CREW: Department of Health and Human Services: Public Affairs Firms Documents: 11/16/06 HHS/CMS FOIA Response 2 of 3

generally modest (1 0- 13% see GAO, Prescription Drugs: Prices Available Through Discount Cal-ds
and From Other Sources, December 2001). Nonetheless, it is believed that any discount helps those ~rith
limited resources. While these cards have the potential to offer cost relief. the Kaiser Family foundarlon
found that comparisons among cards are challenging due to the lack of standardization in price reporting
(differing discount methodologies and lhe units of medicine), the different combinations of drugs
offered by different cards and differing discounts among those drugs, general access to information,
ability to assess the value of additional pharmaceutical management services. and acceptability of mail-
order services (Kaiser Family Foundation, Prescription Drug Discount Cards: Current Programs and
Issues, February 2002). And since the onset of the recent manufacturer cards. varying eligibility
requirements make enrollment for low-income people cumbersome and time consuming in order to
access this valuable product.
--
To address the discrepancy between medical practice and Medicare coyerage, the President proposed
adding a full prescription drug benefit for all Medicare beneficiaries in his Fiscal Year 2002 and 2003
budget, and the Administration is actively engaged in work with the Congress to pass a prescnprion
benefit. As an interim step, the Administration also has proposed the "Medicare-Endorsed Prescription
Drug Card Assistance Initiative." With regard to the provision of discount drug cards, thls initiative
would give discount card sponsors meeting certain criteria market leverage for their drug card through a
Medicare endorsement and provide for standardized comparisons on discounts and prices among
discount cards. Notwithstanding the importance of improving the supply-side of the market, a critical
and equal component of the initiative must include an education campaign to improve the efficiency of
market demand. CMS can improve access to and reduce the cost of prescription drugs for Medicare
beneficiaries by educating them about prescription drug discounts and the benefits, use. and availability
of discount drug cards.
The Centers for Medicare & Medicaid Services published a Notice of Proposed Rule making in the
Federal Register, Wednesday, March 6,2002, Vo1.67 (44): 1026 1-1 0293 entitled "Medicare Program:
Medicare-Endorsed Prescription Drug Card and Drug Discount Card Assistance Initiative. The
proposed rule describes the parameters of the current card initiative and provides additional important
background information. It is available to the public from the Federal Register Online via GAO Access
(wais.access.gpo.gov). [Docid: fro6mr02-101. CMS is in the process of issuing a final rule for this
program.
CMS has conducted limited research on beneficiaries' perceptions and use of discount drug cards and
possible Medicare endorsement to date. This research has included testing of the interpretation, form,
and location of a Medicare endorsement logo to support draft marketing guidelines; assessing attitudes
about eligibility and interest in discount drug cards; product testing of a brochure describing the drug
card program; and product testing of the Medicare Prescription Drug Assistance Program, which is a
fairly comprehensive listing of available discount drug card programs with search functionality by drug
manufacturer on www.medicare.gov.
The history of the "Medicare-Endorsed Prescription Drug Assistance initiative" includes prior court
proceedings to stay the implernentatior, ofthis program, and the possibility remains that CMS's final
rule may experience further judicial review. In spite of such a possibility, CMS believes that this
research is important, if not forimmediate implementation, then for long-term policy planning. There
2
are several initiatives before Congress that legislate a discount drug card program and, more broadly,
there is growing public support for -a Medicare drug benefit.
111. Specific Tasks Under the Contract
Scope:
Formative Research
The Contractor shall conduct two fairly extensive rounds of formative research to identify the needs.
behaviors, perceptions, attitudes, and expectations of beneficiaries and other key audiences with regard
to use of an "Medicare-Endorsed" discount card and shopping for prescription drugs. This research
must be able to distinguish between beneficiaries' perceptions o f r drugdiscount card and a Medicare
prescription drug benefit, given recent publicity on this topic. This research shall also se-ment Medicare
beneficiaries and other possible audiences to improve the effectiveness of an education campaign about
the discount drug card program. Possible segmentation criteria may include differences in comfort with
the Lntemet as a source of health information, drug utilization, shopping behavior, and differences in
perception of and current use of a discount card. At a minimum, this segmentation activity will explore
differences by income/resource levels.
The Contractor shall also identify other potential user groups or target audiences to include in testing,
such as Pharmacists, Physicians/Providers (including office staff), fhends and family, and SHIP
Counselors/Local Department of Aging Senior Centers. Based on this research, the Contractor shall
- recommend key messages for specific audiences.
In defining research questions, the Contractor shall review previous CMS research conducted to date,
both on the discount drug card initiative and general information on beneficiary access and use of health
care information. The Contractor shall coordinate with CMS to finalize specific research questions prior
to the actual testing. Possible questions may include the following.
What are beneficiaries' expectations about savings, customer service, and variety of drugs
covered From a discount drug card?
What are beneficiaries' expectations with regard to Medicare's role in "managing" a distount
drug card market?
What special challenges arise in communicating an "endorsement' to a population that is used to
entitlements?
How can Medicare distinguish its messages about a discount card initiative from broader
publicity about a possible Medicare drug benefit, especially as regards avoiding giving the
impression that the discount card is indeed a new drug benefit?
What attributes of beneficiaries' current discount drug cards are most important to them?
Besides drug prices, what other information do beneficiaries think they need to choose one drug
card? -
How important is purchasing drugs horn a particular pharmacy?
What are beneficiary experiences with mail order?
- - to beneficiaries, and how do they-access it?
What is pharmacy counseling
What are beneficiary experiences with generic drugs?
How frequently do beneficiaries check their prescription drug prices?
How fiequently do b e n e f i c k e s change discount cards, and how many do they r e ~ l a r l yuse?
Do low-income beneficiaries use different information channels. have different information
needs, or exhibit different shepping behavior?
How much of the specifics of the Medicare endorsement process does CMS need to
communicate to sustain trust in the Medicare name?
Are there specific activities that beneficiaries believe Medicare must undertake in order to
legitimize Medicare's involvement in the discount drug card market?
How do beneficiaries and other target audiences interpret customer satisfaction and other
performance information?
Would beneficiaries view "other services" offered from a Medicare-endorsed drug card sponsor
as endorsed by Medicare, in spite of current restiictions on usifig the "endorsed" logo with other
services?
Mock-UpITemplate Creation - The Contractor shall design a set of web-page templates based on
formative research findings. These templates should reflect the traditional "look and feel" of
www.medicare.gov. The Contractor also shall draw on formative research findings to review and
recommend any changes to CMS' current publication describing the drug card initiative, "Medicare-
Approved Prescription Drug Discount Card Program."
Product Testing
The Contractor shall conduct two rounds of product testing to assess the effectiveness with which CMS
is communicating any key messages identified in the formative testing, above, through the web-page
templates and through CMS' current publication describing the drug card initiative. The Contractor and
CMS will finalize specific research questions together prior to the actual testing, but may consider the
accessibility, quantity, navigability, and legitimacy of provided information. The Contractor shall make
recommendations on editing, formatting, positioning, and packaging information to improve
communication.
Specific Tasks
The Contractor shall perform the following activities:

Hold a kickoff meeting (Deliverable # 1 and #2) with CMS staff from Beneficiary Education and
Assessment Group (BEAG) and with an "Advisory Group" of individuals intimately involved in
the "Medicare-Endorsed Prescription Drug Card Assistance Initiative." The meeting will review
expectations for the work to be performed. necessary deliverables, and due dates.
Establish weekly conference calls or meetings with the GTL to identify and review the status of
each part of the work, potential problems, issues that need to be resolved, schedule for meeting
due dates, and additional support that may be required (Deliverable #3).
Develop and submit a management and work plan (Deliverable #4). The work plan shall include
all tasks necessary to co-mplete consumer testing. The proposed-work
- plan must be reviewed and
approved by the GTL. The work plan should specify the creation of a research protocol for each
round of consumer testing. The work plan shall include details for presenting the research plan as
well as the final results to goups both inside and outside CMS.
Submit all findings in Microsofl Word 2000, and if graphics are created as part of product
testing, Powerpoint 2000 or QuarkXpress format, as well as in hard copy. The final report. once
approved by the GTL, should also be submitted in Adobe Acrobat format.
Present draft research protocol including interviewlfocus groups guides for consumer testing to
appropriate CMS staff for each separate round of consumer testing according to the approved
work plan. Allow one week for the GTL to review and approve the final research protocol and its
component sections priI)r to implementation
.- (Deliverable # 5 ) .
-
For each round of research identified in the work plan, determine the number of locations, and
individuals at each location, to be interviewed. The GTL shall approve the variables used to
select people with Medicare or other participantslinterviewees (e.g., race. age, incornelresource
level, geographic location, level of education, drug utilization, proficiency with internet,
proficiency with mail-order, relationship to beneficiary, etc.. .). The Contractor shall develop
and submit a proposed screener and recruitment protocol to be used to select
intervieweeslparticipants relevant for each round of testing (Deliverable #6). Allow one week
for the GTL to review and approve prior to finalization of materials.
Conduct formative testing as outlined in the work plan to identify the needs, behaviors,
perceptions, attitudes, and expectations of beneficiaries and other key audiences with regard to
use of an "Medicare-Endorsed'' discount card and shopping for prescription drugs. And, segment
Medicare beneficiaries into target audiences for an education campaign. (Deliverable #7) With
input from the GTL, the Contractor shall refine specific research questions prior to testing.
Thoroughly develop one product, possibly a brochure or web page mock-ups for
www.medicare.gov (Deliverable #8). This product shall be submitted in draft and final, and the
GTL shall review and approve the p~oductfor testing.
-
Conduct product testing with beneficiaries and other target audiences as outlined in the work
plan. The Contractor shall test participants'linterviewees' reactions to the content of information
provided (i.e., thoioughness, usefulness, clarity, and understandability), as well as their reactions
to the organization of information (Deliverable #9). The Contractor shall refine specific research
questions in concert with the GTL prior to testing.
Videotape all focus groupslinterviews, as the research allows (Deliverable #7 and #9). Video
cameras should be focused on the intervieweelparticipant who is speaking. A release must be
obtained fiom all intervieweeslparticipants that will allow CMSto videotape interviews,
provided that intenieweesl participants are not identified by name. All materials submitted to
CMS (videotapes, audiotapes, reports, etc.) must be labeled with adequate identifying
-
information, including, but not limited to, a topic sentence or phrase (more than just
- - -
"Medicare"), date of recorded material, location of recorded material, task order number and
contractor name. -
Prepare a written Top Line report that follows the research plan afier each round of testing. and
present Top Line report findmgs orally in a Powerpoint 2000 presentation to CMS staff within 7
workdays after the research has been completed. The'dernographics and relevant socioeconomic
information for all participants will be summarized for submission with the Top Line report
(Deliverable #I 0). Allow one week for the G'TL to review and approve this presentation.
Submit a more detailed Final Report within 3 weeks afier the research has been completed. This
report shall include quotes from people with Medicare to illustrate the findings (Deliverable
#I]). - ---
- - - - #
Develop and provide oral presentations~briefingson findings to appropriate CMS staff. and
possibly. to a separately convened review panel (Deliverable #I 2).
Schedule of Deliverables
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1. Kick-off Meeting ( Meeting held in Baltimore to 9/30/2002

I I due
review project expectations and I
dates.
I
2. Kick-off Meetings Copies of meeting notes sent to Draft: 1011412002
Minutes all meeting participznts. Final: 1012 112002
Draft
Final
- ---
3. Conference Calls Conference calls or meetings Weekly, unless required
between Project and CMS staff more or less often.
regarding status of project
includes scheduling, agenda,
minutes, call reports, and
distribution.
4. Management and Work All tasks necessary to complete Draft: 1 1/4/2002
Plan consumer testing with detailed Final: 1 111812002
Draft schedule of deliverables:
Final 1 Electronic copy in Microsoft
Word 2000 and 2 hard copies.
5. Research Protocol Research protocol for formative Draft: 12/2/2002

Draft and product testing with Ck1S Final: 12/16/2002
Final consumers; 1 electronic copy in
Microsoft Word 2000 and 2 hard
copies
6. Screener and Recruitment Proposed screener and Draft: 5 weeks prior to each
Protocols recruitment protocols for round of testing
Draft research participants for each Final: 4 weeks pribr'to each
Final round of testing; 1 electronic round of testing
copy in Microsoft Word 2000
and 2 hard copies
7. Conduct formative testing Formative consumer testing shall First Round: 1/27/2003
to identify key be conducted by Contractor; two Second round: 311012003
messages/segment (2) VHS videotapes shall be
audiences submitted
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8. Draft PublicatiodWeb 1 electronic copy in Powerpoint Draft: 411412003

Pages Mock-ups 2000 or Microsoft Word 2000 Final: 8/25/2003
Drafi and-2 hard copies
~inal
9. Conduct product testing Product testing shall be First Round: 511912003

conducted by Contractor; two (2) Second Round: 712 112003
VHS videotapes shall be
submitted
10. Top Line report 1 electronic copy in Word 2000 Draft: 4 days after
Draft andor Powerpoint 2 0 0 and 2 - completion of testing for
Final hard copies each round of research
Final: 1 week after
completion of testing for
each round of research
For last round: 8/4/2003
1 1. Final Report 1 electronic copy in Word 2000 Draft: 3 weeks after

Draft andor Powerpoint 2000 and 2 completion of testing for
Final hard copies each round
Final: 4 weeks after
each round
For last round: 911 512003
12. Briefing for CMS staff Orallmultimedia presentation to Time to be designated by
CMS staff and to the review CMS. This briefing may
panel via Power Point 2000. occur prior to completion of
the final report but no later
. . than 1 112412003.
All deliverables must be approved by CMS and submitted to the GTL. Monthly Propress Reports must
be submitted in accordance with Section F.2 of the base contract for the overall task order.
The Contractor, subcontractor, and consultants shall discuss with the GTL any opportunities to
publicize and disseminate research findings and shall not pursue publication or presentation relating
to task order findings without approval of the GTL.
The period of performance for this task order is fourteen (14) months from date of award.
MEDICAID SERVICE
4
7500 Security Boulevard

Baltimore, MD 21244-1850
-. -
Ketchum Public Relations November 26.2002
ATTN: Ms. Sandy Printz
2000 L Street, N.W.
Suite 300
Washington, D.C. 20036
Subject: Letter Request For Proposal Number 03-001 Under The Centers for Medicare and
Medicaid Services (CMS) Consumer Research and Cotnmunications (CRC)
Umbrella Contract Number 500-01-0002
Dear Ms. Printz:
You are invited to submit a proposal in response to this Letter Request For Proposal (LRFP)
Number 03-00 1 for a proposed follow on task order under the subject contract. The specific
work to be performed under this task order is a continuation of effort to conduct consumer
research on the "Medicare-Endorsed Prescription Discount Drug Card" to support an informed
education campaign about shopping for prescription drugs and using a "Medicare-Endorsed
- Prescription Discount Drug Card." he ~ o v e k m e nanticipates
t award of a Cost Plus Fixed Fee
(CPFF) task order for this statement of work. The anticipated period of performance for the
entire task order is ten (1 0) months from the date of contract award. Your response must be in
accordance with the requirements set forth in Section G.2 entitled "Task Order Proposals
(IDIQ)" of the subject contract and this correspondence.
You are requested to provide a hard copy (original and 2 copies) of your technical and business
proposal. The following should be included:
. . - -
1 . Technical Understanding and Approach m o t To Exceed 15 Pages Total)
You must demonstrate an understanding of the statement of work and awareness of task
order objectives and activities required. Present a clear understanding of the nature of
the work being undertaken and fully explain the proposed approach or method.
Demonstrate how sampling design will reflect the target audience. Describe your
expertise in formative research, graphic design, and social marketing strateges. Provide
a milestone schedule that maps out your plan for accomplishing the deliverables, with
dates for the government to consider for task order award purposss.
2. Personnel Qualifications (As Attachment; Not Counted Towards Page Limit)
(a) A staffing plan must b% provided. Your proposal must demonstrate your ability to
provide technical staff who are trained, skilled and experienced to perform all
aspects of the scope of work.
(b) Resumes of all Key Personnel shall be provided. Resumes shall be a maximum of
(2) pdges single-sided.
Business R p o s a l (No Page Limit)
Your business proposal shall set forth your proposed price based on a CPFF basis.
Categories and amounts for labor, materials, travel, computer time, overhead and other
direct costs are required. Yeur business proposal shall segregate costs for each Subtask,
as well as providing a table, whch reflects a comprehensive view of total costs
associated with all subtasks.
--
The estimated direct labor dollars (broken out by hours and rates) for each individual
assigned tolproposed for the task order. The hours and rates shall be appropriate for the
labor ~ategorylpositiontitle of each individual proposed. Detailed costs for any
proposed subcontractors shall also be provided, if applicable.
Proposed travel (if applicable) $all be broken out into number of trips, number of
travelers and duration of trip (including transit time)- for each de2tination. Cost detail
shall be shown for all items including commercial transportation, daily per diem rates,
personal mileage, daily care rental, etc.
An explanation and basis shall be provided for each item of "Other Direct Cost"
proposed such as materials, reproduction costs, etc.
4. Past Performance (As Attachment; Not Counted Towards Page Limit)
Provide a list of three (3) references for similar services within the past 5 years that can
address your capabilities for this task order:
Project Title
Brief Description
Company
Contract Number
Point of ContactlNameIPhone Number
Period of Performance
Contract Amount
- -
NOTE: It is acceptable to provide more than three references in order to account for
significant subcontractors that may be on your team.
Your proposal will be evaluated based on the technical and business information you submit in
response to the above as well as your past performance in performing the same or similar type
tasks. Additionally, we will perform a cost realism analysis on your proposal to dete~minewhat
the Government should realistically expect to pay for the proposed effort, your understanding of
the work and your ability to perform the task order.
-
Your proposal is due by 12:00 P.M. EDT on Monday, December 9,2002 to the following
address:
-. - --
Centers for Medicare and Medicaid Services
ATTN: Ms. Juanita Wilson, Contract Specialist
Mailstop: C2-2 1 - 1 5
Baltimore, MD 2 1244- 1850
I
The LRFP does r ,.-yrmmit the Government to pay any cq' ' b r the preparation and subm~ssion
of a proposal. In I'dition, the Contracting Officer is the obiindividual who can legally
commit the Government to the expenditures of public funds in connection with the proposed
procurement.
If you have any questions, please centact Juanita Wilson at (410) 786-5538 or the undersigned
on (4.10) 786-5163.
-. -
Sincerely,
y/'$t"Lc
Mary E. Jo es
Conkacting Officer
Attachment:
Statement of Work (9 pages)
"Consumer Testing for Medicare-Endorsed
Prescription Drug Card Assistance Initiative"
LRFP 03-001
- - Statement of Work
I. Purpose
The purpose of this task order is to fund additional consumer research on the "Medicare-
Endorsed Prescription Discount Drug Card" to support an informed education campaign about
shopping for prescription drugs and using a "Medicare-Endorsed Prescription Discount Drug
Card," as outlined in the final ruleissued by CMS on September 4,2002. The final rule changed
aspects of the program as proposed in May and identified new-issues that CMS must
communicate and new audiences for these messages. Examples include a new "gold star" policy
highlighting cards securing the most extensive rebates, providing information to the physician
community about helping beneficiaries shop for lower prices on their drugs, educating
beneficiaries and caregivers about the advantages and disadvantages of a discount card for
institutionalized beneficiaries, and communicating the range of pharmacy services offered by
card sponsors in place of a direct dollar discounts.
Specific research activities include additional formative testing to identify the needs, behaviors,
perceptions, attitudes. and expectations of beneficiaries and other audiences with regard to use of
an ''Medicare-Endorsed" discount card and shopping for prescription drugs; creation of key
messages to inform communications to these audiences and assistance in product development;
and extensive product testing of the various communications CMS will need to create in order to
support this initiative. This task order specifically includes testing mock-ups of the user interface
for an on-line price comparison tool with consumers, which is being developed for CbIS by
AMS. The scope and focus of the work requested here must be intimately integrated with
concurrent work currently being conducted for CMS by Ketchum, Bearingpoint, and Sutton
Group. Additional issues requiring consumer research to be covered by this work will be
identified in this ongoing research, or may arise as CMS begns implementatioiof the program.
. -
11. Background
The importance of prescription medicine for health care has grown dramatically in the past two
decades, becoming a standard first treatment option prior to more invasive measures. The
Medicare program provides limited benefits for outpatient prescription drugs, and with a few
exceptions, does not cover prescriptions that are self-administered by the patients who take them.
This statutory limitation of scope excludes most prescription medicine taken by Medicare
beneficiaries. CMS estimates that approximately 73 percent of Medicare beneficiaries have some
drug coverage at any g v e n time (under, for example, employer-sponsored retiree health plans or
Medicaid), but that 10 million have no drug coverage. The lack of prescription coverage is most
common among Medicare beneficiaries WI th low incomes. Further, many individuals have only
limited drug coverage through a Medigap policy. their employer, or M+C Organization, leaving
them without coverage for part-of the year.
Individuals without prescriptioncoverage generally pay full-retail price for their prescriptions,
which is much higher than the discounted price that most third party administrators and insurers
negotiate. In addition, beneficiaries without prescription drug coverage do not have access to
centralized pharmaceutical management services, such as drug interaction and allergy
monitoring, and refill reminders unless the pharmacy they attend participates in the necessary
data warehousing to support these functions. As a result, beneficiaries without drug coverage fill
fewer prescriptions, receive little to no pharmaceutical management, and face higher out-of-
pocket costs than those with coverage (AARP"Prescription Medication Use Among Persons
Age 45+" February 2002; Steinman, M.A., L.P. Sands, K.E. Covinsky, "Self-restriction of
Medications Due to Cost in Seniors without Prescription Coverage," Journal of General Internal
Medicine, vol. 16, no. 12, December 2001: Poisal, John A. and Lauren Murray, "Growing
Differences Between Medicare Beneficiaries With an-d Without Dnrg Coverage," 20 Health
Affairs 74,200 1 .) Further, a substantial number of uninsured beneficiaries, or beneficiaries with
capped prescription drug coverage, have little experience or knowledge on how they might lower
their prescription drug costs, for example by obtaining a prescription drug discount card or by
using generic equivalents.
Recently, cards offering a discount on retail prices have emerged. These cards are offered by
pharmacy benefit managers, insurance companies, third party administrators, pharmacy chains,
non-profit organizations and, most recently, pharmaceutical manufacturers. States have also
begun to sponsor card programs, which vary in implementation style, eligibility, and level of
discount. With a few exceptions, attainable discounts are generally modest (1 0-1 3% see GAO,
PI-escriptionDrugs: Prices Available Through Discount Cards and From Other Sources,
December 2001). Nonetheless, it is believed that any discount helps those with limited resources.
While these cards have the potential to offer cost relief, the Kaiser Family foundation found that
comparisons among cards are challenging due to the lack of standardization in price reporting
(differing discount methodologes and the units of medicine), the different combinations of drugs
offered by different cards and differing discounts among those drugs, general access to
information, ability to assess the value of additional pharmaceutical management services, and
acceptability of mail-order services (Kaiser Family Foundation, Prescription D & Discount
~
Cards: Current Programs and Issues, February 2002). And since the onset of the re:ient
manufacturer cards, varying eligibility requirements make enrollment for low-income people
cumbersome and time consuming in order to access this valuable product. i
I
Medicare-Endorsed Prescription Discount Drug Card

To address the discrepancy between medical practice and Medicare coverage, the President
proposed adding a full prescription drug benefit for all Medicare beneficiaries in his Fiscal Year
2002 and 2003 budget, and the Administration has been actively engaged with the Congress to
pass a prescription benefit. As an interim step, the Administration issued final regulations in the
Federal Register on the "Medicare-Endorsed Prescription Drug Card-Assistance Initiative" on
September 4,2002 (67 FR 5661 8). This rule can be electronically accessed at
http:/.i'cms.hhs.~ov/discountdru~sidefault.asp. This initiative would g v e discount card sponsors
meeting certain criteria market leverage for their drug card through a Medicare endorsement and
provide for standardized com~irisonson discounts and prices, and provide information on drug
quality and pharmaceutical management services among discount cards. Notwithstanding the
importance of improving the supply-side of the market, a critical and equal component of the
initiative must include an education campaign to improve the efficiency of market demand. CMS
can improve access to and reduce the cost of prescription drugs for Medicare beneficiaries by
educating them about prescriptim drug discounts and the benefits, use. and availability of
discount drug cards. T h ~ initiative
s does not, nor does it intend to, create a new Medicare
benefit. It merely creates a mechanism - the Medicare endorsement for qualifying drug discount
cards - to recognize those programs with features we believe are most usehl to beneficiaries,
and to educate and assist Medicare beneficiaries in accessing the methods used in the private
sector for lowering prescription drug costs.
Of particular note for this project-is the broad scope of education activities identified in the final
rule. Examples of new communication activities include the creation of a "gold star" policy
highlighting cards securing the most extensive rebates, providing information to the physician
community about helping beneficiaries shop for lower prices on their drugs, educating
beneficiaries and caregivers about the advantages and disadvantages of a discount card for
institutionalized beneficiaries, and communicating the range of pharmacy services offered by
card sponsors in place of a direct dollar discounts.
Consumer Research Supporting the Medicare-Endorsed Prescription Drug Discount Card

In 200 1 , CMS sponsored limited research on beneficiaries' perceptions and use of discount drug
cards and possible Medicare endorsement to date. This research has included testing of the
interpretation. form, and location of a Medicare endorsement logo to support draft marketing
guidelines; assessing attitudes about eligibility and interest in discount drug cards; product
testing of a brochure describing the drug card program; and product testing of the Medicare
Prescription Drug Assistance Program, which is a fairly comprehensive listing of available
discount drug card programs with search hnctionality by drug manufacturer on
~~w~~~.medicare.gov.
At this time, CMS also is pursuing additional consumer research to support the Medicare-
Endorsed Prescription Discount Drug C ~ r dthrough a contract with Ketchum and its partners,
Bearingpoint and Sutton Group. This contract focuses extensively on audience ~egmentatiofland
formative research, u.ith a more limited focus on product development and testing. The
additional research outlined in this LRFP complements the ongoing research by:
conducting a final round of formative testing to address new issues and target audiences
identified in the final rule, unearthed during initial formative testing, or identified by
CMS during implementation;
creating key messages for additional target audiences and helplng CMS to develop
communication products; and
extensive product testing of the various communications CMS will need to support this
initiative.
111. Specific Tasks Under the Contract :
Scope: t
1. Formative Research --
The Contractor shall conduct one round of formative research in addition to the research already
being conducted under the Ketchum contract, to gather more information on the needs,
behaviors, perceptions, attitudes, and expectations of beneficiaries and other key audiences with
regard to use of an "Medicare-Endorsed" discount card and shopping for prescription drugs.
Specific issues to be explored and target audiences for the research will be identified (a) as new
issues fiom the final rule, (b) during the first two rounds of formative research, and (c) by CMS
as we b e g n implementation. Examples of issues not yet addressed and raised in the final rule
include a new "gold star" policy highlighting cards securing the m m t extensive rebates,
providing information to the physician community about helping beneficiaries shop for lower
prices on their drugs, educating beneficiaries and caregvers about the advantages and
disadvantages of a discount card for institutionalized beneficiaries. and communicating the range
of pharmacy services offered by card sponsors in place of a direct dollar discounts.
The Contractor shall identify important user groups or target audiences to include in testing, such
as Pharmacists, Physicians/Providers (including office staff), fnends and family, and SHIP
Counselors/Local Department of Aging Senior Centers. For purposes of this LRFP, target
audiences should reflect those highlighted in the final rule or identified as important through
previous research.
In defining research the Contractor shall review previous CMS research conducted to
date, both on the discount drug card initiative and general information on beneficiary access and
use of health care information, and consult with the current contractor conducting consumer
research to support the drug card, Ketchum, Bearingpoint, and Sutton Group. The Contractor
shall coordinate with CMS and the Ketchum Team to finalize specific research questions prior to
the actual testing. Possible questions may include but are not limited to the following.
What are beneficiaries' perceptions and attitudes about various kinds of pharmacy
services, including counseling, drug-drug interaction monitoring, provision of
information, and coupons'? How do they value these various different services? What is
their understanding of these services?
How do institutionalized beneficiaries and their caregivers view the Medicare-Endorsed
Prescription Discount Drug Card Program?
What special challenges arise in communicating an "endorsement" on top of an
"endorsement" with the introduction of the "gold star" policy?
What role do physicians play in advising beneficiaries on drug purchasing decisions?
What kinds of information do pharmacists feel they need from CMS to support this
program? How can CMS hzlp reduce any burden on pharmacists for explaining t h s
program with communication materials?
How can CMS distinguish the Medicare-Endorsed Prescription Discount Drug Card
Program from all of the-new state pharmacy assistance programs and state drug card
programs? How do beneficiaries distinguish between these cards? Between other low-
income medical assistance?
- -
2. Collaborate with CMS on Product Development - After completing formative research. the
contractor shall review results along with findings from the formative research being conducted
under the current contract with Ketchum to identify any additional materials that are required to
support the education campaign. The contractor shall work with CMS' publication and web
divisions and the Ketchum design team to design any additional materials required for this
campaign, such as a brochure for physicians. The contractor is encouraged to think creatively
about information channels and materials specifically suited to the target audience that maybe
outside the traditional scope of CMS communication efforts. - - - -
3. Product Testing
The Contractor shall conduct extensive product testing.

3.a. At least half of this testing will consist of testing mock-ups for the on-line price comparison
tool that CMS is developing for the consortium of card sponsors that will run the Medicare-
Endorsed card program. These mock-ups will be available on-line. This research must take ,
place during March 2003.
The Contractor and CMS will finalize specific research questions together prior to the actual
testing, but this testing will consider the accessibility, quantity, navigability, and legitimacy
of provided information. The Contractor also should assess the ability of the website to
facilitate comparisons on prices and choice among a drug card above current methods
available. This testing should asses how beneficiaries integrate their use of the web pages
being developed under the current Ketchum contract for the Prescription Drug Assistance
Program on www.medicare.gov with the on-line price comparison tool. The Contractor shall
make recommendations on editing, formatting, and positioning information to improve
communication.
- -
3.b. In addition to testing mock-ups from the price comparison website specifications, the
Contractor shall test products developed collaboratively with CMS under task 2 above to
assess their effectiveness. The Contractor and CMS will finalize specific research questions
together prior to the actual testing, but may consider the accessibility, quantity, navigability,
and legitimacy of provided information. The Contractor shall make recommendations on
editing, formatting, positioning, and packaging information to improve communication.
Specific Tasks

Hold a kickoff meeting (Deliverable #1 and #2) with CMS staff from Beneficiary
Education and Assessment Group (BEAG) and with an "Advisory Group" of individuals
intimately involved in the "Medicare-Endorsed Prescription 6rug Card Assistance
5
Initiative." The meeting will review expectations for the work to be performed. n e c e s s q .
deliverables, and due dates.
Establish weekly conference calls or meetings with the GTL to identify and review the
status of each part of the work, potential problems, issues that need to be resolved.
schedule for meeting due dates, and additional support that may be required (Deliverable
#3).
Develop and submit a management and work plan (Deliverable #4). The work plan shall
include all tasks necessary to complete consumer testing. The proposed work plan must
be reviewed and approved by the GTL. The work plan should specify the creation of a
research protocol for each mund of consumer testing. The work plan shall include details
for presenting the research plan as well as the final results tcrgroups both inside and
outside CMS.
Submit all findings in Microsoft Word 2000, and if graphics are created as part of product
testing, Powerpoint 2000 or QuarkXpress format, as well as in hard copy. The final
report, once approved by the GTL, should also be submitted in Adobe Acrobat format.
Present draft research protocol including interview/focus group guides for consumer
testing to appropriate CMS staff for each separate round of consumer testing according to
the approved work plan. Allow one week for the GTL to review and approve the final
research protocol and its component sections prior to implementation (Deliverable # 5 ) .
For each round of research identified in the work plan, determine the number of
locations, and individuals at each location, to be interviewed. The GSL shall approve the
I
variables used to select people with Medicare or other participantslinterviewees (e.g.,
race, age, incomeiresource level, geographic location, level of education, drug utilization,
proficiency with internet, proficiency with mail-order, relationship to beneficiary, etc.. .).
The Contractor shall develop and submit a proposed screener and recruit-ment protocol to
be used to select inte~~ieweeslparticipants relevant for each round of testing (Deliverable
#6). Allow one week for the GTL to review and approve prior to finalization of
materials.
Conduct formative testing as outlined in the work plan to identify the needs, behaviors,
perceptions, attitudes, and expectations of beneficiaries and other key audiences with
regard to use of an "Medicare-Endorsed" discount card and shopping for prescription
drugs. (Deliverable #7) With input Erom the GTL, the Contractor shall refine specific
research questions prior to testing.
Collaboratively with CMS develop products identified through formative research

(Deliverable #8). This product shall be submitted in draft and final, 2nd the GTL shall
review and approve the product for testing.
Conduct product testing with beneficiaries and ather target audiences of the mock-ups for
the on-line price comparSison tool. Thls testing will consider the accessibility, quantity.
navigability, and legitimacy of provided information. The Contractor also shall assess the
ability of the website to facilitate comparisons on prices and choice among a drug card
above current methods awilable. (Deliverable f f 9 )
Conduct product testing with beneficiaries and other target audiences for the products
developed collaboratlvely with CMS in task 2. The Contractor shall test participants'
reactions to the content of information provided (i.e., thoroughness, usefulness, clarity.
and understandability), as well as their reactions to the organization of information
(Deliverable #lo). The Contractor shall refine specific research questions in concert with
the GTL prior to testing. - -1
- --
Videotape all focus groupslinterviews, as the research allows (Deliverable #7, #9. # 10).
Video cameras should be focused on the intervieweelparticipant who is speaking. A
release must be obtained from all intervieweeslparticipants that will allow CMS to
videotape interviews, provided that intervieweesl participants are not identified by name.
All materials submitted to CMS (videotapes, audiotapes, reports, etc.) must be labeled
with adequate identifying information, including, but not limited to, a topic sentence or
phrase (more than just "Medicare"), date of recorded material, location of recorded
material, task order number and contractor name.
Prepare a written Top Line report that follows the research plan after each round of
testing, and present Top Line report findings orally in a Powerpoint 2000 presentation to
CMS staff within 7 workdays after the research has been completed. The demographics
and relevant socioeconomic information for all participants will be summarized for
submission with the Top Line report (Deliverable # ] I ) . Allow one week for the GTL to
review and approve this presentation.
O' Submit a more detailed Final Report within 3 weeks after the research has been
. -
completed. This report shall include quotes from people with Medicare to illustrate the
findings (Deliverable # 12).
Develop and provide oral presentationshriefings on findings to appropriate CMS staff,

and possibly, to a separately convened review panel (Deliverable #13). The presentation
should include video clips, if at all possible.
- Schedule of Deliverables
ITEM - D E S ~ O N - - - .. 1 - - DUE DATE - -
( 1. h c k - o f f Meeting
, (Meeting held in Baltimore to 1 1/6/2003 1
review project expectations and
due dates.
2. h c k - o f f Meetings Copies of meeting notes sent to
Minutes all meeting participants.
Draft Draft: 111 312003
Final Final: 1/20/2003
3. Conference Calls Conference calls or meetings Weekly, unless required
1
between Project and CMS staff '
I minutes, call reports, and
distribution.
1
1
more or less often
I
4. Management and Work All tasks necessary to complete Draft: 1/27/2003
Plan consumer testing with detailed Final: 113 1!2003
Draft schedule of deliverables:
Final 1 Electronic copy in Microsoft
1
Word 2000 and 2 hard copies.
5. Research Protocol 1 Research protocol for formative
I Final
Draft
and product testing with CMS
consumers; 1 electronic copy in
Draft: 2/24/2003
Final: 3/7/2003
copizs
6. Screener and Recruitment Proposed screener and
Protocols recruitment protocols for
Draft research participants for each Draft: 5 weeks prior to each
Final round of testing; 1 electronic round of testing --
copy in Microsoft Word 2000 Final: 4 weeks prior to each
and 2 hard copies round of testing
7. Conduct formative testing Formative consumer testing shall 412 112003
be conducted by Contractor; two
(2) VHS videotapes shall be
submitted
8. Work with CMS to 1 electronic copy in Powerpoint
develop additional 2000 or Microsoft Word 2000
1 communication materials
Draft -
Final
and 2 hard copies
1 Draft: 51l9/2003
Final: 5i2612003
9. Conduct product testing of Product testing shall be 31112003
4
pr-icr-comparison web site conducted by contractor; two (2) ' --
I specif cation mock-ups -I VHS videotapes shall be I I
submitted
10. conduct additional Product testing shali be
product testing _conducted by Contractor; two (2) 6/ 1612003
VHS videotapes shall be
submitted
1 I.Top Line report 1 electronic copy in Word 2000
Draft andlor Powerpoint 2000 and 2 Draft: 4 days after
Final hard copies completion of testing for
each round of research
Final: 1 week after
eachround of research
For last round: 7/2 1/2003
12. Final Report 1 electronic copy in Word 2000
Draft and/or Powerpoint 2000 and 2 Draft: 3 weeks after
Final hard copies completion of testing for
each round
Final: 4 weeks after
I
each round
For last round: 8/4/3003
13. Briefing for CMS staff. Oral/multimedia presentation to Time to be designated by
CMS staff and to the review CMS. This briefing may
panel via Power Point 2000. occur prior to completion of
the final report but no later
than 9/15/2003.
A 11 deliverables must be approved by CMS and submitted to the GTL. Monthlv Progress
Reports must be submitted in accordance with Section F.2 of the base contract for the overall
-
task order.
The Contractor, subcontractor, and consultants shall discuss with the GTL any opportunities
to publicize and disseminate research findings and shall rr ot pursue publication or
presentation relating to task order findings without approval of the GTL.
The period of performance for this task order is ten (10) months from date of award.
DEPARTMENT OF HEALTH & HUM.4N SERVICES
Centers for Medicare & Medicaid Sentices
7500 Security Bouievard, Mail Stop C2-21-15
Baltimore, Maryland 21244-1850 QWEW f o r M B l M & MEDIWDSAPMLZS
/
-. - 06 April 2001
Ketchum
Attn: Sandy Printz
2000 L Street, NW
#3 00
Washington, DC 20036 - -.
--
--
REFERENCE: CONTRACT NO. 500-0 1-0002
TASK ORDER 0014
Dear Ms. Printz:
The purpose of this letter is to provide authorization for Ketchum and its subcontractors
and cbnsultants to use Government travel or transportation discounts negotiated by GSA.
The enclosed " Letter of Identification" is to be presented to the vendor providing the
travel service.
Please note that various discount travel rates are available to eligble Government
contractors only at the option of the vendor under contract andlor agreement with the
GSA.
Any savings achieved through your use of Government travel discount programs shall
accrue to the Government.
Questions may be directed to Mark Smolenski, Contract Specialist, at (410) 786-01 75.
. - -
Sincerely,
1
Debra A. Hoffman
Contracting Officer
Enclosure (als)
DEPARTkIENT OF HEALTH eL HUMAN SERVICES
Centers for Medicare & Medicaid Services
7500 Security Boulevard, Mail Stop (2-21-15
Baltimore, Mawland 21244-1850
SUBJECT: OFFICIAL TRAVEL OF GOVERNMENT CONTRACTOR

CONTRACT NO. 500-01 -0002lTASK ORDER 00 14
Ketchum and its subcontractors (Campbell-Ewald and Public Opinion Strategies) are
currently performing under ~ o v e k e n Contract
t 500-0 1-000210011.During the period
of performance, 20 May 2003 through 30 September 2004, the-empLvees.traveling under
this contract are eligible and authorized to use available discount rates in accordance with
your con tract andlor agreement with the Federal Government.
The following is a listing of the potential travelers under this contract:
IYor~icaMarshall I Project Executive

AI.,.-.-- AI;,,-D-;
I oroject Coordinator
I Account Executive
I
Contract Administrator
Director Strategic Planning
Management Supervisor
Art Supervisor
Copy Supervisor
Assistant . .
1
I
1 Assistant 1
1
1 1 Assistant I
m
1 Account Coordinator
1 Media Director
Account Director
1 Writer I
Survey Manager
1 Research Manaaer
( Research Assistant
1 Research Director
- - -
Questions may be directed to Mr. Mark Smolenski, Contract Specialist, at (410) 786-
0175.
Sincerely,
,&Q, 1 &
+&
I?
Debra A. Ho-ffma
-
Contracting Officer
- -
DEPARTMENT OF HEALTk1 ur HUMAN SERVICES
7500 Security Boulevard, Mail Stop C2-21-15
Baltimore, Maryland 21244-1850
LETTER OF IDENTIFICATION
SUBJECT: GOVERNMENT CONTRACTOR
CONTRACT NO. ,500-01 -0002;TASK ORDER 00 14
Ketchum and its subcontractors are currently performing under Government Contract
500-0 1 -0002100 14. During the pe-n%d of performance, 20 May 2003 through 30
September 2004, Ketchum and its subcontractors wili be procuiine iiiedia under this task
order for CMS. All billings are the responsibility of Ketchum and/or their subcontractors
as listed below.
The following is a listing of the prime contractor and their authorized subcontractors
under this task order:
Questions may be directed to Mr. Mark J. Smolenski, Contract Specialist, at (4 10) 786-
01 75.
Sincerely,
h a
Debra A. Hoffman
w
Contracting Officer
DEPARTMENT OF HEALTH & HUMAN SERVICES WECENTERS FOR MEDICARE <\I)
MEDICAID SERVICES (ChlS)
ha, 7500 Securie Boulevard

- Baltimore, MD 21244-1850
To : ~etchuk July 15, 2003

ATTN: Ms. Sandy Printz, Contract Administrator
2000 L Street, N.W., Suite 300
Medicaid Services (CMS) Consumer Research and Communications (CRC)
Umbrella Contract Number 500-0 1 -0002
Dear Ms. Printz:
Number 03-004 for a proposed follow on task order under the subject contract. The specific
work to be performed under this task order is a continuation of effort providing informational
materials about programs available to people who are homeless. More specifically, this task
order will provide educational information for use by caseworkers, other providers, plan
administrators, and state and local administrators that will supplement the information prepared
directly for the homeless client. The Government anticipates award of a Firm-Fixed Price
(FFP) task order for this statement of work. The anticipated period of performance is twelve
-(12) months from the date of award. Your response must be in accordance with the
-
requirements set forth in Section G.2 entitled "Task Order Proposals (IDIQ)" of the subject
contract and this correspondence.
You are requested to provide a hard copy (original and two copies) of your technical and
business proposal. Additionally, please provide an electronic copy of the technical proposal to
J W i l s o n @ ~ c i n s . h h sand
. ~ GClemons@cms.hhs.~ov.The following should be included:
1. Technical Understanding and Approach . -
order objectives and activities required. Provide a work plan that outlines your approach
for developing promotional awareness and informational materials that draws on your
own experience and which is already created or available, especially by other federal
agencies. Describe your expertise in formative research, graphic design, and social
marketing strateges. Provide a milestone schedule that maps out your plan for
accomplishing the deliverables, with dates for the government to consider for task order
award purposes.
2. Personnel Oualifications
(a) A staffing plan must be provided. Your proposal must demonstrate your ability to
provide technical staff that is trained, skilled and experienced to perform all aspects
of the scope of work.
(2) pages single-sided.
3. Business Proposal
Please provide a breakout of estimated costs, which identifies labor categories. hours. rates.
proposed travel, and materials,which comprises your firm-fixed price. A payment schedule
shall also be provided for the Schedule of Deliverables.
The estimated direct labor d o l l ~ (broken

s out by hours and rates for each month of
effort) for each individual assigned to/proposed for the task order. The hours and rates
shall be appropriate for the labor categoryiposition title of each individual proposed.
Proposed travel (if applicable) shall be broken out into number of trips, number of
travelers and duration of trip (including transit time) for each destination. Cost detail
shall be shown for all items including commercial transportation, daily per diem rates.
personal mileage, daily care rental, etc. - --
Note: A breakout should also be provided.foi- any proposed subconrractoi-s.
response to the above, as well as your past performance in performing the same or similar type
tasks.
'Your proposal is due by 2:00 P.M. EDT on Wednesday, July 23,2003 to the following
address:

Mailstop: C2-2 1 - 1 5
- -
The LRFP does not commit the Government to pay any cost for the preparation and submission
of a proposal. In addition, the Contracting Officer is the only individual who can legally
procurement.
If you have any questions, please contact Juanita Wilson at (410) 786-5538 or the. .undersigned
on (4 10) 786-5 163.
Sincerely,
Contracting Officer
Attachment:
LRFP o m 4
Pro- I n f o d o n For Professionals Who
Work With Persons Who Are Homeless
STATEMENT OF WORK
I. Purpose
In Fiscal Year 2001, the Centers for Medicare and Medicaid Services (CMS) funded a project with
Ketchum to create and disseminate basic information on the various Federalistate, programs that are
available to assist persons that are homeless. The target audience for the material was individuals that
were homeless. The intent of the material was three-fold: first, to provide information about the services
that are available through the various programs; second, to provide basic eligibility requirements for
obtaining services; and third and foremost, to include in tlie material, in 6ne place, a means for gaining
more information about all of the programs offered. In Fiscal Year 2002, CMS joined in partnership
with Housing and Urban Development (HUD), to create more detailed, educational information for use
by caseworkers, other providers, plan administrators, (collectively referred to as service providers) and
State, local, and program administrators (collectively referred to as decision makers). Additionally, in
Fiscal Year 2002, the contractor was tasked to develop the dissemination plan for getting the material to
the individuals that are in the best position to assist the individual that is homeless. and for preparing the
information in a camera ready format and in an electronic version that is 508 compliant and ready for
placement on the CMS website.
While CMS and the HUD are the sponsoring Agency for this project, the Social Security Administration
(SSA), the Department of Labor (DOL), and the Veterans Administration (VA) are working as partners
in this effort.
Kow, in Fiscal Year 2003, we are enhancing the project that was to be developed in the previous task
order by including information on two additional programs (VA Compensation and DOL's One-Stop
Career System), and program fact sheets (cheat sheets for service providers to quickly utilize and copy
for their homeless clients). Further, as the original product (now known as Firststep) is a CD-ROM, to
- meet the needs of service providers that do not have access to a computer, it is necessary to create-a hard
copy summary document of the essential elements of the CD-ROM. Additionally, we are requesting the
follow-on to produce the .product and promote and disseminate it to service providers and decision
makers according to the dissemination plan that was previously tasked to create.
CMS and HUD have decided to include program information on the additional programs, and to create
the fact sheets, because it was called for in the focus group and interview testing that was conducted for
the orignal product. Additionally, we are interested in the creation of the supplemental information to
ensure the product originally funded meets its' full potential with the target audience (service providers,
decision makers, and the homeless client) by fully promoting it.
LRF'P 03-004
Progr- Information For Professionals Who
11. Background --
Homelessness has persisted as a national issue for almost two decades. Knowledge about who
experiences homelessness on a chronic, re-occumng basis demonstrates that poverty. a disability or
chronic disease issue, and a housing crisis (e.g., lengthy hospitalization, arrears on rent or mortgage,
eviction by parentsispouseiroommate, etc) interact in some individuals and lead to a loss of housing and
lengthy or recurrent episodes of homelessness. Lack of housing and compounding health and support
needs make persons that are homeless among our most vulnerable population.
- ---
Many of the largest Federal programs, such as Medicaid, Medicare, Socid Security Income (SSI). Food
Stamps, and Temporary Assistance to Needy Families (TANF). are available to improve the health and
welfare of the population that is homeless; yet, many services are not accessed. Instead, persons who are
homeless receive services through targeted programs that have limited funding and services scopes.
When questioned, individuals who were previously homeless indicate that they were "unaware" of the
availability of the programs or "overwhelmed" by the procedures necessary to become enrolled in the
programs. When they did hear about a program, they reported to spend hours on a pay phone trying to
find the right number, and the right person to talk with about the programs.
Additionally, caseworkers, other providers, plan administrators, state and local administrators. and local
-
community workers report frustration at the nuances of each program and the lack of coordination
among programs. They state that they spend their limited time trying to track down phone numbers and
information for persons who are homeless instead of providing the services they need. Additionally, as
new systems are created for delivering health services to the Medicare and Medicaid population (e.g.
managed care), there is a new host of providers who do not have experience with meeting the needs of
individuals who are homeless. These providers must be provided with tools to assist them as they
become accustomed to providing this type of care. In interviews conducted with these professionals,
while they believed that in most cases they are best positioned to assist a homeless individual in
accessing programs, it was consistently convqed that it was the Federal agencies' responsibility to
provide up-to-date information about the Federal programs that are available, as well as suggestions on
how to effectively assist individuals who are homeless in accessing the programs
111. Scope
Contractor shall furnish the personnel, materials, services, and equipment necessary to complete the
following tasks:
A. Enhance the Firststep CD-ROM that is being created for homeless service providers and program
decision makers to include information on two additional programs (VA Compensation and DOL
One-Stop Career System) that research has shown to be critical to the success of the product.
B. Create a fact sheet for each of the two additional programs, similar to those being created with
-
FY2002 funding for the otherprograms.
LRFP 03404
P r o m Information For Professionals Who
C. Create a camera-ready version of d o c u m e n t that contains key elements of the Firststep CD-ROM
for individuals who do not have access to a computer, and for those, who upon request. want to
supplement the CD-ROM with printed material. Document should contain, elements such as fact
sheets, eligibility and benefits program information, documentation and qualification requirements.
glossary, frequently asked questions, and client worksheets.
D. Create a camera-ready version of a brochure that will contain promotion material regarding the use
and utility of the First Stop CD-ROM, purpose of the CD-ROM including why the Federal agencies
partnered in the activity, and directions for optimal us'e of the CD-ROM. The brochure should be
created for distribution in the same package with the CD-ROM (and supplemental program fact
sheets).
E. Produce and distribute the CD-ROM and accompanying materials, including the design and printing
of the casing and covers, printing on CD-ROM, and distribution of the CD-ROM and accompanyng
material in accordance with the dissemination plan that is being created under the previous task
order.
The material must be created in a culturally appropriate manner, and in a format that grabs attention and
is compatible and consistent with the material that is being created under the previous task orders.
Additionally the material must.be provided in an electronic version that is 508 compliant and created
with "Word" or other compatible format that will allow for wide electronic distribution and
customization, as well as placement on the CMS Internet site. The contractor will be responsible for
devising the format of the material, specifying the content of the material, and for determining the
appropriate level of detail to include in the material. .Contractor will also be responsible for assisting in
the transition of the material to the CMS web page.
IV. Objectives
There are several key objectives of this task order. To ensure that:
A. Local community sites, providers, State administrators, case managers, and outreach workers have
material available to them regarding the enrollment requirements and procedures for FederalIState
programs that are available to assist homeless persons with obtaining health care and services.
Information has to be sufficient in detail to provide the necessary information, but not so complex
that a professional is intimidated or confused by the material. Material must be easy to access and
customize and include resources for obtaining additional information about the programs (phone
numbers, web sites, publications, etc.)
LRFP 03-04
Program I n f o d o n For Professionals Who
B. Local community sites, providers,State administrators, case managers, and outreach workers have
material available to them regarding "tips" that were used to help clients that are homeless access
FederalIState mainstream programs.
C. Targeted sites have training material that clearly describes the purpose of the material. and how to
use the material.
D. Material is packedin a marmer that-facilitates use of both the professional material and the material
for the individual that is homeless. - --
E. Professionals that are best positioned to assist the individual that is homeless receives the
information.
F. There is some means, or a plan, for determining the effectiveness of the material that is developed.
V. Requirements
Contractor requirements under this task order include: modification of the original CD-ROM to include
information on two additional programs (VA Compensation and DOL's One-Stop Career System):
creation'of a fact sheet for these two additional programs; creation of a hard copy summary document of
the essential elements of the CD-ROM; creation of material to promote the use of the CD-ROM; and the
production and dissemination of the actual CD-ROM and accompanyng material.
The Contractor shall provide a wide variety of planning, creation, testing, coordination, implementation,
and training activities to accomplish this goal. Further, the contractor will be responsible for all stages
of material development including concept development, concept testing, creation, product testing, and
final production. Independently, and not as an agent of the Government, the contractor shall furnish all
of the necessary services, qualified personnel', material and equipment, and facilities; not.otbenvise
provided by the Govemment, as needed to perform the requirements of this Statement of work (SOW).
The Contractor will be required to work and interact on a regular basis with a CMS group.
In addition the tasks associated with development of the material and dissemination plan, the Contractor
must perform the following requirements:
A. Kick-off Meeting: Participate, via phone, in a kick-off meeting and orientation to discuss the tasks.
The Contractor and GTL shall mutually determine the time and date of the conference. The
Contractor will be responsible for advising GTL in setting agenda and. hosting the meeting.
LRFP 03-004
Program I n f o d o n For Professionals Who
work W~thPersons Who Are Homeless
B. Work Mana~ementPlan: The ConUactor shall design and implement a work manadement plan for
ensuring maximum cost and labor efficiency. This plan must promote economies of scale in carryng
out tasks and in ensuring that the government does not pay twice for related tasks that have been
previously funded. The Contractor must develop a draft and final work management plan in
accordance with Section V, Deliverables. The GTL will review the draft and provide feedback to the
Contractor within one (1) week after receipt.
GTL Meetings: Participate in regular bi-weekly meetings between the GTL and contract
management staff to review major issueslmilestones including: - -
> Progress over the past week;
> Upcoming activities for the next week;
i Issues that have arisen and recommended solutions; and
'u Discussion of costs.
*r The contractor will be responsible to provide team-meeting minutes including action items for
follow-up as required.
D. Monthly Status Reports: Provide monthly contractor status reports on activities and deliverables.
The first report will be due 6 weeks following the effective date of the task order. Thereafter. the
report will be due the 15th of each month. Refer to Section F.2 of the Base Contract for further
guidance.
E. CMS Communication & Meetings: Participate in CMS conferences or meetings upon request of the
GTL. The purpose of the meetings will be to provide updates on the status of processes or
deliverables and to raise any issues requiring CMS attention.
F. Final Report: Prepare a final report at the end of the contract summarizing expenditures and lessons
learned from research conducted in creation of the material. - -
VI. Deliverables
Distribution: The Contractor shall submit the deliverables in the number of hardcopies outlined below to the
GTL and Contracting OfficerIContract Specialist. Additionally, the Contractor must provide one (1)
electronic copy to the GTL that has been prepared in Microsoft Word/Excel or other compatible software.
The Contractor must also submit a copy of the transmittal letter for each deliverable to the Contract
Specialist at the address specified on the fiont of the task order.
LRF'P 03-004
Program Infoxmation For Professionals Who
DELNERABLE SCHEDULE
Participate in kick-off meeting - Within two weeks following

and orientation session award of contract
Work Management Plan to 3 copies to GTL Draft: Two (2) weeks after
include all stages of material - -.
- kick-off meeting
development and - - Final:-Two
.-. (2) weeks after
dissemination, with ample CMS's review
opportunity for CMS review
and clearance of draft and
final products.
Team Meeting Reports (GTL To all meeting participants By close of business two days
and CO status meetings) I and GTL after the date of the meeting
Monthly Status Reports 3 copies to GTL, 1 copy to 6 weeks after contract award
Contracting OfficerIContract and the 151h of every month
Specialist thereafter
Final Report 3 copies to GTL Draft: Four (4) weeks prior to
end of contract
Final: The last day of the
1 period of performance
VIII. Government Personnel:
Government Task Leader (GTL)
Gina Clemons
CMSICMSOlDisabled and Elderly Health Programs Group
7500 Security Boulevard, Mail Stop: S2-17-04
Baltimore, MD 2 1244- 1 850
(4 10) 786-9644
X. Period of Performance:
The period of performance for this Task Order shall be (1 2) months from the date of award.
DEPARTMENT OF HEALTH & HUMAN SERVICES
Centers for Medicare & Medicald Services
7500 Security Boulevard, Mail Stop C2-21-15 ~ ~ A M U W R I F & ~ ~
Division of Program Contrarts/Acquisitioiiand Grants Group
-. - May 12,2002
Blanca Edwards
Translating Services
14023 Cougar Rock Drive
San Antonio, TX 78230 - ---.
Subject: 2004 Spanish-Language National ~ e d i c a r e - ~ u l t i - ~ t &

i d Education
ia Campaign
Dear Ms. Edwards:
You are invited to submit a proposal in response to t h s Request for Proposal (RFP). The
specific work to be performed under this RFP is to educate Medicare consumers on their
Medicare coverage, the Medicare Modernization Act (MMA) new benefits, and promote the
informed use of Medicare information channels by people with Medicare who primarily speak
Spanish, their caregivers and those "coming of age" (62-64) into the Medicare program.
The Government anticipates award of a Cost-Plus-Fixed-Fee contract for this Statement of Work
(SOW). The anticipated period of performance is fiom June 30,2004 to August 3 1,2005.
You are requested to provide a hard copy (original and two (2) copies) of your technical and
business proposal.
response to the following solicitation document. Additionally, we will complete an analysis on
your proposal to determine what the Government should realistically expect to pay for the -
proposed effort, your understanding of the work, and your ability to perform the contiact.
!
Your proposal is due by 2:00 PM local time on May 26,2004 to the following address:

ATTN: Mark Smolenski, Contract Specialist
Mailstop: C2-2 1- 15
Baltimore, MD 2 1244-18 50
-
This RFP does not commit the Government to pay any cost for the preparation and submission of
a proposal. In addition, the Contracting Officer is the only individual who can legally commit
the Government to the expenditures
- - of public funds in connection with
- the proposed
procurement.
If you have any questions, please contact Mark Srnolenski on (410) 786-0 175 or the undersigned
on (410) 786-0517.
Sincerely, -
Debra A. Hoffr-nan
Contracting Officer
(Amendment 0003) LRFP 0 1-008
FOR
NM. Assessment Case Study Sites
CENTERS FOR
MEDICARE &
MEDICAID SERVICES
18 September 200 1
To: CONSUMER RESEARCH AND COMMUNICATION (CRC)

CONTRACTORS - ---
- . - --
Subject: LETTER REQUEST FOR PROPOSAL NO. 01 -008 UNDER THE CENTERS
FOR MEDICARE & MEDICAlD SERVICES (CMS) CRC UMBRELLA
CONTRACTS (AMENDMENT 0003)
TO ALL OFFERORS:
The Letter Request for Proposal (LRFP) No. 0 1-008, entitled "NMEP Assessment Case Study
Sites" is amended as follows:
CMS has amended the statement of work for the subject LRFP for Year 2 in the following way: The
community survey, which was to be done for both Year 1 and Year 2 will be done as an option in Year 2
only. The monthly reports and the annual reports will remain deliverables as originally specified in the
statement of work. The special reports will be done in Year 2 as an option. CMS is requesting the
offeror to revise its budget to the amended LRFP to reflect the changes to include the options stated
above. The revised proposal is due by 10:OO AM on Thursday, September 20, 200 1.
ALL OTHER TERMS AND CONDITIONS REMAIN UNCHANGED . .

-.
1
If you have any questions, please do not hesitate to contact Derrick Heard on (410) 786-2545.
Sincerely,
Mary E. Mnes i!
Contracting Officer
, . . .. . - .-,,. . ,., ,.. .. .. . .. ." . . ..
1 Derrick Heard
L--. .. - ' ~ w d~medment
: 0002, LRFP-?-Or-. ~@sIExtension
. .. p a p 1~'
From: Derrick Heard

To: CRC Contractors
Date: 813101 10:23AM
Subject: Fwd: Amedment 0002, LRFP 01-008, QgAslExtension
To All CRC Contractors,

-. -
Per amendment 0002, LRFP 01-008, attached is the survey in response to question no. 13.
j Derrick Heard - Award N'otice on LRFP 01-00R
-- under CMS CRC contracts ~ a a e1
From: Mary Jones

To: CRC Contractors
Date: 9/27/01 1:41PM
Subject: Award Notice on LRFP 01-008 under CMS CRC Contracts
In accordance with FAR 15.503, you are hereby notified that the subject solicitation entitled "NMEP
Assessment of Case Study Sites" has-been awarded to Ketchum for $1,046,295.45, with an option for
$329,314.55 surveys and special reports in Year 2. The competition was limited to the four CRC
contractors. Three proposals were received.
Requests for debriefings may be requested by contacting Mr. Derrick Heard on 410-786-2545 or
DHeardacms.hhs.~ov.
Thank you for your interest. - Mary Jones, Contracting Officer

- ---
CC: DHeard; PNagy; SRotwein

~-. --
CMS - Scquisition And Grants Group, AJC"
7500 Security Blvd.
410- 786-2545
F a : 410- 786-9922
FAX TRANSMISSION COVER SHEET
Date: September 27,2001 - -
To: CRC Contractors (Amy Dickmon, AED)

202-884-8411 (Phone: 202-884-8736)
Fax:
Award Notice, for LRFP 01 -008
Re:
- -
Sender: Een-ick L. Heard --
- . -- -
YOU SHOULD RECEIVE 2 PAGE (S), INCLUDING THIS COVER SHEET. IF YOU DO
NOT RECEIVE ALL THE PAGES, PLEASE CALL 410- 786-2545.
In accordance with FAR 15.503, you are hereby notified that the subject solicitation entitled
"NMEP Assessment of Case Study Sites" has been awarded to Ketchum for $1,046,295.45, with
an option for $329,314.55 surveys arid special reports in Year 2. The competition was limited to
the four CRC contractors. .Three proposals were received.
Requests for debriefings may be requested by contacting Mr. Demck Heard on 410-786-2545 or
DHeard@,cms.hhs.gov.
Note: Amy, attached is a notice that the ernail was not delivered, so I am faxing the award
notification.
..
- -
Sincerely,
Derrick L. Heard
- . . .. . .. .. . . - . . - -. ..,---.-;--I.-. ':'.:I---; - -' ' . .- . . . - .. . . . .
_
~
Mary Jones_
,_-__ - Award
. .
Not~ceon LRFP 01-00P' ~ d e CMS
, - * .
r CRC
.
Contracts
~. ..... . ... - .. " . Page 1
From: Mary Jones

To: CRC Contractors
Date: 9127101 1 :41 PM
Subject: Award Notice on LRFP 01-008under CMS CRC Contracts
In accordance with FAR 15.503,you are hereby notified that the subject solicitation entitled "NMEP
Assessment of Case Study Sites" has-been awarded to Ketchurn for $1,046,295.45, with an option for
$329,314.55surveys and special reports in Year 2. 'The competition was limited to the four CRC
contractors. Three proposals were received.
Requests for debriefings may be requested by contacting Mr. Derrick Heard on 410-786-2545or
DHeard@cms.hhs.gov.
Thank you for your interest. - Mary Jones, Contracting Officer

- -.
-.
CC: DHeard; PNagy; SRotwein

- ~- - -
r7- . . . ....-
-
I Derr~ckHeard - FW: teleconference call set1 Page 1

-- -
yL
_
-.
- -- -- -
From: "Mumma, Nelson" <NMumma@gcigroup.com~

To: "'DHeard@cms.hhs.govW'<DHeard@cms.hhs.gov>
Date: 10/4/01 8:40AM
Subject: FW: teleconference call setup
Derrick: -. -
Here's our list of possible 008 debriefing participants:
From Abt
Y~avid Kidder, Managing Vice President, Health Services Research and

Evaluation (HSRE)
'P , Program Vice President for Healthcare and Technology
issociate Area ~ a n a g e i ; ' ~ ~ ~ ~
?niorScientist .. - -
Senior Associate
Associate
Thanks,
Nelson
404-898-1601
--
(Derrick Heard - Re: LRFP 01-008 Post Award Debriefing Request
.- I
-- - ---. Paae
-- 1
From:
To:
Ly Dickinson" <adickins@smtp.aed.org,
<DHeard@cms.hhs.gov>, ~MJonesl@cms.hhs.gov~
Date: 1014101 4: 13PM
Subject: Re: LRFP 01-008 Post Award Debriefing Request
Hello Derr~ckand Mary, - -
Thanks for schedul~ngthe debriefing. AED will place the call to Mary at 11:OO on Friday. We'll have
representatives from AED and from the Lewin group on the phone. J r o m A D , it will likely be me. Susan
Crosslev. John Strand. and Eileen Hanlon and from
,' '
,
n,
3- - d
Talk to you soon and have a good weekend. pT I/-

>>> "Derrick Heard" <DHeard@cms.hhs.gov> 10103101 09:22AM >>>
--
Amy,
- --
CMS has scheduled a teleconference post award debriefing for the AEDlLewin Group team on Friday,
October 12, 2001 at 11:OO AM for the subject requirement. Please contact the Contracting Officer, Mary
Jones at 410-786-5163 for the conference call. If you have a conference line that you would like CMS to
call, please email the number to me. Also, please email the name and title of the participants that will be
apart of the conference call.
CMS participants are as follows:
1. Mary Jones, Contracting Officer

2. Derrick Heard, Procurement Analyst
3. Suzanne Rotwein, Project Officer
Sincerely,
Derrick L. Heard
CC:
-
F k -k---
L-L-
Heard
- - Fwd: Re: LRFP 01-008 -Post. Award Debriefing Request
--- -Reply --
Page i
- -
I
From: Derrick Heard

To: Internet: David.Cornell@Ketchum.com; Rotwein, Suzanne
Date: 10/5/01 8:09AM
Subject: Fwd: Re: LRFP 01-008 Post Award Debrieftng Request -Reply
Suzanne,
-. -
Please inform me if you have heard anything yet from Ketchum re: tentative kick-off for 1011I ? Whenever
you do, please let me know. Thanks.
Derrick
CC: Pang, Juanita

October 13, 3001
-
Center for Medicare and Medicad Services
Acquisition & Grants Group
Attn: Ms. Mary E.Jones - -
7500 Secunry Boulevard
Subject: Request for a No Costs Extension
Reference: Task Order No. 0001 1, Contract Number No. 500-01-0002

- ~.
-
Dear Ms. Jones: .. , -
IIJ compliance with the referenced conuact, Ketchurn, Inc. herebv requests a
No Costs Exlension (NCE) to the referenced Task Order from the current
complerion date of September 30,2003 to a revised completion date of
December 3 1,2003.
'I'h~sNCE is necessary ro allow time to incorporate CMS' comments into the

Final Project Report.
Olllces In:
Norrh i\nieric;
This request will no1 affect the scope, deliverables, or cost of the conuact. Europe
Thank you for your cooperation. Asia Paci5c
Latin Am?rica
If you should have any quesrions regarding this request, plcase contact &m
Denvinski, Project Lead. at 202.835.9499 or myself at (202) 835-9426.
Sandy Prinrz ij
VPIConuact Manager
MEMORANDUM
TO: Monica Marshall, Ketchum

Cecelia Bender, Ketchum
Sandy Printz, Ketchum
FROM: Chns Smith Ritter, CMS

Nyna Williams, CMS
DATE: December 9, 2003

- >
-- - -
RE: Technical ~ i r e c t i o nLetter 2: Level of Effort Dedicated to 500-0 1-002.
Task Order 13, Subtask 3: Product Testing
The purpose of this mernnmndllm i s to formally document the project officer's request
that Ketchum reallocah bq m Subtask 2: Product Development to Subtask 3:
Product Testing to support tne ~ n c r c a ~ clevel
d of effort that CMS will require for product
testing materials to support the Medicare Prescription Drug Discount Card and
Transitional Assistance Program. CMS finds that it requires a lower level of effort for
product development and a higher level of effort for product testing.
The above technical direction is not to be construed as a change or intent to change the
scope of the work statement under this contract and is to be acted upon only if sufficient
h n d s are available. In this connection, your attention is invited to the clause of the
general provisions entitled "Limitation of Costs (Funds, if applicable)". Questions may
be directed to Nyna WiIliams, the Contract Specialist, or myself.
- -\an 30 04 0 2 : 31p
,
-7.
Sandy Prlntz
::)
4 9-
January 30, 2004
Center for Medicaid and Medicare Services

Acquisition & Grants Group -.--
Atm: Ms. Mary Jones . .. -
Subject: No-Costs-Extension (NCE) to Task Order No. 0000013 Kelchum

2000 L Street NW Sulk 300
Reference: Contract Number No. 500-0 1-0002 Washington DC 20036
T 202 835 8800
F 202 835 8879
Dear Ms. Jones: wrvvr ktlchum corn
Offices in:
In compliance with the referenced contract, Ketchurn, Inc. hereby requests a Nonh Arnerlca
NCE to the subject Task Order from the current completion date of January Europe
31, 2004 to a revised completion date of April 30, 2004. This NCE i s Asia Pacific
L a m America
necessary whle Ketchurn's Best and Final Offer (BAFO) in response to
Request for Proposal - Modification No. 0002 is being review and negotiated.
Thank you for your attention to and consideration of this request. If you
should have any questions, please co!tact Sandy Pnntz at 202.835.9426.
I
Sandy P r l n t z
FACSIMILE - -
To: ~ U A 1Q
- m \h)i~50bi DATE: ,?j2>\J,N Qy
COMPANY: FRO,: &bClJ{ \ b ? h .
NUMBER:(^\ -ti) q E)& - 5068 n
SUBJECT: NO. OF PAGES INCLLIMNG THtS

ONE:
IF YOU DO NOT RECUE

ALL THE PAGES PLEASE
CALL
TEL: 202 835 0800
OIfices In:
Norlh Amenca
Eumpe
Asia Paclc
Lalm America
NOTE: The infcmndbn

conlained in this lacsimile is
mnfidmlial and b Inmended onty
lor Lhe use of the md~idualor
entity lo whom it is addwed.
If you are no1Ihe mlended
remen1 orthe persun
responsblelor delivmQ I I0
the mtended redpent do not
use or disclose lhis hfsirmk It
you have received his facsbnle
m error, please notty us
imnedhldy by telephone al
202 835 BBOO, and mum me
onpinal via U.S posM sew.&?
lo Kelhum, 20W L SI., NW,
Sule 300.Washingon, DC
ZGQJB.
---- -- _ , .
i d e. .b r...a.. Roffman
1 . .... - .
- PROPOSED
._ - ...
.. ... -- ,
MODIFICATION
-._ -..-- - - -.
- . 000002 TO TASK ORDEX 0014
~
. Page 1
From: Debra Hoffman

To : Sandy.Prrntz@Ketchurn.com
Date: 211 1/04 2:39PM -
Subject: PROPOSED MODIFICATION 000002 TO TASK ORDER 0014
Please see the attached. We are requesting a proposal by 2:00 PM on 18 February 2004
Please contact me with any questions. Thanks.
Debra A. Hoffman, CFCM

Contract Speclalist
Centers for Medrcare 8 Med~cardServices
Mail Stop C2-21-15 - -
Baltimore, MD 21244
phone: (410) 786-0517

fax: (410) 786-9088
Email: dhoffman2@cms.hhs.gov
CC : Jones, Mary
DEPARTMENT OF HEALTH U I l A N SERVICES
Centers for Medicare & Medicaiu Services
r
Acquisition +nd Grants Group -
-
1 1 February 2004
Ketchum
ATTN: Sandy Printz
2000 L Street, NW; Suite 300
Washington, DC 20036
- -
Subject: C O N T R A C T NO. 500-0 1-0002 - .-
T A S K O R D E R NO. 000 14lPROPOSED MODIFICATION 000002
Dear Ms. Printz:
We request that p u submit a proposal for additional work to be performed as a modification to the subject
task order entitled '2003 National Multi-media and Education Campaign." We anticipate an a w r d of a
Cost-Plus-Fixed-Fee task order modification for the additional work.
We request p u provide a copy of your proposal (original and one (1) copy), whlch details F u r technical
. approach for adding the additional work as set forth in the attached statemnt of work. As part of the
proposal, we request that p u provide a revised media plan to show how the additional funding will be
allocated among the contractor and among the various television media (Broadcast, Cable, Syndication,
Networks, Print, possibly Internet, and Radio). The plan shall include, at a rrinimum, estimated TRPs,
airdates, and the daqpart mix as included in the preGous media plan. Additionally, the cost proposal shall
detail the c a t s associated with the additional work and shall be in sufficient detail toallow for a detailed
cost analysis. Please submit your proposal by no later than 2:00 P.M. on Wednesday. 18 February 2004.
Your proposal should be sent to the following address:
Centers far Medicare &Medicaid Senices

ATTN.: Ms. Debra A. Hoffman, ~oritractSpecialist - - -
Mailstop C2-2 1- 15
Alternatively, you may e-mail your proposal to d h 0 f f m a n 2 ~ c i n s . h h s . e o vor fax it to (410) 786-9088.
Please note that when considering whether to send your response via e-mail, our computer facilityis run by
a contractor and we are not able to ensure the securityof any proprietary data that might be included in
your response.
If you have any questions, please call Debra A. Haffrnan on (410) 786-05 11:
we-
Sincerely,
Mary E. J o s
contracting officer (/
U
---
-. - - -- ...............
. k. ~ e b r a ' ~ o f f m a- n
. . . . . . . . . . .
0014SOWmod2.doc
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Page 1
- CONTRACT 500-01-0002
TASK ORDER 2014
Page 1 of 5
-. -
Statement of Work
I. Additional Work
The Centers for Medicare and Medicaid services seeks an additional National Multr-
Media and Education Campaign for 2004. The purpose and scope of the campaign
and deliverables will remain the same.
I n addit~on,we w ~ s hto promate to our core aud~encesthat there are new beneflts
available since the passage of the Med~carePrekcr~ptionDrugand Modernrzatlon Act
of 2003.
The consumer response sought is to get people with IYedicare, their caregivers, and
those coming of age to:
Understand that Medicare isn't changing, there are just more benefits
Be aware of their active role in making more informedhealth care choices
This campaign shall bridge the time period between the 2003 Fall campaign and the
Medicare-Approved Prescription Drug Campaign in May 2004.
11. Requirements
The contractor shall furnish all necessary services, qualified personnel, materials,
equipment and facilities, not otherwise provided by CMS, as needed to perform the
requirements of this Statement of Work (SOW).
A. Objectives/Tasks to be performed
Key objectives of this task order include:
The Contractor shall work with CMS to plan, develop, execute, and assess a . -
national integrated multi-media advertising campaign t o be conducted in early
2004. CMS and DHHS shall be involved in all stages of development and review of
creative materials, media plans, and research design. Including (see details from
previous sections),
Campaign Plan
The campaign plan shall include the following principal components: creative
development, ad placement/purchase, consumer testing and assessment.
Development/ Production
Develop Ads that are culturally competent and have universal appeal to all
audiences including African Americans and low-income beneficiaries.
All creative materials, graphics and text, are to be approved with CMS and
DHHS. - - -
..- -, -. .- - -- -
. - ~~- . .. .
;Debra
I.
Hoffman
.... . _ .-.
- 0014SOVJmod2.doc
-.~ -- % -. .. -. . .. . ...- . - .-.-... .. . ... . ..~.. . Page 2
- CONTRACT 500-01-0002
TASK ORDER 2014
Page 2 of 5
: Negotiate usage rights f o ~ 6 l e v i s i o n(following guidelines set forth by the Screen

Actors Guild), radio, print and Internet materials. Procure the proper ad usage
rights for placement during the campaign. Consideration of efficiencies of
purchase for the campaign and future use should be included in the negotiation
options provided to CMS for approval. Supply CMS with all usage rights
documents and associated fees for all creative and/or talent.
Media Purchase and Place-ment.

Devebp and implement ~ ~ m p r e h e n s i v eintegrated
, media strategy that takes
into account the diverse culture groups and people with lower incomes.
Conduct all ad placements.
Develop, with CMS's approval, a strategy t o leverage paid media advertising
using earned media, partnerships, etc. to promote and reinforce key messages
using the many channels and points of contact within CMS including the brand
identity of Medicare & You.
Consumer Testing
Develop and consumer test the advertising concepts
Test market advertising concept(s).
Assessment
Conduct comprehensive assessment of the impact of the campaign on people
with Med~care,their caregivers, and coming of agers for both the general market
as well as the Spanish component of the campaign being handled by a separate
government contractor.
Produce detailed reports on results.
Recommend next steps based on lessons learned.
B. Project Deliverables
The Contractor shall provide technical professional services for the development,
implementation, operation and management, and assessment o f a national multi-
-
media campaign. The Contractor shall provide a wide variety of planning,
coordination, strategy development, oversight, implementation, and assessment in
defining and carrying out this campaign and its complementary marketing
components.
-- ....
;!Oebra Hoffman - 0014SOWmod2.doc
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . , .............................. . ......... Page 3
- CONTRACT 500-01-0002
TASK ORDER 2014
Page 3 of 5
Deliverables will include:

-
i
Deliverable Summary Date j
I
1. Project Management Plan Weekly I
1 2. Weekly Status & Expenditure Report 1 Every Monday, 12 noon i
1 3. Bi Weekly Project R e ~ 0 r t
- .-
1 2" and dthMonday
-.
each month 1
4. Campaign Plan . . L ~ o n t r a c t o to
r Propose
5. Research Plan Contractor to Propose ,
6. Creative Development, Production, and Finalized Ads Contractor to Propose
7. Media Placement Plan & Purchase Contractor t o Propose
8 Recommendations for Next Steps Contractor to Propose
9. Comprehensive Project Completion including, Lessons Contractor to Propose
Learned
11. Regular Meetings with CMS staff in Baltimore & D.C. On Going
1. Proiect Manaqement Plan: The Contractor shall provide to the Government

Task Leader (GTL) a Project Management Plan, on a weekly basis, which
includes the critical path, decision points and dependencies, and risk
identificationlmitigation plan. The plan shall include a review/inclusion of any
supplemental CMS media buys (e.g. regional offices). Additionally, this plan
shall ensure minimum cost and labor efficiency in coordinating activities
relating t o the design, implementation, and assessment of this project.
2. Weeklv Status & E x ~ e n d i t u r eReDorts: The Contractor shall provide t o the

GTL, on a weekly basis, a written status report detailing money spent or
obligated t o date; correlatemoney spent/obligated t o work completed;
expected expenditures over the 30 days following each weekly report t o -
match activitieslrnedia buys and other pertinent information t o be specified
by the GTL as the project evolves. Expenditure report shall include estimates
for all costs associated with the campaign including labor, creative,
development, research, media buy, etc.
BiWeeklv Prosress Report: The Contractor shall provide to the GTL and the
Contracting Officer an updated project plan, in accordance with Section C.7.2
of the base contract, for each project conducted under the task. Information
shall include, but not be limited to:
+ Project milestones
> Problems encountered and anticipated, recommended solutions
> Deliverables due
i Deliverables submitted and dates completed
i Key staff respgnsible -
r-...- ' ----
- 0014SOWmod2.doc
~ ~
'?Debra Hoffman
. - . .. .
~ ~ - . .. .~ .. ~~ ~
~~~
.. ~ . ~ . Page 4
- CONTRACT 500-01-0002
TASK ORDER 2014
I e 4 0 4 5
k Subcontractor ~ n v o ~ c < s / ~ o s t s
4. Campaian Plan: The contractor shall provide a campaign plan that articulates
the various communications and plans that they will provide to ensure that CMS
is fully engaged in the planning, development, clearance and oversight of the
campaign. This campaign plan shall include a creative brief to ensure that there
is a mutual understanding of the goals of this campaign by all parties involved.
5. Research Plan: The ~ o n f r a c t o shall

r provide to the GTL a plan that outlines how
the campaign will be tested and assessed. ihe'contractorshall provide a plan
for testing ad concepts and shall implement the plan upon GTL approval. The
contractor shall conduct an assessment of the campaign t o determine whether
the intended audience was impacted by the campaign for the general market
Specifically, t h e Contractor shall measure whether there was an increase in
general awareness of CMS' information channels, increased usage of the
information channels, understanding that Medicare isn't changing, there are just
more benefits, increase in the target audience's desire t o seek information about
their health care coverage, increase in belief that Medicare is an excellent source
of health insurance and health provider information, and reactions to the media
campaign itself. The Contractor shall provide plans for all intended audiences,
such as general audience, African-American, coming of agers.
6. Creative Developh7ent/Production and Finalized Ads: The Contractor shall

p r o v ~ d ead concepts and finalized ads for TV and web media and other formats
as recommended by CMS in sizelformats t o be determined. Usage rights for
each creative piece must also be included.
i Television: cable, syndication, spot/local, national

> On Line Medialweb: banner ads, microsites as appropriate, t o be
determined
7. Media Placement Plan and Purchase: The plan shall include national and ;local --
media placements/buys with cost, time, date, media outlet, and lengthls~zeas
appropriate.
8. Recommendations for Next S t e ~ s : A report with recommendations for future

national multi-media and education campaigns.
9. Com~rehensiveProiect C o m ~ l e t i o nPlan: The Contractor shall provide t o the GTL

a comprehensive project completion plan that shall include "lessons learned" and
recommendations for future campaigns.
10. Final Ads t o be s u p ~ l i e dto CMS for Archival ~ u r p o s e sT: h e Contractor shall
provide to the GTL all finalized creative materials, includjng supporting
paperwork regarding usage rights and contacts for renewing usage rights.
Materials files include: --
,----.--. - -- -------p-.-pp-----.- .. . . .. . .
<Debra Hoffman - 0014SOWmod2.doc

~ - ~~.... . .. ~ ..... . ...~ - - ~ .
Page 5
CONTRACT 500-01-0002
-
TASK ORDER 2014
1
> Print: Native graphic filesand all supporting high-resolution artwork and
fonts. Files must be Macintosh platform in Quark XPress, Adobe Photoshop,
and Adobe Illustrator.
> Radio: Master files of recording in format acceptable for future media
placement.
;; Internet Medialweb: Finalized files for posting on the web in format
acceptable for future media placement.
- ~.
-
11. Reaular M e e t i n ~ swith CMS: The contractor will be-required to meet face t o
face with CMS staff In both D.C. and Baltimore throughout the course of the
contract on as needed basis and regularly on a schedule t o be defined in the
project plan.
111. Period of Performance:
As a result of this modification, the period of performance for this task order will be
extended from 19 May 2004 to 30 September 2004.
February 18,2004
Center fqr Medcare and ~ e d i c a i dServices

Acquisition & G~antsGroup
Attn: Ms. Mary E. Jones - -
Subject: Request for a No Costs Extension
Reference: Task Order No. 00010, Contract Number No. 500-01-0002

- ---
Dear Ms. Jones: -
In compliance with the referenced contract, Ketchum, Inc. hereby requests a
No-Costs-Extension (NCE) to the referenced Task Order from the current Ketchum
completion date of March 15, 2004 to a revised completion date of July 31, 2000 L Streel NW Sub 3W
2005. Washington DC 20036
1: 202 835 BBOO
F 202 E35 8879
T h s request for a NCE is due to CMSS hospital quality reporting initiative v:ww ketchum.com
being delayed beyond the timetable orig~nallydeveloped and Included in the
Officesin:
Task Order. The NCE will allow Ketchum and its subcontractor to
Norlh Amer~ca
complete the work that is vital to the launch of the consumer website. This Europe
request will not affect the scope, deliverables, or cost of the contract. Asia Pacific
Latin A r n e r ~ c a
Thank you in advance for your attention to and consideration of this request.
Lf you should have any questions regarding this request, please contact IGm
Derwinslu, Project Lead, at 202.835.9499 or myself at (202) 835-9426.
Regards, -.\
VPIContract Manager
FACSIMILE -
DATE: /9 By
COMPM;: c#)fi
FAX NUMBER: (LkQ), 7% - gagB
SUBJECT: NO. OF PAGES INCLUDING THIS
ONE:
- - - -
MESSAGE:
C YOU W NOT RECBYE

ALLTHE PAGES P U E
CALL
m 201wam
Olm In:
mkmi
a
E
uw
Asia Pack
bL h e r i p
N
OE The intormation --
anhined ir his f a m e tr
cmUenlUand is mhvlded only
for Ule use of he hdivaual u
lo rrhm il is admeued
fl you are no1fir indsnded
recpicnl or ha p e w
rerponsble lor W k h Z~lo
me &ended rec~imido MI
use u dodo#, Ihh f a b l e . If
you have receind U~irhahh
' n enar, pleare noWy rn
"nedaely by Wphorm at
202 835 BBOQ and a w n me
oWnrlvia U.S pow bervics
- to KeMurn, 2000 La.NW,
We 300,Washington, DC
2oo3s.
Monday, May 19,2003 - -

ATTN: Brian W. Hebbel
Baltimore, MD 2 1244-1859
- A
-- - -
Subject: No-Costs-Extension (NCE) to Task Order No. 0009
Reference: Prime Contract No. 500-01 -0002
Dear Mr. Hebbel:
h compliance with the referenced prime contract, Ketchum, Inc. respectfully

request a NCE to the subject task order from the current completion date of May
30,2003 to a revised completion date of October 3 1,2003.
This request for a NCE through October 3 1, 2003 will not cost the Government
more than the estimated cost of: bq
pecified in the Schedule as long as the
scope of work is not increased.
Thank you for your consideration of, and attention to, h s request. If I may be of
further assistance, or if you have questions, please contact me at (202) 835-9426
or via email at sandy.printz@ketcbum.com.
Regards,
& Sandy Printz

~ i c e ~ r e s i d e n t l ~ o n t rManager
act
Enclosures: as stated
z o o La
Center for Medicaid and Medicare Services
Attn: Ms. Mary Jones
Baltimore, MD 21244-1850 --I
- - -
Subject: Request for a No-Costs-Extension (NCE) to Task Order No.
0011 Ketchum
2000 L Street NW Su~te300
Wash~ngtonDC 20036
T 202 835 8800
Reference: Contract Number No. 500-01-0002 F: 202 835 8879
w w w ketcnum.com
Onices in:
Dear Ms. Jones: North Arner~ca
Europe
Asla P a c ~ f ~ c
In compliance with the ~ f e r e n c e dcontract, Ketchum, Inc. hereby requests a
L a t ~ nAmerlca
NCE to the subject Task Order from the current completion date of June 20,
2003 to a revised completion date of September 30, 2003. This NCE is
necessary to allow time for CMS staff to provide Ketchum with feedback on the
final report and to allow Ketchum time to make any necessary revisions.
This NCE will not affect the scope, deliverables, or cost of the contract. Thank
you for your attention to and consideration of this request. If you should have
any questions, please contact me at (202) 835-9426.
VP/Contracts Manager
October 8,2003
Center for Medicare and Medicaid Services

.Acquisition 8: Grants Group -- -
Artn: Ms. Mary E. Jones
Subject: s t a No Costs Extension

~ e ~ u cfor
Reference: Task Order No. 0007, Conrract Number No. 500-01-0002

-. --
Dear Ms. Jones:
In compljance wirh rhe referenced conuact, Kctchum, hc.hereby requests a KBLChum

No Costs extension [NCE) ro the referenced Task Order from the current ZC3S L C:ruc? NV! S I , . ~ 30:1
Viashinglon Dt ZOCJG
completion date of September 30,2003 ro a revised completion date of T. 282 83s aaoo
December 3 1,2003. F a2 335 0679
v?!vvr U r c l r i III ?m
r,
This NCE j s necessary to allow Lime to complete the Final Project Repon OHtces In:
and Appendices. The draft was approved by CMS on October 7 >2003. N o r t f ~Amrrics
Eurove
ksla P a c l f ~ c
This request will not .affect the scope, dcliverables, o r cost of the contract.
Lalln A ~ l e r i c a
Thank you for your cooperalion.
If you should have any ques~ionsregarhng this request, please contact Kim
Derwinski. Project L a d , at 202.835.9499 or myself at (202) 835-9426.
From: Juanita Wilson
To : KETKAduss.MimeOut.MIME
Date: 2/3/03 2:47PM
Subject: - RE: Contract 500-01-0002, Task Order #0007
Please proceed with work under this task order in accordance with Option 1 as described in the January
13th memo and more specifically detzled in e-mail correspondence dated January 30th.
We will formally modify the task order once additional fund b'4
approved to reflect the revised
deliverable schedule and extend the period of performance througn aepL=mber 12th. Thank you for your
continued support and cooperation.
>>> "Aduss, Kimberly" ~Kimberly.Aduss@ketchum.com~ 02/03/03 12:36PM >>>

Answers are below. Please let me know if they are unclear and you need additional information!
--
1. We are happy to extend the period of performance at nocost through Segtember 12th. We had only
suggested the end of Aug. because we thought CMS needed the information by then.
2. In order to complete all work, additional funds will need to be added by March 1st.
If you need anything else, please let me know. Thanks!
-----Original Message-----
From: Juanita Wilson ~mailto:JWilson@cms.hhs.~ov~
Sent: Monday, February 03, 2003 11:33 AM
To: Aduss, Kimberly
Cc: Printz, Sandy
Subject: Contract 500-01-0002, Task Order #0007
Kim,
I know Sandy is on vacation, .but I had a few more minor questions re: the subject task order. Below is a
record of items of discussion.
.......................................................................................
Sent to Sandy on 01/24/03:
1) a revised deliverable schedule (Rec'd 01/30103)
2) this revised deliverable schedule should also reflect what KetchumIBearingPoint cam accomplish with
existing funds and what they cannot until a d h o n a l funds are added; the previous memo's . -
(1/13/03)description of this is not very clear (Rec'd 01/30/03)
3) a breakdown of addit~onalcosts needed; based on the memo, I think it is ' however. I need to
see how you arr~vedat this figure and to ensure that everything is included, such as tee It IS now '
rec'd 0 1/30/03)
4) a request for extension of period of performance through August 30, 2003, including when additional
funds would need to be added in order to submit the Annual Report by that date as anticipated
The Project Officer would like a few extra weeks to review the draft Annual Report, so can the period of
performance be extended through Sept. 12th, instead of August 30th at no-addit~onalcosts? If so, I will
change the date on the electronic version.
Also, when do the additional funds need to be added in order to receive the Annual Report draft by August
15th? -
- -
Ketchum's 01/30/03 submission looks good to me and the GTL also concurs. Can you please provide a
. ... _ .
I .:.= .. . . .....- . . . -... . ... ..
, ..>-- -
-;-.;- ..- ,.-,. -
.-->&..-- =T.-->-r.z- -2 - '. .. ...-A . -->- .. . .- , . ,,
~.
i: Juanita, Wilson - RE: ~ontract"50i .. _ . .. _ "-0002:

. .. . .. Task . . #0-007
- . order . - ... - i_--_i_i_--
pag-; 2
response to #4? Once I receive your response, I will follow-up with a note to Ketchum re: proceed~ngwith
Option 1 as described In memo dated Jan. 13th, but incorporat~ngthe information from the 01130103
e-mail.
-
We will formalty modify the task order once additional funds are approved to reflect the revised deliverable
schedule and extend the period of performance. Thanks:
CC: "Sandy.Printz@ketchum.com".GWIA-HHS.BALT12; Rotwein, Suzanne

1 -
- -
.!-- Juanita - -- ---
Wilson RE TO #7, C -
- - -- -- - In -- < --f -- -..- - Page 1
From: "Printz, Sandy" <Sandy.Printz@ketchum.com>

To: "Juanita Wilson" <JWilson@cms.hhs.gov>
Date: 9/6/02 11:59AM
Subject: RE: TO #7, optlo;
J, I confirmed with the technical staff the task in the sow is within the current "general" scope and is NOT
additional work and all Ketchum nee& is the OPTION exercised and funds obligated.
thanks,
sandy
From: Juanita Wilson [mailto:JWilson@cms.hhs.gov]
Sent: Friday, September 06, 2002 11:33 AM
To: Pr~ntz,Sandy - ---
Subject: TO #7, Option
Sandy,
Per our conversation, please review this draft SOW wlyour technical folks to makt .:- "-""'-
- not
work that wasn't already pre-negotiated under the Option. The Option is valued at ', . e are
just exercising the option, that will be an easy mod. and Suzanne can issue a tech^^^^^, UII=br,V,I dtter to
give these nitty, gritty details of the work. If not, it probably won't get awarded until 10/31/02 and we would
need a new proposal from Ketchum. Also, review the schedule of deliverables, it looks a little different
from the one Ketchum revised in March 2002. Please let me know as soon as possible for planning
purposes. Thanks.
DEPAR- OF HEALTH & HUMAN SERVICES CENTERS FOR MEDICAREAND
MEDICAID SEAVICFS ((3MS)

Batirnorc, MD 41244
Ketchum Public Relations - -

2000 L Street, N.W.
Suite 300
Reference: Contract No. 500-0 1 -0002 '
Task Order: #0007

Subject: ~odification000004
Dear Ms. Printz:
Enclosed herewith is one ( 1 ) fully executed copy of the subject Task Order Modification under
Contract 500-01-0002. Please acknowledge receipt of this task order by completing the
"Acknowledgment" below and returning this letter to:

ATTN: Ms. Juanita Wilson
AGGIDPC, C2-2 1 - 15.
Baltimore, ' ~ a r ~ l a 2n 1244-
d 1 850
If you have any questions, please contact the undersigned at (4 10) 786-5538
Sincerely,
V L
Juanita Wilson
Contract Specialist
Enclosure
ACKNOWLEDGMENT:
Skr4bq TR~NTZ!W / c o d m - r m w m
Contractor's Authorized Representative
Name and Title (TypelPrint)
I
g,
dl,?vd3
Date
1
DEPARTMENT OF HEALTH & HUMAN SERMCES CENTERSFORV E D I C A R E A ~ L )

hlEDICAID SER\'ICES (C\lS]
7500 Securih Boule\ard

- Baltimore. MD
21244
Ketchum -. -
October 9. 2003
2000 L Street, N.W.
Suite 300
Reference: Contract No. 500-0 1 -0002

Task Order: #0007
-
Subject: Modification 000004
Dear Ms. Printz:
Enclosed are three unsigned copies of the subject modification. Please have a duly authorized
official of your organization sign in Block 15b and complete Blocks 15a and 15c, page 1 of the
document (SF-30).
Retain a copy for your files. The three signed copies should be returned to:
Centers for Medicare ahd ~ e d i c a i dServices

ATTN: Ms.,Juanita Wilson
AGGIDPC, C2-2 1 - 15
Baltimore. Maryland 2 1244- 1 850
Upon receipt thereof and signature by an authorized Contracting Officer, one fully executed copy
will be returned to you.
No modification will exist until the fully executed copy (or other signed acceptance of
modification) is mailed (or otherwise furnished) to you. In such event, the modification will be
effective from the date shown in Block 3, page 1 .
Sincerely,
Juanita Wilson, Contract Specialist

Acquisitions and Grants Group
Enclosures
-
--,-
7500 Security Boulevard, Mail Stop C2-21-15 CENIERShrhfm
Baltimore, MaryIand 21244-1850
Division of Program Conhacts/Acquisition-andGrants Group
- - March 28,2003
Ms. Sandy Printz

Ketchurn Public Relations
2000 L Street, NW, Suite 300
Reference: Contract 500-0 1-0002, Task- . Order 00 12

--
. --
Dear Ms Print~:
We are requesting a modification to revise the Statement of Work and to extend the Period of
Performance for,Task Order #0012, on contract #500-01-0002, "Rx Drug Card Initiative" until
February 25, 2004. CMS is requesting this modification due to the injunction on the Rx Drug
Card Initiative. The government does not anticipate the extension and revision of the SOW
should cause the need for additional funding.
If there will be a cost or schedule impact associated with the Period of Performance extension
and Statement of Work revision, please submit a proposal and specifically articulate what
effort(s) will be accomplished for the additional cost.
Furthermore, it should be noted, the government does not have additional funds in the budget for
this effort and if additional costs are needed for the change in the scope of work, please suggest
what will be reduced to stay within budget constraints.
Please provide a proposal that outlines cost or schedule changes as a result of this modification
and send it to the address below by: April 11,2003 at 2:00 PM.

7500 Security Boulevard, Mail Stop: C-21-15
Attn: Mark Srnolenski
Sincerely,
MaryE.Jones -
Contracting Officer
cc: Project Officer

Contract File
Centers for Medicare & Mehcaid Senices
Baltimore, Maryland 21244-1850 C ? W i 5 5 I b ~ & ~ -
October 15, 2003

ds&
To: Ketchum Public Relations
ATIN: Ms. Sandy Printz
2000 L Street, N.W.
Washngton, D.C. 20036
.- . -
Subject: Request for Origmal Signature on Task Order 00 12, Modification~o.02 under CMS
Consumer Research and Communications (CRC) Umbrella Contracts
Dear Ms. Printz:
Although a fax copy of the SF 30 of the subject modification was signed on September 30, 2003,
you are requested to provide a hard copy signature on the attached modification. Upon return receipt of
the signed copy, the contracting officer will sign in-kind and copies will be disseminated as appropriate.
If you have any questions, please contact Chris Hagepanos on (4 10) 786-7598 or the undersigned (4 10)
786-5 163.
Sincerely,
V
Contracting Officer
Attachment :
1 ) T.O. 12, Mod #2 Modification
Timeline
The period of performance for this optional line item is four (4) months from date of exercising option.
Activity/Deliverable
- 1 Time Frame
Kick-off meeting
-
I 1 week from date option is ,
exercised
Final research design, plan and budget 1 week
Draft screener to HCFA 1 week
Screener approved by HCFA 1 3 days
Recruitment berrins 1 TBD
Draft interviewlmoderator's guides to K-- F A 2 weeks after research design
is approved
Guides approved by HCFA I 3 days after receipt
Focus groupslinterviews held 1 TBD
Topline report 1 1 week after groups are held
Final written report: submitted to HCFA 3 weeks after topline is due
1) Monthly Status Reports

The contractor shall prepare a monthly status reports in accordance with Section F.2 of the base
contract.
The deliverables for phases 1- 3 of the research are outlined below. Although the findings for Phases 2
and 3 will be combined into one final topline and subsequent detailed report/presentation, topline
summaries will be prepared at various intervals:
Phase 1 - Initial Planning & Pretest:

- A summary of the finalized methodology for one-on-one interviews and groups.
- Scheduled weekly conference call'to discuss progress. . .
Phase 2 - Field Work:

- Topline summary focussing on recommendations for the writers due three days after
interviews are completed.
- Periodic updates by conference call (e.g. after each city is completed).
Phase 3 -- Additional Testing

- Conference Call the day after testing occurs to discuss some of the key findings.
- Topline summary focusing on recommendations for the writers. --
At the conclusion:
- Comprehensive, actionable topline report and presentation.
- Detailed report in PoweFPoint format. -
- CD-ROM report of findings and interview clips.
C. Schedule of Deliverables
Deliverables - Delivery Date

1 . Kick-off meeting 41 1 102
2. Scheduled weeldy conference calls 4/2/02
3. Summarv of Finalized Methodologv for research 4/8/02
4. Screener's to CMS For Approval 4/3/02 I
I
5. Moderator's Guides to CMS for A D D ~ O V ~ ~ 41 1 7/02 I
-
6. Consumer testing (Hard Date cannot change) 4/23/02 - 4/29/02 I!
7. Todine r e ~ o rof
t research findings 5/2/02 1 -
( 8. Additional Consumer Testing (Hard Date - cannot 1 5/9/02 - 5/13/02 I
change) - -
I
9. Oral Topline with CMS 5! 14!02_ I
10. Written T o ~ l i n to
e CMS 5/22/02 II
I
1 1 . Final Report * 6/28/02 I

i
12. Monthly Status Reports IAW F.2 of Base Contract
*Distribution: One original and 3 copies of the final report to the Government Task Leader
Period of Performance:
The period of Performance for this Task Order is five (5) months from date of award.
***s*olcc*opr*ancrrr: -CQ, JOIJRNRL- DRTE WR-05- *014mc TIME 11: 00
MODE = MEMORY TRFVJSNISSION STRRT=FIPR-05 10: 5 8 D . I D = - B 5 11:
FILE NO.=755
STN NO. COMM; RBBR NO. -STFITION NfVE/TEL NO. PGGES DURRTIW
Facsimile -
- .-
TRANSMllTAL - --
I
TO: Amy Dichnson
AED
RE: Base Contract, Mod.000002
Date: April 5,2002

Pages: 3 p l u cover
my,
Please review and let me know if it looks 0.k. If so, I will put originals in the mail to you for
signature. Thanks.
From me desk of..

Juanita Pang
&quisitian and Grants Gmup
7500 S-ty Blvd., C2-21-15
Baltimore. Maverd 212dA-1850
7 5 0 0 ~ ~
- Rahimnrr, MD 21944
Academy for Educational Development (AED)

ATIN: Ms. Amy Dickinson -- -
1 825 Connecticut Avenue, N.W.
Reference: Contract No. 500-0 1 -000 1

- -.
Dear Ms. Dickinson: .-
-
Enclosed herewith is one (1) fully executed copy of the subject modification under Contract
500-0 1-000 1. Please acknowledge receipt of this task order by completing the

ATTN: Ms. Juanita Pang
AGGIDPC. C2-2 1 - 15
Baltimore. Maryland 2 1244-1850
If you have any questions, please contact the undersigned at (4 10) 786-5538.
Sincerely,
Contract Specialist 1
Enclosure
ACKNOWLEDGMENT:
" . V I - " A.
contractofis ~ u t h d r i z e dRepresentative
Name and Title (TypeIPrint)
\
( ~ ( a -
Date
DEPARTMENT OF HEALTH & HU@ANSERVICES CENTERS FOR m D I L m LYD
MEDICAID SERVICES (ChlS)
- 7500 Security Boulevard

Baltimore, MD 21244
Academy for Educational Development (AED) April 5, 2002

ATTN: Ms. Amy Diciunson
1825 Connecticut Avenue, N.W.
Reference: Contract No. 500-0 1-000 1

Subject: ~ o d i g c a t i o n000002
Dear Ms. Dickinson:
document (SF-30).

AGGIDPC, %2-21 - 15
Baltimore, Maryland 2 1244- 1850
will be returned to you. I
- 1
--
No modification will exist until the fully executed copy (or other signed acceptance bf .
modification) is mailed (or otherwise furnished) to you. In such event, the modificaiion will be
I
effective from the date shown in Block 3, page 1.
Juanita Pang, Contract Specialist

Acquisitions and Grants-Group
Enclosures
MODE = MEMORY T R Q N S M I S S l O N STHRT=MW-15 11: 49 EriD=MG'r-15 1 !: 45
F I L E NO.=071
5 T N t.10,. COMM. QBBR NO. - STQT ION NFIMEfTEL NO. PGGES DURQT IOI:
001 OK a 912028848411 @32./0@200: C: : 02
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CENTERS FOR MEDICARE AND MEDICAID
I
(FORMERLY HEALTH C A E FINANCING ADMINI$mTlON)
ACQUISITION AND GRANTS GROUP
7500 SECURrrY BOULEV-, C2-2135 - -
BALTIMORE, MARYLAND 21244-1850
DATE; 14 May 2003
/
.dC&/fd. 3Re,w- pf Fr-m :
Amy DickinsonfAED Debra A. HoffmanlHCFA
FAX NO. (202)884-84 11 FAXNO. (410)786-9088
PHONE NO. (202)884-8736 PHONE NO. (410) 786-0517
This transmittal consists.of 2 pages.)-
REFERENCE: CONTRACT 500-01-0001KASKORDER 0007

MODIFICATION 000062 I
I
I
COMMENTSIREMARKS: I
I
See the attached. Please sign and fax back to me at the above number. If you have any I
questions, please contad me 1 -
1
I
Please confirm recelpt of this telefax lo (410) 786-0517.

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-. -
(FORMERLY HEALTH CARE FINANCING ADMINISTRATION)
7500 SECURITY BOULEVARD, CZ-21-15
BALTIMORE, MaRYLAND 21 244-1850
- -
DATE; 14 May 2003 II
Amy DickinsonMED Debra A. Hoffrnam'HCFA

- .--
FAX NO. (202) 884-8411 FAX NO. (310)786-9088
- 4 -
PHONE NO. (202)884-8736 PHONE NO. (410) 786-0517
This transmittal consists of 2 -)-

Pages
REFERENCE: CONTRACT 500-01-000llTASK ORDER 0007

MODIFICATION 000002
COMMENTSiREMARKS;
See the attached. Please sign and fax back to me at the above number. If you have any
lnrended orly tor i?e use of Ihe parrylo whom It tr adaresslpJ and mvconta~ninbrmabon Vlat IS pnvlleged. confiten~alaod oroledeC fmn d15r-losun
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7500 SECllRlPl BOULEVARD, C2-21-15
3%
DATE: pd January 2004
- -
TO: FROM:
Cathey DuganIAED Debra A. HofirnanlHCFA

FAX NO. (202) 884-841 1 FAX NO. (410) 786-9088
PHONE NO. (202) 884-8594 PHONE NO. (410) 786-0517
--
T h ~ stransmrttal conslsts of 1 pages (excluding cover sheet).
A -
REFERENCE: CONTRACT 500-01P0011TASK ORDER 0007
MODIFICATION 000004
COMMENTSIREMARKS:
See the attached. Please slgn and fax back to me at the above number. If you have any
questions, please contact me.
Please confirm receipt of this telefax to (410) 786-0517.

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MODE 5 NEMORY TRRNSMISSION STRRT=AUG-16 08:01 END=fiUG-16 08:EZ
-
STN N O , COMU. QBBR NO. 5TQT I OIJ NAMElTEL b13. PFtGE5 DUF?QT10%

,(FORMERLY HEALTH CARE FINANCING ADMINISTRATION)
ACQLllSlTlON AND GRANTS GROUP
7500 SECURITY BOULEVARD, ~2-21-15 -
DATE: 16 August 2002

TO:
- - -
FROM:
I
Amy DickinsonlAED Debra A. Hoffman/HCFA
FAX NO. (202) 884-841 1 FAX NO. (410) 786-9088
PHONE NO. (202) 884-8736 PHONE NO. (410) 786-0517
This transm~ttalconsists of 1 pages (excluding cover sheet).
REFERENCE: LRFP UNDER TASK ORDER 0007 UNDER CONTRACT

50001-0001
COMMENTSIREMARKS:
See the attached. Please contact me if'you have any questions.

- - -
Please confirm receipt of t h ~ telefax

om
Tnls a a u r n e n ~ ~,mended
s
s to (410) 786-0517.
fur me use ol (he parry ta whom 1116ackirssed and may eontam 1 M m D 0 nI M IS ~phnleged, conMarla1 and o w frwn deuwvre
m d e r Lht ax?lcabre taw. V p u ere n?: me onlemeo aderessce. erme D c r s a n e M L a n d lo dalwerthls &urn& !OWabdrc%ee. ,%mare n u e D y notmM VUI a n y n n m ,
d l s ~ b a ~d~txm~nalron,
r~, c m n q or other acbm Use0 on I* uyllenl O f mla m m r n u n a l m 16 not a v u m z m Ifpu haw havs ththla daurnml m o m , @Ease 11
I
I
irnrncdiatcly noWy u: t y klepnone Tnenl p u tor Iplr cmpera:lon
MODE = MEMORY TRFNSNISSION STRRT=GUt-27 14:84 END=FWG-27 14:06
F I L E NO.=112
STN NO. COMM. fU3BR M3.

- STRT1M.I M / T E L NO. PRGES DLRGTIMJ
Facsimile
TO: . Amy Dickinson
FAX #: (202) 884-841 1

PHONE: (202) 884-8736
RE: Preliminary Notice of htent to Exercise Option Year Three under CRC Umbrella
Contract
Date: August 27,2003
Pages: 1 plus cover
From the desk oL.

- Juanila Wbon
Cenlers lor Medicare 8 Medicaid S e ~ c s s
Acquisition and Grants Grouo
7500 Security BLvd.. C>21-15
Baltimore. M a w n d 212441850
(410) 78b5538
Far (410) 7868088
D E P A R m OF HEALTH & HUMAN SERVICES CENTERS FOR MED~CAREa m
"'ma&-
7500 !kculitY Boulevard
Academy for Educational Development

--
ATTN: Ms. Amy Dickinson
Dear Ms. Dickinson:
Please be advised, this letter serves as preliminary notice of the Govermnent's intent to exercise
Option Year Three under the centers for Medicare and Medica~dSeryices (CMS) contract
number 500-0 1-000 1.
On or before the scheduled Option Year Two completion date of September 16.2003. it is
anticipated that Option Year Three will be exercised pursuant to contract provision 1.1 - 52.2 17-9
"OPTION(S) TO EXTEND THE TERM OF THE CONTRACT." This preliminary notice does
not constitute a commitment on the part of the Government.
If you have questions concerning this matter, please contact the undersigned on (410) 786-5163.
Sincerely,
Mary E. ~onks,con&cting Officer

Acquisition and Grants Group
Division of Program Contracts
M O M = BFlTCH TWNSMISSION
FILE NJ.=650
5TN NO. CMIM. RBBR NO. - STFITIUN N.IAE/TEL NO. PFIGES DURFITION
001 B-OK a 912028848411 002402 BRTCH

-. -.
75M) Seamty Boulevard, Mall Stop C2-21-15

Pathore, Maryland 21244-1 850
Far 4107869088
- ---.
Fax
To: Ms. Toyin Tornori Fmm: Kevin M. Pope, Contract Specialist
Far: 2028844411 Pages: Z(inc1uding fax)
phone: kte: wmm

Re: 500-014001 CC:
Urgent F6r Review Please Comment Please Reply Please Recycle
Ms. Tomori.
Preliminary Notice of lnknt to Exwcise Opbn Year Four under CRC Umbrella Conbact
DEPARTMENT OF HEALTH & H' 'AN SERVICES
Centers for Medicare & Medicaid 5,- i c e s
Acquisition and Grants Group -
-. -
'August 3.2004

ATTN: Ms. Toyin Tomori - -.
SUBJECT: CMS CONTRACT NO. 500-01-000 1
Dear Ms. Tomori:
In accordance with the contract clause 52.21 7-9 entitled "Option to Extend the Term of The
Contract." you are hereby notified of the Government's intent to exercise Option Year Four under
the subject contract.
This notice does not obligate the Gove.ment to renew the contract if conditions at actual time of
renewal dictate otherwise. A modification to the contract would be the instrument used to effect
the actual renewal.
If you have any questions concerning this matter, please contact Mr. Kevin M. Pope, Contract
Specialist on (41 0) 786-5794 or write to the undersigned.
Sincerely,
. .
& d w
Debra A. Hoffman
Contracting Officer
MODE = flEmORV TRRNSMISSION STQF?T=QUG-16 08:01 END=RUG-16 0 6 : m
FILE NO.=216
STN NO. COMM.

-
RBBF! NO. STQTION NaPiElTEL NO. PRGES DURQTIOh
001 OK a 912028848411 002/002 00:0a:23

- -

AFORMERLY HEALTH CARE FINANCING ADMINISTRATION)
AC~UISITIONAND GRqNTS GROUP
7500 SECURITY BOULEVARD, C2-21-15
-
TO: FROM:
Amy D~ckinsoniAED Debra A. HoffmaniHCFA
FAX NO. (202)884-8411 FAX NO. (410)786-9088
PHONE NO. (202) 884-8736 PHONE NO. (410)786-0517
Th~stransrn~ttalconsists of 1 pages (excluding cover sheet).

500-01-0001
COMMENTSiREMARKS:
See the attached Please contact me ~f-youhave any questrons
Please confirm receipt of thls telefax to (410)786-0517

-
TniS aaurnml 8 nnlerdfs.? O W b r me use ol tk panym whom ~t86 a d d r o M and maycanmln ~mrmabonIMl!r prml&, m M m b s l s r d urmeaed tmn daclwun
undsi b e awlcaD(e law (lyouere nu me anreram naaressee wine person sudanrerr lo dalwer Vlls d a u m e m w the ada-. .pu a n meby&ad vat syn-
d ~ h s u r ed~%Qm~natOncwrq or other ocrinq based on the anlent ofmla mrnunlcllbm 16not a u M H ) a r has recasd m16desumcnt n o m , plsase
~rnrncdlatebnow us t y rlepwne Tnenr you {or yaurrPopersfan
NODE = PIUlORY TRGNSMISSION STFIRT=SEP-12 1 4 : 2 5 END=SEP-12 1 4 : 3 ?
F I L E NO.=600
STN 1.10. COPIM. FIBER NO. - STFITION NRMEITEL NO. PRGES DLRFIT 104

ACQUISITION AND GRANTS GRQl.JP. ,
BALTIMORE, MARYLAND 212461850
DATE: SEP 1 2 20Q

TO: FROM:
Amy DickinsoniAED Debra A. HoffmaniHCFA
FAX NO. (202) 884-841 1 FAX NO. (410) 786-9088
PHONE NO. (202) 884-8736 PHONE NO. (410) 786-0517
This transm~ttalmns~stsof 2 pages (exclud~ngcover sheet).
REFERENCE: CONTRACT 5000140011TASK ORDER 0007

MODIFICATION 000001
COMMENTSIREMARKS:
See the attached

~ ryLBa J b m h d .
If you have any
m ~daument
s b btewea m l y h11hellqe of me paty m -
Please c o n f l n recerpt of thts telefax to (410) 786-0517. =
11IS Wressm and may comaln ~nformabmh a 1 ~gpwlleged. COnhdenwI ard Drolecled md~sciosure
rnMar dw awlicabk law If you ere ra! the 1 n 1 e W a d d m a or Ihe W s a n a u l k m x 10 delntr lrus k m n l t.the adumsee you are h m b y mbhed 0 9 1 a y ranm.
d ~ s d m r edirsemt~bdnc~prnsw o l h e acbon based on
~mmedetelyfwWfy ca by w p m e T b n k p u l a )our mcwrawn
oanlcnl d lhls sanmcnlclt-n 4s ral a d w d H p u have reoelved'lh8s-men( In ermr @east
DEPARTMENT OF HEALTH & HUhlAN SER\'ICES
7500 SecuriQ Boulevard, h4ail Stop C7-25-15
Baltimore, blanland 21 24-1 850
Acauisition and Grants Grouu -. -
12 September 2002

Center for Social Marketing & Behavior Change
- --- .
ATTN: Amy ~ i c k i n s o n
1825 Connecticut Avenue, NW, 9Ih Floor .- . --
Subject: CONTRACT NO. 500-01 -000 1

TASK ORDER NO. 0007
MODIFICATION 00000 1
Dear Ms. Dickinson:
Enclosed is a copy of the subject modification. If you have any questions regarding this
task order, please contact me at (4 10) '786-05 17.
Sincerely,
2.E CI3.r:312 7VNI918O
Debra A. Hoffinan, CACM

Contract Specialist
Enclosure
*****u***r**** -COMM. TOURNFIL- *****wmc+xmwwxxY DFITE SED-06-; m w TIME 15:22 **~-.*x-
MODE = MEMORY TRQNSWISSION STFiRT=SEP-05 15:2E END=5EP-06 15:Z
F I L E NO.=508
STN NO. COflM. RBBE NO. - STRTION NqflE/TEL NO. PRGES DURRTION
001 OK S 912828848411 003/003 00:01:17

7500 SECURITY BOULEVARD, C2-21-45 -
DATE: 06 September 2002

TO: FROM:
Amy D~ckinsonIAED Debra A. HoffmanIHCFA
FAX NO. (202) 884-841 1 FAX NO. (410) 786-9088
PHONE NO. (202) 884-8736 PHONE NO. (410) 786-0517
Th~stransmittal conslsts of 2 pages (exclud~ngcover sheet)
REFERENCE: CONTRACT 500-01-0001KASK ORDER 0007

MODIFICATION 000001
COMMENTSIREMARKS:
See the attached Please sign and fax back to me at the above number. If you have any
Please confirm receipt of thls telefax to (410) 786-0517. --

TNSowurnen1Is Interidea only frr me use ofI k parry to whom 11a a d d w d and may -In tnfonnabm lhal n pnnlcgbd, canf,aenlal am pmedcledWn a~xbsut
a
mjer Lhe a w l a b l e law If p u are not !he Inteked eddrmee ar tjw person a u t m u d lo d e l m lh16ckcunerrl lo Um ads- p u are b a b y mbhed lhai any renew
d l s d m e donwn,nsban e v y g or other sdmn bgsed m the content of h 6 commurYcabOn ts not euht-zsd H p haw rooebd tnls d o w d ~nerm plea-
mmed#ldy m(lFyus by lelwhone h n k yw for F u r c o o m b o n
MODE = MEMORY TRFINSII IS; I ON
FILE NO. =350
STN 1.10. COMII. RBBP NO. - STRTIOP4 N;I.'lE/TEL 140. PRGES DCl.;'itTl@;~
06i OK 2 512022848411 602/0e5 0 0 : @ 0 : 5 5
-~ CENTERS FOR MEDICARE AND MEDICAID

.
(FORMERLY HE&TH CARE FINANCING ADMINISTRATION)
7500 SECURITY BOULEVARD, C2-21-15. ,
DATE: 14 January 2004
TO: FROM;
Cathey DuganlAED Debra A. HoffmanlHCFA
FAX NO. (202) 884-841 1 FAX NO. (410) 786-9088
PHONE NO (202) 884-8594 / PHONE NO. (410) 786-0517

II
This transmittal consists of
REFERENCE: CONTRACT 500-01-000IITASK ORDER 0007

1 pages (excluding cover sheet).
I
MODIFICATION 000004
COMMENTSIREMARKS:
See the attached. Please sign and fax hack to me at the above number. If you have any
questions, please contact me. . .
- - -
Please confirm receipt of this telefax to (410) 786-0517 . A-
Ths documem 6 ImcTdedon y lor lhe u;e d 1 4 pany tovhom 11 us s d d m d a d msy ccmldtn Inlamahon IM! 15 privllqed mnfdenu3l and pralecte3 frmdisdoaure
under:teaDP~csblsL w I1 p u sre not ths ~ m e n d ds d d ~ % a oplhe p e m n au~torapdto aeirrer I I a ~s e n 1 to fne addRsSee mu are hcrrby noohrd lhal any Qvlew,
dlsclOs~Ie,Q~wrn~mhm. moyng or olhtf W c 0 n &sea on Ine conleni d In6 mmmunlcabon 1s not a u l h m e d Ifyw hrrve received lh~sdocumen! In e m ma2
rmmed!ately ur I e l e p ~ ~ nTc h m k yw for @LO cmpweaon
2%
DATE: @ ~anuary2004
- -
TO: FROM:
Cathey DuganIAED Debra A. HoffrnanIHCFA
FAX NO. (202) 884-841I FAX NO. (410)786-9088
PHONE NO. (202) 884-8594 PHONE NO. (410)786-0517
--
1 - This transmittal consists of

REFERENCE: CONTRACT 500-01-00011TASK ORDER 0007
I pages (excluding cover sheet).
d
MODIFICATION 000004
11 COMMENTSIREMARKS:
. -
Please confirm receipt of this telefax to (410)786-0517.
Thla d c c m n l i s inlend- only far h e use 07 WVle pany lo *ihom I1 o i addressad ma rnsy contain lnfamamn mat i s Fvlteged. c m f d d i a l and volecled lrom dibCb6~I.
maer me applkable law. H you ate nor !he lnmnded addressee, cr me pwson adhomed rn deli* lhis doarmml b Iho M a r u s e . p u are hemby m(i(kd ma1 any reneu.
d h d a a , d ! ~ l n a t o n copying
. ~ c i h e acllon
f cased M tm content ol Ihb cornrnmicdlton is not avthond. If p u Mve f&Kd fhodowmMl In ml,Dlea9e
imrnedrallynoUtyus by tele$one. T m k you tor your WrrpeatiDn.
00:1@:130 ZElEl/ZO@ ITP8P8850ZT6 Z X0 100
1,.10i1&na S3riiJd 131/3wtl1.1 ~ o i l t l l s 888e 'WW03 'ON NlS

'014
--'ON
PZb='ON 3 1 1 j
1 1 : 6 0 Z?-NWT=CIN3 613 :60 ZZ-bltlI=l?lYlS NOISSIWSNWJI A ~ O W ~=W3 a 0 ~

MODE = MEMORY TRQNSMISSIOI.4 STQRT=MRY-15 1 1 : 4 3 END=MRY-15 1 1 : 4 9
F I L E NO.=071
5Tt.i 1.10. COMM. RBBR NO. - STQTION NFIflEfTEL NO. FAGES DUERTI 0t4
CENTERS FOR MEDICARE AND MEDICAID I

(FORMERLY HEALTH CARE FINANCING ADMINIS7RA'f'ION)
I ACQ~JISIT~ONAND GRANTS GROUP
7500 SECURW BOULEVARD; C2-2145 --
I BALTIMORE, MARYLAND 21244-1850
DATE: 14 May 2003

36c+G:
Amy DickinsonlAED I Debra A. HoffmanlHCFA
FAX NO. (202)884-8411 I FAX NO. (410) 786-9088
PHONE NO. (202)884-8736 1 PHONE NO. (410) 786-0517

This transmittal consists of 2 pages.)-
II
1 REFERENCE: CONTRACT J00=01-0001rTASKORDER 0007
MODIFICATION 000002
I
COMMENTSIREMARKS:
questions, please contad me.
-
1
Please confirm-rselpt of this telefax to (410)786-0517.

Ths d x t n n e n l ~ s~ - m x M u r A ymr Ve use dhc buny to Nhrm R IsBocesac a m ~ c u n r a ~ n i n h n n a 6matis
a pMiEpd, c d d e ~ asnrl
l DDfmed h m a s J m
uneermer3alhbttkw, U p u s c u r m r ~ a 4 d r o b l a . o r w p a r m n w m x ~ c a : o c e t ~ ~ ~ t ~ V h ~ s w , p u m o ~ y n ~ V l M s r y ~ .
d8xdowp d-m, or arar- DaMl m Vp am dlru crnmvrvqron U rm wwmzd. I m u harc r e r a m lnlr a r m o m h m r .
h m d b u v ~Gwbvbkohw7 . ~ 1 -w4 u ( O 1 m c m c n
_I-
--
DATE; 14 May 2003
dCj&,?fKG -F Ff-0 t r n
Amy Dick~nsonLAED Debra A. HoffmanIHCFA
FAX NO. (202) 884-841 1 - -

FAX NO. (410) 786-9088
-
PHONE NO. (202)884-8736 PHONE NO. (410)786-051 7
This transmittal consists of 2 Pages-)-
REFERENCE: CONTRACT 500-01-000lrTASK ORDER 0007

MODIFICATION 000002
COMMENTSIREMARKS:
auestions, please contact me.
- - --
-
Please confirm receipt of this telefax to (410) 786-0517
This documenl 1s lrnendeo orly lor Ihe a e of Ihe parry lo whom I1 ts Maressea and m y conra~nlnlormabOn hat IS pmleged, wnfidenoal and ~ r o l e a e dhorn d~:Clor;uf~
under Ine ap~lleablelaw, If p u are not Ike lntmaca e d d r e a e . or ths parson a d m d !o Celwer thls Qwment D the addressee, you are hereby n0Unsj chat any mvlew.
dmdosum, d~sscm;nebon,coDprg or ather adban DadedrJn the m a n 1 ofl h a Fnmmunmlion 1s nor ii~~i-mriud.IIw h a u r d v e d lnls Qocurneni in error plmw
UD b y lOlODhon0 T h a ~ w
trnmadb!aly ~ t l i y t +or murcao~embion.
I
AF!~EN;~MENT
OF SOLlClTATlONlMODlFlCATlON OF CONTRACT ( ID CODE i 1 PAGE OF PAGES
1 1 1 I F
2 AMENDMENTIMODIFICATION N O 3 :TIVE DATE 4 REOUISITIONIPURCHASE R E 0 : PROJECT h O J
. n; .
GO0002 05/16/2003 I
6 ISSUED BY CODE ( AGG/DPC 7 ADMINISTERED BY 111olnerlnan irem 61
CODE AGG/DAH
CENTERS FOR MEDICARE & MEDICAID SR DEBRA A. HOFFMAN
ACQUISITION & GRANTS GROUP - CONTRACT SPECIALIST
7500 SECURITY BLVD. - (410) 786-0517
BALTIMORE MD 21244-1850
I
.
8 NAME AND ADDRESS O F CONTRACTOR (No slreet, country. Stale and ZIP Code) 9A AMENDMENT OF SOLICITATION NO
ACADEMY FOR EDUCATIONAL DEVELOPMENT

9 0 DATED (SEE ITEM 11)
Attn: Amy Dickinson
1825 CONNECTICUT AVE., NP?
WASHINGTON DC 2 0009 x 10A MODIFICATION OF CONTRACTIORDER NO
- --- . 500-01-0001
0007
- 108 DATED- (SEE-ITEM IJJ -
-
CODE h~,~ FACILITY CODE 05/17/2002
i l
. . . r H l s ITEM ONLY APPLIES TO AMENDMENT OF SOLICITATIONS
-
The above numbered sollc~tatlonIS amended as set forth In Item 14 The hour and the date spectfied for recelpl of Offers 1s extended 3
2 IS not extended
Offers musl acknowledge rece~ptof thls amendment prlor to the hour and date spec~fiedIn the sol~cltallonor as amended, by one of the follow~ngmethods (a) By ccmplellng
Items 8 and 15, and returning - coples of the amendment. (b) By acknowledging recelpt of thls amendment on each copy of the offer subm~tledor (c) By separate
letter or telegram whlch Includes a reference to the sol~cltallonand amendment number FAILURE OF YOUR ACKNOWLEDGMENT TO BE RECEIVED AT THE PLACE
DESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED MAY RESULT IN REJECTION OF YOUR OFFER If bv vlnue of this
amendment you deslre to change an offer already subm~nedsuch change may be made by telegram or letter, provlded each telegram or letter makes reference to the
solicitation and this amendment, and 1s received prior to the opening hour and date specified.
12 ACCOUNTING AND APPROPRIATION DATA (11 requlred)
See Schedule
13 THlS ITEM APPLIES ONLY TO MODlFlCATlONS OF CONTRACTSIORDERS.
IT MODIFIES THE CONTRACTIORDER NO AS DESCRIBED IN ITEM 14
(X) A THlS CHANGE ORDER IS ISSUED PURSUANT TO (Specriyaulhonly)THE CHANGES SET FORTH IN ITEM I 4 ARE MADE IN THE CONTRACT ORDER NO I N ITEM 10A
B THE ABOVE NUMBERED CONTRACTIORDER IS MODIFIED TO REFLECT THE ADMINISTRATIVE CHANGES (such as changes mpay~ngoHice
appromalion dale elc) SET FORTH IN ITEM 14 PURSUANT T o THE AUTHORITY OF FAR 43 103 (b)
U
IC THlS SUPPLEMENTAL AGREEMENT IS ENTERED INTO PURSUANT TO AUTHORITYOF
D OTHER (Specrfy type 01 rnodrfrcalron and aulhomy)

PI , MUTUAL AGREEMENT PURSUANT TO FAR 43 .I03(a)( 3 1 .
- -
E. IMPORTANT : ConIraclot Uis not. I
g 1s required to s ~ g nlhls document an0 return 1 coples to the issuing ofice.
14. DESCRIPTION OF AMENDMENTlMODlFlCATION fOmanized b y UCF seclron headmgs. including sohcr?alron/confractsubjecl rnarter where leasrble 1
Tax ID Number:
t ;~t
'
;
The purpose of this modification is to extend the period of performance for approximately
four months. As a result, the completion date of this task order is extended from 16 May
2003 to 24 September 2003.
There shall be no change in the task order amount of $23,226,273.00as a result of this
modification.
-.
Exceol as oroviaed herein ail terms and cond!llons of the documenl reference0 ~n Item 9A or 10P as heretofore changed, remalns unchanged and In lull lorce a l d eHecl
15A NAME AND TITLE OF SIGNER p y p e orpnnl) . . / 16A NAME AND TITLE OF CONTRACTING OFFICER (Type orpnnlj
150 CONTRACTORiOFFEROR
-
1 15C DATE SIGNED
MARY E . JONES
/ 168 UNITED STATES OF AMERICA - I 16C DATE SIGNED
(S~gnalure01 /he person aulhonred l o s!gn~ (Srgnalure 01 Ihe person authon7ed lo slgnj
NSN 7540-01-152-8070 30-105 STANDARD FORM 30 (REV 10-83
PREVIOUS EDITION UNUSABLE Prescribed by GSA
FAR(48 CFR) 53 243
- ._ . _ - .... .-._ -- -.. ---..- .?.. - .. =_- .. . - . ... . ._ - . .. . . . -- .. - ... .. -
. 0 1 0 8 1 0 1 ~ ~ e ~ u-e
7 - -A_- 1. ~
~ ..e--
: -- a -. . ~.
. b r Hoffman
, - Week
. ,,.. ........of. 1 Release
~ f o r of payment . . .. -... -
' ,
Pag; 1-
-~
*
From: 'Vickie Barrow-Klein" <vbarrowk@smtp.aed.org>

To: <DHoffman2@cms.hhs.gov>
Date: 1019101 11:50AM -
Subject: - Week of 10/08/01 Request for Release of payment
I have attached the current week's payment release request for the Fall Media Campaign under contract
number 500-01-000 Task 003. Please authorize the release of these funds.
I understar' '--- I",. Roger Brooks at DPMIHHS that I am no li . .- draw funds under the new
account no. : as he has split this from our HHS account r, -- n order to ensure that he has
~ ~ ~ , ,in order to release payment to AED, I am following this e-mail with a fax to your
all the i n f ~ r ~ l l a,=quired
attention with copies of the subcontractor invoices. The request contains disbursements that need to be
made tomorrow. If the payment cannot be released today for deposit tomorrow, please contact me before
COB today. - -.
. --
Please let me know at your earliest convenience if this is to be the new process by which we receive funds
under Task 003 LOC funding. Thank you very much for your assistance.
V~ckieJ. Barrow-Klein
Vice President and Director, Financial Systems 8 Billing
1825 Connecticut Ave., N.W.
Washington, DC 20009-1202
(202)884-8117
fax: (202)884-8411
vbarrowk@aed.org
CC : "Amy Dickinson" <adickins@smtp.aed.org>, "Beryl Isaac" <bisaac@smtp.aed.org>,

"Deanna Dunworth" <ddunwort@smtp.aed.org>, "John Strand" <JSTRAND@smtp.aed.org>, "Mark
Miebach" <MMIEBACH@smtp.aed.org>, "Scott Pflueger" <spfluege@smtp.aed.org>, 'Trudy-Ann
Farnum" <tfarnum@smtp.aed.org>
.. . .. . ... - -. -
~ e b r aHoffman - Fwd: Draw Request
.. . . . for 11/05/01
. . . . . . .. . ~.. .- .. .
Page 1
From: "Vickie Barrow-Kle~n"<vbarrowk@smtp.aed.org>

To: -
<DHoffman2@cms.hhs.gov>
Date: - 11/7/01 9:44AM
Subject: Fwd: Draw Request for 11/05/01
Good Morning, Debra:

- -
ibis is the e-mail that was sent at approximately 9:30 on Monday morning. Could you please expedite the
draw? Thanks.
i Vickie J . Barrow-Klein - -.
Vice President and Director, Financial ~jistems8 Billing
1825 Connecticbt Ave., N.W.
(202)884-8117
fax: (202)884-8411
vbarrowk@aed.org
CC : "Amy Dickinson" <adickins@smtp.aed.org>, "Beryl Isaac" <bisaac@smtp.aed.org>,

"Deanna Dunworth" <ddunwort@smtp.aed.org>, "Julia Jackson" <jjackson@smtp.aed.org>, "John
Strand" <JSTRAND@smtp.aed.org>, "Mark Miebach" <MMIEBACH@smtp.aed.org>,"Nguyen Pham"
<npham@smtp.aed.org>, "Paul Turner" <pturner@smtp.aed.org>, "Scott Pflueger"
<spfluege@smtp.aed.org>, "Trudy-Ann Farnum" <tfarnum@smtp.aed.org>
~ .
.
..
..
.
..
..
.
..
..
.
..
..
.
..
..
.
..
..
.
..
..
. - -- . ~.
. -. -.
. . ,
Debra Hoffman - Re:

.
Draw
.
Requet for the week
.. - .. . - . . . . . . . - . . . .~
of 10i29101 ~ .. .. .. . ..
Page 1
From: "Vickie Barrow-Klein" <vbarrowk@smtp.aed.org>

To: ~DHoffman2@cms.hhs.gov~
Date: 11/6/01 10:16PM -
Subject: - Re: Draw Requet for the week of 10/29/01
Hi, Debra: -. -
Thanks for letting me know that you haven't received the request. You should have received a substantial
amount as a request on Monday. I am writing this from out of town and will check with my office flrst thing
in the morning. For next week, I would like to request that we postpone the request to Wednesday if that
is not inconvenient. I will be in the office then, and we will have another large draw. We are in the most
active part of the media buys so the cash demand will be high for a while.
Thanks again, and I'll e-mail you in the morning with an update.
- ---.
Sincerely, .-. - -
Vickie J. Barrow-Klein
Vice President and Director, Financial Systems & Billing
(202)884-8117
fax: (202)884-84 11
vbarrowk@aed.org
>>r"Debra Hoffman" <DHoffman2@cms.hhs.gov~11/06/01 14:39 PM >>>
We have not seen a draw request yet for this week. When shoul,dwe expect to receive one? Additionally,
Kelly thought you might be incorporating next week's as well since we have the holiday next Monday.
>>> "Vickie Barrow-Klein" cvbarrowk@smtp.aed.org> 10/29/01 1 2 : 0 2 >>> ~~

I failed to attach the correct file. Please disregard the previous e-mail and process the new attachment. I
have faxed the correct information. I apologize for any inconvenience.
Please find attached, AED's request for draw for the current week. I will follow-up with a faxed version
with invoice backup. Should you have any quest~ons,please do not hesitate to contact me.
(202)884-8117
fax: (202)884-84 11
vbarrowk@aed.org
Washington, DC 20009-1 202
(202)884-8 117 - -
fax: (202)884-8411
vbarrowkaaed .org
- --- -.---- -- - --- ------ - --- ----- -- - -- - --- -
- . -
Debra Hoffman - Re: Draw Requet for the week of 10129101
. - - . - - --- - -- - - -- - - . - - Page 2
CC: "Amy Dickinson" <adidtins@smtp.aed.org>, "Deanna Dunworth"

<ddunwort@smtp.aed.org>, "Julia Jackson" <jjackson@smtp.aed.org>, "John Strand"
<JSTRAND@smtp.aed.org>, "Scott Pflueger" <spfluege@smtp.aed.org>, "Trudy-Ann Farnum"
<tfarnum@smtp.aed.org>
.- - ... .. .- .. .-.
. .- - . -- -- - - -- -
-- - -- - -- . . .... . ...
l e b r a Hoffman - Re: Draw for Week. of
.~~ . . .-
1 1/12/01
. . . .. .~ . .. .. .. ., .. ~. . . .. Page 1

Date: '11/15/01 11:16AM -
Subject: Re: Draw for Week of 11/12/01
Thanks, Debra. We'll check with our bank tomorrow to confirm receipt.
>>> "Debra Hoffman" ~DHoffman2@cms.hhs.gov~ 11115101 09:58AM >>>

I have received both the e-mail and fax. I have forwarded it to both Kelly and OFM for review
Also, Charles Fox has notified me that he has resent those signed copies to Roger today. He stated he
sent them on 1119 to the other fax number.
>>> "Vickie Barrow-Klein" <vbarrowk@smlp.aed.org> 11114101 03:42PM >>>

--
Dear Debra:
-
Please find attached the request for draw against AED's account as indicated. We will be sending a fax
momentarily with the supporting documentation. Please conf~rmreceipt of th~se-mall and the fax.
Sincerely,
(202)884-8117
fax: (202)884-84 11
vbarrowk@aed.org
CC: "Amy Dickinson" <adickins@smtp.aed.org>, "Beryl Isaac" <bisaac@smtp.aed.org>,

"Deanna Dunworth" <ddunwort@smtp.aed.org>, "John Strand" <JSTRAND@smtp.aed.org>, "Mercedes
Cabrera" <mcabrera@smtp.aed.org>, "Mark Miebach" <MMIEBACH@smtp.aed.org>, "Paul Turner" --
<pturner@smtp.aed.org>, "Scott Pnueger" <spfluege@smtp.aed.org>, 'Trudy-Ann Farnum"
,- .-.,I
-.*-
-.
.. . .-.
:i Debra Hoffman - Re: Draw for ~ e e k ' o11/12/01
.. ~
.- .
~ f ' . .
--pc_L -- .-
Page
~
1
From: Debra Hoffman

To: "vbarrowk@smtp.aed.org".GWIA-HHS.BALT12
Date: 11119/01 7:48AM -
-. -
My tuvo contacts in OFM are:
Karen Fedi, (410) 786-5456

Charles Fox, (410) 786-9293
You can check with either of them to determine the status of the notification to PMS.
>>> "Vickie Barrow-Klein" <vbarrowk@smtp.aed.org> 11/15/01 05:27PM >>>

Thanks for all your help, Debra. Is thece someone in OFM I need to check with to see if it went to
PMSIDPM this afternoon so that the funds are transferred yet today for receipt tomorrow? Or should I
expect to see the payment in our account on Monday?
- --
(202)884-8117
fax: (202)884-84 11
vbarrowk@aed.org
>>> "Debra Hoffman" ~DHoffman2@cms.hhs.qov~ 11/15/01 03:34PM >>>

Kelly has approved this week's draw. I have signed the faxed copy and distributed (handcarried) OFM a
copy. Please let me know if you have any further problems.
>>> "Vickie Barrow-Klein" <vbarrowk@smtp.aed.orq> 11115101 10:30AM >>>

>>> "Debra Hoffman" ~DHoffman2@cms.hhs.qov~

11115/01 09:58AM >>>
I have rece~vedboth the e-mail and fax. I have fowarded it to both Kelly and OFM for review.
sent them on 1119 to the other fax number.' - .
>>> "Vickie Barrow-Klein" cvbarrowk@smtp.aed.orq> 11/14/01 03:42PM >>>

Dear Debra:
momentarily with the supporting documentation. Please confirm receipt of this e-mail and the fax.
Sincerely,
Washington, DC 20009-1202 -
(202)884-8117
fax: (202)884-8411
I
,
Debra
.
Hoffman
.
-.Re:
- -- .
Draw for Week of 11/12/01-
..- -... - . --
Page
~ ..
2
CC: "adickins@smtp.aed.org".GWIA-HHS.BALT12;
"bisaac@smtp.aed.org".GWIA-HHS.BALT12; "ddunwort@smtp.aed.org".GWIA-HHS.BALT12;
"JSTRAND@srntp.aed.orgw.GWIA-HHS.BALT12;Imcabrera@smtp.aed.org".GWIA-HHS.BALT12;
"MMIEBACH@smtp.aed.org".GWIA-HHS.BALT1 "pturner@smtp.aed.org".GWIA-HHS.BALT12;
"spfluege@smtp.aed.org".GWIA-HHS.BALT12; "tfarnum@smtp.aed.org".GWIA-HHS.BALTl2; Dinicolo,
Kelly; Jones, Mary
-----
I e b r a Hoffman - Re:
-
Draw for Week of 12/17/01 -- --
Page- 1
From: Debra Hoffman

To: -
"vbarrowk@smtp.aed.org".GWIA-HHS.BALTl2
Date: 12/13/01 1:13PM
We have received both the e-mail and fax. 1 have forwarded it to Kelly for approval.
>>> '"Vickie Barrow-Klein" cvbarrowk@smtp.aed.org> 12/13/01 11:26AM >>>

Dear Debra:
Please find attached AED's request for fund for the week of 12/17/01.
There were no funds requested for the week of 12/10/01. Please confirm
receipt of this e-mail and the fax that I will send momentarily. I will
follow-up with Mssrs. Fox and Brooks to..wnfirm that the process will be.
complete by Monday. Thanks for your assistance.
-. - -
Sincerely,
(202)884-8117
fax: (202)884-8411
vbarrowk@aed.orq .
"JSTRAND@smtp.aed.org".GWIA-HHS.BALT12; "mcabrera@smtp.aed.org".GWIA-HHS.BALT12;
"MMIEBACH@smtp.aed.org".GWIA-HHS.BALT12; "pturner@smtp.aed.org".GWIA-HHS.BALT12;
"spfluege@smtp.aed.org".GWIA-HHS.BALT12; "tfarnum@smtp.aed.org".GWIA-HHS.BALT12
.. . ..-.
.
~. . . .
?bra Hoffman - ~ e No
: draw for'week of 12/24/01
.-
. .
- - .----._----______--
"
-- - . .
Page !
From: Debra Hoffman

Date: 12/21/01 3:38PM -
Subject: - Re: No draw for week of 12/24/01
Thanks. I will expect to have somethingwaiting for me when I return on the 2nd. Have a great holiday
and Happy New Year!
>>> "Vickie Barrow-Klein" <vbarrowk@smtp.aed.org> 12/21/01 0 3 : l l PM >>>

We will notify our subcontractors to expect payment later in the week of 12/31/01 and anticipate receiving
the funds on the 3rd or,4th, Thanks for the schedule notice. I will copy Kelly on the request next week.
>>> "Debra Hoffman" <DHoffman2~.cms.hhs.qov~ 12/21/01 03:05PM >>>

Thanks for the information. As Kelly noted to John, next week is quiet around here and both Mary Jones
and I will be out of the office until 02 ~a-&ry. As such, please add Kelly Dinicolo
(kdinicolo@cms.hhs.~ov)to your e-mail distribution. However, it is untikely that the request will get
processed before the 2nd of January. If this an impossibility for AED, I will try to get back-ups lined up to
process the request. Please let me know before 4:00 PM today.

Dear Debra,
Please note that AED will not be requesting funds for the week of 12/24/01. However, we do anticipant
requiring monies for the week of 12/31/01 and will notify you on 12/27/01 of the amount. Have a Happy
Holiday!
Sincerely,
(202)884-8117
fax: (202)884-8411
vbarrowkmaed .org
CC : "adickins@smtp.aed.org".GWIA-HHS.BALT12;
"ddunwort@smtp.aed.org".GWIA-HHS.BALT12 "JSTRAND@smtp.aed.org".GWIA-HHS.BALT12;
"mcabrera@smtp.aed.org".GWIA-HHS.BALT12; "MMIEBACH@smtp.aed.org".GWIA-HHS.BALT12;
"pturner@smtp.aed.org".GW IA-HHS.BALT12; "spfluege@smtp.aed.org".GWIA-HHS.BALT12;
"tfarnum@smtp.aed.org".GWIA-HHS.BALT12; Dinicolo, Kelly; Fedi, Karen; Fox, Charles; Jones, Mary
' , --- .. .. ..... . . r . ; - -.._ ., .. . ... . . . . .. . . .. . . ~ . . ... - ..
Debra . . . . - Advance Payment Reporting

. . . .Hoffman Page. -1....
--- ,
u . . _ - ------ --
-. . . . . - . . . . . . .
From: "Amy Dickinson" <adickins@smtp.aed.org>

To: <DHoffman2@cms.hhs.gov>, <mjonesl @cms.hhs.gov>
Date: 9/7/01 9:25AM
-
Subject: -Advance Payment Reporting
- -
Attached, is a sample format for reporting anticipated expenditures under the Letter of Credit. Please
confirm whether this format will be acceptable. Thanks.
CC: "Deanna Dunworth" <ddunwort@smtp.aed.org>, "Mark Miebach"

<MMIEBACH@smtp.aed.org>, "Vickie Barrow-Klein" <vbarrowk@smtp.aed.org>
Academy for Educational Development, Inc.
1825 Connect~cutAvenue, N.W.
Washington, DC 20009 -
(202)884-8000 Fax: (2[)2)884-8411
Statement of Expenses For PMS Release

- -
Services
contract NO.
9ED Project No.
500-01-0001 Task 003
2885-003 I
al Request
I certify that the expenses listed above are due and payable within the week indicated. Please authorize the release of the current
Payment Request request through PMS SmartLink.
- V.P. 8 Director. Financial Systems 8 Billing
. . . . . . . . . .- .. .
' Debra Hoffman -. Task Order

.......
....... Balance .
-. -- ..........
Page :
From: Kelly Dinicolo

To: Internet:jstrand@aed.org; Internet:ltensuan@aed.org
Date: 11/27/01 11:28AM -
Subject: - Task Order Balance
John--TO2 Balance is for TDL #6-theeampaign. Hope you feel better.
CC: Fyock, Jack; Hoffman, Debra; McNaney, Richard

-- .. -
.
Debra Hoffman
. .- - .. . . .
- Re: Initial Pkt!C Rnrease request Page 1
From: D e x a Hoffman
To: "vbarrcwk~srntp.aed.org".GWIA-lNT.BALT11
Date: 3i27i0' 1:SJPM -
Subject: . 3.=
,.,, :, ~ ; ? ~Pii;iZ
i a l Release request
I received your quest a d we are w o r h g on it. As I said in our earlier conversation, our accounting rep
told me you snould be aijie to draw on Monday. She was waiting on information from PMS.
>>> "Vickre Barrovl -;"efp =.:P3rrowk@smtp.aed.org> 09/27/01 12:07PM >>>

Dear Debra,
Per our conversati:m aitac?ed !s this week's expenditures request for drawdown. Please provide access
information for the a?cour;t as soon as possible.
-
- ~.
Thank you.
Vickie J. Barrow-Kie!i,
Vice Preside1:i a1.c 3,:2::;c: i;r:,incial Systems 8 Billing
Academy for E ~ L C ~ ; ~ . JDe,,dopnlent
;IZ!
1825 Conneciic~t&:ie.,!'I.\?;.
Washington, DC 2000S-'! 2CP
(2C2)884-81 i7
fax: (2G2)884-8% "
vbarrowk@aecorc:,
CC: i3 7 cc!n !;ell!/ Jones. Mary

-- . . . . . . . ... . . . , . .
Hoffman - Recent Staff changes *in AED'S
--->
. ~
:.
!_
Debra
... _-___p._i_
. .. .. . . Billing
. , - ~-,",~..
.. .. .,Dgartment ..,
- - - ..
Page
. ..-A

To: ~DHoffman2@cms.hhs.gov~,
- <Mjonesl@cms.hhs.gov~
Date: 812102 2:48PM
Subject: Recent Staff Changes in AED's Billing Department
Dear Mary and Debra,
I had notified you a few weeks ago that Vickie Barrow-Klein was leaving
the Academy and that Kathy Boone would be her replacement for billing
against the Letter of Credit. As it turns out, Kathy has recently
accepted another position here within AED, but no longer in the billing
department. Her replacement will be Nguyen Pham. Ms. Pham's contact
information is as follows: - ---.
Nguyen Pham
Financial Manager
Financial Management and Billing
AED
1825 Connecticut.Avenue, NW
Tel: 2021884-8331
Fax: 2021884-8412
Email: npham@aed.org
CC : "John Strand" <JSTRAND@smtp.aed.org>,"Kathy Boone" <kjboone@smtp.aed.org>,

"Nguyen Pham" <npham@smtp.aed.org>
. .,. > ..,.... - - -, . . - . ~
Page ..1.
~ e,...b
... r
-. a
Hoffman
. ... ... . -
..Task
. 0;ber
- . #7, lnvo~ce
#5. -- . -. - .. .. --

To: Internet:tfarnum@aed.org; Strand, John
Date: 12/31/02 11:18AM -
Subject: Task Order #7, Invoice #5
Hi Trudy. - -
We received the invoice #5 for Task Order #7. Could you please tell me what the charges for Alan
Newman Research and Public Opinion Strategies are? I need to be able to understand which activity or
portion there of this is being billed for.
Thanks.
- -.
CC: Hoffman, Debra; ~ c h a " b - ~ i m eAlissa
l, - - --
MODE = MEWOR)' TRFINSM ISS I 014 STNFT=MQY-15 11:4f END=M;i.y'-15 1 1 :45
FILE NO.=071
5Tt.l 1.10. COMM. RBBF! NO. - STQTI0P.l NRt?E/TEL 110. FQGE5 DUDRT 10:;

(FORMERLY HEALTH C A E FINANCING ADMINISTRA'f'1ON)
ACQUlSlTION AND GRANTS GROUF
7500 SECLlRrrY BOULEV&UJ, C2-21 5 --
DATE: 14 May 2003
/
. d y y G . JWm- Fcem :
Amy DicknsonfAED Debra A. HoffrnanlHCFA
' FAX NO. (202)884-84 11 FAX NO. (470) 7869088
PHONE NO. (202)884-8736 PHONE NO. (410) 786-0517
This transmitral ~ o n s t s t ~ . o f 2 pages.}-
REFERENCE: CONTRACT 500-01-0001frASKORDER 0007

MODIFICATION 000002
COMMENTSIREMARKS:
Please canflrrn recerpt of this telefax to (410) 786-0517

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7500 SECURITY BOULEVARD, CZ-27 -15
I
- -
DATE; 14 May 2003

d-*G Fr-" :
Amy Dick~nsonAED Debra A. HoffmadHCFA
FAX NO. (202) 884-841 1 FAX NO. (410) 786-9088

- --
PHONE NO. (202) 884-8736 PHONE NO. (410) 786-0517
This transmittal consists of 2 Pages.)-

MODIFICATION 000002
COMMENTSIREMARKS:
I Piease confirm recelpt of this telefax to (410) 786-051 7

-
e d lhe pamy lo whom Ir fs aaoressea and m y conta~n~nformalonVlat 1s pwileged. wnlidenual eml proledrd fmm d~:CIozuM
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%%
DATE: $January 2004
- -
TO: FROM:
I
Cathey DuganIAED Debra A. HoffrnanIHCFA
FAX NO. (202) 884-84 11 FAX NO. (410)786-9088
PHONE NO (202) 884-8594 PHONE NO. (410) 786-0517
--
This transmrttal wnslsts of 1 - pages (excluding cover sheet).
- --
MODlFlCATlON 000004
COMMENTSIREMARKS:
Please confirm recelpt of th~stelefax to (410) 786-0517.

T ~ d~cllment
s IS untenaea c
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MODE = MEMORY TRRNSMJSSION
F I L E NO.-216
5 T N NO, COMM. QBBR NO.

- STQT ION NRME/TEL t 13. PRGES D U P i T 10.4

AFORMERLY HEALTH CARE FINANCING ADMINISTRATION)
ACQUISITION AND GRANTS CROUP
7500 SECURITY BOULEVARD, ~2-21-15 -

TO: FRQM:
Amy D~ck~nsonlAED Debra A. Hoffman/HCFA
FAX NO. (202) 884-84 1 1 FAX NO. (410) 786-9088
PHONE NO (202) 884-8736 PHONE NO (41 0) 786-0517

500-01-0001
COMMENTSIREMARKS:
See the attached. Please contact me rf'you have any questions
Please confirm recerpt of thrs telefax to (410) 786-0517

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F I E NO.=112
STN NO. COMM. RBBR NO.

- STFIT1M.I NWE/TEL NO. P%ES DLJRFlTION
Facsimile - ---
TRANSMIllAL - --
TO: Amy Dickinson
RE: Preliminary Notice of intent to Exercise Option Year Three under CRC Umbrella
Contract
Pages: I plus cover
From the desk ol..

Juanim WLson
CentRs for Medicare & Medicaid S e ~ c a s
Acquisition and Grants GIOUD
7530 SecurifyBlud.. Cb21-15
Baltimore. Mawnd 212441850
(410) 786-5538
Far (410) 7868088
DEPARTMENT OF HEALTH & HUMAN SERVICES CENTER^ FOR MEDICARE m-n
MEDICAID SERVICES (CMS)
7500 !3eculity Bodward

Baltimore, MD 415!4&1850

-. -
ATTN: Ms. Amy Dickinson
Dear Ms. Dickinson:
Please be advised. t h ~ letter

s serves as preliminary notice of the Govemnent's Intent to exercise
.,- Option Year Three under the ~ e n t e i for
s Medicare and Medicaid Seryices (CMS) contract
number 500-01 -000 1.
On or before the scheduled Option Year Two completion date of September 16, 2003, it is
anticipated that Option Year Three will be exercised pursuant to contract provision I. 1 - 52.2 17-9
If you have questions concerrling this matter, please contact the undersigned on (41 0) 786-5 163.
Sincerely,
Mary E. Jones, Con cting Officer

-*- <OM?. J O W L - *
**
-*
=-
a DRE FIIJM-204 TIM 14: 14
MODE = B Q T W T R R N S M I S l O N 5 T R R T W G - 0 3 14:66 D.ID=G~J&-~~

14:14
FILE M.=656
S T N NO. CM1M. RBBR N O . . - S T A T I M J NAmEfTEL NG. PAGFS DLRRTIW
75M) Searnty Boulevard,Mall Stop C2-21-15

Baltimom,Maryland 212461850
Far 4lb7869088
- ---
To: Ms. Toyin Tomon From: Kevin M. Pope, Contract Specialist
Far; 2024844411 Pages: Z(including fax)
Phone: Date: 8/3i2004
Re: 500-01-OWl CC:
Urgent Fw Review Please Comrnent Please Reply Phxse Rscycle
Ms. Tomori,
Preliminary Notice of Intentto Exercise Opbn Year Four under CRC Umbrella Conbact
DEPARTMENT OF HEALTH & H' 'AN SERVICES
Centers for Medicare & Medicaid 5,. Aces
I
August 3,2004

ATTN: Ms. Toyin Tomori - -.
1825 Connecticut Avenue, N.W. ~ - -
SUBJECT: CMS CONTRACT NO. 500-01-000 1
Dear Ms. Tomori:
Contract." you are hereby notified of the Government's intent to exercise Option Year Four under
This notice does not obligate the ~ o v ~ r n m eto

n trenew the contract if conditions at actual time of
renewal dictate otherwise. A modification to the contract would be the instrument used to effect
the actual renewal.
If you have any questions coilcerning this matter, please contact Mr. Kevin M. Pope. Contract
Specialist on (410) 786-5794 or write to the undersigned.
Sincerely,
h a
Debra A. Hoffman
w
Contracting Officer
MODE = MEMORY TRRNSMISSION STFIRT=RUG-16 0 8 : 0 1 END-4UG-16 06:W
F I L E N0.=216
5TN NO. CONPI. QBBR NO.

- STQTION N?ME/TEL NO. FRGES DUERTIOv
0 01 OK n 9120288481: 1 9 0 2 / 0 0 2 QO : 00: 2 3
- -

,(FORMERLY W L T H CARE FINANCING ADMINISTRATION)
ACQUISITION AND GRqNTS GROUP
7500 SECURITY BOULEVARD, C2-27-15 '

TO: FROM:
Amy D~ckinsonIAED Debra A. HoffmanlHCFA
FAX NO. (202) 884-8411 FAX NO. (410)786-9088
PHONE NO (202) 884-8736 PHONE NO. (410)786-0517

500-01100001
COMMENTSIREMARKS:
See the attached. Please contact me ifyou have any Questions.
Please confirm recerpt of thls telefax to (410) 786-0517.

-
Tn15QDCLrnent 13~nlendedonty tor me use the p a p t o m n 11 16a d d r e W ana
r 0n01n rtomra~onI M t~t prm~+, qnrnmhsl am Dm- tmm dadaurc
m & r me awlcdbk 1- Ryau are nm me ~ntemecadores*. arm9 mMn n d n d lo delver this dowrnenl !OWadd- )au an m b y &M mat amyrrnev.
a ~ 6 6 b u r cdlsnrninalan c m w of ofher &a- m%ed on the -lent ol mla mmmun~cabm16nci a u M n yar hrecsrvsd tn16document n o m , phase
rrnmcdrdety noMyus t y k l ~ p t q r eflunk )OL rw p r cmperalan
MODE = MEMORY TRWSMISSION STFIRT=SEP-12 14::s D.ID=SEP-12 14:3-
F I L E NO.=600
STN NO.. COflfl. RBBR NO. - STFITION NdME/TEL NO. PQGCS DLRFITIM4

ACQUISITION AND GRANTS GRQUPa ,
7500 SECLlRlTY BOULEVARD, CZ-21-15
DATE: SEP 1 2 2UUZ

TO: FROM:
Amy DickinsonlAED Debra A. HoffmanlHCFA
FAX NO. (202) 884-841 1 FAX NO. (4 10) 786-9088
PHONE NO. (202) 884-8736 PHONE NO. (410)786-0517
This transmittal mnsrsts of 2 pages (exclud~ngcover sheet).
REFERENCE: CONTRACT 500-0140011TASK ORDER 0007

MODIFICATION 000001
COMMENTSIREMARKS:
& "&mJttu,d.
See the attached. If you have any
Please c o n f ~ mrecerpt of this telefax to (410) 786-0517. '
mlsdocument re v l t e n l a my (orlhe use of me prqm wtrwn II ts edarcssed and may c o m n lnfofmabonmet m pnvl~eped,cdnfdanoal am pm~cclwbd~gClofrrm
rmdsr the ecdlcabk Law If v u are n01Lhe I n f e w a d d m e w or h? w n avl- (4 dellvtl dacrrmeni m me a d d w e e you am ~ n bb l e d (hl~ a y ran^.
d ~ s d m r ed i u e m t ~ W na w n g or omef acbon based M h e oonunl ol t h ~ sm m b n l a l a n ts ml a u m o w d ll flu h v e -wed I h ~ sbaumsn( In m V e l w
~mmederolyw@yra by W p m ~ Thank luerybur -fawn
Centers for Medicare & Medicaid Senl~ces
7500 Security Boulevard, hlail Stop C2-2L15
Baltimore, ManLand 21244-1850
Acquisition and Grants Group - -
12 September 2002

- ---
ATTN: Amy Dickinson
1825 Connecticut Avenue, NW. 9'h Floor -.
Subject: CONTRACT NO. 500-0 1-000 1

TASK ORDER NO. 0007
Dear Ms. Dickinson:
task order, please contact me at (410) 786-05 17.
Sincerely,
Debra A. Hoffinan, CACM

Contract Specialist
Enclosure
MODE = MEMORY TRRNSMISSION STQRT=SEP-06 1 5 : B END=SEP-06 1 5 ; z
FILE NO.=508
STN NO. COMM. REEF! NO. - STRTION NRME/TEL NO. PmES DURQTION
001 OK 2 912028848411 0 0 3 / 0 0 3 0 0 : (31 : 17
- -

7500 SECURITY BOULEVARD, C2-21-15 '
DATE: 06 September 2002 -

TO: FROM:
Amy D~ck~nsonlAED Debra A. HoffmanlHCFA
FAX 110. (202) 884-841 1 FAX NO. (410) 786-9088
PHONE NO (202) 884-8736 PHONE NO. (410) 786-0517
Th~stransmittal consists of 2 pages (exclud~ngcover sheet)

MODIFICATION 000001
COMMENTSIREMARKS:
questions, please contact me
Please confirm receipt of thls telefax to (410) 786-0517. =
l N s OOtumenl Is Intended only for Vie u6e dlhe pwly to w h ~ m~t15add-d

under the awlcable law Ifwusre not the Intended addressee or ttw p e ~ m
mmedulciy ro(lfy us by (eleetwne h n k p u for your ccopnebon
and may mnlaln ~n(ermabm
-
WI n pnnlcged, mrmamWl am p m M tmm 6 xasm
auUcnzEd to delrnn t h ~ sdoclrnerd lo Via a d a m ,ware hareby mhhea I M any
d ~ t s l m r rdraemfnamn coprng or alter sdon W m the content of Uus cornmuwakm IS not edhorped H ypu have rscetved thns d-mad ~n
~ renew
pleare
11OIjE = MEMORY TRRNSlI ISS 1014
STFIRT=JFII.I-~~ 11: 1 7 EPID=JPI.;-I-: 1: :15
FILE NU. =250
STN NO. COIrlll. FIBBP 1Kl. - STFIT iOP4 NRl7iE/TEL 1.10. PQGES DLI?QT I @:.j
001 'OK a 91282284241 1 002/Eg2 09: @a:55

(FORMERLY H R L T H CARE FINANCING ADMINISTRATION)
7500 SECURIN BOULEVARD; C2-21-15 - -
BALTIMORE,MARYLAND 21244-1850
DATE: 14 January 2004
TO: FROM:
FAX NO (202) 884-841 1 FAX NO. (410) 786-9088
PHONE NO (202) 884-8594 PHONE NO. (410) 786-0517
Thrs transrnrttal consists *of I pages (excluding cover sheet).
REFERENCE: CONTRACT 50001-000l/TASK ORDER 0007

MODIF1CATION 000004
COMMENTSIREMARKS:
See the attached. Please slgn and fax hack to me at the above number. If you have any
Please conflrm receipt of t h ~ stelefax to (410) 786-0517 --

T h s ck~currvi~16 l m c l a d ony for thc v ; c d 1 4 oany lo h o r n i t ts s d d m a d 3rd may cmtaan ~damshnnIMI ,s p m i e g d cnnlaenoll and DrateuM f r m disdolure
under:rC aDDl cable law If r]u sre no1 lhc mended a d d c ~ t e eor the psran abtmreed baelhler lhm drarmenllo 'ne amresser ~u are ncnby nosfied lnalanv reulew
d8scIosure d ~ w m ~ n a h aaro v n g or dhcr wlion bssed on Vie conlerrl ol lnls mmrnunlcahonIS no1 aulhoozed If y w h3ve rccelved th~sdacumenl l n e m r @ a 2
~rnmeae t d y noMy us b y leleprnnc Thank w for yo= cmpenlbon
ACQlllSlT ION AND GRANTS GROUP
BALTIMORE, MARYLAND 21244-1 850
3%
DATE: pf ~ a n u a 2004
r~
- -
TO: FROM:

FAX NO. (202) 884-84 1 1 FAX NO. (410)786-9088
PHONE NO. (202) 884-8594 PHONE NO. (410) 785-0517

- -
T h ~ stransrndtal consists of 1 pages (excluding cover sheet).
d

MODIFICATION 000004
COMMENTSIREMARKS:
See the attached Please sign and fax back to me at the above number. If you have any
T ~ mB m n t s lntenaed only for the
d~dme
-
Please confirm recelpt of thrs telefax to (410) 786-0517 .
ar me pany lo whom It o addr~ssbdma rn(lycont6ln m t m a b o n wt 13 e l ~ e g e dranmhnl~alan0 polened Imm d ~ u b s u m
mder me ewllob)ela," K flu afe not lhe Inlendad addrcswe w me pepm 3uth~ru6dtO del rer th's dcamenl to tho addressee you a m brew rc&d
d , ~ I a l o nmpylng o r a h ~actton
r wl
W e d m ue cenanr olths c o m r n m ~ ~ l IS~ o n autknred If wu Mve r d w d thls dowmmt in m
mat any renew
r ~lesre
!mmedraltynoUty us by telepnooe T m k you br p u r a-bm
0 0 : t E : b O ZEiO/Z@9 T 1 P8P88ZBZ16 S YO lOD
I.iOilUfla S3rJYd ' 0 4 131/3Wtlbl NO I ItllS -

' O h 888W 'WW03 'ON t4lS
PZP='ON 3113
MODE = MEMORY TRQNSMISSION
F I L E NO.=071
STN NO. COWM. QBBD NO. - STQT ION NRME/TEL NO. PRGES DUf?RTIOt:
00; OK n 912028848411 002/002 0 0 : 01 : 02

(FORMERLY HEALTH CARE FINANCING ADMINISTRAT16N)
7500 SECURW BOULEVAFW; C2-21-35 - '
DATE: 14 May 2003

d ~ # ~ -JWMC p From :
Amy DicknsonlAED Debra A. HoffmanlHCFA
FAX NO. (202)884-84 11 FAX NO. (410) 786-9088
PHONE NO. (202)884-8736 PHONE NO. (410) 786-0517
This transmittal COnSlSts of 2 pages.)-
ORDER
REFERENCE: CONTKACT 5 0 0 - 0 l - d 0 0 1 / T ~ ~~ 0007
MODIFICATION 000002
COMMENTSIREMARKS:
Please conflrm-replpt of this telefax to (410) 786-0517 -

f i s d a m e m 1s -I Ve med Pr oanym HhOm n b B- mm y c a l a ~ n~Mrmabonw@ ~ l r gprrvi*. mc
kmqal M pmlmed hunMm
~ O e f W 9 X l b M e WU l l p ~ ~ h 3 1 m C ~ ~ r ~ , 0 l ~ l e ~ y r m ~ a ' 0 e f l m w ~ ~ ~ ~ n 0 ~ ) r m ~ , ) 0 u ~ o ~ y n o 6 1 W I h s m y r p r s n .
diJbOym. d ~ l m a ~ o r a O r o r ~ W m l h o m * n d 1 hU lm~ wr m m m I)arnacr-va ln1soaune~Ln
m r
hrncdblaym1CltbJI.4bwm. Tm* w l o r ~ c ~ v ~
b
ACQUISIl'ION AND GRANTS GROUP
BAL'TIIWORE, MARYLAND 21244-1850
- -
DATE; 14 May 2003

dC$&=tyKG -F Ff-orn
Amy Dlck~nsonAED Debra A. HoffrnanlHCFA
FAX NO. (202) 8%-8411 FAX NO. (410) 786-9088

-
PHONE NO. (202) 884-8736 PHONE NO. (410) 786-0517
-
This transmittal consists of 2 Pages-)-
REFERENCE: CONIRACT 500-01-0001lTASK ORDER 0007

MODIFICATION 000002
GOMMENTSIREMARKS:
Please confirm recelpt of this telefax to (410) 786-0517.

T h s dvcumenl 1s l m d e d orly for Ihe a e d Ihe panylo whom Ir t s x l a m and m y conIan 1ntona6on Vlat ISpwleged. confidenoal and prolmed hDm dl:clmura
l e I1 w u are not Ike IntCnatw addressee. or the p e m n a h m e d !o delwer thls w e n t 8) the addreawe, you are hareby nounaj tho1 any mvlew.
under lhe s ~ ~ l l c a blaw,
d~~domum, d~ssvnimt~on, w p y n p or other adbun bssedxn Um w e n t d l h a cnmmunutim IS nor e m n u d . If mo haw received tnls &umerd In error plasw
,mmadbbly ~ l l l uo y by laleohone Tharrk wu fur vour coo~eraUcn.
. -
- OF SOLlClTATlONlMODlFlCATlON OF CONTRACT 1
+ME).~~~MENT l.CONT~CTIDCODE P A G ~ v; PAGE>
I 1 1 .
2.AMENDMENTIMODIFICATION NO 3 3TIVE DATE 4. RECIUISITIONIPURCHASERE0 5 PROJECT ti0 !: d:l,:.-;nt.
0'00002 05/16/2003
6. ISSUED BY CODE AGG/DPC 7 . ADMINISTERED BY (11 olner lnan Item 61
1 AGG / D.X<
CENTERS FOR MEDICARE & MEDICAID SR DEBRA A. HOFFMAN
ACQUISITION & GRANTS GROUP - CONTRACT SPECIALIST
7500 SECURITY BLVD. - (410) 786-0517
-- -
8. NAME AND ADDRESS OF CONTRACTOR (No, slree!. country. State and ZIP Code] ( x ) 9k AMENDMENT OF SOLICITATIONNO
ACADEMY FOR EDUCATIONAL DEVELOPMENT

98 DATED (SEE ITEM 1 1 )
Attn: Amy Dickinson
1825 CONNECTICUT AVE., NW
WASHINGTON DC 20009 x 10A MODIFICATION OF CONTRACTIORDER NO
- --- . 500-01-0001
0007
- 108 DATED- (SEE-ITEM T J ! -
-
CODE
i ? ~ "I FACILITY CODE 05/17/2002
. . . HIS ITEMONLY APPLIESTO A M E N D M E N T OF SOLICITATIONS
The above numbered solicitat~onIS amended as set forlh in llem 14. The hour and the date specified for receipl of Offers is extended. C 5
IS not extended.
Offers must acknowledge recelpl of this amendment prior to the hour and date specified in the solicitation or as amended, by one of the following methods: (a) B y c o m p l e l l n ~
items 8 and 15, and returning - copies of the amendment; (b) B y acknowtedglng rece~ptof t h ~ samendment o n each copy of the offer subm~tled.or ( c ) B y separate
letter or telegram w h ~ c hincludes a reference to the solicitation and amendment number FAILURE O F YOUR ACKNOWLEDGMENT TO B E RECEIVED AT THE PLACE
DESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED MAY RESULT IN REJECTION OF YOUR OFFER If by virtue of thls
amendment you desire to change an offer already submitted, such change may be made by telegram or letter, provided each telegram or letter makes reference to the
sol~cllat~on and thls amendment, and IS recelved prlor l o the openlng hour and dale spec~fied
12 ACCOUNTING AND APPROPRIATION DATA (I1 requ~red)
See Schedule
13.THlS ITEM APPLIES ONLY TO MODlFlCATtONS OF CONTRACTSIORDERS.
IT MODIFIES THE CONTRACTIORDER NO.AS DESCRIBED IN ITEM 14.
A THlS CHANGE ORDER IS ISSUED PURSUANT TO (Specdy aaulhonlyJTHECHANGES SET FORTH IN ITEM 14 ARE MADE IN THE CONTRACT ORDER NO IN ITEM IDA
U (
1
I
0. THE ABOVE NUMBERED CONTRACTIORDER IS MODIFIED TO REFLECT THE ADMINISTRATIVE CHANGES (such as changes mpaying olfice
appropnalon dale elc) SET FORTH IN ITEM 14, PURSUANT TO THE AUTHORITY OF FAR 43.103 (b).
C THlS SUPPLEMENTAL AGREEMENT IS ENTERED INTO PURSUANT TO AUTHORITY OF
I D OTHER (Specrlv lype of rnodd~calronand aulhonly)
-
MUTUAL AGREEMENT PURSUANT T O FAR 4 43 .1D 3 (a)1 3 )
Contractor UIS no1
7-7
.
E IMPORTANT flI S reaulred lo slgn lnls oocurnenr an0 return 1 coples lo the issuing ofice
14 DESCRIPTIONOF AMENDMENT/MODIFICATION (Oman~zedby UCF sechon headwgs'~nclud~ng

sol~c~iarron/conlracI
sublecl malter &here leasrble I
Tax ID Number: I Lt
I
four months. As a result, the completion date of this task order is extended from 16 May
2003 t o 24 September 2003.
There shall be no change in the task order amount of $23,226,273.00 as a result o f this
modification.
Except as provrced kereln ail terms and condttons ol the document raferencea In llem 9A or 10P as nerelofore changed rernatns unchanged and In lull force a l d effect
15A NAME AND TITLE OF SIGNER jiype orpnnl) 16A NAME AND TITLE OF CONTRACTING OFFICER Pype orpnnll
- MARY E. JONES
-.
160 UNITED STATES OF AMERICA -
- I 16C DATE SIGNED
158. CONTRACTOR/OFFEROR 15C DATE SIGNED
BY
(Signature 01 !he person authcn7ed lo s~gni IS~gnalureof the persor: aulhomed lo sqni
NSN 7540-01-152-8070 30.105 STANDARD FORM 30 (REV 10-83
PREVIOUS EDITION UNUSABLE Prescribed by GSA
FAR(48 CFR) 53 243
--- . . . . . . . .- . . . . . > a- -. . . . - . . . . ., . . . . . 6. ... -. . . .. ... _. . . . . -.
! ~ .e-. -
. .. .aoffm
b -r - -- man.. - week
,. . . ... .,. of
.,. . 1010810~
.,. ~ e q u e G.f-.
*.
o Release
., . . , .r -.. of Payrnenr
.. ....
.. . ,...-,A. . A - .. . . : . . . -. -
. page
---- ?- -
From: 'Vickie Barrow-Klein" <vbarrowk@smtp.aed.org>

Date: 1019101 11:50AM -
Subject: - Week of 10/08101 Request for Release of Payment
I have attached the current week's payment release request for the Fall Media Campaign under contract
number 500-01-000 Task 003. Please authorize the release of these funds.
I understar4'--- ""-. Roger Brooks at DPMIHHS that I am no l i , draw funds under the new
account no as he has split this from our HHS account r,
.# I order to ensure that he has
all the in for^^^^^^,^ ,=quired in order to release payment to AED, I am following this e-mail with a fax to your
attention with copies of the subcontractor invoices. The request contains disbursements that need to be
made tomorrow. If the payment cannot be released today for deposit tomorrow, please contact me before
COB today. -- --
Please let me know at your earliest convenience if this is to be the new process by which we receive funds
under Task 003 LOC funding. Thank you very much for your assistance.
(202)884-8117
fax: (202)884-8411
vbarrowk@aed.org

"Deanna Dunworth" <ddunwort@smtp.aed.o:g>, "John Strand" <JSTRAND@smtp.aed.org>, "Mark
Miebach" <MMIEBACH@smtp.aed.org>, "Scott Pflueger" <spfluege@smtp.aed.org>, 'Trudy-Ann
Farnum" <tfarnurn@smtp.aed.org>
. . .- - - -~--- .- -.-.--- -. .-. . -- -- -.-.
. . -...
~.. .. . . ~ ~ . . .
~ e b r a~ o f f r n a n- Fwd: Draw Request
~ ~ ~
-. ~
for 11105101
. . - .. . .- .
Paae 1

To: -
~DHoffman2@cms.hhs.gov>
Date: . 11/7/01 9:44AM
Subject: Fwd: Draw Request for 11/05/01
Good Morning, Debra: -~

-
his is the e-mail that was sent at approximately 9:30on Monday morning. Could you please expedite the
draw? Thanks.
Vickie J. Barrow-Klein - -
Vice President and Director, Financial Systems 8 Bill~ng
1825 Connect~c~it Ave., N.W.
(202)884-8117
fax: (202)884-8411
vbarrowk@aed .org
CC : "Amy Dickinson" <adickins@srntp.aed.org>, "Beryl Isaac" <bisaac@smtp.aed.org>,

"Deanna Dunworth" <ddunwort@smtp.aed.org>, "Julia Jackson" cjjackson@smtp.aed.org>, "John
Strand" <JSTRAND@smtp.aed.org>, "Mark Miebach" <MMIEBACH@smtp.aed.org>, "Nguyen Pham"
<npham@smtp.aed.org>, "Paul Turner" <pturner@smtp.aed.org>, "Scott fflueger"
<spfluege@smtp.aed.org>, ''Trudy-Ann Farnum" ctfarnum@smtp.aed.org>
.... ~ ----..--p-p-p-.----
~ ~ ~.~~
Debra Hoffman - Re: Draw Requet for the week of- - - 10/29!01
.. . .... . . .. - .--- .. .. .. . . ~
~. Page 1
.From: "Vickie Barrow-Klein" <vbarrowk@smtp.aed.org>

To: ~DHoffrnan2@crns.hhs.gov~
Date: 11/6/01 10:16PM -
Subject: - Re: Draw Requet for the week of 10/29/01
Hi, Debra: - -
Thanks for letting me know that you haven't received the request. You should have received a substantial
amount as a request on Monday. I am writing this from out of town and will check with my office first thing
in the morning. For next week, I would like to request that we postpone the request to Wednesday if that
is not inconvenient. I will be in the office then, and we will have another large draw. We are in the most
active part of the media buys so the cash demand will be high for a while.
Thanks again, and I'lle-mail you in the morning with an update.

- ---.
Sincerely, . -
(202)884-8117
fax: (202)884-8411
vbarrowk@aed.org
>>> "Debra Hoffman" ~DHoffman2@cms.hhs.gov~ 11/06/01 14:39 PM >>>
We have not seen a draw request yet for this week. When should we expect to receive one? Additionally,
-
with invoice backup. Should you have any questions, please do not hesitate to contact me.
(202)884-8117
fax: (202)884-84 11
vbarrowk@aed.org
Vice President and Director, Financial Systems 8 B~ll~ng
1825 Connect~cutAve., N.W.
(202)884-8117 - -
fax: (202)884-84 11
vbarrowk@aed.org
. .. . .. -~ ~~ ~ .- ~- . - - .-.. -
Debra
... . . - . - . Re:.. Draw Requet for.~the week of 1012910i
Hoffman ~ ~ ~ -... ..
Page 2
CC: : "Amy Dickinson" <adiskins@smtp.aed.org>, "Deanna Dunworth"

<ddunwort@smtp.aed.org>, "Julia Jackson"~jjackson@smtp.aed.org~,"John Strand"
<JSTRAND@smtp.aed.org>, "Scott Pflueger" <spfluege@smtp.aed.org>, "Trudy-Ann Farnum"
~ ... ~~ ...~ - ,
Iebra Hoffman -. Re:

.
Draw
...... ~.
for Week. of .11/12/01 -- -~ . . ..
~. . Page 1

To: ~DHoffman2@cms.hhs.gov>
Date: 11/15/0111:16AM -
11/15/01 09:58AM >>>

>>> mebra Hoffman" ~DHoffman2@cms.hhs.gov~
I have received both the e-mail and fax. I have forwarded it to both Kelly and OFM for review.
sent them on 1119 to the other fax number.
>>> "Vickie Barrow-Klein" <vbarrowk@sr_nfp.aed.org> 11114/01 03:42PM >>>

.-
Dear Debra:
-
Please find attached the request for diaw against AED's account as indicated. We will be sending a fax
Sincerely,
1825 Connecticut'Ave., N.W.
(202)884-8 117
fax: (202)884-8411
vbarrowk@aed.org
CC: "Amy Dickinson" <adickins@smtp.aed.org>,"Beryl Isaac" <bisaac@smtp.aed.org>,

Cabrera" <mcabrera@smtp.aed.org>, "Mark Miebach" <MMIEBACH@smtp.aed.org>, "Paul Turner"
--
<pturner@smtp.aed.org>, "Scott FYueger" <spfluege@smtp.aed.org>, ''Trudy-Ann Farnum"
, -:.
-? 2%-- --- . .
-
"
.
Debra
-
Hoffman
. .- -.
- Re:
. . . . _
-
Draw for w e.e. k
. o f 11/12/01
_.__._.__-.-..__....I____ __ *. - -- -. - . .- ...
Page 1
.-.......
-~
From: Debra Hoffman

Date: 11119/01 7:48AM -
My tvvo contacts in OFM are: - -
Karen Fedi, (410) 786-5456

Charles Fox, (410) 786-9293
You can check with either of them to determine the status of the notification to PMS.
>>> "Vickie Barrow-Klein" cvbarrowk@smtp.aed.org> 11115/01 05:27PM >>>

Thanks for all your help, Debra. Is there someone in OFM I need to check with to see if it went to
PMSIDPM this afternoon so that the funds are transferred yet today for
expect to see the payment in our account on Monday?
-- - -
receipt tomorrow? Or should I
(202)884-8117
fax: (202)884-8411
vbarrowk@aed .org
>>> "Debra Hoffman" cDHoffman2~@cms.hhs.qov~ 11/15/01 03:34PM >>>

copy. Please let me know if you have any further problems.
>>> "Vickie Barrow-Klein" <vbarrowk@smtp.aed.org> 11/15/01 10:30AM >>>

>>> "Debra Hoffman" <DHoffman2@.cms.hhs.qov> 11/15/01 09:58AM >>>

I have received both the e-mail and fax. I have forwarded it to both Kelly and OFM for review.
sent them on 1119 to the other fax number. '
>>> "Vickie Barrow-Klein" <vbarrowk@smtp.aed.orq> 11/14/01 03:42PM >>>

Dear Debra:
Sincerely,
Washington, DC 20009-12 0 2 -
(202)884-8117
fax: (202)884-8411
, .
:, Debra
. . -
Hoffman
. .
-- Re:
.-.
Draw-for Week of 11/12/01-- --- . .. .- - -. .. .~
..
Page 2 .
- .-
.
CC: "adickins@srntp.aed.org".GWIA-HHS.BALT12;
"bisaac@smtp.aed.org".GWIA-HHS.BALTl2; "ddunwort@smtp.aed.org".GWIA-HHS.BALT12;
"spfluege@smtp.aed.org".GWIA-HHS.BALT12; "tFarnum@smtp.aed.org".GWIA-HHS.BALT12; Dinicolo,
Kelly; Jones, Mary
- ---.
-. -- . ....- . .. - -
3ebha Hoffman - ~ e : raw for week of 12117/01 .. . .. .. . . .. . .
-
.--- -
.
Page -.1-
From: Debra Hoffman

To: -
"vbarrowk@smtp.aed.org~~.GW IA-HHS.BALT12
Date: 12/13/01 1:13PM
Subject: Re: Draw for Week of 12117/01
We have received both the e-mail and fax: t have forwarded it to Kelly for approval.
>>>'"Vickie Barrow-Klein" <vbarrowk@smtp.aed.org> 12113/01 11:26AM >>>
Dear Debra:
Please find attached AED's request for fund for the week of 12117/01.
There were no funds requested for the week of 12/10/01. Please confirm
receipt of this e-mail and the fax that I will send momentarily. I will
follow-up with Mssrs. Fox and Brooks to-confirm that the process will be
complete by Monday. Thanks for your assistance.
- --
Sincerely,
Washington, DC 20009- 1202
(202)884-8 117
fax: (202)884-84 11
vbarrowk@aed.orq
CC: "adickins@smtp.aed.org".GW IA-HHS.BALT12;

"spfluege@smtp.aed.org".GWIA-HHS.BALTI2, "tfarnum@smtp.aed.org".GWIA-HHS.BALT12
.. . - .... --. .. ..
. . _
?bra Hoffman - Re:. No draw' forweek of 12/24@1
.- . . - _ . . __
. _
Page i
From: Debra Hoffman

To: " v b a r r o ~ k @ s m t ~ . a e d . o r ~ " .2 ~ ~ l ~ - ~ ~ ~ . ~ ~ ~ ~ l
Date: 12/21/01 3:38PM -
Subject: .. - Re: No draw for week of 12/24/01
Thanks. I will expect to have somethingwaiting for me when I reiurn on the 2nd. Have a great holiday
and Happy New Year!
>>> "Vickie Barrow-Klein" <vbarrowk@smtp.aed.org> 12/21/01 03:11 PM >>>

We will notify our subcontractors to expect payment later in the week of 12/31/01 and anticipate receiving
the funds on the 3rd or 4th. Thanks for the schedule notice. I will copy Kelly on the request next week.

Thanks for the information. As Kelly noted to John, next week is quiet around here and both Mary Jones
and I will be out of the office until 02 ~a-&ry. As such, please add Kelly Dinicolo
(kdinicolo@cms.hhs.qov) to your e-mail distribution. However, it is unlikely that the request will get
processed before the 2nd of January. If this an impossibility for AED, I will try to gef back-ups lined up to
process the request. Please let me know before 4:00 PM today.

Dear Debra.
Please note that AED will not be requesting funds for the week of 12/24/01. However, we do anticipant
requiring monies for the week of 12/31/01 and will notify you on 12/27/01 of the amount. Have a Happy
Holiday!
Sincerely,
(202)384-8117
fax: (202)884-8411
vbarrowk@aed.org
"ddunwort@smtp.aed.org".GWIA-HHS.BALT12; "JSTRAND@smtp.aed.org".GWIA-HHS.BALT12;
"mcabrera@smtp.aed.org".GW IA-HHS.BALT12; " ~ ~ l ~ ~ ~ ~ ~ @ s m t p : aIA-HHS.BALT~
e d . o r g " .2;~ ~
"pturner@smtp.aed.org".GWIA-HHS.BALT12; "spfluege@smtp.aed.org".GWIA-HHS.BALT12;
"tfarnum@smtp.aed.org".GWIA-HHS.BALT12; Dinicolo, Kelly; Fedi, Karen; Fox, Charles; Jones, Mary
-
-.
--I
; .,, . .. . .. . . .. - ... . .. . . _.
.- , . . .. . - . .. . .. . .- . - - -. -. . .. . .- -
- -I . - . . .. . .. .. -. .. - -- --
&bra
. . . Hoffman
--- . . . - Advance
.. ...
Payment Reporting ., .. .. ~ . . . .,. ..
Page 1~.
. . -- .. .. . --
From: "Amy ~ i c ~ i ' n s o<adickins@smtp.aed.org>

n"
To: <DHoffman2@cms.hhs.gov>, ~mjonesl@cms.hhs.gov>
Date: 9/7/01 9:25AM
-
Subject: -Advance Payment Reporting
Attached, is a sample format for reporting anticipated expenditures under the Letter of Credit. Please
confirm whether this format will be acceptable. Thanks.
CC: "Deanna Dunworth" <ddunwort@smtp.aed.org>, "Mark Miebach"

<MMIEBACH@smtp.aed.org>, "Vickie Barrow-Klein" <vbarrowk@smtp.aed.org>
- ---.
Academy for Educational Development, Inc.
1825 Connecticut Avenue. N.W.
Washington. DC 20009 -
(202)884-8000 Fax: (21)2)8@4-8411
Statement ofExpenses for PMS Release

- -
500-01-0001 Task 003
I certify that the expenses listed above are due and payable within the week indicated. Please authorize the release of the current
Payment Request request through PMS SmartLink.
- V.P. 8 Director, Financial Systems 8 Billing
. . -. . .~.. . - p~ . ~ -. . .
! Debra
. .
Hoffman
.. .
~
-. Task. .Order
. .
Balance ~ ~- - - .. .- . ... . .. ~. ~. . . . Page :

Date: 11/27/01 11:28AM -
Subject: Task Order Balance
Johnr-TO2 Balance is for TDL #6-theeampaign. Hope you feel better.
CC: Fyock, Jack; Hoffman, Debra; McNaney, Richard

. -. . . . .-. . . . -- -. .... , -........ -, ......................
Debra Hoffman - Re: lnttial PlilC Fie;ezst-:request

.. - . . . . . . . .......... -- . . . . . . Page 1
. . . . . . .
From: Desra tioffinan

To: "vbarrc~~k~smt~.aed.or~".~~~~-~~~.~~~~ll
Date: 3i27iO'l:54PM
- ,
-
Subject: - .-.
. = ;r,,i,al PMZ Release request
I received you; request arld we are w o r h g on it. As I said in our earlier conversation, our accounting rep
told m e you should be a ~ l to
e draw on Monday. She was waiting on information from PMS.
>>> "V~ckteBarrov,-+"elr, :./b3rrowk@smtp.aed org> 09/27/01 12:07PM >>>

Dear Debra,
Per our conversatir.-? attac?ed !s this week's expenditures request for drawdown. Please provide access
~nformationfor the account as soon as possible
- ---
Thank you.
Vicki€ J . Barro~4,-Kiei;-i
..
;3;,:zl:::oi- :ii:cinc=ial Systems 8 Billing
Vice Preside1:i 81.1~:
Academy for E c ~ c z i ~;;i
~ .D ~ e; i ~ l o p l i i e n t
1625 Conneciic!iI C.::!?., !'.\":.
Washington, DC 2000C-12C2
(2021884-81 i7
iax: (202)884-81.: "
vbarrowk@aedorc;
CC: \7'.-1:cc!g.
!(elit/. Jones, Mary
- --- -- -. ., .... ~. . . . ~ . . . .... . , . . .- . --.- --- --
.;. Debra Hoffman
. - Recent Staff changes
. . in A E., D
. . .' S B ~ @
, Department
~ $ ,-....
+ -- Page

To: cDHoffman2@cms.hhs.gov>, cMjonesl@cms.hhs.gov>
Date: 8/2/02 2:48PM -
Subject: - Recent Staff Changes in AED's Billing Department
I had notified you a few weeks ago that Vickie Barrow-Klein was leaving
the Academy and that Kathy Boone would be her replacement for billing
against the Letter of Credit. As it turns out, Kathy has recently
accepted another position here within AED, but no longer in the billing
department. Her replacement will be Nguyen Pham. Ms. Pham's contact
information is as follows: - ---.
Nguyen Pham
Financial Manager
Financial Management and Billing
AED
1825 Connecticut Avenue, NW
Tel: 2021884-8331
Fax: 2021884-84 12
Email: npham@aed.org
CC: "John Strand" <JSTRAND@smtp.aed.org>, "Kathy Boone" <kjboone@smtp.aed.org>,

"Nguyen Pham" <npham@smtp.aed.org>
.
~~~k order #7, invoT&#5
-.
Deb;;a-Goffman-
......
. . .~
.-> : .. - ~ ~
. .
.- -- - - - - -
~~ ~
Page 1 ~

To: Internet:tfarnurn@aed.org; Strand, John
Date: 12/31/0211:18AM -
Subject: Task Order #7, Invoice #5
Hi Trudy.
We received the invoice #5 for Task Order #7. Could you please tell me what the charges for Alan
Newrnan Research and Public Opinion Strategies are? I need to be able to understand whlch actlv~tyor
portion there of t h ~ sis being billed for.
Thanks.
- -.
,
CC: Hoffman, Debra; ~ c h a u b - ~ i m eAlissa
l, - .- - -
1 Derrick Heard - Re: LRFP 01-006 Attachment: WP':~--- Report Take Act~on
2 -- I -- materials , Page 1

To: <DHeard@cms.hhs.gou>
Date: 7/25/01 5 5 1PM
Subject: Re: LRFP 01-006 Attachment: Watch Report Take Action materials
I
Hi Derrick,
---
lf 'you can't send by Fedex as I'd inquired below, please go ahead and send by regular mail to my
attention.
The address:
Amy Dickinson, Contracts Department

AED '
1825 Connecticut Avenue, N.W., 9th Floor
--
Tel: 2021804-8736
Thank you very much.
Would you be able to send by fedex for overnight delivery, if we were to supply the address and charge
code?
>>> "Derrick Heard" <DHeard@cms.hhs.gov> 07/25/01 04:38PM >>>

To All CRC Contractors,
The LRFP 01-006 entitled "NutritionlHydrationAwareness Campaign: Phase 2 Dietary

ManagerslDieticians" the Watch Report Take Action materials attachment is not available electronically.
Please contact me via email and let me know if you would like to pick up the package from CMS on
Friday, July 27,2001 or have the package mailed to you.
If you have any questions or concerns you can contact me at 410-786-2545 or Mary Jones at
4 10-786-5163.
Derrick Heard
Contract Specialist
Derr~ckHeard - Re: LRFP 01-006 Attachment: W-'c,h
L-i,- Report ~ a k Action
e materials Page 1
-
.

To: <DHeard@cms.hhs.gov>
Date: 7/25/01 4:51 PM
Subject: Re: LRFP 01-006 Attachment: Watch Report Take Action materials
Would you be able to send by fedex for overnight delivery, if we were to supply the address and charge
code? --
>>> "Derrick Heard" <DHeard@cms.hhs.gov> 07/25/01 04:38PM >>>
To All CRC Contractors.
The LRFP 01-006 entitled "NutritionIHydration Awareness Campaign: Phase 2 Dietary

Managers/Dieticians0'the Watch Report Take Action materials attachment is not available electronically.
Please contact me via email and let me know if you would like to pick up the package from CMS on
Friday, July 27, 2001 or have the package mailed to you.
-
.
If.you have any questions or concerns you can contact me at 410-786-2545-br Mary Jones at
410-786-5163.
Derrick Heard
Contract Specialist
: ~-
.
u a-
i- a - - 500-01-0001'~ask-
t Wilson
.
.
......
..... ... -. ................
ler 4 - Request f o r ~ d 8 k a t i o n
'. . . . .
. . ..
.-
i
. . --
.
..
.. -- .........
- . . . . . . . . . . . .Page 1
i
From: "Amy Dickinson" cadickins@smtp.aed.org>

To: ~JWilson@crns.hhs.gov~, ~rnjonesl@cms.hhs.gov~
Date: 9113/02 9:38PM
Subject: 500-01-0001 Task Order 4 - Request for Modification
Dear Mary and Juanita,

-. -
This email is meant to serve as notification that AED will be
requesting a modification to Task Order 4 early next week in follow up
to our July 19, 2002 conference call regarding next steps for this task.
AED learned from Deborah Higgins on September 11, 2002 that Michael
McMullan, Director of the Center for Beneficiary Choices, has approved
AED's proposal to initially develop and consumer test three tools.
In brief, AED will be offering two options, one a no-cost extension /

through January 31, 2003 which will essentially provide CMS with 3
tested products, a calendar, a poster, and a workbook. For ihe no cost ' '
extension, the calendar and the poster would be graphically-enhanced and
the workbook would be straight text. Testing of these products will be
more limited than originally proposed: 4 facilities for the next round
and 2 facilities in the final round. The second option would involve
graphically-enhancing the workbook and conducting the consumer testing
as originally proposed, in 10-20 facilities. This would require
additional funding from CMS.
As you are aware, this task is scheduled to end on September 20, 2002,
thereforelwe will need a modification as soon as possible. Our work has
been on hold since June 10,2002. We are eager to move ahead and
complete this work, now that we have some clear direction from CMS.
I will be sending this request for modification as early in the week as

possible, but I did at least want to nottfy you that this request would
be forthcoming.
Have a good weekend, and we can discuss this situation further next
week.
CC: ~skappert@crns.hhs.gov~,
~dhiggins@crns.hhs.gov~:~jfranklin@crns.hhs.gov~,
cTKickharn@crns.hhs.gov>, "Heide Fabiano" <hfabiano@srntp.aed.org>, "Joy Pritchett"
cjpritche@srntp.aed.org>,"John Strand" cJSTRAND@srntp.aed.org>, "Trudy-Ann Farnurn"
ctfarnurn@srntp.aed.org>
\,
From: Juanit, 4ng

To: "adickins@smtp.aed.org".GWIA-HHS.BALT12
Date: 3/21102 11:42AM
Subject: Re: CRC Task Order 4 Change in Payment Schedule
Amy,
I was waiting for the G'TL to concur with the revised payment schedule. I received Debbie's concurrence
this morning. The revised payment schedule is acceptable. However, I deleted the dates and stayed
consistent with the original payment schedule format included with the base task order. Dates are
associated with the deliverables and payment is based on receipt and approval of the deliverables. I will
await .the signed originals from AED. Thanks.
. "Amy
>>> . Dickinson" <adickins@smtp.aed.org> 03/21102 11:02AM >>>
Dear Juanita and Mary,
I have not received a response to the email below, which was sent to
Juanita on 3119. Could you please review the payment schedule and
confirm that this is acceptable to CMS? --Jhanks a lot.
From 3/19: - --
As we discussed by phone, I realize'now that the number of deliverable~
tied to the payment schedule has been reduced from 6 to 5, therefore the
payment schedule will need to be changed.
AED proposes replacing the original Payment Schedule, Attachment 1,

with the attached Payment Schedule.
Please respond by email letting me know if the attached is acceptable

to CMS.
Thanks.
CC: "jpritche@smtp.aed.org1'.~~l~-~~~.~~~~12;
"JSTRAND@S~~~.~~~.O~~".GWIA-H "spfluege@smtp.aed.org".GWIA-HHS.BALT12;
HS.BALT~~~
"tfarnum@smtp.aed.org".GWIA-HHS.BALT12; "vbarrowk@smtp.aed.org".GWIA-HHS.BALT12; Jones,
Mary
---- .- -- - - -- -- -- - --.. - -- -
, Debra Hoffman - Re. STATUS OF TASK ORDER 0067 MODIFICATION Page
From: Debra Hoffman

To: Dugan, Cathey
Date: 2/2/04 1:19PM -
Subject: - Re: STATUS OF TASK ORDER 0007 MODIFICATION
We received it. Thanks. I will fax y w an executed copy after Mary signs it.

Contract Specialist
Mail Stop C2-21-15
Baltimore, MD 21244
phone: (410) 786-0517 - ---.

fax: (410) 786-9088
>>> "Cathey Dugan" <cdugan@smtp.aed.org> 01/30/04 04:03PM >>>

Hello Ms. Hoffman,
Thank you for checking in. Our Vice President, John Strand has signed
it and I just faxed it now to your attention.
Thank you for following up with me!
Sincerely yours,
Cathey Dugan
Senior ContractsIGrants Administrator
P: 001-202-884-8594
F: 001-202-884-841 1
>>> "Debra Hoffman" ~ D H o f f m a n 2 @ c m s . ~ h s01/30/04

.~> 02:llPM >>>
Cathey--
Can you tell me what the status is of the subject modification? I had
corrected the period of performance and faxed it back to you.
Thanks
Helphenstine, Patty
-- -
debra Hoffman - ~ & kOrder 7 Page 1

To: cDHoff man2@cms.hhs.gov>
Date: 511 2/03 6: 12PM -
Subject: Task Order 7
-- -
Hello Debra,
I'm sorry I didn't get a chance to call you back this afternoon. If CMS would like to extend the period of
performance, please indicate the Scope of Work. I couldn't tell from your voice mail, if it was CMS's
intention to extend the Period of Performance through June 24 or September 24, 2003. AED's option year
2 is only valid through September 16, 2003, so you may want to keep that in mind as well.
You can reach me tomorrow to discuss further. I will be out of the office on Friday, so it would be helpful if
we could wrap this up by COB T h u r a y . Thanks.
-- . -
CC: "Heide Fabiano" <hfabiano@smtp.aed.org>, "John Strand"
<JSTRAND@smtp.aed.org>, "Mark Miebach" <MMIEBACH@smtp.aed.org>
To: Strand, John; Tensuan, Lisa
Date: 4/8/04 8:55AM -
Subject: . AED Audit Info
Hello.
This email is to confirm that for Task Order #7, 2002 Media Campaign, that as of December 2002. CMS
no longer required or requested weekly project management reports and/or project status reportstproject
management plans due to the nature of the work and the completion of that campaign.
We have received and approved all deliverables for Task Order #7 2002 Media Campaign
Thanks
- ---
- --
CC : Gutowski, Walter, Helphenstme, Patty, Hoffman, Debra, Zalusky, E r ~ n
. ..... . . -- - -- .... -- . . .
._
r Debra Hoffman - Re: Monthly progress Reports
, . . . . . . Page :
From: "Lisa Tensuan" <Itensuan@smtp.aed.org>

To : ~KDiNicolo@cms.hhs.gov~
Date: 8126102 3:46PM -
Subject: - Re: Monthly Progress Reports
Kelly- -. -
Wedid send your report the same time we sent Debbie's, so it should be
arriving shortly. Included in that is the financials which were broiten
out for TO 3 and TO 7, but we only did one report that lumped these both
together. For August, we will do 2 separate reports reflecting TO3 8
TO7
Lisa
>>> "Kelly Dinicolo" ~KDiNicolo@cms.hhs.gov~

08/26/02 03:39PM >>>
Hi Lisa.
- --- .
-,
Debbie Hoffman received her copy of the July Progress Report today and
it is for both TO 3 and 7. Because these are two separate task orders,
separately funded, we will need to have two separate reports. Also, as
of today, I have not received my copy. Can you check to see if one was
sent? More than likely, it's backed up in our mail room.
Thanks
<DHoffman2@cms.hhs.gov>, "Trudy-Ann Farnum" <tfarnum@smtp.aed.org>

. . . . . . . . .,-- . .... .:. .~- .. L , - . . . . . -- - -- --. .-- .....
/ :. ~
, . .e
. .b
. .r. a
. .~
. . i. o . -a Re:
. . f. f. m n . . . ~equest'folr. ~ u..i-.,....-.
b kpproval
c .........- i,~' ..
,. . . .*. ..-
. . . . . . . . . .
33 Interim --.
Mediacampaign ---. Page 1
. . . . . . . . .
.
?
. i
From: Debra Hoffman

To: "adickins@smtp.aed.org".GWIA-HHS.BALT12; Jones, Mary
Date: 6/5/02 12:48PM -
Subject: * Re: Request for Subc Approval - . ,,
TO3 Interim Mediacampaign
I ,
I have reviewed your submission and don't have any issues with it r. >
*Id is an approved
subcontractor under Task Order 0003.
If you have any questions, please contact me.
>>> "Amy Dickinson" <adickins@smtp.aed.org> 05/30/02 11:27AM >>>
I've been out of the office for the last fe&weeks and apologize for
i n rnndirlg you this request for subcon!ract approval for
'"-A - ' - h l
- -
yuu rn
r?
I r
" work on the Interim Media Campaign. I will be sending
,..,-..-,
.etter by mail, but so that you can review it more
quickly, I've attached it by email as well. I look forward to hearing
from you.
CC: "GNIBLETT@smtp.aed.org".GWIA-HHS.BALT12;
"hfabiano@smtp.aed.org".GWIA-HHS.BALT12; "JSTRAND@smtp.aed.org".GWIA-HHS.BALT12;
"MMIEBACH@smtp.aed.org".GWIA-HHS.BALT12; "spfluege@smtp.aed.org".GWIA-HHS.BALT12;
"tfarnum@smtp.aed.org".GWIA-HHS.BALT12; Dinicolo, Kelly
--- -
- --PA--
- -- ,
Debra
.
, ,
. Hoffman - Re: New TDLs coming- -
, :
. . .. - - -2- -- - _ - .,
-..- Page
. .. ...~.
.
:
From: Patty Helphenstine

To: Dinicolo, Kelly; jstrand@aed.org; Strand, John
Date: 8120103 9:26AM
Subject: ' - Re: New TDLs coming
Hi,
-. -
Yes, we will need to extend the period of performace. Kelly and I will talk to Debbie Hoffman and Mary
Jones. We will get back to you shortly.
Thanks,
PattyH
>>> "John Strand" <JSTRAND@smtp.aed.org> 08119103 05:11 PM >>>

Kelly, - -.
--
That's great news. We look forward to hearing from you. Do-you have any sense whether we'll need to
extend the current task order end date of 9/24/03? Thanks, John
>>> "Kelly Dinicolo" ~KDiNicolo@cms.hhs.aov~

08/19/03 01 :08PM >>>
John--
We should be issuing new TDLs by the end of this week. Sorry this has
taken so long.
Thanks.
Kelly
CC: Dlckinson, Amy; Gutowski, Walter; Hoffman, Debra; Itensuan@hotmail.com

Hoffman - Extended
1
--& ,njh
r
Debra
>*
- .-- ..- --
Contract
r-7 I
--- - -- Page 1

Date: 5116103 9:52AM -
Subject: Extended Contract
Hi,
- -
The extension in the contract is to utilize the remaining funds as well as have a mechanism to retain the
talent usage rights through the fall. While we are currently determining the additional tasks within this
scope, we know that we want to procure the next wave of holding fees for the "Frutos" Hispanic ad.
Additional requests will be made through TDLs. The talent holding rights TDL is attached.
In order to be certain of the remaining funds on the contract, CMS requests that all nl~tstandingbilling be
finalized for AED and its subcontractors. While it appears as though roughly 1:"" remaining, a
more exact figure for the remaining fun* on the contract is needed to deier! .... . . . , ditional work
CMS requests that all outstanding billing be submitted within the next 30 day?.
Thanks,
PattyH
CC: Gutowski, Walter; Hoffman, Debra; Internet:dinicolo4@hotmail.com; Jones, Mary

I gpbra
- - - - Re: Talent
Hoffman -
Usage
.- - -
!

To: AEDJStrand@smtp.aed.org; Itensuan@aed.oig, Itensuan@smtp.aed.org, Slater. Kara
Date: 41151034:31PM -
Subject: - Re: Talent Usage
We would like the talent information to be releasedto CMS for our Federal Archives
It should include all necessary information for possible future contact and additional comments regarding
their contract. For example: we would want to know your contact person and info for the talent negotiation,
the talent's name, location, contact info and any other information necessary to contact and renegotiate for
additional usage.
Please send it in writing to Patty Helphenstine by Fr~dav,Apr~l25. 2003.
Thanks,
- --
PattyH
>>> Kara Slater <kslater@campbell-ewald.com> 04/15/03 04:08PM >>>

Hi Patty -
CMS released the talent for "Hide & Seek", "Dancing" and "Mermaid' on 3125103. If
CMS wnllld l i k +O ~ renegotiate these talent contracts CMS would need to contact
. ,. _ i in writing asking us to release the talent information. At that
" . - -.- .-lease all talent recordslcontacts to CMS' agency of record or
CMS. Please let me know if there is anything else I can help you with. Please
note that because the talent was released, renegotiation costs will most likely be
significantly higher than the original fees.
Kara
Patty Helphenstine wrote:
> Hi,
>
> Thanks. Sounds good.
>
> PattyH
>
> >>> "Lisa Tensuan" cltensuan@smt~.aed.orq>04115/03 08:50AM >>>
> Hi Patty-
>
> To address your questions:
> 1. We will purchase the additional holding fees for Frutos and send,you the
> paperwork.
> 2. Please see Alex's attached response to the meeting recap notes--he sent it
> through on 411J. ' t maybe there were e-mail transmission problems.
,
> 3. 1 spoke with ,:- i nid they will be getting us their answers by COB today.
>
.-
> I'll send the info through ASAP.
> Lisa
>
> >>> "Patty Helphenstine" <PHelphenstine2@cms.hhs.qov>
- 04/14/03 10:53AM >>>
> Hi,
>
. . .
>; e-l_ ... -- ......
,L L: Lb. ~ bL r.a Hoffman - Re: Talent Usage Page 2

. .
.... . . - . - . . . . . . . . . . . . .
.e
.
.;:,.;
.
j
> I hope your weekend was enjoyable. I wanted to just touch base and cover a few
> open items:
>
> 1. We have received the approval t'o extend our holding fees for the Spanish
> talent in the "Frutos" ad through the first quarter 2004. It is my
> understanding that we paid holding fees through 6/24/03. We would like to
> purchase three additional cycles throttgh March 24, 2004. We understand that
> this
> will cost $. r d . Please send us a confirmation of the purchase, the cost
> and the final date of usage.
>
> 2. 1 sent a meeting notes recap letter a few days ago, and am awaiting
> your/Alex's conf~rmationof its content. I have attached it again, just in
> case.
> Part of this recap indicates the information that Muse needs to share with CMS
> regarding the talent (see Fee Payrneht). I would like to receive this
> information -- - -
> by April 25 (Friday), so that any question can be addressed prior to the
> completion of the contract.
I '
> 3. 1 know that we are waiting for i; i.1 j's information regarding the
> GM
> talent. Do you think they will be able to provide the Information by thls
> Friday
> (4/18)?
>
> Thanks,
> PattyH
CC: dinicolo4@hotrnail.corn; Gutowski, Walter; Hoffman, Debra

_ ~ ~.~~
.
~ . . .- * ... . .. .. . . -
,ra
~D~~~~ Hoffman - Re: Fwd: Finalized Perfprmance Evaluation Available
.. .-I
.~.. .. ~ . ... . . ... . - ..
.. - .. .~
.
-
-
- ... ... . . . -
, . .. ,. ... .
pj
.
. ..
. - .,,*-:
. . page 1
w-*,,
From: "Karen Conley Dakaud" <kdakaud@smtp.aed.org>

Date: 5/5/03 10:23AM
Subject: - Re: Fwd: F~nal~zed
Performance Evaluat~onAvailable
Ok. Thanks for clarifying.

-. -
>>> "Debra Hoffman" ~DHoffman2@cms.hhs.gov~ 05/05/03 10:l SAM >>>

Actually, the report is an "Interim" report, which means that the task
order is still in progress. The "Final" report will come after the
completion of the task order.
If you have any other questions, please contact me.
>>> "Karen Conley Dakaud" <kdakaud@smtp.aed.org> 05/02/03 04:55PM >>>

Dear Ms. Hoffman: -
Thank you for finalizing the final CPR for contract #SO0 01 0001-0007.
I wanted to let you know that there is a typo on the cover page. Under
"Report Type" it is still listed as "Interim Report" instead of "Final
Report". Based on your attached email and the improved ratings, it is
clear that this is the finalized performance evaluation and not the
interim report, but I wanted to check with you to see if you wanted to
reissue a corrected first page. Thank you.
Best regards,
CMJonesl @cms.hhs.gov>, "Mark Miebach" <MMIEBACH@smtp.aed.org>

- --
-- -- - .--
Page 1
From: "Amy Dickinson" <adickins@srntp.aed.org>

To: <jw~lson@cms.hhs.gov>,CMjonesl @cms.hhs.gov>
Date: 8/30/02 12:41PM -
Subject: - Request for Modification of Prime Contract No. 500-01-001 (CRCIDIQ)
A -
AED respectfully requests a modification to the CRC IDIQ, which would

exercise Option Year 2 (September 17, 2002 - September 16, 2003).
Please let me know if you will need any further information from AED in
order to process this request.
Thank you and have a good Labor Dayweekend.

- * .. . -
Amy
CC : "John Strand" <JSTRAND@srntp.aed.org>,"Trudy-Ann Farnum"

<tfarnum@smtpiaed.org>
. --- . - - - - ---
Juanita Wilson -- Request
-- -- - -
for
-modification
--- -- of
- F - - -- --- No.
! contract
- -- 500-01-001 (CRCIDIQ)
..- - - - .--
- Page I
From: "Amy Dickinson" <adick~ns@smtp.aed.org>

To: ~JWilson@cms.hhs.gov~, ~Mjonesl@cms.hhs.gov~
Date: 8/21/03 8:21 PM
Subject: Request for modhcat~onof prrme contract No. 500-01-001 (CRCIDIQ)
Dear Mary and Juanita,l

- -
AED respectfully requests a modification to the CRC IDIQ, which would exercise Option Year 3
(September 17, 2003 - September 16, 2004).
Please let me know if you will need any further information from AED in order process this request
Thank you.
Best Regards,
Amy Dickinson
Senior ContractslGrants Administrator
Tel: 2021884-8736
Fax: 2021884-841 1
Email: adickins@aed.org
CC: "John Strand" <JSTRAND@smtp.aed.org>, "Scott Pflueger" <spfluege@smtp.aed.org>,

"Trudy-Ann Farnum" <tfarnum@smtp.aed.org>
..---7y -, -- ' -. .--- . -
' .s. ~ : .i i l .r a.qoffrnan

:- . .
- . Re: Fwd: Finalized performance
. - - . - -- - -
~ .. ... ~. - Evaluation
.. .
Available . . --. Page I
From: "Karen Conley Dakaud" <kdakaud@smtp.aed.org>

Date: 5/5/03 10:23AM
Subject: Re: Fwd: Finalized Performance Evaluation Available
Ok. Thanks for clarifying.

- -
>>> "Debra Hoffman" ~DHoffman2@cms.hhs.gov~ 05/05/03 10:15AM >>>
Actually, the report is an "Interim" report, which means that the task
order is still in progress. The "Final" report will come after the
completion of the task order.
If you have any other questions, please contact me
>>> "Karen Conley Dakaud" <kdakaud@smtp.aed.org> 05/02/03 04:55PM >>>

--
Dear Ms. Hoffman:
--
Thank you for finalizing the final CPR for contract #500 01 0001-0007.
I wanted to let you know that there is a typo on the cover page. Under
"Report Type" it is still listed as "Interim Report" instead of "Final
Report". Based on your attached email and the improved ratings, it is
clear that this is the finalized performance evaluation and not the
interim report, but I wanted to check with you to see if you wanted to
reissue a corrected first page. Thank you.
Best regards,
CC: <MJonesl @cms.hhs.gov>, "Mark Miebach" <MMIEBACH@smtp.aed.org>

-... ... . .
. .... . . -.. . - --
..- . -.. ......- . - .
,- . ...... -. --- . . - .-- . .. .-. .- . ... - .. . . - - ....
1 Debra. Hoffman
i ,, . _ . - .Contractor
. . .. \_
Representative's
__.
Comments Submitted
. __ I .. .. . _ . . . . . . . . .. . . Page 1
From: "heide fabiano" <aed-contracts@aed.org>

To: ~dhoffman2@cms.hhs.gov~
Date: 3/14/03 11:36AM
Subject: Contractor Representative's Comments Submitted
The Contractor's review of the performance evaluation specified below has been completed !and has been
submitted to the NIH CPS. Commentsby the Contractor have been incorporated into the evaluat~onand
are available for your consideration at this time.
CONTRACT NUMBER: 500010001

ORDER NUMBER: 0007
EVAL PERIOD START: 511712002
EVAL PERIOD END: 12/31/2002
ORGANIZATION: CMS
REQLIIREMEN-r DESCRIPPION: 2002-NATIONAL, MULTI-MEDIA & EDUCATION CAMPAIGN
-- - -
CON'TRACTOR REP: heide fabiano
___ _ . . . ...__,_~i'..~.-_ ..-. . - ._--.--.I..-
-___-_._ .- .. . -. -- .
.. ...
.., - _ _.. __.
,
1, ..~ 6 ..b-. -G- ~. o f f m ~CONTRACT^

.. , ,. n , ,, -... . -. . . . .. . . .. . . . .i . - Page-.1
1 :
From: "Contracts" <contracts@smtp.aed.org>

To: ~dhoffman2@cms.hhs.gov~, ~cps-support-l@list.nih.gov>
Date: 2/26/03 1:34PM
Subject: CONTRACT NLIMBER: 500-01-0001 Task Order no.00007
" High Priority " i

-- -
I
~ e a r ' ~Hoffman:
s. I
I am the CPS administrator for AED - I have logged on to the CPS system and find a listing for TO 07.
However, for TO 0007 1 did not receive a notification and without it, I don't get the PIN whichwill allow
me to log onto the system. !
I
Could you kindly verify to ensure that the system provides me with such a number to
ensure timely processing of the CPR.
There is a possibility that our email sy&k

not to reach us.
was down at that- time
.
.-
which could have caused the email
--
Your prompt assistance is much appreciated.

Thank you,
Heide Fabiano
Associate Director
AED ContractslGrants Management
1825 Connecticut Ave., Washington, DC 20009
Tel: 202 884 8150
Fax: 202 884 841 1
email: hfabiano@aed.org
or aed-contracts@aed.org,
CC: <hfabiano@aed.org>, <mmiebach@aed.org>

-- - . . , ,. . . _ _L... li . _.:- . _._.
. . ..-. - .
... .. ... ... -.
-. . '~Gffman- Fwd:...Evaluation
;'Debra . assjqned toCR . , . . . . . .~ . .c
..-. -,-. . . -- Page.. 1.-:
I:, 1
From: Debra Hoffman

To: internet:hfablano@aed.org
Date: 2/26/03 2:35PM
Subject: Fwd: Evaluation assigned to CR
This is the notifjcation that I received when it was assigned to you. I am not provided with any login
information for you. I'm sure if you co&d the CPS help desk, they can assist you.
Let me know if you need any additional information.

-
I
--a
--
.'
~ k b r. .a
-.
L _;
Y'
Hoffman
.
-. .. ~.-x t e n d e dContract
..- .. .
-
.,,
.:. .(-
~
.. .
~. .. . -
1
-
-
-... , .
;
'
..
. Page I

To : Internet:jstrand@aed.org; Internet:ltensuan@aed.org
Date: 5116/03 9:52AM
Subject: Extended Contract-
Hi, i!
-. -
The extension in the contract is to utilize the remaining funds as well as have a mechanism to retain the
talent usage rights through the fall. While we are currently determining the additional tasks within this
scope, we know that we want to procure the next wave of holding fees for the "Frutos" Hispanic ad.
Additional requests will be made through TDLs. The talent holding rights TDL is attached.
In order to be certain of the remaining funds on the contract, CMS requests that 311 nll+ctandingbilling be
finalized for AED and its subcontractors. While it appears as though rough15 . remaining, a
more exact figure for the remaining funds on the conGact is needed to dete. . ... .; -. ., ,,dit~onal work.
CMS requests that all outstanding billing be submitted within the next 30
. days.
.. -
Thanks,
PattyH
CC: Gutowski, Walter; Hoffman, Debra; Internet:dinicolo4@hotmail.com; Jones, Mary

. __ _ _ ... T
,_ ___ .- ~~ . . ..
&&bra
.. ..
, ,.
Hoffman
.
- Talent Usage
.. . >.... . .- . . ... . . . - . .. . .
~ - . . . ...

To: Internet:Jstrand@aeckorg; Internet:Itensuan@aed.org
Date: 4/14/03 10:53AM
Subject: Talent Usage
-. -
Hi,
I hope your weekend was enjoyable. I wanted to just touch base and cover a few open items:
1. We have received the approval to extend our holding fees for the Spanish talent in the "Frutos" ad
through the first quarter 2004. It is my understanding that we paid holding fees through 6/24/03, We would
like to n~lrchasethree additional cycles through March 24, 2004. We understand that this will cost
1 . 1 Please send us a confirmation - -. of the purchase, the cost and the final date of usaqe.
i; y --
2. 1 sent a meeting notes recap letter a few days ago, and am awaiting yourtAlex's confirmation of its
content. I have attached it again, just in case. Part of this recap indicates the information that Muse needs
to share with CMS regarding the talent (see Fee Payment). I would like to receive this information by April
25 (Friday), so that any question can he addressed prior to the completion of the contract.
3. 1 know that we are waiting for

;'+
,
t,
;
.
information regarding the GM talent. Do you think they
will be able to provide the informat~onby this Friday (4/18)?
Thanks,
PattyH
CC: Gutowski, Walter; Hoffman, Debra; Internet:dinicolo4@hotmail.com

,___ _ .- ... .. .. - - . -- .
1 Debra Hoffman
. .
- Re: STATUS OF TASK. ORDER 0007 MODIFICP.TION
- . - ~ . . ... .,
Page 1
From: Debra Hoffman

To: Dugan, Cathey
Date: 2/2/04 1: 19PM -
Subject: . Re: STATUS OF TASK ORDER 0007 MODIFICATION
We received it. Thanks. I will fax yo_uan executed copy after Mary signs it.

Contract Specialist
Mail Stop C2-21-15
Baltimore, MD 21244
phone: (410) 786-0517 - ---

fax: (410) 786-9088
>>> "Cathey Dugan" <cdugan@smtp.aed.org> 01/30/04 04:03PM >>>

Hello Ms. Hoffman,
Thank you for checking in. Our Vice President, John Strand has signed
it and I just faxed it now to your attention.
Thank you for following up with me!
Sincerely yours,
Cathey Dugan
P: 001-202-884-8594
F: 001-202-884-841 1
>>> "Debra Hoffman" ~ D H o f f m a n 2 ~ c m s . h h s . 01/30/04

~ o v ~ 0 2 : l l PM >>>
Cathey--
Can you tell me what the status is of the subject modification? I had
corrected the perjod of performance and faxed it back to you.
Thanks.
CC: Helphenstine, Patty

... .. . . .. . . . . .. .. . .. - ... . - . . -. .
Debra Hoffman - CMS 500'-01-001 Page I.

To: ~DHoffman2@cms.hhs:gov~, <JWilson@cms.hhs.gov~,
Date: 10121103 1:06PM -
Subject:' CMS 500-01-001
Dear Mary, Juanita, and Debra, -~

-
I wanted to let you know that I have recently changed positions here at AED and will no longer be the
Senior ContractslGrants Administrator supporting this contract. My replacement's name is Cathey Dugan.
Her contact information is as follows:
Cathey Dugan
ContractsIGrants Management
Tel: 2021884-8594
Fax: 2021884-8411
Email: cdugan@aed.org
I will still be working at AED and will be available to her to answer any questions she may have about this
contract. I am sure you will enjoy working with her as I have enjoyed working with you.
Please send announcements of upcoming LRFPs to Cathey and Heide Fabiano
Best wishes and warm regards,
Amy Dickinson
Amy Dickinson
Tel: 2021884-8736
Fax: 2021884-841 1
Email: adickins@aed.org
CC: "Cathey Dugan" <cdugan@smtp.aed.org>, "Heide Fabiano" <hfabiano@smtp.aed.org>,

"John Strand" <JSTRAND@smtp.aed.org>, "Jason Zeno" cjzeno@smtp.aed.org>, "Scott Pflueger"
<spfluege@smtp.aed.org>, "Trudy-Ann Farnum" <tfarnum@smtp.aed.org>
To: Franklin, Julie; Internet:tfarnurn@aed.org; Schaub-Rirnel, Alissa; Strand, John;
Tensuan, Lisa -
Date: - 1/24/03 8:39AM
Subject: Backup GTL
Just 2 reminder to everyone that patty%ii be serving as the backup GTL 1

. L
'
, . . -.
Right
now, it looks as though that will start around the end of February. Patty is a certifies project officer and
can provide a copy of her certificate if needed.
Patty's email address is: PHelphenstine2@cms.hhs.gov

Phone: 4 10-786-0622
Her mailing address is the same as mine.

--
Thanks.
CC: Gutowski, Walter; Helphenstine, Patty; Hoffman, Debra; Jones, Mary

. ... - .--
-
~
1 Juanita Pang - Re: Debriefing for f

~
'03
..
.
r. ' . j Eligible
. . ...
Task
. . -Order . . Page ?

To: c,IPang@cms. hhs.gov>, cMJones1@cms.hhs.gov>
Date: 711710 1 12:22PM
Subject: Re: Debriefing for 01-003 Dual Eligible Task Order
11:00 on Wednesday will be fine. We can be reached at 2021884-8557. Those in attendance will include
John Strand, Jim Bender, Scott mugger, Susan Crossley (possibly), and me.
We look forward to talking to you tomorrow. Thanks.
>>> "Juanita Pang" cJPang@cms.hhs.gov> 07/17/01 11:45AM >>>

I didn't receive this message until Tuesday morning, so we can't accommodate today. However, Wed. @
11 is good for us. This would be a teleconference. What number should we call and who will be in
attendance? CMS will be represented by Mary Jones (CO), Gina Clemons (GTL), and me. Please let me
know ASAP. Thanks.
- --- .
>>> "Amy Dickinson" cadickins@smtp.aed.org> 07/16/01-05:36PM -
I understand you were both out last week, so I'm getting back in touch to schedule this debriefing. AED
would like to schedule this debriefing for Tuesday or Wednesday of this week if possible. Our preferred
times would be 12:OO - 2:00 on Tuesday and any time Wednesday morning, as long as we would be
finished by 1:30. Please let me know your availability.
CC : cGClemons@cms.hhs.gov>, "Jim Bender" cjbender@smtp.aed.org>, "John Strand"

<JSTRAND@smtp.aed.org>, "Susan Crossley" cscrossle@smtp.aed.org>, "Scott Pnueger"
cspfluege@smtp.aed.org>
.-*-.,:. ', . . . . -. .........
. - ..~ -.. . . ...z --.*- .... ....-.......... .......... - ................ .... -
1 Debra Hoffman - Re: Wednesday 4/23/02- conference call ..
~
............ . . . .:. . . .. Page

. -~ . . . .

Date: - 4/24/02 2:05PM -
Subject: Re: Wednesday 4/23/02 Conference Call
Thank you so much. That was a v e m l p f u l call. Talk io you soon.
>>> "Debra Hoffman" ~DHoffman2@cms.hhs.gov~ 04/24/02 02:02PM >>>

Yesterday, during our phone conference call, you requested an extension
on the date for receipt of a final revised proposal. This is to confirm
that we granted an extension until Monday, 29 April 2002.
>>> "Amy Dickinson" <adickins@smtp.aed.org> 04/22/02 05:56PM >>>
We'll be gathered at 2130 p.m. on wk%esdayfor the call.- Please call --

us directly at 2021084-8556.
Thank you.
. .~ . . .. . ..
1 p ~ : aH0ffm.n - Wednesday 4123102 conference

_ . Call --. .--- . - -.- -. ... --. - . .-. .. . - . . - . .. . .. Page 1

To: cdhoffman2@cms.hhs.gov>, ~kdinicolo@cms.hhs.gov~
Date: 4/22/02 5:59PM -
Subject: Wednesday 4/23/02 Conference Call
We'll be gathered at 2:30 p.m. on WEdiiesday for the call. Please call
us drrectly at 2021884-8556.
Thank you.
CC: "John Strand" cJSTRAND@smtp.aed.org>, "Lisa Tensuan" cltensuan@smtp.aed.o:g>,

"Trudy-Ann Farnum" ctfarnum@smtC),aed.org>
!
DEPAR'TMENT OF HEALTH & H'dMAN SERVICES ~KNTEBSFOB MEDICARE AND
MEDIChZD SERVICES (CAB)
Academy for ~ducationalDevelopment (AED)

ATTN: Ms. Amy Dickinson --
1 825 Connecticut Avenue, N.W. - -
h&,E
m e
Washington, D.C. 20009 L!
Reference: Contract No. 500-0 1-0001

Task Order: 0004
Subject: Modification 00000 1
Dear Ms. Dickinson:
Enclosed herewith is one (1) fully executed copy of the subject modification under Contract
500-0 1-0001. Please acknowledge receipt of this task order by completing the
"Acknowledgment" below and returning thls letter to:

A m : Ms. Juanita Pang
AGGIDPC, C2-2 1- 15
Baltimore, Maryland 2 1244-1850
Sincerely,
Juanita Pang
Contract Specialist
Enclosure
ACKNOWLEDGMENT:
Name and Title (Type/Print)

I
Date
DEPARTIVENT OF HEALTH & HUMAN SERVICES cmmms FOR MEDIC~REAND
MEDICAID SERVICES (ChB)

A77-N: Ms. Amy Dickinson --
1 82'5 Connecticut Avenue, N. W.
Reference: Contract No. 500-0 1-000 1

Task Order: 0004
- ---
Dear Ms. Dieltinson:
Enclosed herewith is one (1) h l l y executed copy of the subject modification under Contract
500-0 1-0001. Please acknowledge receipt of this task order by completing the

AGGIDPC, C2-2 1- 15
Baltimore, Maryland 2.1244- 1850
If you have any questions, please contact the undersigned at (410) 786-5538.
Sincerely,
&LWr&ij ;7;fA%%-
Juanita Wilson
Cofitract Specialist
Enclosure
ACKNOWLEDGMENT:
\ 0 ( 1h l o 3
I - I
-
Date
The period of performance needs to be extended fiom September 2 1,2001 through September
20, 2002 to September 2 1, 2001 through January 3 1, 2003. The GTL requested a modification to
extend the period of performance per e-mail dated September 17,2002.
Work under this task order was delayed and attributable to CMS due to a shift in priorities of the
work to be completed. Therefore, G o 6 time is needed in order to complete the tasks as
redirected.
As a result of these delays, a revised Deliverable Schedule will be incorporated under this
modification. The first three were unaffected.
The funds remaining as of September_19,2002 for the period May 1,2002 through May 3 1,2002
are $200,568.80. Additionally, the work performed dudng this extension
- can be accomplished
with no cost impact per letter dated September 17, 2002 fiom AED.
Based on the information provided above, the Contract Specialist recommends that Task Order
#0004, Modification 000002 be issued bilaterally to AED with no additional funding for the
period of performance September 20,2002 through January 3 1,2003.
G,w?J&
~ u d i t Wilson,
a
<
-
Contract Specialist .
^//&/a
7
Date
CONCUR:
llKl'AK'I'MEN1' OF HML1'H & HUMAN SERVICES C E N T E M FOR MEDICARE .WI)
MEDICAID SERVICE$ (CMSI
Academy for Educational Developm-ent August 14,200 1

A m : Mr. Byron Radcliffe
Dear Mr. Radcliffe:
Please be advised, this letter servekas preliminary notice of the Government's intent to exercise
Option Year One under the Centers 'for Medicare and-Medicaid.Services (CMS) contract number
500-0 1 -000 1.
On or before the scheduled Base Year completion date of October 30, 2001, it is anticipated that
Option Year One will be exercised pursuant to contract provision I. 1 - 52.2 17-9 "OPTION(S) TO
EXTEND THE TERM OF THE CONTRACT." At time of exercise, Clause B.4 "MINIMUM
AND MAXIMUM AMOUNTS" will be revised to reflect a maximum ceiling amount of $15OM
over the life of the contract rather than $30M per contract year.
This preliminary notice does not constitute a commitment on the part of the Government. If you
have questions concerning this matter, please contact the undersigned on (410) 786-5 163.
Sincerely,
w9fF
Mary E. Jo es, Cont cting Officer
. Division of Program Contracts ..
. -
Centers for Medicare & Medicaid Sentices
~altirnore,-MaY!and 21244-1850
Acquisition and Grants Group - -
12 September 2002

I.
ATTN: Amy Dickinson - --
.
-. .
1825 Connecticut Avenue, NW, 9IhFloor -

Subject: CONTRACT NO. 500-01-000 1

TASK ORDER NO. 0007
Dear Ms. Dickinson:
task order, please contact me at (4 10) 786-05 17.
Sincerely,
Debra A. Hoffman, CACM

Contract Specialist
Enclosure
-
March 3 1.2004
Ms. Debra Hoffman

Contracting Officer
7500 Security Blvd.
Ma11 Stop: C2-2 1 - 15 - ---
Baltimore. M D 21244
-
Subject: CMS Contract 500-00 1-000 1, Task Order 0007
National Multi-Media and Education C a m p a i p
AED Project No. 2855-007
Request for No Cost Extension
Dear Ms. Hoffman:
The Academy for Educational Development (AED) respectfully requests a no cost extension for the
referenced contract from June 1, 2004 - July 3 1, 2004. The extension is being requested to actjust for
earlier delays and to make sure we allocate adequate time for the extensive recruiting needed for the
photoshoot.
Based on the email discussions with Patty Helphenstine, CMS' Government Task Lender. please find
attached the accepted revised timeline.
I f you have any questions regarding t h s request, please feel free to contact me by t e l r p h o ~ ~ate (202) S84-
8377, by fax at (202) 884-841 I , or by email at ttomori@aed.org. Thank you for youl- assistance with this
matter.
Sincerely,
Toyin Tomori
Senior ContractsIGrants Adnlln~strator
cc: Patty Helphenstine. Linnae Sperling and l'rudy-Ann Farnu111
1825 Connecticut Ave, NW, Washingon, DC 20009-5721

Tel. 202-884-8000 Fax 202-884-8400
Revised Photoshoot Tirneline 3124104
-Activity Date
AED provided final estimatelresponseto CMS, indicating why the

recommended photographers were chosen. AED also provided CMS
with initial list of royalty-free imqijsand expected images for photo
shoots for approval.
CMS approved response.

. .
I 1M6104 i
i
CMS received samples of photographer's work for final approval. CMS
approved photographers.
I
AED submitted final list of suggesfed royalty-free stock . - .- - -1128 I
I
CMS selected royalty-free images. 3110 i
I
AED purchased royalty-free:images. 3124
AED receives signed contracts from photographers
1 CMS approves final list of imagesfor photo shoot and casting list (The 415
final list needs to be approved by DBC/BEAG leadership.)
AED submits headshots of models. props and site details of proposed

shoot location for approval.
ClVS approves models, props and sites for shoot.

Period leading up to 5111
5118
!
1 5124-6111 (highly dependent
PHOTOSHOOTS: CMS to attend critical shoot days and provide
technical guidance involving special equipment or special subjects.
11on volunteer and site
availabil~ty)
' AED subrnits shots to CMS for review and selection 6130
I
! - -
CMS provides a list of selected images for high resolution
717
scanninglslide processing
DELIVERY: high-resolution images with all supporting invoicing and

licensing agreement paperwork delivered to CMS.
1825 Connecticut Ave, NW, Washington, DC 2013139-572 1

Tel. 202-884-8000 Fax 202-884-8400
Centers for Medicare & Medicaid Senlices
7500 Security Boulevard, Mail Stop C2-a-15
Baltimore, Maryjand 21244-1850
Acquisition
- and Grants Group -. -.
12 September 2003

.4TTN: Amy Dickinson - .-
-
1825 Connecticut Avenue, NW, 9'h Floor .- --
Subject: CONTRACT NO. 500-0 1 -000 1

TASK ORDER NO. 0007
MODIFICATION 000003
Dear Ms. Dickinson:
task order, please contact me at (4 10) 786-05 1 7.
Sincerely.
ORIGINAL SIGNED BY

Contract Specialist
Enclosure
. AMENDMENT OF SOLlClTATlONlMODlFlCATlON OF CONTRACT
-
2 AMENDMENTlMODlFlCATlON NO
000003
6 ISSUED BY
CENTERS FOR MEDICARE & MEDICAID SR

ACQUISITION & GRANTS GROUP
7500 SECURITY B L W ,
-
CODE
--+-
-FECTIVE DATE
09/24/2003
AGG/DPC
CoNT"CTIDCODE
4 REOUlSlTlONlPURCHASE R t
7 ADMINISTERED BY (11other than !tern 6)
DEBRA A. HOFFMAN
CONTRACT SPECIALIST
(4iO) 766-0517
,
P4GE
5 PROJECT N_1 IPJL!~
COO'
1
OF
I
I AGG /DL?
-1
PAGES
.:,
8. NAME AND ADDRESS OF CONTRACTOR (No . slreer. country. Stale and ZIP Code) 1 5A. AMENDMENT OF SOLICITATION NO
ACADEMY FOR EDUCATIONAL DEVELOPMENT -

9 8 DATED (SEE ITEM 11)
Attn: Amy Dlckinson
1825 CONNECTICUT AVE., NW
WASHINGTON DC 20009 x 1OA MODIFICATION OF CONTRACTIORDER NO
500-01-0001
- - 0007
- P
l o b DArED (SEE I T E M S 1
CODE
l, '1 FACILITY CODE 05/17/2002
11 THlS ITEM ONLY APPLIES TO AMENDMENT OF SOLICITATIONS
T h e a b o v e n u m b e r e d s o l l c ~ t a t l o n1s a m e n d e d a s set forth ~n I t e m 14 T h e h o u r a n d t h e d a t e specified for receipt o f Offers J 1s e x t e n d e d

7
1s nor exlenaed
Offers m u s t a c k n o w l e d g e rececpt o f this a m e n d m e n t prlor to t h e h o u r a n d d a l e speclfied tn t h e s o l ~ c ~ t a t ~oro an s a m e n d e d b y o n e o f t h e following m e t h o d s ( a ) B y c o m p i e l f r i g
I t e m s 8 a n d 15 a n d returning - c o p l e s o f the a m e n d m e n t . ( b ) B y acknowledging recelpt o f this a m e n d m e n t o n e a c h c o p y o f t h e ofler s u b m l n e d o r ( c ) B y seDarate
lener o r t e l e g r a m w h i c h Includes a reference t o the s o l l c m t a t ~ oa n d a m e n d m e n t n u m b e r F A I L U R E O F Y O U R A C K N O W L E D G M E N T T O B E R E C E I V E D A T T H E P L A C E
D E S I G N A T E D F O R T H E R E C E I P T O F O F F E R S P R I O R T O T H E HOUR A N D D A T E S P E C I F I E D M A Y R E S U L T I N R E J E C T I O N O F Y O U R O F F E R If b y virtue o f thls
a m e n d m e n t y o u d e s ~ r et o c h a n g e a n offer already submitted, s u c h c h a n g e m a y b e m a d e b y t e l e g r a m o r letter, p r o v ~ d e de a c h t e l e g r a m o r lener m a k e s r e f e r e n c e to the
s o l ~ c ~ t a t ~a on nd this a m e n d m e n t , a n d 1s r e c e i v e d prlor t o the o p e n l n g h o u r a n d d a l e speclfied
12 ACCOUNTING AND APPROPRIATION DATA (I1 requ~red)
See Schedule
13.THlS ITEM APPLIES ONLY TO MODIFiCATIONS OF CONTRACTSIORDERS.
IT MODIFIES THECONTRACTIORDER NO.AS DESCRIBED IN ITEM 14.
(X) A. THlS CHANGE ORDER IS ISSUED PURSUANT TO (Spec@ authomy) THECHANGES SET FORTH IN ITEM 14 ARE MADE IN THE CONTRACT ORDER NO. IN ITEM 10A.
n
1 0 . THE ABOVE NUMBERED CONTRACTIORDER IS MODIFIED TO REFLECT THE ADMINISTRATIVE CHANGES (such as changes m paying o n c e
appmpnallin d a l e elc )SET FORTH IN ITEM 14, PURSUANT TO THE AUTHORITY OF FAR 43 1 0 1 (b)
/ C THIS SUPPLEMENTAL AGREEMENT IS ENTERED INTC PURSUANT TO A U T E O R I N OF
1 D OTHER (Speoly lype 01 rnodflicalon and aulhonly)

MUTUAL AGREEMENT PURSUANT TO FAR 4 3 .I03 (a)( 3 )
- - .
E IMPORTANT Contractor UIs not Is resulred to slgn this document and return 1 coDles to the lssulng omce
13 DESCRIPTION OF AMENDMENTIMODIFICATION ( O q a n r z ~ dby uCF secl~onnead~sgsinclud~ngsolicdalron/conlracl subject rnaner where teaslble)
Tax ID Number: . -
i
1.7 .-r
six months. As a result, the completion date of this task order is extended from 24
September 2003 to 24 March 2004.
There shall be n o change in the Cost-Plus-Fixed-Fee task order amount of $23,226,273.00 as

a result of this modification.
.&
Except as provided nerein, all terms and cond~lionsof lne docurnenl referenced In Itern 9A or IDA. as heretofore changed, rernalns unchanged and In full lorce and effecl.
15A. NAME AND TITLE OF SIGNERVype orpnnl) I 16A NAME AND TITLE OF CONTRACTING OFFICER (Type orpnnlj
/ MARY E. JONES
1 5 8 CONTRACTORIOFFEROR
-.
1 5 DATE
~ SIGNED 168. UNITED STATES OF AMERICA- I 16C DATE SIGNED
(S~pnalure01 the person aulhonzed l o sign) (Srgnalure 01 the person aulhonzed lo slgn)
NSN 7540-01-152-8070 20-105 STANDARD FORM 30 (REV 10
PREVIOUS EDITION UNUSABLE Prescrrbed by GSA
FAR(48 CFR) 53.243
Centers for Med~care& Med~caldServlces
7500 Secur~t).Boulevard, Mail Stop C2-21-15
Balbrnore, blavland 212441850
Acquisition and Grants Group-. -
02 February 2004

ATTN: Cathey Dugan - .-
-.
1825 Connecticut Avenue, NW, 9Ih Floor

Subject: CONTRACT NO. 500-0 1-0001

TASK ORDER NO. 0007
MODIFICATION 000004
Dear Ms. Dugan:
task order, please contact me at (4 10) 786-05 17.
Sincerely,
O R I G I N A L SIGNED BY :

Contract Specialist
Enclosure
7
4
Baltimore, Maryland 21244-1850 -
a
7
-
05 July 2002

ATTN: Amy Dickinson - .--
1825 Connecticut Avenue, NW, 9thFloor
Subject: CONTRACT NO. 500-0 1-0001

TASK ORDER NO. 0007
Dear Ms. Dickinson:
Enclosed is a copy of the subject task order. If you have any questions regarding this task
order, please contact me at (4 10) 786-05 17.
Sincerely,
Debra A. Hoffman, CACM

Contract Specialist
Enclosure
DEPARTMENT OF HEALTH & HUMAN SERVICES HEALTH CUE
FI.U.L\ClZG .lDSIISlSTK-\TIO\
7500 Securi? Boulevard

Baltimore, MI, 21244-1850
Academy for Educational ~evelopment November 14. 2000

. Attn: Mr. Mark Miebach
1825 Connecticut Avenue, N. W.

Dear Mr. Miebach:

.
Your firm responded to this ~ ~ e n f yLetter

' s Request for ~ r o ~ ~(LWP)
s a l for Communications
and Social Marketing services: M e r an evaluation of all proposals, yt wasdetermined to be in the
best interest of the government to award a task order to the companies listed below:
Rights & Protection Ogilvy Public Relations Worldwide

1901 L Street, N.W. Suite 300
$5,403,720
Health Promotion: Ketchum

2000 L Street, 1V.W. Suite 300
Washington, D.C . 2003 6
$504,409
Publications: Academv for Educational Development (AED)

1825 Connectitut Avenue, N.W.
$4,358,719
.. . i
Promotion & Publicity: AED I . _
$4,999,8 1 7 I
i
Quality Information: Ketchum
$788,2 19
Your proposal indicated that considerable effort was involved in its preparation and HCFA desires
to express its appreciation for your interest in this effort. If you have questions please contact
Ms. Juanita Pang at (4 10) 786-5538 or the undersigned at (4 10) 786-5 163.
-
.
Sincerely,
V y R p
Mary E. Jo es
Contracting Oficer
/'-% '?
DEPARTMENT OF HEALTH & HUMAN SERMCES MECE~TERSFOR\IEDIC.IRL \\n
XIEDICAID SER\ ICES(C115)
\
To : Oglvy Public Relations Worldwide

ATTN: Mr. Yolan Laporte
1901 L Street, N.W.
Suite 300
Washington; D.C. 20036 -.-:.
- .-~ - -
Subject: Proposed Modification to Task Order 001 1 under the Centers for Medicare &
Umbrella Contract Number 500-0 1-0003
Dear Mr. Laporte:
You are invited to submit a proposal for a modification to the subject contract entitled
"Development of Community-based Coalition to Support rug Card Awareness". The
government intends to implement the following revisions to the effort.
Section C.3.2 Grassroots Effort - The government intends to increase the funding allocation for
partnership efforts with community-based organizations (CBOs) by an additional " 3
allow you io maximize your outreach efforts under this program.
/
-
Section C.3.4 Training - The government is relaxing the requirement for Ogilvy to provide
training for the CBOs. The Regional facilitation role will be limited to coordination and
program evaluation functions and to ensure that any appropriate travel needs requested by the
approved CBOs are met in order for government-provided training can be attended at one of the - -
following locations:
September 14- 15, 2004 - Minneapolis

September 23-24 - Washington, DC
September 28-29 - Los Angeles.
September 28-29 - Miami
Early October - Baltimore Make-up Session
You are requested to provide a hard copy (orignal and 5 copies) of yourrevised proposal.
Your cost proposal shall set forth your proposed cost restructuring based on a CPFF basis and
should indicate the cost impact, both in cost savings associated with the reduction in training
services and 10 Regonal Facilitatws for 12 months as well as any additional anticipated costs
to administer the program. additional CBO proposals, performance and evaluation and travel
costs. In addition, any other significant cost changes. such as subcontract changes, should also
be reflected in this revised cost proposal.
Your proposal is due by 11:00 .-.M. EDT on Monday, August 9,2004 . the following
address:

ATTN: M r . Jaime Galvez, Contract Specialist
Mailstop: C2-2 1 - 15
B a l t i m o ~ MD
, 2 1244- 1 850
procurement.
If you have any questions, please contac€:.JaimeGalvez at (41 0) 786-570 I or the undersigned on
~. - -
(410) 786-5 163.
Sincerely,
Mary E. Jones
Contracting Officer
DEPARTMENT OF HEALTH & HUMAIV SERVICES CEXTERS FOR \ I E D I C . ~ R I6:
MEDICARE SER\.ICES
Baltimore. M D 21244-1850
July 27. 200 I
To : Ogilvy Public Relations Worldwide

- --- .
Sub-iect: Request for Proposal for Task Order 0002, Modificafion No. 0 1 under CMS
Consumer Research and Communications Umbrella Contracts
Dear Mr. Laporte:
Please submit a proposal for an additional Beneficiary Panel and a working luncheon with an
expert speaker to be performed as a modification to the subject task order entitled "Dual Eligible
Partnership Training and Coalition Building" under your CRC contract. The Government
anticipates award of a Cost Plus Fixed Fee (CPFF) task order modification for the attached
Statement of Work revision during the existing period of performance.
You are requested to provide a hard copy (orignal and 2 copies) of your cost proposal and a brief
narrative describing any technical approach revisions by 11 :00 A.M. Friday, August 3, 2001.
Please submit your proposal to the following address:
The Centers for Medicare 8r Medicaid Services

ATTN: Ms. Juanita Pang, Contract Specialist (X65538)
Mailstop C2-2 1 - 15
If you have any questions, please contact Juanita Pang on (410) 786-5538 or thc ~(dersigned
(4 10) 786-5 163.
Sincerely,
flqLY
Mary E. Jones.,.
Contracting Officer
Attachment:
1) Statement of Work Revision
-. -
cc: Jack Fyock
Gina Clemons
Revision to Statement of Work (Modification 000001)
1 . Provide an additional Beneficiary Panel to be held on the first day of the conference. with
five (5).total members ( 1 facilitator; 4 beneficiaries) that can set the stage for the entire
conference and expose participants to real perspectives of beneficiaries as an objective of the
conference. This panel will assist in setting the context of the conference as well as ensuring
that the partnershipslcoalitions are being responsive to the needs of the people that CMS is
attempting to serve. The Contractor will also provide payment for the panel experts' sewices
and travel expenses.
2. Provide working lunches for all participants and speaker on the first day of the conference.
The recognizable speaker will present on the topic area in order to facilitate the formation of
partnerships/coalitions, e n e r E e and unite participants,
conference.
-
- - as--well- as draw interest to the
DEPAR7 I I E N T OF HEALTH & H U X I r l N SER\'ICES
Centers for hled~careR- h l e d ~ c a ~Serv~ces
d
-/300
- Securlti B o u l e ~ a r dh, l a ~ Stop
l C2-21-15
-
Balhrnore, hlan,land 21 244-1850 CENJFRS rbr MEDIGWE & MEDIWD SFRMCES
Acquisition and Grants Group- -
Division of Proeram Contracts
July 16. 2004
Ogilvy Public Relations Worldwide

ATTN.: Cheryl Moore - -
..
190 1 L Street, N.W.
Suite 300
Washington. DC 20036
Medicaid Services (CMS) Consumer Research and Communications (CRC) Umbrella
Contract Number 500-0 1-0003
Dear Ms. Moore:
You are invited to submit a proposal in response to this Letter Request For Proposal
(LRFP) Number 04-004 for a proposed follow-on task order to Task Orders 0009 under
the subject contract entitled "Partnership ~ e v e l o ~ m eStrategic
nt Implementation
Project". The specific work to be perfonned under this task order is a follow-on to the
efforts under the Regional Education About Choices in Health (REACH), Partnership
Development Strategic Plan. The Government anticipates award of a Cost Plus Fixed
Fee (CPFF) task order for this statement of work. The anticipated period of perfonnance
for the entire task order is from mid September 2004 through mid-September 2005, with
a l '-month option. Your response must be in accordance with the requirements set forth
in Section (3.2 entitled "Task Order Proposals (IDIQ)" of the subject contract and!this
I -
correspondence.
4
Please prepare and subinit one ( 1 ) original plus three (3) copies of your proposal in the following
format: I
1. Technical Proposal:
Please submit a detailed technical approach for accomplishing the work under this SOW. The
proposal shall have information on the assumptions used to formulate the estimates for the
proposed activities, Work Plan, Staffing Plan. and Key Personnel.-.
2. Cost Proposal:
- a.
Please submit a cost proposal detailing the breakdown of the Cost Plus Fixed Fee (CPFF) for the
Partnership Development Strategic Implementation Project described in the SO\\;. including
- -
pricing for an optional year.
You must subinit your proposal by 2:00 P.M. local prevailing time on Thursda!., July 39.
2004 to the address listed below.
Centers for Medicare and Medicaid Services (CMS)

ATTN.: Jaime E. Galvez. Mail Stop C2-21-15
7500 Security Boulevard - --
Baltimore. MD 2 1244- I 850
Direct any questions to Jaime E. Galvez on (4 10) 786-5701 or the undersigned on (410) 756-
5 163 by July 22,2004.
Sincerely,
Mary E. Jones
Contracting Officer
Attachments: (1) Statement of Work (7 pages)

L R F P o4-i)crl
STATEMENT OF WORK
For
Partn eisirip Developm enr Srrategic Inrplem entation Projccr
PURPOSE:
- -
The purpose of this task order is to meet the statutory requirements under Section 400 I of'thc
Balanced Budget Act that created Medicare+Choice and helped establish C'h4S.s Nations!
Medicare Education Progigam (hIMEP). and the Medicare Modernization Act (MMA). \ + ' h c r ~
Congress through the Conference Agreement expressed the intent that CMS makc special
outreach efforts ...working with a broad array of public. voluntary and private cornmunit!,
organizations so that those who may benefit most from the improvements in Medicarc can h a w
infonnation needed to access tho?e.benefits. The localized component of hlMEP. the Regional
Education About Choices in Health (REACH), is i~nplementedthrough local partnerships to
increase awareness about Medicare and infonnation sources among populations not reached b ~ !
national efforts due to barriers of low income. location, literacy. language andior culture
(hereafter target populations). Through the period of perfonnance, the Regional Support
Contractor (hereafter the Contractor) shall assist and support CMS Central and Regional Offices
to implement program local partnership building activities. The Contractor shall provide
consistent, coordinated support and materials to the Central Office (CO) and ten ( I 0) Cb1S
Regional Offices.
Support will be required in three main areas:
( I ) identify strategic partners/coalitions for individual CMS Regonal Offices for increasing
awareness and understanding among populations not reached by national efforts due to
barriers of lo\v income, 1ocation;literacy. language and culture ;
(2) assist Regional Offices and the CO with the development. support and coordination of
,, activities for partnerships and coalitions that serve those target populations; and
(3) design population-specific infonnation material and media plans that c-an assist the
Regional Offices and their partners in reaching targeted populations. . -
BACKGROUND:
CMS's Regional Offices have primary responsibility for imple~nentingREACH. REACH has
evolved from a campai~mconsisting of a broad approach targeted at the general public to one
that is specifically focused on targeted populations not reached through CMS's main infonnalion
channels. This shifi will require Regional Oftices to solicit and maintain partnerships with
entities that can advance CMS's efforts to reach targeted populations. a new skill thar will necd
to be gradually mastered by Regional Oftice staff accustolned to providing more direct outreach
to beneticiaries in Inore traditional settings. With the advent of NlMA and the increased demand
for REACH staff to conduct trainings and presentations in person. additional direct assistance to
is needed identify partnersicoalitions,
- - ~nakecontacts and provide logistical
-
support and
. L R F P (,1-01.)?
coordination, so that. during this period of opportunity. a foundation can be laid for future iwrk
to convey Medicare ~nforrnationto tarzet populations throuyh partners.
-
Building upon past experience, REACH 2003/5 will continue to move towards a strate=. built on
consistent messases that are attuned to the needs of specific audiences that are more effectii~el!.
relayed to these audiences througl7kky partners with the ability to gain the trust of these
audiences and communicate the message how and when it is needed by the specific audience.
Regional Offices will need to plan and implement new partnerships and coalitions and support
existing relationships that can dynamically deliver messages to target audiences without
necessarily depending upon resources other than infonnation products provided by ChlS.
OBJECTIVE
- ---
The overall objective of this task order is to ensure tht C'MS'sRe~finalOffices and Central
Office have support for devisinl effective strategies for creating, supporting and sustaining
partnerships with access to target populations.
REQUIREMENTS
Independently and not as an agent of the Government. the Contractor shall furnish all the
necessary services?qualified personnel, material and equipment, and facilities, not otherwise
provided by the Government, as needed to perform the requirements of this Statement of Work
(SOW).
CMS is primarily interested in further assisfing its Regional Offices to transition from an
approach to outreach that is broad and general to one that is built on strategic partnerships with
access to target populations. The Contractor shall work with Regional Office staff to identify
strategic partners for increasing awareness about Medicare and infonnation sources among
target populations. assist Regional Offices to develop, sustain and coordinate partnerships and
coalitions, and produce appropriate population-specific infonnation material and media strategies
for enhancing effective outreach to tarzet populations: thereby, achieving thc greater goals of thc
NMEP to educate all beneficiaries to thc new benefits under MMA The contractor will be
required to work and interact on a regular basis with CMS CO personnel from thejBeneficiai-y
Services &r Partnership Group to ensure that effective local partnerships are developed.
i
A. F o r k Requirements: I
I.
The Contractor must perfonn the following require~nentsin specific CMS Reg~onalOffices
as required:
Requirement 1 - Work Manacement

The Contractor shall design and implement a plan for e n s u r i n ~maximum cost and labor
efficiency in coordinating activities between CMS's Central a d -ten ( 10) Regional Offices.
This plan must promote economies of scale in carrying out tasks requested by multiple
offices and in ensuring that the government does not pay twice for related tasks that have
been requested b y more than one office. This plan must also include the following: ( 1 )
charting of major tasks from inception to coinpietion: (2) idend-fication of'intemal and
L R F P 04-(HI-I
external dependencies: and ( 3 ) identification of resources needed. The Contractor Inusr

develop a drafi work plan and submit with their proposal. A final work manayeinenr plan
will be submitted in accordance mrith the Schedule of Deliverables
Requirement 2 - REACH Program Suppon
The Contractor shall provide apnlnary contact for the Central Office for overall contract
management and individual or shared primary Regional Support Coordinators (RSCi to
support each of the Regional Office. Each Regional Office will d e s i p a t e a REACH staff'
member as Regional Task Leader (RTL), the first line contact for the contractor'..; pri~nal-y
contact for that Regional Office. The Contractor will assure periodic communication
amongst the RSCs in order promote sharing of materials. ideas. work products. plans and
pro~ectsin order to prolnote sharing of best practices and to eliminate duplication of et?ilns
The Contractor shall assure camdination across Central and Regional Offices and track
completion of tasks specific to-;his contract agreed upon by the C_MS Regional Offices and
their partners in implementing the Regional REACH business plans. spending plans and
project plans, and assist to resolve any problems that arise.
The following are specific tasks under the contract:
Task 0 - Overall Assessment of Need for Support and Regional Work P1an:Production:
The Contractor will work with each individual Regional Office to assess the~ontractor
support required by that Region to carry out the REACH Business Plan activities. Such
support could include but would not be limited to: identifying additional partnersicoalitions
to fill gaps in Regions Office partnership networks; assisting by reco~nmendingpriorities for
establishing partnerships; assisting in initial contacts with partners and contacts for materials
placements; hands-on 'assistance with meetings; periodic on-site presence for support:
production of media planslstrategies and materials placement: Regional Officelpartner
communications strategies and support; coordination with other Contractor activities in the
Region. Based on that that assessment, individual Regional Work Plans which include
Contractor support functions and staffing recommendations, timelines and a budget will be
produced for approval by customer service managers for each Region and the ~ T L .
Task 1 - Potential Partner Identification and Contacts:

The Contractor shall assist each Regional Office to identifylocal organizations that are
capable of delivering messages to specific target populations that the Regional Office has
identified as priority populations in its 3004 Regional REACH Business Plan. The Contractor
M ~ I Ialso identifq gaps in coverage for target populations and recommend organizations for
potential partnerships for future action. The RSCs will make initial contacts ar'ld coordinate
activities with organizations as requested by the RTLs.
Task 2 - General Marketing Plan Preparation:.

The Contractor shall developldraft for each Regional Office a marketing plan(s) to establish
an approach to potential partners that will convince them of th&alue of a partnership
between themsel\,es and C.MS. This task will also involve the development of a plan for how
particular Medicare messages inclusive of the new aspects of MMA can be made most
relevant to the target pop~lationthat can be accessed by the parher. The Contractor shall also
develop supporting print marketing materials for the REACH Program.
Task 3 -Ongoing Consultation(s) and Support
The Contractor. through the RSCs. shall provide follow-on consultation(s)and suppon as
required by the Regional Work Plans for each Regional Office as i t progresses through the
stages of-developing and sustaining partnershipsicoalitions. Such support shall include and
not be limited by those Regonal Work Plan activities described in Tasks 0. 1.1and 4.
,inclusive of travel, on- site assistance at meetings, communications and planning assistance.
Task 4 - Design of Population-Specific MateriaVMedia Plan Design and Placement

The Contractor shall assist each Regional Office. in consultation as needed with partners. in
the design of population-specific materials and media planslplacements to be used by the
Regional Office and partners to provide messages suitable for the targeted populations.
Placements using economies of scale: and summing to an averase of S50.000 per reyon. will
be made through the contractor-2s directed by the RTLs. Plans and matenal will be sent to
the GTL for review, clearance and approval. Final copies will bearchived and reported in
the final report.
Task 5 - Design and Execute Evaluation Plan for Each Regional Office Partnership
Effort and Final Report
The Contractor shall evaluate the success for the period of the Task Order and the period
Regional Work Plans as they are completed. This task should include a basic measurement
system to determine accomplishments such as the number of new partnerships. overall
partnership activities including locatinnlsizeltypes of populations involved and the number
and nature activities that resulted fiom the partnerships. Partnership information shall be
consistent with the partnership database found in the REACH WorkPlan Reporting Tool. In
addition, there will be a mechanism to provide an evaluation of Contractor performance by
the RTLs on a bi-monthly basis. The final report will contain a report on the elements of
Task 5 and a inaterials library in electronic version and in hard copy.
B. Reporting Requirements
Kick-off meeting I
The Contractor shall participate in ap initial meeting that shall be held during fhe first two
weeks of the contract. . The Contractor and GTL shall mutually determine the time anddate
1
of the meering.
Work Management Plan

The Contractor shall desi~mand implement a work management plan. inclusive of timelines
with milestones, that will ensure maximuin cost and labor efficiency in coordinating
activities among CMS's Central and ten ( 1 0) Regional Offices. This plan must allow for
tracking of progress. promote econoinies of scale in carrying out tasks requested by multiple
offices and in ensuring that the Government does not pay twice for related tasks that have
been requested by more than one office. The Contractor shall develop a draft and final work
management plan in accordance with the Schedule of ~eliveraMes.
GTL Meetings
The Contractor shall participate in regular meetings. as requested. with the GTL to re\ len
major issuesimilestones. -
Monthly Status Reports
The Contractor shall deliver lnonthly status reports on activities-(compliantto Section F.2 01'
the Base Contract) the format of which shall be determined after discussion between the GTL
and Contractor.
Bi-monthlv Contractor Evaluation Reports

The Contractor shall provide bi-monthly Contractor Evaluation reports as submitted by the
RTLs.
- ---
Expenditure Report
- , -
The Contractor shall provide a monthly expend~turereport that tracks expenses by Regional
Office
Final Project Report

The Contractor shall provide a final report at the conclusion of the contract year with a report
from the Evaluation Plan and summarizing activities performed in support of the project and
outcomes by Regional Office.
Deliverables
The Contractor shall submit to the GTL copies of the deliverahles as described in the
attached Schedule of Deliverables. The electronic version shall be in accordance with CMS
standards (e.g. MS Word, Excel, Powerpoint).
Distribution
The Contractor shall distribute the deliverables in the number of hardcopies outlined in the
attached Schedule of Deliverables to the GTL. The Contractor shall provide one electronic
copy to the GTL in Microsoft Word format. The Contractor shall also provide a copy of the
Monthly Report to the Contracting Officericontract Specialist and GTL named below.
- -
GOVERNMENT PERSONNEL
I
Contracting Officer: Contract Specialist:

Mary E. Jones, Div. of Progr-am contracts Jaime Galvez, Div. of Program Contracts
Acquisition & Grants Group Acquisition & Grants Group
Mailstop: C2-2 1 - 1 5 Mailstop: C2-2 1 - 15
7500 Security Boulevard 7500 Security Boulevard
Baltimore, MD 2 1244- 1550 Baltimore, MQ. 2 1244- 1 850
(4 10) 786-5 163 (4 10) 786-570 1
Government Task Leader (GTL):
TBD -
- -
fERFORMANCE PERIOD
The period of performance for this Task Order shall be one year from the date of thc a\\.ar-c1
with one Option Period for one year during the year to follow of same effort.
SCHEDULE OF DELIlrERABLES
Item Description Due Date
L 1
/ Kick-off Meeting C o n f q e n c e call between Oyilvy. CMS 1 \Vith~n2 \reeks of'con~raitn\\-3rd
I ( CC). and Regional Offices to re\.ie\\. I
I
! 1 project.
I -
expectations and timetable.
I I Brlef summarv minutes: I I hard copies. I 1
through completion, includes timelines

and milestones. identifies external and
internal dependencies. identifies
resources needed and assures economies
of scale.
I1 Draft Original* ? hard copies Drati: Proposal Ljue Da:c
1 Final 1 I hard copies. I electronic copy.. . - F j n d : Witliiri two \\leeks of award
I I
lndiv~dualConference Call Conference calls with GTL. and ten ( 10) Beginn~ngirithin a niontii of s n a r J and -1 ,
with Regional Offices Regional Offices to discuss specific needs e n d ~ n gwithln t \ \ f ~ )\veeks of t n ~ t ~ a t i o ~ iI
and plans. An agenda will be produced I
and distributed in advance 1
Individual R e g ~ o n a lWork
Brief summary niinutes: I electronic copy
In consultation with RTLs, produce Work
! Within 5 working days of.each call 1
Plans and Gaps Reports Plans for each Regional Office I
(Task 0 ) 1
.
1
8
1 electronic copy Draft: 4 weeks from ~ndividual

Regional Office call
/ Final I1 1 electronic copy Signed Final: within two weeks o f
,I I Draft
Tasks I through 1 As delineated in Regional Work Plan
milestones
Evaluation Plan (Task 5 ) Produce basic measurement and reporting
system to determine success of Regional
Work Plans and palmerships and a report
I I
of activities in each Region.
I Draft I electronic copy Draft: Within 8 weeks of award

;
1
Final: Within 2 weeks of-draft
Monthly Status Reports Submitted in accnrdFnce with section
1 achievements. and nest steps. F.2 of the base Contract
Monthly Expend~tureReports Report that tl-acks actual and planned Within 10 working days of the end of a
1 espenses by Regio~ialOffice 1 month. starting uitli the first month of 1
L 1 I clcctl-on~ccop): I the period of the '].ask Order
1 RSC: Evaluation Reports Produced as pa11 of the Evaluation Plan 1 Bi-monthly. by the 15"' of the nlonth
I i I tbllo\ving the
. .
first two niontl~sof JISC. I . .
I electronic copy activity

Final Project Report Report w ~ t hmaterials library
s u m m a r i z i n ~prqject activit~es.project
e\.aluation and outconles by Regional
Office.
Draft 1 electl-onic copy Draft: I5 business days after
completion of project
FIR^^: 15 business days after apprn\,al
of draft
DEPARTMENT OF HEALTH & HUMAN SERMCES IHE CE\TERS FOR \ I E D I C A K ~4\11
MEDICAID S E R I ICES (C\lS)
-
To: Ogilvy Public Relations WoTlcKwide July 1 1 ? 2003

1901 L Street, N.W.
Suite 300
Subject: Letter Request For Proposal Number 03-006 Under The Centers far Medicare and
Medicaid Services (CMS) consumer Research and Communications
- (CRC)
Dear Mr. Laporte:
Number 03-006 for a proposed follow on task order under the subject contract entitled
"Regional Education About Choices in Health (REACH), Partnership Development Strategc
Plan Implementation." The specific work to be performed under this task order is a
continuation of effort to inform beneficiaries about CMS initiatives and develop a strategy to
identify potential partnering opportunities, The Government anticipates award of a Cost Plus
- Fixed Fee-(CPFF) task order for this statement of work. The anticipated period of performance
for the entire task order is nine'(9) months from the date of contract award. Your response must
be in accordance with the requirements set fcirth in Section G.2 entitled "Task Order Proposals
(IDIQ)" of the subject contract and this correspondence.
You are requested to provide a hard copy (orignal and 2 copies) of your technical and business
proposal. The following should be included: ,
- I
I
1. Technical Understanding and Approach (Not T o Exceed 20 Pages Total) I -
I
for developing a comprehensive strategy to assist regonal offices' communications and
outreach capabilities and broker collaborations for extensive outreach to targeted
populations not reached by national efforts due to bamers of location, literacy, language
andlor culture (3LC). Describe your expertise in formative research, graphic design, and
social marketing strategies. Provide a milestone schedule that maps out your plan for
accomplishing the deliverables, with dates for the government t u o n s i d e r for task order
award purposes.
2. Personnel Qualifications (As

- Attachment; Not Counted Towards Page Limit)
(a) A staffing plan must be provided. Your proposal must demonstrate your ability to
provide technical staff that is trained, skilled and experienced to perform all aspects
of the scope of work.
3. Business Proposal (No Page Limit)
Categories and amounts for labor, materials, travel, computer time, overhead and other
direct costs are required. Your business prpposal shall segregate costs for each Subtask.
as well as providing a table, which
-. -
reflects a comprehensive view of total costs
labor categorylposition title of each individual proposed. Detailed costs for any
proposed subcontractors shall also be provided, if applicable.
Proposed travel (if applicable) &ill be broken out into number of trips, number of
travelers and duration of trip (including transit time) for each de%nation. Cost detail
shall be shown for all items including commercial transportation, daily per diem rates.
4. Past Performar~ce(As ~ttachrnent;Not Counted Towards Page Limit)
Project Title
Brief Description
Company
Contract Number
Point of Contact/Name/Phone Number
Contract Amount . -
response to the above as well as yGur past performance in performing the same or similar type
tasks. Additionally, we will perform a cost realism analysis on your proposal to determine what
the work and your ability to perform the task order. .-
Your proposal is due by 2:00 P.M. EDT on Monday, July 21,2003 to the following address:
-. - -
Centers for Medicare and Medicaid services
procurement. -
If you have any questions, please contact~uanitaWilson at (4 10) 786-5538 or the undersigned
on (4.10) 786-5 163.
Sincerely,
Mary. E. oni is
contracting officer
Attachment:
Schedule of Deliverables
"Partnership Development Strategic Implementation Project"
- LRF'P 03-006
STATEMENT OF WORK
PURPOSE:
The purpose of this task order is to meet the statutory requirements under Section 400 1 of
the Balanced Budget Act that created Medicare-tChoice and helped establish CMS's
National Medicare Education Program (NMEP). The localized component of NMEP. the
Regonal Education About Chokes in Health (REACH), is implemented through local
partnerships to increase awareness about Medicare-and information sources among
populations not reached by national efforts due to barriers of location, literacy, language
andlor culture (3LC). Through the period of performance, the Regional Support
Contractor (hereafter the Contractor) shall assist and support CMS Central and Regional
Offices to implement program local partnership building activities. The Contractor shall
provide consistent, coordinated support and materials to the Central Office (CO) and ten
(1 0) CMS Regional Offices (RO).
Support will be required in three main areas:
( 1 ) identify strategic partners at individual CMS Regonal Offices for increasing

awareness and understanding among populations not reached by national efforts
due to bamers of location, literacy, language and culture (3LC);
(2) assist Regional Offices with the development of partnerships and coalitions that
serve 3LC populations; and
(3) design population-specific information material on preventive benefits that can be

printed by Government Printing Office (GPO).
- - --
BACKGROUND:~
CMS's Regonal Offices have primary responsibility for implementing REACH.

REACH has evolved from a campaign consisting of a broad approach targeted at the
general public to one that is specifically focused on 3LC populations. This shift will
require Regional Offices to solicit partnerships with entities that can advance CMS's
efforts to reach 3LC populations, a new skill that will need to be slowly mastered by
Regional Office staff accustomed to providing more direct outreach to beneficiaries in
more traditional settings. -
Building upon past experience, REACH 2003 will conti.nue to move towards a strategy
built on consistent messages that are attuned to the needs of specific 3LC audiences that
are more effectively relafed to these audiences through key partn-ers with the ability to
gain the trust of these audiences and communicate the message how and when it is
needed by the specific audience. Regional Offices wili need to plan and implement
partnerships and coalitions th& can deliver messages to 3LC audiences without
necessarily depending upon resources other than information products provided by CMS.
-. -
OBJECTIVE
The overall objective of this task order is to ensure that CMS's Regional Offices and
Central Office have support for devising effective strategies for creating new partnerships
with access to 3LC populations.
REQUIREMENTS
- ---
Independently and not as an agent of the Government, the Contractor shall furnish all the
necessary services, qualified personnel, material and equipment, and .facilities, not
otherwise provided by the Government, as needed to perform the requirements of this
Statement of Work (SOW).
CMS is primarily interested in assisting its Regional Offices to transition from an

approach to outreach that is broad and general to one that is built on strategic partnerships
with access to 3LC populations. The Contractor shall work with RO staff to identify
strategic partners for increasing awareness about Medicare and information sources
among 3LC populations, Regional Offices develop these partnerships and coalitions, and
produce appropriate population-specific information material for enhancing effective
outreach to 3LC populations. The Contractor will be required to work and interact on a
regular basis with CMS CO personnel from the Beneficiary Services & Partnership
Group and Division of Partnership Development to ensure that effective local
partnerships are developed.
A. Work Requirements:
The Contractor must perform the following requirements in specific CMS Regional
Offices as required: ..
- -
,
Requirement 1 - Work Management
he Contractor shall design and implement a plan for ensuring maximum cest and
labor efficiency in coordinating activities between CMS's Central and ten ( ) 0)
Regional Offices. This plan must promote economies of scale in carrying out tasks
requested by multiple offices and in ensuring that the government does not pay twice
for related tasks that have been requested by more than one office. This plan must
also include the following: ( 1 ) charting of major tasks from inception to completion;
(2) identification of internal and external dependencies; and (3) identification of
resources needed. The Contractor must develop a draft work-plan and submit with
their proposal. A final work management plan will be submitted in accordance with
the Schedule of Deliverables
Requirement 2 - REACH Program Support
The Contractor shall provide a primary contact for the Central Office and ten
Regional Offices. Each Regional Office will designate a REACH staff member as
Regional Task Coordinator (RTC), the first line contact for the contractor's primary
contact. The Contractor shall assure coordination across Central and Regional
Offices and track completion of tasks specific to this contract agreed upon by the
CMS Regional Offices and their partners in implementing the Regional REACH
business plans, spending plans and project plans, and assist to resolve any problems
that arise.
The following are specific tasks under the contract:

- ---
Task 1 - Potential Partner Identification: - - -

The Contractor shall assist each Regional Office identify local organizations that are
capable of delivering messages to a specific 3LC population that the Regional Office
has identified as a target population in its 2003 REACH business plan.
Task 2 - General Market Plan Preparation:

The Contractor shall developldraft for each Regional Office a marketing plan to
establish an approach to potential partners that will convince them of the value of a
partnership between themselves and CMS. This task will also involve the
development of a plan for how particular Medicare messages can be made most
relevant to the 3LC population-that can be accessed by the partner.
Task 3 - ~ollow-onConsultation
The Contractor shall provide follow-on consultation to each Regional Office as it
progresses through the stages of developing a new partnership. This consultation will
be conducted by a conference call with relevant CMS Central and Regional Offices.
Task 4 - Design of Population-Specific Material

The Contractor shall assist each R,egional Office in the design of population~specific
materials to be used by new partners to provide messages suitable for the targeted --
3LC population served by the partner. Material will be sent to the GTL for review
and approval. Final copies will be archived and reported in the final report. ;
Task 5 - Design Evaluation Plan for Each Regional Office Partnership Effort
The Contractor shall evaluate the success of projects as they are completed. This task
should include a basic measurement system to determine if a new partnership was
attained and what activities resulted from the partnership.
B. Reporting Requirements a
Kick-off meeting
The Contractor shall participate in an initial meeting that shall be held in September
2003. The Contractof and GTL shall mutually determine the-time and date of the
meeting.
-
Work Management Plan
The Contractor shall design and implement a work management plan for ensunng
maximum cost and labor efticiency in coordinating activities among CMS's Central
and ten ( 1 0) Regional O f f u s . This plan must promote economies of scale in
carrying out tasks requested by multiple ofices and in ensuring that the Government
does not pay twice for related tasks that have been requested by more than one office.
The Contractor shall develop a draft and final work management plan in accordance
with the Schedule of Deliverables.
GTL M e e t i n ~ . --.
~
The Contractor shall participate in regular biweekly meetingwith the GTL to review
major issues/milestones.
Monthly Status Reports

The Contractor shall deliver monthly status reports on activities (compliant to Section
F.2 of the Base Contract) the format of which shall be determined after discussion
between the GTL and Contractor.
Expenditure Report
The Contractor shall provide an expenditure report that tracks expenses by Regional
Office
Final Project Report

The Contractor shall provide a final report at the conclusion of the contract year
summarizing activities performed in support of the project and outcomes by Regional
Office.
Deliverables
The Contractor shall submit to the GTL copies of the deliverables as desiribed in the
attached Schedule of ~e1iverables:~heelectronic version shall be in accordancewith-'
CMS standards (e.g. MS Word, Excel, Powerpoint).
Distribution
The Contractor shall distribute the deliverables in the number of hardcopies outlined
in the attached Schedule of Deliverables to the GTL. The Contractor shall provide
one electronic copy to the GTL in Microsoft Word format. The Contractor shall also
provide a copy of the Monthly Report to the Contracting OfficerIContract Specialist
and GTL named below.
GOVERNMENT PERSONNEL
Contracting Officer: Contract Specialist:
Mary E. Jones, Division of Program Contracts Juanita Wilson. DPC
Acquisition & Grants Group - Acquisition & Grants Group
Mailstop: C2-2 1 - 15 Mailstop: C2-2 1 - I5
7500 Security Boulevard 7500 Security Boulevard
Baltimore, MD 2 1244- 1 850 Baltimore, MD 2 1244- 1 850
(410) 786-5163 (410) 786-5538
Government Task Leader (GTL):

Particia G. Gongloff - --
CMSICBClBeneficiary Services & Partnership Group
Mail stop: S 1-20-2 1
(4 10)786-76 10
PERFORMANCE PERIOD
The period of performance for this Task Order shall be nine (9) months from the date
of the award.
SCHEDULE OF DELIVERABLES
Item
-
Description
I Due Date
Kick-off Meeting Conference call between Ogilw, 09/05!03

CMS CO, and Regional Offices
Qrgview project, expectations 1
and timetable. 1
Brief summary minutes: 1 I hard W i t h 5 worlung days
copies, I electronic copy
Work Management Plan Plan that tracks multiple tasks
inception through completion, 1
identifies external and internal 1
dependencies, identifies resources I
needed and assures economies of
<&le.
Draft Original & 2 hard copies * - -- Drafk Proposal Due Date
Final 11 hard copies, 1 electronic Final: 09/03/03
COPY
Individual Conference Call with Conference calls with GTL, DPD Beginning 09/22/03 and bi-
Regional Offices staff and ten ( 10) Regional weekly, unless required more or I
Offices to discuss specific needs less often
and plans.
Brief summary minutes: 1 Within 5 working days of each
electronic copy call
Individual Market Plans Produce market plans for each
Regional Office to establish.the
approach to potential partners.
DrafI 1 electronic copy Draft: 10110103
Final 1 electronic copy Final: 1013 1 103
Design of Population-specific Develop design of materials
Material suitable for partners to use in
outreach to 3LC population.
Draft 1 electronic copy Draft: 1 1/28/03
Final 1 1 hard copies, 1 electronic copy Final: 12112/03
Evaluation Plan Produce basic measurement
system to determine success of
partnerships and a report of
activities in each Region. . .
1 electronic copy Draft: 03112/04
Final 1 1 hard copies, 1 electronic copy Final: 04/09/04
Monthly Status Reports Report on progress, problems, Submitted in accordance with
1 1 1
~ (
achievements. and next steps.
planned expenses by Regional

section F.2 of the base Contract
of a month. starting with the

1 month of September. 2003
1 1 electronic copy
Final Project Report A report summarizing activities
performed in support of the I 1
I
I
Draft
Final
I
I
project and outcomes by Regional
Office.
1 electronic copy
1 1 hard copies. I electronic copy

I
/ completion of project
I
Draft: 15 business days after
Final: 15 business days after

I
- - approval of draft
DEPARTMENT OF HEALTH & HUMAN SERVICES CENTERS FOR MEDICARE
6: MEDICAID SERL'ICES
7500 Security B o d e \ ard
- - Baltimore, MD 21244-1850
July 1 1. 2003
To: CONSUMER RESEARCH AND COMMUNICATION (CRC) CONTRACTORS
Subject: LETTER REQUEST FOR PROPOSAL NO. 03-007 UNDER THE CENTERS
FOR MEDICARE &
- ---
MEDICAID SERVICES (CMS) CRC UMBRELLA
CONTRACTS
- - - --
TO ALL OFFERORS:
We invite you to submit a proposal in response to this Letter Request for Proposal (LRFP) No
03-007, entitled "Formative Testing of Publication for People with Disabilities and DME
Publication," for a proposed task order we will competitively award under the CRC contracts.
We anticipate awarding a Cost Plus Fixed Fee (CPFF) task order from this statement of work.
Your response must be in accordance with the requirements set forth in Section G.2 entitled
"Task Order Proposals" of your base contract and this correspondence.
1. Bid/No Bid Decisions: please provide your bidlno bid decision via E-mail to Juanita
Wilson (JWilson@.cms.hhs.gov) by Friday, July 18,2003. We also request that you
provide a rationale for any NO BID decisions at that time.
2. Ouestions: Please submit any questions in writing to the e-mail address provided in
paragraph 1 above by July 18,2003.
3. Proposal Due Date: You must submit your technical and business proposal on or
before 2:00 PM local time on Friday, Julv 25,2003 to the address listed
below. Late proposals, as defined in FAR 52.2 15- 1, as well as proposals submitted
elect)-onicallv, are not acceptable. Oral presentations will not be held for this
procurement.
The Centers for Medicare & Medicaid Services

ATTN.: Mrs. Juanita Wilson, Mail Stop C2-2 1-1 5
Baltimore, MD 2 1244- 1850 -
The evaluation criteria are included. The evaluation process is the "tradeoff' approach, with
award being made to the offeror(s) whose proposal(s) islare the most advantageous to the
Government. Technical quality of the proposal(s) is more i m p o d n t than costlprice. We
reserve the right to award without discussions.
-
We are not- committed to reimburse any costs associated with the preparation or submission of a
proposal nor to procure or contract for the services described herein. In addition. the Contracting
Officer is the only individual wFio tan legally commit the Government to the expenditures of public
funds in connection with the proposed procurement. If you have any questions, please do not hesitate
to contact Juanita Wilson on (410) 786-5538.
Sincerely,
- --
Mary E. Jones
Contracting Officer
Attachments:
1 ) Proposal Instructions
2) Evaluation Criteria
3) Statement of Work (13 pages)
PROPOSAL PREPARATION INSTRUCTIONS
-
To assist us in thoroughly and completely evaluating all proposals. you must submit your proposal in
accordance with the following format requirements specified below, and adhere to the page limitat~ons.
There will be an opportunity for oral presentations. Assume a late August 2003 award date.
You are requested to provide a hard copy (original and 5 copies) of your technical and business proposal. The
following should be included:
WRITTEN TECHNICAL PROPOSAL - -

--
- -
For the purposes of this Statement of Work, offerors are required to submit a written.technica1 proposal in
accordance with the following instructions:
1. Offerors must respond to all aspects of the SOW as presented in the Letter Request for Proposal (LRFP).
2. Offerors shall submit as part of the proposal a Volume entitled Technical Pi-oposal that addresses the
following information:
Technical Understanding and Approach

Management Plan
- Personnel Qualifications
ExperienceIPast Performance
3. The entire written proposal may be no more than 20 double-spaced (one-sided) pages. Type font may be
no smaller than Times Roman 12 pt. All page margins must be at least 1 inch.
4. Key personnel resumes, past performance references, and project summaries may
be included as separate attachments and are not counted toward the page limitation. -~
. - --
.
The offeror shall demonstrate a clear, concise. and sound manner the Statement of Work is to be performed.
Present a clear understanding of the nature of the work being undertaken and fully explain the proposed
approach or method.
Specifically, the offeror shall address the proposed process for conducting formative research to determine
priorities in design and messages for CMS publications, and for conducting research with various target
audiences to determine which CMS-created designs are the most effective in reaching the tasks' goals. The
offeror shall substantiate research design and methodology and demonstrate how sampling design will reflect
the target audience.
Management Plan
-
The technical proposal shall describe how the offeror will organize and manage the project, how tasks will he
sequenced, in what time kames, and what management control and coordination mechanisms will be used to
assure the timely and successful conduct ofifis project. The proposed management plan should specifii
resource allocation by tasks. This should include a matrix of hours committed to the project by person, by task.
and should indicate any work that will be subcontracted.
Personnel Qualifications
; The technical proposal must include a list ocnames and duties of the proposed
- --key personnel, consultants and
subcontractor employees assigned to the project. The approximate percentage of time each individual will be
available for this project must be included. The proposed staff hours for each of the above individuals should be
allocated against each task or subtask for the project.
Their resumes shall be included as an attachment to the proposal and shall contain information on their
education, background, recent experience and special qualifications that directly relate to this task order.
Resumes shall be a maximum of 2 single-sided pages each and will not count against the limited written
technical proposal page limit.
ExperienceIPast Performance
The technical proposal must provide the general background, experience and qualifications of the offeror's
organization. The offeror shall demonstrate relevant capabilities that it can bring to this project and any other
advantages it offers based upon its experiences.
The offeror shall provide at least three (3) references for similar services within the past 5 years that can address
your relevant capabilities for this task order:
Contract Number (for subcontracts, provide the prime contract number and the subcontraet number)
Project Title
Name of CompanyIAgency
Technical & Contract Point of Contact/Names/Phone Numbers
Project Description stressing the relationship to the work required by this solicitation
Total Dollar Value
Offerors are reminded that they are responsible for ensuring that accurate information is provided with the
reference material, including up-to-date telephone numbers and points of cornact.
The Government is not required to contact all references provided by the offeror. Also, references other than
those identified by the offeror may becontacted by the Government to obtainadditional information that will be
used to evaluate the offeror's past performance.
Past performance references shall be included as an attachment to the proposal and will not count
against the limited written technical proposal page limit.
NOTE: It is acceptable to provide more than three references in order to account for significant
subcontractors that may be on your team. -
BUSINESS PROPOSAL (No Page Limit)
Offerors shall provide a breakout of estimated costs for the proposed task order. including costs associated nith
Round 2 (Optional Consumer Testing). Your business proposal shall set forth your proposed price based on a
CPFF basis. Categories and amounts for labor, materials, travel, computer time, overhead and other direct costs
-
are required. Your business proposal shall segregate costs for cach Subtask, as well as provide a table, which
.-
reflects a comprehensive view of total costs associated with all subtasks.
The estimated direct labor dollars (broken out by hours and rates) for each individual assigned
tolproposed for the task order. The hours and rates shall be appropriate for the labor categorylposition
title of each individual proposed. Detailed costs for any proposed subcontractors shall also be provided.
if applicable.
Proposed travel (if applicable) shall be broken out into number of trips, number of travelers and duration
of trip (including transit time) for each destination. Cost detail shall be shown for all items including
commercial transportation, daily per diem rates, personal mileage, daily care rental, etc.
-
An explanation and basis shall be piovided for each item of "Other Direct Costs" proposed such as materials,
reproduction costs, etc. Also include any assumptions that were made in preparing the business proposal.
LRFP 03-007
EVALUATION CRITERIA
The Government will conduct a compreheiiisi~eevaluation of each proposal utilizing the "tradeoff'
process to determine which proposal offers the best combination of technical capabilities and estimated
costlprice to the Government. We reserve the right to award without discussions.
Technical Understanding and Approach .
The evaluation of soundness of approach shall consider the offeror's understanding of the CMS requirements
and the offeror's proposed approach to complying with the requirements in a timely manner. The evaluation
shall include consideration of the proposed process for designingind ciiTying out cpnsumer research that will
support CMS communication materials.
The evaluation shall include consideration of the proposed process for designing and conducting 1 ) Formative
research with target audience to determine information needs and recommendations for product development 2)
Consumer research and testing of publications with appropriate target audience based on each publication topic
(Durable Medical Equipment and Disability Information)
The evaluation shall include substantiation of research design methodology, e.g. the offeror's proposed method
of jdentifying and recruiting target audience members-as well as proposed research method.
The technical approach should be specific, detailed and complete enough to clearly and thoroughly demonstrate
that the offeror understands and can respond to the intent of the scope of work. Proposals that merely restate the
task order requirements promising to carry out requested activities without providing substantive descriptions of
anticipated approached to the work will be downgraded. Similarly, proposals that merely present extensive
discussion that elaborate on general principles (text book examples) of program evaluation theory, decision
theory or research design are not acceptable.
Management Plan
The evaluation of soundness of approach shall consider the offeror's ability to manage and balance technical
performance, time constraints, cost factors and the management of subcontractor personnel. This section shall
also consider the offeror's ability to address and resolve problems that may arise during contract performance.
Personnel Qualifications
The evaluation of personnel shall consider key personnel who are competent and experienced in the skills
required in the SOW. The caliber of key personnel shall be based upon the-jndividual's past performance on
similar efforts, academic qualifications, and relevant training. This evaluation shall also consider any proposed
subcontractors and their experiences. Your proposal indicates the percentage of time each staff member will
contribute. -. - -
Past Performance
-
The evaluation of past performance shall consider the offeror's involvement in projects of a similar ma_gnitude
and type (size and technical area). Experience in work relevant to this task order, such as conducting product
testing of materials with people with Medimre; conducting focus groups, in-depth interviews, mall intercep~sor
other proposed research strateges; redesigning and simplifying government documents into more consumer
fnendly language; conducting formative research with people with Medicare; using formative research to make
recommendations to create and shape publications; writing clear and concise research reports; and presenting
research findings will be evaluated. Performance information will be used for both responsibility
determinations and as an evaluation factor against which offerors' relative rankings will be compared to assure
best value to the Government. The Government will focus on information that demonstrates quality of
performance relative to the size and compleiiity of the acquisition under consideration.
- . - A -
Consumer Research on CMS Communications Materials:
Durable Medical Equipment Coverage and Formative Research and Publication Testing
With Medicare Beneficiaries with Disabilities
-. - LRFP 03-007
STATEMENT OF WORK
Subtask 1: Consumer Testing of Coverage uf Durable Medical Equipment
I. Purpose --
--
-
The purpose of this project is to obtain professional technical services to assist in
conducting research on consumer reaction and understanding of the booklet, Medicare
Coverage ofDurable Medical Equipment.
11. Background
As CMS programs become more complex and, very likely, more difficult for people with
Medicare to understand, there is a need to create meaningful and clear program materials.
1t'is necessary, therefore, for CMS to conduct consumer testing to improve its
effectiveness as a communicati~ndevice to people with Medicare.
The Medicare Coverage of Durable Medical Equipment is a new booklet that provides
information to people with Medicare about durable medical equipment coverage and
payment issues. This booklet was developed in response to a lack of specific information
on Medicare's coverage of durable medical equipment. Medicare Part B pays for durable
medical equipment if it is medically necessary. There is some confusion with the issue
that some durable medical equipment must be rented, not purchased. There is also
general confusion over what durable medical equipment is covered under Medicare.
. - --
111. Specific Tasks Under Subtask I
Round 1 - Consumer ~ e s t i of
n ~the booklets Medicare Coverage qfDu?-ableMedical Equipment
1) Scope
The contractor shall provide technical professional services for conducting cognitive testing on
Medicare Coverage ofDurable Medical Equipment.
The Medicare Coverage of Durable Medical Equipment booklet is, approximately, 16 pages
long. The goal of this booklet is to inform people with Medicare about durable medical
equipment coverage and payment issues. The target auaience is people with Medicare who are
enrolled in the Original Medicare Plan. Since this booklet is new, the entire booklet should be
tested. Our recommendation is to test the booklet using 30-35 individual interviews. Copitive
testing of this booklet should address the following questions:
1
Does the booklet clearly communicate benefits and eligibility for covera_ge'?
Does the format make it easy for participants to follow and understand
information?
--
If participants don't understand what is being communicated in the booklet.
what do they think is being conveyed?
Do people with Medicare know whom to call if they need more information?
How effectively does the title communicate what the booklet is about?
After reading the booklet, do participants have other questions that weren't
answered or weren't answered to their satisfaction?
-.
Round 2 - Optional Consumer Testing
This testing shall occur only if CMS deems it necessary based on the results of Round One. The
focus of this research is to test significant changes to publications andlor further test findings
from Round 1. For the Medicare Coverage of Durable Medical Equipment booklet, a total of 18
interviews should be conducted for each booklet for Round 2 testing.
2) Deliverables
Hold a kickoff meeting (~eliverable# l . 1, #1.2) with CMS staff fiom Beneficiary
Education and Assessment Group (BEAG) to discuss project parameters and work plan
development.
status of each part of the work, potential problems, issues that need to be resolved,
# 1.3).
-
Develop and submit a work plan with a more detailed timeline (Deliverable #1.5). The
work plan shall include tasks necessary to complete the project. The proposed work plan
and detailed timeline must be reviewed and approved by the GTL.
!
Submit all findings electronically in Microsoft Office 2000, andlor Powerpoint 2000, as
well as the appropriate number of hard copies as specified in the Schedule of
Deliverables to the GTL.
A communications analysis should be conducted on publication. Results andlor

recommendations should be submitted to the GTL for reviewand approval. A
conference call should be scheduled with the GTL and appropriate CMS staff toreview
the communications analysis (Deliverable # 1.6).
- - - - .
Determine the number of locations, and individuals at each location, to be interviewed.
The GTL shall approve thevariables (e.g., race. age, geographic location. level of
education, relationship to individuals receiving health services, etc.) used to select
Medicare beneficiaries or other participantslinterviewees. The Contractor shall develop
and submit a proposed screEine7 for Round 1 and Round 2 to be used to select
intervieweeslparticipants (Deliverables # I .7 and 1.9). All screeners, protocols, reports.
and presentations shall be submitted in draft form allowing 3-5 business days for
Government reviews, comments, discussion. and recommendations of revisions prior to
the finalization of those materials.
Videotape all focus groupslinterviews, as the research allows (Deliverable #1.8). Video
cameras should be focused the intervieweelparticipant who is speaking. A release
must be obtained from all interviewee~/~artici~anfs that will atlow CMS to videotape
interviews, provided that intervieweesl participants are not identified by name. All
videotapes throughout all subtasks shall be dated, and labeled with Contract number and
project title.
Prepare a written Top Line report that follows the research plan after Round 1 and Round
2 testing. Conduct one presentation of findings of orally in a Powerpoint presentation to
submission with the Top Line report. Four hard copies of the Top Line report will be
submitted to the GTL (Deliverable # l . 10).
Submit a more detailed Final Report within 3 weeks after the research has been
completed. This report shall include quotes from people with Medicare to illustrate the
findings. Four hard copies of the Final Report will be submitted to the GTL (Deliverable
#1.11).
Develop and provide oral presentationshriefings on findings to appropriate CMS staff,

and possibly to a separately convened review panel (Deliverable # 1 .12).
- -
The Contractor, subcontractor, and consultants shall discuss with the GTL any opportunities to
publicize and disseminate research findings and shall not pursue publication or presentation
relating to subtask findings without approval of the GTL.
IV. Schedule of Deliverables -
Medicare Coverage o f Durable Medical Eaui~ment
ITEM -- DESCRIPTION
- DUE DAlT
1.1 Kickoff Meeting Meeting held in Baltimore to 08/28/03
review project expectations and
due dates
1.2 Kickoff Meetings Copies of meeting notes sent to Draft: 09/02/03
Minutes all meeting participants Final: 9/05/03
Draft
- ---.
Final
A -
1.3 Conference Calls Conference calls or meetings Weekly, unless required
between Project and CMS staff more or less often
minutes call reports, and
distribution
1.4 Monthly Status Report Summary report of tasks In accordance with section
7
completed for each month. F.2 of the base contract
1.5 Work Plan Draft Final All tasks necessary to complete Draft: 09115/03
project with detailed schedule of Final: 09/22/03
deliverables: 1 electronic copy in
co~ies
1.6 Communications Review of publication by Project Report: 09/26/33
Analysis staff to GTL; conference call Conference call: 1 010 1/03
follow-up between Project staff
and CMS staff
1.7 Screener and Recruitment Proposed-screener and Draft screener: 10/07/03 -
Protocol for Round 1 recruitment protocol for research Final screener: 1-0/i4103-
Testing Draft Final participants: 1 electronic and 2 Draft protocol: 10/20/03
hard copies Final protocol: 10/24/03
Recruitment: 10/27/03-
11/10/03
Testing: 1 1/ 12/02 -
11/14/03.
1.8 Videotaped consumer Tapes of the interviews/groups Round 1 testing: 1 1/28/03
research conducted with consumers. Optional Round 2 testing:
Appropriately labeled. oi107104
Medicare Coverage of Durable Medical Equipment
ITEM - DESCRIPTION DUE DATE
/ 1.9 Screener and Recruitment I Proposed screener and I Draft screener: 1 1/24/03
Protocol for Optional
.Round 2 Testing
recruitment protocol for research ' Final screener: 1 1./28/03
partitipants: 1 electronic and 2 Draft protocol: 12/05/03
Draft Final hard copies Final protocol: 1 21 1 0103
Recruitment: 1211 1 103 -
1211 8/03
Testing: 12/22/03 -
12/24/03
1.10 Top Line report of Top Line report of findings and Round 1 : 1 1/24/03
Round 1 and Round 2 reeommendations from Optional Round 2: 0 1/05/03
Research (2 reports) consumer research: 1-electronic --
and 4 hard copies
1.1 1 Final Report Draft Final Final report based on all Draft Round 1 : 12/02/03
1 I research: 1 electronic and 4 hard Final Round 1 : 12/09/03
copies Draft Optional Round 2:
01/14/04
Final Optional Round 2:
01/21/04
1.12 Briefing for CMS staff. Oral/multimedia presentation to The CMS presentation shall
CMS staff via ~ o k ~ e r ~ o i n t occur by december 2003
presentation (Round 1) and February
2004 (Round 2) (even if the
Final Report hasn't been
submitted)
Subtask 2: Formative Research and Publication Testing with Medicare Beneficiaries with
Disabilities
- -
I. Purpose
The purpose of this subtask is to two-fold, consisting of 1) conducting formative research

on the information needs of Medicare beneficiaries with disabilities, and 2) consumer
testing a disability publication that addresses the information needs based on the findings
and recommendations fiom the formative research.
11. Background
A review of health care topics currently covered in Medicarepublications suggests that

information interests specific to disabled beneficiaries may be underrepresented. In
2003, an estimated 903,000 people will join Medicare. According to figures provided by
CMS,ORDI, 300,000, or 33 percent of this year's Medicare-enrollees will be entitled to
Medicare benefits because they are under age 65 and have been receiving Social Security
Medicare beneficiary enters the program with more specific health care insurance
information needs. -
Medicare information needs for beneficiaries with disabilities are likely to vary based on
types of Medicare costs i n c m d and factors associated with those costs. Among
beneficiaries under age 65, those with multiple functional limitations or with dementia
incur greater Medicare costs overall and have a higher ratio of outpatient to inpatient
costs than do those with fewer functional limitations or other mental disorders (Foote &
Hogan, 200 1). Similarly, among elderly beneficiaries, Medicare spending increases with
number of functional limitations, and as number of functional limitations increases from
one to two, costs become higher for community residents than for nursing home residents
(Komisar, Hunt-McCool, & Feder, 1997198). Therefore. research is needed to explore the
relationships among Medicare costs, degree of impairment, and information needs.
A couple of studies have examined information needs common across beneficiaries with
disabilities. One study assessed impressions of a guide for dual eligible beneficianes
developed by a regional office (Bearingpoint, 2003). Both persons with disabilities and
intermediaries were simultaneously positive about the comprehensiveness of the guide
and negative about the resulting length and complexity of the document, and
intermediaries suggested expanding coverage of how working potentially affects benefits
and of how Medicare and Medicaid coordinate benefits. Another study assessed
impressions of the Medicare and You handbook (Hams-Kojetin, McCormack, Jael, &
Lissy, 200 1). Again, beneficiaries with disabilities expressed a need for information
regarding coordination of benefits and services. Researchers found that this was also true
in a study with dually eligible beneficiaries (Walsh & Clark, 2002). The dually eligible
beneficiaries in this study were sometimes overcharged for services because they had a
poor understanding of their benefits. Yet another study found that beneficiaries with
disabilities are concerned that returning to work could lead to a reduction in benefits
(Roessler, 2002). The Social Security Administration website (www.ssa.gov) includes
information regarding coordination of benefits and the impact of work on eligibility, but
clearly, beneficiaries have unrnet jnformation needs in these areas.
- -
The little research that has been done examining information needs of beneficiaries with
disabilities suggests that there are information needs common to all beneficiaries,
information needs distinct from other beneficiaries but common to those with disabilities
(discussed in the previous paragraph), and information needs specific to those with visual
impairments vs. those with hearing impairments (Barents Group, 1998; Forsyth,
Edwards, & Kudela, 1998). In addition, there seem to be differences based on other
factors, such as information-seeking style and educational attainment (Forsyth et al.,
1998). Therefore, the primary goal of this subtask is to better understand the Medicare
information needs of various segments of persons with disabiJities.
The task of keeping both aged and disabled beneficiaries up-to-date on routine changes to
Medicare is largely accomplished through the annual publication of the Medicare& You
handbook. The Medicate & You handbook g v e s a moderately comprehensive overview
of the Medicare program through a wide array of general health care insurance
6
of the Medicare program through a wide array of general health care Insurance
information topics. Though the qualifying conditions that entitle beneficiaries to
Medicare may differ, the coverage is the same; consequently. the information about
Medicare benefits contained in the handbook is generic. With the exception of coverage
for end-stage renal disease ancfdiabetes services and supplies, there are no Medicare
publications that are health condition driven and address the disabled population
specifically. The second goal of this subtask is to consumer test the publication that CMS
will produce to address the needs of Medicare beneficiaries with disabilities.
Barents Group. (1 998). CBS market research findings to date: Blind and low-vis~on
beneficiaries. Baltimore, MD: Health Care Financing Administration.
Bearingpoint. (2003j. Consumer. testing of the Colorado Resource Guide For People
With Disabilities. Baltimore, MD: Centers for Medicare & Medicaid Services.
Foote, S., & Hogan, C. (2001). Disability profile and health care costs of Medicare
beneficiaries under age sixty-five. Health Afairs, 20, 242-253.
Forsyth, B., Edwards, W. S., & Kudela, M. (1998). Mar-ket research on the informarion
needs of HCFA beneficiaries: Medicare subpopulation focus groups. Baltimore.
MD: Health Care Financing Administration.
Hams-Kojetin, L., McCormack, L., Jael, E., & Lissy, K. (2001). Beneficiaries'
perceptions of new Medicare health plan choice print materials. Health Care
Financing Review, 23, 2 1-35.
Komisar, H. L., Hunt-McCool, J., & Feder, J. (199711998). Medicare spending for elderly
beneficiaries who need long-term care. Inquiry, 34, 302-3 10.
Roessler, R. T. (2002). TWWIIA initiatives and work incentives: Return-to-work
implications. Journal of Rehabilitation, 68, 1 1 - 15.
Walsh, E., & Clark, W. (2002) Managed care and dually eligible beneficiaries:
Challenges in coordination. Health Care Financing Review, 24,63-82.
111. Specific Tasks Under Subtask 2
Round 1- Formative Research on information needs of Medicare Beneficiaries with Disabilities

- -
la) Scope
The contractor shall provide technical professional services for conducting formative research
examining the information needs of Medicare beneficiaries with disabilities.
The goal of the formative research on the information needs of persons with disabilities is to
better understand the range of information needs of various subgroups of Medicare beneficiaries
with disabilities. This research shoukd address the following research questions, which are
presented in a logical temporal sequence: I
I
Baseline: What is the scope and quality of the Medicare hformation persons with
disabilities currently get? From where do they get this information, e.g., SSA, CMS,
AARP? What information do they get passively and what information requires active
information-seeking on their part?
Segments for Information Format: What are the identifiable segments of persons with
disabilities with distinct needs regarding the formats or methods by which they need
to receive Medicare information, e.g., those with sensory disabilities, those with
cognitive or mental limitations?
Segments for ~nformationContent: What are the identifiable se-ments of persons
with disabilities with distinct needs regarding content of Medicare information. e.g.,
demographic subgroups, sensory disabilities vs. mobility disabilities vs. cognitive or
mental disabilities vs. chronic diseases such as ESRD or diabetes, caregvers vs. other
intermediaries vs. beneficiaries under 65 vs. beneficiaries over 65. recently disabled
or with a temporary disability vs. longer-term or permanent disability, varying
patterns of health care utilization?
Major Content segments! Which segmentscan be grouped hierarchically under a few
broader segments with similar needs regarding content 6fMedicare information?
Unmet Needs: What are the unmet Medicare information needs. in terms of both
content and format, of those in the different broader segments, e.g., eligibility and
dual-eligibility, how returning to work affects benefits?
Round 2 - Consumer Testing of Disability Publication with Medicare Beneficiaries with

Disabilities
lb) Scope The contractor shall provide technical professional services for conducting cognitive
testing on the publication CMS creates based on the findings and recommendations from Round
1 research. Research questions will be based on the publication produced by CMS after Round
1.
2) Deliverables
Hold a kickoff meeting (Deliverable # 1.1, # 1.2) with CMS staff from Beneficiary
Education and Assessment Group to discuss project parameters and work plan
development. The Contractor shali work cooperatively and collaboratively with the kgy
CMS GTL (Government Team Leader), Project Officer, other CMS division; and groups,
as designated by CMS.
status of each part of the work, potential problems, issues that need to be resolved,
# 1.3).
Develop and submit a work plan with a more detailed timeline (Deliverable #1.5). The
work plan shall include tasks necessary to complete the proje<t. The proposed work plan
and detailed timeline must be reviewed and approved by the GTL.
Submit all deliverables electronically in Microsoft Office 2000, andlor PowerPoint 2000.
as well as the appropriate number of hard copies as specified in the Schedule of
Deliverables to the GTL.
Determine the number of IoXafions, and individuals at each location, to be interviewed.

The GTL shall approve the variables (e.g., race, age, geographic location, level of
education, relationship to individuals receiving health services?disability status. etc.)
used to select Medicare beneficiaries or other participantslinterviewees. The Contractor
shall develop and submit a proposed screener for Round 1 and Round 2 to be used to
select intervieweeslparticipants (Deliverables #1.6 and 1.8). All screeners, protocols,
reports, and presentations shall be submitted in draft form allowing 3-5 business days for
Government reviews, comments, discussion, and recommendations of revisions prior to
-
the finalization of those materials. - w
Videotape all focus groupslinterviews, as the research allows (Deliverable # 1.7). Video
cameras should be focused on the intervieweelparticipant who is speaking. A release
must be obtained fiom all intervieweeslparticipants that will allow CMS to videotape
interviews, provided that intervieweesl participants are not identified by name. All
videotapes throughout all subtasks shall be dated, and labeled with Contract number and
project title.
Prepare a written Top Line report that follows the research plan after Round 1 and Round
2 testing. Conduct one presentation of findings of orally in a PowerPoint presentation to
submission with the Top Line report. Four hard copies of the Top Line report will be
submitted to the GTI, (Deliverable # 1.9).
Submit a more detailed Final Report within 3 weeks after the research has been
' completed. This report shall include quotes fiom people with Medicare to illustrate the
findings. Four hard copies of the Final Report will be submitted to the GTL (Deliverable
#1.12).
Submit 10 royalty-fiee images of people with disabilities to CMS, allowing 5-7 days for
review by CMS's Division of Beneficiary Communications (DBC). Once approved,
work with DBC to procure images. Images must follow and be submitted under the
applicable technical specifications in Appendix A (bullets 4 and 6) and Appendix B,
specifically they must be representative of Medicare's disabled population and
Medicare's covered supplies. Paperwork regarding proof of purchase and proper usage
of image must also be submitted (Deliverable # 1.10).
A communications analysis should be conducted on the publication to be testing in

Round 2. Results andlor recommendations should be submitted to the GTL for review
and approval. A conference call should be scheduled with the GTL and appropriate CMS
staff to review the communications analysis (Deliverable # 1.1 1 ).
Develop and provide oral gresentations/briefings on findings to appropriate CMS staff.
and possibly, at the discretion of the GTL, to a separately convened review panel
(Deliverable # 1.13).
-- -
IV. Schedule of Deliverables
I Disabilitu Proiect 1
1
ITEM DESCRIPTION DUE DATE I
,
1.1 Kickoff Meeting Meeting held in Baltimore to 09/29/03
review project expectations and ~ -
I due dates I
1.2 Qckoff Meetings Copies of meeting notes sent to Draft: 10/06/03
Minutes Draft all meeting participants Final: loll 0103
Final
1.3 Conference Calls Conference calls or meetings Weekly, unless required

between Project and CMS staff more or less often
1 I minutes call reports, and I 1
distribution
1.4 Monthly Status Report Summary - report
- of tasks In accordance with section
. . I
completed for each month. F.2. of the base contract
1.5 Work Plan Draft All tasks necessary to complete Draft: 10/13/03
Final project with detailed schedule of Final: 10117/03
I deliverables: 1 electronic copy in

Microsoft Word 2000 and 2 hard . .
-
1.6 Screener and Proposed screener and Draft screener: 10/27/03-

Recruitment Protocol for recruitment protocol for research Final screener: 10131 103
Round 1Testing Draft participants: 1 electronic and 2 Draft protocol: 1 1/03/03
Final hard copies Final protocol: 1 1/07/03
Recruitment: 1 1103-
11/14/03
1.7 Videotaped Consumer Tapes of the interviews/groups ~ o u n Testing:

d 12/05/03
Research conducted with consumers. Round 2 Testing: 02/06/04
Appropriately labeled. -
ITEM - DESCRIPTION DUE DATE
1.8 Screener and Proposed screener and Draft screener: 0 1112/04
Recruitment Protocol for recruitment protocol for research Final screener: 0 111 6/04
Round 2 Testing Draft participants: 1 electronic and 2 Draft protocol: 01 116/04
Final hard copies Final protocol: 0 1122104
Recruitment: 1119-1/23/04
Testing: 1126- 1/27/04
I
1.9 Top Line report of Top Line report of findings and Round 1 : 1 1/26/03
Round 1 and Round 2 recommendations from Round 2: 2/4/04
Research (2 reports) co-n-sumerresearch: 1 electronic
and-4 hard copies - - .-
1.10 Images of people with Graphics showing people with I Samples for review:
disabilities disabilities for use in Medicare 1 1 1114/03
and other CMS communication
materials. Must conform to Final images: 1 211 103
applicable technical
specifications in Appendix A.
1.1 1 Communications Review of publication by Project Report: 1116/04
Analysis staff to GTL; conference call Conference call: 1/20/04
follow-up between Project staff
I
and CMS staff
1.12 Final Report Draft Final Final report based on all Draft Round 1 : 12/05/03
research: 1 electronic and 4 hard Final Round 1 : 12112/03
copies Draft Round 2 : 0211 0104
Final Round 2: 02120/04
1.13 Briefing for CMS staff. Oral/multimedia presentation to The CMS presentation shall
CMS s t ~ fvia
f Powerpoint occur by November 2003
presentation (Round 1 ) and February-
2004 (Round 2) (even if the
Final Report hasn't been
submitted)
DEPARTMENT OF HEALTH & HUMAIV SERMCES T~~ECE~-I-EKSFOH~IEI)IC..\N:..~~I)
hlEDICAI I) SER\'ICES IC\ISI
"a,
To: Ogilvy Public Relations Worldwide August 19. 2002

1901 L Street, N.W.
Suite 300
Umbrella Contract Number 500-0 1 -0003 - --
Dear Mr. Laporte:
You are invited tb submit a proposal in response to this Letter Request For Proposal (LRFP)
Number 02-012 for a proposed follow on task order under the subject contract. The specific
work to be performed under this task order is a continuation of effort to inform beneficiaries
about CMS initiatives and develop a strategy to identify potential partnering opportunities. The
Government anticipates award of a Cost Plus Fixed Fee (CPFF) task order for this statement of
work. The anticipated period of performance for the entire task order is twenty-four (24)
months fiom the date of contract award: your response must be in accordance with the
requirements set forth in Section G.2 entitled "Task Order Proposals (IDIQ)" of the subject
You are requested to provide a hard copy (original and 2 copies) of your technical and business
proposal. The following should be included:
1. Technical Understanding, and Approach (Not To Exceed 20 Pages Total)

- - -
for developing a comprehensive strategy to maximize partners' communications and
outreach capabilities. and broker collaborations for extensive outreach to targeted
populations. Describe your expertise in formative research, graphic design, and social
marketing strategies. Provide a milestone schedule that maps out your plan for
accomplishing the deliverables, with dates for the government to consider for task order
award purposes.
2. Personnel Qualifications (As Attachment: 'Vot Counted '~'ohardsPage Limit)
( a ) A staffing plan must be provided. Your proposal must demonstrate your ability to
provide technical staff who are trained, skilled and experiaced to perform all
aspects of the scope of work.
-
3. Business Proposal (No Page Limit)
Categories and amounts for labor, materials. travel, computer time, overhead and other
direct costs are required. Ypur business proposal shall segregate costs for each Subtask.
aswe1i.a~providing a table, which reflects a comprehensive view of total costs
-. -
labor categorylposition title of each individual proposed. Detailed costs for any
proposed subcontractors shall also be provided, ifapplicable.
Proposed travel (if applicable) shall be broken out into number of trips, number of
travelers and duration of trip-fincluding transit time) for each destination. Cost detail
shall be shown for all items including commercihl t'ranspoitatioii, daily per diem rates.
proposed 'such as materials, reproduction costs, etc.
4. Past Performance (As Attachment; Not Counted Towards Page Limit)
Project Title*
Brief ~ e s c r i ~ t ' i o n
Company
Contract Number
Point of Contact/Name/Phone Number
Contract Amount
-.
response to the above as well as your past performance in performing the same or similar type
tasks. Additionally, we will perform a cost realism analysis on your proposal to determine what
the work and your ability to perform the task order.
-
Your proposal is due by 2:00 P.M. EDT on Monday, August 26.2002 to the following
address:
Centers for Medicare and Medicaid ~ e & c e s

Baltimore, WID 2 1244-1850
of a proposal. In addition, the Contracting Officer is the only individual who can legallv
procurement. -
If you have any questions, please contact Juanita Wilson at (4 10) 786-5538 or the undersigned
on (410) 786-5163.
Sincerely,
M a g E. Jones _'
Contracting Officer
Attachment:
"PARTNERSHIP DEVELOPMENT
STRATEGIC PLAN IMPLEMENTATION PROJECT"
- LRFP 02-012
- STATEMENT OF WORK
BACKGROUND:
The Division of Partnership Development's (DPD) experience has revealed that man).
organizations have interests, which parallel CMS's when they become aware of the
breadth a f CMS's research and.3he range of its initiatives. The value of disseminating
this view among appropriate organizations is abundantly clear.. It provides us an
opportunity to develop partnerships, which can leverage our outreach on CMS initiatives:
it permits us to position CMS material in venues we would not ordinarily reach; and. it
encourages the recognition of the Agency's name as a source of credible and valuable
expertise.
The worth of addressing issues not previously associated closely with traditional CMS
efforts, using novel approaches to identify and entice a wider range of participants is
patent. Among the initiatives to be targeted are: promoting and sustaining the Long-
Term Care (LTC) Awareness initiative; promoting consumer awareness and use of CMS
quality measures; mobilizing and/or joining partner coalitions to address ethniclracial
health disparities; supporting the Department's diabetes prevention and self-management
initiative; supporting the dissemination of retirement, caregiver and health information
through expansion of employer/human resource professional partnerships; and, finding
and solicitiilg partnerships with entities which can advance our efforts to contact hard-to-
reach populations.
In order to take advantage of the enthusiasm and experience of RO personnel, we believe

that an intensive effort to identify and solicit the partnership of organizations, which meet
certain criteria is critical. While we'have historically concentrated our --
development efforts on national entities, we now believe that if new partners can be
found who have strong local infrastructures, and meet some other criteria, the impact of
our activities can be multiplied dramatically. DPD has traditionally been involved in
partnering with a range of organizations which have had an interest and/or involvement
in the National Medicare Education Program, primarily focused on Medicare + Choice.
For various reasons, the work of the Group has recently widened to include a broader
range of topics as described in the Purpose Section. Whilc the identification of
organizations with an interest in NMEP was reasonably simple and experience in
working with most of them preceded the development of the Group, DPD has little
history in identifying and working with non-traditional partnercon non-NMEP subjects,
or in working cooperatively with the ROs in a coordinated effort to advance CMS
initiatives.
- - -
PURPOSE: -
The purpose of this task order is to obtain professional social marketing services and
: expertise to provide the follwing: (1) assess the feasibility of DPD's strategic approach
of engaging in cooperative activities with non-traditional partners. (2) identify
appropriate organizations (i.e., those which can meet specific criteria described below).
(3) develop a market strategy to interest these organizations in partnership opportuniries.
(4) work with the organizations it has identified and with DPD to develop suitable
projects and prepare a marketing plan and a project plan for each of them, (5) evaluate
DPD's marketing and project planning activities: and (6) define and measure the Return
on Investment (RoI) from the-projects.
- > .. -
The criteria for the kinds of partners being sought are: a) that they have a reasonable basis
for being involved in Medicare issues; b) that they do not constitute prohibited sources
under Departmental ethics guidelines; c) that they have the resources and reputation
which m i k e a genuine and sustained commitment likely, and d) that their internal
structure lends itself to a nationally coordinated effort involving strong local
participation.
SPECIFIC TASKS UNDER THE CONTRACT:
Task 1 - Feasibility Analysis:
Meet with DPD staff to explore its new approach to promoting CMS initiatives.
Determine, in conjunction with DPD. which four (4) initiatives are most suitable
for the new strategic approach. Prepare draft analysis. estimate resources
necessary to achieve success, develop potential measures to assess Rol. Allow
one week for the GTL to review and approve the analysis.
.. - -
Task 2 - Potential Partner ~dentification:
The contractor shall identify organizations which can meet the criteria developed
by DPD (See Purpose above) and which are appropriate for the initiatives
selected. Provide list for DPD approval.
Task 3 - General Market Plan Preparation:
The contractor shall develop a marketing plan to establish the business case for
potential partners to engage in cooperative efforts with-CMS to identify and
advance these high-impact, important initiatives.
Task 4 - Specific Project Implementation:
The contractor, in coordination with DPD and its partners, shall develop mutuall>.
suitable projects designed to have a major impact on targeted populations. and
project plans to guide and track their operation.
Task 5 -Design Evaluation Plan for Each Project:
The contractor shall evaluate success of projects as they are completed. Develop
a system to assure DPD that it can make a meaningful measurement of the Rol of
its projects. - .--
- A
- --
Task 6 - Final Reports
Prepare detailed final reports upon completion of projects.
Monthly Promess Reports
Must be submitted in accordance with Section F.2 of the Base Contract. Monitor
progress of projects to assure prompt attention to achievements, failures and next
steps.
The period of performance for this task order is from date of award through June
30, 2004.
All deliverables must be submitted to the GTL, one electronic copy in Microsoft
Word 2000 and two hard copies, and as specified in the Schedule of
Deliverables. . -
SCHEDULE OF DELIVERABLES
4.
-
ITEM DESCRIPTION DUE DATE i
1 .Kick-off Meetlng Meeting held in Baltimore to 09:27102 I
4 -- review.project expectations and 1' i
i
'due dates.
2.Feasibility Analysis Mtg. Copies of meeting notes sent to 1011 5102 I
all meeting participants.
3. Feasibility Analysis Determine 4 initiatives for
Draft strategic approach Draft: 1 1i08102
Final
4. Conference ~~~~~~~~~~~~~~- Conference calls or meetings
with GTL and LjPD staff-- - -
Final: 1 1/29/02
Begnning 1 1 / 1 5i02 and
weekly, unless required
regarding status of project; more or less often.
meeting notes sent to all meeting
1 participants.
5. Work Plan All tasks necessary to complete
Draft project with detailed schedule of Draft: 12115/02
Final deliverables. Final: 0 113 1I03
6. Potential Partner Identify organizations, which
Identification Report meet the criteria
Draft Draft: 02/28/03
Final Final: 0311 5/03
7. Marketing Plan . Determine level of interest and
Draft develop joint projects with Draft: 0313 1/03
Final identified organizations Final: 04130103
8. P.ol Assessment Report Develop ways to assess
Drafi identified projects; 1 electronic Draft: 0313 1I03
Final and 2 hard copies Final: 04130103
9. Marketing Plan Establish business case for
Draft cooperative efforts Draft: 0511 5/03
Final Final: 0611 5103 -
10. Project Plan Guide and track each joint Draft: 10 business days
raft project 1 after agreement on each I
Final project
Final: 10 business days
after approval of draft
1 1. Evaluation Plan Evaluate success of projects:
- -
Draft: 15 business days
Draft develop system to measure Rol after completion of project
Final of projects Final: 15 business days
.
&
after a ~ ~ r o vof
a ldraft
12. Monthly Progress Reports Repon on prog-ess. problems. Submitted in accordance 1
ach~evements,and next steps with Section F.2 of the Base
- - -- Contract
DEPARTMENT OF HIXLTH & HLMAN SERVICES CENTERS FOR M E D 1 C . m
& MEDICAID SERVICES
- - 7500 Security Boulevard
Baltimore; MD 2 1244-1850
August 14,2002
Subject: LETTER REQUEST FOR PROPOSAL NO. 02-01 1 UNDER THE CENTERS
FOR MEDICARE &-MEDICAID SERVICES (CMS) CRC UMBRELLA
CONTRACTS - --
TO ALL OFFERORS:
We invite you to submit a proposal in response to this Letter Request for Proposal (LRFP) No.
02-0 1 1, entitled "Consumer Testing of 2004 Medicare & You Handbook," for a proposed task
order we will competitively award under the CRC contracts. We anticipate awarding a Cost
Plus Fixed Fee (CPFF) task order from this statement of work. Your response must be in
accordance with the requirements set forth in Section G.2 entitled "Task Order Proposals" of
your base contract and this correspondence.
1. Bid/No Bid Decisions: Please provide your bidlno bid decision via E-mail to Juanita
Wilson (JWilson@cms.hhs.gov) by Wednesday, August 21,2002. We also request
that you provide a rationale for any NO BID decisions at that time.
-.
7 Questions: Please submit any questions in writing to the e-mail address provided in
paragraph 1 above by August 21,2002.
3. Proposal Due Date: You must 'submit your technical and business proposal on or --
before 2:00 PM local prevailing time on Wednesday, August 28,2002 to the
address listed below. Late proposals, as defined in FAR 52.215-1, as well as
proposals submitted electronicallj),are not acceptable

ATTN.: hlrs. Juanita Wilson, Mail Stop C2-2 1-15
Baltimore, MD 2 1244- 1850 -
award being made to the offeror(s) whose proposal(s) islare the most advantageous to the
Government. Technical quility of the proposal(s) is more important than costlprice. We
We are not committed to reimburse any costs associated with the preparation or submission of a
proposal nor to procure or contract for the services described herein. In addition, the Contracting
Officer is the only individual who can legally commit the Government to the expenditures of public
funds in connection with the proposed procurement. If you have any questions. please do not hesitate
to contact Juanita Wilson on (41 0) 786-5538.
Sincerely,
Attachment:
2004 Medicare and You Handbook Testing
- LRFP 02-01 1
STATEMENT
-- OF WORK
I. Scope of Work
A. Background and Purpose
The purpose of this contract is to obtain professional technical services to conduct

research on e m e r p g issi& that may effect the content of the 2004 Medicare & You
Handbook, as well as design and implemeht all fomiatiWand product testing of
specific sections of the document. Medicare & You is the handbook of general
Medicare and plan comparison information that is legislatively mandated to be
mailed to all current beneficiaries each fall by October 15, and monthly to new
enrollees as a result of the Balanced Budget Act of 1997. The handbook is also
available on the website (www.medicare.aov), by request when calling Medicare's
toll-free line, and through partner organizations.
11. Requirements
The contractor shall provide techrucal professional services for conducting consumer
testing on the "2004 medicare & You Handbook to address the following questions:
1) Can Medicare beneficiaries read the handbook?

2) Can they find the information that they are looking for?
3) Can they understand the information that they find?
4).If they cannot find the information that they are loolung for, where are they looking in
error?
5) Specific questions regarding andb book goals will be developed during the planning
phase.
A. Tasks
In order to answer the questions noted above the contractor shall conduct the following
phases of research:
1) Initial planning;
2) Field work: 1-on- 1 interviews, triads, focus groups - as appropriate
-
3) Additional testing, if needed
Details of the phases are described below.
1) Initial Planning
- The contractor shall work with CMS Staff to develop a workplan for canying
out the work of the project.
- The contractor shall schedule regular meetings with CMS staff to review plan
due date's and expectations for the work to be performed in the research plan;
--
- The contractor shall allow one week for review and approval of the research
plan and all component sections (methodology, number and location of tests
in subsequent phases, discussion guides, and screeners) by CMS staff prior to
implementation.
2) Field Work
The contractor shall design a research plan in order to: assess how well
beneficiaries and their caregivers can read and understand the handbook, assess
the ease of navigating through the handbook (i.e can they find the information
that they are looking for), ohtain feedback on the content, format and layout of the
handbook.
Overall Demographic Composition
Consumer testing will include a mix of malelfemale, urbanlrural locations, people

on original Medicare and in Medicare + Choice plans and the disabled. ,
Additional demographic compositions to be applied to one-on-one interviews,
triads, and focus groups are: - ,
! ' -
Ethnicity: Compared to current population percentages, ethnic minorities will be
over sampled:
Race: Percent of Actual Approximate Research

National Plan ; I
I
Population 62+ Sample Breakdown I
Caucasian 70% 54% II
I
Afncan American 13% 16% I
Hispanic 12% - 15%
AsianIPacific 4% 8% II
Islander
Native American 1% 7% I
Total 100% 100%

-
Education:
Education Level: -- Percent of National Research Plan

Medicare Sample Breakdown
Beneficiary
Population
Low: Less than 12thgrade education 3 8% 33%
Mid: 12'h gradehigh school graduate 33% 33%
High: some collegelcollege graduatelpost 29% 33%
graduate - - .-
Total - 100% 100%
3) Additional Testing
The contractor shall conduct 35 individual interviews at 2 locations of

convenience to test the changes based on Phase 2 research, content, or
organization changes. The contractor shall design and implement additional pre-
test research for the "Medicare & You Handbook."
1) Monthly Status Reports I
The contractor shall prepare a monthly status reports in accordance with Section F.2
of the base contract.
The deliverables for phases 1 - 3 of the research are outlined below. Although the
'
findings for Phases 2 and 3 will, be combined into one final topline and
subsequent detailed report/presentation, topline summaries will be prepared at --
various intervals:
Phase 1 - Initial Planning & Pretest:

- A summary of the finalized methodology for one-on-one interviews and
groups. ,
- Scheduled weekly conference call to discuss progress.
Phase 2 - Field Work:

- Screener -
- Moderator's Guide
- Topline summary focusing on recommendations for the writers due three days
after interviews are completed.
- Periodic updates by conference call (e.g. after each cityis completed).
Phase 3 -- Additional Testing
- Conference Call the day after testing occurs to discuss some of the key
findings.
- Topline summary focusing on recommendations for the writers.
At the. conclusion:
- Comprehensive, actionable topline report and presentation.
- Detailed report in Powerpoint format.
- CD-ROM report of findings and interview clips.
C. Schedule of Deliverables
- - - d
Deliverables Delivery Date

1 . Kick-off meeting 9/26/02
2. Scheduled conference calls Weekly
3. Summary of Finalized Methodology for research 1011 5/02
4. Screener's to CMS For Approval 4/3/03
5. Moderator's Guides to CMS for Approval 4/ 1 7/03
6. Consumer testing (Hard Date - cannot change) 4/23/03 - 4/29/03
7. Topline report of research findings 5/2/03
8. Additional Consumer Testing (Hard Date - 5/9/03 - 5/13/03
cannot change)
9. Oral Topline with CMS 5114/03
10. Written Topline to CMS 5/22/03.
1 1 . Final Report 6/28/03;
12. Monthly Status Reports IAW F.;2 of Base Contract
r
"Distribution: One original and 3 copies of all deliverables to the Government
..
Task Leader
Period of Performance:
The period of Performance for this task order is from date of award through June
28, 2003.
- LRFP 02-011

-
To assist us in thoroughly and completely evaluating all proposals, you must submit your proposal in
accordance with the following format requirements specified below, and adhere to the page limitations.
There will not be an opportunity for oral presentations. Assume a mid-September 2002 award date.
- ---
WRITTEN TECHNICAL PROPOSAL

- - - --
For the purposes of this Statement of Work, offerors are required to submit a written technical proposal in
2. Offerors shall submit as part of the proposal a Volume entitled Technical Proposal that addresses the
- Technical Understanding and roach

Past Performance
Personnel
Management Plan
3. The entire written proposal may be no more than 10 single-spaced (one-sided) pages. Type font may be no
smaller than Times Roman 12 pt. All page margns must be at least 1 inch.
4. Key personnel resumes, past performance ref&rences, and project summaries may . -
be included as separate attachments and are not counted toward the page limitation.
The offeror shall demonstrate a clear, concise, and sound manner the Statement of Work is to be performed.
Present a clear understanding of the nature of the work being undertaken and fully explain the proposed process
for design and testing. Substantiate research design and methodology.
Past Performance .-
organization. The offeror shall demonstrate relevant capabilities that it can bring-to this project and any other
- - -
-
Contract Number (for subcontracts, provide the prime contract number and the subcontract number)
Project Title
Name of CompanyIAgency
Technical & Contract Point of ~ o n t a c t / ~ a m e s / ~ hNumbers
one
Total Dollar Value
Period of Performance --
--
Offerors are reminded that they are responsible for ensuring that accurate infGnnation is provided with the
reference material, including up-to-date telephone numbers and points of contact.
those identified by the offeror may be contacted by the Government to obtain additional information that will be
used to evaluate the offeror's past performance.
-
NOTE: It is acceptable to provide more than three references in order to account for significant
subcontractors that may be on your team.
Personnel
The technical proposal must include a list of names and proposed duties of the key personnel, consultants and
subcontractor employees assigned to the project. The approximate percentage of time eachiindividual will be
.available for this project must be included. The proposed staff hours for each of the above individuals should be
allocated against each task cr subtask for the project. . -
education, background, recent experience and special qualifications that directly relate to this task order.
Resumes shall be a maximum of 2 single-sided pages and will not count against the Limited written
technical proposal page limit.
Management Plan
The technical proposal shall describe how the offeror will organize and manage the project, how tasks will be
sequenced, in what time frames, and what management control and coordination mechanisms will be used to
assure the timely and successful conduct of this project. The proposed management plan should specify
resource allocation by tasks. This should include a matrix of hours committed to the project by person, by task,
- -be subcontracted.
and should indicate any work that will
BUSINESS PROPOSAL (No Page Limit)

Offerors shall provide a breakout of estimated costs for the proposed task order.
LRFP 02-01 1
EVALUATION CRITERIA
- -
The Government will conduct a comprehensive evaluation of each proposal utilizing the "tradeoff'
costJprice to the Government. We reserve the right to award without discussions.
The following criteria are listed in descending order of importance:
,. Technical Understanding and Aporoach- --

- --
The evaluation of soundness of approach shall consider the offeror's understandingof the CMS requirements
and the offeror's proposed approach to complying with the requirements in a timely manner. The evaluation
shall include consideration of the proposed process for designing and carrying out consumer testing the
Medicare & You 2004 Handbook. The evaluation shall include substantiation of research design and
methodology.
Past Performance
The evaluation of past performance shall consider the offeror's involvement in projects of a similar magnitude
_ and type (size and technical area). Experience in work relevant to this task order, such as conducting consumer
research on Medicare-related issues and simplifying government documents into more consumer fiiendly
language. Performance information will be used for both responsibility determinations and as an evaluation
factor against which offerors' relative rankings will be compared to assure best value to the Government. The
Government will focus on information that demonstrates quality of performance relative to the size and
complexity of the acquisition under consideration.
Personnel
- -
required in the SOW. The caliber of key personnel shall be based upon the individual's past performance on
contribute.
Management Plan
The evaluation of management shall consider the offeror's ability to manage and balance technical performance,
time constraints, cost factors and the management of subcontractor personnel. This section shall also consider
the offeror's ability to address and resolve problems that may arise during contract performance.
Cost Evaluation
We will perform a cost analysis on your proposal and analyze it for cost reahsm. Cost realism is defined as your
ability to propose estimated costs, which are reasonable and indicate that you understand the nature and extent
of the work you will perform.
DEPARTMENT OF HEALTH & HUMAN SERVICES CENTERS FOR h l E D I C i K t
MEDICALD SERL-ICES
-. - August 13.2002
Subject: LETTER REQUEST FOR PROPOSAL NO. 02-010 UNDER THE CENTERS
FOR MEDICARE & MEDICAID SERVICES (CMS) CRC UMBRELLA
CONTRACTS
- ---
TO ALL OFFERORS:
We invite you to submit a proposal in response to this Letter Request for Proposal (LRFP) No.
02-0 10, entitled "Customer Feedback Surveys for Websites," for a proposed task order we
will competitively award under the CRC contracts. We anticipate awarding a Cost Plus Fixed
Fee (CPFF) task order from this statement of work. Your response must be in accordance with
the requirements set forth in Section G.2 entitled "Task Order Proposals" of your base
1. Bid/No Bid Decisions: Please provide your bidlno bid decision via E-mail to Juanita
Wilson (JWilson@cms.hhs.gov) by Tuesday, August 20, 2002. We also request that
you provide a rationale for any NO BID decisions at that time.
2. Questions: Please submit any questions in writing to the e-mail address provided in
paragraph 1 above by August 20,2002.
3. Proposal Due Date: You must submit your technical and business proposal on or
before 2:00 PM local prevailing time on Tuesday, August 27,2002 to the address
listed below. Late proposals, as defined in FAR 52.2 15- 1, as well aspl-oposals
.
-
submitted electronical~v,are not acceptable

ATTN.: Mrs. Juanita Wilson, Mail Stop C2-2 1 - 1 5
award being made to the offeror(s) whose proposal(s) islare the h o s t advantageous to the
Government. Technical quality of the proposal(s) is more' important than costlprice. We
- -
-
proposal nor to procure or contract for the services described herein. In addition. the Contracting
to contact Juanita Wilson on (410) 786-5538.
Sincerely,
W?;?-*
Mary E. Jo es
Contracting Officer
Attachment:
2) Previous Medicare.gov Survey (14 pages)
LRFP 02-01 0
PROPOSAL PREP.RATION INSTRUCTIONS

-
To assist us in thoroughly and completely evaluating all proposals, you must submit your proposal in
accordance with the following format reqirements specified below, and adhere to the page limitations.
There w i 1 l . a be an opportunity for oral presentations. Assume a mid-September 2002 award date.
WRITTEN TECHNICAL PROPOSAL

- -.
For the purposes of this Statement of work, offerors are required to submit a written technical proposal in
2. Offerors shall submit as part of the proposal a Volume entitled Techtzical Proposal that addresses the

Management Plan
Personnel
Past Performance
3. The entire written proposal may be no more than 10 single-spaced (one-sided) pages. Type font may be no
smaller than Times Roman 12 pt. All page margins must be at least 1 inch.
4. Key personnel resumes, past performance references, and project summaries may be included as separate
attachments and are not counted toward the page limitation.
-
The offeror shall demonstrate a clear, concise. and sound manner the Statement of Work is to be performed.
Present a clear understanding of the nature of the work being undertaken and fully explain the proposed process
for designing and testing of Internet-based surveys for people with Medicare. The offeror shall substantiate
their ability to custoinize survey specifications to meet clients' needs.
Management Plan
The technical proposal shall describe how the offeror will organize and manage the project, how tasks will be
sequenced, in what time frames, and what management control and coordina?ion mechanisms will be used to
assure the timely and successful cond~ictof this project. The proposed management plan should specify
resource allocation by tasks. This should include a matrix of hours committed to the project by person, by task,
and should indicate any work that will-be subcontracted. -
LRFP 02-010
-
Personnel
The technical proposal must include a l i a d n a m e s and proposed duties of the key personnel. consultants and
subcontractor employees assigned to the project. The approximate percentage of time each individual \\fill be
available for this project must be included. The proposed staff hours for each of the above individuals should
be allocated against each task or subtask for the project.
education, background, recent experience and special qualifications that directly relate to t h ~ stask order.
Resumes shall be a maximum of 2 singte-sided pages and will not count against the limited written
-
technical proposal page limit. 4 -
Past Performance
organization. The offeror shall demonstrate relevant capabilities that it can bring to this project and any other
Contract Number (for subcontracts, provide the prime contract number and the subcontract number)
Project Title
Name of CompanyJAgency
Technical & Contract Point of Contact/Names/Phone Numbers
Total Dollar Value
Offerors are reminded that they are responsible for ensuring that accurate information is provided with the
reference material, including up-to-date telephone numbers and points of contact.
those identified by the offeror may be contacted by the Government to obtain additional information that will be
used to evaluate the offeror's past performance. 1
NOTE: It is acceptable to provide more than three references in order- account for significant
subcontractors that may be on your team.
BUSINESS PROPOSAL (No Page Limit

Offerors shall provide a breakout of eitimaied costs fbr the proposed task order
LRFP 02-010
EVALUATION CRITERIA
The Government wlll conduct a comprehensive evaluation of each proposal utilizing the "tradeoff'
process to determine which proposal o f f a s ~ h best
e combination of technical capabilities and estimated
cost/price to the Government. We reserve the right to award without discussions.
The following criteria are listed in descending order of importance:

The evaluation of soundness of approach shall consider the offeror's understanding of the CMS requirements
and the offeror's proposed approach to co-mplying with the requirements in a timely manner. The evaluation
shall include consideration of the proposed process for designing and e a w g out consumer testing of lnternet-
based surveys for people with Medicare. The evaluation shall include substantiation of the ability to customize
survey specifications to meet client needs.
The evaluation shall also consider the capabilities of the website evaluation tool. Specifically, the evaluation
will assess how well the evaluation tool addresses website content, navigability, functionality, appearance,
interactivity, privacy, credibility, relevance, and usefulness. The tool must intercept visitors by a JavaScript-
based invitation, but also be suitable for visitors who do not have JavaScript enabled. For visitors who do not
have JavaScript enabled, they must be able to self-select for the survey via a button placed in a prominent
location on each site. The evaluation shall consider the proposed analytic methodology. which has an analytical
approach using partial least squares structural equation modeling to identify the major drivers of visitor
satisfaction.
Past Performance
The evaluation of past performance shall consider the offeror's involvement in projects of a similar magnitude
and type (size and technical area). Experience in work relevant to this task order, such as experience developing
web-based data collection tools, e-Research solutions, and online quantitative methodologies; experience with
website evaluation and attitudinal studies of Medicare beneficiaries; use of Internet-based interviewing to
conduct surveys; and the use of advanced statistical online research products to evaluate user loyalty, retention;
customer satisfaction, stickiness, resource allocation, and the ability to be interactive will be evaluated.
Performance information will be used for both responsibility determinations and as an evaluation factor against .
which offerors' relative rankings will be compared to assure best value to the Government. The Government
will focus on information that demonstrates quality of performance relative to the size and complexity of the
acquisition under consideration.
Management Plan
The evaluation of management shall consider the offeror's ability to mana@Bnd balance technical performance,
time constraints, cost factors and the management of subcontractor personnel. This section shali also consider
the offeror's ability to address and resolve problems that may arise during contract performance.
- -
LRFP 02-010
Personnel - -
required in the SOW. The caliber of key personnel shall be based upon the individual's past performance on
contribute.
- -.
-.
Cost Evaluation - - -
We will perform a cost analysis on your proposal and analyze it for cost realism. Cost realism is defined as your
Customer Feedback Surveys
LRFP 02-010
- STATEMENT OF WORK
I. Purpose
- -
The purpose of this task order is to conduct a customer feedback survey for each of the
two websites to gain a greater understanding regarding consumer satisfaction \s.ith the
sites and to use the results of the surveys to improve the sites.
There are two major subtasks of the Task Order, which are outlined on the follow in^
pages. In brief, under the new- -.task order, the Contractor shall conduct work on:
--
Subtask I . cms.hhs,gov website custome; feedback sui?/%y

Subtask 2. www.medicare.gov website customer feedback survey
The Agency's new website, cms.hhs.gov went live September 13, 2001. CMS developed
this site in concert with-the new administration's goal of providing better customer
service,to all our constituents. The underlying principle of the site is to have a single
unified Internet presence for the Agency that contains authoritative, accurate, and
up-to-date information.
The cms.hhs.gov website provides a consolidated Internet identity for the Agency with
audience pages including: program information, Agency vision and mission, Agency
structure, contact information: and career information; Public Affairs contains press
releases, testimonies, speeches and fact sheets; Beneficiary pages contains information
and links for Medicare beneficiaries, Medicaid , SCHIP, and HIPAA consumers;
Professional pages contain links for managed care organizations, potential contractors,
institutional providers, health care professi,onals, contractors, states, ~ a t i o n a Medicare
l
- - --
Education Program partners, and Information Technology (IT) organizations.
Development of the website was divided into three phases. The first phase was launching
the website with new tools and features including a customer service tool. The second
phase (unfolding now) involves migrating content over from the legacy website
(www.hcfa..~ov),deployment of centralized resources (contact information, glossary
terms, and acronyms) as well as implementation of a content management system. The
third phase is characterized as continuous improvement. Once the initial site is
constructed, we will obtain feedback from site visitors to identify areas for improvement.
.&
The www.medicare.gov website is folded under the cms.hhs.gov umbrella and retains a
unique identity (www.medicare.gov) to preserve the special d e s i g features for Medicare
beneficiaries. The site includes the following information for people on Medicare and
anyone involved in helping €hem with their health care decisions: Medicare ~ l i g i b i l i t ~ ,
Medicare Enrollment, Medicare Premiums, Nursing Homes, Medicare Plan Choices.
Medicare Claims, Appeals Information, Medicare Summary hotices, Information to Help
You Stay Healthy and ~ r e ~ u &Askedt i ~ Questions, and Search and Compare tools
including:
Medicare Personal Plan Finder - Helping you compare health plans in

your area.
Nursing Home Compare - Compare nursing homes in your area.
Prescription Drug Assistance Programs - Programs that offer discounted
or free medicatins.
Dialysis Facility Compare - compare dialy& faGlities in your area.
Participating Physician Directory - Locate Medicare participating
physicians in your area.
Supplier Directory - Locate Medicare participating suppliers in your area.
Helphl Contacts - Find phone numbers and websites.
Publications - View, order, or download Medicare publications.
Your Medicare Coverage - Your health care coverage in the Orignal
Medicare Plan.
Medicare Health Plan Compare - Compare health plans in your area.
Medigap Compare - Locate supplemental insurance policies to cover
expenses not paid-by Medicare.
The www.medicare.gov website also includes listserves to allow people to subscribe to

and receive routine email updates and information about site changes, and a customer
service tool which allows users to search for answers to their questions.
The Customer Feedback Sutvevs
The contractor shall conduct two sutveys, one for each website, of visitors to
cms.hhs.gov and www.medicare.gov with the goal of gaining insight into site
improvements likely to increase visitor satisfaction and loyalty. These surveys have the
following objectives:
Assess the key components of the site, specifically: site content,

navigability, functionality, appearance, interactivity and privacy policy.
Employ a methodology capable of identifying the drivers of visitor
satisfaction and loyalty isolating specific site features where changes will
yield the greatest improvements.
Serve visitors using assistive technologies, such asscreen readers, and
visitors who are not JavaScript enabled.
The surveys must be 508 ADA Compliant
Present and write surveys so .that they are understa~idableand useable by
senior citizens.
The survey for ~ w r . m e d i c a r e . g o vwill utilize a survey that has been used previousl~..
The survey for cms.hhs.gov?vill be newly developed for the site.
The current website utilizes MSlnteractlve's SireMight tool. The survey tool must
provide a quantitative, online-wasite evaluation method. which applies loyalty and
retention concepts from customer satisfaction research to website evaluation. The
following components must be addressed through the website tool: content. navigability.
functionality, appearance, interactivity, privacy, credibility, relevance and usefulness.
Impact and performance scores shall be tallied and reported to CMS. Visitors must be
intercepted by a JavaScript-based invitation. This invitation is customized for the site.
Each questionnaire will be developed and then deployed in two different software tools.
One version will use a site infei'cept methodology to sample visitors and offer them the
survey opportunity. A second version will be degoyed for-assisfive technology
compatibility and for visitors who do not have JavaScript enabled. Sampling will be by
self-selection via a button placed in a prominent location on each site.
CMS is interested in using an analytical approach that uses partial least squares structural
equation modeling to identify the major drivers of visitor satisfaction. The output from
the analysis shall be used to develop a report for CMS describing the current dynamics of
visitor satisfaction with cms.hhs.gov and www.medicare.gov and recommend specific
areas where improvements can be expected to increase satisfaction, visitor loyalty,
stickiness, or future use of the site. CMS will define how many responses to obtain in
order to produce a sample with statistical validity. The methodology for each survey may
differ g v e n the variety of users for each site.
The survey(s) shall be posted in Spring 2003 and Fall 2003. Results and
recommendations will be delivered to CMS.
111. Specific Tasks Under the Contract

. -
Workplan Development
A phased workplan specifying all project activities and a detailed project schedule
will be developed. The workplan will be considered final after review and
approval by CMS.
Questionnaire Development
The questionnaire shall be developed around the specific needs of CMS and
current configurations of u~ww.cms.hlls.~ov and www.mdicare.go\ for CMS
approval. The contractor shall also conduct qualitative testing of the final
questionnaires to assess cognitive performance and usability with senior citizens.
Implementation
. Once CMS and O M B have cleared the cms.hhs.gov survey and the
k . m e d i c a r e . g o v survey has been reviewed, the contractor shall program the
questionnaires in Internet-interviewing software. Two versions will be
programmed for each questionnaire.
Version 1 (Main Study) will use a software system that will enable visitors to be
directed to this questionnaire via a JavaScript intercept. This will sample
respondents at a rate designed to generate completed interviews. The precise
wording of the intercept will be developed in conjunction with CMS. The
intercept code will be pl-aced on selected pages, expected to be those with the
greatest traffic. Actual 'code placement will be the respomibility of CMS. To
ensure that a visitor completes only one survey, the questionnaires will include a
screening question to identify and terminate visitors who already have completed
an interview.
Version 2 (Screen Reader Version) will use software that is designed to be

compatible with screen reader software and does not require that the user have
JavaScript enabled. Visitors will be directed to this version of the questionnaire
via a prominent link on each site.
Analvsis
At the conclusion of the field period all data will be cleaned and processed. Any
open ends will be coded and verbatims processed for delivery to CMS.
Frequencies and an SPSS file with all responses will be prepared and delivered to
CMS. A multivariate model will be generated that describes the main drivers of
visitor satisfaction and loyalty.
Reporting
The offeror will use the analysis results to create a report for CMS that describes
the modeling outcomes and makes specific recommendations for site
improvements. A written report will be provided to CMS for review and
comment, and the offeror will follow that up with a presentation of results and
recommendations at CMS.
IV. Deliverables
All materials submitted to CMS (videotapes. audiotapes, reporti,-itc.) must be labeled

with adequate identifying information, including: but not limited to, a topic sentence or
phrase (more than just "Medicare"), date of recorded material, location of recorded
material, task order number and contractor name. -
All deliverables must be approved by CMS and submitted to the GTL. Month11
Pronress Reports must be submitted in accordance with Section F.2 o f the base
contract for the overall task order.
-
SCHEDULE OF DELIVERABLES:
-. -
Deliverables Deliven Date
www.medicare.~ov
1. Kickoff meeting with Contractors September 30. 2002

2. Project Workplan October 30. 2002
3. Evidence of cognitive and usability testing with seniors. October 30. 2002
4. Final questionnairesfor CMS approval. May 30,2003
5. Contractor post and collect 3500 surveys - - -- June 16.2003
6. Data analysis and a multivariate model July 30. 2003
7. Contractor generate report and present to CMS August 29.2003
Deliverables Delivery Date

\nvw.cms.hhs.~ov
1. Kickoff Meeting with Contractors September 30,2002

2. Project Workplan October 30,2002
3. Evidence of cognitive and usability testing with seniors. October 30,2002
4. First draft questionnaires for CMS approval. March 3 1, 2003
5. Final questionnaires for CMS approval. October 3 1, 2003
6. Website programming for survey November 14,2003
7. Contractor post and collect 3500 surveys November 18,2003
8. Data analysis and a multivariate model. December 29,2003
9. Contractor generate report and present to CMS January 28,2003
1 0. Frequencies and data files. February 16, 2004
The period of performance for this task order is from date of award through
February 27,2004.
DEPARTMENT OF HEALTH & HUMAN SERVICES HEALTH CARE Frn.%\c~\<;
- ADMIIVISTRATlOh
7500 Securih Boulevard
Baltimore, hID 21234-1850
- -
April 1 1.2001
Subject: LETTER REQUEST FOR PROPOSAL NO. 0 1-003 UNDER HCFA CRC
UMBRELLA CONTRACTS -
TO ALL OFFERORS:
We invite you to submit a proposal in response to this Letter Request for Proposal (LRFP) 1Vo.
01 -003, entitled "Dual Eligible Partnership Training and Coalition Building," for a proposed
task order we will issue under your CRC contract. We anticipate awarding a Cost-Plus Fixed
Fee (CPFF) type task order from this statement of work. Your response must be in
accordance with the requirements set forth in Section G. 1 entitled "Task Order Procedures" of
your base contract and this correspondence.
You must submit technical and administrative questions concerning this LRFP as well as
BID/NO BID decisions via E-mail to Juanita Pang Cjpang@hcfa.gov) by Wednesday, April
18, 2001. We request that you also provide the rationale for any NO BID decisions at that
time.;.,
You must submit your price proposal and technical proposal, on or before 10:OO A.M. local
prevailing time on Wednesday, April 25, 2001 to the address listed below. Proposals
submitted electronicallv are not accwtable.
. -
Health Care Financing Administration

ATTN.: Ms. Juanita Pang, Mail Stop C2-2 1 - 15
The evaluation criteria are included. The evaluation process is the "best value" approach; with
award being made to the offeror(s) whose proposal(s) isiare the most advantageous to the
Government. Technical quality of the proposal(s) is more important than costJpnce.
proposal nor to procure or contract for the services described herein. In addition, the Contracting
to contact Juanita Pang on (4 10) 786-5538.
--
Sincerely,
%YfegerJ..
Mary E. Jo es
Contracting Officer
--
Attachments:
1) Proposal Preparation instructions (3 Pages)
2) Evaluation Factors for Award (1 Page)
3) Statement of Work (i( Pages)
b
assist us in thoroughly and completely evaluating all proposals, you must submit your proposal in
;ordance with the following format requirements specified below, and adhere to the page limitations.
ere will not be an opportunity for oral presentations. Assume a late May 2001 award date, with the
st pre-training event for HCFA staff occuning inSeptember, and the regonal conferences beplnning
the Winter 2002.
A. ContentIFormat
You must submit an origmal plus three (3) copies of the following documents:
1. Technical Proposal (Not More Than 30 Pages):

- -
(a) Executive Summary - --
(b) Technical Understanding and Approach
(c) Management Plan
(d) Work Plan
(e) Past Performance (submitted as attachment; 3 pages; not counted towards page limit) -
List of relevant references (description. dollar amount, period of performance, customer,
point of contact, and phone number)
(0 Resumes (submitted as attachments for those categories you propose as key personnel; 2
pages maximum for each resume; not counted towards page limit)
- 2. Cost Proposal (No Page Limit): You must providea breakout of costs for the proposed task
order.
3. Assumptions: Assume a May 3 1,2001 award date.
SUBMISSION OF TECHNICAL PROPOSAL
A. General Information
- -
As set forth above, the technical proposal must effectively convey your ability to perform this
effort, and must address the evaluation factors identified for this requirement. You must submit
hard copies of your technical proposal by 10:OO A.M. local prevailing time on Wednesday,
April 25,2001, to the address specified in the LRFP. Proposals submitted electr-onicalIy are not
acceptable.
. .
:chnical Proposal I
(a) Executive Summary: Your proposal should demonstrate a detailed, comprehensive and
overall technical approach for successfully meeting the objectives and requirements of this
task order.
(b) Technical Understanding and Approach: Your proposal should demonstrate your:
(1) Ability to have a good understanding of the scope, complexity and requirements
associated with the task arder
(2) Ability to present in a clear, concise, and sound manner the work to be carried out in
the Statement of Work (SOW),
(3) Ability to respond to the SOW in all respects and reflect the ability to comply with all
requirements,
(4) Ability to effectively execute this project, including access to requisite data and
information, resources, staff, expert consultants, and computers.
- ---
(c) Management Plan and Personnel: Your proposal'should demdnstrate your:
(1) Ability to provide an administrative framework satisfactory for maintaining quality

control over the implementation and operation of the task order,
(2) Ability to provide resources that you will require to support your plan (i.e. facilities,
hardware, software, other direct costs, communications, etc.),
(3) Ability to provide personnel that are not only competent and experienced
in the skills required in the Statement of Work, but that also have the requisite academic
qualifications and a variety of experiences in similar tasks and relevant training and
experience.
Key Personnel:
1. Project Manager: Provide individuals with organization and managem,ent skills to serve as
project manager for this effort. This individual will participate as the primary point of contact
and overall coordinator of contract activities. This individual will work directly with team
I
members on the overall planning and execution of activities.
2. Professional Trainer(s): Pro'vide motivational trainer(s) with expertise jin training techniques
and specific knowledge on partnership training, coalition building, andloutreach and
enrollment issues for the dual eligible population. Additionally, contr&tor's trainer(s) need
to specific experience with effective outreach and enrollment tools avajlable and their use.
3. Subject Matter Experts and Conference Logistic Support Staff: provide a team of flexible
Subject Matter Experts (SMEs) and support staff. These individuals will be required to
handle such tasks as conference planning, marketing, media, regonal market data research,
partnership and coalition building, graphc design, editing, and clerical and administrative
support functions.
(d) Work Plan: Your proposal should set forth a reasonable approach and time
fiame for successfully completing t h s task order; ability to indicate how HCFA's standards
for high quality work can be- met on time, while the Contractor performs other competing
obligations.
(el Corporate Experience: Your-proposal should include information on:
(1) Your involvement in a arranging and hosting the same or similar type training events;
(2) Your knowledge in partnershp training and coalition building, including rechruques that
you would suggest for training in h s area;
(3) Your ability to motivate and train the target audience for the training events;
(4) Your knowledge of the dual eligible programs, and barriers and obstacles for outreach
and enrollment of potentially eligible individuais;
(5) Your knowledge and experience of the diverse compositionmf the dual eligible
population (e.g., e t h c , racial, gender, income level, rural vs. urban, disabilities)
audiences;
(6) Your knowledge of partners that work with the dual eligible population and successful
coalitions that have already been formed, as well as obstacles encountered when trylng to
form coalitions for the target population;
(7) Your knowledge of effective tools for outreaching and enrolling potential dual eligibles;
and
(8) Your experience putting outreach and educational tools to use, including specific
information on your experience with public service announcements and training videos.
( f ) Past Performance:
Project Title
Brief Description
Company
Contract Number
Point of ContactlNameIPhone Number
Contract Amount
TheGovernment may contact these references.
EVALUATION FACTORS FOR AWARD
The Government will conduct a comprehensive evaluation of each proposal utilizing the "best value"
cost/price to the Government.
- -
A. Technical Evaluation Factors: The technical evaluation factors for this requirement are listed below
in descending order of relative importance.
1. Technical Understanding and Approach
Your proposal is complete and demonstrates that you understand the methodology to employ for
conducting needs assessment and proposed training methods in order to accomplish the
objectives and tasks described in the statement of work l o proaucl the desired products. Your
firm is of sufficient size and has adequate resources to complete/support the various tasks.
2. Management Plan & Personnel Qualifications
Your proposal includes key personnel who are competent and experienced in the skills required
in the SOW. Resumes of key personnel that reflect a variety of experience in similar tasks.
Describe the specialized qualifications of proposed professional trainers. Your proposal
indicates the percentage of time each staff member will contribute. If you propose
subcontractors, you have provided information supporting their qualifications.
3. Work Plan
Your proposal demonstrates that you understand the steps within the process for developing the
materials and a timeline to accomplish the work.
4. Corporate Experience (As Attachment; Not Counted Towards Page Limit)
5. Past Performance and Experience (As Attachment; Not Counted Towards Page Limit) --
Your proposal will be evaluated to determine the extent to which your company has the necessary recent,
relevant experience and past performance record with work similar to that required under this task order.
B. Cost Evaluation
We will perform a cost analysis on your proposal and analyze it for cost realism. cost realism is defined as your
D U f i ELIGIBLE PARTNESHIP
'FRAlNING & COALITION l31JILDING
- LRFP 0 1-003
STA TEMENT OF WORK

-
Purpose
The overarching purpose of this task order is to bring together, at a regonal level, partners from
the State, tribes, other Federal agencies, advocacy groups. and faith and local community
organizations who serve the dual eligible population. And, through training on effective
partnershiplcoalitions building, to facilitate sustainable, regional coalitions among partners. As a
secondary objective, the five regonal conferences will be used to distribute the revised dual
eligible outreach kit, "Savings for Medicare Beneficiiries," and totrain conference attendees on
effective use of the kit, including promotional opportunities for the public service
announcements and videos contained within the kit. In order to ensure that the Health Care
Financing Administration (HCFA) can support these partnership/coalitions on an on-going basis,
as part of this task, representatives from the HCFA regonal offices will receive intense training
on partnershiplcoalition building prior to the regonal training sessions. The contractor will be
responsible for all logstical aspects of hosting the five regional training sessions and the HCFA
regional representative training session, as well as for developing the partnershiplcoalition
building cumculum and providing the training at each event.
11. Background
A significant number of low-income Medicare beneficiaries are not enrolled in the dual eligible
programs that can help them with their Medicare costs. Without this coverage, costs can be
prohibitive and serve as a bamer to care. The HCFA is committed to enrolling low-income
Medicare beneficiaries in the dual eligible programs that can assist them with out-of-pocket
Medicare expenses, thereby removing a financial bamer to care. As evidence of this
commitment, HCFA established a Government Performance and Results Act (GPRA) measure to
improve enrollment of dual eligibles. The Social Security Administration (SSA) and the Health
Resources and Services Administration (HRSA) share this commitment and have partnered with
HCFA in many activities under the GPRA measure aimed at outreach and enrollment of dual
eligibles. As part of the GPRA measure, we have conducted a number of direct outreach
activities, developed a number of outreach enrollment tools, and conducted training; however,
increased enrollment is largely dependent on cooperation from other partners. Other Federal
agencies, States, State Health insurance Assistance Programs (SHIPS), community-based
organizations, senior advocacy groups. and providers all play an instrumental and unique role in
the enrollment of potential beneficiaries. Therefore, HCFA believes that any successful outreach
DUAL ELIGIBLE PARTNESHIP
'I'RAINING & COALI'I'ION RIJILDINC:
- 1,RFP 01-003
and enrollment strategy must have partnership at the core, and that this partnership has to be
sustained through the life of the grogram through coalitions and other measures. The HCFA
internal training event and five regional conferences are being undertaken to facilitate and
support these critical partnerships and coalitions for enrollment of dual eligibles.
111. Scope
Contractor shall furnish the necessary personnel, materials, services, and equipment to plan.
prepare, host, and manage five regional conferences on partnership training and coalition
building to reach and enroll poteneal dual eligible beneficiaries. Contractor shall also develop
the training curriculum for partnershiplcoalition building and provick the training, as well as for
the training on the effective use of the elements of the dual eligible outreach kit. Additionally,
contractor shall plan and host a partnershiplcoalition building pre-training event for HCFA
regional and central office staff members in advance of the regional conferences in order to
prepare HCFA staff for their role in facilitating and supporting regional coalitions. These tasks
are being completed as part of the GPRA measure to "InzproveAccess to Care,for Elder-IIJand
Disabled Medicare Beneficiaries W'zoDo Not Have Public or Private Supplemental Insurance -
Dual Eligibles."
HCFA Pre-Training Event

There will be 35 participants at the HCFA staff pre-training event, which will be held in early
September. While the training shall last 1 112 days in duration, the contractor shall be
responsible for only one full day of training on partnershiplcoalition building. The remaining
time (1 12-day) will be spent on internal training provided by HCFA staff. The location of the
meeting will be in the Baltimore area with location and room arrangements for the full duration
(1 112 days) to be secured by contractor. Contractor should include the cost of one working
lunch for all participants when determining budget.
Regional Training Sessions

. . . - -
The five regional training sessions will each be two days in duration and will be held in locations
that cross the country. For the purpose of preparing a budget, the contractor shall assume that
Sacramento, Albuquerque, Nashville, Minnesota, and Philadelphia are the locations; however,
the actual locations shall be determined with assistance by the contractor. The coiferences will
be held in Winter & Spring 2002. The contractor shall be responsible for: planning, obtaining
hotel space, regstration, funding participant and speaker travel, developnient of conference
materials, day-to-day operation of the meeting, and post-conference follow-up. Additionally, the
contractor shall be responsible for development of a dual eligible specific partnership training
DUAL ELIGIBLE PARrI'NESHIP
'TRAINING & COALI?'ION BUILDING
- 1,RFP 0 1-003
and coalition building cumculum, and for providing the training as well as for providing the
training on effective use of the outreach kit and promotional opportunities. In total, we anticipate
that the contractor shall be directly responsible for providing training for the majonty of the
training sessions, opening remarks, two panels on exemplary practices, a session on grants, and
closing remarks. Contractor shall be required to maximize resources by identifying and
modifying existing cumculums that have been used by HCFA or other Agencies for similar
purposes. The meeting is co-sponsored by HCFA, SSA, and HRSA. Contractor should include
the cost of catering for two morning breaks, and one afternoon break at each conference. as well
as a reimbursement and logistical-admin~strationof a $500 grant to each State for travel
reimbursement of partnershiplcoalition experts at the-conference. -We anticipate payng full
reimbursement for five additional speakers at each of the five events. The number of participants
will range from 120-180.
IV. Obiectives
There are several key objectives of this task order:
A. Internal HCFA Training Event -

1 . Ensure that HCFA regional and central office staff representatives have the
knowledge and tools necessary to effectively facilitate and support State-level
partners and coalition building.
2. Ensure that regional offices receive the necessary information on effective
partnershiplcoalitions strategies, including market research, trends, etc. , to enhance
their efforts and technical assistance.
B. Regional Conferences -
1. Ensure the implementation of the most effective and innovative approaches for
reaching out to engage, and sustain, interest of partners in efforts around outreach and
enrollment of dual eligbles. ' . - -
2. To facilitate the creation of regional coalitions of partners for dual eligble outreach
and enrollment.
3. Ensure that coalitions have the information, available market tools, support. and
training necessary to employ innovative techniques for reaching out to the target
population -- dual eligibles.
4. Promote an environment that is conducive to a "transfer of knowledge" among
partners, and across regions and coalitions.
5. To disseminate the dual eligible outreach kit and instruct conference participants in
DUAL ELIGIBLE PAR'I'NESHIP
TRAINING 8r COALITION BIJILDINC,
- LRFP 0 1-003
opportunities and proper use of the elements contained within the kit, including
promotional and trainiftgopportunities for use of the public service announcements
and videos.
V. MeetindReporting Requirements
independently and not as an agent of HCFA, the contractor shall furnish all of the necessary
services, qualified personnel, material and equipment, and facilities, not otherwise provided by
HCFA, as needed to perform the requirements of this Statement of Work (SOW).
- ---
HCFA is interested in providing top-notch training on pmership-and coalition building that
includes the most effective and innovative approaches to engage, educate, .and motivate
conference attendees. The contractor shall provide a wide variety of planning, coordination,
implementation, regonal data analysis, needs assessment, and training activities to accomplish
this goal. This may include gathering data on what partners exist and their level of partnership.
The contractor shall work and interact on a regular basis with a HCFA planning group.
The contractor shall perform the following requirements, nationally andlor in specific regions as
required:
A. Kick-off meeting: Participate in a kick-off meeting and orientation to meet the key
government players and set expectations. The Contractor shall participate in an initial
meetingkick-off conference that shall be held after award of the Task order. The
Contractor and GTL shall mutually determine the time and date of the conference.
B. Work Management Plan: The Contractor shall design and implement a work
management plan for ensuring maximum cost and labor efficiency in coordinating
activities for the pre-training event and five regional conferences. ~ h i s i ~ l must
an
promote economies of scale in carrying out tasks and in ensuring that t$e govemrpent
does not pay twice for related tasks that have been previously funded. The Contractor
must develop a draft and final work management plan. The GTL will review the draft
and provide feedback to the Contractor within one ( 1 ) week after receipt.
I
C. GTL Meetings: Participate in regular weekly meetings between the GTL and contract
management staff to review major ~ssues/milestonesincluding:
1. Progress over the past week
2. Upcoming activities for the next week
DUAL ELIGIBLE PARTNESHIP
TRAINING & COALITION BIJILDIN(;
- LRFP 01-003
3. issues that have arisen and recommended solutions

4. Discussion of costs - - .
The contractor shall provide team-meeting minutes including Action Items for follow-up as
required.
D. Monthly Status Reports: Provide monthly contractor status reports on activities and
deliverables. The first report will be due 6 weeks following the effective date of the
task order. Thereafter;the report will be due the 15th of each month. The exact
format of thls monthly report will be determined afterdiscussion between the GTL
. .
and Contractor.
E. Expenditure Reporting: Provide an expenditure report. The first report will be due 6
weeks following the effective date of the task order. Thereafter, the report will be due
the 15th of each month, until such time of the actual conferences occur. Once
conferences have begun, expenditure reports are due weekly. This report will track
funding allocations by line item verse actual expenditures, with a summary of
variances. The exact format of the expenditure report will be determined after
discussion between the GTL and Contractor.
F. Ad Hoc Meetings: Participate in HCFA conferences or meetings upon~requestof the

GTL. The purpose of the meetings will be to provide updates on the status of
processes requiring HCFA attention.
G. Final Report: Prepare a final report at the end of the contract summarizing
!
expenditures and lessons learned.
!
VI. Deliverables I
The Contractor shall submit to the Government Task Leader the specified number ofhard copies
plus one (1) electronic version to the GTL in Microsoft Word or Excel format. The Contractor shall
also submit a copy of the transmittal letter for each deliverable to the Contract Specialist at the
address specified on the front of the task order.
DUAL E1,IGIBLE PAR'I'NESHIP
'I'RAINING & COALITION BUILDING
- LRFP 0 1-003
DELIVERABLE SCHEDULE
staffmembers in the Baltimore area.

Cumculum for Partnership , Training cuniculum that will be - - - Ilrafi May 12,200 1
Training/Coalition ~ u i l d $for
~ followed to train HCFA staff Final May 19,200 1
HCFA Staff members to prepare HCFA staff for
their role in facilitating- and
supporting regional ccalitions.
Cumculum for Partnership Training cuniculum that will be Draft September 30, 200 I
TrainingICoalition Building for followed to train State, tribes, other Final November 30,200 1
Regional (5) Conferences Federal agencies, advocacy groups,
and faith and local community
partners on parmershp and coalition
building.
Curriculum for Effective Use of Cuniculum for training partners on Draft September 30. 200 1
Outreach Kit and Promotional effective use of the Outreach Kit and Final November 30, 200 1
Opportunities maximizing promotional
.
I
~
opportunit~es.
1 1 I January - April, 2002
1
Regional Conferences Hosting 5 Regional Conferences
Team Meeting Reports (GTL and To all meeting participants and GTL By close of business two days afier
CO status meetings~ the date of the meeting
Monthly Status Reports 13 copies: 2 copies to GTL, I copy 6 weeks after contract award and the
to each HCFA RO, and I copy to 15' of every month thereafter
Contract Specialist.
Expenditure Reports 12 copies: 2 copies to GTL and 1 6 weeks after contract award ~d the
copy to each HCFA RO. 15&of every month thereafter until
conference begins and then weekly
Final Report 12copies: 2 copies to GTL and 1 Draft: Four (4) weeks prior to end
copy to each HCFA RO of contract
Final: The last day of the period of
~erformance
VII. Period of Performance

The period of performance for this Task Order shall be ( 1 8) months from the date of award.
Page 6
F E P A R T M E N T OF HEALTH di H U M A B SERVICES ~ I 11 ( \ ~ t
I I 11
Fl\i\Cl\(; ~ \ I I \ I ~n I\ I lo\
l'-
'500 Securln Boule\ drd
Baltimore. M D 212-14-1850
Ogilvy Public Relations August 8. 2000

--
ATTN Mr Yolan Laporte
1901 L Street, N W
Wash~ngton,D C 20036
Reference HCFA-00-001 1 . Communications and Social Marketing, Request for Task Order
Proposals
- ---.
Dear Mr. Laporte: -- --
You are invited to submit a proposal for at least three (3) of the five (5) task orders in response to
this Letter Request for Proposal (LRFP) for the award of task orders 0001, 0002, 0003, 0004,
and 0005 under the "Communications and Social Marketing" solicitation. Your proposals shall be
submitted in accordance with the requirements set forth below.
1 . Prepare a limited written techrucal proposal (see Attachment 1 for specific proposal
instructions);
2. Prepare a business proposal in accordance with Attachment 1 to this L Y P ;
3 . Submit one (1)original and four (4) hard copies of the limited written technical
proposal and one (1) original and two (2) copies of the business proposal; and
4. Your proposal must be received no later than 2:00 p.m. Eastern Daylight Time on
Aupust 15, 2000, at
i
Health Care Financing Administration .

i.
:.
Office of Acquisition anh Grants
8
I
. - -
Mailstop: C2-2 1 - 15 !

Attention Ms. Juanita Pang OR Ms Debbie ~trittmatter

Contract Specialist Contract Specialist
(4.10) 786-5538 (4 10)786-5 136'
The evaluation process to be utilized in this acquisition will be the "best value" approach r i ~ r h
award being made to the offeror(s) whose proposal(s) d a r e the most advantageous to the
Government Technical quality of the proposals is more important than costlpr~ce Task Orders
will only be awarded to those offerors who are awarded an IDIQ base contract
The Government is not committed -to- reimburse any costs associated with the preparation or
submission of a task order proposal. In addition, the Contracting Oficer is the only individual
.
.who can legally commit the Government to the expenditure of public hnds in connection with the
proposed procurement.
-
Questions concerning this LRFP should be referred to Ms. Juanita Pang, at (410) 786-5538 or
Debbie Strittmatter, at (4 10) 786-5 136.
Sincerely,
Edward Hodges, ~ t e c t o r
Attachments:
1 . Proposal Instructions
2. Level of Effort Per Task Order
3. Statement of Work (Task Orders 3001, 0002, 0003, 0004, 0005)
1. PROPOSAL ORGANIZATION
The offeror's proposal submission shall consist of Volume 1, Business proposal and Volun.2 11.
Limited written Technical Proposal. Your offer shall be organized as follows
- -
.4 Volume I - Business Proposal The Business Proposal shall consist of the follow~nz
1. TabIe of Contents
2. Cost Estimating Assumptions
3 Breakdown of Proposed Costs
4. Subcontract Proposals
i
B. Volume 11 - Limited ~ritten:?kchnical Proposdi The Written -
~- - Technical Proposal shall
consist of the following:
1 Technical Understanding and Approach

2. Staffing Plan
2. PROPOSAL PRESENTATION
A. .' The proposal shall be numbered. The number of pages for Volume I are not limited.
however, Volume I should be carefully prepared to be clear and concise. Volume I1 should
be kept to no more than 12 pages per task order
-
B. General Instructions:
1 Page Size, typing, Spacing and Page Numbering - Page size shall be 8.5 by
1 1 inches. Foldouts will count as two pages. The task order proposaIs shall
be numbered and printed on one side pages. Submit task order proposals,
to the extent possible, on high-grade white paper, which can be recycled.
Type size shall not be less than I2 pitch type with a-double-space between
lines. Resumes for key personnel are limited to 2 pages each. The resumes
shall be provided as an attachment, and will not be counted towards the
page count.
3. BUSINESS PROPOSAL INSTRUCTIONS
NOTE: It is anticipated that Cost Plus Fixed Fee Task Orders (CPFF) will be issued as a result of
this LRFP
The business proposal shall be comprised of the following elements:
a Table of Contents - - -
b Cost Estimating,
- Assumptions
Explain the methodologies and significant assumptions used in developing the proposal
c Breakdown of Proposed Costs
-
Costs associated with each task order should be broken out as follows
a) Direct Labor Rates-. -
i) Provide the basis of proposed labor rates and labor classifications includ~ngan!
proposed escalation factors
ii) The contractor shall distribute labor hours provided at Attachment 9.amon2
themselves and their subcontractor(s) by areas of expert~seor where they uould
intend to utilize them.
-- -
b) Indirect Costs - As applicable, appropriate indirects should be applied to ODCs
and subcontractor(s) costs
c) :Other Direct Costs (ODCs) - Use appropriate "plug" figures as stated in

Attachment 2.
d) Fee
The offeror shall propose a fixed fee.
Fee should not be proposed on Facilities Capital Cost of Money (FCCM)
e) Facilities Capital Cost of Money (FCCM)
If applicable, the Contractor shall provide the calculations utilized in computing

FCCM NOTE: In accordance with HHSAR 3 15-905-74, when facilities capital
cost of money (cost of capital committed to facilities) is included as an item of cost
in the contractor's proposal, a reduction in fee shall be made in an amount equal to
the amount of facilities capital cost of money allowed in accordance with the --
Facilities Capital Cost-of-Money Cost Principal
d. Subcontract Proposal(s)
All proposed subcontractors shall submit a complete cost proposal in the same format as
the offeror's cost proposal.
If a commercial item o r service is being acquired from a subcontractor, then data

submitted to substantiate price reasonableness can be limited to sales data relating to same
or similar items sold in the past year. The contractor need only include information that is
in a form regularly maintained by the offeror as part of its commercial operations (See
FAR Part 2.101 for the definition of Commercial Item).
4. LIMITED WRITTEN TECHNICAL PROPOSAL

The Limited Written Technical Proposal shall include
A. Technical Understanding and Approach - Your proposal will be e\.aluated
based upon the extent to which your proposal demonstrates-
Task Order 000 1 :
1 . Describe the process for evaluating

- existing consumer education materials to initiate a neu
' -.
research plan that seeks to improve the existing product.

. 2. Describe how you will collect and summarize information profiling relevant consumer
audiences, stakeholders, and other parties that will have an interest and role in developins
these new materials.
3. Describe how you will design and carryout consumer testing of products that will inform
beneficiaries about their rights and responsibilities, claims and co-payments. fraud and
abuse, non-renewal of contracts for health plans, and other policy-related issties under the
Medicare Medicaid, ~tatethildren'sHealth Insurance,-and Health Insurance Portability
and Accountability Act -(HIPAA)programs.
4. Describe your corporate experience in work relevant to this task order such as.
redesigning and simplifjing complex legal documents into more consumer friendly
language.
5 . Describe the qualifications of key personnel assigned to this task order, such as:
experience simplifj4ng legai documents and conducting research on document
comprehension.
Task Order 0002:
1 Describe the plan and the type of qualitative and lor quantitative formative research to
develop campaigdoutreach strategies that include identification of cultural, linguistic, and
functional barriers for specific target audiences. !
2 Describe how the Contractor would create message products, implement co-unication
efforts, monitor the communication efforts, and design and implement the assessment of
campaign processes and effects 1
1 Describe your corporate experience in work relevant to thls task order such !as
researching, planning and implerwnting health behavior change campaigns.
4. Describe the qualifications of key personnel assigned to this task order, such as:
--
knowledge of campaign development, research, and implementation as well $s health
behaviors. I
Task Order 0003:
1 . Describe the process for an initial evaluation of existing consumer education materials to
help direct a new research plan that seeks to improve the existing product.
2. Describe how you will collect and summarize information profiling relevant consumer
audiences, stakeholders, and other parties that will have an interest and role in developing
3. Describe how you would plan, implement, and assess your marketing and education
campaigns aimed at-educating consumers about HCFA's Heslth Insurance Programs.
4 . Describe your corporate experience in work relevant to this task order such as conducting
consumer education and research with older adult populations, informing the public about
health plan choices, or informing the about social program availability.
5 . Describe qualifications of key personnel assigned to this task order. such as de\,elopinc
web sites, conducting formative and assessment communication research. designing
messages, and producing and implementing campaigns.
-
Task Order 0004.
' I Describe how you will COG; and summarize information profiling relevant consumer
audiences. stakeholders, and other parties that will have an interest and role in developing
2 Describe how the Contractor would create message products, implement communication
campaign processes and effects.
3 . Describe your corporate experience in work relevant to this task order, such as promoting
the use of appropriate chainels relative to health information~eekingbehavior L rd
conducting nationwide health related campaigns. . .
4. Describe qualifications of key personnel assigned to this task order, such as: knowledge of
~edicar+ e Choice and information seeking behaviors.
Task Order 0005 :
1 . Describe your corporate experience in work relevant to this task order, such as: reporting
comparative quality information about various levels and components of the heal.th care
system.
2. Describe how you would create strategies and work plans for designing, completing.
testing, and evaluating products related to Comparative Health Quality Information.
3 Describe how the Contractor would design and carry out product testing (with consumers,
friends and family, community leaders, advocates, experts), to explore consumer interest.
to test available quality measures, and to test draft consumer reporting predicts in both
Internet and print formats. !
4 Describe how the Contractor would design and carry out experimental tests !ofthe impact
of consumer reporting products of differing design on the accuracy of consu:mer
interpretation and appropriatenev of consumer conclusions and decisions i
5 Describe qualifications of key personnel assigned to t h s task order, such as:; knowle@e
-
of health care systems and quality measures as well as, experience and knowledge of
communication and education program development and implementation. :
B. Staffing Plan - names of personnel who will be working on the task order; their
position title appropriate to their qualifications and effort to be conthbuted to the
contractltask order effort including those of any subcontractors. Identification of
key personnel; Key Personnel Resumes: Resumes shall contain information on
education, general background, industry background, and specific professional
accomplishments directly applicable to this Statement-of Work. Letters of
commitment are required of all key personnel not presently employed by the
offeror. (Resumes shall be provided as an attachment, and will not be counted
towards the page limit ) -
DEPARTMENT OF HEALTH & HUMAN SERVICES HE-~LTH
C.ARE
F I Z S C I 3 G .AD.\IIZISTK4TIO\
?SO0 S e c u r i 8 Boulevard
Baltimore. M D 2124-1
Ogilvy Public Relations October 13, 2000

ATTN: Mr. Yolan Laporte --
190'1 L Street, N.W.
Dear Mr. Laporte:

- ---
Enclosed are three (3) copies of contract 500-01-0003: Upon aEceptZnce, two (2) copies are to
be executed by a duly authorized official of your organization.
One copy may be retained for your files. The two signed copies shall be returned by October 23.
2000 to:

ATTN: Ms. Debbie Strittmatter
AGG/DCATS, C2-2 1- 15
Baltimore, Maryland 21244- 1850
Upon receipt thereof and signature by an authorized Contracting Officer, one hlly executed copy
will be returned to you. A post-award orientation meeting will be held during the first week in
November. Further details of the meeting will be provided to you at a later time.
If you have questions please contact the undersigned at (4 10) 786-5538 or Debbie Strittmatter at
(4 10) 786-5 136
-
Sincerely,
Juanita Pang
Enclosure (als) Contracting Specialist
Galvez - CRC TO 11 Mod Req V -
(zd
:Jaime
- -- - --
'gn 2.doc Page .1
- -- _-A
-. ..
- DEPARTMENT OF HEALTH & HUMAN SERVICES THE CENTERS FOR MEDICARE

Baltimore. MD 21244-1850
September 22,2004
To: Ogilvy Public Relations Worldwide

A m : Mr. Yolan L a p o w-- .
1901 L Street, N.W.
Suite 300
Subject: Proposed Modification to Task Order 00 1 1 under the Centers for Medicare &
Dear Mr. Laporte:
You are invited to submit a proposal for a modification to the subject contract entitled
"Development of Community-based coalition to Support Drug Card Awareness". The
government intends to implement the following revisions to the effort.
Section C.3.2 Grassroots Effort - The government intends to increase the funding allncatinn fnr
partnership efforts with community-based organizations (CBOs) by an additional j- r2 o
allow vou tn mav;mize yollr n~lh----h efforts under this program. The new total i,. ,
be b.: additio; b7 De allocated towards establishing partnership
arr .,--.-..., ,, ,.,.--,
U1 rural area.,, ..., ,wareness of providers who serve low-income
beneficiaries through community health centers (CHCs).
- - -
Section C.3.3 Regional Support - The regional facilitation role will be limited to coordination
and evaluation across all tasked CBOs, as well as with CMS and all ten CMS Regional Offices.
Section C.3.4 Training - The government is relaxing the requirement for Ogilvy to provide
training for the CBOs. The Regional facilitation role will be limited to coordination and
program evaluation functions and to ensure that any appropriate travel needs requested by the
approved CBOs are met in order for government-provided training can be attended at one of the
following locations:
September 14- 15,2004 - Minneapolis

September 23-24 - Washington, DC
September 28-29 - Los Angeles
September 28-29 - Miami
Early October - Baltimore- Make-up
- Session
- 1Jaime-Galvez - CRC TO 11 Mod Req V '3n 2.doc - -- --- --- ...-
Page 2
--
You are requested to provide a hard copy (original and 5 copies) of another revised proposal
since your proposal dated August 27,2004 has inaccuracies that can now be addressed with a
final, clean and accurate proposal. Your cost proposal shall set forth your proposed cost
restructuring based on a CPFF basis and should indicate the cost impact, both in cost savings
associated with the reduction in traiiiimg services and 10 Regional Facilitators for the total 12
month period of performance as well as any additional anticipated costs to administer the
program, additional CBO proposals, performance and evaluation and travel costs. In addition,
any other significant cost changes, such as subcontract changes, should also be reflected in this
revised cost proposal.
Your proposal is due by 10:OO A.M. EDT on Friday, September 24,2004 to the following
address: - -.--
Centers for Medicare and Medicaid Seivicks4
ATTN: Mr. Jaime Galvez, Contract Specialist
procurement.
If you have any questions, please contact Jaime Galvez at (4 10) 786-570 1 or the undersigned on
(410) 786-5163.
Sincerely,
Mary E. Jones
Contracting Officer
I
DEPARTMENT OF HEALTH & HUMAN SERVICES CENTEBS FOR MEDICARE AW

MEDICAID SEgYIm ~~
7500~Boulcvard
Ogilvy Public Relations Worldwicje- September 24, 2002

1901 L Street, N.W.
Suite 300
Dear Mr. Laporte:

- ---
Please be advised, this letter serves as preliminary notice of the Gov~rmnent'sintent to exercise
Option Year Two under the Centers for Medicare and Medicaid Services (CMS) contract number
500-0 1 -0003.
On or before the scheduled Option Year One completion date of October 30,2002, it is
anticipated that Option Year Two will be exercised pursuant to contract provision I. 1 - 52.2 17-9
If you have questions concerning this matter, please contact the undersigned on (41 0) 786-5 163
Sincerely,
Mary E. ~ o n ~contraGing
s, Officer
Division of Program Contracts - -
- -
DEPARTMENT OF HEAL= & HUMAN SERVICES cwnasP ~ 1-R nw

Baltimore, MD P1%1850
-
Ogilvy Public Relations worldwide
-. - August 27,2003
1901 L Street, N.W.
Suite 300
Dear Mr. Laporte:

- -.
Y- Please be advised, this letter serves-as preliminary notice. of the-Go-ve-rmnent'sintent to exercise
Option Year Three under the Centers for Medicare and Medicaid Services (CMS) contract
number 500-01-0003.
On or before the scheduled Option Year Two completion date of October 30,2003, it is
anticipated that Option Year Three will be exercised pursuant to contract provision 1.1 - 52.2 17-9
If you have questions concerning this matter, please contact the undersigned on (4 10) 786-5 163.
Sincerely,
Mary E. ones,contrading Officer

Division of Program Contracts -.
. -
DEPARTMENT OF HEALTH & F .AN SERVICES
Centers for Medicare & Medicaid krvices
7500 Securifv Boulevard, blail Stop C2-21-15
?
Acquisition and Grants Group-
August 3,2004

- ---
1901 L Street. N.W.
Washington, DC 20036 - --
SUBJECT: CMS CONTRACT NO. 500-01-0003
Dear Mr. Laporte:
Contract," you are hereby notified of the Government's intent to exercise Option Year Four under
This notice does not obligate the Government to renew the contract if conditions at actual time of
renewal dictate otherwise.. A modification to the contract would be the instrument used to effect
the actual renewal.
If you have any questions concerning this matter, please contact Mr. Kevin M. Pope. Contract
Specialist on (410) 786-5794 or write to the undersigned.
Sincerely. .
.
ba.w
Debra A. Hoffman
Contracting Officer
DEPARTMENT OF HEALTH B HUMAN SERVICES cErrrrRs FOR MCOICAREND
‘.wo*- 7500 Security Boulevard

- Baltimore, MD 212441850
Ogilvy Public Relations Worldwide August 14,2001

,1901 L Street, N.W.
Suite 300
Dear Mr. Laporte:

j-
Please be advised, this letter serves as preliminary ndtice of the Gov'rmnent's intent to exercise
Option Year One under the Centers for Medicare and Medicaid Services (CMS) contract number
500-0 1-0003.
On or before the scheduled Base Year completion date of October 30,2001, it is anticipated that
Option Year One will be exercised pursuant to contract provision 1.1 - 52.21 7-9 "OPTION(S) TO
EXTEND THETERM OF THE CONTRACT." This preliminary notice does not constitute a
commitment on the part of the Government.
Mary E. l&es, corkacting Officer

Acquisition and Grants Group - i
. ',
Division of Program Contracts \ . - 1
DEPARTMENT OF HEALTH & HUklAN SERVICES CENTERSFOR MEDICARE A N D
-
Baltimore, M D 2 1244
--
Ogilvy Public Relations Worldwide June 12,2003
A m : Mr. Yolan Laporte
1901 L Street, N.W.,
Suite 300
- -.
I'
Reference: Contract No. 500-01 -0003 - --
Task Order: 0008
Dear Mr. Laporte:
document (SF-30).
Retain a copy for your files. The three signed-copies should be returned to:

ATTN: Mrs. Juanita Wilson
AGGIDPC, C2-2 1- 15
Baltimore, Maryland 2 1244-1 850
Upon receipt thereof and signature by anauthorized Contracting Officer, one fully executed copy
- - .,
effective from the date shown in Block 3, page 1 .
Sincerely,

Enclosures
--
September 14,2004
Mr. Jaime Galvez

Acquisition and Grants Group - =
Division of Program Contracts - - _
7500 Security Blvd., Mail Stop C2-21-15
Subject: Contract,#500-01-0003
Dear Mr. Galvez:
Enclosed please find two original signed copies of ~odification2 to Task Order 10 for
the above referenced contract. Please sign and return a fully executed copy to:
Cheryl A.'Moore
Should you have any questions please contact the undersigned at 202-557-0838 or via
email at cheryl.rnoore@ogilvypr.com.,
- - i
Sincerely,
Cheryl A. Moore
Vice President, Director of Government Contracts
O;il\\. I'c~hlii.I C t . l i , ~ ~ o\ \~' ol ~~. l l l \ s . i ( l t . ,901 L Streel N\V Suile 300 W a s h i n g t o n DC 20036 T 202 466 7590 F 202 466 7 5 9 8
Ogiky-Public
- Relations Worldwide
June 9,2004
Mr. Jaime Galvez - -.

--:
--
7500 Security Blvd., Mail Stop C2-21-15
Subject: Modification 000001 for Task 0009
Dear Mr. Galvez:
Enclosed are two original copies of the document mentioned above. Please sign and
return a h l l y executed copy for our'files.
Please return to:.

Attn: Cheryl A. Moore
. . *
Should you have' any questions please contact the undersigned at 202-557-0838 or via
email at cheryl.moore@ogilvypr.com.
Sincerely,
Cheryl A. Moore
Vice President, Director of Government Contracts
()i.il\!. I'II[)II(. I < ~ ~ ~ ~\ I\ .I oI ~ l ~ . L Street NU' Suite 300 IVashingcon DC 20036

~ lI~I Il \S\ i (1901 T 2 0 2 466 7590 F 202 366 7598
7 m scnnity Boulevard
Baltimore, MD 21346
--
1901 L Street, N.W.
Suite 300
Reference: Contract No. 500-01.-0003

Task Order: 0008 -‘ -- - -
Dear Mr. Laporte:
~nclosedherewith is one (1) fully executed copy of the subject Task Order Modification under
Contract 500-0 1-0003. Please acknowledge receipt of this task order by completing the

ATTN: Mrs. Juanita Wilson
AGGIDPC, C2-2 1 - 1 5
I
4
Sincerely, I
1 - -
-
I
Juanita Wilson I
I
Contract Specialist
Enclosure
, , .
ACKNOWLEDGMENT: .
Yolan L a p o r t e , S e n i o r V i c e P r e s i d e n t
,

Name and Title (TypeIPrin
P
DEPARTMENT OF HEALTH & HUM.AN SERVICES CWTEB~ FOR ~ I C A B AND
E
MEDICAID SERVICES (Q&)

190'1 L Street, N.W.
Suite 300

Task Order: 0002
Suhject: Mod-ification900002
-- -
Dear Mr. Laporte:
Enclosed herewith is one (1 ) fully executed copy of the subject Task Order Modification under

A m : Ms. Juanita Wilson
AGGIDPC, C2-2 1- 15
7500 Security Boulevaid
Sincerely,
-4-
PJudnita Wilson
Contract Specialist
- - --
Enclosure
ACKNOWLEDGMENT:
Yolan L a p o r t e , S e n i o r V i c e P r e s i d e n t
/'-I
J a n 2003
Date
.,:*J 1 , I ,
DEPARTMENT OF HEALTH & HWVIAN SERMCES CENTERS FOR MEDICARE AND

Baltimore, MD 21244
- Ogilvy Public Relations Worldwide- - December 17,2002

1901 L Street, N.W.
Suite 300

i Task Order:
Subject:
0002 -:
Modification 000002 - .
- --
Dear Mr. Laporte:
document (SF-30).
Centers for Medicare ahd Medicaid Services

AGGIDPC, C2-2 1- 15
- - -
Sincerely,

Enclosures
O g i l i ~Public Relations \lVorld~zride
August 17,2001
Ms. Juanita Pang

Contracting Officer
Center for Medicare and Medicaid Services
Division of Financial Operations
- ---
PO Box 7520
Dear Ms. Pang:
You may have seen either press reports or a General Accounting Office ("GAO) report of a
government investigation of the Ogilvy & Mather ("O&MW)advertising agency related to one or
more o&M government contracts. Because of the similarity in names between O&M and our
company, Ogilvy Public Relations Worldwide, I wanted to drop you a brief note to avoid any
potential confusion.
Ogilvy Public Relations Worldwide is not the subject of any investigation.

Ogilvy Public Relations Worldwide and O&M are different companies. While WPP
Group plc is the owner of both firms, WPP also owns several dozen other companies.
No one from either Ogilvy Public Relations Worldwide or O&M reports to each other,
oversees each other, or owns each other.
The GAO report, at page 18, specifically distinguishes between Ogilvy Public Relations
Worldwide and O&M, noting Ogilvy Public Relations Worldwide' DCAA audited and
approved accounting system.
Ogilvy Public Relations Worldwide is an experienced government contractor, with
experienced.
..
policies and procedures in place to avoid the types of problems O&M may have
. - -
Ogilvy PR does no work for the ONDCP and is not part of this contract. Whatever that outcome
of the GAO investigation, Ogilvy Public Relations Worldwide's long service as a government
contractor will continue unaffected. We are a "responsible" contractor within the meaning of
Federal Acquisition Regulation ("FAR") part 9.
In short, I want to assure you that Ogilvy Public Relations Worldwide continues, and will
continue, as a federal contractor, and that none of the issues being examined have anything to
do with us.
Sincerely,
Bob Seltzer
BS:bw
Bob Seltzer, Chairman W Chief Execut~veOfficer
D 5201 F 212 697 8250 bob.seltzer@ogilvypr.curn
2 1 2 880
Ogil\.!. I'ublic I l v l i ~ ~ ~\l'i~rlrl\vidc

(~ns 909 Third Avenue New York N l ' 10022 T 212 880 5200 F 212 370 4636
www.ogllvypr.com
1901 L Street, N.W.
,Suite 300

Task Order Number: 000 1
-- - -
Dear Mr. Laporte:
Enclosed herewith is one (1) fully executed copy of the subject Task Order Modification under
Contract 500-0 1-0003. Please acknowledge receipt of thls task order by completing the

AGGDPC, C2-2 1- 15
Sincerely,
Juanita Pang - -
Contract Specialist
Enclosure
ACKNOWLEDGMENT:
Yolan L a p o r t e , S e n i o r Vice P r e s i d e n t
Name and Title (T elprint)
/"1
'10 Mar 02
Date
DEPARTMENT OF HEALTH & HUklANSERVICES CENTERSFOR MEDICAREAVD
MEDICAID SERVlCES (CMS)

Baltimore, MD 21244
Ogilvy Public Relations Worldwiae February 13,2002

1901 L Street, N.W.
Suite 300

Task Order Number: 00bi-
Dear Mr. Laporte:
document (SF-30).

A m : Ms. Juanita Pang
AGGIDPC, C2-2 1- 15
. - .
No modification will exist until the filly executed copy (or other signed acceptance of
Sincerely,
Juanita Pang, Contract Specialist

Enclosures
-
.,"'
\
, \
----.>
DEPARTMENT OF HEALTH & HUhfAN SERVICES HEALTH CARE
FINANCING ADMLMSITWTIO\

Baltimore, MD 21244
Ogilvy Public Relations Worldwide July 2, 2001

A?TN: Mr. Yolan Laporte -- -
1 901 L Street, N. W.
:Suite 300

Task Order Number: 0002
Subject: NewTask Order
.- - -
Dear Mr. Laporte:
Enclosed herewith is one (1) hlly executed copy of the subject Task Order #0002 under Contract
500-0 1-0003.' Please acknowledge receipt of this task order by completing the

AGG/DPC, C2-2 1- 15
7500 Security Bouleirard
Baltimore; lMaryland 2 1244-1 850
If you have any questions, please contact the undersigned at (41 0)786-5538.
Sincerely,
++?
/;
-
Juanita Pang
- -
Contract Specialist
Enclosure
ACKNOWLEDGMENT:
Yolan J L a p o r t e , S e n i o r Vice P r e s i d e n t

Name and Title (TypeIP
K"
/9 July 20d1
I DEPARTMENT OF HEALTH & HUMAN SE%VICES
Centers for Medicare & Medicaid Senr~ces
Baltimore, Maryland 21244-1 850 ~ A ~ h f ~ b h f . D S D W i a F
Feb 17,2005
Ogilvy Public Relations World Wide

Attn: Cheryl Moore
2000 L Street, N.W., Suite 300.
Washgton, DC 20036
I Reference: . Ogilvy Request datS~02/09/2005for BusinessMAP Software, Contracting Officers

Authorization (COA), Contract No. 500101-0003~0012 -
. .
Dear Ms. Moore:
Approval is given for Ogilvy Public Relations World Wide to purchase as Contractor Acquired
Property the items requested via correspondence dated 0210912005. All items shall be utilized, tracked'
and dispositioned inaccordance with the Government property clause of your contract 500-01-0003,
and the DHHS.Contractor's Guide for Control of Government Property.
The above approval is not to be construed as a change or intent to change the scope of the work
- statement under this contract and is to be acted upon only if sufficient funds are available. Your
attention is invited to the EAR clause 52.232-20 entitled "Limitation of Costs."
An updated list of Government property will be included in the next modification for Task Order
00 12.
If you have questions concerning t h s approval please contact Mr. Jaime E. Galvez, Contract
Specialist, a t 4 10-786-570 1.
Sincerely,
%J-
Debra A. Hoffman
Contracting Officer
cc:
Julie Franlin
Patricia Gongloff
7500 Security Boulevard, Mail St5p C2-21-15 -fwhfLDItQRF& h f m D m
-- -
November 15,2004

Attn: Cheryl Moore - -
--
Y-
Dear Ms. Moore:
The purpose of t h s letter is to provide authorization for Ogilvy Public Relations Worldwide and
its subcontractors and consultants to use Government .travel or transportation discounts
negotiated by GSA. The enclosed "Letter of Identification" is to be presented to the vendor
providing the travel service.
Please note that various discount travel rates are available to eligible Government contractors
only at the option of the vendor under contract andlor agreement with the GSA.
Any savings achieved through your use of Government travel discount programs shall accrue to
the Government.
~ u e s t i o n may
s be directed to Jaime E. Galvez, Contract Specialist, at (410)786-5701.
- - e
Mary E. Jones
Contracting Officer
June 15,2005
--
Ogilvy Public Relations World Wide

Attn: Cheryl Moore
Reference: Ogilvy Request date&O6/ 1012005 for BusinessMAP S o h a r e , Contracting Officers

Authorization (COA), Contract No. 500-0 18003/0012 '
Dear Ms. Innella:
Approval is given for Ogilvy Public Relations World Wide to purchase as Contractor Acquired
Property the items requested via correspondence dated 06/10/2005. All items shall be utilized, tracked
and dispositioned in accordance with the Govemment property clause of your contract 500-01-0003,
and the DHHS Contractor's Guide for Control of Govemment Property.
The above approval is not to be construed as a change or intent to change the scope of the work
statement under this contract and is to be acted upon only if sufficient funds are available. Your
attention is invited to the EAR clause 52.232120 entitled "Limitation of Costs."
An updated list of Government property will be included in the next modification for Task Order
0012.
If you have questions concerning this approval please contact Mr. Jaime E. Galvez, Contract
Specialist, at 4 10-786-5701.
Sincerely,
Juanita P. Wilson
Contracting Officer
cc:
Julie Franlin
Patricia Gongloff
Authorization request to purcbc-.: software under CMS Task 12
.=7=
Galvez, Jaime E. (CMS)

-
From: Galvez, Jaime E. (CMS)
Sent: Monday, July 1I , 2005 9:19 AM-
To: Innella, Heather
Cc: Franklin. Julie G. (CMS): Gonqloff, Patricia G. (CMS); Wilson, Juanita (CMS); Galvez, Jaime E. (CMS)
Subject: .RE 4 7--.i3- ,S Task 12
Heather,
CMS i> $on 10. Call me if you have

any questions.
-
---
-f Thank you,
Jaime E. Galvez, Contract Specialist

Division of Beneficiary Support Contracts

Mailstop C2-21-15
Phone: (410) 786-5701

Fax: (410) 786-9088
Email: Jaime.Galvez@cms.hhs.gov
From: Innella, Heather [mailto:Heather.InneIla@ogilvypr.com]

Sent: Friday, June 10, 2005 11:25 AM
To: Galvez, Jaime E. (CMS)
CC: Hochanad-I In-I- T=t,lnr Vnlanda
Subject:
. . CMS Task 12
H i Jaime,
P l e a s e l e t me know i f y o u a p p r o v e . Aiso, p l e a s e copy i n Joel Hochanadel & Yolanda

T a y l o r on your r e s p o n s e a s I w i l l b e o u t from 6/13 - 6/24.
- -
Thank you i n a d v a n c e f o r y o u r a t t e n t i o n LO this.
Heather Innella
Vice P r e s i d e n t , C o n t r a c t s
,- - .-. -. -- . -- -- .-
i Mary
. . Jones. . -. Meeting
. - .. . -
. . . ..
. . . . ... . . - . . , .. . - . . . : . .. - . I:- --.-.
.- ..- - -.--.. ...... .
- .
- Page 1
From: "Laporte, Yolan" <Yolan.Laporte@ogilvypr.com>

To: cmjonesl @ems.hhs.gov>
Date: 319104 3:44PM -
Subject: - Meeting
Hi Mary, --
Received your telephone message. Yes, we look forward to meeting with you to discuss supplemental
Task 07 work. Can we meet tomorrow (Wednesday) afternoon - say Ipm? Attending from Ogilvy would
be: Tom Beall, Pam Jenkins, and Joel Hochanadel. Please advise. thanks
Y.J. LaPorte
Executive Vice President
1901 L St NW, Suite 300, WashingtonDC 20036
tele: 202-452-9412
fax: 202-296-3727
Ogilvy Public Relations
WORLDWIDE 1901 LSu-ee.NW
Suite 300
.ulfishingeon. DC 20036
Tel:202-466-A90
Fax 202-466-T598
www.ogllvypr.com
9 June 2003
Juanita Wilson
-. Contracting Officer
Centers Fore Medicare & Medicaid Services
-a-
Acquisitions & Grants Group - - - 4
7500 Security Blvd

Baltimore, MD 21244
Dear Ms. Wilson,
Regarding our CMS contract 500-01-003, Task 0008, Ogilvy concurs with the request for
a no cost extension to 3 1 Jan 2004.
- We and our partner, Seniors Research Group, look forward to continued work on this
proj ect.
Sincerely,
A
]senior vice President
CC: SRG
From: Mary Jones
To: CRC Contractors
Date: Wed, Feb 21, 2001 3:23 pm
Subject: Advance Not~ceof Task Order Compet~t~ons
under HCFA CRC Contracts
-
Please be advlsed that HCFA Intends to release two new compet~t~ons under the Consumer fiesearch and Communlcat~ons(CRCI umbrella contracts as
follows
-
1 . "Olal Eligible Partnership Training and Coalition Building: is expected to be released no later than February 28. Proposals are tentatively scheduled
to be due two weeks from release of the proposal, with award expected in mid -April. [Oral presentations are not planned for this competitionl.
2 . "The Homeless Project" is expected to be released by March 2. Proposals are due March 29 with oral presentations tentatively planned for April
23-24. Award is expected in early June.
Juanita Pang is the contract specialist for these procurements and can be reached on 410 .786.5538 or JPang@hcfa.gov. Please call if you have not
received the packages within a day of our projected release date.
CC: a an^ - ---.

- , -- .-
-... -. . . - -. ....-... - .... . ..-. . - .. . --.--.
- __
I- .~<.-&...> .*.- -,---,.. .
- contract 500-01-0;
~
I. ~uanita'pang j.l n v. o i c e....m..9 ~. .G d b 1 .... . . . ~. . .. .. Page 1
From: Juanita Pang

To: Internet: christine.laheney@dc.ogilvypr.com
Date: 1/14/02 10:16AM -
Subject: Contract 500-01-0003, Invoice #09010001
Christine,
I did not receive a summary page witrthis voucher. I need to know the total costs and the fee amounts. I
also need to know the level of effort expended during this period. I also need to know what your records
reflect as the remaining balance for this task order.
The last invoice covered June. Was Ogilvy not working July and August? How much more invoicing do
you anticipate under this task order?
If you have any questions, call me on (410) 786-5538. Thanks.

- --- .
-- .
CC: internet: yolan.laporte@ogilvypr.com
; r-------- ,,,- rask.-.o.rie.r hbb.l .: . . - --.. , . -
;.Juanita
. ... . .. . . Pang
.- - Re: lnvoke #60100' i
. --:-. . .. Page
.. 1
~
From: <Christine.Laheney@dc.ogilvypr.com>
To: "Juanita Pang" <JPang@cms.hhs.gov>
Date: 8/14/01 3:49PM -
Subject: - Re: Invoice #60100352 Task Order #0001
-- -
Juanita,
In reference to the hours stated below, I am still comina UD with a qrand
I just left you a voicemail so we can discuss the remaining items. I can
be reached at 202-452-7804. Thanks for your time.
"Juanita Pang" <JPang@cms.hhs.gov> on 08/13/2001 05:21:16 PM
To: <christine.laheney@ogilvypr.com>
cc: <yolan.laporte@ogilvypr.com>
Subject: Invoice #60100352 Task order WOO1
Christine,
I am just following up on my previous e-mail dated 07/21/01 below.
Firstly, is this invo~cemissing a digit? Also, what are the 4 preceding
digits?
Will my 2nd recommendation below be incorporated into the next invoice? We I

can discuss if you like. My number is (410) 786-5538. Thanks. I
I
Christine,
I know we previously spoke about some revisions and I assume I'll see those
when I receive the June Invoice. However, upon further review of the
invoices there are a few more slight revisions I would like you to make on
future invoices?
- Add a total hours item

-At end, show total costs amount (i.e. the sum 9f staff time, charges, 8
expenses), then Fee, then grand total of invoice; this will expedite review
process by avoiding addition of all items =
- Will cumulative hours expend'ed be reflected in the summary sheet?
,- .-L.- .
'. ' Juanita Pang
I-. - -- -- Re:
--- - -lnvo~ce
-
-.
#6010C
-- --Task
-- - Order
---#to001 -- - --
2
Page .
Please call me if you need further clarification on my comments (410)

786-5538. Thanks.
CC:
Tas.k Order:-hOO,.. - . . -. , . . .
I
L~-
.
~ u a 6 t aPang - Re: .Invoice #60100 . . . . .~ ~ Page 1
From: <Christine.Laheney@dc.ogilvypr.com>
To: "Juanita Pang" <JPang@cms.hhs.gov>
Date: 8/13/01 5:33PM -
Subject: . Re: Invoice #60100352 Task Order #0001
. - -.
I thought I incorporated everything in the,June invoice. I will give you a
call tomorrow to discuss and will review the hours discrepancy. Thanks for
your help.
Christine
-
- .-
"Juanita Pang" <JPang@cms.hhs.gov> on 08/13/2001 05:21:-16 PM- - -
To: <christine.laheney@ogilvypr.com>
cc: <yolan.\aporte@ogilvypr.com>
Subject: Invoice #60100352 Task Order #0001
Christine,
I am just following up on my previous e-mail dated 07/21/01 below.
Firstly, is this invoice missing a digit? Also, what are the 4 preceding
digits?
Will my 2nd recommendation below be incorporated into the next invoice? We

can discuss if you like. My number is (410) 786-5538. Thanks.
Christine,
I know we previously spoke about some revisions and I assume I'll see those
when I receive the June Invoice. However, ypon further review of the
invoices there are a few more slight revisions I would like you to make on - . -
future invoices?

- At end, show total costs amount (i.e. the sum of staff time, charges, 8
expenses), then Fee, then grand total of invoice; this will expedite review
process by avoiding addition of all items
- Will cumulative hours expended be reflected in the summary sheet?
Please call me if you need further clarification on my comments (410)
786-5538. Thanks.
r---:
Juanita Pang - Invoices
---
--
-- .-
Page !
From: Juanita Pang

To: internet: christine.laheney@ogilvypr.com
Date: 7/21/01 9:44AM -
Subject: lnvo~ces
Christine,
Ikn~w we previously spoke about soEe-revisions and I assume I'll see those when I receive the June
Invoice. However, upon further review of the invoices there are a few more sl~ghtrevisions I would like
you to make on future ~nvoices?

?. :At end, show total costs amount (i.e. the sum of staff time, charges, 8 expenses), then Fee, then grand
total of invoice; this will expedite review process by avoiding addition of all items
..;j - Will cumulative hours expended be reflected in ihe summary sheet?
- -.
Please call me if you need further c~arkcationon my comments (410). 786-5538, Thanks.
CC : Internet: yolan.laporte@ogilvypr.com
, .. . .. .
Juanita Pang
.. -.-- .
- Invoice #6010035;
- .--
i k Order #bod1
-
--
-- . -- ..-.
. . . ._ _-_ _ Paae
.
i
From: Juanita Pang

To: internet: christine.laheney@ogilvypr.com
Date: 8/13/01 5:21PM -
Subject: Invoice #60100352 Task Order #0001
Christine.
I am just following up on my previouse~maildated 07/21/01 below. Firstly, is this invoice missing a digit?
Also, what are the 4 preceding digits?
Will my 2nd recommendation below be incorporated into the next invoice? We can discuss if you like. My
number is (410) 786-5538. Thanks.
Christine,
I know we previously spoke about some revisions and I assume I'll see those when I receive the June
Invoice. However, upon further review of the invoices there are a few more slight revisions I would like
you to make on future invoices?

- At end, show total costs amount (i.e. the sum of staff time, charges, & expenses), then Fee, then grand
total of invoice; this will expedite review process by avoiding addition of all items
- Will cumulative hours expended be reflected in the summary sheet?
Please call me if you need further clarification on my comments (410) 786-5538. Thanks.
CC: Internet: yolan.laporte@ogilvypr.com

;'03/0Y02 FRI 12:19 FAX 202 7 3727
., .
Yolan La~orte
From: Juanita Pang [JPang@cms.hhs.gov]
Sent: Thursday, February 28.2002 2:11 PM
To: Melinda McGlohoi~;Yolan Laporte
Cc: Debra Weaver
Subject: Contract 500-01-0003. Task Order M001, Invoice #1 1010001
- -
Yolan,
The subject invoice states November dates. However, this task order expired 10130/01, Accounting will not
approve for payment unless the dates on face page, as well as back-up documentation, reflect Oct dates.
Please revise and fax corrected pages directly to Debra Weaver (410) 786-7259 and if you have any questions,
you can call her on (410) 786-9171. Thanks.
1 March 2002
-3 TO: Debra Weaver
FROM: Yolan L a p o r t e
A t t a c h e d are c o p i e s o f t h e b i l l s / i n v o i c e s i n q u e s t i o n as n o t e d above.
O g i l v y b i l l s o n c e a month. Our Elovember bill c o n t a i n s o n l y work - p r i o t , t o Oc:
2002 p e r f o r m e d by o u r s u b c o n t r a c t o r ( S e n i o r R e s e a r c h Group/Market
Strategies). T h e i r i n v o i c e s have b e e n a t t a c h e d as w e l l and v e r i f i e s
- t h i s work. P l e a s e c o n t a c t me if you have nay q u e s t i o n s o r need f u r t h e r
informatio .
P
cc: J u n i t a Pang
From: "Robles, Francis" <Francis.Robles@ogilvypr.com>
To: <DBoyd@cms.hhs.gov>
Date: 3/14/02 6:59PM
Subject: RE: Information Needed on New Invoice Voucher #1201-0001 for$260.53
Dear David, let me introduce myself. I am Francis Robles, the new Business Manager for the Health and
Medical Group at Ogilvy Public Relations. I hope from now on you will dlrect to me any quest~onor
concern you have about the contracts and I'II be happy to take care of it. I can be reached at
202452-9443
in r 0 n - A ~ tn tho r o n l t ~ sfnr
t backup below, we are going to resubmit a revised bill removing the cost
4 - -. c e the cost was incurred after the project had closed. I am submitting the
,, .,. \9
.,I-,.c - . . . .. %suethe bill, I'll be resubmitting it to CMS as soon as I can.
I look forward to hearing from you in the

--
future.
Kind regards,
Francis Robles
202452-9443
----Original Message----
From: Laporte,.,Yolan
Sent: Wednesday, March 13,2002 11:29 AM
To: Robles, Francis
Subject: FW: Information Needed on New Invoice Voucher #A201-0001 for$260.53
From: David Boyd [mailto:DBoyd@cms.hhs.gov]
Sent: Wednesday, March 13, 2002 11:16 AM
To: McGlohon, Melinda; ~aporte,Yolan
Cc: Alissa Schaub-Rimel; Debra Weaver; Elizabeth Goldstein; Julie
Franklin; John Meitl; Juanita Pang
Subject: Re: lnformation Needed on New lnvoice Voucher #?201-0001
for$260.53
Yolan and Melinda: We have still not received back-up information for the subject invoice requested in my
3/6/02 note below. Without this information;-we cannot process your invoice for payment. Since D e t p
Weaver in our Accounting area is out of the office this week, please fax this information directly to me
(Fax # 41 0-786-8004). As on previous faxes, please send this information also to Juanita Pang in our
Contracting area. If you have any questions about this request, please call m e at 410-786-5749. Thank
you. --Dave
>>> David Boyd 03/06/02 11:54AM >>>

We have just received your lnvoice Voucher #1201-0001 pertaining to Invoice #601008487 foi
Unfortunately, as with the previous two invoice vouchers, we are having difficulty processing the subject
invoice for payment for the following reasons:
1) The invoice states "Professional Services Rendered for December 2001"~whenin fact Task Order #1
ended October 30.2002.
2) There is no copy of back-up invoice attached from Aquent, Inc.

-. - =
As you did for the previous two invoice vouchers, please fax us: 1) a brief letter stating when these
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. . . . . . =:. - .. . .~
.
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professional services actually occurred and 2) a copy of the back-up invoice from 1.
- ' ,j
',
,
(
, 4,
Finally, with respect to your letter to Debra Weaver of March 1, 2002, we realize that Ogiivy bills only once
a month. However, please understand that it creates a great deal of confusion whenever we receive
invoices that state the work was rendered in "November 2001" and "December 2001" when Task Order # I
ended on October 30,2001. And fromthe way these invoices are written, we have no way of knowing that
the work was actually rendered before Task Order #1 ended. Unfortunately, this only delays payment of
these invoices. To avoid such confusion on all future invoices, is their a way they could state that Ogilvy
is billing for "additional services rendered for October 2001" (or whatever month the additional services
were actually rendered) even though the invoices are processed and dated by your accounting department
after October 30?
CC:
From: Juanita Pang
To: "Francis.Robles@ogilvypr.com".GWIA-HHS.BALT12
Date: 3118/02 9: 14AM
Subject: RE: lnformation~eededon New Invoice Voucher #1201-0001 for: L, 1
Francis,
I am the Contract Specialist for thistask order and CMC "-- A - - ' A - - ! to disallow th(
The total amount to be paid under the subject invoice is \nri
4:~ at this t~me.
2erefore, this will alleviate the need for
Ogilvy to resubmit a revised invoice. If you have any q
,,u
,,, .,ase call me at (410) 786-5538.
Thanks.
>>> "Robles, Francis" <Francis.Robles@ogilvypr.com>03/14/02 06:58PM >>>

Dear David, let me introduce myself. I am Francis Robles, the new Business Manager for the Health and
Medical Group at Ogilvy Public Relations. I hope from now on you will direct to me any question or
concern you have-about the contractsand I'll be happy to take care of it. I can be reached at
202-452-9443
--
-- - - . .
cnn-*dc t n
I-
rnnllnrt fnr h 9 ? k ~ pbelow, we are going to resubmit a revised bill removlng the cost
U,,U, ,,wU ." ~9 ... . .. ."

;Ice the cost was incurred after the project had closed. I am submitt~ngthe
. i s s u e the bill, I'll be resubmitting it to CMS as soon as I can.
I look forward to hearing from you in the future.

Kind regards,
Francis Robles
202-452-9443
From: Laporte, Yolan
To: Robles, Francis ,
Subject: FW: Information Needed on New Invoice Voucher #1201-0001 for$260.53
----Original Message-----
From: David Boyd [mailto:DBoud@cms.hhs.qov1
To: McGlohon, Melinda; Laporte, Yolan
Cc: Alissa Schaub-Rimel; Debra Weaver; Elizabeth Goldstein; Julie
Franklin; John Meitl; Juanita Pang
Subject: Re: lnformation Needed on New lnvoice Voucher #A201-0001
for$260.53
Yolan and Melinda: We have still not received back-up information for the subject invoice requested in my
3/6/02 note below. Without this information, we cannot process your invoice for payment. Since Debra
Weaver in our Accounting area is out of the office this week, please fax this information directly to me
(Fax # 41 0-786-8004). As on previous faxes, please send this information also to Juanita Pang in our
Contracting area. If you have any questions about this request, please call me at 410-786-5749. Thank
you. --Dave
>>> David Boyd 03/06/02 11:54AM >>>

We have just received your lnvoice Voucher #1201-0001 pertaining to lnvoice #601008487 for
Unfortunately, as with the previous two invoice vouchers, we are having difficulty processing the subject
invoice for payment for the following reasons:
-- -- -. .. . . . . .,.. . . . . .. . . . . .. . .
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. .--.Information
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: ~ 0 ~ ~ h ~ ~ F i ~ Z -o. i -$0143
~oo~i'f6~ . .. .--.--. Page 2 :
1) The invoice states "Professional Services Rendered for December 2001" when in fact Task Order #1
ended October 30,2002.
-
2) There is nocopy of back-up invoice attached from Aquent, Inc.
As you did for the previous two invoicevouchers, please fax us: 1) a brief letter statinq when these
professinns1corvices actually occurred and 2) a copy of the back-up invoice from r- I
Finally, with respect to your letter to Debra Weaver of March 1, 2002, we realize that Og~lvybills only once
a month. However, please understand that it creates a great deal of confusion whenever we receive
invoices that state the work was rendered in "November 2001" and "December 2001" when Task Order #1
ended on October 30, 2001. And from the way these invoices are written, we have no way of knowing that
the work was actually rendered before Task Order #1 ended. Unfortunately, this only delays payment of
these invoices. To avoid such confusbn on all future invoices, is their a way they could state that Ogilvy
is billing for "additional services rendered for October 2001" (or whatevermonth the additional services
were actually rendered) even though the invoices are processed and dated by your accounting department
after October 30?
CC: Boyd, David; Frank, Julie; Weaver, Debra

r
, .Juanita Pang - RE: CMS Schedu

.. . . .
L__-.-___--__
'.-P
_ - _ ~
-- - -- . Page
- . . . .1
.
From: "Melinda McGlohon" ~Melinda.McGlohon@ogilvypr.com~

To: "Juanita Pang" cJPang@cms.hhs.gov>
Date: 2/19/02 10:35AM
Subject: RE: CMS ~ched;les
Juanita - I have reviewed the Labor schedules.

- -
For Task 1:
July cumulative is ' - Jurs, bringing the cumulative to !>q
September activity IS 1
hours as reflected on the labor schedule.
For Task 2:
i,
July cumulative is I,!\ I
September activity-i! Iurs, bringing the cumulative tc 4I b

hours. This total is incorrect on the September Task 2 lahor.scneau!e. .. -
I have attached a revised copy of the schedules.
From: Juanita Pang [mailto:.IPang@cms.hhs.gov]
Sent: Tuesday, February 12, 2002 8:21 AM
To: Melinda McGlohon
Subject: Re: CMS Schedules
Melinda,
Thanks for the schedules. I have reviewed them and think that Ogilvy
can capture the info. more clearly. I have attached a sample format
that you can use if you like.
I am still a little confused with b L - L - . n - - '-- Task Order # l . For

July, it is 112 and for Sept. it 1 latter number is the
jb "1
one I have a problem with, if , ,,,, ,, ,aur table correctly. The
hours for the month exceed the hours currently expended for the entire
task order. The same goes for Task Order #2.
Call me and we can discuss later.

. . . - -
>>> "Melinda McGlohon" ~Melinda.McGlohon@ogilvypr.com~
02/07/02 11:26AM
>>>
Good Morning Juanita,
I'm sorry for the delay in getting back to you. We have been
short-staffed and under deadline here. Attached you will find the
schedules you requested for the July and September invoices. The
schedules include the level of effort expended and the fee breakout. I
am waiting on the corporate office to fully discover our options on
invoice layout to answer your other inquiry. I hope to have an answer
on that before the end of the week and will call you as soon as I have
-
an answer. Let me know if these schedules do not meet your needs.
=CMS Summary Page.xls>> <cHCFA LABOR .xis>>

-. -
Melinda J. McGlohon
-
Jaime Galvez - Fwd: Ogilvy Contracr 50~: 0003, Task Order 7, Mod 2
From: Jaime Gaivez

To:
Date:
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J a i m e Galvez - Ogil~y.TO7.Mod.2.SOW.~
i'artriership Development Strategic Plan Irnplc i.::i-i!,;:iion Project

Contra:: '.tr. .: 500-01-0003
- . , ,:rder ho.: 7
I
I
dification 2
-
1
I
I
I ADDENDUhq TO STATEMEYT OF Vt'ORZ
I 1.0 SCOPE
I
i
Due to the lack oi'informa~iona b o u ~ihe Medicars Modernization Acf ( i I \ : l . - . i and the
Medical-c-!l;~~:-o\;eciIlrug Discount Card ~ e t t i n gto c a r e g i ~ ~populatio::,:
er . , i f . .!lose that
educate th.cn.],3pr;ropi-iate inc$5agt.s need to be de\leloped about tt.ese i ? -:- . ' , ! - these
certain. t a s ~ r i t 2~ Y O L I ~InS .supper: ci'the Mh4A and Dlug Card.
caregive:. gsiicps tci E ~ U C ~ Lcaregivers
S
.- -
CMS ! . . .- i ~ i gu.ith
about this legslation thsouyh c , . .~. - i . . ;lormation
geared and i:i!.sc~ed lo\\-arc!this hard-lo-reach population.
2.0 PURPOSE
-
The purpose of this task order is to obtain professional services and expi.1.;:::; [L) provide
the follo\ving: ( 1 ) ~dentifypalinership possibilities (e.g., employers) fo:. ~ L I L ! ! our ! ~
existing ii?essages nut to caregivers. (2) Vsing existing research, develrlrl ai- "i:utreach
plan" t h a ~ide!?!i!ie.; rhe most appropriate channel for distributing the cui .c,!::;essages
about the .'vic.c:i~~:-c .4pp1'o\':cl Drug Discsunt Cards (e.g., ne\~-sletters:I i S
.I , etc.).
If needed. c:;i?ci.u~iad:!i;ic!l21 reiearch to identify the mosl appropriate r::..; .,1,.)i1
channels. ( 2 1 Af~'!er,rhe ~naierials2re distributed, assess hAv,- successful ..r;,rts were in
.I-,?:
reaching and educating careijvers about the drug card. (4) Use this asscs5i:cnl to
develop a compsehensi\~eplan for communicating with care"ers the a:;;.(-:-, 2ci messages
that B E k G \viIl be developing for the Dlug Benefit.
The conu-actor silai!:

.
I
. I .
1 - -
!
!
I&.-. ,
. ~xi!-~nc~-sliip
,11: j
' pos,ib~l!iies(c.g.. employers) for getting G U I 15
!I r n e c s c i ~ cour
s 10 ~ a r c $ i \ ~ ~Submit
r ~ . an outreach plan based on V.L. research
a -,
I rhat lLii;. ;onll.acios \xi11 conduct thal identifies the mosl appropri,,.: :. . i:~nelfor
distributing [he cun-ent inessape:; about the Med1ca1-e.4ppro\led :j:-. ;: lJiscount
Carcis iz.p.. nc\vsletters. n~agazines.e1c.i. If needed. conduct atl:!. :. ,':,il research
e .!l~'ic~-
l l ~ t .i??sle~-ials
src dis~ribuleci.assess ho\v successful the eft: I . , ci-r in
--
reL,c;-,,i;g;tljci e ~ L i,.,,is
c , : ' . -carcg\.cr:;
, about the drug card.
Page 1
Jalme Galvez - Og1lvy.TO7.Mod2 SOW r Page 2
Ynrtnership De\-elopmeni Strategic Plan Impl. .:ioo Project

* Contrac- ;'I 500-01-0003
!
- I?rder KO.: 7
~j , .
. ...
. . dlfication 2
-
- ~ . .
I
i
Use this assessmeci !o dcve'cp 2 cornprehensi\.e plsn f ~ cominr . . . : .: with
.
iI caregivers the appl-o\.ed messages i i ~ z BE

t 4 G xi!! be ce\;eiopi:i, DPJ~
~
:. . 1-
Benefii.
I . .
i Outreach Pin!; / ! : in 2 \\leeks of mod
:
I Distributiwi / I 1 Wi::. I - - ,\rzeks of mod --
--
I Assesmen[ ~ o Alessaer
r Placeize:;; i I I Fu7:i . I -,.!thin8 weeks of mod
5.0 PERIOD OF PERFORMAYCE
The peliocl of peribnnance for this task order will be e~tendedthrough i I:::. . .-.;,el-3 1
2004.
The Govelnment Task Leader (GTI.) far this task order is L i s Marzul1:-.
(4 10-786-1I 9aj.
. .
The back-up Goven~pentl'ilsi; Leader (GTLj for itlis task order is Sua~:: . .. -:.. CBC
(4 10-786-4' I I ).
Page 2
. . .- I-. . ~ . ..... . -. ... -. .~ -- .~
..--. .
~ u a n i t aWilson - RE: lnvoice

. . . . . . . . . . ~. .
Page 7
From: Gina Clemons

To : Gillman, Margo
Date: 117104 4: 12PM -
Subject: - RE: lnvoice
Thanks Margo! Just to make sure everyone is clear, can you send a note to contract folks withdrawling
the invoice. As for the mailing, correct address but use Mail stop S2-14-26 instead of the one you have
listed.
Gina
>>> "Gillman, Margo" ~Margo.Gillman@ogilvypr.com>011G7104 03:53PM >>>

Hi, Gina:
It's good to hear from you -- hope y&:are well! You are correct -- our Finance Dept. sent this involce to in
error. The charge does correspond to a mailing we did for you back inFebruary 2003. However, our
Finance Dept. misplaced the invoice for many months. By the time it surfaced, the contract was winding
down and I instructed our finance folks to write it off due to limited remaining funds. I'm sorry for the
confusion. I'll straighten this out with them asap.
On a separate note, I have the final project report and a very large box of tapes from the web casting
project (CMS assets) to send to you. Please confirm that I should send them to you at the following
address:
7500 Security Blvd.

South Building, Room S2-17-04
Many thanks!
Margo
From: Gina Clernons [mailto:GClemons~cms.hhs.gov~
Sent: Wednesday, January 07,2004 3135 PM
To: Gillman, Margo
Subject: lnvoice
U; "-'-?.Hope all is well. I just received an invoice from Ogilvy for

\? for postage expenses with an invoice date in November. Any
,, ..
. I thought we had closed out the contract, especially since it
ended in September. Also, I believe this amount is above what is left
in the budget.
Any light you can shed would be greatly appreciated
Gina
CC: KHeinrich
MODE = MEMORY TFSNSNISSION STFlkT=RUG-27 14:m END=RUG-27 14:09
STN NO. U3MM. ABBR NO. - STQTION NAME/TEL NO. PRGES DURfiTID4
001 OK a 912022963727 0 0 2 / 0 0 2 0'2: 00: 39
Facsimile - .-
TRANSMllTAL
-.
- .. - --
TO: Yolan Laporte
FAX#: (202) 296-3727

PHONE: (202) 452-9412
RE: Preliminary Notice of Intent to Exercise Option Year Three under CRC Umbrella
Contract
page: 1 plus cover
From the desk of...

- Juanita Wllson
Gxh3t-s for Medicare 8 Med~calaServices
Acquisilion and Granlr Gmup
7500 Secunty Rlvd.. CZ-21-15
Baltimore. MaMand 21244-1850
MODE = MEMDRY TRRNSMISSION STFIRT4UG-03 14:14 END=FKJG-03 14:14
F I L E M.=652
STN NO. U)MM. QBBR NO. - STRTION NQME/TEL NO. PRGES WTION
7500 S w ~ r d yBoulevard, Mail Stop C2-21-15

Babmore. Maryland 21244-1850
Fax: 410-786-9088
To: Yolan Laporte Fmm: Kevln M. Pope. Contract Speaalst
F 202-29E-3727 P a w e 2(including fax)
Re: W0-014003 CC:
0Uqed 13 Far Review 13 Pkase Comment Pfease Repty D Please Recycle

- - -
Comments:
Mr. Laporte,
Preliminary Notice of Intent to ExerciseOpbon Year Four under CRC Umbrella Contract
(4
&,
-
HEALTH C . ~ E
FI3.-\SCISG .WSUSlSTK-\TIO\
7500 !Security Boulevard,

Ogilvy Public Relations Worldwide hovember 14, 2000

i
Dear Mr. Laporte:
Your firm responded to t h s Agency's Letter Request for Proposal (LRFP) for Communications
and Social Marketing services. After an evaluation of all proposals, it was determined to be in the
best interest of the government to award a task order to the companies listed below.
Rights & Protection: Ogilvy Public Relations Worldwide

$5,403,720

$504,409
Publications Academy for Educational Development (AED)

Washington. D.C. 20009
$4,358,719
Promotion & Publicity AED

$4,999,8 17
Quality Information: Ketchurn

$788,2 19
to express its appreciation for your interest in this effort. If you have questions please contact
Ms. Juanita Pang at (4 10) 786-5538 or tne undersigned at (4 10) 786-5 163
- - Sincerely, -
WLP
Mary E. Jones
Contracting Oflicer
\-
-- ~..... .
! Juanita
:...__ .
Wilson - Award ~otic;'.!)
~ . . .
LRFP 02-010 under CMS
-.
CRC Contract . ----..
.. . Page -.

To : CRC Contractors
Date: 9/5/02 1:16PM
Subject: Award Notice for LRFP 02-010 under CMS CRC Contracts
Please be advised that Ogilvy Public Relations Worldwide is the successful offeror for the subject
requirement entitled "Customer Feedback Surveys for Websites" for a cost-plus-fixed-fee of $76,801,
o n e proposal was received.
Thank you for your interest in the programs of the Centers for Medicare and Medicaid Services (CMS).
.. ---.-..- - __ , .
/. Juanita Pang
~
UMBRELLA CONTRACTS
-~ - AWARD Page
-, .mi
. .
-.-- ..- - . .
.
'
. .
,
.- _ _.
. - -_ .-
From: Juanita Pang

To: CRC Contractors
Date: 7/2/01 11:18AM
Subject: AWARD NOTICE ON HCFA CRC LIMBRELLA CONTRACTS
LRFP 01-003 entitled "Dual Eligible Partnership Training and Coalition Building," was awarded to Ogilvy
Public Relations Worldwide in the w n w n t of $498,250.35. Three (3) proposals were received.
Questions may be directed to Juanita Pang, Contract Specialist, on (410) 786-5538 or Mary Jones (410)
786-5 163.
Thank you for your interest in the programs of the Health Care Financing Administration.
- -
CC: Clemons. Gina -'
-- ---- --
Juanita Wilson - Award Notice
---
LRFP 02-01 1 under CMS C* Contract6 Page I
--- -- -- - ..-- - - -

To : CRC Contractors -
Date: 9/25/02 3:23PM
Subject: Award Notice for LRFP 02-01 1 under CMS CRC Contracts
-. -
please be advised that Ogilvy Public Relations Worldwide is the successful offeror for the subject
requirement entitled "2004 Medicare & You Handbook Testing" for a cost-plus-fixed-fee of $391,177.42
Two proposals were received.
Requests for debriefings may be directed to Mrs. Juanita Wilson on 410-786-5538 or at

JWilson@cms.hhs.aov. Thank you for your interest in the programs of the Centers for Medicare and
Medicaid Services (CMS).
?... --
-<I -am. J D ~ ~ Pa*-*-
- MIT ~ 2 6 - 2 8 mam T IFE W:46 ma-
rtOM = flEmDRY TRW.ISMISSION STRRT=WG26 09: 45 093-4UG-26 89: 46
F I L E NO.=078
-
S M NO. COPfl. RBBR NO. STRTICN WPE/T€L NO. PRES W R R T I ON
001 OK a 912622965727 0 0 2 4 0 2 00: 00:50

- -
TO: Yolan Laporte
FAX * (202) 296-3727

PHONE: (202) 452-94 12
RE: LRFP 03-005 Competitive Range Determination
Pages: 1 plus cover
-- From the desk ot..

Juanita Wlson
Centers br Med~care8 Mec~caiaServrces
and G e n t s Group
Acqu~s~tion
7500 Searnty Blvd.. m21-15
blbmore MaMan0 2124P1850
3
************ -COI*21. JOLRNN- ****W***W*mXW* DOTE 14-2002 Mu* TlME 13:3! **xir'i*r):
RODE = MEMOW TRRNSMISSION STFlRT=FlUG-14 13:21 END=QUG-14 13:31
FILE NO.=185
STN NO. COMPI. QBBR NO. - STFlTION NFIMEITEL NO. PQGES DURFlTIDN
Facsimile
TO: Yolan Laporte

Ogilvy
RE: LRFP 02-010
Date: A u m t 14, 2002

Pages: 25 plus cover
Yolan,
I rese~tit to you, Tom, nnd Margo directly. not using the p u p list via e-mail.However,1 am
faxing,just to be sure you get i t Thanks.
From me desk of..

- Juanila Wlson
- Acquisition and Grants Group
7500 Security BIM.. C2-21-15
Ballimae. Mawand 21244-1850
(410) 786-5630
F a r (d10) 7884088
UMAN SERVICES CENTEB~
FOR MEDIC~BEAND
GCl Group, lnc. -. - September 24,2002

A m : Mr. Thomas Petrosini
777 Thlrd Avenue
i
New York, New York 10017
Dear Mr. Petrosini:
i
Please be advised, this letter senres as preliminary notice of the Government's intent to exercise
Option Year Two under the Centers for Medicare and Medicaid Services (CMS) contract number
500-0 1-0004.
On or before the scheduled Option Year One completion date of October 30,2002, it is
anticipated that Option Year Two will be exercised pursuant to contract provision I. I - 52.217-9
If you have questions concerning this matter, please contact the undersigned on (410) 786-5 163.
Sincerely,
"In".lr/F
Mary E. Jones, Contracting Officer
+ DEPARTMENT OF HEALTH & HUMAN SERVICES
GCI Group, Inc.

ATTN: Mr. Thomas Petrosini
777 Third Avenue
New York, NY 10017
Reference: Contract No.

Subject:
Dear Mr. Petrosini:

-
500-0 1-0004
-
Modification 000003
Enclosure
ACKNOWLEDGMENT:
j
AGGIDPC, C2-2 1-15
4. p / t c~, c/'d
Contractor's Authorized ~ e ~ r g s e n t a t i v e
Signature
Date
///31/o 9
-
Sincerely,
Juanita Wilson
Contract Specialist
CENTERS FOB MEDICARE AND
MEDICAID SERVICFS CbfS
7500
Enclosed herewith is one (1) fully executed copy of the subject Task Order Modification under
Bod4
Baltimore, MD 2 1 U
DEPARTMENT OF HEALTH & HUMAN SERVICES HE.ALTH C.ARE
F1SASCIS;G U)\ll\lSTR\TIO\
-
7500 S e c u r i ~Boulevard
Baltimore. MD 212-14-1850
GCI Group, Inc. November 14, 2000

ATTN: Mr. Thomas Petrosini
777 Third Avenue
New York, NY 100 17
Dear Mr. Petrosini:
Your firm responded to this Agency's Letter Request for Proposal (LRFP) for Communications
and Social Marketing services. After an evaluation of all proposals, it was determined to be in the
best interest of the government to award a task order to the companies listed below:
Rights gi. Protection: Ogilvy Public Relations Worldwide

Washington, D .C. 20036
$5,403,720

Washington. D.C. 20036
$504,409
Publications: Academy for Educational Development (AED)

Washington, D.C 20009
$4,358,719
Promotion & Publicity: AED

$4,999,8 17
Quality Information: Ketchum

$788,2 19
to express its appreciation for your interest in this eflort. If you have questions please contact
Ms. Juanita Pang at (4 10) 786-553 8 or the undersigned at (4 10) 786-5 163
- - Sincerely,
Mary E. ones U
Contracting Officer
> -
DEPARTMENT OF HEALTH & HUMAN SERVICES CENTER^ POR MEDICAREMD

7500 ?xmlrkyBodevard
GCI Group, Inc.

ATTN: Mr. Thomas Petrosini - -
777 Third Avenue

New York. New York 100 17
Dear Mr. Petrosini:
Please be advised, this letter serves as preliminary notice of the Government's intent to exercise
Option Year Three under the centers for Medicare and- Medicaid
- --
- Services (CMS) contract
number 500-0 1-0004.
On or before the scheduled Option Year Two completion date of October 30,2003, it is
3 3 17-9
anticipated that Option Year Three will be exercised pursuant to contract provision I. 1 - 5-.-
Sincerely,
*"p
Mary E. Jones, Contr cting Officer
MODE = MEM[)RY TRRNSNLSSION STQRT=WG'R 14306 END=QEi-'R 14:E
F I L E M3.=113
STN M). COMM. QBBR NO. STFlTION W T E L NO. PFlES DURFIT ION
001 OK n 91212m8050 002/002 00:00:26

-
Facsimile
TRANSMITTAL -
TO: Tom PetmsiniLynda Woodworth
FAX #: (2 12) 537-8050

PHONE: (212) 537-8148
RE: heliminary Notice ofhtent to Exercise Option Year Three under CRC Umbrella
Contmct
Fmrn me desk of..

- Juanila Wlson
Cent!% lor Medicare 8, Mediceid S e r v i w
Acquisition and GmnO Gmup
7500 Securiry Blvd.. C2.21-15
Balf~more.Mawand 21244-1850
(410) 7865538
Far (410) 78g9088
I
I)El'AK'I'MEN?' H M . 1 ' H & H U M m SERVICES CENTERS FOR MEDICARE.~ND
MEDICND SERVICES (CMS)
. 7500 Secwitv Boulevard

Baltimore, MI) 21244-1850
-
GCI Group, Lnc. - - August 14.200 1
ATIN: Mr. Thomas Petrosini
777 Third Avenue
New York, New York 10017
Dear Mr. Petrosini:
Please be advised, thls letter serves as preliminary notice of the Government's intent to exercise
Option Year One under the centers-for Medicare and Medicaid Serv-es (CMS) contract number
500-0 1-0004.
On or before the scheduled Base Year completion date of October 30,200 1, it is anticipated that
Option Year One will be exercised pursuant to contract provision I. 1 - 52.2 17-9 "OPTION(S) TO
'
EXTEND THE TERM OF THE CONTRACT." This preliminary notice does not constitute a
commitment on the part of the Government.
Sincerely,

FACSIMII F:
To: Ms. Tracy. L. Sorrentino -. -

Senior Account Executive
GCL Healthcare
(3 12) 424-03 55 FAX
Date: February 8, 2002
From Rita Wilson, CMS, Chicago RO---'
Pages Two, with cover
Subject: Request for Booth at Better Business Bureau's National Consumer Fair
Attached is the request for CMS to stafTa booth at the Better Business Bureau's (BBB)
annual 2002 Consumer Education Fair held on February 8, 2002 booth space at the
Thompson Center in Chicago, TL. For the past three years, C M S has participated in this
fair. We received the papenvork late, but have contacted BBB and advised them that the
payment would be late.
-view the documents and if you approve, please prepare a check in the amount of
payable to: Bmer Business Bureau Please mail to:
M
Consumer Division of the

Better Business Bureau
Attn. Marcy Wilk
33 0 North Wabash Avenue
Suite 2006
Chicago, IL 6061 1
Thanks.
Rtta Wllson
Health lnsurane Speclallst
DHHS,CMS, DBHPP. 8S8
233 North Michlgan Avenue. Suiee 600
Ch~cago,IL 80801
(312) 8 8 6 5 213
Fa:(312) 8865705
-
EL-11-2081 17:32 HERLTHCRRE FINRNCING
-
TO: Ms. Tracy. L. Sonentino -.

GCI Healthcare
(3 12) 424-0355 FAX
Date: December I 1,2001
From Rita Wilson
Pages Three, with cover
Subj- 2001 Governor's Conference on Aging and Humm Services
CMS recently purchased two booths for the Lllinois Governor's Conference to be held
Dec. 12-14, 2001 at the Sheraton Chicago Hotel, 301 East South Water Street. There
are additional charges of r j for conference fees.
Please process a check in the amount of hi J for conference fees payable to:
2001 Governors' Conference on Aging and Human Services
Mail the check to :
2001 Governor's Conference on Aging and Human Senices
P.O.Box 5296
Springfield, IL 62705-5296 -
Thanks.
Rka Wllson
Health lnsurans Spedallst
DHHS, CMS, DBHPP, BSB
North Michigan Avenue,Suke 600
Chlcago, IL 60W1
(312) 8865213
F a x (312) 886-5705
DEPARTMENT
ON AGING
421 East Capitol Avcnuc,#I 00
Springfkld, TL 62701-1789
217/785-3356;FAX: 21 7/786477
George H. Ryan Margo E. Schreiber
Governor
http://www.state.il.us/aging
Director
October 1,2001
The 2001 Governor's (Conference.on Aging a n d Human Services will be held

a t the Sheraton Chicago Hotel & Towers, Cityfront Center, Chicago, on
December 12-14. This serves as an invitati03 t c be en eshibitor at our conference.
This is the third year w h c h the Illinois Department on Aging and the Illinois
Department of Human Services have come together to sponsor thia confererce which
attracts more than 1,000 individuals.
Each year we strive toreach out t o .the needs and.expeciations oi our:.corfference
participants; and at the-.sametime be innovative in,ways to bring.,pcople..tagetherfor a
common purpose. We are able to do thiswith expert speakers,.loyal co-spo~sors,and
people like you who share-yourproducts:and services.
We are excited .about our 'new conference site. We will be work in^ with GES
Exposition Services t o provideaprofessj onal setting for our e&bit hall.:Each
exhibitor will receive an information packet from GES detailing additional services
available for your booth including electlricd power 2nd telephone lines.
We are encouraging exhibitors to make their booths exciting. The Department will be
providing give-a-ways, and will hold our conference breaks in +heexhibit hall t o attract
. our large audience. Together, we can make this the best Governor's Canference on
Aging a n d Human Services exhibit h'all ever! -
Please review the atteched exhibit infomation and -return your npplication as soon as
possible. Our exhibit space always fills up fast. If you have questions or concerns: please
contact me a t 21717'85-4225, fax 217/785-5880, o r e-mail, john.lazell@aging.state.il.us.
Conference Exhibit Coordinator
Tnc Uiinola Deparunenr on A r g d o e no! dismrninak in o ~ s s l o t no rognml m bearmen1 of rrnplcymmt In programs or rctirihel in compbance v i t h a p p r o p d s m Snrr and Federal
St.~lr.. you feel you h ~ v e ccn di-rrurmtrtrl ag~lnet,you have a rigft to Uc r complaint witJr the IUnn~sDcpartmcni on Am$ Pm h r u u t i o n , toll Ihr kruor Hel~Unr.1-800-1R45t
In Illinois, Agng is Everybody's Business!

-
- Conference on Aging and Human Services
2001 Governar's
Illinois Department on Aging

-- December 12-14,2001
Shcraton Chicngo Hotel &Tower% Cityfront, Chicago
301 East North Water Street
EXHLBIT INFORMATION
1. All exhibit spaces sue availabk on a first-paid first-served basis.
2. GES Exposition Serlces will serve as the ~ f f i r i a l ~ ~Sei rrv di c d Contractor for the Governor's
Conference on Aging and Human Services.
. . -.
3. The cost for exhibitars is $350 for For Profit businesses and $200 for Not Far Profit organizations.
One display table will be reserved for organizations / businesses that are unable to staff a booth but
would like to display literature for the fee of $125. These prices do not include electrical power or
telephone lines. Exhihitars requiring electrical power or telephone lines will need to work directly
with GES Exposition Services at the hotel The cost for one Isamp electrical outlet is $105.00 and
, a phone line is $$200.00.
4. All exhihits will be in River Exhibit Hall A, Level 1. .
5. The hotel will receive and store exhibit materials prior to the conference for an additional charge
which is the responsibility af the exhibitor. Each exhibitor will receive information directly from
GES Exposition Services regarding the mailing of materials to the conference.
6. The speciGc locntian of individual displnys will be determined by conference staE Check in at the
Conference Registration Desk for exhibitor's badge(s) and conference program.
7. -
Set-up time is from 1:00 p.m. to 4:00 p-rn on Wednesday, December 12 & 7:30 a.m. 9:30 a . m on
Thursday, December 13. The exhibit hall will be open for set up both of these times for your
convenience.
8. -
Exhiblt times are from 930 a.m. 5:00 p.m on Thursday, December 13 and 8:30 a.m. 12100 p.m. -
on Friday, December 14. The exhibit booth must be stnffed continuously during these hours.
. .. -.
9. Tear down is 12 noon on Friday, ~ e c e r n b 14.

~r
10. Each exhibit will consist of pipe and drape, a six-foot skirted table with two chairs, wastebasket and
a 7" X 44" booth ID sign. Optional items avaiIable through GES Exposition Services will include:
furnishings, carpe6 display labor, booth cIeaning, electrical, telephone, rental exhibits, floral and
audio visual. Optional items are nt exhibitor's expense.
11. Exhibitors a r e responsible for their own display security.
12. Exhibitors need not pay a conference registration fee d e s s the exhibitorlexhibitor's staff wish to
attend conference sessions and events.
13. ~ concein5 about the exhibit hail should be addressed to Jahn LazeU ,217/785-4225, fax
Q u e s t i or
2171785-5880, or e-mail, johnJazell @agihgstate.iLus.
1 1 :53
~~--26-2001 HEGLTHCQRE FINQNCING
FACSIMII F:
To: Ms. Tracy. L. Sorrentino -- -

' GCT Hedthcare
(3 12) 424-03 5 5 FAX
Date: November 26, 2001
From Rita Wilson
Subject: Mature Lifestyles Expo, Madison, WI, October 17,2001
Sharon Manjon of Metastar (Wisconsin PRO) staffed a Medicare booth at the Mature
Lifestyles Expo held on October 17, 2001 at the Alliant Energy Center in Madison,
Wiconsin. Ms. Manion received a special discount on the booth: '<
I /
The event was approved on the REACH Workplan (41 07 -LE-WI Elder Issues and
Mature Lifestyles Conference). There was confusion because there were two conferences
listed together. We paid for the Elder Issues Conference, but did not have the paperwork
for the Mature Lifestyles Conference. Attached is a copy of the conference brochure
and Sharon Manion's FAXed request for payment.
Please review the documents and if yo! approve, please prepare a check in the amount of
b~ , payable to: Mature Lifestyles. Please.mail to: . - -
Mature Lifestyles
Atm: Pat O'Cara
P.O.Box 44327
Madisoq WI 53744
Thanks.
Rlra Wllson
Heanh lneurance Speclallst
DHHS, CMS. DBHPP, BSB
233korth Michigen Avenue, Sulte 600
Chlcago. 1L 60601
(312) 6855213
Fax: (312) 886-5105
'7
NOU-26'2001 11:53
MelaStar..
HEQLTHCQRE FlNQNCiNG
. .
F .G / E Z
- .
. .. ., , :
. . . .
. . ..
. . . . .
~oi$,:/+p'iorernent
.
-
.
.
1''
. .
. . :-
,
2909 b n d m a k Place
Madloan. Wlrconslrr 53713
608 2 7 6 1 5 4 0
800 3622320
Fax 608 278-5008
DATE:
. . . .
Q cieina'ls,.wilJ
. .
.
. .. . .. .
..<"
. . -.. ..i.- .-.-
&\;>..%C
0 Follow bp wl
a r ng& ;
PAX NUMBER: II Q/n 5 7 0 3r

NUMBER OF PAGES INCLUDING COVER SHEET:
FROM: C
,"& -
IF THERE ARE PROBLEMS WITH THIS TRANSMISSION OR ALL PAGES ARE

NOT RECEIVED, PLEASE CALL (608)274- 1940 OR 1-800-362-2320.OUR FAX
NUMBER IS (608) 274-5008.
SPECIAL mSTRUCTIONS:
vverrrless noorn with t~u-shots,blood pressure screening , ~ c d n e s d a cOctober 17,2001
and cholesterol checks . M'
Free Continentel Breakfast

9:00 AM to 2:30 PM 0
a
Cash Prizes at the Alliant Energy Center J
at-
8
(lamrly known es Dam Cwnty h p a HallJ o

t
Michael Bahr
Masler of Ceremonies
Host of WIBA-AM 1310
Exhibitor Plan
Entrance to seminars, breakfasl, exhibit room is free.
Tickets to keynote (Willard Scott) are $5
I Specifications:
Each booth includes an 8' skirted table (booth slze is 8' x lo'),
2 chairs, 3' side drapes, 1 lunch (exlra lunches $10.00),and LIFESTYLES
10 tickets to Willard Scott .
Booths:
SHOW
$575 per Booth (2nd Boolh $400) I WULard Scotk 'Willard Scott at brnew
Electrical set up $65
Selu-p Tme is between 7 a.m. and 8:45 tho day of the Show. You can Company namenetas tar, ~ n ,c
pick up your pre-ordered lunch efler 11:OO a.m. at !he Concession Stand Phone (608) 274-1940
Contacl person Sharon NanJon
Dell wilh proper lickel. A IetterJfax will be senl to you idenlifyingyow
table location, lunch cholce, elc ...5-7 days prior to show. Address 2909 Landmark Place
ND boolh is reserved wilhout payment. City, Stale, Zip-)(awUI 5 - 1 ~
Tables sre asslgned in order of our receiving payment. Fax# 2 7 4v s m
Promotion Plan Keynote tickets - Willard Scott ($5 each)
We will use an intensive media schedule wlth WIBA-AM, Number of extra ttlnches ($1 0 each)
Wisconsin Stale Journal, Wisconsin Woman (caregivers), and
Electrical ($6F'
three editions of Mature Lilesfyles to the show.
This coverage includes Dane County and the four counlles north -- Eoolh Cost ?,J,,.l
,.
,
and three south of Dane. All of the radio and dally newspapers Total arnoun~-,lclosed
will reach these markets. Payment method: &) Check C]Vlsa MaslsrCard
r
I
~uestidns?Call (608) 274-5200
or Toll Free (800) 332-4424
i
* I ---- ----
Authorized -, -
To: Ms. Tracy. L. Sonentino
- -
GCI Healthcare
(3 12) 424-0355 FAX
Date: March 5, 2002
!- From Rita Wilson, CMS, Chicago RO-.,.
Subject: Seniorama ZOO2 in Decatur, IL,May 3,2002
Attached is a description and application (exhibit agreement) for a Medicare Information

booth a the Seniorarna 2002 scheduled for May 3,2002 in Decatur, Illinois.
The cost of the booth with electrical outlet and an extra table ir his event was
agreed upon in our last conference call with the Illinois Medicare Partners.
Please review the information and if you agree, have a check processed payable to:
Seniorma
Mail to: Sherry k h a r t ,
DMH Prime Tirr)e
2300 Garth ~ d w a r dStreet.
Dectjur, IL 62526.
Thanks.
Rlta Wilson
Heanh In6urant.e Specialist
DHMS, CMS. DBHPP,BSB
233 North Mlchlgan Avenue, SuHe 600
Chicago, I1 60601
(312) 8865213
F=: (312)me5705
HERLTHCQRE FINANCING
To: Ms. Tracy. L. Sonentino -~

-
GCI Healthcare
(3 12) 424-03 55 FAX
Date: March 15, 2002
From Rita Wilson, CMS, Chicago RO.-1-
Pages Five, with cover
Subject: Resumption of Hotline 21 Cable TV Program
Attached is a letter dated March 4, 2002, confirming that the Centers for Medicare and
Medicaid Services will appear on Hotline 21 every Wednesday from April 3,2002 through
June 26,2002. Included in the letter are the charges for services related to the program.
There is another letter dated February 19, 2002 requesting a renewal of our membership in
CAN TV at the cost of! h per year. Attached is the completed application.
Please process a check in the amount of J payable to Chicago Access Corporation

for the followin
F Annual membership renewal
6' \ Two stapersons to be trained
VHS Dubs for each show (%?Ox13)
Total
Please mail the check and application to:

Chicago Access Corporation
322 South Green Street
Chicago, Lllinois 60607-3502
Thank you for your prompt attention to this request.

M a Wilson
Health Irusuranca Speciellst
DHHS.CMS, DBHPP. BSB
233 North Mlchlgen Avenue, Sulte 600
Chleago, IL 60601
- (312) -1 3
Fax (312) 8885705
. !Ink-15-2002 ?6:43 HEQLTHCQRE FINQNCING
Sometrmes N isn't t h e ~ r o l ~ l e m
It'.s the Solution. , CAl'Wnf
Centers for Medicare and Medicaid
-
Services
-.
Ms. Rita Wilson
233 N. Michigan, Suite 600
Chicago, lL 60601-5519
March 4,2002
Dear Ms. Wilson: - ---

.- - -
I am writing to confirm that your program will zippear every Wednesday 4:00 PM
for your 2nd quarter 2002 Hotline 21 timeslot. This will be a 13 week quarter.
Your series will run from April 3,2002 through June 26, 2002.
If you have any additional people from your organization that need to be trained,
please call the Nonprofh Services Department to schedule a training session.
Training sessions are held Monday through Friday and last from 10:30 AM
through 1:30 PM.
Thank you for your interest in CAN TV. Please remember to bring your
background sign on the day of your first show. You may store the sign at CAN
lV during your Hotline quarter. Please contact me (312) 738-1400 if you have
an;! questifins or need any additional information. Good luck with your show.
Sincerely,
Mary Villaflor
Nonprofit Services Coordinator
Chlcaau A c c e s ~ e c w o r kTelev~slon 22; SCCI'ISrsor, S::ee! Chlcaccl 1L 60637.-3544 chor,e 312 736 1400 fax 212 738.2519 c j n b or5
HOTLINE PRICE LIST
-
VHS Dub
-
Additional VHS Dubs (each)
VHS Dub (provide your own tape)
%" Dub (provide your own tape) - - _
Additional % hour W Dubs (each)
Additional 1 hour %" Dubs (each)
VHS & %" Tape Roll-In Tape Insert (per show)**
Hotline Training (per person)
?hhour Hotline Studio Rental
1 hour Hotline Studio Rental
CAN TV Yearly membership
Note: If you are interested in purchasing a taped copy of your Hotlhe 21-
show, you must alert CAN TV staff BEFORE the airing of the your show.
Since the shows air live, no copy of the show is made unless you request a
copy before the show. Please make your guests aware of this in the event
that they might like to purchase a taped copy of the show.
** Roll-in Tape hserts must be brought in a minimum of 3 business days

ahead of show date. This allows the staff to prepare the tape for air. The
roll-in should be limited to 2-3 minutes. Tapes over 5 minutes will not be
accepted. Hotline Series Users are allowed one free roll-in per quarter.
- ' 'MRR-15-2002 16:43 HERLTHCRRE FINRNCING
Sometimes lV
--
isn't the Dmblem. It's the- soluuon. - -
February 19,2002
Ms. Rita Wilson - -.
Health Insurance Specialist

233 N. Michigan Av., Suite 600
Chicago IL 60601 -5519
Dear Ms. Wilson: - -
As a CAN N member, youare aware of many of the benefits 'Chi TV b h g s to

Chicago residents such as low-cost television workshops, access to television facilities,
and the opportunity to submit noncommercial programming to the channels.
Another benefit is the wide variety of programming available through CAN TV. Did you
know that more local programming is being generated through CAN TV than
through all of the local broadcast stations in Chicago combined? For example:
Media coverage of local events, w ith experts presenting timely information and local
perspectives about city, state, regional and global is.mes;
Live cnll-in programming on community concerns such as local politics, health care,
domestic violence, substance abuse, economic development, and a newly initiated line-up
of educational programs for youth on Saturday mornings;
Easily accessible bulletin board services that connect residents with jobs and training
information, educational opportunities, health care assistance, and cu1lura.l events.
Won't you please renew your rnem6ership today using the attached form?
You can be assured 'that your memberdup dollars are supporting a diversity of voices and
viewpoints unavailable through commercial media CAN TV members know that,
"Sometimes TV isn't the problem. It's the.solution."
('y(
Barbara Popovic 1\
Executive Director
- -
Enclosure
... --
fhlcagc Arc=* hprwork Television .
322 Scu!h S f t e n s i r e ~ : CP,icqc, !L EOEG7-3SU ;none: 312.738.1400 !ax: 372.738.2519 a cantv orc
rn
EPARTMENT HEALTH HUMAh SERVICES ~t \ L I 11 ( \KI-
Fl\ \ \ C I \ G \ l ~ \ l l \ l s l l~o ~\ l
- Baltimore. $ID 21244-1850
GCI Group - -
ATTN Mr Thomas Petrosini
777 Third Avenue
New York, New York 100 17
Reference: HCFA-00-00 1 1 , Communications and Social Marketing, Request for Task Order
Proposals
- --- .
Dear Mr. Petrosini: - > -
You are invited to submit a proposal for at least three (3) of the five (5) task orders in response to
this Letter Request for Proposal (LRFP) for the award of task orders 000 1, 0002, 0003, 0004,
and 0005 under the "Communications and Social Marketing" solicitation Your proposals shall be
submitted in accordance with the requirements set forth below.
1 . Prepare a limited written technical proposal (see Attachment 1 for specific proposal
instructions);
2. Prepare a business proposal in accordance with Attachment 1 to this LRFP;
3. Submit one (1) original and four (4) hard copies of the limited written technical
proposal and one ( 1 ) original and two (2) copies of the. business proposal; and
4 Your proposal must be received no later than 2:00 p.m. Eastern Daylight Time on
A u ~ u s t15, 2000, at
Health Care Financing qdministration

Office of Acquisition and Grants
Mailstop: C2-21-15
~ t t e ~ t ~ o n Ms.
. Juanita Pang OR Mi. Debbie Strittmatter
Contract Specialist Contract Specialist
(410) 786-5538 (4 10)786-5 136
The evaluation process to be utilized in this acquisition will be the "best value" approach with
award being made to the offeror(s) whose proposal(s) islare the most advantaseous to the
Government. Technical quality of the proposals is more important than costlprice. Task Orders
will only be awarded to those offerors who are awarded an IDlQ base contract
The Government is not committed to reimburse any costs associated with the preparation or
submission of a task order propo&l:.~n addition. the Contracting Oficer is the only individual
-who can legally commit the Government to the expenditure of public hnds in connection with the
proposed procurement.
Questions concerning this LRFP should be referred to Ms. Juanita Pang, at (4 10) 786-5538 or
Debbie Strittmatter, at (4 10) 786-5 136
Edward Hodges, D~rector

/
Attachments:
. .
1 . Proposal Instructions
2. Level of Effort Per Task Order
3. Statement of Work (Task Orders 0001, 0002, 0003, 0004, 0005)
.\TT.\CH.\I EST I
1. PROPOSAL ORGANIZATION
The offeror's proposal submission shall consist of Volume 1. Business proposal and Volume 11.
L~mitedwritten Technical Proposal. Your offer shall be organized as follo~vs:
A. - Volume 1 - Business Pro~oscrFTheBusiness Proposal shall consist of the following
1. Table of Contents
2. Cost Estimating Assumptions
3 Breakdown of Proposed Costs
4 Subcontract Proposals
B. Volume I1 - Limited Written -Technical Proposal. The Written Technical Proposal shall
consist of the following: .- - -
1 Technical Understanding and Approach
2. Staffing Plan
2 PROPOSAL PRESENTATION
.4. The proposal shall be numbered. The number of pages for Volume I are not limited,
however, Volume I should be carehlly prepared to be clear and concise. Volume I1 should
be kept to no more -than 12 Dages per task order
B. General Instructions:-
Page Size, typing, Spacing and Page Numbering - Page size shall be 8.5 by
'
1.
1 1 inches. Foldouts will count as two pages. The task order proposals shall
be numbered and printed on one side pages. Submit task order proposals,
to the extent possible, on high-grade white paper, whch can be recycled.
Type size shall not be less than 12 pitch type with a double-space between
lines. Resumes for .key personnel are limited to 2 pages each. The resumes
shall be provided as an attachment, and will not be counted towards the
pagecount
3. BUSINESS PROPOSAL INSTRUCTIONS
NOTE: It is anticipated that Cost Plus Fixed Fee Task Orders (CPFF) will be .issued as a result of
this LRFP
The business proposal shall be compnsed of the following elements
a Table of Contexs
- -
b Cost Estimating Assumptions
Explain the'methodologies and significant assumptions used in developing the proposal

c. Breakdown of Proposed Costs
Costs associated with each task order should be broken out as follows.
a) Direct Labor Raes-
i) Provide the basis of proposed labor rates and labor classifications including any
proposed escalation factors.
ii) The contractor shall distribute labor hours provided at Attachment 3, among
themselves and their subcontractor(s) by areas of expertise or where they would
intend to utilize them.
-
-?
- - -- -
b) Indirect Costs - As applicable; appropriate indirects shouldbe applied to ODCs
and subcontractor(s) costs.
c) Other Direct Costs (ODCs) - Use appropriate "plug" figures as stated in

Attachment 2.
d) Fee
The offeror shall propose a fixed fee
Fee should not be proposed on Facilities Capital Cost of Money (FCCM)
e) Facilities Capital Cost of Money (FCCM)
If applicable: the Contractor shall provide the calculations utilized in computing

FCCM. NOTE: In accordance with HHSAR 3 15-905-74, when facilities capital
cost of money (cost of capital committed to facilities) is included as an item of cost
in the contractor's proposal, a reduction in fee shall be made in an amount equal to
the amount of facilities capital cost of money allowed in accordance with the -
Facilities Capital Cost-of-Money Cost Principal
d Subcontract Proposal(s)
All proposed subcontractors shall submit a complete cost proposal in the same format as
the offeror's cost proposal
If a commercial item or service is being acquired from a subcontractor, then data

submitted to substantiate price reasonableness can be limited to sales data relating to same
or similar items sold in the past year The contractor need only include information that is
in a form regularly maintained by the offeror as pan of its commercial operations (See
FAR Part 2.101 for the definition of Commercial Item) --
4. LIMITED WRITTEN TECHNICAL PROPOSAL

The Limited Written Technical Proposal shall include.
A Technical Understanding and Approach - Your proposal will be eLraIuared
based upon the extent to which your proposal demonstrates
Task Order 000 1 -
1 . Describe the process for evaluating existing consumer education materials to initiate a neLi.
research plan that seeks t o x p r o v e the existing product.
2. Describe how you will collect and summarize information profiling relevant consumer
1 Describe how you will design and carryout consumer testing of products that M ~ I I inform
beneficiaries about their rights and responsibilities, claims and co-payments, fraud and
abuse, non-renewal of conj~actsfor health plzns, and other policy-related issues under the
Medicare, Medicaid, State children's Health Insurance, grid-Hsalth Insur lqce Portability
and Accountability Act (HIPAA) programs
4. Describe your corporate experience in work relevant to this task order such as,
redesigning and simplifying complex legal documents into more consumer friendly
language.
5 Describe the qualifications of key personnel assigned to this task order, such as:
experience simplifying legal documents and conducting research on document
comprehension.
Task Order 0002:
1 . Describe the plan and the type of qualitative and lor quantitative formative research to
develop campaigdoutreach strategies that include identification of cultural, linguistic, and
hnctional barriers for specific target audiences
2. Describe how the Contractor would create message products, implement communication
> Describe your corporate experience in work relevant to this task order such as
researching, planning and implementing health behavior change campaigns.
4 Describe the qualifications of key personnel assigned to this task order, such as. - --
knowledge of campaign development, research, and implementation as well as health
behaviors.
Task Order 0003
I Describe the process for an initial evaluation of existing consumer education materials to
help direct a new research plan that seeks to improve the existing product.
2 Describe how you will collect and summarize information profiling relevant consumer
these new materials
3 Describe how you would plan, implement, and assess your marketing and education
campaigns aimed at -educating
- consumers about HCFA's Health Insurance Programs
4 Describe your corporate experience In work relevant to this task order such as conducting
consumer education and research w~tholder adult populations, informing the public about
health plan choices, or informing the public about social program availability
Describe qualifications of key personnel assigned to this task order. such ail deieiopilli
web sites, conducting formative and assessment communication research. designing
messages, and producing andimplementing campaigns
-
Task' Order 0004:
Describe how you will coreit and summarize information profiling relei,ant consumer
Describe how the Contractor would create message products, implement communication
Describe your corporate experience in work relevant to this task order, such as: promoting
-
the use of appropriate channels relative to health information seeking behavior and
conducting nationwide health related campaigns.
Describe qualifications of key personnel assigned to this task order, such as: knouledge of
~edicar+ e Choice and information seeking behaviors.
Task Order 0005
Describe your corporate experience in work relevant to this task order, such as: reporting
comparative quality information about various levels and components of the health care
system.
Describe how you would create strategies and work plans for designing, completing,
testing, and evaluating products related to Comparative Health Quality Information.
Describe how the Contractor would design and carry out product testing (with consumers.
friends and family, community leaders, advocates, experts), to explore consumer interest.
to test available quality measures, and to test draft consumer reporting products in both
Internet and print formats.
Describe how the Contractor would design and carry out experimental tests of the impact
of consumer reporting products of differing design on the accuracy of consumer
interpretation and appropriateness of consumer conclusions and decisions
Describe qualifications of key personnel assigned to thls task order, such as: - knowledge
of health care systems and quality measures as well as, experience and knowledge of
communication and education program development and implementation.
B. Staffing Plan - names of personnel who will be working on the task order; their
position title appropriate to their qualifications and effort to be contributed to the
contractitask order effort including thbse of any subcontractors. identification of
key personnel; Key Personnel Resumes: Resumes shall contain information on
education, general background, industry background, and specific professional
accomplishments directly applicable to this Statement of Work. Letters of
commitment are required of all key personnel not presently employed by the
offeror. (Resumes shall be provided as an attachment, and will not be counted
-
towards the_ page limit.) -
From: Deborah Strittmatter
TO: ~nternet:jdelmazo@princ~palpr.com,internet:tpetro ...
Subject: Communications and Social Marketing Task Order Proposals
-
GCl and all of its subcontractors should supply a breakout of their loaded rates (to include base labor rates,
indirects, and fees). This information should be submitted ASAP. They can be submitted directly to Juanita
Pang a t jpang@hcfa.govor faxed t o 410-786-9088.
- -
In your breakdown of proposed costs you indicate that GCls rates are fully loaded and include direct labor,
fringe, overheadlG&Aand FEES. Why then are you proposing an additional il c, .e on all costs?
CC:
**u**-***u* COMM. JOmNkX- *****-*uwmcx* DQTE QL 4-20132 ***.cr TIME 15:41 r+*r**m
MODE = MEMORY TRQNSMISSION START=WG-14 1 5 : 3 1 END=QUG-14 1 5 : 4 1
STN NC. COW. FlBBR NO. STFlTlON N Q M / T R NO. PFItES DURFITION

. .
-
0 01 OK a 912128863134 0261026 00:09:56
Facsimile - -
TO: Lynda Woodworth

GC1
FAX #: (212) 886-3134

(212) 886-3435
RE: LRFP 02-0 10

Lynda
We were made aware that some electronic glitches may have prevented you from receiving this
LRFP. Therefore, I am faxing it to you. Please wnfum receipt. Thanks.
F r n the dedc ot..

Juanita Wlson
= Acguisibon and G a n r , Group
7500 Seturity Blva.. C2.21-15
Baltimore, MaNand 212441850
(410) 7855538
F a r (4 10) mma8
Facsimile
TRANSMITTAL
TO: Lynda Woodworth - -

GCI
RE: LRFP 02-0 10 - -.

-.
Date: August 14, 2002

We were made aware that some electronic glitches may have prevented you from receiving this
LRFP. Therefore, I am faxing it to you. Please confirm receipt.. Thanks.
From the desk of,..

Juanita N l s o n
Acqu~sitionand Grants Group
7500 Secur~tyBlvd.. C2-21-15
Balt~rnore.Magand 21244-1850
-
(410) 786-5538
Fax: (410) 786-9088
. ..
:... Juanita Wllson - T. 0 . 0 0 0 6 --
I
.. Page 1
- -- . ... - - .- - L.._ .-~
..
..
From: "Printz, Sandy" <Sandy.Printz@ketchum.com>

To: "Juanita Wilson" ~JWilson@cms.hhs.gov~
Date: 9/3/02 4:01 PM
Subject: T. 0.0006 -
Juanita, I talked to the techincal staff and I am told that CMS asked Ketchum to Stop Work on this T. 0.
on March 27th so staff have not been working on this. Is the Stop Work Order being lifted? If so, that's
great news and I will send the request7ofa NCE asap. Please advise.
sandy printz
Sent: Tuesday, September 03, 2002 3.1 1 PM
To: Printz, Sandy - ---.
Cc: Alissa Schaub-Rimel - . .-. -
Subject: RE: Award Notice for LRFP 02-007 under CMS CRC Contracts
Sorry Sandy, I meant to reference the task order I was speaking of. This is for #0006. It currently expires
on 9/20/02. Does that help?
>>> "Printz, Sandy" <Sandy.Printz@ketchum.com> 09/03/02 03:04PM >>>

for LRFP 02-007??????
Sent: Tuesday, September 03,2002 2:59 PM
To: Printz, Sandy
Cc: Alissa Schaub-Rimel .
Subject: RE: Award Notice for LRFP 02-007 under ChlS CRC Contracts
Sandy,
Can you please send me a letter requesting a mod. be done to extend the period of performance for
another year (double check wltech. folks) and that no additional costs are needed to accomplish work
during this period? It will look similar to the letter you sent me for TO #0004. Thanks.
>>> "Printz, Sandy" <~and~.~rintz@ketchum:'com> 09/03/02 09:34AM >>> . -

duh .....what was I thinking. I was thinking Sept 30th was last week:-) blonde moment for sure.
thanks,
sandy
Sent: Tuesday, September 03,,2002 9:26 AM
To: Printz, Sandy
Subject: RE: Award Notice for LRFP 02-007 under CMS CRC Contracts
Since TO #0004 doesn't expire until September 30th, Ketchum should continue to work until that time.
However, a request for an extension has been received and should be processed prior to 9/30/02.
Thanks. -. - --
- - --.-. .- .. .. ---- .- .
. .---- -- - -- -. .. -...- - .
..-. . ...- -..
... ..
.-.-,
- -p - -- --
Juanita Wilson. .-. -T...0. 0006

. -- -. -- - -- . .. . .. -. --
, . Page. 2
1 21---_ - - - A-._.-
.. .
>>> "Prink, Sandy" cSandy.Prink@ketchum.com> 09/03/02 09:22AM >>>

Good morning Juanita, hope you had a great Labor Day. Just wanted to follow up on the mod for T. 0 .
No. 0004. T. 0 . No. 0004 expired on September 30th. Do you want to send me an email to allowing
Kethcum and its subcontractor to continue work, while the mod is being prepared or should we stop work,
until we receive the mod.
sandy -- -
F7-- - , -
I_- Juan~taPang - REQUEST

-
FORFF
- --
~ R F 01-004
P "HOMELESS PROJECT" - -- -- - ---. ----- Page
- 1
From: Juanita Pang

To: internet:scott.sloat@ketchum.com
Date: 4119/01 3:20PM
Subject: -
REQUEST FOR FRP LRFP 01-004 "HOMELESS PROJECT"
See the attached letter with regard to the subject solicitation

- -
The FRP due date is 12PM local prevailing time on Thursday, April 26, 2001.
-- --..
[ juanita pa@ - REQUEST FOR ft
-. LRFP 01-004 ';HOMELESS PROJECT"
--
Page
- ----
1
From: Juanita Pang

To: internet:yolan.laporte@ogilvypr.com
Date: 4/19/01 3:18PM -
Subject: . REQUEST FOR FRP - LRFP 01-004 "HOMELESS PR0,IECT"
See the attached letter with regard to-.the- subject solicitation.
The FRP due date is 12PM local prevailing time on Thursday, April 26,2001.
- -- -- - -- - - -- -- - - - -
j. Juanita Pang - AWARD
-. . -
NOTICE U' FR CMS CRC UMBRELLA
- .---- ---
CONTRACTS --
Page--1
From: Juanita Pang

To: CRC Contractors
Date: 7/19/01 7:28AM -
Subject: - . AWARD NOTICE UNDER CMS CRC UMBRELLA CONTRACTS
LRFP 01-004 entitled "Program Inform_ation for Persons Who Are Homeless," was awarded to Ketchum in
the amount of $124,046.64 effective July 16, 2001. Two (2) proposals were received.
Cluestions may be directed to Juanita Pang, Contract Specialist, on (410) 786-5538 or Mary Jones (410)
786-51 63.
Thank you for your interest in the programs of the Centers for Medicare 8 Medicaid Services (CMS)
CC: Clemons, Gina

From: Juanita Pang
To: internet: james.sefcik@ogilvypr.com, internet: yo1...
Date: Tue, Apr 3, 2001 3 1 9 pm
Subject: Responses to Ouestions-LRFP 01.004
The LRFP number has been revised from 00 -0004 to 01-004.
The attached document contains responses to question?received regarding the subject LRFP.
Ttie proposal due date remains on or before 10 AM local prevailing time on Monday, April 9, 2001.
CC: internet: tom.beall@ogilvypr.com

.-- .. -- ------ . -
i. .Juanita Pang - LRFP 01-012
...................... .......
under
-
2 umbrella Contracts ... ..................... Page i
.
. . . .
From: Juanita Pang

To: Internet: david.cornell@ketchum.com
Date: 8/17/01 3:04PM -
Subject: - LRFP 01-012 under CRC Umbrella Contracts
David, -. -
This is not the one we discussed earlier this afternoon. You will see that one hopefully on Mon.TTues.
Forwarding the subject letter request for proposal entitled "Bone Mass Measurements Screening". Your
proposal is due by 2PM on Friday, August 31, 2001. Questions should be directed to Juanita Pang
(JPanq@cms.hhs.qov) or (410) 786-5538.
CC : Chiappelli, Ted; Intel+ jeffrey.mullins@ketchum.com; Internet:

- -
monica.marshall@ketchum.conl; Internet: scott.sloat@ketchum.com; --Turnipseed, Maxine
a
. ..-.. -- - - -
: Juanita
. .
Pang
.-.
- LRFP
... . . .
01-013 und
.-- - . --- .-- -.-
- -
.RC ~mb<lla contracts ,- .... . Page 1
,
. .
From: Juanita Pang

To: Internet: david.co~nell@ketchum.com
Date: 8120101 4:15PM
Subject: LRFP 01-013 under CRC Umbrella Contracts
Forwarding the subject letter requesffor proposal entitled "Research on Reporling Strateg~esfor Informed
Consumer Use of Health Care Quality Data." Your proposal is due by 2PM on Tuesday, September 4,
2001. Questions should be directed to Juanita Pang (JPanq@crns.hhs.qov) or (410) 786-5538.
CC : Fyock, Jack; Internet: jeffrey.mullins@ketchum.com; Internet:

monica.marshall@ketchum.corn; Internet: scott.sloat@ketchurn.com; Miranda, David
--
- --
Juanita Pang - LRFP 01-011 Unae IS CRC Umbrella Contracts--
.. . - .. ...-
~ - .... .
-. -...- .- --- --- - .-- - -. . .. -. . ~ ~ .- -~ - -. - ~-.. Page 1
From: Juanlta Pang

To: CRC Contractors
Date: 8/9/01 9:48AM
Subject: LRFP 01-011 Under CMS CRC Umbrella Contracts
Forwarding the subject letter request for proposal (LRFP) entitled "Campaign to Promote Quality of Care
in Nursing Homes." Proposals are due by 2PM on Thursdav, August 23,2001. BlDlNO BID Decisions
and questions are requested by ~ h u c d a yAugust
, 16, 2001to Juanita Pang (ipan~@crns.hhs.qov~.
CC: Chiappelli, Ted; Wilcox, Sheila

, . .
- - -- -
Jaime Galvez - ~etchum.~ o d i f i c a t ~ o4n Task Order 0006
- -- -
Page 1
- -
From: Ja~meGalvez
To: Kim berly.Derw~nski@ketchum.com
Date: 11/23/04 4:49PM
Subject: Ketchum, Modification 4 to Task Order 0006
Kimberly,
Attached, for your signature is ~ o d i f c a i o n

4 to Task Order 0006, under Contract Number 500-01-0002
Call me or Debbie Hoffman if you have any questions.
Thank you,
Jaime E. Galvez, CPPB

- .-
-.
7500 Security Blvd., Mailstop C2-21-15
Phone: (410) 786-5701

Fax: (410) 786-9088
Email: jgalvez@cms.hhs.gov
CC: Franklin, Julie; Galvez, Jaime; Hoffman, Debra; Lee, Rosemary

: Jaime Galvez - TO #6
--
- _ _I___.- -- -- -- _-
- -
-- - .
Paae 1
From: "Williams, Taren" <taren.williams@ketchum.com~

To: "Jaime E. Galvez " <jgalvez@cms.hhs.gov>
Date: 10126104 8:21AM
Subject:. TO #6
-
Greetings!
Because of the chaos we've experienced with TOM, Kim is suggesting that
we change the look of our public voucher by placing ALL Nursing Home
invoices under one tab, and 2 separate tabs for Baseline 8 Formative.
So, it will look like such,
Summary
Nursing Home - 5-'L.idS*
Baseline - 5"b'-&k --
-
Formative 5 2 b k d
- . -
Please let me know if you have any prob!ems with this.
Taren Williams
Contracts Manager
202-835-9453
Ketchum. Passion and Precision in Communication

- ... - . . .. - . ..... . - . . - .- - --..-
---.
-- -- --- .- -
. -- . .. .. ---
;--~-a-i m e
Galvez
-- -
- Ogilvy, Base
-
Contract, Modification r ~
-- - .~ Page
-. - 1
From: Jaime Galvez

To : cheryl.moore@ogilvypr.com
Date: 211 1105 8:58AM
Subject: Ogilvy, Base Contract, Modification 6
Cheryl,
- -
Attached, for your signature is a copy of Modification 6, to Contract No. 500-01-0003.
Once you have signed the modification, return it to me for Debbie's signature. Call me if you have any
questions.
Thank you,
Jaime E. Galvez, CPPB - -.

Acquisition and Grants Group .-

Phone: (410) 786-5701

Fax: (410) 786-9088
Email: iqalvez@cms.hhs.qov
CC: Franklin, Julie; Galvez, Jaime; Hoffman, Debra

,Rosemary Lee - Ketcnurn T O 6 Mod. 3 Suotask One
From: Rosemary Lee

To: Becky.marquis@ketchum.com; felicia.parker@ketchum.com; Gaivez, Jalrne,
Goldstem, Elizabeth; Rosemary Lee
Date: 3/11/05 -
Time: - 3:OOPM - 4:OOPM
Subject: Ketchum T 0 6 Mod. 3 Subtask One
Place: C2-19-05 AGG Cmference Room
Discussions and concerns with Ketchum Task Order 6 Subtask One as of Modification 3
CMS will call into Ketchum at : # 202.835.9453
Hoffman, Debra
- ---.
-- - -- -. --
..
Juan~ta
- --
Wilson - RFP for.-Tas
- - - - - -.--
- -
-der #0005, Mod. #01
- --- ----
under CMS CRC-C
. - ---- - --- - - - . -
act #500-01-0002
-- - . Page 1

To: Internet: sandy.printz@ketchum.com
Date: 8128102 10:46AM -
Subject: - RFP for Task Order #0005, Mod. #01 under CMS CRC Contract #500-01-0002
Sandy, --
Forwarding the subject solicitation for a modification under task order
#0005, entitled "Consumer Testing Regarding Consumer Preference of Decision Tools vs. Scorecards."
The period of performance for the overall task order remains unchanged.
Proposals are due 09/04/02 at 2:00 PM.
Questions may be directed to Juanita Wilson ~wilson@cms.hhs.qov)on 410-786-5538

-- -
r- - - - - - - - - a
. --- - -- -
i Juan~taW~lson- Ketchum, ~ a r >rder-&~C%- . - . -- Page '
- -
From: Juan~taWilson
To: internet: sandy.printz@ketchum.com
Date: 1/28/03 2:57PM -
Subject: Ketchum, Task Order #0005
---
Sandy,
The GTL of the subject task order has informed me that they will need an extension through Sept. 30,
2004. Some unanticipated circumstances have taken place and have caused the overall timeline to shift
Can you please coordinate with your technical team to see if this can be accomplished within the existing
budget? The specific Subtasks affected are 2, 6, and 7. There is a slight content change in Subtask 2
and only revised deliverable dates for 6 and 7.
Please submit your written determination to me. After you have initial discussions with your technical
team, give me a call to let me know when I car1 expect Ketchum's determination. Thanks.
CC: Miranda, David

-- - -- -.
i Juanita W~lson- RE: Ketchum,
L-- - ;k-Order #
- 0I05
-- - . -
Page 1

To: "Sandy.Prink@ketchum.com".GWIA-HHS.BALT12
Date: 1/29/03 2:27PM -
Subject: RE: Ketchum, Task Order MOO5
-. -
Sandy,
Can you send me your usual letterhead re: a no cost extension, which also mentions the revised period of
performance (09/26/01-09/30/04) that the existing funds will last through. Thanks.
>>> "Prink, Sandy" <Sandy.Printz@k.-'-'

- . .--.- -
02: 11PM >>>
I have confirmed with Ketchum's staff \- -{
- j R that this is fine and the scope of work will
be accomplished within the existing ~ L U ~ G L .
Thanks,
Sandy Prink
From: Juanita Wilson [mailto:JWilson@cms.hhs.~ov~
Sent: Tuesday, January 28, 2003 2 5 7 PM
To: Printz, Sandy
Cc: David Miranda
Subject: Ketchum, Task Order #0005
Sandy,
The GTL of the subject task order has informed me that they will need an extension through Sept. 30,
2004. Some unanticipated circumstances have taken place and have caused the overall timeline to shift.
Can you please coordinate with your technical team to see if this can be accomplished within the existing
budget? The specific Subtasks affected are 2, 6, and 7. There is a slight content change in Subtask 2
and only revised deliverable dates for 6 and 7.
Please submit your written determinat~onto me. After you have initial discussions with your technical
team, give me a call to let me know when I can expect Ketchum's determination. Thanks.
- -- -.--- ...-.... . . . ..... -. .. - - ..- - .- . . -- ~ .. .- . -. .. ..
.- - -. - - -- -...-.- -- .-
I ~ a .,i h Galvez
L--.
.A
b
e . - Revised SOW for TO 5
.- .- .. .. . . . .. . .- - .- - ..- ..-- .- .. Page 7
From: Jaime Galvez

To: - .com
Sandy.Printz@ketchum
Date: - 5/27/04 5:34PM
Subject: Revised SOW for TO 5
Sandy,
---
Attached, is a revised SOW for Task Order 5. Task Order 5 needs to be modified. Specif~cally.Subtasks
2 and 6, Subtask 7 needs to be extended.
Please provide a detailed cost proposal (hard & soft copy) by June 10, 2004, sufficient for CMS to conduct
a cost realism analysis.
Call me if you any question.
Thank you,

Phone: (410) 786-5701

Fax: (410) 786-9088
CC: Galvez, Jaime; Jones, Mary

STATEMENT OF WORK
- Revised May 27,2004
Research on Reporting Strategies for

Informed Consumer Use of Health Care Quality Data
This statement of work increases the level of effort in two subtasks of Task Order #0005 and
delays work on a third. The following outlines the additional work within the following two
subtasks:
1. Consumer/provider testing regarding public dissemination of hospital and health care facility
comparative performance infomation based on clinical performance metrics and patient
satisfaction surveys. (Subtask 2 in the current-task-order) - - -
2. Testing stage-matched interventions to promote informed health plan choice. (Subtask 6 in
the current task order)
The third subtask being modified is Subtask 7, which involves writing a report integrating the
findings of Subtasks 1 through 6. This subtask is not being modified in content, but since the
work of the subtask depends on the other subtasks being complete, the schedule of deliverables
has been modified to accommodate the other changes in this contract modification.
Period of 'Performance
The period of performance of this Task Order is currently through September 30,2004. This
modification extends the Task Order through September 30,2005
Meetinmeporting Requirements for the Task Order as a Whole

In addition to the requirements pertaining to the particular subtasks, the Contractor shall perform
the following requirements for the Task Order as'a whole:
1. Task Order Management Plan

The additional level of effort for subtasks 2 and 6 need to be incorporated into the Task
Order management Plan. The Task drder management plan shall identify who is responsible
for which activity and deliverable for each subtask. The Government Task Leader (GTL)
will review the Task Order Management Plan and the Contractor shall revise and finalize the
document.
2. Monthly Status Reports

Provide monthly Contractor status reports on activities and deliverables in accordance with
Section F.2 of the Base Contract. The reports shall detail expenditures to date and also show
the number of hours worked by staff members (broken down by tasks). Reports to the
subtask leaders shall contain information on the subtask alone, but the other reports shall
contain both subtask details and summaries for work on the entire task order (Deliverable
#3). The additional level of effort for subtask 2 and 6 shall be incorporated into the monthly
status reports.
- - -
Page 1 of 17
Increased Efforts in Subtask 2: Consumerlprovider testing regarding public dissemination
of hospital and healthcare facility comparative performance information based on clinical
performance metrics and patient satisfaction surveys.
--
I -. Scope
The purpose of this project is to conduct consumerlprovider testing for clinical performance
measures and patient satisfaction survey measures for hospitals and other health care facilities.
Research will prepare measures for public reporting by assessing concepts, language, formatting,
and navigation with appropriate audiences. Audiences may include patients, caregivers, other
consumers, health-careprofessiona~,information intermediaries, andlor other stakeholders with
a vested interest in how the data are displayed. Probes-may inclnde-what promotional messages
might increase use of the data and the website andlor what barriers exist to (greater) use of the
data and website(s).
I. Background
CMS has posted or plans to post clinical quality measures and patient perspectives on care
survey data for dialysis facilities, nursing homes, home health agencies, and hospitals on its
consumer website, www.medicare.nov. These websites will be revised with additional measures
and/or similar measures with new specifications during the coming years. This Statement of
Work will describe the activities to be undertaken by the Contractor in order to help prepare
these additional measures for public reporting. It is anticipated that one round of testing will
focus on nursing home clinical quality measures, a second on hospital characteristics or clinical
quality measures, and the third on patient perspectives on hospital care. However, the order and
exact focus may shift according to changes in agency priorities and timelines. As a part of this
effort. the Contractor shall:
Develop an appropriate research plan.

- - a
Conduct consumer/provider testing of the public reports of data from patient surveys and
clinical quality measures.
Page 2 of 17
111. Requirements
-
- 1. Development of a Research Plan
The Contractorshll perform the following activities as a part of the

development of an appropriate research plan for this project:
Hold an organizational meeting by conference call (Deliverable #15a)

with CMS staff from the Center for Beneficiary Choices' (CBC)
Beneficiary Education and Assessment Group (BEAG), the Center for
Medicaid and State Operations (CMSO) andtor the Center for Medicare
Managernent.(CMM), to review expectations for the work to be
performed, necessary deliverables, and due dges. The CMS GTL will
work with the Contractor to determine the appropriate staff from other
CMS components who will be engaged in this work.
a Minutes of the organizational meeting shall be submitted one week after

the meeting and be subject to review and revision by CMS (Deliverable
#17)
Develop and submit a project management and workplan with a more

detailed schedule of deliverables (Deliverable #16). This workplan shall
include a detailed timeline and shall be reviewed by CMS in draft form
before being finalized.
Submit all final copies in Microsoft Office 97,2000 or earlier version, as

well as in hard copy. The final report should be submitted in Adobe
Acrobat format.
2. Conduct consumer/provider testing of comparative data
The Contractor shall provide, but not be limited to the following acfivitiec
a Unless changed by mutual agreement, the pattern of weekly conference

calls or meetings with the GTL (to identify and review the status of each
part of the work, potential problems, issues that need to be resolved,
schedule for meeting due dates, and additional support that may be
required) previously established under this subtask shall be continued
(Deliverable #15b).
a Determine the number of locations, and individuals at each location, to be

interviewed for each phase. The Contractor shall limit the number of sites,
in addition to the local Baltimore-Washington area, in which to conduct
interviews with beneficiaries. The GTL shalr approve the variables used
to select beneficiary (and other) interviewees (e.g., race, age, geographic
Page 3 of 17
location, and level of education, etc.). The Contractor shall develop and
submit proposed screeners to be used to select beneficiary and
intermediary intervieweeslparticipants for each of the three rounds of
testing. The Contractor also shall develop protocols, guides or scripts by
which to corrduct focus groups, interview and dyads for each of the three
rounds of testing (Deliverable #18, 19,20).
All screeners, protocols, reports and presentations shall be submitted in

draft form allowing 3-5 business days for Government reviews,
comments, discussion, and recommendations of revisions prior to
finalization of those materials.
- ---
Conduct qualitative research whh farget audiences to insure the website
content can be understood and navigated, to help make the website
appealing and useful, and to help promote use of the data contained
therein for informed consumer choice. Audiences may include patients,
caregivers, other consumers, health care professionals, information
intermediaries, and other stakeholders with an interest in the website
posting of provider quality data (Deliverable #21).
When possible, the Contractor shall submit audiotapes (Deliverable #22).
Prepare writteneTopLine reports for each round of research activity. The

demographics for all participants will be summarized for submission with
the Top Line report (Deliverable #23). Drafts shall be submitted for
review and,revision by CMS.
Submit a more detailed Final Report after all research has been completed.
This report shall include quotes from test subjects to illustrate the findings
(Deliverable #24).
The Contractor. subcontractor. and consultants shall discuss w-ith the GTL
any opportunities to publicize and disseminate research findings and shall
not pursue publication or presentation relating to subtask findings without
GTL approval.
Page 4 of 17
-
Schedule of Deliverables for Subtask 2
ITEM DESCRIPTION DUE DATE
. 15. Meetings (aj An Organizational Meeting (a) The organizational meeting
I ( held by conference call to / shall occuf before June 1, - I,
review expectations and due 2004; (b) subsequent project
dates for additional work; (b) management meetings shall be
weekly meetings to manage weekly unless set at a different
project rate by mutual agreement.
16. Additional work Electronic copy in Microsoft Draft: June I , 2004
management and WordIOfice 97 or 2000 Final: Within 5 days after
workplan - CMS revrns comments on
draft
17. Minutes of Electronic copy of meeting Draft: June 8,2004
Organizational notes sent to all meeting Final: Within 5 days after
~eetin~ participants. CMS returns comments on
I draft
Electronic copy: Screening Draft: June 30,2004
Screener A criteria for subjects and Final: Within 5 days after
protocol of questions to use in CMS returns comments on
1 interviews and focus groups draft
19. Research Protocol B & Elecfronic copy: Screening Draft: November 30,2004
Screener B criteria for subjects and Final: Within 5 days after
1 interviews and focus groups draft
20. Research Protocol C & Electronic copy: Screening , Draft: March 30,2004
1 Screener C 1 criteria for subjects and 1 Final: Within 5 days after 1
interviews and focus groups draft
2 1. Conduct interviews, Three rounds in Baltimore- Research conducted in July-
dyads, and focus Washington and at least 1 November, December-Ma-ich,
groups other location. Viewing of and March-June.
research by project officer and
others shall be arranged for
Baltimore-Washington
activities; audio access and
audiotapes shall be made
available for other locales.
22. Audiotapes Audiotapes of all interviews, Made available to project
dyads, and focus groups oficer within 10 days of
completion of interview, dyad
1 or focus group.
23. Topline Reports - - Electronic copy of draft; Topline
- Reports (x3) shall be
1 electronic and hard copy of
1 final. 1 made available in draft form
within 10 davs of comoletion
Page 5 of 17
of round of research; Final 1
I
- draft of Topline Reports shal I I
be made available within 5 1
days of receiving CMS i
- - comments on draft.
24. Final Report Unless otherwise specified by Final Report shall be made
CMS project officer, a final available in draft form by May
report summarizing and 30,2005; final draft of Final
synthesizing results of 3 Reports shall be made
rounds of testing shall be available within 5 days of
submitted by Contractor receiving CMS comments on
- - draft.
Increased Efforts in Subtask 6: Testing Stage-Matched Interventions to Promote Informed
Health Plan Choice
Application o;f the Transtheoretical Model to Informed Choice in the Medicare Populatio~l:
--
Implementation of Pilot in Two Markets
I.. Scope
As part of this contract, the Contractor shall be completing a research project testing the
application of the Transtheoretical Model to informed health plan choice by Medicare
beneficiaries. To do so, an intervention in the form of an interactive CD and a manual have been
developed. The purpose of the increased level of effort under this subtask is to help CMS make
more immediate use of the research-%dings. To do SQ,the Contractor shall modify the manual
developed earlier, to address changes made to CMS's health plin bkgefits by the Medicare
Modernization Act of 2003.
11. Background
[No changes}
111. Requirements
- Activity 13- Organizational Meeting & Project Workplan
The Contractor shall hold an organizational meeting by phone (Deliverable #12) to review
expectations and a draft project workplan (Deliverable #13), which shall be submitted by the
Contractor at the time of the meeting. CMS will review the draft project workplan and provide
feedback. The Contractor shall submit minutes of the organizational meeting (Deliverable #14)
within one week of the meeting. The Contractor also shall revise the draft project workplan and
submit a final version (Deliverable #15) within 10 days of receiving CMS's comments.
- -
Activity 14- Bi-Weekly Conference Calls
Unless and until mutually agreed upon, bi-weekly conference calls to manage the project shall be
held (Deliverable #16).
Activity 15- Drafting Modifications to Manual
The Contractor shall review MMA legislation and consult with necessary parties to revise the
intervention manual developed by the Contractor. The goal shall be to make the manual
immediately useful to CMS in its work with beneficiaries. This revised draft manual shall be
submitted to CMS (Deliverable #17).
Page 7 of 17
Activity 16-Testing Modifications with Beneficiaries and Intermediaries
Some limited testing of a revised manual shall be conducted with beneficiaries, their caregivers,
or information intermediaries, such as State Health Insurance Assistance Program counselors.
This testing shall focus primarily on changes made to address the MMA. The plan for limited
testing, screeners, protocols, and demographics of those tested shall be submitted to CMS
(Deliverable #18).
Activity 17- Finalizing Modified Manual
After limited testing of the revised manual, the Contractor shall finalize the manual and submit it
in electronic and hardcopy to CMS.&Deliverable #19).
- - - --
Activity 1%-Write Final Draft Report
The Contractor shall write a draft final report that provides a discussion of project design and
implementation issues (Deliverable #20). The report shall discuss any implications in the
manual revision or testing for CMS's efforts to communicate with beneficiaries about informed
choice. The report also shall provide a detailed analysis of any problems encountered, lessons to
be learned, and logical follow up efforts. The report shall incorporate relevant elements or
previous reports prepared for previous tasks.
Activity 18--Write Final Report
The Contractor shall submit a final report (Deliverable #21) that incorporates the Government's
comments and revisions. The Contractor shall also supply copies of the final report on a
computer disk or electronically using Microsoft Office 97 and Adobe Acrobat format or another
format agreed to by CMS.
Activity 19- Presentation to CMS

- - -
The Contractor shall conduct a multimedia presentation in Baltimore to CMS staff dn the results
and implications of the research project (Deliverable #22).
Page 8 of 17
ITEM 1 DESCRIPTION DUE DATE
Deliverable 12 [Activity 131 Organizational meeting held September 30,2004
bv ohone I
Deliverable 13 [Activity 131 Draft Project Workplan September 30,2004
Deliverable 14 [Activity 131 Minutes of Organizational October 7,2004 I
i meeting
Deliverable 15 [Activitv 131 1 Final version of workolan October 15.2004
I
Deliverable 16 [Activity 141 Weekly conference calls,
using toll-free call-in
number
1
On-going after September
30.2004
- .- -
i
Deliverable 17 [Activity 151 Revised manual shall be January 1,2005
I 1 submitted that demonstrates 1
I 1 incorporation of I I
I
modifications necessitated I
by the MMA.
161 Written plan, screeners, and January 1,2005
protocol of limited testing
of draft revised manual
shall be submitted in
electro~licform.
Deliverable 19 [Activity 171 Revised manual based on March 30,2005
MMA modifications and I
limited testing will be
submitted in hardcopy and
electronic format (adobe
Deliverable 20 [Activity 181 Draft final report in April 30,2005 I
electronicformat I
Deliverable 21 [Activity 191 Final report incorporating May 15,2005 ,

!
CMS comments
I I I
Deliverable 22 [Activity 201 Presentation at CMS 1 May 2005
Page 9 of 17
Subtask 7: Final Report
[No changes]
I. Outline and Draft
[No changes]
11. Final Report
[No changes].
Sch dule of Deliverables for Subtask 7

ITEM DUE DATE
Deliverable 1 la. Preliminary Outline of June 18,2005
Report- 2 hard copies, one
electronic in Microsoft
Word 97
lb. Convene meeting of June 25,2005
review panel
Deliverable 2 2a. Draft Report- Two (2) July 16,2005
hard copies, one electronic
in Microsoft Word 97
2b. Convene meeting of July 23,2005
review panel
Deliverable 3 Final Report- Two (2) hard August 27,2005
I / copies, one electronic in 1 I
Page 10 of 17
Schedule of Deliverables for Subtasks 2,3, and 7 r- z
schedule of Deliverables for Subtask 2 I

15. Meetings (a) An Organizational Meeting (a) The organizational meeting
held by conference call to shall occur before June 1,
review expectations and due 2004; (b) subsequent project
dates for additional work; (b) management meetings shall be 1
weekly meetings to manage weekly unless set at a different 1
project rate by mutual agreement.
25. Additional work Electronic copy in Microsoft Draft: June 1,2004
management and Final: Within 5 days after
workplan CMS returns comments on
draft
I----
26. Minutes of
Organizational
Meeting
Electronic copy of meeting
notes sent to all meeting
participants.
Electronic copy: Screening

Draft: June 8,2004
Final: Within 5 days after
CMS returns comments on
draft
Draft: June 30,2004
Screener A criteria for subjects and Final: Within 5 days after
interviews and focus groups
Screener B criteria for subjects and Final: Within 5 days after
interviews and focus groups
Screener C criteria for subjects and Final: Within 5 days after
1 1 protocol of questions to use in CMS returns comments on I
interviews and focus groups draft
30. Conduct interviews, Three r ~ u n d sin Baltimore- Research conducted in July-
dyads, and focus Washington and at least 1 November, ~ecember-m arch,
groups other location. Viewing of and March-June.
research by project officer and
others shall be arranged for
Baltimore-Washington
activities; audio access and
audiotapes shall be made
available for other locales.
3 1. Audiotapes Audiotapes of all interviews, Made available to project
dyads, and focus groups officer within 10 days of
completion of interview, dyad
or focus group.
32. Topline Reports Electronic copy of draft; Topline Reports (x3) shall be
- - electronic and hard copy of m3de available in draft form
final. within 10 days of completion
Page 11 of 17
of round of research; Final
draft of Topline Reports shall
be made available within 5
days of receiving CMS
-- comments on draft.
33. Final Report Unless otherwise specified by Final Report shall be made
CMS project officer, a final available in draft form by May
report summarizing and 30,2005; final draft of Final
synthesizing results of 3 Reports shall be made
rounds of testing shall be available within 5 days of
1 submitted by contractor
- ---.
receiving CMS comments on
draft.
- - -
Page 12 of 17
Schedule- of Deliverables for Subtask 6
Deliverable 12 [Activity 131 Organizational meeting held September 30,2004
bv &me
~ellverable13 [Activity 131 Draft Project Workplan September 30,2004
Deliverable 14 [Activity 131 Minutes of Organizational October 7,2004
I
I
1
~ e l i v G b l e15 [Activity 131 Final version of workplan
1
Deliverable 16 [Activity 141 Weekly conference calls,
1 using toll-free call-in
October 15,2004
On-going after September
I1 30,2004
~1
1
number
Deliverable 17 [Activity 151 Revised manual shall be January 1,2005
submitted that demonstrates
incorporation of
modifications necessitated
by the MMA.
Deliverable 18 [Activity 161 Written plan, screeners, and January 1,2005
protocol of limited testing
of draft revised manual
shall be submitted in
( electronic form.
Deliverable 19 [Activity 171 Revised manual based on March 30,2005
MMA modifications and
limited testing will be
submitted in hardcopy and
electronic format (adobe
(acrobat)
Deliverable 20 [Activity 181 1 Draft final report in Aprii 30,2005
electronic format
- -
p l i v e r a b l e 21 [Activity 191 Final report incorporating May 15,2005
Deliverable 22 [Activity 201 Presentation at CMS ( May 2005
Page 13 of 17
, Deliverable 1 la. Preliminary Outline of 0
Report- 2 hard copies, one
electronic in Microsoft
Word 97
lb. Convene meeting of , June 25,2005
review panel
Deliverable 2 2a. Draft Report- Two (2) July 16,2005
hard copies, one electronic
in M.jcrosoft Word 97
2b. Convene meeting of . July 23,2005
review panel
Deliverable 3 Final Report-Two (2) hard August 27,2005
copies, one electronic in
Microsoft Word 97
Deliverable 4 Presentation to CMS September 30,2005
Page 14 of 17
: . - - . . . - . . - L.. 1 I L . .. . .. .. . . . . -.-.- ..
. . .. . -. --.. .. +. .. - . . . . . ---. -
. . - ---
- -. .-..
-... . -
Page 1 ,
From: "Printz, Sandy" <Sandy.Printz@ketchum:com>

To : "Juanita Wilson (E-mail)" ~JWilson@cms.hhs.gov>
Date: - 2/26/03 11:O~PM-
Subject: NCE to T. 0.0004
Juanita, T. 0. 0004 expired on FebrGaw 15, 2003 and Ketchum received approval from the GTL on
everything today. However, the GTL has asked us to purchase some prints and a couple of other things,
so we need t request a NCE through March 31st to be on the safe side and to follow through with the
GTL's request.
Let me know what you think.
Thanks,
Sandy
Chr~stopherHagepanos - RE: Mod3, T 3 - - - - - - - - - -4 Page
.- . __ 1
From: Christopher Hagepanos

To: Taren, Williams,
Date: 7130104 4:lOPM
Subject: RE: Mod3, T.0.6 -
Hi Taren,
I must have emailed an old version. There shouldn't be anything in that block. Everything else on the first
page looks OK though. But as I look3here shouldn't be any pages past the 1st either. For expediency
sake, I would suggest:
(1) "whiting out" the 10/03/2003 date (where Mary has to sign),
(2) scrapping the SF30 pages 283 and,
(3) just faxing back the first page with your title and signature - ifeverything else is acceptable of course.
If this doesn't appeal to you, I can re-do the SF30 (putting in your name as Ketchum POC, fixing the date
signed box, and making other very minor tweaks) and re-send it tomorrow. I'll do whatever you're
comfortable with .... - .-
-.
Thank you,
Chris Hagepanos
Contract Specialist
CMS
Voice: 410-786-7598
Fax: 410-786-9088
>>> "Williams, Taren" ~taren.williams@ketchum.com>07130104 03:OOPM >>>

Chris,
~
As youknow, Sandy Printz is no longer with Ketchum. In the interim, I
will be working in her position. After reviewing the above subject TO
mod, I noticed the date in Block 16C is 1010312003. Please advise if
the date need to be changed, or it's fine as stated.
Thanks,
Taren Williams
202-835-9453
. . - -
From: Christopher Hagepanos ~mailto:CHac~e~anos@cms.
hhs.qov1
Sent: Thursday. July 29, 2004 4:10 PM
To: Printz, Sandy
Cc: Jaime Galvez; Mary Jones
Subject: Mod3, T.0.6
Hi Sandy,
Please review. If acceptable, sign and fax back the SF30. We'll hard
copy the documents to follow up with original signatures....
Thank you,
Chris Hagepanos
Contract Specialist
CMS
Voice: 410-786-7598 - -
, .. . .. . .. . .. - .~.., -~ .-
'-
~
er - , . --RE
~ ~ h r i s f d 6 h Ha.gepanos . ' 'vroposaifor
,. . ,--.. .Modification
.. .- ,... . .-... No:
-,.
, 2.. tc
. l2ur Fontract
.. . 500-01-0002 Page 1
a
.
A
From: Rosemary Lee
To: Hagepanos, Christopher
Date: 9111/03 9:31AM P
Subject: RE: Fwd: Cost proposal for Modification No. 2 to TO 12underContract 500-01-0002
any confirmation from Sandy on a timeldate?

-. -
>j>Christopher Hagepanos 09111103 07:lOAM >>>
. ...of course.
>>> Rosemary Lee 09110103 03:13PM >>>
Once you hear from Sandy Printz can you please copy the confirmed call time to my home email?
I will be at home working on some slides in the early morning.
Also call me if needed 410-667-0036
Thanks Chris
RLeel (i3towson.edu
- ---
- --
>>> Christopher Hagepanos 09110103 11:57AM >>>
Hi Rosemary,
Great... Sandy Printz is at a meeting so I don't expect to hear back from her till late th~safternoon....
Thanks,
Chris
>>> Rosemary Lee 09110103 11:02AM >>>

~'hris
Chris Koepke & 1 are keeping our schedules open for that time frame.
Just disreagrd the groupwise busy search for us.
We will make ourselves available during the 10-12:30 window!
Thanks
Rosemary
6-3527
>>> Christopher Hagepanos 09110103 10:20AM >>>

Hi Sandy,
Today at 4pm for T.0.6 will not work for us. How does a time tomorrow between loam and 12:30pm
look ...?
>>> "Printz, Sandy" <Sandv.Printz@ketchum.com> 09/09/03 04:07PM >>>

Hi Chris, I am waiting to hear back from - D? --
Kim and I will be at an off-site meeting tomomw
from 10:30 until 12:30 and Kim has a call with CMS from 2-3, so it looks like tomorrow morning at 9:00 will
work for us, but I need to confirm witt
j Lr
Sandy
Ketchurn, Inc.
Phone No.: 202.835.9426
Fax No.: 202.835.9436
Email Address: sandv.~rintz@ketchum.com
From: Christopher Hagepanos ~mailto:CHaae~anos@crns.hhs.qov~
Sent: Tuesday, September 09,2003 4:00 PM
To: Printz, Sandy
- for Modification No. 2 to TO 12underCo_ntract
Subject: RE: Fwd: Cost propgsal - 500-01-0002
,chriiio6her ~ a ~ e ~ a -nRE
o- s id:
-
C( ~roposalfor Modificat~onNo. 2 tc
- 12ur
-
-Contract 50041-0002 Page-
2
.l
Sandy,
I looked at the schedules of our CMS folks for both T.0.6 and T.0.12
for tomorrow morning (9110). What kind of blocks do you have available
between 8 - 11am for meetings...? -
Thanks,
Chris A -
>>> "Printz, Sandy" <Sandv.Prink@ketchum.com> 09/09/03 02:41PM >>>
Hi Chris, I left you a voicemail, but decided to follow up with an
email to confirm the call today at 3:00 p.m.
Kim Aduss Derwinski - Ketchum Program Manger

Sandy Prink - Ketchurn's Contract Manager
Myra Tanamor - Bearingpoint - -. --
Sandy
Vice Presidenticontract Manager
Ketchum, Inc.
Phone No.: 202.835.9426
Fax No.: 202.835.9436
Email Address: sandv.~rink@ketchum.com
- --
- RE:
Christopher ~ a g e ~ a n o s 6 ,M(
- -- -A --- -- - ___
- _ ... r . a y .~I

To: Sandy, Printz,
Date: 3/2/04 9:54AM
Subject: RE: TO 6, MOD 3.
Sandy,
- have
Did this ever take place? We still don't - a signed copy from Ketchum. Thanks.
>>> "Printz, Sandy cSandy.Printz@ketchum.com> 01/07/04 02:14PM >>>

Thanks Chris. I got the fax and I will review, have it signed, and
returned to you by cob Friday.
sandy
202.835.9426
-----0rigrnal Message----- --
--
From: Christopher Hagepanos [ r n a i ~ t ~ : ~ ~ a n e p a n o s @ c m s h h s m v l . _
Sent: Wednesday, January 07, 2004 2:07 PM
To: Rosemary Lee; Derwinski, Kimberly; Printz, Sandy
Cc: Juanita Wilson; Mary Jones
Subject: TO 6, MOD 3
Hello,
This Modification was just faxed for signature to Sandy's attention at
fax number (202) 835-9436. A hard copy was delivered to Rosemary.
Please call with any questions or problems...
Thank you,
Christopher Hagepanos
CMS
(4 10) 786-7598 voice
(4 10) 786-9088 fax
CC : Hagepanos, Christopher
, ~ ~ ~ 1 s t o p h e r , , ~ a g e p a j $ ~ 1_
~ & i ~egative
3. . .. . NH
, _ . - . _T 0... 6. Mod
. . .,.Checklist'' .- ' = rlBear~ngPo~nt
-. . - . . . .rage
... .I
i
I
I I
From: "Dewinski, Kimberly <Kimberly.Dewinski@ketchum.com>

i
i
To: "Rosemary Lee" <RLee@cms.hhs.gov> I
Date: 1/7/04 10:56AM I
Subject: RE: Kick-Off "Integrative NH Checklist" T 0 6 Mod 3Ketchum/BearingPoint
We have it on our calendar. However, we have not yet received this mod i
from CMS yet so I have very little infzmation
- to pull together an
agenda with.
Please let me know if you would like to keep it and we'll hope the mod
comes in by then?!?!
-----Original Message----- - .-
-.
From: Rosemary Lee [mailto:RLee@cms.hhs.gov]

Sent: Wednesday, January 07, 2004 10:41 AM
- -
To: Dewinski, Kimberly
Cc: Rosemary Lee
Subject: Fwd: Kick-Off "lntearative NH Checklist" T 0 6 Mod
3Ketchum b -i
" High Priority *
Dear Kim,
As per our discussion a few weeks ago I iust want to confirm that we
have a kick-off schedukled with Ketchun. by- or TO 6 Mod 3
Testing an lntegrative (NH) Checklist on next Wednesday, January 14th @
1pm-2pm.
Please let me know if you have any comments or concerns with regard to
this planned kick-off, or the Task Order 6 Modification # 3 in
general.
Best Regards
Rosemary Lee
GTL
#410-786-3527
. .,. ... .. . . . .. . . , . .. . . . .
1. Christopher
.,.
. .. .
. .
-Hagepanos
.. ,
.,
- Audit
, .L_---i !
... .. ?
' . . . . .,.~. .. . . - . . , . . L
: . ..-. . . . ~ . . . Page 1
. :
From: "Printz, Sandy" <Sandy.Printz@ketchum.wrn>

To: "Christopher Hagepanos" <CHagepanos@crns.hhs.gov>
Date: 10128103 12:30PM
Subject: Audit
-
Did CMS call for the audit? Let me know. I am working with the
Pittsburgh office on the indirect rates for3 999, 2000, 2001 and 2002.
Doesn't sound like it will happen before next year.
sandy
. . ,- . .-.. . - .,--... ._-. . iI ..<-> -...----. . *. _-.*...... . ..b.. -... ...-.. ... . . . . , -
~ ~ r ~- ? d p h & H ~ - a g - .p .*j ... . . ..-
. . .. .....- -- .. . . -. . . -- .
..... ,. . . ..., .I .... . . . . Page 1 -i
From: "Prink, Sandy" <Sandy.Prink@ketchum.wm>

To: "Christopher Hagepanos"<CHagepanos@cms.hhs.gov>
Date: 9/22/03 2:31PM -
Subject: Mod 003 TO 6
Chris, I have revised the Mod 003 buGef to reflect the two task. There
was also a calculation error in the mileage to CMS. It should be three
trlps and I budgeted for two.
Thanks,
sandy
, ,.. . ----.
1
~
k s @ p.h...e...r. .~ ., a g y g n o -,.R.F
s~ $= ?5.-...-....... . . .. .. .
~ .
u ,) . . . . I . . . .. . . . .. .. . . . Page.!
i
From: "Prink, Sandy <Sandy.Prink@ketchum.com>
To: "Printz, Sandy <Sandy.Printz@ketchum.com>,"Christopher Hagepanos"
~CHagepanos@cms.hhs.gov> P
Date: 9/22/03 4:30PM -

Subject: . RE: Mod 003 TO 6
Chris, you must think I am out to lunch,-but I forgot to change the

Modification number throughout the spreadsheet, so I am sending the
budget again.
Sandy
---Original Message----
From: Prink, Sandy
Sent: Monday, September 22, 2003 2:31 PM
To: 'Christopher Hagepanos' - ---
Subject: Mod 003 TO 6
Importance: High
Chris, I have revised the Mod 003 budget to reflect the two task. There
was also a calculation error in the mileage to CMS. It should be three
trips and I budgeted for two.
Thanks,
sandy
12/1/2003 - 1/1/2004-
Run Date - - State, Publication Headline
12/11/2003 CA, Mundo L.A. - San Fernando

Edition
12/11/2003 NY, El Diario-La Prensa
- .-
-.
SY, La Voz Hispana
- - - --
N/A, San Juan Star
12/11/2003 TX, Rio Grande Valley

Hispanic Newspaper 'Network
12/12/2003 TX, Semana
12/14/2003 CAI La opinion - Sunday

Edition
12/14/2003 FL, El Nuevo Herald - Sunday

Edition
.TX, La Prensa - Su Edition

+-L
1LPatty Helphenstine- Campaign Pending ~ssuesl~uestions ' ' '
' Page 1
-- -
i
To: Internet:mhalpert@smtp.aed.org; Strand, John; Tensuan, Lisa
Date: 8/16/02 12:35PM-
Subject: . Campaign Pending IssueslQuestions
Good Afternoon.' -. -
There are several pending issueslquestions that CMS has around the campaign. I'm not expecting an
answer today by any means, but would like your feedback over the next week. Please copy everyone on
this email with any responses you have.
1. Status of the evaluation subcontractor award-when will the award be made, who is the awardee? As
we get closer to the campaign start date, we'd like to be able to sit down and plan with the evaluation
subcontractor.
- ---.
2. What usage will CMS have from the finished television Eommercials?'Fdr instance, the talent fees will
not be near as much as last year. Will CMS have the right to air the commercials as PSAs? If so, what if
any SAGIRoyalty fees would need to be paid?
3. When can we expect to see Banner Ads?
4. Last year, we received reports on how well the banner ads were doing in terms of "hits." Can we get a
similar report for the summer campaign? If so, when?
Thanks very much.
CC: Goldstein, Elizabeth; Gutowski, Walter; Helphenstine, Patty; Koepke, Christopher;

McNaney, Richard; McPhillips, Regina
-
i Patty Helphenstine - Fwd: Re: Review of Screeners for Spanish Campaign Testing 1 Page 1
From: Patty Helphenstine 1

To: rla@cuttignedgesa.com . i
j Date: 2117/04 1O : ~ ~ A- M
Subject: Fwd: Re: Review of Screeners for Spanish Campaign Test~ng i
Hi,
- -
Please find some initial comments on the screeners. I may have more later today, but this should provide
you with some valuable starting information. I'll send any other comments later today and then if you could
send me a final screener set for my files that would be great.
Thanks,
p a w
>>> Christopher Koepke 02/17/04 1 0 : 2 % ~>>>
Patty, Here are my comments:
-
1) For each screener, they will want to ascertain the name for Medicaid in each state - it is not always
called Medicaid! (e.g. in Pennsylvania it was called Medical Assistance).
2) On caregiver screener Q3a, I'm not sure why they want "several" health related items. If it works for
them fine, but the crux of the matter is help with the paper work and making insurance decisions.
. 3) For the low-income - they want all Medicaid -Actually, people on Medicaid can't get the $600. You
want All Not Medicaid and an income say lower than $15,000 a year.
>>> Patty Helphenstine 02117/04 09:57AM >>>

Hi,
j I know this is a fast turn around, but could you please review the screeners below, and send me an OK or
revisions today? In order to test next week, they need to begin recruitment ASAP.
Thanks,
PattyH
>>> "rla" <rla@cuttinqedqesa.com> 02/16/04 07:34PM >>>

Hi Patty!
Attached please find the four screeners for the Rx Concept Testing. Is it
possible to get approval by Tuesday 2/17? 1 apologize for the rush, but we'd
like to allow the facilities ample time to recruit. : )
Thanks!
Arla
CC: denise; Lisa@cuttingedgesa.com

From : '.erwinski.Kimberly" ~Kimberly.Derwinski@ketchum.com>
. . . .
To : c l r ~ e iol.;ccs.
c l-Lhs.
C,:L~>
Date: : >5,'94 : : : E X 4 . -
Subject: ... [Fwd: ? E X our cc-n..lersation--tell
... me if this helps . . . I
- - - - - n r , n i n = ..--- 37e - -
From : b f [mallto b' J1
Sent: -..,,,,,A uanuary 29, 2 0 0 4 6 : 2 6 FM
To: Seregny - ? ; Derlri:nslci, Kimberly
Subject: [ ~ w c : par qu-- con-L-ersat~c~--tell me if this helps.. . I
- ---.
Here1s the sii'.:'r z?.tiatic-cfor ABC -:liz.t I received from Michael Reilly at
HHS. He cal:-.:Ame this tvefiing t,:~make sure 1 would receive his email.
He wants us t c Ecrwar-d this onto in efforts to change their minds.
He understan52 thar: if t.his i.s soneoneispol-itical agenda that the
attempt to cll,;-,r;re I'i3C's~ i n dmay ;2e futij.e.
Jeff , I '11 f i 1 l yn;J ir! tomorrow mo:rning recarding our conversation.
Eric
Subject: Per . :>. ro!?v.ers?rFon- -tp.L' me i f ::his helps. . .

Date: Thu, 2:' . -
.:. z,(3? :. ,> 2.2 :2 1 - 5 0
- ,
,.,
From: llReil1. ?'? ~ h a I e I2HS/GS) :Ylchael.Reillv@hhs.qov>

To : >
> - - - - - Orig:..:-:lblessage-- - - -
> From: ..:,xson,
r: Chi:?.s~ina(HJS/OS)
s Sent: I . - : ; & : i , J;:rluary 2 9 , 2'104 4 : 2 6 PM
> To: Reill;,, ::i:.?el ( ; . 3 S / O S ) ..
> Subject:
s Importance! .!.: GI;
>
s <<56 Berlef.'
ria r-I <5av:.
i:cr:r .aoc>:
- ---
P a t t y Helphenstine - Re: Research Group Page 1
--
From: "denise" <denise@cuttingedgesa.com>

To: Patty Helphenstine <Patricia.Helphenstine2@cms.hhs.gov>
1 Date: 2/13/04 2:28PM . -
Subject: - Re: Research Groups
Thanks for the reply, but I think I still need clarification after reading
Kelly's note. Is one location still okay for us? I think your reply means
yes. I understand what Kelly is talking about, but the "rural" designation
is not a distinction that should be made for the Latino population - at
least it will be a hard recruit. The majority of the Hispanic population
lives in urbanlsurburban areas. Of course, there are Latinos living in
rural areas, but you would find "pockets" in Texas, like the Rio Grande
Valley area, areas of Los Angeles, some areas of New Mexico
that would not be a majority representation.
- and Arizona,
- *
but
--
Consequently, the one location will work for us. The researcher/moderator
is working on the screeners right now. She will forward to us on Monday and
t ;i1
~sions/approval.We are working with
* m. a * a . .,
b-i
' ' ' -A - k ~ r e
-
Programs concepts boards TV, I ~ U I U~ I I UPI 1111.M I ~ U3, ~ d l ~ ,..v r.sY-J-
~ ~
. translation of the Nursing Home Compare and many other projects. They also.- - ,
7
h+
I
have worked closelv with prominent researcher who

125
someone to speak on the Latino population.
?rs, or
I -''
Kelly is right about the two weeks to recruit, but the Rx timeline does not
,i allow for that, so the facility in New York will have to rush. There are
never problems recruiting in New York, so we wi!l be okay. (Lisa will have a
new timeline to you shortly) At the latest we would like to test on 2/26,
and the moderator will work on the topline report over the weekend and we
would have to you on 311. 1 realize that we may have to push testing to the
week of 311 if things are delayed, and we will notify the facility that this
could happen. But, if we send screeners to you on Monday, and moderator's
guide shortly after then we should be okay. The only thing that won't be on
the moderator's guide when we sent to you isthe MMA questions that Kelly
mentioned may need to be added, but we can add as soon as you receive.
Thanks,
Denise
Cutting Edge Communications, Inc.
Phone 210-226-2827
Fax 210-226-6827
> From: "Patty Helphenstine" <Patricia.Helphenstine2@cms.hhs.gov>

> Date: Fri, 13 Feb 2004 13:40:41 -0500
> To: <denise@cuttingedgesa.com>
> Cc: <lisa@cuttingedgesa.com>, <rla@cuttingedgesa.com>
> Subject: Re: Research Groups
>
- I don$ know if you were copied
> that's fine with me. See Kelly's-note.
> on it...
>
--
[ Patty Helphenstine - Re: Research Groups Page
--
2
>>>> "denise" cdenise@cuttingedgesa.com>02113/04 12:03PM >>>

> Patty, -
i >
> W e were th~nkingwe could save time and still get good results if we
> only
> test in one location, like General M&&. Our recommendation would be
> New
> York and we would screen to get a a strong ethnic mix. We would have
> four
> groups in one location - Medicare Beneficiaries, Low-Income Medicare
> Beneficiaries, Caregivers, and Coming of Agers.
>
> Usually the Medicare Beneficiary group also has a few low-income in
>them, --
> also.
>
- --
> Let me know what you think.
>
> Denise
> Cutting Edge Communications, Inc.
> Phone 210-226-2827
> Fax 210-226-6827
>
- >
> From: "Kelly Dinicolo" ~KDiNicolo@cms.hhs.gov~
> Date: Friday, February 15, 2004 7:55 AM
> To: "Christopher Koepke" ~CKoepke@cms.hhs.gov~, "Elizabeth Goldstein"
> ~EGoldstein@cms.hhs.gov~, "Patty Helphenstine"
> ~Patricia.Helphenstine2@cms.hhs.gov>
> CC: "Walter Gutowski" ~WGutowski@cms.hhs.gov~
> Subject: Re: Number of Testing Locations for Spanish Campaign
>
> Right now we are going in two locations although they won't both
> necessarily be c~ties.My guess is we will be in suburb of Detroit and
> possibly something south or more west. You may want to also consider 1
> urban and 1 suburban/rural location to differentiate. Hopefully, the
> research company will offer guidance on this. Recruitment typically
> starts about 2 weeks prior to the actual group. Again, whoever is doing
> the reseach for you should be handling all of this. Also, they can't
> start recruiting without a screener.
>
>>>> Patty Helphenstine 02/12/04 05:02PM >>>
> My contractor is trying to plan and book research facilties for
> testing. How many cities does GM test in? Does Spanish market need to do
> 2 cities rather than I ? I am assuming yes, but wanted to check. They are
> looking at NY (as first choice) and San Antonio or LA for second
> choice.
>
> Kelly-is your contractor booking facilities and starting recrutiment
> now? If not, when do they begin?
>
> Thanks,
> PattyH
>
-
Patty Helphenstine - Re: Fwd: Revised Rx storyboards:
, -,
Page 1
-- --
From: Andres Hardouin

To: . Helphenstine, Patty
Date: 2118/04 10:32AM -
Subject: Re: Fwd: Revised Rx Storyboards
Hi Patty - -~
-
I agree with all the comments (Denice & Laura). Thx!
Preferences:
1. Farmaceutico
2. Vida
3. Chisme
>>> Patty Helphenstine 02117/04 04:09PM >>>

FYI-comments on creative welcome.
Thanks,
PattyH
>>> "rla" <rla@cuttinqedaesa.com> 02113/04 12:34PM >>>

- Hi Patty,
Attached please find the revised storyboards and scripts. Also, some of the
artwork on the storyboards was tweaked. : )
Thanks!
Arla : )
..
CC: Hernandez, Laura; Sieron, Denice
DEPARTklENT OF HEALTH & hlAN SERVICES
Centers for Medicare & bledicai~..'nfices
7500 fiecurit\. Boulevard, Mail Stop C2-21-13
~ a l t i j l o r ehlaryland
, 21244-1850

7
QFMFRSfvr M . I m E b MWIWD s m m
r
15 A u p s t 2002
- -
A a a d e p y for Educational Development (AED)

Centel. for Social Marketing & Behavior Change
T T < , ; Amy Dickinson
1825 (,jonnecticut Avenue, NW, 91h Floor
Washi:~gton, DC 20009
- --.
-
Subject: CONTRACT NO. 500-0 1-000 1

TASK ORDER NO. 0007
Dear Ms. Dickinson:
We request that p u submit a proposal for additional work to be performed as a modification to the subject
task order entitled 'National Multi-media and Education Campaign." We anticipate an award of a Cost-
Plus-Fixed-Fee task order inodification for the additional work.
We request p u pro\,;Ap 2 rnnv of your proposal (original and one ( 1) copy), whch details F u r t e c h c a l
approach for.adding md additional television spots to be aired duringthe campaign. As
part of the proposal, wc l L Y U r r ~ ...-_
you provide a revised media plan to show how the additional funding
will be allmated among the contractor and among the various television media (Broadcast, Cable,
syndication, Networks, and Spanish TV). The plan shall include at a minimum, estimated TRPs, airdates,
and the daypart mix as included in the preMous media plan. Additionally, the cost proposal shall be
revised to show the allmation of the additional funding as was provided in the initial awird. Please submit
your proposal by no later than 2:00 P.M. on ;Rntr;4$ag.;28 August 2002. Your proposal should be sent to
the following address:

ATTN.: Ms. Debra A. Hoffman. Contract Specialist
Mailstop C2-2 1 - 15
Alternatively. you may e-mail your proposal to dhoffinan2fi~;cms.hhs.~o\~

or fax it to(410) 786-9088.
If you have any questions. please call Debra A. Haffman on (410) 786-0517
Sincerely,
Mary E. one! d
Contracting Officer
- - - -- -
I
- -
- Fwd.
I__
I Debra Hoffman
. - -- -
CMS 500-01-0001
-
Task OrGer 7 - Remalnlng Obligations and
-- - y - - . - - - - - - -
TDL 1Response'-
- .. ..
resend Page 1
,F*&'
\ :'
.--&) . *:-w
2-

To : Hoffman, Debra
Date: 6117/03 1:42PM -
Subject: - Fwd: CMS 500-01-0001 Task Order 7 - Remaining Obligations and TDL 1Response -
resend I
- -
Debbie-
This looks fine to me. I have spoken with John and understand the indirect costs. I want to give him a
verbal to go ahead and procure the next wave of talent holding rights. If thi sis OK to do, please let me
know, or if we need to formally respond, I can draft something. Please let me know how to proceed.
I know you are busy. I appreciate all your help on this. Thanks,
Patty --
--
>>> "Amy Dickinson" <adickins@smtp.aed.org> 06117/03 12:15PM >z> - -
(I had the wrong address for Patty - here it is again)
Dear Patty and Debra,
Per Patty's May 21, 2003 fax to John Strand, AED is hereby submitting for CMS review and approval our
response to the Technical Direction Letter for extending the usage rights for the "Frutos" ad under Task
Order 7. Please see the attached response and budget for this work. It is my understanding that it needs
to be paid before 6/24/03, so your quick response will be appreciated.
Based on a review of task order costs through 5/31/03, we show a TasJk 007 balance o f t b3 Tisee Ill.
C. of remaining obligations spreadsheet). We propose to h o l d L h t of that total - to cot&
bzi-,:, /
-
ongoing task management costs through the extended period of performance. That leaves an available
.JU Task 007 balance o -bq ' (see Ill. E. of remaining obligations spreadsheet) to be used for additional
task work that CMS may wish70 assign to AED through 9/24/03. A spreadsheet showing an analysis of
the remaining obligation is attached.
Please let me know if you have any questions about the TDL response or the remaining obligations
spreadsheet.
I can be reached by email at adickins@aed.org or by telephone at 2021884-8736,
Best regards, - -
Amy Dickinson
CC: Dinicolo, Kelly

CMS
Project a 8 8 5 0 0 7
Remaining Obligations as of 5131103 -
Prepared 6/17/03 .
I. #28850071 --
A. Total obligations = $1,563.330
B. Total Invoiced through 5/31/03 = $1.070.329
C. ANR Pend~ngInvoice =
(loaded with G&A and Fee)
D. Remaining Fixed Fee =

(not yet invoiced thru 5/03)
- --
E. Remaining Obligations on #28850071 =
A-(B+C+D)
11. #28850072
A. Total obligations =
B. Total lnvoiced through 5/31/03 =
C. Pending Subcontract Invoices:

(loaded with G&A and Fee)
1) CE Internet Placements =
2) Anticipated CE Lycos credit (approximate) =
3) Muse January 03 Fee =
D. Remaining Fixed Fee =

(not yet invoiced thru 5103)
E. Remaining Obligations on a8850372 =

A-(B+C+D)
111.
A. Total Remaining Obl~gations
from #28850071 & #28850072 =
(I.E. + 1I.E)
B. Projected Budget for TDL # I =

Extend Frutos Talent Rights
(loaded with G8A and Fee)
C. A-B=
D. Planned Management Account =

(8% of 1II.C)
E. Remaining Obligations (#28550071 & #28850072)

(C - D)
Acadony f i r Educationd Dtvehpment
-. -
AED Task Order 7,TDL I
Extend Frutos Talent Rights
Under Task Order 007,the Academy for Educational Development (AED) and Muse Cordero
Chen & Partners (MCCP) produced* Spanish language advertisement - called Fi-utos -
promoting Medicare's consumer information resources. CMS currentIy has reserved the rights to
use its "Frutos" Medicare advertisement through June 24,2003.
Under this TDL,AED will procure another three-month cycle of talent usage rights for the
Fi-utos ad, running through approximately September 24,2003. AED and MCCP will confirm
the actual cycles for the next year and provide CMS with an estimate for these procurements.
Activity/Deliverable Date
Procure additional talent holding rights for three- month cycle. June 20, 2003
Budget
The total budget for this activity is 9 b+ 'lease see the attached budget page.
AED T02, Response to TDL2 1

he Academy for Educational De .
-* ---*
4nt
" -*,'
Illustrative Budget
Task Order#0007 under CMS Contract # 500-01-0001
-
TDL# 01 FrUtOS Talent Rights -
-
Anticipated Period of Performance: May 17, 2003 June 24, 2003
-
cost Elementts)
--
Rate /unit u n i t s ~ ~ o u r s~ o t a ~ /
Salariesand Wages
l10tal Salaries and wages c
Fringe Benefits
Fringe
1 Total Fringe Benefits

Travel and Transportation
Total Travel and Transportation
Other Direct Costs
- Muse Corder0 Chen and Partners Purchase Order
( ~ o t aOther
l Direct costs
I
SUBCONTRACTORS
G&Aon Subcontractors
FEE
-
ESTIMATED TOTAL PROJECT COSTS
I
Thls w s l o n last updaled 6/17/2003
:- ..-.---p.--
- Re: Task
~
' Debra Hoffman

. . .
Order # 2.8
. .. .. . . - .
- .
3 Balance ' _ - ~. ,
. .. . ~ . ~ ... . . Page 1
Frorn: "John Strand" <JSTRAND@smtp.aed.org>

To: cjstrand@aed.org>, <KDiN~colo@cms.hhs.gov~
Date: 11/27/01 1:05PM -
Subject: - Re: Task Order # 2 8 3 Balance
thanks, kelly for clearing this up. Pls. &regard my last email and I'II get you our numbers for each task
and a pipeline for the expenditures on T03. John
>>> "Kelly Dinicolo" ~KDiNicolo@cms.hhs.gov>11/27/01 11:26AM >>>

-Hi John. Per our call this a.m. I rechecked the balance. It was a tvnn In TO #3. we have
-3- - .. *.,
c b'i jnd in TO #2, bq
Thanks.
- --- .
>>> "John Strand" <JSTRAND@smtp.aed.org> 11/26/01 04:01PM >>, - ,

Kelly, I'II check on our pipeline for Task 03 and let you know if anything is seriously-out of whack. I'm
guessing the balance you cite is a typo, so we'll close the loop together from our respective ends.
I had a nice Thanksgiving break and hope you did as well. John
>>> "Kelly Dinicolo" ~KDiNicolo@cms.hhs.gov~

11/26/01 02:43PM >>>
Hi John.
' I
I wanted to check t~ see if you anticipated billing for the maioritv of $ in TO #3 82. TO #3 has a balance
f; . :, bq the weekly draw on 1111'
-->
- bS
Thanks and hope you had a happy Thanksgiving.
CC: <DHoffman2@cms.hhs.gov>, ~.IFyock@cms.hhs.gov~,<RMcNaney@crns.hns.gov>,

"Lisa Tensuan" <Itensuan@smtp.aed.org>, "Scott Pflueger" cspfluege@smtp.aed.org>, ''Trudy-Ann
Farnum",<tfarnum@smtp.aed.org>
-........ -. -- .-
.Debra Hoffman - Re: Draw Request for the... Week of 11/19/01
. . . . . . . . . . . . . . .
..
.
.. ..... Page 1
..........
r\
From: "Mark Miebach" <MMIEBACH@smtp.aed.org>

To: <DHoffman2@cms.hhs.gov~,~MJonesl@cms.hhs.gov~,
"Vickie Barrow-Kle~n"
cvbarrowk@smtp.aed.org> -
Date: - 11/29/01 12:21PM
Subject: Re: Draw Request for the Week of 11119/01
I understand from Vickie that we have been having some recurring issues with getting our draw down
requests processed. Though most of the work has been accomplished, the critical issue now is timely
payments to AED's subcontractors so that they can meet their obligations so that the remaining future
activities are not put in jeopardy.
AED has discussed the issues with the HHS PMS folks and their suggestions were to either cut out the
CMS accounting office step entirely witii-?equestsldirectioncoming directly from you all; the Contracts
department or alternatively to just put all of the funds in now 2s all of the funds are committed under
subcontracts for performance that has mostly been completed. Other than that, strictly adhering to the 24
hour availability procedure is very important.
Another issue that is not uncommon to AED is that modifications don't seem to get the same attention that
the initial contractftask order does when setting
- up
. the payment accounts. If you could you please make
. sure that h*r Brooks at PMSIDPM has tho mnd":atioi to-~ask003 that increased the 1-ette; of credit to
- - L
.)' -'
J'
bq 3 ~ is only
e showing the authorized.
Thank you for your assistance and commitment to this process.
>>> "Debra Hoffman" ~DHoffman2@cms.hhs.gov~ 11/29/01 10:09AM >>>

Thanks for the notice. I am looking into the problem so that it can be resolved.
>>> " ~ i c k i eBarrow-Klein" <vberrowk@smtp.aed.org> 11/28/01 06:01PM >>>

Hi, Debra;
I wanted to let you know that after check~ngagain today we have not received the :ted
on Friday to pay our subcontractor this week. I spoke to Karen Fedi this evening alle; Ilaa ..dd
with Charles Fox to call me in the morning so that we can get this straightened out. I have a subcontractor
that is awaiting payment, and I cannot release the check until I have confirmed that that we have received
the cash from PMSIDPM. Karen assured me that all the paperwork (e-mail and fax) was sent t o ,
PMSIDPM, but her staff had let her know today that the payment had not been processed through PMS. I
will wait to hear from Mr. Fox, but wanted you to know that we continue to have delays in receiving - -
payment.
Thank you,
Vick~eJ. Barrow-Kle~n
Vice President and Director, F~nancialSystems & Bill~ng
(202)884-8117
fax: (202)884-8411
vbarrowk@aed.org
-
>>> "Debra Hoffman" ~DHoffman2@cms.hhs.gov~ 11/21/01 09:50AM > g
Kelly has approved this week's draw. I have signed the faxed copy and distr~buted(handcarr~ed)OFM a
...- .. .. . .. .. . .. -. . ... .-. ---- --
- -- - - --- -- - -. --- . .. .. .
Debra Hoffman - Re:

... . .. .... .
Draw
.
Requet
... .
. ..
for..the week
. . .. . . . --
of
.-
10/29/01
- .- ~ - . -. .. .. . . . -. .. . - .. . . . .. .. Page 1
From: Debra Hoffman

To: "pturner@smtp.aed.org".GWIA-HHS.BALT12
Date: 11/7/01 9:47AM -
Subject: Re: Draw Requet for the week of 10/29/01
I just received the fax today. In the p a s v k k i e has submitted the draw request by e-mail and then
followed up with a fax. I prefer to receive the e-mail first because that enables me to quickly send it out for
review and approval.
Ijust received Vickie's follow-up e-mail with the draw attached. We will work to expedite approval.
>>> "Paul Turner" cpturner@smtp.aed.org> 11/07/01 09:14AM >>>

" High Priority "
Debra,
- -
.-
I'm replying on Vickie Barrow-Klein's behalf.

-. ,
I
3; .- i
,
*
b~
We submitted fax on November 5 going to Mary Jones at fax number 4107869088 request~ng
F a n you confirm receipt o
tr should we resubmit?
Thank you
Paul Turner
Director of Billing
Room 836 A
Tel:(202)884-8312
Fax:(202)884-8412
"Founded in 1961, AED is an independent, nonprofit organization

committed to solving critical social problems in the U.S. and throughout
the world through education, social marketing, research, training,
policy analysis, and innovative program design and management.
Major areas of focus include health, education, youth development,
and the environment."
. -

We have not seen a draw request yet for this week. When should we expect to receive one? Additionally,
>>> "Vickie Barrow-Klein" <vbarrowk.@smtp.aed.org> 10129/01 12:02PM >>>

- ..
- - --
. ... .- ~ ~ .. ~ --
. --- - - ...
... -.
j. -. .. ...-.... . ..
.Debra
. . ..
Hoffman
....
- Re:
.. . .
Draw
. . . .- .
Requet
- . . . -for the week
--- .-
of 10/29/01 . ~ . - .. .. . . ~ . . , .Page 2
'
~ ~ ~~
V~cePresident and Director, Financial Systems & Billing

Academy for Educational Development-
Washington, DC- 20009-1202
(202)884-8117
fax: (202)884-84
11 - -
vbarrowkmaed .or9
Vickie J . Barrow-Klein
(202)884-8117 - -.
--
fax: (202)884-8411
vbarrowk@aed.org
CC: "vbarrowk@smtp.aed.org".GWIA-HHS.BALT1 Dinicolo, Kelly

.. . . .. . . . .. - . . ... . .. .. . . .
Page 1'..
~
~ e b i a off ma? - Draw. ..for

. week of 1/28/02 - . ..
From: "Vickie Barrow-Kle~n"<vbarrowk@smtp.aed.org>

To: -
Date: 1/24/02 5:40PM
Subject: Draw for Week of 1/28/02
-- -
Dear Debra:
AED's request for funds draw is attache. Please confirm receipt of

this e-mail and the fax that will follow shortly. Thanks.
Sincerely,
Vice President and Director, Financial Systems
.- 8 Billing
(202)884-8117
fax: (202)884-8411
vbarrowk@aed.org

Cabrera" <mcabrera@smtp.aed.org>, "Mark Miebach" <MMIEBACH@smtp.aed.org>, "Paul Turner"
<pturner@smtp.aed.org>,"Scott Pflueger" <spfluege@smtp.aed.org>, 'Trudy-Ann Farnum"
01,:?4,'0? THLl 19:02 FAX 2028848412 AED
Academy for Educabonal Dev,~lcpment.Inc.

1825 Connect~cutAvenue. N.'>I'.
Washington. DC 20009.
(202)884-8000 Fax: (202)es-€41 1
Statefierit of Bpenses for PMS Release
$ > 1/24/2002
gill- ,J,:\r
y;-'?l!.:J:: =j t 11.
lcare & Medicaid SeMsar

500-01-000Task 003
--
Fall Campaign
InteractivelPilmetime~Syndicated
Media Nov. & Dec. 8 Admln. I
br
Hispanic Medla Buys ONNovlDc-.
Fall Campaign 8 Admin. Fee
Admin Fee 8 N l C a b l e Media Buys
Fall Campaign Dec. I
I
AED G&A I
AED Fee
I certify Mat the expenses list€ :I above are due and payable within the woek indlcsted. Please au:horize the release Of the CUrreI?
paybent request through P M I S-nartLipk.
e&w+'l>La
Vickte J. Barn
V.P. 8 Director. F~nancialSysl::rns & Billing
I
.................. - ---.. --- .
-.
Debra
. .
Hoffman - Re: Draw Request for the Week of 11/19/01
.......................................
.
. . . Page 1
. . . . . . . . .
e
From: Debra Hoffman

To: "vbarrowk@smtp.aed.org".GW IA-HHS.BALT12
Date: 11/29/01 10:09AM -
Subject: Re: Draw Request for the Week of 11/19/01
Thanks for the notice. I am looking inte-theproblem so that it can be resolved.
>>> "Vickie Barrow-Klein" <vbarrowk@smtp.aed.org> 11/28/01 06:Ol PM >>>

Hi, Debra; ( :---.,
I wanted to let you know that after checking again today we have not received tb 12 k( cpected
on Friday to pay our subcontractor this week. I spoke to Karen Fedi this evening ana sne rlas la11word
with Charles Fox to call me in the morning so that we can get this straightened out. I have a subcontractor
that is awaiting payment, and I cannot-release the check until I have confirmed that that we have received
the cash from PMSIDPM. Karen assurM me that all the paperwork (e-mail and fax) was sent to
PMSIDPM, but her staff had let her know today that the paybent had hot been processed through PMS. I
will wait to hear from Mr. Fox, but wanted you to know that we continue to have delays in receiv~ng
payment.
Thank you,
(202)884-8117
fax: (202)884-8411
vbarrowkaaed .org
>>> "Debra Hoffman" <DHoffman2@cms.hhs.aov> 11/21/01 09:50AM >>>

COPY,
>>> "Vickie Barrow-Klein" <vbarrowk@smtp.aed.org> 11119/01 02:38PM >>>

Dear Debra,
Please find AED's draw request for.this week attached. We will follow-up shortly with the faxed copy with
backup. Please confirm receipt. We have received confirmation from our bank that we have the
1
/as of Friday and are awaiting confirmation of the day.
Also, could you please ensure that Mr Rrnoks at PMSIDPM has the modification to Task 003 that
increased the letter of credit tc He is only showing the byTuthorized.
Thank you.
Sincerely,
,, * .- I
I
:
Debra
.
Hoffman - Re: Draw Request forthe Week of 11/13/0: _L .
page2
"JSTRAND@smtp.aed.orgl',GWIA-HHS.BALT12; "mcabrera@smtp.aed.org".GWIA-HHS.BALT12;
"spfluege@smtp.aed.org".GWIA-HHS.BALT12 "lfarnum@smtp.aed.org".GWIA-HHS.BALT12; Dinicolo,
Kelly; Jones, Mary
..-.
.
.
.Debra
. Hoffman
---
- .Re: Draw for the week'of 12/03/01
~ L
'
..: A: .- -- .- pagel-
From: Debra Hoffman

To: -
"vbarrowk@smtp.aed.org".GW IA-HHS.BALT12
Date: 12/3/01 3: 15PM
Subject: Re: Draw for the week of 12/03/01
Kelly has approved this week's draw. lnave signed the faxed copy and distributed (handcarried) OFM a
COPY.

Dear Debra,
Please authorize the attached draw request. I am hoping that by sending it a day early that we can ensure
the AED has received the cash by Tues, 12/4/01. As always, I look forward to your confirmation of this
and the fax I will be sending sh_ortly.
- I wiU.aut_horize
-- - subcontract payments once I have received
confirmation that we have the
- bl): our account. -
- --
Thanks for your help.
(202)884-8117
fax: (202)884-8411
vbarrowk@aed.org
"JSTRAND@smtp.aed.org".GWIA-HHS.BALT12 "mcabrera@smtp.aed.org".GWIA-HHS.BALT12;
"spfluege@smtp.aed.org".GWIA-HHS.BALT12;"tfarnum@smtp.aed.org".GWIA-HHS.BALT12;Dinicolo,
Kelly; Fedi, Karen; Fox, Charles; Jones, Mary
. -. . -- -- - - - - .- - .-- . - .. - .. .. ,. . . .
deb^~
Hoffman .- .Re:
.. . . . . ... . . .
November
. ... . .. . . .
Invoices
. ~ . ... Page 1
E

To: "tfarnum@smtp.aed.org".GWIA-HHS.BALTI2
Date: 12/3/021:11PM . -
Subject: Re: November Invoices
-. -
Thanks very much Trudy.
>>>'"Trudy-Ann Farnum" <tfarnurn@smtp.aed.org> 12/03/02 12:37PM >>>

Hi Kelly,
The answers to your questions are as follows:

CbJ . ;fl .
Task Order #3 Invoice # I I--1s this a refund for y We didn't get a monthly report for this one.
-- b d
AED issued a credit aga~nstthe "Fee" line item because we i?advertently over billed our fees by
-
- .L. -
You are correct, we did not generate an October 2002 Monthly Report because Task Order 0003 off~cislly
4 -
ended on 9-30-02. Please note that no labor was incurred after the task's end date
++++++
Task Order #7, lnvoice #4-- and Task Order # 3, lnvoice 11. Can you let us know what Andrew Hessabi rs
working on? I know Lisa asked me to forward the call volume reports to him. However, I'm not aware of
what he is workina on.
Please call me at 202-884-8930, should you have any more questions.
Regards,
Trudy-Ann
Trudy-Ann Farnum
. .
Financial Manager
Center for Social Marketing and Behavior Change
The Academy for Educational Development
Phone (202) 884-8930

Fax (202) 884-8713
Creating Change....Connecting People
>>> "Kelly Dinicolo" ~KDiNicolo@cms.hhs.~ov>

12/02/02 09:32AM >>>
Hi John and Trudy.
- -
I have a few questions on the invoices we received last week.
.- . -. --A .- -- - --
. - ..-
. - ... ... . - - . . .. -.. - ... ... ... .
Debra Hoffman - Re: November Invoices Page 2
_
. ...
~ . . . . .
. ~ . . . ~ . .~ - .... ~ . . .. .
yr C
Task Order #3 Invoice # I 1-4s this a refund fo(

L
by l e didn't get a monthly report for this one
Task Order #7, Invoice #4-- and Task Order # 3, lnvoice 11. Can you let us know what Andrew Hessabi is
working on? I know Lisa asked me to forward the call volume reports to him. However, I'm not aware of
what he is working on.
- -
Chris1L.i~--I'mccing you in case his work is research related.
Thanks.
CC: "JSTRAND@smtp.aed.org".GWIA-HHS.BALT12;
Y' "tfarnum@aed.org".GWIA-HHS.BALT12;-:Franklin, Julie; Goldstein, Elizabeth; Hoffman, Debra; Koepke,
Christopher; McNaney, Richard; Schaub-Rimel, Alissa - . - --
- -.- .-- - -- -.. - --- ....... ~
, ~
. . .
3ebra Hoffman - Re: Sept
~ .. .
02 Task
.
Order.- 3 .(Voucher
....
#lo)
~ ~ . -
Page 1

To: "JSTRAND@smtp.aed.org".GWIA-HHS.BALT12; Franklin, Julie, ~oldstelnjElizabeth.
Koepke, Christopher; Schaub-Rirnel, Alissa
Date: -11118102 3:32PM
Subject: Re: Sept 02 Task Order 3 (Voucher # l o )
- -
Thanks. This helps.
>>> "John Strand" <JSTRAND@smtp.aed.org> 11/18/02 09:39AM >>>

Kelly,
Trudy determined that the assorted ANR invoices included in the respective AED vouchers to CMS are as
follows:
Charges against Task Order #3: - ---

V o u c h#
~ 10. .
- --
ANR -! 3iscovery Focus Groups - Conducted in May 2002
' ANRL b'Y' Campaign Position Testing Focus Groups - Conducted in between AprillMay 2002
vouct "-
I ANR - ) Campaign PlanninglResearch SummiVKick-off Meeting - Conducted between
Marct~tnpl
II LUUL
Please let me know if you have further questions. Thanks.
John
>>> "Kelly Dinicolo" ~KDiNicolo@cms.hhs.~ov~

11113102 01 :49PM >>>
Hi TrudyIJohn.
_Can you please provide some background for the ANR subcontract expenses on this report for
,
3 '. . .?
:
bci 3 It looks like they were incurred 131/02 and 7/09/02. 1 also have from an earlier voucher an
L1 u i 'expense of' I think this takes us over the proposed budget.
./ 1 b3.
Thanks.
CC : "ltensuan@smtp.aed.org".GWIA-HHS.BALT12;
"tfarnum@aed.org".GWIA-HHS.BALT12; Goldstein, Elizabeth; Hoffman, Debra; Koepke, Christopher;
McNaney, Richard
- . .. ' ~ evoucher
~&b?a-a'Hoffma';lL-
..-& ;
---
12for ask 3 undercontract50~-01-0001
(~~~k8850031)
,,., . .
. - ~- ...
-
p
-
.- Page 1. .
From: "Nguyen Pham" <npham@smtp.aed.org>

To: ~DHoffman2@cms.j-1hs.gov~
Date: - 1/8/03 10:54AM
Subject: Re: Voucher 12 for Task 3 undercontract500-01-0001(AED#28850031)
Following is the computation of the credit to voucher 12:

i
r -1
So the total of the credit is /? Y

.;.
., . ..,
-+ j
The amount that should be paid for voucher 12 is.
..
- .-.
.
b -/
Thanks for your prompt attention. - --
..
Nguyen
>>> "Debra Hoffman" <DHoffman2@cms.hhs.gov> 01/07/03 03:40PM >>>
Please see the attached spreadsheet. I was unable to determine what the proper amount of the invoice
should be because I could not determine how you computed your Overhead rate. Additionally, there were
two additional charges that are outside the period of performance.
Please let me know if you have any questions.
>>> "Nguyen Pham" <npham@smtp.aed.org> 01/07/03 01:29PM >>>

So please just disallow the amount and process the payment and I'll
- adjust the voucher on our side. Thank you so much for your quick
response.
>>> "Debra Hoffman" ~DHoffman2@cms.hhs.gov~ 01/07/03 01:24PM >>>

We can handle it one of two ways. We can disallow the amount that
should not have been billed, or you can resubmit the invoice for the
correct amount. Let me know what you prefer.
>>> "Nguyen Pham" <n~ham@smt~.aed.ora>

01/07/03 01:03PM >>>
1 .
Nguyen
CC: ~ ~ ~ i ~ i c o l o @ c m s . h h s .'Trudy-Ann
gov~, Farnum" <tfarnum@smtp.aed.org>
- - -
Aanita
- .- Pang
, . -.,...-..,..
CRC.. .Task
.,.>, Order
.... "-.,-:,.-,.. 4 .r
.---,.. -
- -" in..--.Payment,
yge --, -
--.. --,,. Schtedgl,d.---
, -.... .-- ." ...-. -. .... -.I .
I
.. . ..,. . ..~....- Page
... . 1

To: <Jpang@cms.hhs.gov>
Date: 3119/02 11:31AM
Subject: CRC Task Order 4 Change in Payment Schedule
As we discussed by phone, I realize now that the number of deliverables

tied to the payment schedule has beenreduced from 6 to 5, therefore the
payment schedule will need to be changed.
AED proposes replacing the original Payment Schedule, Attachment 1,

with the attached Payment Schedule.
Please respond by email letting me know if the attached is acceptable

to CMS.
-
- .-
Thanks. - .-
CC: "Joy Pritchett" <jpritche@smtp.aed.org>, "John Strand" <JSTRAND@smtp.aed.org>,

"Scott Pflueger" <spfluege@smtp.aed.org>, 'Trudy-Ann Farnum" ctfarnum@smtp.aed.org>
-
Project Number 2885-04 Attachment 1
Contract Number CMS 500-01-0001-0004
1. Literature Review - 1 1/02/200 1

2. Final Report of Interview F~ndings 05/06/2002
3. Report of Round 1 Testing of Dining Tool 07/02/2002
4. Report of Round 2 of Testingof Dining Tool 08/09/2002 ,
5. Final Dining Tool and Final Report 09/20/2002 i
..... . . . . . ~ . .-
I . - --- .-
/~ e b r aHoffman - -Re:
i,;; .
"Hablando
- - -
Claro" talent renewal -- .. . .. , -- -. . . ~. .
Page 1

To: "ltensuan@smtp.aed.org".GW IA-HHS.BALT12
Date: 7/1/02 2:07PM - ,
Subject: - Re: "Hablando Claro" talent renewal
It by :commendation bi
Thanks.
>>> "Lisa Tensuan" cItensuan@smtp.aed.org> 07/01/02 12:41PM >>>

Kelly-
The talent holding fees for "Hablando Claro" are up for renewal once
again.
- .-
-
Following is MCC&P1srecommendation: - --
(:- L
I i The renewal costs abou! bf r 3 months, and barring any desire on
the Dart of the reaions to Dlace dud Iocallv. we here @ AED agree with
,
b4 bask
Please let me know your decision on this matter today.
Thanks-
Lisa
CC: "JSTRAND@srntp.aed.~rg".GW IA-HHS.BALT12;

"mhalpert@smtp.aed.org".GWIA-HHS.BALT12; CS; Hoffman, Debra
From: Mark Smolenski
To: Toy~nTomori
Date: 7113/04 2:27PM -
Subject: - Re: 500-01-001 TO: 007: Revised Budget & Deliverables Schedule
Following are the issues and concerns that we had with your revised budget and deliverables schedule. I
need your response and necessary revisions no later than 12:OO PM, Thursday 7/15. In addition, I am still
waiting on your expenditures to date chart.
The final deliverable should be as follows:

DELIVERABLE: All images and outtakes in original form, including selected high-resolution
images on CD. 2 copies of image CDswith all-supporting invoicing and licensing agreement
papennrork in original form form the subcontractorslphotographers and models.
Please let me know if you have any questions or need clarification.
Thanks,
. .
Mark Srnolenski
Contract Specialist
Phone: 4 10-786-0175
Fax: 410-786-9088
rnsrnolenski@cms.hhs.gov
. .- . - ..- .--. . -. , - - -
-. -. -. . . .
- TDL #3 Response
p----
- Re:
~ebra~offma n .CMS 500-01-00Q1 Task Order
>.-- .~...
007
. .- --
and Remainingobligations
. .-- .. - Page 1
. . . . ... .. .
, , - ,

To: Dinicolo. Kelly; Dugan, Cathey; Helphenstine, Patty; Hoffman, Debra
Date: 11113/03 6:22PM -
Re: CMS 500-01-0001 Task Order 007 - TDL #3 Response and RemainingObllgations
*
Subject:
Hi. .
--
I have addit~onalinformat~onregarding the budget and specs to continue the process of the TDL
response. The actual items desired are:
1. Pocket Magnifiers. I
2. Letter Openers-
3. Jar Openers . .
4. Pot Holders- Y?-
-1'
- --
You will need to confirm the imprint sizes and overall size of the items. In addition, we may not be able to
get all these quantities, but our goal is to achieve as many as possible.
We have adidtional funds for summary of the remaining funds under the contract:
TDL #4 (Touch points): remains I
,
TDL #3 (giveaways): up budget
Your f e t
point)
bpof total funs left '-- l{assuming the figure
-.
3 s'the starting
TDL #5 (Pt~otoshoot):remaining funds.

1
I would also recommend that AED review the funds and adjust'the giveaways and photoshoot slightly to
allow for closeout billing, if necessary. I know that we won't get more fundung, and I want to be sure we
don't run out of money. I
Thanks,
PattyH
>>> Patty Helphenstine 11/12/03 05:34PM >>>
Hi,
Please find my responses to the TDL redlined in the document. A couple of things have changed that
affect the response and budget. It appears that another CMS component is also printing giveaways (the
exact same items), so it seems that it may bseasier for us to print them all under one order rather than
order the same item twice. I am obtaining all their information and an approval to use more of the contrsct
remaining funds to print the additional quantities. I will pass along all the information early next week so
that a more accurate budget can be flushed out. I have indicated some of the possible changes in quantity
in the document.
Thanks,
PattyH
>>> "Cathey Dugan" <cduqan@smtp.aed.org> 11/04/03 03:55PM >>>

Dear Debra, Patty and Kelly,
This correspondence is following shortly after our prior submission of the Response to TDL #4 on
10/16/2003. Attached herein at this time, please find our Response to TDL #3 as well as the updated
Remaining Obligations worksheet under the above referenced Task Order 007.
n s Task Order 007 now has a new balance o q c ,D

Please note the Remaining ~ b l ~ a t i o under
[now includinq TDL #3 as shown on Section 1II.C.at the bottom of the worksheet]. We estimate to re aln
I
4 3
L bq -1 .
i f that total. to cover ongoing task management costs through the extended period of
' , -
. ask Order 007 - TDL #3 Response
500-01-00CJ
----. - p--.
-
. .~
1 ~ e b......r i ~ ~ o f f m Re:
L.: . .- .. . .a n -CMS
.. .- .... . -.. .. - and Remainingobligations
.. -
.. . .. Page 2
(0id
j performance. Therefor, r b . 3~ .these funds (Section 1II.E.) may be used for additional task work
that CMS may wish to assign to ntu in the future.
Please let me know if you have any questions regarding the TDL #3 and #4 Responses or quest~ons
regarding the updated Remainrng Obligations spreadsheet.
-~
-
Respectfully yours,
Cathey Dugan
P: 202-884-8594
- ---
CC: Farnum, Trudy-Ann; Hurley, Elizabeth; Strand, John; Zeno, Jason

_
. -- - -_- _ -. ..
Hoffman - Re: C M S ~ O O - O ~ - O O OOrder
'I ~ e h r a ~ - T ~7S- ~Remaining Obligations and TDL 1Res~onse- resend Page 1
From: Debra Hoffman

To: Dickinson, Amy; Helphenstine, Patty
Date: 6/17/03 1:59PM -
Subject: - Re: CMS 500-01-0001 Task Order 7 - Remaining Obligations and TDL 1Response -
resend
--
You 'are authorized to proceed with this action.
>>> "Amy Dickinson" <adickins@smtp.aed.org> 06117/03 12:15PM >>>
(I had the wrong address for Patty - here it is again)
Dear Patty and Debra,
Per Patty's May 21, 2003 fax to John Sfrand, AED is hereby submitting for CMS review and approval our
response to the Technical Direction Letter for extending the usage rights + t h e "Frutos" ad under Task
Order 7. Please see the attached response and budget for this work. It is my understanding that it needs
to be paid before 6/24/03, so your quick response will be appreciated.
Based on a review of task order costs through 5/31/03, we show a Task 007 balance L b -I ? 111.
C. of remaining obligations spreadsheet). We propose to hold $ -
I
b,' $f that totar - 10L V V W

ongoing task manapmpnt m r t 5 through the extended perio of performanze. That leaves an available
Task 007 balance o f L bq 7 .ee Ill. E. of remaining obligations spreadsheet) to be used for additional
/
task work that CMS , ., assign to AED through 9/24/03. A spreadsheet showing an analysis of
the remaining obligation is attached.
Please let me know if you have any questions about the TDL response or the remaining obligations
spreadsheet.
-
I can be reached by email at $idickins@aed.org or by telephone at 2021884-8736,
Best regards,
Amy Dickinson
Senior Contracts/Grants Administrator
Washington, DC 20009 . .
CC : Farnum, Trudy-Ann; Pflueger, Scott; Strand, John

.
.-. . -. .... . . . . . . . . . --- . . . . .- . _ . _ _ . . " L U/n7...i..l.fdd_L*-.. . -A_.--......i -. .:.....=-> I.i_.___._ . . . . . . . .
Dc.k4 Woffman - . Re: Extending
. . . . . . . . . . - ..-
... ;. - :--
Holdin;l,R!ghtJ ............ -...- . .
,.._._.. Page. I
........
e
9
.?#. . . . :.- . .............
p'
. .,
- --
1
4 i.

To: "alex@musecordero.com".GWIA-HHS.BALT12;
"ltensuan@smtp.aed.org".GWIA-HHS.BALT12; Dinicolo, Kelly
Date: 3/12/03 11:16AM
Subject: Re: Extending Holding-Rghts
Hi Alex,
I have received an app~ovalto go ahead and extend the holding of usage rights for the next cycle for the
1
9 .Frutos ad for a cost o f i
i / w.
7' understand that this fee only covers the holding of the negotiated rate
L ILof the talent during the next cycle (d25 - 6/24) and not the cost of the ad placement or the actual talent
.-. fees associated with the media purchase.
I have a few questions regarding this: - - -

- -.
1. Are there any other costs associated with running the adduring in the future?
2. To clarify, if we want to use the 'Frutos" ad in the fall, we would actually need to extenqhe rights for two
cycles (through Sept) or for three cycles (through Dec)? And that cost would b e n c b t / 3 number of -
cycles? If so, is there any cost savings to purchasing the holding fees for the additional cycles at the same
time?
3. We may not have requested this before, but what about the talent for the radio ads? How does that
work and do we need to extend usage if we want to continue those as well?
4. 1 know we discussed this before -- 1 -1'

3 ~ I1thought I would follow up. As the
contract is ending and CMS is considering using the "Frutos" ad in the future, CMS would like to obtain the
l ~ s t ~ nofgtalent for both n/ and radio. This would include:
1. the talent's name and contact information - Agency info (name, address, phone, contact)
2. any pertinent information regarding the talent that would be useful when negitiating fees once the buy is
determined.
We reauest this information bv 3/21
CMS would also like to get the creative in master form for duplication in the future.
We reauest the materials bv 3/31.
I am open to have a discussion if it is easier. I can be reached at 410-786-0622. 1 would also like to get
responses in writing so that I don't misinterpret anything when conveying responses to management.
. - -
Thanks,
PatlyH
r>>Alex Perez ~alex@musecordero.com>02/25/03 02:12PM >>>

The following is an update regarding the fees and rights for the talent on the "Frutos" spot.
Firsi of all there are two types of expenses with which we must contend, Rights anduse: Rights (Holding)
Fees - Covers the expense for CMS to maintain the "rights" to air the spot. Re-Use Fees - Cover the
expense for CMS to air the spot.
* Our current re-use fees expire on April 22. In order to air the spot beyond April 22 another cycle(s) will
be required. (The cost and number of cycles will be dependent upon when and wherefie snnt ~~lill air.)
- Current Holding Fees expire on 3/24. The next cycle will be from 3/25-6124 and cost 'i If the b4
spot runs during a Holding Fee cycle, the fees will then be credited to the Regse Fee:
Reminder: Re-use fees are estimated on a variety of factors such as media weight, network, spot, media
il~ght.Consequently, a fair amount of detail must be provided in order to estimate the costs.
, .- . -. . . .---..A ..
.--
.,
m -
---
---
--.
:-.
- ., . ..? ; . -- ..
i3Deb~a4ioffman
.. . - Re: Extending..~-
. .~.... . . o m
.... _ . . t. s.. ._ _ _
g '. h
c::..?...
7 .
'- ; _ _, . . . .. __ -_._
.. .
.
'
..
. '..
. Paae
-- -.
2
CMS can decide not to extend the HoldingFees for "Frutos," but if and when the spot is to air, all fees will
need to be renegotiated with the talent. During these negotiations, the talent may ask for any amount they
want. Kelly, given your plans as you-have described (airing the spot at a later date) it is usually our
recommendation to clients to continue to pay the holding fees. While you may incur costs throughout the
- - of paying exorbitant talent fees when airing thespots again.
year, it would protect you from the possibility
If you want to air "Hablando Claro," it will be necessary to renegotiate with the talent again. Based on a
recent experience, it may take three to four weeks to work out the details with the agent. Consequently, if
the decision is to renegotiate for any of the spots, sufficient time must be given for this process.
Next Steps:
What we need is to get your approval on the Holding Fees as described abov this fee does
not include airing of the spot.
- -.
i will have an estimate generated for app;oval and will forward it-later today. -
Please let me know if you have any questions.
On Monday, February 24, 2003 6:09 AM, Kelly Dinicolo <KDiNicolo@cms.hhs.qov~wrote:

>HI Alex.
>
>Thanks for researching the costs associated with extending the
>hold~ngr~ghtsto the 2002 creative. In addition to verifying
>these costs, can you please let me know when our current rights
>exp~re?
>
>Thanks.
>
>p.s. You'll note that I've copied Patty Helphenstine on this
>emall She's my backup while I'm on maternity leave. Her
>tel;.phone # IS (410) 786-0622.
>
>
CC: "d1n1colo4@hotmail.com".GW
IA-HHS.BALT12;
"l~ng@musecordero.com".GWIA-HHS.BALT12; "sharon@musecordero.com".GWIA-HHS.BALT12;
Hoffman. Debra
-.- -. '
- .- - - - --.-- ....-- --- .. .-.. ...- - . -- .. . -....
..... , .., ... . . .. . . . .- .
b
);-ra . Hoffman
.
- Re: Talent Usage, ... .--- .. Page 1
. .' .. . . .
.: '
L-T-.-..
.
- -. .. . ..
--. . .
i
, :.
;
.. . ..

To: . Itensuan@aed.org; Strand, J; Tensuan, Lisa
Date: 4115103 11:I9AM
Subject: Re: Talent Usage
-. -
Please hold off paying the additional holding fees for the "frutos" spot. Will follow-up soon
Thanks,
PattyH
>>> "Lisa Tensuan" <Itensuan@smtp.aed.org> 04115/03 08:50AM >>>

Hi Patty-
- -.
To address your questions:
1. We will purchase the additional holding fees for Frutos and-send you.the paperwork.
2. Please see Alex's attached response to the meeting recap notes--he sent it through on 4/14, but
maybe there were e-mail transmission problems.
3. 1 spoke with CE and they will be getting us their answers by COB today.
I'll send the info through ASAP.

Lisa
>>> "Patty Helphenstine" <PHelphenstine2@cms.hhs.qov> 04/14/03 10:53AM >>>

Hi.
I hope your weekend was enjoyable. I wanted to just touch base and cover a few
open items:
1. We have received the approval to extend our holding fees for the Spanish
talent in the "Frutos" ad through the first quarter 2004. It is my
: s - understanding that we paid holding fees through 6/24/03. We would like to

purchasathree additional cycles through March 24, 2004. We understand that this
will cost bJ ase send us a confirmation of the purchase, the cost
and the final date 07usage.
2
2. 1 sent a meeting notes recap letter a few days ago, and am awaiting
your/Alex's confirmation of its content. I have attached it again, just in case.
Part of this recap indicates the information that Muse needs to share with CMS
regarding the talent (see Fee Payment). I would like to receive this information
by April 25 (Friday), so that any question can be addressed prior to the
completion of the contract.
3. 1 know that we are waiting fo; b.r

information regarding the GM
talent. Do you think they will be able to provide the information by this Friday
(4118)?
Thanks,
PattyH
alex@musecordero.com; Gutowski, Walter; Hoffman, Debra

-
..---, -- -- - -
........ ,
i3ebra Hoffman
....................
- Re: Draw Requet
...........-....-. - ......-..
for the
.
..
week
.
.
of 10/29/01 Page 1
, ... --- ~ .....
From: "Paul Turner" <pturner@smtp.aed.org>

To: -
' Date: - 1119101 10:37AM .
Subject: Re: Draw Requet for the week of 10129101
Debra;
- -
~e'were
hoping to receive the money today-Can you follow up with CMS's OFM.
Thanks
Paul Turner
Director of Billing
Room 836 A - ---.
Tel:(202)884-8312
Fax:(202)884-8412

>>> "Debra Hoffman" ~DHoffman2@cms.hhs.gov~ 11107101 10:46AM >>>

I did not receive the e-mail on 05 Nov. Vickie resent it to me this morning. We have approved the
payment and notified CMS's OFM.
>>> "Paul Turner" <pturner@smtp.aed.org>11/07/01 10:06AM >>>

Debra,
Thanks for following up-l gather than you did not receive the original e-mail sent on November 5. Can you
confirm this?
Also thanks for expediting payment. We have ~ssuedchecks for the subcontract~ngpayments and need
the funds to cover these checks.
Thanks
Paul Turner
Director of Billing
Room 836 A
Tel:(202)884-8312
Fax:(202)884-8412
. "Founded in 1961, AED is'an independent, nonprofit organization

- -
. ._ ._
Debra Hoffman
..._. -.
- ....Re: Draw Requet for the week of 10129101

-
.--..- --. .- -
. .. ... ~ . .. . . .. .. . .
- -- .... ~ . -..- . . . ...- - Page 2
>>> "Debra Hoffman" ~DHoffman2@cms.hhs.gov~ 11107/01 09:47AM >>>

I just received the fax today. In the past, Vickie has submitted the draw request by e-mail and then
followed up with a fax. I prefer to receive the e-mail first because that enables me to quickly send it out for
review and approval.
I just received Vickie's follow-up e-mail wththe draw attached. We will work to expedite approval.
>>>."Paul Turner" <pturner@smtp.aed.org> 11107101 09:14AM >>>

" High Priority "
Debra,
I'm replying on Vickie Barrow-Klein's behalf
We submitted a fax on November 5 going to Mary Jones at fax number 4107869088 request~ng
/
7 an you confirm receipt or should we resubmit? - - --
Thank you
Paul Turner
Director of Billing
Room 836 A
Tel:(202)884-8312
Fax:(202)884-8412

committed to solving critical so'cial problems in the U.S. and throughout
>>> "Debra Hoffman" ~DHoffman2@cms.hhs.gov~ 11106/01 02:38PM >>>

We have not seen a draw request yet for this.week. When should we expect to receive one? Additionally,
Kelly thought you might be incorporating next week's as well since we have the holiday next Monday. - -

-, -I-*. - -- -. - .
- -.
Debra
.. ..
Hoffman
..
- Re:
-. - . .-.. .
Draw Requet for--the. week of 10129101
---- -- - - - .. .-~ .
,
.. . ~ . ... .
Page
. .~.
3
(202)884-8117
fax: (202)884-8411
vbarrowk@aed.org
(202)884-8117
fax: (202)884-8411
vbarrowk@aed.org
CC: ~KDiNicolo@cms.hhs.gov~, "Deanna Dunworth" <ddunwort@smtp.aed.org>, "Julia

Jackson" Jjackson@smtp.aed.org,>, "Vickie Barrow-Klein" <vbarrowk@smtp.aed.org>
i .-.. - .- - . .. - - .- 1 - - . .
, Ira Hoffman. .- Draw .

Down
.....
Requests
. .
~ ..~., .
_.__
. .___-._ ..
.
I, . - .
.- .~ .~
. .. .
Page
.~
1
I

To: cDHoffman2@cms.hhs.gov~,cmjonesl @cms.hhs.gov>
Date: 12/12/01 7:48PMF
Subject: Draw Down Requests
In follow up to our call, I talked to VickieSarrow-Klein and she

confirmed that there wasn't a request r--'- 'his week, but there would be
one made tomorrow for approximately a,fj subcontractor costs. We will
need the money in our account by Mo:auuj ," cover these costs.
Thanks and I'll look forward to hearing from you next week about the
modification request.
CC: "Vickie -
arrow-~le~~'~cvbarrowk@smt~.akd.or~>
* .- - -
n ....- -...-
, --,' -,-~...,.-r-. ....I^ . ---.-.C . . .. ' - . . _.
_ .=
-
-_LL--.-LLA--.-....ll, ,
1 Juanita
!
, . Pang AED's NlCRA Ra; Wication - . . -.,-..- --
-.-.....-.--.-.--..-c
__ _
_____. _. .. . _ _. . . Page l
,
- -

To: cjpang@cms.hhs.gov>, cmjonesl @cms.hhs.gov>
Date: 3/21/02 5:32PM -
Subject: . AED's NlCRA Rate Notification
-
AED has recently received its Negotiated Indirect Cost Rate Agreement
(NICRA) from USAID. If you would like a hard copy, I could fax a copy
of it to you or put one in the mail.
In the meantime, the latest final and provisional rates are as

follows:
- ---
01/01/99 - 12/31/99 Final: Frinc @ overhead %&A -,4 W -/ -
01/01/00 - 12/31/00 Final: Frinr j1- overhe=-! CRA b
01/01/01 - until Amended (provisional): Fringe b j %, OH i2&l , G&A
I know.you were interested in knowing what AED's rates would be for

2001 in reference to the predicted drop in the G&A rate because of Task
Order 3. At this time, and subject to AED's auditors review, which
is underwav right now, the expected rates for 2001 are as follows:
Overhead:
Fringe: 3'
1)
G&A:
These rates will still need to be confirmed, but I wanted to give you
the latest estimate.
By the way, I have faxed back the signed deobligation forms to Leslie
Mangels today.
Have a good weekend.
. .
CC: "Mark Miebach" cMMIEBACH@smtp.aed.org>
-
September-17,2002
-- -
Ms. Mary Jones
Contracting Officer
Stop C2-21-15
Baltimore, MD 21244-1 850
Attention: Ms. Juanita Wilson

- --
Reference: CMS Consumer Research & Communications Contract No. 500-0 1-000 1,
Task Order No. 4 (AED Project No. 2885-004)
Subject: Request for Modification 2 of Task Order 4

Revised Period of Performance and Delivery Schedule
Dear Ms. Jones:
Referencing my September 13, 2002 email, AED respectfully requests a modification to

Task Order 4, "Nutrition and Hydration Awareness Campaign: Phase 2 - Dietary
Managers" under the CRC IQC. As discussed in our July 19,2002 coilference call and
confirmed on September 11,2002 by Deborah Higgins, Task Order 4 GTL, the CMS
Director of the Center for Beneficiary Choices has approved AED's proposal to develop
and consumer test three dining tools, a calendar, a poster, and a workbook. The calendar
and poster would be graphically-enhanced and the workbook would be straight text.
Testing of these products would be more limited than previously proposed: four facilities
would be tested for the next round and two facilities would be tested in the final round.
AED anticipates that six participants (dieticians, dietary managers, directors of nursing,
and other nursing home management itaff) would be interviewed at each facility.. A --
proposal that discusses these activities in further detail is attached for your review.
For the modification, AED requests the following:
A. The Payment Schedule would remain the same as follows, per modification 1 :
DESCRIPTION PAYMENT
A
1. Literature Review
2. Final Report of Interview Findings 1 .
3.
4.
Report of Round 1 Testing of Dining Tool
Report of Round 2 Testing of ini in^
Tool
! 11.y
j
5. Final Dining Tool - i --
i
1825 Connecticut Avenue, NW, Washington, D C 20009-5721
Tel. 202-884-8000 Fax 202-884-8400
C o n n e c t i n g People .- Creating Change

B. The period of performance would be extended through January 3 1,2003 (September
20,2002 - January 3 1,2003).
C. The Deliverables Schedule, attached, discusses the revised timeline of activities and
,.deliverables from July 30, 2002 through January 31, 2003. The first 3 activities under
Modification 1 did not change (Literature' Review due November 2,2002 through
Final Report of Interview Findings due May 6,2002).
The firm fixed price amount ol ~ b ]7 gould remain the same.
Thank you for your time and attention to this matter. Please do not hesitate to contact me
by phone at 2021884-8736 or byemail at adickins@aed.org, should you have any
questions about t h ~ request.
s I lobk forward to hearing from you,-
Sincerely,
hbikiqk
Amy Dic nson
~ o n t r a c t s l ~ r a nManagement
ts
CC: Juanita Wilson, CMS

Julie Franklin, CMS
Deborah Higgins, CMS
John Strand, AED
Joy Pritchett, AED
Trudy-Ann Farnum, AED
Attachments: AED's proposal to develop and consumer test three dining tools
Revised Timeline of Activities & Deliverables
- - -
. .
creating
Change -
February 14,2002 --
&dAMary Jones
' Contracting Officer
Stop C2-21-15
Baltimore, Mn-21244-1850 -..- -.
- .. -. . -
Reference: CMS Consumer Research & Communications Contract No. 500-01-0001,
Task Order No. 4 (AED Project No. 2885-004)
Subject: Request for Modification 1 of Task Order 4 - Revised Delivery Schedule

rJL7 3/27/9
Dear Ms. Jones:
It has come to my attention that the delivery schedule has been revised by the technical
staff at AED and CMS and therefore needs to be incorporated by modification into the
contract. A copy of the revised Delivery Schedule is attached for your review. Please
I
C
II-
-
-
-note that this will also effect
-
j.5' , .
the payment schedule, with three deliverables at a cost of
,/x 3) due on May 6,2002, and two deliverables at a cost of
.7
b .i 'due on September 19,2002.
Thank you for your time and attention to this matter. Please do not hesitate to contact me
by phone at 2021884-8736 or by email at adickins@aed.org, should you have any
questions about this request. For your information, I will be out of the office Friday,
February 15 - Tuesday, February 19,2002. I look forward to hearing from you.
-
h~"o-
Sincerely,
Amy Dic nson

coitractsl~rantsManagement
CC: Juanita Pang, CMS

Deborah Higgins, CMS
John Strand, AED
Joy Pritchett, AED
-. -
Attachment: Revised Delivery Schedule
Academy for Educational Development 1825 Connecticut Avenue, NW Washington, DC 20009-5721

Tel: 202-884-8000 Fax: 202-884-8400 www.aed.org
-
Nutrition & Hydration Awareness Campaign
Phase 2 -- Dietary Managers and Dietitians
De7iverables Schedule
Revised 72/72/00
Activity Description Quantity Delivery Date
1 12 November 2,2001
1 Literature Review and Introductory Letter
(Deliverable) - - . -
2 1 Draft report of Interview findings with 12 April 1 5. 2002
sections on Dietary Best Practices and
Baniers
3 1 Final Report of Interview Findings with 12 May 6,2002
sections on Dietary Best Practices and
Baniers (Deliverable)
May 22,2002
4 1 Prototype of Dining Tool, Version 1 12
5 1 Report of Round 1 Testing of Dining Tool, 12 July 2.2002
Version 1 (Deliverable)
6 1 Report of Round 2 Testing of Dining Tool, 12 August 9,2002
Version 2 (Deliverable)
12 August 20,2002
7 1 Revised Prototype of Dining Tool, Version 2
8 1 Tool approved by CMS 12 September 6, 2002
.
9 1 Final Dining Tool and Final Report 12 %

September 20,2002
(Deliverable)
10 1 Monthly Status Report GTL, - IAW basic contract
COICS
CMS Contract No: 500-0 1-000 1 Task Order 4

AED Project No: 2885-004
Development
~_cadem~fir'EdtlCarional
July 15, 2004
Mark Smolenski
Contract Specialist
7500 Security Blvd, Mail Stop C2-21-15
Baltimore, MD 2 1244-1850 - -.--
Reference: CMS National Multimedia Campaign ~ e d i c a r e - ~ h b t o sCbGhact

h~t No. 500-0 1-000 1-0007
AED NO. 2885-0071 02
Subject: Request for revised deliverables schedule, expenditure report for December 2003 - June 3004
& revised budget.
Dear Mr. Smolenski:
Please find attached the following in response to your request.

1. Revised deliverable schedule
2. Revised budget for the photo shoot TDL
3. Photoshoot TDL interim expenditure report
The responses to your questions are provided below.
1,. The fees for the AED volunteer models need clarification. Does the model get the flat volunteer rate of
b j snd Is CMS being double-charged?
Response: The AED volunteers will receive a $7 .icentive for the day. The AED staff volunteers will
receive an hourly wage with benefits. CMS is not oeing double charged
2. The travel food per diem needs clarification. Is this for scouting or the actual shoot days? The shoot-has
a caterer to supply food, so should we be paying for that twice if it is the location?
Response: The travel food per diem is for scouting. CMS will not be billed twice.
"--
3. Is this budget just the additional ccct- C-- "- or the total budget for the project? The original
TDL provided an expected budget of 9. this is under. The understanding was that the new
budget would be higher than anticipa~cuana had to pull monies fiom other TDLs to cover the costs.
Response: The budget is for the total of the project. (Please find attached the interim expenditure report
and the budget).
4. The deliverables also have an area that needs clarification:

AED has confirmed for CMS that we will obtain the rights and the images t_o
-
all the shots taken, not just
the final selects that are being scanned.
Response: The deliverables schedule has been revised as requested (Please find attached)
1825 Connecticut Ave, NW, Washington, DC 20009-5721
Tel. 202-884-8000 Fax 202-884-8400
Hard copies of all the above will be sent to you.
If you have any questions, Please feel free to contact me directly at 202-884-8377, or via email at
ttomori@,aed.org -
Sincerely --
Sr. Contracts & Grants Administrator

Contracts and Grants Management

Tel. 202-884-8000 Fax 202-884-8400
Academy for Educational Development I
- I
Revised Deliverables Schedule I
Centers for Medicare and Medicaid Services CRC Umbrella Contract 500-01 -001
Medicare National Multi-Media & Education Campaign
Task - --- . Date

Photoshoot Weeks of July 26,2004 and August 2,
2004 (El days total)-
AED submits shots to CMS for review and , August 25,2004
selection
CMS provides a list of selected images for September 3, 2004
high resolution scanninglslide processing
DELIVERABLE: September 30, 2004
All images and outtakes in original form,
including selected high-resolution images
on CD.
2 copies of image CDs with all supporting

invoicing and licensing agreement
papenvork in original form fiom the
subcontractors/photographers and models.
AED will also provide all original out takes I

in original form as well as (30) scanned
The Academy for Educational
Cost Proposal i n Response to Technical Direction L e t t e r m 2
Under The Centers for Medicare and Medicaid Services (CMS) Consumer Research and Communications
Umbrella Conmct Number 50001-0001
Medicare Photo Shoot -

Anticipated Period b f Perlormance: July 2004 -September 2004
Creative Director
krt Director
-
Task Leader Subject Maner Exper(
Financial Manager
Program Assistant
. .. . . . .
AED Staff Volunleer Model
AED Staff Volunteer Model
AED Staff Volunleer Model
AED Slaff Volunteer Model
AED Slaff Volunteer Model
-
'
TOTAL SALARIES 8 WAGES
FRINGE BENEFITS
Fringe Benefits on Total Salaries 8 Wages
7
TOTAL PROFESSIONAL FEES
TRAVEL AND TRANSPORTATION

Ground Transportation - Local -
-
Various Trips to Photo Shoot Locations Washington, D.C. MetropolitanArea Car Mileage
Per Diem - Washington. D.C. MetropolitanArea PRORATED - Meals Only S )

Other Local Travel - Washington. D.C Metropolitan Area Taxls. Park~ng.Etc. S i
TOTAL TRAVEL AND TRANSPORTATION 1
OTHER DIRECT COSTS
Long Distance Communication
Communications - TelephoneEquipment Leasing
Computer Usage and Ma~ntenance
Expendable Office Suppltes
Project Specific Materials and Supplies
Printing and Reproduction
Printing and Reproduction
Poslagemel~veryExpressMail
Photographer
Photography
Usage Fee
Color FilmProcessing
Asslstant fees
Location Scouting Fees
Production Fees
PostagemeIiveryExpress Mail
Photographer
Photography
Usage Fee
Color F~lmProcess~ngPolaro~ds
Assistant fees
Locallon Scouttng Fees
Locallon Expenses
PostagelDel~verl/ExpressMall
Photo Shoot Specific Other Direct Costs

Wardrobe Stylist
---
The data on this page IS !he proprietary lntormat~onol the Academy for EducaOonal Development (AED) and shall no1be disclosed dupl~c, or dlstnbuted wlhoul pnor ,"sent of AED
I
m e ~ c a b a r itio~r Educational Development /
CMS National Multimedia Campaign
Under The Cenlefs for Medicare and Medicaid Services (CMS) Consumer Reseafch and
Communications Umbrella C o n t n c t Number 5004014001
AED Ref: 288547102
Medicare Photo Shoot
Expendilures from December 2003 through June 2004
SPENT TO DATE
-. -
TOTAL SAIARIES B WAGES
TOTAL FRINGE BENEFITS
TOTAL PROFESSIONAL FEES
TOTALTRAVELANDTRANSPDRTATlON
TOTAL OTHER DIRECT COSTS
TOTAL DIRECT COSTS --.I
INDIRECT COSTS
FEE
TOTAL PROJECT COSTS
2885-0071-02. Pholo Shool Expenditures 6362004 rls Thls verslon last updated 711512004
-AcadPmyfir Ehurafionaf Development
March 13. 2003
FAX TRANSMITTAL
FAX Number: - ---
Number of Pages:
Ms Mary Jones and

Ms. Juanita Wilson
CMS - Acquisitions and Grants
Stop C2-2 1 - 1 5
Reference: CMS Consumer Research & Communications Contract No. 500-01 -0001
Subject: AED's NICRA and SF 294 and 295 forms
Dear Mary and Juanita:
AED has recently received its Negotiated Indirect Cost Rate Agreement for 2003, which AED
wanted to pass on to you for updating Section G.5 of the prime contract. Copies of the January
8, 2003 and October 10, 2002 rates are attached.
Final 01/01/01 - 12/31/01

-
Cunnp Overhead
/
- G&A
-,
Provisional
Provisional
0 1101 /02 - Until Amended
0 110 1 103 - Until Amended b'i
- i7.i
- .-
i?~
+
Unless AED hears from you otherwise, we will bill at these provisional rates.
I t has also come to our attention that CMS has not received all of the SF 294 and SF 295 forms.
They were sent by our billings department, but apparently never made it to your office. I've
attached copies for the following reporting periods.
SF 294 Reporting Period from inception of contract through: September 30,2002

SF 294 Reporting Period from inception of contract through: March 3 1 : 2002
SF 294 Reporting Period from inception of contract through: September 30,2001
-. - --
SF 295 Reporting Period from October 1 - September 30, 2002
SF 295 Reporting Penod from October 1 - September 30,2001
1825 Connecticut Ave, NW, Washington, DC 20009-572 1
Tel. 202-884-8000 Fax 202-884-8400
Page 2
If you have any questions or comments about this information or our proposal to bill at
provisional rates, please contact me at 2021884-8736 or by email at adickins@,aed.org. I will be
out of the office horn March 18 - March 2 1. If you need immediate assistance, please contact
Heide Fabiano, Associate Director, at 2021884-8 150 or by ernail at hfabiano@aed.org.
Thank you.
Amy Dickinson
CC: Heide Fabiano, Mark Miebach, John Strand, Trudy-AM Farnurn, Deanna Dunworth,
Nguyen Pharn

Tel. 202-884-8000 Fax 202-884-8400
PJEGOTIATEI) INDDX.ECT COST U T E AGREEMENT'
January 08,2003
- ---.
Academy for Educational Development - -
1 8 7 Connecticut Avenue, NW, Suite 900
Wsshinson, DC 20009
The rates approved in this Agreemen1 are for use on grants, contracts and orher agreements with rhe
Federal Governmenr 10 \ ~ h i c lOMB
~ Circular A-122 applies, subject to the conditions in secrion Il.14,
below. The rare(s) were negotiated by rhe U.S.Agency for International Development in accordance
with the authority contained in Anachment A, Section E.2. (a), of the Circular.
SECTION 1: NEGOTIATED IYDIRECT COST RATES
. .
- Provisional 01-01-03 Until Amended

.
17 "'
,
Base of Application
a) Toral salaries excludirlg overseas employees paid in local currencies
b) Tolal direc~costs, excluding all subcon~acVsubrecipien~ expenses, operational expens (OPEXER;
host and rl~irdcountry nationals \*]lo are primarily the en~ployeesof host country governments) a n d
o:her administrated funds, educzrional posl differential, housing allowances, and participant
suppon costs
c ) Subcon~ract'subrccipie~~texpenses includ~ng ope!.arional e x p m s (OPEXER) and orher
adrninistrared funds
SECTlON 11: GENERAL -
A. LIMITATIOYS: Use of rhe rate(s) contained in rhis Agreement is subject to all statulory
or administrative limiradons an> k applicable 10 a given granr, conmct or other agreement
only ro the exlent thar funds are available. Acceptance of the rate(s) agreed to herein is
predicated upon the following conditions:
1. That no c o n s orher rhan hose incurred by rhe grantee or rllocated to the pantee via an
approved cenrral service cost allocation plan were included in its indirect cost rate proposal
and rhar such illcurred cosrs are
- -
legal obligarions of rhe granree and allowable under the
governing cost principles, .-
- --
2. Thal the inforn~aljonprovided by rhe grantee wl~ichwas used as a basis for acceprance of
the rare(s) to her?jn is not subsequenrly found to be materiall:~inaccurate,
3. That the same cosw that ]lave been rrcaled as indirect costs have not been claimed as directs
costs, and
4. That similar rypes of cosrs have been accorded consistent vearment.
B. A c C O ~ T ~ NCIIAKGES:
G The grantee is required lo provide written notification to the
indirecr cost negotiator prior ra implementing any changes which could affect the
applicabiliry of rhe approved rsres .4ny changes in accounting practice to include changes
in the m e ~ h o dof chargjng a panicular l\.pe of costs as direct or indirect and changes in the
jndirecr cosr allocation base or allocarion methodology require the prior approval of the
Office of Overhead, Special Cost a ~ dCloseour (OCC). Failure to obtain such prior wrjnen
approval may result in cost disallourance.
C. NOTJFIC.4TlOY T O FEDERAL AGEWCIES: .4 copy of this document is to be provided

by rhis organization to other Federal funding sources as a means of notifying them of the
Agreemen: contained herein. . -
D. PROVTSJOflAL-FTNAL RATES: The g z n t e e niust submit a proposal to estzblish a final

indirect cost rare \ ~ i t h i nnine months afrer i ~ sfiscai year end. Billings and charges to
Federal awards must be adjusted jf the final rare varies from rhe provisjonal rate. If the
final rare is greater ~ h a nthe provisional rate and there are no funds available to cover the
addirional indirect costs. the organization may not recover all indirect costs. Conversely, if
h e final rate is less than the pro\,isional rate, the organizatjon will be requjred ro pay Sack
the difference to the funding agency.
E. SPECIAL REMARKS:
1.. lndirea c o n s charged to Fed-e~algrants!conrracts by means other than the rare(s) cited in
rhe agreement should be adjusled to the applicable rate(s) cited herein which should be
applied to the appropriate base to idenrify the proper amount of indirect costs allocable ro
the program.
2. Granrs/conrracts providing for ceilings as 10 thc indirect cost rate(s) or amount(s), which
are indicared in Section I above, will bc subject to the ceilings stipulated in the g n n t ,
contract or o:her agreement.-:The ceiling ra~e(s)or the rare(s) cited in this Agreement,
whichever is lower, uill be used to determine rhi maximum allowable indirect cost on the
grant or contract agreement.
3 . The rates hereby approved are subject to periodic review by the Government at any time
their use is deemed improper or unreasonable. You are requested to advise the
Governnlent promptly of any circumstances, which could affect the applicability of the
approved rates.
4. You are directed to promptly subnit adjustment vouchers or final vouchers for all flexibly
priced grants, conrracts or other agreements. Audit adjustments should be clearly
delineated so as to be readily idenrifiable for verification by this office. Care should be
taken that amodnts claimed do no1 exceed award limitations or indirec~cost rate ceilings.
Development
E lr
Deanna Dunworth Troner Stever. A . Tashjian
P r i n t e d o r T y ~ e dName Agreement O f f i c e r / m v
chief ~ i n a n c i abfficer
l a c r h c a d , Spccial Cosu and C l o s ~ u Brnnch
t
Title Procurcmcnr Suppon Division
.- - Ofice ciFrccurcmcn~
Dare U 5. Accncl, for In~cmationslD c v e l o p m n ~
C'.5. :\CE.\CY FOR
NEGOTIATED IKDIRECT COST RATE ACREELWENT
Academy for Educational Devclop~nent

1875 Connrcricut Avenue, NW. Suitc 900
Washingtoll. DC 20009
The rates approved in this Agrcement arc hr usc on grants. contracts and otlrtr agrcerncnts with [lie
Federal Government to which ObIB Circular A-122 applies, subjsrt co thc conditions in section I1.A.
below. Thc nre(s) were ne_cotiatcdby the U.S. Age~lcyfor Intcrnarional Developrnc~iti l l accordance
with the authority contained in Arrasl~mcntA. Section E.7. (a). o f [lie Circular.
S ~ c r r [:o NEGOTIATED
~ INDIRECT COST RATES
1
i INDlRECT COST U T E S
/
SUBCONTRACT
ISUBRECLPIENT
7116 FROM THROUGH F m G E (a) 0vEWEA.D (b) M A N A G E m T (c)
Final 01-01-01 12-3 1-01

,--
[7q I? &/ hv --
Provisional 0 1-0 1-02 Unril Amended
I7 Y t?~ l ' 17 7-r
-
Note: Efecrive 1/1/99,all corporntc headquarters re~ltand faciiiry corrs are .recovered
through rhe Overhead Pool i
Base or Application
a)Total salaries excluding overseas employees paid in local currencies
b) Toral direct costs, excluding all subcontractlsubrecipient e.-cpenses, operational experts (OPEXER;
host and third country narion~lswlm are primarily rhe employees o f host country Zivernmenrr) and
other administrated funds. educatiol~al, posr differenrial, housing allo\vances, and parricipanr
support costs
C) Subcontrac~~subrecipirnt expenses includins operational e x p e a (OPEXER) and 0 t h ~
administrated funds
SECTION I-I: GENERAL - I
A. LIMITATIONS: Use of rht: rate(s) contained i n chis Agreement is subject to all smrurov
or administrative limitations aKdis applicable to a given SmnL contnct or orlrer agreement
only to the extent that funds are available. Acceptance of the rate(s) agreed ro hsrrin is
predicated upon the followin_r conditions:
1. That no costs other than those incurred by the grantee or allocated to the gmtee! via an
approved central service cost allocation plan were included in its indirect cost n t e proposal
and that such incurred cosrs are legal obli~ationsof the grantee and allouablz under the
- -.
governing cost principles,
.-
.-
-.
2. Thit the information provided by the grantee which was used as a basis for acceptance of
the rare(s) to herein is nor subsequently found to be materially inaccurate,
3. That the same costs that have bcen trcatcd as indirect costs have not been clsimed as directs
costs, and
4. That similar types of costs have bcen accorded consistent treatment.
B. ACCOUNTNG CHANGES: -Tile grantee is requircd to provide written notification to the

indirect cost negotiator prior co implementing any changes which could affect the
applicability of h e approved rates. Any changes in accounting practice to include changes
in the method of charging a particular type of costs as direct or indirect and changes in che
indirect cost allocation base or sllocrition methodology require the prior approvaI of the
Office oFOverhead, Special Cost and Closeout (OCC). Failure to obtain such prior wrircen
approval may result in cost disallowancs.
C. NOTIFICATION TO FEDERAL AGENCIES: A copy of this document is to be provided

by this organization to other Federal, funding sources as a means of notifying them of the
Agreement contained herein. -
D. PROVISIONAL-FINAL RATES: The grmree rnusr subc:ir a proposd. to estabhsh a final
indirect cost rate within nine months after its fiscal year end. Billings and charges to
Federal awards must be adjusted if the final rate varies from the provisional rate. U the
final rate is greater than the provisional rate and there are no funds available to cover the
addirional indirect costs, the organization may not recover all indirect costs. Conversely, if ...~
the final rate is less than the provisional rate, the organization will be required to pay back
the difference to the funding agency.
- I
E. SPEC[AL REMARKS: i
1. .Indirect costs chxged to Federal-grantdcontracts by mkans other than the nte(s) cited in
, the agreement should be adjusted co the applicable rate(s) cited herein which should be
applied to the appropriate b x e to identify the proper m o u n t of indirect costs allocable to
the program.
2. Grantdcontracts providing for ceilings as ro t l ~ eindirect cost ratefs) or arnount(s), which

are indicated in Section I above: will be subject to the ceilings stipulated in the grant,
contract or orher agreement. :The ceiling rats(s) or the rare(s) cired in this Agreement,
whichever is lower, will be used to determine the maiimumallovktble indirect cost on the
-orant or contract agreement-
5. The rates hereby approved are subject to periodic review by the Government at any timi
their use is deemed improper or unreasonable. You are requested to advise the
Government promptly of any circumstances, w h c h could affecr the applicability of the
approved ntes.
4. You are directcd to promptly submit adjustment vouchers or final vouchers For all flexibly
priced grants, contracts or other agreements. Audit adjustments should be clearly
delineated so as ro be readily identifiable-for verification by his office. Care should be
taken chat amounts claimed do not exceed award limitations or indirect cost rate ceilings.
I
I
-
ACCEPTED:
,
Deanna Dunworrh Troner Steven A. Tashjian
Printed o r Typed Name Agreement O f f i c e r /rmv
Ovcrttcad, S p n d G s and
~ Cloxout Bmch
Rocurcmcnr Suppon Division
Ofice of ~ocurcmcnc
U S. Agency for lnlemational Dcvelopmenr
Ketchum, lnc.
Contract No. 500-01-0002
Task Order No. 20
- - --
Medicare National Multi-Media and Education Campaign -
Week Ending: 311112005
Accruals for
week ending Total Accruals Percentage
Task Budget 3111105 thru 3111105 Expended
L
I. Account Management - C ..__

-- --.- - - --
- -l
Labor
Other Direct Costs
Subtotal
[$
: \
-%==---
__ - -- --. 2- 6
jf
II. 1Research
Labor
Other D~rectCosts
Subcontractor
Subtotal
$
$
$
$
\ \, b
Ill. Creative
Labor $
Other D~rectCosts $
Subcontractor $
IV.
Subtotal
Media Plan and Placement
Labor
8
$
,yY b
Other b~rectcosts S 1 t
Subcontractor
Subtotal
$ 1
$ -/'
\\ b
V. Earned Media
Labor
/'
\
Other Dlrect Costs
1
,/'
\
V.
Subtotal
Fee on Ketchurn's labor and O K s i 1.--- - -

"'-\\ \
Fee on Subcontractor Costs $
- -- -
4 - , - . . - - A -
--
- - . -- -.',
- --
\'
Total !.- a - ., - -- - -- -
b
rd
Weekly Cost Report Task 20 3-11-05 xls 1
Task Order No. 20
. -. .
Other Direct Costs
Subcontractor
Weekly Cost Report Task 20. 3-18-05.~1~

Ketchum, Inc. II
0

Task Order No. 20
j
I
Medicare National Multi-Media and Education Campaign,

, - -- .---
- ,
Week Ending: 3/18/2005 ..- . _ ._ . . ._ . . _ ....
VII Fee on Ketchurn'slabor and ODCs ---. /-

Fee on Subcontractor Costs
Total . -
Weekly Cost Report Task 20. 3-18-05.xls

From: "Prink, Sandy" <Sandy.Prink@ketchum.com>
To: "Debra Hoffman" <DHoffman2@cms. hhs.gov>
Date: 120104 10:43AM
Subject: RE: CONTRACT MODIFICATION TO 000002
Thanks Debra. Here is a quick overview of Ketchum's expenditures to

date. .I need to check on projections forthe next month. I will let
you know by cob today if that is-reasonable. Need to check with the
tech folks.
Give me a call, if you have any questions.
Sandy
From: Debra Hoffman [mailto:~~offma~2@cms.hhs.~ov] - - --
Sent: Friday, February 20, 2004 9:39 AM
To: Print~,Sandy
Cc: Mary Jones
Subject: Re: CONTRACT MODIFICATION TO 000002
We will grant your extensicn request until 2:00 PM on Friday, 27

February. However, that is with the assumption that we have sufficient
funding to allow us a reasonable amount of time to analyze and award the
modification, perhaps a month. Please provide me with your assessment
of the financial status of the task order and if that is reasonable.
Thanks.

Contract Specialist
Mail Stop C2-21-15
Baltimore, MD 21244
phone: (410) 786-0517

fax: (410) 786-9088
>>> "Printz, Sandy" <Sandy.Printz@ketchum.com>02/19/04 12:41PM >>>

Good morning Debra, hope all is well. I am following up with you on the
conversation you, Kelly, and Mary had with Kim Derwinski this morning.
Ketchum will submit the proposal in a little different format than

originally thought, so it is going to take a little more time than we
anticipated. Therefore, we are requesting an extension from the current
due date of Friday, Feb 20th to a revised due date of Friday, Feb 27th.
As Kim mentioned, we are proposing to submit a budget for Ad 1, Ad 2 and

Ad 3 and a summary showing the following:
- -
Original Budget (Obligation) Proposed Budget for Mod
I C ~ f , ~ N ~OaOf,
- ~ ~... Tb-2O
-
.. . . .
> . . . -. -_. . . ..-...- ~ _
Dkbii-Hoffia - RE: CONTRACT'~,I;
. . . . , . . . ', . . .. "
, .- .C : - -.
- Page 2 :
I
. _. .,.
;'":-. !
' ,
I
- ~ .
-.. /'
--.?
-.i I
i
Difference (+I-)
-
Please confirm that Friday, Feb 27th will work for CMS.
We look forward to hearing from you atyour

- earliest convenience.
Regards,
sandy
"Mary Jones" CMJonesl @cms.hhs.gov>

-. , .... . . , ~
I ......
.
. . . , . . . 1
............. - . . il-. a . . . .! . ....._........ . Page

~......~.... 1;
{z$:\ t
+>*.
Ketchum. Inc.
Contract No. 500010002

- -
Task Order No. 14
Medicare National Multi-Media and Education Campaign
Week Ending: 2113104 -. -
ccount Management
ther D~reclCosts - -.
ther Djrect Costs
il . yta;[ ther Direct Costs

ubtotal
lher D~rectC osls i
ee on Ketcnum's labor and ODCs

ee on Subcontractor Cosls
.
.,./.. .. .
I '
-. .." . .
i
~. &. .r i~6ffka". .- .842014 ~"rnulative -L. . 313i)4.xls
\ . - .. -- 2.. Page 2
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:.--
.
- !
. . ..
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I
. . --
. .
d. '
!
-Academy for Educarional Deuelop~tzenr
--
AED Task Order 7, TDL 1
Extend Fru tos Talent R i ~ h t s
Under Task Order 007, the Academy for Educational Development (AED) and Muse Cordero
Chen & Partners (MCCP) produced-a Spanish language advertisement - called Frrrto.r -
promoting Medicare's consumer, information resources. CMS cunentfi has resewed the rights to
use its "Frutos" Medicare advertisement through June 24.2003.
Under this TDL, AED will procure another three-month cycle of talent usage rights for the
Frutos ad, running through approximately September 24,2003. AED and MCCP will confirm
the actual cycles for the next year and provide CMS with an estimate for these procurements.
Activity/Deliverable 1 Date ,
Procure additional talent holding rights for three- month cycle. I June 20, 2003
Budget
The total budget for this activity is ?lease see the attached budget page.
AED T02, Response to TDL2 1

Technical Directional Letter (TDL) I
Project: 2002 National Medicare Multi-Media & Education Campaign

. .
Contact: Patty Helphenstine
Date: May 15, 2003
Direction: The current holding fees for the 'Frutos' ad ends on 6/24/03.
CMS would like to:
1. Extend the talent usage holding rights through the next wave. That wave
needs to be paid prior to 6/24/03 and should extend Tor a total of three
months.
2. Verify the actual talent holding dates of the next wave.
Suggested Source: Muse Cordero Chen
Deliverables:
AEDIMuse will:
1. Submit estimate for task to GTL for approval prior to procuring holding
rights.
2. Extend the talent usage through the next wave (estimated 6124103-
9/24/03).
Budget: dicipated. AED to submit estimate for task.

/
The Academy for Educational Development
Illustrative Budget
Task OrderUO007 under CMS Contract # 500-01-0001
-
TDW 01 Frutos Talent Rights -
Anticipated Period of Performance: May 17,2003 - J u n e 24, 2003
Cost Element(s) Rate /Unit

- UnitslHours Total
Salaries and Wages
Total Salaries and Wages i

I
Fringe Benefits
Fringe
l ~ o t aFringe
l Benefits
Travel and Transportation
I
Total Travd a n d Transpom'on
Other Direct Costs

. 1 /
Muse Cordero Chen and Partners Purchase Order
I ~ o t aOther
l Direct Costs
,
INDIRECT COSTS \ t
I
I
SUBCONTRACTORS
:
TOTAL - SUBCONTRACTORS
GBA o n Subcontractors @
FEE @
ESTIMATED -TOTAL PROJECT COSTS
TOOOOTTDL#Ol Budget xls T h ~ sverslon last updated 7/11/2005

R p r 06 0 4 0 1 : 42p C u t t ~ n 'E~
dge
AWARDICONTRACT
2. CONTRACT fRoc. Irm. IdOnl.) NO.
1 1. Tnls CONTF+.T
S
I. A RATED ORDER
UNDER DPAS RS CRF 150,
1 MTING
I
(PAGE OF PAGES
I ! 2 8
HHSM-500-2004-00008C
- 3 EFFECTNE OAT€ 4. RiWlSITlONIPLRCHASE REQUESTlPRDJECi NO
04/06/2004 See Schedule
5 ISSUED BY COD
DPC 6. ADMINISTERED BY (If olher lhan lrem 5 ) COD AGG/M;S
CENTERS FOR MEDICARE MEDICAID S R h Mark Smolenski
ACQUISSTION & G K W T S GROUP -- Contract S p e c i a l i s t
7 5 0 0 SECURITY BLVD. (410) 786-0175
BALTIMORE MD 2 1 2 4 4 - 1 8 5 0
I
7 NAME AND ADDRESS OF CONTRACTOR (NO.. Sml Cify. Country Slam and LIP Code) 8 DELIVERY
FOE ORIGIN OTHER /Sse oabwl
C u t t i n g Edge C o m m u n i c a t i o n s , Inc. 9. DISCOUNT FOR PROMPT PAYMENT
9 2 2 S. A l a m o Street I
San A n t o n i o TX 7 8 2 0 5 - 3 4 1 . 9 - --- .
i Net 3 0
ID. SUBMIT INVOICES 1 ITEM

-
Attn. D e n i s e H e r ~ e r -aW l e t e r s
CODE FACILITY CODE
(4 c a p l n unless o h e m s o SPeoOeO)
TO THE ADDRESS SHOWN IN
-
I 1 >HI) [=-- CODE
N/A 112 PAYMENr WILL 6i MADE B Y COOEI -aL rL rA r
Not A p p l i c a L l ~ DHHS , CMS OFM FSG. .
D i v . of Financial Operations,
P,O. Box 7 5 2 0
B a l t i l n o r e ElD 2 1 2 0 7 - 0 5 2 0
13. AUTHORITY FOR USING OTHER THAh FULL AND OPEN COMPETITION: 14. ACCOUNnNG AND APPROPRIATION DATA
\X 10 USC 23D4 (c) I ;plUSC 253 tcl I 1 See S c h e d u l e
ISA ITEM 158. SUPPLIESJSERVICES ISC OTY ISD ~ S EUNIT PRICE 1 5 AMOUNT
UNIT
I
1 Continued
1st.TOTAL AMOUM OF CONTRACT $ 7 , 3 6 0 , 064.69
)
/
--- 16. FABLE OF CONTENTS
1x1 SEC. DESCRIPTION [PAGEISI (XI ISEC. 1 DESCRIPTION PAGE IS
PART I -THE SCHEDULE PART 11 -CONTRACT CLAUSES
X A SOLlClTATIONlCDNTW\CT FORM 2 X I I 1 CONTRACT CLAUSES 14
X 0 SUPPLIES OR SERVICES AND PRlCUCOST 1 PART Ill - LIST OF DOCUMENTS. EXHIBITS AND OTHER ATTACH.
X C DESCRIPTONISPECSNURK S T A E M E M 4 X 1 J ( LISTOF ARACHMENTS
- - -I1
X D PACKAGING AND MARKING 1 PART IV - REPRESFNTATIONS AND INSTRUCTIONS
X E INSPECTIDN AND ACCEP'ANCE 1 K REPRESENTATIONS. CERTlFlCATlONS AND
X F DELIVERIES O R PERFORMANCE 3 OTHER STATEMENTS OF OFFERORS
G CONTRACT AOMWiSTR41 ION DATA 6 L INSTR.. CONDS.. AND NOTICES TO 0FI:ERORS
Ii SPECIAL CONTRACT REDJIREMENTS 5 M EVALUATION FACTORS FOR AWI\RD
CONTRACTING OFFICER WlLL COMPLETE ITEM 17 OR 18 AS APPLICABLE
-. --. -- -. --
on5 Or change6 made by you u h i b rddibonr or cllJrrye6 are scl lorlh
eby amcpled as I 3 Ihc iloms Ilsled above and on any Wnununllon
lelcrcnc~h m m . AHacmnenls are lbled h e m ,
HSN 1 5 1 0 0 1 ~ 1 ~ 2 . 8 0 ~ ~ S14HDARD FORM 26 (Rev 4 4 5 1

,PHEVIDUS EDlTlON 15 UNUSADLE Pns~rlDeabf GSA
TAT, (dB iFMl )1.214Ia1
REFERENCE NO OF DOCUMENT BEING COMINUED PAGE Ci
CONTINUATION SHEET
HHSM-500-2004-00008C 7
L 2e
NAME OF OFFEROR OR CONTRACTOR
Cutting Edge Communications, Inc.

'TEM NO
(A)
Tax ID Number
SUPPLIESISERVICES
(B)
-
-
I
DLXS Number : 1 -
The purpose of this conFract is to obtain
technical professional services for the execution
of two national, integrated Spanish language
multi-media and education campaigns that educate
Medicare consumers on the Medicare Modernization
Act in accordance with the attached (and revised)
Statement of Work/Contract document.
- -.
Appropriate clearances and approvals shall be
obtained prior to publicly disseminating any
-
audiovisual or print product produced under this
contract.
Funds in the amount of $7,360,064.69are

allocated as follows:
1 -I
Fee :
-
.......................................
Total CPFF: $7,360,064.69
Delivery: 10/31/2004
FOB: Destination
Period of Performance.: 04/06/2004 to 10/31/2004
Medicare Multi-Media & Education Campaign for

2004 (Spanish Market)
Obligated Amount: $3,000,000.00
Requisition No: 765-4-650001
Accounting Info:
754/50511,45998626,2522
Medicare National Multi-Media & Education

Campaign (Spanish Market)
Obligated Amount: $1,400,000.00
Accounting Info:
754/50511,45998601,2522
Medicare Mult-Media & Education Campaign for 2004

(Spanish Market)
Obligated Amount: 52,960,064.69
Accounting Info:
754/5051.1,45998601.
2522
Total amount of award: $7,360,064.69.The

obligation for this award is shown in hox 15G.
-. -
OPTIOIIAL rORh.4 33G (d.P6j

5pnnsored b,, GSA
F A R (48 CFRi 53 I I O
SECTION B - SUPPLIES OR SERVICES AND PRICES/COSTS
B.l Brief Description ofservices
The purpose of this solicitation is to obtain technical professional services for the execution
of .two national, integrated Spafish language multi-media and education campaigns that
educate Medicare consumers on the Medicare Modernization Act (MMA) new benefits and
promote the informed use of Medicare information channels by people with Medicare who
primarily speak Spanish, their caregivers, and those "coming of age" (62-64) into the
Medicare program.
B.2 Type of Contract (CPFF)

'
This is a c o s t - p l u s - ~ i x e d - ~ eContract.
e - . .. - -
8.3 Schedule of Supplies/Services:
Base Year
Funding I Period of Performance
$7,360,064.69 ( 0 1 April 2004 - 3 1 October 2004
8.4 Fixed Fee Payment Schedule
The fixed fee set forth under this contract will be paid i n installments at the time of each
provisional payment. Unless otherwise indicated, the amount of each such fixed fee
installment shall be paid at the same ratio as the total fixed fee is to total estimated costs.
NOTE: The payment of fixed fee is subject to the withholding provisions of FAR 52.216-8,
entitled "Fixed Fee." Any balance of fixed fee shall be paid to the contractor, or any
overpayment of fixed fee shall be repaid by the contractor or otherwise credited to the
Government, at the time specified in FAR 52.216-8.
SECTION C - DESCRIPTION/SPECIFICATIONS/WORK STATEMENT
C.l Statement o f W o r k -
Statement o f Work
The.CerlLers for Iviedicare & Medicaid Services (CMS), Departn7~nto i Health and Human
Services, Hispanic Medicare National Multi-Media & Education Campaign for 2003.
I. Scope
A. Purpose
The purpose of this contract is to complete additional work related to the 2003 campaign.
Specifically, this contract is to update campaign messages and advertising to educate
people with Medicare who primarily speak Spanish,-their caregives and those "coming of
age" (62-64) on important new Medicare benefits as a result of the new Medicare
modernization Act (IVIIYA) recently signed into law.
Following all original parameters of audience, purpose, message and goals of the 2003
Campaign, this task is for the development and procurement of advertisements and
materials to introduce the new Medicare benefits and changes. The updated messaging
should include the benefits and enrollment of-the voluntary drug discount cards that will be
available in Spring 2004 and will continue to promote the informed use of Medicare
information channels, including 1-800-MEDICARE.
The 2003 campaign continues t o target Spanish-speakirlg people with Medicare, their
caregivers, and those coming of age. The advertisements shall :
Increase knowledge of new benefits and changes recently enacted and of 1-800-
MEDICARE so Spanish-speaking people with Medicare know where to go to get help with
their questions.
Identify the purpose of 1-800-MEDICARE such that people know its purpose, the
telephone number, and remember t o use it when they have a need for it.
Increase awareness of the individual's active role in making health care choices.
Convey that 1-800-MEDICARE provides accurate, reliable, understandable, and relevant
consumer information and resources to help people make informed decisions - about
- their
health care coverage.
Associate www. medicare.gov as the Internet alternative resource for 1-800-MEDICARE.
Build knowledge of the various types of information available through the Medicare
information channels.
Increase awareness of the all the Medicare information resources available, including 1-
800-MEDICARE, www.medicare.gov, the Medicare & You handbook, the State Health
Insurance Assistance programs, and other partnerships.
B. Background
The task consists primarily of advertising development and media planning and placement,
and focuses on raising awareness of Medicare and its information channels, especially 1-
800-MEDICARE. The primary focus is .to develop a media strategy that provides the greatest
reach and effect with Spanish-speaking seniors, their caregivers and coming of agers.
- - -
:
Companion general market advertising will also be conducted to coincide with the Spanish-
language portion of the 2003 National Campaign.
The following are environmental factors, or "enablers" of the responses sought:from our
target audiences. We want them to:
0 Recognize Medicare is an important information source for health insurance and health
care provider information.
0 Identify Medicare's role beyoiidthat of a claims processor
Accept Medicare'as a source for trusted, reliable, and accurate information.
An integrated multi-media approach is to be used to successfully communicate this

information t o target audiences in creative, meaningful ways.
Target audiences: - --.-

Primary: The Hispanic senior and disabled population with an-emphasis on people with
Medicare who primarily speak Spanish
0 Secondary: Caregivers and those "coming of age"
Audience Characteristics:
The majority of people with Medicare are passive or reactive health care information
seekers/decision makers.
The Medicare public is relatively unaware of the Medicare information resources.
People with Medicare think of Medicare as an insurer/claims processor vs. a pro\ Jer of
Medicare information.
Strong name recognition of Medjcare and a legacy of trust among beneficiaries.
o People with Medicare know relatively little about Medicare plan options, benefits, and
supplemental insurance.
People with Medicare like person-to-person contact such as through 1-800-MEDICARE or
through certain options on www.medicare.gov.
C. Definitions
Medicare Information Channels: CMS Medicare primary information channels are the toll-
free telephone help line, 1-800-MEDICARE and on the web, www.medicare.gov. Other
information channels include the Medicare & You handbook, the State Health Insurance -
Assistance Program, and regional and partnership outreach
Medicare Program Options: Choices that beneficiaries can make, including choice of health
plan, supplemental and ancillary insurance, service provider, programs to assist people with
low-income and limited assets, and preventive benefits
Medicare Beneficiaries: People who currently receive Medicare services
Caregivers: People who help or support beneficiaries making Medicare decisions
Coming of Agers: People 62-64 who will "age in" to the Medicare-program at 65
Medicare Modernizatidn Act (MMA): Recently signed legislation that enables people with
Medicare t o have more benefits under the current Medicare program. Additions to the
program include doctor choice, a voluntary and Medicare-endorsed prescription drug
discount card, additional preventive health benefits starting in 2005, including physical
. . .. .. .
exams for new Medicare enrollees as well as diabetes and heart disease screenings, and a
prescription drug benefit for all people with Medicare in 2006.
-
11. Requirements !
The. contractor shall furnish all necessary services, qualified personnel, xatcrials, e q u i g n e r t
and facilities, not otherwise provided by CMS, as needed to perform the requirements of this
Statement of Work (SOW).
A. Objectives/Tasks to be performed
Key objectives for each advertisement of this task order include:
With CMS ~ n p uand

t approval, the-contractor will plan, develop and execute nat~onal
integrated Hispanic multi-media advertising to be conducted- in -2804 with an emphasis
during the spring and summer. The primary focus of the task will be ad development,
media planning and placement t o effectively reach our target audiences. Throughout the
entire task, CMS and DHHS shall provide input and approve all stages of development and
review of the media plans. Specifically,
Campaign Advertising Plan

Develop a workplan, including timeline, critical dependencies and key decision points for
deploying updated messaging for the 2003 campaign using the industry best practices
and building off lessons learned from previous advertisements, especially the 2002 and
2003 fall campaigns. The plan should include ad placement/purchase of all approved
media as well as advertising creative development and production of other materials for
the advertising.
Creative Development/Production
Develop ads for television, print, radio and Internet media that are culturally competent
and have universal appeal to all Hispanic audiences, including low-income/Iow-literacy
beneficiaries. These materials will be for the summer messaging and media buy. Spring
media buy will use materials developed under the original 2003 Campaign contract.
Negotiate usage rights for television (following guidelines set forth by the Screen Actors
Guild), radio, print and Internet materials. Procure the proper ad usage rights for
placement during the advertising. consideration of efficiencies of purchaseland future
--
use should be included in the negotiation options provided t o CMS for approval.
a All creative materials, graphics and text are t o be carefully coordinated witp and
approved by CMS and DHHS.
I
I
Media Purchase and Placement
Develop and implement comprehensive, integrated multi-media strategy that takes into
account the diverse Hispanic culture groups and people with lower incomes. The media
strategy should include various media outlets within key Hispanic markets throughout
the continental United States and Puerto Rico. The plan will consider and recommend
the most effective approach to reach our audiences through different mediums, including
television, print, radio and the Internet. The summer media buy will be less than the
spring, as its messaging will build on the enrollment messaging information from the
spring media buy. However, the media buy should seek out efficiencies to help expand
its reach and effectiveness.
Conduct all ad placements. -
a Develop a recommended strategy for CMS input and approval that will support paid
media advertising using earned media, partnerships, etc. to promote and reinforce key
messages using the many channels and points of contact within CMS includ~ngthe brand
identity of Medicare & You.
-
Consumer Research
Develop and consumer test the advertising concepts
Test market advertising cmcepi(sj.
Assessment
Provide reports/information on the use of earned and paid media by media outlets.
D - PACKAGING AND MARKING
SECTION
D . l Packaging, M a r k i n g a n d Shipping
- -
All deliverables requ~redunder this contract shall be packaged, marked and sh~ppedIn
accordance with Government specifications. The Contractor shall guarantee that all
required materials shall be delivered in immediate usable and acceptable condition.
SECTION E - INSPECTION AND ACCEPTANCE
E . l 52.252-2 CLAUSES INCORPORATED BY REFERENCE (FEB 1 9 9 8 )
This contract incorporates one or more clauses by reference, with the same force and effect
as if they were giver1 in full t e x t X p o n request, the Zor~tractingOfficer will make t h e ~ rfull
text available. Also, the full text of a clause may be accessed electronically at thislthese
add ress(es) :
NUMBER TITLE DATE

- ---
52.246-5 Inspection of Services - Cost=Reimbur~en?eht. AUG 1984
E.2 INSPECTION A N D ACCEPTANCE
(a) All work under this contract is subject to inspection and final acceptance by the
Contracting Officer or the duly authorized representative of the Government.
(b) The Government's Project Officer is a duly authorized representative of the

Government and is responsible for inspection and acceptance of all items to be
delivered under this contract.
(c) Inspection and acceptance of the Contractor's performance shall be in accordance with
the applicable FAR clauses in Section E. 1 above.
E.3 APPROVALS BY THE PROJECT OFFICER
All items to be delivered to the Project Officer will be deemed to have been approved sixty
(60) calendar days after date of delivery if written approval or disapproval has not been
given within such period, with the following exception. Appropriate clearances and
approvals shall be obtained prior to publicly disseminating any audiovisual or print
product produced under this contract. The Project Officer's approval or-revision to the
items submitted shall be within the general scope of work stated in this contract, --
SECTION F - DELIVERIES OR PERFORMANCE I
F . l 52.252-2 CLAUSES INCORPORATED BY REFERENCE (FEB 1 9 9 8 )
This contract incorporates one o r more clauses by reference, with the same force and effect
as,if they were given i n full text-Uporr request, the Cor~tractingOfficer wiil m a ~ their
e fuil
text available. Also, t h e full text of a clause may be accessed electronically at thislthese
address(es) :
TITLE
- ---
Stop-Work Order. AUG 1989 (ALT-I) - - APR 1984
Government Delay of Work. APR 1984
F.2 PERIOD OF PERFORMANCE
The period of performance is 0 1 April 2004 - 3 1 October 2004.
F.3 DELIVERY SCHEDULE
Deliverables:
Delivera bles
CMS requires technical professional services for the development, implementation,

operation and management of these national Hispanic multi-media campaigns. The
Contractor shall provide a wide variety of planning, coordination, strategy development,
oversight and implementation in defining and carrying out this campaign.
Deliverab~leswill include:
Deliverable Summary Date
1. Project Manaqement Plan April 10 2004 ,
2. Weekly Status, Expenditure and Project Report Every Two.Weeks --.
3. Campaign Plan April & May
5. Media Placement Plan & Purchase April - September

6 . Research Plan June
7. Comprehensive Project Completion Report with October
Recommendations for Next Steps I
8. Final Ads t o be supplied to CMS for Archival Purposes October . ..
9. Regular Meetings with CMS staff in Baltimore & D.C. On Going
1. Project Management Plan: The Contractor shall provide to the Government Task
Leader (GTL) a Project Management Plan, which includes the critical path, decision
points and dependencies, and risk identification/mitigation plan. Additionally, this
plan shall ensure mi.nimum cost and labor efficiency in coordinating activities relating
to the design and. implementation of this project.
.. -. - --
Bi-weeklv Status, Expenditure and Proqress R e ~ o r t s The : Contractor shall provide to
the GTL, every other week, a written status report detailing money spent or
obligated to date; correlate money spent/obligated t o work completed; expected
expenditures over the 30 days following each monthly report to match
activities/media buys and other pertinent information to be specifled by the GTL as
the project evolves. E x p n d i t u r e repsrt shall include estimates for all costs
associated with the campaign including labor, creative, development, research,
media buy, etc.
The Contractor shall provide t o the GTL and the Contracting Officer an updated bl-
weekly report for each project conducted under the contract. Information shall
include, but not be limited to:
Project milestones
Problems encountered -and anticipated, recommended solutions
Deliverables due - --
Deliverable~submitted and dates completed
Key staff responsible
3. C a m ~ a i a nPlan: The contractor shall provide a campaign plan that articulates the
various communications and actions that they will take to ensure that CMS is fully
engaged in the planning, development, clearance and oversight of the campaigns.
The campaign plan shall include a creative brief for new communications materials to
ensure that there is a mutual understanding of campaign goals by all parties
involved.
4. Creative Development, Production and Finalized Ads: The contractor shall provide ad
concepts and finalized ads for television, print, radio and Internet media in
size/formats t o be determined. Usage rights for each creative piece must also be
included for current and future use by CMS. Based upon final campaign plan and
media plan, creative may consist of:
Print: newspaper, magazine

Television: local, national, syndicated
Radio: local, national, syndicated
Internet Media/Web: banner ads, micro sites as appropriate, to be determined
5. Media Placement Plan and Purchase: The plan shall include national and'local media
placements/buys with cost, TRPs, time, date, media outlet, lengthlsize as
appropriate.
6 . Research Plan: The Contractor shall provide t o the GTL a plan that outlines how the
campaign will b e tested. The contractor shall provide a plan for testing ad concepts
and shall implement the plan upon GTL approval. Based on the consumer testing,
ads may need t o be revised based on findings. The Contractor shall provide plans for
all intended audiences, such as Spanish-language people with Medicare, coming of
agers, caregivers, including those with low-literacy and income levels.
7. Com~rehensiveProject C o m ~ l e t i o nReport with Recommendations for Next Steps:

The ~ontrac:or-'shall provide to the GTL a comprehensive project completion report
that shall include "lessons learned" and recommendations for future campaigns. The
report will include recommendations for additional placements and exposure t o
extend the impact of this campaign for the Spanish-speaking audience.
. ... . -
8. Final Ads to be s u ~ ~ l i etodCMS for Archival Pur~oses:The Contractor shall provide
.to the GTL all finalized Creative materials, including supporting paperwork regarding
usage rights and contacts for renewing usage rights. Materials files include:
Print: Native graphic fitesand all supporting high-resolutior, artwoik and fonts. Files
must be Macintosh platform in Quark XPress, Adobe Photoshop, and Adobe
Illustrator.
TV and Radio: Master files of filming/recording in format acceptable for future
media placement.
Internet Media/Web: Finalized files for posting on the web in format acceptable for
future media placement.
9. Reaular Meetinas with CMS: The contractor will be required t o meet face to face
with CMS staff i n both D.C. and Baltimore thr6ughout the c m r s e of the contract on as
needed basis and regularly on a schedule t o be defined in the project plan. The
contractor will participate in weekly status meetings with CMS t o report progress on all
deliverables, tasks, and risk mitigation issues.
SECTION G - CON'TRACT ADMINISTRATION DATA
G . l Invoicing and Payment
-.
A. Submission of Invoices and Place of Payment
--
(1) Invoices shall be prepared and submitted as follows:
(a) Original and three (3) copies shall be submitted t o the

address below:
Department of Health and Human Services

OFMjDivision of Accounting
P .O. BOX 7520 .- - -
Baltimore, Maryland' 21207-0520
For Overnight Delivery:
Department of Health and Human Services

OFM/Division of Accounting
Baltimore, Maryland 21244
(b) One (1) copy shall be sent t o the Project Officer.
(c) Content of Invoice ( I f Applicable)
(i) Contractor's name and invoice date.
(ii) Contract number or other authorization for delivery of property and/or services.
(iii) Description, cost or price and quantity of property and/or

services actually delivered or rendered.
5
. -
(iv) Shipping and payment terms.
1 .
(v) Other substantiating documentation or information as required I
by the contract. I
I
(vi) Name, title, phone number and complete mailing address of

responsible official to whom payment is t o be sent.
B. Invoice Payment I
I
(1) Re~mbursementfor Invoices submitted under t h ~ scontract shall be made n o later than
thirty (30) days after receipt of the invo~cefrom the contractor In the coples requested at
the paying office designated above. !
(2) Payment will be authorized after the D ~ v ~ s i oofn Accountinghas audited the lnvolce In
accordance with ~ e d e r a regulations.
l This audit includes certification of the invoice by the
Project Officer and verification that the invoice amount is consistent with the payment
schedule set forth under Section B, Price and Payment. Any discrepancies determines as a
result of the audit could delay the processing of the invoice and may result in the invoice
being returned t o the contractbr for corrections. Inquiries relating to payments should be
directed t o the Chief, Payment Management Branch, Administrative Payments Unit,
telephone number (410) 786-5419 (no collect calls).
-. -
c. Interest on Overdue Payment
(1) The Prompt Payment Act, Public Law 97-177 (96 Stat. 85.31 U.S.C. 1801) is applicable
to payments under this contract and requires payment of contractors discounts.
(2) Determination of interest due will be made in accordance with the provisions of the
Prompt Payment Act and Office of Management and Budget Circular A-125.
- ---
G.2 Method of Payment - , - --
a. Payment under this contract will be made by the Government by electronic funds
transfer through the Automated Clearing House (ACH).
b. I n the event the Contractor, during the performance of this contract, elects t o designate
a different financial institution for the receipt of any payment made using electronic funds
transfer procedures; or a different method of payment, notification of such change and the
required information must be received by the appropriate Government official 30 days prior
to the date such change is t o become effective.
c. The documents furnishing the information must be dated and contain the signature, title,
and telephone number of the Contractor's official authorized to provide it, as well as the
Contractor's name and contract number.
d. Any changes shall be furnished to CMS, Division of Accounting, Chief, Accounting

Operations Branch, 7500 Security Boulevard, Baltimore, Maryland 21244. I t IS the
Contractor's responsibility t o furnish the changes promptly to avoid payment to erroneous
addresses or bank accounts, or delays in payments otherwise properly due.
6.3 Government Property

.. --
I f this RFP will result in the acquisition or use of Government Property provided' by the
contracting agency o r if the Contracting Officer authorizes in the pre-award negotiation
process, the acquisition of property (other than real property), this ARTICLE will include
applicable provisions and incorporate the DHHS Publication ( 0 s ) 686, entitled., Contractor's
I
Guide for' Control of Government Property, (1990). I
I
i
6 . 4 Designation of Property Administrator I
1
The CMS Property Administrator, Administrative Services Group, Office of Property and
Space Management at (410)786-3346, is hereby designated the property administration
function for this contract. The Contractor agrees to furnish information regarding
Government Property t o the Property Administrator in the manner and to the extent
required by the Property Administrator, his duly designated successors, and in accordance
with FAR Part 45 and DHHS Manual entitled, Contractor's Guide for Control of Government
Property, (1990). - - -
6.5 Government Project Officer
The following Project Officer will represent the Government for the purpose of this contract:
-
Patty Helphenstine, Center for Beneficiary Choices
7500 Security Blvd., Mailstop S1-13-05
B a l t i m ~ r s ,MD 21244 - -
410-786-0622
phel~henstine@cms. hhs.qov
The Project Officer is responsible for: (1) monitoring the Contractor's technical progress,
including the surveillance and assessment of performance and compliance with all
substantive project objectives; (2) interpreting the statement of work and any other
technical performance requirements; (3) performing technical evaluation as required; (4)
performing technical inspectionsand acceptances required by this contract; (5) assisting In
the resolution of technical problems encountered during petforrrmnce; and (6) providing
technical direction in accordance with Section G-7; and, (7)reviewing of invoices/vouchers.
The Project Officer does not have authority t o act as agent of the Government under this
contract. Only the Contracting Officer has authority to: (1) direct or negotiate any changes
in the statement of work; (2) modify or extend the period of performance; (3) change the
delivery schedule; (4) authorize reimbursement to the Contractor any costs incurred during
the performance of this contract; or (5) otherwise change any terms and conditions of this
contract.
The Government may unilaterally change its Project Officer designation.

Government Task Leaders (GTLS) may assist the Project Officer. The GTL(s) will not have
the authority t o provide technical direction in accordance with Section G-7, however, they
may be responsible for: . (1) monitoring the Contractor's technical progress, includiqg the
surveillance and assessment of performance and compliance with all substantive project
objectives; (2) interpreting the statement of work and any other technical performance
requirements; (3) performing technical evaluation as required; (4) performing technical
inspections and acceptances required by this contract; (5) assisting in the resolution of
technical problems encountered during performance; and (6)reviewing of invoices/vouchers.
6.6' Contractor Project Director
Denise Herrera-Wieters will serve as Project Director. I t will be her responsibility-to otiiain
the staff necessary and t o direct the work for the conduct of this project. The Government
reserves the right t o approve any necessary successor to be designated as Project Director.
6.7 Technical Direction

Directions t o the Contractor which redirect the contract effort, shift work emphasis
between work areas o r tasks, require pursuit of certain lines of inquiry, fill in details or
otherwise serve to accomplish the contractual statement of work.
- Provision of information t o the Contractor which assists in the interpretation of drawings,

specifications, or technical portions of the work description.
- Review and, where required by the contract, approval of technical reports, drawings,
specifications, and technical information to be delivered by the Contractor to the
Government under the contract. --
b. Technical direction must be within the general Scope of Work stated in the contract. The
Project Officer does not have the authority t o and may not issue any technical dlrect~ons
which: -
(1) Constitutes an assignment of additional work outside the general Scope o'f Work of the
-- -.
contract.
(2) Constitutes a change as defined i n the contract clause entitled "Changes - Cost
Reimbursement."
(3) I n any manner cause an increase or decrease in the total estimated contract cost,
fixed-fee, or the time required for contract performance.
(4) Change any of t h e expressed terms, conditions, or specifications of the contract.

I-
- --
c . All technical direction shall be issued in writing by the Project Officer or shall be
confirmed by him/her i n writing within 5 working days after issuance.
d. The Contractor shall proceed promptly with the performance of technical direction duly
issued by the Project Officer in the manner prescribed by this article and within his/her
authority under the provisions of this article.
e. If, in the opinion of the Contractor, any instruction o r direction issued by the Project
Officer is within one of the categories as defined in (I) through (4) above, the Contractor
shall not proceed but shall notify the Contracting Officer in writing within 5 working days
after the receipt of any such instruction or direction and shall request the Contracting
Officer to modify the contract, accordingly; Upon receiving such notification from the
Contractor, the Contracting Officer shall issue an appropriate contract modification or advise
the Contractor in writing that, i n his/her opinion, the technical direction is within the scope
of this contract. The Contractor shall thereupon proceed immediately with the instructions
or direction or upon the contract action to be taken with respect thereto and shall be subject
to the provision of the contract clause entitled "Disputes."
6.8 352.270-5 Key Personnel (APR 1984)
The personnel specified in this contract are considered to be essential to the work being-
performed hereunder. Prior t o diverting any of the specified individuals to other programs,
the Contractor shall notify the Contracting Off~cerreasonably in advance and shall submit
justification* (including proposed substitutions) In sufficient detail t o permit evaluation of
the impact on the program. No diversion shall be made by the Contractor without the
written consent of the Contracting Officer; provided, that the Contract~ngOfficer may ratify
in writing such diversion and such ratification shall constitute the consent of the Contracting
Officer required by the clause. The contract may be amended from time to time during the
course of the contract t o either add or delete personnel, as appropriate. (End of Clause)
*All proposed substitutions shall be submitted, in writing, t o the Contracting Officer at least
30 days prior t o the proposed substitution. Each request shall provide a detailed explanation
of the circumstance necessitating the proposed substitution, a complete resume and any
other information required by CMS. All proposed substitutions shall have qualifications equal
to or greater than the person being replaced.
- - --
The following individuals are considered key personnel under the base contract
requirement:
- -
NAME TITLE PHONE
Denise Herrera-Wieters Project Director, 210-226-2827
Account Supervisor
Account Executive
G.9 Dissemination, Publication and Distribution of Information
a. Data and information either provided to the Contractor, or to any subcontractor or

generated by activities under this contract or derived from research or studies supported by
this contract, shall be used only for the purposes of the contract. I t shall not be duplicated,
used or disclosed for any purpose other than the fulfillment of the requirements set forth in
this contract. This restriction does not limit t h e contractor's right t o use data or information
obtained from a non-restrictive source. Any questions concerning "privileged information"
shall be referred t o the Contracting Officer.
b. Some data or information may require special consideration with regard t o the timing of
its disclosure so that preliminary findings which could create erroneous conclusions are not
stimulated. Also, somerdata or information, which relate t o policy matters under
consideration by the Government, may also require special consideration with regard to the
timing of its disclosure so that the open and vigorous debate, within the government, of
possible policy options is not damaged.
c. Any questions about use or release of the data or information or handling of material
under this contract, shall be referred t o the Contracting Officer who must render a written
determination. The Contracting Officer's determinations will reflect the results of internal
,
coordination with appropriate program and legal officials. 1.
-
d. Written advance notice of a t least forty-five (45) days shall be provided t o the
Contracting Officer of the Contractor's desire to release findings of studies or research or
data or information described above. I f the Contractor disagrees with the contracting
Officer's determination, and if this disagreement cannot be settled by the Coritractor and
the Contracting Officer in a mutually satisfactory manner, then the issue will be settled
pursuant t o the "Disputes" clause. I
I
e. Any presentation of any report, statistical or analytical material based on i'nformation
obtained from this contract shall be subject t o review by the Project Officer before
dissemination, publication, or distribution. Presentation includesi but is not limited to,
papers, articles, professional publications, speeches, testimony or interviews with public
print or broadcast media. This does not apply to information that would be available under
the Federal Freedom of Information Act.
- - --
f. The Project officer 'review shall cover accuracy, content, manner of presentation of the
information, and also
.- the protection of the privacy of individuals. I f the review finds that
the Privacy Act is or may be violated, the releaseluse of the presentation shall be denied
until the offending material is removed or until the Contracting Officer makes a formal
determination, in writing, t h a t t h e privacy of individuals is not being violated.
g. I f the review shows that the accuracy, content, or manner of presentation is not correct
or is inappropriate i n the light o f t h e purpose of the project, the Project Cfficer shall
immediately inform the Contractor, i n writing, of the nature of the problem. I f the
Contractor disagrees, the Project Officer may insist that the presentation contain, in a
manner of equal importance, materials which show the government's problem with the
presentation.
h. The Contractor agrees t o acknowledge support by CMS whenever reports of projects

funding, in whole or i n part, by this contract are published in any medium. The Contractor
shall include in any publication resulting from work under this contract, an
acknowledgement substantially, as follows: - - - --
"The analyses upon which this publication is based were performed under Contract Number
HHSM-500-2004-00008C, entitled, " 2 0 0 3 Hispanic Medicare N a t i o n a l M u l t i - m e d i a
a n d E d u c a t i o n C a m p a i g n " sponsored by the Centers for Medicare and Medicaid Services,
Department of Health and Human Services."
Any deviation from the above legend shall be. approved, in writing, by the Contracting
Officer.
SECTION H - SPECIAL CONTRACT REQUIREMENTS
H . l 352.224-7 Confidentiality of Information (APR 1 9 8 4 )
!
a. Confidential information, as used in this clause, mean (1) information or data of a
personal nature about ail individaat, or (2) proprietary information or data sobmitted by or
pertaining t o an institution o r organization.
b. I n addition to the types of confidential information described in a. (1)and ( 2 ) above,

information which might require special consideration with regard to the timing of its
disclosure may derive from studies or research, during which public disclosure of
preliminary invalidated findings could create erroneous conclusions which might threaten
public health or safety if acted upon.
- --- .
c. The Contracting Officer and the Contractor may; by mutual emsent, identify elsewhere in
this contract specific information and/or categories of information which the Government
will furnish to the Contractor or that the Contractor is expected to generate which is
confidential. Similarly, the Contracting Officer and the Contractor may, by mutual consent,
identify such confidential information from time to time during the performance of the
contract. Failure t o agree will be settled pursuant t o the "Disputes" clause.
d. I f it is established elsewhere in this contract that information to be utilized under this

contract, or a portion thereof, is subject to the Privacy Act, the Contractor will follow the
rules and procedures of disclosure set forth in the Privacy Act o f 1974, 5 U.S.C. 552a, and
implementing regulations and policies, with respect t o systems of records determined t o be
subject to the Privacy Act.
e. Confidential information, as defined in a. (1) and (2) above, that is information or data
of a personal nature about an individual, or proprietary information or data submitted by or
pertaining t o an institution or organization, shall not be disclosed without the prior written
consent of the individual, institution, or organization.
f. Written advance notice of at least 45 days will be provided to the Contracting Officer of
the Contractor's intent t o release findings of studies or research, which have the possibility
of adverse effects on the public or the Federal agency, as described in b. ab-ove. I f the
Contracting Officer does not pose any objections i n writing within the 45-day period, the-
Contractor may proceed with disclosure. Disagreements not resolved by the Contractor-and
the Contracting Officer will be settled pursuant to the "Disputes" clause.
g. Whenever the Contractor is uncertain with regard t o the proper handling of material
under the contract, o r i f the material in question is subject to the Privacy Act or is .
confidential information subject t o the provisions of this clause, the Contractor should obtain
a written determination from the Contracting Officer prior to any release, disclosure,
dissemination, or publication.
h. Contracting Officer determinations will reflect the results of internal coordination with
appropriate program and legal officials.
i. The provisions of paragraph e. of this clause shall not apply when the information IS
subject to conflicting or overlapping provisions in other Federal, State or local laws.
- - --
H.2 Conditions for Performance
I n addition t o the performance~equirementsof this contract as set forth under Section C,

DESCRIPTIDN/SPECIFICATIONS/WORK STATEMENT, the Contractor may be required to
comply with the requirements of any revisions in legislation or regulations which may be
enacted G i implemented d.uring the perioz 3: peiformance of this contract, and are dit-sctly
applicable t o the performance requirements of this contract.
H.3 Organizational Conflicts of Interest
a. Purpose. 'The primary purpose of this clause is t o aid in ensuring that the Contractor ( 1 )
does not obtain any unfair competitive advantage over other parties by virtue of its
performance of this contract, and (2) is not biased because of its current or planned interest
(financial, organizational, or othemise) which relate to the work under this contract.
.- - &
b. Scope. The restrictions described herein shall apply to performance or participation by

the Contractor and any of its affiliate organizations or their successors in interest
(hereinafter collectively referred t o as the "Contractor") i n the activities covered by this
clause as a prime Contractor, subcontractor, co-sponsor, joint venturer, consultant, or In
any similar capacity.
(1) Advisory, consulting, analytical, evaluation, or study work, including the preparation of
statements of work and specifications: (i) I f the Contractor performs advisory, consulting,
analytical, evaluation, study, or similar work under this contract, it shall be ineligible
thereafter t o participate in any capacity in Government contractual efforts (solicited or
unsolicited) which stem directly from such work, and the Contractor qgrees not to perform
similar work for prospective offerors with respect to any such contractual efforts.
Furthermore, unless so directed in writing by the Contracting Officer, the Contractor shall
not perform any such work under this contract on any of its products or services, or the
products or services o f another firm for which the Contractor performs similar work.
Nothing in this subparagraph shall preclude the Contractor from competing for HHS
management and technical support services follow-on contracts as defined in paragraph 6.
below. (ii)
I f the Contractor under this contract assists substantially in the preparation -of a statement
of work or specifications, the Contractor shall be ineligible t o perform or participate in any
capacity in any contractual effort which is based on such statement of work o r
specifications. The Contractor shall not incorporate its products or services in such
statement of work or specifications unless so directed in writing by the Contractingofficer,
in which case the restriction in this subparagraph shall not apply.
I
( 2 ) Access t o - t h e use of information: I
(a) I f the Contractor i n the performance of this contract obtains access to information, such
as HHS plans, policies, reports, studies, financial plans, or data which has not been released
to the public, the Contractor agrees not to (a) use such information for any private purpose
unless the information has been released to the public; (b) disclose such information for a
period of six (6) months after the completion of this contract, or the release of such
information t o the public, whichever is first; (c) submit an unsolicited proposal to the
Government which is based-o_n such information until one (1) year. after the release of such
information t o the public; or (d) release such information without prior written approval by
the Contracting Officer.
(b) I n addition, the Contractor agrees that t o the extent it receives or is given access to
proprietary data or other confidential technical, business or financial information under this
contract, it shall treat such infcirmation in accordance with any restrictions imposed on such
information.'
(c) The Contractor shall have, saJect t o patent and security provisions of this contract, the
right t o use technical data it first produces under this contract for its private purposes
provided that, as of the date of such use, all data requirements of this contract have been
met.
(3) Subcontracts. The Contractor shall include this clause, including this paragraph, in
subcontracts of any tier which involve performance of work of the type specified in b . ( l )
above or access to information covered in b.(2) above. The use of this clause in such
subcontracts shall be read by substituting the word "Subcontractor" for the word
"Contractor" whenever the word "Contractor" appears. - --
(4) Remedies: For breach of the above restrictions or for non-disclosure or
misrepresentation of any relevant interest required t o be disclosed concerning this contract,
the Government may, a t no cost, terminate the contract, disqualify the Contractor for
subsequent related contractual efforts, and pursue other remedies as may be permitted by
law or this contract.
( 5 ) Waiver. Any request for waiver under this clause shall be directed in writing t o the
Contracting Officer and shall include a full description of the requested waiver and the
reasons in support thereof. I f it is determined t o be in the best interest of the Government,
the Contracting Officer shall grant s.uch waiver in writing.
(6) Definitions. The term "management and technical support services" includes any
advice, assistance, analysis, consultation, evaluation, examination, report, review, study,
survey, or similar assistance, including providing assistance in procurement and related
activities, t o support any program or their operations of CMS.
H.4 Monitoring
The Contractor shall be subject t o periodic contract performance review as may be deemed
necessary by the Contracting Officer o t the Project Officer as his/her designee. The --
Contractor shall make its records and facilities available to the Contracting Officer for
purposes of such monitoring of contract performance.
H.5 Conflicts of Interest 1

l
a. I t is essential that the services provided t o CMS beneficiaries under this contract be free,
to the greatest extent possible, of all perceived or actual conflicts of interest. Although it IS
not requ~redthat the contractor be free of all apparent organizational conflicts of interest, it
IS essential that the contractor have substantial programs in place to identify, e'valuate and
mitlgate all real and potential conflicts that would appear to preclude the contractor from
rendering impartial assistance or advice.
b. Contractors must disclose all potential and actual conflicts of interest. Contractors shall
submit a plan to mitigate all potential and actual conflicts described in its proposal and a
certification that all work to-& performed under this contract is h e of conflicts of interest,
INote: The contractor is-also responsible for determining if an organizational conflict of
interest exists with subcontractors and in subcontracts and for ensuring that the
subcontractor has mitigated any conflict or potential conflict prior to the award of any
subcontract for furnishing supplies or services under the prime contract.
-
c. For example, CMS anticipates that a contractor with the following operations may have
real or perceived conflicts of interest with the work performed under this contract: the
operation or sale of managed careplans, Medigap policies, durable medical equipn~ent,
dialysis services, or any other related provider groups, products or services; sale of
products or services targeted at populations covered by Medicare, e.g., retirement time-
share vacations. The following paragraphs illustrate situations in which questions concerning
conflicts of interest may arise. These situations are not inclusive, but are intended to help
contractors identify their own organizational conflicts of interest.
1. Contractor A operates and sells managed care plans in the state of Delaware.
Under this~contract,Contraztor A is required to provide names, telephone numbers
and other plan information about managed Care in the state of Delaware.
2. Contractor B sells a variety of Medigap policies nationwide. Under this

contract, Contractor B i s required to assist Medicare beneficiaries in determining
gaps in their Medicare coverage. Contractor B is also required to provide the names
and telephone numbers of Medigap policy providers.
3. Contractor C - A Durable Medical Equipment Supplier who markets wheel

chairs. Under this contract, the contractor may assist beneficiaries in answering
questions concerning the equipment and where they may obtain such items.
4. Contractor D performs telemarketing to sell vacation properties. Under this

contract, Contractor D will have access to data on beneficiaries that could be used
for mailing lists and.phone listings that would enable Contractor D's telemarketing
division to target that population.
d. The contractor is responsible for maintaining a compliance program, which identifies and
addresses potential conflicts of interests (COI). This program must include a plan to
continuously monitor its compliance with and the compliance of its subcontractors with the
conflict of interest requirements, and a description of how the contractor will identify,
resolve, avoid, neutralize or mitigate present and future conflicts of interest..CP$S reserves
. - of th_e
the right to perform a compliance audit if it is determined to be in the best intekest
Government to do so.
The Contractor shall submit to the Contracting Officer an updated compliance p:'rogram
report if and when changes occur. The Statement of Work describes the content of this
report in greater detail.
e. When disclosure is made. The Organizational Conflicts of

Interest Certificate:
1. I s submitted with the offeror's original proposal; and
2. Must be submitted--
(i) When the CMS Contracting Officer requests a revision to the

Certificate,-and; --
(ii) 45 days before any of the following:
(A) A change in the corporate structure;
(B) Acquisitions of new organizations; *
(C) Creation of new lines of business, and;*
(D) A change-in any of information provided in the contractor's
previous certification *
(' The 45-day advance Totice, in this case, is limited t o arranyenier~tstvith insurancs
organizations, institutional and non-institutional providers of health services,
organizations that are holders or have an ownership interest i n health services,
information technology companies or any other arrangement which may be
perceived by a prudent business person t o create a conflict.)
3. Any deception or omission in the Certificate will be grounds for non-consideration In

the procurement process, termination of the contract, or other contract action.
- ---
f. I f during the performance of this contract it is determined that a
contractor has or has the potential for an unresolved organizational
conflict of interest, the Government reserves the right t o modify or
terminate the contract.
NOTE: Be advised that the content of this conflict of interest provision is applicable to
this contract only and is not intended t o reflect CMS's position on conflict of interest
issues for all solicitations and contracts issued by the Agency. I n addition, future Task
Orders may incorporate specific conflict of interest language that is tailored t o the
requirements of a particular Task Order, if necessary.
-
SECTION I CONTRACT CLAUSES I.
I
1.1 52.252-2 CLAUSES INCORPORATED BY REFERENCE (FEB 1998)
This contract incorporates one or more clauses by reference, with the same force and effect
as if they were given i n full text; t!pon request, the Contracting Officer will make their full
text available. Also, the full text of a clause may be accessed electronically a t thislthese
address(es) :
NUMBER TITLE DATE

- --- .
Definitions. . - - DEC 2001
Gratuities. APR 1984
Covenant Against Contingent Fees. APR 1984
Restrictions on Subcontractor Sales t o the Government. JUL 1995
Anti-Kickback Procedures. JUL 1995
Cancellation, Rescission, and Recovery of Funds for Illegal
o r Improper Activity. JAN 1997
Price or Fee Adjustment for Illegal or Improper Activity. JAN 1997
Limitation on Payments t o Influence Certain Federal
Transactions. JUN 2003
Printed or Copied Double-Sided on Recycled Paper. AUG 2000
Protecting the Government's Interest When Subcontracting
with contractors Debarred, Suspended, or Proposed for
Debarment. JUL 1995
Audit and Records - Negotiation. JUN 1999
Order of Precedence - Uniform Contract Format. OCT 1997
Price Reduction for Defective Cost or Pricing Data -
Modifications. OCT 1997
Subcontractor Cost or Pricing Data - Modifications. OCT 1997
Pension Adjustments and Asset Reversions. , DEC 1998
Reversion or Adjustment of Plans for Postretirement i
Benefits (PRB) Other Than Pensions. OCT 199-7
. - -
Requirements for Cost or Pricing Data or Information
O t h e r Than Cost or Pricing Data-Modifications , OCT 1997
Allowable Cost and Payment ( DEC 2002
Fixed Fee ; MAR 1997
Utilization of Small Business Concerns. iOCT 2000
Small Business Subcontracting Plan. i JAN 2002
Liquidated Damages - Subcontracting Plan. JAN 1999
Convict Labor. JLIN 2003
Prohibition of Segregated Facilities. FEB 1999
Equal Opportunity. APR 2002
Equal Opportunity for Special Disabled Veterans,
Veterans of the Vietnam Era, and Other Eligible Veterans. DEC 2001
- Affirmative Action for Workers with Disabilities. JUN 1998
Employment Reports on Special Disabled Veterans,
~ e t e r a ~ s - the
o f Vietnam Era, and Other Eligble Veterans. DEC 2001
~ r u ~ - ~ Workplace.
r e e MAY 2001
Toxic Chemical Release Reporting. JUN 2003
Privacy Act Notification. APR 1984
Privacy Act. APR 1984
Restrictionson Certain Foreign Purchases. JUN 2003
Authorization and Consent. JUL 1995
Rights in Data - General. JUN 1987
Rights ir: Data =Special Works. JUN 1987
Rights in Data - Existing Works. JUN 1987
Cost Accounting Standards. APR 1998
Disclosure and Consistency of Cost Accounting Practices. APR 1998
Administration of Cost Accounting Standards. NOV 1999
Progress Payments. APR 2003
Interest. JUN 1996
Limitation of Cost. APR 1984
Assignment MClaims. JAN 1985
Prompt payment. - FEB 2002
Payment by Electronic Funds Transfer - Other than Central
Contractor Registration. MAY 1999
Disputes. JUL 2002
Protest after Award. AUG 1996
Continuity of Services. JAN 1991
Notice of Intent t o Disallow Costs. APR 1984
Penalties for Unallowable Costs. MAY 2001
Certification of Final Indirect Costs. JAN 1997
Bankruptcy. JUL ' 995
Changes - Fixed-Price. (AUG 1987) - Alternate I APR 1984
Limitation of Liability - Services. FEB 1997
Termination for convenience of the Government
(Fixed-Price). SEP 1996
Default ( Fixed-Price Supply and Service). APR 1984
Computer Generated Forms. JAN 1991
Definitions. JAN 2001
Confidentiality of information. APR 1984
Withholding of contract payments. APR 1984
Pricing of adjustments. JAN 2001
Publications and Publicity. JUL 1991
Paperwork Reduction Act. JAN 200-l
1.2 52.215-19 Notification of Ownership Changes. (OCT 1997)
(a) The Contractor shall make the following notifications in writing:
(1) When the Contractor becomes aware that a change in its ownership has
occurred, or is certain to occur, that could result in changes in the valuation
of its capitalized assets in the accounting records, the Cont.ractor shall notify
the Administrative Contracting Officer (ACO) within 30 days.
(2) The Contractor shall also notify the ACO within 30 days whenever changes
t o asset valuations or any other cost changes have occurred or are certain to
occur as a result of a change In ownership.
(b) The Contractor shall - --

(1) Maintain current, accurate, and complete inventory records,of assets and
their costs;
-
(2) Provide the ACO or designated representative ready access'to the records
upon request;
-. -
(3) Ensure that all individual and grouped assets, their capitalized values,
accumulated depreciation or amortization, and remaining useful lives are
identified accurately before and after each of the Contractor's ownership
changes; and
(4) Retain and continue t o maintain depreciation and amortization schedules

based on the asset records maintained before each Contractor ownership
change. - .-
-- -
-.
- < .-
(c) The Contractor shall include the substance of this clause in all subcontracts under
this contract that meet the applicability requirement of FAR 15.408(k).
1.3 52.244-6 Subcontracts for Commercial Items. (APR 2003)
(a) Definitions. As used i n this clause--
"Commercial item" has the meaning contained in the clause at 52.202-1, Definitions.
"Subcontract" includes a transfer of commercial items between divisions,

subsidiaries, o r affiliates of the Contractor or subcontractor at any tier.
(b) To the maximum extent practicable, the Contractor shall incorporate, and require
its subcontractors at all tiers to incorporate, commercial items or non-developmental
items as components of items t o be supplied under this contract.
( c ) ( l ) The following clauses shall be fiowed down to subcontracts for commercial

items:
(i) 52.219-8, Utilization of Small Business Concerns (OCT 2000) (15

U.S.C. 637(d)(23 and (3)), in all subcontracts that offer further
subcontracting opportunities. I f the subcontract (except'suticontracts
t o small business concerns) exceeds $500,000 ($1,000,000 for
construction of any public facility), the subcontractor must include
52.219-8 in lower tier subcontracts that offer subcontracting
opportunities.
(ii) 52.222-26, Equal Opportunity (APR 2002) (E.O. 11246).
(iii) 52.222-35, Affirmative Action for Disabled ~ e t e r a n s l a n dVeterans

!
of the Vietnam Era (APR 1998) (38 U.S.C. 4212(a)).
I
(iv) 52.222-36, Affirmative Action for workers with isa abilities (JUN
1998) (29 U.S.C. 793).
(v) -52.247-64, Preference for Privately Qvned U.S. -Flag Commercial

Vessels (APR 2003) (46 U.S.C. Appx 1241 and 10 U.S.C. 2631) (flow
down required in accordance with paragraph (d) of FAR clause
52.247-64).
-
( 2 ) While not required, the Contractor may flow down to subcontracts for
commercial items a minimal number of additional clauses necessary to satisfy
its contractuai obtZga'tions.
(d) The Contractor shall include the terms of this clause, including this paragraph
(d), in subcontracts awarded under this contract.
Section J - List of Attachments
-
There are no attachments.
-. -
-.c
- " -
Medicare ~oderniwtionAat.(MIYIA)-AdvertisingCampaigns
- rni~rry~ a t 8 s j-
.ting Edge Communications, Inc.
9 2 2 South Alamo
San Antonio, Texas 78205-3419 --
TIN: 74-2624072
DIRECT LABOR I HOURS ( HOURLY RATE 1 COST

Key personnel - - -.
Project Director
- 11 -
Account Supervisor
Account Executive - - .-.-- 1
Account Executive -
4
Production Manager
I A r t Director - Ronnic
!Graphic mslgner -
, Media Planner - Dorc
I Executive Producer
\ Assistant Producer -
b7 I
by by
\ Comptroller - Dorott
1
I
I Administrative ~ s s i s t i n t
Support Stqff
'Production Artist
Public Relations Speclalist
b 1
I= - -
Jurlior Acct. Executive
=.I .AL DIRECT LABOR

LABOR BURDEN
\GENERAL & ADMINISTRATIVE EXPENSES
/TOTAL DIRECT LABOR, LABOR BURDEN, G & A EXPENSES

bY
-
DIRECT COSTS Ad # 4 -
Media Buys
Includes TV, Radlo, Print (ads ln segunda JUVentUd for ~d
and Ad #4) and Internet buys
TV Production - (one spot each f o r m #3& ACI g4)
Turn-keygroductlon to ~ncludeme-production, crew, equr
flim, edrtonal, ~nsurance& talent buyouts for m1t1a113week cycle
i
I
i 1 I
11 - 1 :
-
bcl
Radio Production cone spot each for ~d #3 & ~d #4)
Turn-key production to include pre-~roduction,crew, equl
film, edrtonal insurance & talent buyouts for inltial13 Week Cycle
Research - Testing
- bq
Includes Moderator Fees, Recrwtment Fees, screeners,
I 1:
I
1
Protocol, Topllne & Flnal Report
Media Buying Service - - !
reerancer fees only)
I t
~ a r n e dMedia Materials
Includes Publlc Relatlon materials, earned med~aassessme 1 f I
1
/
1 A
Nielson Coding, VNR & CD / I I I
Travel
3 persons, 6 trrps 2-3 nrght hotel stay
M i ~ ~ e l l a Costs
ne~~~
LD telephone, fax, Copies, Shrpping, etc
Talent FeeSIHOlding Fees & usage Renewal
C a m p a i g m m
TOTAL COSTS
FIXED FEE FOR MEDIA COSTS b3
FIXED FEE FOR OTHER DIRECT COSTS- (
TOTAL COSTS & FIXED FEE 7,360,064.69

ITV Production
-- - Breakdown
Direct Costs
Directw's Fees
Pre-Production 8 Wrap Costs
Shooting Labor & Production Fees
Location 8 Travel Expenses
I
---
A d tt3 -#4
Ad - - -- - - Total
\
1 -4
Props, Wardrobe, etc.

-
sudio 8 set Construction Costs
t Equipment Costs
Film Stock. Develoornent. 8 Print
.Miscellaneous
- - I
I
f
i
Insurance t
Talent (On camera 8 VO)
Editorial
Music Fees 8 Licensing
( ~ a d i oProduction
Pre-Production
-
Tracking,
- Editing, & Mixing - - I
Composer Talent I -
Music Fees 8 Licensina Fees 1 i
Miscellaneous
Research - Testing
Moderatots Fees - includes development of screeners, protocol,

moderating, reports, and travel
Recruitment Fees 8 Facility Rentals w1video 8 audio taping,

-
translation services ( A d #3 - 1 day14 groups&' locations Ad #4 1
day15 groups&' locations)
1 ~ e d i aBuying Service 1
Media Planning I
Media Buvina 97 1
Media Reconciliation ( 65 (
1
Media Planning 35
Medra Buying 78
Media Reconciliation 100.62
I
L
Earned Media Materials
Nielson Coding 8 Reporting
VNR - tape, edit, production costs, dubs
CD - record, edit, production costs, dubs
Public Relations Materials (fees associated with promotions, print
materials, satellite feeds)
Earned Media Assessment (additronal cost of breakdown reportfng for
VNRNielson coding, reporting from satellite feeds, etc )
Travel
Research site 1 - 2 peopld3 night stay
Research site 2 - 2 people/3 night stay
pN~roduction Site - 4 peopld3 night stay
Meetingshfisc. (DC 8 Baltimore)
Miscellaneous Costs
LD phone
-
1 i
i
--
.!'
- I
i
I
$
'
I!,
')
'i.
!\
I I
Conference Calls - - /
-- Fax
Copres i
Shipping
Talent FeeslHolding Fees & Usage Renewals
I
Holding Fees (4 Cycles)
Re-Use Fees ---CclC-
---
-
--
Independent Government Coat Estlmate
National Multi-Media and Education Campalgn: Spanish
2003 Campaign Updated Messaging (Ad #3 and Ad #4)
I
I I
I
I
I
I
J
Total i SUB-TOTAL 1 GRAND-TOTAL I
I. DIRECT LABOR (DL) 1I HOURS II RATE -
-
\ .I q q
/
Salary 8 Wages
I Froject D~rector \
Project Coord~nator
-
Creatlve Dlrector
Copywr~ter --
Art D~rector ,
\I 1
Produchon Managermalent Bupr I/
\
I
Contracts Spec~al~stlAccounbng
Adrn~nistrat~on
\
-
;I
I
Med~aBuyer/Manager I
Med~aSpec~al~st 1 !
Total Salary 8 Wages
\ --
Fringe Benefitstleave Factor
ti-Total Estimate Labor BurdenlGBA
Total Salary & Fringe

+- I
-,
---
I'
Dl SUBCONTRACTOR
Media Buys ---
CIeative materials production
-
-
Earned Media
Travel
Talent
. -
- - --
~~ --
---
j, Jaime Galvez - RE: Need additional Info-
-- -- -
tion
-- Page
From: bb gketchum.com> (k? I
To: "Jaime Galvez" <JGalvez@cms.hhs.gov>

Date: 3/4/05 9:38AM - r
I
Subject: - RE: Need additional Information (
I don't have my resume available. Here is

bb
(- i;,. bb
Gonrracrs Manager .,
Rate: Cb-
Rate WIFee: b3 '.
-
-. :'&
-y, bb
ACCOUnt supervisor
--
Rate:
b4
/
Rate wlFee: -
"
, Q - bb
c;onrracrs Manager, Government
Ketchum,
--- - - Inc.
-----Original Message---
From: Jaime Galvez [mailto:JGalvez@cms.hhs.gov]
Sent: Fridav. March 04. 2005 51.1~;
To: bb
Subject: RE: Need additional lnformation
What is the status of this request?
Jaime
.
c5 -.*
>>> Jaime Galvez 03/01105 10:07AM >>>
w
Please send me the resumes, laborxateaories. and labor rates for
yourself and
Thank you,
Jaime
I YIUP
. 5 5 Peachrree :tree: NE
Suire 7 0 @
A t l a n t a . GA
30309-3269 '
406.873.5330 ;
6 0 6 . 8 7 2 . 3 9 6 5 fa, :
Juanita Pang
7500 Security Blvd. - -
--
Baltimore. MD 21244- 1850
Dear Juanita:
I am writing to request a change in the key personnel annotated on CMS contract 500-01-0004
(IDIQ). Please ensure the following individuals are inciuded as key personnel in the,contract:
%de Dickt\n*~*\*>
* Lynda Woodwonh
* Lynn Duran
* Jennifer Wardrep
* Nelson Murnrna Jr.
Please delete the following individuals from the contract:
Enclosed are the bios for the staff not currently included in the contract. and below is the rate
information you requested:
If you need further information, please feel free to contact me at 404-898-1601.
Best regards.
- -
cc: GCI Group
A W O R L D W I D E C O M I . i U k I C A T l O N ' 5 C O M P A N Y
iJuanita
. . . . . . ., . .
_
~ ~
... .
~ ~
-
O
-
~ e - ejar $260~;53,
,... ..__.. _
..___
-.--
_'
--:.
- _ ~
- ~ ..
2 . C _ - i i > - . = .
~
L. _-
i
o .. ~ .. 8
-.- . .. . . > .- . . .. - .. , .- . . . . . . ...~. .. I. ~ .
- -.
Page !
-- -. --.
!
From: "Robles, Francis" <Francis.Robles@ogilvypr.com> jI
To: "David Boyd" <DBoyd@cms.hhs.gov>
Date: 3119/02 3:31 PM
Subject: RE: Additional &stions about Invoice #I601008487 for $260.53.
David, I've consulted the Account Managers and we are writing off the entire invoice. ~ l e a k e
go ahead
and disallow the entire invoice #601068487. Please let me know if youhave further questions.
Kind regards,
Francis Robles
202-452-9443
----Original Message---
From: David Boyd [mailto:DBoyd@cms.hhs.gov]
Sent: Tuesday, March 19, 2002 11:.54 .- AM
To: Robles, Francis

Cc: Alissa Schaub-Rimel; Debra Weaver; Julie Franklin; john ~ e i t lJuanita
; Pang
Subject: Additional Questions about Invoice #601008487 for $260.53.
Francis:
Per our Contract Specialist's (Juanita Pang's) note to you of 3/18/02, CMS has decided to dir-llnw the
bi at this time. This leaves the total amount to be paid under the subject invoice as $
Before we approve payment of bq

s would appreciate some additional clarification. Your invoice
b'/
indicates that the professional servlces were rendered "for December 2001". As you know, the period of
performance of this task order ended October 30, 2001. Therefore:
- 1) Can you tell us when exactly your Senior Designer,

services being being billed? ,
2) Also, can you tell us more specifically what the Federal Express and Postage fees were for and when
they occured?
Since we are anxious to approve this for payment, please respond by close of business March 20, 2002.
Thank you.
Dave Boyd
CC: "Alissa Schaub-Rimel" <ASchaubrimel@cms.hhs.gov>, "Debra Weaver"

<DWeaver@cms.hhs.gov>, "Julie Franklin" ~.IFranklin@cms.hhs.gov>,"John Meitl"
<JMeitl@cms.hhs.gov>, "Juanita Pang" <JPang@cms.hhs.gov>
._
_...-e...
I for P
....-.--.
_.--s_Ui_*"I_I_UU",.._I-
?less
La:-_ ." .-.-..-__.-... :. ..
. -
^ . -.- .. . . ._-.. .-..-.--u _. . .. ,-
.-
. ...-.. .- ..-. ...... . .. .. . .- -
. - ' . . Page
-- ...2 .
firm their pricing and labor categories:
Research Analyst
Administration
Only the labor categories will be included in the contract, not their
,nam-. I will also include rates for the out years based on the negotiated
!py scalation. - .-
-.
If you have any questions, please call (410) 786-5538 or e-mail. ~ h a n k s .

- . - -
Hochanadel, Joel -
From: Laporte, Yolan ,
Sent: Monday,Septernber 01,2003 12:1! PM
To: 'Juanila Wilson' - -- .-
Subject: RE: FW: CMS 03-007
Hi Juanita,
Upon submission of our Incurred Cost Submission to the National Institutes of Health (NIH is our HHS
executive agency for these submissions), per an advisory from the NItl Division of Financial Advisory
Services, the following rates are nocv'tked in our new proposal:
Fringe:
~verheacd: Y
For verification of these rates, please confirm with Anita Kirnberling, NIH Division of Fnancial Services,
6100 Executive Blvd, MSC-75-40, Bethesda, MD 20892 (telephone 301496-1195).
Regardiqg prooosed fee o b9 that is our fee for all new M-2004 work, however, we are willing to
drop that tc & current mmtract.
I f this is OK with you, we will revise out cost proposal tap reflect these changes. Please advise.
-----Original Message----- ,
Sent: Saturday, August 30, 2003 1 1 : l l AM
To: Laporte, Yolan
Subject: Re: FW: CMS 03-007
Yolan,
After returning from vacation, Igot a chance to analyze this revised
cost proposal a little further. I still have a'few questions mainly re:
the cost recap sectlon. Ogilvy's previous indir-ttrates pe- '-I
dated Oct. 3, ZOO0 from NIH were: Fringe br( 1 ~ n O/H
d bd k i t h no rate
for G W s,pecified. Also, the fee negotiatec .., .,R base CI,L cunrract
m 5 b3 ijbr lower
Ibelieve you stated during our conversation on 8/11/03 that your
indirects remained the same, but I can't seem to track these. Can you
clearly state what indirect rates and fee are being used and what they
are being applied to? Any supporting documentation would also be
helpful (e.g. any updated letters from auditing agency, etc.). This
information should be included in all of your proposals. Feel free to
give me a call on Tuesday to discuss. Hope you have a great holiday
weekend !!
> >> "Laporte, Yolan" < ~ o l ~ n ~ ~ a ~ o r t e @ o ~ i l v08/13/03

~~r.com ll:50i61
> >>>
.. IU Market ~ t r a t e ~s i e
20255 Victor Parkway, Suite 400, Limnia, MI 48152
-- -- 734.32.7600 Fax:734.542.7620
Phone:
.
www.markebhategies.com
Toe Yolan Laporte
Fmm: Darlene Norton

I
Pages (Including Cover): 3
Following is a copy of the rates approved in 2000 by DCAA and the email notification
indicating there wcre no audit findings fiom the audit of Market Strategies' rates or r+h-
financial aspects of the company. Note that the rate from 2000 was projeded_with a b#
increase into future yeam anticipating the year 2002 rate fof;PrincioaIs to bc b4 now
that we are actually in the year 2002, the rate calculates to; I- J
Any additional questions or materials required please do not hesitate to call.
-
If you did not receive the number of pages inchcatcd, please contact us at thc telephone m b e r l i s k d above.
08/29/02 17:39 FAX
-t9-2BB2 17:28
I
. . . .",.: ........... .... : : . . . . . . ..... ..<.. ..... - ........................ - .
Pang --RE: CMS Schedulc
. . . . ..
II-.Juanita....._.___
L_ .- . . . . . . . . . -
- A . . -- .
-
. . . -- .- - .. -.. -- .
--.- -. -
Page 1
.-.
From: Juanita Pang

To: "Melinda.McGlohon@ogiIvypr.com".~~1~-~~~.~~~~12
Date: 3/8/02 11:15AM -
Subject: RE: CMS Schedules
I have one more comment regard~ngthe invoices. On Invoices for Task Order # I , numbers 10010001
and 11010001, although using the neKTcTrmat, there is no summary sheet using the new format, which
rolls up all of the job costs to show how you got to th{ 1 +L ! I expect to see a summary sheet that
'
shows the overall costs and fee totalling the invoice amount. If yar) have any questions, please let me
know. I will call you about the graphs. Thanks.
>>> "Melinda McGlohon" ~Melinda.McGlohon@ogilvypr.com~ 02/25/02 04:40PM >>>

You're welcome. I'm glad those can suit your needs.. Now for the
graphs. Let me know if this is what you were looking for.
- - ~- .-
----Original Message----
From: Juanita Pang [mailto:JPanq@cms.hhs.~ovl
Sent: Monday, February 25, 2002 1:59 PM
Subject: RE: CMS Schedules
Melinda,
I like this format. Please use this on future invoices. Thanks for all
of your hard work on this. Also as a reminder, I don't think that
Ogilvy has been submitting financial graphs addressing costs incurred to
date vs. budgeted costs with the monthly reports (you can also choose to
submit with invoices) as called for under section F.2 (3) of the base
contract. Please make sure those are included for future
reports/invoices. Thanks.
>>> "Melinda McGlohon" ~Melinda.McGlohon@oqiIvypr.com~

02/20/02 12:13PM
>>>
Juanita -
I created combined schedules based on the suggested format you sent.

Attached are these schedules for all jobs to date. If you prefer this
format please let me know, and we will use this one from this point
forward. Thanks!
Melinda J. McGlohon
Financial Analyst
202-452-7804
From: Juanita Pang [mailto:JPan~@cms.hhs.qov~
Sent: Tuesday, February 12,2002 8:21 AM
Subject: Re: CMS Schedules
Melinda, - - --
Thanks for the schedules. I have reviewed them and think that Ogilvy
Pang - RE. CMS S.ned".,i.
!
:juanita ~. . . . . . . . .
..... -- . . . . -- . . . .
.
--
.
-...... --
.
Page
-.- - .
.-
2
.
can capture the info. more clearly. I have attached a sample format
that you can use if you like.
-
I am still a little confused with the hours for Task Order # I . For
July, it is I 1 2 and for Sept. it is ?"he latter number is the
one I have a problem with, if I am reading your table correctly. The
houis for the month exceed the hours currently expended for the entire- -..
task order. The same goes for Task Order #2.
Call me and we can discuss later.
>>> "Melinda McGlohon" ~Melinda.McGlohon@o~ilwr.com~

02/07/02 11:26AM
>>>
Good Morning Juanita,
- .-
-
i
I'm sorry for the delay in getting back to you. We have been - --
short-staffed and under deadline here. Attached you will find the
schedules you requested for the July and September invoices. The
schedules include the level of effort expended and the fee breakout. I
am waiting on the corporate office to fully discover our options on
invoice layout to answer your other inquiry. I hope to have an answer
on that before the end of the week and will call you as soon as I have
an answer. Let me know if these schedules do not meet your needs.
<<CMS Summary Page.xls>> <<HCFA LABOR .XIS>>
Melinda J. McGlohon '
Financial Analyst
Ogilvy PR Worldwide
202-452-7804
-----
Ja~me
---
Galvez - Incorrect In.
- - -
e #601021119
- . -.- - - - -- -- - . -- page I
From: Ja~meGalvez
p;
-2,r! ! =
-,f -
-
I'
.-,-
-
4 c.-- + . r
To:
Date: -5121104 9:59AM J/a - 8f1/.-<42@ c.
Subject: Incorrect lnvo~ce#&1I021 119
-~
-
Cheryl,'
CMS has received and incorrect invoice. The invoice states that the date delivery of service was from
3/01/04 to 3/31/04. The period of performance for this task order ended 1/30/04. Please correct this
information and fax a copy to the following: Debbie Weaver - fax number 410-786-7259; and Jaime E.
Galvez - fax number 410-786-9088.
Contract No.: 500-01-0003

Task Order No.: 0008 - .-
-.
Job No.: 60102423 (Medicare & You Handbook)

Invoice No.: 601021119
Voucher No.: 0304-353E
~mount:k j I q /
Call me if you have.any questions
Thank you,

Centers for Medicare & Medicaid Services .
Baltimore, MD 21244-1850 .
Phone: (410) 786-5701

Fax: (4 10) 786-9088
CC: Galvez, Jaime; Weaver, Debra; Wilson, Juanita

. .
[. -_ _ _--_ -- ~ ~ -. .,
. Jaipe
..... _ . - .RE:.CMS
Galvez
,. . ,.-
Task
. _ 12_Software Purchase
, .- - -. -- . Page 1
.. .~
.
From: Patricia Gongloff

To : Galvez, Jaime
Date: 2/15/05 1:IOPM -
Subject: . RE: CMS Task 12 Software Purchase
Jaime: This request to purchase themapping software is appropriate given the -. scope of work and actual
tasks under TO 12. Please let me know if you require additional infor6ation.
Pat
7>> Jaime Galvez 02/15/05 10:03AM >>>

Patricia,
Let me know if you think the purchase of the software is appropriate.

- ---.
Thank you, -- --
Jaime
>>> "Moore, Cheryl" <Cheryl.Moore@oqilvypr.com> 02/10/05 10:21AM >>>

Hi Jaime
The purchase will be within the current funding
From: Jaime Galvez [mailto:JGalvez~cms.hhs.qov~
Sent: Thursday, February 10, 2005 8:43 AM
To: Moore, Cheryl
Cc: Debra Hoffman; Patricia Gongloff .
Subject: Re: CMS Task 12 Software Purchase
Cheryl,
4h- -..--7ase of this software be within the current budget of

will this purchase be an additionalcharge requiring
VVVI.IVt Iul ads?
Thank you,
Jaime
>>> "Moore, Cheryl" ~CheryI.Moore@oailvvpr.com~

02/09/05 09:54AM >>>
Hi Jaime
We would like authorizationto purchase and bill for the software

below. The following information
, .
The software we want to purchase. /?'/ 'his is the
product description: i/'
The way we will apply it to the REACH project (CMS Contract, Task 12)
. 1 -Jaime
.. -
. -
~alvez-R
. -. --
..
ECMS
: .
Task 12 Software Purchase--
--- -...
. .-- . -. - --- - -- Page
-.
2
- -
Please let me know if you approve.
CC: Adarns, Robert E.; Hernandez, Laura

- ---.
-- - -.-. --- - - -. --- -----.--
, .. ....- - ..- ..-..-- - -. .--. - - . -- . .-
i Jaime
i
Galvez - RE: CMS. Task
. . . .- .. _ .. ... . _. .- .~
12 .Software-_Purchase - ~ ~ _ .~ ~ .
Page
. .
1
From: "Moore, Cheryl" ~Cheryl.Moore@ogilvypr.com>

To: "Jaime Galvez" <JGalvez@cms.hhs.gov>.
Z
Date: 2/17/05 10:34AM-
Subject: RE: CMS Task 12 Software Purchase
Hi Jaime
Any word? Can you please copy Joel Hochanadel account lead when you reply. My last day is 2/22/05
Thank you
Sent: Thursday, February .lo, 2005 4108 PM
To: Moore, Cheryl - -.
Cc: Debra Hoffman; Patricia ~ o n ~ l o f f - - - - .- - -
Subject: RE: CMS Task 12 Software Purchase
Cheryl,
We will let you know once we have spoken with the project office.
Jaime
>>> "Moore, Cheryl" ~Cheryl.Moore@ogilvypr.corn>02/10/05 10:21AM >>>

Hi Jaime
The purchase will be within the current funding.
-----Original Message----
Sent: Thursday, February 10,2005 8:43 AM
To: Moore, Cheryl
Cc: Debra Hoffman; Patricia Gongloff
Subject: Re: CMS Task 12 Software Purchase
Cheryl,
. .
M i l l the pucchase of this software be within the current budget of
bd -
will this'purchase be an additional charge requiring
%dditional Ends?
Thank you,
Jaime
>>> "Moore, Cheryl" ~Cheryl.Moore@ogilvypr.com>02/09/05 09:54AM >>>

Hi Jaime
We would like authorization to purchase and bill for the software

below. The following information applies:
The software we want to purchase,

- -
-< bi This is --
the
product description:
r--..... - ----------.^--- . ~ . . .
- Jaime. Galvez
.
-. RE: CMS. Task 12 .Software- Purchase -- - -
.- . .- -- - -- -. .-. - .- .
Paae 7
.- .
Please let me know if you approve.
CC: "Debra Hoffman" <DHoffman2@crns.hhs.gov>, "Patricia Gongloff'

"Hochanadel, Joel" <Joel.Hochanadel@ogiIvypr.com>
~PGongloff@cms.hhs.gov~,
Galvez. Jaime E. (CMS)
Sent: Tuesday, April 12, 2005 10:53 AM
To: Weaver, Debra L. (CMS)
Cc: Schaub-Rimel;Alissa J. (CMS); Hoffman, Debra A. (CMS); Gongloff, yatricia G. (CMS):
joel.hochnadel@ogilvypr.com; Galvez, Jaime E. (CMS); Franklin, Julie G. (CMS)
Subject: TO 12 ADMINISTRATIVE SUSPENSION NOTICE Dated 4/12/05
-~
- . - -
Attachments: Disallow.Ogilvy.TO12.Dated4.12.05.doc
Debbie,
See the attached Administrative Suspension Notice for voucher 0105-352 for Task Order 12, under Contract Number
500-01-0003
- --- .
Thank you,
Jaime E. Galvez, Contract Specialist


Mailstop C2-21-15
Phone: (410) 786-5701

Fax: (410) 786-9088
Email: Jairne.Galvez@cms.hhs.gov
Galvez, Jaime E. (CMS)
Sent: Thursday, April 14, 2005 255 PM
To: Weaver, Debra 1.(CMS)
Cc: Schaub-Rimel; Alissa J. (CMS); Hoffman, Debra A. (CMS); Gongloff, Patricia G. (CMS);
'joel.hochnadel@ogilvypr.com'; Franklin, Julie G. (CMS); 'Yolan.Laporte@ogilvypr.com'
Subject: RE: TO 12 ADMINISTRATIVE
-- SUSPENSION NOTICE Dated 4/12/05
Debbie,
Please disregard the Administrative Suspension Notice date 4/12/05. Voucher No. 0105-352 should be paid in full
Thank you,
Jaime

- - - --
Sent: Tuesday, April 12, 2005 10:53 AM
To: Weaver, Debra L. (CMS)
Cc: Schaub-Rimel, Alissa J. (CMS); Hoffman, Debra A. (CMS); Gongloff, Patncia G. (CMS); joel.hochnadel@ogilvypr.com; Galvez, Jaime
E. (CMS); Frank\in, Julie G. (CMS)
Subject: TO 12 ADMINISTRATIVE SUSPENSION NOTICE Dated 4/12/05
Debbie,
See the attached Administrative Suspension Notice for voucher 0105-352 for Task Order 12, under Contract Number
500-0 1-0003
Thank you,
- Jaime E. Galvez, Contract Specialist

Mailstop C2-21-15
Phone: (410)786-5701
Fax: (410) 786-9088
Email: Jaime.Galvez@cms.hhs.gov
<< File: Disallow.Ogilvy.TO12.Dated4.12.05.doc >>

,7500 Security Boulevard, Mail Stop C2-2 1-1 5 +
CUYlDPStivM~&M&HOVD~
Baltimore, Maryland 21 244-1850-
jgalvez@cms.hhs.gov
--
Acquisition and Grants Group1
Date: April 12, 2005
Form HEW - 325

(1158)
: A D M I N I S T ~ ~ T I VSUSPENSION
E NOTICE
1. ORGANIZATION AND LOCATION: 4. CONTRACT NO.: 500-01-0003

Department Of Health & Human Services TO NO.: 0012
Centers For Medicare & Medicaid Services VOUCHER NO.: 01 05-352
AGGDivision Of Program Contracts 5. PERIOD:
2. NAME AND ADDRESS OF PAYEE: 1TNT CLAIMED:

Attn: Joel Hochanadel TITFFE~CE:
1901 L Street, N. W ., Suite 300
bJ
AMOUNT ALLOWED:
1 3'
DATE OF INVOICE:
March 14.2005
$0.00
I
EXPLANATION OF DIFFERENCES: - I
The above stated voucher is being b'illed with different rates than proposed and a eed tci.
The following rates were proposed and agreed to: Fringe rater- b\l OverheadGV and
Fee: bu The Contractor is billing CMS the following rates?Frin&- b~ ' ~ v e r h e a a b
-
andan additions 692fee on ODCs. Therefore, no payments shall be Gade Gnder this
voucher. The Contractor must re-submit correctedvducher with the correct rates and fees.
Jaime E. Galvez
Contract Specialist
,. .. ~ -
.
-
..
.-
-
.p
-
--
.
.>
.
--
-
.- . ~.
Juanita Wilson - Ogilvy Vouchers Page 1

To: peter.torres@ogilvypr.com
Date: 7127104 3:05PM -
Subject: . Ogilvy Vouchers
Peter,
,Debra Weaver stated you could just &vise the face page of the vouch3r for 6010151 17 to only b~llfor the
- bq T ~ l e a s eput this number In the voucher box 601015117R to show that ~tIS a revision. Please fax
to Debra at (410) 786-7259 and to me at (410) 786-9088.
Debra also mentioned that she just received another voucher for task 2 for the month of June and it is in
the amount of, Can you explain what this is for? I don't believe we have remaining funds to
pay this. b.,
- ---
- -
CC: Franklin, Julie; Weaver, Debra
Juanita Wilson - RE: Corrected lnvoices Page 1

To: Peter, Torres,
Date: 8/3/043:41PM -
Subject: - RE: Corrected lnvoices
Peter,
This has definitely been an experience!-~ebra(CMS Acct.) and I hate been trying to sort through this and
have come to the following conclusion:
h 4 6010151 17 Wa3 paid in the

2 ; s~ [bwcw%l034. hut showed.
L amount of bd 'ogilvY originally showedE 63 b n the actual SF
3n the cost summary sheet; therefore, this leaves a difference of only
g / 5 / = ~ 64
601016595 Waspaid in the amount of( bq Ogilvy originally showed@ the actual SF
.k
1034 but showedk b q l q o n the a s t summary sheet; therefore, this leaves a difference of' by
not f-
by ; - . . -- L w
Bottom line is it looks like we may owe Ogilv) by o ow ever. these figures would have to be verified
by Debra Weaver tomorrow b/c her system isaown today. I sure hope I captured all of this correctly.
If you have any further questions regarding when CMS payments were made, please contact Debra
Weaver at (410) 786-6191 or e-mail (and cc me). Thanks.
Juanita P. Wilson, M.P.P.

Contracting Officer
(4 10) 786-5538
>>> "Torres, Peter" <Peter.Torres@ogilvypr.com> 08/02/04 02:41 PM >>>

Juanita,
Attached please find the vouchers re-submitted for payment to CMS that we have been discussing.
Please feel free to contact me with any questions or comments.
Peter
From: Juanita Wilson ~mailto:JWilson@cms.hhs.qov~
Sent: Monday, August 02, 2004 2:20 PM
To: Torres, Peter
Subject: Corrected lnvolces
Peter,
Per our conversation this morning, do you plan to send the corrected
invoices today? Please let me know. I will be out on maternity leave
in a couple of weeks and want to try to close the loop on this rather
than trying to explain all the nuances to someone else. Thanks.
. --
CC: Weaver, ~ e b r a
From: Laporte, Yolan
Sent: Monday, September 01,2003 12:11 PM
To: 'Juanita Wilson'
I
Subject: RE: FW: CMS 03-007
Hi Juanita,
Upon submission of our Incurred Cost Submission to the National Institutes of Health (NIH IS our HHS
executive agency for these submissions), per an advisory from the IV1.H Division of Financial Advisory
Services, the following rates are now-u5ed
-- in our new proposal:
For verification o f these rates, please confirm with Anita Kimberling, NIH Division of Financial Services,
6100 Executive Blvd, MSC-75-40, Bethesda, MD 20892 (telephone 301-496-1195).
Regarding pro~osedfee of, q t h a t is our fee for all new N-2004 work, however, we are willing to
drop that to by~ e current
r con ract.
I f this is OK with you, we will revise out cost proposal top reflect these changes. Please advise.
Sent: Saturday, August 30, 2003 11:11AM
To: Laporte, Yolan
Subject: Re: FW: CMS 03-007
Yolan,
After returning from vacation, Igot a chance to analyze this revised
cost proposal a little further. Istill have afew questions mainly re:
the cost recap sectlon. Ogilvy's previous indjrtxt, rates per l e t t e ~ . - -
dated Oct. 3, 2000 from NIH were: Fringe 2nd O/H:, J;l with no rate
for C&A specified. Also, the fee negotiatefin d e base C C codract
~
was j,j0'Sr lower.
b-
I believe you stated during our conversation on 8/11/03 that your

I
indirects remained the same, but I can't seem to track these. Can you
clearly state what indirect rates and fee are being used and what they
are being applied to? Any supporting documentation would also be
helpful (e.g. any updated letters from auditing agency, etc.). This i
i
information should be included in all of your proposals. Feel free to
give me a call on Tuesday to discuss. Hope you have a great holiday . .
i
I
I
weekend!!
- >>>
> >> "Laporte, Yolan" <Yolmlaporte@ogilvypr.com> 08/13/03 11:50AM
.. . .. ... .-.... .,. ... .~
. ... . . .-- . -. -. . .. .... .- . .
Juanita Wilson - RE: Contract 500 3002 .Ketchum,

. . . ....
Task
.. .
Order #0003 1
,.. Page 1

To: "Joseph Simmons" ~JSimmons2@cms.hhs.gov~, "Juanita Wilson"
cJ Wilson@cms. hhs.gov> -
Date: 7/28/04 3:OlPM -.
Subject: RE: Contract 500-01-0002 Ketchum, Task Order MOO3
Perfect ....thanks.
sandy
From: Joseph Simmons [mailto:JS1mmons2@cms.hhs.gov]
Sent: Wednesday, July 28, 2004 2:50 PM
To: Juanita Wilson; Printz, Sandy
Subject: RE: Contract 500-01-0002 Ketchum, Task Order #0003
- ---.
This is a fixed price contract. If deliverable~have been received and

- - --
the Project Officer accepts them, we will pay the balance.
>>> "Prink, Sandy" <Sandy.Printz@ketchum.com>07/27/04 11:23AM >>>

One point of clarification.
Ketchum would like to invoice for the balance of b -/ --(

.-i
1) $ i-7' lowed to ~7, . . - , ,
2 $ (owea ro L' Y -
3) $ :+ 'balance owed to Ketchum)
Sent: Tuesday, July 27, 2004 11:20 AM
To: Joseph Simmons
Cc: Printz, Sandy
Subject: Contract 500-01-0002 Ketchum, Task Order #0003
Joe,
This has not been forwarded to you for closeout yet, but it ex~ired
January 2003 and is FFP. There is a remainihg balance of bi
Ketchum called me to let me know that one of their subcontractors,
just sent them an invoice in May 2004 in the amount o r i. 9
She wants to know if funds are stdl available to pay , if Ketchum

submits an Invoice to CMS. Can you please let me know how I should
instruct them to proceed? Thanks.
..
--
- -
I_-- --
_._ -- .
_" .-. -
I -, ,--,----
-. -
a,.
-.
.-*.-.*---
..,.
1
--...., -...-I --.-
. Page 1 -.
P
_
.-~~__.__.j
From: "Kimberly Aduss" ~kimberly.aduss@ketchum.com>

To: David Miranda <DMiranda@cms.hhs.gov>, David Boyd <DBoyd@cms.hhs.gov>,
Juanita Pang <.IPang@cms.hhs.gov>
Date: - 4/19/02 10:56AM
Subject: Task Order 2
-- -- --
We will be issuing a final invoice for Task Order 2 today. Per our last
correspondence, the invoice will be for TDL 5, Consumer Language. The
invo~cewill include:
- '7 -
I
--
\
-- :credit for TDL 3, Synthesizing Research

:credit for TDL 4. Talking Quality
Again, this will be our final invoice for Task Order 2 and will deplete
all available funds. If you have any qu-Stions or concerns, please let
me know. - --
I apologize for the issues we've had on the billings on this task and
truly appreciate your patience as we've sorted all of this out.
Kim
CC: Rasheed Williams ~rasheed.williams@ketchum.com>,Monica Marshall

~monica.marshall@ketchum.com>
-her Hagepanos
-- - RE: E
Or
c
' - ) L- I
--.- rab.
--- ..

To: "Juanita Wilson" ~JWilson@cms.hhs.gov~
Date: 3/5/04 1:09PM
Subject: RE: Task Order #&
Juanrta, I don't think I need to request a change in personnel at this

time, but want to know if you aaree. There are nn ~ P Vn e r s o n ~ e l ~
the
n
mods. The Task Order states [ 1 7 7 T bd - ---- A,,,wekey --
personnel, so I could request their names are deletea and renlqce with
Kim Aduss as Pr~iectManager. ~ ~ ~ a r e n p t l ~, l b 7 k (sp?) res~gned
from b+ nd they were thinking sh'e was key peGrinel, but I
can't even tlna ner name In the budget.
Do you agree or not?
Let me know. - .-
FYI, I just sent a note to??- ref task order 12 and 13 telling them the
-
increase in costs is not acceptable and neither is the delay in
submission of task order 12 response and that is the prime's
responsibility to provide guidance to its subcontractors not the
client's responsibility:-).
sandy
----Original Message---
Sent: Friday, March 05, 2004 9:25 AM
To: Printz, Sandy
Subject: Task Order #6 ,
Sandy,
Not sure if Chris has passed this along or not, but since Mod. 3 hasn't
been fully executed yet we figured it would make sense to do the
extension and key personnel change on Mod. 3, as well. Are you in
agreement with that? If so, please send the NCE letter and the request
. .
for change in key personnel (including the resume). Thanks.
P.S. Chris will be working on this.

-.__.
-k .&,.
.., ,.,
x. -
-.. ,,.
.
..
----..,-.
-.. ..--
& =.-. , .
... t
-.-.---...- - ivork for HCFA
--..- -~
+--...--
& . .
.....-.... -
.
.-.-
- . -
_
.
I
..-. .
.-_._.._..
. .,-- . ... . ... . . ..
_.
. Page
.~ ~
1-
- .
From: "Scott Sloat" cscott.sloat@ketchum.com>

To: <jpang@hcfa.gov>
Date: - 5/1/01 5 : l l P M -
Subject: - Previous University of ORegon work for HCFA
Juanita: -. - --
Per our conversation today, following are the contract numbers and pn;t
of contacts for other programs the University of Oregon has performed
for HCFA.
(a)Kathpal Technologies, Inc. prime contract with HCFA i~ 500-97-0440 (

work order 201 1 8 2013): technical POC was -1.: t
contractual POC was ,
snd the
the HCFA project officer was David
- =uhmy
L u n t e -rnL, 1 5 13)
Miranda. --
1 .
--
(b) Barents Group of KPMG Consulting LLC prime contradt with HCFA is -
qnn-Q5-00057 (believe it's task order 4); technical point of contact is
b-/,bs and the contractual POC is- b~ , i , not sure who >&\~e
the HCFA projecfofficer is on this. (*+ e-mci l 513 )
We will work on the additional information you asked for and get it to
you ASAP.
Thanks for your help
CC : ~cmgjc@aol.com>,"monica.marshall" ~monica.marshall@ketchum.com~,
David
Miranda cdmiranda@hcfa.gov>
----- - - -
- RE: T 0 6 Call with Liz Goldstein -- - _ _ _ - -Page 1
From: "Parker, Felecia" <felecia.parker@ketchum.com>

To: "Rosemary Lee" <RLee@cms.hhs.gov>, "Marquis, Becky" i
<becky.marquis@ketchum.com>
Date: 3/9/053:14PM -
I
Subject: RE: T 0 6 Call with Liz Goldstein
I would also like to include Jaime Gakez, the CMS Contracts specialist,
since this concerns him also. I am including this on this email. - -- --
Also, my email is spelled wrong and may not reach me all the time,
please use felecia.parker@ketchum.com, this is the correct address.
Felecia R. Parker
Contracts Manager, ~overnment
Ketchum, Inc.
- --- .
202.835.9453 P
felecia.parker@ketchum.com
-----Original Message----
From: Rosemary Lee [mailto:RLee@cms.hhs.gov]
Sent: Wednesday, March 09,2005 3:09 PM
To: Marquis, Becky
Cc: Rosemary Lee; felicia.parker@ketchum.corn
Subject: T 0 6 Call with Liz Goldstein
Becky
l am waiting to hear back from Liz about when she can squeeze this
call in between this Friday and next Tuesday. l am out of town March
16-23 and conducting testing Mar 24-25.
I would really like to get these issues resolved and have a clear
understanding of accurate remaining figures for : b q , bb
Subtask (Mod 2) being mindful that timing is a serious conslaeranon,
this Period of Performance will expire July 23, 2005.
I should hear from Liz before COB today. .

Thanks very much.
Rosemary Lee
CMS
Project Officer
CC: <felicia.parker@ketchum.com>, "Jaime Galvez" <JGalvez@cms.hhs.gov>

. .
1 Kelly Dinicolo - ekea arch ~ o r k i h o- ~
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From: Christopher Koepke

To: AED - John Strand
Date: 3/12/02 4:OOPM
Subject: Research Workshop
John,
This email describes the research workshop you will coordinate to inform CMS campaign activities. The
!
purpose of the workshop is to explore past and current CMS research to serve as the basis for future
campaign formative research. The workshop should summarize current knowledge and provide evidence
for future research needs. It should not simply suggest future research projects, but provide compelling
arguments as to why this research will help complete our understanding of the consumers we serve.
As you know, CMS is involved in several different campaign activities, this workshop should review CMS
research that will help develop the "common thread" across CMS campaigns.
To accomplish these goals, we ask AED to do the following tasks.
1) Host a day long workshop with the following researchers and suggest other relevant experts.
While we do not think bc) should be invited, we believe a tlelphone interview with him orior and
perhaps after the meeung would be worthwhile. We also believe either
should give a brief relevant presentation on the fall quantitative evaluation. /
2) Develop a list of questions that the researchers should address in a brief written document distributed
prior to the workshop.
3) Develop an agenda
4) Identify an external uninterested moderator to chair the meeting
5 ) Write a report that answers the major questions addressed for the day and distribute to all participants
and CMS.
The following CMS people's schedules need to be considered for this meeting:
Kelly DiNicolo
Rick McNaney
Elizabeth Goldstein
Chris Koepke
I suggest you ask the invited researcher's opinion on the agenda. Perhaps an hour long pre-workshop
phone call with all participants would be worthwhile.
Thanks, Chris
Christopher Koepke, Ph.D.

CMS, Center for Beneficiary Choices
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Page 1
From: "Melinda Halpert" <mhalpert@smtp.aed.org>

To: ~KDiNicolo@cms.hhs.gov~
Date: 5120102 11:25AM
Subject: Fwd: Positioning Test
Hi Kelly,
Friday afternoon, Chris had sent an email to Kimberly, John and folks
at ANR to explore whether we should make a change in the positioning
test for the Birmingham group. I realize you weren't copied on this and
wanted you to stay in the loop. Below is his email; my response is
attached.
*ttt~*f*ttttmmmmttttm+t.ctm*f*tttttc
From Chris Koepke...
It may be late, but please consider the following logic.
I ) We want to make I-800-MEDICARE the HERO of the campaign. Indeed,

people have talked about "branding" 800-medicare - making it the major
symbol of Medicare information.
2) Creating a new entity is dicylrisky and politically not the right

way to go.,
3) There really is no clear winner on the positioning statements, and
4) What I hear from the positioning statement testing is that people

like something short sweet and to the point.
SO, How about adding this fourth positioning statement to the Alabama
groups (I've worded ita few different ways).
1-800-MEDICARE, The Seniors Source for Health Care Information.
1-800-MEDICARE, The Source for Seniors' Health Care Information.
1-800-MEDICARE, Health Care Information for People with Medicare (takes

care of Seniors and People with Disabilities issues).
One problem is that 1-800-MEDICARE then greatly overshadows the www

option. But perhaps in the long run, the positioning statement moves
to:
Medicare, the senior's source for health care information.
So, what do you think - please share with CE and others 1 don't have
emails for.
b
Chris.
. . . .-, .-- .. .. _-Ys_i -._ - -_- . . .-i_... -- ..._ .. -- - - - .
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Date: 5117/02 3:44PM
Subject: Positioning Test
Hi Chris,
Kimberly shared your email with me. I would caution against making any
changes in the testing format for Birmingham at this point. We're still
at a conceptual level regardins the ways we can best position Medicare
as a valued and credible information source. The phone number will be
an important element of any creative execution, and at a later point in
the process, we will be testing specific tactical message points and tag
lines to ensure the memorability that we know is important to CMS.
We recognize that the "sub brand" idea may not be feasible, especially
since you are in the early stages of a larger brand initiative. The
positioning tests are giving us a better sense of how "elastic" people
are in their willingness to accept Medicare as a credible information
resource, apart from their firm association with it as an insurance
payer. We need to understand the relative strengths of each positioning
and build from there. I would not want to prejudge, until we've had a
chance to debrief collectively after Birmingham.
Given that we have only one market left for the positioning tests, it
seems imprudent to make a change at this point, and base any decisions
on that one market.
Please call with any questions L\

Melinda
CC: "John Strand" <JSTRAND@smtp.aed.org>, "Kimberly Maxwell"

<kmaxwell@smtp.aed.org>
- . *. -.-. . -.- -.-,..- .-.. ;* ...--,. - . -. . --- -...
. - .. .
-
.
-
.tlly
.....Dinicolo
*.,. .-, *. . -- . . - - .. .--- . -.- . -. -. ..
Frorn: "Melinda Halpert" <mhalpert@smtp.aed.org>

To: <KDiNicolo@cms.hhs.gov>
Date: 5120102 11:25AM
Subject: Fwd: Positioning Test
Hi Kelly,
Friday afternoon, Chris had sent an email to Kimberly, John and folks
at ANR to explore whether we should make a change in the positioning
test for the Birmingham group. I realize you weren't copied on this and
wanted you to stay in the loop. Below is his email; my response is
attached.
ttttcttmttttfttmmftttm+tttmttm++ft
From Chris Koepke...
It may be late, but please consider the following logic.
1) We want to make 1-800-MEDICARE the HERO of the campaign. Indeed,

people have talked about "branding" 800-medicare - making it the major
symbol of Medicare information.
2) Creating a new entity is dicylrisky and politically not the right

way to go.
3) There really is no clear winner on the positioning statements, and
4) What I hear from the positioning statement testing is that people

like something short sweet and to the pornt.
SO, How about adding this fourth positioning statement to the Alabama
groups (I've worded ita few different ways).
1-800-MEDICARE, The Seniors Source for Health Care Information.
1-800-MEDICARE, The Source for Seniors' Health Care Information.
1-800-MEDICARE, Health Care Information for People with Medicare (takes

care of Seniors and People with Disabilities issues).
One problem is that 1-800-MEDICARE then greatly overshadows the www

option. But perhaps in the long run, the positioning statement moves
to:
Medicare, the senior's source for health care information.
-
So, what do you think please share with CE and others I don't have
emails for.
i
Chris.
__ . ___-- -- - _ :
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j -KeKnyEinTco~d-
ifpdiit% kGC~edlaL~lzin
~Fprova7;- Page 1

To: <KDiNicolo@cms.hhs.gov>
Date: 9/5/015:37PM
Subject: Updates re Media Plan Approval
Hi Kelly,
Based on a conversation Greg had with Michael today, we understand that the media plan was approved
and the agencies can proceed to negotiate the buys. Yea! Also understand that CMS specified that the
TV buy be divided between Campbell-Ewald who will be handling the broadcast network N a n d National
Media who will be handling the cable TV, along with the national print (Sunday supplements) and
"stakeholder" print. We notified both agencies today of the approval and their respective allocations, so all
systems are go.
I am waiting for some dates from C-E on the print production so I can give you a more complete flow chart
tomorrow (Thursday). I'll aim to have it to you by noon.
Also will be sending you a set of scripts for final copy approval which we'll need by Monday at the latest E
in time for the pre-production meeting.
Melinda
CC: "Gregory Niblett" <GNIBLETT@smtp.aed.org>, "John Strand"

-=JSTRAND@smtp.aed.org>, "Lisa Tensuan" <Itensuan@smtp.aed.org>
- - - ..-. .- - ---- .. - -
I
-.. --- -
Kelly Dlnlcolo re-Pro Meeting Conference CAI;
. -~- o t e l s Page
.-- -- 1

To: ~dsweezy@cms.hhs.gov~, ~Jfyock@cms.hhs.gov~,~KDin~colo@cms.hhs.gov~,
<Iweller@cms.hhs.gov, ~MMcmullan@cms. hhs.gov>, <rmcnaney@cms.hhs.gov>
Date: 9/7/01 7:29PM
Subject: Pre-Pro Meet~ngConference Call; Hotels
The call in number for Monday's Ipm pre-pro is bY

The participation code is: )3
The call host is Sharon Starr.
'The agency staff will be staying at the Tribeca Grand Hotel where the pre-pro meeting is occurring. If you
wish to stay there, it is located at #2 Ave. of the Americas (fairly far downtown). I don't know if they have a
government rate. Since we'll be shooting in different locations each day, it may be more convenient for
you to stay in mid-town. There is a possibility that the Wed. and Thurs. shoots will be somewhere in
nearby Northern N.J.; if so, the agency will arrange rides for us.
Melinda
CC: "Dee Ellison" <dellison@smtp.aed.org>,"Gregory Niblett" <GNIBLETT@smtp.aed.org>,

"John Strand" <JSTRAND@smtp.aed.org>, "Lisa Tensuan" <Itensuan@smtp.aed.org>
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P A
LKelly Dinicolo Re: Daily Call ~ e-

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To: <jstrand@aed.org>, cltensuan@aed.org>, cmhalpert@aed.org>,
<JFyock@cms.hhs.gov>, <KDiNicolo@cms.hhs.gov>
Date: 11/14101 10:49AM
Subject: Re: Daily Call Reports
Hi Kelly,
Thanks for forwarding. Please note that Spanish call volume for last week may look lower than the past
few weeks because of the planned one-week hiatus in the TV schedule. We are back on N accordbng to
plan this week.
-Mel~nda
>>> "Kelly Dinicolo" <KDiNicolo@cms.hhs.gov> 11/13/01 17138 PM >>>

-
, -
Kelly Dinicolo - MCC&P media savings
. - - -.- --
page-1
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-
From: "Lisa Tensuan" <Itensuan@smtp.aed.org7

To: ~KDiNicolo@cms.hhs.gov~
Date: 11116101 4:19PM
Subject: MCC8P media savings
Kelly-
This is an FYI e-mail to update you on some "good news" related to Muse Cordero Chen 8 Partners
media savings, and the plans to reinvest those.
Following the broadcast negotiations for the plan, Muse was able to achieve b in savings. They
J
leveraged local market conditions (i.e.decreased fourth quarter ad expenditures to drastically reduce
radio costs in six markets. In order to maximize the current media plan a decision was made to reinvest
)((
the savings o f : into television.
Both Telemundo and Univision offer a variety of specials that showcase musical events, festivals, Novela
finales and award ceremonies. These specials are highly rated and are purchased separately. Examples
of specials in the next coming week are La Gran Fiesta De Acapulco (Music festival), Las Estrellas de TV
y Novelas (Prernios TV and Novelas Awards 8 behind the scenes) and Cine Especial (famous Latin
movie). In addition, MCCBP has been offered slots during the sequel to a favorite telenovela which will air
in early December. Estimated cost for 6 total specials on both Networks: + the
telenovela.
The balance will be used for an additional week of Telemundo and Univision network programming In
December for the week of 12109. We agree with the Muse folks that this will give the best return.
If you have any questions feel free to contact John or myself.
Lisa
CC: "Dee Ellison" <dellison@smtp.aed.org>, "John Strand" <JSTRAND@smtp.aed.org>,

"Melinda Halpert" <mhalpert@smtp.aed.org>
--..-.-..--.-LI-l-.* ...-- -.. - . .-....... "---OX-.>_. ..._.._
.. ..... . . . ... . ... .-. . . ..--.--... .. -.- .. -. Page..!.
~
--
From:. Natasha Carrera <ncarrera@cecom.com>

To: "kdinicolo@cms.hhs.gov" ~kdinicolo@cms.hhs.gov~,
"mhalpert@aed.orgn
cmhalpert@aed.org>, <Itensuan@aed.org>
Date: 1118101 9:55AM
Subject: Medicare Broadcast Schedule: 11/8/01
Kelly and Melinda,
The following charlges are highlighted on the attached Medicare Broadcast

Schedule:
1) Citizen Baines has become the latest victim in Network cancellations. The
Medicare unit on 11110 is moving to a "Funny Flubs & Screw Ups" blooper
special on Friday 1119.
2) The 11111 NFL Post Game is being preempted by the PGA Shark Shootout.
Medicare's unit is moving to the Auburn @ Georgia college football game on
Saturday 11110.
3) Two units have been added to the PGA Franklin Templeton Shark Shootout this
weekend. One on Saturday 11/10 and one on Sunday 11111. These will help to
make up for any possible underdelivery on CBS Sports.
4) A second unit was added in the ABC Figure Skating event, Skate Canada, on
Sunday 11111. This will also help to make up for underdelivery.
5) A unit in Jeopardy (Kingworld) on 11115 was added to make up for

underdelivery.
Please let me know if you have any questions. Thank you!
Natasha Carrera
National Broadcast Buyer
(810) 558-61 15
ncarrera@cecom.com
CC: Dave Lind ~dlind@cecom.com>,"Seregny, Jeff' <jseregny@cecom.com>, " ~ h u m a ,

Mary" -=mthuma@cecom.com~,"Gervason, B o b ~bgervaso@cecom.com~
From: Natasha Carrera ~ncarrera@cecom.com~
To : "kdin~colo@cms.hhs.gov"~kdinicolo@cms.hhs.gov~,
"mhalpert@aed.orgW
<mhalpert@aed.org>, <Itensuan@aed.org>
Date: 11/14/01 9:59AM
Subject: Re: Medicare Broadcast Schedule: 11113/01
(Kelly, did you receive yesterday's revision email? I got a notice back that the
email may not have gone through. Let me know if you need me to resend.)
Kelly and Melinda,
The following changes are highlighted on the attached Medicare Broadcast Schedule:
ABC Sports: They are projecting the current schedule to underdeliver. in order to
make sure they make the guarantee before the buy ends on 12/16, the following units
were added:
-- 11/17 College Football Post Game
-- 11/18 ISU Figure Skating unit
-- 11123 Texas v. Texas A&M game
-- 1211 College Football game (1-4p)
-- 1211 College Football game (4:30-6p)
PAX: More units have been added to make sure the schedule delivers as guaranteed:
- 11/14, 11115 Touched by an Angel
-- 11/14, 11/15! 11/16 Bonanza
-- 11/14, 11/15, 11/16 Diagnosis Murder
Thank you! As al\vays, let me know if you have any questions
Natasha Carrera
National Broadcast Buyer
(810) 558-61 15
ncarrera@cecorn.com
CC: Dave Lind <dlind@cecom.com~,"Seregny, Jeff' <jseregny@cecom.com>, "Thuma,

Mary" <mthuma@cecom c.om>, "Gervason, Bob" ~bgervaso@cecom.com~
..._> . ...,. .,.. *.-._"._, .,.,.-.,.. -.._- ..-.--...- _._.. - .. . . . .- - ....- _ -. . . .
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From: "Lisa Tensuan" <Itensuan@smtp.aed.org>

To: ~KDiNicolo@cms.hhs.gov~, ~PHelphenstine2@cms.hhs.gov>,
eRMcNaney@cms.hhs.gov>, ~WGutowski@cms.hhs.gov>
Date: 8/22/02 11:47AM
Subject: Fwd: Potential Disclaimer Language
An example of disclaimer language from CE.
Lisa
CC: "John Strand" eJSTRAND@smtp.aed.org>, "Melinda Halpert"

em halpert@smtp.aed.org>
.
1~ a t t y ~ e l ~.h e n s t-i nPotential
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Page 1 ;
From: Stephen Aiello csaiello@campbell-ewald.com>

To: John Strand <JSTRAND@smtp.aed.org>, Lisa Tensuan <Itensuan@smtp.aed.org>
Date: 8122102 11:35AM
Subiect: Potential Disclaimer Lanauaae
An example using Medicare Health Plan copy might be as follows:
COPY:
DISCLAIMER COPY:
1 -bS I

CREW: Department of Health and Human Services: Public Affairs Firms Documents: 11/16/06 HHS/CMS FOIA Response 2 of 3

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¿Este contenido es inapropiado?

Copyright:

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Copyright:

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generally modest (1 0- 13% see GAO, Prescription Drugs: Prices Available Through Discount Cal-ds

111. Specific Tasks Under the Contract

The Contractor shall perform the following activities:

1. Kick-off Meeting ( Meeting held in Baltimore to 9/30/2002

5. Research Protocol Research protocol for formative Draft: 12/2/2002

8. Draft PublicatiodWeb 1 electronic copy in Powerpoint Draft: 411412003

9. Conduct product testing Product testing shall be First Round: 511912003

1 1. Final Report 1 electronic copy in Word 2000 Draft: 3 weeks after

7500 Security Boulevard

Dear Ms. Printz:

2. Personnel Qualifications (As Attachment; Not Counted Towards Page Limit)

4. Past Performance (As Attachment; Not Counted Towards Page Limit)

Medicare-Endorsed Prescription Discount Drug Card

Consumer Research Supporting the Medicare-Endorsed Prescription Drug Discount Card

The Contractor shall conduct extensive product testing.

place during March 2003.

The Contractor shall perform the following activities:

Collaboratively with CMS develop products identified through formative research

Develop and provide oral presentationshriefings on findings to appropriate CMS staff,

ITEM - D E S ~ O N - - - .. 1 - - DUE DATE - -

Dear Ms. Printz:

SUBJECT: OFFICIAL TRAVEL OF GOVERNMENT CONTRACTOR

The following is a listing of the potential travelers under this contract:

IYor~icaMarshall I Project Executive

ha, 7500 Securie Boulevard

To : ~etchuk July 15, 2003

Dear Ms. Printz:

1. Technical Understanding and Approach . -

The estimated direct labor d o l l ~ (broken

Note: A breakout should also be provided.foi- any proposed subconrractoi-s.

Centers for Medicare and Medicaid Services

Participate in kick-off meeting - Within two weeks following

VIII. Government Personnel:

Government Task Leader (GTL)

Division of Program Contrarts/Acquisitioiiand Grants Group

Subject: 2004 Spanish-Language National ~ e d i c a r e - ~ u l t i - ~ t &

Dear Ms. Edwards:

Centers for Medicare and Medicaid Services

To: CONSUMER RESEARCH AND COMMUNICATION (CRC)

ALL OTHER TERMS AND CONDITIONS REMAIN UNCHANGED . .

From: Derrick Heard

To All CRC Contractors,

From: Mary Jones

Thank you for your interest. - Mary Jones, Contracting Officer

CC: DHeard; PNagy; SRotwein

Date: September 27,2001 - -

To: CRC Contractors (Amy Dickmon, AED)

From: Mary Jones

Thank you for your interest. - Mary Jones, Contracting Officer

CC: DHeard; PNagy; SRotwein

I Derr~ckHeard - FW: teleconference call set1 Page 1

From: "Mumma, Nelson" <NMumma@gcigroup.com~

Here's our list of possible 008 debriefing participants:

Y~avid Kidder, Managing Vice President, Health Services Research and

Hello Derr~ckand Mary, - -

Talk to you soon and have a good weekend. pT I/-

CMS participants are as follows:

1. Mary Jones, Contracting Officer

From: Derrick Heard

CC: Pang, Juanita

Subject: Request for a No Costs Extension

Reference: Task Order No. 0001 1, Contract Number No. 500-01-0002

'I'h~sNCE is necessary ro allow time to incorporate CMS' comments into the