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 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) ad 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 2888 Veterans per year.
1.3. Period of Performance (POP):
1.3.1. The Period of Performance associated with TV/radio/digital advertising shall be a one-year period anticipated to be 1 June 2026 31 May 2027.
1.4. General Information:
1.4.1. 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.
1.4.2. 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).
1.4.3. 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.
14.4. 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.
1.4.5. 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 United States 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.
1.4.6. 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.
2.0. Government Furnished Property, Material, Equipment and Services (GFP/M/E/S): The Government will provide the property, material, equipment, and/or services listed below solely for the purpose of performance under this contract: None.
3.0. 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 PWS.
3.1. General: Except for those items specifically stated to be Government-Furnished in paragraph 3.0, 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 to include but not limited to:
4.1. Radio/TV/Digital Advertising. The Contractor shall provide all labor, tools, materials and transportation necessary to accomplish the TV, radio and digital advertising for the Greater Dayton/Miami Valley area for Dayton VA. The Contractor shall submit, for Dayton VA approval, proposed advertisements prior to use.
4.1.1. Schedule. TV, radio and digital advertising in the Greater Dayton/Miami Valley area shall be performed during the period identified in paragraph 1.3.1.
4.1.2. Scope. The Contractor shall advertise on TV, radio and digital platforms in the local Dayton TV and radio market. This includes TV, radio and digital platforms capable of reaching Lima, Ohio, Richmond, Indiana and other rural areas. This will provide advertising and increase Dayton VA awareness throughout the city of Dayton and the 17-county surrounding areas in the catchment area.
4.2 Digital Campaign. The Contractor shall advertise for Dayton VA using various social media platforms such as Facebook, X and YouTube to generate brand awareness through engagement with a targeted audiences (rural, women Veterans, younger Veterans ages 18-55, and Veteran not enrolled in VA health care). The Contractor shall submit, for Dayton VA approval, proposed advertisements prior to use. The Government shall not exercise any supervision or control over the subcontract service providers performing the services herein. Such subcontract service providers shall be accountable solely to the Contractor, who in turn is responsible to the Government.
4.2.1. Description of Services. The Contractor shall design and implement a digital campaign using geo-fencing for the 17-county 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 Statement of Work (SOW).
4.2.2. Requirements:
Total Impressions = no less than 5 million for the entire campaign
Engagement length = throughout the period identified
Target cost per thousand impressions (CPM) = No more than $7 cost per thousand impressions.
Social Media platforms to include Facebook, X, and YouTube
Geo-targeting capabilities to target county areas as provided
Media Formats = TV, radio, desktop and mobile
Real-Time Reporting to include impressions, reach, clicks, click though rates (CTR) to measure campaign effectiveness and Return on Investment (ROI) analysis for after-action reporting
Ad Units to include = Single image, Carousel and Video
Contractor is responsible for creative working in conjunction with Dayton VA for approval
Landing page must be approved by Dayton VA prior to implementation
4.2.3. Description of Services. The Contractor shall design and implement a TV and radio campaign to reach Veterans in rural areas, women Veterans and Veterans between 18 and 55 years old and unenrolled Veterans. 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 PWS.
4.2.4. Requirements:
Provide TV, streaming or over the top (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 to include local TV and radio stations that can reach our targeted groups
Media Formats= TV, radio, and digital
Real-Time Reporting to include reach, viewer totals, listeners, clicks, demographics, impressions and ratings to measure campaign effectives and Return on Investment (ROI) analysis for after-action reporting
Ad Units to include video, images and text. Contractor is responsible for creative working in conjunction with Dayton VA for approval.
4.2.5. Detailed Media Plan. The Contractor shall provide concept and ideas for maximum exposure of the Dayton VA to the target demographic identified in paragraph 1.1.2. The Contractor will provide a detailed media plan of placement, time and dates for each advertisement on TV, radio and digital. The Contractor shall ensure 100% compliance with pre-determined targeted demographics and geo-targeted as determined by paragraphs 1.1.1. and 1.1.2. Campaign performance must be measurable to quantify ROI. The plan shall include how the Contractor intends to comply with the reporting requirements contained within paragraph 5.2.7.
4.2.6. 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 TV, radio, and digital plan addressing such feedback.
4.2.7 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 advertising/marketing functions across all digital, radio and TV platforms.
The C&A requirements do not apply and a Security Accreditation Package is not required.
TECHNICAL EXHIBIT 1 SUMMARY
Technical Exhibit 1 establishes the measurable performance standards required of the Contractor in support of the Dayton VA Medical Center TV/Radio/Digital Advertising Campaign. These standards ensure compliance with the Statement of Work (SOW) and align with FAR 46 quality assurance requirements. Tasks include digital and broadcast campaign delivery, impression minimums, CPM cost controls, creative approval workflows, real-time reporting availability, and adherence to geographic targeting boundaries. The Acceptable Quality Levels (AQLs) define the allowed degree of variance in contractor performance, while surveillance methods outline how the Contracting Officer Representative (COR) will verify performance through inspections, dashboard monitoring, station affidavits, and monthly reporting 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 (Contract Officer Representative) and PAO (Public Affairs Officer)
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 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 contract 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 on-line 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 Statues 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 assume 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 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.
