RFP #1-11

The Super-efficient Equipment and Appliance Deployment (SEAD) U.S. Street Lighting Marketing Project


The Collaborative Labeling and Appliance Standards Program (CLASP) is an international non-profit organization that promotes energy efficiency standards and labeling (S&L) for commonly used appliances and equipment. CLASP serves as the Operating Agent for the Super-efficient Equipment and Appliance Deployment (SEAD) Initiative, a Clean Energy Ministerial initiative that leverages high-level political dialogue to advance global market transformation for efficient equipment and appliances. CLASP facilitates interaction among the governments participating in SEAD, as well as the SEAD International Steering Committee and Leadership Council.

Through its activities and projects, SEAD is engaging governments and the private sector to tap the potential of appliance and equipment efficiency. SEAD partners are working together in voluntary activities to: (1) "raise the efficiency ceiling" by pulling super-efficient appliances and equipment into the market through cooperation on measures like incentives, procurement (the focus of this RFP), awards, and R&D investments; (2) "raise the efficiency floor" by bolstering national or regional policies like minimum efficiency standards and labels; and (3) "strengthen the foundations" of efficiency programs by coordinating technical work to support these activities.


Effective procurement policies can help governments save considerable amounts of money while also reducing energy consumption. Private sector companies also purchase large numbers of energy-consuming devices and can also benefit from procurement policies that minimize life-cycle energy costs. Both public and private procurement offer opportunities to generate market-transforming demand for high efficiency products. SEAD's Procurement Working Group seeks to leverage the purchasing power of public and private sector buyers to draw high efficiency equipment and appliances into the market.

The SEAD Procurement Working Group has partnered with the Alliance to Save Energy to develop a series of tools to facilitate procurement of energy efficient equipment in the public sector. The SEAD street lighting evaluation toolkit is the first in this series and focuses on advanced municipal street lighting. Street lighting is typically one of the largest sources of energy consumption under a municipality's direct control. A rapidly changing product market, including the introduction of light-emitting diode (LED) fixtures and other advanced technologies, allow for significant energy savings, but also make proper lighting design and careful evaluation of fixture choices all the more important. The SEAD street lighting evaluation toolkit provides a quick, easy way for government procurement officials and lighting specifiers to perform a first-order evaluation of light quality, energy consumption, and life cycle costs of efficient street lighting alternatives.

Scope of Work

As the Operating Agent for SEAD, CLASP has the responsibility for marketing and communications for SEAD products, and has developed a marketing strategy (see Annex 1) to promote the SEAD street lighting evaluation toolkit within the United States. CLASP seeks to contract with a qualified communications consultant to develop the communication products and implement the deliverables outlined in this marketing strategy. Information on Consultant responsibilities, reporting, and deliverables is provided below, as along with the project timeline and consultant application instructions.

The Consultant will be responsible for promoting the SEAD street lighting evaluation toolkit to U.S. procurement officials by conducting the following activities:

  • Review the marketing strategy and provide recommendations for improvement.
  • Identify points of contacts for each of the target and secondary audiences listed in Appendices A and B of the attached marketing strategy.
  • Develop the communication products proposed in the marketing strategy.
  • Recommend and develop additional promotional and marketing materials.
  • Disseminate the communication products to the identified target audiences in Section IV of the marketing strategy.


The project is expected to commence in November 2011 and will conclude in March 2012.


The Consultant, in coordination with CLASP, will be required to provide the following outputs over the course of the project:

  • Communication products (identified in section IV of the attached marketing strategy):
    • Press release – Identify recipients including trade journals, newspapers, online media, etc. Draft and disseminate press release to approved distribution list, providing an overview of the SEAD initiative, and summary of the purpose, availability, savings and benefits of the street lighting evaluation toolkit;
    • Fact sheet – Develop a fact sheet summarizing information included in the press release;
    • White paper – Draft and disseminate to municipal-level procurement officials responsible for purchasing street lighting equipment. The white paper should detail the methodology of the street lighting evaluation toolkit, explanations of how the energy calculator is used, and what features are included and their potential benefits. Also summarize the information found in the press release;
    • Endorsement request letter – Develop and disseminate to at least 20 organizations to promote the SEAD street lighting evaluation toolkit to their membership, including national procurement associations, efficient lighting advocacy organizations, etc.;
    • Feature news article – Develop an article and a list of approximately 20-30 potential procurement journals or magazines for distribution; and
    • Online training resources for procurement officials – Develop a PowerPoint presentation or an instructional video to be posted on the superefficient.org website.
  • Spreadsheet identifying points of contact for all state government procurement offices outlined in section 5a of the marketing strategy.
  • Spreadsheet identifying points of contact for all secondary audiences identified in section 5b of the marketing strategy.
  • A final report summarizing marketing design and methodologies, and recommendations for future promotional activities.

Deliverables will be provided in unlocked, accessible electronic file formats (preferably Microsoft Office files) to allow for future editing and refinements by CLASP.


To qualify for a contract with CLASP, you must first register as a CLASP Implementing Partner. Registration is simple and quick and may be done here.

A committee appointed by CLASP, consisting of CLASP staff and external advisors, will evaluate project and budget proposals received from respondents. Proposals will be evaluated based upon the following criteria:

  • Quality and completeness of the proposed marketing design and project management and implementation approach.
  • Consultant qualifications, including:
    • Examples of previous success in marketing to government procurement officials, preferably projects related to energy efficiency;
    • Examples of previous experience writing and disseminating press releases, informational materials, and online resource tools;
    • Track record of successful project management and implementation; and
    • Team composition and qualifications.
  • Project cost proposal.

Proposals will be evaluated using the Quality and Cost-Based Selection (QCBS) method, with weights of 80 percent towards project proposal quality and team and organization experience, and 20 percent towards proposed costs.


The Consultant is hereby requested to provide a detailed proposal that includes the following:

  • Company profile, including a summary of qualifications relevant to this assignment and no more than five examples of relevant project experience.
  • CVs and related summaries of experience and qualifications of applicable staff who would be engaged in the project.
  • Background and introduction to the Project.
  • Detailed approach and methodology for the implementation and management of the assignment.
  • Detailed timeline of deliverables and milestones. Milestones include all interim tasks and project activities for completing the project within the timeframe indicated above.
  • Detailed budget that includes a breakdown (in days) of the level of effort and costs for each task, associated with each team member that will be engaged in the project.

Proposals are to be submitted via email to Anna Lising at alising@clasponline.org by 11 November 2011. Applications beyond this date will not be considered.

All questions may be directed to Anna Lising at alising@clasponline.org. We request all inquiries be made via email and not by phone.

Funding for this project is provided by the U.S. Department of Energy.

Annex 1

SEAD Street Lighting Evaluation Toolkit – US Marketing Strategy

Table of Contents

  1. Program Goals and Marketing Objectives
  2. Message
  3. Target Audience
  4. Communication Products
  5. Lists of Potential Audiences
    1. Target Audience
    2. Secondary Audiences

1. Program Goals and Marketing Objectives

A. Goals

    • Broad Goal: Reduce energy consumption from street lighting by increasing government procurement of energy efficient street lighting equipment
    • Immediate Goal: Provide government officials easy-to-use software tools that allow them to evaluate energy savings and life cycle costs of energy efficient street lighting products

B. What role will marketing/communications play in achieving the primary goals?

    • Outreach to government procurement officials to raise awareness of the existence of the street lighting evaluation toolkit.
    • Educate users on how to use the toolkit.
    • Increase use of the evaluation toolkit in public procurement community and other purchasers.

2. Message

The street lighting evaluation toolkit allows procurement officials to generate a side-by-side comparison of light quality, energy consumption, and life cycle cost characteristics of conventional high pressure sodium or metal halide fixtures and emerging LED street lighting design alternatives. While the street lighting evaluation toolkit is not intended to be a design tool or to replace professional street lighting design, its simple user interface and step-by-step instructions allow procurement officials, whether or not they have prior experience with lighting design software, to perform an initial evaluation of project feasibility and quickly compare the performance of generic or specific street lighting fixtures.

The street lighting evaluation toolkit can be downloaded from superefficient.org.

3. Target Audience

This marketing plan targets procurement officials responsible for buying street lighting equipment. State government procurement offices are the primary audience. National and state-level professional associations for government procurement officials (e.g., the National Association of State Procurement Officials (www.naspo.org), state public procurement associations, the National Institute of Government Purchasing (www.nigp.org), and state NIGP chapters) comprise the secondary audience.

State government procurement offices, public procurement associations, and NIGP chapters are listed in section 5a See section 5b for a list of potential secondary audiences including federal agencies, non-profit organizations, and street lighting equipment entities.

4. Communication Products

Communication Products & Contents


Press release

  • SEAD Overview
  • Basic information about purpose and availability of street lighting evaluation toolkit
  • Overview of savings and benefits
  • State procurement offices (i.e. procurement officials responsible for street lighting)
  • NASPO & state chapters
  • NIGP & state chapters
  • Trade journals
  • Newspapers
  • Online media
  • Federal agencies
  • Non-profits and NGOs
  • Other

Fact sheet

  • One-page summary of above information
  • More detailed description of the toolkit & potential benefits
  • State procurement offices (i.e. procurement officials responsible for street lighting)
  • NASPO & state chapters
  • NIGP & state chapters
  • Other

White paper

  • Same information as above in paragraph form, plus:
  • Detail the methodology of the toolkit
  • Screen shots of calculator with explanations of how to use it, why features are included and their benefits, etc.
  • State procurement offices (i.e. procurement officials responsible for street lighting)
  • NASPO & state chapters
  • NIGP & state chapters
  • National professional procurement associations*

Endorsement request letters

  • Note comparison of toolkit with other tools and highlight importance of value of SEAD street lighting evaluation toolkit
  • Letter should ask organizations to:
  • Feature information and linking to toolkit on endorsing organization’s website or social media network sites (i.e. Facebook, Twitter, LinkedIn, internal government staff intranet)
  • Highlight toolkit in an article on organization’s newsletter, blog, or other internal and/or external communication
  • Submit toolkit for inclusion on existing tools registries
  • Promote toolkit at industry meetings (i.e. invitations to speak on conference panels, create booth or submit poster for poster sessions)
  • Promote toolkit at government trainings (i.e. greening government forums, energy efficiency workshops, agency procurement conventions)
  • National professional procurement associations
  • Acquisition Central
  • EPA
  • SBA
  • GSA
  • Non-profits and NGOs
  • NASPO & state chapters
  • NIGP & state chapters
  • Trade journals
  • Other

Feature articles

  • Summary of information provided in press release, fact sheet, and white paper
  • Journal of Public Procurement (JoPP)
  • Int’l Journal of Public Procurement (IJOP)
  • Trade journals
  • Other

Webinars and Training

  • Web-based training for procurement officials on how to use the toolkit
  • Instructional orientation videos posted on superefficient.org that demonstrate the toolkit’s features and how to use it
  • State procurement offices
  • NASPO & state chapters
  • NIGP & state chapters

* See section 5b

5a. Target Audience List

State and local governments: http://www.naspo.org/profile_index.cfm

National Association of State Procurement Officials (NASPO): www.naspo.org  

State public procurement associations:

National Institute of Government Purchasing (NIGP): www.nigp.org  

NIGP Chapters: www.okapp.org/insidepages/links/  

5b. Secondary Audience List

Outreach to organizations that can disseminate information to their memberships and/or post information on their websites

Summary of Bids and Decisions

In keeping with CLASP's commitment to a fair and transparent evaluation of all bids, following is a summary of the bids received under RFP# 1-11 “The Super-efficient Equipment and Appliance Deployment (SEAD) U.S. Street Lighting Marketing Project”, as well as the basic rationale for the final selection.

This was a competitive solicitation, and technical and financial proposals were received from five organizations: The Alliance to Save Energy (ASE), Avant Marketing Group, Marmillion + Company, and two anonymous organizations.

While all five bidders submitted strong proposals and several were considered viable candidates for successful implementation of the project, the submission from the Alliance to Save Energy was considered superior due primarily to the international reputation and credibility of the team, their extensive experience in developing communications strategies for energy efficiency related projects, their familiarity with marketing directly to government officials, and the comprehensiveness of their proposed methodology based on an understanding of the project requirements as stated in the RFP.

Proposals were evaluated by a four person review team according to pre-defined criteria regarding the proposed approach, methodology, and project execution plan, extent of experience in implementing marketing strategies for energy efficiency projects, and cost projections in accordance with the RFP.

Proposals were scored based on a Quality and Cost Based System (QCBS) totaling 100 points, with 80 points allocated to the technical proposal evaluation and 20 points allocated to the financial proposal evaluation.

Final scores for the five proposals are provided in the table below:


Total Score












 Please contact Anna Lising, SEAD Program Coordinator, at alising@clasponline.org with any further questions.