Inactive

Request for Information VA OIT Strategic Communication Request for Information Department of Veterans Affairs (VA) Office of Information and Technology (OIT) Strategic Communication Support December 2... Request for Information VA OIT Strategic Communication Request for Information Department of Veterans Affairs (VA) Office of Information and Technology (OIT) Strategic Communication Support December 26, 2019 Introduction: This Request for Information (RFI) is issued for the purpose of conducting market research. Accordingly, this RFI constitutes neither a Request for Proposal (RFP) nor a guarantee that one will be issued by the Government in the future. Furthermore, it does not commit the Government to contract for any services described herein. Do not submit a proposal. The Department of Veterans Affairs (VA) is not, at this time, seeking proposals or quotes, and therefore, will not accept, review, or evaluate unsolicited proposals or quotes received in response hereto. This notice is not to be construed as a commitment on the part of the Government to award a contract, nor does the Government intend to pay for any information submitted as a result of this request. The Government does not reimburse respondents for any costs associated with submission of the information being requested or, reimburse expenses incurred for responses to this RFI. The information provided may be used by VA in developing its acquisition strategy and Product Description/Performance Work Statement. Any information submitted by respondents to this RFI is strictly voluntary; however, any information received shall become the property of the Government and will not be returned to the respondent. Interested parties are responsible for adequately marking proprietary, restricted or competition sensitive information contained in their response. This is a request for information and does not obligate the Government in any way, nor does it commit the Government to any specific course of action. Background: VA s Office of Information and Technology (OIT) enables world-class delivery of care and benefits to millions of Veterans. Every day, the OIT team supports each of VA s lines of business. OIT s 8,000 employees and 8,000 contractors enable the largest integrated healthcare system in the United States; a benefits processing organization equivalent to a medium-size insurance company; and one of the largest integrated memorial and cemetery organizations in the country. Multiple subordinate divisions comprise OIT: Account Management Office (AMO); Development, Security, and Operations (DevSecOps), which includes Enterprise Program Management Office (EPMO), IT Operations and Services (ITOPS), and the Office of Technical Integration (OT); Office of Information Security (OIS); IT Resource Management (ITRM); Quality, Performance and Risk (QPR); Office of Strategic Sourcing (OSS); the Chief Technology Officer (CTO); and the Office of IT Program Integration (ITPI) and Chief of Staff. OIT also includes support to enterprise-level organizations such as the Office of the Electronic Health Record Management (OEHRM) and the VA/DoD Interagency Program Office (IPO). In Fiscal Year 2016, OIT established a centralized, integrated communication office for the first time since OIT centralized in 2006. IT Strategic Communication (ITSC) launched in November 2015 to develop OIT s communication strategy and implementation plan. ITSC is responsible for OIT s engagement with VA and OIT employees, VA business partners, oversight bodies, IT industry partners, and media, and is accountable for the delivery of all strategic messaging products associated with that engagement on a daily, weekly, monthly, quarterly, annual, and even ad hoc basis. In 2020, ITSC seeks to mature the strategic communication functions and the approach to developing and delivering high impact, Fortune-10 company-level campaigns. In 2019, OIT introduced VA s Digital Transformation Strategy (Attachment A). The VA Digital Transformation Strategy is OIT s roadmap; it guides everything the organization does in support of VA s priorities (Customer Service, MISSION Act Implementation, Business Transformation, VA/DoD Collaboration). This disciplined approach will yield maximum positive impact on Veteran care and services, as well as strengthen VA s and OIT s stewardship of taxpayer dollars. As ITSC intends to become the gold standard in large-scale government strategic communication organizations, OIT requires specialized strategic communication, marketing, and public affairs expertise to supplement a partially-staffed government team that will provide proactive, synchronized, industry-leading strategic communication services to the largest Federal IT workforce currently engaged in the largest IT modernization effort in its history. Draft Requirement: Strategic Communication Program Analysis- ITSC Government staff will conduct an annual analysis of current internal (within OIT) and external (outside of OIT) and VA communication channels and practices, the results of the Federal Employment Viewpoint Survey and the All Employee Survey, as well as any other applicable data. Using that data and analysis, ITSC requests the contractor provide recommendations for development of new communication mechanisms and/or improvement of current mechanisms that will streamline existing communication efforts and guide the organization towards a compelling, data-driven narrative in support of the VA Digital Transformation Strategy. These recommendations shall provide the foundation for proactive, targeted campaigns to specific audiences, identification of more efficient and effective communication channels and products, and methods of capturing and assessing feedback and effectiveness of communication. The analysis and recommendations shall be captured in a report that (at minimum): defines and segments various audiences; identifies types of information and messaging that would be most engaging to each audience; provide options and alternatives for recommended methods of dissemination and channels of delivery; provide recommendations to increase the quantitative focus of ITSC efforts and assist ITSC utilize data-driven communication strategies based on strategic communication industry best practices. Additionally, the contractor will work with the ITSC government employee responsible for metrics and reporting to proactively identify opportunities to conduct data-driven analysis/after-action reviews (AARs) of high-impact events or campaigns. The contractor shall collaborate with appropriate team members to ensure appropriate metrics and data collection are included in the respective communication plans. The contractor shall issue a concise report (estimated at 12-15 per one-year period of performance and in a template approved by ITSC Director prior to production) that establishes the metrics employed, the communication outcomes from the event, and best practices, lessons learned, and recommendations for continuous improvement. Strategic Communication Support of OIT Major Initiatives- Using results from the program analysis report, ITSC requires expert contract resources to implement a comprehensive ITSC Communication Strategy under the guidance of a Government Lead. The ITSC Communication Strategy, which will be developed by ITSC Government staff, will be aligned to OIT s Digital Transformation Strategy and will include implementation of associated calendars of themes and major activities for up to three years, and content management/release schedules for major campaigns across multiple channels (intranet, internet, social media, etc.). Additionally, the contractor will provide communication support to ITSC Government staff charged with developing relationships with VA business partners (Administrations and program offices such as Veterans Experience Office), providing communication support to inter-departmental communication campaigns (estimated at four per year), and amplifying appropriate OIT strategic communication activities with audiences across VA and the Federal Government. ITSC requires the Contractor develop approximately four proactive communication plans designed to demonstrate OIT s relationship to the Veteran experience, including the tactics that lead to successful ITSC goal achievement, a roll-out plan, schedule, and work breakdown structure for specific initiatives that are coordinated, integrated, and proactive. These efforts are pitched by the contract support team to the ITSC Government staff as creative ways to enhance messaging in support of OIT s Digital Transformation Strategy; upon plan approval by ITSC Government staff, the contracted communication support will be responsible for implementing the plan. These initiatives refer to all potential channels of communication available to OIT in this effort to include internal communication, external communication, campaigns and all available media. The plans will define specific and measurable communication goals and objectives; they will also include internal and external outreach activities that maximize use of integrated communication vehicles to reach the broadest audience possible in an engaging, timely, and relevant manner. For purposes of this RFI, a major campaign is defined as one that impacts multiple audiences and includes more than one type of communication vehicle/channel. A minor campaign is one that impacts a single audience and/or that involves a single communication vehicle or channel. Additionally, OIT requires communication support to VA-enterprise-wide efforts supported by OIT (current/recent examples include MISSION Act implementation, Colmery Act implementation, Electronic Health Record Modernization, Financial Management Business Transformation, and Defense Medical Logistics Standard Support). Level of effort and length of time for support in weeks/months may vary by project, but typically include at least one lead FTE per project and part-time support staff for surge support, as well as graphics/multimedia support for each project. Communication support to OIT s EHRM effort will last multiple years. ITSC will support each effort with communication planning and implementation that is appropriately coordinated with respective business and OIT partners (under the guidance of an ITSC government employee). Each effort will include identifying audiences and their unique information needs, recommendations for engaging and highly visual communication products including fact sheets, blog posts, press releases, videos and multimedia, podcasts (and implementation of approved products), and web content. ITSC s MISSION Act support for initial deployment (June 2019) yielded over 75 distinct, graphics-heavy communication products over approximately a two-month period, utilizing one senior communication consultant full time, up to four part-time communication consultants, and at least one full time graphic artist. OIT Front Office Communication Support- OIT requires contracted resources for direct communication support to OIT Front Office initiatives (current and emerging) and high visibility special projects (estimated at 1-2 per month, in addition to the semi-annual year in review products), as well as to OIT Front Office leadership on a daily basis (ASIT/CIO, Principal Deputy Assistant Secretary, Chief of Staff/Director of IT Program Integration, ITSC Director). The operational tempo of this support requires senior level communication expertise who can assess OIT leadership needs rapidly and coordinate with appropriate stakeholders to produce top quality work on extremely short timelines. The Contractor will develop presentations, brochures, talking points, speeches, email messages (such as CIO messages to employees), and other collateral/ad hoc requests that effectively communicate OIT s strategic initiatives to audiences internal and external to OIT (estimated at 15-20 per month). The Contractor shall coordinate with appropriate OIT Government and contract support staff to plan and implement communication support to designated OIT operational plans (such as the OIT-wide Crisis Communication Plan), estimated at six plans per year. OIT Social Media Strategy and Implementation- OIT expects to mature its social media strategy in support of the ITSC Communication Strategy by the end of FY20. OIT will require targeted social media expertise to advise on the Social Media Strategy and help manage implementation. The Contractor shall develop social media campaign plans and editorial calendars for tools such as Twitter, LinkedIn, YouTube, and other new media channels based on the ITSC Communication Strategy. The contractor shall author, post, and respond to content uploaded to OIT s social media channels as applicable, referring questions where prescribed by OIT s Social Media Governance Framework (provided by ITSC management) to the relevant VA government accountable authority. The contractor shall build relationships with key social media users, media, and Health-IT trade organizations and identify and recommend actions that further OIT s social media presence and reach. The contractor shall identify key OIT messages that would benefit the broader VA community, translating them into campaign plans to share with VA s larger social media presences through VA s Office of Public and Intergovernmental Affairs. OIT Podcast Strategy and Implementation OIT intends to produce a podcast series to further socialize VA s Digital Transformation Strategy audiences both internal and external to VA. ITSC requests subject matter expertise in developing a comprehensive podcast strategy under the guidance of an ITSC Government Lead, including goals and supporting quantifiable objectives, implementation approach, content management and scheduling methodology, and reporting on achievement of objectives. Upon approval of the OIT Podcast Strategy, the contractor will implement the strategy, including all pre-production, production, and post-production activities. OIT requests the contractor provide all equipment, to include potential studio production for optimal audio quality, if deemed necessary by ITSC Government Lead. Executive Messaging- IAW the Communication Strategy, OIT requires targeted support to provide recommendations and products (such as fact sheets and graphics) for CIO or other executive-level messaging to a public audience in response to requests from the ITSC management team, numbering approximately 12 per month (currently called Transformation Snapshots). The recommendations shall include the elaboration of key themes into narrative or illustrative format, including talking points, presentations, and fact sheets. Additionally, the Contractor shall combine, abridge and deliver all current CIO messaging emerging from media and external events, town halls, VSO engagements, and all-staff email correspondence into a weekly SES Talking Points email. This product shall be oriented to provide the CIO or senior executive leadership with several relevant, high-impact statements about current key themes. Finally, the Contractor shall develop and maintain an inventory of approximately 50-60 OIT Fact Sheets/Issue Papers (including Bingo quick reference cards associated with each issue papers), the subjects of which are approved by ITSC Director. Organizational Recognition- OIT seeks out opportunities to highlight OIT accomplishments via industry and/or federal government awards nominations. The purpose of these nominations is to showcase innovation and leadership of the OIT organization, making OIT a more attractive employer to highly skilled potential employees, as well as to extend good news stories and improve OIT s reputation with industry partners and other key external stakeholders. The Contractor will provide recommendations for which opportunities best fit OIT goals, conduct all coordination necessary for award nomination, provide nomination submissions that are consistent with OIT key messages/themes and application requirements, and submit the materials on behalf of ITSC (to include nomination/application fees and fees for a physical representation of awards won, such as a plaque). Nominations are estimated at 20 per year. In the event OIT receives recognition as a result of any application submitted, the Contractor will coordinate across the team to publicize and catalog the accomplishment through appropriate external and internal communication channels. Speaking Engagement Support- OIT requires support for the ITSC Government lead for speaking engagements and speechwriting. This support includes speechwriting expertise for high level executives to a public audience, as well as management support for coordinating speaking engagement details with key stakeholders such as VA s Office of General Council (OGC), the VA Office of Public and Intergovernmental Affairs (OPIA), and event organizers, among others, for all of OIT s senior leadership representing OIT in public events. In addition to support of planned events, ITSC requests that the contractor proactively identifies high-impact speaking engagements (estimated at one per month) for the CIO and OIT executives that will advance OIT s and VA s strategic priorities with external (to VA) audiences. The Contractor shall triage, track, and analyze each speaking engagement invitation for audience, topic relevance to the VA Digital Transformation Strategy, opportunities to amplify OIT and VA strategic messages, and return on investment of resources (qualitative assessment based on executive time, effort, etc.). The Contractor shall assist the ITSC Government lead in ensuring all speaking engagements for OIT staff are reviewed and properly vetted for appropriateness in accordance with OIT procedures. For each ITSC-approved speaking engagement, the contractor shall develop recommended storylines for each ITSC-approved, OIT executive-level speaking engagement (estimated at 15 per month) that are consistent with current themes and CIO areas of emphasis for the organization. The speaking engagement materials will include media tie-ins and related recommendations, as well as intel sheets that provide all key messaging, logistics, and timeline information. The contractor will also identify opportunities to amplify the engagement via other ITSC and VA communication channels, such as social media and internet sites (and will create the collateral to support those recommendations). The Contractor shall create presentations with talking points and associated support materials (such as notecards) for each engagement that are aligned to the specific audience and event host themes and which tie in OIT key messages consistently throughout. The contractor will attend selected events that the CIO attends outside of the Washington, DC area to provide communication support, including conducting advance activities for speaking engagements, proactively canvassing for and developing communication opportunities (including, blog, podcast, social media content), and capturing photographic/multimedia material. The number of supported events is estimated at 10 per year, with travel for each event estimated to last three days. Public Affairs and Media Relations Support- OIT requires support in providing OIT leadership ongoing and case-driven media monitoring/analysis, to include timely identification of potentially negative or notably positive media coverage of OIT in order to proactively prepare appropriate talking points to OIT leadership. The Contractor shall provide daily media monitoring analyses, with case-driven media analysis based upon significant OIT activities and any significant ad hoc events. The Contractor shall document and deliver the media monitoring analyses in a Media Monitoring Report, which shall minimally include instances of OIT, or our business partners which link to OIT efforts indirectly, in the media, whether the stories were positive/negative/neutral, and any recommendations for messaging/outreach considering the analysis. The Contractor shall provide a mechanism to assess daily analyses over time to identify on-going and historical trends using quantitative data, rather than assessing media activity in daily increments. The Contractor shall provide a Quarterly Media Monitoring Report, which shall include both quantitative and qualitative trend analysis of that quarter s media monitoring. That Contractor shall present the ITSC Government External Communication Lead with a draft template for the report to approve the content and analysis approach. The Contractor shall also develop a process for monitoring instances of OIT in the media, rapidly notifying ITSC management of notable coverage, and developing high-level talking points for select instances (estimated at 4-5 sets a month). Additionally, ITSC requests contractor expertise to develop a media relations strategy as part of the ITSC Communication Strategy. The media strategy will include identification of key media partners and contact information, outreach approach, and recommendations for proactive interaction with appropriate media outlets to advance coverage of OIT accomplishments. The contractor will implement the strategy, working in coordination with OPIA, VA business partners, and ITSC and OIT team members to amplify or create communication products/efforts that advance VA and OIT strategic messages. OIT and VA Staff Communication Support- OIT requires support in managing multiple existing internal OIT communication channels, including the OIT blog, staff communication, OIT-wide communication campaigns and products, the OIT Communication Calendar, and other appropriate internal channels. These communication channels include: newsletters, electronic announcements, presentations, CIO messages, intranet updates, posters, virtual road shows or speaker series, videos, and internal social media posts. The Contractor shall create an estimated 24 major communication campaigns per one-year period of performance that originate from/are spearheaded by OIT subordinate organizations ( divisions ) but that are applicable beyond that originating division (across OIT and/or external to OIT). These campaigns shall include campaign plan, graphical elements, articles, and promotional materials. The content for these campaigns shall vary based upon the Contractor s recommendations, including magnitude of products, creation of new vehicles, or the extent of the planned audience reach. Examples of communication campaigns that the Contractor would support are the annual National Cybersecurity Awareness Month campaign; VA s move to an enterprise cloud environment; transformation of the Enterprise Help Desk; the annual All Employee Survey campaign; socialization of and education about the new Chief Risk Officer position; the annual Combined Federal Campaign effort. Internal communication support, administered largely under an OIT Communication Working Group, shall serve as a point of coordination to bridge OIT-level efforts with those of subordinate organizations, ensuring seamless, consistent, integrated messaging across all communication products, channels, and vehicles at all levels of OIT. The Contractor shall support ITSC management in facilitating collaboration between ITSC and division communication staff for consistency of messaging, effective bi-directional communication channels, and effective message cascading. To accomplish this, the Contractor shall provide communication representatives who are organized at the ITSC level but develop subject matter expertise in each of the organization s divisions. IAW the ITSC Strategy, the Contractor will provide communication support requested by divisions that comply with ITSC-approved guidelines as outlined in the (to-be published) ITSC Charter. This requested support is included in the estimated 24 major communication campaigns per one-year period of performance. In addition to the 24 major communication campaigns per period of performance, the Contractor shall support ad hoc communication products to address unplanned needs that arise from OIT leadership. These products may include speeches, talking points, high-profile presentations, support for oversight body and Federal partner communication, and communiques that are relevant to OIT objectives and stakeholders at the strategic level. These products are estimated to number 15 per month, not including graphical elements. Graphics, Design, and Multimedia Support- OIT requires highly skilled contract support for all graphics for all ITSC communication activities, as well as layout and web user interface design services that create/maintain a consistent, cohesive look to all ITSC materials and vehicles/channels based upon the OIT and VA brand standards. These requirements typically number 100 graphics per month at OIT level, and 15 simple publication designs, such as brochures (consisting of four pages or fewer), per month across OIT and divisions. The graphics include web and presentation graphics, fact sheets, posters/flyers, branding templates, infographics, and logos/icons. The graphics do not include original photographs taken by the Contractor. The Contractor shall develop products using high resolution imagery and according to key messages and audience outreach standards outlined in the ITSC Communication Strategy. Illustrative components required may take the form of non-static, novel technologies or design methodologies. The Contractor shall provide on-site, rapid response support for quick-turnaround requests from OIT leadership (primarily OIT Assistant Secretary for IT/CIO, the Primary Deputy Assistant Secretary, and OIT Chief of Staff). Image and Video Support- OIT requires professional photography support for an estimated 60-70 events per one-year period of performance (each usually lasting fewer than four hours) within the Washington, D.C. area, in addition to selected ITSC-approved events in the continental United States (approximately five per one-year option period, each lasting an estimated three nights). The Contractor shall proactively evaluate all campaigns and communication activities to identify opportunities for real-time, field-based photography demonstrating the value of VA IT, IT staff in action, and IT leadership working with key audiences. The Contractor shall coordinate photography and videography, through Contractor-provided equipment/services, to capture compelling, relevant photos, images, and videos that can be utilized in future campaigns or products. There shall be no copyright restrictions on any photos. The Contractor shall tag and archive the images/photos in a repository in the Web Based Archive for easy access by all communication staff throughout OIT, and the Contractor shall promote their use throughout the above-mentioned initiatives. The Contractor shall plan, develop, incorporate and provide multimedia (audio- and video-based) communication products into major campaigns according to VA-approved ITSC Strategy and ITSC communication/campaign plans. There shall be no copyright restrictions on any of the multimedia files. The multimedia products should incorporate new and novel approaches, such as animation and/or motion capture. For interviews, the Contractor will develop scripts, coordinate with interview subjects, and conduct the interviews. The Contractor will film and edit footage into cohesive series format, inserting organizational standard graphics and video components. The Contractor will provide outreach/publicity support, as well as perform testing and reporting on the quality of the multimedia products. Based upon similar efforts conducted within VA, it is anticipated that up to approximately 120 total minutes of finished/edited video content shall be required per year. At least half of the videos per year shall meet the requirement for publication on the VA public-facing YouTube channel. At a minimum, all videos must be open or closed captioned; all videos must be audio described; captions and/or audio description must be user selectable or permanent. Business Operations and Information Management Support- OIT requires support to ITSC Management in managing the daily operations of a large- scale strategic communication organization that directly reports to the CIO (typical annual outputs of the team include over 1000 communication products and over 900 graphics products). This support includes project management, business processing engineering and documentation, and communication expertise in addition to operational tasks. All tasks are to be performed at a Fortune 10, senior-executive support level. The Contractor shall provide support to assess, establish, document, and implement necessary operational processes and procedures across ITSC operations. Additionally, the Contractor s support shall include the following tasks: identify and track OIT and ITSC accomplishments; collaborate with the SharePoint developer to continuously improve functional enhancements to the ITSC SharePoint tools; coordinate with appropriate staff to develop and maintain a master ITSC Calendar that depicts current and future ITSC events and assist the ITSC management in highlighting and managing key deadlines associated with those events; and managing and hosting a weekly team-wide collaboration meeting. The Contractor shall assist ITSC management and the ITSC SharePoint Developer in identifying the types of information the organization must manage and develop the business processes and standard procedures for ITSC team members to properly use, store, catalog, and easily retrieve all relevant ITSC communication products and team documentation. The Contractor shall ascertain and provide recommendations on which of these types of information must be archived for future reference, how often they should be updated, and the best way in which they should be retrieved. These recommendations may include process maps, text-based documentation, or spreadsheets. The Contractor shall provide administrative support to the ITSC Director, to include scheduling meeting spaces; establishing/maintaining daily/weekly briefing folders (hard copy and electronic as required) of ITSC activities for the ITSC Director and OIT CIO/PDAS/CoS; and other general administrative support such as capturing high quality meeting notes (estimated at up to two meetings per day) and creating read-ahead packets for designated ITSC Director-level meetings when required (estimated at one per week). Accessibility ITSC products will conform with the requirements of Section 508 of the Americans with Disabilities Act. The ITSC Government and contract team will ensure all communication products, starting with the document owner and content producer, will adhere to accessibility standards. ITSC will work in conjunction with the 508 Program Office to conduct training for OIT stakeholders to improve OIT staff knowledge and ability to produce accessible content from inception. The contractor shall participate in ITSC-produced training events under the guidance of ITSC Government staff, estimated at six one-hour presentations per year, with subject matter expertise commensurate with this training requirement. The contractor shall also conduct 508-compliance checks on ITSC communication products prior to releasing for posting to the OIT web presence or releasing products for public viewing. Response(s): Please submit the below requested information by 12:00PM EST on January 17, 2020 via email to Will Kearns. Contract Specialist, at William.KearnsJr@va.gov and Heather Paragano, Contracting Officer, at Heather.Paragano@va.gov. VA reserves the right to respond to any, all, or select respondents. All VA current requirements identified herein are subject to change at any time. If you experience any problems or have any questions concerning this announcement, please contact Will Kearns at 732-795-1109, or Heather Paragano at 732-440-9719. VA appreciates your time and anticipated response. As part of your RFI response, please provide the following information: General Com...