R--Advertising/Marketing (S4) (660)

2 This is a SOURCES SOUGHT NOTICE for market research purposes only to determine the availability of potential businesses with capabilities to provide the services described in the Statement of Work Statement (SOW). Potential offerors are invited to provide information via e-mail to susan.delacruz@va.gov. All responses will be used to determine the appropriate acquisition strategy for a potential future acquisition according to SOW. Potential contractors shall provide, at a minimum, the following information to susan.delacruz@va.gov: 1) Name, address, point of contact name, phone number, and e-mail address. 2) Brief capability statement with enough information to determine if the company can meet the requirement. The Capabilities Statement for this sources sought is not expected to be a Request for Quote nor does restrict the Government to an ultimate acquisition

approach, but rather short statement regarding the company's ability to provide the service below. Any commercial brochures or currently existing marketing material may also be submitted with the capabilities statement. The capabilities will be evaluated solely for the purpose of determining to Set-Aside for the Small Business Community or to conduct as an Unrestricted Procurement. The Government must ensure there is adequate competition among the potential pool of available contractors using FBO website. This synopsis is for information and planning purposes only and is not to be construed as a commitment by the Government nor will the Government pays for information solicited. This synopsis is not a solicitation announcement for Request for Quote. No formal solicitation document exists at this time, and no contract will be awarded from this announcement. Respondents will not be notified of the results of the evaluation. All interested contractors should notify this office via email by 3:30 PM (MST) on April 25, 2019. STATEMENT OF WORK Contract Title: VA Salt Lake City Marketing & Advertising Campaign. Scope: Not to Exceed 12 months from contract award. Option to renew for subsequent 3 years. Risk Control: Office of Communications and Public Affairs at the VA Salt Lake City Medical Center will ensure information shared is accurate and not falsely represented. Place(s) of Performance: 1.VA Salt Lake City Medical Center 2.Vender Headquarters Background The VHA mission is to Honor America s Veterans by providing exceptional health care that improves their health and well-being. In fulfillment of this mission, the VHA provides services and benefits through a network of 144 hospitals, 1207 outpatient clinics, 134 community living centers, 114 domiciliary residential rehabilitation treatment programs, and a national mail in pharmacy program. The VHA is one of the largest and most advanced providers of health care in the world. Within VISN 19 VA Salt Lake City is comprised of the George E. Wahlen Medical Center and nine VA outpatient clinics, serving Veterans in the Mountain West including Utah, Nevada, and Idaho. Enrollment is the initial step to accessing VA health care. It consists of completing a 1010ez form and providing proof of military service using a DD214, Certificate of Discharge. Vesting, the secondary stage of participation includes a medical exam, also known as a History & Physical (H&P), to document the Veteran s medical condition at the time of entry into the VHA. Approximately two-thirds of all Veterans who enroll eventually transition to the vested stage. Within the 660-catchment area footprint, there are 160,000 Veterans, 66,000 of whom are enrolled in VA health care, leaving 94,000 non-enrolled Veterans. Of that number, a small portion may not financially qualify to take advantage of enrollment. The vast majority however, may not realize that they qualify or choose not to enroll. The primary purpose of this campaign is to determine the optimal methods of outreach to non-enrolled Veterans, develop marketing recommendations, budget, and timeframes for campaign execution. The secondary purpose of this campaign is to raise awareness of VA Salt Lake City s Whole Health Program. VA Salt Lake City is a VA Whole Health Flagship site. Whole Health's mission is to empower and equip Veterans to take charge of their health and well-being. Similar to the enrollment efforts of the campaign, the Whole Health Campaign will determine optimal methods of outreach to non-enrolled Veterans, develop marketing recommendations, budget, and timeframes for campaign execution. This is a Statement of Work for the FY19 Advertising/Marketing Contract for VA Salt Lake City. Brief Outline Enrollment: Marketing and Advertising Campaign with the focus of increasing enrollment and awareness at the VA Salt Lake City. Primary target demographic of Post 9/11 Veterans within the 660-catchment area. Age group: 25+ years old. Whole Health/Program Enrollment/Awareness Campaign: Purpose of increasing awareness and enrollment of the Whole Health Program. Will target Korean/Vietnam War Era Veterans 62+ years old in the 660-catchment area. Detailed data collection and analytical breakdown of Target Audiences Vender must be able to provide detailed breakdown of Veteran population demographics throughout Utah, Southern Idaho, and Eastern Nevada. Vendor must have access to third-party research databases and requisite staffing to analyze the findings. (ie: Scarborough, GfK MRI, Statista, Hootsuite, etc.) Vendor must perform analysis of current VA outreach practices and relative effectiveness. New marketing suggestions must be unique and complimentary to current VA outreach methodologies. Messaging Research/Development Vendor must use research findings to develop messaging campaigns for the purposes of: Increasing enrollment in VA Healthcare. Increasing enrollment in Whole Health Program. Increasing awareness of VA services/contributions within the community. Improving perception of VA within the community. Messaging campaigns are subject to approval by Office of Public Affairs and must meet graphics standards set by Department of VA. Messaging must effectively reach each demographic of Veteran. Simply advertising about VA services is insufficient for our branding and awareness needs. Efficacy of a message must be verified through A/B testing and ongoing market research. Creative: Content Creation Vendor must have in-house capabilities to create content for digital, print, and radio applications, to include: Graphic designers capable of executing all required content for digital and print. This will include digital ads, billboards, flyers, mailers, etc. Must be able to format all content to the required specifications based on application. Vendor must be able to film and edit video content on-site at the studio provided by the VA Salt Lake City. This will reduce costs associated with studio rental and billable hours that detract from other advertising efforts. Vendor must have web developers on staff to create webpages, track usage, fix errors, and make updates as needed by the Office of Communications and Public Affairs. Vendor must be able to produce and record radio content for distribution. Upon completion of marketing plan, Office of Communications and Public Affairs reserves the right to create content or delegate content creation to the vendor. Savings will be applied to a future campaign expense. Images of actual Veterans must be used in advertising campaigns rather than models posing as Veterans. Graphic/Video design aesthetic must be relevant to current industry trends while maintaining professional image for VA Salt Lake City. Media Buying/Print Distribution Vendor must have in-house media buyers capable of negotiating competitive purchase rates for TV, Radio, Digital, Social media advertising campaigns. Vendor is responsible for developing media purchase calendar that adds the most value to the overall campaign. Media purchases must be validated via demographic data of Veteran media usage as determined by the data collection and analytical breakdown (Section 3.). Media buying calendar is subject to approval of the Office of Communications and Public Affairs. Campaign Monitoring & Technical Analysis Vendor must monitor and report effectiveness of campaign, validate that ads/commercials aired as intended, track web traffic, and make recommendations based on effectiveness of advertising plan. Vendor must possess closed source proprietary analytical software for the purposes analyzing data. Vendor must provide interface to Office of Communications and Public Affairs for the purposes of first hand monitoring of advertising effectiveness. Detailed Return on Investment (ROI) breakdown of each advertising initiative to include: Cost per impression, number of impressions, click through rate, retargeting success rate, etc. *The C&A requirements do not apply. *Security Accreditation Package is not required. ******************************End of Page**************************************