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National Adoption Recruitment Campaign

Solicitation Number: HHS-ACF-CB-SBSS-12-001
Agency: Department of Health and Human Services
Office: Program Support Center
Location: Division of Acquisition Management
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Sources Sought
Added: Jul 12, 2012 5:06 pm
SOURCES SOUGHT NOTICE: National Adoption Recruitment Campaign

This is a Small Business Sources Sought notice. This is NOT a solicitation for proposals, proposal abstracts, or quotations. The purpose of this notice is to obtain information regarding: (1) the availability and capability of qualified small business sources; (2) whether they are small businesses; HUBZone small businesses; service-disabled, veteran-owned small businesses; 8(a) small businesses; veteran-owned small businesses; woman-owned small businesses; or small disadvantaged businesses; and (3) their size classification relative to the North American Industry Classification System (NAICS) code for the proposed acquisition. Your responses to the information requested will assist the Government in determining the appropriate acquisition method, including whether a set-aside is possible. An organization that is not considered a small business under the applicable NAICS code should not submit a response to this notice.

The purpose of the National Adoption Recruitment Campaign is to promote the adoption of children from the public child welfare foster care system to ensure that they have permanent adoptive homes with loving families. In addition, this work is also intended to increase the number of adults willing to provide a foster home for children who enter the foster care system. The Children's Health Act of 2000 provides that the Department of Health and Human Services (DHHS), through a grant or contract, plan, develop and carry out a national campaign to provide information to the public regarding the adoption of children with special needs.

Purpose and Objectives
As a result of the annual National Adoption Recruitment Campaigns, adoption opportunities for children in the public child welfare system will be increased through better understanding of the needs of the waiting children and of the qualities needed by adults who might adopt these children. Additionally, increased knowledge of support and financial assistance available to adopting families will promote a greater pool of families for waiting children.

Project Requirements

• Experience utilizing PSAs: Firms responding to this sources sought must demonstrate experience in utilizing PSAs to disseminate the campaign message out to the general public. The strategy will include a plan for the design, production and dissemination of broadcast, print, radio, Internet and alternative media. The PSA Campaign Strategy will also address how it will access advertising expertise in designing and producing the PSA campaign and products and how this access will enhance the product development.

• Extensive Media Outreach: Firms will be engaged in extensive media outreach to engage outlets in the National Adoption Recruitment Campaign. The PSA Campaign Strategy will describe how the Contractor will provide access to a broad range of media outlets to ensure national distribution of the message and to ensure the general public receives the message and information through more than one type of media. The PSA Campaign Strategy will describe how the Contactor will use existing partnerships with media outlets to promote and encourage use of the PSA Campaign.

• Public Relations: Firms will be expected to provide media outlets easy access to materials. The PSA Campaign Strategy will describe the Contractor's public relations strategy for the Annual Campaign and describe how it will implement the strategy. The goal of the public relations strategy will be to maximize distribution of the product and ensure that a significant portion of the general public hears the message.

• Access to Media Outlets: Firms are required to demonstrate some type of regular communication or established relationships with Public Service Directors nationwide. In addition, the Contractor will provide a strategy for successfully engaging media outlets and promoting the campaign materials with the each type of outlet. The Contractor shall recommend appropriate outlets for each campaign, which may include broadcast and cable television, radio, print and out-of-home, alternative media and the Worldwide Web.

• Access to Advertising Expertise: Firms must provide sustained and recent experience in producing a public service campaign that describes the types of activities that will be completed by other agencies through agreement, subcontract or other arrangement.

• Distribution: As part of its PSA Campaign Strategy, the Contractor shall describe in detail what will be distributed to influence the success of the campaign and how it will be used to engage media outlets. The Contractor shall design and distribute kits that utilize numerous media types and ensure distribution nationally.

• Media Monitoring: The Contractor will describe in its PSA Campaign Strategy how it will collect data on the success of its media outlet outreach efforts. It shall include targets for engagement of media outlets, both by type of outlet and geographically.

Capability Statement /Information Sought
Interested small business firms are highly encouraged to respond to this notice. However, firms should understand that generic capability statements are not sufficient for effective evaluation of their capacity and capability to perform the work required. Responses must directly demonstrate the company's capability, experience, and ability to marshal resources to effectively and efficiently perform the objectives described above. Any Small Business that believes that they have the ability to satisfy all of the above stated Project Requirements, and who meet the stated size standard, are encouraged to submit a capability statement. The statement will be evaluated based upon the following information:

(a) Staff expertise including their availability, experience and formal and other training
(b) Current in-house capability and capacity to perform the work
(c) Prior completed projects of a similar nature
(d) Strong past experience with nationwide public service announcement campaigns
(e) Corporate experience and management capability
(f) Ability to marshal and leverage volunteer talent
(g) Ability to conduct research and produce a campaign for specific populations, which may include those from different cultural backgrounds and those who do not communicate in English.
(h) Examples of prior completed government contracts, dollar value of those contracts, references and other related info.
The remainder of the capability statement should be tailored to the Project Requirements stated previously and must demonstrate that similar work has been performed in the past.

Information Submission Instructions
The written response to this notice must be provided electronically to Jolomi Omatete, Contract Specialist at no later than 5:00pm Eastern Standard Time on July 24, 2012 in either MS Word, WordPerfect or Adobe Portable Document Format (PDF).
Neither telephone nor facsimile responses will be accepted. All responses must be received by the specified due date and time in order to be considered. ANY RESPONSES RECEIVED AFTER THIS DATE AND TIME WILL NOT BE CONSIDERED.
The capability Statement should not exceed twenty (25), single sided pages (including all attachments, e.g. resumes, charts), presented in single-spaced, 12-point font size minimum.

On the first page of the written response, clearly state the following:
1. Company name
2. Company address
3. Technical and administrative point of contact, including names, titles, mailing addresses, telephone and fax numbers, e-mail addresses and website address
4. Company DUNS number
5. Size and type of company (e.g., 8(a), HUBZone, etc) pursuant to the applicable NAICS code, as validated via the central Contractor Registration (CCR). All respondents must register on the CCR located at

Questions may be forwarded to the following:

Contract Officer: Jolomi Omatete
U.S. Department of Health & Human Services
PSC/SAS/Division of Acquisition Management

Disclaimer and Important Notes
This notice does not obligate the Government to award a contract or otherwise pay for the information provided in response. The Government reserves the right to use information provided by respondents for any purpose deemed necessary and legally appropriate. Any organization responding to this notice should ensure that its response is complete and sufficiently detailed to allow the Government to determine the organization's qualifications to perform the work. Respondents are advised that the Government is under no obligation to acknowledge receipt of the information received or provide feedback to respondents with respect to any information submitted. After a review of the responses received, a pre-solicitation synopsis and solicitation may be published in Federal Business Opportunities. However, responses to this notice will not be considered adequate responses to a solicitation.

No proprietary, classified, confidential, or sensitive information should be included in your response. The Government reserves the right to use any non-proprietary technical information in any resultant solicitation(s).

Parklawn Building Room 5-101
5600 Fishers Lane
Rockville, Maryland 20857
Jolomi Omatete,
Contract Officer
Phone: 3014432673