SAM #36C25026Q0485

Billboard Advertising Campaign for Veteran Outreach at Dayton VA Medical Center

The Department of Veterans Affairs, Network Contracting Office 10, is seeking a contractor to deliver a comprehensive billboard advertising campaign for the Dayton VA Medical Center. - Government Buyer: - Department of Veterans Affairs, Network Contracting Office 10, Kettering, OH - Products/Services Requested: - Billboard advertising campaign targeting Veterans not currently enrolled at Dayton VAMC, with emphasis on younger Veterans (18-55), women Veterans, and rural Veterans - At least five static and three digital billboards across the Greater Dayton/Miami Valley area and rural counties (17-county catchment area) - Minimum of 18 million total impressions required - CPM (cost per thousand impressions) must not exceed $5 - Contractor to provide all personnel, equipment, materials, creative services, and media planning - Real-time reporting and monthly proof of performance required - Training for Dayton VA Public Affairs staff to update digital billboard messaging - Unique/Notable Requirements: - Geo-targeting to reach specific Veteran populations - Detailed media plan with suggested locations and campaign package required for government approval - Contractor responsible for design, implementation, and management of the campaign - No specific OEMs or vendors are named in the solicitation

Description

DESCRIPTION: THIS is a combined synopsis/solicitation for commercial items prepared in accordance with the format in Subpart 12.6, as supplemented with additional information included in this notice. This announcement constitutes the only solicitation; quotes are being requested, and a written solicitation will not be issued. This solicitation is being issued as a Request for Quote (RFQ) and the intent is to award a firm fixed price one-year contract. The solicitation document and incorporated provisions and clauses are those in effect through Federal Acquisition Circular 2005-26. All questions must be submitted to Jennifer Nowak, Contracting Specialist, by e-mail only before the deadline EST. All responses to questions that may affect offers will be incorporated into a written amendment to the solicitation. Technical questions and quotes must be sent by email to Jennifer.Nowak@va.gov. Statement of Work (SOW) DAYTON VA MEDICAL CENTER BILLBOARD ADVERTISING CAMPAIGN General: The Contractor shall provide all personnel, equipment, tools, materials, supervision, and quality control necessary, except as specified in the document as Government Furnished, to perform Advertising Services (non-personal service) as defined within this document. Objectives: Provide professional advertising services to increase awareness about Dayton VA Medical Center benefits, programs, and services for Veterans not enrolled at Dayton VAMC. Target Demographic: Veterans between ages 18-55, women Veterans, Veterans living in rural areas, and Veterans not enrolled at Dayton VAMC. Background: Dayton VA is seeking a billboard marketing/advertising campaign which ensures targeted demographic engagement through the billboard platform to increase awareness and grow the Veteran population to meet our projected goal of enrolling 2,888 Veterans per year. The Period of Performance associated with billboard advertising shall be a one-year period anticipated to be from 1 June 2026 to 31 May 2027. Place and Performance of Services: Billboard advertising shall target the Greater Dayton/Miami Valley area including rural areas in our 17-county catchment area. Quality Control (QC): The Contractor shall develop and maintain an effective QC Plan (QCP) to ensure services are performed in accordance with this SOW. The Contractor shall develop and implement procedures to identify, prevent, and ensure non-recurrences of defective services. The Contractor's QCP is how it assures itself that work complies with the requirements of the contract. As a minimum, the Contractor shall develop QC procedures that address the areas identified in Technical Exhibit 1, Performance Requirements Summary (PRS). Quality Assurance (QA): The Government will evaluate the Contractor's performance under this contract in accordance with an internal Quality Assurance Surveillance Plan (QASP). This plan is primarily focused on how the Government will ensure that the Contractor has performed in accordance with the performance standards. Contract Manager (CM): The Contractor shall designate a CM who shall ensure performance under this contract. The name of this person and an alternate who shall act for the Contractor when the CM is absent shall be designated in writing to the Contracting Officer (KO). The CM or alternate shall have full authority to act for the Contractor on all contract matters relating to daily operation of this contract. The CM shall work through the COR to resolve issues, receive technical instructions, and ensure adequate performance of services. The CM shall ensure that Contractor employees do not perform any services outside the scope of the contract without an official modification issued by the KO. The CM shall ensure Contractor employees understand that services performed outside the scope of the contract are performed wholly at the expense of the Contractor. Combating Trafficking in Persons: The United States Government has adopted a zero-tolerance policy regarding trafficking in persons. Contractors and contractor employees shall not engage in severe forms of trafficking in persons during the period of performance of the contract; procure commercial sex acts during the period of performance of the contract; or use forced labor in the performance of the contract. The Contractor shall notify its employees of the U.S. Government's zero-tolerance policy, the actions that will be taken against employees for violations of this policy. The Contractor shall take appropriate action, up to and including termination, against employees or subcontractors that violate the U.S. Government policy as described at FAR 22.17. Organizational Conflicts of Interest (OCI): The Contractor and subcontractor personnel performing services under this contract may receive, have access to, or participate in the development of proprietary or source selection information (e.g., cost or pricing information, budget information or analyses, specifications or work statements, etc.) or perform evaluation services which may create a current or subsequent OCIs, as defined in FAR Subpart 9.5. The Contractor shall notify the KO immediately whenever it becomes aware that such access or participation may result in any actual or potential OCI and shall promptly submit a plan to the KO to avoid or mitigate any such OCI. The Contractor's mitigation plan will be determined to be acceptable solely at the discretion of the KO. In the event the KO unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the KO may impose other remedies as he or she deems necessary, including prohibiting the Contractor from participation in subsequent contracted requirements which may be affected by the OCI. Government Furnished Property, Material, Equipment and Services (GFP/M/E/S): None besides guidance from department on advertisement requirements. Contractor Furnished property, Materials and Equipment (CFP/M/E): The Contractor shall provide all materials and/or equipment required to complete services required within this document. General: Except for those items specifically stated to be Government-Furnished in the paragraph on Government-Furnished, the Contractor shall furnish everything required to perform these services as indicated. Requirement: The Contractor shall provide/develop an advertising campaign for the Dayton VA Medical Center to include but not limited to: Billboard Advertising. The Contractor shall provide all labor, tools, materials, and transportation necessary to accomplish the billboard advertising for the Greater Dayton/Miami Valley area for Dayton VA. The Contractor shall submit, for Dayton VA approval, proposed advertisements prior to use. Schedule. Billboard advertising in the Greater Dayton/Miami Valley area shall be performed during the period identified in the final contract. Scope. The Contractor shall advertise on billboards throughout the Dayton VA 17-county catchment area. This includes rural areas. This will provide advertising and increased Dayton VA awareness throughout the city of Dayton and surrounding areas. Billboard Campaign. The Contractor shall advertise for Dayton VA using static and digital billboards to generate brand awareness through engagement with targeted audiences (rural, women Veterans, younger Veterans ages 18-55, Veterans not enrolled in VA health care). The Government shall not exercise any supervision or control over the subcontract service providers performing the services herein. Such subcontracts as service providers shall be accountable solely to the Contractor, who in turn is responsible to the Government. Description of Services: The Contractor shall design and implement a billboard campaign that features digital and static billboards. Billboards should be near Wright-Patterson Air Force Base and in rural areas in addition to other locations with high visibility in our catchment area. The Contractor also shall provide all personnel, equipment, supplies, facilities, transportation, tools, materials, supervision, and other items and non-personal services necessary to perform marketing/advertising agreements in this document. The Contractor will train Dayton VA Public Affairs personnel on how to change the messaging on the digital billboards and grant them access to make changes. Requirements: Total Impressions = no less than 18 million for the campaign Engagement length = throughout the period identified in paragraph 1.3.1. Target cost per thousand impressions (CPM) = No more than $5 cost per thousand impressions. Platforms to include at least five (5) static and at least three (3) digital billboards Geo-targeting capabilities to target county areas provided in paragraph 5.2.1 Media Formats = Billboards Real-Time Reporting to include impressions and monthly proof of performance reports to measure campaign effectiveness and Return on Investment (ROI) analysis for after-action reporting Contractor is responsible for creative working in conjunction with Dayton VA for approval Detailed Media Plan. The Contractor shall provide concept and ideas for maximum exposure of the Dayton VA to the target demographic identified. The Contractor will provide a detailed media plan of locations, placement, time, and dates for each billboard. The Contractor shall ensure 100% compliance with pre-determined targeted demographics and geo-targeted as determined by document. Campaign performance must be measurable to quantify ROI. The plan shall include how the Contractor intends to comply with the reporting requirements contained within. Finalized Media Plan. The Government will review the Contractor's detailed media plan and may provide feedback. If Government feedback is provided, within 5 business days of receiving the feedback, the Contractor shall submit a finalized billboard plan addressing such feedback. Reporting. The Contractor shall provide monthly reporting on the status of all advertising running during a single month (submit reports on the first Friday of each month) and provide a report on the entire campaign within 10 business days after the end of the completed campaign. This includes the development, management, and coordination of all billboard advertising/marketing. The C&A requirements do not apply, and a Security Accreditation Package is not required. TECHNICAL EXHIBIT 1 – Performance Requirements Summary The Performance Requirements Summary (PRS) outlines the measurable performance standards the Contractor must meet to ensure successful execution of all billboards, mobile, and digital advertising tasks specified within the Performance Work Statement (PWS). These standards provide the Government with clear expectations for quality, timeliness, and service delivery throughout the contract period. Contractor performance will be evaluated against the Acceptable Quality Levels (AQLs) identified in the PRS table, which include requirements such as timely correction of deficiencies, adherence to impression thresholds, development of media plans within required timelines, and delivery of monthly performance reporting. The Government will assess Contractor compliance through periodic inspections, customer feedback, and 100% review of critical deliverables, as documented in the surveillance methods assigned to each task. Meeting these standards is essential to achieve consistent advertising coverage, maximizing campaign effectiveness, and ensuring the Government receives the intended value from all contracted services. Paragraph Task Performance Standard Acceptable Quality Level (AQL) Surveillance Method / By Whom 5 Billboard Advertising Advertisements will rotate on a routine basis, and all market area billboards must be maintained in good condition the entire duration of the contract Defects/deficiencies observed shall be corrected by the Contractor within 3 calendar days. Random Periodic Inspection by the COR, PAO or Public Affairs Representative 5 Billboard Advertising Secure mobile billboard space in high traffic areas for maximum exposure. Mobile ad impressions between 67,500 and 225,000 Defects/deficiencies observed shall be corrected by the Contractor within 3 calendar days. Random Periodic Inspection by the COR, PAO or Public Affairs Representative 5 Digital Campaign Design and implement a mobile campaign using geo-fencing Defects/deficiencies observed shall be corrected by the Contractor within 3 calendar days. Random Periodic Inspection by the COR, PAO or Public Affairs Representative 5 Digital Campaign No less than 8.5 million impressions for entire campaignReal-time reportingMust possess ANG graphics Defects/deficiencies observed shall be corrected by the Contractor within 3 calendar days. Random Periodic Inspection by the COR, PAO or Public Affairs Representative 5 Detailed Media Plan Contains all required elements Within 5 business days after initial planning meeting. 100% Inspection by COR and POA 5 Finalized Media Plan Plan to incorporate Government feedback Within 5 business days after receiving the feedback. 100% Inspection COR and POA 5 Reporting Provide monthly reporting on the status of all advertisements running during a single month 100% Inspection All monthly reports will be provided to the COR(Contracting Officer Representative) and PAO (Public Affairs Officer) no later than the 5th business day of each month. You do not have to just use the block below to present your description & cost breakdown. Your items should include quantities, locations, plan to provide as described in the SOW. ITEM INFORMATION ITEM NUMBER DESCRIPTION OF SUPPLIES/SERVICES QUANTITY UNIT UNIT PRICE AMOUNT 0001 1.00 JB $__________ $___ Veteran Outreach billboard Advertising: Present quantities of bulletins, posters, and campaign package with costs and suggested locations in Dayton, OH, and surrounding areas. See SOW and/or PWS. Contract Period: BasePOP Begin: 06-01-2026POP End: 05-31-2027 GRAND TOTAL$__________ PROVISIONS AND CLAUSES: This combined synopsis lists one or more clauses by reference with the same force and effect as if they were given in full text (FAR 52.252-2). The provisions at FAR 52.212-1, Instructions to Offerors-Commercial Items, apply to this acquisition with the following addendum to the provisions of the standard provisions. In accordance with Federal Acquisition Regulation FAR 52.212-2 Evaluation-Commercial Items, all offers will be considered under Comparative Analysis. The Government will award a contract resulting from this solicitation to the offer responsible, whose offer conforming to the solicitation will be most advantageous to the Government, price and other factors considered. The following factors shall be used to evaluate offers: (1) Technical capability, (2) Price, and (3) Past Performance. NOTE: The Government reserves the right to award without discussions; vendors shall submit the most favorable terms. Small Businesses are encouraged to contact their nearest Procurement Technical Assistance Center (PTAC) if assistance is needed in preparing their quote. ELECTRONIC INVOICE SUBMISSION: The Department of Veterans Affairs (VA) Financial Service Center (FSC) is the designated agency office for invoice receipt in accordance with the Prompt Payment Act (5 CFR part 1315). FSC or its designated representative may contact the vendor to provide specific instructions for electronic submission of invoices. The vendor will be responsible for any associated expenses. FSC may utilize third-party contractors to facilitate invoice processing. Prior to contact by FSC or its designated representative for electronic invoicing submissions, the vendor shall continue to submit all invoices to FSC at the following mailing address: Department of Veterans Affairs, Financial Services Center, and PO Box 149971, Austin, TX 78714-8971. Offerors shall complete FAR 52.212-3 Offerors Representations and Certifications-Commercial Items available for online registration at http://orca.bpn.gov or include a written copy with the quote submitted. The clauses that apply to this solicitation are: 52.203-16 PREVENTING PERSONAL CONFLICTS OF INTEREST 52.204-7 (SAM registration) the successful offeror must be registered with the System Award Management (SAM) to be awarded a contract; you may register easily and quickly online at http://www.sam.gov 52.212-4 Contract Terms and Conditions-Commercial Items, applies to this acquisition, to include the following addendum to the clause: ADDENDUM to FAR 52.212-4 CONTRACT TERMS AND CONDITIONS COMMERCIAL ITEMS: Clauses that are incorporated by reference (by Citation Number, Title, and Date), have the same force and effect as if they were given in full text. Upon request, the Contracting Officer will make their full text available. The following clauses are incorporated into 52.212-4 as an addendum to this contract: 52.217-8 OPTION TO EXTEND SERVICES 52.217-9 OPTION TO EXTEND THE TERM OF THE CONTRACT 52.232-18 AVAILABILITY OF FUNDS 52.237-3 CONTINUITY OF SERVICES 52.252-2 CLAUSES INCORPORATED BY REFERENCE FAR Number Title Date 52.204-13 SYSTEM FOR AWARD MANAGEMENT MAINTENANCE OCT 2018 52.204-18 COMMERCIAL AND GOVERNMENT ENTITY CODE MAINTENANCE AUG 2020 852.242-71 ADMINISTRATIVE CONTRACTING OFFICER OCT 2020 VAAR 852.212-70 PROVISIONS AND CLAUSES APPLICABLE TO VA ACQUISITION OF COMMERCIAL ITEMS VAAR 852.237-70 (Contractor Responsibility) 852.2370-4 (Commercial Advertising). of Addendum to 52.212-4) (End) 52.212-5, Contract Terms and Conditions Required to Implement Statutes or Executive Orders-Commercial Items, applies to this acquisition which shall include the following clauses by reference. Clauses: 52.203-6, 52.217-8, 52.217-9, 52.219-4, 52.219-8, 52.219-23 alt1, 52.222-21, 52.222-26, 52.222-35, 52.222-36, 52.222-37, 52.222-42 Statement of Equivalent Rates for Federal Hires (MAY 2014) (29 U.S.C. 206 and 41 U.S.C. chapter 67): This Statement is for Information Only: It is not a Wage Determination. This is for Instruction Only. The Contractor is responsible for the correct title classification of workers and compliance with all DOL applicable wage and hour laws and assumes all related risks. The VA is not responsible for wage determinations and classifications. WAGE DETERMINATION LIST: 2015-4727 REVISION NUMBER 27 if applicable 52.225-3 Alternate I. The preceding Federal Acquisition Regulations (FAR) clauses and provisions may be accessed on the Internet at http://www.arnet.gov/far. The preceding Veterans Administration (VAAR) clauses and provisions may be accessed on the Internet at http://www.va.gov/oa&mmlvarr/. To receive credit as a Service-Disabled Veteran Owned Small Business, an offeror must be registered and verified in Vendor Information Pages (VIP) database. (http://www.VetBiz.gov) prior to submitting a quote. Evaluation Criteria: The Government will award a contract resulting from this solicitation to the offer responsible, whose offer conforming to the solicitation will be most advantageous to the Government, price and other factors considered. The following factors should be used to evaluate offers: Best Value: Technical and past performance, when combined, is more important than price. Work Required by Others: All work required by others shall be identified under this section by the Bidder. 52.212-2 EVALUATION COMMERCIAL PRODUCTS AND COMMERCIAL SERVICES (NOV 2021) The Government intends to award a contract resulting from this solicitation to the responsible quote, conforming to the solicitation, offers the lowest price and whose quote is evaluated to be acceptable under the technical acceptability standard described below. Quotes will be evaluated and ranked by total price, ranging from lowest to highest. The lowest-priced quote will be evaluated as acceptable or unacceptable based on the technical acceptability standard established in the solicitation. In the event the Government determines the lowest price quote to be technically unacceptable, the next lowest-price quote will be evaluated. This process will continue until an award ceremony can be held. To be determined technically acceptable: The quote provided for an evaluation is based on the contractor's ability to meet all requirements of the solicitation and will be considered technically acceptable if they are able to meet all requirements of the solicitation. Past Performance: The Past Performance Approach will be evaluated based on the offeror providing information regarding a minimum of two past performance references, previous experience providing American Sign Language Interpretation Services. The past performance must be within the last 5 years. Offeror's examples of previous efforts should be of similar size and scope as described in the SOW. Information should include agency name, location, description, and point of contact with phone number, contract or delivery order number, a brief scope of contract, and contract value, so that the government can evaluate past performance. The Government will make a determination of relevance. If no past performance information is readily available, the Offeror's past performance will not be evaluated favorably or unfavorably. The government will evaluate information in CPARS, FAPIIS, and personal knowledge of offerors. Include the Point of Contact name, phone number, and email for this contract or project. The VA will call this Point of Contact to ask about the performance.

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