Commerce Dept. awarded $13.4M for 2010 Census communications, with True North Communications Inc. as prime

Contract Overview

Contract Amount: $13,413,089 ($13.4M)

Contractor: True North Communications Inc

Awarding Agency: Department of Commerce

Start Date: 2008-08-18

End Date: 2011-09-30

Contract Duration: 1,138 days

Daily Burn Rate: $11.8K/day

Competition Type: FULL AND OPEN COMPETITION

Number of Offers Received: 1

Pricing Type: COMBINATION (TWO OR MORE)

Sector: Other

Official Description: SUPPORT FOR PARTNERSHIP PROGRAM IN 2010 CENSUS COMMUNICATIONS PROGRAM

Place of Performance

Location: DISTRICT HEIGHTS, PRINCE GEORGE'S County, MARYLAND, 20747

State: Maryland Government Spending

Plain-Language Summary

Department of Commerce obligated $13.4 million to TRUE NORTH COMMUNICATIONS INC for work described as: SUPPORT FOR PARTNERSHIP PROGRAM IN 2010 CENSUS COMMUNICATIONS PROGRAM Key points: 1. Contract value appears reasonable for a multi-year national communications campaign. 2. Full and open competition suggests a competitive bidding process. 3. Contract duration of 1138 days indicates a long-term engagement. 4. The award was made under the Advertising Agencies NAICS code. 5. Performance is in Maryland, but the scope is national. 6. No small business set-aside was utilized for this contract.

Value Assessment

Rating: good

The contract value of $13.4 million for a national communications program over approximately three years is within a reasonable range for such efforts. Benchmarking against similar large-scale public awareness campaigns would provide further context, but the amount does not immediately suggest overpricing. The value proposition hinges on the effectiveness of the communications in achieving Census participation goals.

Cost Per Unit: N/A

Competition Analysis

Competition Level: full-and-open

The contract was awarded under full and open competition, indicating that all responsible sources were permitted to submit a bid. The presence of only one bid (no: 1) is a notable point, as it could suggest limited market interest or a highly specialized requirement. While competition was open, the low number of bids warrants further investigation into potential barriers to entry or market concentration.

Taxpayer Impact: A single bid under full and open competition raises questions about whether taxpayers received the best possible price. While the process was open, the lack of multiple offers may have limited price discovery and potentially led to a higher cost than if more firms had competed.

Public Impact

The primary beneficiaries are the U.S. Census Bureau and the public, who will receive information about the 2010 Census. The services delivered include advertising and communications support to encourage participation in the decennial census. The geographic impact is national, aiming to reach all households across the United States. Workforce implications include jobs in advertising, marketing, and communications within the contractor's organization and potentially subcontractors.

Waste & Efficiency Indicators

Waste Risk Score: 50 / 10

Warning Flags

Limited competition indicated by only one bid despite full and open process.
Potential for contractor lock-in due to long contract duration.
Lack of transparency on specific performance metrics and evaluation criteria.

Positive Signals

Awarded through a full and open competitive process.
Contract duration aligns with the needs of a multi-year campaign.
Contractor has experience in advertising and communications.

Sector Analysis

The advertising and public relations industry is a significant sector supporting government outreach and public awareness campaigns. This contract falls within the advertising agencies sub-sector (NAICS 541810). Government spending in this area is often driven by major public initiatives like the Census, requiring broad-reaching communication strategies. Comparable spending benchmarks would involve looking at other large federal campaigns for public health, national security, or civic engagement.

Small Business Impact

This contract was not set aside for small businesses, nor does it appear to have specific subcontracting requirements for small businesses mentioned in the provided data. The prime contractor, True North Communications Inc., is likely a larger entity. This means opportunities for small businesses to participate would be through direct subcontracting relationships with the prime, which are not explicitly detailed here.

Oversight & Accountability

Oversight would typically be managed by the U.S. Census Bureau's contracting officers and program managers. Accountability measures would be defined in the contract's statement of work and performance standards. Transparency is often limited for specific contract details beyond basic award information, but performance reports and audits, if conducted, would be key oversight mechanisms. Inspector General jurisdiction would apply if fraud or mismanagement were suspected.

Related Government Programs

2020 Census Communications
Federal Advertising Contracts
Public Awareness Campaigns
Census Bureau Outreach Programs

Risk Flags

Low number of bids received under full and open competition.

Frequently Asked Questions

What is this federal contract paying for?

Department of Commerce awarded $13.4 million to TRUE NORTH COMMUNICATIONS INC. SUPPORT FOR PARTNERSHIP PROGRAM IN 2010 CENSUS COMMUNICATIONS PROGRAM

Who is the contractor on this award?

The obligated recipient is TRUE NORTH COMMUNICATIONS INC.

Which agency awarded this contract?

Awarding agency: Department of Commerce (U.S. Census Bureau).

What is the total obligated amount?

The obligated amount is $13.4 million.

What is the period of performance?

Start: 2008-08-18. End: 2011-09-30.

What specific advertising and communication strategies were employed by True North Communications Inc. for the 2010 Census?

The provided data does not detail the specific strategies employed by True North Communications Inc. for the 2010 Census communications program. Typically, such a contract would involve a comprehensive plan including media buys (TV, radio, print, digital), public relations efforts, community outreach, and the development of creative advertising materials. The effectiveness of these strategies would be measured against pre-defined metrics related to public awareness, message recall, and ultimately, census participation rates. Further details would likely be found in the contract's statement of work or internal Census Bureau documentation.

How does the $13.4 million contract value compare to other federal advertising contracts for similar national campaigns?

The $13.4 million contract value for the 2010 Census communications program appears to be a moderate amount for a national campaign of this scale and duration (over three years). Large-scale federal advertising efforts, such as those for public health initiatives (e.g., anti-smoking campaigns) or national security awareness, can range from tens to hundreds of millions of dollars depending on the scope, duration, and media channels utilized. Without specific benchmarks for census communications or comparable civic engagement campaigns, it's difficult to definitively state if this represents a high or low value. However, it suggests a focused effort rather than an extremely broad or prolonged campaign.

What are the potential risks associated with a full and open competition yielding only one bid?

A full and open competition resulting in only one bid presents several risks. Firstly, it significantly reduces the potential for competitive pricing, as the government may not have received the most advantageous offer. Secondly, it could indicate a lack of market capacity or interest in government contracting within that specific service area, potentially signaling future challenges in securing competitive bids for similar needs. Thirdly, it might suggest that the requirements were overly restrictive or that the bidding process was perceived as too burdensome by potential competitors. This scenario warrants a review of the solicitation to ensure it was structured to encourage broad participation.

What was the historical spending pattern for Census Bureau communications prior to this contract?

The provided data does not include historical spending patterns for Census Bureau communications. To assess this, one would need to examine previous Census cycles (e.g., 2000 Census) and analyze the contracts awarded for their respective communication and outreach efforts. This would involve looking at contract values, durations, methods of competition, and the contractors involved. Understanding past spending can help contextualize the $13.4 million awarded for the 2010 Census, revealing whether spending has increased, decreased, or remained relatively stable over time, and whether the approach to contracting has evolved.

What is the track record of True North Communications Inc. in handling large federal contracts, particularly in public communications?

The provided data identifies True North Communications Inc. as the prime contractor for this $13.4 million award. However, it does not offer details on their broader track record, including past performance on federal contracts, their size, or their specific experience in public communications or census-related initiatives. To assess their track record, one would need to consult federal procurement databases (like SAM.gov or FPDS) for a comprehensive list of their awards, past performance evaluations, and any reported issues or successes on previous government contracts. This information is crucial for understanding their capability and reliability.

How effective were the communications efforts in driving participation in the 2010 Census?

The provided data focuses on the contract award itself and does not contain information regarding the effectiveness of the communications efforts in driving participation in the 2010 Census. Assessing effectiveness would require analyzing Census Bureau reports on participation rates, public awareness surveys conducted post-campaign, and potentially independent evaluations of the communication strategy's impact. Key metrics would include mail return rates, online response rates, and overall census completion figures compared to targets or previous cycles, taking into account external factors that might influence participation.

Industry Classification

NAICS: Professional, Scientific, and Technical Services › Advertising, Public Relations, and Related Services › Advertising Agencies

Product/Service Code: SUPPORT SVCS (PROF, ADMIN, MGMT) › MANAGEMENT SUPPORT SERVICES

Competition & Pricing

Extent Competed: FULL AND OPEN COMPETITION

Solicitation Procedures: NEGOTIATED PROPOSAL/QUOTE

Offers Received: 1

Pricing Type: COMBINATION (TWO OR MORE) (2)

Evaluated Preference: NONE

Contractor Details

Parent Company: THE Interpublic Group of Companies Inc (UEI: 006985790)

Address: 100 W 33RD ST, NEW YORK, NY, 90

Business Categories: Category Business, Not Designated a Small Business

Financial Breakdown

Contract Ceiling: $13,765,485

Exercised Options: $13,765,485

Current Obligation: $13,413,089

Parent Contract

Parent Award PIID: DOCYA132307CQ0004

IDV Type: IDC

Timeline