National Flood Insurance Program Strategic Tender in USA - 2364483

Procurement Summary

Country: USA

Summary: National Flood Insurance Program Strategic Marketing

Deadline: 28 Jan 2015

Posting Date: 22 Jan 2015

Other Information

Notice Type: Tender

TOT Ref.No.: 2364483

Document Ref. No.: HSFE6015I0001

Competition: ICB

Financier: Self Financed

Purchaser Ownership: -

Tender Value: Refer Document

Purchaser's Detail

Name: Login to see tender_details

Address: Login to see tender_details

Email: Login to see tender_details

Login to see details

Tender Details

Added: Jan 16, 2015 1:51 pm

R - Professional, administrative and management support services
General Information

Document Type: Sources Sought Notice including Synopsis

Solicitation Number: HSFE60-15-I-0001

Posted Date: January 16, 2015

Archive Date: February 9, 2015

Original Response Date: January 28, 2015

Current Response Date: January 28, 2015

Classification Code: R - Professional, Administrative and Management Support Services

Set Asides: None; Subcontract Plan must provide 25% small business set aside of total value of the contract

NAICS Code: 541810; 541850; 541890, 541990-Advertising Services; Professional Technical Services

Contracting Office Address

DHS - Federal Emergency Management Agency, Acquisition Operations Division, Mitigation Branch, 395 E Street, Washington, DC, SW 20472-3205

Description

This is not an RFP. This is both a synopsis and a survey to locate potential sources capable of performing the proposed work. It is anticipated that a Contractor will be required for an effort to provide marketing, advertising, and public relations services for the National Flood Insurance Program (NFIP) on behalf of Federal Insurance and Mitigation Administration charged with maximizing flood insurance policies. This document may also be considered a synopsis.
NFIP was created by an act of Congress in 1968, and is the largest mono-line insurance operation in the Nation. FEMA s National Flood Insurance Program (NFIP) operates a marketing and advertising program, called FloodSmart and the associated FloodSmart.gov websites to increase awareness of flood risk and to encourage homeowners, renters, condominium owners and business owners to purchase federally-backed flood insurance. The mission of the Risk Insurance Division (RID) is to provide flood insurance to help citizens and their communities effectively recover from flooding events. The vision of RID is a nation where everyone who needs flood insurance has it. This is accomplished through three primary strategic goals:
-c Achieve Operational Excellence

-c Deliver Flood Insurance to the Public

-c Implement program changes and reforms as directed by Congress
The current FloodSmart program consists of ongoing strategic areas of services managed by FIMA s Risk Insurance Division and operated through a multi-year contract. Additionally, independent insurance agents provide write your own (WYO) services where the agents write NFIP policies and the government financially backs the policies. The marketing services are intended to supplement Federal, state, and local government and private sector implementation of Federal statutes and regulations designed to require the purchase of flood insurance in certain circumstances. Varied marketing communications activities are needed to improve understanding of the NFIP, the benefits of flood insurance, and to stimulate interest in and prompt consumer decision-making leading to new purchase and retention of sufficient amounts of flood insurance coverage. Varied marketing communications activities are needed to improve understanding of the NFIP, the benefits of flood insurance, and to stimulate interest in and prompt consumer decision-making leading to the purchase and retention of sufficient amounts of flood insurance coverage. The contractor which performs these services will provide strategic marketing direction, establish advertising campaigns, manage multi-million dollar annual media purchases, provide administrative support, direct and manage: website development and maintenance; government representation and various industry conferences directed to flood insurance stakeholders; provide direct mail and call center support; perform analyses/assessments of various campaigns and actions taken; liaise with all parties of interest (i.e., stakeholders); dynamically propose campaigns modifications, including electronic marketing and social media approaches; and provide accounting system support that comply with Cost Accounting Standards, including the rules and regulations, and audit responsibilities in implementing Section 26 of the Federal Procurement Policy Act, Public Law 100-679 (CAS).
Other functions and responsibilities will be required as reflected in the abbreviated Statement of Objectives that follow. It is anticipated that much of the services cited will be performed by subcontractors so the lead Contractor must be skilled in managing other firms; taking the lead; communicating crisply and accurately; overseeing and accepting responsibility for subcontractor performance. The successful proposer will be able to show superior management and direction skills with its subcontractors.
The NFIP requires a contractor that is capable of providing a full-service integrated marketing, advertising and public relations effort for the National Flood Insurance Program. The contractor shall provide all personnel, facilities, equipment, materials, supplies, services, and otherwise do all things necessary for providing the policy growth requirement
The general areas of ongoing strategic performance include:
1. Day-to-day account service and management. Account management services include, but are not limited to an annual marketing, advertising and public relations plan; target audience strategies; consultative and presentation services; technical services/consultation.

2. Marketing strategies, annually or as required, that communicates effectively with the target audiences as described in the program objectives. The Contractor shall evaluate the previous years programs and advise FEMA on the future course of the marketing effort.
3. Marketing analysis including: research, conduct econometric and other studies in order to provide advice on Program direction. In addition the Contractor shall maintain and enhance databases designed to assess and track policy growth and analyze and measure market penetration. Ad hoc issue reports and quarterly reports on policy growth shall be submitted.
4. Develop annual paid media buys based on funding available. The Program Office allocates funding for these purposes to a SmartLink account. (SmartLink is a payment system operated by the Department of Health and Human Services (DHHS) and is used by government agencies for funding on demand.) As background, to disseminate flood insurance information, FloodSmart conducts a robust paid, direct-response advertising program across television, radio, print, online and direct mail mediums. To accomplish this, the program office establishes an allotment in the DHHS SmartLink account funds to support the execution of the paid media plan that is aligned to the annual Communications Plan approved by the Federal Insurance and Mitigation Administration (FIMA). The amount of funds placed in the SmartLink account for each contract year is a minimum of $10 million. FIMA from time to time, when additional funds were available, has increased the amount for paid advertising above and beyond $10 million. As funding increases the Contractor will need to be flexible in its management.
5. Provide for national, regional and local advertisements, develop media schedules, purchase broadcast time, print and internet space, and deliver advertisement materials to appropriate media outlets. The Contractor shall provide all labor, equipment, materials, supplies, tools, travel and all things necessary to create, design and deliver television, radio, internet, magazine, newspaper, outdoor/transit, static exhibits and displays, and signage advertising materials in support of all programs.
6. Perform pre and post advertisement analytics to assess campaign effectiveness. The Contractor shall perform research and tracking activities. The Contractor shall deliver reports based on information received from: conducting and evaluating target audience opinions; media tracking initiatives; creative and communications research including qualitative and quantitative research studies; and focus groups on prospect/customer attitudes, psychographics and demographics.
7. The Contractor will be responsible for developing all content for the two FloodSmart Websites including, but not limited to messaging, widgets, aps, mobile advertising and paid search. All solutions must be secure and demonstrate Section 508 compliance.
8. Contractor shall be responsible for a leads processing system that electronically captures, tracks, transmits, fulfills, and provides reports on lead activity. The leads system must include the ability to receive leads from the postal system, various web interfaces, and in-bound Call Center communications. Transmission of leads to insurance agents registered to receive and respond is to be done efficiently.
9. The Contractor will provide complete Public Relations for NFIP. The Contractor shall coordinate with FEMA External Affairs and execute public relations and media relations activities for flood seasonal outreach, quick response to weather events, and critical NFIP issues. The Contractor also manages all aspects of the NFIP radio or television spot advertisements including public service announcements (PSA s). Activities also include, but are not limited to: video testimonials of flood insurance policyholders, social media tracking, and social media utilization. The contractor may also be called upon to produce additional materials to explain various aspects of the NFIP through a variety of media.
10. The Contractor shall maintain and enhance outreach programs designed to foster positive communications with and through the NFIP s multiple stakeholders.
11. The Contractor shall maintain and enhance programs designed to assist insurance agents in marketing flood insurance policies.
12. Contractor shall propose participation in a minimum of six strategically identified conferences or tradeshows where FloodSmart can reach strategically important audiences including insurance agents, realtors, lenders and others. Examples of conferences to be considered: PIA, Big I, American Bankers Association, National Association of Realtors, Mortgage Bankers Association, Young Insurance Professionals, International Association of Insurance Professionals, and others. Consideration should also be given to strategically important regional conferences and tradeshows. Additionally, Contractor shall recommend incorporating Risk Insurance Division personnel as Subject Matter Experts for education sessions to strategic audiences and NFIP and/ or Contractor staff as exhibitors. The Contractor shall fully delineate expected costs for attendance (including all costs for tradeshow participation) expected numbers of attendees for breakout sessions, expected amount of floor traffic, travel costs for Contractor staff and Risk Insurance Division staff and expected ROI. At the end of each conference/tradeshow, the Contractor will prepare and deliver a report of actual costs for participation, net effect of participation (how many attendees at sessions, how many visitors to booth) lessons learned, recommendations for future events, and any other similar types of insights.
Additional requirements included:
1. Overall Agent participation objectives include:
a. Increase the participation of agents in the agent referral program by 25% annually;
b. Analyze current flood insurance marketing efforts done by WYO companies and provide gap analysis report and recommendations to NFIP with 18 months of contract award;
c. Determine how WYO and Independent agents, and others within companies, receive information from the NFIP about important program changes, rates, underwriting, claims, etc. Research WYO interactions with agents, insurance companies, associations and others (to include high-volume and low-volume producers) and analyze data gathered to determine where gaps exist in information flow. Identify recommendations on where opportunities to positively impact the knowledge transfer process exist. Develop and deliver actionable information/plan within 12 months of contract award date to address those opportunities and present to FEMA for possible program enhancements;
2. Promotion of Flood Insurance importance objective:
Coordinate with appropriate FIMA divisions in communicating the importance of flood resiliency at the community, business and personal level, including the purchase of flood insurance. Leverage other FIMA communications investments to include flood insurance information and look for ways to enhance FloodSmart communications to include flood risk knowledge and resiliency messaging. Coordinate with other FIMA divisions on at least four outreach efforts with cross-cutting messaging annually.
3. Perform Brand Management
Develop Brand Management Strategy by conducting opinion analysis of the NFIP among various audiences including policyholders and WYO agents as well as other stakeholders. Develop and deliver actionable recommendations, within 12 months of contract award, to enhance brand reputation across multiple sectors. Strategy should examine perceived value of flood insurance across multiple stakeholders, as well as threats to that value. Strategy should also take into consideration competition for policy sales, barriers to entry, and the ability of the NFIP to position itself in the market. Strategy should include specific recommendations for consideration on public/stakeholder interface with education/outreach efforts, claims process, underwriting process, cost of insurance, as well as other places where consumers/stakeholders interact with flood insurance process. Strategy should also include options on ways to implement plan across NFIP and all of its partners and stakeholders for consideration.
4. IT Management

a. Maintain Security: Contractor access to unclassified, but Security Sensitive Information may be required. Contractors and/or employees shall safeguard this information against unauthorized disclosure or dissemination. It should be noted that some accessible data may be considered Personally Identifiable Information (PII) and must be treated as such.
b. The Contractor shall safeguard and use responsibly all third-party proprietary software systems acquired by lease or purchase for use in the operation of the NFIP. The contractor shall take steps for the transfer of all software and their applicable lease contracts whenever this contract may be transitioned to another contractor or at the direction of the COR.
c. Accessibility under Section 508 of the Rehabilitation Act, as amended by the Workforce Investment Act of 1998 (P.L. 105-220) requires that when Federal agencies develop, procure, maintain, or use electronic and information technology (EIT), they must ensure that it is accessible to people with disabilities. Federal employees and members of the public who have disabilities must have equal access to and use of information and data that is comparable to that enjoyed by non-disabled Federal employees and members of the public. All EIT deliverables within this work statement shall comply with the applicable technical and functional performance criteria of Section 508 unless exempt.
Communications must meet the required communication needs of special audiences such as close captioning, large print, Braille, etc. (508 compliance). All materials developed must be compliant with Section 508 of the U.S. Rehabilitation Act. In addition, non-English speaking audiences must be considered in the solution and consultation should be done with FEMA during project planning to discuss making materials available in multiple languages.
d. The Contractor shall develop a facility Security Plan and certify it to ensure protection and control of the sensitive, unclassified information maintained. The facilities must meet all standards required by OMB Circular A-130 and the DHS 4300A.
e. The Contractor shall ensure that access to Contractor buildings, rooms, work areas, spaces, and structures that house DHS sensitive information or IT systems through which DHS sensitive information can be accessed, is limited to authorized personnel. The Contractor shall ensure that controls are implemented to deter, detect, monitor, restrict, and regulate access to controlled areas at all times. All Contractor personnel, subcontractors and consultants must be granted an "Entrance on Duty" by FEMA which requires US Citizenship and a favorable background investigation that controls are implemented to deter, detect, monitor, restrict, and regulate access to controlled areas at all times. All Contractor personnel, subcontractors and consultants must be granted an "Entrance on Duty" by FEMA which requires US Citizenship and a favorable background investigation conducted by Government personnel, prior to being granted access to any Government owned machines or FEMA/NFIP systems. Access to any government owned equipment must meet specific safeguards that meet DHS 4300A policy which includes requiring approved two factor authentication in compliance with HSPD-12.
5. Transition plan: The Government will provide the Contractor with a transition-in period not to exceed 90 calendar days. During the transition-in period, the Contractor shall become familiar with performance requirements, establish the management organization, and finalize the required Program Management Plan. The Contractor shall begin transition and assume duties in accordance with the Transition Plan, which is due within fifteen (15) calendar days of contract award. At a minimum, the Contractor shall address the following areas in the Transition Plan:
a. Interface and coordination with the Government

b. Identification of key transition events and objectives, including a transition schedule

c. Identification of key persons participating in the transition including authority of Contractor management during transition

d. Specific actions that will be taken to alleviate problems during the transition
e. During the transition-in period, the Contractor shall submit Weekly Progress Reports by each Wednesday of the week immediately following the week on which work is conducted. The Progress Report shall include, at a minimum:
i. A brief description of what was planned and what was accomplished during the reporting period

ii. A brief outline, by task and/or sub-task, of what is planned for accomplishment during the next four (4) weeks or to the end of the of the transition period if less than four weeks is left in the transition period

iii. Problems, delays, and risks experienced and specific action required to alleviate the problems and risks
f. The Contractor shall attend a Weekly Progress Review that will be held once a week with the NFIP Contracting Officer s Representative (COR) and the Contracting Officer

The meeting shall address progress, planned work, problems and risks.

The Contractor shall support a phase out or transition of services upon contract completion and shall cooperate with FEMA and/or any successor(S). All developed materials and data are property of the Government.
6. Transition Out: The Contractor shall support a phase out or transition of services upon contract completion and shall cooperate with FEMA and/or any successor(s).
a. The Contractor shall prepare a transition plan addressing coordination of efforts and assistance.

b. The Contractor shall participate in transition activities including planning sessions, briefings, demonstrations, training and ad hoc information sharing.

c. The Contractor shall prepare a final report outlining all work accomplished, under the contract, problems encountered and their solution, and make recommendations regarding the future performance of the services.

d. To further facilitate the transition to FEMA or a successor, the Contractor shall allow FEMA and/or other contractor staff reasonable access, as determined by the Contracting Officer, to the staff and facilities of the Contractor.
Contract Type and Duration
This will be a cost reimbursement contract which may be Time and Materials. The contractor must have a Defense Contract Audit Agency, or comparable auditor, approved CAS or be able to obtain such approval within a short period of time. The contract term will be a transition period of 3 or 4 months followed by a base period for the balance of the contract year. Four one year optional periods will be available, exercisable at the government s discretion.
Contract Amount
The estimated value of the contract over the five year period is $60 - $80 million. The value of media buys (using a SmartLink process) is not included in that amount. Media buys (includes media purchases, traditional and digital, direct mail and independent agent cooperative advertising reimbursements) are not considered revenue to the Contractor and are anticipated to amount to $50 million to $80 million over five years.
Set Aside
There is no current plan to set aside this award for small business. Capable small businesses are encouraged to respond.
However, a large business respondent must provide a subcontract proposal demonstrating that small business subcontractors will receive no less than 25% of the total value of the contract.
Response
Interested parties capable of performance should submit a declaration of interest demonstrating prior experience, resources, contracts (particularly federal contracts), and teaming arrangements.

Point of Contact

Nathan Wolf, Contract Specialist, Phone 202-646-4082, Email [email protected]

John Norway, Contracting Officer, Phone 202-304-4459, Email [email protected]
Place of Performance
Anywhere in US, presence somewhere within of Washington, DC

Added: Jan 21, 2015 1:06 pm

Return time should be 4 PM Eastern local time, 28 January 2015
The original posted time of 01 28 pm is a typo.
Anywhere in the US

NULL, District of Columbia NULL

United States
Primary Point of Contact.:

Nathan J. Wolf,

Contract Specialist

[email protected]

Phone: 2026464082Secondary Point of Contact:

John Norway,

Contracting Officer

[email protected]

Phone: 2023044459 General Information
John Norway,

Contracting Officer

[email protected]

Phone: 2023044459 General Information

Notice Type:

Sources Sought

Original Posted Date:

January 16, 2015

Posted Date:

January 21, 2015

Response Date:

Jan 28, 2015 4:00 pm Eastern

Original Response Date:

Jan 28, 2015 1:28 pm Eastern

Archiving Policy:

Automatic, 15 days after response date

Original Archive Date:

February 12, 2015

Archive Date:

February 12, 2015

Original Set Aside:

N/A

Set Aside:

N/A

Classification Code:

R -- Professional, administrative, and management support services

NAICS Code:

541 -- Professional, Scientific, and Technical Services/541810 -- Advertising Agencies

For Help: Federal Service DeskAccessibility
R - Professional, Administrative and Management Support Services

Set Asides: None; Subcontract Plan must provide 25% small business set aside of total value of the contract

NAICS Code: 541810; 541850; 541890, 541990-Advertising Services; Professional Technical Services

Contracting Office Address

DHS - Federal Emergency Management Agency, Acquisition Operations Division, Mitigation Branch, 395 E Street, Washington, DC, SW 20472-3205

Description

This is not an RFP. This is both a synopsis and a survey to locate potential sources capable of performing the proposed work. It is anticipated that a Contractor will be required for an effort to provide marketing, advertising, and public relations services for the National Flood Insurance Program (NFIP) on behalf of Federal Insurance and Mitigation Administration charged with maximizing flood insurance policies. This document may also be considered a synopsis.
NFIP was created by an act of Congress in 1968, and is the largest mono-line insurance operation in the Nation. FEMA s National Flood Insurance Program (NFIP) operates a marketing and advertising program, called FloodSmart and the associated FloodSmart.gov websites to increase awareness of flood risk and to encourage homeowners, renters, condominium owners and business owners to purchase federally-backed flood insurance. The mission of the Risk Insurance Division (RID) is to provide flood insurance to help citizens and their communities effectively recover from flooding events. The vision of RID is a nation where everyone who needs flood insurance has it. This is accomplished through three primary strategic goals:
-c Achieve Operational Excellence

-c Deliver Flood Insurance to the Public

-c Implement program changes and reforms as directed by Congress
The current FloodSmart program consists of ongoing strategic areas of services managed by FIMA s Risk Insurance Division and operated through a multi-year contract. Additionally, independent insurance agents provide write your own (WYO) services where the agents write NFIP policies and the government financially backs the policies. The marketing services are intended to supplement Federal, state, and local government and private sector implementation of Federal statutes and regulations designed to require the purchase of flood insurance in certain circumstances. Varied marketing communications activities are needed to improve understanding of the NFIP, the benefits of flood insurance, and to stimulate interest in and prompt consumer decision-making leading to new purchase and retention of sufficient amounts of flood insurance coverage. Varied marketing communications activities are needed to improve understanding of the NFIP, the benefits of flood insurance, and to stimulate interest in and prompt consumer decision-making leading to the purchase and retention of sufficient amounts of flood insurance coverage. The contractor which performs these services will provide strategic marketing direction, establish advertising campaigns, manage multi-million dollar annual media purchases, provide administrative support, direct and manage: website development and maintenance; government representation and various industry conferences directed to flood insurance stakeholders; provide direct mail and call center support; perform analyses/assessments of various campaigns and actions taken; liaise with all parties of interest (i.e., stakeholders); dynamically propose campaigns modifications, including electronic marketing and social media approaches; and provide accounting system support that comply with Cost Accounting Standards, including the rules and regulations, and audit responsibilities in implementing Section 26 of the Federal Procurement Policy Act, Public Law 100-679 (CAS).
Other functions and responsibilities will be required as reflected in the abbreviated Statement of Objectives that follow. It is anticipated that much of the services cited will be performed by subcontractors so the lead Contractor must be skilled in managing other firms; taking the lead; communicating crisply and accurately; overseeing and accepting responsibility for subcontractor performance. The successful proposer will be able to show superior management and direction skills with its subcontractors.
The NFIP requires a contractor that is capable of providing a full-service integrated marketing, advertising and public relations effort for the National Flood Insurance Program. The contractor shall provide all personnel, facilities, equipment, materials, supplies, services, and otherwise do all things necessary for providing the policy growth requirement
The general areas of ongoing strategic performance include:
1. Day-to-day account service and management. Account management services include, but are not limited to an annual marketing, advertising and public relations plan; target audience strategies; consultative and presentation services; technical services/consultation.

2. Marketing strategies, annually or as required, that communicates effectively with the target audiences as described in the program objectives. The Contractor shall evaluate the previous years programs and advise FEMA on the future course of the marketing effort.
3. Marketing analysis including: research, conduct econometric and other studies in order to provide advice on Program direction. In addition the Contractor shall maintain and enhance databases designed to assess and track policy growth and analyze and measure market penetration. Ad hoc issue reports and quarterly reports on policy growth shall be submitted.
4. Develop annual paid media buys based on funding available. The Program Office allocates funding for these purposes to a SmartLink account. (SmartLink is a payment system operated by the Department of Health and Human Services (DHHS) and is used by government agencies for funding on demand.) As background, to disseminate flood insurance information, FloodSmart conducts a robust paid, direct-response advertising program across television, radio, print, online and direct mail mediums. To accomplish this, the program office establishes an allotment in the DHHS SmartLink account funds to support the execution of the paid media plan that is aligned to the annual Communications Plan approved by the Federal Insurance and Mitigation Administration (FIMA). The amount of funds placed in the SmartLink account for each contract year is a minimum of $10 million. FIMA from time to time, when additional funds were available, has increased the amount for paid advertising above and beyond $10 million. As funding increases the Contractor will need to be flexible in its management.
5. Provide for national, regional and local advertisements, develop media schedules, purchase broadcast time, print and internet space, and deliver advertisement materials to appropriate media outlets. The Contractor shall provide all labor, equipment, materials, supplies, tools, travel and all things necessary to create, design and deliver television, radio, internet, magazine, newspaper, outdoor/transit, static exhibits and displays, and signage advertising materials in support of all programs.
6. Perform pre and post advertisement analytics to assess campaign effectiveness. The Contractor shall perform research and tracking activities. The Contractor shall deliver reports based on information received from: conducting and evaluating target audience opinions; media tracking initiatives; creative and communications research including qualitative and quantitative research studies; and focus groups on prospect/customer attitudes, psychographics and demographics.
7. The Contractor will be responsible for developing all content for the two FloodSmart Websites including, but not limited to messaging, widgets, aps, mobile advertising and paid search. All solutions must be secure and demonstrate Section 508 compliance.
8. Contractor shall be responsible for a leads processing system that electronically captures, tracks, transmits, fulfills, and provides reports on lead activity. The leads system must include the ability to receive leads from the postal system, various web interfaces, and in-bound Call Center communications. Transmission of leads to insurance agents registered to receive and respond is to be done efficiently.
9. The Contractor will provide complete Public Relations for NFIP. The Contractor shall coordinate with FEMA External Affairs and execute public relations and media relations activities for flood seasonal outreach, quick response to weather events, and critical NFIP issues. The Contractor also manages all aspects of the NFIP radio or television spot advertisements including public service announcements (PSA s). Activities also include, but are not limited to: video testimonials of flood insurance policyholders, social media tracking, and social media utilization. The contractor may also be called upon to produce additional materials to explain various aspects of the NFIP through a variety of media.
10. The Contractor shall maintain and enhance outreach programs designed to foster positive communications with and through the NFIP s multiple stakeholders.
11. The Contractor shall maintain and enhance programs designed to assist insurance agents in marketing flood insurance policies.
12. Contractor shall propose participation in a minimum of six strategically identified conferences or tradeshows where FloodSmart can reach strategically important audiences including insurance agents, realtors, lenders and others. Examples of conferences to be considered: PIA, Big I, American Bankers Association, National Association of Realtors, Mortgage Bankers Association, Young Insurance Professionals, International Association of Insurance Professionals, and others. Consideration should also be given to strategically important regional conferences and tradeshows. Additionally, Contractor shall recommend incorporating Risk Insurance Division personnel as Subject Matter Experts for education sessions to strategic audiences and NFIP and/ or Contractor staff as exhibitors. The Contractor shall fully delineate expected costs for attendance (including all costs for tradeshow participation) expected numbers of attendees for breakout sessions, expected amount of floor traffic, travel costs for Contractor staff and Risk Insurance Division staff and expected ROI. At the end of each conference/tradeshow, the Contractor will prepare and deliver a report of actual costs for participation, net effect of participation (how many attendees at sessions, how many visitors to booth) lessons learned, recommendations for future events, and any other similar types of insights.
Additional requirements included:
1. Overall Agent participation objectives include:
a. Increase the participation of agents in the agent referral program by 25% annually;
b. Analyze current flood insurance marketing efforts done by WYO companies and provide gap analysis report and recommendations to NFIP with 18 months of contract award;
c. Determine how WYO and Independent agents, and others within companies, receive information from the NFIP about important program changes, rates, underwriting, claims, etc. Research WYO interactions with agents, insurance companies, associations and others (to include high-volume and low-volume producers) and analyze data gathered to determine where gaps exist in information flow. Identify recommendations on where opportunities to positively impact the knowledge transfer process exist. Develop and deliver actionable information/plan within 12 months of contract award date to address those opportunities and present to FEMA for possible program enhancements;
2. Promotion of Flood Insurance importance objective:
Coordinate with appropriate FIMA divisions in communicating the importance of flood resiliency at the community, business and personal level, including the purchase of flood insurance. Leverage other FIMA communications investments to include flood insurance information and look for ways to enhance FloodSmart communications to include flood risk knowledge and resiliency messaging. Coordinate with other FIMA divisions on at least four outreach efforts with cross-cutting messaging annually.
3. Perform Brand Management
Develop Brand Management Strategy by conducting opinion analysis of the NFIP among various audiences including policyholders and WYO agents as well as other stakeholders. Develop and deliver actionable recommendations, within 12 months of contract award, to enhance brand reputation across multiple sectors. Strategy should examine perceived value of flood insurance across multiple stakeholders, as well as threats to that value. Strategy should also take into consideration competition for policy sales, barriers to entry, and the ability of the NFIP to position itself in the market. Strategy should include specific recommendations for consideration on public/stakeholder interface with education/outreach efforts, claims process, underwriting process, cost of insurance, as well as other places where consumers/stakeholders interact with flood insurance process. Strategy should also include options on ways to implement plan across NFIP and all of its partners and stakeholders for consideration.
4. IT Management

a. Maintain Security: Contractor access to unclassified, but Security Sensitive Information may be required. Contractors and/or employees shall safeguard this information against unauthorized disclosure or dissemination. It should be noted that some accessible data may be considered Personally Identifiable Information (PII) and must be treated as such.
b. The Contractor shall safeguard and use responsibly all third-party proprietary software systems acquired by lease or purchase for use in the operation of the NFIP. The contractor shall take steps for the transfer of all software and their applicable lease contracts whenever this contract may be transitioned to another contractor or at the direction of the COR.
c. Accessibility under Section 508 of the Rehabilitation Act, as amended by the Workforce Investment Act of 1998 (P.L. 105-220) requires that when Federal agencies develop, procure, maintain, or use electronic and information technology (EIT), they must ensure that it is accessible to people with disabilities. Federal employees and members of the public who have disabilities must have equal access to and use of information and data that is comparable to that enjoyed by non-disabled Federal employees and members of the public. All EIT deliverables within this work statement shall comply with the applicable technical and functional performance criteria of Section 508 unless exempt.
Communications must meet the required communication needs of special audiences such as close captioning, large print, Braille, etc. (508 compliance). All materials developed must be compliant with Section 508 of the U.S. Rehabilitation Act. In addition, non-English speaking audiences must be considered in the solution and consultation should be done with FEMA during project planning to discuss making materials available in multiple languages.
d. The Contractor shall develop a facility Security Plan and certify it to ensure protection and control of the sensitive, unclassified information maintained. The facilities must meet all standards required by OMB Circular A-130 and the DHS 4300A.
e. The Contractor shall ensure that access to Contractor buildings, rooms, work areas, spaces, and structures that house DHS sensitive information or IT systems through which DHS sensitive information can be accessed, is limited to authorized personnel. The Contractor shall ensure that controls are implemented to deter, detect, monitor, restrict, and regulate access to controlled areas at all times. All Contractor personnel, subcontractors and consultants must be granted an "Entrance on Duty" by FEMA which requires US Citizenship and a favorable background investigation that controls are implemented to deter, detect, monitor, restrict, and regulate access to controlled areas at all times. All Contractor personnel, subcontractors and consultants must be granted an "Entrance on Duty" by FEMA which requires US Citizenship and a favorable background investigation conducted by Government personnel, prior to being granted access to any Government owned machines or FEMA/NFIP systems. Access to any government owned equipment must meet specific safeguards that meet DHS 4300A policy which includes requiring approved two factor authentication in compliance with HSPD-12.
5. Transition plan: The Government will provide the Contractor with a transition-in period not to exceed 90 calendar days. During the transition-in period, the Contractor shall become familiar with performance requirements, establish the management organization, and finalize the required Program Management Plan. The Contractor shall begin transition and assume duties in accordance with the Transition Plan, which is due within fifteen (15) calendar days of contract award. At a minimum, the Contractor shall address the following areas in the Transition Plan:
a. Interface and coordination with the Government

b. Identification of key transition events and objectives, including a transition schedule

c. Identification of key persons participating in the transition including authority of Contractor management during transition

d. Specific actions that will be taken to alleviate problems during the transition
e. During the transition-in period, the Contractor shall submit Weekly Progress Reports by each Wednesday of the week immediately following the week on which work is conducted. The Progress Report shall include, at a minimum:
i. A brief description of what was planned and what was accomplished during the reporting period

ii. A brief outline, by task and/or sub-task, of what is planned for accomplishment during the next four (4) weeks or to the end of the of the transition period if less than four weeks is left in the transition period

iii. Problems, delays, and risks experienced and specific action required to alleviate the problems and risks
f. The Contractor shall attend a Weekly Progress Review that will be held once a week with the NFIP Contracting Officer s Representative (COR) and the Contracting Officer

The meeting shall address progress, planned work, problems and risks.

The Contractor shall support a phase out or transition of services upon contract completion and shall cooperate with FEMA and/or any successor(S). All developed materials and data are property of the Government.
6. Transition Out: The Contractor shall support a phase out or transition of services upon contract completion and shall cooperate with FEMA and/or any successor(s).
a. The Contractor shall prepare a transition plan addressing coordination of efforts and assistance.

b. The Contractor shall participate in transition activities including planning sessions, briefings, demonstrations, training and ad hoc information sharing.

c. The Contractor shall prepare a final report outlining all work accomplished, under the contract, problems encountered and their solution, and make recommendations regarding the future performance of the services.

d. To further facilitate the transition to FEMA or a successor, the Contractor shall allow FEMA and/or other contractor staff reasonable access, as determined by the Contracting Officer, to the staff and facilities of the Contractor.
Contract Type and Duration
This will be a cost reimbursement contract which may be Time and Materials. The contractor must have a Defense Contract Audit Agency, or comparable auditor, approved CAS or be able to obtain such approval within a short period of time. The contract term will be a transition period of 3 or 4 months followed by a base period for the balance of the contract year. Four one year optional periods will be available, exercisable at the government s discretion.
Contract Amount
The estimated value of the contract over the five year period is $60 - $80 million. The value of media buys (using a SmartLink process) is not included in that amount. Media buys (includes media purchases, traditional and digital, direct mail and independent agent cooperative advertising reimbursements) are not considered revenue to the Contractor and are anticipated to amount to $50 million to $80 million over five years.
Set Aside
There is no current plan to set aside this award for small business. Capable small businesses are encouraged to respond.
However, a large business respondent must provide a subcontract proposal demonstrating that small business subcontractors will receive no less than 25% of the total value of the contract.
Response
Interested parties capable of performance should submit a declaration of interest demonstrating prior experience, resources, contracts (particularly federal contracts), and teaming arrangements.

Point of Contact

Nathan Wolf, Contract Specialist, Phone 202-646-4082, Email [email protected]

John Norway, Contracting Officer, Phone 202-304-4459, Email [email protected]
Place of Performance
Anywhere in US, presence somewhere within of Washington, DC

Added: Jan 21, 2015 1:06 pm

Return time should be 4 PM Eastern local time, 28 January 2015
The original posted time of 01 28 pm is a typo. Contracting Office Address:

500 C Street SW

Patriots Plaza -- 5th Floor

Washington, District of Columbia 20472

United States
Place of Performance:

Anywhere in the US

NULL, District of Columbia NULL

United States
Primary Point of Contact.:

Nathan J. Wolf,

Contract Specialist

[email protected]

Phone: 2026464082Secondary Point of Contact:

John Norway,

Contracting Officer

[email protected]

Phone: 2023044459 General Information

Notice Type:

Sources Sought

Original Posted Date:

January 16, 2015

Posted Date:

January 21, 2015

Response Date:

Jan 28, 2015 4:00 pm Eastern

Original Response Date:

Jan 28, 2015 1:28 pm Eastern

Archiving Policy:

Automatic, 15 days after response date

Original Archive Date:

February 12, 2015

Archive Date:

February 12, 2015

Original Set Aside:

N/A

Set Aside:

N/A

Classification Code:

R -- Professional, administrative, and management support services

NAICS Code:

541 -- Professional, Scientific, and Technical Services/541810 -- Advertising Agencies
541810; 541850; 541890, 541990-Advertising Services; Professional Technical Services

Contracting Office Address

DHS - Federal Emergency Management Agency, Acquisition Operations Division, Mitigation Branch, 395 E Street, Washington, DC, SW 20472-3205

Description

This is not an RFP. This is both a synopsis and a survey to locate potential sources capable of performing the proposed work. It is anticipated that a Contractor will be required for an effort to provide marketing, advertising, and public relations services for the National Flood Insurance Program (NFIP) on behalf of Federal Insurance and Mitigation Administration charged with maximizing flood insurance policies. This document may also be considered a synopsis.
NFIP was created by an act of Congress in 1968, and is the largest mono-line insurance operation in the Nation. FEMA s National Flood Insurance Program (NFIP) operates a marketing and advertising program, called FloodSmart and the associated FloodSmart.gov websites to increase awareness of flood risk and to encourage homeowners, renters, condominium owners and business owners to purchase federally-backed flood insurance. The mission of the Risk Insurance Division (RID) is to provide flood insurance to help citizens and their communities effectively recover from flooding events. The vision of RID is a nation where everyone who needs flood insurance has it. This is accomplished through three primary strategic goals:
-c Achieve Operational Excellence

-c Deliver Flood Insurance to the Public

-c Implement program changes and reforms as directed by Congress
The current FloodSmart program consists of ongoing strategic areas of services managed by FIMA s Risk Insurance Division and operated through a multi-year contract. Additionally, independent insurance agents provide write your own (WYO) services where the agents write NFIP policies and the government financially backs the policies. The marketing services are intended to supplement Federal, state, and local government and private sector implementation of Federal statutes and regulations designed to require the purchase of flood insurance in certain circumstances. Varied marketing communications activities are needed to improve understanding of the NFIP, the benefits of flood insurance, and to stimulate interest in and prompt consumer decision-making leading to new purchase and retention of sufficient amounts of flood insurance coverage. Varied marketing communications activities are needed to improve understanding of the NFIP, the benefits of flood insurance, and to stimulate interest in and prompt consumer decision-making leading to the purchase and retention of sufficient amounts of flood insurance coverage. The contractor which performs these services will provide strategic marketing direction, establish advertising campaigns, manage multi-million dollar annual media purchases, provide administrative support, direct and manage: website development and maintenance; government representation and various industry conferences directed to flood insurance stakeholders; provide direct mail and call center support; perform analyses/assessments of various campaigns and actions taken; liaise with all parties of interest (i.e., stakeholders); dynamically propose campaigns modifications, including electronic marketing and social media approaches; and provide accounting system support that comply with Cost Accounting Standards, including the rules and regulations, and audit responsibilities in implementing Section 26 of the Federal Procurement Policy Act, Public Law 100-679 (CAS).
Other functions and responsibilities will be required as reflected in the abbreviated Statement of Objectives that follow. It is anticipated that much of the services cited will be performed by subcontractors so the lead Contractor must be skilled in managing other firms; taking the lead; communicating crisply and accurately; overseeing and accepting responsibility for subcontractor performance. The successful proposer will be able to show superior management and direction skills with its subcontractors.
The NFIP requires a contractor that is capable of providing a full-service integrated marketing, advertising and public relations effort for the National Flood Insurance Program. The contractor shall provide all personnel, facilities, equipment, materials, supplies, services, and otherwise do all things necessary for providing the policy growth requirement
The general areas of ongoing strategic performance include:
1. Day-to-day account service and management. Account management services include, but are not limited to an annual marketing, advertising and public relations plan; target audience strategies; consultative and presentation services; technical services/consultation.

2. Marketing strategies, annually or as required, that communicates effectively with the target audiences as described in the program objectives. The Contractor shall evaluate the previous years programs and advise FEMA on the future course of the marketing effort.
3. Marketing analysis including: research, conduct econometric and other studies in order to provide advice on Program direction. In addition the Contractor shall maintain and enhance databases designed to assess and track policy growth and analyze and measure market penetration. Ad hoc issue reports and quarterly reports on policy growth shall be submitted.
4. Develop annual paid media buys based on funding available. The Program Office allocates funding for these purposes to a SmartLink account. (SmartLink is a payment system operated by the Department of Health and Human Services (DHHS) and is used by government agencies for funding on demand.) As background, to disseminate flood insurance information, FloodSmart conducts a robust paid, direct-response advertising program across television, radio, print, online and direct mail mediums. To accomplish this, the program office establishes an allotment in the DHHS SmartLink account funds to support the execution of the paid media plan that is aligned to the annual Communications Plan approved by the Federal Insurance and Mitigation Administration (FIMA). The amount of funds placed in the SmartLink account for each contract year is a minimum of $10 million. FIMA from time to time, when additional funds were available, has increased the amount for paid advertising above and beyond $10 million. As funding increases the Contractor will need to be flexible in its management.
5. Provide for national, regional and local advertisements, develop media schedules, purchase broadcast time, print and internet space, and deliver advertisement materials to appropriate media outlets. The Contractor shall provide all labor, equipment, materials, supplies, tools, travel and all things necessary to create, design and deliver television, radio, internet, magazine, newspaper, outdoor/transit, static exhibits and displays, and signage advertising materials in support of all programs.
6. Perform pre and post advertisement analytics to assess campaign effectiveness. The Contractor shall perform research and tracking activities. The Contractor shall deliver reports based on information received from: conducting and evaluating target audience opinions; media tracking initiatives; creative and communications research including qualitative and quantitative research studies; and focus groups on prospect/customer attitudes, psychographics and demographics.
7. The Contractor will be responsible for developing all content for the two FloodSmart Websites including, but not limited to messaging, widgets, aps, mobile advertising and paid search. All solutions must be secure and demonstrate Section 508 compliance.
8. Contractor shall be responsible for a leads processing system that electronically captures, tracks, transmits, fulfills, and provides reports on lead activity. The leads system must include the ability to receive leads from the postal system, various web interfaces, and in-bound Call Center communications. Transmission of leads to insurance agents registered to receive and respond is to be done efficiently.
9. The Contractor will provide complete Public Relations for NFIP. The Contractor shall coordinate with FEMA External Affairs and execute public relations and media relations activities for flood seasonal outreach, quick response to weather events, and critical NFIP issues. The Contractor also manages all aspects of the NFIP radio or television spot advertisements including public service announcements (PSA s). Activities also include, but are not limited to: video testimonials of flood insurance policyholders, social media tracking, and social media utilization. The contractor may also be called upon to produce additional materials to explain various aspects of the NFIP through a variety of media.
10. The Contractor shall maintain and enhance outreach programs designed to foster positive communications with and through the NFIP s multiple stakeholders.
11. The Contractor shall maintain and enhance programs designed to assist insurance agents in marketing flood insurance policies.
12. Contractor shall propose participation in a minimum of six strategically identified conferences or tradeshows where FloodSmart can reach strategically important audiences including insurance agents, realtors, lenders and others. Examples of conferences to be considered: PIA, Big I, American Bankers Association, National Association of Realtors, Mortgage Bankers Association, Young Insurance Professionals, International Association of Insurance Professionals, and others. Consideration should also be given to strategically important regional conferences and tradeshows. Additionally, Contractor shall recommend incorporating Risk Insurance Division personnel as Subject Matter Experts for education sessions to strategic audiences and NFIP and/ or Contractor staff as exhibitors. The Contractor shall fully delineate expected costs for attendance (including all costs for tradeshow participation) expected numbers of attendees for breakout sessions, expected amount of floor traffic, travel costs for Contractor staff and Risk Insurance Division staff and expected ROI. At the end of each conference/tradeshow, the Contractor will prepare and deliver a report of actual costs for participation, net effect of participation (how many attendees at sessions, how many visitors to booth) lessons learned, recommendations for future events, and any other similar types of insights.
Additional requirements included:
1. Overall Agent participation objectives include:
a. Increase the participation of agents in the agent referral program by 25% annually;
b. Analyze current flood insurance marketing efforts done by WYO companies and provide gap analysis report and recommendations to NFIP with 18 months of contract award;
c. Determine how WYO and Independent agents, and others within companies, receive information from the NFIP about important program changes, rates, underwriting, claims, etc. Research WYO interactions with agents, insurance companies, associations and others (to include high-volume and low-volume producers) and analyze data gathered to determine where gaps exist in information flow. Identify recommendations on where opportunities to positively impact the knowledge transfer process exist. Develop and deliver actionable information/plan within 12 months of contract award date to address those opportunities and present to FEMA for possible program enhancements;
2. Promotion of Flood Insurance importance objective:
Coordinate with appropriate FIMA divisions in communicating the importance of flood resiliency at the community, business and personal level, including the purchase of flood insurance. Leverage other FIMA communications investments to include flood insurance information and look for ways to enhance FloodSmart communications to include flood risk knowledge and resiliency messaging. Coordinate with other FIMA divisions on at least four outreach efforts with cross-cutting messaging annually.
3. Perform Brand Management
Develop Brand Management Strategy by conducting opinion analysis of the NFIP among various audiences including policyholders and WYO agents as well as other stakeholders. Develop and deliver actionable recommendations, within 12 months of contract award, to enhance brand reputation across multiple sectors. Strategy should examine perceived value of flood insurance across multiple stakeholders, as well as threats to that value. Strategy should also take into consideration competition for policy sales, barriers to entry, and the ability of the NFIP to position itself in the market. Strategy should include specific recommendations for consideration on public/stakeholder interface with education/outreach efforts, claims process, underwriting process, cost of insurance, as well as other places where consumers/stakeholders interact with flood insurance process. Strategy should also include options on ways to implement plan across NFIP and all of its partners and stakeholders for consideration.
4. IT Management

a. Maintain Security: Contractor access to unclassified, but Security Sensitive Information may be required. Contractors and/or employees shall safeguard this information against unauthorized disclosure or dissemination. It should be noted that some accessible data may be considered Personally Identifiable Information (PII) and must be treated as such.
b. The Contractor shall safeguard and use responsibly all third-party proprietary software systems acquired by lease or purchase for use in the operation of the NFIP. The contractor shall take steps for the transfer of all software and their applicable lease contracts whenever this contract may be transitioned to another contractor or at the direction of the COR.
c. Accessibility under Section 508 of the Rehabilitation Act, as amended by the Workforce Investment Act of 1998 (P.L. 105-220) requires that when Federal agencies develop, procure, maintain, or use electronic and information technology (EIT), they must ensure that it is accessible to people with disabilities. Federal employees and members of the public who have disabilities must have equal access to and use of information and data that is comparable to that enjoyed by non-disabled Federal employees and members of the public. All EIT deliverables within this work statement shall comply with the applicable technical and functional performance criteria of Section 508 unless exempt.
Communications must meet the required communication needs of special audiences such as close captioning, large print, Braille, etc. (508 compliance). All materials developed must be compliant with Section 508 of the U.S. Rehabilitation Act. In addition, non-English speaking audiences must be considered in the solution and consultation should be done with FEMA during project planning to discuss making materials available in multiple languages.
d. The Contractor shall develop a facility Security Plan and certify it to ensure protection and control of the sensitive, unclassified information maintained. The facilities must meet all standards required by OMB Circular A-130 and the DHS 4300A.
e. The Contractor shall ensure that access to Contractor buildings, rooms, work areas, spaces, and structures that house DHS sensitive information or IT systems through which DHS sensitive information can be accessed, is limited to authorized personnel. The Contractor shall ensure that controls are implemented to deter, detect, monitor, restrict, and regulate access to controlled areas at all times. All Contractor personnel, subcontractors and consultants must be granted an "Entrance on Duty" by FEMA which requires US Citizenship and a favorable background investigation that controls are implemented to deter, detect, monitor, restrict, and regulate access to controlled areas at all times. All Contractor personnel, subcontractors and consultants must be granted an "Entrance on Duty" by FEMA which requires US Citizenship and a favorable background investigation conducted by Government personnel, prior to being granted access to any Government owned machines or FEMA/NFIP systems. Access to any government owned equipment must meet specific safeguards that meet DHS 4300A policy which includes requiring approved two factor authentication in compliance with HSPD-12.
5. Transition plan: The Government will provide the Contractor with a transition-in period not to exceed 90 calendar days. During the transition-in period, the Contractor shall become familiar with performance requirements, establish the management organization, and finalize the required Program Management Plan. The Contractor shall begin transition and assume duties in accordance with the Transition Plan, which is due within fifteen (15) calendar days of contract award. At a minimum, the Contractor shall address the following areas in the Transition Plan:
a. Interface and coordination with the Government

b. Identification of key transition events and objectives, including a transition schedule

c. Identification of key persons participating in the transition including authority of Contractor management during transition

d. Specific actions that will be taken to alleviate problems during the transition
e. During the transition-in period, the Contractor shall submit Weekly Progress Reports by each Wednesday of the week immediately following the week on which work is conducted. The Progress Report shall include, at a minimum:
i. A brief description of what was planned and what was accomplished during the reporting period

ii. A brief outline, by task and/or sub-task, of what is planned for accomplishment during the next four (4) weeks or to the end of the of the transition period if less than four weeks is left in the transition period

iii. Problems, delays, and risks experienced and specific action required to alleviate the problems and risks
f. The Contractor shall attend a Weekly Progress Review that will be held once a week with the NFIP Contracting Officer s Representative (COR) and the Contracting Officer

The meeting shall address progress, planned work, problems and risks.

The Contractor shall support a phase out or transition of services upon contract completion and shall cooperate with FEMA and/or any successor(S). All developed materials and data are property of the Government.
6. Transition Out: The Contractor shall support a phase out or transition of services upon contract completion and shall cooperate with FEMA and/or any successor(s).
a. The Contractor shall prepare a transition plan addressing coordination of efforts and assistance.

b. The Contractor shall participate in transition activities including planning sessions, briefings, demonstrations, training and ad hoc information sharing.

c. The Contractor shall prepare a final report outlining all work accomplished, under the contract, problems encountered and their solution, and make recommendations regarding the future performance of the services.

d. To further facilitate the transition to FEMA or a successor, the Contractor shall allow FEMA and/or other contractor staff reasonable access, as determined by the Contracting Officer, to the staff and facilities of the Contractor.
Contract Type and Duration
This will be a cost reimbursement contract which may be Time and Materials. The contractor must have a Defense Contract Audit Agency, or comparable auditor, approved CAS or be able to obtain such approval within a short period of time. The contract term will be a transition period of 3 or 4 months followed by a base period for the balance of the contract year. Four one year optional periods will be available, exercisable at the

Documents

 Tender Notice