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Embassy of the United States of America · PDF file 2021. 5. 11. · Embassy of the...

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Lima, Peru
Subject: Solicitation Number 19PE5021Q0042 – FAS 2021 – Sabor USA – Peru Campaign.
Enclosed is a Request for Quotation (RFQ) for the design, development and execution of an integrated digital
marketing campaign service to continue promoting American food and beverages for the Foreign Agriculture
Service Office (FAS) under the Sabor USA – Peru brand. If you would like to submit a quotation, follow the
instructions in Section 3 of the solicitation, and complete the required portions of the attached document and
submit it to the email address shown below.
For a proposal to be considered, you must complete and submit your proposal in English including the following
documentation:
- SF-1449 – blocks 12, 17a, 23, 24 and 30 are completed
- Section 1 – Service Price/Costs
insurance premium costs covering employees.
- Section 5 – Completed Representations and Certifications and Other Statements of Offerors, including proof
of an “active” record in the System for Award Management (SAM)
Direct any questions regarding this solicitation in writing to Jessica Mendez at [email protected] until May 13,
2021 before 11:00 am. Questions & Answers will be published in the Embassy Website on May 17, 2021.
The U.S. Government intends to award a contract to the responsible company submitting an acceptable quotation
at the lowest price. We intend to award a contract based on initial quotations, without holding discussions,
although we may hold discussions with companies in the competitive range if there is a need to do so.
Your proposal must be submitted by email, with the RFQ number in the subject to Mrs. Jessica Mendez
[email protected] on or before 11:00 a.m. on May 26, 2021, (local date and time). No quotations will be accepted
after this date and time.
Sincerely,
SOLICITATION/CONTRACT/ORDER FOR COMMERCIAL ITEMS OFFEROR TO COMPLETE BLOCKS 12, 17, 23, 24, & 30
1. REQUISITION NUMBER PR9801469
2. CONTRACT NO. 3. AWARD/ EFFECTIVE DATE
4. ORDER NUMBER 5. SOLICITATION NUMBER 19PE5021Q0042
6. SOLICITATION ISSUE DATE 05/10/2021
7. FOR SOLICITATION INFORMATION CALL:
a. NAME Jessica Mendez
8. OFFER DUE DATE/ LOCAL TIME 05/26/2021 / 11:00
9. ISSUED BY CODE PE500 10. THIS ACQUISITION IS x UNRESTRICTED OR SET ASIDE: % FOR:
SMALL BUSINESS WOMEN-OWNED SMALL BUSINESS
HUBZONE SMALL BUSINESS
EDWOSB EMERGING SMALL BUSINESS
AMERICAN EMBASSY LIMA Ave. Lima Polo Cdra 2 Monterrico, ATTN: GSO/Procurement Lima PERU
SERVICE-DISABLED VETERAN-OWNED SMALL BUSINESS 8 (A) SIZE STANDARD:
13b. RATING11. DELIVERY FOR FOB DESTINAT- TION UNLESS BLOCK IS MARKED
x SEE SCHEDULE
12. DISCOUNT TERMS 13a. THIS CONTRACT IS A RATED ORDER UNDER DPAS (15 CFR 700)
14. METHOD OF SOLICITATION
x RFQ IFB RFP
15. DELIVER TO CODE 16. ADMINISTERED BY CODE AMERICAN EMBASSY LIMA Ave. Lima Polo Cdra 2 Monterrico, ATTN: GSO/Procurement Lima PERU
AMERICAN EMBASSY LIMA Ave. Lima Polo Cdra 2 Monterrico, ATTN: GSO/Procurement Lima PERU
CODE FACILITY CODE
17a. CONTRACTOR/ OFFERER
TELEPHONE NO.
18a. PAYMENT WILL BE MADE BY AMERICAN EMBASSY LIMA Ave. Lima Polo Cdra 2 Monterrico, ATTN: FMO
PERU
CODE
17b. CHECK IF REMITTANCE IS DIFFERENT AND PUT SUCH ADDRESS IN OFFER
18b. SUBMIT INVOICES TO ADDRESS SHOWN IN BLOCK 18a UNLESS BLOCK BELOW IS CHECKED SEE ADDENDUM
19. ITEM NO.
(Use Reverse and/or Attach Additional Sheets as Necessary)
25. ACCOUNTING AND APPROPRIATION DATA 26. TOTAL AWARD AMOUNT (For Govt. Use Only)
27a.SOLICITATION INCORPORATES BY REFERENCE FAR 52.212-1, 52.212-4. FAR 52.212-3 AND 52.212-5 ARE ATTACHED. ADDENDA ARE ARE NOT ATTACHED
27b.CONTRACT/PURCHASE ORDER INCORPORATES BY REFERENCE FAR 52.212-4. FAR 52.212-5 IS ATTACHED. ADDENDA ARE ARE NOT ATTACHED
28. CONTRACTOR IS REQUIRED TO SIGN THIS DOCUMENT AND RETURN _ __ COPIES TO ISSUING OFFICE. CONTRACTOR AGREES TO FURNISH AND DELIVER ALL ITEMS SET FORTH OR OTHERWISE IDENTIFIED ABOVE AND ON ANY ADDITIONAL SHEETS SUBJECT TO THE TERMS AND CONDITIONS SPECIFIED HEREIN.
29. AWARD OF CONTRACT: REF. _ _______________ OFFER DATED _ __________. YOUR OFFER ON SOLICITATION (BLOCK 5), INCLUDING ANY ADDITIONS OR CHANGES WHICH ARE SET FORTH HEREIN, IS ACCEPTED AS
TO ITEMS:
30a. SIGNATURE OF OFFEROR/CONTRACTOR 31a. UNITED STATES OF AMERICA (SIGNATURE OF CONTRACTING OFFICER)
30b. NAME AND TITLE OF SIGNER (Type or print) 30c. DATE SIGNED 31b. NAME OF CONTRACTING OFFICER (Type or print) 31c. DATE SIGNED
X
001 Solicitation for the design, development and execution of an 12 Month integrated digital marketing campaign service to continue promoting American food and beverages under the SaborUSA - Peru brand in accordance with the Performance Work Statement attached.
x
21. QUANTITY
22. UNIT
32a. QUANTITY IN COLUMN 21 HAS BEEN
RECEIVED INSPECTED ACCEPTED, AND CONFORMS TO THE CONTRACT, EXCEPT AS NOTED: _______________________________
32b. SIGNATURE OF AUTHORIZED GOVERNMENT REPRESENTATIVE
32c. DATE 32d. PRINTED NAME AND TITLE OF AUTHORIZED GOVERNMENT REPRESENTATIVE
32e. MAILING ADDRESS OF AUTHORIZED GOVERNMENT REPRESENTATIVE 32f. TELEPHONE NUMBER OF AUTHORIZED GOVERNMENT REPRESENTATIVE
32g. E-MAIL OF AUTHORIZED GOVERNMENT REPRESENTATIVE
33. SHIP NUMBER 34. VOUCHER NUMBER 35. AMOUNT VERIFIED CORRECT FOR
36. PAYMENT 37. CHECK NUMBER
PARTIAL FINAL COMPLETE PARTIAL FINAL 38. S/R ACCOUNT NO. 39. S/R VOUCHER NO. 40. PAID BY
41.a. I CERTIFY THIS ACCOUNT IS CORRECT AND PROPER FOR PAYMENT 42a. RECEIVED BY (Print) 41b. SIGNATURE AND TITLE OF CERTIFYING OFFICER 41C. DATE
42b. RECEIVED AT (Location)
STANDARD FORM 1449 (REV. 2/2012) BACK
Page | 3
• Continuation To SF-1449, RFQ Number 19PE5021Q0042, Schedule Of
Supplies/Services, Block 20 Description/Specifications/Work Statement
• Attachment 1 to Description/Specifications/Performance Work Statement,
Government Furnished Property
• Contract Clauses
• Addendum to Contract Clauses - FAR and DOSAR Clauses not Prescribed in Part 12
Section 3 - Solicitation Provisions
• Solicitation Provisions
• Addendum to Solicitation Provisions - FAR and DOSAR Provisions not Prescribed in
Part 12
• Evaluation Factors
• Addendum to Evaluation Factors - FAR and DOSAR Provisions not Prescribed in
Part 12
• Offeror Representations and Certifications
I. PERFORMANCE WORK STATEMENT
The purpose of this firm fixed price contract is for the design, development and execution of an
integrated digital marketing campaign service to continue promoting American food and
beverages for the Foreign Agriculture Services Office (FAS) under the SaborUSA – Peru brand
in accordance with the Performance Work Statement.
The contract will be for a one-year period from the date of the contract award.
All work in this agreement shall be completed in a professional and timely manner.
The Contractor shall schedule the service with the Contracting Officer Representative (COR) for
work phasing.
II. PRICING
The price listed below shall include all labor, materials, overhead, profit and applicable taxes. In
consideration of satisfactory performance of all scheduled services required under this contract,
the contractor shall be paid a firm fixed price for all services.
III. VALUE ADDED TAX (VAT) VALUE ADDED TAX. Value Added Tax (VAT) will be priced as a separate Line Item in the contract and on Invoices. Local law dictates the portion of the contract price that is subject to VAT; this percentage is multiplied only against that portion. It is reflected for each performance period.
Description Unit estimated
quantity Net Price
marketing campaing service to
contiue promoting American food
USA-Peru brand.
Monthly 12
Page | 5
DESCRIPTION/SPECIFICATIONS/WORK STATEMENT
1. SABOR USA PERU CAMPAING 2021BACKGROUND
USDAS´ Foreign Agricultural Service (FAS) is the lead U.S. agency tasked with promoting
exports of U.S. agricultural products. The Agency advances the growth of U.S. agricultural
exports through market intelligence, trade policy, trade capacity building, and trade promotion
programs. In concert, these capabilities allow FAS to engage foreign markets all along the
market development spectrum – from developing economies to mature markets – facilitating an
environment for trade growth opportunities for U.S. agriculture Through its market development
programs, FAS works in a highly strategic partnership with the U.S. food and agricultural
industry to help exporters develop and maintain global markets for hundreds of products.
As with most countries in the world, Peru had to impose a quarantine to flatten the curve of
COVID-19 cases. This period, that started in March 2020, has impacted every economic sector.
Food supply has not been immune, and its multiple channels had to adapt and respond to this
unprecedented situation.
The target audience had to change its purchasing behavior and also had to shift to a digital and
delivery environment, ushering in a new normal for food retail that may become permanent to
online shopping. The food supply has found its way to keep moving forward amid COVID-19
scenario. Multiple food ventures have risen based on the lack of capacity of the e-commerce
grocery players to satisfy demand. Supply chain will need to be realigned as longer-term changes
settle in post-pandemic.
Urge the need then, to adapt the marketing strategy with important emphasis on the online
environment, to meet the needs of U.S. food and beverage of Peruvian consumers. In addition,
there are several stakeholders that are seeking the same goals so the strategy must incorporate
them to work as unified front.
Given the current changes on the market, FAS Lima implemented the Sabor USA – Peru project
that aims to develop, maintain, and expand demand for U.S. agricultural products in Peru´s
market.
SaborUSA Peru is an innovative platform of an interactive website and social media tools to
promote U.S. food and agriculture products in Peru´s market.
The goal of the program is to showcase the presence, versality and benefits of the wide variety of
U.S. food and beverage products thar are currently sold in the market through different trade
channels. The program aims to align FAS stakeholders’ efforts in tune with the needs of the
market, and design joint activities, including other key stakeholders, to increase sales of U.S.
consumeroriented products.
FAS in Lima has a requirement to continue the promotion of U.S. food and beverage products
under the existing SaborUSA- Peru platform designing an integrated marketing digital campaign
according to the scope of work below.
Page | 6
2. MARKET CONSTRAINT
Disruption and changes in purchasing habits of Peruvian consumers is impacting the demand of
U.S. food and beverage products.
3. GOALS
• Development of a digital platform that amplifies the promotion of U.S. food and beverage
products and also becomes a suitable platform for FAS Lima´s stakeholders to such end.
• Boost demand and increase sales of U.S. food and beverage products.
• Five-year period for project maturity.
4. STRATEGY
• To hire a specialized company for the design, development and execution of an integrated
digital marketing campaign service to continue promoting American food and beverages for
the Foreign Agriculture Services Office (FAS) under the SaborUSA – Peru brand.
• Development of audiovisual content using local influencers and other allies to change
consumer´s preferences and reinforce SaborUSA-Peru brand in Peru´s market.
• Support and consolidate marketing efforts with other stakeholders: State Department, U.S.
industry, importers, HRI reps, chefs, influencers, food ambassadors, among others.
5. OBJECTIVES
• Promote American culture and U.S. food products, highlighting product quality, variety,
versatility, nutritional benefits, and points of sale to final consumers
• Amplify stakeholder promotional and/or educational activities to final consumers.
6. IMPLEMENTING PERIOD
The total period of performance to the project is twelve (12) months upon issuance and
acceptance of a contract.
FAS has approved the planning, designing, building, execution and implementation of a
marketing campaign to continue promoting American food and beverages
Page | 7
8. TASKS
8.1. Market research report:
Develop a web market research to optimize the marketing campaign. The report shall
include:
• Consumer habits and preferences
• SWOT analysis of main food categories currently included in the Sabor USA Peru
platform.
• Communication plan proposal including: matrix content implementation plan, social
media marketing plan, marketing activities to be implemented online and offline,
traffic plan growth, digital advertisement plan and public relationship plan.
8.2. Digital media content:
All digital media content development shall be based on social listening tools insights.
• Social Media Component:
Publish and advertise thirty (30) video recipes, using U.S. food and beverage
products present in the market.
Publish and advertise at least 10 video recipes provided by FAS´ stakeholders
(cooperators, importers, distributors and trade channels). Publications shall be
posted monthly.
Publish and advertise a total of 360 posts (Facebook, Twitter, Instagram and Tik
Tok), including text, high-resolution photos (22 megapixels), layout and
production design. Publications shall be posted daily.
Publish, advertise, create, and tag YouTube video recipe playlists following the
website widget layout. Updates shall take place on a weekly basis.
Design, develop and implement digital media contests once per quarter. The
contests must include the participation of FAS´ stakeholders.
• Website component:
Develop, publish, maintain, update and review website layout and content (blogs,
recipe videos, product, web series, chef and trade association information).
Updates shall take place on a weekly basis.
Promote the website by developing, publishing and advertising posts, including
text, high-resolution photos (22 megapixels), layout and production design.
Page | 8
Perform 100% content and functionality review (blogs, recipe videos, product,
web series, chef and trade association information). Updates shall take place on a
weekly basis.
• Stakeholder activity media coverage: support on and off-line trade association,
importer, retailer marketing activity plans, by amplifying their message through
SaborUSA digital platforms and traditional media, whenever available. Publish and
advertise posts (Facebook, Twitter, Instagram and Instagram stories), including text,
high-resolution photos (22 megapixels), layout and production design
8.3. Public Relationships and Influencers
The objective is to identify and manage the participation of key gastronomic influencers in
order to develop visual content under the Sabor USA project.
• Identification of key gastronomic influencers in Lima, which includes: ranking and
segmentation, considering but no limited by the following indicators: real followers;
authentic engagement on the gastronomic industry; results and traffic of influencer´s
previous campaigns across all networks; communication channels; among others.
• Management: according to the ranking and segmentation previously made, the
contractor will make contractual arrangements with 5 influencers to carry out the
development of video recipes to amplify the awareness and influence the preference
and purchase of existing U.S. consumer-oriented products in Peru´s market. The
communication of this content will be transmitted through the social media platform
of Sabor USA Peru. The contractor will explain the objective of the Sabor USA
Project to each influencer in order to be aligned with the mission and vision of the
project. The contractor will act as a media relations counsel in order to maximize the
outcomes of the audiovisual content.
• Planning and Schedule: The contractor will develop and monitor a working plan for
each influencer based on availability.
• Recipe development: recipes will include U.S. food and beverage products existing in
the market. FAS Lima and contractor will identify potential food categories to be
considered in this phase. Influencer’s recipe suggestions will be reviewed by FAS
Lima team for further approval. The contractor will coordinate: samples delivery,
brand information, communication of product´s features, graphics and logos to be
used during the recording phase; and any other action/information needed to fulfill
the realization of the video-recipes.
Page | 9
8.4.Branded content:
• Recipe videos:
Provide creative concept and storylines for thirty (30) thirty second to two-minute
recipe videos.
Provide pre-production information for thirty (30) thirty second to two-minute
recipe videos, including filming location and settings, equipment resources,
inputs, script, sounds or music, composition (lighting, foreground/background,
color palette, etc.), props (objects in the frame), actors, and special effects.
Produce and post-produce thirty (30) thirty second to two minutes recipe videos
(PRORES format), in Spanish.
Professional food photos: produce forty (40) high-resolution food photos (22
megapixels). Format: Raw photos and JPG.
Blogs: produce sixty (60) blogs, a minimum of four (4) paragraphs and a
maximum of eight (8), high resolution photos (800x534 pixels, 72 dpi resolution)
8.5. Media Planning and social media schedule
• SaborUSA Peru content matrix plan on social media platform (Facebook, Instagram,
Google, Youtube, among others).
• Monthly media plan of the SaborUSA content matrix, indicating KPI’s setting and
tracking, Ad budget and analytics report.
• SEO services report by quarter.
• Community Manager service and social media optimization.
• Monthly report of Social Media Metrics.
8.6.Promotional material design and development of the items below:
• 25 branded Chef Kits for influencer. Design, production and delivery.
• 25 branded Home Kits for regular audience. Design, production and delivery.
9. EXECUTION AND DELIVERABLE CALENDAR
• All content shall present evidence of social listening tools implementation according to
attachment A.
• All content shall be fully approved by FAS Lima before release
10. PLACE OF PERFORMANCE
The selected vendor will perform the work at its own facility but will implement activities in
Peru. The vendor will be required to meet at FAS Lima’s facility once a week (day and time
TBD) for a follow up meeting.
Page | 10
11. OTHER CONSIDERATIONS
• Vendor shall submit proposal, reports, and market research in Spanish and English
• Vendor shall demonstrate prior experience in providing similar services to other
organizations in Peru by providing a presentation and a reel, including samples of the
following items:
Web analysis of consumers trends.
Food related content developed for digital media
Recipe videos
High resolution food photos
• Vendor shall do recipe video filming in Lima for FAS personnel to be able to attend filming
sessions and monitor product handling and presentation.
• Vendor shall provide social media and website monitoring 24 hours a day.
• Vendor shall accommodate to payment schedule as per FAS’ terms and conditions: Twelve
(12) monthly installments subject to monthly deliverables.
• Vendor shall release intellectual property rights and ownership of all materials and products
developed in the execution of this project to FAS. Any profit and copyrights belong to FAS.
Page | 11
This plan provides an effective method to promote satisfactory contractor performance. The
QASP provides a method for the Contracting Officer's Representative (COR) to monitor
Contractor performance, advise the Contractor of unsatisfactory performance, and notify the
Contracting Officer of continued unsatisfactory performance. The Contractor, not the
Government, is responsible for management and quality control to meet the terms of the contract.
The role of the Government is to monitor quality to ensure that contract standards are achieved.
Performance Objective Scope of Work
Paragraphs Performance Threshold
Services. Performs all integrated digital marketing campaign services set forth in the scope of work.
__1_ thru _10___
(1) customer complaint is
received per annual service.
1. SURVEILLANCE. The COR will receive and document all complaints from
Government personnel regarding the services provided. If appropriate, the COR will send the
complaints to the Contractor for corrective action.
2. STANDARD. The performance standard is that the Government receives no more than
one (1) [Note to Contracting Officer: Insert other number if desired] customer complaint per
month. The COR shall notify the Contracting Officer of the complaints so that the Contracting
Officer may take appropriate action to enforce the inspection clause (FAR 52.212.4, Contract
Terms and Conditions-Commercial Items (May 2001), if any of the services exceed the standard.
3. PROCEDURES.
(a) If any Government personnel observe unacceptable services, either incomplete work or
required services not being performed they should immediately contact the COR.
(b) The COR will complete appropriate documentation to record the complaint.
(c) If the COR determines the complaint is invalid, the COR will advise the complainant.
The COR will retain the annotated copy of the written complaint for his/her files.
(d) If the COR determines the complaint is valid, the COR will inform the Contractor and
give the Contractor additional time to correct the defect, if additional time is available. The COR
shall determine how much time is reasonable.
(e) The COR shall, as a minimum, orally notify the Contractor of any valid complaints.
(f) If the Contractor disagrees with the complaint after investigation of the site and
challenges the validity of the complaint, the Contractor will notify the COR. The COR will
review the matter to determine the validity of the complaint.
(g) The COR will consider complaints as resolved unless…

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