. Any potential government contractor must be registered on the SAM located at https://www.sam.gov/portal/public/SAM/.
9. Point of Contact, phone number and email addresses of at least two individuals who can verify the demonstrated capabilities identified in the responses.
10. Statement about whether or not you have a Government approved accounting system. If you have an approved accounting system, provide the certification in which the accounting system was deemed adequate (e.g. the name of the audit agency and audit number). You may submit this information as an attachment that will not count towards the overall page limit.


The following information must also be provided as attachments: (a) company descriptive literature (b) listing of in-house capabilities, including Spanish, Chinese, Korean and Vietnamese speaking skills; (c) case studies/brief background information showcasing experience with a broad range of national, state and regional/local campaigns* targeting multi-cultural audiences of at least five (5) million people and; (d) experience with the type of performance expectations mentioned above. Attachments will not count towards the overall page limit of the capability statement.


Teaming Arrangements: All teaming arrangements shall also include the above-cited information and certifications for each entity on the proposed team. Teaming arrangements are encouraged.
Submission Requirements: All capability statements shall be submitted via email to the point of contact listed below. Responses must be submitted no later than December 14, 2012. Responses shall be limited to ten (10) double sided pages (e.g. twenty [20] single sided pages). Pages should be single-spaced, twelve (12) point font with a minimum of one (1) inch margins on all sides. Resumes of key personnel are limited to six (6) double-sided pages (e.g. twelve [12] single sided pages). Resumes should be single-spaced, twelve (12) point font with a minimum of one (1) inch margins. Resumes may be submitted as an attachment and will not count towards the page limit. CMS will review electronic media if it is included in the response.

Documentation should be sent to:


Elliott.sloan@cms.hhs.gov


Point of Contact:
Centers for Medicare & Medicaid Services
Attn: Elliott Sloan, Contract Specialist
Phone: 410-786-0320
Office of Acquisitions and Grants Management
Acquisitions and Grants Group
Division of Beneficiary Support Contracts
Mailstop: B3-30-03
7111 Security Boulevard
Baltimore, MD 21244



THIS SOURCES SOUGHT NOTICE IS FOR INFORMATION AND PLANNING PURPOSES AND IS NOT TO BE CONSTRUED AS A COMMITMENT BY THE GOVERNMENT. NO REIMBURSEMENT WILL BE MADE FOR ANY COSTS ASSOCIATED WITH PROVIDING INFORMATION IN RESPONSE TO THIS ANNOUNCEMENT AND ANY FOLLOW-UP INFORMATION REQUESTS. RESPONDENTS WILL NOT BE NOTIFIED OF THE RESULTS OF THE EVALUATION.


*National is defined as being conducted in all contiguous states and not limited to certain geographical areas. Regional/local includes focusing on a more segmented audience.


*Transcreation is an adaptation of creative work into another language or culture resulting in a text linguistically and culturally adapted for its intended audience. Transcreated material should have the same impact on the target audience as the original document.


 

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Sources Sought Word Document

Type:
Other (Draft RFPs/RFIs, Responses to Questions, etc..)
Label:
Sources Sought Word Document
Posted Date:
November 27, 2012
Description: This file is the Word document version of the subject Multi-Cultural Marketing and Communications Campaign Sources Sought.
:
7500 Security Blvd.
C2-21-15
Baltimore, Maryland 21244-1850
:
Elliott Sloan
Phone: 410-786-0320
:
Heather Robertson
Phone: 410-786-6888
Fax: 410-786-9088