Statement of Work

1.0 Introduction

1.1 Background

The Food and Drug Administration (FDA) is a Federal scientific law enforcement agency
with the legislated responsibility to protect the public health of the 262 million consumers
as it may be impaired by foods and food additives, drugs, biological products, cosmetics,
medical devices, and ionizing and non-ionizing radiation-emitting products and
substances. FDA’s programs are national in scope and international in effect, and its
activities directly affect and heavily impact upon multi-billion dollar industries, in
addition to protecting the public health of hundreds of millions of American consumers

Office of External Affairs (OEA), Office of the Commissioner (OC), Food and Drug
Administration (FDA), is responsible for providing developing and executing all
communications for the FDA. OEA works closely with the people and programs across
the agency on a daily basis to develop and execute communication strategy that supports
the agency’s mission.

1.2 Objective

The purpose of this requirement is to define the requirements needed to receive

consulting services that will support the communication plan development for the OEA.
This development requires expertise to assist the OEA in improving internal and external
communications.

1.3 Project Scope

The contractor shall participate in meetings, teleconferences, email correspondence, and

other online collaborative systems to guide the project team to a successful project
conclusion. The contractor shall advise the project team based on his/her successful
experience with similar projects, critique team work products, and facilitate stakeholder
meetings. The contractor shall contribute to and coordinate collaborative development of
documents including a stakeholder communication plan, an analysis of alternative
approaches to each of the office components, a risk assessment and cost benefit analysis,
an implementation plan.

2.0 Description of Work

The Contractor shall:

a. Meet with the OEA leadership to discuss current and desired communication
processes.
b. Plan and facilitate OEA leadership team discussions and conduct individual
interviews within and outside OEA, including external stakeholders.
 c. Conduct research to gather information from internal and external stakeholders as
needed. This may include, but is not limited to, focus groups, surveys and
interviews.
d. Analyze data gathered through research
e. Write and present a report on research results to OEA leadership.
f. Facilitate planning meeting(s) with the appropriate OEA and FDA leadership
using the aforementioned research results as baseline data for communication
planning.
g. Write draft communication plan using information from the aforementioned
planning meeting and research.
h. Present draft communication plan to OEA leadership team for consideration and
feedback.
i. Write final communication plan and present it to OEA leadership team for review
and approval/acceptance.
j. Provide appropriate internal and external communication training to FDA staff, as
called for in the communication plan. This should include at least one on-site
internal communications training event and one on-site external communications
training event.
k. Participate in closeout meeting with OEA leadership.

Coordinating Instructions

a. The contractor shall provide OEA leadership the opportunity to review and
approve the approach for each action to be taken (15 days after submittal) under
Section 2.0, Description of Work, before execution.
b. The implementation of the final communication plan document, once delivered,
will be the responsibility of OEA leadership.

3.0 Task Deliverables and Milestones

Deliverable Task Due Date

Formal Communication
Assessment document
A project schedule of actions
to be taken
A report on the results of
research (including, but not
limited to, results from, focus
groups, surveys and
interviews)
A report on baseline data to be
used for communication
planning
A draft internal
Meet with OEA leadership to
discuss current and desired
communication processes
Create and submit project
schedule of events
Conduct interviews, focus
groups, and other discussions
with identified individuals,
groups, and stakeholders
Analyze, summarize, and
interpret research data
gathered during interviews,
focus groups and other
discussions
Facilitate a communication
Within 2 weeks after the
contract is issued
Within 3 weeks after the
contract is issued
Consistent with project
schedule of actions to be taken
Consistent with project
schedule of actions to be taken
Consistent with project
communication plan as a
result of planning meetings
A draft external
communication plan as a
result of planning meeting
A final internal
communication plan
A final external
communication plan
Internal/External
Communication Plan Training
planning meeting with OEA schedule of actions to be taken
leadership team and FDA
internal stakeholders using
analyzed data and reported
results, and write draft action
plan
Facilitate an action planning Consistent with project
meeting with OEA leadership schedule of actions to be taken
team and FDA external
stakeholders using analyzed
data and reported results, and
write draft action plan
Review and incorporate Consistent with project
comments on draft action plan schedule of actions to be taken
from OEA leadership team.
Write and submit final
communication plan for
review and approval by OEA
leadership
Review and incorporate Consistent with project
comments on draft action plan schedule of actions to be taken
from OEA leadership team.
Write and submit final
communication plan for
review and approval by OEA
leadership
This should include at least Consistent with project
one on-site internal schedule of actions to be taken
communications training
event and one on-site
external communications
training event.

Participate in closeout meeting Participate in a closeout Consistent with project

meeting with OEA leadership schedule of actions to be taken

Criteria for Acceptance

The OEA will review contractor deliverables in accordance with the requirements and
standards stated in the criteria established and any directives issued during the term of the
contract. The OEA Management has the authority to accept or reject deliverables.

The acceptance of deliverables and satisfactory work performance required herein shall
be based upon timelines, accuracy and suitability of the Offeror’s proposal. The specific
deliverables and schedule of delivery shall be as agreed upon and documented.

Deliverables will be submitted to the OEA Project Officer.

Materials and resources to be supplied by OEA:

• Space to conduct interviews, meetings, focus groups

• Easels and other office supplies

a. Contractor shall provide a bi-weekly status report that provides information about
the current status and anticipated completion date for each deliverable. Contractor
shall also include information about any anticipated problems with the completion of
any deliverable with daily, weekly, or bi-weekly status meetings with Project Officer
as needed.
b. Contractor shall participate in a bi-weekly meeting with the Project officer to
review and discuss status report. That meeting will involve OEA management as
needed.

4.0 Period of Performance

12 months after award

5.0 Location, Work Schedule and Travel

Unless otherwise directed, the contractor will adhere to standard hours and observe all
U.S. Government holidays.

6.0 Security and Privacy

It is not anticipated that the contractor will be exposed to sensitive Agency information or
data. The contractor agrees that contact personnel will not divulge or release information
or data developed or obtained in connection with performance of this contract, unless
made public by FDA or upon written approval by the OEA Project Officer. The
contractor and it’s staff that perform this work will not be involved in any future work
that results from the implementation of this plan.

7.0 Contractor Conformance with Applicable Laws, Regulations, Policies and

Standards

The Contractor shall be responsible for knowledge of and compliance with all applicable
federal information technology and information management laws, regulations, policies
and standards at the government-wide, HHS and FDA levels. At the government-wide
level, these include Office of Management and Budget (OMB), National Institute of
Standards and Technology (NIST) and Government Accountability Office (GAO). These
can be primarily found at or through the Federal CIO Council website at:
http://www.cio.gov. HHS documents are found at: http://www.hhs.gov/.
 Basis for Award

The Offeror should demonstrate in its proposal that the objectives in the Performance
Based Work Statement are understood and offer a logical approach to their achievement.
Award will be made to the Offeror who is deemed most responsive, whose proposal
conforms to all requirements, and is judged to represent the best value. To conduct a best
value assessment, the FDA will evaluate the Offeror’s proposal submission based on
criteria described below. The Government may award the contract on the basis of initial
offers received, without discussions. Therefore, each initial offer should contain the
Offeror's best terms from a cost and technical standpoint.

Evaluation Criteria

The evaluation will be based on the completeness, thoroughness and demonstrated

capabilities of the prospective Offeror in relation to the needs of the project as set forth in
the Performance Based Work Statement. Each proposal must document the feasibility of
success implementation of the requirements. The Offeror should show that the objectives
stated in the proposal are understood and offer a logical program for their achievement.
Offerors must submit information sufficient to evaluate their proposals based on the
detailed criteria listed below.

Demonstrated understanding of the requirement and capability to be responsive to the

requirement

Approach and demonstrated experience and qualified personnel to fulfill the requirement
which will be used to rate the acceptability of a plan of action with details on how the
proposed work will be accomplished

The extent to which the project’s costs are reasonable based on the activities to be carried
out and the anticipated outcomes.

A. Technical Approach 50 pts.

Offerors shall demonstrate a thorough understanding of the scope and complexity of the
Performance Work Statement. The Offeror shall, through a detailed technical proposal, be able to
thoroughly explain the services the government is seeking to obtain through this requirement. The
Offeror, through its proposal, shall explain how it intends to obtain this service within the given
time period and in the most efficient and cost- productive manner. The Offeror must also show in
its proposal the efforts required by the Government in order for the contractor to complete this
task. Offerors must demonstrate that their share of savings reflects the risks involved and market
conditions.

B. Relevant Experience 20 pts.

The contractor shall describe their relevant experience in fulfilling contracts. Identify other
organizations with which you have acted as a contractor while participating in similar efforts.
Include the degree of your involvement, the size and complexity of the organization and other
information describing your experience.
C. Past Performance 30 pts.

Contractors shall submit a list of three (3) relevant reference contracts. Contracts listed may
include those entered into by the Federal Government, agencies of State and local governments
and commercial customers. Contractors that are newly formed entities without prior contracts
should list contracts and subcontracts as required above for all key personnel. The reference list
of the three (3) references shall include the following information for each contract and
subcontract:

1. Name of contracting activity

2. Contract number
3. Contract type
4. Total contract value
5. Contract work
6. Contracting officer and telephone
7. Program manager and telephone
8. Administrative contracting officer, if different from #6, and telephone

D. Price:

The offeror shall provide a price in accordance with the requirements of the technical
specifications. Price will evaluated separately by the CO through a price analysis and
determination on cost reasonableness will be made. The proposed price shall include base plus
one (1) option year.

Evaluation Criteria for Award:

Award shall be made to the party whose quote offers the best value to the Government, technical,
past performance, price and other factors considered. The Government may award this contract
to other than the lowest price technically acceptable proposal. The Government shall evaluate
information based on the following evaluation criteria: 1) Technical 2) Relevant Experience 3)
Past Performance and 4) Price. Technical, Relevant Experience and Past Performance each are
significantly more important than price. The FDA intends to make an award immediately after
the response date of this notice.

8. CCR

Vendors must be registered in the Central Contractor Register (CCR) prior to the award
of a contract. You may register by going to www.ccr.gov. You will need your Dun &
Bradstreet number and banking information.

9. QUESTIONS DEADLINE: All questions are to be submitted via email to

jontae.byrams@fda.hhs.gov May 25, 2010

10. OFFERS DUE: Proposals submissions must be provided electronically in Adobe

pdf format and are restricted to a limitation of fifteen (15) pages. Submit proposals to
jontae.byrams@fda.hhs.gov no later than 2:30 p.m. on June 7, 2010.
11. PROVISIONS AND CLAUSES: The provision at FAR 52.212-1, Instructions to
Offerors Commercial Items applies to this solicitation. The following agenda has been
attached to this provision: None. Offerors shall include a completed copy of the
provision at FAR 52.212-3, Offeror Representations and Certifications Commercial
Items. The clause at FAR 52.212-4, Contract Terms and Conditions, Commercial Items
applies to this acquisition. The following agenda has been attached to the clause: None.
The clause at FAR 52.212-5 Contract Terms and Conditions Required to Implement
Statues or Executive Orders, Commercial Items applies to this acquisition. The following
FAR clauses cited are applicable: FAR 52.217-8, FAR 52.222-26, FAR 52.222-35, FAR
52.222-36, and FAR 52.232-33. Clauses and provisions are incorporated by reference and
apply to this acquisition.

No telephone calls will be accepted.