Request For Quote (RFQ)
For Media Planning and Booking Television and Radio Air Time
For a Communication Campaign on Tuberculosis (TB)
Tuberculosis Program South Africa
USAID Contract No. 674-C-00-09-00121-00
Solicitation Number: TB SA-FY-15-01
Issuance Date: October 23, 2014
Submit Questions to: [email protected]
Responses to Questions will be posted at: http://www.tbsouthafrica.org/
Closing Date for Submission of Proposals: October 31, 2014
Managed by:
University Research Co., LLC
Funded by:
United States Agency for International Development
FY 2015: TB Program South Africa: Request for Quote for Booking TV and Rad io Air Time
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TABLE OF CONTENTS
1
INTRODUCTION ......................................................................................................................3
2
BACKGROUND........................................................................................................................3
3 OBJECTIVES AND AUDIENCES OF MEDIA C AMPAIGN .............................................3
3.1 Objectives of the media campaign through TV and Radio ................................................ 3
3.2 Audiences ................................................................................................................................ 4
4 SCOPE OF WORK - MEDIA BUY AND PLACEMENT.....................................................4
4.1 Specifications for TV: ............................................................................................................ 4
4.2 Specifications for Radio: ....................................................................................................... 4
4.3 Audience Analysis .................................................................................................................. 5
5
VALIDITY...................................................................................................................................6
6
ELIGIBILITY CRITERIA..........................................................................................................6
7
EVALUATION CRITERIA .......................................................................................................6
8
AWARD OF THE CONTRACT ..............................................................................................6
9
CONTRACTOR’S RESPONSIBILITIES ..............................................................................7
10 ANNEX 1: BUDGET TEMPLATE..........................................................................................1
FY 2015: TB Program South Africa: Request for Quote for Booking TV and Rad io Air Time
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1 INTRODUCTION
The Tuberculosis (TB) Program South Africa is seeking an organization for planning, negotiating
and buying Television (TV) and Radio air time. The services are required for placement of public
service announcements (PSA) aimed at increasing people’s knowledge and awareness about TB.
The video and audio materials for TV and Radio will be provided by the project. The TB program
South Africa is implemented by University Research Co., LLC (URC) with funding support from
United States Agency for International Development (USAID). The project e project works closely
with the South African National Department of Health (DoH) and other stakeholders to support the
government’s health sector reform through the expansion of quality and accessible TB services.
2 BACKGROUND
The USAID TB Program South Africa supports the National TB Control Program (NTP) strategies
for improving early case detection, increasing access to diagnostics, ensuring treatment support for
patient on TB treatment and ensuring that there is provision of appropriate and timely HIV care for
TB patients and ART treatment for all TB/HIV co-infected patients.
Overall, the USAID TB Project continues to develop its multi- level support working closely with
NTP to build national support by mobilizing resources and creating a conducive environment for
expansion of TB services. This includes TB/HIV and developing strategic interventions that could
rapidly address Multi-Drug Resistance (MDR)/ extensively drug-resistance (XDR) TB threats. In
addition, the project works with provincial and district health departments in the development,
implementation, and evaluation of needs-based strategies to combat TB, TB/HIV, and drug-resistant
TB and to promote best infection control practices. This support is also helping communities create
appropriate advocacy, social mobilization, and health systems strengthening and innovate service
delivery models for the rapid expansion of Directly Observed Treatment Short course (DOTS) for
the control of TB. Key focus areas of the project include:





Increasing the quality of TB services
Increasing the availability of TB services
Increasing the demand for TB treatment
Improving management of TB support systems
Test and scale up new approaches for expanding DOTS coverage
3 OBJECTIVES AND AUDIENCES OF M EDIA CAMPAIGN
3.1
Objectives of the media campaign through TV and Radio

Enhanced awareness of TB prevention, diagnostic and treatment services

Increased TB testing and screening, leading to earlier detection and management of regular
and MDR TB, especially among PLHIV

Increased treatment adherence/Improved Case holding, reducing the incidence of failed
treatments and emergence of MDR/XDR TB

Sustained high levels of case detection by encouraging the concept of “community fighting
TB”
FY 2015: TB Program South Africa: Request for Quote for Booking TV and Rad io Air Time
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
3.2
Reduction of stigma/discrimination and improved treatment adherence through building
and showcasing individual success.
Audiences
The proposed communication campaign through TV and Radio is aimed at reaching the following
groups:






TB patients
People Living with HIV and AIDS (PLWHA)
Health care providers
Parents/Family members of TB patients
General population
Rural and Peri-urban South Africans of all ages from low to middle income households
4 SCOPE OF WORK - M EDIA BUY AND PLACEMENT
Under this scope of work, the selected group(s) will be responsible for buying media time for placing
public service announcements (PSAs) covering targeted TB messages during specified times on
radio and television.
The respondents should submit two separate media time buying quotes and placement plans for
radio and TV. The plans should be consistent with the campaign objectives and target populatio ns.
The proposed plan must demonstrate that it will maximize available funds to reach the largest
number of viewership/listenership by purchasing ad space in programs which are rated most popular
among the targeted audience. The following information should guide the development of the media
buying plan:
4.1
Specifications for TV:
Duration:
The duration of the TV campaign is 3 months
Spots Duration:
30 seconds
Number of bursts:
A total of 3 TV bursts (November - January); 4 weeks of each of the 30
seconds PSAs during the 3 month campaign period.
Channels:
SABC 1, SABC 2, SABC 3, ETV, and other channels
Programs:
Respondents should propose highly rated popular programs to enable the
required reach (average 80% of the target market
Languages:
English, Zulu, Sotho, Afrikaans
Estimated Budget: The quotes should include the cost of media placement during above
specified time slots. In addition, the quotes should also include special volume discounts for each
TV channel for the 3-months duration.
4.2
Specifications for Radio:
Spots Duration:
45 sec
FY 2015: TB Program South Africa: Request for Quote for Booking TV and Rad io Air Time
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Channels:
Metro FM, Ukhozi FM, Umhlobo Wenene FM, Motsweding FM, Lesedi FM,
Thobela FM, and other community radio stations
Number of spots:
A total of 3 bursts (November 2014 – January 2015); 4 weeks each of the 45
seconds PSAs during the 3 month campaign period.
Program:
Programs popular among the target audience
Languages:
English, Zulu, Xhosa, Setswana, Southern Sotho, Sepedi and Afrikaans
Estimated Budget: The quotes should include the cost of media placement during above
specified time slots. In addition, the quotes should also include special volume discounts for each
radio channel/station for the 3-month duration.
4.3
Audience Analysis
The organization need to have media planning software programs such as TELMAR or ARIANA
to track every campaign and perform post analysis. The organization will be required to submit an
audience analysis (quantitative and qualitative) report at the end of every burst.
The respondents shall submit a technical proposal and a cost proposal. The proposals should be
submitted via email to [email protected] and cc [email protected]
Technical Proposal:
a) A Title Page with name of the organization, contact person’s name and title, full address
including telephone, fax and email;
b) A narrative section explaining why the proposed media time buying plans for TV and
Radio including proposed channels and programs are appropriate for reaching the target
audience;
c) Separate Program Schedules for TV and Radio showing distribution of 30/45 seconds
spots by proposed channels and programs;
d) Plan for monitoring the actual airing of PSAs to ensure that the project gets value for its
money.
e) Provide a clear description of other management tasks that need to be performed including
tracking placement of ads as per approved schedule;
f) A section on organizational experience and capacity. Provide a list of different types of
media, specifically TV and Radio, that your organization has purchased in the past three
years including budgeted amount; provide a list of your organization’s top 3 (three) current
clients including name, address, email and phone number of the clients.
Cost Proposal:
The cost application must be presented in Microsoft Excel with no hidden worksheet and showing
all the formulas as applicable. Please be sure to review and confirm that all amounts and formulas
are correct and in South African Rands. The cost proposal shall include the following:
a) A summary budget by different channels and other line items
b) A detail budget by channels and other line items giving adequate breakdowns of all costs
showing the formulas used for cost calculations;
c) All VATs and Taxes associated with advertisement rates must be identified separately;
FY 2015: TB Program South Africa: Request for Quote for Booking TV and Rad io Air Time
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d) Provide budget narratives explaining applicability and costs determination;
e) Discount rates based on the volume of media placement.
f) See Annex 1 for a budget template
5 VALIDITY
The technical and cost quotes should remain valid for not less than 90 calendar days after the
deadline specified above. The technical and cost proposals must be signed by an official authorized
to bind the OFFEROR to its provisions.
6 ELIGIBILITY CRITERIA
The Respondent submitting the proposal should meet the following eligibility criteria:

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Be a legally registered organization under the laws of the Republic of South Africa
Have demonstrated experience in media planning and buying TV and Radio air time
Have demonstrated financial capacity to manage grant funds;
Possess audited financial statement
7 EVALUATION CRITERIA
URC will establish a Technical Evaluation Panel (TEP) to evaluate and score the technical and cost
proposals based on the criteria below. The individual scores by TEP member will be averaged to
determine the final score. The respondent receiving the highest score will be selected for the award.
Criteria
Technical
Proposal
Cost
Proposal
Understanding of the scope of work;
clarity of the explanations and rationales provided in support
of the proposed TV and Radio channels and programs to reach
the target audience;
Proposed Program Schedules for TV and Radio maximize the
potentials for reaching the target audience
Ability to identify and describe the management tasks to be
undertaken
Organizational experience and capacity
Proposed budget is reasonable and maximizes efficient and
effective use of anticipated funds; reflects discounted
advertisement rates as applicable to ads for public good.
TOTAL
8 AWARD
Points
20
15
10
15
40
100
OF THE CONTRACT
a) The contract will be awarded to the Respondent whose offer scores highest average points
based on the evaluation criteria mentioned above;
FY 2015: TB Program South Africa: Request for Quote for Booking TV and Rad io Air Time
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b) URC, at its sole discretion, may request clarification from the Respondent concerning
technical and/or cost issues; may conduct negotiations with the Applicant it is considering
for award; or may award a contract without discussion;
c) Issuance of this RFP does not constitute an award or commitment on the part of the URC
nor does it commit to pay for costs incurred in the preparation and submission of an
application;
d) URC reserves the right to accept other than the lowest price proposal;
e) The budget proposed by the Respondent is subject to reduction if cost or pricing informatio n
submitted in the budget is incomplete, inaccurate and not current.
9 CONTRACTOR’S RESPONSIBILITIES
a) Finalize the advertisement schedule after award of the contract;
b) Evaluate existing demographic information relevant to TV and Radio exposures to
determine how best to reach the target audience;
c) Negotiate a discounted rate as applicable to advertisements supporting public good;
d) URC will pay VAT. The contractor shall make arrangements with the media channels
accordingly.
e) Generate all media placement paper works;
f) Monitor placement of ads for run verification;
g) Verify and reconcile media invoices/billings;
h) Other services as needed for implementation of the scope of work.
FY 2015: TB Program South Africa: Request for Quote for Booking TV and Rad io Air Time
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10 ANNEX 1: BUDGET T EMPLATE
Company
Name
Period:
Type of
Strategy
Duration
Ex:
Television
30
seconds
500
10
60
seconds
600
10
TOTAL
Unit
Cost
# of
Spots
# of
weeks
Proposed
Budget
Proposed
Air Time
Time
Frame
24
Prime
ZAR 120,000.00 Time
April 2013Oct 2013
24
Prime
ZAR 144,000.00 Time
April 2013Oct 2013
ZAR 264,000.00
FY 2015: TB Program South Africa: Request for Quote for Booking TV and Rad io Air Time
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Target Areas
Channels
KZN,
Mpumalanaga,
NW and Eastern
Cape
SABC 1& 2
KZN,
Mpumalanaga,
NW and Eastern
Cape
SABC 1& 2
Message to
be shown
Children PSA
Children PSA