HHS awards $300M for COVID-19 public health campaign by Fors Marsh Group
Contract Overview
Contract Amount: $300,023,797 ($300.0M)
Contractor: Fors Marsh Group LLC
Awarding Agency: Department of Health and Human Services
Start Date: 2020-08-31
End Date: 2021-11-30
Contract Duration: 456 days
Daily Burn Rate: $657.9K/day
Competition Type: FULL AND OPEN COMPETITION
Pricing Type: FIXED PRICE LEVEL OF EFFORT
Sector: Other
Official Description: COVID 19 PUBLIC HEALTH RE OPENING AMERICA: PUBLIC SERVICE ANNOUNCEMENTS AND ADVERTISING CAMPAIGN
Place of Performance
Location: WASHINGTON, DISTRICT OF COLUMBIA County, DISTRICT OF COLUMBIA, 20201
Plain-Language Summary
Department of Health and Human Services obligated $300.0 million to FORS MARSH GROUP LLC for work described as: COVID 19 PUBLIC HEALTH RE OPENING AMERICA: PUBLIC SERVICE ANNOUNCEMENTS AND ADVERTISING CAMPAIGN Key points: 1. Significant investment in public health messaging during a critical period. 2. Fors Marsh Group, a single contractor, received the full award. 3. Potential for concentrated risk due to single-vendor reliance. 4. Advertising and Public Relations sector sees substantial government spending.
Value Assessment
Rating: good
The $300M award for a national PSA campaign appears substantial, but without specific deliverables or benchmarks, a direct pricing comparison is difficult. The fixed-price contract type suggests a defined scope, but the scale implies significant unit costs for media placement and creative development.
Cost Per Unit: N/A
Competition Analysis
Competition Level: full-and-open
The contract was awarded under full and open competition, indicating multiple bids were likely considered. This method generally promotes competitive pricing, though the final price reflects the scope and duration of the campaign.
Taxpayer Impact: Taxpayers funded a large-scale public health initiative aimed at informing the public during the COVID-19 pandemic.
Public Impact
Ensured widespread public awareness of critical health guidelines and information. Supported national efforts to combat the spread of COVID-19 through communication. Provided a platform for government health agencies to disseminate vital updates.
Waste & Efficiency Indicators
Waste Risk Score: 75 / 10
Warning Flags
- Single contractor awarded the entire amount, limiting broader market engagement.
- Contract duration of 456 days is substantial, requiring ongoing performance monitoring.
Positive Signals
- Awarded for a critical public health need during a national emergency.
- Utilized full and open competition to select a vendor.
Sector Analysis
This contract falls within the Advertising and Public Relations sector, which often sees significant government spending during public awareness campaigns. Benchmarks for similar large-scale national campaigns would be necessary for a precise comparison.
Small Business Impact
The data indicates no direct subcontracting to small businesses was specified in this award. The primary contractor, Fors Marsh Group, is not identified as a small business, suggesting limited direct impact on the small business sector for this specific contract.
Oversight & Accountability
The award was managed by the National Institutes of Health (NIH) under the Department of Health and Human Services (HHS). Standard procurement oversight processes would apply, focusing on contract performance and adherence to terms.
Related Government Programs
- All Other Publishers
- Department of Health and Human Services Contracting
- National Institutes of Health Programs
Risk Flags
- High contract value concentrated with a single vendor.
- Lack of specific performance metrics in award data.
- Potential for scope creep or cost overruns if not tightly managed.
- Reliance on a single entity for critical national messaging.
Tags
all-other-publishers, department-of-health-and-human-services, dc, delivery-order, 100m-plus
Frequently Asked Questions
What is this federal contract paying for?
Department of Health and Human Services awarded $300.0 million to FORS MARSH GROUP LLC. COVID 19 PUBLIC HEALTH RE OPENING AMERICA: PUBLIC SERVICE ANNOUNCEMENTS AND ADVERTISING CAMPAIGN
Who is the contractor on this award?
The obligated recipient is FORS MARSH GROUP LLC.
Which agency awarded this contract?
Awarding agency: Department of Health and Human Services (National Institutes of Health).
What is the total obligated amount?
The obligated amount is $300.0 million.
What is the period of performance?
Start: 2020-08-31. End: 2021-11-30.
What was the cost per impression or reach achieved by this advertising campaign?
The provided data does not include metrics like cost per impression or reach. To assess the campaign's value effectively, detailed performance reports and media buy data would be required. This information is crucial for understanding the efficiency of the $300 million investment in public awareness.
What specific risks were identified and mitigated during the contract's execution?
While the data doesn't detail specific risks, potential concerns could include message fatigue, misinformation spread, or inefficient media placement. Effective oversight by NIH would involve monitoring campaign effectiveness, adapting messaging as needed, and ensuring adherence to the fixed-price scope to manage financial risks.
How effective was the campaign in changing public behavior or knowledge regarding COVID-19?
The effectiveness of the campaign in changing public behavior or knowledge is not quantifiable from the provided contract data alone. Post-campaign analysis, public health surveys, and tracking of adherence to guidelines would be necessary to measure its impact. The large budget suggests an intent to achieve significant public engagement.
Industry Classification
NAICS: Information › Newspaper, Periodical, Book, and Directory Publishers › All Other Publishers
Product/Service Code: SUPPORT SVCS (PROF, ADMIN, MGMT) › MANAGEMENT SUPPORT SERVICES
Competition & Pricing
Extent Competed: FULL AND OPEN COMPETITION
Solicitation Procedures: NEGOTIATED PROPOSAL/QUOTE
Pricing Type: FIXED PRICE LEVEL OF EFFORT (B)
Evaluated Preference: NONE
Contractor Details
Address: 1010 N. GLEBE RD, STE 510, ARLINGTON, VA, 22201
Business Categories: Category Business, Corporate Entity Not Tax Exempt, Limited Liability Corporation, Small Business, Special Designations, U.S.-Owned Business
Financial Breakdown
Contract Ceiling: $300,023,797
Exercised Options: $300,023,797
Current Obligation: $300,023,797
Actual Outlays: $29,466,718
Contract Characteristics
Multi-Year Contract: Yes
Commercial Item: COMMERCIAL ITEM PROCEDURES NOT USED
Cost or Pricing Data: NO
Parent Contract
Parent Award PIID: 75N98019D00007
IDV Type: IDC
Timeline
Start Date: 2020-08-31
Current End Date: 2021-11-30
Potential End Date: 2021-11-30 00:00:00
Last Modified: 2024-05-23
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