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This Solicitation is Now Closed
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Comprehensive Marketing Services
for the Peak Load Reduction Program
Request for Proposal (RFP)
No. 755-02
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PROPOSALS DUE: March 10, 2003, 3:00 p.m.
E.S.T. *
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The New York State Energy Research and Development Authority (NYSERDA),
as administrator of the New York Energy $martSM
program, is seeking one contractor to provide comprehensive marketing
services for its Peak Load Reduction Program.
The contract term will be two years with two one-year optional periods.
Approximately $400,000 is available for the first two-year contract.
Eligible contractors must demonstrate experience in marketing energy
services, or related services, to the commercial, industrial, and
institutional markets across New York State.
While this program will provide services to System Benefits Charge-participating
areas of the State, NYSERDA will focus the majority of its marketing
efforts in the New York City region. Therefore, the selected contractor
must also show a thorough understanding of the commercial, industrial,
and institutional building market in New York City, including: electric
capacity shortages during summer peak demand reduction periods, difficulties
of initiating load reduction programs in commercial buildings due
to landlord/tenant issues; environmental permitting issues for emergency
generators; barriers to installing energy-related improvements; and
associations that represent major building owners, tenants, and facility
operators.
The contractor must have these services operational no later than
May 15, 2003.
Proposals are limited to 30 pages, excluding appendices.
Proposal Submission: Four copies of the proposal must be clearly
labeled and mailed to:
Karen Whalen, RFP 755-02
New York State Energy Research and Development Authority
17 Columbia Circle
Albany, New York 12203-6399
Marketing questions should be directed to Paula Rosenberg (518-862-1090,
ext. 3270, pr1@nyserda.org).
Contract questions should be directed to Mary Sauvie (518-862-1090,
ext. 3229, or mks@nyserda.org).
* Proposals are due Eastern Standard Time. Late proposals will
be returned. Faxed or e-mailed proposals will not be accepted. Proposals
will not be accepted at any other NYSERDA location other than the
address specified above.
I. INTRODUCTION
A. Background Information
The New York State Energy Research and Development Authority (NYSERDA)
is a public-benefit corporation established by the State Legislature
in 1975 to address the State's energy and environmental challenges,
pursuant to Title 9 of Article 8 of the Public Authorities Law of
the State of New York. NYSERDA's principal mission is to develop innovative
solutions to some of the State's most difficult energy and environmental
problems, but it also engages in peak demand/system reliability efforts
and economic development. On January 26, 2001, the Public Service
Commission (PSC) issued an order authorizing NYSERDA to continue administering
the State's System Benefits Charge Program for an additional five
years with a completion date of June 30, 2006. This Request for Proposals
will be the primary vehicle to provide comprehensive marketing services
for NYSERDA's Peak Load Reduction Program.
B. Program Description
NYSERDA's current Peak Load Reduction Program (PLRP) is accepting
applications for developing project(s) to reduce peak electric demand
in New York State, particularly New York City, for the summer of 2003.
A full description of the PLRP can be found on NYSERDA's web site:
www.nyserda.org/733pon.html. The incentives
through the PLRP enable customers to participate in load reduction
programs such as the New York Independent System Operator's (NYISO)
Demand Response Program (DRP), a load serving entity's (LSE) Load
Management Program, a Time of Use (TOU) program, or a Real Time Pricing
(RTP) Program.
The Comprehensive Marketing Services Program will increase the number
of customers participating in load reduction programs through a targeted
marketing effort to commercial, industrial, and institutional (CII)
customers, particularly in the New York City region. The contractor
will develop a marketing strategy and a program identity; initiate
a Corporate Appeal program; develop a public recognition program for
successful participants; and provide graphic design services.
II. SERVICES REQUIRED
A. Program Marketing
NYSERDA requires a comprehensive, integrated, targeted marketing plan
to promote the Peak Load Reduction Program to the CII sectors statewide
(particularly New York City), in the most cost-efficient manner possible.
Effort should be made to insure the marketing message is received
by administrative, financial and operations personnel. Tasks include,
but are not limited to:
- Create a program identity with logo (in full color and gray scale
or outline version) and tag line
- Create all publications for inter-change of text without full
re-design
- Supply an 11" x 17" bi-fold brochure (4 color) according
to NYSERDA's style guide
- Supply 2 newspaper ads; 1 full color, 1, black and white
- Supply other items as requested on a per piece, per cost/hr basis
- Develop, track, and report marketing successes
- Develop case studies for the PLRP or other deployment programs
as assigne
- Perform other Program Marketing services as necessary
B. Corporate Appeal Program
NYSERDA requires a corporate appeal program targeted at SBC-eligible
CII customers, solely in New York City, to reduce electric demand
when the NYISO declares an emergency. Customers will voluntarily curtail
the loads, while not participating in the NYISO's Emergency Demand
Response Program or NYSERDA's PLRP. The successful contractor will
be required to work with New York City organizations and associations
that represent commercial, industrial, and institutional customers.
These associations include, but are not limited to, Real Estate Board
of New York (REBNY), the Energy Buyers Forum (EBF), the New York City
Partnership, the Building Owners and Managers Association (BOMA),
the New York Building Congress, and the New York City Economic Development
Corporation. Tasks include, but are not limited to:
- Develop a creative message and marketing strategy, to encourage
commercial customers in New York City to voluntarily curtail loads.
- Develop targeted marketing campaigns to associations and trade
groups to enlist their member participation in NYSERDA's PLRP or
the Corporate Appeal Program.
- Deploy the strategy for the Corporate Appeal.
- Develop marketing materials as necessary to ensure program success.
- Develop, track, and report Corporate Appeal successes.
- Provide other Corporate Appeal Program materials and services
as necessary.
C. Recognition Campaign
NYSERDA requires a public recognition program for those customers
significantly contributing to load reduction, either through the PLRP,
or the Corporate Appeal Program. Tasks include, but are not limited
to:
- Develop recognition campaign strategy.
- Recommend customers that should receive recognition awards.
- Develop and implement recognition materials and other means of
publicly recognizing customers.
- Provide other Recognition Campaign materials and services as necessary.
D. Graphic Design Services
NYSERDA requires clear, concise graphics to support the Marketing
Program, the Corporate Appeal Program, and the Recognition Campaign.
Quick turnaround (within 24 hours) will frequently be required. Tasks
include, but are not limited to:
- Design, layout, and production of high quality graphics materials
for this Program, compatible with NYSERDA's personal computer environment.
- Develop Web-based materials/efforts.
- Perform other Graphic Design Services as necessary.
III. REIMBURSEMENT - The contractor will receive compensation
from NYSERDA based on a billed hourly rate with a not-to-exceed cap.
The maximum cap for this component will be $400,000 for the initial
two-year contract period.
IV. CONTRACTOR RESPONSIBILITIES - The Contractor shall:
A. Execute a contract with NYSERDA on an hourly rate with a not-to-exceed
cap.
B. Sign a confidentiality agreement with appropriate state entities
to insure privacy of customers.
C. Designate a point-of-contact.
D. Prepare a Comprehensive Marketing Proposal describing all facets
of the proposed marketing plan and work with NYSERDA staff to finalize
the plan.
E. Prepare a tactical model to demonstrate how all facets of the plan
are integrated.
F. Prepare a detailed budget showing each element and its associated
costs.
G. Prepare an insertion schedule of printed material, a schedule of
press events, and their associated costs. The contractor shall be
required to only place ads in newspapers, trade journals and association
newsletters that are relevant to reaching the targeted sectors.
H. Provide bi-weekly status reports on activity, progress and current
funding status.
I. Develop and maintain database to track program status and effectiveness.
J. Submit all materials developed as part of this solicitation to
NYSERDA. All materials, such as electronic and hardcopy versions of
mailing lists, become the property of, and will be retained by, NYSERDA.
K. Coordinate activities with the marketing efforts of Con Edison,
the Real Estate Board of New York, and the Partnership for New York
City.
L. Provide monthly invoices to NYSERDA, billed on an hourly rate with
a not-to-exceed cap.
M. Participate in pre- and post-program implementation meetings with
NYSERDA staff.
N. Participate in post-program evaluations.
O. Provide on-going and final accounting of marketing impacts (# impressions
on TV, radio, print; website hits; brochures, etc.).
V. NYSERDA RESPONSIBILITIES - NYSERDA shall:
A. Manage and administer the overall program.
B. Designate a point-of-contact.
C. Review and approve the comprehensive marketing plan.
D. Direct marketing staff activities.
E. Monitor contractor progress through telephone contact, status reports,
meetings, etc.
F. Ensure adherence to NYSERDA policies and program procedures.
G. Provide contractor with administrative procedures.
H. Conduct various program evaluations.
VI. PROPOSAL REQUIREMENTS
Proposers must submit four copies of their proposal. A completed Proposal
Checklist (Attachment A) must be attached to the front of each copy.
Each proposer shall address how it satisfies the requirements discussed
within this RFP, using the format listed below.
Proposals are limited to 30 pages, excluding appendices.
A. General Information
1. Name and address of firm (include all office locations that will
be involved in this Program).
2. Telephone No.: Fax No.: e-mail
Address:
3. Names and titles of two people authorized to represent the firm.
4. Federal Employer Identification Number.
5. Year firm was established and indicate how long your firm has been
in continuous operation.
6. Name and address of parent company (if applicable).
7. Indicate type of firm:
[ ] Partnership [
] Branch Office of:
[ ] Corporation [
] Joint Venture (List venture partners)
[ ] Sole Proprietor [
] Other (Explain)
8. Explain how you will adequately service the targeted customer base
in the New York City region and the statewide customer base, while
minimizing travel/lodging costs.
9. Identify all joint venture firms and subcontractors that will be
used on this contract.
B. Experience
1. Demonstrate your firm's experience in successfully marketing energy
services, or related services, to the commercial, industrial, and
institutional market in New York State.
2. Demonstrate your firm's knowledge of the commercial, industrial,
institutional building market in New York City, including:
• New York State utilities, particularly Con Edison;
• electric load capacity shortages during summer peak periods;
• landlord/tenant issues;
• environmental permitting issues for emergency generators;
• major trade unions in New York City, particularly electricians;
and
• associations that represent major building owners, tenants,
and facility operators.
3. Based on your experience with the New York City commercial, industrial,
and institutional market, provide NYSERDA with your suggested top
three sectors that consume the largest amount of energy and could
be potential participants in a load reduction program. Explain your
choices.
4. Describe at least two examples of ongoing projects or projects
completed within the last five years that demonstrate the ability
to provide the services listed in this RFP.
5. Include non-returnable samples of work your firm has developed,
including:
• Case studies describing New York State projects,
• Advertisements developed for New York State customers,
• Brochures,
• One sample of a corporate identity package for a New York State
firm, and
• One example of material similar to a corporate appeal campaign
The proposer must note the extent of their contribution to the final
product, along with a name, title, company name, address, and phone/fax
numbers for contacts at the organizations for whom these services
were performed.
6. Discuss your firm's resources and procedures for providing graphics
services. Indicate whether your firm will provide the graphics services
directly or through another firm.
C. Staff Qualifications
Provide a staffing plan. Identify the individual who will be the main
contact for the Program. The individual should be experienced in client
relations, project development, and in marketing energy services,
or related services, to commercial, industrial, and institutional
customers. Describe the individual's experience.
Include a brief resume for each key staff person expected to be
directly involved in providing services under this Program. The resume
must highlight education, years with the firm, and all recent experience
in providing services similar to those listed in this solicitation.
Identify all subcontractors that may be used on this project. Provide
company information and resumes for key subcontractor staff in an
appendix.
D. Professional, Overhead, and Profit Cost Proposal
Complete the Cost Proposal Form (Attachment B).
Provide a not-to-exceed budget. Include a breakdown of the cost
for providing the full range of professional services listed. Include
all overhead and profit. The budget must be subtotaled by components
A-D in Section II above.
E. Travel and Administrative Cost Component
Estimate total travel and other administrative costs associated with
your proposal.
Estimate the cost of assembling your entire project team for two
separate meetings. The first meeting will be at NYSERDA's NYC office
(Atrium Building, 485 Seventh Ave., 10th Floor, Suite 1006, NYC).
The second meeting will be at NYSERDA's Albany office (17 Columbia
Circle, Albany, NY). Please assume each meeting will last two full
days (8:30 AM to 5:00 PM). The approved mileage reimbursement rate
is $0.36 per mile. Your estimate should include all relevant costs
including mileage, tolls, and overnight lodging (lodging costs can
not exceed approved State rate). Do not include the cost of staff
salaries.
VII. FACTORS FOR AWARD
All eligible proposals will be reviewed and ranked by a Technical
Evaluation Panel (TEP) consisting of NYSERDA staff and selected outside
reviewers. At NYSERDA's discretion, interviews with top-ranked proposers
may be conducted. Final rankings and the contract award(s) will be
based on the following criteria, listed in order of importance.
A. Experience (30%)
Points will be awarded for: strong relevant experience marketing energy
services, or related services, to the commercial, industrial, and
institutional markets in New York State, with experience in the New
York City market a plus; demonstrated knowledge of the commercial,
industrial, and institutional markets in New York State, with experience
in the New York City market a plus; demonstrated knowledge of New
York State electric utilities, with experience with Con Edison a pllus;
demonstrated knowledge of peak load reduction issues for New York
State, particularly New York City; demonstrated understanding of the
permitting issues associated with the use of emergency generators
in New York City; knowledge of major trade unions in New York City,
particularly the electrical union; and experience working with associations
that represent major building owners, tenants, and facility operators
in New York City.
B. Marketing Strategy (20%)
Points will be awarded based on developing an overall, cost-effective,
strategy for specifically developing and delivering the Marketing,
Corporate Appeal Campaign, Recognition Campaign, and graphic design
services.
C. Staffing (20%)
Points will be awarded based on the ability of the project team to:
provide a main contact experienced in client relations, program development,
and marketing energy services, or related services, to the commercial,
industrial, or institutional sectors; provide full-service marketing
services to New York State customers; document experience in successfully
implementing a corporate appeal program; document experience in developing
and operating a recognition program for successful customers; to document
ability of the project team to produce high quality graphics; maintain
a satisfactory record of performance on past projects in New York
State; and to provide quick turnaround on assignments.
D. Serviceability (15%)
Points will be awarded based on the demonstrated ability of the contractor
to adequately service the prioritized customer base in the New York
City region and the statewide customer base, while minimizing travel/lodging
costs.
E. Cost (15%)
Points will be awarded based on: the competitiveness of rates; the
number of staff assigned; the number of hours allocated to each task;
and the not-to-exceed price to provide all the services requested
in this solicitation.
GENERAL CONDITIONS
Proprietary Information - Careful consideration should be
given before confidential information is submitted to NYSERDA as part
of your proposal. Review should include whether it is critical for
evaluating a proposal, and whether general, non-confidential information,
may be adequate for review purposes.
The NYS Freedom of Information Law, Public Officers law, Article
6, provides for public access to information NYSERDA possesses. Public
Officers Law, Section 87(d)(2) provides for exceptions to disclosure
for records or portions thereof that "are trade secrets or are
submitted to an agency by a commercial enterprise or derived from
information obtained from a commercial enterprise and which if disclosed
would cause substantial injury to the competitive position
of the subject enterprise." Information submitted to NYSERDA
that the proposer wishes to have treated as proprietary, and confidential
trade secret information, should be identified and labeled "Confidential"
or "Proprietary" on each page at the time of disclosure.
This information should include a written request to except it from
disclosure, including a written statement of the reasons why the information
should be excepted. See Public Officers Law, Section 89(5) and the
procedures set forth in 21 NYCRR Part 501.
Omnibus Procurement Act of 1992 - It is the policy of New York State
to maximize opportunities for the participation of New York State
business enterprises, including minority- and women-owned business
enterprises, as bidders, subcontractors, and suppliers on its procurement
Agreements.
Information on the availability of New York subcontractors and suppliers
is available from:
Empire State Development
Division For Small Business
30 South Pearl Street
Albany, NY 12245
A directory of certified minority- and women-owned business enterprises
is available from:
Empire State Development
Minority and Women's Business Dev. Division
30 South Pearl Street
Albany, NY 12245
Contract Award - NYSERDA anticipates making one award under
this solicitation. It may award a contract based on initial proposals
without discussion, or following limited discussion or negotiations.
Each offer should be submitted using the most favorable cost and technical
terms. NYSERDA may request additional data or material to support
proposals. NYSERDA will use the Sample Agreement to contract with
the successful proposers.
Limitation - This solicitation does not commit NYSERDA to
award a contract, pay any costs incurred in preparing a proposal,
or to procure or contract for services or supplies. NYSERDA reserves
the right to accept or reject any or all proposals received, to negotiate
with all qualified sources, or to cancel in part or in its entirety
the solicitation when it is in NYSERDA's best interest.
Disclosure Requirement - The proposer shall disclose any indictment
for any alleged felony, or any conviction for a felony within the
past five years, under the laws of the United States or any state
or territory of the United States, and shall describe circumstances
for each. When a proposer is an association, partnership, corporation,
or other organization, this disclosure requirement includes the organization
and its officers, partners, directors or members of any similarly
governing body, and all subcontractors used during this project. If
an indictment or conviction should come to the attention of NYSERDA
after the award of a contract, NYSERDA may exercise its stop-work
right pending further investigation, or terminate the agreement. The
contractor may be subject to penalties for violation of any law which
may apply in the particular circumstances. Proposers must also disclose
if they have ever been debarred or suspended by any agency of the
U.S. Government or the New York State Department of Labor.
Attachments:
Attachment A. Comprehensive Marketing Services Proposal Checklist
Attachment B. Cost Proposal
Attachment C. Sample Agreement
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