Census communication campaign contract awarded for $97M, highlighting advertising agency's role in public outreach

Contract Overview

Contract Amount: $97,009,628 ($97.0M)

Contractor: True North Communications Inc

Awarding Agency: Department of Commerce

Start Date: 2008-11-06

End Date: 2009-09-30

Contract Duration: 328 days

Daily Burn Rate: $295.8K/day

Competition Type: FULL AND OPEN COMPETITION

Number of Offers Received: 1

Pricing Type: COMBINATION (TWO OR MORE)

Sector: Other

Official Description: MEDIA / 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 $97.0 million to TRUE NORTH COMMUNICATIONS INC for work described as: MEDIA / IN SUPPORT OF THE 2010 CENSUS COMMUNICATIONS CAMPAIGN. Key points: 1. Contract value of $97M for a critical public information campaign. 2. Full and open competition suggests a robust bidding process. 3. Contract duration of 328 days indicates a focused, time-bound effort. 4. Awarded to a single entity, True North Communications Inc., for specialized services. 5. The contract falls under the advertising agencies sector, crucial for public awareness initiatives. 6. Performance period aligns with pre-census activities, emphasizing timely execution.

Value Assessment

Rating: good

The contract value of $97M for a national communications campaign is substantial, but without specific deliverables or benchmarks, a precise value-for-money assessment is challenging. Comparing this to similar large-scale public awareness campaigns would provide better context. The pricing appears to be a result of a competitive bidding process, which generally supports fair market value.

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. This process typically fosters a competitive environment, encouraging multiple bidders to offer their best pricing and services. The fact that it was competed openly suggests the government sought the most advantageous offer.

Taxpayer Impact: A full and open competition is beneficial for taxpayers as it increases the likelihood of receiving competitive pricing and high-quality services, maximizing the return on public funds.

Public Impact

The primary beneficiaries are the public, who receive information about the 2010 Census. Services delivered include advertising and communication strategies to ensure broad participation. The geographic impact is national, aiming to reach all households in the United States. Workforce implications include jobs in advertising, media, and communications, supporting the creative industry.

Waste & Efficiency Indicators

Waste Risk Score: 50 / 10

Warning Flags

Potential for cost overruns if campaign scope expands beyond initial projections.
Risk of ineffective communication if messaging does not resonate with diverse populations.
Dependence on a single contractor could pose risks if performance issues arise.

Positive Signals

Awarded through full and open competition, suggesting competitive pricing.
Contract duration is defined, allowing for clear performance management.
Focus on a specific event (2010 Census) provides a clear objective.

Sector Analysis

This contract falls within the advertising and marketing services sector, a critical component for government outreach and public information campaigns. The market for such services is competitive, with numerous agencies capable of executing large-scale initiatives. The $97M value positions this as a significant contract within the federal advertising spend, likely benchmarked against other major public awareness efforts.

Small Business Impact

The data indicates this contract was not set aside for small businesses, nor does it explicitly mention subcontracting requirements for small businesses. Therefore, the direct impact on the small business ecosystem is likely minimal unless the prime contractor voluntarily engages small business subcontractors. Further analysis would be needed to determine any indirect benefits or opportunities.

Oversight & Accountability

Oversight for this contract would typically fall under the U.S. Census Bureau and the Department of Commerce. Accountability measures would be tied to the contract's performance metrics and deliverables related to the communications campaign. Transparency is generally maintained through contract award databases and public reporting, though specific campaign execution details might be internal.

Related Government Programs

U.S. Census Bureau Operations
Federal Public Information Campaigns
Government Advertising Contracts
2010 Census Initiatives

Risk Flags

Potential for campaign ineffectiveness if messaging is not tailored to diverse audiences.
Risk of contractor underperformance impacting census participation rates.
Dependence on a single vendor for a critical national initiative.

Frequently Asked Questions

What is this federal contract paying for?

Department of Commerce awarded $97.0 million to TRUE NORTH COMMUNICATIONS INC. MEDIA / 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 $97.0 million.

What is the period of performance?

Start: 2008-11-06. End: 2009-09-30.

What was the specific scope of work for True North Communications Inc. under this contract?

The contract data indicates the purpose was 'MEDIA / IN SUPPORT OF THE 2010 CENSUS COMMUNICATIONS CAMPAIGN.' This suggests True North Communications Inc. was responsible for developing and executing media strategies, including advertising placement, creative development, and public relations efforts to inform the public about the 2010 Census and encourage participation. The exact deliverables would be detailed in the contract's statement of work, outlining specific media channels, target audiences, and campaign messaging objectives.

How does the $97M contract value compare to other federal advertising contracts for major public awareness campaigns?

A contract of $97M for a national communications campaign is substantial and places it among significant federal advertising expenditures. For context, major public health initiatives (like anti-smoking or public health awareness campaigns) or large-scale public information efforts (such as during national emergencies or major government programs) can also command budgets in the tens to hundreds of millions of dollars. Without a direct comparison to contracts with identical scope and duration, it's difficult to provide a precise benchmark, but it signifies a major investment in public outreach.

What are the potential risks associated with awarding a large communications contract to a single entity?

Awarding a large contract to a single entity like True North Communications Inc. carries inherent risks. These include potential over-reliance on one contractor, which could lead to complacency or reduced innovation. If the contractor underperforms or faces financial difficulties, it could jeopardize the entire campaign's success. Furthermore, a lack of competition for follow-on work could lead to price increases. However, for highly specialized or integrated campaigns, a single prime contractor can also offer efficiencies and streamlined management.

What performance metrics were likely used to evaluate the success of this communications campaign?

Performance metrics for a census communications campaign would likely focus on reach, engagement, and ultimately, participation rates. Key performance indicators (KPIs) could include media impressions, website traffic, social media engagement, public awareness survey results, and the accuracy and completeness of census data collected. The contract would specify targets for these metrics, and True North Communications Inc.'s performance would be evaluated against them to determine the campaign's effectiveness and the contractor's success.

What is the historical spending pattern for the U.S. Census Bureau on communications and advertising?

The U.S. Census Bureau historically allocates significant funds for communications and advertising, particularly in the lead-up to decennial censuses. The $97M for the 2010 campaign is indicative of the scale of investment required for such a critical national undertaking. Spending patterns can fluctuate based on the specific needs of each census cycle, evolving media landscapes, and the overall budget allocated by Congress. Previous census cycles also involved substantial media outreach efforts, though the exact figures would require detailed historical data review.

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: $97,944,208

Exercised Options: $97,944,208

Current Obligation: $97,009,628

Parent Contract

Parent Award PIID: DOCYA132307CQ0004

IDV Type: IDC

Timeline