Agriculture awards $4M for WIC outreach website development, with a 3-year term

Contract Overview

Contract Amount: $4,041,974 ($4.0M)

Contractor: Porter Novelli Public Services Inc.

Awarding Agency: Department of Agriculture

Start Date: 2023-05-05

End Date: 2026-02-04

Contract Duration: 1,006 days

Daily Burn Rate: $4.0K/day

Competition Type: FULL AND OPEN COMPETITION

Pricing Type: FIRM FIXED PRICE

Sector: Other

Official Description: THE PURPOSE OF THIS CALL ORDER IS TO ACQUIRE WIC NATIONAL OUTREACH CAMPAIGN WEBSITE DEVELOPMENT SERVICES.

Place of Performance

Location: WASHINGTON, DISTRICT OF COLUMBIA County, DISTRICT OF COLUMBIA, 20005

State: District of Columbia Government Spending

Plain-Language Summary

Department of Agriculture obligated $4.0 million to PORTER NOVELLI PUBLIC SERVICES INC. for work described as: THE PURPOSE OF THIS CALL ORDER IS TO ACQUIRE WIC NATIONAL OUTREACH CAMPAIGN WEBSITE DEVELOPMENT SERVICES. Key points: 1. Contract focuses on website development for the WIC National Outreach Campaign. 2. The award was made under a Blanket Purchase Agreement (BPA) Call. 3. The contract type is Firm Fixed Price, indicating predictable costs. 4. The period of performance spans nearly three years, suggesting a substantial project. 5. The contractor, Porter Novelli Public Services Inc., has experience in marketing and public relations. 6. The North American Industry Classification System (NAICS) code is 541910 (Marketing Research and Public Opinion Polling).

Value Assessment

Rating: good

The contract value of approximately $4 million for website development over three years appears reasonable for a national outreach campaign. Benchmarking against similar government website development contracts is challenging without more specific scope details, but the price per year is roughly $1.35 million. This figure should be evaluated against the complexity and features required for a national campaign, including user engagement, accessibility, and content management.

Cost Per Unit: N/A

Competition Analysis

Competition Level: full-and-open

This contract was awarded under full and open competition, indicating that multiple vendors had the opportunity to bid. The specific number of bidders is not provided, but the full and open nature suggests a competitive process that should drive fair pricing. The use of a BPA Call implies that a broader contract vehicle was already established, and this specific task order was competed among eligible vendors.

Taxpayer Impact: A full and open competition generally benefits taxpayers by fostering a competitive environment that can lead to lower prices and better quality services compared to sole-source or limited competition awards.

Public Impact

The primary beneficiaries are participants and potential participants in the WIC program, who will have access to improved online information and resources. The contract will deliver a national outreach campaign website, enhancing the visibility and accessibility of WIC services. The geographic impact is national, aiming to reach individuals across the United States. The project will likely involve a workforce of web developers, designers, content creators, and project managers, potentially including subcontractors.

Waste & Efficiency Indicators

Waste Risk Score: 50 / 10

Warning Flags

Lack of specific details on the number of bidders limits the assessment of competitive intensity.
The complexity and scope of 'national outreach campaign website development' are broad and require further definition to fully assess value.
Performance metrics and success criteria for the website are not detailed, making it difficult to gauge expected outcomes.

Positive Signals

Awarded under full and open competition, suggesting a robust bidding process.
Firm Fixed Price contract type provides cost certainty for the government.
The contractor, Porter Novelli, has a stated focus on public relations and marketing, aligning with outreach goals.

Sector Analysis

This contract falls within the marketing and advertising sector, specifically focusing on digital presence and public outreach. The market for government website development is substantial, with agencies increasingly relying on digital platforms to communicate with the public and deliver services. Comparable spending benchmarks would typically involve other large-scale government digital transformation or public awareness campaign initiatives, often managed through Indefinite Delivery/Indefinite Quantity (IDIQ) contracts or large BPA vehicles.

Small Business Impact

The provided data does not indicate if this contract included small business set-asides or subcontracting goals. Given the nature of website development and national campaign scope, it is possible that larger firms like Porter Novelli may utilize small business subcontractors for specialized services. Further investigation into the subcontracting plan would be necessary to assess the impact on the small business ecosystem.

Oversight & Accountability

Oversight for this contract would typically reside within the Department of Agriculture's Office of the Chief Financial Officer and the contracting officer's representative responsible for the WIC program. Transparency is facilitated by public contract databases, but detailed project milestones, performance reports, and expenditure breakdowns may not be fully public. Inspector General jurisdiction would apply if any fraud, waste, or abuse is suspected.

Related Government Programs

WIC Program Administration
USDA Public Outreach Initiatives
Government Digital Services
Marketing and Advertising Services

Risk Flags

Potential for scope creep given the broad nature of 'outreach campaign website development'.
Dependence on contractor's expertise for successful campaign reach and engagement.
Need for clear performance metrics to ensure value realization.

Frequently Asked Questions

What is this federal contract paying for?

Department of Agriculture awarded $4.0 million to PORTER NOVELLI PUBLIC SERVICES INC.. THE PURPOSE OF THIS CALL ORDER IS TO ACQUIRE WIC NATIONAL OUTREACH CAMPAIGN WEBSITE DEVELOPMENT SERVICES.

Who is the contractor on this award?

The obligated recipient is PORTER NOVELLI PUBLIC SERVICES INC..

Which agency awarded this contract?

Awarding agency: Department of Agriculture (Office of the Chief Financial Officer).

What is the total obligated amount?

The obligated amount is $4.0 million.

What is the period of performance?

Start: 2023-05-05. End: 2026-02-04.

What is the specific scope of work for the WIC National Outreach Campaign website development?

The provided data indicates the purpose is to 'acquire WIC National Outreach Campaign website development services.' However, the specific scope of work is not detailed. This would typically include requirements for design, content creation, user experience (UX) and user interface (UI) design, accessibility compliance (e.g., Section 508), content management system (CMS) integration, hosting, maintenance, and potentially digital marketing integration. A comprehensive scope would outline target audiences, key messaging, required functionalities (e.g., eligibility checkers, location finders, application portals), and performance metrics for the website's success in outreach.

How does the $4 million contract value compare to similar national outreach website development projects?

Direct comparison is difficult without detailed scope and complexity metrics for other projects. However, $4 million over three years (approximately $1.33 million per year) for a national campaign website suggests a significant undertaking. Large government websites often involve complex integrations, high traffic volumes, and stringent security and accessibility requirements. For context, major federal agency website redesigns or overhauls can range from several hundred thousand to millions of dollars, depending on scale, features, and duration. The value here appears within a plausible range for a national-level initiative, assuming robust functionality and user engagement are key objectives.

What is Porter Novelli Public Services Inc.'s track record with similar government contracts?

Porter Novelli Public Services Inc. has a history of providing public relations, marketing, and communications services. While specific details on their past government website development contracts are not provided in the summary data, their core competencies suggest experience relevant to outreach campaigns. A deeper dive into their contract history, particularly with agencies like the Department of Agriculture or other health and human services entities, would reveal their performance on similar projects, including their ability to manage large-scale communication initiatives and deliver digital solutions.

What are the key performance indicators (KPIs) for this website development contract?

The provided data does not specify the Key Performance Indicators (KPIs) for this contract. Typically, for an outreach website, KPIs would focus on metrics such as website traffic (unique visitors, page views), user engagement (time on site, bounce rate), conversion rates (e.g., inquiries, resource downloads, application starts), reach of outreach efforts, and user satisfaction. The effectiveness of the website in achieving the WIC National Outreach Campaign's objectives would be measured against these defined metrics, which should be detailed in the contract's statement of work.

What is the historical spending pattern for WIC national outreach efforts?

The provided data focuses solely on this specific contract award. To understand historical spending patterns for WIC national outreach, one would need to analyze past budgets and expenditures related to WIC's public information and outreach activities. This would involve examining prior contracts for similar services, marketing campaigns, and public awareness initiatives funded by the USDA for the WIC program. Analyzing trends over several fiscal years would reveal whether this $4 million award represents an increase, decrease, or consistent level of investment in national outreach.

Are there any specific risks associated with this contract, such as technical challenges or contractor performance issues?

Potential risks for this contract include technical challenges related to developing a scalable and secure national website, ensuring accessibility compliance, and integrating with existing systems. Contractor performance risks always exist, such as delays, budget overruns (though mitigated by FFP), or failure to meet performance expectations. Given the 'good' rating for value, significant immediate risks are not apparent from the summary, but ongoing monitoring of project milestones, deliverables, and contractor responsiveness is crucial. The long performance period also introduces risks related to evolving technology and user needs.

Industry Classification

NAICS: Professional, Scientific, and Technical Services › Other Professional, Scientific, and Technical Services › Marketing Research and Public Opinion Polling

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: FIRM FIXED PRICE (J)

Evaluated Preference: NONE

Contractor Details

Address: 805 15TH ST NW, WASHINGTON, DC, 20005

Business Categories: Category Business, Corporate Entity Not Tax Exempt, Not Designated a Small Business, Special Designations, U.S.-Owned Business

Financial Breakdown

Contract Ceiling: $4,041,974

Exercised Options: $4,041,974

Current Obligation: $4,041,974

Actual Outlays: $3,949,692

Contract Characteristics

Commercial Item: COMMERCIAL PRODUCTS/SERVICES

Parent Contract

Parent Award PIID: 12319822A0004

IDV Type: BPA

Timeline