INTERPRETIVE PLANNING - TOOL #7. General Services Administration (GSA) Contracts for Interpretive Media

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1 INTERPRETIVE PLANNING - TOOL #7 General Services Administration (GSA) Contracts for Interpretive Media GSA maintains an ongoing schedule of businesses that have been contracted to provide services related to interpretive planning, graphic design, exhibit design, fabrication, installation and visual media. These vendors are included in the GSA Catalog under the category of 541 Advertising and Integrated Marketing Solutions (AIMS). The entire list of companies in this category can be viewed at the GSA Advantage website or the GSA Library where you can search for 541 categories. Some firms that have Forest Service interpretive and exhibit expertise are listed below. New vendors may be added to the GSA Catalog at any time. An open solicitation can be found on Fed Biz Opps or vendors may contact GSA for assistance. Contractor: WN HOLDINGS, LLC, Doing Business As: MALONE DESIGN & FABRICATION Address: 5403 DIVIDEND DR, DECATUR, GA Phone: POC: bparker@ maloneinc.com Web Address: / GSA Contract #: GS X Awarded Schedules: 541-4C DUNS: Contractor: WILDERNESS GRAPHICS INC, Address: 324 W VAN BUREN ST, TALLAHASSEE, FL Phone: POC: wildernessgraphics@ nettally.com Web Address: / wildernessgraphics.com GSA Contract #: GS-23F-0080M Awarded Schedules: 541-1, 541-4C, DUNS: Contractor: IJR SERVICES INC Doing Business As: E xhibit Design Associates Address: 1269 CHASM RD, ESTES PARK, CO Phone: POC: biffbaird@ beyondbb.com Web Address: / GSA Contract #: GS-07F-0318V Awarded Schedules: 541-1, 541-2, 541-4A, 541-4C DUNS: GSA Contracts for Interpretive Media 1

2 Contractor: CAPITOL EXHIBIT SERVICES, INC. Address: LIVINGSTON RD, MANASSAS, VA Phone: POC: CAPITOLEXHIBIT.COM Web Address: / XHIBIT.COM GSA Contract #: GS-23F-0319P & GS23F-0108M Awarded Schedules: 541-4C, 541-4D, , DUNS: Contractor: DESIGN MINDS, INC Address: MAIN STREET, FAIRFAX, VA Phone: POC: mike@ thedesignminds.com Web Address: GSA Contract #: GS-07F-0225W Awarded Schedules: 541-4C, 541-4F, , DUNS: Contractor: ROSENE CREATIVE SERVICES, LLC Address: 149 CAGLE BRANCH RD, JASPER, GA Phone: POC: rosie@ rosenecreative.com Web Address: / GSA Contract #:# GS07F0412W (exhibits and graphics combined) DUNS: # GSA Contract Availability USDA Forest Service All contractors identified on GSA Advantage are available for federal agencies to issue task orders against at negotiated rates. New contractors may be added at any time and existing contracts do eventually expire. Check the end date for contracts before proceeding with negotiations for task order work. GSA vendors can be used by writing a Scope of Services, preparing an Independent Government E stimate (IGE ), negotiating price, and awarding a task order. Notes Travel is not part of the vendor s schedule. There should be no industrial funding fee (GSA 0.75% fee on the Schedules). Make sure to follow the Joint Travel Regulations (JTR). The labor categories may not match exactly from vendor to vendor. For example; one vendor may use the term "Graphic Designer" and another call it "Graphic Illustrator" but the work they provide may be the same. Project Supplies may be included in Other Direct Costs and not be on the Schedule contract. Items included in a quote that are non-schedule items, open market, must be GSA Contracts for Interpretive Media 2

3 procured that way. This is easier when it's under the micropurchase threshold, and determined to be fair and reasonable. The GSA schedule will continue to evolve and you can always call GSA for assistance. Schedule Title Advertising and Integrated Marketing Solutions (AIMS) The GSA Schedule of Advertising and Integrated Marketing Solutions provides a variety of communication services related to interpretive planning, exhibit design and implementation, video and film production, and web-based services. It can also be used for planning as long as the planning is directly related to design services in a future task order. Most Forest Service interpretive services work will fall under Schedule 541.4C, 541.4E, 541.4F, and/ or Advertising Services: Services provided under this Schedule of Items Number (SIN) will promote public awareness of an agency's mission and initiatives, enable public understanding of complex technical and social issues, disseminate information to industry and consumer advocacy groups, and engage in recruitment campaigns. Services include, but are not limited to the following components: Advertising objective determination Message decision/ creation Media selection Outdoor marketing and media services Broadcast media (radio, TV and Public Service Announcements) Direct mail services Media planning Media placement services Advertising evaluation Related activities to advertising services Public Relations Services: Services include, but are not limited to providing customized media and public relation services such as the development of media messages and strategies; providing recommendations of media sources for placement of campaigns; preparing media materials such as: background materials, press releases, speeches, and presentations and press kits. Other related services may fall under the following categories: Executing media programs Conducting press conferences Scheduling broadcast and/ or print interviews Press, public relations and crisis communications Media training - training of agency personnel to deal with media and media responses Media alerts Press clipping services Related activities to public relations services GSA Contracts for Interpretive Media 3

4 Web Based Marketing Services (Small Business Set-Aside): Services include, but are not limited to the development of strategies for an agency to provide the maximum use of their Internet capabilities. Typical tasks may involve the consultation, development, and implementation of the following web based tasks: Website design and maintenance services Search engine development marketing Interactive marketing Web-based training Web casting Video conferencing via the web Section 508 compliance, including captioning services Online media management Activities related to web-based marketing services 541.4A - Market Research and Analysis Services include, but are not limited to: Customizing strategic marketing plans Branding initiatives Creating public awareness of products, services, and issues Targeted market identification and analysis Establishing measurable marketing objectives; determining market trends and conditions; identifying and implementing appropriate strategies Conducting focus groups, telemarketing, individual interviews, preparing/distributing surveys, and compiling/analyzing results Establishing call centers (in relation to services provided under this schedule) 541.4B - Video/Film Production: Videotape and film production services will be provided to inform the public and Government agencies about the latest products, services, and/ or issues in various outputs such as: industry standard formats, CD-ROM, DVD and video streaming development. Filming in studios, on location, live shows, or events may also be required. E xamples of services include, but are not limited to: Writing Directing Shooting Arranging for talent/animation Narration Music and sound effects Duplication Distribution Video scoring Editing 541.4C - Exhibit Design and Implementation Services: This includes making all necessary arrangements for exhibits in various venues (museums, malls, tradeshows, etc.). The key components within the category include, but are not limited to: GSA Contracts for Interpretive Media 4

5 Conceptualizing, designing and producing exhibits and their accompanying materials Providing and/ or making recommendations for carpet and padding installation for exhibit property Preview set-up and dismantling of exhibit property Cleaning, prepping, and storing exhibit property for future use Shipping exhibit property to and from designated site(s) Media illumination services 541.4D - Conference, Events, and Tradeshow Planning Services (Small Business Set- Aside): Services include the making of all necessary arrangements for conferences, seminars and trade shows. E vent-marketing services may include but are not limited to the following services for a show, event and/ or booth: Project management Coordination and implementation of third party participation Collection management of third party payment for participation Liaison support with venue Audiovisual and information technology support Topic and speaker identification Site location research Reservation of facilities On-site meeting and registration support Editorial services Automation and telecommunications support Design and editing productions Mailing and other communication with attendees including pre-post meeting mailings/travel support and computer database creation 541.4E - Commercial Photography Services (Small Business Set-Aside): Photography services under this SIN may be used for commercial advertisements and/ or illustrations that will appear in books, magazines, and/ or other media. Services may include but are not limited to: Black and white, color photography Digital photography Aerial photography Architectural photography Still photographs Field and studio photography Related services such as photo editing and high-resolution scans 541.4F - Commercial Art and Graphic Design Services (Small Business Set- Aside): Commercial art, graphic design, and special effects that educate the consumer market about a product or service may be required along with updating, rewriting, and/ or editing materials. Types of services may include, but are not limited to: Developing conceptual design and layouts Providing copywriting and technical writing services Creating sketches, drawings, publication designs, and typographic layouts Furnishing custom or stock artwork (including electronic artwork) GSA Contracts for Interpretive Media 5

6 541.4G - Challenges and Competitions Services: This service is used to market and advertise for responses from the public to a challenge by a customer. The challenge may be to identify a solution to a particular problem or earn a reward for accomplishing a particular goal. Prizes or other incentives may be offered by federal agencies to find innovative or cost-effective solutions to improving open government. Solutions may be ideas, design, proofs of concept, or finished products Integrated Marketing Services: This SIN can be used to offer a complete solution that integrates various services found under the other SINs. Services required under this SIN may include the creation of comprehensive solutions using strategically targeted marketing plans that include full service execution of media planning and creative multimedia campaigns. These comprehensive solutions include services available separately under: Advertising, Public Relations, Web Based Marketing, and Specialized Marketing. Contractors must have the capabilities to provide services identified within all Special Item Numbers. NOTE : SIN may not be used to fulfill individual requirements that are covered separately by other SINs in this schedule. SIN may only be used to fulfill comprehensive agency requirements that span multiple service offerings from the schedule Introduction of New Services: Services under this SIN may include a new or improved marketing, advertising, or PR service that has the potential to provide a more economical or efficient means for Federal Agencies to accomplish their mission within the general scope of the Schedule Other Direct Costs (ODCs) are expenses other than labor hours. All ODCs proposed must be directly related to a service being offered under this Schedule and can only be purchased in conjunction with the Schedule service. Possible ODCs may include such items such as audio/visual equipment, facility rental, commercial production, media costs, booth space rental, etc Other Direct Costs (ODCs) are expenses other than labor hours (Small Business Set-Aside): All ODCs proposed must be directly related to a service being offered under this Schedule and can only be purchased in conjunction with the Schedule service. Possible ODCs may include items such as audio/ visual equipment, facility rental, commercial production, media costs, booth space rental, etc. For more assistance or specific questions on using these services, the GSA Advantage Contact is: Christopher Cole General Services Administration, 8QCA GSA Federal Acquisition Service Denver Federal Center (303) christopher.cole@ gsa.gov GSA Contracts for Interpretive Media 6

7 Contracting Officer/Specialist (CO) for Individual Task Orders This person will be assigned by the Acquisition Management team supporting the requesting unit. Contracting Officer s Representative (COR) for Individual Task Orders The COR should certified at Level II or III and have the appropriate level of knowledge and experience to administer the task order. However, an inspector may be assigned as well to assist with oversight of technical details. If the requesting unit does not have the appropriate COR expertise, it can check with CDI or an enterprise team for potential assistance. Rates and Costs Specific hourly rates for each team and various disciplines have been negotiated for the life of the GSA contract schedule and are contained in each vendor s Schedule of Items. Prices can be negotiated further at the task order level. In general, loaded rates as of 2014 (includes overhead and profit) are in the following range: Principle: $100 - $130/hour Project Manager: $80 - $100/hour Interpretive Planner and E xhibit Designer: $90 - $120/ hour Graphic Designer: $40 - $60/ hour Writer/ Researcher: $70 - $90/hour Exhibit Technician: $60 - $90/ hour Secretary: $50 - $70/ hour Guidelines for Use Prior to initiating work with a GSA vendor, determine if the project should be done in-house or contracted. Frequently, a specific discipline may be used to supplement an in-house team for services such as graphic design, exhibit design, fabrication or media production services. If a contractor is needed, use the following process: 1. Prepare a draft Task Order that includes the following: General information Background and description of project Scope of work Description of submittals ( Final) Information and materials provided by the Forest Service Schedule 2. Prepare an Independent Government E stimate (IGE ). A simple estimating form may be found in Appendix C - Template for GSA Contracts for Interpretive Services and Exhibit Services. For more extensive design work, a calculating spreadsheet should be used. 3. E nter the Request for Contract Action and funding information into the Forest Service s Integrated Acquisition System (IAS). Provide the requisition number to the CO. E mail the Task Order and the IGE to the CO. GSA Contracts for Interpretive Media 7

8 4. The CO will provide direction for any modifications that may be needed in the Task Order and Independent Government E stimate. 5. With the CO, determine which 541 category to use and companies from which to solicit proposals. Selecting a contractor that is skilled at providing the services you need and understands the project needs is a critical step in the process. 6. The CO will send a Request for Proposal (RFP) to the contractor identified. NOTE: Do not contact any vendor for an RFP on the Task Order unless directed by the CO. However, the CO may request that the COR contact the vendor s GSA point of contact for preliminary discussions on the general scope of work, technical capabilities, and capacity to perform within the required schedule. 7. E valuate the cost proposal and compare it to the IGE. Through the CO, negotiate the cost with the vendor. Revise and finalize the Task Order as necessary based on discussions with the CO and vendor. 8. The CO will complete the Task Order and distribute the award and Notice to Proceed to the vendor and project COR. 9. Administer the task order in accordance with the delegated authorities in the COR appointment. The amount of time to develop, negotiate, and award a Task Order varies depending on the extent and complexity of work, but plan from two to four weeks. GSA Contracts for Interpretive Media 8

9 APPENDIX A USDA Forest Service INTERPRETIVE AND EXHIBIT DESIGN SERVICES COST GUIDELINES Cost estimating for Interpretive and E xhibit Design Services is not an exact process. Costs will vary depending on a number of factors including time required for interpretive and exhibit planning, number of exhibits, interactivity, digital components, mapping needs, materials, custom artwork, and cabinetry components. The following are examples only. Category 1 interpretive panel (24 x 36 ) L arge mural-type exhibit projects Visitor Center Interpretive Plan Visitor Center Exhibit Design/ Fabrication and Installation Audio-visuals Cost Estimate Basic graphic design/ research and text development: $3,500 Fabrication and frame costs: $700 - $1,500 depending on materials Custom illustration: $200 per simple line illustration $15,000 - $25,000 depending on complexity, figures, color, and illustration style $5,000 - $25,000 depending on scope Basic flatwork: $300 per sq. ft. Moderate: $400- $600 per sq. ft. Complex: $700 - $900 per sq. ft. $3,000 per minute for finished product GSA Contracts for Interpretive Media 9

10 APPENDIX B USDA Forest Service Standard Definitions for Interpretive Services 2.1 Contracting Officer (CO) - The person executing this contract on behalf of the Government. 2.2 Contracting Officer Representative (COR) - The person designated to represent the Contracting Officer. 2.3 Contracting Officer Technical Representative (COTR) - The person designated to serve as the technical point of contact for this contract. 2.4 Contractor - The person whose bid is accepted by the Forest Service and who has gained the responsibility of performing the requirements of the contract. 2.5 Competitive Range - Competitive range is a subjective determination of those offers that have the potential for being selected for award after consideration of all factors. 2.6 Electronic Media: Technologically delivered content. 2.7 Exhibit: An organized arrangement of text, graphics, and objects that communicate a message or theme. Outside exhibits are often called waysides and may include interpretive signs, kiosks, or other presentation methods developed for use in the outdoors. 2.8 Exhibit Design: The process of conceiving an exhibit or other media to convey a message identified by a specific interpretive goal. 2.9 Exhibit Development: The process by which exhibit designs becomes reality; i.e., fabrication or production Exhibit Plan: This plan captures the concept of the exhibit(s) and explains how the visitor will interact with /experience the spaces, media and messaging. It may include themes, goals, objectives, key messages, media recommendations, and conceptual renderings of individual exhibits, bubble diagrams, draft text, color schemes, font selection, and other design guidelines. Information in this plan is very specific, providing the conceptual design for design development and fabrication Interpretive Plan: This plan identifies the significant resources of a site and proposes strategies for meeting management mandates and creating meaningful visitor experiences and connections. At a minimum it includes themes, goals, objectives, key messages, storylines, and media recommendations. It may also include audience analysis, marketing and evaluation strategies Interpretive Planning: The decision-making process that blends management needs and resource considerations with visitor desires and determines the most effective way to communicate the message to targeted markets Media: Means, methods, devices, or instruments by which the interpretive message is presented to the public. GSA Contracts for Interpretive Media 10

11 2.14 Graphic Design: The development of compositions (including both text and images) in an organized and visually appealing manner Interpretive Writing: Text that uses interpretive principles to connect readers to the resource, emotionally, intellectually, and behaviorally New Media: Media that provides on-demand access to content anytime, anywhere, on any digital device, as well as interactive user feedback, creative participation and community formation around the media content Publication: Printed media to include brochures, pamphlets, booklets, guides, and other hard copy materials Project Management - Project Management includes full-time coordination of all work, quality control, on-site meetings, reviews of drafts, interpretive planning and research, all phases of planning and design work, adherence to accessibility standards, production and installation, production of maintenance manuals, and all other work identified in a Task Order. GSA Contracts for Interpretive Media 11

12 APPENDIX C Template for General Services Administration (GSA) Contracts for Interpretive and Exhibit Services PROJECT NAME AND FOREST Schedule Title: 541 Advertising & Integrated Marketing Solutions (AIMS) GSA Contract Number: (fill in) Date: (fill in) GENERAL INFORMATION In accordance with the terms and conditions of the Contract, the GSA Contractor shall perform the work of this task order for the USDA Forest Service (insert Forest name and address here) as described below. Confidentiality: The information developed under this task order is the property of the U.S. Government and shall be kept in strict confidence. Performance Period: The work of this task order shall be provided from approximately (insert anticipated dates of project) through. Contracting Officer's Representative: The Contracting Officer's Representative (COR) for this task order is, Forest Service, (insert office or unit), (insert phone, and fax). Project Identification: The work of this task order shall consist of the services described in the Background and Description of Project below. In this document, the project shall be referred to as the (insert name of your project). BACKGROUND AND DESCRIPTION OF PROJECT (Provide brief synopsis of project including location, type of work, and timeframe.) SCOPE OF WORK (Describe scope and desired services.) GSA Contracts for Interpretive Media 12

13 SUBMITTALS The following submittals shall be made in accordance with the schedule below: (Insert required submittals. Include expected content of submittal, its format, number of copies needed, and date expected. Depending on project complexity, there should be between 2-4 drafts submitted for approval prior to project refinement. Typically there is a 30%, 60%, and 90% project review submittal.) INFORMATION AND MATERIALS PROVIDED BY THE FOREST SERVICE The following information and materials will be provided by the Forest Service: (Insert what FS provides. Examples: site map, graphics, GIS layers, photos, illustrations, reference material such as historical documents, artifacts for exhibits, staff expertise). SCHEDULE (Insert a table showing tasks and their completion date, all meetings, site visits, submittals, and reviews.) FEE AND PAYMENT The Contractors Fee Proposal shall include only applicable tasks that are listed in the Schedule of Items for (insert project name). Fee proposal will include any travel related expense as part of the task item being bid. No additional Task Orders will be used for reimbursement of travel expenses. All routine correspondence may be made via , fax, or first class mail. All routine correspondence shall be dispatched by fax, , and/or first class mail; all scheduled submittals shall be delivered by (identify how you wish to receive a submittal, via , hard mail delivery, and format, such as in Microsoft Word; PDF, etc.) Payments are made on a reimbursable basis. Progress payments to the Contractor shall be made on the basis of proper and acceptable invoices submitted monthly for the actual percentage of services completed by the Contractor and shall be made in accordance with the provisions of Contract Clauses except as follows (insert any exceptions). Partial payments for design services shall not exceed 90% of the total amount established under the Task Order. At the completion of the design services and after acceptance by the Government of all required items, the final payment may be authorized. The Government reserves the right to withhold the final payment until final work and materials stated in the contract have been completed and accepted by the Government. After completion of the work and as a prerequisite to the final payment, the Contractor shall furnish to the Buyer a Release of Claims. Such claims as are asserted by the Contractor shall be listed in spaces provided after the word "except" and shall be referenced to correspondence or other identifying data, together with monetary amount for each major claim item. These claims are reviewed and judged by the Contracting Specialist to determine if all work is acceptable or additional GSA Contracts for Interpretive Media 13

14 expenses were incurred by the Government or the contractor. The Contracting Specialist will rule on what is necessary to address any claims issues. Original invoices are to be ed directly to the Contracting Specialist with a copy to the Contracting Officer's Representative. (The Contracting Specialist usually develops the final complete contract package with a schedule of items.) INDEPENDENT GOVERNMENT ESTIMATE (IGE) Discipline (examples) Hourly Rate* Estimated Hours Total Project Manager Interpretive Planner Writer/ Editor Graphic Designer Graphic Illustrator Exhibit Designer Project Supplies L ump Sum Travel L ump Sum Grand Total * Use actual rates for respective contract and discipline E stimated by: Date: Notes: 1. E xpand number of disciplines as necessary for specific project. 2. For large task orders, use a spreadsheet template and divide cost estimate by tasks or submittals and discipline/ subcontractor. GSA Contracts for Interpretive Media 14