SAM #36C25026Q0487

Comprehensive TV, Radio, and Digital Advertising Campaign for Dayton VA Medical Center

The Department of Veterans Affairs is seeking a contractor to deliver a comprehensive TV, radio, and digital advertising campaign for the Dayton VA Medical Center, focused on outreach to Veterans in a 17-county area. - Government Buyer: - Department of Veterans Affairs, Network Contracting Office 10 (Kettering, OH) - Office: Dayton VA Medical Center - Services Requested: - Full-service advertising campaign including creative development, media planning, and placement on TV, radio, and digital platforms (Facebook, X, YouTube) - Geo-targeted outreach to Veterans aged 18-55, women Veterans, rural Veterans, and those not currently enrolled at Dayton VAMC - Campaign must deliver at least 5 million impressions (performance standard: 8.5 million impressions) - Cost per thousand impressions (CPM) must not exceed $7 - Real-time reporting, monthly and final campaign reports required - All creative content and landing pages require VA approval - Unique/Notable Requirements: - Geo-fencing and targeted digital advertising across a 17-county region - Strict quality assurance and reporting standards - Aim to enroll 2,888 Veterans annually through the campaign - No specific OEMs or product part numbers are identified in the solicitation - Place of Performance: - Dayton VA Medical Center, Dayton, OH - Contracting office located in Kettering, OH

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) FOR TV/RADIO/DIGITAL ADVERTISING CAMPAIGN 1.0. General: 1.1. Scope: The Contractor shall provide all personnel, equipment, tools, materials, supervision, and quality control necessary, except as specified, to perform Advertising Services (non-personal service) as defined within this SOW. 1.1.1. Objectives: Provide professional advertising services to increase awareness about Dayton VA Medical Center benefits, programs, and services for Veterans not enrolled at Dayton VAMC. 1.1.2. Target Demographic: Veterans between ages 18-55, women Veterans, Veterans living in rural areas, and Veterans not enrolled at Dayton VAMC. 1.2. Background: Dayton VA is seeking a TV/radio/digital marketing/advertising campaign which ensures targeted demographic engagement through the radio, digital, and TV platform to increase awareness and grow the Veteran population to meet our projected goal of enrolling 2,888 Veterans per year. 1.3. Period of Performance (POP): The Period of Performance associated with TV/radio/digital advertising shall be a one-year period anticipated to be 1 June 2026 to 31 May 2027. 1.4. General Information: Place and Performance of Services: TV/radio/digital 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 PWS. 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 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 that Contractor employees understand that services outside the scope are performed wholly at the Contractor's expense. Combating Trafficking in Persons: The U.S. Government has adopted a zero-tolerance policy regarding trafficking in persons. Contractors and their employees shall not engage in severe forms of trafficking, procure commercial sex acts, or use forced labor during the contract period. The Contractor shall notify its employees of this policy and take appropriate action against violations, including termination if necessary. Organizational Conflicts of Interest (OCI): The Contractor and subcontractor personnel may have access to proprietary or source selection information or perform evaluation services which may create OCIs. The Contractor shall notify the KO immediately if such access or participation may result in an OCI and shall submit a plan to avoid or mitigate it. The KO will determine the acceptability of the mitigation plan and may impose remedies if necessary. 2.0. Government Furnished Property, Material, Equipment and Services (GFP/M/E/S): The Government will provide none for this contract. 3.0. Contractor Furnished property, Materials and Equipment (CFP/M/E): The Contractor shall provide all materials and equipment required to complete services within this PWS. 3.1. General: Except for items specifically stated as Government-Furnished, the Contractor shall furnish everything required to perform these services as indicated in paragraph 1.1. 4.0. Requirement: The Contractor shall provide/develop an advertising campaign for the Dayton VA Medical Center including but not limited to: 4.1. Radio/TV/Digital Advertising: The Contractor shall provide all labor, tools, materials, and transportation necessary for TV, radio, and digital advertising in the Greater Dayton/Miami Valley area. Proposed advertisements must be submitted for Dayton VA approval prior to use. 4.1.1. Schedule: Advertising shall be performed during the period identified in paragraph 1.3.1. 4.1.2. Scope: Advertising on TV, radio, and digital platforms capable of reaching Lima, Ohio, Richmond, Indiana, and other rural areas to increase awareness throughout Dayton and the surrounding 17-county catchment area. 4.2. Digital Campaign: The Contractor shall advertise using social media platforms such as Facebook, X, and YouTube to generate brand awareness through engagement with targeted audiences (rural, women Veterans, Veterans aged 18-55, and unenrolled Veterans). Proposed ads must be approved prior to use. The Contractor is responsible for the campaign's design, implementation, and reporting, but not for supervision of subcontractors. 4.2.1. Description of Services: Design and implement a digital campaign using geo-fencing for the 17-county catchment area, providing all necessary personnel, equipment, supplies, facilities, transportation, tools, supervision, and other items. 4.2.2. Requirements: Total Impressions: no less than 5 million for the entire campaign Engagement length: throughout the period identified Target CPM: no more than $7 Platforms: Facebook, X, YouTube Geo-targeting capabilities Media Formats: TV, radio, desktop, mobile Real-Time Reporting: impressions, reach, clicks, CTR, ROI analysis Ad Units: Single image, Carousel, Video Creative approval in conjunction with Dayton VA Landing page approval prior to implementation 4.2.3. Description of Services: Design and implement a TV and radio campaign to reach Veterans in rural areas, women Veterans, and Veterans aged 18-55, including all personnel, equipment, supplies, facilities, transportation, tools, supervision, and other necessary items. 4.2.4. Requirements: Provide TV, streaming, or OTT advertising over the air Provide radio advertising over the air Provide digital advertising on mobile or desktop Engagement length: throughout the period identified Platforms: local TV and radio stations reaching targeted groups Media Formats: TV, radio, digital Real-Time Reporting: reach, viewer totals, listeners, clicks, demographics, impressions, ratings, ROI Ad Units: video, images, text; creative approval required 4.2.5. Detailed Media Plan: Provide concept and ideas for maximum exposure, including placement, timing, and dates. Ensure compliance with targeted demographics and geo-targeting. Campaign performance must be measurable for ROI. 4.2.6. Finalized Media Plan: The Government will review and may provide feedback. The Contractor shall submit a final plan within 5 business days addressing feedback. 4.2.7. Reporting: Monthly reports on advertising status (first Friday of each month) and a comprehensive report within 10 business days after campaign end, including metrics, pacing, and results. The C&A requirements do not apply and a Security Accreditation Package is not required. TECHNICAL EXHIBIT 1 SUMMARY Establishes measurable performance standards for the Contractor, including digital and broadcast campaign delivery, impression minimums, CPM controls, creative approval workflows, real-time reporting, and geographic targeting. Acceptable Quality Levels (AQLs) define performance variance, and surveillance methods include inspections, dashboard monitoring, affidavits, and monthly reviews. TECHNICAL EXHIBIT 1: PERFORMANCE REQUIREMENTS SUMMARY (PRS) PWS Paragraph Task Performance Standard Acceptable Quality Level (AQL) Surveillance Method / By Whom 4.2 Design and implement digital campaigns using geo-fencing Geo-targeting must match 17-county requirement No deviation/month; corrected in 3 days Random Periodic Inspection By the COR, PAO or Public Affairs Representative 4.2 Provide creative, personnel, materials All creative approved prior to release 100% compliance Random Periodic Inspection By the COR, PAO or Public Affairs Representative 4.2 Deliver 8.5M impressions Total impressions meet/exceed requirement 100% of required impressions Random Periodic Inspection By the COR, PAO or Public Affairs Representative 4.2 Maintain CPM $7 Monthly CPM threshold 100% compliance Random Periodic Inspection By the COR, PAO or Public Affairs Representative 4.2 Run ads on Facebook, X, YouTube Platforms operational and delivering correctly 0 platform failure/month max Random Periodic Inspection By the COR, PAO or Public Affairs Representative 4.2 Desktop & Mobile delivery All formats functional 100% compliance Random Periodic Inspection By the COR, PAO or Public Affairs Representative 4.2 Real-time dashboard reporting Dashboard available and updated 100% uptime Random Periodic Inspection By the COR, PAO or Public Affairs Representative 4.2 Required ad units delivered Image, carousel, video meet spec and approved 100% compliance Random Periodic Inspection By the COR, PAO or Public Affairs Representative 4.2 Landing page delivery Meets VA brand & 508 rules 100% approval Random Periodic Inspection By the COR, PAO or Public Affairs Representative 4.2.3 Detailed Media Plan Includes all required elements Due within 5 business days after meeting Random Periodic Inspection By the COR, PAO or Public Affairs Representative 4.2.5 Final Media Plan Gov't feedback incorporated fully Due within 5 business days Random Periodic Inspection By the COR, PAO or Public Affairs Representative 4.2.6 Monthly Reports Includes metrics, pacing, results Submitted 5th business day each month COR and PAO 4.2.6 Final Campaign Report Complete summary including ROI Due within 10 business days after campaign Random Periodic Inspection By the COR, PAO or Public Affairs Representative 4.2.3 TV & Radio Campaign 100% of purchased spots must air 100% delivery Random Periodic Inspection By the COR, PAO or Public Affairs Representative 4.2.4 TV/Streaming Video Video assets air properly and meet spec No missed airing/month 4.2.4 Radio Advertising Spots air on approved stations 100% delivery minimum Random Periodic Inspection By the COR or PA Office 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 FAR 52.212-2, all offers will be considered under Comparative Analysis. The Government will award a contract to the responsible offeror whose conforming offer is most advantageous, considering price and other factors. Factors include: (1) Technical capability, (2) Price, and (3) Past Performance. Small Businesses are encouraged to seek assistance from their nearest PTAC.

ELECTRONIC INVOICE SUBMISSION: The VA Financial Service Center (FSC) is the designated office for invoice receipt. Vendors may be contacted for specific electronic submission instructions. All invoices should be mailed to: Department of Veterans Affairs, Financial Services Center, PO Box 149971, Austin, TX 78714-8971.

Offerors shall complete FAR 52.212-3, Offerors Representations and Certifications-Commercial Items, available online or include a written copy with their quote. The applicable clauses include: 52.203-16 PREVENTING PERSONAL CONFLICTS OF INTEREST 52.204-7 SAM registration 52.212-4 Contract Terms and Conditions-Commercial Items, with addenda: Additional clauses incorporated by reference include: 52.217-8, 52.217-9, 52.232-18, 52.237-3, 52.252-2, and others listed in the document.

Evaluation Criteria: The Government will award to the responsible offeror whose conforming offer is most advantageous, considering price and other factors. The evaluation will consider technical capability, past performance, and price, with a focus on best value.

52.212-2 EVALUATION COMMERCIAL PRODUCTS AND SERVICES (NOV 2021): The lowest-priced acceptable quote based on technical evaluation will be awarded. Rejection of the lowest quote as unacceptable will lead to evaluation of the next lowest.

Past Performance will be evaluated based on at least two references from similar scope contracts within the last 5 years, including agency name, contact, scope, and value.

Additional Links: Veteran Affairs Homepage

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