Commerce Dept Awards $29.9M for Census Communications Rapid Response Services to True North Communications
Contract Overview
Contract Amount: $29,928,288 ($29.9M)
Contractor: True North Communications Inc
Awarding Agency: Department of Commerce
Start Date: 2010-04-01
End Date: 2010-09-30
Contract Duration: 182 days
Daily Burn Rate: $164.4K/day
Competition Type: FULL AND OPEN COMPETITION
Number of Offers Received: 9
Pricing Type: FIRM FIXED PRICE
Sector: Other
Official Description: TO-017 AWARD, IS TO SUPPORT RAPID RESPONSE SERVICES UNDER THE 2010 CENSUS COMMUNICATIONS CAMPAIGN CONTRACT
Place of Performance
Location: DISTRICT HEIGHTS, PRINCE GEORGE'S County, MARYLAND, 20747
State: Maryland Government Spending
Plain-Language Summary
Department of Commerce obligated $29.9 million to TRUE NORTH COMMUNICATIONS INC for work described as: TO-017 AWARD, IS TO SUPPORT RAPID RESPONSE SERVICES UNDER THE 2010 CENSUS COMMUNICATIONS CAMPAIGN CONTRACT Key points: 1. Awarded under the 2010 Census Communications Campaign Contract. 2. Focuses on rapid response services, indicating a need for agile communication strategies. 3. Contract value of $29.9M suggests a significant investment in public outreach. 4. Procurement method was full and open competition, implying a broad search for qualified vendors.
Value Assessment
Rating: good
The contract value of $29.9M appears reasonable for a national-level communications campaign requiring rapid response. Benchmarking against similar large-scale public awareness campaigns would provide further context.
Cost Per Unit: N/A
Competition Analysis
Competition Level: full-and-open
The use of full and open competition suggests a robust price discovery process. This method allows multiple qualified vendors to bid, driving competitive pricing.
Taxpayer Impact: Taxpayer funds are being used to ensure effective communication for a critical national undertaking, the Census.
Public Impact
Ensures timely and effective communication during the 2010 Census. Supports public awareness and participation in a vital civic process. Facilitates rapid response to emerging communication needs or challenges.
Waste & Efficiency Indicators
Waste Risk Score: 50 / 10
Warning Flags
- Short contract duration (6 months) may limit long-term strategic planning.
- Fixed-price contract could pose risks if unforeseen scope changes occur.
Positive Signals
- Full and open competition promotes fairness and potentially better pricing.
- Focus on rapid response indicates adaptability to evolving needs.
Sector Analysis
Advertising and related services are crucial for government outreach and public information campaigns. Spending in this sector can vary widely based on the scale and urgency of the initiative.
Small Business Impact
The data indicates this contract was not set aside for small businesses, and no small business participation is explicitly mentioned.
Oversight & Accountability
The award was made under an existing contract, suggesting prior vetting. Oversight would focus on performance against rapid response requirements and budget adherence.
Related Government Programs
- Advertising Agencies
- Department of Commerce Contracting
- U.S. Census Bureau Programs
Risk Flags
- Short contract duration
- Potential for scope creep in rapid response scenarios
- Reliance on a single vendor for critical rapid response functions
Tags
advertising-agencies, department-of-commerce, md, do, 10m-plus
Frequently Asked Questions
What is this federal contract paying for?
Department of Commerce awarded $29.9 million to TRUE NORTH COMMUNICATIONS INC. TO-017 AWARD, IS TO SUPPORT RAPID RESPONSE SERVICES UNDER THE 2010 CENSUS COMMUNICATIONS CAMPAIGN CONTRACT
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 $29.9 million.
What is the period of performance?
Start: 2010-04-01. End: 2010-09-30.
What specific metrics define 'rapid response' in this context, and how will performance against these be measured?
Defining 'rapid response' likely involves turnaround times for campaign materials, message deployment speed, and adaptability to breaking news or public inquiries related to the Census. Performance measurement would involve tracking these response times against pre-defined benchmarks and evaluating the effectiveness of deployed messages in real-time communication channels.
Given the short duration, what is the strategy for knowledge transfer or continuity planning post-contract?
The short 6-month duration suggests this award might be for a specific, time-bound phase of the Census communications. Continuity planning would likely involve integrating lessons learned into subsequent phases or ensuring necessary documentation and assets are transferable to internal teams or follow-on contracts. The Census Bureau would manage this transition.
How does the $29.9M award compare to the total budget allocated for the 2010 Census communications campaign?
This award represents a significant portion of the overall communications budget, highlighting the importance of rapid response capabilities. Without the total campaign budget, it's difficult to assess its proportion, but the amount suggests a critical need for agile support during a key period of the Census.
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: 9
Pricing Type: FIRM FIXED PRICE (J)
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: $61,620,000
Exercised Options: $61,620,000
Current Obligation: $29,928,288
Parent Contract
Parent Award PIID: DOCYA132307CQ0004
IDV Type: IDC
Timeline
Start Date: 2010-04-01
Current End Date: 2010-09-30
Potential End Date: 2010-09-30 00:00:00
Last Modified: 2013-10-22
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