This addendum is to provide all potential bidders with answers to questions received in reference to Invitation to Negotiate Number ITN/FNW-16/17-61.

ADDENDUM 1 TO: FROM: RE: Vendors Vianka Colin, Purchasing Director INVITATION TO NEGOTIATE NUMBER ITN/FNW-16/17-61 OUTREACH AND CREATIVE SERVICES This addendum is to provide all potential bidders with answers to questions received in reference to Invitation to Negotiate Number ITN/FNW-16/17-61. 1. Under Scope of Project and Deliverables, Section B, Page 12 for Statewide Outreach Plans and Creative Elements, would media buys be included in our proposed budget, or would your Department be responsible for the cost of these radio, TV and digital media buys? Media buying is not included in this ITN. The selected contractor should recommend the types of media to reach the targeted audience(s), based on market research, and create the campaigns and produce all materials and elements needed for the recommended media channels and outlets. 2. In reference to the creative services, will the state agency provide guidance and regular communication with my creative staff to ensure we re on target and within-scope throughout the contract? 3. The ITN mentions the goal of improving the image of the school lunch program. Does the FDACS have a current metric for scoring image? Is there any information on the current perception? Is there any information on how this image has changed over time? FDACS is looking to the contractor to develop an evaluation method. 4. Will the FDACS share a historical overview of the number of participants in the targeted programs (e.g. annual participants in each program over a period of time)? National School Lunch Program Total Lunch Meals Served 2015-16: 289,291,926 2014-15: 284,635,519 2013-14: 278,426,607 School Breakfast Program Total Breakfast Meals Served 2015-16: 140,811,154 2014-15: 132,828,539 2013-14: 130,155,864

Page 2 5. The ITN mentions the goal of increasing awareness and participation in the School Breakfast program. Does the FDACS have a current metric for level of awareness? See answer to question number 3. 6. The response requires the successful contractor to develop and design all the creative elements included in the outreach plan (page 12: Toolkits and Creative Elements) Have any legacy materials been developed and/or produced that are currently being used? If yes, why is FDACS requesting new materials? As stated in the ITN, FDACS is requesting new creative elements and toolkits based on research to ensure their effectiveness. 7. Can the existing materials be reused? If they cannot be used, why not? See answer to question number 6. 8. Are materials required to be 508 compliant? 9. Concerning the evaluation of the campaign as outlined (page 12: Evaluation and Continued Implementation), will the contractor be tasked to evaluate the effectiveness of the campaigns and toolkits among the schools and stakeholders or among the target audiences of students and parents? Both. 10. While the Department has provided minimum key performance indicators (page 13: Key Performance Indicators), has the Department collected other key performance indicators previously? If so, what were the results? 11. Appendix I requests a detailed budget along with the overall dollar amount stated for the three annual items requested under the Project Fees header. To clarify, the Project Fees for each year include all budget items associated with the delivery of the scope of work by the contractor including professional services fees and expenses associated with the delivery of the contract? 12. Why does the ITN specify English and Hispanic as target audiences but not Creole? The target audiences specified in the ITN are predominantly English and Spanish speaking. 13. What existing communications channels do you use for communicating with school decision makers regarding these programs (newsletters, emails, mailers, etc.)? FDACS has a weekly newsletter that is delivered to food service directors. However, the Department is currently evaluating this communication method. 14. Would any proposed program (e.g. in-school promotions) require any additional authorization, coordination and/or approval with entities such as the Department of Education in addition to FDACS? It depends on the proposed activity.

Page 3 15. Are all related expenses (e.g. the production of digital spots, printing, mailing) to be included in the proposed budget? As stated in the ITN, the production of all created elements, including digital spots and other creative materials, should be included in the proposed budget. The Department, separate from the funds included in this ITN, shall be responsible for the printing or publication of materials. 16. What is the policy regarding account-related travel expenses? If these expenses are to be included in the total budget, can they be included as a range/estimate? Travel expenses shall be reimbursed only in accordance with Section 112.061, Florida Statutes, and may be included in the contractor s proposed budget. A range/estimate can be included. 17. Does the FDACS have access to trained spokespersons, in English and Spanish, who could be public representatives at events and/or in interviews? Would these spokespersons be available without an impact to the budget? 18. Is there an incumbent agency? If yes, who is the incumbent agency? If yes, how would you classify the nature of the relationship with the existing agency? 19. Are there any other agencies currently under contract with the FDACS for any outreach or creative services in any way related to this initiative (e.g. promotion of local farms, promotion of specific crops). The Division of Food, Nutrition and Wellness does not have agencies under contract for outreach or creative materials. The Division has a pending contract with Moore Communications Group for media buying services. Other Divisions within FDACS may have agencies under contract for outreach or creative services, but they are not pertaining to the state s child nutrition programs. 20. What barriers to adoption has the FDACS documented previously to-date? What has been done previously to address these issues? Barriers to adoption include, but are not limited to the following: - School Food Authorities vary drastically in size and resources throughout the state. - FDACS has not previously created materials based on market research. - FDACS has not measured of the effectiveness of creative materials. - FDACS has not developed a cohesive campaign for any of the state s child nutrition programs. FDACS has issued this ITN to address these issues. 21. Has FDACS done anything like recent polling or market research to gauge what the biggest hindrances are preventing adoption going forward? If so, how might we access the results of this research? As stated in the ITN, FDACS is requesting the contractor to conduct market research to develop creative materials that effectively reach the specified target audiences.

Page 4 22. In its analysis of communications campaigns, how does/will the FDACS control for statistical factors beyond the contractor s control (e.g. change in the total number of schools in the state, schools that are over max capacity at mealtimes) FDACS realizes that there are other factors that may affect the campaigns. 23. Can you provide access to prior end of school year reports, and any additional information on past performance of campaigns? See answer to question number 4. 24. Market Research Methodologies: Are you open to in-home ethnography, focus groups, online surveys and online qualitative panels as acceptable methods for this study? FDACS is requesting the contractor to provide a plan to develop the research. 25. Budget: Is media purchasing and placement included in the proposed budget? See answer to question number 1. 26. To what extent should the research reveal effective offerings and messages for schools, parents and students beyond recommended outreach channels and activities? See answer to question number 6. 27. A) Understanding that key intermediary audiences can be a conduit to reaching the specified primary target audiences, to what extent should the market research budget include investigation of such groups, in addition to the primary audiences identified in the ITN (parents and students 6th to 12th grade)? B) If the research should include intermediary audiences, does FDACS have in mind specific audiences? A) As stated in the ITN, FDACS is requesting the contractor to conduct market research to develop creative materials that effectively reach the specified target audiences. B) 28. Should we budget for activities that are not included in the statement of work based on this statement in the ITN on page 12: adding additional initiatives that are associated with the NSLP such as the Fresh Fruit and Vegetable Program, HealthierUS School Challenge Initiative, Smart Snacks and Summer BreakSpot to the outreach campaigns or school electronic toolkits? 29. To what extent does FDACS actively support alternative models for breakfast and lunch meal programs? Should the outreach plans and toolkit materials seek to help schools build, expand or promote their alternative service programs? The scope of this ITN is to promote participation in the state s child nutrition programs, regardless of how schools serve their meals. 30. In Appendix I, it states, Proposers shall provide a detailed budget. Can you explain the level of detail that you re looking for? The proposed budget should be broken out by year and include estimated line items.

Page 5 31. With the understanding that NSLP, SBP and F2S are statewide programs, has FDACS identified/targeted specific DMA s with higher needs for awareness and participation? The outreach campaigns will be implemented at a statewide level, and the toolkits will be utilized throughout the state. 32. Will FDACS allow access to the most recently executed NSLP, SBP and F2S outreach plans and creative examples? The link provided shows the materials that were available for schools to order to promote their programs, including NSLP, SBP and F2S, in the fall of 2016. https://www.surveymonkey.com/r/preview/?sm=wlruo7bj8s5larpucej3kplwy_2buuiinlfgr1trthv1rm0 0WjqbfHA4QkivcqvmJ1 33. In reference to page 12 of ITN/FNW-16/17-61, Statewide Outreach Plans and Creative Elements the contractor shall develop outreach plans for the Department to implement for the state s child nutrition programs specific herein. Please provide more information on what elements the Department will implement and what elements the selected contractor will implement. The contractor will develop the outreach plans and creative elements for the state s child nutrition programs listed in the contract and FDACS will implement them. 34. In addition to outreach activities that cost little to no money, does FDACS expect a full paid advertising plan? Would the chosen contractor implement and manage the proposed and approved paid media plan/buy? See answer to question numbers 1 and 19. 35. Does the anticipated budget of $950,000 include an allocation for paid media spend? If so, what was the media spend in 2015 and 2016? See answer to question number 1. There have been no previous media spends for these state child nutrition programs. 36. Other than printing of toolkits and creative elements, are hard costs included in the total anticipated budget of $950,000 (photography [original or stock art, including graphical icons], video production, promotional production, postage, long-distance phone and fax, shipping, travel, materials and supplies videography, domain purchases, SSL certification, application licenses or modules)? See answer to question number 15. 37. Should the contractor include project fees in Appendix 1 for implementation of NSLA outreach plan and F2S outreach plan activities in year 1 understanding that implementation is earmarked for years 2 and 3. 38. Is the app provided to school districts managed by the FDACS or another entity? SFA s manage the content of the app.

Page 6 39. Can you share the existing outreach activity creative and KPIs for NSLP, F2S and SBP? There are no current KPIs. See answer to question number 32. 40. Is there any research that you can share on the programs and their effectiveness? 41. Are both students and parents targets for NSLP, SBP and F2S programs? 42. Is there any demographic information you can share about these groups? Not at this time. 43. Is there a specific % increase goal for each program - NSLP, SBP, F2S? FDACS has provided key performance indicators for the outreach activities. Proposers should provide estimated % increases for these goals in their response. 44. What do the typical menus for the NSLP, SBP and F2S look like today? Are there plans for any changes in 2017-2019? There are USDA menu requirements for NSLP and SBP. Click here for sample menus. http://www.freshfromflorida.com/divisions-offices/food-nutrition-and-wellness/administering-your- Nutrition-Program/National-School-Lunch-Program/Menu-Planning-and-Service/Sample-Menus 45. Are there restrictions for digital/social platforms that can be used by NSLP, SBP and F2S with students? Not at this time. 46. What is specifically included in the current budget of $950K (i.e. media costs, Fresh from Florida Student Chef Cook off)? Please refer to page 11 of the ITN. 47. Does the budget include media? See answer to question number 1. 48. Is the $950K budget inclusive of all implementation costs from April 2017 through September 2019? 49. Who currently is managing the program? These programs are currently managed internally by FDACS.

Page 7 50. Who is responsible for buying the media? See answer to question number 19. 51. Do you consider any programs as competitive to NLSP, SBP and F2S in the state or region? 52. Your RFP clearly outlines the development of creative elements that will be implemented across several channels, including digital and TV. Can you clarify if buying and implementation of these assets will also be within the scope of this contract? If implementation is not included, who will handle implementation of creative assets? See answer to question numbers 1 and 19. 53. How are you currently measuring each program (NSLP, SBP and F2S)? See answer to question numbers 3 and 4. 54. Can you share the current program/budget? There is not a current program or budget. 55. What current partnerships does the Department use to promote the program? FDACS works with several organizations to help promote the state s child nutrition programs. Examples include the Florida Department of Education, the Florida Department of Health, Action for Healthy Kids, the University of Florida s extension offices, the Florida School Nutrition Association and the Florida Parent Teacher Association. 56. What are the largest issues and/or challenges that you are currently facing with each NSLP, SBP and F2S program? See answer to question number 20. 57. Who is/are the target audience/key stakeholder groups for each program (NSLP, SBP and F2S)? How does this differ across these different programs and across different regions of the state? How would you prioritize these audiences? Refer to page 9 of the ITN. 58. Is an incumbent agency being considered as part of this review process? What are the names and services provided by the other marketing agencies? See answer to question number 18. 59. Is there past or existing benchmark market research we can review? 60. In reviewing past campaigns, are certain campaign elements (i.e. promotional materials, paid media, social media, etc.) becoming more valuable or less valuable, in terms of effectiveness, over time? If so, which ones and to what extent are they improving or declining? See answer to question number 20.

Page 8 61. On page 12, you state that the Department tracks numbers relative to the KPIs for the campaign. How accurate is that tracking, and how often would that be available to your agency partner? See answer to question number 4. FDACS and the contractor will determine how often this information is provided. 62. What does optimal success look like in year 1 and over the course of the contract? Success will be defined by an increase in participation of the state s child nutrition programs and utilization of the developed tool kits. Additionally, see answer to question number 43. 63. Will toolkits or materials need to be created in a variety of languages? If so, which ones? See answer to question number 12. 64. Is the provided $950K budget a total budget or an annual budget? Is this budget inclusive of agency fees and out of pocket expenses? Total budget of $950,000 is for 3 years. See answer to question numbers 46 and 48. 65. Do you have expectations that a certain proportion of budget will be dedicated per program or deliverable? 66. Will the program or creative feature any other brands? What role will specific brands plan in the development of the creative? 67. Is there an incumbent for this contract? See answer to question number 18. 68. Is a media buy included in the budget for this contract? See answer to question number 1. 69. Can you further elaborate on the nature of the outreach activities sought by the state? Are the media buys and event costs included in the budget? I believe printing is a part of a separate budget. See answer to question numbers 1 and 19. 70. Are the three programs (NSLP, SBP, F2S) offered at all Florida schools, or only schools that meet [the need] criteria? What determines that criteria? Only schools participating in the Federal Child Nutrition programs administered by FDACS will be serviced under the awarded contract. The eligibility criteria for participation in the Federal Child Nutrition Programs are outlined in 7 CFR 210 and 7 CFR 220. In addition to the federal eligibility criteria, Florida schools serviced as a part of this contract must have an executed participation agreement on file with the Department.

Page 9 71. Are the target audiences limited to students and parents, or can School Administrators and School Food Service Administrators be included? The scope of the ITN is to increase participation in the state s child nutrition programs. The target audiences are defined on page 9 of the ITN. 72. What defines a program sponsor? Sponsor and SFAs are used interchangeably by FDACS. SFA is any entity that is participating in the NSLP under a current agreement with FDACS. 73. For research purposes, will the Department provide contractors with a database that lists participating schools (and their respective addresses, phones and administrators), as well as qualified participants (and respective addresses, phone numbers and/or email addresses)? FDACS can provide information on participating schools, but not for students. 74. Can the agency actually speak with students and parents for research purposes (One-on-one surveys, focus groups, internet surveys, etc.)? The awarded contractor can obtain the appropriate permissions needed to speak with students and parents. 75. If the Department acknowledges the link between breakfast and academic performance, should a goal be to encourage SBP for ALL schools and ALL students? The goal of the campaign is to increase participation in the School Breakfast Program at existing SFA schools, however, not all schools participate in the SBP. 76. If one of the Department s highest priorities is to increase the amount of fresh, local foods served in schools, should a program be developed that targets food service administrators, with components that include: education, familiarization, motivation, training and incentives? FDACS has internal staff whose primary function is to work with food services directors to procure fresh, local foods for the state child nutrition programs. The scope of this ITN is to promote participation in the state s child nutrition programs. 77. Should program goals be driven by creating demand, rather than by luring participation? (Good product creates demand vs good advertising creates demand) The scope of this ITN is to promote participation in the state s child nutrition programs. 78. Great programs can be created, but mean nothing if poorly executed or not executed at all. Who monitors school performance in correctly executing programs? FDACS and the contracted contractor will monitor the performance of executing the outreach plans and toolkits. 79. If the Department ultimately makes final decisions in conflict with the agency s recommendations, how can the agency be held accountable for program results? FDACS and the contractor will work together to determine the goals for each program.

Page 10 80. What is the real goal 1) Better quality food for [all] students; 2) Participation from more students [in need]; 3) More participation by existing students; or 4) A shift from poor-quality [lunch box] meals to better quality school meals? Refer to the Overview and Background sections on page 9 of the ITN for programs goals. 81. What is the current image (or stigma) of the NSLP and the SBP for parents and also students 12-18 years of age? What do these individuals (parent and child separately) currently think of the program, and what would you ideally want them to ultimately think of the programs by end of 2019? Is changing the perception of the programs more important than awareness? FDACS is seeking a contractor to perform market research to understand the current image of the state s child nutrition programs and create outreach plans and materials to reach program goals as outlined in the Overview and Background sections on page 9 of the ITN. 82. Describe the audience that currently participates in the program. What target(s) does the Department want to ultimately reach and include? Refer to page 9 of the ITN for target audiences. See answer to question number 70 regarding participants in the programs. 83. A) What is the current demand for F2S? B) Who is your current audience and what foods are they demanding? C) What are the kids wanting from this program versus the parents? D) Is it more about getting kids to want/demand healthy foods versus packaged food? E) Do you find that those who qualify for the programs have less demand for F2S approved meals? A) Most SFAs participate in Farm to School. B) SFAs and products vary. C) Unknown. D) Unknown. E) Unknown. 84. Why are parents excluded from the target audience after 5th grade? Are they no longer a target at all after kids reach 6th grade? Students 6 th 12 th typically make their own decisions about school meals. 85. The Department currently provides a digital menu app for school districts to promote breakfast and lunch menus to parents and students. Will the selected contractor get an opportunity to review and propose enhancements to future versions of the app that could help achieve the goals of the program? See answer to question number 38. 86. The Division has a Facebook page (Fresh for Florida Kids). Is the Division managing this page directly or via a third-party? Will the selected contractor be allowed to outline a release schedule for the social media content included in the electronic toolkits? FDACS maintains the Facebook page. The selected contractor can suggest content. 87. Each electronic outreach toolkit may include web banners. Will the Department be providing the selected contractor with the appropriate digital media spec sheets? Digital banners shall be provided to FDACS in industry standard format.

Page 11 88. The Department currently tracks the number of meals served through NSLP and the number of breakfast meals served at the locations SBP sites. Will that information be made available to the selected contractor in digital format on a set schedule that allows the selected contractor to properly measure all KPIs and complete reporting on time? 89. For the "Outreach Plan and Toolkit" sought for each initiative, you ask for recommended creative materials and outreach activities. Are you seeking specific recommendations and examples prior to conducting the requested research? If so, what is the evaluation criteria for determining which outreach plan and toolkit are the most effective? As stated in the ITN, the contractor shall develop a statewide outreach plan, toolkits and associated creative materials based on the market research conducted by the contractor. 90. Who is responsible for the production costs associated with the elements provided in the proposed outreach plans and toolkits? See answer to question number 15. 91. Are the outreach activities detailed in the five bullet points ongoing, or is there a specific time frame (and stop date) for these F2S activities? For instance, this section also lists the Department s Student Chef Cook-Off for grades 9-12. It is scheduled for March and April 2017. Is this program continuing into 2018 (and beyond) as part of the Department s long-term F2S plan? These activities are on-going. 92. Is the Department team implementing these programs remaining in place, and will this team remain in place throughout the scope of this contract? 93. Would you be able to provide clarifications to the deliverables in this ITN, specifically related to the market research? The ITN states All outreach plans and activities shall be based on outcomes and findings from this market research. However, the ITN is asking us to present outreach plans based on future market research as part of our deliverables on March 17. Is it safe to assume that we will be able to modify the outreach plans and activities once the actual market research is conducted, or do you not want specific outreach plans but instead general, top-level tactics? Proposed plans and creative materials should be based on the contractor s experience and general market research for the specified target audiences. Outreach plans and activities can be modified based on market research conducted for these campaigns. 94. Please define outreach, as in describe in detail your firm s outreach experience. In other words, are you referring to community events, lectures, etc., or are you using it broadly to include collateral material, paid media, social media, etc.? Outreach experience should be based on similar campaigns to the ones proposed in the ITN.

Page 12 95. Page 16, Tab E (Project Fees): To satisfy this requirement of the RFP, are we to provide just four dollar amounts on APPENDIX I? o Total budget allocated for Year 1 $ o Total budget allocated for Year 2 $ o Total budget allocated for Year 3 $ o And then the Grand Total of the above three years? $ Or are we to break out agency compensation/fees and production for each tactic separately, by year? Or should agency compensation/fees, production, etc., all be rolled into the above annual allocations? Both. Please complete the price sheet in Appendix 1, and include estimated line items. 96. Is it your hope that the total planned expenditure (including agency compensation) for the 3-years be less than the up to $950,000 anticipated for this contract, or will you be looking to spend the full budget? The total three-year budget is up-to $950,000. Please refer to page 16 of the ITN for a description of how the project fees will be scored. 97. Will all creative only be required to be in English, or Spanish and Creole, too? See answer to question number 12. To the extent this addendum gives rise to a protest, failure to file a protest within the time prescribed in Section 120.57(3), Florida Statutes, shall constitute a waiver of proceedings under Chapter 120, Florida Statutes. All other terms, conditions and specifications of this Invitation to Negotiate will remain the same. If you have any questions regarding this addendum, please feel free to contact this office at (850) 617-7181.