Florida Department of Environmental Protection

Transcription

1 Florida Department of Environmental Protection Marjory Stoneman Douglas Building 3900 Commonwealth Boulevard Tallahassee, Florida Rick Scott Governor Jennifer Carroll Lt. Governor Herschel T. Vinyard Jr. Secretary November 8, 2012 Dear Prospective Contractor: The enclosed addendum has been issued for consideration in the preparation of your response to the Florida Department of Environmental Protection (DEP) Solicitation No C, entitled "Request for Proposals (RFP) for the Fishing, Diving and Other Uses (FDOU) Project 26A Part 1 - Southeast Florida Coral Reef Initiative (SEFCRI) Management Options Identification Process (MOIP), issued on October 25, All responses to the subject solicitation must be received no later than 2:30 P.M. (ET) on Tuesday, November 20, A response received after the exact time specified will not be considered. Failure to file a protest within the time prescribed in Section (3), Florida Statutes, or failure to post the bond or other security required by law within the time allowed for filing a bond shall constitute a waiver of proceedings under Chapter 120, Florida Statutes (F.S.). Written notices, formal requests and proceedings must conform with the requirements set forth in Chapter , Florida Administrative Code (F.A.C.). Protests must be filed with the Procurement Section, Department of Environmental Protection, Carr Building, Room 235, 3800 Commonwealth Boulevard, MS#93, Tallahassee, Florida within the time prescribed in Section (3), Florida Statutes and Chapter , Florida Administrative Code. Any person who files an action protesting a decision or intended decision pertaining to contracts administered by the DEP pursuant to Section (3), F.S. shall post with the DEP at the time of filing the formal written protest a bond payable to the DEP in an amount equal to 1 percent (1%) of the estimated contract amount as determined pursuant to Section (2)(c), Florida Statutes, which bond shall be conditioned upon the payment of all costs which may be adjudged against him in the administrative hearing in which the action is brought and in any subsequent appellate court proceeding. In lieu of a bond, the DEP may accept a cashier's check or money order in the amount of the bond. FAILURE TO FILE THE PROPER BOND AT THE TIME OF FILING THE FORMAL PROTEST, WILL RESULT IN A DENIAL OF THE PROTEST. Sincerely, Debbie Bates Debbie Bates Operations & Management Consultant I DB/db Enclosure

2 ADDENDUM NO. 1 FLORIDA DEPARTMENT OF ENVIRONMENTAL PROTECTION Procurement Section 3800 Commonwealth Boulevard, MS#93 Tallahassee, Florida November 8, 2012 Addendum to: DEP Solicitation No C, entitled Request for Proposals (RFP) for the Fishing, Diving and Other Uses (FDOU) Project 26A Part 1 - Southeast Florida Coral Reef Initiative (SEFCRI) Management Options Identification Process (MOIP) ITEM #1 In order to show the entire scope of work, Attachment C, Scope of Services is hereby deleted in its entirety and replaced with Attachment C-1, Revised Scope of Services. All references in the solicitation to Attachment C are hereby revised to refer to Attachment C-1. ITEM #2 Questions, which were raised by prospective contractors, and the DEP s answers, are herein provided for your consideration in responding to the above referenced solicitation (see Exhibit I). END OF ADDENDUM NO. 1 Attachments to Addendum No. 1: Exhibit I, Questions and Answers (11/8/12) (7 pages) Attachment C-1, Revised Scope of Services (20 pages) DEP Solicitation No C, Addendum No. 1, Page 1 of 1

3 EXHIBIT I FLORIDA DEPARTMENT OF ENVIRONMENTAL PROTECTION Procurement Section 3800 Commonwealth Boulevard, MS#93 Tallahassee, Florida November 8, 2012 Questions and Answers for DEP Solicitation No C Request for Proposals (RFP) for the Fishing, Diving and Other Uses (FDOU) Project 26A Part 1 - Southeast Florida Coral Reef Initiative (SEFCRI) Management Options Identification Process (MOIP) The following questions were raised by prospective contractors through s received on the dates shown next to the company names. The answers are herein provided for your consideration in responding to the above referenced solicitation. Poller & Jordan Advertising October 29, 2012 Question 1: On page 29 of the PDF file it looks like the image is cutting off some of the text. Answer 1: See Addendum No. 1, Item # 1. Strategic Ocean Solutions November 2, 2012 Question 1: Answer 1: Question 2: Answer 2: Will the contractor provide all of the technical capacities necessary for the production of any high-quality video and audio PSA(s)? If so, what is the most appropriate way to budget this item in the cost section? Should PSA(s) be proposed, the contractor (whether through themselves or a subcontractor) would be responsible for production and post-production. Additionally b-roll and older video PSAs are available for use in the production of new PSAs. Please itemize this in the budget. Will the contractor provide all the technical capacities necessary for a website redesign or will the contractor work with a DEP web development team? If the contractor is providing all technical capacities, what is the most appropriate way to budget this item in the cost section? Should a website be proposed, a page (or more) could be made available on the SEFCRI website. However, but if a full, new website is needed, the contractor will need to supply technical capacities needed. Note that budget would be required for both the added pages to the SEFCRI website or an entirely new website. Content placed on the SEFCRI website would be reposted on the FDEP CRCP website by FDEP CRCP staff. DEP Solicitation No C, Exhibit I, Questions & Answers (11/8/12), Page 1 of 7

4 Question 3: Will DEP pay the costs for the printing of relevant communications products or should the contractor budget for the costs of printing all relevant communications products? Answer 3: The contractor is responsible for all printing ( produce ) costs for Tasks 3 and 4 of the Scope of Services. Only design is required for Task 5 (Stakeholder Working Groups) and beyond. Question 4: Answer 4: Will DEP pay the costs of any distribution of communications products via U.S. Mail or should the contractor budget for costs of distributing communications products by U.S. Mail in the cost section? For tasks stating distribution (Tasks 3 and 4 of the Scope of Services), contractor should budget for costs of distributing communications products by U.S. Mail in the cost section. Water Words That Work, LLC November 2, 2012 Question 1: Answer 1: Question 2: Answer 2: Question 3: Answer 3: Do you anticipate a role for the contractor in processing comments via the MOIP website from stakeholders and the public? Processing comments via the MOIP website from stakeholders and the public shall be tasked to CRCP staff and the contracted facilitator (separate from this contract). Please clarify the contractor's role in the MOIP Process Rollout Public Meetings, Stakeholder Working Group meetings, and community outreach efforts (fish/dive/etc. meetings), and will the vendor need to attend all meetings. Vendor does not have to attend meetings. The role of the vendor is designing, producing, and distributing communication products about the results of SEFCRI and announcing the public meetings (Steps 3 & 4), though production and distribution is not required in advance of the stakeholder working group meetings (Step 5 - design only), as they are outside the timeline and scope of this RFP. Please elaborate the bilingual needs for translator services. Will you require translation services at the meetings identified in the previous question in addition to translating materials developed for this project. Translation services at meetings shall be tasked to the facilitator (not included in this RFP). Translation services under this RFP would only be required for the materials developed for this project, if budget allows. Spanish messaging is optimal, but will be excluded from this contract if the budget cannot adequately cover it. As requested in the RFP, please budget Spanish translation separately. DEP Solicitation No C, Exhibit I, Questions & Answers (11/8/12), Page 2 of 7

5 Question 4: Answer 4: Question 5: Answer 5: Question 6: Do you require original signatures on the Letters of Commitment from subcontractors or will a scanned version suffice? Scanned versions are OK. Regarding Attachment H, who are the "Respondents" that need to certify the Respondent/Subcontractor Summary Form? The term respondent refers to the firm(s) responding as the prime contractor. The first few paragraphs in the Scope of Services section were covered up from the SEFCRI Management Identification Process figure. Can you please provide that information? (Attachment C, Page 1 of 17) Answer 6: See Addendum No. 1, Item # 1. Question 7: Answer 7: Question 8: How controversial do you believe the process may become? Regional social science work indicates that user groups are in agreement that some sort of management change is needed for this region. Based on these results, as well as the flexibility in the management option recommendations stemming from this work, DEP believes that controversy should be minimal. Please clarify which MOIP website you wish to update. Is it FDEP's and/or Please provide the specific web address. Answer 8: The information updated on the southeastfloridareefs.net website will be added to our FDEP website by FDEP CRCP staff. Question 9: Answer 9: Question 10: Answer 10: Question 11: Answer 11: Please elaborate on the rumor control document. Is this an internal or external publication and for what purpose will it serve? This is an external document to be used; to provide responses to misinformation as it arises. What role do you envision for the contractor in managing potential controversy in the media? The contractor would provide a supporting role in managing potential controversy in the media. This task will fall on FDEP CRCP staff with FDEP communications staff support. What is your ability to provide contact information for your governmental partners, stakeholders and target audience? The contractor will be provided contact information for specific user groups and organizations in the region. Contractor will coordinate with FDEP in developing communications plan (Task 2) which will outline frequency of use DEP Solicitation No C, Exhibit I, Questions & Answers (11/8/12), Page 3 of 7

6 for these contacts. Contacts may not be used for work outside of this RFP. Question 12: Answer 12: Do you have goals set in terms of number of people who attend the meetings and number of comments submitted on the draft management plan of alternatives? DEP s goal is to ensure that stakeholders who are willing and able to participate in the working groups and be active throughout this process, are informed and aware of the ongoing process, meeting locations, ability to comment, etc. SmartLink Internet Strategies, Inc. November 2, 2012 Question 1: If it is correct as stated that we are to provide three references that do not include DEP, how is the previous work we have done for DEP brought into consideration? Answer 1: Question 2: See Attachment B, B.30 General Instructions for Preparation of the Response, Item B.9, 8 th paragraph. If you are unable to reach the selected respondents, will you attempt to contact any others that were provided? Answer 2: Question 3: No. See Attachment B, B.30 General Instructions for Preparation of the Response, Item B.9. Are published samples of Spanish translated work to be included in the overall samples of previous work section B.30B.7 or should they be presented separately? Answer 3: Question 4: Should Spanish translation be proposed, please include samples of previous work according to section B.30B.7. With regard to this section, where you request our experience with projects and public awareness campaigns, we presume it is acceptable for us to discuss our previous work on Coral Reef projects, since it is directly relevant, correct? Answer 4: Question 5: Yes. What is the preferred method of delivery for samples of creative ability: DVD, online links, actual printed materials, other portable storage devices such as USB drives, or should they be scanned and included as additional pages? DEP Solicitation No C, Exhibit I, Questions & Answers (11/8/12), Page 4 of 7

7 Answer 5: Question 6: Printed. Provide links for any audio or video files. One or more lines directly below the graphic are unreadable. Can you please inform us as to the content? Answer 6: See Addendum No. 1, Item # 1. Question 7: Is it your intent to award the contract on December 17 and have the first draft of the first deliverable due four days later on the December 20 as stated in Task 1.c? The timeline on Page 13 says 15 days after award of contract. Please provide clarification on the initial timeline. Answer 7: Question 8: 15 days after contract execution. As part of the RFP, a proposed timeline may be provided with suggested edits. However, final dates (contract ending June 30 th and Process Rollout Public Meetings beginning in May) cannot be altered. You specify 7 a.m. to 10 p.m. as the time period when all TV spots must be run. However, in the majority of cases, there are higher audience levels from 5 to 7 a.m. and 10 p.m. to midnight. Will consideration be given to spots running outside of the specified time period? Answer 8: Question 9: Time slots may be expanded to 6 a.m. to 12 p.m. You also specify that schedules are to be run on ABC, CBS, NBC and PBS affiliates and certain cable channels. What about FOX and CW affiliates? In many instances, they have higher audience levels than the others and definitely out-deliver cable channels. Will consideration be given to spots run on FOX network and the CW network stations? Answer 9: Question 10: Stations provided were an example of broadcast stations; all major broadcast stations are allowed. However, the cable stations are limited to those listed out in the RFP. What about Spanish TV stations? You indicate in Attachment B.30.B.4 that Spanish fluency is required; however, no mention of running PSAs on Spanish media is made. Answer 10: Spanish fluency is not required. The Spanish component of this proposal is optional and will be pursued if budget allows. No specifications were made concerning Spanish media on TV/radio, but DEP welcomes suggested stations in your proposal to reach these audiences. DEP Solicitation No C, Exhibit I, Questions & Answers (11/8/12), Page 5 of 7

8 Question 11: Are printing costs to be included in the project proposal budget? If so, are there state-approved print facilities and/or existing contracts? What are the anticipated quantities? If printing costs are to be included, we would require specifications to include in the bid. Answer 11: The contractor is responsible for all printing ( produce ) costs for Tasks 3 and 4 of the Scope of Services. Only design is required for Task 5 (Stakeholder Working Groups) and beyond. Anticipated quantities to adequately communicate information to stakeholder groups are to be determined by the contractor and included in the proposal. Question 12: Is there an existing database for the audiences listed for distribution either through postal mail and/or ? Answer 12: Question 13: The contractor will be provided contact information for specific user groups and organizations in the region. Contractor will coordinate with FDEP in developing communications plan (Task 2) which will outline frequency of use for these contacts. Contacts may not be used for work outside of this RFP. Do any website pages have to be hosted on the FDEP servers? If so are there any restrictions and/or time constraints with access? Answer 13: Question 14: No, website pages will be a part of the existing Budget should be allocated to required edits and additions to the existing site. The information provided on the southeastfloridareefs.net website will be added to our FDEP website by FDEP CRCP staff. For video content/psa: Is there existing stock footage available that we can view to determine if new footage needs to be shot? Can we repurpose footage utilized in past PSA campaigns? Answer 14: Question 15: Yes, if needed. In the event new footage needs to be shot, particularly of actual reef environments, does the DEP have regulations and/or specific locations that need to be considered? Answer 15: If video PSAs are suggested and new reef footage is needed, FDEP CRCP could provide the contractor with GPS coordinates for specific reefs in the region that would be preferred to highlight. There are no regulations to be considered for this aspect, other than not anchoring on coral reefs. DEP Solicitation No C, Exhibit I, Questions & Answers (11/8/12), Page 6 of 7

9 Question 16: The possibility of a hotline is mentioned in Task #3. Are there appropriate personnel and/or lines available to dedicate to the implementation? Answer 16: Question 17: Should a hotline be proposed, the initial cost of the hotline and setup would need to be budgeted in the proposal. Long-term maintenance of the hotline will be managed by FDEP CRCP staff and FDEP CRCP would absorb the costs for this, as well as provide a staff member to respond to any calls. The instructions state that a minimum of three client references are required, but Attachment D allows for as many as five. Is it better to include five references? Also please clarify what is meant by the following: Any additional references listed, over the minimum of three required, will be considered in determining if the respondent has satisfied the requirements for the three references as set out herein. Answer 17: Question 18: Providing a minimum of three (3) and up to five (5) client references will provide the Department with a sufficient client reference base to select the projects that are for work most similar in nature to that specified in this solicitation. In addition, if a respondent provides a reference that does not meet the stated requirements, and more than the minimum of 3 have been provided, it may be possible for the respondent to end up with 3 responsive references. If we aren t allowed to elaborate on previous work we have done for DEP, is there any other place in the proposal where it would be appropriate to include it? Answer 18: Relevant previous experience with DEP can be discussed in the Qualifications and Experience section of the response. However, for DEP reference information, the process outlined in Attachment B, B.30 General Instructions for Preparation of the Response, Item B.9, the 8 th paragraph will be followed. End of Questions and Answers (11/8/12) for DEP Solicitation No C DEP Solicitation No C, Exhibit I, Questions & Answers (11/8/12), Page 7 of 7

10 ATTACHMENT C-1 REVISED SCOPE OF SERVICES Project Title: FDOU Project 26A Part 1 - Southeast Florida Coral Reef Initiative (SEFCRI) Management Options Identification Process (MOIP) Introduction to the Southeast Florida Coral Reef Initiative: In 2002, the U.S. Coral Reef Task Force (USCRTF) adopted the Puerto Rico Resolution which called for the development of Local Action Strategies (LAS) by each of its seven member U.S. states, territories and commonwealths. These LAS are locally-driven roadmaps for collaborative and cooperative action among federal, state, territory and non-governmental partners, which identify and implement priority actions needed to reduce key threats to valuable coral reef resources. The goals and objectives of the LAS are linked to those found in the U.S. National Action Plan to Conserve Coral Reefs, adopted by the USCRTF in From the thirteen goals identified in the National Action Plan, the USCRTF prioritized six threat areas as the focus for immediate local action: over-fishing, land-based sources of pollution, recreational overuse and misuse, lack of public awareness, climate change, and coral bleaching and disease. Additional focus areas were identified in some jurisdictions; and for Florida, the impacts of the maritime industry and coastal construction were added. With this guidance from the USCRTF, the Florida Department of Environmental Protection (FDEP) and the Florida Fish and Wildlife Conservation Commission (FWC) coordinated the formation of a team of marine resource professionals (state, regional and federal), scientists, non-governmental organization representatives and other coral reef stakeholders. This team, named the Southeast Florida Coral Reef Initiative (SEFCRI) Team, gathered to develop local action strategies targeting coral ecosystems from Miami-Dade County through Broward, Palm Beach and Martin counties. This region was chosen because its reefs are close to an intensely developed coastal region, with a large and diverse human population. Prior to the development of the SEFCRI, there was no coordinated management plan proposed for reefs located north of the Florida Keys and Biscayne National Park. Led by the FDEP Coral Reef Conservation Program (CRCP), the SEFCRI is targeting four focus areas that address threats to coral reef ecosystems. The four focus areas are: (1) Land-Based Sources of Pollution (LBSP), (2) Maritime Industry and Coastal Construction Impacts (MICCI), (3) Fishing, Diving and Other Uses (FDOU), and (4) Awareness and Appreciation (AA). The SEFCRI Team is comprised of four focus teams, one for each focus area, whose members are working with the FDEP-CRCP to develop and implement LAS projects. The project described in the following Scope of Work was developed from the outcomes of a FDOU focus area project. For additional information about SEFCRI, its mission, and the LAS please visit the SEFCRI website at: Project Overview/Background: Under the FDOU Focus Area, the SEFCRI Team identified projects that would engage local stakeholders in making management recommendations to the appropriate agencies for improved conservation of southeast Florida coral reefs. These projects are part of a 10-step process, currently termed the Management Options Identification Process (MOIP), which includes stakeholder working groups and a series of public meetings (Figure 1). Recently, a sub-group of the SEFCRI Team, the Process Planning Team (PPT), has been working to plan the details of each step in the MOIP (which is Step 2 in the MOIP). The PPT has identified the need to establish and implement a communications strategy for the MOIP, including Step 3: Communicate the results of SEFCRI (and other agency/organization) projects. The strategy should also include a clear and transparent approach for communicating with public and stakeholders about the MOIP, throughout all steps of the MOIP. Additionally, physical product design, production, and distribution and meeting planning needs to be accomplished for Step 4: Management Options Process Rollout DEP Solicitation No C, Attachment C-1, Page 1 of 20

11 Public Meeting(s) and Step 5: Stakeholder Working Group(s) Identification of Management Options. Each step in the MOIP will require some communications efforts as part of the contract resulting from this solicitation; however, Steps 3, 4, and 5 are the major communications steps and will be the main focus of this contract. REMAINDER OF PAGE INTENTIONALLY LEFT BLANK DEP Solicitation No C, Attachment C-1, Page 2 of 20

12 Figure 1. Ten steps in the Southeast Florida Coral Reef Initiative Management Options Identification Process, and approximate process timeline. DEP Solicitation No C, Attachment C-1, Page 3 of 20

13 Project Goals & Objectives: The purpose of this project is to assist FDEP-CRCP staff, who oversee the SEFCRI Team and SEFCRI projects, in planning all aspects of communications associated with the MOIP. Additionally, the Contractor will assist FDEP- CRCP staff in implementing Steps 3 and 4, and parts of Step 5. Specific tasks include renaming and branding the MOIP, creating a communications plan/strategy for the entire MOIP, designing, printing, and distributing communications products to engage specific audiences to complete Step 3 of the MOIP, designing, printing, and distributing communications products to engage specific audiences, meeting planning, and public comment tracking to complete Step 4 of the MOIP, and designing communications products to be used with the Working Group(s) in Step 5 of the MOIP. FDEP-CRCP staff and the SEFCRI PPT have developed preliminary ideas regarding communications needs, including potential products, pathways, messages, timing, and general audiences for each step in the MOIP (Table 1). These groups have also developed specific audiences that may need to be targeted during different steps in the MOIP (Table 2). It is fully expected that the Contractor will use these preliminary ideas and audiences as a baseline, and, in consultation with FDEP-CRCP, will develop additional ideas, messages, products, etc. to accomplish the tasks set for this project. The Contractor s additional ideas will be based on their previous knowledge of and experience with working on similar public engagement processes. Additional ideas may include things like proclamations, tweets, press releases, etc. Table 1. Preliminary ideas from FDEP-CRCP and PPT on communications needs, including potential products, pathways, messages, timing, and general audiences for each step in MOIP. Timeline Step # Project Overall In- Needs Project 1 SEFCRI Projects Current N/A N/A 2 3 MOIP Planning (PPT) Communicate Results of SEFCRI (& Other) Projects Current Winter Spring 2013 N/A N/A Message N/A N/A N/A N/A N/A Communication products - PSA, synthesis document, presentation, brochure, MOIP webpage, 1-pager on topics, synthesis maps for 1-pagers, rumor control 1- pager(s), web page and possible hotline. Community outreach - FT/PT staff member to attend fish/dive/etc. clubs meetings and give presentations (OR FDEP CRCP staff & SEFCRI Team give ppts) Message - "State of SEFCRI", what we know now that we didn't know in 2004, synthesize results of SEFCRI projects applicable to MOIP Message - "State of SEFCRI", what we know now that we didn't know in 2004, synthesize results of SEFCRI projects applicable to MOIP Target Audience Public, resource user groups Public, resource user groups DEP Solicitation No C, Attachment C-1, Page 4 of 20

14 4 5 MOIP Process Rollout Public Meeting(s) Stakeholder Working Group(s) ID MOs Spring 2013 Summer Summer 2014 Before During After Before During After products - advertise public meetings Communication products - 1-pager outlining MOIP, rumor control 1-pager(s) Communication products - Poster/rollup outlining MOIP to use at outreach events, update webpage with MOIP Community outreach - FT/PT staff member to attend fish/dive/etc. clubs meetings and give presentations Communication products - update 1- pager correcting misinformation, existing MO pro/con matrix & citations, list of GIS data available Communication products - update MOIP webpage Communication products for WG? Message - date/time/location/agen da of upcoming meetings; meeting purpose; come be a part of process Message - what we're doing with the "State of SEFCRI" info, explain MOIP Message - what we're doing with the "State of SEFCRI" info, explain MOIP Message - "State of SEFCRI" info overview & explain MOIP, how/what feedback was incorporated Public, resource user groups Public, resource user groups Public, resource user groups Public, resource user groups TBD WG = Resource managemen t agencies, resource user groups Message - date/time/location/agen da of upcoming meetings, interim products (goals of WG) TBD WG, public Public, resource user groups 6 SEFCRI Collate & Prioritize Recs to Implement Fall 2014 Before TBD TBD TBD During TBD TBD TBD After TBD TBD TBD Before N/A? N/A? 7 Vet SECFRI Recs with WG Winter During TBD Message - how and why SEFCRI made decisions about WG recommendations WG After N/A? N/A? DEP Solicitation No C, Attachment C-1, Page 5 of 20

15 8 9 Prioritized Management Options Recs Rollout Public Meeting(s) Agency Approval/Adoptio n Spring Before During After Before Communication products - update 1- pager correcting misinformation, handout outlining WG recommendations, handout outlining SEFCRI decisions Communication products - presentations Community outreach - FT/PT staff member to attend fish/dive/etc. clubs meetings and give presentations Message - WG are finished, what they were tasked with, come to meeting to see results and hear from WG members their rationale Message - let public know how WG came to consensus & what WG recommendations are; let public know how SEFCRI came to decisions & what decisions are Message - "State of SEFCRI" info & MOIP & WG consensus & WG recommendations overview, SEFCRI came to decisions & what decisions are, how/what feedback was incorporated Agency communications & outreach TBD TBD During TBD TBD TBD Public, resource user groups Public, resource user groups Public, resource user groups After TBD TBD TBD 10 MO Implementation Community and Before agency communications & outreach TBD TBD During TBD TBD TBD After TBD TBD TBD DEP Solicitation No C, Attachment C-1, Page 6 of 20

16 Table 2. Specific list of audiences that may need to be targeted during different steps in the MOIP (Contractor will work with some of these). Audiences Group Sub-Group Protected Resources Division NOAA National Marine Fisheries Service Habitat Conservation Division SE Fisheries Science Center NOAA Coral Reef Conservation Program Federal Agencies NOAA National Marine Sanctuaries National Park Service U.S. Fish and Wildlife Service U.S. Army Corps of Engineers U.S. Coast Guard U.S. Dept. of Agriculture U.S. Environmental Protection Agency U.S. Geological Survey Florida Keys National Marine Sanctuary Biscayne National Park Everglades National Park Dry Tortugas National Park Hobe Sound National Wildlife Refuge Regulatory Civil Works Sector Miami Regional/Local Regional/Local Regional/Local State Agencies Florida Department of Environmental Protection Florida Park Service Aquatic Preserves Florida Fish and Wildlife Conservation Commission South Florida Water Management District Bureau of Beaches & Coastal Systems Southeast Regulatory District Bill Baggs Cape Florida State Park John D. MacArthur Beach State Park John Pennekamp Coral Reef State Park John U. Lloyd Beach State Park St. Lucie Inlet Preserve State Park Biscayne Bay Aquatic Preserves Fish and Wildlife Research Institute Division of Marine Fisheries Management Law Enforcement Multiple divisions DEP Solicitation No C, Attachment C-1, Page 7 of 20

17 County/Regional Governing Entities Science, Research, and Education Elected Officials Miami-Dade County Department of Permitting, Environment and Regulatory Affairs Broward County Natural Resources Planning and Management Division Palm Beach County Environmental Resources Management Martin County Local Drainage Districts Ports Utilities Education and Outreach Research Institutes Universities County Commissioners City Commissioners Mayors Coastal Wetland Marine Section Port of Miami Port Everglades Port of Palm Beach K 12 Teachers Informal Environmental Educators Sea Grant Harbor Branch Oceanographic Institute National Coral Reef Institute Smithsonian Institute Florida Atlantic University Florida Institute of Technology Florida International University Nova Southeastern University University of Florida University of Miami Palm Beach Atlantic University DEP Solicitation No C, Attachment C-1, Page 8 of 20

18 Marine Recreation Media/Reporters Marine Industries Other Stakeholder Groups Fishing Boating Diving Guides Association(s) Water Sports Print Media Radio Social Media TV Recreational Fishing/Boating Industry Consultants/Contractors Conservation and Environment NGO Landscape Industry Tourism Charter Fishing Recreational Fishing Commercial Fishing Fishing Clubs Fishing Tournament Organizers Marine Industries Association (MIA) Charter Boat Operator Dive Instructor/Store Recreational Diver Hunter Reef Research Team Diver Dive Clubs Wind/Kitesurfing, Surfing, Paddle Boarding, Kayaking Facebook Twitter Environmental Consultants Engineering Consultants Marine Contractors County Marine Industries Associations Sierra Club Audubon The Nature Conservancy Surfrider Palm Beach Reef Rescue Kids Ecology Corps DEP Solicitation No C, Attachment C-1, Page 9 of 20

19 Description of Tasks: CONTRACT EXECUTION JUNE 30, 2013: Task 1: Rename and brand MOIP A. Contractor will coordinate with FDEP-CRCP and PPT to rename the SEFCRI Management Options Identification Process. Process name needs to remain tied to the SEFCRI, needs to clearly convey the intent of the MIOP, but needs to be appealing to the public. B. Contractor will coordinate with FDEP-CRCP and PPT to brand the renamed Management Options Identification Process. This may include, but is not limited to logo, tagline, catchphrase, etc. C. Contractor will deliver 1st, 2nd, and Final Draft process name and branding by December 20, 2012, January 3 and January 18, 2013, respectively. Each draft will be reviewed by FDEP-CRCP and PPT. A minimum of 5 business days should be allocated for the review of each draft. Comments and edits will be integrated by the Contractor into the next draft. Performance measure is when process name and branding is considered final, based on consensus by FDEP- CRCP and PPT. Task 2: Create Plan/Strategy for MOIP (i.e., all 10 Steps) A. Contractor will coordinate with FDEP-CRCP and PPT to create communications plan/strategy for the renamed MOIP. This will include planning communications needs, including but not limited to potential products, pathways for reaching specific audiences, messages, timing, and specific audiences, for each step in the process. The Contractor will make recommendations for the most appropriate education tool(s) to use for each audience. The Contractor will include product distribution plans for each product in the communications plan/strategy. See preliminary ideas in Table 1 and potential audiences in Table 2. i. Improve, expand upon and implement the preliminary ideas developed by FDEP-CRCP and the PPT Communication Sub-committee (Table 1). Conduct market research/literature review for southeast Florida region and stakeholders, and for other stakeholder-driven processes. ii. Review, refine, and where possible, augment the audience list (Table 2), messages, goals and communication strategies outlined within the Communication Plan. iii. Incorporate the distribution of products in the communication plan. B. Contractor will deliver 1 st, 2 nd, and Final Draft Plan/Strategy by January 4, January 18 and February 1, 2013, respectively. Each draft will be reviewed by FDEP-CRCP and PPT. A minimum of 5 business days should be allocated for the review of each draft. Comments and edits will be integrated by the Contractor into the next draft. Performance measure is when Communication Plan/Strategy is considered final, based on consensus by FDEP-CRCP and PPT. Draft Communication Strategies may include but are not limited to: i. Identify and inform audiences in Table 2 by working identifying the most appropriate educational tool/product to reach each audience. ii. Identify and inform internal audiences: Governor, Secretary, staff, citizen support organizations and volunteers. iii. Encourage participation with internal/external audiences. iv. Build on connections with local journalists to attract attention to the MOIP public meetings. DEP Solicitation No C, Attachment C-1, Page 10 of 20

20 Task 3: Design, produce, and distribute communication products for Step 3 of the MOIP: Communicate the results of SEFCRI (and other agency/organization) projects A. Contractor will coordinate with FDEP-CRCP and PPT to design, produce, and distribute the products identified for Step 3 in the Plan/Strategy (i.e., Deliverable 2). These products may include, but are not limited to the following: brochure(s), rack cards, media kit, website, audio PSA(s), videos, synthesis document, FAQ page, PowerPoint presentation, 1-pager on topics, synthesis maps for 1-pagers, rumor control 1-pagers, webpage, social media outlets and possible hotline. All communications must be written at the 6 th grade reading level per Governor's Plain Language Initiative. Highlight the work of the FDEP-CRCP and SEFCRI by summarizing the results of some of the key Local Action Strategy (LAS) research projects, and applicable projects from partner agencies/organizations. Essentially, communicate what we know now that we didn t know before SEFCRI. If radio and televisions PSAs are a component, they must run between the hours of 7am to 7pm for radio and 7am to 10pm for television. Radio spots should be limited to FM broadcast radio stations with a signal strength of at least 25,000 watts. Additionally, only broadcast televisions stations such as NBC, CBS, ABC may be used for television (TV) PSAs, with the exception of the following cable channels: Animal Planet, Discovery Channel, Discovery Kids, National Geographic, the Smithsonian channel, and PBS. Lastly, if PSAs are one of the products under this task, then 20% of all radio and TV airtime should play on public radio and TV stations in the region. NOTE: Contractor will work with FDEP-CRCP provided GIS Contractor to incorporate any mapping products into Step 3 communications products. B. Contractor will deliver 1 st, 2 nd, and Final Draft of each product by February 8, February 28 and March 15, 2013, respectively. Each draft will be reviewed by FDEP-CRCP and PPT. A minimum of 5 business days should be allocated for the review of each draft. Comments and edits will be integrated by the Contractor into the next draft. Upon approval of Final design by FDEP CRCP and PPT, Contractor will produce and distribute products. Performance measures are when educational products are selected/paired for the various audiences and when Step 3 communications products are considered final, based on consensus by FDEP-CRCP and PPT. Draft Messages for this task may include but are not limited to: i. Coral cover has remained relatively consistent at the Southeast Florida Coral Reef Evaluation and Monitoring Project (SECREMP) monitoring sites over the past seven years of monitoring, though some sites have experienced a decline in coral cover. ii. Stakeholders who have used the resource over a thirty year period agree that the resource is in declining or deteriorating health and needs additional protection. Task 4: Design, produce, and distribute communication products for Step 4 of the MOIP: MOIP Process Rollout Public Meetings, including advertisements. A. Contractor will coordinate with FDEP-CRCP and PPT to design, produce, and distribute the products identified for Step 4 in the Plan/Strategy (i.e., Deliverable 2). These products may include, but are not limited to the following: 1-pager outlining MOIP, rumor control 1-pagers, poster/roll-up outlining MOIP, update Step 3 webpage, update Step 3 PowerPoint presentation. Highlight the work that the SEFCRI PPT has done planning this Process. Essentially, communicate what this Process is, why we re going through it, and how stakeholders can be involved in it. NOTE: Contractor will work with FDEP-CRCP-provided GIS Contractor to incorporate any mapping products into Step 4 communications products. DEP Solicitation No C, Attachment C-1, Page 11 of 20

21 NOTE: Contractor will work with FDEP-CRCP-provided Meeting Facilitator Contractor to conduct Step 4 public meetings. B. Contractor will extensively advertise/announce the public meetings throughout the four-county region via pathways that may include, but are not limited to social media, Constant Contact (or the equivalent), print, radio, and TV media outlets. Upon approval of Final design by FDEP CRCP and PPT, Contractor will produce and distribute advertisements. If radio and television PSAs are a component, they must run between the hours of 7am to 7pm for radio and 7am to 10pm for television. Radio spots should be limited to FM broadcast radio stations with a signal strength of at least 25,000 watts. Additionally, only broadcast televisions stations such as NBC, CBS, ABC may be used for television (TV) PSAs, with the exception of the following cable channels: Animal Planet, Discovery Channel, Discovery Kids, National Geographic, the Smithsonian channel, and PBS. Lastly, if PSAs are one of the products under this task, then 20% of all radio and TV airtime should play on public radio and TV stations in the region. C. Contractor will deliver 1 st, 2 nd, and Final Draft of each product by March 14, April 4, and April 18, 2013, respectively. Each draft will be reviewed by FDEP-CRCP and PPT. A minimum of 5 business days should be allocated for the review of each draft. Comments and edits will be integrated by the Contractor into the next draft. Upon approval of Final design by FDEP CRCP and PPT, Contractor will produce and distribute products. Performance measure is when Step 4 communications products are considered final, based on consensus by FDEP-CRCP and PPT. Draft Messages for this task may include but are not limited to: i. The State of Florida is holding meetings to gather input on the status and health of southeast Florida s coral reefs. ii. Your input at these meetings is valuable. Task 5: Design Communication products for Step 5 of the MOIP: Stakeholder Working Group(s) Identification of Management Options. A. Contractor will coordinate with FDEP-CRCP and PPT to design (not produce or distribute) the products identified for Step 5 in the Plan/Strategy (i.e., Deliverable 2). These products may include, but are not limited to the following: 1-pager outlining MOIP, update rumor control 1-pagers, poster/roll-up outlining MOIP, update Step 4 webpage, update Step 4 PowerPoint presentation, GIS layers available, types of management options available matrix, existing management options in SEFCRI region, matrix, management option pro/con matrix. NOTE: Contractor will work with FDEP-CRCP provided GIS Contractor to incorporate any mapping products into Step 5 communications products. B. Contractor will deliver 1 st, 2 nd, and Final Draft of each product by May 9, May 23, and June 6, 2013, respectively. Each draft will be reviewed by FDEP-CRCP and PPT. A minimum of 5 business days should be allocated for the review of each draft. Comments and edits will be integrated by the Contractor into the next draft. Upon approval of Final design by FDEP CRCP and PPT, Contractor will produce products. Performance measure is when Step 5 communications products are considered final, based on consensus by FDEP-CRCP and PPT. DEP Solicitation No C, Attachment C-1, Page 12 of 20

22 Task 6: Provide product distribution and media tracking to show distribution results and effectiveness of message, products, etc. reaching targeted audiences through Steps 3 and 4 of the MOIP. A. Contractor will provide a detailed list of all communication efforts with dates, medium, and numbers reached (estimates are acceptable for print, radio and TV markets) for each Step of the process included in this contract with distribution tasks (i.e., Steps 3 and 4). B. Contractor will deliver product by June 14, 2013 in the form of a brief report and associated database. Performance measure is when Steps 3 and 4 communications products have reached targeted numbers of stakeholders per each media utilized, based on consensus by FDEP-CRCP and PPT. Task 7: Provide Spanish translation, and associated Spanish version of 2-3 of the communications pieces developed for this process, a distribution plan with audiences for the limited Spanish pieces, and product distribution tracking. Contractor will work with FDEP CRCP and PPT staff to identify the most relevant 2-3 communications pieces to provide in Spanish. As with all tasks outlined in this SOW, please provide an itemized budget for this Spanish task and associated deliverables. A. Delivery dates of Spanish products TBD, based on which products are selected for translation, but will be the same as the timeline for those products in English. Contractor will deliver 1 st, 2 nd, and Final Draft of each product. Each draft will be reviewed by FDEP-CRCP and PPT. A minimum of 5 business days should be allocated for the review of each draft. Comments and edits will be integrated by the Contractor into the next draft. Upon approval of Final design by FDEP CRCP and PPT, Contractor will produce and distribute products. Performance measure is when Spanish communications products are considered final, based on consensus by FDEP-CRCP and PPT. Task 1-7 Timeline: Contract Execution June 30, 2013 All activities associated with Tasks 1 7 shall be completed in accordance with the schedule in the Task/Deliverable Timeline. However, all activities must be completed no later than June 14, Reporting: The Contractor shall submit quarterly progress reports. Each progress report shall indicate the work performed during the reporting period, work scheduled for the next reporting period, problems encountered and resolutions of the problems, and any schedule updates. Quarterly progress reports will be due: January 10, and April 10 in The final deliverables (due June 14, 2013) will serve as the final progress report. Outcomes and Products: Project outcomes will directly result in ability of FDEP-CRCP to implement communications parts of each step in the MOIP. Products recommended by Contractor in Plan/Strategy, and designed, produced, and distributed for Steps 3 and 4, and designed for Step 5, will directly result in engagement of target audiences in each step of the MOIP. Stakeholders will understand what the process is and why it is needed, and they will feel compelled to participate in the process. Success for this campaign would include the following: A fresh and creative logo/tagline for MOIP that is backed by a strong branding process to reach as many stakeholders in the four-county region as possible. A large stakeholder turnout at each of the four public meetings. Designing a comprehensive and well thought out Communication Plan for the 10-Step MOIP. DEP Solicitation No C, Attachment C-1, Page 13 of 20

23 Working with FDEP CRCP staff to isolate effective messages and create fresh and effective education products (e.g., rack cards, 1-pagers, etc. as described in Tasks 1-7 above) to convey critical results and key messages. Success for this process would also include performance measures with tracking, web hits, eblasts opens, etc. for each step of this process. Deliverables: All deliverables will be submitted to the FDOU Project Coordinator. The deliverables listed below are only the physical products that will be provided to the FDEP-CRCP. The content for what is required for each deliverable is described in the Description of Tasks above electronic copies (1) of Process Name and Branding (2) electronic copies (1) of Process Plan/Strategy, including distribution plan for products (2) electronic copies (1) of all created Designed, Produced, and Distributed Step 3 Communication Products (2) (may include, but are not limited to the following: brochure(s), rack cards, media kit, website, audio PSA(s), synthesis document, FAQ page, PowerPoint presentation (3), 1-pager on topics, synthesis maps for 1-pagers, rumor control 1-pagers, web page and possible hotline). PDF versions of the literature collected during market research should be assembled and submitted with an Endnote electronic database electronic copies (1) of all created Designed, Produced, and Distributed Step 4 Communication Products (2) (may include, but are not limited to the following: 1-pager outlining MOIP, rumor control 1-pagers, poster/roll-up outlining MOIP, update Step 3 webpage, update Step 3 PowerPoint presentation (3) electronic copies (1) of all created Designed Step 5 Communication Products (2) (may include, but are not limited to the following: 1-pager outlining MOIP, update rumor control 1-pagers, poster/roll-up outlining MOIP, update Step 4 webpage, update Step 4 PowerPoint presentation (3), GIS layers available, types management options available matrix, existing management options in SEFCRI region, matrix, management option pro/con matrix) electronic copies (1) of Tracking Database and Tracking Report (2, 4, 5) documenting the effectiveness of product distribution during Steps 3 and 4 of the MOIP electronic copies (1) of all created Designed, Produced, and Distributed Spanish Communication Products (2) electronic copies (1) of all final native files created for various products. Designs should be submitted in InDesign software files. 9. The Contractor shall submit quarterly progress reports in accordance with the due dates listed above and in the Task/Deliverable Timeline below. (1) DVDs or CDs must be used for submission of electronic files. DVD or CD labels must be approved by FDOU Project Coordinator before distribution. (2) The Final Products will only be considered final when approved by the FDOU Project Coordinator & FDEP- CRCP. (3) PowerPoint presentation with Talking Points (1) (audience is the general public, following the guidelines of the Governor's Plain Language Initiative), and all Native Creation Files. (4) The report will be spiral bound with a clear vinyl front and navy/black vinyl back cover. (5) All reports and presentations must adhere to SEFCRI/FDEP formatting guidelines and acknowledge the financial assistance provided by the National Oceanic and Atmospheric Administration Coral Reef Conservation Program, as administered by the Office of Ocean and Coastal Resource Management, the Florida Department of Environmental Protection. A template for preparing the final report and PowerPoint presentation will be provided by FDEP-CRCP. DEP Solicitation No C, Attachment C-1, Page 14 of 20