FEMA Awards $2.5M for Hermit's Peak Media Outreach to Agenda, LLC
Contract Overview
Contract Amount: $2,538,178 ($2.5M)
Contractor: Agenda, LLC
Awarding Agency: Department of Homeland Security
Start Date: 2024-03-04
End Date: 2025-03-03
Contract Duration: 364 days
Daily Burn Rate: $7.0K/day
Competition Type: FULL AND OPEN COMPETITION
Number of Offers Received: 5
Pricing Type: FIRM FIXED PRICE
Sector: Other
Official Description: FOR TARGETED MEDIA MARKETING OUTREACH AND MEDIA PURCHASE IN SUPPORT OF FEMA HERMITS PEAK CLAIMS OFFICE.
Place of Performance
Location: SANTA FE, SANTA FE County, NEW MEXICO, 87501
Plain-Language Summary
Department of Homeland Security obligated $2.5 million to AGENDA, LLC for work described as: FOR TARGETED MEDIA MARKETING OUTREACH AND MEDIA PURCHASE IN SUPPORT OF FEMA HERMITS PEAK CLAIMS OFFICE. Key points: 1. Contract awarded for targeted media marketing and purchase for FEMA's Hermit's Peak Claims Office. 2. Agenda, LLC, a public relations agency, secured the $2.54M delivery order. 3. The contract aims to support outreach efforts in New Mexico. 4. This is a firm-fixed-price contract, indicating a set cost for services.
Value Assessment
Rating: good
The $2.54 million award for a one-year contract appears reasonable for targeted media marketing and purchase services. Benchmarking against similar public relations contracts for government outreach would provide a more precise assessment.
Cost Per Unit: N/A
Competition Analysis
Competition Level: full-and-open
The contract was awarded under full and open competition, suggesting a competitive bidding process. This method generally promotes price discovery and ensures fair market value.
Taxpayer Impact: Taxpayer funds are being used for essential communication and outreach related to disaster recovery efforts, aiming for efficient dissemination of information.
Public Impact
Ensures affected individuals receive timely information about FEMA's Hermit's Peak Claims Office. Supports the effective communication of recovery resources and processes. Aims to reach the target audience through strategic media placement.
Waste & Efficiency Indicators
Waste Risk Score: 50 / 10
Warning Flags
- Potential for scope creep if outreach needs expand beyond initial targets.
- Effectiveness of media placement in reaching specific demographics needs monitoring.
Positive Signals
- Clear objective for targeted outreach.
- Competitive award process.
- Defined contract period and fixed price.
Sector Analysis
The Public Relations Agencies sector (NAICS 541820) encompasses firms that develop and implement public relations programs. Spending in this sector for government outreach is common, especially during crisis or recovery periods.
Small Business Impact
The data does not indicate if small businesses were involved as subcontractors or if the prime contractor is a small business. Further analysis would be needed to assess small business participation.
Oversight & Accountability
The Department of Homeland Security, specifically FEMA, is responsible for overseeing this contract. Standard oversight procedures for delivery orders should ensure performance and adherence to contract terms.
Related Government Programs
- Public Relations Agencies
- Department of Homeland Security Contracting
- Federal Emergency Management Agency Programs
Risk Flags
- Potential for underperformance if media strategy is not optimized.
- Risk of inefficient spending if targeting is not precise.
- Dependence on contractor's expertise for successful outreach.
- Need for clear performance metrics to ensure accountability.
Tags
public-relations-agencies, department-of-homeland-security, nm, delivery-order, 1m-plus
Frequently Asked Questions
What is this federal contract paying for?
Department of Homeland Security awarded $2.5 million to AGENDA, LLC. FOR TARGETED MEDIA MARKETING OUTREACH AND MEDIA PURCHASE IN SUPPORT OF FEMA HERMITS PEAK CLAIMS OFFICE.
Who is the contractor on this award?
The obligated recipient is AGENDA, LLC.
Which agency awarded this contract?
Awarding agency: Department of Homeland Security (Federal Emergency Management Agency).
What is the total obligated amount?
The obligated amount is $2.5 million.
What is the period of performance?
Start: 2024-03-04. End: 2025-03-03.
What is the expected reach and impact of the media campaign?
The expected reach and impact of the media campaign are crucial for assessing value. While the contract specifies targeted outreach, the specific metrics for success (e.g., audience engagement, information dissemination rates) are not detailed. Understanding the campaign's strategy and key performance indicators will be vital for evaluating its effectiveness in supporting the Hermit's Peak Claims Office.
What are the key performance indicators (KPIs) for this contract?
Key performance indicators for this contract would likely focus on the effectiveness of media placement and the reach of the outreach campaign. This could include metrics such as impressions, click-through rates, website traffic driven by the campaign, and potentially qualitative feedback on public awareness. Without defined KPIs, measuring the success and value for money of the $2.54 million expenditure becomes challenging.
How will the effectiveness of Agenda, LLC's services be measured?
The effectiveness of Agenda, LLC's services will be measured against the objectives of the media outreach and purchase. This likely involves tracking campaign performance metrics, such as audience engagement and message penetration within the target demographic in New Mexico. FEMA's evaluation will determine if the chosen media channels and messaging successfully supported the Hermit's Peak Claims Office's mission.
Industry Classification
NAICS: Professional, Scientific, and Technical Services › Advertising, Public Relations, and Related Services › Public Relations Agencies
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
Solicitation ID: 70FB8024Q00000003
Offers Received: 5
Pricing Type: FIRM FIXED PRICE (J)
Evaluated Preference: NONE
Contractor Details
Parent Company: Azenta US Inc
Address: 1715 5TH ST NW, ALBUQUERQUE, NM, 87102
Business Categories: Category Business, Limited Liability Corporation, Partnership or Limited Liability Partnership, Self-Certified Small Disadvantaged Business, Small Business, Special Designations, U.S.-Owned Business
Financial Breakdown
Contract Ceiling: $2,538,178
Exercised Options: $2,538,178
Current Obligation: $2,538,178
Actual Outlays: $2,538,178
Contract Characteristics
Commercial Item: COMMERCIAL PRODUCTS/SERVICES
Parent Contract
Parent Award PIID: 47QRAA18D00FV
IDV Type: FSS
Timeline
Start Date: 2024-03-04
Current End Date: 2025-03-03
Potential End Date: 2026-02-07 00:00:00
Last Modified: 2026-02-06
Other Department of Homeland Security Contracts
- THE United States Coast Guard HAS a Requirement to Procure UP to Twenty-Six (26) Fast Response Cutters (frcs) on a Firm Fixed Price (FFP) Basis With an Economic Price Adjustment (EPA). Phase II of the FRC Program Will Complete the Fleet for a Total of 58 Cutters — $2.1B (Bollinger Shipyards Lockport, L.L.C.)
- Design and Construct NEW Vertical Barrier and Power Distribution, Lighting, Cameras, Equipment Shelters and Linear Ground Detection System (lgds) in Hildago County, NM — $1.8B (Fisher Sand & Gravel CO)
- Production&delivery of National Security Cutter (NSC) 6 — $1.7B (Huntington Ingalls Incorporated)
- YUM-2 Vertical Border and Waterborne Barrier Construction — $1.7B (Fisher Sand & Gravel CO)
- Construct Vertical Border Barrier — $1.6B (Fisher Sand & Gravel CO)