R708--Digital and TV Advertising Questions and Answers 36C25026Q0487 Dayton VAMC

Responses to Questions Received for 36C25026Q0487 below: The deadline to submit on RFQ 36C25026Q0487 via email to Contract Specialist Jennifer.Nowak@va.gov has been extended to 05/25/26 from 05/20/26 with the time remaining the same deadline 12:00pm EST. Please ensure all parts of the RFQ are completed as directed. Thank you.
Question 1: Should we submit one total firm-fixed price only, or a detailed cost breakdown by media channel, production, creative, reporting, and management?  Answer: Detailed breakdown would be best Question 2: Are TV, radio, streaming/OTT, desktop, mobile and social all mandatory channels, or may the media plan allocate budget based on projected performance?  Answer: All requested Question 3: Can you provide more detail about your expectations of the real-time reporting requirement? Answer: As stated. Please review the solicitation Question 4: Does the CPM requirement apply exclusively to the digital campaign component, or To the total blended campaign across digital, TV, and radio? Answer: Removed CPM requirement Question 5: Is there a required minimum allocation or percentage distribution across these channels, or does the Govt allow flexibility in determining optimal media mix to meet requirements? Answer: Flexibility should be demonstrated in your bid. What you feel would best achieve our goals and why Question 6: Should our proposed media plan be optimized for reach & impressions, or should it be optimizing for enrollments? If the latter, what level of collaboration can we expect to set up the systems to deliver that attribution? Answer: Expectations are outlined in the solicitation Question 7: In PRS technical exhibit 1, 100% uptime, compliance, and platform functionality are listed as requirements. Since the contractor cannot affect whether Meta Ads, or Google has an outage, can you provide clarification surrounding this? Answer: The expectation is that there is virtually 100% uptime. Question 8: Landing pages are mentioned. What functionality do those landing pages need to have? Lead capture? Where should leads be directed if captured? Will we be able to use a sub-domain of the VA hospital main site? Answer: No Question 9 and Answer: Do we need to procure a dedicated domain? Answer: No Question 10: Are there any requirements or expectations regarding the number of creative assets to be used during the 12-month campaign or is it up to our discretion?  Answer: No. All will be provided by VA national Question 11: Are the monthly and after-action reports meant to be hand-off deliverables, or will we be expected to present them on meetings? Answer: Hand off deliverables, but, if need be, have the ability to present for further questions if needed. Question 12: For TV and radio campaign performance, please clarify what documentation will be considered acceptable for proof of delivery, including station affidavits, platform reporting, invoices, or other documentation. Answer: General advertising reporting to clients should be sufficient i.e. Engagement metrics (clicks, likes, shares, comments), Conversion rates and funnel performance, Cost efficiency by channel and campaign, CPA comparisons, Trends over time and by region or audience segment ( Generally, most advertising firms are prepared to demonstrate such metrics) Question 13: Please clarify whether contractor responsibilities for the landing page include creative development only, hosting and maintenance, analytics integration, or integration with an existing Government hosted platform. Answer: None. We have asked for streaming/ advertising on general, well viewed platforms Facebook, YouTube, Amazon, Spotify, etc.