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Frequently Asked Questions (FAQs)

What is the SMMF Marketing and Branding opportunity?

This opportunity is a National Park Service (NPS) notice of intent to make a continuation award under an existing cooperative agreement with the Santa Monica Mountains Fund (SMMF). It focuses on marketing, branding, and communications efforts related to the Santa Monica Mountains National Recreation Area.

What is the Funding Opportunity Number for this announcement?

The Funding Opportunity Number is NPS8542110027.

Who is the expected recipient of the continuation award?

The continuation award is intended for the Santa Monica Mountains Fund (SMMF), identified as a qualifying 501(c)(3) nonprofit, under an existing cooperative agreement.

What is the purpose of the project funding?

The purpose is to fund and carry out a coordinated set of marketing, branding, and communications efforts that improve public understanding of the Santa Monica Mountains National Recreation Area and encourage stewardship of its natural and cultural resources.

Is this funding intended for research or construction projects?

No. The described scope is not aimed at supporting research or construction. The project is focused on public-facing information products and brand implementation.

What types of activities and deliverables may be supported?

Planned work may include piloting and evaluating products and then expanding on what proves effective. Deliverables may include:

• Video and web-based content showcasing park locations and recreation options while explaining stewardship opportunities
• Signs and other printed materials that strengthen and reinforce the Santa Monica Mountains graphic identity
• Printed and online pieces using consistent taglines and messages tied to the brand and park resources/programs
• Branded merchandise such as apparel, posters, and cards
• New product concepts intended to support messaging and visitor engagement at the interagency visitor center at King Gillette Ranch
• A preliminary and a final presentation-style report documenting concepts, recommendations, and completed materials

What is meant by “brand implementation” in this opportunity?

Based on the announcement, brand implementation refers to producing and applying consistent marketing messages, taglines, and a graphic identity system across park-related communications products so that park sites, services, facilities, and programs are easier to recognize and more consistently presented to a wide range of audiences.

What role does SMMF play under the cooperative agreement?

SMMF is responsible for hiring, paying, and managing contractors who produce marketing and communications materials. Those materials must align with branding and marketing strategies that SMMF develops in partnership with NPS.

What role does NPS play in the project?

NPS provides guidance and oversight to ensure materials are accurate, relevant, and consistent with NPS standards and policies for education and marketing. NPS will supply reference materials and publications, review contractor submissions, and provide comments during development. NPS also provides the project funding and consultation needed to implement the graphic identity system and marketing messages.

How does NPS benefit from this cooperative agreement?

The stated benefit to NPS is increased public awareness and understanding of park values, programs, and services through broader dissemination of well-aligned communications products.

What is the total estimated funding amount?

The total estimated funding is $60,000.

What are the award ceiling and award floor?

The award ceiling is $60,000 and the award floor is $1.

Is cost sharing or a match required?

No. The announcement states there is no cost sharing or matching requirement.

Can the recipient charge administrative fees under the agreement?

Yes. SMMF may charge up to an 8% administrative fee under the agreement.

What type of award is expected?

The award is expected to be a single cooperative agreement.

What is the CFDA number and program category listed?

The announcement lists CFDA 15.944 (Natural Resource Stewardship). The activity is categorized under Information and Statistics.

What is the planned performance window for the project?

The planned performance window is October 1, 2011 through December 31, 2014.

When was the opportunity posted?

The opportunity was posted on August 5, 2011.

What is the closing date for the announcement?

The original and current closing date listed is August 19, 2011.

When was the opportunity archived?

The archive date is September 18, 2011.

Who should be contacted for access issues or questions about the announcement?

The listed contact is Kristina Bliss, Contract Specialist. Phone: 805-370-2321. Email: kristinabliss@nps.gov.

Does the scope include products intended for a specific visitor center?

Yes. The scope allows for new product concepts specifically intended to support messaging and visitor engagement at the interagency visitor center at King Gillette Ranch.

Are pilots and evaluation explicitly part of the planned approach?

Yes. The planned work can include piloting a selection of products, evaluating which pilots are most effective, and then investing in additional materials based on what proves successful.

What kind of reporting is required?

SMMF must provide a preliminary report and a final report in a presentation-style format that documents concepts, recommendations, and completed materials.