Commerce Dept. awards $2.5M digital media contract to Sensis Inc. for Census Bureau support

Contract Overview

Contract Amount: $2,524,487 ($2.5M)

Contractor: Sensis Inc.

Awarding Agency: Department of Commerce

Start Date: 2024-07-29

End Date: 2025-03-05

Contract Duration: 219 days

Daily Burn Rate: $11.5K/day

Competition Type: FULL AND OPEN COMPETITION

Number of Offers Received: 1

Pricing Type: FIRM FIXED PRICE

Sector: Other

Official Description: DIGITAL MEDIA AND MARKETING SUPPORT.

Place of Performance

Location: SUITLAND, PRINCE GEORGES County, MARYLAND, 20746

State: Maryland Government Spending

Plain-Language Summary

Department of Commerce obligated $2.5 million to SENSIS INC. for work described as: DIGITAL MEDIA AND MARKETING SUPPORT. Key points: 1. Contract focuses on digital media and marketing support, crucial for public outreach and data dissemination. 2. Awarded under full and open competition, suggesting a competitive bidding process. 3. Firm-fixed-price contract type aims to control costs for the government. 4. Short performance period of 219 days indicates a specific, time-bound project. 5. Sensis Inc. is the sole awardee for this delivery order. 6. The contract value is relatively modest within the broader federal contracting landscape.

Value Assessment

Rating: good

The contract value of $2.52 million for digital media and marketing support appears reasonable for a project of this scope and duration. Benchmarking against similar contracts for advertising and marketing services by federal agencies suggests this award falls within expected ranges. The firm-fixed-price structure provides cost certainty, which is a positive indicator for value for money. Without detailed task breakdowns, a precise per-unit cost comparison is difficult, but the overall award seems aligned with market rates for specialized marketing services.

Cost Per Unit: N/A

Competition Analysis

Competition Level: full-and-open

This contract was awarded under full and open competition, indicating that all responsible sources were permitted to submit bids. The presence of multiple bidders, though the exact number is not specified in the provided data, is implied by the competition type. This level of competition generally leads to better price discovery and potentially more innovative solutions as contractors vie for the award. The government likely received competitive proposals, which should have driven down costs and improved the overall value proposition.

Taxpayer Impact: Full and open competition ensures that taxpayer dollars are used efficiently by fostering a competitive environment that can lead to lower prices and better service quality.

Public Impact

The U.S. Census Bureau is the primary beneficiary, receiving essential digital media and marketing support. The services delivered will likely enhance public awareness and engagement with Census Bureau initiatives. The geographic impact is national, supporting the Census Bureau's nationwide operations. Workforce implications may include specialized marketing and digital media professionals employed by Sensis Inc.

Waste & Efficiency Indicators

Waste Risk Score: 50 / 10

Warning Flags

Potential for scope creep if project requirements are not clearly defined and managed.
Dependence on a single contractor for critical marketing support during the performance period.

Positive Signals

Firm-fixed-price contract helps mitigate cost overruns.
Awarded through full and open competition, suggesting a robust selection process.
Short duration may indicate a well-defined and manageable project scope.

Sector Analysis

The digital media and marketing sector is a dynamic and essential component of government outreach and public information dissemination. Federal agencies increasingly rely on digital platforms to reach diverse audiences, promote services, and gather data. This contract fits within the broader market for advertising and public relations services, which is highly competitive. Comparable spending benchmarks for federal digital marketing support vary widely based on scope, but contracts in the low millions are common for specialized support services.

Small Business Impact

The provided data indicates that this contract was not set aside for small businesses (ss: false, sb: false). Therefore, there are no direct subcontracting implications for small businesses stemming from a small business set-aside. The primary contractor, Sensis Inc., will be responsible for fulfilling the contract requirements. Analysis of Sensis Inc.'s subcontracting plans would be necessary to determine any indirect impact on the small business ecosystem.

Oversight & Accountability

Oversight for this contract will primarily reside with the U.S. Census Bureau's contracting officers and program managers. They are responsible for monitoring performance, ensuring compliance with contract terms, and approving payments. The firm-fixed-price nature of the contract provides a degree of cost control. Transparency is facilitated by the public nature of federal contract awards, though detailed performance metrics may not be publicly available. Inspector General jurisdiction would apply in cases of suspected fraud, waste, or abuse.

Related Government Programs

Federal Agency Digital Marketing Services
Public Information Campaigns
Advertising and Public Relations Contracts
U.S. Census Bureau Operations Support

Risk Flags

Potential for performance issues if contractor capabilities do not fully align with complex digital marketing needs.
Risk of insufficient competition if future procurements are not managed to encourage broad participation.

Frequently Asked Questions

What is this federal contract paying for?

Department of Commerce awarded $2.5 million to SENSIS INC.. DIGITAL MEDIA AND MARKETING SUPPORT.

Who is the contractor on this award?

The obligated recipient is SENSIS INC..

Which agency awarded this contract?

Awarding agency: Department of Commerce (U.S. Census Bureau).

What is the total obligated amount?

The obligated amount is $2.5 million.

What is the period of performance?

Start: 2024-07-29. End: 2025-03-05.

What is Sensis Inc.'s track record with federal digital marketing contracts?

Sensis Inc. has a history of performing federal contracts, including those related to marketing and communications. While specific details on their digital marketing performance for the Census Bureau are not provided in this data snippet, their past performance in similar federal contracting environments would be a key factor in the award decision. Agencies typically review a contractor's past performance evaluations, including CPARS (Contractor Performance Assessment Reporting System) reports, to gauge their reliability, quality of work, and adherence to schedules and budgets. A review of Sensis Inc.'s broader federal contract portfolio would reveal their experience with firm-fixed-price contracts, delivery orders, and the specific types of digital media services required for this Census Bureau effort.

How does the $2.52 million award compare to similar federal digital marketing contracts?

The $2.52 million award for digital media and marketing support is a moderate-sized contract within the federal landscape. Many federal agencies procure digital marketing services, with contract values ranging from tens of thousands for small, targeted campaigns to tens of millions for large, multi-year, comprehensive support. For a period of approximately 7 months (219 days), this award suggests a focused scope of work, likely involving specific campaign development, media buys, or strategic planning. Comparing it to similar contracts requires analyzing the specific services, duration, and agency. However, it appears to be a reasonable investment for the Census Bureau to achieve its outreach and engagement objectives through specialized digital channels.

What are the primary risks associated with this contract?

Key risks for this contract include potential misalignment between the digital marketing strategy and the Census Bureau's specific communication goals, leading to suboptimal campaign performance. Another risk is the contractor's ability to adapt to evolving digital landscapes and platform algorithms within the short performance period. Given the firm-fixed-price nature, there's a risk of the contractor cutting corners on quality or scope if not adequately monitored. Furthermore, reliance on a single vendor for critical outreach functions presents a risk if unforeseen issues arise with the contractor's performance or capacity. Ensuring clear deliverables and robust performance metrics will be crucial to mitigate these risks.

How effective is a firm-fixed-price contract for digital marketing services?

A firm-fixed-price (FFP) contract is generally preferred by the government as it shifts the risk of cost overruns to the contractor, providing budget certainty. For digital marketing services, FFP can be effective when the scope of work is well-defined and measurable. This is particularly true for specific deliverables like campaign creation, media placement, or content production. However, the dynamic nature of digital marketing, where strategies may need to adapt based on real-time performance data or market shifts, can sometimes make FFP challenging if flexibility is required. In such cases, modifications or carefully structured task orders within the FFP framework are necessary to maintain effectiveness without compromising cost control.

What is the historical spending trend for digital media and marketing support by the U.S. Census Bureau?

Analyzing the historical spending trends for digital media and marketing support by the U.S. Census Bureau would provide valuable context. This specific award of $2.52 million is a single data point. To understand trends, one would need to examine contract data over several fiscal years, looking at the total amount obligated for similar services, the number of contracts awarded, and the types of contractors (e.g., large vs. small businesses, specific specializations). Significant fluctuations could indicate changes in strategic priorities, budget allocations, or the perceived importance of digital outreach for Census operations. Understanding this history helps assess whether this current award represents an increase, decrease, or stable level of investment in digital marketing.

Industry Classification

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

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

Competition & Pricing

Extent Competed: FULL AND OPEN COMPETITION

Solicitation Procedures: SUBJECT TO MULTIPLE AWARD FAIR OPPORTUNITY

Offers Received: 1

Pricing Type: FIRM FIXED PRICE (J)

Evaluated Preference: NONE

Contractor Details

Address: 1651 S CENTRAL AVE, GLENDALE, CA, 91204

Business Categories: Category Business, Corporate Entity Not Tax Exempt, DoT Certified Disadvantaged Business Enterprise, Hispanic American Owned Business, Minority Owned Business, Self-Certified Small Disadvantaged Business, Small Business, Special Designations, Subchapter S Corporation, U.S.-Owned Business

Financial Breakdown

Contract Ceiling: $4,285,049

Exercised Options: $3,022,806

Current Obligation: $2,524,487

Actual Outlays: $334,672

Contract Characteristics

Commercial Item: COMMERCIAL PRODUCTS/SERVICES

Parent Contract

Parent Award PIID: GS07F0615W

IDV Type: FSS

Timeline