EVALUATION COMMITTEE REPORT. Opioid Advertising Services RFQ S STATE OF NEW JERSEY

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1 EVALUATION COMMITTEE REPORT Opioid Advertising Services RFQ S STATE OF NEW JERSEY November 3, 2017 DPP - 353

2 Table of Contents I. SUMMARY II. OVERVIEW III. PROCUREMENT PROCESS IV. EVALUATION METHODOLOGY V. TECHNICAL EVALUATION SUMMARY VI. TECHNICAL EVALUATION SUMMARY NARRATIVE VII. TECHNICAL ANALYSIS OF PRICE QUOTES VIII. RECOMMENDATION NJSTART Crosswalk NJSTART Term Equivalent Existing New Jersey Term Bid/Bid Solicitation RFQ/Solicitation Bid Amendment Addendum Change Order Contract Amendment Master Blanket Purchase Order (Blanket P.O.) Contract Offer and Acceptance Page Signatory Page Vendor Bidder/Contractor *The following Evaluation Report has been completed utilizing NJSTART terminology. DPP - 354

3 I. Summary Date: November 3, 2017 Bid Solicitation Number & Title: Master Blanket Purchase Order (Blanket P.O.) Term: Using Agency: Opioid Advertising Services RFQ S Base Term: One (1) Year Extension(s): Two (2) One-Year extension period options New Jersey Department of Health (DOH) Recommended Vendor: ASGK Public Strategies, LLC d/b/a Kivvit Blanket P.O. Value: $17,500,000 DPP - 355

4 II. Overview Purpose and Intent of the Procurement The purpose of this Request for Quotation (RFQ) is to solicit Quotes to expand upon the current brand to create, design, write, produce, budget, and administer results of a Public Policy Advertising Initiative (Initiative). The campaigns within the Initiative shall promote public awareness utilizing print, radio, television, digital, and other forms of media as agreed upon at the time of Task assignment. In February 2017, the State procured creative services for a multi-channel campaign effort, Reach NJ, to address the heroin and opioid abuse epidemic in the State. The goal of this Initiative is to continue to create awareness and provide education throughout the State about the dangers of addiction, particularly opioid addiction, and recovery services for New Jersey residents. Based on the acquired knowledge from the initial campaign, and to build upon existing outreach efforts, there should be an additional focus on methods of prevention, signs of addiction, and breaking the stigma around recovery including, but not limited to digital outreach to school aged children and young adults. III. Procurement Process Overview The subject RFQ was publicly displayed on the General Service Administration (GSA) website for download by interested parties on October 13, In accordance with RFQ Section 1.3.1, Electronic Question and Answer Period, potential Vendors could submit questions electronically until 5:00 p.m. on October 19, Two (2) Bid Amendments were issued for this Bid Solicitation: Bid Amendment # Bid Amendment 1 Bid Amendment 2 Date Issued October 20, 2017 October 20, 2017 Contents Answers to some Electronic Questions. Answers to the balance of Electronic Questions. One (1) Quote was received from the following firm, and opened on October 31, 2017: 1. ASGK Public Strategies, LLC d/b/a Kivvit (Kivvit) Clarification Request In accordance with Bid Solicitation Section 6.4, Clarification of Quote/State s Right to Request Further Information, the Evaluation Committee (Committee) requested a clarification from the Vendor. By a letter dated November 2, 2017, the Bureau request a clarification from Kivvit as follows: Price Sheet/Schedule Line #4, Media Placement Mark-Up Percentage, indicates the following: 5% - Under $10M in Net Media 4% - Over $10M in Net Media 2% - Media Buyer Fee on Net Media DPP - 356

5 Clarification was requested on the 4% calculation; is this intended to be applied to the entirety of the amount Over $10M in Net Media, or only the amount that exceeds $10M (e.g., $12M Net Media total; therefore, 4% applied to full $12M versus $2M that is Over $10M in Net Media. ) Kivvit provided its clarification response in its BAFO response detailed in Section VII of this Evaluation Report. IV. Evaluation Methodology Evaluation Committee In accordance with Section 6.5, Quote {Proposal} Evaluation Committee, of the Bid Solicitation, a Committee composed of three (3) voting members and two (2) non-voting, technical advisors was formed to evaluated the Quotes received. The Committee was responsible for performing a technical and price evaluation of the responsive Quotes received. The Committee met on Thursday, November 2, 2017 to review and consider, in depth, the Vendor Quote. After scoring the technical Quote, the Committee then evaluated the BAFO pricing submitted by the Vendor for cost reasonableness on November 3, Technical Evaluation Methodology Prior to the Quote opening date, weights were assigned to the technical evaluation criteria listed in Bid Solicitation Section 6.7.1, Technical Evaluation Criteria. The weights assigned were as follows: EVALUATION CRITERIA WEIGHT I. Personnel 20 II. Experience of firm 20 III. Ability of firm to complete the Scope of Work based on its Technical Quote 60 TOTAL SCORE 100 The Committee technically scored the Vendors technical Quotes using weights assigned to each criterion within the three (3) evaluation criteria. The Committee derived the total technical score by: 1. Assigning a score from one (1) to ten (10) to each criterion, according to the Scoring Legend below: 9-10 Excellent 8-7 Very Good 5-6 Good 3-4 Fair 1-2 Poor 2. Multiplying the assigned score by the criterion weight, which produced a weighted score for each criterion; and, 3. The weighted scores were summed to derive the overall weighted score for the Quote. Voting DPP - 357

6 members developed their technical scores based upon their independent analysis of the Quote and Committee discussions and deliberations. The Average Technical Score was achieved by dividing the Total Technical Score by the number of voting Committee members. DPP - 358

7 V. Technical Evaluation Summary Summary Table Each of the three (3) voting Committee members could assign a maximum weighted score of 1,000 technical points to the Vendor s Quote. Therefore, the maximum combined total technical score that a Vendor could receive from the Committee was 3,000 points. The following table demonstrates a summary of the total weighted and average scores for all Committee members combined. Technical Score Bidder Total Technical Score Average Technical Score Average Technical Ranking Kivvit DPP - 359

8 VI. Technical Evaluation Summary Narrative In evaluating the responsive Quote, the Committee considered the evaluation criteria identified in Bid Solicitation Section 6.7.1, Technical Evaluation Criteria, to score how well the Quote met the Bid Solicitation requirements. The following technical evaluation narrative represents a summary of the findings of the Committee for the Quote submitted. The narrative is intended only as a summary, highlighting important Committee findings for the technical point scores for the Vendor. Vendor Name: ASGK Public Strategies, LLC (Kivvit) Technical Rank: 1 Average Technical Score: 780 The Committee determined that Kivvit presented a well-organized Quote that addressed the tasks and deliverables specified in the RFQ in a comprehensive and detailed fashion. Criterion A The Committee found Kivvit s Quote to be in the scoring range of Very Good for the criterion of Personnel, with an average non-weighted score of 8 on a scale of Kivvit s Quote presented a large team with diverse advertising experience. Kivvit identified qualifications and experience of its management, supervisory, and key personnel assigned to the Blanket P.O. The Project Director has extensive experience in media and grassroots engagements as well as government contracting. Each member of the team adds depth to a different campaign component including, but not limited to graphic design, digital content, research and analysis, and finance. Additionally, the subcontracted staff brings vast experience in media buying, project logistics, creative concept development, and production. Criterion B The Committee found Kivvit s Quote to be in the scoring range of Very Good for the criterion of Experience of firm, with an average non-weighted score of 8 on a scale of Kivvit s Quote demonstrated it has executed campaigns focusing on health care, higher education, business, and finance, among others. Kivvit is also the current vendor on the Reach NJ campaign and is familiar with the goals of the Initiative for New Jersey. Kivvit s previous campaigns included tasks similar to the requirements of this RFQ such as public awareness, creative concepts, media mix, collateral, social content, and implementation. The sample contracts provided range in value from approximately $1,000,000 to $25,000,000. Kivvit s subcontractors presented an example of similar experience with a drug addiction campaign in Summit, New Jersey, demonstrating that it has experience with the RFQ subject matter in New Jersey. Criterion C The Committee found Kivvit s Quote to be in the scoring range of Very Good for the criterion of Ability of firm to complete the Scope of Work based on its Technical Quote, with an average non-weighted score of 7.7 on a scale of The Committee determined that Kivvit s Quote provided a strong sample campaign with multiple concepts to expand upon the current campaign. These concepts included We are here for you, Choose Recovery, and Thankful. From a creative perspective, the Committee appreciated Kivvit s message of DPP - 360

9 continuing to create awareness of the dangers of addiction along with a positive message of compassion, hope, and support in addiction and recovery services. Kivvit included a detailed budget and schedule supporting its sample campaign. Kivvit offered a core demographic supported by statistical research, and it noted that with additional funding, the reach could be expanded as described in its technical approach. Kivvit s Quote was resourceful and thoughtful and proposed a phased and layered approach with aspects of the campaign that could be refined to increase awareness and education. This includes increased digital and social content, a holiday message launch, sports partnerships, additional target audiences such as at-risk communities and teens, scholastic partnerships, and lessons learned. Kivvit s Quote included detailed plans, which demonstrated to the Committee that Kivvit understood the scope of work called for by the RFQ and importance of continuing this Initiative. The Committee determined that the Vendor s experience (criterion A) paralleled with its knowledge and completion of Blanket P.O.s of similar size and scope (criterion B) would be beneficial to the completion of the tasks identified in the Bid Solicitation. The Committee determined that Kivvit could successfully perform all requirements pursuant to the Bid Solicitation. VII. Technical Analysis of Price Quotes Best and Final Offer (BAFO) In accordance with Bid Solicitation Section 6.8, Negotiation and Best and Final Offer (BAFO), the Committee requested a BAFO from the responsive Vendor. By a letter dated November 3, 2017, the Committee requested a BAFO response. Kivvit provided a response by the required deadline. Original Submission - Price Sheet/Schedule Line #4, Media Placement Mark-Up Percentage: 5% - Under $10M in Net Media 4% - Over $10M in Net Media 2% - Media Buyer Fee on Net Media BAFO Submission - Price Sheet/Schedule Line #4, Media Placement Mark-Up Percentage: 4% - All Media Commission 1.5% - Media Buyer Fee on Net Media VIII. Recommendation The Committee has completed its evaluation of the responsive Quote received in response to the RFQ and unanimously recommends that a contract for Opioid Advertising Services be awarded to Kivvit of Asbury Park, NJ, price and other factors considered. As outlined in Section VI, Technical Evaluation Summary Narrative, of this Evaluation Report, the Committee determined that Kivvit demonstrated vast experience and scored in the very good range, receiving an average score of 780. Kivvit provided a very good Quote in many aspects including its qualified personnel, extensive campaign experience, and its clear and detailed technical approach. Kivvit demonstrated that it accurately and efficiently understood the requirements of the RFQ and that it is capable of successfully providing the services. Kivvit s Quote included a reasonable price schedule. It is for these reasons that the Committee is unanimous in recommending Kivvit for award, as its Quote represents the most advantageous offer to the State, price, and other factors considered. DPP - 361