R&D: CPB Civic Content and Engagement Initiative

Cost proposals may include the salaries of new staff hired specifically to support this Initiative as well as existing full-or part-time project personnel. Cost proposals should include the percentage of time expected to be spent on this project per position.

The RFP guidelines request that the cost proposals include “estimated travel and out-of-pocket expenses to attend at least 4 meetings (in person).” Will the meetings be held at the CPB office in Washington, D.C.?

The Lead Station will be required to attend at least four in-person or virtual meetings. If in-person, the meetings will be held at CPB’s Office, located at 401 Ninth Street, N.W., Washington, D.C. 20004.

We assume that allowable/unallowable costs will follow federal guidelines.

Yes, please refer to CPB’s Indirect Cost Guidelines on cpb.org.

Are there any planned national events in Phase 1 that should be considered for Phase 1 budgeting?

No.

What are CPB’s expectations around the proposal reflecting the full need of Phase I and Phase II of the grant, given that Phase II is yet to be determined?

The applicant’s Technical and Cost Proposals should reflect Phase I work.

Are the cover sheet and executive summary included in the total 10-page count for the proposal?

Yes. However, please note that the “10 pages maximum” for the Technical Proposal does not include appendices.

Do all staff listed in the Project Personnel Overview of the Technical Proposal need a bio? For example, do staff supporting internal capacities for this Initiative, such as HR and Advancement, require a bio if they have limited daily involvement in the project's management?

Applicants should include a biography and relevant professional background for each assigned staff member. The Project Personnel Overview does not need to include bios of internal staff members that do not have an active day-to-day role in managing this Initiative. Please only include bios of personnel specifically assigned to the project in addition to their responsibilities and number of estimated hours per task.

On page 5 of the Technical Proposal requirements for the Executive Summary, the RFP guidelines state, “Applicant’s Executive Summary should also include…” Can these additional requirements be inserted where the Applicant finds most appropriate in their proposal, or must they be included at the end of the Executive Summary?

While the RFP requires this information be included in the Executive Summary, they may integrate it wherever they deem appropriate.

Who is the primary target audience for the short-form content? Is the intent primarily to reach “younger generations” (versus other groups) and what does CPB mean by “younger generations”?

This initiative seeks to inspire younger generations and reach new audiences to continue the work required to help our democratic republic thrive.

How does CPB define success? What metrics or stories would CPB need to demonstrate that success?

There will be a number of factors to consider whether the Initiative is successful which we may change as the Initiative progresses. Factors may include but are not limited to productive engagement with the Evaluation Partner, development of content prototypes that engage new audiences and younger audiences, creating new successful partnerships, and the creation of the Resources and Guidelines that will assist stations participating in developing additional prototypes in the next Phase of the project.

Is the desired outcome of this Initiative over the next two years to explore how public media stations can engage people in civic dialogue? Or is it to explore how to get citizens more civically engaged?

One of the Initiative's goals is to amplify individual voices of communities, such as leaders, parents, teachers, students, veterans, and others who volunteer. These stories of service will be featured on public media platforms to inspire others and promote civic understanding.

The RFP identifies CPB’s national partners, “such as More Perfect and America250…” Are there other national partners, in addition to More Perfect and America250 with whom CPB is working with around this initiative?

CPB is a founding partner of More Perfect, a bipartisan initiative to engage institutions and Americans in renewing American democracy, and a partner of the U.S. Semiquincentennial Commission (“America250”), a nonpartisan commission to commemorate America’s 250th Anniversary.

On page 2 of the RFP Guidelines, it states the prospective Lead Station (applicant) should identify “1-3 local, regional and/or national partners to support and inform the development of the Initiative,” whereas on page 4, the RFP states “3-5 local, regional and/or national partners.” Can you please clarify?

To clarify, the applicant should submit 3-5 local, regional and/or national partners to support and inform the development of the Initiative.

Is CPB expecting funding credit on this content? If so, will funding credit guidelines be provided?

As a lead and principal funder of this Initiative, CPB expects funding and branding credit on the content produced in association with this Initiative which will be included in the agreement with the selected Lead Station. CPB funding credit and branding guidelines will also be included within all Guidelines and Resources provided to the Pilot Cohort, and the participating stations in Phase II. See the CPB Funding Credit Grid and CPB Brand Guidelines on cpb.org for more information.

The RFP refers to multimedia content. Does this include broadcast content?

This Initiative will provide local public television and radio stations with the multimedia tools and resources to create and distribute short-form, digital-first content. While CPB does not intend for this to include long-form linear broadcast content, it may include broadcast interstitials.

Is CPB willing to grant a non-exclusive license so that stations can put content on their own website?

Following the distribution of the Guidelines and Resources developed by the Lead Station in Phase I, CPB expects that public media stations will have the right to post content produced by other public media stations on their station-owned websites to promote the Initiative in their local communities during Phase II and perhaps longer, subject to some restrictions. For example, stations will need CPB, the Lead Station, and the producing station’s prior approvals, and subject to appropriate funding credit and branding.

The RFP guidelines state that the Lead Station will “produce short-form multimedia content that will serve as Content Prototypes to seek feedback from a range of stakeholders” in collaboration with CPB’s established national partners, additional partners identified by the Applicant and the Pilot Cohort of subgrantee stations. Will CPB determine the stakeholders, or will the Lead Station?

In collaboration with CPB, the Lead Station will identify the stakeholders.

Is there a minimum number of Content Prototypes each station should generate? What is the Total Running Time (“TRT”) expected?

While the exact number is difficult to estimate, there may be up to 30 content prototypes produced in Phase I. The run time will vary depending on the Evaluation Partner’s research as well as the multimedia platform used.

How does CPB define a Content Prototype?

Content Prototypes will be digital-first, short-form content generated by the Lead Station and Pilot Cohort in Phase I that reflect the research performed by the Evaluation Partner. Prototypes should also serve as a template and example for developing multimedia, branded content that amplifies stories of individual Americans from all walks of life who are contributing to their communities.

Is CPB expecting a template for each format type (ie. Podcast, video reel) or more of a narrative and style guidelines for different platforms?

The Guidelines and Resources are required to inform a formatted approach in producing and distributing accessible content and building new partnerships on the local, regional, and national scale. The RFP sets forth the minimum requirements and applicants may propose their own approach to meeting these requirements.

Where will this content eventually live? Will it live on a site the Lead Station will create? If not, will the Lead Station and sub-grantee stations be allowed to post/broadcast on their outlets?

The Lead Station will be responsible for content storage during Phase I. CPB expects the Pilot Cohort will be allowed to post and broadcast the content as explained in a previous question.

Is the Lead Station expected to be one of the content producing stations in Phase I and/or Phase II?

Yes, the Lead Station will produce Content Prototypes in Phase I.

Can the Lead Station award a sub-grant to its local team to participate as a grantee station?

The Lead Station will be producing Content Prototypes in addition to managing Phase I activities.

Can adjustments be made to the list of recommended stations to participate in the pilot cohort program, or are the stations submitted at the time of the proposal expected to be the final Cohort selection.

The list of recommended Pilot Cohort stations proposed by each Applicant will be considered, but may change, depending on several factors, including the Initiative’s goals, and input from the outside evaluator.

How many stations does CPB anticipate will be involved in Phase II of this Initiative?

The success of Phase I will determine the number of stations selected for Phase II.

Is there a pathway for public media stations that may not have the capacity to execute this work as a Lead Station to share their content goals and/or participate in a conversation with CPB about how they could utilize this stage of the grant process to further their service?

Public media stations interested in supporting this Initiative – whether within the Pilot Cohort of Phase I or following the release of the “multimedia content distribution Guidelines and Resources” developed by the Lead Station and Pilot Cohort subgrantee stations in Phase I – may contact Camille Morgan, Director of External Affairs and Engagement (cmorgan@cpb.org) to learn more and discuss opportunities.

To what extent does CPB hope that stations will use templated content that they can re-brand and distribute versus having stations create their own original content?

CPB understands that local public radio and television stations may have limited capacities to design, produce and distribute content on a local, regional and national scale. The Lead Station will develop a Strategic Plan that includes multimedia content distribution Guidelines and Resources to support participating stations in producing original local content for their communities using a formatted approach in producing and distributing accessible content. The Guidelines and Resources will reflect the research conducted in this initial Research & Development phase and may provide avenues for stations diverse in licensee-type to participate through their own original content with the appropriate branding guidelines.

Is it CPB’s hope that the resulting content will feature primarily local people in each participating community?

Yes. This Initiative’s focus is to amplify the stories of Americans from all walks of life – from the “Hidden Heroes” to community leaders and prominent national leaders – who are contributing to their communities and our country. Public media is uniquely positioned to feature local stories and amplify local voices on a local, regional, and national scale.

Can multiple External Research Firms (“Evaluation Partners”) be hired?

Yes, Applicants may propose multiple Evaluation Partners, with their costs reflected in Applicant’s Cost Proposal.

Are there environments CPB is most interested in learning about and reviewing through an environmental scan conducted with the Evaluation Partner? What is CPB looking to assess in this scan?

The goal of the Environmental Scan is to understand how this Initiative fits into the national context of civic engagement-related initiatives external to CPB and public media. Additionally, the Environmental Scan and its analysis should clarify the differentiating characteristics of this public media Initiative to what is commercially available. The Environmental Scan will inform strategic planning at the Initiative level and inform guidance on priorities in community engagement needs for participating stations.

Page 4 of the RFP guidelines states, “Lead Station will be expected to provide interim materials upon request.” How much lead time will the Lead Station be provided for such requests?

CPB will provide the Lead Station with advance notice and adequate time to produce the interim materials requested. The lead times will vary depending on the request.

What are your guidelines to ensure we don’t cross a political boundary?

CPB and public media are nonpartisan. Content should reflect the diversity of America – diverse in age, ethnicity, point of view, geography, and ability/disability. In general, applicants should confirm they will consult either with appropriate in-house or outside counsel with respect to specific questions or consult with the Office of the General Counsel of CPB at ogc@cpb.org.

At the start of the grant, can the Lead Station convene the proposed partners to determine the editorial direction for the collaboration?

Once the Lead Station is selected and an agreement is executed and announced, CPB and the Lead Station will host an initial planning meeting. Ultimately, the Lead Station is solely responsible for the content of the specific productions and convening partners.