NEW YORK CITY POLICE DEPARTMENT Request for Proposals Issued by the: NYPD Contract Administration Unit FOR THE PROVISION OF A FULL-SERVICE RECRUITMENT ADVERTISING MEDIA STRATEGY: Pin# 0561600001060; E-PIN # 05616P0002 Proposal Due Date: Thursday, November 3, 2016 Time: 2:00 PM Send Proposals in Accordance with the Proposal Submission Requirements to: ATTN: CLAUDIA CASTRO, Administrative Procurement Analyst NYPD Contract Administration Unit 90 Church Street, Suite 1206 New York, N.Y. 10007 1 THE CITY OF NEW YORK POLICE DEPARTMENT REQUEST FOR PROPOSALS FOR RECRUITMENT ADVERTISING MEDIA STRATEGY SERVICES PIN: 0561600001060; E-PIN: 05616P0002 TABLE OF CONTENTS: PAGE #: SECTION I TIMETABLE 3 SECTION II SUMMARY OF THE REQUEST FOR PROPOSALS 4 SECTION III SCOPE OF SERVICES AND MWBE REQUIREMENTS 7 SECTION IV FORMAT AND CONTENT OF THE PROPOSAL 15 SECTION V PROPOSAL EVALUATION AND CONTRACT AWARD 22 PROCEDURES SECTION VI GENERAL INFORMATION TO PROPOSERS 23 Attachment 1 Proposal Cover Letter Attachment 2 Price Proposal Form Attachment 3 Acknowledgment of Addenda Attachment 4 Affirmation Attachment 5 Notice to Proposers Regarding Participation By Minority-Owned and Women-Owned Business Enterprises & Schedule B Subcontractor/MWBE Utilization Plan Attachment 6 Doing Business Data Form Attachment 7 Iran Contract Compliance Rider Attachment 8 Whistleblower Protection Expansion Act – Notice and Rider Attachment 9 Subcontractor Compliance Notice Attachment 10 Electronic Funds Transfer (EFT) Vendor Payment Enrollment Form Attachment 11 Hiring and Employment Rider: HIRENYC and Reporting Requirements Attachment 12 Paid Sick Leave law Contract Rider APPENDIX A GENERAL PROVISIONS GOVERNING CONTRACTS FOR CONSULTANTS, PROFESSIONAL AND TECHNICAL SERVICES APPENDIX B QUALIFICATIONS FOR A NEW YORK CITY POLICE OFFICER TEST FILER AND A POLICE OFFICER RECRUIT APPENDIX C DESCRIPTION OF THE NYPD RECRUITMENT SECTION APPENDIX D STATISTICAL DATA FROM RECENT POLICE OFFICER EXAMS APPENDIX E LIST OF VENDORS UTILIZED DURING PREVIOUS RECRUITMENT DRIVES AUTHORIZED AGENCY CONTACT PERSON Proposers are advised that the Authorized Agency Contact Person for all matters concerning this Request for Proposals is: Name: Name: Claudia Castro, Administrative Procurement Analyst Mailing Address: NYPD Contract Administration Unit 90 Church Street, Room 1206 New York, New York 10007 Telephone #: (646)-610-4786 Fax #: (646)-610-5224 E-Mail Address: [email protected] Printed on paper containing 30% post consumer material 2 SECTION I - TIMETABLE A. Release Date of this Request for Proposals: September 16, 2016 All questions and requests for additional information concerning this RFP should be directed to Claudia Castro, Administrative Procurement Analyst the Authorized Agency Contact Person, at: Telephone #: 646-610-4786 Fax #: 646-610-5224 E-Mail Address: [email protected] B. Pre-Proposal Conference: Date: September 29, 2016 Time: 11:00am – 12:30pm Location: NYPD Candidate Assessment Center 235 East 20th Street, 6th Floor Conference Room New York, NY 10003 Attendance by proposers at the pre-proposal conference is optional but strongly recommended. Please register for the conference by contacting Administrative Procurement Analyst, Claudia Castro at [email protected] or at (646) 610- 4786. The e-mail should contain the name of the prospective vendor, and the names, titles and contact information of all individuals who plan to attend on behalf of the prospective proposer, and should be received by Claudia Castro no later than 2 business days before the Conference. Conference attendees must be prepared to show picture identification for building admission; please allow sufficient time to clear security. C. Final Questions: Date: October 6, 2016 Time: 2:00 PM Address: Questions should be E-Mailed to: [email protected]; or faxed to the Authorized Agency Contact listed below in Section I.D. D. Proposal Due Date, Time and Location: Date: November 3, 2016 Time: 2:00 PM Location: Proposals shall be submitted to: Claudia Castro Administrative Procurement Analyst NYPD Contract Administration Unit 90 Church Street, Room 1206 New York, NY 10007 E-mailed or faxed proposals will not be accepted by the Agency. Proposals received at this Location after the Proposal Due Date and Time are late and shall not be accepted by the Agency, except as provided under New York City’s Procurement Policy Board Rules. The Agency will consider requests made to the Authorized Agency Contact Person to extend the Proposal Due Date and Time prescribed above. However, unless the Agency issues a written addendum to this RFP which extends the Proposal Due Date and Time for all proposers, the Proposal Due Date and Time prescribed above shall remain in effect. E. Anticipated Contract Start Date: 7/01/2017 3 SECTION II – SUMMARY OF THE REQUEST FOR PROPOSALS A. Purpose of RFP The New York City Police Department (“NYPD” or “the Department” or “the Agency”) is seeking an appropriately qualified vendor (“the Proposer” or “the Contractor”) for the provision and implementation of a full-service Recruitment Advertising Media Strategy (“RAMS”) to attract, develop and retain high quality candidates throughout the life cycle of the Police Officer application process. The comprehensive Recruitment Advertising Media Strategy would include a full range of services, including but not limited to creative development of recruitment engagement strategies that attract service-minded individuals; to increase diversity of underrepresented candidates (African-Americans, Asians, Jews, Muslims, women, and the LGBT community); to support candidates from completion of Police Officer Exam to acceptance; to increase transparency of the application, testing and assessment process; to design advertising methods (website, social media, television, print, public transport and radio messages); to conduct diverse focus groups which reflect the City’s demographics to assess effectiveness of proposed campaigns; to conduct special events and publicity management; to conduct analyses of demographics; to design and execute evaluation methodology of recruitment campaign effectiveness; and to conduct budget analysis. A campaign is defined by the NYPD as, all work required to produce all advertising and marketing collateral and media buys to recruit candidates for a time period of up to 2 years, unless the NYPD materially changes the content of the campaign. The selected vendor(s) would assist the NYPD’s Commanding Officer, Candidate Assessment Division to effectively and creatively develop a comprehensive advertising strategy that will convey a unified message of trust between the NYPD and the community in support of its recruitment efforts to attract the most diverse and highest quality candidates for the position of Police Officer and other titles as requested by the Department, including, but not limited to, School Safety Agent, Traffic Enforcement Agent, and 911 Operator. The targeted population of candidates at the present time are those who recognize that policing is about communication and the use of effective people skills. A successful recruiting marketing campaign will address and emphasize the primary role of human relations in order to effectively identify and recruit the highest quality and most diverse candidates; as well as the need for courage to fight crime, prevent terrorism and engage the public with a service-oriented philosophy. Furthermore, the selected vendor will alter the advertising strategy to closely align with shifting agency priorities over time. This requirements contract may be utilized by other uniform City Agencies, such as the Department of Corrections after contract registration with the New York City’s Comptroller’s Office. Background In 1995, the NYPD increased its minimum hiring qualifications, requiring 60 college credits or military experience in addition to a high school diploma. Qualifications for a Police Officer Test filer and a Police Officer recruit are defined in Appendix B. The Police Officer Exam has recently been administered 6 days a week at 2 locations (Manhattan and Brooklyn) on a walk-in basis. The City of New York offers the exam within the City through the Department of Citywide Administrative Services (DCAS). DCAS has indicated that additional testing centers will be opening in each of the remaining boroughs (The Bronx, Queens, and Staten Island) in the coming years. The existing DCAS testing centers have been recently expanded to increase their testing capacities. The Brooklyn facility is equipped with 120 terminals while the Manhattan facility is equipped with 72, and both facilities may be utilized for two (2) sessions per business day. Once Police Officer testing resumes, applicants will have the opportunity to pre-register for the exam on the DCAS website. 4 The NYPD is seeking to develop engagement strategies for recruitment and continuous intervention and support to candidates throughout the life cycle of the testing and assessment process. The ultimate goal of the Department is to recruit and hire a diverse and highly qualified police workforce to protect and serve the people of New York City. B. Anticipated Contract Term It is anticipated that the term of the contract awarded from this RFP would be for five (5) years with two (2) two-year options to renew. The Agency reserves the right, prior to contract award, to determine the length of the initial contract term and each option to renew, if any. C. Anticipated Payment Structure It is anticipated that the payment structure of the