R708--Digital and TV Advertising Questions and Answers 36C25026Q0487 Dayton VAMC

Questions & Answers / Clarifications

This document provides responses to vendor questions regarding Solicitation 36C25026Q0487 for Digital and TV Advertising services for the Dayton VAMC. It also includes an extension of the response deadline.

• Submission Format: A detailed cost breakdown by media channel, production, creative, reporting, and management is preferred over a single total firm-fixed price.
• Mandatory Channels: All requested channels (TV, radio, streaming/OTT, desktop, mobile, social) are mandatory; budget allocation should be based on projected performance.
• Reporting Expectations: Real-time reporting expectations are as stated in the solicitation; bidders should review it for details.
• CPM Requirement: The CPM requirement has been removed.
• Media Mix Flexibility: Bidders should demonstrate flexibility in their proposed media mix to best achieve the government's goals and explain their reasoning.
• Optimization Goal: Expectations for media plan optimization (reach/impressions vs. enrollments) are outlined in the solicitation.
• Uptime Requirement: The expectation is virtually 100% uptime for platforms.
• Landing Pages: Landing pages are mentioned, but bidders cannot use a sub-domain of the VA hospital main site. A dedicated domain is not required.
• Creative Assets: All creative assets will be provided by VA national; there is no requirement for the contractor to procure or develop them.
• Reporting Deliverables: Monthly and after-action reports are hand-off deliverables, with the ability to present them if needed.
• TV/Radio Proof of Delivery: General advertising reporting to clients, including engagement metrics, conversion rates, cost efficiency, CPA comparisons, and trends, should be sufficient.
• Landing Page Responsibilities: Contractor responsibilities for landing pages are none; the focus is on advertising on general platforms like Facebook, YouTube, Amazon, and Spotify.

The deadline to submit responses to RFQ 36C25026Q0487 has been extended to May 25, 2026, 12:00 PM EST. The CPM requirement has been removed.

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 Digital and TV Advertising Veteran Outreach services for the Dayton, OH VA Medical Center. The objective 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, Veterans in rural areas, and those not enrolled at Dayton VAMC. The goal is to enroll 2888 Veterans per year.

• Develop and implement a TV, radio, and digital advertising campaign for the Greater Dayton/Miami Valley area.

• Digital campaign requirements include: minimum 5 million total impressions, target CPM of $7, use of Facebook, X, and YouTube, geo-targeting capabilities, TV/radio/desktop/mobile media formats, real-time reporting, and specific ad units (single image, carousel, video).

• TV and radio campaign requirements include: advertising on local TV and radio stations, streaming/OTT advertising, and digital advertising on mobile/desktop.

• Contractor must submit proposed advertisements for Dayton VA approval prior to use.

• Develop and implement a geo-fencing digital campaign for the 17-county catchment area.

• Provide a detailed media plan and a finalized media plan incorporating government feedback.

• Submit monthly reports on advertising status and a final campaign report within 10 business days after completion.

• Contract Type: Firm-fixed-price.

• Period of Performance (POP): One year, anticipated from June 1, 2026, to May 31, 2027.

• Place of Performance: Dayton VA Medical Center, Dayton, OH, targeting the Greater Dayton/Miami Valley area and its 17-county catchment area.

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

• All questions must be submitted via email to Jennifer.Nowak@va.gov.

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

• Evaluation Factors: Technical capability, price, and past performance. Technical and past performance are more important than price (Best Value evaluation).

• Offerors must submit their most favorable terms, as the government reserves the right to award without discussions.

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

• This is an RFQ, and the document does not specify a set-aside. Small Businesses are encouraged to contact their nearest Procurement Technical Assistance Center (PTAC).

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

• To receive credit as a Service-Disabled Veteran Owned Small Business, an offeror must be registered and verified in the Vendor Information Pages (VIP) database.

• The solicitation is being issued under FAR Subpart 12.6 for commercial items.

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

• Past performance evaluation requires a minimum of two references for similar services within the last 5 years.

• Electronic invoice submission instructions are provided, with initial submissions to be mailed to the VA Financial Service Center in Austin, TX.