PENNSYLVANIA HEALTH INSURANCE EXCHANGE AUTHORITY

Date: June 30, 2020 Subject: Post Pre-Proposal Skype Call Packet Solicitation: RFP # PHIEA 20-04 Media Buying Services Due Date/Time: July 15, 2020, 12:00 PM Addendum Number: 2

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To All Suppliers: The Commonwealth of Pennsylvania defines a solicitation “Addendum” as an addition to or amendment of the original terms, conditions, specifications, or instructions of a procurement solicitation (e.g., Invitation for Bids or Request for Proposals), including but not limited to questions and answers, which are considered a material part of the solicitation. Please see the following update: Addendum 2 does the following:

1. Posts the Pre-Proposal Skype Call Package consisting of the following contents:

a. Attendee Pre-Proposal Registration Sheet b. Pre-Proposal Skype Call Guide c. Bureau of Diversity, Inclusion and Small Business Opportunities

Presentation d. Pre-Proposal Questions & Answers

Except as clarified and amended by this Addendum, the terms, conditions, specifications, and instructions of the solicitation and any previous Addendum(s), remain as originally written. Regards,

Gwen E. Zeh Issuing Officer PA Health Insurance Exchange Authority 312-318 Market Street, Bowman Tower, Floor 3 Harrisburg, PA 17101 Email: gzeh@pa.gov

RFP # PHIEA 20-04, Media Buying Services Pre-Proposal Meeting/Call Guide

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PRE-PROPOSAL MEETING/CALL GUIDE RFP # PHIEA 20-04 Media Buying Services

Monday, June 29, 2020 1:00 PM – 2:00 PM EST 1. Opening: Ladies and Gentlemen, my name is Gwen Zeh and I am the Issuing

Officer of the PA Health Insurance Exchange Authority (or PHIEA) Media Buying Services RFP. Other Commonwealth personnel present are: Program Area personnel:

Kyrie Perry. Chief of Staff Charles (Chachi) Angelo, Project Manager Tania Glazer, Administrative Services

Bureau of Diversity, Inclusion and Small Business Opportunities (aka BDISBO) Program personnel:

Audrey Smith, Procurement Liaison for BDISBO

We are holding this Pre-Proposal Skype Meeting/Call in order to provide you with an explanation as to why we issued this RFP and what we’re looking for in a Media Buying Partner. Additionally, we’ll provide detailed information about the new Small Diverse Business and Veteran Business Enterprise Participation program which is a requirement for this RFP.

2. Some housekeeping details: a. When you joined the call, in order to eliminate background noise, your

phone was muted. If you are asked to speak or if you have any questions, you can un-mute your phone by dialing * 6; please remember to put your phone back on mute once you have finished speaking.

b. The agenda for this Meeting/Call is as follows:

i. Roll Call – based on the Registration Forms which were returned prior to the deadline on Friday, June 26, 2020

ii. Take Attendance for other attendees who did not complete Registration Forms

iii. RFP Background iv. The Bureau of Diversity, Inclusion and Small Business

Opportunities Presentation on the SDB/VBE Program v. Critical Points and typical Problem Areas within RFPs. vi. Questions and Answers vii. Open Discussions and networking between Primes and Sub-

contractor attendees.

3. Roll Call: At this time, I will take the Roll Call – via Part 1-6 Pre-Proposal Conference of the RFP, we requested if you had an interest in this procurement

RFP # PHIEA 20-04, Media Buying Services Pre-Proposal Meeting/Call Guide

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and attendance in this meeting/call, that you provide us with your Name, Company Name, Email Address, and interest (Prime or Sub) by completing and submitting Appendix K – Pre-Proposal Skype Meeting/Conference Call Registration Form.

i. I’ll first read off the names of the pre-registrants, when I call outyour Name and Company Name, please un-mute your phone,acknowledge that you are on the call and re-mute your phone.

ii. I will then ask any others who are on the call to un-mute theirphones and provide me with your Name and Company Name andre-mute your phone and then, after the call provide me via email togzeh@pa.gov with the all of the information requested in theAppendix K document: Name, Company Name, Email Address,and interest (Prime or Sub) and if Sub if you are an SDB and/orVBE. I will be sharing the list of attendees within an Addendumfor the Pre-Proposal Information Packet after 4:00 PM thisafternoon so if you want your information included, please sendbefore 4:00 PM.

4. Background. Chachi Angelo will now provide information about what we arelooking for with this procurement; we’ll address Questions after the BDISBOpresentation:

The Pennsylvania Health Insurance Exchange Authority’s mission is to ultimatelyensure that all Pennsylvanians have access to affordable and high-quality healthcoverage. As Pennsylvania transitions away from the Federally FacilitatedMarketplace (FFM), better known as Healthcare.gov, and stands up a State-basedExchange (SBE), we will need a valuable media buyer partner to help usaccurately and effectively reach potential customers. As this is a new venture forPennsylvania, we need a buyer that knows the media landscape across thecommonwealth and has the clout to ensure our ad dollars go their furthest. Theevidence is even clearer now from the COVID-19 pandemic that having healthcoverage is vital for Pennsylvanians, so the Exchange Authority will need a mediabuying partner to know how to reach those customers in a socially distancedworld.

The Exchange Authority feels we have narrowed our target audience into four (4)main categories:A. Current customers transitioning from Healthcare.gov;

B. Potential customers in the individual market;

C. Customers eligible for financial assistance (in the form of premium tax creditsor cost sharing reductions); and

D. The uninsured

RFP # PHIEA 20-04, Media Buying Services Pre-Proposal Meeting/Call Guide

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The Exchange Authority recognizes that there may be subsets to these target audiences such as the Spanish speaking populations, workers in transition, and the young invincibles. The young invincibles is the younger generation that feels health insurance is unnecessary since they are healthy and confident nothing will happen to them.

Also note that our brand launch will be in mid-September, which will kick off a “brand awareness” campaign, so there will be media in the market in advance of the Offeror’s placements which are to begin during open enrollment (November 1, 2020).

5. BDISBO Presentation. I will now turn the call over to Audrey Smith of theBDISBO organization.

6. Critical Points in the RFP. To minimize delays in proposal evaluation and toavoid rejection of your proposal, read the RFP carefully and submit a completeproposal. Our evaluation will be based almost entirely on what is submitted byyou.

7. Problem Areas in the RFP.

a. No answer is official until it is confirmed in writing.

b. Proposals must be timely received from and properly signed by theOfferor.

c. Proposals will be submitted via email:

i. Technical Submittal (Includes Part III – Technical Submittal plusrequired Appendix documents as defined in the RFP (70% of thetotal score).

ii. Cost Submittal (30% of the total score)

iii. SDB Participation Packet

iv. VBE Participation Packet – NOTE: there is no VBE Participationgoal for this RFP so these documents are not included in the RFP.

d. If there are any assumptions included in the cost submittal, your proposalmay be rejected.

e. If you state that the proposal is contingent on negotiation of Offeror termsand conditions, your proposal may be rejected.

RFP # PHIEA 20-04, Media Buying Services Pre-Proposal Meeting/Call Guide

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8. Q&A Session - – please keep in mind we may not be able to answer yourquestions here but will get answers to all questions and include them in the Q&Apart of the Pre-Proposal Information Packet which will be posted as an Addendumto the Solicitation later today or tomorrow. Also be advised that no answer isofficial until it is confirmed in writing. Please un-mute your phone to ask thequestion and re-mute when you are finished speaking.

9. Open Discussions – additional introductions or anything else you want to speakto each other about. Remember this is a conference call and everyone deservesthe opportunity to be heard so please don’t over-talk others and keep yourpersonal discussions to a minimum. After the meeting we will release the namesand contact information of the pre-registrants and those who provide theirinformation after the call, so you can make the one-on-one connections that youneed to, once the Addendum for the Pre-Proposal Information Packet ispublished.

10. Closing Statements. We would like to thank you for your time and interest inthis RFP for PHIEA’s Exchange Assister Services. Please continue to monitorthe DGS eMarketplace website for additional information for this procurement.

Page 1 of 1Attended

Call NAME COMPANY NAME E-MAIL ADDRESS InterestPre-Registrations

X Deborah Castellano Amongst Friends Debbie@af-adv.com PrimeX Maura Calzadilla Amongst Friends maura@af-adv.com PrimeX Amanda Forr Bravo Group forr@thebravogroup.com PrimeX Anne Merrick Bravo Group merrick@thebravogroup.com PrimeX Christine Smith Bravo Group csmith@thebravogroup.com PrimeX Michelle Callanta Bravo Group callanta@thebravogroup.com PrimeX Barb Stephanis-Israel Cogniscient Media bstefanis-israel@9rooftops.com PrimeX Cassie Vadala Cogniscient Media cvadala@cogniscientmedia.com PrimeX Christy Rodibaugh Cogniscient Media crodibaugh@cogniscientmedia.com PrimeX David Buklarewicz Cogniscient Media dbuklarewicz@cogniscientmedia.com PrimeX Kelly Bradley Cogniscient Media kbradley@9rooftops.com PrimeX Brian Holwig Deloitte Consulting bholwig@deloitte.comX Chad Firestone Deloitte Consulting cfirestone@deloitte.com

Brian Wright groundUP Global Media Company info@groundupmediaco.comX Brooke Reynolds Harmelin & Associates, Inc. d/b/a Harmelin Media breynolds@harmelin.com PrimeX Cyndi Graiff Harmelin & Associates, Inc. d/b/a Harmelin Media cgraiff@harmelin.com PrimeX John Camilleri Harmelin & Associates, Inc. d/b/a Harmelin Media jcamilleri@harmelin.com PrimeX Lyn Strickler Harmelin & Associates, Inc. d/b/a Harmelin Media lstrickler@harmelin.com PrimeX Scott Davis Harmelin & Associates, Inc. d/b/a Harmelin Media sdavis@harmelin.com PrimeX Aimee Brown Hoffmann Murtaugh aimee@hoffmannmurtaugh.com Prime/SDBX Jill McNair Hoffmann Murtaugh jill@hoffmannmurtaugh.com Prime/SDBX Shea H Murtaugh Hoffmann Murtaugh shea@hoffmannmurtaugh.com Prime/SDBX Drew Kondylas iHeartMedia drewkondylas@iheartmedia.com SubX Paul Leese Keenan-Nagle Advertising, Inc. pleese@keenannagle.com Prime

D. Girgenti Magnum Integrated Marketing dgirgenti@magnummark.com PrimeFrank Palmieri Magnum Integrated Marketing fpalmieri@magnummark.com Prime

X J. Carney Magnum Integrated Marketing jcarney@magnummark.com PrimeX P Mauk Magnum Integrated Marketing pmauk@magnummark.com PrimeX T. Daniels Magnum Integrated Marketing tdaniels@magnummark.com PrimeX Karen Petrillo Mendoza Group Inc kpetrillo@mendozagroup.com Prime/SDBX Mia Mendoza Mendoza Group Inc mmendoza@mendozagroup.com Prime/SDBX Brad Curran Pavone Marketing Group bcurran@pavone.net PrimeX Corey Lorenz Pavone Marketing Group clorenz@pavone.net PrimeX Ian Hutchison Pavone Marketing Group ihutchison@pavone.net PrimeX L. Godby Pavone Marketing Group lgodby@pavone.net Prime

Julia Mallory Perry Media Group julia@pmg.media Prime/SDBMarcia Perry Dix Perry Media Group marcia@pmg.media Prime/SDB

X Shauna Weems Perry Media Group shauna@pmg.media Prime/SDBX Jennifer Andren PPO&S jandren@pposinc.com Prime/SDBX Yvonne Evans PPO&S yevans@pposinc.com Prime/SDB

Chris Sullivan Princeton Partners csullivan@princetonpartners.com PrimeX Susan Murray Princeton Partners smurray@princetonpartners.com Prime

Janine Pappalardo Pugliese Associates janine@puglieseassociates.comX Pete Baird Red House Communications pbaird@redhousecom.com PrimeX Jane Singleton Right On Time Media janes@rightontime.com Sub

William Schoen Schoen Comm, Inc schoencomm@yahoo.com Prime & Sub

Post-Registrations

PRE-PROPOSAL REGISTRATION SHEET

RFP # PHIEA 20-04, Media Buying Services

Monday, June 29, 2020 1:00 PM - 2:00 PM EST

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NAME DEPARTMENT E-MAIL ADDRESS

Gwen Zeh PHIEA gzeh@pa.govTania Glazer PHIEA tglazer@pa.govAudrey Smith BDISBO audresmith@pa.govKyrie Perry PHIEA kyrperry@pa.govCharles (Chachi) Angelo PHIEA chaangelo@pa.gov

PRE-PROPOSAL - RFP PHEIA 20-04

MEDIA BUYING SERVICES

EMPLOYEE SIGN IN SHEET

Monday, June 29, 2020, 1:00 PM - 2:00 PM EST

Skype Meeting/Call

PHIEA 20-04Media Buying Services

Pre-Proposal Conference

Monday, 06/29/2020 1:00 PM EDT

What’s the Point?

2

SDB and VBE Classification

Small Diverse Businesses:

▪ Women-owned

▪ Minority-owned

▪ LGBTQ-owned

▪ Disabled-owned

▪ Service-Disabled Veteran-owned

3

Veteran Business Enterprises:

▪ Veteran-owned

▪ Service-Disabled Veteran-owned

Solicitation Specific Goals

SECTIONS 1.2 AND 1.3

4

Primes are welcome to exceed the goal!

SDB VBE

PHIEA 20-04 Media Buying Services 15% 0%

Goal Analysis

▪ Available subcontracting opportunities across the entire state for the specified services,

▪ Availability of DGS-verified SDB/VBEs to perform commercially useful functions

5

Note to Primes

▪ Know how to search for SDBs and VBEs▪ Compliance will be closely monitored and enforced

http://www.dgs.internet.state.pa.us/suppliersearch

6

RFP Addendum 1

▪

7

Solicitation-Specific Goals

8

New Forms and Processes

▪ SDB/VBE Instructions – SDB-1/VBE-1 READ

▪ SDB/VBE Participation Submittal – SDB-2/VBE-2

▪ SDB/VBE Utilization Schedule – SDB-3/VBE-3

▪ Letter of Commitment – SDB 3.1/VBE-3.1

▪ Guidance for Good Faith Effort (GFE) Waiver –SDB-4/VBE-4 READ

▪ GFE Waiver – SDB-5/VBE-5

9

APPENDIX G SDB-1 through SDB-5 SDB Participation Packet.pdf

SDB Submittal Instructions – SDB-1

10

SDB Submittal – SDB-2

11

SDB Utilization Schedule – SDB-3

12

Letter of Commitment – SDB-3.1

13

SDB to expect a

letter and SIGN it!

Guidance to Document GFE – SDB-4

14

READ, READ, READ

Good Faith Efforts Packet SDB-5

Good Faith Efforts (GFE) Partial or Full Waiver

❑ Identified Items of Work Applicant Made Available to SDBs (Part 1)

❑ Identified SDBs and Record of Solicitations (Part 2)

❑ SDB Outreach Compliance Statement (Part 3)

❑ Additional Information Regarding Rejected SDB Quotes (Part 4)

❑ SDB Subcontractor Unavailability Certificate (Part 5)

15

SDB GFE Documentation – SDB-5

16

Complete all five parts

REMINDER

17

SDB and VBE SUBMITTALS

Questions?

18

Submit written questions by July 8, 2020

12:00 PM

Proposals Due Wednesday,

7/15/2020

12:00 PM

Introductions

BDISBO Contact Info

20

Bureau of Diversity, Inclusion and Small Business Opportunities

North Office Building401 North Street, Room 611Harrisburg, PA 17120-0500

717.783.3119GS-BDISBO@pa.gov

RFP #PHIEA 20-04, Media Buying Services Addendum 2 – Pre-Proposal Conference Call - Questions & Answers

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1. Question – If we are a 100% SDB, does that mean we do not have to subcontract to meet the SDB Participation Goal of 15%? Answer – An SDB firm participating as a prime bidder or offeror on a procurement may receive credit towards the SDB Participation Goal established for the procurement through their own self-performance. See Appendix G, SDB-1, Instructions for Completing SDB Participation Submittal and SDB Utilization Schedule, Section III. Guidelines Regarding SDB Prime Self-Performance for clarification.