Added: Apr 18, 2008 2:39 pm
1. INTRODUCTION
U.S. Customs and Border Protection (CBP), Office of Border Patrol (OBP), Buffalo Sector Recruitment Department, requires radio, newspaper, and mass transit advertising services for recruitment purposes in our respective recruitment Area of Responsibility (AOR), consisting of the States of Maryland, Delaware, Pennsylvania, and Western New York to include the Buffalo, New York area. The advertisements are required to meet the hiring mandate set forth by Congress to hire 6,800 Border Patrol Agents by December 31, 2008.
2. GENERAL REQUIREMENTS
The advertisements will ensure that prospective applicants receive the information required to apply for the Border Patrol agent position. Advertisements will focus on the most densely populated areas from within the AOR.
The vendor shall monitor all advertisements and comply with all sections of this Statement of Work. The Office of Border Patrol may require in-scope modifications to advertisements, methods, and/or mediums.
3. REQUIREMENTS
i) RADIO ADVERTISING
A. Radio Airtime Spots: The length of airtime is 30 seconds. The 30 second commercials are to be provided by OBP and are pre-approved by OBP. The schedule for specific airtimes, frequency of spots, and lengths of spots should maximize exposure to the below mentioned demographics and in the below mentioned markets. See Demographics of Audience Targeted and Markets.
B. Demographics of Audience Targeted
The schedule in which all spots run should target and maximize exposure to the following audiences:
1) Male and female
2) Ages 18-40
3) Ethnically diverse
C. Networks and Stations
The Contractor shall ensure that the stations providing the airtime needed should be capable of maximizing exposure to the aforementioned demographics of the below mentioned markets. Sources listed are likely to expose the open Border Patrol agent position to CBP Border Patrol Recruitment s targeted audience. Commercials should air on networks broadcasting programs relating to:
1) News
2) Sports
3) Talk radio
4) Entertainment - Music
D. Markets
The Contractor shall provide the radio airtime needed in the following areas of Buffalo Sector Recruitment s AOR from 6am to 12 midnight Sunday through Saturday:
i. Buffalo, NY and surrounding Western New York area
ii. The State of Maryland
iii. The State of Pennsylvania
iv. The State of Delaware
E. Frequency of Radio spots
From the time the contract is awarded until December 31, 2008, the Contractor shall provide the number of radio spots listed in each market area during the specified airtimes:
1) Buffalo NY area - 196
2) Baltimore MD area 168
3) Philadelphia, PA area 200
4) Pittsburgh, PA area - 136
ii.) NEWSPAPER ADVERTISING
A. Type of Newspapers
The newspaper will be either daily, weekly, or monthly circulations. The newspapers will be ones of which offer CBP Border Patrol the most cost effective exposure (compare the cost effectiveness of one to page ad in a weekend edition to a smaller ad run 7 days a week) to the below mentioned targeted audiences within the below mentioned targeted markets. (See Demographics of Target Audience/Targeted Markets)
B. Type of Advertisement:
Electronic versions of print artwork will be provided by CBP Border Patrol. The Contractor shall provide CBP Border Patrol reports containing the number of potential applicants based on demographic data, upon request. Newspaper advertisement is to appear throughout newspaper (display advertisements) as opposed to solely appearing in the classified section.
C. Placement:
The placement of advertisements should appear in:
1) News
2) Sports
3) Classified and Jobs
4) College publication
D. Demographics of Target Audience:
The placement of advertisements and the schedule in which all spots run should target and maximize exposure to the following audiences:
1) College Students/recent graduates
2) Male and Female
3) Ages 18-40
4) Ethnically diverse
E. Frequency
The placement of the advertisements shall be every Sunday from the time the contract is awarded until December 31, 2008.
iii.) MASS TRANSIT ADVERTISING
A. Type of transit:
Bus exterior king posters and bus transit shelter advertisements. The Contractor shall provide the bus exterior/transit shelter posters needed in the Cities of Buffalo, NY, Baltimore, MD, and Philadelphia, PA and Pittsburgh, PA.
B. Specific Requirements:
The dimensions of King Posters for Bus exterior 28 inches (minimum) to 30 inches (maximum) in height and 140 inches (minimum) to 144 inches (maximum) in width.
The dimensions of Bus Shelter Posters 45 inches (minimum) to 48 inches (maximum) in height and 70 inches (minimum) to 72 inches (maximum) in width.
C. Type of signage:
The sign will be in color (see graphics) and made of all weather material.
D. Cosmetic Requirement
The design and colors of the posters must not be altered or changed from those provided by CBP Border Patrol for this project.
E. Preventive Maintenance
Preventive maintenance and repair will be included and performed by the contractor in case of weather or ultra violet light damage (fading) for the duration of the contract and option period.
F. Number of buses and bus shelters with posters for each market area.
1. Buffalo NY (4) bus shelters, (8) buses/king advertising
2. Baltimore, MD (4) bus shelters, (8) buses/king advertising
3. Philadelphia, PA - (4) bus shelters, (8) busses/king advertising
4. Pittsburgh, PA - (4) bus shelters, (8) buses/king advertising
4. PERIOD OF PERFORMANCE
The base period of performance is anticipated to begin May 9, 2008 and end December 31, 2008. One option year is desired in case future advertising is determined to be necessary.
5. POINTS OF CONTACT
Randy L.Renn, Field Operations Supervisor, Randy.L.Renn@dhs.gov
Phone# (716) 774-7210 Fax (716) 773-6719
Linda Sargent, Mission Support Specialist, Linda.L.Sargent@dhs.gov
Phone # (716) 774-7211 Fax (716) 773-6719
6. DELIVERABLES-TO BE PROVIDED UPON REQUEST
a. Display advertisement (artwork) print ready - specific size/dimensions
b. Radio Commercials
30 second radio spots
