GSA's $10.1M Contract for GSA.GOV and Insite Development Awarded to Ogilvy Group

Contract Overview

Contract Amount: $10,108,794 ($10.1M)

Contractor: Ogilvy Group, LLC, the

Awarding Agency: General Services Administration

Start Date: 2006-09-01

End Date: 2011-08-31

Contract Duration: 1,825 days

Daily Burn Rate: $5.5K/day

Number of Offers Received: 3

Pricing Type: FIRM FIXED PRICE

Sector: IT

Official Description: OFFICE OF CITIZEN SERVICES INITIAL FUNDING FOR DEVELOPMENT OF GSA.GOV AND INSITE GRAPHIC DESIGN AND CONTRACT SUPPORT SERVICES. PERIOD OF PERFORMANCE: 09/01/2006-08/31/2007.

Place of Performance

Location: WASHINGTON, DISTRICT OF COLUMBIA County, DISTRICT OF COLUMBIA, 20405

State: District of Columbia Government Spending

Plain-Language Summary

General Services Administration obligated $10.1 million to OGILVY GROUP, LLC, THE for work described as: OFFICE OF CITIZEN SERVICES INITIAL FUNDING FOR DEVELOPMENT OF GSA.GOV AND INSITE GRAPHIC DESIGN AND CONTRACT SUPPORT SERVICES. PERIOD OF PERFORMANCE: 09/01/2006-08/31/2007. Key points: 1. Contract awarded for graphic design and contract support for GSA.GOV and Insite. 2. Ogilvy Group, LLC, the contractor, is a known entity in public relations. 3. The contract period spans one year, with a total value of $10.1M. 4. The NAICS code 541820 indicates Public Relations Agencies as the sector.

Value Assessment

Rating: fair

The contract value of $10.1M for a one-year period for graphic design and contract support appears high when compared to typical agency support contracts. Benchmarking against similar digital development and design contracts would be necessary for a more precise assessment.

Cost Per Unit: N/A

Competition Analysis

Competition Level: unknown

The competition method is not specified, but given the contract value and the nature of the services, it is likely that a competitive process was used. However, without details, it's impossible to assess the impact on price discovery.

Taxpayer Impact: The significant investment in website development and design suggests a focus on improving citizen services, which could lead to long-term taxpayer benefits through increased efficiency and engagement.

Public Impact

Enhances the user experience and functionality of GSA.GOV, a key portal for government services. Supports the development of 'Insite,' potentially a new platform or initiative for the GSA. Invests in professional graphic design and contract support to ensure high-quality public-facing products. Aims to improve the government's digital presence and citizen engagement.

Waste & Efficiency Indicators

Waste Risk Score: 50 / 10

Warning Flags

High per-year cost for design and support services.
Lack of transparency on competition method.

Positive Signals

Focus on improving citizen-facing digital platforms.
Potential for long-term efficiency gains.

Sector Analysis

The contract falls under professional services, specifically public relations and graphic design, within the IT and administrative support sectors. The spending benchmark for such services can vary widely based on scope and duration.

Small Business Impact

The data does not indicate whether small businesses were involved in this contract, either as prime contractors or subcontractors. Further investigation would be needed to determine small business participation.

Oversight & Accountability

Oversight would typically be managed by the General Services Administration's Office of the Administrator. The contract's firm fixed-price nature suggests a defined scope, which aids in accountability.

Related Government Programs

Public Relations Agencies
General Services Administration Contracting
Office of the Administrator Programs

Risk Flags

High contract value for a one-year period.
Unclear competition method.
Lack of performance metrics.
No indication of small business participation.

Frequently Asked Questions

What is this federal contract paying for?

General Services Administration awarded $10.1 million to OGILVY GROUP, LLC, THE. OFFICE OF CITIZEN SERVICES INITIAL FUNDING FOR DEVELOPMENT OF GSA.GOV AND INSITE GRAPHIC DESIGN AND CONTRACT SUPPORT SERVICES. PERIOD OF PERFORMANCE: 09/01/2006-08/31/2007.

Who is the contractor on this award?

The obligated recipient is OGILVY GROUP, LLC, THE.

Which agency awarded this contract?

Awarding agency: General Services Administration (Office of the Administrator).

What is the total obligated amount?

The obligated amount is $10.1 million.

What is the period of performance?

Start: 2006-09-01. End: 2011-08-31.

What was the specific scope of work for graphic design and contract support, and how did it justify the $10.1M cost over one year?

The provided data lacks specifics on the detailed scope of work. A comprehensive understanding of deliverables, project complexity, and required expertise for both graphic design and contract support is needed to justify the $10.1M expenditure. Without this, it's difficult to ascertain if the cost aligns with industry standards for similar, large-scale digital development projects.

What was the competitive landscape for this contract, and were there opportunities for small businesses to participate?

The data does not specify the procurement method used, leaving the competitive landscape unclear. It's unknown if this was a sole-source award, a limited competition, or a full and open competition. Furthermore, there is no information regarding small business participation, either as prime contractors or subcontractors, which is a key aspect of federal contracting oversight.

How effectively did the GSA.GOV and Insite platforms perform post-development, and what was the measurable impact on citizen engagement or service delivery?

The effectiveness of the GSA.GOV and Insite platforms after development is not detailed in the provided data. Measuring the return on investment requires post-award performance metrics, such as user satisfaction, task completion rates, and the overall impact on citizen interaction with government services. Without these metrics, the long-term value and effectiveness of this $10.1M investment remain unquantified.

Industry Classification

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

Product/Service Code: PHOTO, MAP, PRINT, PUBLICATION › PHOTOGR, MAPPING, PRINTING, PUBLISH

Contractor Details

Parent Company: WPP PLC (UEI: 232931092)

Address: 636 11 AVE, NEW YORK, NY, 90

Business Categories: Category Business, Not Designated a Small Business

Financial Breakdown

Contract Ceiling: $10,834,105

Exercised Options: $10,108,794

Current Obligation: $10,108,794

Parent Contract

Parent Award PIID: GS23F0273M

IDV Type: FSS

Timeline