The Executive Summary would include only the items outlined in through which included a 3-page limitation.

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1 Tobacco Settlement Endowment Trust Comprehensive Social Marketing Media Services Request for Proposal Questions and Answers (1 44) August 7, 2012 Q# Question A# Answer Q1 On page 15, should be 5.8.1? A1 Correct. Q2 On it says that the exec summary shall not exceed 3 pages. However, the checklist Appendix L has additional items listed under Requirement number 15 and 16 which are repeated under 17, 18 and 20. A2 The Executive Summary would include only the items outlined in through which included a 3-page limitation. Appendix L Checklist number 15, 16, 17, 18 and 20 are other submission requirements separate from the Executive Summary requirement. Appendix L has been added to this RFP as a convenience to Bidders. It is believed to be a complete listing of all submission requirements pursuant to this RFP. However, if a requirement is stated anywhere in the RFP text, yet does not appear in the Bidder's Checklist, the text statement takes precedence over the omission of that requirement in the Bidder's Checklist. The Bidder shall complete the following checklist, providing location of requested information, or an explanation of why the requested information is not provided. Completion of this checklist in no way reduces the responsibility to fully comply with all of the requirements of the RFP and any other special requirements of the solicitation. Q3 It states that we are not to be redundant however it seems that various topics are brought up several times, can you provide an outline of the order you want us to provide the information in. We assume the following based on information provided on page 2 Section 8: where you've asked us us to include tabs for the following sections: Executive Summary Experience and Operations Technical Proposal Price Proposal Appendices And on page 28 section 13 we are asked to group information by the following: Table of Contents Executive Summary A3 We are revising these section into a single requirement as listed below. The Bidders Technical Proposal Response to this RFP will have, separately marked sections for the following categories: 1. Table of Contents Executive Summary Bidder s Experience and Qualifications Attachment 2: Staffing Experience and Qualifications Project Organization and Staffing Project Management Bidder s History including

2 Q4 Q5 Bidder s History Bidder s Experience and Qualifications Project Organization and Staffing Project Management Technical Approach and Solutions to General Requirements Are we correct in assuming the order should look like this? Tab 1: Executive Summary Tab 2: Experience and Operations Bidders History Bidders Experience and Qualifications Project Organization and Staffing References and Recommendations Client List Project Management Tab 3: Technical Approach and Solutions to General Requirements Task Order Responses Statements addressing General Requirements (as listed on Page 7 Section 4.0 through page 12 Section 4.10) Tab 4: Price Proposal Tab 5: Appendice Can you please clarify if we are to include the price proposal in the binder under the tab that says "Price Proposal" or in a separate envelope on a disk as stated on page 12 section 5.0? Or Both? How many copies of the disk shall we include in the envelope. If we are not to include the price proposal behind the tab, what are we supposed to put there? Can you tell us the difference between the Technical Approach and the Technical Proposal? Is the Technical Proposal our responses to the Task orders Appendices F and G? If yes are we only to include Appendix A, B, I and L behind the Appendices Tab? Is A4 A Litigation History Technical Approach and Solutions to General Requirements is answered in accordance to through Task Order #1 Response Task Order #2 Response Submitted separately: Attachment E Tiered Pricing Schedule Numerous required Appendices A, B, E (referenced but submitted separately, see A4), F, G, I and L (16.0). NOTE: There are various references to subcontractors and clients. However, if a requirement is stated anywhere in the RFP text, yet does not appear in the Bidder's Checklist (Appendix L), the text statement takes precedence over the omission of that requirement in the Bidder's Checklist. The Price Proposal Tab 12 should include the reference to the separately provided Appendix E. The Pricing Schedule is to be provided in an envelope separately identified as "Attachment E" within the same container with the 3-ring binders. Six (CD) copies are required, one paper original and two paper copies. Technical Approach answers whether or not the bidder can or cannot meet the requirements. The Technical Proposal is the overall submission to the RFP. No, the Technical Proposal is not just the response to Task Orders Appendices F and G, but F and G are included in the overall Technical Proposal and will be evaluated. Items to be submitted under the Appendices Tab include: A, B, E (referenced but submitted separately, see A4), F, G, I and L.

3 Q6 Q7 Q8 Q9 Q10 the entire proposal the technical response with the exception of the price proposal? On page 21 under section 10.7 it states that the bidder must respond in writing to each item stating whether or not they can meet the stated minimum mandatory requirement. The bidder must also explain how the requirement is met. Can you please specify where the minimum requirements are listed. We assume items listed on Page 7 Section 4.0 through page 12 Section 4.10? Also can you tell us if these statements shall be located under Tab 3 Technical Approach and Solutions to General Requirements? Can we turn in the proposal as a pdf rather than a Word document? This is to maintain the integrity of our document, as well as allow for full creativity to be shown. Word is limiting and could allow for our proposal to not reflect the work we do creatively. Please state precisely how you would like to us to include the price proposal (Appendix E) under the "Price proposal tab" or separately but also in the same container as stated on Appendix L number 2. Is Appendix E the only item that is considered the "Price Proposal"? Yes, the entire proposal is the Technical Response with reference to the Price Proposal. The Price Proposal Tab 12 should include the reference to the separately provided Appendix E. The Pricing Schedule is to be provided in an envelope separately identified as "Attachment E" within the same container with the 3-ring binders. Six (CD) copies are required, one paper original and two paper copies. A6 The minimum requirements are the items listed in 4.0 through A7 A8 A9 A10 Note: Be sure to read and understand 10.5, 10.6 and See Scope of Work beginning with 4.0 and continuing, but not limited to ; these are the minimum mandatory requirements under those sections. Bidders should clearly demonstrate their capabilities in meeting these, and other requirements. In order to locate these terms, the terms minimum and mandatory may be located by using the "Find" feature of MS Word. In the re-tabulation, Technical Approach and Solutions to General Requirements are now Tab 9. It includes Sections and is answered in accordance to 10.0 through See A3 for the re-tabulation. The proposal submitted may be in either MS Word 2003, or later or as a PDF formatted for Adobe Acrobat Reader. The Price Proposal Tab 12 should include the reference to the separately provided Appendix E. The Pricing Schedule is to be provided in an envelope separately identified as "Attachment E" within the same container with the 3-ring binders. Six (CD) copies are required, one paper original and two paper copies. Appendix E is the Tiered Pricing Schedule. It contains the job title, qualifications and experience of key personnel. The pricing submitted in Task Orders #1 and #2 will also be evaluated. In addition, Contracted Employees, Temporary Employees, or Subcontractors qualifications and experience must be described in the response and will be evaluated. The Bidder proposing either Contracted Employees, Temporary Employees, or Subcontractors providing time and materials will be allowed as a pass-through expense. However, no markup will be allowed. Q11 In Section , the RFP asks for a 5- year employment history. Can we provide more than 5 years? A11 Yes, more than five years of employment history may be included as long as the resumes do not exceed 2 (two) pages in length. ( ) This will be amended in section Q12 Q13 In Appendix E, Senior Account Executive is listed as a tier 1, but Account Supervisor is listed as a tier 2. Is this correct? Appendix E says we can't modify the form, but says we can add labor categories. Are we allowed to add those labor categories to the A12 A13 The Tiering for Senior Account Executive and Account Supervisor are incorrect in the RFP. The Senior Account Executive should be a Tier 2 and the Account Supervisor should be a Tier 1. Appendix E must be thoroughly completed. Yes, you may create your own forms and attach it to Appendix E. The additional labor categories in your attachment should be fully defined, including experience and educational requirements and hourly rates. Additional labor categories may or may not be evaluated.

4 Q14 Q15 Q16 Q17 Q18 existing form or do we create our own? On page 15, under the RFP asks for samples of Value Added work. Where do those samples go within the proposal, and under which tab? On page 24, under the RFP asks for "relevant projects" - can you define relevant? Is it only state/government work? On page 24, under the RFP asks for a letter from a television advertiser receiving more than $750,000 from the bidder. Should we assume this means television station? Can the reports cited in Task Order 2 be used as a baseline to measure effectiveness? Can you please post a high resolution.jpg file of the TSET logo? A14 A15 A16 A17 A18 Value added samples would go in Bidder s Experience and Qualifications under Tab 3. See A3 for the re-tabulation. Definition of RELEVANT a: having significant and demonstrable bearing on the matter at hand b : affording evidence tending to prove or disprove the matter at issue or under discussion All information received from each vendor is to be of sufficient clarity and definition in order for the evaluation committee to make reasonable determination of capabilities and capacities of each bidder s ability to satisfactorily perform as required in this solicitation. Experience in public health or related areas, in public and/or private sectors would be considered relevant. Yes, television advertiser means television station. Yes. Yes, a TSET logo will be added to the webpage: Q19 Page 29, section Bidder s History states: This Section of the proposal shall contain information regarding Corporate Information, Litigation History, Recommendations, Experience and Qualifications, Project Organization and Staffing, and Key Personnel. A19 Please see Answer 3 for re-organization and clarification of Tabs. Page 28, section 13.0 Technical Response states: The Bidders Technical response to the proposal will have separately marked sections for the following categories: Table of Contents Executive Summary Bidder's History Bidder's Experience and Qualifications Project Organization and Staffing Project Management Technical Approach to General Requirements 2. Do the categories Experience and Qualifications, Project Organization and Staffing and Key personnel fall as a sub-

5 Q20 categories under Bidder's History or are they their own separate categories under the Technical response? Italicized type indicates a direct statement from the Request for Proposal Bolded type indicates areas of clarification or question A20 Submission can be in other fonts, but the submission font used must not be smaller than Times New Roman 12 point. Page 2, #7 states: Type size must be no smaller than Times New Roman 12 point. Q21 Are we required to format our submission in Times New Roman 12 point font? Page 2, Statement #8 states: Each copy of the proposal must be provided in a three-ring tabbed binder with the name of the applicant organization on the front covers and with the following tab headings: Executive Summary, Experience and Operations, Technical Proposal, Price Proposal, Appendices. A21 The redundancy in the RFP will be remedied by way of an amendment. The Tab have been re-tabulated Tabs and is now Tab 2. Please see A3 for further details. A couple of the areas are unclear as to what sections of the request document should fall into which categories as outlined above. For example, an executive summary is requested as a tab, but another executive summary is requested in the specific tabs of the 13.0 Technical Response (page 28). Can you please clarify if the following is the correct organization for the response? Q22 Page 2 Executive Summary -Is this executive summary requested on page 2 different from the executive summary requested on Page 28, sections ? Page 2 Experience and Operations -Should this tab include the responses to A22 Page 2, number 8 references the former tabbing nomenclature. According to the current re-tabulation, Experience and Operations is eliminated. The new Tab is Tab 3 Bidder s Experience and Qualifications. Attachment 2 requirements are to be provided under Tab 3. Please see A3 for further

6 Q23 page 19, Attachment 2, sections ONLY? Page 2 Technical Response Page 28, 13.0 states: The Bidder s Technical Response to this RFP proposal will have separately marked sections for each of the following categories: A23 details on the re-tabulation. Please see the re-tabulation in A3 for clarification. Yes, the Executive Summary should include the requested information from through and bidders are reminded to review section on page 21 in their response. Executive Summary Bidder's History Bidder's Experience and Qualifications Project Organization and Staffing Project Management Technical Approach and Solutions to General Requirements It is clear as to how the table of contents must be formatted and what is required in the Executive Summary and Bidder s History, but the other areas aren t clearly identified. Can you please clarify each corresponding section that you desire a response as it relates to the categories outlined on Page 28, section 13.0? Below is a breakdown of questions to each specific section. Q24 Executive Summary Should this executive summary include anything other than the items outlined on pages 28 and 29, Sec ? History Are the following the following the correct sections required to address the category outlined as Bidder s History on page 28, section 13.0? -Page 29, Sec A24 In the re-tabulation, Bidder s History is now Tab 7. It includes sections It also includes , the Organization chart. Litigation History is now in its own Tab, number 8. See A3 for the re-tabulation. Q25 Bidder's Experience and Qualifications A25 In the re-tabulation, Bidder s Experience and Qualifications is now Tab number 3.

7 Q26 Q27 Are the following the correct sections required to address the category outlined as Bidder s Experience and Qualifications on page 28, section 13.0? -Page 22, sections Page 24, sections Are there any other sections that need to be addressed within this tab? Project Organization and Staffing Are the following the correct sections required to address the category outlined as Project Organization and Staffing on page 28, section 13.0? -Pages 22-23, sections Pages 25-26, sections Are there any other sections that need to be addressed within this tab? Project Management Are the following the following the correct sections required to address the category outlined as Project Management on page 28, section 13.0? -Page 23, sections Page 27, sections Page 28, section Page 28, section Are there any other sections that need to be addressed within this tab? The minimum mandatory requirements aren t clearly identified in this section. Are the following the correct sections required to address the category outlined as Technical Approach and Solutions to General Requirements on page 28, section 13.0 and page 21, section 10.7? -Page 7, Scope of Work, Sec Sec ? If Solutions to General Requirements is not defined also as Minimum Mandatory Requirements can you please identify the area of the request that fulfils the Solutions to General Requirements requirements? Tab 3 should include Section 11.0 through 11.2, and Attachment 2: See A3 for the re-tabulation. A26 In the re-tabulation, Project Organization and Staffing is now Tab 5. Tab 5 should include Section See A3 for the re-tabulation. A27 In the re-tabulation, Project Management is now Tab 6. Tab 6 includes Sections See A3 for the re-tabulation.

8 Q28 Q29 Technical Approach and Solutions to General requirements Page 28 section 13.0 identifies a need to for a section specific to Technical Approach and Solutions to General Requirements. Can you please define what areas in the request should be addressed within this section of the bidder s response? Is Solutions to General Requirements defined also as Minimum Mandatory Requirements? If yes, Page 21, Section 10.7 states: Minimum requirements- The Bidder must specifically address, response in writing to each item stating whether they can or cannot meet the stated minimum mandatory requirement. The Bidder must also explain how each requirement is met. The Bidder may refer to attached materials, but must not substitute such material for explicit response. The minimum mandatory requirements aren t clearly identified in this section. Are the following the correct sections required to address the category outlined as Technical Approach and Solutions to General Requirements on page 28, section 13.0 and page 21, section 10.7? -Page 7, Scope of Work, Sec Sec ? If Solutions to General Requirements is not defined also as Minimum Mandatory Requirements can you please identify the area of the request that fulfils the Solutions to General Requirements requirements? Page 2, #6 states "The proposal must contain a fully detailed budget for the initial contract period and each subsequent year." Can you please define fully detailed budget? Is this in reference to the amounts listed on A28 In the re-tabulation, Technical Approach and Solutions to General Requirements is now Tab 9. A29 Tab 9 includes Sections and is answered in accordance to 10.0 through See A3 for the re-tabulation. Yes, Solutions to General Requirements is also defines as Minimum Mandatory Requirements. A fully detailed budget includes fully loaded cost of employing the individual including such things as pension contributions, provision of office space, apportioned HR costs, etc. The actual rates are likely to be calculated by standard uplifts on salary rather than by individually calculating all such factors; an amount per position per contract period. No, the amounts on page 3 are the estimated contract funding. The fully detailed budget is in reference to the tiered pricing structure.

9 Q30 Q31 page 3? Or is this in reference to the five-year tiered pricing structure? Page 24, Section states: Letters of Recommendations- Each Bidder shall submit a minimum of 3 letters of recommendation from three different sources broken down in the following manner: One (1) letter will be required for television advertiser receiving more than $750,000 per year from bidder. Are you requesting 1 letter of reference from a single station, network or advertising space provider with which the bidder/agency spends at least $750,000 per year? If no, can you please clarify television advertiser? Page, 24 Section states: If subcontractors/vendors are proposed, one letter in each of the above categories shall also be submitted for each of the above categories should also be submitted for each vendor/subcontractor. -Are the categories referenced in Section defined as sections and on page 24? If yes, can you please clarify the following? -Page 24, section states that that the letter must be from a television advertiser who receives more than $750,000 per year from bidder. -Page 24, section states that the letter must be from 2 clients with a budget more than $750,000 per year from bidder. Nearly any subcontractor/vendor we work with will not be a vendor/subcontractor (production, music, etc) that spends any amount with a television advertiser (if A30 A31 Yes, we are requesting 1 letter of reference from a single station or network with which the bidder/agency spends at least $750,000 per year? This does not include an advertising space provider. See underlined potions below: One (1) letter will be required for television advertiser receiving more than $750,000 per year from Bidder Two (2) for Clients with budget more than $750,000 per year with Bidder If subcontractors/vendors are proposed, one letter in each of the above categories shall also be submitted for each subcontractor/vendor. Yes, the categories referenced in Section are sections and The $750,000 level is applicable to the main bidder. Subcontracts/third party vendors can supply one letter of reference from a vendor and two from clients with no dollar criteria will be amended to reflect this change to the subcontractors/vendors requirements.

10 Q32 Q33 Q34 Q35 Q36 television advertiser is defined as a television entity that receives money from the bidder/agency in return for advertising space) and some may not have 2 clients who spend more than $750,000 a year. Are these requirements of $750,000 applicable to subcontractors/third party vendors or just the main bidder? Is it acceptable to have 1 letter of reference from a subcontractor's vendor and 2 from subcontractor s clients? Bullet states, that consideration will be for vendors with experience in the area of public health especially in tobacco control prevention/nutrition/fitness which has benefited Oklahomans from its efforts in terms of lives protected, diseases prevented, and dollars saved in avoiding medical costs, lost wages and productivity. Does this mean that only the incumbent vendor qualifies? Under 5.0, Proposal Evaluation it is noted that highly elaborate proposals that contain extensive speculative creative recommendations beyond what is sufficient to present a complete and effective proposal are not required. If speculative creative is relevant will it be viewed positively if we include some speculative creative recommendations, or will we be marked down for including it? Can you tell us what percent of the media placement has been part of the overall budget for the past few years? Typically, what percent of the budget has been allocated to research? Per of Attachment 3, the requirement that the CD-ROM formatted originals be in Microsoft Word 2003 or later. Can the CD- A32 A33 A34 A35 A36 No, this does not mean that only the incumbent vendor qualifies. Public health campaigns of any kind will be considered relevant. You will not be marked down, nor will you receive extra credit for including highly elaborate proposals that contain extensive speculative creative recommendations beyond what is sufficient to present a complete and effective proposal. Sjonna Answer - lets discuss "Speculative" ought to be limited to Task Order 1 and 2? Across the three major campaigns, (Tobacco Stops With Me, Oklahoma Tobacco Helpline and Shape Your Future), and in support of other needs, the media placement budgets range as it is necessary to reach the goal of the specific campaign or project. The percent of the spending on the media placement depends upon the goals and budget for the particular need, so we do not have a standard spend rate for media mix for each campaign or need. During the last two fiscal years, the overall media placement dollars for all major campaigns and projects averaged 70 percent. Note 4.5. The Vendor shall not exceed the ceiling price for the individual task order(s). Materials costs are to be submitted as a pass-through at the Vendors cost with no markup allowed. Across the three major campaigns, (Tobacco Stops With Me, Oklahoma Tobacco Helpline and Shape Your Future), and in support of other needs, the research and evaluation budgets range as it is necessary to reach the goal of the specific campaign or project. The percent of the spending on the research and evaluation depends upon the goals and budget for the particular need, so we do not have a standard spend rate for research and evaluation for each campaign or need. The proposal submit may be in either MS Word 2003, or later or as a PDF formatted for Adobe Acrobat Reader.

11 Q37 C38 C39 C40 C41 Q42 Q43 ROM versions be saved in pdf format for Adobe Acrobat Reader? How much of the budget (% basis) is for digital? Where is the money coming from? Is it coming from Big Tobacco? I see several websites for the RFP. Will the budget be split amongst all the websites or is the RFP for one specific website? I just became aware of this RFP. Have a question. One of our core competencies is digital and social media. Our full service offices are in St. Louis and Dallas. We do not have an Oklahoma office. Are only Oklahoma agencies being considered for this initiative? Thanks! What is your current digital media spend including management fees. Can you provide me with the past bids (awarded an not awarded) for the Comprehensive Social Marketing Media Services Request for Proposal? We are very interested in participating in the recent RFP issued July 26, We have begun the process, but learned recently that the agency currently of record has already sent in their response to the RFP and that it is assured they will receive the bid. Our source said that it was only a legal requirement and that continuing with the same agency was assured. We understand that while you may not be able to tell us if the current agency will continue as the agency of record, may we know if their response to the RFP has been received? It is a costly effort to apply and takes many hours to respond in the A37 A38 A39 A40 A41 A42 A43 Across the three major campaigns, (Tobacco Stops With Me, Oklahoma Tobacco Helpline and Shape Your Future), and in support of other needs, digital media is included in the media buy mix as it is necessary to reach the goal of the specific campaign or project. The percent of the spending on the digital media campaigns depends upon the goals and budget for the particular need, so we do not have a standard spend rate for digital media in the media mix for each campaign or need. The money is from earnings on investments from the Tobacco Settlement Endowment Trust fund. The Tobacco Settlement Endowment Trust fund was established in November 2000 by a voter-approved constitutional amendment, assuring that money paid by the tobacco companies to the State of Oklahoma as a result of a national Master Settlement Agreement between 46 states and the tobacco industry. The budget will be divided among all current campaigns (Tobacco Stops With Me, Oklahoma Tobacco Helpline, and Shape Your Future) as well as all other Health Communication needs to support TSET efforts currently and in any future campaigns or program support needs. See P If the Awarded Vendor does not currently have an office established in the State of Oklahoma, Awarded Vendor shall be required to establish an office no later than three (3) months after the date of award Across the three major campaigns, (Tobacco Stops With Me, Oklahoma Tobacco Helpline and Shape Your Future), and in support of other needs, digital media is included in the media buy mix. The percent of the spending on the digital media campaigns depends upon the goals and budget for the particular need so we do not have a standard spend rate for digital media in the media mix for each campaign or need. The awarded vendor will be paid a reimbursable hourly rate not management fees. This is the first Comprehensive Social Marketing Media Services Request for Proposal that the Tobacco Settlement Endowment Trust has released as a single agency RFP. An RFP was released through the Department of Central Services in 2007 in a joint effort between the Oklahoma State Department of Health and TSET. You would need to submit your open records request to the Department of Central Services. As of August 7, NO RESPONSES have been received for the TSET Comprehensive Media Services RFP. ALL qualifying submissions will be reviewed by a panel with the top submissions invited for an in-person presentation. After that, the panel s final recommendation(s) will be presented to the TSET Board of Directors at the September board meeting for a final decision. This is a competitive process.

12 appropriate manner. We know that this is a difficult question, but hope you will be able to provide some guidance. Q44 Clarification #5. Page 24, Section states: "Bidder shall provide a list of all projects in accordance with subsection for each proposed subcontractor/vendors; however the project list should only include those projects in which the proposed subcontractor/vendor participated as a subcontractor/vendor. Should this be linked to subsection on page 24 and not on page 23? A44 Yes, the reference to should be referenced to