Commerce Department's $33.6M Census Communications Campaign Contract Awarded to True North Communications Inc

Contract Overview

Contract Amount: $33,649,338 ($33.6M)

Contractor: True North Communications Inc

Awarding Agency: Department of Commerce

Start Date: 2008-11-06

End Date: 2010-09-30

Contract Duration: 693 days

Daily Burn Rate: $48.6K/day

Number of Offers Received: 1

Pricing Type: COMBINATION (TWO OR MORE)

Sector: Other

Official Description: CREATIVE/ IN SUPPORT OF THE 2010 CENSUS COMMUNICATIONS CAMPAIGN

Place of Performance

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

State: Maryland Government Spending

Plain-Language Summary

Department of Commerce obligated $33.6 million to TRUE NORTH COMMUNICATIONS INC for work described as: CREATIVE/ IN SUPPORT OF THE 2010 CENSUS COMMUNICATIONS CAMPAIGN Key points: 1. Contract value represents a significant investment in public outreach for a major national undertaking. 2. Focus on advertising agencies suggests a reliance on specialized expertise for broad public engagement. 3. Award timing prior to the census indicates proactive planning for communication needs. 4. The contract's duration aligns with the extensive preparatory and execution phases of the census. 5. Geographic scope is national, requiring a robust communication strategy to reach diverse populations.

Value Assessment

Rating: fair

The contract value of $33.6 million for a communications campaign is substantial. Benchmarking against similar large-scale public awareness campaigns, such as those for public health initiatives or other government programs, would be necessary to fully assess value for money. Without direct comparisons to similar census communication efforts or broader advertising campaigns of this magnitude, it is difficult to definitively state if the pricing is competitive or represents excellent value. The specific deliverables and reach of the campaign will be key determinants of its overall effectiveness and value.

Cost Per Unit: N/A

Competition Analysis

Competition Level: unknown

The provided data does not specify the procurement method used for this contract. Understanding whether it was a full and open competition, a limited competition, or a sole-source award is crucial for assessing the level of competition. A competitive process typically leads to better price discovery and potentially more innovative solutions. If the contract was awarded through a less competitive method, it raises questions about whether the government secured the best possible terms and pricing.

Taxpayer Impact: The level of competition directly impacts taxpayer value. Robust competition generally drives down costs and improves service quality, ensuring that taxpayer funds are used efficiently. A lack of transparency in the competition process can obscure potential cost savings.

Public Impact

The primary beneficiaries are the residents of the United States, who are informed about the importance and process of the 2010 Census. The campaign aims to increase participation rates in the census, ensuring accurate population data. Accurate census data is vital for the equitable distribution of federal funding for public services and political representation. The campaign likely involved various media channels to reach a broad and diverse national audience. Workforce implications could include jobs in advertising, media production, and public relations.

Waste & Efficiency Indicators

Waste Risk Score: 50 / 10

Warning Flags

Lack of clarity on the competition process could indicate potential for non-competitive pricing.
The substantial dollar amount warrants scrutiny to ensure efficient use of public funds.
Effectiveness of the communications campaign in achieving its objectives is not detailed.

Positive Signals

Awarding the contract well in advance of the census demonstrates strategic planning.
The focus on a dedicated communications campaign suggests a commitment to public engagement.
The selection of an advertising agency implies leveraging specialized expertise for maximum reach.

Sector Analysis

The advertising and public relations industry is a significant sector that provides essential services for marketing, communication, and outreach. This contract falls within the advertising agencies sub-sector (NAICS 541810). Government agencies frequently utilize these services for public awareness campaigns, information dissemination, and citizen engagement. The market for advertising services is competitive, with numerous firms offering a range of specialties. The value of this contract, $33.6 million, is substantial within the context of government contracting for advertising, suggesting a large-scale, national campaign.

Small Business Impact

The provided data indicates that this contract was not specifically set aside for small businesses (ss: false, sb: false). Therefore, the primary contractor, True North Communications Inc., is likely a larger entity. There is no information available regarding subcontracting plans or the extent to which small businesses may have been involved in fulfilling parts of this contract. Without this information, it's difficult to assess the impact on the small business ecosystem, though typically large prime contracts offer opportunities for small business subcontractors if actively pursued.

Oversight & Accountability

Oversight for this contract would typically fall under the Department of Commerce's internal audit and program management functions, as well as potentially the Government Accountability Office (GAO) for performance reviews and audits. Transparency would be enhanced by public reporting of campaign metrics and outcomes. The Inspector General for the Department of Commerce would also have jurisdiction to investigate any allegations of fraud, waste, or abuse related to the contract's execution.

Related Government Programs

2010 Census Operations
Federal Public Awareness Campaigns
Government Advertising and Public Relations Services
Department of Commerce Communications Contracts

Risk Flags

Potential lack of transparency in procurement process
Need for detailed performance metrics to assess value
Absence of small business subcontracting data

Frequently Asked Questions

What is this federal contract paying for?

Department of Commerce awarded $33.6 million to TRUE NORTH COMMUNICATIONS INC. CREATIVE/ IN SUPPORT OF THE 2010 CENSUS COMMUNICATIONS CAMPAIGN

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 $33.6 million.

What is the period of performance?

Start: 2008-11-06. End: 2010-09-30.

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

The provided data does not detail the specific communication strategies or media channels utilized. However, for a national campaign of this magnitude, it is highly probable that True North Communications Inc. employed a multi-channel approach. This would typically include a mix of television, radio, print, and digital advertising, alongside public relations efforts, social media engagement (if applicable at the time), and community outreach programs. The objective would be to reach diverse demographics across the United States, ensuring widespread awareness of the census's importance and instructions for participation. Detailed campaign reports, often available through the Census Bureau or Department of Commerce archives, would contain this granular information.

How does the $33.6 million contract value compare to previous or subsequent census communication efforts?

Direct comparison to previous or subsequent census communication efforts requires access to historical spending data for similar campaigns. The 2010 Census was a significant undertaking, and the allocated budget for communications reflects the scale and importance of reaching every household. Inflation and changes in media costs over time would also influence comparisons. For instance, the 2000 Census communications budget might have been lower in nominal terms but potentially higher when adjusted for inflation. Similarly, the 2020 Census likely had a different budget structure, potentially incorporating more digital outreach. A comprehensive analysis would involve normalizing these figures for inflation and comparing the scope and objectives of each campaign.

What were the key performance indicators (KPIs) for this contract, and did True North Communications Inc. meet them?

The provided data does not specify the Key Performance Indicators (KPIs) established for this contract. Typically, for a census communications campaign, KPIs would focus on metrics such as census participation rates, public awareness levels (measured through surveys), website traffic, media impressions, and potentially cost per contact or cost per household reached. Assessing whether True North Communications Inc. met these objectives would require access to post-campaign performance reports from the U.S. Census Bureau. These reports would evaluate the effectiveness of the campaign against pre-defined goals and determine the overall success of the contractor's efforts in driving public engagement with the census.

Were there any challenges or controversies associated with True North Communications Inc.'s performance on this contract?

Information regarding specific challenges or controversies encountered by True North Communications Inc. during the execution of this contract is not present in the provided data. Large-scale government contracts, especially those involving public communication, can sometimes face scrutiny regarding campaign messaging, reach, cost-effectiveness, or adherence to timelines. Without access to official reports, news archives, or oversight body findings related to this specific contract, it is impossible to identify any such issues. A thorough review of government audit reports or GAO investigations concerning the 2010 Census communications would be necessary to uncover any documented challenges.

What is the track record of True North Communications Inc. with federal government contracts, particularly in large-scale public awareness campaigns?

The provided data only identifies True North Communications Inc. as the contractor for this specific $33.6 million contract for the 2010 Census communications campaign. It does not offer insight into their broader track record with federal government contracts. To assess their experience, one would need to consult federal procurement databases (like SAM.gov or FPDS) to identify other contracts awarded to this entity, their values, agencies involved, and performance history. Information on their success with other large-scale public awareness campaigns would be particularly relevant for understanding their capabilities and past performance in similar endeavors.

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

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: $35,970,143

Exercised Options: $35,970,143

Current Obligation: $33,649,338

Parent Contract

Parent Award PIID: DOCYA132307CQ0004

IDV Type: IDC

Timeline