Request For Proposal (RFP) For Media Planning and Booking Television and Radio Air Time For Public Service Announcements (PSAs) on Tuberculosis (TB) TB CARE II Bangladesh Project USAID Cooperative Agreement No. AID-OAA-A-10-00021 Solicitation Number: TB CARE II-FY13-04 Issuance Date: March 22, 2013 Submit Questions to: TBCARE@urc-chs.com Last date for Submission of Questions: March 25, 2013 Responses to Questions will be posted at: http://www.tbcare2.org Closing Date for Submission of Proposals: April 7, 2013 Managed by: University Research Co., LLC Funded by: United States Agency for International Development TB CARE II Bangladesh Project; Request for Proposals for Booking TV and Radio Air Time 1
TABLE OF CONTENTS 1 INTRODUCTION... 3 2 BACKGROUND... 3 3 OBJECTIVES AND AUDIENCES OF MEDIA CAMPAIGN... 3 3.1 Objectives of the media campaign through TV and Radio... 3 3.2 Target audiences... 3 4 SCOPE OF WORK - MEDIA BUY AND PLACEMENT... 4 5 VALIDITY... 6 6 ELIGIBILITY CRITERIA... 6 7 SUBMISSION OF QUOTATIONS... 6 8 EVALUATION CRITERIA... 6 9 AWARD OF THE CONTRACT... 7 10 CONTRACTOR S RESPONSIBILITIES... 7 TB CARE II Bangladesh Project; Request for Proposals for Booking TV and Radio Air Time 2
1 INTRODUCTION The TB CARE II Bangladesh project is seeking a competent organization for planning, negotiating and buying Television (TV) and Radio air time. The services are required for placement of advertisements aimed at increasing people s knowledge and awareness about Tuberculosis (TB). The video and audio materials for TV and Radio will be provided by the project. The TB CARE II is implemented by University Research Co., LLC (URC) with funding support from United States Agency for International Development (USAID). The project provides technical assistance to the National TB Control Program (NTP) to increase universal and early access to diagnosis and management of TB services. 2 BACKGROUND Bangladesh TB Control Program has made significant achievements in the past years. The emergence of Multi-Drug Resistant TB (MDR TB) and lower detection of child TB are two major challenges facing the country. Although overall knowledge about TB has improved, specific knowledge of people about the causes, symptoms, transmission and prevention of MDR TB and child TB is poor. Delay in care seeking for TB services is still a major concern. Stigma and socioeconomic constraints cause patient delays in getting diagnostic and treatment services from the health centers. Adherence to TB treatment is a major problem which is one of the reasons for increasing incidence of MDR TB cases in Bangladesh. The existing situation underscores the need for a strong mass media campaign through popular electronic media for wider dissemination of essential messages on MDR and child TB. It is recognized that empowering people with correct knowledge about TB will bring positive changes in people s behavior and practices resulting in to timely seeking of TB services and improved adherence to TB treatment. 3 OBJECTIVES AND AUDIENCES OF MEDIA CAMPAIGN 3.1 Objectives of the media campaign through TV and Radio Increase awareness among community members about MDR TB and child TB; Promote health seeking behaviors among people for increasing access to detection and treatment of MDR and child TB; Increase adherence to TB treatment by patients; Reinforce awareness about MDR and child TB among all healthcare providers; Increase compliance by service providers with treatment regimen; 3.2 Target audiences TB CARE II s objective is to reach the following target audiences with TB related messages and information: TB patients Health care providers Parents/Family members of TB patients TB CARE II Bangladesh Project; Request for Proposals for Booking TV and Radio Air Time 3
Mass people 4 SCOPE OF WORK - MEDIA BUY AND PLACEMENT Under this scope of work, the selected group(s) will be responsible for buying media time for placing public service announcements (PSAs) covering targeted TB messages during specified times on radio and television. The respondents should submit two separate media time buying quotes and placement plans for radio and TV. The plans should be consistent with the campaign objectives and target populations. The proposed plan must demonstrate that it will maximize available funds to reach the largest number of viewership/listenership by purchasing ad space in programs which are rated most popular among the targeted audience. The following information should guide the development of the media buying plan: Specifications for TV: Duration: Spots Duration: Time: Number of spots: Example channels: Example programs: Budget: The duration of the TV campaign is 6 (six) months. 60 sec, 40 sec, and 30 sec (to be provided by the project) Preference is to air spots during hours 7 pm 11 pm (pick hour) except Bangla cinema A total of 1,500 TV spots for the six-month period, scheduled in a frequency that would maximize the impact. The proposal shall include the following distribution of spots: 300 60-second TV spots 450 40-second TV spots 750 30-second TV spots BTV, ATN, Banglavision, Channel I, Somoy (news channel) BTV: 8pm Bangla news, Bangla film ATN: Bangla news, popular drama, Bangla film on Friday Banglavision: Reality Show (e.g., Nacho Bangladesh Nacho), popular drama Channel I: Bangla news, popular drama NTV: Reality show (e.g., like Close Up One) Respondents are encouraged to propose other channels and highly rated programs including live sports events that are popular among the target groups. The quotes should include the cost of media placement during the above specified time slots. In addition, the quotes should also include special volume discounts for each TV channel for the 6-months duration. Specifications for Radio: Spots Duration: 60 sec TB CARE II Bangladesh Project; Request for Proposals for Booking TV and Radio Air Time 4
Example channels: Time: Number of spots: Example program: Budget: Technical Proposal: Bangladesh Betar, Radio Today, Radio Amar, Radio Foorti, ABC Radio 7am 11pm Total 3,000 60-second spots for the 6-month period, scheduled in a frequency that would maximize the impact. Respondents should identify and provide justifications for selection of programs popular among the target audience. The quotes should include the cost of media placement during the above specified time slots. In addition, the quotes should also include special volume discounts for each radio channel/station for the 6-months duration. a) A Title Page with name of the organization, contact person s name and title, full address including telephone, fax and email; b) A narrative section explaining why the proposed media time buying plans for TV and Radio including proposed channels and programs are appropriate for reaching the target audience; c) Separate Program Schedules for TV and Radio showing distribution of spots (60 sec, 40 sec, and 30 sec) by proposed channels and programs; d) Detailed plan for monitoring and documenting the airing of PSAs to ensure that the project gets value for its money; e) Provide a clear description of other management tasks that need to be performed including tracking placement of ads as per approved schedule; f) A section on organizational experience and capacity. Provide a list of different types of media, specifically TV and Radio, that your organization has purchased in the past three years, including cost; provide a list of your organization s top 3 (three) current clients with contact information including name, address, email and phone number; g) A copy of the certification that the organization is a legally registered business entity in Bangladesh. Cost Proposal: The cost application must be presented in Microsoft Excel with no hidden worksheet and showing all the formulas as applicable. Please be sure to review and confirm that all amounts and formulas are correct and in Bangladesh Taka. The cost proposal shall include the following: a) A summary budget by different channels and other line items; b) A detail budget by channels and other line items giving adequate breakdowns of all costs showing the formulas used for cost calculations; c) All VATs associated with advertisement rates must be identified separately; d) Provide budget narratives explaining applicability and costs determination. TB CARE II Bangladesh Project; Request for Proposals for Booking TV and Radio Air Time 5
5 VALIDITY The technical and cost quotes should remain valid for not less than 90 calendar days after the deadline specified above. The technical and cost proposals must be signed by an official authorized to bind the offeror to its provisions. 6 ELIGIBILITY CRITERIA The Respondents submitting the proposal should meet the following eligibility criteria: Be a legally registered organization under the laws of Bangladesh Have demonstrated experience in media planning and buying TV and Radio air time Have demonstrated financial capacity to manage sub-contract funds; Possess audited financial statement 7 SUBMISSION OF QUOTATIONS Interested respondents shall submit a technical and cost proposal for TV media time and a technical and cost proposal for Radio media time via email to tbcare@urc-chs.com by no later than 17:00 on Sunday, April 7, 2013. Technical proposals must be in Microsoft Word. Cost proposals must be in Microsoft Excel. 8 EVALUATION CRITERIA URC will establish a Technical Evaluation Panel (TEP) to evaluate and score the technical and cost proposals based on the criteria below. The individual scores by TEP member will be averaged to determine the final score. The respondent receiving the highest score will be selected for the award. Technical Proposal Cost Proposal Criteria Points Understanding of the scope of work; clarity of the explanations and rationales provided in support of the proposed TV and Radio channels and 15 programs to reach the target audience; Proposed Program Schedules for TV and Radio maximize the potentials for reaching the target audience 15 Identified and described the relevant management tasks for implementation of the scope of work 10 Organizational experience and capacity 10 Proposed budget is reasonable and maximizes efficient and effective use of anticipated funds; reflects discounted advertisement rates as applicable to ads for public good. TOTAL 100 50 TB CARE II Bangladesh Project; Request for Proposals for Booking TV and Radio Air Time 6
9 AWARD OF THE CONTRACT a) Type of Contract An award resulting from this RFP will be a Firm Fixed Price Subcontract. b) The contract will be awarded to the Respondent whose offer scores highest average points based on the evaluation criteria mentioned above; c) URC, at its sole discretion, may request clarification from the Respondent concerning technical and/or cost issues; may conduct negotiations with the Applicant it is considering for award; or may award a contract without discussion; d) Issuance of this RFP does not constitute an award or commitment on the part of the URC nor does it commit to pay for costs incurred in the preparation and submission of an application; e) URC reserves the right to accept other than the lowest price proposal; f) The budget proposed by the Respondent is subject to reduction if cost or pricing information submitted in the budget is incomplete, inaccurate and not current. 10 CONTRACTOR S RESPONSIBILITIES a) Finalize the advertisement schedule after award of the contract; b) Evaluate existing demographic information relevant to TV and Radio exposures to determine how best to reach the target audience; c) Negotiate a discounted rate as applicable to advertisements supporting public good for raising social awareness; d) URC will pay VAT through VAT coupons issued by the National Board of Revenue (NBR) of the Government of Bangladesh. The contractor shall make arrangements with the media channels accordingly. e) Generate all media placement paper works; f) Monitor placement of ads for run verification; g) Verify and reconcile media invoices/billings; h) Other services as needed for implementation of the scope of work. TB CARE II Bangladesh Project; Request for Proposals for Booking TV and Radio Air Time 7