Purchasing Department Mailing Address: 4400 University Drive, Mailstop 3C5 Street Address: 4441 George Mason Boulevard, 4 th Floor, Suite 4200 Fairfax, Va. 22030 Voice: 703.993.2580 Fax: 703.993.2589 http://fiscal.gmu.edu/purchasing/ Questions & Answers RFP GMU-1283-16 Q1. Are you only interested in vendors that can meet all of the requirements, or can vendors with part of the requirements also bid as a possible vendor for listed items. A1. An Offeror may choose to submit a proposal on all services requested or only the requirements that best suit that particular Offeror s expertise. Please refer to section I of the solicitation. Q2. Our takeaway is that the School of Business is looking to identify potential partners that can help in each of the service areas identified (creative; web design & production; copywriting, proofreading and copyediting; and videography). Are there a set number of partners you hope to end up with in each service area? Or are you looking to identify just one partner for each service area? A2. There are not a set number of vendors we hope to identify nor are we looking to identify one partner for each service area. We may bring on multiple vendors some of whom have expertise in more than one area of service as well as vendors who have expertise in only one of the service areas. Q3. It appears that there are no specific projects or assignments related to this RFP. If selected as one of the winning agencies, will we be assigned specific projects in some/all of the service areas listed? Or, as we have seen with similar arrangements at other universities, will being selected mean we now have the ability to compete within a more limited set of contenders to earn assignments? A3. All selected vendors may be assigned specific projects by schools within the university. Selection does not guarantee work. Q4. Please share what you anticipate the average budget for agency compensation to be for projects and assignments that come out of this RFP process. What is their potential dollar value? And roughly how many of these assignments do you expect to initiate in any given year? A4. The budget will vary widely depending on the project. Multiple schools and departments within the university will have access to use selected vendors so the total number of assignments in any given year is unknown. Q5. Pages 5 & 6 of the RFP refer to Specific Plan (Methodology) for how our agency will provide the services outlined in your Statement of Needs. However, your Statement of Needs lists a wide range of items and basic requirements, with limited detail. Can you provide a clearer picture of what you would most like to see in our response regarding a Specific Plan (Methodology), and if there are specific elements of work that you are most interested in learning how we would approach? A5. Please include information on how you work with clients on a given project and any specific approaches you take to project and client management.
Q6. How many agencies were invited to participate in this review process? How many do you anticipate will be submitting responses? A6. 9 agencies were directly solicited. This solicitation was also posted on the eva VBO resulting in 6,965 vendors notified and was advertised in the Washington Post. Q7. What agencies has the George Mason University School of Business worked with in the past 2-4 years? A7. Crossbow Studio Paskill, Stapleton & Lord Percept Research Zone 5 Q8. Are offerors permitted to submit a response if they are a business located in the District of Columbia and not certified by the DSBSD? A8. Yes, however, if awarded a contract, offerors must register with eva. See section X, paragraph O. Q9. Can you provide the historical spend for the work in scope? Do you think that the amount of work will increase or decrease in the future years? A9. This RFP covers multiple schools and departments within the university. As such, the historical spend for the work in scope is not available. Q10. Why is the RFP focused only on the School of Business? Does the University divide its creative and marketing services between the various Schools using separate RFP processes, and if so why? Is there an institutional need to request these services only for the School of Business at this time and if so can you elaborate on this need? A10. It is the intent of this solicitation and resulting contract(s) to allow for cooperative procurement. Other schools/departments at Mason and possibly agencies will use the resulting contract(s). See section XI, paragraph A. Q11. Is there currently an incumbent provider performing this work? If so, what needs in terms of creative design and marketing services are not being adequately addressed? Has this incumbent been invited to participate in this RFP process? A11. Currently there are multiple vendors performing this work. The contract that these vendors are working under is expiring and they were invited to participate in this RFP process. Q12. What are the essential Key Performance Indicators (KPIs) that will be used to evaluate the quality of assets provided and the success/productivity of the creative, web and video campaign and the copywriting and copyediting activity? A12. When reviewing the quality of the work samples provided, the review team will evaluate creativity, uniqueness, attention to detail, use of best practices, and any objectives and performance statements included. Q13. Is there a budget parameter for the services requested in the RFP that can be communicated? A13. There is not a budget parameter for the services requested. Q14. What quantification can you provide for the following services as summarized in the RFP (i.e. can you provide expected numbers of campaigns and activities for the following)? a. Creating, designing, and producing print, outdoor, broadcast and Internet branding campaigns.
b. Creating, designing, and producing enrollment/direct response campaigns that could include advertising, direct mail, landing pages, video and html emails, digital media, social media, etc. c. Creating, designing, and producing collateral materials such as brochures, flyers, booklets, newsletters, folders, posters, CDs, etc. d. Creating illustrations and graphic devices such as symbols. e. Creating, designing, and producing landing pages, mini websites, and other web templates. f. Provide proposed site/information architectures, page prototypes, and illustrations. g. Creating, designing, and producing web applications. h. Creating, designing, and programming CSS web templates, blog skins, etc. and incorporating such Web 2.0 technologies into web site. i. Provide different types of copy such as technical copywriting, advertising copywriting, sales/marketing copywriting, scriptwriting, and informational copywriting. j. Write, edit, and proof all copy before presenting to School of Business for approval. k. Producing short topic videos for use at events or posting on YouTube, School of Business web sites, social media sites, etc. that incorporate music, full-motion graphics, and animation. l. Produce short full-motion graphic or animated videos for use as e-holiday cards, e-greeting cards, or e-solicitations. m. Videotape, edit, and deliver video files of speeches, panels, conferences, interviews, etc. A14. This RFP covers multiple schools and departments within the university. As such, numbers of campaigns and projects are not available. Q15. In addition to creating, designing and producing the creative, web and video campaign assets, to what extent will the supplier(s) be responsible for execution and tracking of the actual marketing, advertising, online and direct campaigns? What are the expected number of creative, web and video campaigns for the year? A15. The suppliers will not be responsible for execution and tracking of the actual marketing, advertising, online and direct campaigns. This RFP covers multiple schools and departments within the university. As such, numbers of campaigns and projects are not available. Q16. If the supplier(s) is/are expected to execute on the aforementioned campaigns, what data will be provided to the supplier(s) and what data will the supplier(s) be expected to acquire to support the campaign efforts? A16. Data provided will vary be project and school/department. At minimum, the target audience and objective will be provided along with the George Mason University brand profile and editorial guide. Q17. Will the supplier(s) be expected to provide and manage a content management system/digital asset management system for housing and management of the assets? If so, how does The University envision access to such a system? A17. The supplier will not be expected to provide and manage a content management system/digital asset management system. Q18. Page 1, QUESTIONS/INQUIRIES paragraph states that Q&A s will be posted to the Mason Purchasing Website. Please clarify whether they will or will not also be posted and released via eva where the original Solicitation is? A18. The Q&A document will only be posted on the Mason Purchasing Website.
Q19. Page 3, IV. B.4 WEB DESIGN AND PRODUCTION references Creating, designing and programming CSS web templates Please clarify the current GMU School of Business CMS platform that the offeror needs to be familiar with, if applicable, for programming services. A19. The university is overhauling its website and moving all departments to Drupal. Q20. P8, item G. CANCELATION OF CONTRACT notes that contract cancelation by GMU "shall not relieve the contractor of obligation to deliver and/or perform on all outstanding orders issued prior to the effective date of cancelation. Please confirm that such obligation to complete projects/orders will be properly compensated by GMU to the contractor as per original contract stipulations and that GMU will not require services to be performed without intention of payment for such services. A20. The contractor will be paid for services on outstanding orders issued prior to the effective date of cancelation. Q21. P8, H. CHANGES TO THE CONTRACT: will the final awarded contract clarify which GMU personnel are authorized/responsible for requesting and approving increases in contract pricing (e.g., solely the Procurement Office, solely the Project Manager, any staff member with a @gmu.edu email address, etc)? A21. Any changes to the scope of the contract or pricing must be done through the Purchasing Office by the designated procurement officer. Q22. If you could kindly let us know the size of budget for RFP GMU-1283-16, we will appreciate the help and provide George Mason University with competitive proposal. A22. This RFP covers multiple schools and departments within the university. As such, the available budget is not available. Prices should be submitted based on hourly rates for services. Q23. We would like to know that if you have posted similar solicitation before (e.g. last year), who is the contractor and how much is their winning bid price. Since we are going to offer an hour rate for the work, we would love to figure out the scope of work through your size of budget and budget of previous work. A23. The previous solicitation was awarded to 4 vendors, Crossbow Studio, Paskil, Stapleton & Lord, Percept Research and Zone 5. Hourly rates ranged from $77 (Research Associate) to $175 (Marketing Strategy) for various jobs. Q24. Is there a specific budget around this or are you looking for us to help recommend a budget? A24. Please provide your hour rates for services provided. Q25. Are there projects you have immediately to work on or is this RFP more to bring an agency in for on-going support? A25. Some schools may have immediate projects to be worked on but this is also to bring in an agency or agencies for on-going support. Q26. What are your most important needs today? A26. Creative design, videography, and copywriting and editing Q27. Do you have a standing marketing/communications plan? A27. This varies by school and program. Q28. What type of research and analytics are available on current and prospective students and faculty? A28. This varies by school and program
Q29. What marketing channels in 2015 have been most successful? A29. Digital channels including search, social, and mobile. Q30. What are enrollment numbers for 2015? A30. This varies by school and program Q31. What are top-level goals for 2016? A31. This varies by school and program but the goals are to increase enrollment. Q32. Which companies are the incumbent contractors? A32. Crossbow Studio Paskill, Stapleton & Lord Percept Research Zone 5 Q33. Who will issue the task orders against this BPA? A33. This varies by school and program but likely will be directed by the marketing director from a school. Q34. Are there either annual minimum or maximum contract values in terms of dollars or person-hours, and, if so, what are those values? A34. No Q35. What percentage of the work do you anticipate will be for the GMU s School of Business vs. other Schools within GMU? A35. This is unknown. Q36. What were GMU s total expenditures on the 4 cited creative/marketing service areas over each of the past 4 years under similar contracts? A36. This is unknown. Q37. Can you share with us some representative samples of work performed for GMU by contractors in these 4 cited marketing/services areas (via files or website links) from the past 1-2 years? A37. Graphic design sample: http://business.gmu.edu/images/contentattachments/undergradfactsheet-george-mason.pdf Video sample: https://youtu.be/gfnqvp3vjfc Web design sample: http://pace.gmu.edu/ Q38. Should we submit the hard copies of the technical proposal and the cost proposal in the same volume? A38. Yes Q39. Does GMU anticipate that its requirements for work in the 4 marketing/services areas under this new contract will be about the same, less, or more than the past 5 years? A39. The same or more. Q40. Is there an incumbent contract holder(s) or is this new work? If there are incumbents, who are they? A40. Yes, Crossbow Studio; Paskill, Stapleton & Lord; Percept Research; Zone 5 Q41. Section IV. A. CREATIVE DESIGN. Creating, designing, and producing print, outdoor, broadcast and Internet branding campaigns. Does GMU School of Business (SoB) have preferred
vendors for the print and outdoor materials? Does GMU SoB have a preferred video/audio production vendor for the broadcast portion? Will the contractor provide media buying services? Will the contractor work directly with advertising vendors? A41. The contractor will only provide graphic design, videography, copywriting or editing, and web design services. Mason schools will conduct their own media buying and work directly with advertising vendors. Q42. Section IV. A. CREATIVE DESIGN. Creating, designing, and producing enrollment/direct response campaigns that could include advertising, direct mail, landing pages, video and html emails, digital media, social media, etc. Will the contractor provide media buying services? Will the contractor work directly with the advertising vendors? A42. The contractor will only provide graphic design, videography, copywriting or editing, and web design services. Mason schools will conduct their own media buying and work directly with advertising vendors. Q43. Section IV. A. CREATIVE DESIGN. Creating, designing, and producing collateral materials such as brochures, flyers, booklets, newsletters, folders, posters, CDs, etc. Does GMU School of Business (SoB) have a preferred vendor for the production of the collateral materials? A43. The contractor will only provide graphic design, videography, copywriting or editing, and web design services. Mason schools will secure their own production vendors when needed. Preferred production vendors vary by school/department. Q44. Section IV. B. WEB DESIGN AND PRODUCTION. Contractor will provide web development consulting services While the RFP does list basic requirements, what else is considered web development consulting services by GMU SoB? A44. Web design, information architecture, UX and accessibility expertise. Q45. What is the internal review process at GMU SoB, including desired business days for review between draft and final and number of review cycles? What are typical turnaround time for these services? A45. The review process may vary by school/department. For the School of Business, all materials are reviewed by the marketing director and depending on the project by additional internal clients. Review time is generally one business day. Number of review cycles varies by project. Q46. Is GMU SoB able to provide sample task orders for these services? A46. A creative brief is generally provided for a design project (brochures, programs, fact sheets, postcards, etc.). Q47. Section I. PURPOSE. Page 3 states, that services will be provided on an as needed basis. Does GMU have any idea of their expected need (e.g., peak times, type of service needed more than others, etc.)? A47. Creative design services and editing/copywriting services will be needed more than other services. Fall and spring are peak times. Q48. Will the resulting task order be Firm Fixed Price (FFP) or a Time and Materials (T&M) hourly rate with a not-to-exceed amount? A48. Both would be acceptable. Provide hourly rates for your services. When a school/department contacts you for a specific project, you will then use your hour rates negotiated within the RFP to determine project cost.
Q49. If there are any other direct costs (ODCs) will there be reimbursement for our material handling and administrative costs associated with ODCs? A49. ODC would vary by project. For example, if you purchased stock photography for a project, you would be reimbursed for the cost. No administrative costs would be applied. Q50. Do you have an agency or agencies in place that you're replacing? What have they done for you in the past? A50. Incumbent vendors include Crossbow Studio; Paskill, Stapleton & Lord; Percept Research; Zone 5. They have done a variety of creative design, videography, copywriting, and web design projects. Q51. What triggered this review process? The need for fresh creative work? Dissatisfaction with current agencies partners? The need to find specialists in certain areas? Other? A51. Existing contracts are set to expire and an RFP is required to bring vendors on under new contracts. Proposals for all vendors will be reviewed using the same criteria. Q52. What are the biggest organizational priorities for the university as we head towards 2016? A52. Priorities include: increasing enrollment and retention, fundraising, funded research. Q53. What are the top three marketing communications objectives you d like to accomplish over the next 6-12 months? What needs to be fixed or improved (if anything)? A53. These will vary by school/department but in general objectives will be to increase graduate program leads, support fundraising efforts, and support efforts to secure funded research. Q54. Can you share previously developed print, outdoor, broadcast and internet branding campaign work? A54. Graphic design sample: http://business.gmu.edu/images/contentattachments/undergradfactsheet-george-mason.pdf Video sample: https://youtu.be/gfnqvp3vjfc Web design sample: http://pace.gmu.edu/ Q55. What challenges have you faced with past creative agency partners? A55. The biggest challenges often tend to be state purchasing guidelines that limit the amount of work that can be conducted with a vendor. This RFP process removes those challenges. Q56. Can you describe the internal creative capabilities at George Mason University (copywriting, design, production, digital development, video development, etc)? A56. This varies by school within the university. The university itself has a Creative Services team that includes graphic designers, photographers and a copywriter. The volume of work required by some schools exceeds the capacity of the Creative Services team and the schools use external vendors to meet their needs. Q57. How is the marketing communications team currently structured? Any changes on the horizon in regards to that team? A57. This varies by school/department. Some have one person and others have a team of 2-3 people. Q58. What CMS is George Mason University s current site built upon? Are the mini websites and landing pages expected to be built on the current CMS? A58. Currently, the website is decentralized with CMS varying from school to school. The university is overhauling its website and moving all departments/schools to Drupal. Experience with Drupal is preferred.
Q59. What CRM(s) exist? It appears that you are collecting data from a variety of sources. For example https://admissions.gmu.edu/requestinformation/interest.asp and https://masongrad.hobsonsradius.c om/ssc/iform/g00x7w870x6g0x6702s700l.ssc appear to be different sites writing to different data bases. A59. Currently, the website is decentralized with CMS varying from school to school. The university is overhauling its website and moving all departments/schools to Drupal. Q60. Are you expecting to provide the selected agency direct access to the site in order to build and launch pages as needed? Or will selected agency be working through internal IT resources at George Mason University? A60. Currently, the website is decentralized with access and servers varying from school to school. The university is overhauling its website and moving all departments/schools to a common CMS and host. Both scenarios (direct access and working through internal IT resources) may be a reality. Q61. Has the George Mason School of Business conducted any qualitative or quantitative market research activities in the past 2 years including any online/email surveys, or focus groups? A61. Yes Q62. Do you have a library of original images we could use or should there be budget for stock imagery or an on-location photo shoot? A62. There is a library of original images. Some projects may require stock imagery. That will be decided on a project by project basis. Stock imagery may be purchased internally or purchased by vendor and reimbursed. Q63. What institutions does the SOB consider to be among its peer institutions/competitors on a local and/or national level? A63. Competitor institutions at the graduate level for the School of Business include GW, Georgetown, Johns Hopkins, American U., UVA, Virginia Tech, among others. Q64. What content management system is being utilized? Would the agency need to develop landing pages in this CMS? A64. Currently, the website is decentralized with CMS varying from school to school. The university is overhauling its website and moving all departments/schools to Drupal. Experience with Drupal is preferred. Q65. Can you confirm that you are not looking for agencies to estimate the projects outlined in IV. A, B, C and D and that you are only looking for a fully loaded hourly rate for the services to accomplish these tasks. A65. We are not looking for estimate for projects outlined in IV. We are looking for fully loaded hourly rates for services. Q66. Can agencies respond to some of the services of IV. A, B, C, D or is an agency required to respond to all? A66. An Offeror may choose to submit a proposal on all services requested or only the requirements that best suit that particular Offeror s expertise. Please refer to section I of the solicitation. Q67. Are joint-ventures/partnerships welcomed?
A67. Join ventures/partnerships are welcomed but this must be disclosed in the proposal and information for all partners must be provided. Q68. I see that one original proposal is bound. Should the three extra hard copies be bound? A68. All copies need to be held together in some manner. Not necessarily bound. Q69. Are the incumbents bidding on the contract? A69. We will not know until we receive and open proposals on the specified due date. Q70. What is the anticipated budget for each year? A70. This RFP covers multiple schools and departments within the university. As such, the available budget is not available. Prices should be submitted based on hourly rates for services. Q71. Are you looking for a firm-fixed price or hourly rates for each service? A71. Provide hourly rates for your services. Q72. Historically, how many hours a week have been focused on this contract by the incumbents? A72. Hours are dictated by projects. It may vary from week to week from no hours to multiple hours. Q73. Besides Joomla, what other CMS platforms does the school currently use? A73. Currently, the website is decentralized with CMS varying from school to school. The university is overhauling its website and moving all departments/schools to Drupal. Experience with Drupal is preferred. Q74. How often do you expect on-site meetings to occur? A74. Rarely if ever. Q75. What institutions does the School of Business consider to be among its peer institutions/competitors on a local and national level? A75. Competitor institutions at the graduate level for the School of Business include GW, Georgetown, Johns Hopkins, American U., UVA, Virginia Tech, among others. Q76. What are the biggest challenges from a marketing and brand perspective? For example, what s holding the School of Business back from achieving these goals? A76. The biggest challenge is competing in a crowded and competitive landscape amongst competitors with much larger financial resources. Q77. Who will be involved in reviewing and approving deliverables? For example, is there any kind of committee or group involved? A77. The review process may vary by school/department. For the School of Business, all materials are reviewed by the marketing director and depending on the project by additional internal clients. Review time is generally one business day. Number of review cycles varies by project. Q78. What skill sets exist within the institution (e.g. web developers, content writers) who could assist with certain components a project? A78. This varies by school within the university. The university itself has a Creative Services team that includes graphic designers, photographers and a copywriter. It also has a web services team that includes web developers.
Q79. Could you please elaborate on the primary target audience(s)? For example, where are they located geographically? What sort of demographic/behavioral data exists regarding the School of Business target audience groups? A79. Target audiences vary by school and program. For the School of Business, we have a range of graduate programs with target audiences that include recent grads to mid-career and upper-level managers and everything in between. Some programs have target audiences restricted to the DC DMA and others (online programs) have larger geographic targets that we are looking to expand. Basic demographic/behavioral data exists for each School of Business target audience group. Q80. What does the University s School of Business stand for in the eyes of the public? For example, when external stakeholders talk about the School of Business, what sort of comments do they make about the institution and its programs? A80. The School of Business has many stakeholders (students, parents, alumni, business community members, donors, etc.) and what we stand for may vary by stakeholder group. In general, our stakeholders hold the school and university in a positive light. We are seen as young and ambitious, nimble, innovative, and market-driven. Q81. Can you provide access to stakeholders to participate in focus groups and stakeholder interviews (i.e. current students, prospective students, faculty, staff, alumni, etc.)? A81. Selected vendors would have access to stakeholders if needed. Q82. Is there an incumbent or incumbents on this piece of work and, if so, can you share the name of that company or companies? A82. Crossbow Studio Paskill, Stapleton & Lord Percept Research Zone 5 Q83. Does the School of Business website plan to transition to the same web platform as the University? A83. Yes Q84. Can you provide examples of web applications that the School of Business has considered deploying or would like to deploy in the future? A84. This is currently unknown as the university is at the beginning stages of a university-wide web overhaul. Q85. What CRM tools are currently in use by the University or planned for future deployment? A85. There is not on CRM used across the university. University admissions uses Hobsons Radius. University alumni and advancement uses imodules. The School of Business uses Salesforce. Q86. Part IV Statement of Needs, A, 1 Creative Design. What is success for you within a branding campaign? Is it just branding or will success actually be measured as related to enrollments? A86. For a branding campaign, success is branding and awareness. For a direct response campaign, success is leads and/or conversions. Q87. Part IV Statement of Needs, A, 1 Creative Design. If you are measuring enrollments or other measures off success, how are you currently measuring this? Do you expect the agency to provide an option for measuring/optimizing campaigns? A87. The agency selected will not be responsible for measuring or optimizing campaigns. The agency or agencies selected will only be used for their design, writing/editing, videography,
and web abilities. They will not be creating marketing campaigns or media plans or executing ad campaigns. Q88. Part IV Statement of Needs, A, 1 Creative Design. Creative design basic requirements mentions creating illustrations and graphic devices such as symbols, can you please give a little more information about what this specifically means? A88. This may mean graphical elements that enhance or illustrate a design piece. It will not include logos or similar. Q89. Part IV Statement of Needs, B, 1 Web Design and Production. Web design and production basic requirements mentions creating designing and producing web applications, do you have additional information such as languages used, stacks or past projects? A89. This is currently unknown as the university is at the beginning stages of a university-wide web overhaul. Q90. Part IV Statement of Needs, D, 1 Videography and Motion Graphics/Animation. Videography and Motion Graphics/Animation are things we typically outsource, but we provide creative direction and approvals, and project management. Is that acceptable? A90. Join ventures/partnerships are welcomed but this must be disclosed in the proposal and information for all partners must be provided. Q91. Part V Proposal Preparation and Submission Requirements, A, 1, RFP Response. Is there an incumbent? Can you say who the incumbent is, and if they are participating? A91. The previous solicitation was awarded to: Crossbow Studio; Paskill, Stapleton & Lord; Percept Research and Zone 5. We will not know if they are participating until we receive and open proposals on the specified due date. Q92. Part V Proposal Preparation and Submission Requirements, B, 2, Qualifications and Experience. Can you elaborate on what you are looking for in a team? Qualifications, expertise, experience level, etc.? A92. Your team should have the skills necessary and past experience performing the services for which you are submitting your proposal. Q93. Part V Proposal Preparation and Submission Requirements, B, 4, References. You state that references from other higher education institutions are preferable. How important is it to you that we have other higher education references? May we include references from past higher education clients or from higher education clients that worked with current staff member at their former agencies? If not, may we include references from clients for which we have performed similar services that are not necessarily in higher education? A93. Higher ed references are not required but previous work with higher education clients is preferred. Past higher ed clients can be used as references. References from a variety of industries can be used. Q94. Part X General Terms and Conditions, A, 1, Announcement of Award. What is the estimated annual budget? A94. The budget will vary widely depending on the project. Multiple schools and departments within the university will have access to use selected vendors so the total number of assignments in any given year is unknown. Q95. If a non-swam business subcontracts part of the work to a SWAM business, what percentage is required to obtain all 5 points for the evaluation criterion?
A95. You will only receive 5 points for being a certified SWAM vendor with the Commonwealth of Virginia. You will receive between 1 4 points for subcontracts with a SWAM business. It will be up to the evaluation committee to select the point value.