Labor Department's $21.9M Job Corps Media Buy Task Order Awarded to MP&F, LLC

Contract Overview

Contract Amount: $21,893,422 ($21.9M)

Contractor: MP&F, LLC

Awarding Agency: Department of Labor

Start Date: 2014-03-26

End Date: 2019-09-25

Contract Duration: 2,009 days

Daily Burn Rate: $10.9K/day

Competition Type: FULL AND OPEN COMPETITION

Pricing Type: TIME AND MATERIALS

Sector: Other

Official Description: IGF::OT::IGF JOB CORPS MEDIA BUY TASK ORDER

Place of Performance

Location: NASHVILLE, DAVIDSON County, TENNESSEE, 37203

State: Tennessee Government Spending

Plain-Language Summary

Department of Labor obligated $21.9 million to MP&F, LLC for work described as: IGF::OT::IGF JOB CORPS MEDIA BUY TASK ORDER Key points: 1. The contract awarded to MP&F, LLC for $21.9 million represents a significant investment in public relations for the Job Corps program. 2. The use of a BPA Call indicates a pre-competed framework, but the specific task order's competition level is crucial for value assessment. 3. Potential risks include ensuring effective media placement and demonstrating a clear return on investment for taxpayer funds. 4. The sector is Public Relations Agencies (NAICS 541820), a specialized field requiring specific expertise.

Value Assessment

Rating: fair

The total award amount is $21.9 million. Without specific details on the deliverables and market rates for similar media buying services, a precise pricing assessment is difficult. Benchmarking against other government or private sector media buys of comparable scope would be necessary.

Cost Per Unit: N/A

Competition Analysis

Competition Level: full-and-open

The contract was awarded under a BPA Call, which implies a prior full and open competition for the base BPA. However, the specific competition for this task order needs further clarification to understand if it was competed among BPA holders or if it was a sole-source award under the BPA. This impacts price discovery.

Taxpayer Impact: Taxpayer funds are being utilized for this media buy. The effectiveness of the campaign in reaching target audiences and achieving program goals will determine the ultimate value for taxpayers.

Public Impact

Public awareness and recruitment for the Job Corps program are likely objectives of this media spending. The campaign aims to reach potential participants and stakeholders through various media channels. Effectiveness will be measured by campaign reach, engagement, and ultimately, enrollment numbers.

Waste & Efficiency Indicators

Waste Risk Score: 50 / 10

Warning Flags

Lack of specific performance metrics for the media buy.
Potential for inefficient spending if targeting or creative is not optimized.
Difficulty in directly attributing enrollment increases solely to this media buy.

Positive Signals

Awarded under a full and open competition BPA, suggesting competitive pricing for the base contract.
Specialized agency selected, implying expertise in public relations.
Clear objective of program promotion and recruitment.

Sector Analysis

The Public Relations Agencies sector (NAICS 541820) involves firms that help organizations build and maintain a public image. Spending in this sector by government agencies often focuses on outreach, recruitment, and public awareness campaigns. Benchmarks would typically compare cost per impression, cost per lead, or cost per acquisition.

Small Business Impact

The data indicates the awardee is MP&F, LLC. Further analysis would be needed to determine if this is a small business and if subcontracting opportunities were provided to small businesses as part of this award.

Oversight & Accountability

Oversight would involve monitoring the media campaign's performance against set objectives, ensuring adherence to contract terms, and verifying that funds are used efficiently and effectively to meet the Job Corps' recruitment and public awareness goals.

Related Government Programs

Public Relations Agencies
Department of Labor Contracting
Office of the Assistant Secretary for Administration and Management Programs

Risk Flags

Potential for overspending without clear performance metrics.
Risk of ineffective targeting or messaging impacting recruitment.
Difficulty in isolating the impact of media spend on enrollment.
Lack of detailed information on specific media channels and their cost-effectiveness.

Frequently Asked Questions

What is this federal contract paying for?

Department of Labor awarded $21.9 million to MP&F, LLC. IGF::OT::IGF JOB CORPS MEDIA BUY TASK ORDER

Who is the contractor on this award?

The obligated recipient is MP&F, LLC.

Which agency awarded this contract?

Awarding agency: Department of Labor (Office of the Assistant Secretary for Administration and Management).

What is the total obligated amount?

The obligated amount is $21.9 million.

What is the period of performance?

Start: 2014-03-26. End: 2019-09-25.

What specific media channels were utilized, and what was the rationale behind their selection to ensure efficient taxpayer spending?

The specific media channels utilized are not detailed in the provided data. A thorough analysis would require reviewing the contractor's media plan, which should outline the chosen platforms (e.g., digital, broadcast, print), the target demographics for each, and the justification for their selection based on reach, cost-effectiveness, and alignment with Job Corps' recruitment goals.

How is the effectiveness of this $21.9 million media buy being measured to ensure a positive return on investment for the government?

Measuring effectiveness requires defined Key Performance Indicators (KPIs) tied to the campaign's objectives. These could include metrics like website traffic, lead generation (inquiries), application rates, enrollment numbers, cost per lead, and cost per enrollment. Regular reporting from the contractor and independent analysis by the agency are crucial for tracking ROI.

Given the significant investment, what steps are in place to mitigate the risk of the media campaign failing to reach or resonate with the intended audience?

Mitigation strategies include rigorous market research to understand the target audience, A/B testing of creative content and messaging, careful selection of media channels based on audience habits, and continuous monitoring of campaign performance with the ability to pivot strategies based on real-time data. Strong contract oversight ensuring regular performance reviews is also key.

Industry Classification

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

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

Competition & Pricing

Extent Competed: FULL AND OPEN COMPETITION

Solicitation Procedures: SUBJECT TO MULTIPLE AWARD FAIR OPPORTUNITY

Pricing Type: TIME AND MATERIALS (Y)

Evaluated Preference: NONE

Contractor Details

Address: 611 COMMERCE ST STE 3000, NASHVILLE, TN, 37203

Business Categories: Category Business, Small Business, Special Designations, U.S.-Owned Business

Financial Breakdown

Contract Ceiling: $24,900,155

Exercised Options: $21,893,422

Current Obligation: $21,893,422

Contract Characteristics

Commercial Item: COMMERCIAL PRODUCTS/SERVICES

Parent Contract

Parent Award PIID: DOLQ141A22187

IDV Type: BPA

Timeline