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Identification

Reference Number: 22018168
Request ID:
Date First Offered10/27/2009
Title:Distracted Driving Media Campaign - 2009

Agency Reference Number:10-TS-7
Agency:DOT - Transportation
Purchasing Agency:DOT - Transportation
Purchasing Agency SPO:James C McDaniel

Status: Closed

Overview

Description and Specifications:
Notice of intent to award Sole Economically Feasible Source Contracts to advertise with Vendors for radio, television, online and new media outlets for the Agency's "Focus on the Road" campaign to increase awareness of the dangers of distracted driving on Illinois roadways.

Key Information

Notice Type:Sole Economically Feasible Source
Notice Stage:
<Select Notice Stage>

Published:11/10/2009
Notice Expiration Date:11/24/2009
Sole Source Only Justification:The distracted driving campaign is federally funded and is imperative to the Illinois Department of Transportations's (IDOT’s)Traffic Safety Division. Supplying this campaign with the most specialized and focused media outlets is necessary to reach those motorists who continue to drive while distracted. Furthermore, this media buy requires the most focused yet diversified programming in order to reach young drivers between the ages of 15-21. In order to minimize fatalities on Illinois roadways and to decrease distracted driving statewide, the “Focus on the Road” media message serves as the educational component of the Division of Traffic Safety’s comprehensive communications plan. In addition, utilizing cable television, radio, online and new media outlets, IDOT is able to leverage the most effective and efficient communication mediums to reach our intended audience while invoking positive behavior.

The service has not been procured by the agency recently.

Through favorable Arbitron, Nielson and Portable People Meter ratings, the vendors listed must be utilized in order to fulfill satisfactory ad recall rates, optimal frequency, applicable programming, feasible spot rates, extended reach, favorable cume ratings and added value opportunities. Because the target market are young drivers 15-21, we must employ these efficient media outlets to directly influence the intended audience with imperative traffic safety messages in order to assist in preventing fatalities on Illinois roadways by decreasing distracted driving statewide.

Market research was conducted using the following justifiable metrics: Nielson (TV) and Arbitron (Radio)/Portable People Meter (electronic audience measurement) ratings per geographic regions. In addition, allocations performed were based on applicable media markets, reach, frequency, spot rate price, cume rates, gross rating points, added value and promotional opportunities. Alternative media such as out-of-home advertising (in-theatre and social media spots) were based on recall rates, CPM, unique impressions, efficiencies, traffic rates and geo-targeting.

Prices proposed were subject to detailed negotiations, benchmarks, previous campaign proposals, current economic conditions, added value opportunities, industry averages and supplemental publication evidence.

The consequences if these requests are denied would be extremely detrimental to the safety of motorists and the efforts of IDOT and the National Highway Traffic Safety Administration (NHTSA) to decreasing the prevalence of distracted driving in Illinois.
Accordance with Admin Rule:Compatibility of equipment, accessory, parts, or service is paramount consideration

Professional & Artistic:No
Small Business Set-Aside:No

Does this solicitation contain a BEP or DBE requirement?:No

Does this solicitation contain a Veteran requirement?:

Relevant Category:General Services

Total Amount of Award:$193,136.00 (Total Dollar Value Only/Includes Any Renewal Options)
Estimated/Actual Value Description:
Length of Initial Term:1
Contract Begin Date:11/25/2009
Contract End Date:12/15/2009
Renewal Terms:0

Bidder(s)


Number of Responding Bidders:0
Number of Unsuccessful Bidders:0
Total Number Awarded:0

Listing of All Bidders/Offerors Considered But Not Selected:
N/A
Source Selection:RFP

Vendor(s) Selected for Award
Vendor NameAmount of Award BEP Goal % DBE Goal %
US Marketing$8,000.00
Screen Vision Direct$10,000.00
Saga Radio Networks$12,000.00
National CineMedia$20,000.00
Metro Traffic$30,000.00
Mediacom Broadband$8,477.00
Clear Comcast of Florida/Illinois/Michigam, Inc.$55,999.00
Charter Communications 1$12,000.00
Channel One Network$36,660.00

Notice Contact
Name: Colleen Caton
Street Address:2300 S. Dirksen Parkway
City:Springfield
State:IL
Zip Code:62764
Phone: 217-785-5234
Fax Number:217-782-3409
EMail Address:colleen.caton@illinois.gov

Class Code

Class Codes:S100 Advertising Services

NIGP Code

NIGP Commodity/Service Code:


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