RFI REQUESTING SOURCES SOUGHT AND CAPABILITY STATEMENTS FOR

AWARENESS, COMMUNICATION, EDUCATION, AND OUTREACH

THIS IS A SOURCES SOUGHT NOTICE ONLY. This is not a request for offers,
quotes or proposals. This notice does not represent a commitment by the
Government to issue a solicitation or award a contract. This is a market research
tool only to determine the capability of potential sources.

The Department of Housing and Urban Development (HUD) is contemplating establishing a

contract under NAICS Code(s) 541820, and the Small Business Standard is $15 million, PSC
Code R708 Support – Management: Public Relations, which includes: writing services, event
planning and management, media relations, radio and television analysis, press services. HUD
will create an awareness and visibility campaign aimed at elevating the awareness of housing
counseling amongst their stakeholders, partnering with stakeholders to elevate awareness and
value proposition, and building the capacity of initiative participants as noted in 79 FR 27904.

In the past, HUD has used conference calls, written communications, the Internet, question and
answer sessions and roundtables to expand operations and communicate guidance to its partners.
Via a contractor, the Department expects to augment these efforts along with in-person efforts
with additional training and capacity building toolkits, especially in the areas of revenues for
housing counseling, post-purchase housing counseling content, and marketing the program by
real estate professionals and is issuing this Request For Information (RFI) in order to solicit
responses from capable sources and capability statements to ensure sufficient competition
exists to meet the government’s requirements. Firms should be unrestricted Contractors/
Participants.

Please review the draft performance work statement (PWS) and provide your feedback to
Danielle Boseman (CS) at danielle.e.boseman@hud.gov. Please call Danielle Boseman at
(202) 402-7316 if there are questions.

The contractor shall have a high level of knowledge in the following: HUD’s housing counseling
program and requirements, FHA mortgage insurance programs and requirements; the real estate
market and industry and how it relates to housing counseling; and mortgage lending, such as
conventional and government origination, investing, securitizing, servicing, loan insurance and
guarantees; and the roles of and available resources for housing counseling and education.
Knowledge of the policies and procedures utilized by HUD approved housing counseling
agencies. The contractor shall also have a high level of knowledge of stakeholders that can
partner with the OHC to elevate the level of awareness and the values as they pertain to each
stakeholder and encourage stakeholders support of housing counseling. The contractor shall
demonstrate the following:

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 • An understanding of the mission and goals of the Office of Housing Counseling, as
well as the purpose and intended use of the products and services described in this
Performance Work Statement.
• They have key staff that have a minimum of three (3) years of advanced knowledge
of the HUD housing counseling program and the Office of Housing Counseling.
• A minimum of three (3) years of experience developing/conducting national
awareness campaigns related to housing counseling and education.
• A minimum of ten (10) years conducting market research and a minimum of three (3)
years of experience conducting market research relating to housing counseling and
education awareness.
• The capability and capacity to plan and execute an integrated outreach
communications campaign with national reach within the constraints of a Federal
Agency.
• They have experience developing outreach campaigns attuned to multicultural and
cross-cultural audiences.
• Knowledge of HUD Counselor Certification and its implications on housing
counseling and the mortgage industry.

Teaming arrangements and joint ventures will be considered for any subsequent procurement
based on the Government's market research, provided that the prime contract is awarded to an
applicable small business and that small businesses provide fifty percent or more of the support.

Please review the draft performance work statement (PWS) and provide your feedback to
Danielle Boseman at danielle.e.boseman@hud.gov. Please call 202-402-7316 if there are
questions.

So, what exactly is HUD contemplating acquiring?

BACKGROUND

Since the crisis of 2008, the lending industry and housing counseling agencies have
experienced many changes. During the crisis housing counseling agencies were heavily
utilized as a mediator or facilitator in loss mitigation efforts. However, housing counseling
agencies offer a wide range of services including rental counseling, pre-purchase counseling,
reverse mortgage counseling, disaster preparedness and recovery counseling, homelessness,
and fair housing advice. Our current approach is to increase awareness early on in the
homebuying process and educate consumers on making good decisions relative to purchasing
or renting a home.

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Housing counseling is much more than simply preparing people to purchase a home. Office of
Housing priorities include ensuring potential homeowners understand the rights and
responsibilities of homeownership, improving the performance of HECM loans, making it
easier to do business with FHA, protecting the FHA fund. Changing perceptions of housing
counseling is critical in supporting these priorities. Housing education and counseling enable
families who are underserved by the current mortgage market to achieve sustainable
homeownership and all consumers to make better housing choices. Housing counseling and
education have long been recognized as ways to improve consumer housing decisions,
strengthen homebuyer readiness and prevent foreclosures of defaulted loans. Moreover, recent
studies have shown consistent and significant correlation between pre-purchase housing
counseling and lower default rates,

Congress mandated that HUD fund and create standards for housing counseling. After the last
housing crisis, statute strengthened this mandate by creating the HUD Office of Housing
Counseling which has vigorously acted to support counseling and education. However, despite
the efforts of HUD and its supporters, the consensus remains that utilization of housing
education and counseling is far below the level needed to accomplish HUD goals. Impediments
include lack of resources, a public perception that counseling and education are only for the
most challenged consumers and lack of support for pre-purchase counseling from real estate
professionals and mortgage originators, who consumers seek out first when considering home
purchase.

DEFINITIONS

Borrower - A person who has been approved to receive a loan and is then obligated to repay it and
any additional fees according to the loan terms.

Consumer - A person who may be approved to receive a loan or who may utilize FHA insurance
or a HUD HCA’s services for rental or other financial reasons.

Contractor - A supplier or vendor awarded a contract to provide specific supplies or service to the
Government. The term used in this contract refers to the prime.

Contracting Officer (CO) - A person with authority to enter into, administer, and/or terminate
contracts and make related determinations and findings on behalf of the Government. Note: the
only individual who can legally bind the Government.

Defective Service - A service output that does not meet the standard of performance associated
with the Performance Work Statement.

Deliverable - Anything that can be physically delivered, but may include non-manufactured things
such as meeting minutes or reports

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Internal Subject Matter Expert (SME/SME Manager) - An employee of the U.S. Government
appointed by the Contracting Officer to perform contract administration activities in regard to
technical issues. This individual has authority to provide technical direction to the Contractor as
long as direction is within the scope of the contract, does not constitute a change and has no funding
implications. This individual does NOT have authority to change the terms and conditions of the
contract.

Housing Counseling – Housing education and counseling services provided to individual or

groups of housing consumers by or under the auspices of Housing Counseling Agencies which are
approved by HUD.

Key Personnel - Contractor personnel that are evaluated in a source selection process and that may
be required to be used in the performance of a contract by the Key Personnel clause. When key
personnel are used as an evaluation factor in best value procurement, offerors can be rejected if
they do not have firm commitments from the persons that are listed in the proposal.

Media Kits – A media kit is a packet of information regarding the purchase of airtime on a radio
station and/or advertising on a television station. This information serves as a quote which includes
a pricing/rate sheet for the cost to advertise on radio and/or television.

Media Plan - A plan to be provided by Contractor that proposes, for SME/SME Manager /COR
approval, strategies and specific actions for using conventional, internet and social media to help
accomplish the objectives of this PWS. These strategies and activities address: Targeting of
geographic and demographic audiences, timeframe for implementation; duration for advertising;
choice of media types and outlets; and timing for evaluating the effectiveness of the media choices.

Performance Work Statement (PWS) - A statement of work for performance-based acquisitions

that describe the required results in clear, specific and objective terms with measurable outcomes.

Quality Assurance (QA) - Policies and procedures adopted by the Government to ensure that
supplies and services acquired under Government contracts conform to the contract’s quality
requirements.

Quality Assurance Surveillance Plan (QASP) - A plan describing how the agency will survey,
observe, test, sample, evaluate and document the contractor’s performance in meeting critical
performance standards identified in the contract.

Quality Control (QC) - All necessary measures taken by the Contractor to assure that the quality
of an end product of service shall meet contract requirements.

Stakeholders Real estate professionals such as real estate agents, Realtors and Realists and their
organizations; housing nonprofit organizations such as HUD approved housing counseling
agencies, National and Regional Intermediaries, foundations, and community development
organizations; housing finance professionals -- such as investors, originators, lenders, servicers,
mortgage insurers; and Government Sponsored Enterprises – and their organizations; builders and

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their organizations; consumers such as borrowers, renters, homebuyers, and homeowners; and
government entities, including Federal housing agencies, public housing agencies, State Housing
Finance Agencies and units of general State and local government.

Subcontractor - Any person, other than the prime Contractor, who offers to furnish or furnishes
any supplies, material, equipment, or services of any kind under a prime contract or a subcontract
entered into in connection with such prime contract, and any person who offers to furnish or
furnishes general supplies to the prime contractor or a higher tier subcontractor. The Government
does not have privity of contract with a subcontractor.

Contractor Subject Matter Expert A person or persons that understand the following: HUD’s
housing counseling program and requirements, FHA mortgage insurance programs and
requirements; the real estate market and industry; and mortgage lending, such as conventional and
government origination, investing, securitizing, servicing, loan insurance and guarantees; and the
roles of and available resources for housing counseling and education.

Work Day - The number of hours per day the Contractor provides services in accordance with the
contract.

Work Week - Monday through Friday, unless specified otherwise.

GENERAL DESCRIPTION OF WORK

The contractor shall also have knowledge of the real estate market housing financing, housing
counseling and consumer protection laws to provide the following:

a. Market research, data analysis and other research as needed

b. Stakeholder meetings and outreach,
c. Creative development and graphic design,
d. Digital and social media support including training on social media and public and
media relations,
e. Project monitoring and evaluation
f. Stakeholder relations
g. Media relations

Below are the characteristics of the requirements:

• Conduct primary and secondary research relating to housing counseling. This may
include conducting literature reviews, collecting and analyzing borrower
demographic data, gathering community, stakeholder, and outreach points of contact,
reviewing previous marketing and communications research, evaluating current
marketing materials, and testing existing marketing messages and communication
tools to ensure they resonate with OHC’s targeted audiences.

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• Demonstrate knowledge/experience collaborating with key housing counseling
stakeholders (internal and external) to promote increased awareness and visibility of
HUD-approved housing counseling.
• The Contractor shall provide assistance and support to HUD staff with the guidance
of the SME/SME Manager on internal and external meetings as well as other outreach
opportunities.
• The Contractor shall develop graphic design, website redesign, creative products such
as, posters, flyers, videos, newsletters, and brochures, and support for partnership
development.
• The Contractor shall have a complete understanding of housing counseling and its
stakeholders and provide professional graphics design support services to plan,
analyze and create visual solutions that meet HUD’s communication requirements
using a variety of methods such as color, type, illustration, photography and
animation using OHC’s current Style Guide. In addition, the Contractor shall create
various print and layout techniques and produce promotional displays,
communication materials in the form of draft brochures, posters, fact sheets, and/or
pamphlets and signage schemes and videos to be approved by the SME/SME
Manager /COR.
• The Contractor shall have a complete understanding of housing counseling and its
stakeholders and provide recommendations and improvements to existing websites
and pages to more broadly and effectively appeal to HUD’s targeted audiences and
stakeholders and improve customer usability experiences.
• The Contractor shall develop a plan within the constraints of HUD for digital and
social media support.
• The Contractor shall develop training material for use in person and through webinars
to assist stakeholders with awareness and visibility of housing counseling with a
HUD Approved HCA.
• The Contractor shall support media relations efforts including developing media
plans, kits, and/or training materials for use in person and through webinars to assist
stakeholders with awareness and visibility of housing counseling with a HUD
Approved HCA.
• The Contractor shall identify methods to engage stakeholders in raising the visibility
awareness of housing counseling services, this may include developing training
material for use in person and through webinars to assist stakeholders with awareness
and visibility of housing counseling with a HUD Approved HCA.
• The Contractor shall assess, using the performance metrics approved by the
SME/SME Manager, the effectiveness of the strategy and messaging in reaching the

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 target audience on a quarterly basis, after implementation, to determine if redirection
is needed.

The tasks require a set of skill categories based on the following approximate breakdown:

• An understanding of the mission and goals of the Office of Housing Counseling, as

well as the purpose and intended use of the products and services described in this
Performance Work Statement.
• They have key staff that have a minimum of three (3) years of advanced knowledge
of the HUD housing counseling program and the Office of Housing Counseling.
• A minimum of three (3) years of experience developing/conducting national
awareness campaigns related to housing counseling and education.
• A minimum of ten (10) years conducting market research and a minimum of three (3)
years of experience conducting market research relating to housing counseling and
education awareness.
• The capability and capacity to plan and execute an integrated outreach
communications campaign with national reach within the constraints of a Federal
Agency.
• They have experience developing outreach campaigns attuned to multicultural and
cross-cultural audiences.
• Knowledge of HUD Counselor Certification and its implications on housing
counseling and the mortgage industry.

CONTEMPLATED PERFORMANCE METRICS

Contractor will be required to measure performance through a variety of means depending on

the task. For example, if the contractor trains stakeholders on social media, they will be required
to measure the outcome of the training by determining how many agencies are using the
techniques learned and marketing their programs via social media.

CONTEMPLATED REPORT REQUIREMENTS

Reports on all tasks will be required at least quarterly. Some reports will be required weekly
and/or monthly. Others will be required based on the task. For example, if the contractor
organizes and implements a meeting or event, a report will be due after the occurrence of the
activity.

CONTEMPLATED MAGNITUDE OF THE PROJECT

$5 million to $10 million.

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CONTEMPLATED PLACE OF PERFORMANCE

Contract’s Facility

RESPONSE REQUESTED

Unrestricted Contractors/Participants are encouraged to respond.

This synopsis is a market research tool being used to determine the availability and capability of
potential sources prior to determining the method of acquisition and whether the government will
proceed with this acquisition. The Government will not pay for any information solicited. If a
contract is ultimately pursued, responses to this synopsis will be used to aid in determining
whether the acquisition is set-aside for small business or in establishing small business
subcontracting goals. All qualified firms are encouraged to respond.

The capability statement shall address, at a minimum, the following for the past three years:

1. Name and address of company and or companies (if there is a teaming arrangement or
joint venture);
2. Technical expertise relevant to the requirement;
3. Technical approach relevant of the requirement (1 to 2 paragraphs);
4. Management approach relevant to the requirement (1 to 2 paragraph);
5. Corporate experience relevant to the requirement (1 to 2 paragraph);
6. Indicate if you are a small business or any other socio-economic categories that apply to
your firm under the designated NAICS code;
7. Whether you have had unequal access to any information relevant to the acquisition that
could provide an unfair competitive advantage;
8. Relevant past performance. Your capability statement needs to include a list of three
customers (Government/non-Government) within the past three (3) years highlighting
similar work in nature, scope, complexity, and difficulty and a brief description of the
scope of work. Your submission for relevant past performance must include for each
customer:

• Contract name;
• Contracting Agency or Department, POC and contact information;
• Yearly contract value (in $$);
• Whether your firm was the prime or a subcontractor;
• Period of performance; and
• Description of work and how it relates to the requirements.

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Interested firms responding to this market survey must provide a capability statement
demonstrating their experience, skills and capability to fulfill the Governments requirements for
the above. The capability statement shall be in sufficient enough detail, but not exceed 6 pages
TOTAL, so that the Government can determine the experience and capability of your firm to
provide the requirements above. Please specify one primary and one alternate Point of Contact
(POC) within your firm, including telephone numbers and email addresses in case clarifications
of your submission are needed.

Only electronic copies of capability statements will be accepted and should be emailed to:
danielle.e.boseman@hud.gov. The e-mail shall contain the following subject line: Response to
Sources Sought Notice – Awareness, Communication, Education, and Outreach
Requirement. The Government may use the responses received to determine whether to proceed
with the acquisition as a set-aside, or in the absence of a least two small business responses to
this notice, may determine to proceed with a full and open competition. This decision and
whether to proceed with the acquisition is at the sole discretion of the Government.

All interested contractors should submit their capability statements by Wednesday,

February 27, 2019 by 2:00 PM Eastern Daylight Time, Attention: Danielle Boseman. Late
responses will not be considered.

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