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FY10-JSOH Media/Advertising

Solicitation Number: FY10JSOH316PAO
Agency: Department of the Air Force
Office: Direct Reporting Unit - Air Force District of Washington
Location: 11th CONS
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Combined Synopsis/Solicitation
Added: Dec 23, 2009 4:39 pm
JSOH Media/Advertising

1. This is a combined synopsis/solicitation for commercial items prepared in accordance with the format in the Federal Acquisition Regulation (FAR) Subpart 12.6, as supplemented with additional information included in this notice. This announcement constitutes the only solicitation; proposals are being requested and a written solicitation will not be issued.
Solicitation title FY10 JSOH - 316 PAO is being issued as a Request for Proposal (RFP) using the Simplified Acquisitions Procedures in accordance with FAR 13 guidelines. The solicitation document; incorporated provisions and clauses are those in effect through Federal Acquisition Circular (FAC) 2005-38.

2. This solicitation has been set aside 100% for a small business; all responsible sources may submit a proposal. The North American Industry Classification System (NAICS) code is 541810 and the business size standard is $7.0M.

3. The Government will award a firm fixed price contract for media/advertising services for the 2010 Joint Service Open House (JSOH) and is procuring the following:

Contract Line Item 0001: Quantity/Units- 1 Lot
Item description: Television Commercial Production for 2010 JSOH IAW paragraph 3b of the Performance Work Statement for requirement description.

Contract Line Item 0002: Quantity/Unit- 1 Lot
Item Description: Radio Commercial Production for 2010 JSOH IAW paragraph 3c of the Performance Work Statement for requirement description.

Contract Line Item 0003: Quantity/Unit- 1 Lot
Item Description: Print Production for 2010 JSOH IAW paragraph 3d of the Performance Work Statement (excluding Transit Advertising) for requirement description.

Contract Line Item 0004: Quantity/Unit- 1 Lot
Item Description: Transit Advertising Print Production for 2010 JSOH IAW paragraph 3d of the Performance Work Statement for requirement description.

Contract Line Item 0005: Quantity/Unit- 1 Lot
Item Description: Website Production for 2010 JSOH IAW paragraph 3e of the Performance Work Statement for requirement description.

Contract Line Item 0006: Quantity/Unit- 1 Lot
Item Description: Online and Social Marketing Outlet for 2010 JSOH IAW paragraph 3f of the Performance Work Statement for requirement description.


Performance Work Statement (PWS)


The 316th Wing Public Affairs is responsible for all elements of communication, internal and external, associated with promotion of the Joint Services Open House, commonly referred to as the Andrews Air Force Base Air Show, which will take place Friday, Saturday and Sunday, 14-16 May, 2010 at Joint Base Andrews Naval Air Facility Washington.

Under the terms of a firm fixed-price agreement, 316th Wing Public Affairs (316 PAO) seeks to engage the services of a qualified contractor to provide assistance through a complete range of branding, advertising, marketing and promotional services designed to achieve the following objectives:

• To establish a new brand for the event, sustainable over the next several years. This will be accomplished through the creation of multiple materials including, but not limited to, a logo and website, plus print, radio, television, internet banner, billboard and transit advertising.
• To generate public awareness through advertising, public relations, promotions and marketing about the time, date, scope, nature and details of the event.
• To help identify, announce and promote specialized features and commemorative elements associated with the 2010 event.
• To communicate all logistical elements associated with the event including parking, security requirements, prohibited items, weather contingencies, scheduled events, etc.
• To communicate the internal nature of the Friday-only, DOD-specific event.
• To facilitate media interviews, in advance and on-site during the days leading up to and the days of the event.

Our key audiences will include:

• General public within the Mid-Atlantic (Maryland/DC/Virginia) communities
• Tertiary markets ranging from New England through the Carolinas and as far west as Ohio
• Proven, dedicated air show fans
• Military audiences including active and retired residing throughout the Mid-Atlantic region

The following areas of service are needed and your recommended technical plan for the provision of each should be reflected in your proposal. The Contractor will work closely with the 316 PAO in developing and reviewing milestones. The Contractor will disclose which elements of the work described below shall be managed in-house and which elements of work shall be subcontracted. The Contractor shall name and describe potential subcontractors for each of the work elements described below, if applicable. The Contractor will be expected to work with the 316 PAO officers, enlisted personnel and civilian staff on communication and marketing initiatives.

STAFFING - The contractor shall provide all personnel, supervision, and services necessary to perform all identified functions related to Air Show promotions and creative services for the Joint Base Andrews Naval Air Facility Washington JSOH as defined in this Performance Work Statement (PWS). The contractor shall perform the requirements in this PWS, conforming to the professional standards identified in this PWS and generally accepted within the industry, and shall follow all applicable instructions and directives as identified by this PWS.

a. MANAGEMENT AND REPORTING - Upon Contract Execution, the Contractor shall provide full account management services monthly on or about the final work day of each month. These reports shall expand to weekly beginning six (6) weeks prior to the event and are due on Fridays (beginning on 2 April 2010). At the request of 316 PAO, such reports may be required twice weekly within the period 2 April through 16 May, 2010.

b. PLACE OF PERFORMANCE - Services shall be performed at Contractor's place of business, but be must be available for regular meetings on-site at Joint Base Andrews NAF Washington on a schedule mutually determined by both parties.

c. TIME OF PERFORMANCE - Services shall commence immediately upon Contract execution and shall continue through 31 May 2010, to include provision of a post-show follow-up report. Contractor must be able to provide continued staffing throughout that period of time.


The contractor shall develop a campaign timeline that summarizes anticipated project start and completion milestones that includes delivery of each of the elements identified in this PWS.


a. BRAND CREATION AND DEVELOPMENT -- JSOH's current public identity presents several brand challenges, not the least of which is the lack of identity among the general public that the Joint Services Open House is indeed an Air Show. The second challenge will revolve around the official change in the name of Andrews AFB from its current nomenclature to Joint Base Andrews Naval Air Facility (NAF) Washington, the promotion of which shall not be considered a part of this PWS. However, once established, Contractor on this project must, through the implementation of the brand development campaign on behalf of the Joint Services Open House, develop new brand strategy and or message architecture, for JSOH that is also reflective of the familiar name, Andrews. Such branding will begin with the development of a new logo that effectively communicates both the nature of the Air Show and its deployment at Andrews, albeit under a new name and imagery. All messaging and creative services will derive from these strategies and shall be consistent and impactful against target audiences and achieve agreed performance metrics.

b. TELEVISION COMMERCIAL PRODUCTION - Incorporating the new brand identity created through paragraph 3a. in this statement of work, the Contractor shall develop a series of four 30-second high-impact television commercials, created in such a way that the spot can be edited on an annual basis through voice-over and graphic changes for reuse in subsequent years with only minor budgetary alterations.

As required, the contractor shall develop treatments and scripts for video productions to support program needs. Upon approval of the script, the Contractor shall provide all pre-production, production, and post-production services including scouting sites, identifying talent, securing releases, negotiating buy-outs, scheduling and coordinating video and film shoots, AVID editing, composing original and securing rights of existing music, providing rough cuts as required, and providing a closed-captioned master and the appropriate number of copies upon request.

c. RADIO COMMERCIAL PRODUCTION - With oversight and management from 316 PAO, the contractor shall also create radio scripts to fulfill the needs of radio advertising outlets, most commonly :15, :30 and/or :60 scripts, in addition to any short "live read" information handed to the on-air personalities. These spots may also be used as radio public service announcements and may take the form of scripts or they may be pre-produced commercial, at the direction of 316 PAO leadership.

d. PRINT/OUTDOOR/COLLATERAL CREATIVE PRODUCTION - The Contractor's plan for Air Show promotion and marketing shall include the creative development, content development, copy, design, and production management for the following material elements:

Print ads
Transit Advertising (including mobile billboards, bus exteriors, bus and Metro interior cards and Metro station dioramas)

Contractor must provide all print advertising intended for transit advertising to CBS Outdoor, Inc.

The contractor shall provide at least two creative concepts for all major deliverables and subsequent designs. In addition, the contractor shall provide detailed cost estimates and production options, including price breaks at high volumes, to ensure optimum quality output at the most efficient price. All approved concepts and deliverables will be copyrighted to the Department of Defense/Air Force.

e. WEBSITE PRODUCTION - The contractor will work closely with 316 PAO to develop an informative, high impact, and comprehensive website that will provide a one-stop information resource for attendees, members of the media and sponsors to access and gather all information on the JSOH. The Contractor shall update the website with new or corrected information within 24 normal of receiving information from 316 PAO.

f. ONLINE AND SOCIAL MARKETING OUTLETS The contractor will assist 316 PAO in strengthening its online presence through use of Web 2.0 tools and technologies and outreach to new forms of media. This includes outreach through blogs, search engines and websites in an effort to publicize and promote the event as well as incorporation of social networking sites such as Facebook, MySpace, Twitter, YouTube and others, as appropriate, to achieve similar goals

* * *

NOTE - All creative elements, including print, broadcast, outdoor/transit, Web 2.0 and banner advertising must achieve agreed communications objectives against target audiences and geographic requirements, defined as: active duty military from all branches of service, retired members, future recruits, local community residents, Washington DC vacationers and multigenerational families of all demographics seeking education, entertainment, and unique patriotic outdoor events in the culturally rich geography of the nations' capital.

g. MEDIA PARTNERSHIP OUTREACH - In conjunction with - or as a precursor to - creation and development of the advertising plan, Contractor shall attempt to engage in media partnership relations with selected newspapers, radio stations and television stations. The concepts behind such relationships are to make these media outlets marketing partners with the event. Such relationships are designed to generate value-added benefits such as added air time or advertising space, an increased presence on the media outlets website, onsite appearances and enhancements and possible media sell through opportunities. Every effort shall be extended to negotiate such partnerships at no cost to the event, but should the terms of the relationship prove to be of better value to the Government when incorporated as part of a media buy - with said enhancements unavailable without such a media buy - then Contractor may incorporate this element into the Advertising strategy.

h. ADVERTISING - The contractor shall secure local (National Capitol Region) media for direct air show promotion to inform attendees about the event, increase general awareness of the event and maximize show attendance.

Media advertisements will consist of radio, television, newspapers, magazines, billboards, transit, direct mail, mobile billboards, online vehicles, onsite signage and/or other approved mediums and be targeted toward strategically located channels and news outlets, occurring with frequency one month before the event and increase to at least once per day in the preceding two weeks until event completion, or at a frequency which meets desired outcome as the assigned budget will allow. Contractor shall determine the advertising and marketing mix that provides the greatest value and optimal levels of exposure for the Government as possible, as determined by budget, reach and frequency numbers. Total advertising budget shall not exceed $105,000.00. For the purposes of this proposal, Contractor should submit a general advertising plan that shows recommended breakdowns of Advertising expenditures, with such plan to reflect the Contractor's best recommendations for placement of advertising while staying within the limitations of the available budget.

Upon execution Contractor shall submit their recommended advertising plan and attain "sign off" from Public Affairs prior to securing said media. Contractor shall also keep 316 PAO informed about pending and upcoming deadlines - including market trends affecting the availability of advertising inventory - well in advance of such deadlines in order to ensure the placement of all desired advertising.

i. TACTICAL PLANNING AND EXECUTION - The Contractor shall provide project management and coordination answerable to deadlines established by 316 PAO, ensuring the agreed plan is executed on time and within the agreed budget to include media placement, employee expenses (to include communication devices) or subcontracting outside services with mark ups not to exceed 15%. The contractor shall provide an integrated program approach that includes detailed project work plans, targeted deliverable dates, estimated costs with a detailed schedule of fixed fees or pricing approach, and anticipated equipment purchases and variable costs for approval. Work plans shall be updated weekly. Weekly project reviews must provide detailed progress in accordance with the agreed work plan that highlights anticipated risks, variable costs and potential budget overruns. In no instance shall the contractor exceed agreed budget items without prior written approval of the Contracting Officer.

j. PUBLIC RELATIONS CAMPAIGN - JSOH Management organization requires a full-service firm to form and execute a publicity communications plan to inform, communicate and engage the public of the region of the Washington DC MSA persuading attendance to a FREE air show/open house created for their enjoyment, education, and entertainment. This effort shall also communicate specific "news" elements associated with the event, including the message points detailed below. To a lesser extent, Contractor shall secure select, strategic national earned media to increase awareness of JSOH and Joint Base Andrews NAF Washington.

Message Generation to include:

Attendees: Directions, hour of operations, security considerations, parking and attendance instructions, performances (air and ground), list of displays, allowed and prohibited items, and any other items of information.

Members of the Media: Media contacts, approved graphics, biographies, show facts, downloads of 10 second and 30 second video spots, etc.

Sponsors: Sponsorship opportunities, contact details, etc.

k. PUBLIC SERVICE ANNOUNCEMENTS (PSAs) - Through the production of the television commercials, radio spots and print ads, Contractor shall engage in outreach efforts to secure placement of such materials as public service ads and announcements, taking into consideration both the cost of the event (FREE) and the public services (i.e., military) orientation of the event. If different from the designed advertisements, the PSAs should be tailored with targeted messages for specific, desired demographics or event elements.

l. MERCHANDISING - The Contractor shall if required by 316 PAO provide all material support to include labor and production expenses for the creation of merchandising elements including, but not limited to t-shirts, hats, lapel pins, posters and other materials showcasing the newly designed logo and identity of the event. For the purposes of this proposal, Contractor must outline their proposed strategy and document their past performance relative to the creation and production of collateral materials, in the event that the 316 PAO decides after contract award to incorporate a merchandising element into the program.

m. WRAP-UP REPORT - Contractor shall furnish 316 PAO with a comprehensive post-event wrap-up report due within two weeks following completion of the air show. This report shall include copies of all advertising and publicity materials generated in support of the show (including screen shot captures of on-line outreach and coverage), and screen shots or line item references to all TV and radio publicity hits. While this wrap-up report is due by 31 May 2010, 316 PAO recognizes that it often takes several weeks for press clipping services to provide all copies of articles that run. For this reason, should the Contractor require additional time to complete the report as they await receipt of final items, Contractor must communicate such request in writing to 316 PAO and an extension deadline shall be granted. The Government will not incur any cost for additional time required by the contractor past 31 May 10.


The contractor shall provide references, professional biographies, team member roles/areas of expertise and detailed examples of comparable experience completed within the last 5 years and selected team's proven performance with air shows and large sports or entertainment events with attendees exceeding 75,000. Experience with high level air shows and other localized events considered to be among the most prominent and prestigious in the marketplace is required as is a strong existing relationship with Washington-area mainstream media, including television and radio reporters, editors and assignment directors; newspaper and magazine editors and reporters; calendar and feature editors and managers of "things to do" blogs, websites and newsletters.


The contractor is responsible for ensuring an adequate number of qualified employees are assigned for fulfillment/duration of contract and report completion of all requirements to Public Affairs.

A senior team member of the Contractor organization must be on-site to ensure all program elements are executed for the duration of each event show times of 0700 - 1800 each day (14, 15, 16 May 2010) as needed. Senior team member is defined as an individual who has knowledge on the project and can operate independently.



The Government will provide the contractor with stock footage in the length determined by the contractor to effectively produce all media or print advertisements, a designated area for on-site support during event and strategic oversight/management to enhance communication during the contract period. Photos shall be provided from base archive or JSOH management shall arrange for military photographer.


Monthly Report of activities, hours expended and labor categories:

The contractor is required to submit a monthly report to the customer (316 PAO) and the Contracting Officer that lists the activities that the contractor performed during the previous month and the number of labor hours per labor category that were expended during the previous month. The contractor shall also list the total amount invoiced for the previous month.

Place of Performance: Joint Base Andrews (NAF) Washington, MD 20762. Period of Performance from time of award to 31 May 2010.

4. It is the vendors' responsibility to be familiar with all applicable clauses and provisions. All Offerors must submit representations and certifications in accordance with the provision at FAR 52.212-3, Offeror Representation and Certifications Commercial, with its offer. FAR 52.212-3 can be downloaded from the internet: or from, if registered in ORCA (On-line Representations and Certifications Application). Offerors that fail to furnish the required representation information, or reject the terms and conditions of the solicitation, may be excluded from consideration. DFARS 252.212-7000 Offeror Representations and Certifications - Commercial Items (Jun 2005) All FAR Clauses and provisions incorporated by reference may be viewed in full text via the Internet at or The following FAR provision is applicable: FAR 52.252-1, Solicitation Provisions Included by Reference. The following FAR clauses are applicable: FAR 52.252-2, Clauses Included by Reference; FAR 52.212-4, Contract Terms and Conditions Commercial Items, with addendum; FAR 52.212-5, Contract Terms and Conditions Required to Implement Statues or Executive Orders Commercial Items (Dec 2009), applies to this acquisition, and specifically the following FAR clauses under paragraph (b) are applicable: 52.219-6, Total Small Business Set-Aside (June 2003); 52.222-19, Child Labor-Cooperation with Authorities and Remedies (Aug 2009); 52.222-21, Prohibition of Segregated Facilities (Feb 1999); 52.222-26 - Equal Opportunity (Mar 2007); 52.222-35 - Equal Opportunity for Special Disabled Veterans, Veterans of the Vietnam Era, and Other Eligible Veterans (Sep 2006); 52.222-36 - Affirmative Action for Workers With Disabilities (Jun 1998); 52.222-37 - Employment Reports on Special Disabled Veterans, Veterans of the Vietnam Era, and Other Eligible Veterans (Sep 2006); 52.223-9 - Estimate of Percentage of Recovered Material Content for EPA-Designated Products(May 2008); 52.225-13 -Restrictions on Certain Foreign Purchases (Jun 2008); and 52.232-33 - Payment by Electronic Funds Transfer--Central Contractor (Oct 2003). The clause at DFARS 252.212-7001, Contract Terms and Conditions Required to Implement Statues or Executive Orders Applicable to Defense Acquisitions of Commercial Items (Nov 2009), applies to this acquisition, and specifically the following clauses under paragraph (b) are applicable: 252.225-7001 - Buy American Act and Balance of Payments Program (Jan 2009); 252.232-7003 - Electronic Submission of Payment Requests (Mar 2008); 252.232-7010 Levies on Contract Payments (Dec 2006) and 252.247-7023 - Transportation of Supplies by Sea, Alternate III (May 2002). The following DFARS clause is hereby incorporated into this solicitation: 252.204-7004, Required Central Contractor Registration (CCR) (Sep 2007). NOTE: CCR can be obtained by accessing the Internet, or by calling 1-888-227-2423. The CCR number must be obtained before award can be made. The following AFFARS clause applies to this acquisition: 5352.242-9000, Contractor Access to Air Force Installations (Aug 2007). The following local clauses apply to this acquisition: 316CONS-004, Environmental Compliance; 316CONS-007, Personnel Security Requirements; and 316CONS-010 WAWF Instructions and 5352.201-9101 OMBUDSMEN (Aug 2005).

5. Award will be made in accordance with simplified acquisition procedures established in FAR Part 13 procedures, to the responsive entity whose evaluated offer or proposal which represents the best value to the Government, price and other factors considered. Factors evaluated may include: perceived quality of product/service; technical approach; management plan; past performance; delivery capabilities; prior experience for this type of work/item; personnel experience; performance risk; et al. Award may be made to other than the lowest priced offer. The government intends to make award (offer) to the responsive firms without discussions; prospective offers are advised to submit their firm's best offer prior to proposal closing date of 14 Jan 2010, 12 Noon, EST; however, the Government reserves the right to conduct discussions. The Government reserves the right to enter into an agreement with other than lowest offer. The government intends to enter into an agreement without discussions, nevertheless, the government may communicate with an offeror in order to clarify or verify information submitted in its offer.

7. All solicitation questions must be received via electronic mail (email) to points of contact; Lt Marcus Miller via email at and/or Ms D'Jaris Gladden at no later than 12:00 PM EST, 7 January 2010.

All Proposals must be received no later than 12:00 PM EST, 14 January 2010. Proposals may be emailed to the above points of contact, mailed to: 316th CONS/LGCBA, ATTN: Lt Marcus Miller, 1535 Command Drive, EE-218, Joint Base Andrews NAF Washington, MD 20762 or sent by facsimile (fax) at 301-981-1907.

1535 Command Drive
Andrews AFB, Maryland 20762-6500
Joint Base Andrews Naval Air Facility (NAF) Washington
Andrews , Maryland 20762
United States
Marcus A. Miller,
Contracting Administrator
Phone: 3019816992
DJaris Gladden,
Contracting Officer
Phone: 3019812307
Fax: 301-981-1910