R701--Amending RFQ 36C25026Q0485 to answer Questions Submitted for Dayton VAMC Billboard Advertising

Questions & Answers / Clarifications

This document provides answers to questions submitted by potential bidders regarding Solicitation 36C25026Q0485 for Billboard Advertising at the Dayton VAMC.

• Past Performance: All factors, including relevant subcontractor past performance, will be considered in the evaluation.
• Breakdown: Posters are not required, and no preferred breakdown between standard bulletins, posters, mobile billboards, and digital billboards is specified.
• Mobile Billboards/Geo-fencing: Mobile billboards (e.g., buses) are considered. Geo-fencing (software-based virtual perimeter) is not a consideration.
• ANG Graphics: ANG (Air National Guard) graphics are NOT required.
• Impression Requirements: 18 million impressions are required for the term of the campaign for billboards. Conflicting requirements for digital/mobile are clarified as part of the overall 18 million.
• Reporting: The contractor will provide the solution for monthly required reporting, with no specific preference from the government.
• Creative Assets: The VA National will provide advertising imagery and branding; offerors should not assume they need to develop original creative assets.
• Budget: No estimated budget range or historical spend will be provided. Bidders are expected to provide this information in their proposals.
• Pricing: Pricing should be for a one-year period of performance. Both fixed 12-month schedules and flights of different durations can be submitted. A single all-inclusive firm fixed price is required.
• Catchment Area: The 17-county catchment area includes Greene, Miami, Prebble, Warren, Mercer, Allen, Hardin, Auglaze, Shelby, Logan, Darke, Miami, Champaign, Clark, Green, Montgomery, Preble, Wayne, Fayette, Union, Butler, Warren.
• Data Access: The government will NOT provide access to existing performance data, VA-owned data, lists of enrolled veterans, or commercially available audience data. Bids should be based solely on the requested work.
• Geo-fencing: Geo-fencing is not required.
• Value-Added Components: Proposals should be purely for the advertising requested; value-added outreach components are not permitted.
• Campaign Success: Success will be defined by total impressions and CPM efficiency. Please refer to the SOW/PWS for other performance metrics.
• Media Plan Submission: For quote submission by May 20, a proposed strategy/package with estimated cost and coverage areas is sufficient, with the detailed media plan to be finalized after award.

These clarifications refine requirements related to deliverables, evaluation, creative assets, data provision, and submission details. Bidders should adjust their proposals accordingly.

Solicitation / RFP / RFQ

This is a combined synopsis/solicitation for commercial items, issued as a Request for Quote (RFQ) to award a firm-fixed-price, one-year contract for billboard advertising services. The goal is to increase awareness of Dayton VA Medical Center benefits, programs, and services among Veterans not currently enrolled, specifically targeting those aged 18-55, women Veterans, rural Veterans, and those not enrolled at Dayton VAMC. The campaign aims to enroll approximately 2888 Veterans per year.

• Design and implement a billboard campaign using static and digital billboards.

• Target the Greater Dayton/Miami Valley area, including rural areas within the 17-county catchment area.

• Billboards should be placed in high-visibility locations, including near Wright-Patterson Air Force Base and in rural areas.

• Campaign must achieve no less than 18 million total impressions.

• Target cost per thousand impressions (CPM) not to exceed $5.

• Include at least five (5) static and three (3) digital billboards.

• Utilize geo-targeting capabilities.

• Provide real-time reporting, including impressions and monthly proof of performance reports.

• Contractor is responsible for creative development in conjunction with Dayton VA approval.

• Develop and submit a detailed media plan, including locations, placement, time, and dates.

• Train Dayton VA Public Affairs personnel on changing digital billboard messaging and grant access.

• Contractor shall develop and maintain an effective Quality Control Plan (QCP).

• Contract Type: Firm Fixed Price

• Period of Performance: Anticipated June 1, 2026 – May 31, 2027 (one year)

• All questions must be submitted via email to Jennifer.Nowak@va.gov before the response deadline.

• Technical questions and quotes must be sent by email to Jennifer.Nowak@va.gov.

• Response Date/Time: May 20, 2026, 12:00 PM Eastern Time.

• Evaluation Factors: Technical capability, Price, and Past Performance. Technical and past performance combined are more important than price (Best Value). Quotes will be evaluated for technical acceptability, with the lowest-priced technically acceptable quote being preferred.

• Offerors must submit at least two past performance references within the last 5 years, similar in size and scope.

• NAICS Code: 541810 (Advertising Agencies)

• Product Service Code: R701

• Small businesses are encouraged to contact their nearest Procurement Technical Assistance Center (PTAC).

• Offerors must be registered in the System for Award Management (SAM.gov).

• Service-Disabled Veteran Owned Small Businesses must be registered and verified in the Vendor Information Pages (VIP) database.

• The solicitation document and incorporated provisions and clauses are effective through Federal Acquisition Circular 2005-26.

• Offerors shall complete FAR 52.212-3 Offerors Representations and Certifications-Commercial Items.

• Electronic invoice submission instructions are provided.