Your propsal shall be evaluated on the fikelihood of meeting the Government's objectives.

The evaluation shall be based on the technical and administrative capabilities in relation to the needs of the projectftask and the reasonableness of costs shown in relation to tk work to be performed. The following criteria are those that shall Le applied in the evaluation of your technical proposal. The assigned weight of each factor .is shown below: Tecchnical Approacb (40 points)
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Offerors m& demonmate a thorough understanding of the task order rfguiremn,ts and experience with program development and outreach. This includes creative and innovative approaches, and the assignment of tasks to experienced personnel. The proposal will be evaluated according to the soundness, practicality, and feasibility of the detailed, written description.
z

Prior Experience and ~ s sPerformance (40 points) t
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Offerors mu& demonstrate recent experience related to promoting science-based lrseanh findings for NIH. Contacts for no more than three current, relevant projects dernopuating the offerors experience should be provided.
Stafiag and Management (20 points)

Offerors must demonstrate experience of key personnel in supporting the plannml: and implementation of activities described in the task order. Offerors are to provide a detailed staffrng plan, including labor horn and a management plan that describe; the offeror's approach to managing work and subcontract management. if applicable. As part ofthe staff~ng management plan, the offeror shall summarize the relevant program and development kxperience and skills of each of the individuals proposed for the task order.
Cost

Price is not a weighed evaluation factor. A basic analysis of the proposed cost or >rice of the work will be performed to determine the relative merits of the offerors proposd arad
in selecting the offeror whose proposal is considered to offle the best value to the Government. , The cost proposal shall include the amounts of the basic elements oithe proposed cost or price. These elements will include. as applicable, direct labor, firinge benefits, travel, materiafs, subcontracts, purchased parts, shipping, indirect costs a.1d rate, fee, and profit.

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INFORMATION AM) COMMUNICATION SERVICES
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MH - TASK ORDER

Contract 263-01-D0190, MCS 5

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Title: Media Services for NEI Clinical Trial Results Dissemination
I

A. Period of Performance: 180 days from date of award

B. Statement of Work:

- n eburpose thh task is to provide media services for &vitid ielated to npoaing clinical - trial results. This includes the following:
.
1.

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1. Provide iogistical support for a news conference in Washington, D.C.The location and date are t be determined o 2. Prepare, duplicate, and assemble m a t d s for a press kit for use a news conference. t Most materials including the news reIease will be deveioped and provided by NEI. 3. Provide media bmining for designatad spokespersons. 4. Develop and coordinate media lists with NH,disseminate press release and dated materials to appropriate medii and 'mitiate media con&ctsas required. 5. Arrange and amdinate sikHite media tour ofdesignated spokesperson. 6. Schedule media 'interviews as required, i.e., follow leads and handle logistics. 7. Assis?NEI as sequired in coo&ting &.cities at NEI grankee institutions for disseminating rexmch d t s and related infomation.
Note: A videa news release with broil a d an audio news release will be developed and disseminated under separate contract.

C. JkGvaabIes and

iMes: (contingent on award date and date ofnews conference)
Mtxt with %I staff. Deve1op media relations pl;n a d timeline
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1 week after award 2 weeks aiiii6weeksakraward 4 weeks after award 8 weeks after award

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I)eterminesite aad prepare for conlTknmcx. Webp and p q m e media fists. Me1ap, orepare,and assemble press kits.

1 8w&"..a,d
10 weeks after award Day ofnews ood5daysaRernewsconfenenoe Mdaysafterthenegysoo~ -

1 Begin arrangementsfor sat~flite tour. media
CoMiuct media training for-=. Provide logistical support. Cooniinatesatellite

1 l~calendardayofmemwmonth
30 calendar days after the a d,

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media 4 x u t.f Hofd debriefing meeting with Wn &~Trackmediacovemgeandprqmeqort ts~monmYprogressand~al~s. I S u b d finid repoh
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Invoices shall be gnepareSin d

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An oiiginal and m eopy shaI1k s u l w n i u to the following designated billing office: y

Natid ~tutesofHeaWl 63 00 Executive Bouievard, aoOm ml,rvISC 7540 1 eth~~tb, 3 -.and 20892-7540
One copy .to the foliowing approving officiai:

Project OfEcer
National Eye M a e

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National h s b t e s of~ e i i l t h Building 3 1, Room 6A32 3 '1 CenterDrive, MSC 25 10 3 Ivh~I~d 20892-2510

Purchase Request
Use prescribed in NIH Manual 2601341

The Requester coinpfttcs Sections 1,2,3, and

lostifiwtion. ~ b 01drrino DOCIO~~ ~ m p ~ s t e ~ c the rest of the f o m

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6. PvIandatory Source AvaUabNity Are any of the items available from these murcos? If "yes," and you arc not using the mandatory s o w , explain why in itan 7.
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7, Justificationfor Not Selecting Mandatory Source Compruibillty with existing equipment. Explain: NIH Stores out of stock and urgently need&. lkpfain C] NIH stock item is unacccpthblt bet-:

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Mandatory FSS vendor is unacceptable because:
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JustifieatPon for Sole-souree or Other than SmeII Business on Either Open Market or Non-mandatory PSS Scbedule (Check all that apply.) Sole-source: Proprietwy dawpatent, etc. (FAR 6.302-1 .) Explain: Sole-source: Quality of product required for ongoing experiments. (FAR 6.3CQ-,) Exp/uifi: 1

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Sole-source: Urgent and cornpelting requirement. (FAR 6.3032.) Explain: Srnali business i s unable to deliver within tequid timeflfame. Explfn: Unabk to locate small business source(s) for irem(s). &bin:

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Company Clrrk's Name

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R V i r e d Justification (if additional space is required beyond this page, please attach a sepafate piece of paper):

DISPLAY ORDER NO: NTES3840 3 f O/31/06 10:34:00 ODAB90 DOC REF: 274 CERT DAIE: 12/06/05 EFF DATE: 12/05/05 CAN: 68366618 OC: 2522 10/16/06 LASTPRO: 09/13/06 STATUS: P RCV P PRQ P PAY EMS: 02 TOTSAMT: 152000.00 SRCE: Dl000170 SF37: CSXQ3Q PAYEE:GARRETT YU HUSSEM LIX ORD: GARRETT W HUSSEIN L X 1825 CONNECTiCUT AVE STE 650 1825 CONNECTICUT AVE STE 650 WASHINGTON, DC -- 20009 -WASHINGTON, DC 20009

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SHIP TO: LASHONDA WOOTEN BLDG: 45 ROOM:3AN24 EPAY: N A 0 INST: NIGMS PANAM: ARTHUMILVER TEL:594-1747 FOB: D W#: DLVDTE: PARTPAY PIONIER AWARD PUBLICITY FPDS: CC: 03000 LME ITEM DATA RPA#: ITEM#: 01 QTY: 0001 UNTT: CRG UPRICE: 122000.00 AMT: 122000.00 LSTAT: DISCOUNT%: LPRICE: 122000.00 TRADE-IN: TOL%: 00 VAR%: 00 REP#: M: EFF: CAN: OC: EZPAY: RCVSTAT: PART RCVDATE: 10f05IO6 RCVNUM: 2 RCVAMT: 11732.12 RCVL: 10/05/06 PRQSTAT: PART IMVRECV: 09/22/06 #INVCE: I PRQAMT: 6065.72 PRQL: 09/27/06 PAYSTAT: PART PAYDATE: 10113/05 PAYNUM: 1 PAYAh4T: 6065.72 *EXIT* DESC: NIA KIGMS PIONIER AWARD PUBLICITY
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ITEM#: 02 'QW: 0001 UNIT: CRG UPRICE: 30000.00 AMT: 30000.00 LSTAT: DISCOUNT%: LPRICE: 30000.00 TRADE-JN: TOLW 00 VARW 00 REQ#: L#: EFF: CAN: 68323622 OC: 2522 EPAY: RCVSTAT: RCVDATE: RCVNUM: RCVQTY: RCVL: PRQSTAT: - INVWCV: #MVCE: PRQAMT: PRQL: PAY STAT: PAYDATE: PAYNUM: PAYAMT: DESC:0 SUPPORT FOR PIONEER AWARD

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Statement of Work NIH ~irector'sPioneer Award Commul~ications Outreacb and
10-28-05

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The National Institute of General Medical Sciences (NIGMS) requires assistance with commlinieations and outretiiih relsted-to the NfH Director's Pioneer Award program.
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The specific tasks for the first option year of this contract (to begin when the base year of the contract ends in December 2085) include, but are not limited to: Design and lay out print advertisements for the Pioneer Award program based on copy provided by NIGMS. Research the costs of advertising in journals identified by NIGMS and the contractor and determine the most appropriate ad type and size for each publication. Research submission deadlines and determine the kost appropriate ones based on the timing of the program announcement. (Ideal timing for ads to run is fiom late November 2005 to mid-February 2006.) Produce the ads in the required sizes and foxmats and submirthem to the journals by the most appropriate deadline. Either pay advertising costs and bill to the contract or providaads to NIGMS to submit to journals in which NIH has contracted for standing ad space. Produce a fill page-sized flyer based on the ad and distribute copies to professional society meetings in December 2005 through February 2006. Send text announcements about the program to a list of about 200 professional and' scientific societies and trade media outlets in December 2005 or January 2006. Track the pickup of announcements by professional and scientiEc societies and trade press. Track media pickup of announcements and news about the program, beginning in November 2005 and running through the end of 2006. Write talking points for NM speakers and produce Powerpoint slides as needed. Publicize a scientific symposium at or near NIH in September 2006 bringing together the recipients of the 2004,2005, and 2006 Pioneer Awards. Publicity will'be to potential attendees (mainly scientists at NM)as well as to media who might cover the event. Publicity materials will include a poster. Make arrangements for and assist in running a media availability session with the 2006 awardees during the scientific symposium. Write, edit, and clear as directed material for the Pioneer Award Web site, including descriptions of research progress by 2004 and 2005 awardees as well as biographical sketches and descriptions of the research of the approximately 10-15 recipients of 2006 awards. Obtain photographs of the approximately 30 finalists and permissions for their use on the Pioneer Award Web site and in other publicity material. Write news releases, articles for the NIH Record, and other publicity material. Produce certificates for the 2006 Pioneer A w d recipients.

DEPARTMENT

@ "

HEALTH & NUMAN SBE1VICEG

Public Hestth Service

Nationel lnsfites of Heerlth Oivision Station Sup on Ac uisition 6011 Executive ~o$vsrd. b o m BDS oo RoekviUe. MD 20862-7663
6-mail

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PH 301-402-3967 FAX 3014354613 Manoingl@od.nh.gov

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FAX TO:Patrick McCabt .
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CQNTUCTOR: GYMR PublicBeiations PROJECT/COISTFUCTMG OFFICER: Gail Grosman Phone (301)594-1747 Fax (301)480-13 16

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Greetings!
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Attached is an approved copy of task order number NICS-232. Y&J may now contact one another and schedule the commencement of the work,
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lnvcicing for this task order Please send the original invoice and two copier to M . s M. s Grosrnan will review/appfovWriscribe the invoices and send the original and one copy to my office. I will approve and forward 10 OFM. - .

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Thank you for participating in this task order and I hope that it proves to he mutually beneficial. Please remember that I neod t6 sign any modification thar increases the amount of the obligation. I
r d n available to mswnyour questions.

R ~ M P #rgz

' T. A 3E MH Director's Honeer Award Conimunicattons rnd Outreach

PART 11 C O N ~ R A C T Q R ~ S ~O ~ ~ E ~#263-43 I -bd I 90 TO J N C~ . 1
Contractar: GYMR Public Matfaar Points of Coatact: Patrick PAcCabe Phone 20s-7466~00 . Address: 1828 CoanecUcutA V ~NW ,

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-- .rgoo; Washlagton, Dc oooog . Fa-2102-234-6159
Pricing Method; Cost plus b e d fee

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mAL-1EDP3VM PROPOSEDCOMPLEI'ION DATE: lkcmabct at, a-

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MIJ APPROVAL

CONTRhCrOR8HALLNOTEXQeEDTHE ESTMk5ED LABOR HOURS OR-lTgPTASK ORDER AMOUNT WflXbVT TEE WEUTTEN APPROVAL OF WNXRACIWG OF'FICBR &

~ / 5
XH-PIC$ ~aordiaatoi

/ Date

-A5/
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DISPLAY ORDER NO: I4TE54180':. 1 10131/06 10:32:54

ODAB90

DOC REF: 274 CERT DATE: 12/15/04 EFF DATE: 12/15/04 CAN: 58323622 OC: 2522 RE@: LASTUPD: 10116/06 LASTPRO: 03131/05 STATUS: F RCV F PRQ F PAY EM: 187550.00 SRCE:D1000170 SF37: CSXQ3Q
ORD: GARRETT YU HUSSEM LLC 1825 CONNECTICUT AVE STE 650 1825 CONNECTlCUT AVE S T E 650 WASHINGTON, DC -- 20009 WASHINmON, DC 20009

BLDG:45 ROOM: 3AN24 EPAY: N SHIP TO: LASHONDA WOOTEN A 0 INST: NlGMS PANAM: ARTHUBSILVER TEL: 594-1747 FOB: D WK#: DLVDTE; PARTPAY
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CG:03000 LME ITEM DATA WA#: ITEM#: 01 QTY: OD01 UNIT:CRG UPRICE: 87550.00 AMT: 87550.00 LSTAT: DISCOUNT%: LPRICE: 87550.00 TRADE-M: TOL%. 00 VARYo: 00 REQ#: t#: EFF: CAN: 58366618 OC: 2522 EZPAY: RCVSTAT: FMAL RCVDATE: 09113106 RCVNUM: 6 RCVAMT: 87550.00 RCVL: 09/13/06 PRQSTAT: FMAL MVSCV. 09/22/06 #MVCE 8 PRQAMT: 87550.00 PRQL: 09/27/06 PAYSTAT: FINAL PAYDATE: 10113106 PAYNUM: 10 PAYAMT: 87550.00 *EXIT* SUPPORT FOR PIONEER AWARD-FYO5 DESC: 0
FPDS:
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ITEM#: QTY: 0001 UNIT:CRG UPRICE: 100000.00 AMT 100000.00 LSTAT: 02
LPRJCE: 100000,OO TRADE-IN: TOL%: 00 VAR%: 00 CAN: 58366618 OC:2522 EZPAY: RCVSTAT:FINAL RCVDATE: 09113/06 RCVNUM: 13 RCVAMT: 100000.00 RCVL: 09/13/06 PRQSTAT: FMAL MVRECV: 09/22/06 #INVCE: 12 PRQAMT: 100000.00 PRQL: 09/27/06 PAYSTAT: FINAL PAYDATE: 10113/06 PAYNUM 16 PAYAMT: 100000.00 DESC: 0 SUPPORT FOR PIONEER AWARD DISCOUNT%:

REQ#:

t#:

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PUBLIC INFORMATION & COMMUNICATION SERVICES (PICS)

NIH - TASK ORDER

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m P # . TITLE: NIH Director's Pion-= Award Communications and Outreach
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PART I - REQUEST FOR TASK ORDER (TO)PROPOSALS

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A. Point of Contact Name: Ann-Dieffenbtich Phone-301-496-7301 Fax-301-402-0224 - Proposal Address: Billing Address: NIH/NIGMS Accounts Payable, OFM,NIH 45 Center Drive, MSC 6200 Bldg 31, Room BrB3g Bethesda, MD 20892-6200 Bethesda, MD 20892-2045
B. PROPOSED PERZOD OF PERFORMANCE:
_ Anticipated start date of contract is Tuesday, December 21,2004. The contract will be for a one-year period with three option years.
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C. -PRICINGMFTHOD: Cksl PYits f:ixcrP Fee
D. PROPOSAL INSTRUCTIONS:
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Submit proposals via e-mail to dieffena@nip;ms.nih.aov

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E RESPONSE DUE DATE: .
Proposals m s be submitted by 4:00 p.m. eastern time on Tuesday, December ut 14,2004.

F. TASK DESCRIPTION:
The National Institute of General Medical Sciences (NIGMS) requires assistance with communications and outreach related to the NIH Director's Pioneer Award program.

The specific tasks include, but are not limited to:
Design and lay out print advertisements for the Pioneer Award program based on copy provided by NIGMS. Research the costs of advertising in journals identified by NIGMS and determine the most appropriate size ad for each publication. , Research submission deadlines and determine the most appropriate ones based on the timing of the program announcement. (Ideal timing for ads to run is f o mid-January to mid-February 2005.) rm

Produce the ads in the required sizes and formats and submit them to-the journals by the most appropriate deadline. Either pay advertising costs and bill to contract or work with NIGMS administrative staff to have NIGMS pay the advertising costs. Produce a full page-sized flyer based on the ad and distribute copies to ' identified professionalsociety meetings-inJanuary through March, 2005. Send text announcements about the program to a list of nearly 200 professional and scientific societies in January 2005. (Note: NIGMS staff will have researched contact information for each organization, so the contractor will not need to do this except in the case of a few possible late additions to the list.) rack the pickup of announcements by professional and scientific societies. Track media pickup of announcements about the program, beginning in January 2005 and running through the end of the calendar year. If needed, produce Powerpoint slides about the Pioneer Award program for use by NIH staff members who give talks about it. Plan, publicize, and run a scientific symposium at or near NIH (most likely in September 2005) bringing together the winners of the 2004 and 2005 Pioneer Awards. Publicity will be to potential attendees (mainly scientists at NIH) as well as to media who might cover the event. Assist in running a media availability session with the 2005 awardees. Write material for the Pioneer Award Web site, including biographical sketches and descriptions of the research of the approximately 20 finalists in the 2005 award competition. Clear all material through awardees. Obtain photographs of the 20 finalists and permissions for their use on the Pioneer Award Web site and in other publicity material. Write news releases, an article for the NIH Record, and other publicity material.
Proposals should not exceed ro pages plus the resubes of persannel identified to work on this contract.
G . EVALUATION FACXORS

Demonstrated full understanding of the goals, expectations, technical 'aspects, and other requirements of this contract. Demonstrated successful performance in executing a contract of thii nature. Proposals should identify specific past contracts and provide contact information for references on those contracts. Demonstrated skills and experience of the proposed staff in handling the specified tasks, including strong documented writing experience. * Experience working with NIH and/or NIGMS.

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While price will not be the most important evaluation factor, proposed prices will be considered in determining the contractor that represents the best value to the government.

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DBPAIRTMENT OP B dTB br HUfiAN SEBVtCES

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National Institutes of Hsalth D1vlt;Ion Stetion Support AoquWtlon 6011 Executive BaJevard, Roclm 629s

Roakvltls, MD 20862-7889 pH 301-402-3073 FAX 301-435-8101 ~ n a U RevenkAgpad.nlh.gov

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FAX TO:
CONTRACTCHX: P d e YU~risSeb 8 a v e t ~ yCarter John /.
202-234-6159

,AnnDlefhnbach
(301)4987301 3014020224 (fax) DIEFFENA@nigms.nlhtr~

Atfached is'm approved copy of task Mda numhx MCS-74. You may now anaoione annhr and schcduie the comm-ent of the work. -

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be sun to trsperet~ct ROC#on yaur invoices. the

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la t~ ord~r I h o p mat it p c s ta be mutua~y and bmeticial. I r e h swilsbie to answer your questions.

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Task Order #NICS-74 ~r?ek: NSGMSm-cAmom
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PAKT XI - CONTRACTOR'S ;REPLY!
202-745-ElOd
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1825 Canneetiaut Atearre, WW, Bta. 650 Washington, CK? 2UbbB

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TOTALES~T#3DCC)I$T; $ 5 ~ ~ 5 6 3 TOTAL B S Z l M A m ~ t 3 ] QP ICOI;RS-F1 W PRQPOSED CQMPLBnON DATE: ;ca w
FOR THE CUNTUCrOR:

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WE m REVIEWED A h 6xmvmmD PROPOSALS H V D v g AB'EW PlWbl SUBbSlTl33D*lbTfi BBST 0 ~ ~ S I I I S ) P O S A L AM) PlRICWCOST IS RBASONABLB.

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NTIF3I APPROVAL

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DISPLAY ORDER NO: NTE54985 1.2 1 f 1/06 10:14:39 03 ODAB90 DOC REF: 274 CERT DATE: 08/21/02 EFF DATE: 08/21/02 CAN: 28323624 OC: 2522 REQ#: LASTUPD: 12/06/05 LASTPRO: 06101105 STATUS:P RCV P PRQ P PAY EM: 01 TOTSAMT: 98063,OO SRCE:D P 000 170 SF37: CSXQ3Q PAY SEM LLC OR.: GARRETT W HUSSEIN LLC I825 CONNECTICUT AVE NW STE 65 1823 COhWECTlCUT AVE STE 650 WASHMGTON, D' C 20009 WASHINGTON, DC 20009
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BLDG:45 ROOM:3AN.32 EPAY: N AO INST:"NIGMS PANAM: LASHONDA WOOTEN TEL: 594-1747 FOB: D WK#: DLVDTE: PARTPAY . REFERENCE RFTOP #74; F W FIXED PRICE; 1 YR. CONTRACT START 9/16/02. I -FPE)S: CC: 03000 LME ITEM DATA RPA#: ITEM#: 0 I QTY:000 1 UNIT CRG UPRJCE: 98063.00 AMT: 98063.00 LSTAT: DISCOUNWo: LPRICE: 98063.00 TUDE-M: TOL%: 00 VAR% 00 REQft L#: EFF: CAN: OC: EZPAY: RCVSTAT: PART RCVDATE: 11/30/05 RCVNUM:. 15 RCVAMT: 97666.22 RCVL: 12/06/05 PRQSTAT: PART MVRECV: 05/10/05 #MVCE: 1 5 PRQAMT: 96528.67 PRQL: 06/07/05 PAYSTAT: PART PAYDATE: 06/16/05 PAYNUM: 15 PAYAM: 96528.67 *EXIT* DESC: NIA NIGMS COMMUNICATIONS PLANNING

SHIP TO: TERESA NEWMAN

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Statement of Work-NIGMS
September 24,2004
Background
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Minority Communications Planning

The National institute df GeneralMedical Sciences (NIGMS), a component of the U.S.
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National Institutes of Health, is committed to increasing the number of undempresented
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minorities engaged in biomedical research. The focal point for this effort within the Institute is
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the Division of Minority Opportunities in Research (MORE).The goal of the MORE Division is to encourage minority students to pursue training for scientific careers and to enhance the science curricula and faculty research capabilities at institutions with substantial minority enrollments. Through MORE'S programs, NIGMS takes a leading role at Nfti in research and research
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training activities targeted to underrepresented minorities.
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The NIGMS Office of Communications and Public Liaison (OCPL) produces a variety of

outreach materials related to the MORE Division, including a Web site, a program brochure, a traveling exhibit, and several smaller publicity items (logo, mailback card, "Action Kit" folder)..
The centerpiece of these activities is the Minority Programs Update newsletter, which is

produced in print and online versions. This newsletter serves as a tool that promotes the sharing I of information between NIGMS and the participants in MORE grant programs, provides a forum for program directors and other interested parties to share successes and best practices, and
T

identifies minority science students who could be recruited into pedoctorai training programs.
One OCPL staff member is designated as the MORE Division liaison, and that employee

devotes a significant portion of her time to MORE communications activities.

Scope of Work

The NIGMS OCPL requires a contractor to assist it in planning ways to maximize the impact and effectiveness of its communication activities and products related to the MORE

Division. A major goal of this activity is to examine the key target audiences for MORE-related communications and whether existing materials and dissemination methods and channels are the most appropriate for reaching those audiences with the information they need. If the contractor
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recommends additional or replacement materials or activities, it shall provide a prioritized list of
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products and activities that would best meet the target audience's information needs.
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-The contractor sMl gather infamation on OCPL's current activities and products related
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- to the MOM2 Division through interviews and brainstorming sessions with the OCPL liaison, the

NIGMS Communications Director, the MORE Division Director, and, as appropriate, NIGMS
senior management staff. The contractor may also seek input from outside sources, who may
include MORE grantees and stakeholders as well as other target audience members. A
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maximum of nine outside sources (non-Federal employees) may be contacted for this purpose.
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regarding OCPL's communication efforts related to the MORE Division, including:

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audience information needs

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best ways to reach audience(s) purpose and content of materials utility (how audience is expected to use the materials)
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liequency of materials (in particular, the Minority Programs Update) format of materials (print, electronic, etc.)
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dissemination of materials publicitytoutreach methods This analysis should not be a retrospective evaluation of how successful OCPL's MORE

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communication activities have been, but rather should provide recommendations for optimizing

OCPL's future communication efforts related to the MORE Division. These recommendations must be realistic in light of the OCPL's staff resources and other responsibilities.
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The contractor shall submit all study designs, scripts, and insthments it develops in the course of this contract to the Project Oficer for approval prior to implementation. The contractor .shall also submit information to the project Officer on the type of job and organization

. represented by proposed interview sub/ects. The contractor shall obtain approval fiom the
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- Project Officer before contacting these individuals. To promote honest feedback and preserve

the privacy of interview subjects, the contractor shall not identify individuals as the sources of specific comments that are included in the final report.
All necessary personnel, supplies, equipment, and services to perform the task work shall

be provided by the contractor.

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Specialized Requirements and Deliverable
The contractor must have or acquire knowledge of the OCPL's current communication strategies and stakeholder groups, particularly $lose related to the MORE Division. The contractor shall meet w t the Project Of'ficer within one week of the contract award ih and shall be in contact with the Project Officer during the contract period via e-mail, telephone,
or in person. Either the Project Officer or the contractor may determine that such contact is

needed. In addition, the contractor shall facilitate one or two brainstorming sessions wt ih representatives of the MORE Division and the OCPL at times agreed on by the Project Officer
and the contractor.

The contractor shall provide monthly activity reports detailing progress made under this contract to the Project Officeron the first work day of each month during the pnformance
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period.

At the end of the performance period, the contractor shall provide a written report that

analyzes and makes prioritized recommendations regarding OcPL's communication activities related to the MORE Division. The report must address the areas discussed in the Scope of Work.
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Work will be performed at the office of the contractor, although travel to NM to meet

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with NlGMS staff may be necessary. It is acceptable for interviews with non-NIGMS staff to be

il held by telephone if the contractor so chooses. NIGMS wl provide space in which the
contractor can hold interviews with NIGMS staff. No travel outside the Washington, D.C. metropolitan area will be required,

Performance Period

The performance period will be five months fmm the date of the award (the target award date is October 1,2004).
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Project Officer

The project officer for this contract will be Susan Athey, Office of Communications and

Public Liaison, NIGMS. Ms. Athey serves as the OCPL liaison to the MORE Division and is editor of the Minority Programs Ugdate.

Purchase Request
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October 1.2004

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comrmuricsti~s pl&ndqg

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will be studying

MORE comnmnications fix NIGMS

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Maadotory Source Availability Are aay oftha items available fioxn these murces?.If3es," and you arc not wing thc mandatory s m , explain why in itan 7.

Yes NO

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7. dustificationfor Not Selectiag Mandatory Saam Compatiiility wib mistingquipmem Ekplain. MH Stores out of stock and iogentSy needed Explain:. MH'stock itch is uaacctptabtebecause: MandPtory FSS vendor is maccepti&Ic becaw -Other (speciA,): Seejustification below. 8. Justifimtfon for Sole-soum or Otber than Smlt Business on Either Open Market or Non~nandatory Scbedale FSS (Cbcck all that appIy.) Sole-sowe: Propriewy dswdpstent, eto. (FAR 6.302-1.) Expiatn: Sole-source: Quality of p o m required for on-going cxpcriments. ( F A R 6.30291.) Expluin: rd Sole-some: Urgent and compelling rqt c -. (FAR 6.302-2.) Explain: D Small business fs wbIe to deliver withtn required timehme. Explain: UnabIt to locate small business source@) fcn itmr(s). Explain:

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Price Rwsonoblemw (Checkall that appb) Lowest Price quoted.
Comparison witb prices on previous buyr arbas p6cc analysis p c r f o d

Previous order no.

Date Called

Company Clerk's Name

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otbn (spec@):

Required Jnstillcatibn (if additional space is required beyond this page, plcasc attach B scpamte piece ofpap):

Sole-source purchase this request ad& funds t an existing MGMS contract. GYMR will be pdonning an evaluation ofW l G M S o minority co-wtions and bss the necessary skil]dexpertiscto perform this work The fuadsrernainiDg un the existing contt8ct are not sufficent to cover the scope ofthe work proposed

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DISPLAY ORDER NO: WITS4205 10/3 1/06 10:35:13 ODAB9O DOC REF: CERT DATE: 10106/04' EFF DATE: CAN: 58323624 OC: 2522 REQ#: LASTUPD: 12/28/05 LASTPRO: STATUS: F RCV F PRQ F PAY EM4 (b)(4) JYKEMS: TOTSAMT: SRCE: SF37: PAYEE: GYMR L C 0-m: L K GYMR 1825 CONNECTICUT AVE STE 650 1825 CONNECTICUT AVE STE 650 WASHINGTON, DC -- 20009 WASHMGTON, DC 20009

SHIP TO:
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CC: LME ITEM DATA RPA#: ITEM#: QTY: - UNIT: UPRICE: AMT: STAT: DISCOUNTYO: LPRICE TRADE-IN: Tot% VAROm: REQ#: L#: EFF: CAN: ' OC. . W A Y : RCVSTAT: RCVDATE: RCVNUM: RCVL: PRQSTAT: INVRECV: #MVCE: PRQAMT: PRQL: PAYSTAT: PAYDATE: PAlVUM: PAYAMT: *EXIT8 DESC: ,
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PURGED ON: 05/20/06, PAY REQUESTED ON: 12/22/05, SCHEDULE JF5356 *!*LAST PAGEw** I

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m o p # 74
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TITLE: MGMSCOMMUNICATIONSPLANNING

POINT OF CONTACT NAME: Anthony Revenis Billing Address: Accounts Payable, OFM, NIH ~ l d 3 1, Room B 1B39 g Bethesda, MD 20892-2045

Proposal Address: 601 1 Executive Bivd. Rm 529s Rockvfle, Mf) 20892-7663'-

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PROPOSED PERJOD OF PERFORMANCE:The anticipated period of performance on this contract is five months from the date of award. PRICING METHOD: Firm Fixed Price. F i n s should provide a single price for the entire project. Firms are strongly encouraged to provide their best price %4th their initial proposal. PROPOSAL INSTRUCTIONS: Proposals should be submitted to the Point of Contact by e-mail, Please enter in the subject line the following text: "RFTOP #74 Proposal from [insert your firm name]." A signed f ask order form may be scanned and submitted or will be requested later from the successful bidder.

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RESPONSE DUE DATE: Proposals are due no later than 10:OO PM EDT on August 8,2002. TASK DESCRIPTION:
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Background

i The National Institute of General Medical Sciences (NIGMS)is a component of the National Institutes of Health ( Hthat supports basic, non-disease-targeted biomedical N ) research and research training. This research increases understanding of life processes and lays the foundation for advakes in disease diagnosis, treatment, and prevention.
NIGMS is organized into five divisions (Cell Biology and Biophysics; Genetics and Developmental Biology;'Pharmacology, Physiology, and Biological Chemistry; Minority Activities), one center (Bioinformatics and Opportunities in Research; and ~xtxamural Computational Biology), and five offices (Director, Administrative Management, Communications and Public Liaison, Program Analysis and Evaluation, and Scientific Review). In addition to supporting investigator-initiated research grants, research training, and minority programs, NIGMS has major initiatives in the areas of protein structure determination (the Protein Structure Initiative), phmacogenetics, integrative and collaborative approaches to research ("glue grants "), and complex biological systems.

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In fiscal year 2002, the Institute has a budget of over $1.7 billion and a staff of approximately 179 employees. NIGMS is located in the Natcher Building on the main NIH campus at 45 Center Drive, Bethesda, Maryland.

The Office of Communications and Public Liaison (OCPL)communicates NIGMS goals, programs, and research advances@ the general public and specific target audierices, both directly and via intermediaries, such as the news media. The ofice's information products include articles, news rileases, programmatic and science education brochures, a newsletter on NGMS minority.,programs,and the NIGMS World Wide Web site

@ttp://www.nimns.nih.gov~.

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The office also: advises the Director and other NIGMS staff members on communication matters and assists NIGMS staff inVZieeting their communication needs; assures compliance with NIH and HHS procedures for the review and clearance of public materials, including manuscripts, speeches, and publicly available electronic documents; and serves as the contact poiit for members of the public who wish to communicate with NIGMS staff and facilitates collaborative relationships between NIGMS and the many publics it serves.
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The OCPL has six MI-time staff members and has contracts for science writing, editing, HTML coding, Web site design, publication storage and distribufion, and graphic design services.
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The ofice has produced award-+inning print materials and is viewed within NIGMS as being successful and effective. OCPL staff members want independent, outside recommendationsto augment their own planning for fbture activities and directions.
Scope of Work

The NIGMS OCPL requires a contractor to advise it on plans for kture activities that will maximize the office's impact and effectiveness. One major goal of the planning process is to identify ways for the OCPL (and NIGMS as a whole) to estabtish or strengthen partnerships with outside organizations, enhance existing connections with various publics, and build new bridges with targeted groups. The size and composition of the OCPL staff are not expectedeto change significantly, so the contractor's recommendations must be realistic for the size and skills of the existing staff. The contractor may suggest areas fo; staff training and opportunities for using additional contractors to perform projects or augment skills available within the office. The contractor shall gather information on OCPL's cunent activities and products through interviews with OCPL staff as well as other NIGMS staff who use OCPL services, including NIGMS senior management staff. The contractor may also seek input on OCPL's activities and products from outside sources, who may include staff of scientific societies, science teachers, news reporters, and scientists who receive grant e funds from NIGMS, A maxim& of n i ~ outside sourees (non-Federal employees) may be contacted for this purpose.

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As part of their proposals, offerors shall submit a plan that outlines how they would execute this project. The plan shall include key steps, with a brief description aiid rationale for each, and a timeline' for completing the project within five months of the contract award. The plan will be] assessed by NIGMS based on the extent to which it is likely to produce useful, realistic,-md comprehensive results.

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The c&ntractorshall meet 4 t h the ~roject officer within one week of the contract award and shall be in contact with' the Project Officer during the contract period via e-mail, telephone, or in person. Either the Project Officer or the contractor may determine that , such contact is needed.

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W e contractor shall submit any study designs and instmments it develops in the course of this contract to the Project Officer for approval prior to implementation. The contractor shall also submit information to the Project Officer on the type of job and organization represented by proposed intewiiw subjects. The contractor shall obtain approval from the Project Officer before contacting these individuals. To promote honest feedback and preserve the privacy of interview subjects, the contractor shall not identify individuals as the sources of specific comments that are included in the final report.
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The contractor shall provide all jecessafy personnel, supplies, equipment, and services to perfonn thpi task work.

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1. The contractor shall prepare brief monthly reports describing the work done during . that period, the tasks to be completed during the next period, and any issues or questions that have arisen. The report shall also detail funds spent and funds remaining in the contract. The first report is due one month from the start date of the contract. I 2. Within a week of delivering bach monthly report, the contractor shall be available to meet with the Project officer if requested to do so to discuss critical aspects of the work in progress and to resolve any issues or concerns that have a bearing on the ih work. The contractor shall prepare a summary of these and all other meetings w t the Project Officer and shall :provide a copy of each summary to the Project OfXcer within three working days of each meeting. If a telephone conversation between the contractor and the Project Oficer results in additional assignments or changes in the direction or scope of work, the conversation shall be considered a meeting and shall be documented in a meetingis~mmar~.

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3. At least 10 working days before the due date for the final report referenced in item 4 below, the contractor shall submit to the Project Officer a draft copy of the final report. The Project Oficer will review the draft report and inform the contractor of any errors or inaccuracies that need to be corrected in the final report.
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The contractor shall deliver a final report to the Project Officer four months after the start date of the contract. The report is intended to assist OCPL staff in future communications planning. The report shall include recommendations the contractor has regarding the OCPL's internal organization, division of responsibilities, and functions of the of'fice; activities that are of high value/impaet and should therefore be continued; activities that are 'of relatively low value/impact and should therefore be eliminated or transferred to another of'fice OT organization; and new activities. The report shall address target audiences, including special audiences 1ike members of in minority groups that are ~ n d e m ~ r e s m t e dbiomedical research careen; -communication products; an-& tBmhtsnication channels to use in reaching audiences with appropriate products. report shall also address publicity approaches for NIGMS scientific initiatives: The report shall make clear which recommendations warrant the greatest attention due to the benefits that might be achieved by adopting them,which have significani organizational and resource implications, and which (if any) might be conboversia\. ' Finally, the report shall include strategies for the implementation of the described recommendations. The report shall include an executive summary. I

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Within two weeks afier submitting the final report, the contractor shall eonduct a Officer and any other NIGMS staff selected by briefing on the report for t h e / ~ r o j m the Projgct Officer. This will serve as an opportunity for the contractor to explain aspects of the report that wairant further discussion or clarification.

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6. Within two weeks of the briefing for the Project OEcer, the contractor will conduct up to two additional briefings on the report for NIGMS staff identified by the Project Oficer, such as OCPL staff 'or senior NIGMS staff.
All deliverables shall be subrniied to the Project Officer in both hard copy and electronic t formats (e-mail messages or ~ i c r o s o fWord, WordPerfect, Excel, or PowerPoint documents). Final inspection add acceptance of all work performed, reports, and other deliverables will be performed at NIGMS by the Project Officer.

The schedule above is based on the best information available at this time. Upon award, these time frames may be negotiable, with final approval made by the Project Officer. Ail deliverables under this contrkct are the explicit property of the National Institute of General Medical Sciences and tie U.S. Government.
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Location of Work

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Work will be performed at the contracto~'~ NlGMS office facilities, and the office site, facilities of individuals outside ~ I F M who are interviewed in person about OCPL S producis and services. It is*acceptabllfor interviews with non-N1GMS staff to be held by telephone if the contractor so chooses. NIGMS will provide space in which the contractor can hold interviews with NlGMS staff. No travel outside of the Washington, DCmetropolitan area will be required:
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While working on the NIH camqus, all contractor personnel associated with this task order must wear an NM ID badge at all times.

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Performance Period

Five months &om dste of award7 target start date is September 16,2002.
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EVALUATION FACTORS

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Demonstrated understanding of the task order requirements arrd a clear explanation of how they ;will be performed will be evaluated. The proposed - . approach 4 1 be evaluatkd according to the soundness, practicality, and feasibility of the written description. i I Corporate ExperiencelPast Performance 30% Demonstrated extensive;experience in communications planning activities relevant to this project and demonstrated successfbl performance in executing a contract of this nature. f The contractor must submit a description of comparable contracts cornplded during the past five yea& and all connacts currently in progress that are similar in nature to this Statement of Work. The contractor must also provide the names of at least three references that may attest to successll performance in conducting a similar contract of this nature,
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The references provided by the contractor may be contacted to assess the contracror's: (1) record 'of conforming to specificationsand standards of good workmanship; (2) adherknce to contract schedules, including administrative aspects of performance; ,(3) reputation for reasonable and cooperative behavior and commitment to cusrbmer satisfaction; and (4) record of controlling and forecasting costs.

The evaluation will be based on information obtained h references provided r n by the contractor, other relevant past performance information obtained fiom other sources, and any infarmation supplied by the contractor concerning problems encountered corrective actiontaken.
'The Government will consider the curiency and relevance of the information, source of information, cbntext of the data, and general trends in the contractor's performance.

Staff
The contractor shall include resumes of all proposed staff for this project that indicate relevant experience in communications planning. The Project Onticer reserves the right to inteiview and approve staff proposed by the contractor for assignment to this task order. Cost
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While price is not the mbst important evaluation factor, costs will be considered in Qtermining the f r hat represents the best value to the Government. im L .

National Human Genome Research institute Communications and Public Liaison Branch Title Development of' a communications plan [or the events surrounding the completion of the Human Genome Project and the 50th anniversary of the discovery of the structure of DNA.

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1.0 Background The National Human Genome Research htiaute (NHGRI) is part of the National Institutes of Health (NiH), the world's premier biomedical research organization. The NHGRl oversees intramural and collaborative research t+? study the human genome and genetic diseases. The . Foundation of the National Institutes of Health (FNIH) supports the scientific programs of the NIH. In April 2003, the NHGRI will complete the monumental accomplishment of sequendng the human genome (ahead of schedule and under budget). April 2003 also marks the 50th anniversary of Watson and Crick's discovery of the structure of DNA. Events will indude a scientific symposium, an educational session, a public symposium, a press conference, and a gala event.
2,O Mission

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- The NWGRi mission is to head the NIH r b in the Human Genome Project. NHGRl's Division of o Extramural Research (DER) funds Human Genome Project research in chromosome mapping, . DNA sequencing, database development, technology development for genome research, and studies of the ethical, legal, and social implications of genetics research In laboratories throughout the country. NHGRi's Division of Intramural Research (DIR) focuses on applying genome technologies to finding human disease genes, developing DNA-h'sed diagnostics and gene therapies. it serves as a hub for NIH-wide human genetics research, enhancing the work of investigators in other NIH institutes who are searching for specific genes and studying their function in health and disease.
3-0 Objectives While working with the NIXINHGRIIFNIH, this contractor will develop a communications plan to identlfy what we want people to know as a result of the many events, the actions we want people and organizations to take, and how the Washington events will coincide with the New York events. We want to take advantage of what we consider a very important seducable" moment about genetic research and the issues surrounding that research.
4.0 Scope .. Work will include consultative services to develop a communication plan that will include: various messages for various audiences, materials needed for distribution, identification of spokesperson(s), and the strategy plan needed to target and fulfill the needs of the media. A timetine indicating who is responsible for each task will 'also be required.

5.0 Tasks A variety of tasks for the deveiopment of this communications plan are as follows:

Task 1 Identification of Audiences : A wide variety of audiences must be targeted for the different events, i.e.: scientists,

members of Congress, policy makers, educators, students, public, and patients.
: Task 2 Development of Messages The different audiences require different messages. It is important to stress the scientific significance of the accomplishments of both the discovery of the structure of DNA and the final 6equencingof the human genome. The scientific symposium will attract the scientist and medical community; the educational session will target the educators and students; and the public symposium wiil be attended by patients and the families, Congressional staff, and corporate and lnsurance representatives. The press conference will be attended by representatives from the print, video, radio, and online media.
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Task 3: Identification, BeTefopment, and Production of Materials Each event will require specific matefils targeting the various audiences so that they can take with them an understanding of .genetic research and how i influences their l lives. For instance, the public symposium will include language understandable by the lay person, or the policy maker deciding on the health insurance coverage for the corporation.
Task 4: Selection of Spokespeople A spokesperson needs to be identified for each event who can best communicate our intended messages to our intended audiences. Soineone as natable as Laura Bush might be an excellent choice for the education session. Once identified, media training will be provided if necessary.

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Task 5: Identification of Media Targets and Strategy Required are iecommendlions for the best strategy to insure that our message and materials are used to promote the events. Geographic markets, and types of media (print, radio, TV, and online) need to be incorporated into the communications pkn.

Task 6: Coordination of Gala Event To celebrate the Important scientific accomplishments, a gala wiil be held at the Library of Congress. Coordination of the whole event; invitations, transportation, program selection, catering, decorations, and entertainment are just a few items that will require attention.
6.0 Deliwetables Due to the nature of this contract for these services, specific dellverables will be Mentilied by this contract. Approval processes will be made by NIH/NtK;RI/FNIH.

7.0 Government Furnished Equipment None.

Period of Performance October 15, 2002 through May 2003
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9.0 Payment Schedule Invoices must be submitted once a month. Partial payments will be approved upon the submission of those invoices.

Justification for Selection of Powell Tate National Human Genome Research Institute National Institutes of Health

Title. of Statement of Work (SOW) Development of a comrnunlcations plan for the events surrounding the completion of the Human . ' ~enome Project and the 50th anniversary of the discovery of the structure of DNA.

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Scope of Work W r will include consuttative services to develop a communication plan that wlll indude: ok various messages for numerous audiences, materials needed for distribution, identification of spokesperson(s), and the strategy phi needed to target and fulfill the needs of the media. A timeline indicating who is responsible for each task will also be required.
Justification to Select ?owe11 Tate Eour praminent and capable pubiic relations firms were asked-to submit bids for this SOW. Each submitted a bid and are listed below: Powell l a t e - ~pectr~hn Science Public Relations, Inc.

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Hager Sharp Matthews Media Group (MMG) 'Matthews ~ e d i a Group included other costs not required by this SOW. To fairly compare the four bids, the implementation costs were excluded,
Conclusion for the Justification to Select Powell Tate All four firms exhibited the capability to perform the tasks required by this SOW for the of the communication plan. When comparing similar-tasks, Powell Tafse bid of as the lowest,

Statement of Work National Human Genome Research Institute Communications and Public Liaison Branch
Title: Develop a Naming and Communications Strategy for the Large-Cohort Study

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1.D Background The National Human Genome Research lnstitute (NHGRI) one of the institutes of the National is institutes of Health (NIH). the worid's premier biomedical research organization. As part of the NHGRI, the Communications and Public Liaison Branch (CPLB) is responsible for the dissemination of - information to the public and scientific community by a variety of methods, i.e., publications, news releases, exhibits, visual medias, and the Web site. When called upon, the NHGRI offers support to the NIH in any way possible. Recently, the NHGRI spearheaded a press conference announcing the NIH Roadmap, an initiative of the NIH Director Elias Zehuni, M.D.. Currently, the NHGRl is assisting with the development of the new NIH publication "NIH Overview.'
At the request of Dr. Zerhwni, NHGRI has undertaken a project to develop a name and communications strategy for an important new public health effort currently referred to as the large. cohort study. Under this study, about half a million Americans children, parents and grandparents will be followed for several decades to determine the undewtng cause's of heatth and itlness, Including genetic predispoltions and environmental exposures and causes.

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2.0 Mission The National Human Genome Research Institute oversees hb-amural and collaborative research to study the human genome and genetic diseases, nationally and internationally. As one of the -NllH . institutes, it supports overarching NIH initiatives whenever needed. 3.0 Objectives Dr. Zerhouni has tasked NHGRI leadership with developing a name for the project that communicates the scope and impact on the public health, as well as a communications strategy to help explain the project to an American pubtic that will be asked to volunteer and participate in this important effort.

4-0 Scope The purpose of this contract is to suggest a name that effectively communicates the large-cohort study project before the media, heaith policy, or political communities give It a less desirable name. The naming needs to completed by December 23,2003, a time frame of less than 13 business days. Confidentiality is of the utmost importance.
5.0 Tasks In order to property develop a name, two focus group sessions need to be planned, developed, performed and evaluated. Ont3 focus group will consist of the general population and the other group of minority populations with at teast 50% African-American. The first session will provide data to validate and contrast the second.

Task 1 Preparation for quantitative research : Develop survey materials for the focus groups. Survey approval by Larry Thompson will be required.

Task 2: Conduct focus group sessions Recruit and schedule participants for focus groups. The sessions wfll be audio taped andlor videotaped, and notes will be recorded. Task 3: Evatuate focus group materials Review and evafuate th.e focus grpup notes, audiotapes, and video footage. Three name suggestions will be submitted t6 the coordinating committee representing NHGRI, NIH, andlor HHS leadership. NHGRI participation
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Task 4: Message deve~oprne~~mrnunicat~on pian After the selection of the final name. develop messages for various audiences, keeplng in mind that a message for scientific persons is quite different than a message for the general public or policy wonks.

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Task 1- Focus group questionnaire. : Task 2: Audiotapes, videotapes, and notes of the focus group sessions. Task List of three suggested names for the large-cohort study. Task 4: Communication plan for promoting the study. Task 5: Media training session.

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7.0 ~overnmsnt Furnished Equipment None.
8.0 Specific Qualifications Contractors must have proven experience in public relations In the sctentificfclinlcal research arena, branding, focus group processes, and media training. An understanding of the subjed matter is necessary. .

9.0 Period of Performance December 8, 2003 through January 23, 2003.
10.0 Payment Schedule Signed invoices with the purdrase order number can be submitted every two weeks. Partial payments will be approved upon the submission of those invoices.

SoleSoutce Justification Spectrum Science Public Relations TMe: Develop a Naming and Communications Strategy for the Large-Cohort Study

Background

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The National Human Genome Research Institute, at the request of NIH Dimtor Elias Zerhouni, M.D., has undertaken a project to develop a name and camrnunicatlons strategy for an impwtant new public health effort currently referred to as the largecohort study. Under this study, about half a million Americans children, $i%mntsand grandparents -will be followed for severat decades to determine the underlying causes of health and illness, including genetic - . predispositions and environmentalexposures and causes.

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Dr. Zerhouni has tasked NHGRI leadership with developing a name for the project that communicates the scope and impact on the public health, as well as a communications strategy to heip explain the project to an American public that will be asked to volunteer and participatein this important effort. A deadline of December 23,2003, has been set for the competitionof the naming and communications planning task. --

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Justification Because ocfthe extreme sens'Mty of t i task,and because of the extremely short deadline, hs NHGRI has decided to ask Spectrum Science Public Relations, a specialized public relations firm In Washington. D.C., to be the soh bidder on this project NHGN has a kng experience with the key leadership of Spectrum, induding a long-standing professional relationship between the NHGRI communications director and both the president and senlor vice president of Spectrum, Science provide public relations sewices and because of experience this year in which S p e c t ~ n to NHGRI Director Francis Coilins, M.D., Ph.D., in which It organized national press conference at the National Press C!ub in Washington D.C. At that press conference, i conjunction with the n Pmgeria Research Foundation. Dr. Collins announced the discovery at NIH of the gene that causes progerfa. The professionalfashion in which Spedntm Scientific Public Relations developed the press conference, the production of media materials, the development of a publlc reiations strategy, recriritment of media attention and then the flawless implementationof the plans resulted in wide-spread media coverage of the discovery, fnduding stories in leading newspapers and on national broadcast news networks, as well as specials on national networks, including ABC Primetime.
Finally, because of potential White House involvement in the launcb of the scientific study, utmost discretion is required on the part of the public relations flrm hired to develop the plan.
Conclusion NHGRl's leadership is confident, based on personal relationshipsand past performance, that Spectrum Science Public Relations can be trusted to maintain the confidentiality required for this sensitive project. This justifis seeking the sewices of Spectrum Science Public Relations as a sole-source contract.

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Statement of Work National Human Genome Research Institute Communications and Public Liaison Banch

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SofMare Tciol Development for Sriigeon General's Fariiity History Initiative

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1.0 Backgroundof Project Surgedn General Richard Carrnona, M.D.:li hnjunction with several of the operating divisions of the U.S. Public Health Service (USPHS), seeks to issue a call t action for the American public know their o - family medical history. The c~!labrators within the Department ofHealth and Human Services (HHS) include the National Institutes of Health (MIH), the Centers for Disease Control and Prevention (CDC), the Health Resources and Setvices Administration (HRSA), and others. They will deveiop a tool to be released to the public in September 2004, with the intent t encourage families to discuss their family o history during Thanksgivjng, a time when families traditionally gather and are available in a single location for such discussions.
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2.0 Mksion The Surgeon General is the nation's leading spokesman an matte& of public health. The Department of - Health and Human Services is the United States government's principal agency for the understanding of, and the protectign of, the health of people by providing credible infonation to enhance health decisions. . 3.0 Objectives for Project The contractor will develop a downloadable software program that can be used as a family history tbol to help families gather and organize their medical history. This tool is intended for private and personat use between individual members of the public and their personal physicians. The federal government will collect no information.
4.0 scope of Ptoj& The family history tool itself will be developed under contract and will build on work already done by the Centers b r Diseases Control and Prevention, me of Genomiw end Disease Prevention. The electronic t c form of this information tool wili be distributed via the Internet; and paper copies also will be provided.
5.0 Tasks Required o Project f Modified from the CDC's Web-based Family Healthware tool (currently in development), this family histwy tool must be a stand-alone computer software utility, which can be downloaded from the Internet or transferred to a user's computer for use. This version of the application will only feature the data capture front end of the Family Healthwaretool and will provide the ability to display that data onscreen and in print fom. It will include the visual pedigree.

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Core Requirements Thls stand-alone utility is designed for use on PC-only computers (does not include versioning for Macintosh). it will work with Win 32 operating systems (MS Windows 98, ME, 2000, NT, XP). The Family Healthware Utility [FH Utility] wili be an executable on a Windows operating system and will not require any non-standard software beyond that already found wiQ the W 32 0s. m The FH Utility will feature the same user interface as the Family Healthware Application already under development by CDC. On& minor functional changes to the UI will be made. The goal is t o

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leverage the best-practice interface design developed far the FH Application and to have the FH Uti1'i be a brand relative of the FH Application. Users wtll be able to establish an "account" within the utility such that they can update information about their family history during subsequent sessions. Data collected by the utility will only reside on the usets computer, no data will be transmitted t o the federal gwemment. Each instance of the utility is designed for one user. We do not anticipate creating any security features at this time. For muRiple users within a household, each user can save multiple versions of the utility on a single computer. The FH Utility will be designed t produce the most useful report for bsers to print. The overall o functional design of the utility is basad upon the CDC's FH Application and will step usem through - -+ . tfie following screens:
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Personal Infmnation: users establish persorlal infomation for the sake of the print out.
Data will include up to 5 addin'onal fields beyond the original FH Application. The original FH Application data set that remains relevant includes:

Name: first and last Gender Date of birth
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My Health History: user documents his or her health stafus in relation to eight (8) diseases.

Coronary Heart Disease Stroke Diabetes Colon Cancer Breast Cancer Ovafin Cancer - . Open f 1in which the user can enter a disease M Open feld 2 in which the user can enter a diease Adjacent to each diease is a selection ts from which a user can select a status. it For the established six (6) diseases, the user can sebct from the following choices:
Yes, diagnosis at or before age Yes, diagnosis after age Yes, but don't know age at diagnosis No, never had this diesease Not sure The open field disease entries will feature an open field for status. The user will be prompted to enter that status and given examples.
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My Family ProfilelCreate a Famlly Tree: users can "build" their family tree by selecting a number of relatives. Mother, father, and all grandparents are automatically established by the utility as relatives. The user w n select additional relatives by choasing the number if each relative type (e.g. i have 3 brothers)

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My Family ProfilelFamity Member's Health History: this section follows the same functional rifes as My Health History. Users can select an identifiable name for the relative to distinguish them in the left-hand navigation (e.g. Brother: Jim)

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if no information is known about that relative during this session, the user can seled a 'no information known' checkbox to move on t ,the next reiative. The o user can come back at any time to add to the information on that relative.
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My Summary1Family Tree: uses can display and print out a pedigree-style chart featuring relatives and their disease status.
My SummaryffamilyT version: features all of the same infomatbn but in narratii text format vs. pedigree chart. This version can be displayed and printed.

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1 DeUverab!es Include:
Family history tool as e down-kxrdable, stand-alone application to be used as: o Web-based tool (allowing for a visual pedigree) o Print-based tool (allowing for a visual pedigree) Instructionsfor tool Documentationof tool application Original software sorrrce code
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Content development and editorial for utility conten1development and editorial for .Web site download s m n s Utility software programming Quality Assurance! testing

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And, NHGRIISG will provide: Host site to download utility Any necessary graphic files for branding purposes Any necessary source content beyond FH Application w e n t 7.0 Gcvamrnem Furnished ~ q b i ~ m e n t None
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8.0 Pertad of Performance July 1 through November 30,2004
8.0 Payment Schedule

Invoices must be submitted once a month. Upon approval of the technical progress, the project o f f i will approve partial payments.

Sote Source Justification ' For Selection of Ogilvy Public Relations Worldwide National Human Genome Research Institute Communications and Public Liaison Banch

Tltle of Statement of Work

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Software Tool Development for Surgeon General's Family History Initiative

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Scope o Work f The Social Marketing division of Ogilvy PRWorldwiie will provide the sottiware programming necessary to deliver a downloadable, stand-alone computer program that can assist families in gathering and organizing their medical history. The details of the project are defined in the attached statement of work.
Background o Ogilvy Publk Relations Worldwide f Ogilvy PR Worldwide is a one of the nation's leading public relations companies with a sophisticated and experienced social marketing division that has assisted many agencies within the U.S. Pubiic Health Service and the Departmentof Health and Human Services wfth public health campaigns, includingthe highly successful Red Dress campaign conducted for the National Heart, Lung and Blood institute at the National Institutes of Health.

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Ogilvy PR Worldwide has demonstrated a wide range of skills, including marketing and public relations needed for national programs, as well as the technical skills required for sofhnrare development and - production.
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Sole Source Justification to Select Ogihty Public Relations Worldwide Ogilvy PR Worldwide has been working under a previously competed contract with the U.S. Centers for Disease Control and Preventionon a multiyear project to develop an Internet enabled family history tool calfed Family Healthware. This tool inc1udes.a research project in which the software calculates anindividual's health risk based on family history, and recommends behavior changes to reduce health risk. The current project builds on the work already done by CDC,but focuses only on the upfront data collection partion of the tool. The current project also will utilize the branding, naming and other intellectual propetty already developed by the CDC-Ogitvy collaboration saving the government money by not having to pay for work already performed under a different contract. This would also speed up the project delivery requested by the Surgeon General for a Thanksgiving 2004 launch.
By leveraging the work already performed under the CDC contract, Ogilvy is best positioned to provide a highquality product in the shortest possible time. For another contractor to start this process from the beginning would require more time than is avaiiable for a Thanksgiving launch at a cost to the taxpayers that would be substantially higher. Although it is somewhat difficult to estimate, Ogilvy's quote for the soRware development of this tool i s m rherefore, selecting Ogilvy PR Worldwide as the sole I of work to be performed, timeliness, and cost. source for this project is justified on

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Public Health Service
National tnstitirtw ofHealth Division Station Support Acquisition
fbcbille. MD 20852-7653 PH 301-402-3U57 F X 3014359513 A

6913 Exuwfiie Boulevard. Room 5298

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email man~@od.rrih.gov

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IicKeTatios Worldwide
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Attached i an s

copy oftask order number NICS-220. You may now contact one another ofthe work.

Please note that

gbal invoice should be sent to Linda Jacobson with a least 2 copies, t invoicing instructions. Invoice must cite the billing refefcnce number, in
pating in ?his task order and I hope that it proves t be mutually beneficial. o 7 n d to sign m y modification that mcreases the amount of the obligation. I

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Sincerely,

MM-ICS Coordinator

Sep 28 0 4 1 2 r 1 4 p
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RFIOP#k 220

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T W L E bewelopment d the Interacthe Genetks Genomics Cacerpc DVD

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COST: $s4.s05.ti4

Prfclng Method:Rrm-fixed Price

NUMBER OF m u ~ s f o ( 4 ) I

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PROPOSED C~MPL~D'ION W 0-mber OA

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PUBLIC INFORMATlON d COMMUNICATION SERVICES (PICS)
NIH TASK ORDER
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TITLE: Development of the Interactive Genetics and Genomic Careers DVD

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A. Polnt of Contact Name: Phone: 301-594-0632 Prbposal Address: NHGRI, NIH - Building 31, Room 4009 9000 Rockville Pike Bethesda, MD 20892

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Maggie Bartlett Fax: 301-402-2218 Billing Address: NHGRI, NIH Building 31, Room 4B09 9000 Rodcriile Pike eethesda, MD 20892

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B. PROPOSED PERIOD OF PERFORMANCE: One bay after award through December 15, 2064
C, PRICING METHOD: Finn Fixed Price
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Electronic Word file ptus two hard copies with required samples.
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-E- RESPONSE DUE DATE September 17,2004 F TASK DESCRIPTlON: .
Statement of Work National tiurnan Genome Research Institute Education and Community Involvement Branch and Communfcatlons and Public Liaison Branch Title: Development of the Interactive Genetics and Genomic Careers DVD
1.0 Mlroion

he National Human Genome Research Institute JNHGR!)is one of the institutes of the National institutes of Health (NIH),the world's premier biomedical research organization.
As part of the MHGRI, the mission of the Education and Community Involvement Branch (ECIB) is to implement public education programs and to develop community involvement programs to engage a broad range of the public in understanding genomics and accompanying ethical, hgal and social implications. In accordance with this mission, EC\S ( ) I 2idvises the institute director and senior staff on a broad range of issues regarding public education and community involvement matters; (2) develops and implements public education programs; (3) evaluates public education activities; (4) conducts and coordinates public education initiatiies. As part of NHGRI, the Communications and Public Liaison Branch (CPLB) is responsible for the dissemination of information to the public and scientific community by a variety of methods, i.e., publications, news releases, exhibits, visual media, and the institute's web site. 2.0 Project Background

Many resources are available to assist students in making career decisions. Few &sources, however, provide information about careers in genomic science. It is proposed that NHGRI develop an interactive multimedia Genetics and Genornic Careers DVD designed to be a 'premier" tool to assist students who have an interest in learning more about and possibly pursuing careers in these rapidly expanding felds of science,
3.0 Objectives for Project--

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The NHGRI Interactive Genetics and Genomic Careers DVD wlll define, educate, inform, and involve the target audience in understanding what 'genomics" is, and the wide range of careers that exist now and may arise in the future in this highly active field of science. This resource will be content-rich and user-friendly tool for discovering careers in genetics and genornics.

The primary audience for this product includes: students in ninth grade through sophomore in college, high school science teachers, and high school guidance counsello~s.Secondary audiences may indude teachers from other disciplines, parents and college academic advisors.
S~edfic Aim% i The NHGRI Interactive Genetics and Genomic Careers Resource DVD aims to: inform students about possible careers in genetib and genmics provide a resource for career counsellors, parents, students and teachers , provide an interactive way to learn more about such careers ' have a product shelf life of appraxirnately five years * present a basic understanding of important information about genetics and genomics research expose the audience to professionals doing cutting edge science expose the audience to the breadth of genornic careers be a portal to w m n t information available about genetics and genomics linking to monitored web pages specifically designed to accompany the DVD, allowing for updates to information

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4.0 Scope o Project f

The contractor will work with NHGRl staff to refine the concept and to develop the production plan for a multi-media, web-enabted DVD for use by a variety of audiences interested in careers in genetics and genomics, This planning effort will produce a detailed, comprehensive and implementable project plan for this multi-media produd.
8.0 Required Tasks
1. Work with NHGRI staff to develop the initial werall concept of the prtjject and creative dissemination strategies for reaching appropriate audiences. This will include a requirement that the contractor present the initial recommendations to advisory groups for this project, and revise treatment one time, if necessary. On-site meetings

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at NIH's Bethesda, Md., campus will include:

a. initial brainstorming meeting between contractor and NHGRI staff to clarify project.
b. Meeting with NHGRI curriculum development staff. c. One joint meeting with two advisory groups.

2. Coordinate with NHGRI curriculum development staff and coordinate with NHGRI production staff. This will be separate from the contractor point-ofcantact. -

3. Brainstorm the methods of interactive multi-media presentation on the DVD (e.g., text, audio, still images, narrative film; documentary; animation; gaming).
4. Develop the initial concept of the multi-media content. -5. Design method for testing sample content and develop questions.for focus testing (age-appropriate and racially and ethnically diverse group of individuals; size of group, 8-10 individuals). Focus group testing site should allow NHGRI staff to discreetly obsenre the sessien.
6. Perform focus group testing. Ideally, there will be three focus groups:
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c. Honprs or AP science students

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7. Finalize content concepts, fnformed by focus gmup testing.
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8. Develop a detailed treatment, storyboard and shooting script, including defining and mapping the multi-media navigation and web interactivity.
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9, Provide technical advice about the best ways to implement the presentation on the DVD, especially regarding playing on a computer, playing on a set-top box and linkage to the Internet. 10. Provide final production plannlng, including scheduling of production, post-produ&on (editing), and multi-media DVD authoring.
11. Actual production is beyond the scope of this current project. Contractor is not expected to develop look and feel of the final product nor any packaging recommendations.

1. Provide summary of meetings, with action plans and task li& approved by the project officer. 2. Focus group results
a. Audio record focus testing session
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b. Written report of focus group analyses

3. Initial and revised written detailed treatment, storyboard and shooting script, Including defining and mapping the multi-media navigation and web interactivity.
4. . Presentation of written treatment and storyboard, including technical advice on technologies needed for implementation.

5. Production time line (or schedule) and specific production steps for all components.

7.0 Government Furnished Equipment

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None
8.0 Specific Quatifications-

Contractors must have demonstrated experience in the field of multi-media production for educational products and audiences. Previous work experience in scientific wrnmunlcations is highly desirable. Contractor mustgvvide production samples.

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September 21 December 15, 2004 Proposals due: September 17, 2004 (NOON) Project com$etion: ~ecember 2004 15,

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Invoices must be submitted once a month. Upon approval of the technical progress, the project ofiar. will approve partial payments.
O. EVALUATION FACTORS:

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The evaluation criteria are used by the evaluation committee when reviewing the proposals; The criteria below are listed in the order of relative importance with weights assigned for evaluation purposes. Offerors are encouraged to keep their proposals thoughtful but succinct. Although the statement of work does go into detail in describing the tasks to be undertaken, it is assumed that all offerors know how to arrange meetings, write memos. produce reports, and accomplish the other routine functions of the task. Therefore, proposals should emphasize results rather than mundane methodologies. Please note that ihis task order provides no training or start up funds. Proposals should will address ways the off~ror hold to cost efficiencies in times of fiscal constraint

Criteria
I Experience of personnel . 2. Understanding of project 3. Cost 4. Corporate experience Totiat

Value of Criteria

35 30 25 10 I60

1. Exrjerience of norsonnel

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The resumes of the proposed personnel will be evaluated for documented experience in two areas: 1) Experience andlor knowledge of content development of educational multi-media CDsIDVDs, specifically in the science-related area, for the specified target audiences; and 2)

Technical knowledge of planning and managing the development of educational, interactive, multi-media products. .- . Submit samples of educational interactive CDslDVDs that the proposed personnel have planned, coordinated, managed, or produced. Akailability of proposed staff and thefr designated responsibilities on the project will also be evaluated. Include resumes of contingent hires or potential subcontractors. A person kading - chart and an organizational chart delineating the lines of authority and reporting responsibilities for staff, as well as plans for quality control and organizational backup, wlll be evaluated for appropriateness. Please include the names of key personnel, but do not include the names of other staff on the chart, just the job categories. The chart should reflect the best approach to organizing the staff to achieve an a p o r o r ; l r i a t e a n d & e COnttact, Please use job categories and other relevant titles and state whether the category includes 1 FTE, 2 FTS, etc.
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2. Understandina the ~ m i e c t 3Q
The proposal will be evaluated on how the offeior demonstrates an understanding of this project as described in the statement of work. The offeror's discussion of the objectives will be evaluated for familiarity with and understanding of NHGR4's desire to communicate genetic and genomic career opportunities to the target audiences in a compelling manner. The clarity, style, and format of the proposal will be considered as an Indication of capabili in the development of a plan, presentation of information, and clarity of expression.
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3. Cost

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Cost is important, but is not the sole factor in determining the winning proposal. The price of the contract should 'be a realistic assessment based on required tasks and experience of the staff members needed to accomplish the tasks. Along with other evaluation factors, realistic pricing costs will be used to determine which bid represents the best value for the government.

demonstrate their corporate qualifications by providing information about highly Offerors w~ll relevant examples of recent multi-media planning and production. Previous experience of the offeror in managing similar or related contracts of comparable size and complexity will be considered. If the offeror has corporate experience with a particular task, please.identify each relevant project; identify the client for this service, and the name, telephone number and emaif address so that we may verify that the company has successfully performed this task. For the proposed key personnel, indicate projects on which they have previously worked together as a team. Include any other relevant experience.

-TITLE: Development of the Interactive Genetics and Genomic Careen DVD
PART I1 CONTRACTOR'S CONTRACT rn6341-0-0 Contractor: Points of Contact: PhoneAddress:

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WE HAVE REVIEWED ALL SUBMITTED PROPOSALS HAVE DETERMINED THIS FIRM SUBMITTED-THE BEST OVERALL PROPOSAL AND THE PRICWOST IS REASONABLE.

Billing Reference # Appropriations Data: (ATTACH OBLIGATING DOCUMENT IF AN ROC WILL NOT BE USED.)
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Signature - Contracting Officer

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CONTRACTOR SHALL NOT EXCEED THE ESTIMATED LABOR HOURS OR ESTIMATED TASK ORDER AMOUNT WTHOUT THE WRITEN APPROVAL OF THE CONTFWCTING OFFICER & PIGS COORDINATOR APPROVED:

Signature -Anthony M. Revenis, J.D., NiH-PICS Coordinator

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ORDER NO: .NQL92895

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\ I RECORD OF CALL ORDERS

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E F F DATE: 0 9 / 1 4 / 0 4 CAN' 4 8 3 6 2 5 7 7 OC: 252 FINAL ORDER? N PART PAY? Y EIN : PAYEE: OGILVY PUBLIC RELATION W WORKREQ: O SUPP UBLIC RELATION WORLDWIDE * I 9 0 1 L S T NW STE 3 0 0 UPDATED: 0 9 / 2 4 / 0 4 CERT: 0 9 / 2 4 * #ITEMS: 0 1 TOTSAMT: 94605. CITY/ST: *WASHINGTON, DC ZIP: 20036 STATUS: CERT SHIP TO: U N D A JACOBSON .BLDG: 31 ROOM: 4B09 A . 0 , : LINDA JACOBSON BLDG: 31 ROOM: 4 B 0 0 PANAME: ELSA WEINSTEIN TEL: 4 0 2 - 5759 B / I / D : NWGRI CLERK ID: WEV FPDS: SF371 CWTQ6 RMKS: ,RFTOP- 2 2 0 -

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APPROVAL OF T H I S DOCUMENT CERTIFIES THAT ALL INDIVIDUALS PERSONALLY: AND SUBSTANTIALLY INVOLVED I N T H I S REQUIREMENT HAVE EXECUTED THE O F 3 3 3 I N ACCORDANCE WITH EGRITY ACT AND THE F A R .

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Statement o Work f
National Human Genome Research Institute Communications and Public Liaison Branch
ntle -Extended Development of Software Tool for Surgeon General's ~ariliiy History Initiative

I:@ Background of Project
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Surgeon General R i a r d Camona, M.D., in conjunction with several of the operating divisions of _the U.S. Public Health Sewice (USPHS), seeks to issue a call to action for the American public to know their family medical history. The oollaborators within the Department of Heatth and Human Services {HHS) include the National lnstiiutes of Health (NIH), the Centers for Disease Control and Prevention (CDC), Health Resources and Services Administration (HRSA), and others. A the tool, currently under development, is to be released to the public in ~ w e m k2064. with the r intent to encourage families to discuss their family history during Thanksgiving. a time when families traditiona~~ gather and are available in asingk kcation for suchdis&ss)ons.
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Additional requirements set by the Department of Health and Human Services' Secure One HHS program and astrong desire by leadershipto have a Spanish version o the tool, NHGRI will f issue a contract that adds work to the ongoing project.
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2.0 Mission , The Surgeon General is the nation's leading spokesman on matters of public health. The Departmentof Health and Human Services (DHHS) is the United States government's principal agency for the understanding of, and the protedion of, the health of people by providing credible. informationto enhance health decisims. The National Human Genome Research Institute (NHGRI)is one of the institutes of the National institutes of Health (NIH), the wortd's premier biimedkal research organization. It principally focuses on studying the genetic contributions to health and itlness through grant-supported research around the world as weft as research conducted on the NIH campus by NHGRl's own scientists.
3.0 0b)ectfves for Project Otl behalf of the Surgeon General, the National Human Genome Research Institute has organized a public heanh program to encourage all Americans to learn about their family medical history and then using that knowledge to protect their family's health though targeted prevention surveillance. The electronic form of this informationtool will be distreuted via the Internet; and paper copies also will be provided.
4.0 Scope of Project

The initial Family History Tod, currently under development by Ogilvy Public Relations Worldwide, is building on work already done by the Centers for Diseases Control and Prevention, Office of Genomics and Disease Prevention. The contractor for this project will develop added functionality to a software program that can help families gather and organize their medical history. The additional work of the tool includes a full cedifition and accreditation of the software tool to meet department requirements. newly required work on naming and bgo design, and a new version of the tool available in Spanish.

5.0 Tasks of Project The tasks for the additional work on the Surgeon General's Family History Tool includefhe following: 1. Certification and Accreditation

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The Department of Health and Human Services Secure One HHS program, mandated by the MTIce of Management and Budget, requires that any software developed by the department for use or distribution, especially by the public, must undergo a thorough review to ensure its safety and security. The standards are set out in guidance documents from OMB, the National Institute of Science and Technology and DHHS.

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To achieve certification and %ccredi@tion, the contractor will work with the OHHS ISSO and with the department's computer security consultant. Bmz, Allen, Hamilton; to perform the required analysis and document the tool's compliance with relevant security requirements. Once the software and documentation are completed, the contractor wit1 contract with a trusted third party software company to perform an independent CNA e v a l u a t i i ~ computer security work wit precede final acceptance of the software by the Surgeon General.

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The initial collaboration between NHGRI and the Centers for Disease Control end Prevention envisioned Ogihry PR Worldwide building on work it already had done for a webenabled CDC Family History Tool and implementing the branding and design already in development for that CDC project, The initial Statement of Work for this project reflected that intention. After additional planning work was performed, CDC and NHGRI agreed it would be better to brand the two products separately, as they have a substantiatly different distribution time line and different functionalities.

Cansequentty, the Surgebn Generaj's Family History Tool now needs its own branding, logos, colors, name and user-interface design. The contractor will develop, in conjunction with NHGRI, the appropriate branding, naming, logo design and user interface for the Surgeon General's Family History Tool. That logo and branding will be executed on a website to be developed by DHHS and NHGRI web devekpers. In selecting or creating images, the contractor will ensure all copyrights are cleared and the governmentwill own that any graphic designs created for this project.
3. Spanish Ttanslatioq

The Surgeon General, along with other leadership at NHGRI and the NIH, strongly desire the Family History Tool to be available to all Americans. Although it is not possible to translate the tmt in every secondary language spoken in the United States, the decision .has been made to translate the text in the Family History Tool into Spanish, as this is the most-widely used language after English in the U.S. This will involve a complex, threestep process: a. The English language tool will first be built and tested. b. English Instructions and branding will then be translated into Spanish.

c. The Spanish language must then be programmed into the Family History Tool. Every effort should be made to deliver the Spanish language version of the Family History Tool at or near the same time as the English version. The English version of the

tool will be delivered at the beginning of November 2604. If the Spanish language version is not deliverable at that time, it must be delivered within a month of the English language tool.
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Public Relations 'Planning

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The Surgeon General's Family History Initiative will be launched at a press conferencein 'November 2004, at whkh the adlability ofthe family history software tool wifl be announced. In advance of the announcement, fhe contractor will provide NHGRl and Surgeon General media staff with media planning and consultation services to create a media strategy that ensures the widest possible distribution of information about the initiative and the greatest chanie that Americans will kam about the need to understand their family medical histoiy and be motivated to do so.The public relationship planning will focus on a broad, national media strategy, targeed media pitches, and planning for a satelllb media tour, in additlon to other standard public relations practices.

As part of this service, the contractor will set up at least one brainsbnning meetihg with .. ~ d - a ~ d s t a f f t d d e ~ t ~ e ~ ~ strategy.

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The contractor will provide the following delivembles: I Cedifiation and accreditation testing and documentation of the Family Hktory Tool that . satisfies the Secure One HHS program and allows the tool to be distributed on the Internet to the American public.

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2. A graphic design for the initiative, that includes a name, a lago or logos, colors, bmnding and'a user interface for the Family History Tool. The conttactor will deliver to NHGFU copies all corhputer coding and templates in whatever form they are created, including, . ie but not limited to, Adobe Photoshop fls (.PSD), Adobe llluskator files (.EPS), HTML pages or files, JPEG, TIFF, PNG,or any other form of illustrationfiles that may be used in the project. The contractor will handle all the permissionsi but NHGRl will pay for the image usage directly.
3. A version of the family history software written f Spanish. n
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4. A publicity plan that includes plans for a press conference, strategies to alert news media and place stories in prominent national media, a satellite media tour and any additional materials that emerge from the strategy sessions.
7.0 Government Furnished Equipment
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8.0 Speciflc Qualifications

The contractor must be a well-established, experience public relations and media production company with a wide-range of experiences in planning and executing media plans and developing technological solutions far specific communicqtions needs. Experience working with the scientifidresearch arms of the US government is an advantage. Since this project is an

expansion of the Surgeon General's Family History Tool, knowledge o and experience G the f h tool is a must.
9.0 Period of Performance
September 8 November 30,2004

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10.0 Payment Schedule

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Statement of Work National Human Genome Research Institute Communications and Public L i i s o n Branch

.Title Media Campaign 2005 for U.S. Surgeon General's Family History Initiative
I ~ackground Project of - Surgeon General Richard Carmona, M.D., in conjunction with several of the operating divisions of the U.S. Public Health Service (USPHS), seeks to issue a call to action for the American public to h o w their family health history. The collaborators within the Department of Health and Human Services (HHS) include the National Institutes of Health (NIH). the Centers for Disease Control and Prevention (CDC), the Health Resources and Services Administration (HRSA), and 0th-ers.These partnering agencies developed a free, user-friendly tool to assist the general public in the gathering and organization of family health history information. Computer-enabled and print versions of the toaf, in both English and Spanish, were released to the public in September 2504. The intent was to encourage families to discuss the@ family health history during Thanksgiving, a time when families traditionally gather and are available in a single - location for such discussions..

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2.0 Mission I The U.S. Surgeon General is the nation's leading spokesman on mafiers of public health. The Department of Heafthand Human Services is the United States government's principal agency for the understanding of, and the protection of, the health of people by providing credible information to enhance healh decisions.
3.0 Objectives for Pcoject This is the second year of the U.S. Surgeon General's initiative. l h e campaign around this second year of the initiative must help Thanksgiving become institutionalized as Family History Day so that the day is perceived as an annual event. To achieve this, event planning must include both a mass media component that uses the media to capture public attention as well as a more localized, grassroots component that continues through the year and will capture individual attention at a retail level. t

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In addition, the media campaign wiil continue to inform families about how to gather and organize their health history, with emphasis on encouraging people to use the free tods developed by the Office of the U.S. Surgeon General and its partners. The campaign wrll reinforce the'message that this tool is for private use between individual members of the public and their personal physicians, and that the federal government will collect no information. 4.0 Scope of Project The contractor wiil create a sustained media campaign that will continue to generate participation and support throughout a broad and diverse cross-section of the public iri years to come.

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5.0 Tasks Required of Project Contractor wifl develop a core media campaign for the 2005 family heatth initiative -including

both a specific event in Novembevand ongoing activities throughout the year - and present the campaign strategies to NHGRI leadership and other government agency partners. Below is an .outline of the activities involved in development of a campaign presentation:

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Meet with NHGRI (and other agencies as appropriate) on objectives, scope, penetration of awareness, lessons learned from the 2004 launch of the family health initiative. Conduct Internet and media research on similar campaigns. Conduct brainstorming sessions to develop core strategies and creative approaches. *_ Develop at least five creative concept tracks. Present NHGRI and its partners with possible concepts. Narrow and refine the concepts based on feedback from IUHGRI and its partners. Advise NHGRI and its partners on the selection of the lead concept and Its potential for sustainability and growth in future years: * Identify how desirable components of non-lead concepts could be integrated into the lead concept. Research selected concept in more depth. Identifjc potential funding sourceslpartners for implementation of lead concept, Oevelop a final implementation plan with a timeline and cost estimates.
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6.0 Deliverables The contractor wifl give a Powerpoint presentationof at least fwe concepts to NHGRI leadership and -tsHHS partners in the family history initiative. When NHGRI and its partners select a specific campaign concept, the contractor will supply a set of implementation guidelines with2 timeline and estimated costs of the selected concept.
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7.0 Government furnished Equipment None

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8.0 Period of Performance Juty 25,2005 through September 31,2005
9.0 Payment Schedule Contractor may submit invoices on a monthly basis. Upon approval of the progress, the project officer will approve partial invoices. Larry Thompson will be responsible for the approvals for progress.

Justification for the Selection of Ketchum National Human Genome Research Institute Communications and Public Liaison Branch

.Title Media Campaign 2005 for U.S. Surgeon General's Family History Initiative
Objectives for Project The media campaign will continue intb the second year to inform families about how to gather and organize their health history, with emphasis on encouraging people to use the free tools developed by the Office of the U.S. Surgeon General and its partners. The campaign will reinforce the m+sage that this tool is for private use between individual members of the public and their personal physicians, and that the federal government will collect no information. Scope of Project The contractor will create a sustained media campaign that will continue to generate participation and support throughout a broad and diverse cross-sectionof the public in - years to come. -

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Tasks Reqqired of Project Contractor will develop a core media campaign for the 2005 family health initiative including both a specific event in November and ongoing activities throughout the year and present the campaign strategies to NHGRI leadership and other government agency partners, An outline of the activities involved in development of a campaign presentationis included in the attached Statement of Work (SOW).

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Justification Ketchurn is an ideal agency to partner with for NHGRl's National Family History Day and *My Family Health Portrait" given the NHGRl's communications needs and Ketchum's talents for implementing successful campaigns. The agency has a track record of success in government relations, media relations and event planning, Ketchum has provided public relations and sociat marketing support to the<Departrnent Health and of Human Services. As a partner with NHGRI, Ketchum team members Susan Newbeny, senior vice presidentlassociate director of healthcare, and Kristin Hackler, account supervisor, bring their seasoned cornm&nicationsexpeence and knowledge to the table. Susan has worked on numerous medical condition and education campaigns. including one about progeria, a genetic rare disease. Both Susan and Kristin are strong champions in campaign pianning, education initiatives, third-party development, strategic counsel, event coordination and media relations.

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Request for bids were sent to five communicationPR firms: Ketchum, Matthews Media Ha er Sharp Inc., Potter Noveli, and Eagle. Ketchum provided a quote of Matthews Media declined, and all other contractors did not provide a bid. After contacting the other firms within one week after the deadline, no one else submitted a bd Therefore, we are awarding this contract to Ketchum who is fully i, qualied to perform the tasks in the SOW and whose bids is an excellent value for the government.

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DETAILED TABLE OF CONTRACT CONTENTS
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SECTION C - DESCRIPTIONISPECIFICATIONSIWORKSTATEMENT ..:........................................................ i5 ,
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ARTICLE G.1. PROJECT OF'FICER ............,.... L......................................................................:...................... .. i 8 .ARTICLEG.2. KEY PERSONNEL ............................................................... i........................................................ 9 . ARTICLE G.3. INVOICE SUBMISSIONICONTRACT FINANCING REQUEST AND . CONTRACT FINANCIAL REPORT ..............;...;I ..............................................................i9 .....; ARTICLE G.4. INDIRECT COST RATES-......-.................................................................................................. 1 ARTICLE G.5. POST AWARD EVALUATION OF CONTRACTO~PERFORMANCE.......................A.......10.

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SECTION H - SPECIAL CONTRACT REQUIREMENTS.......................................:......................................: ........i l l ARTICLE H.1 . NEEDLE EXCHANGE ...................... : ............................................................................... . .1 ARTICLE H.2. S U B C O N T R A m G PROVISIONS ...................;......................................................... . 1 1 ARTICLE H.3. ELECTRONIC AND INFORMATION TECHNOLOGY STANDARS ..................................... A2 ............12 ARTICLE H.4. fRESS RELEASE§ .......................................................................................................... ARTICLE H.5. REPORTING MATTERS INVOLVING FRAUD, WASTE AM)ABUSE ............................... 12 ARTICLE H.6. ANTI -LOBBYING...................................................................................... i............................... 13 ARTICLE H 7 NOTIFICATION OF EMPLOYEE RIGHTS CONCERNING PAYMENT OF .. . . UNION DUES OR FEES ........................................................................................................... 13 ARTICLE H.8. AWARD TERM OPTIONlQUALI?"Y ASSURANCE SURVEILLANCE PLAN (QASP)........14 PART II . CONTRACT CLAUSES.......:..................................i......................................... ...................i............................... 16 i ; .. . ....................................:.................... : ................................... 16 SECTION I - CONTRACT CLAUSES.............................; ARTICLE 1.1. GENERAL CLAUSES FOR A COST-REIMBURSEMENT SERVICE CONTRACT .......16 ARTICLE 1.2 AUTHORIZED SUBSTITUTION OF CLAUSES......;................................................................ 18 ; ARTICLE 1.3. ADDITIONAL CONTRACT CLAUSES ........................................................ i............................. 19 ARTICLE 1.4. ADDITIONAL FAR CONTRACT CLAUSES INCLUDED IN FULL TEXT .............................19
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ADB #: N02-NS-59835

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SECTION K - REPRESENTATIONS AND CERTIFICATIONS...................... .;.....................22 .............................. .
1.
. . ......................22 Representations k d Certifications ......................................................................................... : :
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ADB #: N02-NS-59835

Contract No;HHSN261200598035C

ADB #: N02-NS-59835

Contract No. HHSN261200598035C

SECTION B SUPPLIES OR SERVICES AND PRICES/COSTS
ARTICLE B1 BRIEF DESCRIPTION OF SUPPLIES OR SERVICES ..

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The contractor shall provide services in the planning, development, implementation, and evaluation of health communication products and activities, and the development of intermediarynetworks and materials development for professional audiences. Specifically, the following three broad tasks are to be accomplished: 1. Development and management of a public education program on the topics of stroke and Parkinson's disease, and other neurological disorders as research advances require. 2. Development and maintenanceof intermediary networks of neurological Materials development for professional health institutions, organizations, associations,-an&businesses; 3. audiences.
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ARTICLE B2 ESTIMATED COST AND FIXED FEE ..
m e estimated cost for the base performance period of this contract

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The fried fee for the base performance period of this contract e fixed fee shall be paid in installments based on the percentage of completion of work, as determined by ntractmg Officer. Payment shall be subject to the withholding provisions of the clauses ALLOWABLE COST AND PAYMENT md FIXEDFEE referenced in the General Clause Listing in Part h, ARTICLE L 1, of this contract. Payment of fixed fee shall not be made in less than monthly increments.

io(4)b

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c.

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The ~ovemment'sdbligation, represented.by the sum of the estimated cost plus the fvted fee for the base performance period is $7,173,273.

d.

If the Contractor earns the Award Temi Options pursuant to ARTICLE H.8. this contract, the Government's total of - . obligation represented by the sum of the estimated cost plus the fixed fee will be increased as follows:
Estimated Cost Plus Fixed Fee

Estimated Cost

( 9
Base Period:

Fixed Fee (s)

($1

Y a 1 (03/01/05 02/28/06) er Year 2 (03/01/06 02/28/07) Year 3 (03/01/07 - 02/29/08) Year 4 (03/01/08 - 02/28/09) Year 5 (03/01/09 - 02/28/10)
Total Base Period Award Term Option Periods:
AT Option 1 (03/01/10 -02/28/11) AT Option 2 (03/01/11 -02129112)

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$ $ $. $ $

1,365,328 1,399,129 1,433,766 1,469,307 1,505,743

$ 7,173,273

e.

Total h d s cunently available for payment and allotted to this contract are 51,365,328 o f w h i c h [ o ( 4 ) ~ r e s e n t s the estimated costs, and of which~o(4)frepresents the fixed fee. For further provisions on funding, see e ATION OF

ADB #: N02-NS-59835

Contract No. HHSN261200598035C

f.
g.

FUNDS clause referenced in Part 1 , ARTICLE 1.2. Authorized Substitutionsof Clauses. 1 It is estimated that the amount currently allotted will cover performance of the contract through 02/28/06. The Contracting Officer may allot additional funds to the contract without the concurrence of the Contractor.

ARTICLE B3. PROVISIONS APPLICMLE TO DIRECT COSTS

a.
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Items Unallowable Unless Otherwise Provided Notwithstanding the clauses, ALLOWABLE COSTAND PAYMENT and FIXED FEE,incorporated in this contract, unless authorized in writing by the Contracting Officerde costs of the following items or activities shall be unallowable as direct costs:
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(1) (2)

Acquisition, by purchase or lease, of any interest in real property; Special rearrangement or alteration of facilities;

(3). Purchase or lease of any item of general purpose office furniture or office equipment regardless of dollar value. (General purpose equipment is defined as any items of personal property which are usable for purposes other than research, such as office equipment and fiunishings, pocket calculators, etc.);
(4)

Travel to atterid general scientific meetings; Consultant c,psts; Subcontracts; Patient care costs;
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(5)
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(6)

(7)
(8)

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Accountable Government property (defined as both real and personal property with an acquisition cost of 51,000 or more and a life expectancyof more than two years) and "sensitive items" (defined and listed in the ContractoisGuide for Control of Government Property), 1990, regardless of acquisition value.

ARTICLE B.4. ADVANCE UNDERSTANDING Other provisions of this contract notwithstanding, approval of the following items within the limits set forth is hereby granted without W e r authorization fiom the Contracting Officer. a. Direct Labor Time Commitment The followingpersons shall finnish the amount of tm specified below in direct performan=eof this contract at no cost, ie direct or indirect, to this contract or any other U.S; Government contract, grd, or cooperative agreement: Name Position Sr. Strategic Counsel
No. of Hours
'

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Duration Life of Contract

(@ours

per year

SECTION C DESCRIPTION/SPECIFICATIONS/WORK STATEMENT
ARTICLE C.1. STATEMENT O F WORK a. Independently andnot as an agent of the Government, the Contractor shall fUmish all the necessary services, qualified personnel, material, equipment, and facilities, not otherwise provided by the Government as needed to perform the Statement of Work, SECTION J, ATTACHMENT #I, dated January 2005, attached hereto and made a part of this contract.

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Contract No. HHSN261200598035C
ARTICLE C2. REPORTING REQUIREMENTS
a.

Technical Reports
In addition to those reports requiredby the other terms of this contract, the Contractor shall prepare and submit the following reports in thcrnanner stated below andm accordance with ARTICLE F.2. DELIVERIES of this contract
(1)

Quarterly Progress Report

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The contractor shall provide quarterly progress reports documenting the services provided during the reporting period. This shall include the expenditures incurred during the reporting period. The report will provide an overview of the most significant activities and accomplishments that occurred in each of the task areas, and describe the opportunities and difficulties that arose during the quarter as well as proposed solutions and steps taken to solve the problem. The report will also discuss the work to be performed during the next reporting period. The first report shall cover the first three months of performance including any fractional part of the initial month,following the effectivedate of the contract. Thereafter, the reporting period shall consist of three full calendar months. Reports shall be due on or before the 15th calendar day following the end of the reporting period. A Quarterly Report need not be submitted when the final report is due.

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(2) Annual Progress Report
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This repoh shall consist of a summation of previously submittedprogress reports. The reporting period shall consist of 12 calendar months. The first report shall cover the period of March 1, 2005 through February 28,2006 of this contract axid shall be due within 30 calendar days after the
anniversary date of the contract. Thereafter, reports shall be due on or before 30 calendar days following the reporting period. An annual report will not be required for the period when the Final Report is'due. A QUARTERLY Report shall not be submitted when an Annual Report i due. s

(3) Final Report
This report shall consist of the work performed and results obtained for the entire contract period of performance. This report shall be in sufficient detail to describe comprehensively the results achieved. The final report shall be submitted on or before the last day of the contract performance period. The Final Report shall be submitted in accordance with ARTICLE F.l DELIVERIES of this contract. An Annual Report will not be required for the period when the Final Report is due.

b.

Other ReportslDeliverables

(1) Meeting Reports

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Reports shall be submitted to the Project Officer within 30 calendar days following each major meeting or conference (see Tasks 1 and 2). The reports shall include all necessary documents as descnied in the SOW.

(2) Evaluation Reports
Reports on the effectiveness of various communication efforts and materials will be required periodically throughout the contract.

ADB #: N02-NS-59835

Contract No. HHSN261200598035C

SECTION D PACKAGING, MARKING AND SHIPPING

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All deliverables required under this contract shall be packaged, marked and shipped in accordance with Government specifications. At a minimum, alldeliverables shall be maiked with the contract number and contractor name. The Contractor shall guarantee that all required materials shall be delivered in irmnediateusable and
acceptable condition.

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SECTION E - INSPECTION AND ACCEPTANCE .- 4

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a.
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The Contracting Officer or the duly authorized representative will perform inspection and acceptance of materials and - services to be provided For the purpose of this SECTION, The Project Officer is the authorized representative of the Contracting Officer. Inspection and acceptance will be performed at: National Institute of Neurological Disorders and Stroke, Office of Communications and Public Liaison, Bethesda MD. Acceptance may be presumed unless otherwise indicated in writing by the Contracting Officer or the duly authorized representative within 30 days of receipt. contract incorporates the following clause by reference, with the same force and effect as Zit were given m full text. Upon request, h e Chntracting Officer will make its 111 text available.
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b.
c.

d.
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. FAR Clause No. 52.246-5, INSPECTION OF SERVICES-COST REIMBURSEMENT (APRIL 1984).

SECTION F DELIVERIES OR PERFORMANCE
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ARTICLE F3. PERIOD OF PERFORMANCE a. b. The period of perfonnance of this contract shall be from 03/01/2005 through 02/28/2010. If the Contractor eams the award tenn option pursuant to Article H.8. of this contract, the period of performance will be increased as listed below: Award Term Option Number Award Term Option 1 Award Term Option 2 Award Term Option Period 03/01/2010 02/28/2011 03/01/2010 02/29/2012

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ARTICLE F2 DEUNERlES ..
Satisfactoryperfonnance of the final contract shall be deemed to occur upon performance of the work descnied in Ardde C.1. and upon delivery and acceptance by the Contracting Officer, or the duly authorized representative, of the following items in accordance with the stated delivery schedule: a. The items specified below as.descniedin SECTION C, ARTICLE C.2, wl be required to be delivered F.O.B. Destination il ,as set forthin FAR 52.247-35, F.O.B. DESTINATION, WITHIN CONSIGNEES PREMISES (APRIL 1984), and in accordance with and by the dates specified below: Item Description Quantity Delivery Schedule

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(1)

Quarterly Progress Report

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Quarterly

beginning

on

ADB #: ~02-NS-59835

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Contract No. HHSN261200598035C

(2)

Annual Progress Report
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6

Annually
3/3 1/2006

beginning

on

(3)

Final Progess Report Meeting Reports
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Expiration Date o f Contract

(4)

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5
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30 calendar days following each major meeting or conference

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Evaluation Reports

5

As

required by the PO periodicalty throughout the life of the contract
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b.

The above items shall be addressed and delivered to:
Addressee

Deliverable Item No. 1.2, and 3

Quantity
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Contracting Officer Office of the Chief, RCB National Cancer Institute, NIH Executive Plaza South, Room 6044 6120 Executive Boulevard MSC-7192 - -- - Bethesda, Maryland 20892-7192
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1 (Original)

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Project Officer National Institute of Neurological Disorders and Stroke Office of Communications and Public Liaison ' 31 Center Drive, MSC 2540 Building 31, Room 8A06 Bethesda, Maryland 20892-2540

1 thru 5

5 copies

ARTICLE F.3. CLAUSES INCORPORATED BY REFERENCE, FAR 52.252-2 (FEBRUARY 1998) This contract incorporates the following clause by reference, with the same force and effect as if it were given in full text. Upon request, the Contracting Officer will make its full text available. Also, the full text of a clause may be accessed eIectronically at this address: h~:l/www.amet.govlfar/.

FEDERAL ACQUISITION REGULATION (48 CFR CHAPTER 1) CLAUSE:
52.242-15, Stop Work Order (AUGUST 1989) with ALTERNATE I (APRIL 1984).

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SECTION G - CONTRACT ADMINISTRATION DATA
ARTICLE G.1. PROJECT OFFICER
The following Project Officer will repr&ent the Government for the purpose of this contract:

Ms. Margo Warren
The Project Officer is responsible for: (1) monitoring the Contractor's technical progress, including the surveillance and assessment ofperfonnance and recornmending to the ContractingOf'ficer changes in requirements; (2) interpreting the Statement 9

ADB #: N02-NS-59835 National Cancer Institute, NM EPS, Room 6044 6 120 EXECUTIVE BLVD MSC-7192 BETHESDA MD 20892-7192 (2) Summary Subcontract Report, SF-295
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Contract No. HHSN261200598035C

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The Contractor shall submit two (2) copies of Summary Subcontract Report, SF-295 in accordance with the instructions on the report as referenced in Public Law 95-507, Section 21 1. Regardless of the effective date of this contract, the Summary Subcontract Report shall be submitted annually on the following date for the entire life of this . . . contract: October 30th

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One copy of this report shall be sent to the Contracting Officer at the address above. One copy ofthis'Report shall be mailed to the Office of Small and Disadvantaged Business Utilization, DHHS at the following addresses:
Office of Small and Disadvantaged Business Utilization . Department of Health and Human Services Hubert H. Hunrphrey Bldg., Room 517-D 200 Independence Avenue, S.W: Washington, D.C. 20201
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The contractor shall also send an "Information Copy" of the SF-295 to the Cognizant Commercial Representative

(CMR) the address provided by the SBA. The Contractor should call SBA Headquarters in Washington, DC at at
(202) 606-4000, X234 for the correct address if unknown.

3 ARTICLE H . ELECTRONIC AND INFORMATION TECHNOLOGY STANDARDS
Pursuant to Section 508 of the RehabilitationAct of 1973 (29 U.S.C. 794d) as amended by P.L.105-220 under Title IV (Rehabilitation Act Amendments of 1998) all Electronic and Information Technology (EIT) developed, procured, maintained andlor used under this contract shall be in compliance with the 'Electronic and Information Technology Accessibility Standardsnset forth by the Architectural and TransportationBarriers Compliance Board (also referredto as the "Access Boardn) in 36 CFR Part 1194. The complete text of Section 508 Final Standards can be accessed at http://www.access-board.qov/ The standards applicable to this requirement are: 1194.22, Web-based intranet and internet information.

ARTICLE H 4 PRESS RELEASES .. a. Pursuant to Public Law(s) cited in paragraph b., below, the contractor shall clearly state, when issuing statements, press releases, requests for proposals, bid solicitations and other documents describingprojects or programs funded in whole or in part with Federal money: (1) the percentage of the total costs of the program or project which will be financed with Federal money; (2) the dollar amount of Federal h d s for the project or program; and (3) the percentage and dollar amount of the total costs of the project or program that will be Knanced by non-governmental sources. Public Law and Section No. Rscal Year
2005

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b.

Period Covered

P.L. 108-447, Title V General Provisions, Section 506

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ARTICLE H.S. REPORTING MATTERS INVOLVING FRAUD,WASTE AND ABUSE

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