7D20--FY24: Whole Health Media Contract New Requirement

Questions and response - Whole Health Media Contract The closing date is extended to March 13, 2024. What is the projected timeline for the first initial campaign year? Estimated timeline is from April 2024-March 2023. What is the annual budget for the campaign per year? The budget will be provided after receiving quotes. Is this solicitation only open for Service-Disabled Veteran-Owned Small Businesses? At this time the solicitation is open for Service-Disabled Veteran-Owned. Is the goal about overall awareness of the campaign or are there specific call to actions such as app downloads, website views, etc.? It will include the amount of clicks on the campaigns and is for awareness right now. We would like to be able to track website views and have a call to action to sign up, but haven t gotten that figured out yet. What agency was assigned to the campaign when it was previously funded? Sachs Media Will you be providing zip codes for targeting? Yes- We will have to look them all up. There are many. Can you explain video production requirements (i.e., number of videos, length of videos, etc.)? Videos are typically 30 seconds to 2 minutes (add length). We had one video that was 8 minutes. We had 20 videos produced last FY and 29 the previous year. Year 1, the 19 videos were shot at 3 different locations and completed at only those 3 times and for the 20, we shot at two locations (2 times of videoing). The media company came up with scripts and direction and then edited them after and received feedback from the government team. Will you cover cost of travel for video production? No. Can you explain traditional media outreach ? Do you require that we submit as an SF Form 1449 for this solicitation? No, just follow instructions provided on the Combined synopsis posted. Do you prefer that the potential contractor has worked in the federal government sector? Experience is preferred, but not necessary. Are there any existing partnerships or relationships that we will be able to leverage? This campaign will work closely with the internal Public Affairs teams, other than that- No. Are there any specific challenges encountered during the previous campaign that we should be aware of? With national VA guidelines, we were not able to obtain an actionable item in order to help get people signed up for WH system of care. Will you be providing us with the list of zip codes, or are we researching the zip codes based on the areas mentioned? Both News Conference: Are we expected to host only one news conference? Is this news conference expected to be in person or virtual? Our recommendation would be to host multiple news conferences blending in person and virtual options as it looks like some of the locations may be in different media markets. We would like to host multiple news conferences that are both virtual and in person depending on the needs of the location. It could include releasing the videos and success stories of Veterans. We would like broad coverage across all of our enterprise. A minimum of 4 is requested and press releases with information at all 16 locations. Media Coverage: Do they have a sample of previous news coverage that they were able to garner in the previous campaign? Honoring Those Who Served This Veterans Day (capitalsoup.com) Local Marine Corps veteran continues to serve at the VA - Alachua Chronicle Media List: Do they already have a media list that they would like for us to start with, or should we pull a fresh list? We need you to pull a fresh list. Messaging Guidance: Do you have messaging from WH that we should utilize? Or should we work with the WH comms team to get the latest information on the messaging that was used in previous campaigns. We have messaging guidance based on communications messages from the national PR team and our site specific needs. Can the SDVOSB Prime firm contract more than 50% to a Certified VOSB? Please see information provided on attached document in the combined synopsis. Electronic Completion of Representations and Certifications: As per requirement (8), a completed copy of the representations and certifications at Federal Acquisition Regulation (FAR) 52.212-3 is to be completed electronically. We encountered issues following the provided link. Where can we find this document for completion? Please go to page 48 on the attached document with the combined synopsis. It states in the Solicitation that a previous company was contracted to be used for Crossing the Digital Divide and advertising Whole Health (WH) from within the VA and outside of the VA. Could you provide the name of the company or the contract ID number? Sachs Media Does the Government anticipate a similar Level of Effort to the incumbent contract 36C24821P1799? Yes What outreach products were created during the FY22-23 Whole Health campaign? We have a You Tube channel where you can see the videos that were produced: youtube.com/playlist?list=PL3AQ_JVoBEyzuE30k7PP8PZlzdfnAX6W1 We have an entire folder of assets that were used to advertise on social media that include digital images for marketing as well. Can the Government provide more details regarding the proposal requirements (e.g., page limits, format)? Please see page 46-47 from attached document on the combined synopsis. It will give more information on what to provide. Can the Government define the deliverables associated with performance of this contract? Please see the statement of work Can the Government confirm the timeline for submitting deliverables? For instance, for video and multimedia requirements, are final video products due within the 30 calendar days from the date of award? The campaign will be ongoing and there will be themes on a monthly basis, so it will be spread out over the year. Can the Government provide clarity on the timeline for kicking off the new contract (the RFQ states a timeline of October 2023 through October 2024)? That was an estimated time, now the new estimated award or Period of Performance will be April 2024 through March 2024. Can the Government confirm if travel will be included as an ODC cost for Contractors to film video testimonies with Veterans? Travel will be the responsibility of the contractor with in the price of the contract. Can the Government provide more information regarding the quantity and length of videos, PSAs, and commercials the Contractor will be expected to produce? Videos are typically 30 seconds to 2 minutes (add length). We had one video that was 8 minutes. We had 20 videos produced last FY and 29 the previous year. Year 1, the 19 videos were shot at 3 different locations and completed at only those 3 times and for the 20, we shot at two locations (2 times of videoing). The media company came up with scripts and direction and then edited them after and received feedback from the government team. Samples of previous years: Whole Health - YouTube Can the Government confirm if all video subjects will be provided by the Government and if they will be local to the North Florida and South Georgia regions? All subjects are provided by the government. They will mostly be local to NF/SG, though we may partner without VISN and branch out if it is deemed appropriate. Will contractor be solely responsible for identifying and compiling "facilities where Veterans frequent"? Contractor will work with NF/SG WH team in determining this. What are the capabilities required of the "custom dashboards" for reporting? Will routinely compiled customized pdf reports fill this requirement? It could fill this requirement. Per the requirement in the RFQ, "The Contractor must be able to track all zip codes throughout the NF/SG enterprise for the Geo Fencing" will the government require advertising reporting on the zip code level or does this refer to the capability to geo-fence each zip code? Contractor must geo fence at the locations and report on advertising. By "retarget sites" is the government referring to retargeting Veteran audiences who have visited the WH website on websites with video and display ad impressions? Or would this refer to retargeting Veteran audiences that visited the geo-fence locations with ads? It refers to targeting sites that Veterans frequent with our pop up adds. Can the government elaborate on the RFQ language "We will reach based on Tri Care, or engagement with the VFW s etc." so that we can determine a more accurate understanding of what the government wants and the LOE needed. We are targeting based on the Veterans locations and engagements at different areas. Will the contractor be responsible for placing digital billboards or just creating them? Both Can the government confirm if "The Contractor must have the capabilities to create track website flow and determine the number of Veterans affected" refers specifically to identifying the number of Veterans affected by the advertising campaign or more broadly the number of advertising audience members, which will likely include Veterans, family members and caregivers? We would like to be able to track the how many times our adds have been clicked on and diverted to the website. The government states that the contractor shall produce all deliverables required within 30 calendar days or less from the date of the award, which seems incredibly quick and not realistic if items are being newly created. Do items already exist that will be used for the campaign? Will the new awardee have access to all source files from the previous campaign? After the campaign begins, the contractor shall have a strategic plan in place to create the deliverables throughout the FY. The statement on surveys lacks specificity: Contractor may design and employe surveys to obtain information regarding Veteran perception and understanding of our services Is the contractor responsible for distributing the survey in addition to designing it and analyzing the survey results? Yes What survey platform does the government use/want to use? We do not have a preference. The government states The marketing firm may deploy a news conference to release survey results and necessary information to further the marketing campaign. What exactly is the contractor s role in this? Organizing, planning, hosting the entire news conference? Just providing materials? Organizing, planning, and hosting. Government leadership will be there. Can the government provide greater scope of work and deliverables to better determine LOE? There is creativity here. It could be around Veterans day and having Veterans who are successful in the program interviewed and celebrated etc. Video production, commercials, and PSAs are a part of the campaign lacks specificity. Can the government clarify specific quantities, type and scope of work to determine an accurate LOE? Videos are typically 30 seconds to 2 minutes (add length). We had one video that was 8 minutes. We had 20 videos produced last FY and 29 the previous year. Year 1, the 19 videos were shot at 3 different locations and completed at only those 3 times and for the 20, we shot at two locations (2 times of videoing). The media company came up with scripts and direction and then edited them after and received feedback from the government team. Whole Health - YouTube From the last two years. Is the contractor responsible for creating the videos, commercials, and PSAs? Yes. Is a PSA distribution campaign expected to be part of the advertising strategy? What is the desired reach? Yes. All of the North Florida/South Georgia catchment area. Question about pricing: there is an estimated impression count in here for how the ads will be served. Does Whole Health Campaign want an estimated cost per impression (including agency markup) or for pricing on the ad buy, would just our markup be sufficient. Relatedly, is Whole Health Campaign able to share how the past vendor structured the pricing? Please refer to contract 36C24821P1799- past contract. Can you provide specific guidelines on the length, format, and content for the video productions mentioned in the RFQ? Videos are typically 30 seconds to 2 minutes (add length). We had one video that was 8 minutes. We had 20 videos produced last FY and 29 the previous year. Year 1, the 19 videos were shot at 3 different locations and completed at only those 3 times and for the 20, we shot at two locations (2 times of videoing). The media company came up with scripts and direction and then edited them after and received feedback from the government team. Whole Health - YouTube From the last two years. Are there any preferences for the storytelling approach, such as featuring testimonials or a documentary style, to share Veterans' success stories? No preferences. We would like to have both styles. How many PSAs are anticipated to be part of the campaign, and are there specific channels (e.g., social media, television, radio) through which these should be distributed? These are all of the videos from last year, and we also had several other assets created each month based ono themes of the month. We would expect 3-4 per month. Videos are typically 30 seconds to 2 minutes (add length). We had one video that was 8 minutes. We had 20 videos produced last FY and 29 the previous year. Year 1, the 19 videos were shot at 3 different locations and completed at only those 3 times and for the 20, we shot at two locations (2 times of videoing). The media company came up with scripts and direction and then edited them after and received feedback from the government team. Whole Health - YouTube From the last two years. Will the VAMC provide any pre-existing content for these PSAs, or is the contractor expected to develop content from scratch? We can share pre existing content as inspiration, and limited use. We would like new content created. Given the comprehensive requirements for creative and technical production, could you offer any guidance on budgetary constraints or priorities that we should consider while planning our proposal? The budget will be yours to create based on the contracted amount. Priorities include creating content and distributing to make sure that Veterans are aware and coming in for services. Can you clarify the expected frequency and format of reporting on campaign performance? Are there specific metrics or KPIs you are prioritizing? We would like a quarterly report and a year end wrap up report. We would like to measure the Veteran reach, the click throughs and the measure how many Veterans were aware of at the beginning and ending of our campaign. We want to see WH services increased. Does the Government anticipate a similar Level of Effort to the incumbent contract 36C24821P1799? Yes What outreach products were created during the FY22-23 Whole Health campaign? VA Whole Health Coaching - YouTube We also have an entire file of assets created that include adds and creatives used to advertise. There were usually enough to share adds/content weekly. Can the Government define the deliverables associated with performance of this contract? Please see the statement of work.